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The performance of enterprise double 11 increased by 156%, and the turnover exceeded 15.1 billion yuan. Behind this is the scene enabling of Alibaba cloud data center

2020-12-07 19:22:00 Aliyun yunqi

Red Star Macalline tmall's digital store has broken through the accumulated transaction amount 151.52 One hundred million yuan ; Durex network sales breakthrough 1.7 One hundred million yuan , The sales of tmall's official flagship store increased year on year 105%; The whole network sales of the company have broken through 1.8 One hundred million yuan , The sales of tmall's official flagship store increased year on year 156%; Accuracy improvement of bosden first paving 79%……

In the past, tmall 11, Many brands through Alibaba Cloud Data Center , Linkage of Alibaba Digital Economy Ecology , Achieved business problem solving and strong performance growth .

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The reporter learned that , As early as 11 Alibaba at the beginning of the double month 11 At the technical communication meeting , Vice president of Alibaba Group 、 Peng Xinyu, the head of the data center, said , This year's tmall 11 period , Alibaba cloud data center will pass “ Global data platform solution ”, For brands 、 Service providers open around Dataphin、Quick Audience、Quick BI、Quick A+ and Quick Stock Taiwan's core product capabilities in internal data , Help the brand realize the full integration from data to business , Let the whole area operate 、 New product innovation 、 Intelligent inventory and supply chain upgrade become possible .

More accurate insight into consumer demand , Durex sales increased year on year 105%

For brands , One of the basic capabilities of Alibaba cloud data center , Is to be able to get through the original relatively independent data system , Complete the unification of data indicators , And effectively used in front-end business scenarios . In the past , Brand's consumer data system 、 Channel data system 、 Commodity data systems and so on are in their own matrix , It is difficult to form efficient linkage and intercommunication , This also makes it difficult for front-end businesses to hatch more scenarios based on data , Often fall into “ Knowing that data is useful , But I don't know how to use ” Plight .

At Li Jie, man Lun company ( hereinafter referred to as “ Lizzie, manlen ”) General manager Lu Mingming looks , The data center is in double 11 The greatest empowerment of the period , It's about getting through the data and continuously upgrading the product 、 service , Better understanding of consumer needs , And help includes Durex 、 Brand optimization, such as Dilu, etc., has launched online media , With Alibaba cloud data, China Taiwan linkage Alibaba digital economy ecology, such as Ali mom 、 Brand data bank 、 Business advisors and other data tools , Carry out global precision marketing .

“ On the other hand ,” Lu Ming added ,“ Alibaba cloud data platform also enables enterprises to share data at the data level , Avoid duplication of work across departments , So as to greatly improve the work efficiency , Reduce the work pressure of employees in each department during the promotion period .” In fact, it was earlier , Li Jie Shi man Lun company has long established a complete basic theoretical system of data marketing , This time, it created with Alibaba cloud data center MDMC( Man Lun data marketing center ) It's the system “ Big training ”.

according to the understanding of , This year's tmall 11 period , Around Durex tmall flagship store , Li Jie Shi man Lun tries to conduct consultation from consumers to customer service. At the stage, it extracts and precipitates personalized core keywords from Alibaba cloud data center , And get through the subsequent commodity marketing data . For example, for products that consumers care about most 、 service 、 Price 、 And so on , Durex tried to pass AI Semantic analysis , Optimize intelligent customer service , Focus on negative feedback and suggestions from consumers , Information precipitation and synchronization of related products 、 operating 、 Marketing business department , The strategy of frame skipping is carried out in time , Do from the actual core needs of consumers , Improve the service ability of the brand in an all-round way , complete “ demand - marketing - Clinch a deal ” The closed-loop link of .

At the man Lun data Marketing Center (MDMC) With the help of , This year's tmall 11, Durex's network sales exceeded 1.7 One hundred million yuan , Year-on-year growth 20%, Among them, tmall's official flagship stores increased year on year 105%.
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Five scenes , Accurate insight into global consumer operation

Shift the focus from data precipitation to marketing , The brand can also complete the precipitation of consumer data assets and carry out effective insight through Alibaba cloud data center , Provide accurate crowd selection for the corresponding marketing scenarios , Building includes IP Joint brand new product marketing 、 Live broadcast, accurate touch 、 Cross end linkage pull new 、 Global new products / Explosive operation and GMV Strategy simulation adjusts the solution ( Established for the brand GMV The goal is , Formation includes budget 、 marketing 、 The overall solution put in ) Five application scenarios .

This year's tmall 11 period , Cassio through Quick Audience Effective insight into consumer preferences , Analyze and summarize the high sensitivity of potential target consumers IP, Complete Dora A dream IP Joint brand new product creation and targeted precision marketing . data display , double 11 On the same day, Duola, the official flagship store of CASIO tmall A More than 90% of the new products sold out .

Similarly, , Andrea passed QuickAudience Linkage business data products , Analyze and manage the brand's own information , Learn about high quality consumers , At the same time, we introduce the live broadcast preference dimension for cross matching , Find the potential audience of live broadcast .

After a deep understanding of consumers , Andama can accurately recommend the Taobao live broadcasting room of its flagship store , At the same time, it can reduce the marketing cost and increase the turnover rate .

Besides , Domestic designer brands Daily broadcast relies on Alibaba cloud data center , In consumer insight 、 Global marketing and other scenarios have also gained a lot , This year, double 11 During this period GMV Year-on-year growth 84% above .

If we talk about a series of precision marketing around consumers , It's through Alibaba cloud data center “ Global data platform solution ” Basic ability for brand empowerment , So this year's double 11 period , Many brands have built on this “ Free play ”, Growing more scenes and possibilities .

For bosden, which has solved the production capacity and standardized production for a long time , double 11 There may be another problem :“ Structural out of stock : A family has 3000 Brands in multiple stores ,“ Want to predict exactly when 、 It's very difficult to move what goods to where .”

As early as 5 Years ago , Bosden began to cooperate with Alibaba cloud , Get through the circulation system of bosden's nationwide stores and online commodities , Realize commodity communication 、 Stock pass 、 Members to pass . This system is also useful during an outbreak : Through highly intelligent national things

Streaming networks and 9 Large warehouse system , Bosden in the first time to the down jacket to the front line of the most urgent need .

This year, , A double tenth “ First hour of pre-sale TOP Brand list ” On , Bosden is in the women's wear category 、 Men's wear ranks first in all categories . Finally, Omni channel sales broke through 15 One hundred million yuan . Behind this Sales , It also needs the intelligent supply chain operation research and scheduling supported by alicloud . By combining business rules with the algorithm capability of Alibaba Cloud Data Center , Bosden's first paving accuracy has been improved 79%, The efficiency of pull compensation is improved 60%, The timeliness and effectiveness of the data have been greatly improved .

And for this year's tmall double 11 Newly added 200 More than 10000 offline businesses , Alibaba cloud data center is also fully enabled .

Red Star Macalline and Alibaba Cloud Data Center , Get through multi system data , customized 2000 More than one label for home decoration industry , At the same time, optimize the traffic undertaking platform , Fully linked with the ecological nail end of Alibaba digital economy, the real-time information will be sent to all brands dynamically —— Tmall double 11 period , The overall transformation of marketing information follow-up efficiency from the original 2-3 Days shortened to real time , The marketing intention rate has increased 200%, The total transaction amount of tmall digital stores has broken through 151.52 One hundred million yuan .

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And for individual stores , Alibaba cloud data center also outputs the ability of intelligent stores to group goods .

Through the analysis of offline store information ( city )、 Past product data ( product line / Price band ) And consumer demand within the radiation range , Set up store group cargo algorithm model , Help stores to achieve more accurate matching of business channels , Make different stores according to their location , Easy to sell mode , Improve the efficiency of commodity circulation .

Tmall double 11 The curtain has come down , However, Alibaba cloud data center's digital intelligence services for brand merchants are still continuing .

Looking back nearly a year , Various uncertainties, including the impact of the epidemic , To some extent, it hinders the growth of most brands , But there is also Bosideng 、 Youngor 、 Day broadcast 、 winona 、 The garland group 、 Ryohin keikaku shop 、 Yashili 、 Home care 、 Red Star Macalline And many other brands have achieved the actual effect of performance growth through the transformation of digital intelligence , Peng Xinyu said , This is the year with the most uncertainties ,“ But digital intelligence is the most certain thing for all enterprises , The data center is the engine of deterministic innovation growth ”

future , Alibaba cloud data center will continue to export digital intelligence capabilities to the outside world , Join hands with millions of enterprises to burst out more business possibilities .

 


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