Under the wind tide of new retail, BESTORE has established complete operating mechanism in the feedback to global customers’ opinions and suggestions through operation for two years. Furthermore, it fetches the real time data on the whole network, carries out the label management towards its customers and uses the data model of artificial and intelligent conversion for sorting out problems properly so as to improve internal structures, realize behavioral tendency of consumers and achieve the development for “customer data” driving “business reform” in a very real sense. However, BESTORE has input a large amount of manpower, material resources and time costs in this reform, which cannot be borne by general middle and small-sized enterprises. Therefore, does it mean that the reform can only be accomplished by big brands and the middle and small-sized enterprises are merely spectators? The Midoo big data engine provides the online service platform that establishes exclusive customer account system and marketing integration for brand owners by means of SaaS (Software-as-a-Service), so that middle and small-sized enterprises can build their own customer account system with low cost to achieve the continuing operation and digital transformation towards customers.
BESTORE is the first enterprise that develops “new retail”.
The vice-president of BESTORE said with a smile: it’s more appropriate to regard BESTORE as a technology company than a store of snack. Indeed, BESTORE, a snack giant that has operated for 12 years, had become a hot learning benchmark in the field of new retail in early years when people were discussing how to become a new retail enterprise. BESTORE has always remained at the forefront due to its online and offline communication, omni-channel integration and customer-centric idea.
In 2017, the revenue of terminal retail from omni-channel broke through RMB 6 billion yuan with 37 million VIPs and 2,100 stores. The quantity of VIPs is more exciting. Compared with the revenue of RMB 6 billion yuan, it’s an endless and sustainable “mine” to obtain a great amount of customer data and achieve the privatization of customer data assets.
Customer portrait is the fuel for new retail.
The year of 2017 was called as the “Year of New Retail”. New retail was proposed by masters and a lot of successful cases emerged within a short time. This is mainly because the new retail opens up a new opportunity to create borderless communication between brand owners and terminal customers by redefining “consumers, goods and shops” with regarding people as the core and experience as the orientation.
The new retail can transmit the following concepts to brand owners: where there are people, there are stores; what people like is what I should supply; what and how much customers have bought in the store and what and how long customers have focused on. In fact, BESTORE has adhered to the operation principle of “taking people as the core” since the beginning of establishment. Moreover, the emergence of new retail sublimates this principle.
The data showed that the daily sales exceeded RMB 80 million yuan on December 12, 2017 (Double 12 Shopping Festival 2017). The offline orders had 0.9 million. The merchants issued 140 million discount coupons through Koubei, and 65 million transactions were achieved on that day.
As for BESTORE, Koubei is more about data energization, scene excavation and privatization of customer data assets than about customer attraction and sales volume.
Build the customer account system to achieve breakthroughs under new situation.
BESTORE knows that: the masters of online platform seem to help brand owners operate global customers and obtain network customers, which in essence may let more brand owners lose customers. This is simply because customer data are not mastered by brand owners but by the third-party platforms with a ‘Maginot Line’ built. The brand owners have to pay a large sum of money if they want to obtain the customer data, which is unfair to brand owners.
If the brand owners want to escape from this “desperate fight”, the only right thing for them is to find a decentralized platform and build a set of customer account system to attract customers for them. The customer relationship cannot be bound without the privatization of customer assets by gathering customers together. And in this point, BESTORE can be regarded as the vanguard among a variety of brands.
BESTORE carries out the customer management towards these 37 million customers through multiple layers, behaviors and labels.
On the one hand, consumers will be gathered to the platform of BESTORE through account system.
On the other hand, the membership management should be emphasized by analyzing the trend of products through big data, studying consumers deeply and subdividing the scene of consumption and consuming groups so as to forecast different consumer demands, meet the demands of customers in a faster, better and more profitable way and enhance the experience feeling and obtain higher appreciation from customers.
Actually, it indicates the complete understanding and actual practice of new retail. BESTORE pays more attention to the idea of “taking customers as the core” rather than that of “taking products as the core” in the process of development. In the era of big data, if enterprises possess customer data, they can analyze the psychology and behaviors of consumers more thoroughly, implement demand analysis and product innovation, achieve accurate decisions, management and accurate marketing and improve the efficiency of operation, etc.
Throughout the market, the account system is the common point in the successful transformation of Internet made by BESTORE, the new retail achieved by Alibaba and the vast empire established by Tencent. Let’s leave this aside and think from different perspectives. We can find that the platforms including Baidu and Sohu are on the wane due to the lack of an account that can attract customers to use it every day. Both platforms and traditional enterprises must build an account system with customers as the core, so that they can realize sustainable development. The long-term plan and growth should come after the possession of customer data by enterprises and the privatization of customer assets.
Nowadays, the account system has become especially important. Without account, the customers cannot be defined based on data, and the thoughts of consumers cannot be determined. Besides, with the rise of accurate marketing concept, enterprises cannot “have a finger in the pie” without data. At present, the sources of data are generally based on people rather than equipment data, and the account is the most reliable method to identify a person. The establishment of account system will be the bursting point of DT (Data Technology) era. Thus, no matter what new retail and other new concepts, they should be built under the account system.
The concept of “One Thing One Code” will assist traditional enterprises to build customer account system.
Try to make every small brand have its own big data engine.
The One Thing One Code 3.0 advocated by Midoo will achieve the integrated evolution towards the “era of big data engine” and help brand owners collect customer data, construct customer portrait and build customer system. The correct way to open One Thing One Code 3.0 is to add “One Person” after adding “One Thing One Code”, and the person scanning the code for each connection of code scanning is the real consumer. Compared with transaction and payment data, the final consumer in a real sense has the access to such activities as “opening the lid and scanning the code to get red packets and bonus points”.
Obviously, the peculiarity of One Thing One Code 3.0 lies in that it opens the data chain behind the “scanning” of consumers and establishes the customer account system based on consumers. The individual account of consumers will be built based on the WeChat Official Account of brands once customers scan the code. Therefore, the brands can obtain four crucial data about consumers as follows:
In this way, the brand owners can understand consumers better so as to implement the targeted marketing activities with more touch spots. Further, the brand owners can predict the real-time consumption of consumers according to the situation of overall code scanning, speculate the inventories of finished products and raw materials on the basis of product batch and create value for organization of production.
On the whole, BESTORE can successfully obtain the customer data through account system, further analyze the data, understand the demands of consumers and tap into customers’ needs from different perspectives, so it has high trading volume and a large number of retained customers.
The enterprises that will survive efficiently in the DT era in the future must be those who can achieve the “privatization of customer data assets” after the possession of customer data, and then improve customer satisfaction and loyalty constantly on the premise of deep binding to customer relationship.
As the third-party platform of professional decentralization, Midoo is the first choice for the technology of One Thing One Code.
In the current market, more than 80% of the leading enterprises select Midoo big data engine as the solution for their “intelligent marketing of One Thing One Code” so as to meet their demands for anti-fake, anti-channel conflict, trace to the source, fans gathering, etc. Thus, these enterprises can realize the zero-distance communication with terminal customers and explore their requirements more deeply.
Since its foundation, Midoo has served more than 20,000 renowned brands, such as Coca Cola, Vinda, Jammy Chai, JOMOO, Hanhoo, Evergrande Spring, MAOTAI, Houdy, LAF, Gree, Jin Liquor, TAETEA and Kiu Kiang Shuang Zheng. It can assist enterprises in achieving the new retail transformation of mobile Internet with its exquisite expertise, excellent technology, various practical cases and enough strength.
