Bosideng: New Retail "Three Links" Of Retail Cloud Platform

According to the world clothing shoes and hats net,

From 1995 to 2016, it ranks the first camp in China's down garment industry for 21 consecutive years. It is a leading enterprise in the industry. There are more than 4000 retail outlets throughout the country, and the scale of production and marketing is huge.

For many old businesses, the challenges facing new retail are bigger than those of new ones.

Bosideng's retail system used the practice of periodically updating data synchronously between offline clients and background servers.

After years of practice, it is found that there is the problem of consistency and timeliness of data pmission in off-line mode, as well as the collaborative efficiency of online processing of members and promotions, which results in offline data being used for post hoc analysis. It is very difficult to analyze and predict online, and can not serve consumers online and offline.

These problems need to be solved urgently.

In early 2016, Bosideng confirmed that the construction of the retail cloud platform began in less than 5 months, and completed cloud reconstruction and migration of cloud POS, membership system, intelligent supply chain and full channel O2O system, and made significant progress in data refinement operation.

With the help of Ali cloud's Internet middleware technology and relying on the enterprise Internet architecture, we build Bosideng's "retail cloud" platform. Based on the idea of Central Taiwan architecture and Bosideng's business characteristics, we set up Bosideng's "retail business sharing service layer", including the global shared user center, trading center, stock center and order center, and then build the upper business modules based on shared platform, these business modules flexibly adapt to different business projects and different business processes.

Bosideng, relying on the retail cloud platform, rapidly promoted O2O business in the "11.11" big promotion in 2016, and member activities and store sales can flexibly support the rapid growth of Bosideng business.

Bosideng in the "retail cloud" platform construction project, to help more than 3000 core stores break the information island, online sales and offline members information integration, from the original store information inconsistent, the stock is not unified, the member information is fragmented in all data centers, pformation and reconstruction into a new "retail cloud platform", to achieve the new retail three links pattern of membership, retail and inventory.

1. member services unified membership system

The establishment of stores and passenger shop system, store Kanban analysis system, micro mall, WeChat games and members, no card payment and other stores + consumer system, strengthened the store guide shopping and consumer interaction, improve

The stickiness of consumers.

On the other hand, the establishment of member communities, membership clubs, and 5 million members to establish interactive activities to enhance the stickiness of members, membership re purchase rate of more than 20%.

Bosideng, through integrating consumer contacts in various channels, provides unified brand touches (SCRM, social networking, electricity providers, etc.), and sticks old stock customers to attract incremental new customers.

2. fine retail operation system of retail through service

The traditional "customer relationship management" (CRM) is upgraded to "social relational customer management" (SCRM) through mobile Internet, which enables Bosideng to interact directly with all consumers across the channel and achieve the ability of "brand to users".

Bosideng invested in the development of SCRM system to achieve integrated marketing in all channels. It runs through operations management centers, member clubs, interactive centers, customer service centers, marketing centers, and data (interaction) centers. Brand communication and marketing are mobile, interactive, game oriented, and data oriented, so as to increase the interest and stickiness of brand marketing by means of consumer groups, such as mobile phone games.

In 2016, Boston launched a series of games related to Olympic Games during the Olympic Games to guide consumers to share their communication on social networks through game competition.

In another marketing campaign in 2015, Boston sent 1000 clothing gift coupons to encourage consumers with high brand loyalty.

On the other hand, bold application of Internet big data analysis, the use of traditional stores to pform the operation and management mode, enhance the operation efficiency of stores.

Through data analysis to reduce the shortage rate of stores, and promote the store's performance increased by 30%.

On the retail cloud, the information of the retail system is more pparent, operation improvement is more timely, and business rewards are more real-time.

Bosideng has achieved nearly 100 million yuan in O2O sales in 2016.

3. inventory through service intelligent supply chain system

The purpose of inventory management is to share inventories under online and offline, to increase the turnover rate of goods by intelligent replenishment, shorten the delivery cycle, reduce the shortage loss by 21%, improve the marketable ratio, and sell out rate increased by 10% over the same period last year, and the company's performance increased by double-digit year-on-year.

Inventory shift is an effective way to solve the problem of high inventory and high shortage, and establish a shared buffer inventory mechanism for stores, sub warehouses, total warehouses and factories.

Store inventory according to product characteristics, distribution cycle, weather, holidays and other factors, set up to meet specific period sales target inventory.

By reducing the number of dealer warehouses and reducing the intermediate links, Bosideng's "retail cloud" project will abolish dealer warehouses in the pilot area, so that the supply chain system can automatically replenish the stores and direct stores and save inventory costs.

Through online big data monitoring supply chain, a large number of inventory nodes are fast and efficient, and allocate the right inventory at the right time and the right nodes.

In addition to moving back through inventory, it can also coordinate manufacturing resources, replenish goods quickly, and reduce structural shortages of retail outlets.

"Online inventory integration" unified the electricity supplier channel, entity channel, total warehouse, sub warehouse and other global inventory, automatic distribution, processing orders, further ease the shortage pressure.

The construction of "unified inventory center" is a landing plan for achieving inventory back shift.

For example, a physical store has a shortage of color products, and submit a O2O (full channel) order and payment to Boston retail system. According to the inventory routing analysis, the retail system looks for the most suitable inventory party, and notifies the consignor of the quick delivery, deduces the available stock, calculates and distribues the performance.

Bosideng 2016, "11.11" period, the online order line under delivery, consumers will be able to receive the fastest 2.5 hours after the required goods.

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The formation process of Boston's retail cloud solution

Bosideng, taking advantage of the leading technologies of cloud computing, big data, e-commerce and mobile Internet in the pformation opportunities of retail enterprises, has provided strong business support for the company's new retail pformation by building a strong supply chain, finance and human capital management platform.

In fact, in the face of the new retail wave, Chinese enterprises have only one way to go, that is, to go up in the clouds!

Bosideng set up a set of enterprise level Internet architecture from scratch and from simplicity to precision.

1. why should we adopt an enterprise level Internet architecture centered on shared service centers?

Bosideng IT team must be able to provide relevant application services quickly, in the face of the conventional full channel integrated marketing project, and rapidly build new applications on the basis of existing shared service centers for special planning activities.

Because of the market uncertainty, many marketing schemes will be determined later. The time left for IT team is usually very intense. For example, a new plan should be launched within two weeks. When Bosideng is mature and consummate through long-term business sedimentation and data accumulation, the shared service platform (member center, marketing center, order center, etc.) is becoming mature and perfect. The IT team needs no modification (or only a small amount of modification) to meet the new marketing application requirements. When IT is fast adapting to the business changes, the separation of the central television from the front desk will greatly enhance the safety and reliability of the new retail system.

2. why use cloud computing?

When interacting with Volkswagen consumers, the application system often suffers from the huge "pulse computing" pressure from the crest to the trough. After the IT team and Ali cloud architects jointly plan and design, they decide to migrate these application systems on the cloud, and integrate them with other applications within the enterprise through the shared service center.

For example, the application of retail cloud marketing interaction, through the integration of member center and marketing center and SCRM and POS system, Boston relies on cloud computing to withstand the business test of 17 thousand peak visits per minute, thus ensuring every loyal consumer's brand interaction experience. Every consumer has a vivid object of personalized emotional appeal for brand products. In SCRM marketing activities, we must pay close attention to the changes of all consumers' feelings and pay attention to the consumer experience so as to meet the needs of consumers and obtain business value.

In 2016, Bosideng carried out a series of application and pformation work based on Ali cloud enterprise level Internet architecture. In the past, it met the new demand of supply chain business, and the IT department could deliver the system for at least 1 months. After adopting the enterprise Internet architecture, the new module of the business system could be completed within 3 days.

The Boston architecture pformation scheme consists of three aspects:

Shared service center: "shared service center" is an enterprise generic architecture model developed by referring to the powerful e-commerce platform system of Alibaba. Through the highly scalable Internet level application platform, data platform, and cross business line sharing public system components, Bosideng uses the common service center structure to quickly integrate cloud on POS, SCRM and other systems, and effectively accelerates the "new retail" business application system to promote on the ground.

Boston shared service center is composed of Commodity Center, stock center, member center, marketing center, order center, user center, settlement center, channel center, distribution center and other general modules.

Distributed database: Bosideng frequent marketing activities in the busy season. O2O all channel marketing activities through integrated network marketing, such as network digital media, SCRM, retail background, POS (including payment platform), has obvious peak computing pressure, and the distributed database ensures the high availability of the whole channel business system.

Distributed cloud computing resources: cloud computing infrastructure effectively reduces the overall IT cost, without costly IOE high-performance storage, minicomputer, database and other foreign software and hardware. It adopts self-developed distributed domestic relational database, Internet messaging middleware and other enterprise level Internet architecture, supporting low cost server cluster, helping enterprises build high availability, high scalability, high return on investment Internet level business platform.

The advantage of the enterprise hybrid cloud architecture is that most of the system equipment invested by IT has been retained in the past. The innovative business, high risk and high frequency change system and cloud architecture are seamlessly integrated to enhance business continuity, reliability, scalability and security, reduce the waste of IT investment, reduce the risk of project construction, and shorten the duration of the project. Through the "cloud usage" (public cloud, big data), enterprises can really focus on the core value of business value and get rid of many IT legacy problems.

Access to big computing and cloud data is only the starting point of the new retail business, and will inevitably touch a brand new future.

The Internet era has changed people's lifestyle and consumption habits, and enterprises must stand at a higher level to change the era.

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