Digital Bay Area ｜ Let digital grafting traditional marketing systems connect thousands of small shops with data!Daily chemical giant Li Bai played the new paradigm

Text / Yangcheng Evening News reporter Wang Danyang Wang Haiyan Sun Jing Photo / Video Yangcheng Evening News all -media reporter Li Zhiwen

The butterfly fanned the wings, which inspired the whirlwind. In the deep integration of China's manufacturing and cutting -edge digital technology, the daily chemical giant Libai Technology Group (hereinafter referred to as "Li Bai"), the daily chemical giants who have tried the water for many years. The curse of "counting" missed, exploring the "new martial arts" of all the uniform chains.

Bai Bai Digital Large Schematic diagram (provided by the respondent) compared to two years ago, a black T -shirt President of Libai Technology Group and the post -85th generation of Chen Zebin, the post -85th generation of the company's name "No Tianshu", are more confident and capable. It is also more experienced by the Bai Bai digital transformation led by him and the "Famous World War I".

"In the future, Libai's digital road will be more firm, calm, and step forward." At this time of midsummer noon, the sun is just right, and the "Wordless Tianshu" office landed on the floor, and the flowers flowing in the wide river in the wide river shone shining.

Li Bairong transforms non -"lone courage"

President Chen Zebin

"Li Bai's transformation is not the stubbornness of a person, but the persistence of a group of people." Chen Zebin still worked for many years and still brought his own sense of youth.

As a traditional daily chemical enterprise, Li Bai was "brave to eat crabs" as early as 2015 and put forward the development idea of ​​digital transformation. Now seven years have passed, and when I look back, Chen Zebin believes that it was 7 years ago that Li Bai's traditional channels, play methods, systems, and thinking can not keep up with the rapid development of the industry. Quickly empower new changes and new development, so Li Bai firmly believes that digitalization is the right path.

Manufacturing is the skeleton and support of the real economy, and it is also the main battlefield of revitalizing the real economy. In the field of daily chemistry, the dilemma faced before seven or eight years was not "how to do digitalization", but "the sound of lying down" with "digitalization is looking for death, not waiting for death".

"When determined to make digital reforms, we realize that the importance of using data to drive decisions. Because the parameters of discussing one thing are different, the conclusions are different. My requirements for the team, everything talks about data. "From entering the e -commerce team to the change of digital transformation, Chen Zebin was very determined.

In the past 7 years, Libai's digital application has been at the leading level of the domestic daily chemical industry, and has entered a new stage of comprehensive application of digital results.

In Chen Zebin's view, enterprises must keep pace with the times, quickly adapt to the changing market environment, and achieve business transformation and growth. It is necessary to break through the "data islands", connect consumers to the outside world, and implement refined operations internally. Digital transformation is not a "optional", but a "required question" about the survival and development of the enterprise.

"Frankly speaking, on the road of digital transformation, many things are not more powerful or clever than others, but whether they value and persistence." Chen Shujie, general manager of Libei Technology Group Digital Smart Center, said with a smile.

Chen Shujie, general manager of Libai Digital Intelligence Center

Chen Shijie introduced that Li Bai also encountered "pit" in the digitalization of the initial consumer platform, and some of the criminal periods facing new tools and new players, and also experienced "useism" with ready -made software. Dignificant, "Tuition is very high" but the effect is not obvious.

But now, the digital system that Libai's autonomous adaptation has become the "general path" of the daily chemical industry, and it has also provided valuable reference for other fast -moving enterprises that need "high -frequency" production and sales.

Give up or plug in the "wing of jumping"

As a traditional daily giant, Li Bai has an independent and complete distribution system, but as a "channel is king", Li Bai does not abandon the channel assets in the digitalization process. Instead, it will improve the intermediate link. Efficiency is in the first priority.

"Li Bai's choice of digitalization is based on the original 'three gangs' sale' (assisting stores to sell goods into consumers) to create a marketing digital 3.0 project." Chen Zebin said that he did not give up or abandon. Merchants provide greater digital assistance.

In 2018, Libai began to build some online ordering platforms. The first to go to dealers and channels, and later promoted to the store. At that time, all walks of life were not affected by the epidemic, and the effect of digitalization on the traditional sales model was not obvious. Most dealers and sales felt unnecessary, and did not want to change the inherent habits to digitize.

"Digitalization is an inevitable trend. I am very determined in digitalization and there is no room for discussing." In the face of questioning, Chen Zebin never shaken.

Because of this, Libai calmly calmly calmly faced the sudden epidemic. At the beginning of the epidemic, Libai online ordering will quickly return the funds, which largely solves the problem of dealers' cash flow.

"In fact, digitalization is not to veto the past and abandon the past, but to upgrade on the original basis." Chen Zebin said. Now, the Libai Group and the national brand service provider's spring order will also move directly to the online through WeChat mini -programs.

In the field of e -commerce, Chen Zebin is even more active and often active in major live broadcast rooms. In March of this year, he turned into a cargo anchor and appeared in the online live room for the first time. In the "Ten Thousand Tour" promotion activities on the day, Libai's spelling volume was close to 30,000 orders, and natural bright white low -bubble laundry solution and new kumquat dishwashing essence were urgently replenished.

Under the leadership of Chen Zebin, the IT ministry of the IT ministry of several people upgraded the number of wisdom centers, and Li Bai also gradually realized the digital upgrade of "marketing 3.0", "supply chain 3.0" and "management 3.0". Create a digital work platform within the enterprise, as well as buying stars, buying Yingying, Lingle Shopping GO, Buyer, and Linglehui for cooperation with WeChat in order to pass the store ordering, marketing, community group purchase and other links. Essence

Li Bai's official flagship store WeChat Mini Program from "panel" to "universal plug -in board"

If you want to be a blue wind chime or a small Canglan, how can the laundry liquid fragrance change more fashionable? How to improve "more advanced" product label? After a heavy rain, how does the "small white" warehouse specializing in small white shoes help upstream suppliers to prepare raw materials more agilely? How can the factory open a small, multi -frequency daily chemical flexible production to reduce the cost of large inventory?

In Libai, all of this needs to be digitalized.

For Chen Shujie, the general manager of the company's name "Huang Laoxie" and the general manager of the Ligue Center of Libai Technology Group, although he is a newcomer, he is a "digital veteran who has worked for IBM and other Fortune 500 companies such as IBM and other Fortune 500 companies "".

To walk into the office where Chen Shijie is located, you must pass through the "Data Talk" blue and white marker through the corridor passage. By 2009, the information management department of ERP was enabled to the IT department, and now IT and the business department opened the data to speak together, responsible for exploring the county -wise center of Libai's new format.

As the "central heavy weapon" of Li Baidu's digital transformation, what is digitalized China Taiwan? What is the same as the previous information system?

Chen Shijie made a popular analogy: like a panel and universal plug.

Li Bai is a company with a strong distribution channel. There are many data and many formats. It turned out that the Japanese chemicals were available to dealers or third -party e -commerce. At the same time, more and more young customers of daily chemicals need to understand consumer habits and brand cognition through data.

Therefore, the digitalization of Libai is not the previous solution or a software package. The digital China Taiwan should continue to meet the "universal plug board" from production, sales to connecting consumers.

In this "universal plug -in board", there are not only partners of Libai Technology Group and upstream and downstream, but also include other daily chemical brands and ecological partners of the parent company. The "center" of the digital link.

To count the cost, you are willing to "dig data"

The rapid development of China's daily chemical industry has developed rapidly. In recent years, consumption upgrades have brought about the rise of tracks. Internet technology has helped online channels to explode, catalyzing new products and new marketing models, and driving the industry to continue to improve. However, the problem of digital intelligent manufacturing in the overall industry still exists. In addition, the global economic environment such as the new crown epidemic situation, for the daily chemical industry and enterprises, the development model of low -cost advantages in the past is indispensable. continued.

By accelerating the process of digitalization and digital industrialization of the industry, the story of the transformation of the white digital transformation gives the latecomers more inspiration.

During the interview, Chen Zebin repeatedly emphasized that "the update iteration of digital technology is getting faster and faster. We must consider the entire economic cost and whether the input -output is valid. Cut in. "

In addition, when establishing a data system, the application of data and data must be considered simultaneously. Chen Zebin said that in digital transformation, many companies are still hovering at the first stage -informatization stage, that is, through some systems, the relevant business processes turn into online. But under the digital economy, it is more important to give play to the value of data.

As a new type of production factors, data is not only supplemented by traditional elements, but to activate people, wealth, things, and information in a power, wealth, material, and information in an intelligent manner. Make the economy full of toughness and vitality.

In Chen Zebin's view, "the ultimate goal of digital transformation is to clearly view the collected data, and then use data to guide enterprises to make scientific decisions and daily operations. This is the largest value of the digital economy."

Data -driven, "building thousands of thousands", through digitalization to connect scenes and value interoperability, on the road to activating the new value of enterprises, Chen Zebin said that the direction of digitalization must be unwavering, and it will continue to learn and improve. The transformation is always on the road. "

Thousands of small shops have vitality and "digital"

Libai Marketing Code 3.0 Schematic diagram (provided by the respondent)

The "daily chemical leader" has exceeded 20 billion in sales. The product line covers almost all categories of cleaning and protection. The main sales channels are more than one million terminal stores.

Among them, the combination of digitalization and traditional dealership system to carry out online and offline marketing activities is becoming a magic weapon for Libai Goods to sell nationwide, and many of the boss of the small and medium -sized stores in the countryside get new opportunities.

Taking Libai and WeChat as an example, in 2020, Li Bai created the B2B ordering platform "Purchasing" based on WeChat Mini Program, encouraging the owner of the shop to place an order by themselves. For these owners who do not understand the concept of digitalization and do not use the computer, ordering with WeChat mini -programs can not only be done by moving fingers, but also greatly reduce the traditional labor costs of the reporting form and entry. At the same time, in order to inspire the owner of the shop, you can get red envelope rewards to complete the task of completing the tape on the "purchase profit" applet of Libai. The entire process of digitalization also allows Li Bai's marketing budget to give "the right person".

Two years ago, a headquarters linkage area, the magnificent mini -program live ordering will explode in more than 4,000 bosses. Group red envelopes, real -time list rankings, and president live broadcast activated the enthusiasm of the bosses. In the end, the linkage marketing was over 1.8 billion. Today, the small program live order will be replicated in many regions of Libai, which has become the standard in the new normal of the epidemic.

Also in a rural couple shop, how to help little bosses who do not understand digitalization to better communicate with consumers? Through cooperation with WeChat, Li Bai created the "Lingle Purchase GOGO" applet to provide the store's ability to open one -click store opening for the store, and can also support users to buy group purchases to help Libai quickly expand the huge in the market in low cost to sink the market. The "husband and wife shop" set up a "digital bridge" from headquarters, dealers to terminal stores, and consumers.

The external connection of consumers and implementing refined operations internally are part of Li Bai's digital strategy.

Chen Shujie, general manager of Libai Technology Group Digital Wisdom Center, revealed that in big data, Li Bai has communicated with hundreds of millions of consumers. In the applet, the owner of the small shop is a group purchase. In addition to helping the small store's economy vigorously and vibrant, the small program is also the data source of the end cooker of Libai to ensure that the authenticity and timeliness of the "three gangs" digital links on Libai Essence

In the future, in addition to the daily chemicals of Libai Technology Group, the nourishing products and cosmetics of brothers companies will also be settled in related mini -programs to provide consumers with more consumer choices.

The relevant person in charge of WeChat said that in the past two years, through applet ordering platforms, small program live online ordering meetings, and store marketing methods, small programs are helping brands to realize the direct connection between consumers and small shop owners, and gradually become increasingly becoming increasingly increasing The more fast -moving the corporate channel digitalization.

Source | Yangcheng Evening News · Yangcheng School

Responsible | Xu Zhangchao

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