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How do large consumer enterprises make digital transformation?

2022-07-03 17:00:00 【Big data V】

Reading guide ： Large consumer enterprises include medicine and health care 、 Food and beverage 、 Brand clothing 、 tourism 、 retail 、 new type IT technology 、 Home appliance 、 automobile 、 Real estate, etc . New consumption is the upgrading of new consumption patterns . In the process of a new round of consumption upgrading , tourism 、 High end liquor 、 The dairy 、 Wine 、 Leading sub industries such as flat panel TVs and others 5G、 A new generation of communication products represented by internet cable TV , Constantly introduce innovative consumption concepts , Diversify people's consumption .

author ： Wu Chao Zhao Jing Luo Jiaying Chen Xinyu etc.

source ： big data DT（ID：hzdashuju）

01 Digitalization of large consumer Enterprises 3 Fields

The digital transformation of large consumer enterprises involves both internal and external enterprises , Divide from the objects connected by the enterprise , The digitalization transformation of enterprises can be divided into marketing digitalization 、 Digital management 、 Industrial Internet 3 Fields , Pictured 1-4 Shown .

Connect consumers or customers ： The process from enterprise's goods to consumers or customers belongs to marketing , It's connected to the consumers or customers of the business . This is the digitalization of marketing , It belongs to the field of marketing digitalization .
Connect employees ： The process from order to production planning belongs to internal management , Employees are connected here , Let all employees work together on the link , It's a tradition ERP The scope of Management . Digitalization of internal management , It belongs to the field of digital management .
Connecting devices and products ： After the production plan is released , From production planning to MES Production line process , Connected is the production equipment . For example, how to produce each equipment , Take a picture of each product in each process , And then through data analysis to control the quality 、 Technological level, etc . The digitalization of the production part belongs to the field of industrial Internet .

▲ chart 1-4 Enterprise digitalization 3 Fields

02 Why large consumer enterprises choose marketing digitalization as a breakthrough

Large consumer enterprises are at the forefront of digital transformation , Generally, we choose the marketing scenario as the starting point , Start the digital transformation of enterprises .

Large consumer enterprises selling through channels , Advertising channels have been shifted from television 、 newspaper 、 Outdoor billboards and other traditional media , More accurate delivery 、 On digital media with richer and more flexible strategies , And strengthen the operation of digital users , Establish and operate private domain traffic pool . Digital marketing has been a common practice of digital transformation of large consumer enterprises .

In terms of product and service innovation , Like tea 、 Books also burn fairy grass 、 New tea 、 Natural stupor 、 A number of new tea enterprises such as aunt Hushang have been digitalized in succession , The way we buy tea is unconsciously transferred from the store counter to wechat applet , This also enables the new tea industry to realize based on private domain traffic pool “ Super personalized recommendation ” Marketing .

In retail , cloud POS、 Smart shopping guide 、 Live shopping guide 、 No one stores 、 Digital marketing applications such as member digitalization and member marketing have become the standard configuration of brand retail , Ryohin keikaku shop 、 Jiujiuya and other enterprises are good cases .

There are two main reasons why these large consumer enterprises choose marketing digitalization as the first strategy and the best entry point for digital transformation .

First of all , From the perspective of enterprises , since 2019 Since then , The growth rate of Chinese enterprises has slowed down , Especially with the expansion of revenue scale , Revenue growth generally slowed down . Business of large consumer enterprises is becoming more and more difficult , The sales bottleneck is becoming more and more obvious .

Marketing digital transformation is a wise choice for large consumer enterprises under the double superposition of crisis and pain , Enterprises can innovate through marketing digitalization , Through refined operation and “ brand 、 market 、 sales 、 Service integration ” Designed marketing digital application , Find new market opportunities and growth points , Form a continuous impact on users , The goal is to break through growth .

second , From the perspective of suppliers , The technology of many domestic manufacturers has surpassed that of international manufacturers , It can better meet the marketing innovation demands of domestic enterprises , Especially in the marketing scene innovation 、 Operational design 、 Application development and data startup and operation , It will provide a strong boost to the digitalization of enterprise marketing .

meanwhile , These large consumer enterprises should achieve the digital transformation of marketing , Need to have 4 Elements .

First of all , Enterprises should change their marketing thinking . The future competition in enterprise marketing is reflected in user experience , Enterprises should have good user experience and do stock operation . Because with the flow of dividends peaked , The cost of flow goes up ,“ Flow thinking ” Outdated , So enterprises should change their thinking , We should seek sales on the stock .

so to speak , Stock operation thinking reflects a new growth system .

From public domain operation to private domain operation , It means that enterprises should work hard on the operation of private traffic , Marketing design should be based on the whole life cycle of users , Design “ Drainage to get customers — Precise service — Efficient transformation — Retention activation — Trust spreads ” Customer acquisition transformation cycle , So that enterprises can really start from the perspective of user experience , Design marketing play , Enhance user value , Smoothly enter the next remaining virtuous circle .

second , Enterprises should mine the real needs of users based on data , Reshape marketing strategy . With the help of big data , Enterprises can create user portraits , Combined with the information of people and goods yard , Analyze the consumer demand of users in different scenarios , Group for accuracy 、 Lay the foundation for formulating different strategies of attracting customers .

Third , Enterprises should innovate marketing methods , Refine the operation of each stock user . As large consumer enterprises compete for the sinking market 、 The business scale continues to expand , The space for new users to grow is gradually shrinking . Guided by user experience thinking , The starting point of enterprise marketing digitalization is the refined operation of each stock user .

Fourth , Enterprises should have efficient conversion trading floors , Drain the enterprise 、 The retained and activated achievements can be realized efficiently . The ultimate goal of enterprise marketing users is to convert into cash , This requires enterprises to provide users with rich 、 Convenient 、 Efficient trading channels , Let users buy 、 Right buy 、 It's worth it .

This article is excerpted from 《 Digital marketing ： All the way to C, Build an enterprise level marketing and growth system 》, Issued under the authority of the publisher .（ISBN：978-7-111-70438-6）

Extended reading 《 Digital marketing 》

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Recommended language ： This book takes the digital transformation as the background , The purpose is to guide enterprises to build a digital full journey experience for consumers , Summarized a set of marketing digital transformation methodology . This methodology is cloud migration technology 5 Over the years , For dozens of industries 200 Summary of experience of leading enterprises in providing digital transformation services and marketing digital services .

About author ： Wu Chao , Cloud migration technology partner , Master of Nanchang University , have 20 Years of middle and senior management experience , Once held a senior management position in a large comprehensive enterprise , Responsible for enterprise operation , Participate in enterprise strategic planning , Responsible for strategic new business development . In the past five years, it has been committed to providing digital transformation services for enterprises , For drinks 、 food 、 chain 、 medicine 、 Dozens of leading enterprises in real estate and other industries provide digital transformation consulting 、 System design and landing services .

Zhao Jing , Yunqian technology partner and head of Strategic Market Center , Responsible for brand public relations 、 Marketing Management 、 Work in the fields of politics, industry, education and research , from 0 To 1 Build brand , Planning and implementation of marketing system , Familiar with market research 、 product positioning 、 Channel management, etc , Long term case study on digital transformation with a doctoral team . Bestsellers 《 China Taiwan strategy 》 and 《 China Taiwan practice 》 The total planning ,IT Industry operation veterans , The university of Hong Kong B2B Graduate student in marketing strategy and management . Once worked as a planning editor 、IT Initiator and product manager of technical self-test platform 、CIO And CTO Club promoter , Responsible for and participated in the application of cloud computing by many well-known enterprises at home and abroad 、 Big data and other technologies for new product launch promotion and integrated marketing services .

Luo Jiaying , Vice president of Yunyi Technology , Bachelor of Shanghai Jiaotong University 、 Sun Yat-sen University MBA, Have 20 Enterprise in IT Consulting and service experience , For the past six years, he has been committed to the practice and preaching of Taiwan enabled digital commerce in Alibaba ecological enterprises , He has successively worked for real estate 、 drinks 、 chemicals for daily use 、 medicine 、 Farming and animal husbandry 、 Dozens of leading enterprises in logistics and other industries provide consulting services for the digital transformation of Sinochem .

Chen Xinyu , Co founder and chief architect of Yunqian technology , Deputy director and expert of the digital enterprise middle platform application expert advisory panel of the cloud service branch of the application software products of the China Software Industry Association , Doctor of computer science and engineering, Chinese University of Hong Kong , Lead the planning of Yunqian technology digital middle office system 、 Build and empower enterprises to implement . He was responsible for and participated in the design and development of large enterprise management software infrastructure and development platform . Besides , I have also participated in the natural language interaction of databases 、 Distributed systems 、 Software reliability and other academic research projects .