From Betteni’s global consumer operations, see how Quick Audience links the ecosystem of product service providers

Introduction to as one of the long-established consumer private domain operation representative service providers, GroupMai revolves around the consumer private domain operation capabilities of the social platform, and has been fully integrated into the core product Quick Audience of Alibaba Cloud Data Center, and is for Betteni, etc. Enterprises provide full-link user journey planning and interactive services on the social platform side.

Recently, China's No. 1 functional skin care stock-Yunnan Betteni Biotechnology Group Co., Ltd. (stock code 300957, hereinafter referred to as "Betteni") released its 2020 annual report and the first quarter of 2021 financial report.

According to data, Betteni will achieve revenue of approximately 2.636 billion yuan in 2020, a year-on-year increase of 35.64%; net profit attributable to parent company is about 544 million yuan, a year-on-year increase of 31.94%; in the first quarter of 2021, Betteni’s revenue will be about 507 million yuan Yuan, a year-on-year increase of 59.3%; net profit deducted from the parent was about 77 million yuan, a year-on-year increase of 61.1%.

It is not difficult to see that Betteni, who has been steadily advancing, has achieved high growth in revenue and net profit attributable to its mother, and the financial report shows that the market influence of its core brand Winona has also been further improved.

It is worth noting that the first quarter financial report specifically mentioned that in 2021 the company will "continuously improve the company's informatization level" to create more possibilities for global consumer operations. That is, "We will focus on member operations, and further strengthen internal management capabilities and control capabilities of the upstream and downstream of the industry chain through the establishment of technical and data centers, upgrading the existing information management system and member management system, and introducing new management modules. , To achieve the full-link data management of production, supply and marketing, human, financial and material, so as to achieve efficient front-end and back-office operations in the business and internal and external control of management, optimize resource allocation, achieve precise marketing, and further enhance the company's market competitiveness. "

Seize the golden period of industry development, Betteni achieves high-speed running

According to data from the National Bureau of Statistics, from 2015 to 2020, the overall retail sales of cosmetics above designated size in my country will continue to grow. In 2020, the total retail sales of cosmetics above designated size will be 340 billion yuan, a year-on-year increase of 9.5%.

Dedicated to creating a healthy skin ecology in China, Betteni, which integrates R&D, production, marketing and service, was born in 2010. During the golden period of the development of the beauty industry, it took advantage of the trend to digitally upgrade and achieved high growth.

It is reported that as early as 2011, Betteni established the e-commerce business department. After that, through the offline foundation to enter professional channels, and online actively embrace the changes of the Internet, Betteni successfully caught the rapid growth of e-commerce. , To achieve mutual penetration of all channels, deep coverage of consumer groups, accelerate sales growth and increase profitability.

Especially in the past two years, Betteni has successfully broken through the online market. According to annual report data, from 2017 to 2019, Betteni’s online sales revenue was 490 million, 890 million, and 1.49 billion, respectively. Its core brand Winona It was even more successful to "break the circle."

According to Tang Xuan, head of the marketing department of Shanghai Qunzhimai Technology Information Co., Ltd. (hereinafter referred to as "Qunmai"), global marketing around the consumer market is a key battle in the process of Betteni's digital upgrade.

She believes that the reason why Betteni can quickly occupy the market is that on the one hand, it accurately cuts into the sensitive muscle track and attaches importance to product development and technological innovation. It is understood that Betteni’s R&D center has the world’s leading R&D hardware conditions and a variety of precision instruments. Equipment, 50 valid domestic patents, 11 core technologies, and industry-university-research integrated platform, with hard-core scientific research strength to become an industry model; on the other hand, as a functional skin care brand Winona, its products are repurchased The rate is high, and the experience of use is easy to spread word of mouth, quickly realizing consumer reputation fission.

Quick Audience joins hands with the group pulse and integrates private domain operations on social platforms

As one of the veteran consumer private domain operation representative service providers, Qunmai started in 2003. From initially providing IT technical services to closely following the development of Internet social networking, it has accumulated services including Betteni, Bosideng, Yuanzu Foods, Unilever, etc. Hundreds of companies including.

"Thanks to Qunmai's relatively strong IT development background and nearly 18 years of development experience, we can better discover the problems in the digital construction of enterprises," Tang Xuan told reporters, "In the past, because of the digital construction of different enterprises Depending on the degree and the desired purpose, Qunmai mostly customizes services based on the needs of enterprises. However, as the entire industry has upgraded to a new stage of digitalization, and Qunmai has extracted multiple digital methodological systems based on past projects. There are already a variety of mature and standardized products available that can meet the needs of most companies."

Among them, revolves around the consumer private domain operation capabilities of social platforms, has been fully integrated into the core product Quick Audience of on the social platform side.

For example, most brands that pay equal attention to both online and offline will have counters in the offline market, with 1-2 shopping guides. When offline consumers purchase, in addition to the special services provided by shopping guides, they can also scan the QR code and enter the brand's counter service platform to become members, forming a considerable amount of private domain traffic.

Why do companies (brands) need to operate their own private domain traffic? Dr. Guo Zhenyu, Chairman and General Manager of Betteni, once gave his own explanation, "The member, customer unit price and repurchase rate of private domain traffic are higher." A set of data shows that only in 2019, Betteni counter service The repurchase rate of the platform is 52.5%, far exceeding the industry average. Among them, 87.9% have a unit price of more than 1,000 yuan.

And through Quick Audience, companies can also enjoy the four major social interaction product module capabilities of GroupMai in the field of private domain operations: "smart marketing", "content banking", "coupons" and "activity matrix".

Among them, smart marketing can select different market labels according to the needs of the enterprise, preset the marketing process to execute automatically, and support real-time tracking of the implementation and dynamic adjustment.

The content bank can support multiple content formats such as graphics, pictures, videos, audio, questionnaires, etc., to realize the whole process of visual content production, intelligent content push and reach effect tracking;

Coupons can be templated to generate discount coupons, coupons, vouchers, gift vouchers and other types of coupons, and support enterprises to configure them in existing activities on demand. After receiving coupons, users can include online Directly use coupon deductions or scan codes for verification in consumption scenarios such as online shopping malls and offline merchants;

The activity matrix has a variety of out-of-the-box marketing tools (such as lucky draws, voting treasures, live events, fission sharing, etc.). Companies can set up various online and offline activities on their own, combined with coupons, to enhance the interaction between users and brands.

For Qunmai, fully integrating its product capabilities into Quick Audience is a win-win strategy.

Tang Xuan likened the Alibaba Cloud Data Middle-Taiwan industry solution to a river, "Qunmai's product capabilities are like one of the waterwheels, which continuously revitalize the river."

In her view, for the data center, Qunmai's private domain operation capability on the social side is an important capability supplement to the entire industry solution. At the same time, for the data center, it uses the ability of Alibaba Cloud Data Center. , Can deliver more accurate market stratification and portraits for corporate customers, and use this to formulate more complete solutions based on customer needs. "In addition, relying on the strong sales team of Alibaba Cloud Data Center, Qunmai can also integrate its own products. Promote capabilities to more companies."

Quick Audience that links the ecosystem of product service providers has more possibilities

In addition to integrating the private domain operation capabilities of third-party products on social platforms, Quick Audience can also output the full-link consumer operation and management capabilities to bring new business growth to enterprises in an increasingly complex business environment.

A few years ago, Betteni completed the construction of a data warehouse and established a special data analysis department to perform statistical analysis on the basic membership system and commodity system. By 2020, Betteni officially connected to the Alibaba Cloud data center, leveraging its core product Quick Audience's ability in full-link consumer operations to further amplify the role of data in global precision marketing scenarios.

During Tmall Double 11 in 2020, on the one hand, Betteni used the basic functions of Quick Audience to realize the data return of off-site media exposure (short video platform, social platform), and complete target market matching and precision marketing within the Tao Department; on the other hand, It also fully linked the offline membership system, circled high-quality and high-potential target markets, cross-matched with online target markets, and directionally pushed relevant marketing content to encourage high-quality members to achieve omni-channel purchases.

According to data, as of 24:00 on November 11, 2020, Winona’s official flagship store on Tmall has won the No.1 position in Tmall’s domestic beauty cosmetics with sales of over 700 million yuan, and has been ranked TOP9 in Tmall’s beauty category for three consecutive years. , And become the only domestic brand among the TOP10 in 2020.

In the entire global marketing digital link, as one of the core products of Alibaba Cloud Data Center, Quick Audience can provide Betteni with multi-position user introduction, realize social-level cross-terminal interaction and full-link consumer operation, and continuously Deepen users' cognition and interest in companies (brands), thereby transforming them into consumers .

In addition, Quick Audience currently also integrates many third-party product capabilities. In addition to the social private domain operation of GroupMai, there are also functions such as Quyun's data return, which truly realizes the enterprise's one-stop global consumer operation.

Zhen Rixin, head of Alibaba Cloud Data Center's ecological development, said that Quick Audience will continue to introduce mature third-party product capabilities in the three scenarios of membership operation, advertising operation, and APP operation. "We have always been open to product partners. Attitude," he added, expecting that more and more practically tested product capabilities can be integrated into Quick Audience in the future, focusing on the global consumer operation to create more possibilities.

Copyright Statement: content of this article is contributed spontaneously by Alibaba Cloud real-name registered users. The copyright belongs to the original author. The Alibaba Cloud Developer Community does not own its copyright and does not assume corresponding legal responsibilities. For specific rules, please refer to the "Alibaba Cloud Developer Community User Service Agreement" and the "Alibaba Cloud Developer Community Intellectual Property Protection Guidelines". If you find suspected plagiarism in this community, fill in the infringement complaint form to report it. Once verified, the community will immediately delete the suspected infringing content.