Nationwide "Cloud" Purchase, Enterprise Digital Transformation Line Is Imperative.

"Bite..." Set a good watch, punctually enter the kill group and start another round of "buy and sell". Under the epidemic situation, it can not be enough to go out shopping. This seems to be the daily routine of many women.

In the past, the circle of friends is only a small business world. In the past month, it has become a big business platform. Full screen is a two-dimensional code for selling goods and pulling groups. During the epidemic, retail sales almost stopped, and the major brands, enterprises, platforms and shopping malls began to "save themselves". With the help of WeChat group, live broadcast, small programs and other tools, a series of online promotional activities were launched.

"The original price of 1280 yuan love hot pants, the second price is only 380 yuan, you can also stack the use of coupons, do not feel like buying is a loss." Reporters were attracted by the designer of the spike group, many consumers are "lucky" to enter the group, at such a low price to buy love products. Coupled with the designer's Avatar customer service, from time to time, more detailed fabrics, colors and other aspects of the product are explained, which attracted nearly 500 people in a few days.

This is the "full guided shopping" measure during the period of the epidemic. Relying on cloud customer service, AIMER CLUB and official mall Mini program, the three dimensions of online and offline services and sales are opened up, and operators are deeply operated to create higher consumer value. From January 29th to February 19th, in less than a month, the sale of official online mall from 50 thousand yuan to 2 million 350 thousand yuan was increased by 4252%.

The launch of the "full retail" project also includes Anta, which is jointly owned by the sales team, brand support team, sharing team and all management teams of the group. Dealers and ordinary employees are no exception, and more than 30 thousand shop owners have opened micro stores. With the help of brand spokesmen and signers, they can record short videos of sports and encourage consumers to play at home and interact with consumers. At the same time, Anta and FILA's many brands also launched a variety of new products and marketing activities online. Anta group said that the total retail sales of "full retail" in the micro business platform were nearly ten million yuan recently.

The Taiping bird and its brand matrix, using WeChat online membership, social marketing fission, small program distribution, alternate broadcast in different areas, and other forms, achieved "online no business." In February 8th, Zhang Jiangping, chairman of Taiping bird clothing, released a letter to all "bird people". He said that through these forms, half of the suspended stores still had sales, and the average daily retail sales exceeded 8 million, and they continued to improve.

Women's clothing brand Gloria also helps WeChat and guide shopping to open up the small program mall to achieve the closed loop of online customer touch and operation. The average daily turnover of the small program is over 1 million, up to 3 million on the day of February 7th.

The same is true of EMMAN, who has his own Internet gene. Under the condition of more than 50 shops open online, he quickly collected 65 thousand customers, and completed the daily sales of 140% in February 5th. Fang Jianhua, chairman of Hui Mei Group, said that this is mainly based on the business mode of "new business of electricity" + "store + community", which has independent research and development system support, organization and execution of the team, and the deployment of product system.

"When the crisis happens, the competition of enterprises is actually the reserves in the early stage." As Fang Jianhua said, those who had already set up the intelligent retail mode earlier, and explored and implemented more enterprises, and guided by the training of intelligent retail tools such as small programs, communities, enterprises, WeChat and so on, have taken the lead in this special time.

"Taiping bird's digital transformation began in 2016." Zhang Jiangping said that through the "cloud bin" which can get the national inventory data to be opened, it can collect and share the inspiration of the Pacific bird's own resources. It provides and shares inspiration information for customers, integrates App services such as membership service (membership score, consumption records), matching information (including algorithm), matching and sales of single products, and tries to broadcast the store by the end of 2018. Shop leader.

Over the past few years, Gloria has been trying to upgrade the iterative information management platform, looking for its own digital transformation plan, and building a business platform, effectively linking data backstage and sales frontline, forming a more agile business mode.

In April 2019, the official small program of Gloria was put into line, forming 6 major contacts, including the public number, the public number, the custom menu, the template message, the search brand area, etc., and its drainage accounted for more than 70%. Data show that Gloria official small program has been built for less than a year, GMV has increased by at least 2.5 times, and user registration has also increased at a speed.

"Opportunity is reserved for those who are prepared." The importance of technology and digital transformation has been highlighted in the face of a sudden outbreak.

In the past, many enterprises and brands' understanding of "digitization" was just a digital management software as soon as possible, and could not help enterprises to extend and expand in the supply chain end.

BI, the US research institute, predicted in the recently released global six industry technology trend report that "2020 will be the beginning of digitalization of major industries". In China, the epidemic will become a catalyst for the retail industry. Those retail brands who had not made up their minds to "go to the clouds" had to start thinking about their long-term strategy.

Friends circle, community, shop group, live broadcast, once many people sneered at the private area traffic, is helping brands and enterprises to achieve "online customers", now selling the goods that consumers most need, but as long as the operation is right, the future can be transformed into the entrance of the traditional brand Digitalization, and even become one of the new product ferment positions. For many brands, what they lack is not the product, but precisely the place to communicate with consumers.

And where are the future consumers? It has to be said that "cloud office", "cloud education", "cloud entertainment" and "cloud shopping" have changed people's living habits, and will also truly achieve the integration of online and offline channels.

"Housing economy" is the product of the impact of the epidemic. Yao Yudong, deputy general manager and chief economist of Dacheng Fund, believes that during the 2003 SARS period, e-commerce platforms such as Alibaba grew and became part of people's lives. Under the impact of the new crown pneumonia epidemic, people's "home life" has cultivated and strengthened the consumption habit of the "home economy", thriving due to the crisis, but will never die out of the crisis.

Therefore, if the whole people take the goods may just be the "cramming" behavior of the clothing brands and enterprises during the epidemic period, then the real strategic thinking may start after the outbreak and have to take action in the digital strategy.