In Order To Enter The Pformation Of Apparel Industry Tencent Has Created Two Benchmark Cases.

In accelerating the implementation of intelligent pformation in the traditional retail industry, Tencent, with its strong technical foundation and keen insight into data, creatively put forward a series of intelligent zero sale assistance tools including small programs, public numbers, WeChat payments, WeChat and so on, with a view to more accurately and efficiently inject digital blood into the traditional retail industry and complete the digital pformation.

Today, this digital toolbox has made many exciting applications in the context of Shang Chao, such as integration and special output for WAL-MART and Yonghui life, in another traditional retail hub.

It is also writing the next chapter of smart retail strategy in full swing.

At the October 19th China clothing conference held in Suzhou, the Tencent smart retail media conference was held by Tencent smart retailer.

Two case partners, smart retailing and

Digital pformation of the path exploration, opportunities grasp, prospects and other related topics, and on-site reporters to explore and communicate.

Toolbox water and coal -- exploring the universal solution of the industry

When it comes to smart retailing's thinking and core strategy in the apparel industry, Tian Jiang Xue, deputy general manager of Tencent's intelligent retail strategy cooperation department, said that the reason why smart retailing chose the apparel industry as the next stop of the overall landing is mainly focused on the personalized consumption trend of the apparel industry itself constantly changing and the shopping guide resources with huge potential. These two points make the apparel industry contain catalytic contacts with the smart retail strategy in many aspects and links.

The ability of the ecosystem, based on the characteristics of various industries, is customized to become a quick and effective hydropower coal. It creates a digital solution that is close to the industry. "Tian Jiang Xue explains," the smart retailing strategy is landing in various industries. It is not simply to give merchants the resources to tilt at the end of the flow. What we are trying to do is to help the businesses to activate their own offline flow through the output of the water and electricity in the toolbox, help businesses to use digital assets in a more cost-effective way, better cultivate their users, and continuously create their own user increments, so that users can feel their brand appeal and perception have been improved. "The core idea of Tencent in implementing smart retailing strategy lies in its own tool matrix and connection.

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Based on the information obtained through interviews, geek Park understands that Tencent, as the exporter of technological capabilities and solutions, and reaching consensus and cooperation with partners, is essentially a process to help businessmen better establish dialogue systems with users and grasp the operation method of smart retail toolbox.

Currently include

In addition, smart retailing is actively exploring applications under various scenarios. The purpose is to accurately grasp the pformation pain points through a large number of case anatomy and analysis, so that the industry deductive model of smart retailing concept can be more closely related to consumers and close to human nature. Finally, "let the dialogue that aims at carrying out demand and providing services becomes more suitable for consumers' interests and needs, so that the pformation of traffic becomes more rich in fireworks and human nature."

At the same time, in the process of identifying, analyzing and operating global customers based on cloud computing algorithm and data engine, and accumulating and digitization of digital membership assets, businesses can better understand and master the positions and routes of operational smart retail tool weapons.

Regarding the future planning of smart retail strategy, Tian Jiang Xue admitted that smart retailing, as an important part of Tencent's strategic decision to embrace the industrial Internet, will definitely give full play to its potential in a richer and more diverse field.

In addition, geek park has learned from the interview that Tencent will choose beauty makeup and luxury products as the focus of next step in smart retailing, and the negotiations with relevant brands are in the process. At the same time, actively participating in the digital pformation process of large shopping centers and fashion vertical chain stores will also become a direction guide for promoting the evolution of smart retailing in the future.

As the most successful cooperation case of smart retailing strategy, it is from the bestseller and the interview.

The relevant marketing executives focused on the interpretation of the smart retail gene in the clothing industry.

The bestseller of smart retail story -- online and offline integration

First is the bestseller, according to the introduction of Liu Dongyue, the head of intelligent retailing, the smart retailer has more emphasis on the operation of the smart retailing toolbox through the whole channel and multi-level. In the process of activating and mobilizing the rich and powerful line store guide resources, highlighting the service efficiency, we build the unlimited service port and diversion scenario to maximize the breakthrough of the constraints and constraints of physical space and business hours.

Specifically, in the selection of exhibition shops, the best selling forecast model of the Tencent has been established.

Thanks to the powerful data mining and cross checking capabilities of Tencent cloud, the bestseller can understand the passenger flow situation of the potential shop address in an all-round way and multi angle in the early stage of inspection, accurately grasp and predict the sales and operation status of the storefront, so as to provide assistance for scientific decision-making and raise the input output efficiency of resources.

According to Liu Dongyue's disclosure, since the model was launched in Guangdong Province, it has successfully predicted the monthly sales quota of 15 planning stores, and the average accuracy rate has reached 84.38% by accumulating and analyzing the sales volume, promotional data, order performance and other information of all brand 560 stores in the past 2 years.

In the day-to-day operation of stores, the introduction of Tencent's excellent MALL capabilities has helped the shops to catch and track incoming visitors, and provide feedback to store operators about image aggregation of passenger flow convergence, so as to guide store operators to optimize the display and spatial layout of stores.

In addition, in order to better guide and satisfy customers' individualized consumption concept and experiential consumption fashion, the WeChat group has introduced the payment system based on face recognition technology in its main stores, and has also set up a smart screen interactive screen based on computer vision and face recognition technology.

　　當(dāng)用戶在門(mén)店導(dǎo)購(gòu)人員的引導(dǎo)之下，通過(guò)刷臉驗(yàn)證自動(dòng)完成會(huì)員注冊(cè)之后，智慧交互屏幕就會(huì)自動(dòng)識(shí)別顧客的相貌、身材、體型、以及性別年齡等基本信息，再與過(guò)往營(yíng)銷推送數(shù)據(jù)與訂單選購(gòu)記錄等進(jìn)行交叉比對(duì)，在一整套智能精準(zhǔn)推薦算法的驅(qū)動(dòng)下，讓顧客無(wú)需費(fèi)心挑選，費(fèi)力試穿，即可在指尖的輕巧滑動(dòng)之間獲得專屬的 SKU 推薦，同時(shí)實(shí)時(shí)一覽虛擬上身效果，不僅如此，配合商品掃碼購(gòu)與微信刷臉免密支付服務(wù)，顧客得以在一整套美妙愜意的門(mén)店智慧服務(wù)閉環(huán)的引導(dǎo)下，更加美妙愜意的與自己心儀的商品在線下相遇，在整個(gè)過(guò)程之中，不僅商品的轉(zhuǎn)化效率得以提升，而且購(gòu)物過(guò)程也變得愈發(fā)充滿趣味與人情，劉東岳總結(jié)道，實(shí)施門(mén)店導(dǎo)購(gòu)流程智慧化再造之后，掃碼購(gòu)每年可以貢獻(xiàn)近 2.5 億元的 GMV，門(mén)店智慧化改造的效果比較理想。

Online shopping guide marketing links, all planning operations are around the WeMall small program launched in March this year.

WeMall, a small program platform, including multiple activities such as built-in activities, soft language, recommendation and collocation, and so on, helps push the offline shopping guide to break through the physical constraints, and build up a close and integrated fashion steward service for consumers.

For example, shopping guide can be based on monthly performance indicators and group marketing strategy, in WeChat's private chat, group chat, friends circle and other channels, using content template tools to directly pmit and share all kinds of information such as star single product, recommendation collocation, promotional activities and other kinds of information, and efficiently carry out 1's meticulous and periodic operation of 1 or 1 to N on potential customers in the departure area.

According to Liu Dongyue, since the launch of the WeMall Mini program, the sales increase of 30% has been achieved, of which 85% of the sales are from the shopping guide, and 11% of the sales are from the closed shop.

If it is the only way to pform the personal capability of the online shopping guide to the system capability, the normalization and internalization of the social fission concept is the key link of the global traffic flow to the private flow.

具體而言，借助小程序與公眾號(hào)體系越來(lái)越緊密的融合連接的態(tài)勢(shì)，在短短幾個(gè)月的時(shí)間之內(nèi)，JACK & JONES 所積累的近 146 萬(wàn)公眾號(hào)粉絲，給 WeMall 小程序?qū)肓私?156 萬(wàn)的用戶量，超過(guò) 80% 的公眾號(hào)粉絲轉(zhuǎn)化為了小程序的用戶;在購(gòu)買支付成功頁(yè)面引入社交立減金策略，借由激勵(lì)機(jī)制實(shí)現(xiàn)品牌力與社交鏈的高效對(duì)接，有效提高拉新促活與沉淀留存，目前社交立減金所拉動(dòng)的銷售額已經(jīng)超過(guò)了 7400 萬(wàn)元;開(kāi)發(fā)趣味性與交互性極強(qiáng)的顏值 PK 小游戲，通過(guò)充滿時(shí)尚氣息與競(jìng)爭(zhēng)理念的規(guī)則設(shè)定，全面打通品牌推廣的全量場(chǎng)域，在游戲元素之外輔助以個(gè)性化推薦與返券等優(yōu)惠機(jī)制，將社交元素的裂變效能發(fā)揮至極致，上線一周用戶量即達(dá)到 3 萬(wàn)人，撬動(dòng)了約 80 萬(wàn)的銷售額。

Urban beauty of smart retail story -- around the creation of digital hard power for explosive money internalization

Another thing about urban beauty is that in the words of COO Cheng Zuming, the changes brought by Tencent's smart retail toolbox to urban beauty can be immediate. Although the two sides have just established a deep cooperation mechanism in the 8 months of August this year alone, it brought about 10 million sales and an increase of nearly 1 million members in a single month alone.

"In the past, we did business to some extent on the basis of guessing, or simply taking the experience to take it for granted," Zu Ming said frankly. "But since we worked with Tencent, we have found that relying on force algorithm to assist scientific decision-making can help us more accurately lock the target audience into advertising. Now the monthly sales volume can reach tens of millions, which is several times more than before, which is very helpful to our business."

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Compared with the gratifying changes in the sales data in the short term, the urban beauty pays more attention to the support of Tencent. After that, the group clears up the concepts and ideas of digital management and operation. After all, "the highest level of pformation is the hard power that is internalized into its own. It is the most valuable and long-term asset to develop its own runway in the process of accepting energy.

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In terms of data integration and sharing, the core demand of urban beauty is to use data mining and feedback to accurately grasp the consumer's fashion of instant consumption, so as to provide decision support for creating bursting funds.

In fact, compared with other clothing categories, underwear brands such as urban beauty will give more importance to the strategic significance of blasting money in guiding production, adjusting inventory and creating word-of-mouth.

A successful explosive product brings many benefits.

The precise input of goods has made the cost input in the early stage of data input, marketing budget, personnel deployment and other aspects faster, and in the short term, the hot fiery products can produce a more durable overall sales volume lifting effect, so as to achieve quick profit generation while alleviating the inventory pressure effectively. On the other hand, continuous investment in exploding funds will also provide guidelines and guidelines for brand marketing strategies. The hot money of the explosion will benefit from a wide range of target customers and the potential of consumption that is worth digging into. On the one hand, the successful launch of explosive money means

Online landing level, urban beauty and Tencent together to create a

The smart shopping room integrates innovative call shopping guide function, scan code self purchase function, excellent MALL store store fine operation tool system and intelligent interactive large screen, aiming at bringing new and smooth shopping experience to consumers.