Digital transformation takes the lead to resume production and work, and online and offline full integration rebuilds business logic

According to the National Bureau of Statistics ,2022 year 1—5 month , Total retail sales of consumer goods 171689 One hundred million yuan , Year-on-year decline in 1.5%, Among them in 4 In January, the local epidemic occurred frequently 、 When it affects most provinces in the country ,4 The total retail sales of social consumer goods decreased year-on-year in January 11.1%、 Retail sales fell 9.7%,5 The total retail sales of social consumer goods decreased year-on-year in January 6.7%、 Retail sales fell 5.0%. meanwhile ,1—5 month , Online retail sales in China increased year on year 2.9%, Among them, online retail sales of physical goods increased 5.6%, The proportion of total retail sales of social consumer goods is 24.9%.

From the data , Offline businesses are greatly affected by frequent outbreaks in many places , Online commerce has maintained a stable and small growth , Become a highlight of social economy . Resume production and work , Digital transformation has become a must for all enterprises . however , With 1-5 In June, the national online retail sales only increased year-on-year 2.9% Look at , Online commerce has also encountered growth bottlenecks . In the era of consuming the Internet , The business front end that directly contacts consumers and customers has accelerated its migration to online , The migration of business back-end operations to online has just begun during the epidemic , This has also become the bottleneck of online business growth .

In the stage of resumption of production , Enterprise digital transformation must adopt new thinking ： Online will not be an independent business unit , But online business 、 Comprehensive integration of offline businesses , Only online and offline integration can break the boundary between real economy and virtual economy , Break through the growth bottleneck .

Digital is in command ： A game of chess online and offline

Today, online commerce represented by e-commerce is entering a new stage . before , Ali 、 Vipshop 、 Pure e-commerce platforms such as jd.com are the first generation of online commerce , These enterprises have taken pure e-commerce business as their main business since their birth . thereafter , Many traditional companies follow , Independent E-commerce departments or online business departments have been established , Set up a separate team to operate e-commerce or online business , For example, Gome has Gome online, which is specially responsible for the group's e-commerce business , Suning Electric also established an independent e-commerce company Suning Tesco .

The repeated outbreak of the epidemic disrupted the business operation mode of enterprises , When enterprises suddenly find that all stores are closed 、 All offline business employees cannot be on duty 、 When all offline business operations cannot be carried out normally , Online channels have become the focus of enterprises “ straws ”. Of course , Not all offline stores are closed , It is the shutdown of stores affected by frequent outbreaks in many places “ As one falls ”, Enterprises must adapt “ It rains here and sunny there ” The changing situation , Close or open stores in different locations at any time —— Online business has become the only sustainable business model .

The stage of returning to work , Online mode has become the main business model of enterprises —— Enterprises should adapt to the new normal of long-term coexistence with the epidemic , We must extend the online mode to the whole enterprise , Become the unified business model of enterprises . This means that the situation of online and offline teams will be completely broken , Online and offline businesses 、 An online and offline team 、 Online and offline integrated operation , This is the most fundamental logic of digital leadership and resumption of production . In other words , To resume production and work, we must take the digital system as a unified system of online and offline operations , So as to operate all businesses of the enterprise in a unified way .

To overcome the difficulties ： Online and offline integration of background system

Digital transformation is the main melody of resuming production and work , Enterprises should not only continue to expand the online channels of front-end sales and marketing , We should also accelerate the consistency and collaboration of enterprise background systems , At the same time, we began to build an integrated background operation system , Unify online business and offline business into a chess game . Online and offline integration background system , It has become a crucial battle for digital transformation .

The first is the integrated operation of customers . Enterprises often use multiple sets of business systems , For example, those in charge of consumer relationship management CRM, Data from all channels 、 In depth analysis and insight of business data CDP, Implement automated marketing MA, These systems are often divided into online and offline business systems , The docking between different systems is not perfect 、 The degree of fit is not high 、 Even quite fragmented problems . And the enterprise hopes to fine operate the customer base , Understand customers' online and offline purchase behavior , And implement unified promotion online and offline , This requires enterprises to get through various background customer systems .

The second is the integrated operation of the supply chain . In the past , Retailers' supply chain management is often passive 、 Responsive and supportive , Not only the offline channel organization is very complex , Have no perception of consumer needs , It is a rigid model completely centered on enterprises and products . And with the “ Customer focus ” The development of online channels and the integration of online and offline channels 、 A national inventory, etc , The supply chain of retailers also needs to be upgraded to an enabling organization , Channel providers at all levels have changed from an executive perspective to an enabling role , Support retail terminals to carry out community group purchase at any time 、 One store, one differentiated operation, etc .

The third is the integrated operation of employees . Frequent outbreaks require employees to be able to work anytime, anywhere , And seamlessly switch between online and offline Office , At the same time, enterprises also need to be able to uniformly manage the rights of employees , Whether online business system, offline business system or unified system , Enterprises need to be able to switch the identity and authority of employees at any time . Of course , Whether mixed office , Or switch various system permissions , Both need to simplify the management process while ensuring the security of information and data , Bring efficient collaboration to cross regional operations 、 Stable and secure remote collaboration experience .

Of course , The online and offline comprehensive integration and unified construction management of the background system , It is not limited to the above three aspects , It involves broader system integration 、 Data fusion 、 Business integration . The sooner enterprises attach importance to the online and offline integration of background systems , The more competitive you can get after resuming production and work .

broken ： Make good use of digital people , Create a unified interface

In the digital transformation of resuming production and work , Digital people are a team “ Surprise troops ”, Digital people can also become the external unified interface of enterprises . At present , Digital human technology is in the explosive stage , There are all kinds of digital people on the market , There are pan entertainment digital people and enterprise service digital people , There are also pictures and texts 、 voice 、 written words 、 Multimodal interactive digital human , There are real people to replace 、 Accompanying virtual human , And human driven or computing driven digital people .

In these digital human technology solutions , both AI Technology driven digital people , There's also something wrong AI Technology driven digital people . In the long term , Just as smart cars will develop to driverless , All round by AI Driven digital people will become the automatic agent and external interface of enterprises , Become an enterprise “ A living facade ”. Market Research Organization IDC Think , Today's AI Digital people have played an obvious commercial value in some fields , The future is in life and work , There will be a large number of digital people coexisting with mankind , Industry users can start from relatively mature application scenarios AI Digital person .

stay B2B Marketing , The visit of marketing representatives is a mature application scenario . Especially in the field of pharmaceutical marketing , Offline pharmaceutical marketing representatives will also exist for a long time . In recent years, affected by relevant medical policies , Pharmaceutical companies cannot carry out common advertising , Mainly rely on offline visits to target doctors , Offline visits were also hampered during the epidemic , Many pharmaceutical companies have begun to seek online digitalization . Digital human marketing can well solve the rigid need for marketing representatives to visit , Digital people can help marketing representatives efficiently complete large-scale online visits , It can also automatically help marketing representatives connect with various resources , Realize the unified interface of the enterprise .

In conclusion ： How to better resume production and work after the epidemic has become a top priority for all business leaders , Digital transformation is the main line of resuming production and work . For the digital transformation in the stage of resumption of production , The person in charge of the enterprise needs to consider the online and offline integrated operation , This includes business integration 、 Operational integration 、 System integration . Online and offline full speed integration is rebuilding business logic —— The faster the digital transformation , The more we can seize the opportunity in resuming production and work , The more you can “ Fast fish eat slow fish ”. 

2022 year , Microsoft China launched a series of brand building activities for its partners “ Microsoft China selected partners ”, The scenarios and solutions mentioned in this article are 6 It is reflected in the first season of the month . Start from reality and solve the pain points 、 Achieve business growth , Use with Microsoft “ Digital transformation green code blessing , Enable enterprises to resume work and travel smoothly ”.

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Shen Yao's scientific and technological observation , Founded by shensky, a cross-border self media person of science and technology and automobile ,19 Years of working experience in enterprise level technology media , Long term focus on enterprise digitization 、 Industrial intelligence 、ICT infrastructure 、 Observation and Reflection on the content of automobile science and Technology .