Is the ending of digital growth?

Author | Zeng Lingling

Text | Ringling said

Digitalization has been talked about for many years, and the results are quite effective. Some old organizations and business thinking methods are shaking. However, whether it can bring the value of the name and the value to the equal value, the questioning has never stopped.

On the one hand, this field urgently requires some new underlying logic and play, and cases that can be stunning to rectify their names for themselves, so that the road of the digital economy is thicker and implemented; on the other hand, too many companies are waiting for High -quality digital solutions allow themselves to get rid of the predicament or go further in fierce market competition.

Recently, with the theme of "Digital × Growth", the "Fourth Digital Innovation Conference 2022 Digital Innovation Conference" led by the Industrial and Information Technology Bureau of Guangzhou Huangpu District and sponsored by Yunli Technology Digital ship X -a new generation of corporate marketing digital "SaaS +PAAS" platform.

Combined with the digital underlying logic and technological innovation before the cloud migration, and application cases in many enterprises, it can be considered that in digital growth, it gives a feasible break -through idea -the integration of full -link marketing, the integration of full -link marketing, and the integration of full -link marketing. Or for the industry to learn from.

From digital "construction" to digital "growth", the integration of full -link marketing into a must -see road

For a long time, the relationship between enterprises and digitalization has been "construction" for a long time, that is, gradually allowing digitalization into various links of the business and various modules of the organization to achieve the replacement of digitalization on traditional working methods. As more and more companies have begun to lay out and invest a lot, more people begin to ask a question: Is the digitalization increasing?

In other words, the digital services provided by manufacturers must eventually come up with real value to get recognition. The era of concepts and technology has been completely passed.

In particular, when the global economic situation becomes more and more severe under a series of uncertain factors, enterprises must grow through digitalization, enhance the competitiveness of enterprises and the resilience of development.

What to do? The answer has appeared from a certain and obvious growth case that has been achieved by digitalization.

The Taishan Beer, which was established for more than 20 years, is a leader in the plasma beer market. It has also carried out a large number of digital "construction" earlier, such as deploying new retail systems and SAP systems. It seems that e -commerce sales, offline Channel marketing management business and store trading business have completed digital "construction", but this is the scene:

The online and offline business is split, and the business of omni -channel trading scenarios cannot be closed;

Member assets fail to open up and lack effective operations, and important resources are lying in the database and wasted;

Stores are lacking in marketing data, and it is difficult for the headquarters to manage and support the store;

The original system architecture cannot meet the needs of management change and business model innovation, and so on.

There are many patchs to be improved in such digital construction, let alone promoting growth. In this context, Taishan Beer opened a cooperation with Yun. In this cooperation, Yun Mign combed the Taishan Beer from the business architecture to the system architecture to the application architecture.

First, through the cloud store model, the store's transaction is online and the closed loop of transactions. At present, Yundian has covered 1000+ stores, and the daily average store online order is about 4W.

The second is to draw full link transactions, improve the efficiency of synergy, accelerate the turnover, and allow Taishan Beer to achieve customer expansion, store bills, dealers, production rankings, logistics distribution full -link business collaboration online and refined control. In the end The store's order from the store to the receipt was reduced by an average of 30%.

Third, through the closed loop of the business and trading links, after opening different business systems, the efficient use of marketing costs is achieved.

From the source of the order to the logistics performance, from multiple levels to the order of ordering at all levels, the cloud migration finally helped Taishan Beer to open up multiple heterogeneous systems, established a full-link integrated business system, Latong brand-factory-joining Commercial-store-consumer full link.

And this is the digital play of the integration of full -link marketing. It bid farewell to the digital construction of a single link and a single department, and achieved digital growth from the perspective of the company's global and from the perspective of the brand and the end user. The realization of transactions, guided users retention and repurchase. It can be seen that under the field of marketing integration in full -link, every action of the digitalization of Taishan Beer is serving the growth, rather than serving the digitalization itself.

Of course, the realization of "integration" must be inseparable from a digital base that can open up each chain, where the number of numbers provided by cloud migrants. In short, digital growth requires the integration of full -link marketing, and the integration of full -link marketing requires a digital base with a capable matching.

What posture does the creation of a full -link marketing integrated?

How to build a digital base? From the explanation of some content at this meeting and more service cases in the past, these trilogy can be summarized.

1. Adhere to the three elements of technology, business, and organization+the overall growth strategy of his drive. This is the general outline.

In the case of Taishan Beer, the plan provided by the cloud migration is not only technological change, but it has been promoted in its business model innovation and even the innovation of organizational forms -in fact, only technology, but business and organizations do not conduct conduct Corresponding changes, digital growth is difficult to achieve. This reveals the dilemma of digital changes in the market, that is, the hoped that a single digital solution can solve all growth problems. At this conference, cloud migration explained its digital growth strategy. A technology, business, and organizational self -drive+growth flywheel. In addition to the self -promotion of themselves, the three major elements are more coordinated with each other. For example, digital technology promotes business innovation and business innovation brings organizational form optimization, and these bringing corporate management improvement finally nurture digital technology by increasing research and development investment.

The case of Taishan Beer is a typical manifestation of this digital growth strategy. After the brand and consumers get a direct connection, the business of Taishan Beer is no longer just as many brand chain operating companies that only rely on extensive stores and open -oriented B -end. Change the way of business development and the logic of corporate growth. Moreover, due to the deepening of consumer insights and more orders entering, at the organizational level, the B -end stores with service responsibilities such as delivery also have more enthusiasm.

Similar to Yun Guofu, which also provides a series of data intelligent marketing solutions for the latter, such as consumer digital platforms, membership marketing operation systems, self -operated applet, etc. The business method of the scope chain store is created into a business method that directly precipitates consumers and promotes transformation, and ultimately guides precise and automated marketing.

2. Complete the numerals of the full coverage of the service chain, which is the core.

To realize the integration of full -link marketing, there must be a number of numbers that can open up the chain. This is the core content of the digital base, and it is also the cutter that the cloud can break through the digital growth flywheel.

In the past, Yunli Technology has completed the construction of digital central and Taiwan, including the business Zhongtai and the data, and realized a platform+four cloud system. The number of numbers in the number realizes the construction, variable and controllable in the Zhongtai system:

In the case of Yang Guofu, focusing on the two strategic goals of "Member Online" and "Data Online", Yunli Technology provides Yang Guofu with a series of data intelligent marketing solutions around the consumer journey. Including: consumer digital platform, member marketing operation system, self -employed applet, etc.

On the basis of a good foundation, the new generation of corporate marketing digital "Saas +PaaS" platform released by Yun Migration Technology at this conference. This continuous innovation has enabled the "Central and Taiwan" that has been talking about for several years to start from multi -dimensional from consumer, commodity, and channel -oriented. By continuously integrating AI, big data, low code and other technologies, it has truly become powerful and flexible. And the evolutionary capability center.

Cloud Migration-assembly construction application scenarios

In the process of serving the Galan Group, cloud migrants helped them turn the entire enterprise's internal digital core into a platform -based data -based data, facing the business in the entire scene link, and the former is facing different businesses such as C, size B and other businesses. Scene, the latter for the entire supply chain. In the end, Galan achieved the business change of "a plate of goods", and obtained the ability of the data to empower the operation of the business, and achieved low inventory levels and efficiency in the performance process.

In 2021, Galan Group's digital revenue accounted for 88.9%, an increase of 49.7%compared with 2019, and channel inventory from the highest point in 2019 to 1.1 billion yuan in December 2021. This is the digital China Taiwan. Bring direct benefits.

3. Following the requirements of different enterprises and different business trends, this is the enhancement of practice.

The integration of full -link marketing will definitely face different demands of different enterprises. In different periods, many new business trends have caused many companies to rush. As a digital base, they should have the ability to fit.

In fact, the number of numbers created by cloud migration was originally based on corporate needs and can be selected in the opposite technical content to form a digital solution. For example, its number of ships includes all -chain products such as marketing cloud, trading cloud, service cloud, and smart cloud, serving companies with long value chains in the back -end of the store; while digital products provide SaaS services, which are short -chain -oriented for short -term instant foods. New consumer chains such as classes.

As long as there is a need, the digital Taiwan can give personalized digital products like building blocks.

At the same time, the full chain of the digital Zhongtai is opened, and it also comes with a skill, that is, after the foundation of digital growth, any business model innovation can be supported above it.

For example, in 2020, Zhuye Qing joined hands to build a comprehensive and three -dimensional business figure in China, and the bamboo leaf Qing at that time had taken the lead in exploring private domain operations in the new consumer brand, and gradually turned the private domain into enterprise growth into enterprise growth The second curve. The integration of the full -link marketing brought by the cloud of clouds in the data of the cloud has helped Takeshi Qing to solve the problem of activation, communication, and service of millions of membership traffic, and create a closed -loop marketing marketing.

It is worth noting that cloud migration has not played the banner of private domain or other business trends, but naturally supports support in the way of digital base, which also means that if more business playback will appear in the future, the full link will appear, and the full links will be in the future. Marketing integration can be tolerant and promoted, and this is even more proved the significance of the digital base. Conclusion

In general, in order to fully meet the needs of the digital growth of the enterprise, cloud migration provides a set of digital China Taiwan and some scenarios application capabilities, but complex scenes determine the realization of the integration of full -link marketing. Help of ecological partners.

Therefore, you can also see that on the one hand, Yun Migration adheres to the "SaaS +PaaS" platform, and on the other hand, it is actively united to accelerate the comprehensive market penetration of the digital Zhongtai.

This ecological action is also reflected in the promotion of the digital landing of client enterprises in cloud migration and external consulting companies -take action at the same time in technology, business, and organizational dimensions, rather than waiting for technological innovation to slowly promote changes. It undoubtedly can accelerate to accelerate Digital growth process of strengthening the flywheel.

With the convening of digital innovation and innovation, the ecology of cloud -promoting digital growth is becoming more and more lush, and the final link of full -link marketing will accelerate the landing in more enterprises and scenarios.

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