How to solve the digital problems of Colgate, Innisfree, Benefit, and the 618 promotion?

Introduction to Cloud Data Center has formed nearly 10 sets of solutions, including member intelligent operations, global attack intelligence investment, GMV strategy simulation, etc., centering on the three major retail industry elements of "people", "goods" and "field" To overcome the difficulties of brand business one by one, the reporter learned that in the past year, Innisfree, Benefit, Colgate, Three Squirrel, Joyoung and other domestic and overseas brands have adopted early adopters.

In the 2021 Tmall 618 consumption season that officially ended yesterday, many brands used Alibaba Cloud Data Center's series of solutions to provide detailed insights into member needs and provide operational capabilities, outdoor advertising intelligent placement and exposure return, GMV dismantling and the entire chain Road strategy guidance and other three core scenarios were cut in to achieve specific business problem resolution and strong performance growth.

It is reported that at present, Alibaba Cloud Data Center has formed nearly 10 sets of solutions, including member intelligent operation, global attack intelligence investment, GMV strategy simulation, etc., centering on the three major retail industry elements of "people", "goods" and "field". Breaking through the difficulties of brand business one by one, the reporter learned that in the past year, Innisfree, Benefit, Colgate, Three Squirrel, Joyoung and other domestic and overseas brands have adopted early adopters and achieved practical results.

Global Tiangong Intelligent Investment: It must be publicized, but it must also be able to insight into who is known

Although short video platforms and graphic social apps have developed rapidly in recent years, it is undeniable that outdoor advertising can still integrate multiple display forms and provide a certain scene-like immersive experience, and is favored by brand owners.

According to the "CTR Media Intelligence" data released by CCTV Market Research (CTR) in May of this year, about 34% of advertising spending in the first quarter of 2021 was placed on outdoor media such as elevators, and the top 20 brands on the list , Continue to maintain high growth and high proportion.

Data source: CTR Media Intelligence

However, for a long period of time in the past, outdoor advertising has remained at the single level of "exposure". "Compared with other media, outdoor advertising can reach specific surrounding markets more concentratedly and frequently. At the same time, Because of the large visual influence, it has a certain effect on the cultivation of the brand's mind," said Hu Yi, the brand director of Colgate's marketing department. "But the reach of traditional outdoor advertising mostly depends on estimates and third-party survey interviews. Relatively speaking, , The brand knows less about the actual reach."

In March this year, Colgate for the first time use Ali cloud data sets global day attack Chilean investment solutions specifically for outdoor advertising scene (hereinafter referred to as " global day attack wisdom vote " ), ran through " target market intelligence circle - offline advertising precise delivery - exposure data are available under reflux - precipitation data in the long-term operation of " digital intelligence full link.

as one of Ali cloud data sets of the first to make an inventory of the retail industry solutions, global investment and intellectual-day attack can be based on market data existing brand (brand dimensions / commodity dimension / stores Dimension), through the algorithm model enlargement, calculate the high-potential market that can be used in marketing scenarios, and use this as the basis to intelligently select offline advertising spots to improve the efficiency of advertising.

After the advertisement is placed, the company can accurately evaluate the market exposure data, and at the same time, the core market data will be unified back and deposited into its own market data assets, which is convenient for long-term operations in the later marketing links, and there is no follow-up marketing plan. calibration.

In recent years, the rise of short video, broadcast, and graphic social marketing methods has indeed brought an impact to the traditional outdoor advertising industry. However, traditional outdoor advertising has created a sense of scene to help consumers break their original cognition and jump out of the information cocoon. And for the brand, it is difficult to replace the role that can assist in the establishment of brand personality and communicate and link consumers.

uses a more detailed analysis of the needs of enterprises, and uses data thinking and numerical intelligence to help clarify " for whom to see where investment - effect amount - precipitate ", and provide recommendations on every aspect of the action is set, so that outdoor advertising every step of the value can be quantified by operators .

"This time, we are mainly using the global Tiangong Zhitou on the new enzyme whitening toothpaste. During the launch period and after the end of the period, the verification rate of Alipay coupons in supermarkets has increased compared to when it was not launched. "Hu Yi revealed.

It is worth noting that, in addition to Colgate, the current solution has been reused by many industry leading brands including FMCG, 3C digital, home improvement, and beauty, and the effect is remarkable.

Intelligent operation of members: do not disturb or blindly, the goods can still find the market

If the value brought to enterprises by the global Tiangong smart investment is more focused on market influence and consumer perception (including market data precipitation and mid- to long-term operation), then the second set of Alibaba Cloud Data Center launched The solution, the member intelligent operation solution (hereinafter referred to as "member intelligent operation"), is more in line with the needs of retail enterprises in the market consumer terminal scenarios.

The Korean brand Innisfree, which entered China in 2012, has accumulated tens of millions of registered brand members after nearly 10 years of intensive market development-how can we better operate members and provide them with more refined The membership service and consumption experience of the company has always been its constantly escalating self-requirement.

"Since 2015, we have begun to build a digital membership system, and continue to enrich members access channels including online and offline, self-owned and third-party platforms, as well as member operations and gameplay." Paris, Director of New Retail, Innisfree SHANG told reporters.

In 2016, Innisfree and Tmall platform opened up the membership system and actively explored how to redeem member points; and in recent years, when mini programs emerged, Innisfree was also the first to try-based on the insight that there are quite a lot of consumers in offline stores Being accustomed to the prospect of using Alipay as a means of payment, Innisfree officially launched the Alipay mall in December 2020. While accepting payment traffic for secondary operations, it also opened up the Alipay points system and became the first to connect to the Alipay point redemption system. One of the batch of brand owners, and the new membership and operation effect it brings is also considerable.

However, the membership growth rate of this magnitude has also brought greater challenges to Innisfree.

"Our membership system has relatively single dimensions, so if we want to maximize the value of our members, we also need new tools and products to input capabilities," Paris said. "This includes more refined insights into member characteristics. Ability also includes the ability to infer what products the brand should provide based on member insights."

In March of this year, Innisfree officially introduced intelligent operation of members. For Innisfree’s fourth-generation star product, the small green bottle, modelling calculations based on the member data of offline stores and online platforms with brand purchase behaviors in the past year , Circle the part that has a high potential purchase intention for the item, and match it with promotional methods including coupons, full discounts, etc., to complete precision marketing based on SMS and WeChat official accounts.

 

She said that all data used by members for smart operations are brand-owned data. “160dc47b001687 is designed and calculated through algorithmic models, which allows us to know more clearly the brand stickiness, product preferences, and key conversion Including active members, there are also sleeping members who have not repurchased for a long time. This is the basis for the subsequent development of different operating strategies ."

The value of intelligent operation of members lies in the ability to find the most consumer potential part of the existing hierarchical membership system for a single product-at the same time, insight into the key factors that affect their purchase decisions, such as full reduction of activities, allowances and subsidies , Product portfolio, etc. It can not only identify the target group from the existing goods as the starting point, but also send it from the perspective of the target group, supplemented by the most effective marketing actions, and finally form a precise "person-to-goods matching" consumption closed loop.

"At present, we are still quite satisfied with the data of Phase I of the project." Paris revealed.

GMV strategy simulation: not only the full monitoring of big promotion nodes, but also guide every step of the action

Regardless of whether it is focusing on member operations or goods operations, one of the goals of the brand during the promotion period is to achieve the established GMV (total merchandise transaction).

LVMH P&C Data CoE Head (head of the data expert center) Marco Li (hereinafter referred to as Marco) said in an earlier interview with the media that the annual Tmall Double 11 and Tmall 618 consumption seasons are time points for each brand. How to sprint target sales within the limited period of big promotion activities is what the brand cares most about.

However, the achievement of GMV has always been a "metaphysics" in the past. Marco summed up the situation that most brands have encountered during the big promotion-it is easy to fall into blindly piling up promotion mechanisms, blindly increasing media budgets, and falling into the continuous increase of marketing costs. Transforming the ever-decreasing quagmire, he believes that the root of this situation is "the lack of visibility into the GMV link."

So when I heard that Alibaba Cloud Data Center could use the brand’s target GMV and past marketing activity performance to reverse the deployment of a series of marketing resources and implement GMV targets in units of “days” to complete full-link visual monitoring, Marco decided to cooperate immediately. , From the first discussion of cooperation intentions to the implementation of capabilities, it took only one and a half months.

2020 days cat early double 11, Ali cloud data sets by Benefit after modeling historical campaign data, learning the various features influence brand sales, combined with Benefit on This time, 11 's marketing budget investment, promotion mechanism, various core product pricing and other aspects of the plan, the brand The strategy recommendation is .

 

For example, during Double 11, Benefit found through the Alibaba Cloud data center that the global marketing investment portfolio of a certain product was not ideal enough to affect GMV performance, so it quickly linked the business team to generate adjustment strategies, and based on the recommendations of the GMV simulator, The channel selection and investment have been optimized, and in the end, not only has the goal of GMV been completed, but also has outstanding performance in many other data.

It is understood that during the 2020 Tmall Double 11 period, Benefit will launch 22 brand-owned live broadcasts, with a 596% increase in exposure compared to last year, and a 712% increase in brand fans compared to the 2020 Tmall 618 period; precise marketing of celebrity lists for new brand users The conversion rate has increased by nearly 70%; in addition, three customized Tmall double 11 promotional packages, from cross-category packages to explosive single-product packages, have more direct information, which greatly shortens the decision-making path of consumers , The conversion rate increased by 120.3%...

And this set of solutions was also reused by many brands during the 618 period this year. Lin Shimao, a member of the Alibaba Cloud Data Center Solution Team, introduced that although this set of solutions has certain data analysis and interpretation capabilities for brands “But now we have complete training materials, and brand merchants can refer to the instruction document to realize the link run-through; in addition, we have also reached cooperation with several domestic service providers with strong data capabilities, which can provide instant services for brands. provide assistance."

The Tmall 618 consumption season has come to an end, but Alibaba Cloud Data Center has cut into the actual business scenarios of various brands, and the process of practicing digital intelligence services is still continuing.

Looking back at the past six months, various uncertain factors, including the impact of the epidemic, have hindered the growth of brands to a certain extent, but there are also Jialan Group, Winona, Best Shop, Benefit, Red Star Macalline, Unilever Many brands have achieved performance growth through the transformation of digital intelligence. Peng Xinyu, vice president of Alibaba Group and general manager of the data technology and product department, said that the past year has been the year with the most uncertain factors. "But digital intelligence is The most deterministic thing for all companies, and the data center is the deterministic innovation and growth engine."

In the future, Alibaba Cloud Data Center will continue to export digital intelligence to the outside world, and join hands with millions of companies to unleash more business possibilities.

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