Introduction:As one of the old representative service providers of consumer private domain operations, focusing on the consumer private domain operation capability of the social platform, qunmai has been fully integrated into Alibaba cloud’s data platform core product quick audience, and provides betaine and other enterprises with full link user travel planning and interactive services on the social platform.
Recently, Yunnan beitaini Biotechnology Group Co., Ltd. (Stock Code: 300957, hereinafter referred to as “beitaini”) released its 2020 annual report and the first quarter financial report of 2021.
According to the data, in 2020, Bertini achieved a revenue of about 2.636 billion yuan, a year-on-year increase of 35.64%; The net profit attributable to the parent company was about 544 million yuan, a year-on-year increase of 31.94%; In the first quarter of 2021, Bertini achieved a revenue of about 507 million yuan, a year-on-year increase of 59.3%; Net profit deducted from non parent company was about 77 million yuan, with a year-on-year increase of 61.1%.
It is not difficult to see that the steady attack of betani has achieved high growth in revenue and net profit attributable to the parent, and the financial report shows that the market influence of its core brand Winona has 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 information level” and create more possibilities for global consumer operation. That is, “we will take member operation as the core, further strengthen the internal management ability and the control ability of the upstream and downstream of the industrial chain, and realize the full link data management of production, supply and marketing, human and property through the establishment of technology center and data center, the upgrading of the existing information management system and member management system, and the introduction of new management modules, So as to achieve efficient front and rear operation and internal and external control in management, optimize resource allocation, achieve precision marketing, and further enhance the company’s market competitiveness. “
Seizing the golden period of industry development, Bertini realized high-speed running
According to the data of the National Bureau of statistics, from 2015 to 2020, the retail sales of cosmetics above Designated Size in China maintained an overall growth trend. In 2020, the total retail sales of cosmetics above designated size was 340 billion yuan, a year-on-year increase of 9.5%.
Committed to building China’s skin health ecology and integrating R & D, production, marketing and services, Bethany was born in 2010. In the golden period of the development of the beauty industry, it has been upgraded with the trend of digitization and achieved high growth.
It is reported that as early as 2011, Bethany established the e-commerce business department. Then, through laying the foundation offline, entering professional channels and actively embracing the changes of the Internet online, Bethany successfully caught the fast train of rapid growth of e-commerce, realized the mutual penetration of all channels, in-depth coverage of consumer groups, accelerated sales growth and improved profitability.
Especially in the past two years, betaine has successfully broken through the online market. According to the annual report data, betaine’s online sales revenue from 2017 to 2019 were 490 million, 890 million and 1.49 billion respectively, and its core brand Winona has successfully “broken the circle”.
According to Tang Xuan, head of the marketing department of Shanghai qunzhimai Technology Information Co., Ltd. (hereinafter referred to as “qunzhimai”), global marketing around the consumer market is a key battle in the process of Bertini’s digital upgrading.
She believes that the reason why betaine can quickly occupy the market is, on the one hand, to accurately cut into the sensitive muscle track and pay attention to product R & D and technological innovation. It is understood that betaine R & D center has the world’s leading R & D hardware conditions and a variety of precision instruments and equipment, 50 domestic effective patents, 11 core technologies, and through the industry university research integration platform, Relying on the scientific research strength of hard core, it has become an industry model; On the other hand, Winona, as an effective skin care brand, has a high re purchase rate, and its use feeling is easy to spread by word of mouth, quickly realizing the fission of consumer reputation.
Quick audience joins hands with Qun Mai to integrate the private domain operation of social platform
As one of the old representative service providers of consumer private domain operations, qunmai started in 2003. From initially providing IT technology services to closely following the development of Internet social networking, it has served more than 100 enterprises, including Bethany, bosden, Yuanzu food, Unilever, etc.
“Thanks to its relatively strong it development background and nearly 18 years of development experience, we can better find problems in the process of enterprise digital construction,” Tang Xuan told reporters. “In the past, because different enterprises have different degrees of digital construction and different purposes, qunmai mostly implemented customized services according to enterprise needs, However, as the digitization of the whole industry has been upgraded to a new stage, and Qun Mai has extracted several sets of digital methodology systems according to past projects, a number of mature and standardized products have been launched, which can meet the needs of most enterprises. “
Among them,Focusing on the consumer private domain operation capability of the social platform, it has been fully integrated into Alibaba cloud’s data platform core product quick audience, and provides enterprises with full link user journey planning and interactive services at the end of the social platform。
For example, most brands that pay equal attention to both online and offline will have online and offline market layout counters, with 1-2 shopping guides. When offline consumers purchase, in addition to the special services provided by the shopping guide, they can also enter the counter service platform of the brand by scanning the QR code to become members, forming a considerable amount of private domain traffic.
Why do enterprises (brands) need to operate their own private domain traffic? Dr. Guo Zhenyu, chairman and general manager of Bertini, 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 in 2019 alone, the repurchase rate of Bertini counter service platform was 52.5%, far exceeding the industry average, in which the customer unit price was greater than 1000 yuan, accounting for 87.9% of the sales amount.
Through quick audience, enterprises can also enjoy the capabilities of the four social interaction product modules of “intelligent marketing”, “content bank”, “coupon” and “activity matrix” in the field of private domain operation.
Among them, intelligent marketing can select different market labels according to the needs of enterprises, preset the automatic implementation of marketing process, and support real-time tracking of implementation and dynamic adjustment.
The content bank can support multiple content formats such as text, picture, video, audio and questionnaire to realize the whole process visual content production, intelligent content push and touch effect tracking;
Coupons can be independently generated in template form, including discount coupons, coupons, vouchers, gift certificates and other coupon types, and support enterprises to configure them in existing activities as needed. After receiving coupons, users can directly use coupons to deduct or scan codes for write off in consumption scenarios including online shopping malls and offline merchants;
Activity matrix, with a variety of out of the box marketing tools (such as lucky draw, voting treasure, live activities, fission sharing, etc.). Enterprises can set up various online and offline activities by themselves, combined with coupons to improve the interaction between users and brands.
For qunmai, it is a win-win strategy to fully integrate its product capabilities into quick audience.
Tang Xuan likened Alibaba cloud’s data platform industry solutions to a river. “The product capabilities of Qun Mai are like a waterwheel, constantly revitalizing the river.”
In her opinion, for the data center, qunmai’s private domain operation capability at the social end is an important capability supplement to the solutions of the whole industry. At the same time, with the help of Alibaba cloud’s data center capability, qunmai can deliver more accurate market segmentation and portrait for enterprise customers, so as to formulate more complete solutions according to customer needs, “in addition, Relying on the strong sales team of Alibaba cloud data center, qunmai can also promote its product capabilities to more enterprises. “
Quick audience linked to the ecosystem of product service providers has more possibilities
In addition to integrating the private domain operation capability of third-party products on social platforms, quick audience can also output the full link consumer operation management capability, bringing new business growth to enterprises in an increasingly complex business environment.
A few years ago, Bertini built a data warehouse and established a special data analysis department to conduct statistical analysis on the basic membership system and commodity system. By 2020, betaine will officially access Alibaba cloud data center, and further amplify the role of data in the global precision marketing scenario with the help of the ability of its core product quick audience in the operation of full link consumers.
During tmall’s “double 11” in 2020, on the one hand, Bertini realized the data return of off-site media exposure (short video platform and social platform) through the basic function of quick audience, and completed the target market matching and precision marketing in Amoy department; On the other hand, it has fully linked the offline member system, selected high-quality and high potential target markets, cross matched with online target markets, pushed relevant marketing contents, and encouraged high-quality members to purchase through all channels.
According to the data, as of 24:00 on November 11, 2020, Winona tmall’s official flagship store won the No.1 seat of tmall’s domestic cosmetics with sales of more than 700 million, won the top 9 of tmall’s beauty category for three consecutive years, and became the only domestic brand among the top 10 in 2020.
In the whole process of global marketing digitization, as one of the core products of Alibaba cloud data center, quick audience can provide betaine with multi position user introduction, realize cross-end interaction and full link consumer operation at the social level, and continuously deepen users’ cognition and interest in the enterprise (brand), so as to become consumers。
In addition, quick audience also integrates many third-party product capabilities. In addition to the social private domain operation of Qumai, it also has functions such as data backflow of fun cloud, so as to truly realize the one-stop global consumer operation of enterprises.
Zhen Rixin, head of Alibaba cloud data China Taiwan ecological development, said that quick audience will continue to introduce third-party product capabilities with high maturity in the three scenarios of member operation, advertising operation and app operation. “We have always been open to product partners,” he added, It is expected that more and more proven product capabilities will be integrated into quick audience in the future, focusing on the global consumer operation field and building more possibilities.
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