Red Dragonfly 4000 Stores Are Not Open, But Millions Of Dollars. What Are They Relying On?

Red dragonfly, a listed footwear and apparel company established in 1995, is impressed by the SARS epidemic in 2003.

"At that time, we were waiting for everything to get better, and the rest could hardly do anything," said Qian Jinbo, chairman of red dragonfly. "At that time, there were no digital ideas and tools. The best CRM system was sending short messages to consumers and sending small gifts."

In 2003, almost everyone's knowledge of digitalization was hazy, and the red dragonfly of 2020 was ready for digitalization, because in 2018, red dragonflies joined hands with ALI cloud to start a number of intellectualized transformation.

"At that time, I took my team to Ali, and talked with ALI cloud new retail Shaw team for a long time, what new retail is, where the value is, and where the direction of development is," said Qian Fan, vice chairman of red dragonfly.

　 One

The number of intelligent transformation, so that the new crown epidemic "dangerous in organic"

The introduction of new tools is the first step in the intellectualization of red dragonflies.

In 2018, the landing of all kinds of tools enabled the red dragonfly to reach users directly online. The consumers in the store just opened the mobile phone, and Taobao scanned the pin code of the sales consultant to become a member of the red dragonfly and bound with the consultant.

There are at least three advantages here. First, the customer's online or offline consumption is accounted for by the consultant's performance, which greatly increases the enthusiasm of the consultant. Second, the customer's information is not only recorded by the consultant, but also recorded by the enterprise, avoiding the loss of customers caused by the resignation of the consultant; third, the consultant has been communicating with the consumer's mobile phone. In the process, we will record the consumers' preferences, which will directly enter the background of the back enterprise, helping enterprises understand the characteristics of consumers.

From the practice of red dragonfly, the combination of nail and hand washing forms a closed loop from powder suction to touch up, retention, conversion and replacement. Data show that in 2018, more than 1000 self operated and joint stores, the combination of the successful absorption of powder 1 million 600 thousand.

This series of intelligent tools played an important role in the 2020 new crown outbreak.

In the new crown outbreak, more than 4000 stores of Red Dragonfly could not be opened for business. In February 1st, red dragonfly headquarters decided to carry out online services and marketing. As a result, in just 7 days, the Red Dragonfly employees pulled out more than 500 groups, covering hundreds of thousands of group of powder, and brought over a million sales per day.

In this war, every employee has become a sales consultant, and some non consultant employees have played the role of "shortage of strength": a headquarters financial officer has brought dozens of single businesses to the sales strategy of "buy shoes to deliver rice".

In the epidemic situation, the Red Dragonfly promotes the efficiency and service consumers through the online training, live broadcast and other teaching staff of Taobao University and Ali Yun new retail war epidemic growth camp, making the establishment of private domain traffic and serving customers become the basic skills of every employee. This greatly promoted the online marketing ability of the Red Dragonfly as a whole, and even the epidemic accelerated the red dragonfly. The process of number recognition of dragonflies.

"There were some advisers who were more at odds with online marketing, and when the new crown came out, there was no shop, so we had to go online, but it accelerated our intelligence development."

At the same time, all orders were directly touched on each employee through nails, which changed the shackles that must be issued at all levels. Front-line employees can quickly get the latest announcements, adjust the marketing direction immediately, and the traditional organization of red dragonfly has evolved into "agile organization" with the help of nails.

"The crisis is organic," Jin Bo said with a laugh. "We used to eat with our right hand. Although our right hand hurts now, we are fortunate that our left hand is ready, so the left hand will soon be able to eat. In the future, when our right hand is restored, we can eat with the left and right hands. "

　 Two

Store Digitalization: business is no longer just a matter of experience.

Import tools at the same time, red dragonfly also carried out the store digitalization.

Through the layout of IoT and other hardware, data is no longer the result data of how many pairs of shoes bought, but also consumer behavior data. "IoT and other hardware devices can help us know the consumers' moving lines and thermal zones in each store," Qian Fan said. "Once the sales data in this area decline, we will immediately inform the store to find out the reasons, adjust the commodities and change the strategy".

During the double 11 period in 2019, the Red Dragonfly made a 4 day shopping carnival with the theme of "a naughty GO together". On the big screen of the company's headquarters, it is the real-time sales data of every store that rolls around at any time. "When we find that the store data is not as good as expected, we immediately communicate with them, help them reach the surrounding members and users through technology and system, and attract them to the shop," adds Yu Aifei, the new retail director of red dragonfly.

Data real-time, this is the first advantage of the store digitalization, and more importantly, let the Red Dragonfly have a digitalized understanding of the merchandise.

IoT and other terminal equipment and technical capabilities help red dragonfly to clearly understand consumers' pick up and try on shoes. If they are poor sales, a pair of shoes that are hardly tried on and a pair of shoes that are tried many times every day, the reasons behind them must be different. Whether they are technological problems, price problems or quality problems, data can help enterprises solve problems, rather than relying on personal experience or guessing.

Then, the system will feed the data back to operations, planning, R & D, and production departments, and achieve the optimal adjustment of the whole chain: sell orders promptly, sell orders in a timely manner, sell orders in a bad way, and promptly follow up in operation.

"Digital stores not only analyze business from selling results, but also see through technology and help them find out the optimization of business, display, passenger flow and transformation in the process of operation. This is the thinking and operational changes brought by digital intelligence", Qian fan concluded.

Three

"We are not short of shells, but we lack the information of Laden."

Sales Consultant online service consumers, stores digitized, here produced huge amounts of data, an average of tens of millions of consumers per day.

One

Data platform: it is being built, and it will no longer be blind.

Data online is the first step in digitization. The essence of data intelligence is to rebuild enterprises at the digital end and form the "digital twins" of enterprises. At this time, problems can be found, implemented at any time, and solved at any time.

"Alibaba itself is a successful example of digitalization, and it can export and help businesses, which is why we embrace it in an all-round way," Qian said. "Ali is the king, we are bronze, and more importantly, it has a complete solution to make us a king too."

Therefore, red dragonfly first carried out the planning of the global marketing business, and determined the transformation plan from four aspects: members, commodities, stores and marketing. At this time, the data center is the key to the success of this plan.

For traditional enterprises, data is complex and numerous, and every shop or even a sales consultant may be a data island. These scattered data are blind for enterprises, so the most important thing is to open up the existing ERP, CRM and SCM systems based on business planning.

The data that have been opened has become the "physical examination center" of the enterprise, so that the manager can find out the elephant, find out the problem, and solve it. At present, some applications have begun to show the effect: in 2019, "double 12" and full channel sales were 380 million.

In this regard, Jin Bo has an interesting comment. "We are not short of shells. What we lack is the message of Laden: no data or information, we can not find any more shells, but when we have information, a small team can solve him."

Two

Implementation of C2M in digital backstage

The backstage of the red dragonfly has also been greatly changed by digitalization and data.

"At the beginning, my data were sketchy. I only know the sales data of large categories such as business shoes and fashion shoes, but it is difficult to continue to subdivide them," says Qian Jin Bo.

Take the sales area as an example, digitalization enables red dragonfly to subdivide data into specific cities and shops in real time. This real-time precise subdivision makes commodity demand more localized and clearer. For example, the feet of northeast customers and Zhejiang customers are very different in toe size and last shape.

These small data from shops and commodities, in combination with the Red Dragonfly's portrait of consumers, can adjust the R & D design direction in the background, and make quick and flexible production and replenishment in the process of OEM. For example, business shoes can also be designed for business travel, business community payment and business daily consumption according to requirements. Business people seeking to provide accurate products.

In this regard, Jin Bo sums up money, we used to rely on experience to judge, now we have more experience from the analysis and prediction of big data to guide production, number wise, so that the red dragonfly can achieve C2M production road.

Four

The establishment of number intellectualization organization: internal adjustment of posts, breaking the invisible wall.

In the red dragonfly, chairman Qian Jinbo is mainly responsible for the partial backend business of commodities and supply chain, and Qian Fan, the vice president of marketing, brand and number intelligence, is his son.

"Qian fan is 80, his understanding of consumers is more consistent with real consumers. His digital transformation is not to subvert the traditional experience of the older generation, but to make innovations and increments on the basis of experience," Qian Jinbo said of Qian fan.

In the proposition of organizational change, two people have reached a consensus: new retail is not an auxiliary backstage department, but a department that takes guns to the battlefield and uses performance to speak.

The transformation of digitalization of traditional enterprises can easily lead to the appearance of two skins on line and line. This problem happened in the early stage of Red Dragonfly Transformation: at that time, the newly established electricity supplier department had an independent KPI, and each of them had to fight against each other on line, and there was a big gap between departments.

The intellectualization of new retail numbers is a comprehensive war, and also a top priority project. It is not a partial sniping war. "Do not think that buying a management software or opening a shop is digitalized," Qian Fan said.

Therefore, to do new retail intelligence, the first thing to break is the "wall" between departments. "We mainly excavated inside, and then made bold organizational adjustment," Qian Jinbo said.

These transfers include the director of development as the director of commodity operations, and the director of process information as director of direct selling nationwide. According to Qian Jinbo's point of view, new retailers need to interact with each other and bring their capabilities and resources to new positions, bringing new ideas to the new department as well as interdepartmental cooperation. In essence, everything you should do is to serve consumers.

However, what is worth mentioning is the director of the new retail business department. Under the deliberation of Qian Jinbo and Qian fan, Yu Aifei, director of human resources, has become the new retail director, and this has become the best.

"At first, I was very surprised," Yu Aifei said. This is Yu Aifei's biggest advantage, and everyone soon realizes that she is the most suitable person.

Internally, the human resources work in the enterprise for many years has made Yu Aifei extremely familiar with all departments and business lines. It is easy to break the walls between departments, which is the first step to decide whether the new retail transformation is successful or not. When the consensus and centripetal force are formed internally, the new retail transformation at this time is an organized large-scale campaign instead of guerrilla warfare by individuals and departments.

In the actual combat level, Ali cloud participated in the transformation process of Red Dragonfly all the time, providing tools, training, case and other methods and providing real-time supervision and assistance. According to Yu Fei's words, "they helped us organize our thinking and set up a new retail team, and became the teaching of our transformation."

For the next step in the transformation of digital intelligence, Qian fan believes that it has evolved into a "new organization". "Nail keeps us in touch with our employees more closely. In the future, we hope to get all the upstream and downstream businesses online," Qian fan has confidence in the future development.

Business online, planning online, R & D online, production online, all data real-time online, this time is not an enterprise, but a huge ecosystem, which is precisely the essence of the industrial Internet.

Five

Ending

The end of the SARS epidemic in 2003 opened up the rapid development of the consumer Internet. This bonus is the Internet's iteration of traditional shops, such as hydropower, and the consumption of the Internet as the infrastructure of Chinese life; it can be imagined that in 2020, when the consumption Internet entered its mature stage, with the end of the new crown, the number of intellectualization will become a new dividend, from consumers to enterprises. Industry to supply chain, forming the connection and evolution of the whole industry.

In fact, in those key nodes, history always goes ahead in an unexpected way. 17 years ago, SARS enabled Alibaba to strengthen e-commerce and realize the transformation of Internet companies. The epidemic has further promoted the transformation of China's retail intelligence. In the process of intellectualization and transformation, there are already industry leaders. Take Ali cloud as an example, the new retail of aliyun has built a roadmap of infrastructure, cloud computing, full contact digitization, online business, operational data and intelligent decision making, which helps the retail industry to carry out intelligent transformation and upgrading of the total link number.

If we say that after 2003, we are running out of the consumer Internet companies. After 2020, we will surely be the traditional enterprises after number intellectualization, because they connect not only consumption, but the whole ecosystem.