For the general clothing enterprises, the traditional way is more based on the general production, storage and marketing methods. How to carry out digital transformation construction is becoming a development direction that a large clothing enterprise can't skip. In this regard, Blue Ocean House has undergone fruitful digital transformation from five directions.
In this regard, as early as 20 18, Blue Ocean House accepted Tencent's investment and cooperated with Tencent in technology, using Tencent's advanced technical analysis and data processing capabilities to accurately portray consumers and optimize supply chain efficiency. Tencent has massive online traffic and huge offline stores in Blue Ocean House, which can comprehensively analyze the precise production demand, thus realizing customized and efficient supply chain management.
Specifically, through online and offline data analysis and processing, and the interaction of online and offline membership mechanisms, Blue Ocean House realizes the rapid update of commodity data, connects the vast number of physical stores and online traffic, and finally builds an open supply platform for upstream industrial chain and industrial linkage.
Thanks to Tencent's technical blessing, Blue Ocean House can improve the online and offline data processing, analysis and operation capabilities through the interaction of online and offline membership mechanisms, the optimization of commodity data update and mobile payment, and the connection of physical and online traffic, and form an open supply platform for the upstream industrial chain with industrial linkage. And using the blue ocean's ability to control its own supply chain diagram, the efficiency and feedback flexibility of the supply chain are improved by digital means.
Warehouse logistics management has always been a difficult management problem for garment enterprises. Blue Ocean House specially upgraded it digitally and built an efficient warehouse management and logistics system. The logistics headquarters is located in Jiangyin. Through the construction of digital logistics warehousing system and information system, the receiving, delivery and warehousing of all goods are integrated, and at the same time, the operation efficiency of sales shops and logistics warehousing is improved by using sap system. Finally, intelligent warehousing, distribution, picking and delivery are realized, which greatly reduces the inventory turnover time. Now, Blue Ocean House has made more than 200 million clothes have their own codes through radio frequency identification technology. In the whole circulation field of warehousing, sorting, distribution and sales, the data tracking and backtracking of the whole process are realized.
At the same time, using the way of digital analysis, aiming at the consumption data generated by consumers, an analysis model is established to predict and analyze the sales gap, realize the shortage expectation, and "plan ahead". In 2020, the inventory turnover rate of Blue Ocean House is 1.5 times/year, which is higher than the industry average.
In marketing, we will open up more consumption channels through digital management. 20 1 1, Blue Ocean settled in Taobao Mall. In addition to entering Tmall, JD.COM and other platforms like other major brands, Blue Ocean House has also built its own online shopping mall with independent domain names, and provided on-site service through Meituan takeaway. In the era of mobile Internet, Blue Ocean House continues to exert its strength through short video platforms such as Tik Tok and Aauto Faster, and constantly explores a new level of live broadcast sales.
Zhou Lichen, the new chairman of Blue Ocean House, also personally opened the video number for online marketing. At present, Blue Ocean House has opened up an omni-channel online sales market, and digital marketing is rich and colorful. In the construction in 2020, the proportion of online sales of Blue Ocean houses will increase from 6. 1% in 20 19 to1.7% in 2020.
On 20 17, Blue Ocean House cooperated with Tmall to upgrade the digital offline store. After the upgrade, the offline stores of Blue Ocean House are based on digital solutions to realize online and offline synchronous supply. In 2020, new product sales and channel distribution will be fully synchronized, and Blue Ocean House will mobilize offline shop assistants to participate in digital marketing activities, which is an important marketing method for Blue Ocean House to promote the reform of offline stores. Under the digital marketing strategy of online stores, Blue Ocean House participates in digital marketing activities through social e-commerce platforms such as WeChat community and small programs, and tens of thousands of shop assistants form a new format of online and offline linkage.
In the era of traffic, getting customers has become the core anxiety of countless businesses. In order to further alleviate the traffic tension and reduce the cost of obtaining customers, Blue Ocean integrates the original e-commerce and major social platforms, integrates live broadcast platforms such as Tik Tok and Aauto Quicker, and creates a perfect membership management business, from new products to event marketing, after-sales service to holiday care, trying to deeply tap the secondary traffic and build and expand its own private domain traffic pool. By the end of 20 years, Lanhai had 24.97 million omni-channel members, an increase of 92 100 compared with 20 19.
In the new stage, Blue Ocean makes full use of the internal and external data of enterprises, accurately locates the target customer groups, and carries out accurate marketing diffusion in the database, thus rapidly expanding the number of customers. Achieve accurate customer acquisition.