Edit Lina
Gaiyuan Corporation official website
202 1 who is the largest charging brand in the world?
Who was the first to introduce the 65W gallium nitride multi-port charger in the world?
Who got the first CCC certificate of 120W gallium nitride fast charging in China?
You may not know its name, but you have probably used its product-BASE US.
According to the company's data, as a domestic brand that has occupied the first place in the digital electronic charging category of Tmall, JD.COM, Tik Tok and other platforms for a long time, the total number of Bess 202 1 * * reached 90 million, making it the first in the global charging brand shipments.
The brand "Beth" was founded in 20 1 1 year, with Shenzhen shishang chuangzhan technology co., ltd behind it.
Like many Lingnan manufacturing enterprises, this accessory enterprise, which started with protective cases and protective films, has seized the east wind of the rise of the mobile phone industry, rapidly expanded the product categories such as car charger, line charger, earphone, etc., and has become one of the favorite charging brands of global consumers by virtue of its product performance, industrial design and cost performance.
However, when the situation is good, the crisis is also quietly breeding.
2020 is a turbulent year, and so is Beth.
Beisi intelligent yuan
On the one hand, Beth's e-commerce system was built from 20 12 to 20 19. The company has different departments covering different e-commerce channels, with different statistical caliber, time and data. Extensive management has brought confusion and inefficiency in internal management.
On the other hand, after the explosive growth of the industry from 0 to 1, the homogenization competition in the market intensified and the demand of users became increasingly diversified. In order to break through the growth bottleneck, digital, car, voice and pet product lines need to get more immediate and accurate user feedback;
Finally, Beth not only has more than 65,438+000 offline stores, but also sells its products to more than 70 countries and regions around the world. With the continuous expansion of business territory, the traditional warehouse management system of Beisi has also been greatly challenged by the previous actions.
Digital transformation is imminent.
At the beginning of 2020, Beth ushered in a comprehensive digital transformation for the first time. However, at that time, due to the intertwined business of various departments within the company and the constant demand conflict, the system adjustment and upgrading was extremely slow.
CEO He realized that there must be a department to take the lead in coordinating all business systems and data of the whole company.
So in 2020, under the leadership of He, the "Process and IT Department" was established within Besi to promote the digital transformation of enterprises. Hu Zengguang, the head of the department, is also the CIO of the company and reports directly to the general manager's office.
The overall digital development process of Besi was officially launched.
After the establishment of Beth Digital Department, the first thing to be solved is how to deal with a large number of online user inquiries.
In the past, whenever customers from various channels came to consult products or prices, the company's operation team used their own personal WeChat to add customers and then answered questions one by one.
However, it wastes a lot of manpower, is inefficient and does not respond in time. At the same time, it is easy for someone to pretend to be Beth's operation team, which reduces Beth's brand credibility.
Every day, a large number of users consult online. How to use these potential information to develop them into their own customers?
The solution is far away and close at hand-enterprise WeChat.
2020 is the first year of enterprise WeChat marketing, and 80% of the top 500 enterprises in China have launched enterprise WeChat, with more than 4.7 million systems accessing enterprise WeChat every day.
The unified management of enterprise WeChat allows the customer information originally scattered in the hands of the operation team to be retained and precipitated; Official authentication of enterprise WeChat can also reduce malicious impersonation of outsiders and protect brand credibility.
Since June 2020, Beth began to use enterprise WeChat for online operation management.
CIO Hu told 36Kr that this seemingly simple process actually involved extremely difficult process transformation, and the team almost had to "start from 0 to 1".
At that time, the main difficulty Besi faced was that the number of users was huge and complex, and there was no clear classification, so it was impossible to answer the specific needs of each user.
Therefore, the process and IT departments first use enterprise WeChat to open up internal user management, so that the online operation team can clearly understand the user portrait of each customer.
Secondly, Beth has developed suitable marketing tools for the enterprise micro-partners of the operation team, so that users can add them to the operating enterprise WeChat for consultation through WeChat, regardless of online or offline channels.
The system will invite users to enter relevant interest communities according to their preferences, and ensure that each subcategory is operated by a special person.
Up to now, Beth has more than 300 online communities including digital products, car products, voice products and pet products. The total number of users in the community has reached more than 2 million, and the activity has remained at 20%-30% for a long time.
Hu told 36Kr that the biggest change brought by using enterprise WeChat to manage users online is that users are more likely to buy again, especially in the marketing and promotion of new products.
Hu Zengguang said, "When a new product goes on the market, Beth's applets and community users can provide about 50% contribution. These users can purchase Bess products stably for a long time. "
The digital operation mode has also brought unexpected results to Beth's product optimization.
After the user community is established, the Bess operation team will collect a lot of real-time feedback from users in the community on the company's new products-these are valuable suggestions for product optimization for the product department.
For example, in 20021year, when Beth launched the second generation car fragrance product, she first selected some users in her online community to try this product.
After a community user tried it, there were three main feedbacks: 1, bad smell, 2, low product value, and 3, whether intelligent control can be realized.
This has provided great help for the improvement of Bess products. After the feedback from the operation team on the products, almost all these requirements have been improved.
Vehicle-mounted aromatherapy intelligent controller
In the end, once this car aromatherapy was released, it was welcomed by users from the face value alone. Moreover, the design of intelligent control of spraying speed and dosage has won unanimous praise and considerable sales. More than 50% users choose to buy this car aromatherapy from Beth's applet.
Digitalization has changed Beth's online operation mode and found a refined operation road in today's increasingly diversified user needs.
By February 2020, Beth's products have ranked in the top ten online platforms, and the number of offline stores has also increased to 120, which has gained market in more than 70 overseas countries.
Behind the market expansion, stable supply and storage management are needed to support it.
But Hu told 36Kr that the storage system at that time was not only complex and redundant, but also had many functions, which could not meet the business needs of Bess.
The most obvious problem is data synchronization.
Beisi warehouse
In the past, colleagues in the warehouse wrote daily questions on the blackboard after the meeting, and then copied them down by hand to form kanban. This primitive way is not only inefficient, but also brings a lot of unnecessary workload.
In order to solve this problem, Beth's digital team first chose to have a remote meeting with business colleagues, hoping to design a warehouse management system that meets the requirements.
However, the warehouse management process is not only complicated, but also involves a lot of links restricted by the site, personnel, time and work schedule. It is almost impossible to solve the problem only by online communication, and the project was once at a standstill.
Solution? Go to the field, go to the warehouse.
After struggling to break through the epidemic limit, two colleagues of the digital team finally came to the front line in person and went to the warehouse to have face-to-face communication with the management personnel and operate on the spot.
After a period of on-the-spot investigation, the team finally figured out the problem and gave the most localized solution.
At present, the warehouse has set up a special kanban screen at the exit, which can update the core operation data of warehouse shipment in real time, and the business side can intuitively find problems without relying on manual copying and circulation.
This scheme seems inconspicuous, but it helps Beth's warehouse management data collection efficiency increase by more than 70%, which greatly improves the operational efficiency.
At present, the data of Beth's warehouse system has been completely opened and monitored in real time, which ensures that the demand and forecast of each warehouse reach the accurate quota in a short time and provides a guarantee for the global operation of products.
"'Don't worry, but be quick' is a sentence often mentioned by Besi CEO, and it is also the development plan of Besi digital construction." Besio Hu Zengguang said.
Being the world's number one in ten years and completing many achievements in digital construction in one year, North Four is really fast enough.
But the digitalization of bass will not stop there.
Hu told 36Kr that the long-term significance of digitalization for Besi lies in optimizing the whole business process by using new methods, new technologies and new operation modes, which will eventually bring about changes in the future collectivization.
They will support Besi in the next decade.
end
We are building an exchange community with the theme of "new consumer industry". Welcome to scan the code plus sign, send business cards or personal introduction. We will continue to recommend relevant industry information and activities for you.
Scan code plus x group
Digital krypton (digital36kr)