Behind Lin Qingxuan'S Counter Attack Is The Energy Explosion Of Intelligent Transformation.

In February 14th, a special live broadcast was launched on Taobao, which attracted public attention. Lin Qingxuan, founder of Sun Laichun, led more than one hundred brand guides to buy goods online. It is reported that the first "live" Sun Laichun, in 2 hours, attracted more than 60000 people to watch, with a total sales of nearly 400 thousand.

According to himself, this achievement is equivalent to the sales volume of one month's sales under the 4 lines of Lin Qing Hun, and it only takes 2 hours on line to achieve sales. Lin Qingxuan's success is much more than that. By February 15th, Lin had created a record of 145% over the same period last year. This is the miracle of China's retail industry in the winter of the epidemic.

　　 Brand power X number intellectualization transformation Lin Qing Xu's full scale self rescue strategy

It is no different from the "darkest moment" of many retail businesses. Because of the sudden outbreak, the performance of the lower store of Lin Qing line dropped to 90% on the first day and seventh day of the seventh day. From the despair of the first 7 days to the Jedi counter attack in February 1st, Lin Qing - Hua's counterattack became the most prominent self rescue top student in the retail trade in the special period. Looking for a comprehensive battle plan for small and medium-sized enterprises to help retailers cope with adversity.

"The epidemic will isolate people, but brand power will never be isolated". Sun Lai Chun emphasizes that brand power is the basic premise for Lin Qingxuan to seize the minds of consumers. During the epidemic, all kinds of "mask face" skin problems caused by long wearing masks have become a new skin care problem for Chinese people. Lin Qing Hsing has created a brand new skin care scene "masks face" through the super series of Camellia skin moisturizing oil products. Industry miracle.

At the same time, Sun Laichun deeply realized that as a beauty brand, lack of channels and dissemination, brand power as a hard target is not enough to return the passenger flow to zero and hard to reach consumers' desperate situation, so as to truly rescue the precarious enterprises, the crucial moment is that the decision making of enterprises' advance layout and intellectualization transformation has played a role.

In the past few years, Lin has invested a lot of cost in digitalization construction, and it is this digital system that enables Lin Qingxuan to grasp the advantages of one step ahead of others and complete the miracle of self rescue that is not going down and soaring.

On the road of digital transformation, Sun Laichun, who has taken a lot of detours, regrets that "digital construction should focus on four core points: first, upgrading concepts, two, upgrading organizations, upgrading three systems, and upgrading four operations." Facts have proved that Lin's transformation is based on the four core areas of continuous cultivation and optimization. Only in this war can we achieve rapid business innovation, build online and offline integration, and complete the breaking and reconstruction of new retail.

As early as a few years ago, all the senior team of Lin Qing - Hua reached the consistent decision of "all in number intellectualization" to push forward the construction of the total link number intellectualization. Sun Laichun used the idea of "whole staff unification" to describe the upgrading of this concept and to show Lin's determination to transform intellectualization.

For a pure line enterprise that specializes in product research, Lin Qingxuan, who has been in the "non professional" field of digital construction for more than 3 years, ended up with a loss of up to 50 million, ending the enterprise's "closed door" digital exploration and attempt. In 2018, Lin completed the upgrade and operation upgrade of the cloud breaking system through the all channel new retail solution service provider yum.

As a professional platform for providing digital transformation and business innovation services to the retail industry earlier in the year, yum launched e-commerce solutions in 2009, and has launched a full channel solution and an enterprise platform product. In 2018, Lin became the first practitioner of Yum's product landing.

Based on Ali cloud's platform technology, Lin Qing - Hua finally transferred the system to Ali Yun, and completed a number of digital innovation practices: creating an intelligent shopping guide with nails, achieving an astonishing guest effect of 2 million customer conversion 1 million 600 thousand; through hand panning, the digital shopping guide and offline customers can be digitalized and become an excellent channel for the central line of the epidemic; Tmall flagship Shop 2 and cloud store, to achieve the brand number of product quality integration; Tmall U first sent a large number of layout to get new customers; product digital innovation center, data bank, Alipay credit purchase, rookie pie, Taobao University...

The digital system jointly created by Yum and Ali cloud provides Lin Qingxuan with a full link number intelligent solution, from front-end consumption to retail, to data collaboration between Taiwan and China, and to backstage operations management, covering all aspects of big data, smart retailing, intelligent decision platform, intelligent logistics, intelligent supply chain, and so on, which has brought user assets, stable operation of the system, and so on. This control, global data collection capabilities, front-end business multi processing capabilities, and rapid business expansion capabilities based on business platform, and other great value.

Sun Laichun commented on the key role of digitalization platform in the intelligent transformation of digital enterprises: "innovation is not equal to entrepreneurship, and professional matters should be assigned to professional companies. Most enterprises do not have the financial and technological capabilities to achieve digital transformation. With the help of yum, Ali cloud and other deep plough digitization construction of the third party platform, they can help enterprises to rapidly upgrade their capabilities. It is a good choice for the transformation of enterprise intelligence.

Yum software chairman and CEO Huang Fei said, "if Lin Qingxuan's digital construction is likened to a" Intelligent Building ", then the digital solution tailored for Lin Qingxuan is the digital foundation of the enterprise, a base built on the platform of Ali cloud, which is enough hard core base to make Lin Qing Xu's evolving" building ". "It can operate in an orderly way before a sudden disaster and become an important force in the new retail ecology of hematopoietic enterprises.

Completed the concept upgrading, operation upgrading, system upgrade, Lin Qing - Hua also made breakthrough in the last ring of the combined digital transformation. Based on nail and Ali cloud's multi data communication capabilities, Lin Qing Huai mobilized the whole staff to embrace digitalization, through the whole staff nail office and the whole Tmall shop direct seeding, and realized the organization online, communication online, business online, enhanced the enterprise's all-round cooperation ability. It is precisely this kind of organization's digital upgrade that made Lin clear in the epidemic quickly adapt to market changes and online business adjustment, but also excellently mediate the anxiety of employees under the line, and rebuild the confidence and combat effectiveness of enterprises.

Sun Laichun mentioned that the powerful power of digital tools such as nails and live broadcast completely refreshed the sales cognition and sales logic of all his employees. At present, Lin has started planning to send live lines to offline stores to create the most digitalized and net red brand shops, both online and offline.

For Lin Qingxuan, it is far from over to explore the number intellectualization. From staff online training, live quality to front-end product development, store business transformation, organization and management mode of operation, Lin Qing Xu will "all in number intellectualization", full link number intelligence upgrade, push deeper into online change.

Huang Fei highly affirmed the strategic layout of Lin Qing Hun. The number of intellectualized advantages has been most vividly displayed in the epidemic. At the same time, Lin Qing Hsu's foresight and persistence are equally valuable. The lack of innovation consciousness and crisis consciousness of the business owners can not be judged by the strategic height of the business strategy. It is a major difficulty for the retail industry to promote digital transformation.

After the outbreak of the epidemic, the enterprises that put all eggs in the "offline business" basket in the past did not lay out any online businesses, lost cash flow, passenger flow and other protective covers, and became the first victims. And the "good" brought by the epidemic is to let Lin Qingxuan and others take the lead in layouts of online and intelligent enterprises.

In the anti epidemic war, the extreme two level differentiation of enterprise vitality and the reality of "isolation" have forced the demand for online business innovation. "Mandatory" more enterprises rethink the relationship between online and offline, attach importance to and rely on digital construction, which will accelerate the number of intelligent transformation in the whole industry and accelerate the online revolution of retail enterprises.

Huang Fei, who has been in the field of deep tillage and Digitalization for nearly 20 years, stressed: "in the new retail era, the market structure and consumers have undergone profound changes. Only the enterprises that take the initiative to attack will have the chance to grow. The epidemic will accelerate the online revolution of retail enterprises. Enterprises need to improve the logarithmic intellectualization of heavy vision and forward-looking thinking, create new retail teams, and pry the transformation of enterprises so as not to be eliminated. Save and develop. "

Lin Qingxuan, who has witnessed all the changes and dividends brought about by the intellectualization of the layout ahead of schedule, is unbelievable. As the first batch of entrepreneurs to embrace new retail and intelligence in China, he once held the digital strategy of Alibaba. The "dubious" attitude, and the enormous energy of digitalization displayed under the black swan of the epidemic, not only shocked him, but all the employees of the company walked together.

To this end, he mentioned in his letter of thanks to Alibaba that he had rediscovered Alibaba through the epidemic, and also redefined the significance of wisdom in China's economy.

From the thank-you letter of entrepreneurs, we can easily find that the Internet companies that are growing up during the SARS period are facing their new historical mission and responsibility, facing the new crown pneumonia and rushing to the forefront of the epidemic prevention and control. Take Alibaba as an example, take the two major strategies of "main attack and defense", and make efforts at the end of both prevention and control and economic ends.

In the prevention and control of epidemic situation, in addition to purchasing over 40 million pieces of medical materials, worth 468 million yuan for medical aid to fight AIDS, Ali cloud will provide a variety of cloud computing technologies such as super large computing power and AI algorithm, so as to provide strong and powerful digital technology guarantee to accelerate the research work of the new crown virus.

In the development of economy, in February 10th, Alibaba group and ant gold suit group issued the "Alibaba merchants business book" for e-commerce providers, and launched six major aspects and 20 special supporting measures to support the development of SMEs. Aliyun new retail joint seven industries, dozens of industry experts set up the "new retail campaign Growth Camp", sharing the industry cases and new win laws to cope with the epidemic, leading more SMEs to tide over the difficulties, "let the world have no hard business." Lin Qingxuan is a wonderful example of how to "break the crisis online and turn the crisis into a machine".

　　 Lin Qingxuan's inspiration to win the war epidemic: what is the next step in the retail industry?

Under the epidemic situation, we need to think about how more retail enterprises, especially small and medium-sized enterprises, should deepen their layout and make the next key step. After a thorough analysis of Lin Qing's counterattack genes, we think the following points are crucial:

1, brand power is always persuasive. Disaster is a crisis for some enterprises. It will be a great historical opportunity for some enterprises. It will become a hero of manufacturing brands, and enterprises can not abandon their pursuit of product quality.

2, pay attention to the cash flow crisis and embrace the capital market. At the beginning of the epidemic, as the leader of the industry, Xibei explode its own family crisis. The cash flow of the company is hard to carry for 3 months. Contrast with the cash giant of the catering giant, it has shown a steady performance under the cash pressure of intensive procurement, staff costs and rent payments. In the two days of ice and fire, the importance of risk and capital support is reflected.

3, redefining the relationship between online and offline, the two are not antagonistic but highly integrated. Number intelligence has saved Lin Qingxuan and other enterprises that rely on offline sales in the past. Sun Lai Chun asserted that the outbreak of the online business will also empower businesses, and the future stores will have greater potential. Through this epidemic, Lin will grow into a brand-new brand, which will bring disruptive changes and tremendous opportunities for enterprises.

4, the business change brought by the epidemic is profound and long-term. The transformation of intelligence and intellectualization will become the trend of the times. Sun Laichun believes that in a business world full of uncertainty, the only way of self-help for SMEs is that the epidemic may completely change the lifestyle of 1 billion 400 million people in China. When online consumption habits become mainstream, enterprises embrace the digital posture, resist and refuse.

After the second half of the epidemic, with the revival of enterprises and the revival of the economy, the online revolution and transformation of all sectors of the retail industry accelerated because of the epidemic. The process of history is the sudden change of direction or sudden acceleration by black swans.

After the outbreak, the degree and ability of enterprise intellectualization will become the life and death line of every enterprise. In 2003, SARS made Taobao and Jingdong, and the epidemic achieved the core of intellectualization. We expect that the retail enterprises will have the ability to rebuild the number intellectualization and enter the trend of "platform, online and data" industry.

Perhaps, as sun Chun has predicted, "after the outbreak, we will usher in a better" new world ", and China will become the leader of global digitalization.