Boost Hongdou'S "Digital Intelligence" Butterfly Change Hongdou Shares Yang Qisheng'S Smart Retail Acceleration

Yang Qisheng is now the Deputy General Manager of Jiangsu Red Bean Industrial Co., Ltd. (referred to as "Red Bean", 600400. SH) and the Head of the Second Business Department of Chain Store. Since he entered Red Bean in 2009, he has rooted in the market, focused on users, explored the business model of chain stores, promoted online and offline integration, built a full touch smart retail system for Red Bean comfortable men's clothing customers, realized offline store interaction to online departure management, and improved operating efficiency. The smart retail team led by him has achieved GMV increasing year by year. At the same time, Yang Qisheng led the team of the second chain company to operate the chain stores with digital and online empowerment. In the first quarter of this year, the sales volume has exceeded 120 million, ranking second in the overall ranking of Red Bean Group. In the theme activity of "high-quality development of" three self and six modernizations pioneer "carried out by Red Bean Group, Yang Qisheng was awarded the" three self and six modernizations pioneer "honor of high-quality development of Red Bean Group.

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In the digital era, consumers' shopping methods are more diversified. Physical stores, traditional e-commerce, mobile Internet, etc. can all become shopping channels for people. For the retail industry, the traditional model is no longer the prevailing standard, and smart retail reform is inevitable.

Aimed at the "comfortable" new track, Red Bean Men's Wear, as a retail practitioner, has actively embraced online in recent years, taken the lead in innovating the development model, diversified layout of smart retail, and brought consumers a more convenient and comfortable consumption experience. In 2020, Red Bean Comfortable Men's Wear will take the WeChat applet, the traffic dividend platform, as a breakthrough to create a user centered global marketing system and promote the reform of smart retail. Yang Qisheng is the main person in charge of the project. WeChat applet achieved sales of more than 100 million in the first year of its launch, and won the "Tencent Smart Retail Multiplication Plan Excellence Growth Award" with the breakthrough of GMV.

In 2021, Red Bean Comfortable Men's Wear will become the first strategic partner of Tencent's four force business growth platform, driven by the "new engine" of smart retail, achieving sales of 289 million, and GMV growth of nearly three times; In 2022, the GMV of Red Bean Comfortable Men's Wear applet reached 382 million, ranking first in the private sector of men's wear brands. After 2021, it won the "annual industry benchmark" of Tencent Smart Retailing Global Digital Value List again. In 2023, the smart retail model of red bean comfortable men's clothing will be selected into the National Typical Case of New Consumption Development.

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"In 2021, we will cooperate with Tencent's Four Force Business Growth Platform to gradually explore the construction of a systematic and sustainable" smart retail "focusing on digital channels New mode, deeply explore the growth points of small programs, achieve automated, personalized and intelligent marketing reach, and based on the "four forces" platform of private domain organization, commodity, operation and product strength, improve digital operation, and achieve "new digital operation+new consumption experience". " Yang Qisheng.

For example, in terms of organizational strength, Red Bean Comfortable Men's Wear takes offline stores as its operating position, establishes a smart retail department, which is responsible for online and offline integration, and builds an online service ecosystem. For example, in terms of operational capability, through online traffic open source+offline store operation, the online and offline traffic will gradually be deposited in private domain. Based on this, the 2022 Red Bean Tanabata Festival "100 stores Tanabata favorite fans joint live broadcast" activity will build a private domain matrix with the Red Bean comfortable men's clothing small program as the core, and the GMV will break through 5 million in 6 minutes of opening and 10 million in 3 hours.

"Let consumption happen anytime and anywhere." In Yang Qisheng's view, the core of smart retail is user centered, through in-depth integration of online and offline, breaking through the time and space constraints of sales, and providing direction and opportunities for chain store reform. Red Bean Comfortable Men's Wear focuses on the four core operations of high-end product upgrading, content operation, marketing breakthrough, and member service, plays a good dual drive combination of "public domain drainage+social fission", builds a full link smart retail operation position of "public account+enterprise WeChat+video number+applet", further excavates market growth, and promotes the brand's "digital intelligence" transformation, It will provide strong assistance for the high-quality development of the retail real economy.

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At present, with the steady progress of the "three self and six orientation" strategy of Red Bean Group, Red Bean men's clothing has built an online and high-end smart retail model in an all-round way around the new positioning of the "classic comfort" brand, forming a three-dimensional marketing channel of "offline stores+online stores+personalized customization", providing users with a full process, full touch high-quality and comfortable consumer experience and services.