Brief introduction: Ali cloud data center platform has formed nearly 10 sets of solutions including member intelligent operation, global sky attack intelligent investment, GMV strategy simulation, etc., around the “people”, “goods” and “field” three retail industry elements, one by one to defeat the brand business difficulties, the reporter learned that in the past year, Yueshifengyin, Benefit, Colgate, Three Squirrels, Jiuyang and other domestic and overseas brands have tried fresh applications.
In 2021 officially ended yesterday Tmall 618 consumption season, many brands through ali cloud data middle series solutions, from fine insight members needs and provides the ability to operate, outdoor advertising intelligence on the exposure and backflow, GMV dismantling and full link strategy instruction into three core scene, to achieve specific business problem solving and strong growth performance.
It is reported that at present, Ali cloud data center has formed nearly 10 sets of solutions including member intelligent operation, global sky attack intelligent investment, GMV strategy simulation, etc., around the “people”, “goods” and “field” three retail industry elements, one by one to defeat the brand business difficulties, the reporter learned that in the past year, Many domestic and overseas brands, such as Yueshifengyin, Benefit, Colgate, Three Squirrel and Jiuyang, have tried fresh applications and achieved practical results.
Global Sky Attack: both to be widely publicized, but also to be able to insight into who knows
Despite the rapid development of short video platforms and text and text social apps in recent years, it is undeniable that outdoor advertising is still favored by brand owners because it can integrate a variety of presentation forms and give certain scene immersion experience.
According to the data of CTR Media Intelligence released by CCTV Market Research (CTR) in May this year, in the first quarter of 2021, about 34% of advertising spending was spent on outdoor media such as elevators, and the top 20 brands in the list maintained high growth and high proportion.
Source: CTR Media Intelligence
However, in the past for a long time, the outdoor advertising is still in the “exposure” single level, “compared with other media, outdoor advertising for a particular peripheral market touch can be more concentrated and high frequency, the big influence visual characteristics at the same time, the brand is the cultivation of the mind has a role,” Colgate marketing brand director Hu Yi said, “But traditional outdoor AD reach rates rely mostly on estimates and third-party research interviews, and brands have relatively little knowledge of actual reach.”
In march of this year, Colgate China for the first time use ali cloud data for outdoor advertising scenario of whole day tapping intellectual field solution (hereinafter referred to as the “whole day tapping intellectual field”), runs through “target market intelligence pick – offline advertising accurately targeted – exposure effective reflux precipitation data in long-term operation” for intellectualization of the link.
China as ali cloud data in the retail industry, one of the first to revitalize the solution cast can whole day tapping intellectual field based on brand both market data (brand dimension/commodity dimension/stores dimension), through enlarge algorithm model, calculation can be used for marketing scenario high potential market, and on this basis for offline advertising a smart location, promote efficiency of advertising.
When the advertisement is launched, the enterprise can also accurately evaluate the market exposure data, and at the same time, the core market data can be recycled and deposited into its own market data assets in a unified way, which is convenient for long-term operation in the later marketing link, and there is no follow-up marketing launch plan for calibration.
In recent years, a short video, radio, by the rise of social marketing tools indeed brought impact to the traditional outdoor advertising industry, but the traditional outdoor advertising in the sense of the scene to create, to help consumers to break the original cognition, jump out of the cocoon room information, as well as to the brand, to help set up the brand personality, and consumers in the communication and link the role of the above, It’s really hard to replace.
And whole day tapping intellectual field cast is in maintaining the outdoor advertising, on the basis of the core competitive power, by more detailed analysis enterprise needs, with data thinking and some intelligence ability, help to clarify “to give who see – where – effect sizes – sediment”, and set in each link to provide advice, let every step of outdoor advertising value can be quantified, is operating.
“This time, we mainly applied the whole area Tianattack wisdom investment in the new enzyme whitening toothpaste. During the launch period and after the end of the period, compared to the time when it was not launched, the check off rate of ShangChao Alipay coupons has improved.” Hu Yi said.
It is worth noting that, in addition to Colgate, the solution has been used by many industry leading brands including FMCG, 3C digital, home decoration, beauty makeup and so on, and the effect is remarkable.
Member intelligent operation: do not disturb, not blind, goods can still find the market
If the value brought by Global Sky Intelligence Investment to enterprises is more focused on market influence and consumer cognition (including market data precipitation and medium and long term operation), then the second set of solution launched by Alibaba Cloud Data Middle Platform, member intelligent operation solution (hereinafter referred to as “member intelligent operation”), It is more suitable for retail enterprises in the market consumption terminal scene demand.
After nearly 10 years of market development, Yueshfengyin, a Korean brand that entered China in 2012, has accumulated tens of millions of registered brand members. How to better operate the members and provide more refined membership services and consumption experience has always been its self-upgrading requirements.
“Since 2015, we have started to build a digital membership system, and continue to enrich the access channels for members, including online and offline, our own and third-party platforms, as well as how members operate.” Paris Shang, director of Yeshifengyin New Retail, told reporters.
In 2016, Yueshifengyin established the membership system with Tmall platform, and actively explored the way to exchange member points. And when the rise in recent years, small programs, innisfree first attempt – based on the insight into offline stores also have quite a mass consumer habits to pay treasure to pay for this prospect conditions, innisfree in officially launched in December 2020, pay treasure to shopping mall and in the flow for the secondary operation at the same time, through paying treasure to integral system, It has become one of the first brand owners to connect the Alipay points exchange system, and it has brought considerable results in attracting new members and operation.
However, the member growth rate of such magnitude, also brought greater challenge to Yue Shifeng Yin.
“Dimension of our member system is relatively single, so the value of the members want to play to the largest, also need to have new tools and products for power input,” Paris said, “here includes both characteristics of members more sophisticated insight into the ability, including member can be based on the insight to pour ability should push the brand need to provide what kind of goods.”
In march of this year, innisfree formally introduced members intelligence operations, according to innisfree fourth generation star commodity little green bottle, by putting the offline stores and online platform over the past year have brand purchase behavior data modeling calculation, pick one of the item with high purchase intention, with materials, including coupons, full cut coupons, promotions, Complete accurate marketing based on SMS and WeChat public accounts.
Members, she said, “intelligence operations using all data for brand has its own data,” it through design and calculation algorithm model, can let us know more clearly different members of the brand adhesive, product preferences, and the key drivers, which includes both active member, also have long time not to buy the sleeping members, this is the basis of the different operating strategy to carry out the follow-up.”
The value of Membership Intelligence also lies in the ability to identify the most potential parts of the existing tiered membership system for a single product — and to gain insight into the key factors that influence their purchase decisions, such as activity cut-outs, perks, product mix, etc. It can not only identify the target group from the starting point of the existing goods, but also send it from the perspective of the target group, supplemented by the most effective marketing actions, and finally form an accurate “human-goods matching” consumption closed-loop.
“At present, we are satisfied with the data of the project phase I.” Paris has revealed.
GMV policy simulation: not only promotes full monitoring of nodes, but also guides every Action step
One of the goals of the brand during the promotion period is to achieve a set GMV (gross merchandise value), whether it is to focus on membership operations or merchandise operations.
Marco Li, LVMH P&C Data Coe Head (hereinafter referred to as Marco), said in an interview with the media earlier that the annual Tmall Double 11 and Tmall 618 consumption season are the time points that all brands must fight for. How to sprint the target sales volume within the limited period of the big promotion activities? It’s what brands care about most.
But the achievement of GMV has always been a “metaphysical”, Marco summed up the situation that most brands encounter in the big promotion period — it is easy to fall into the mire of blindly accumulating promotion mechanism, blindly increasing media budget, constantly raising marketing cost but decreasing conversion. He believes that the basic reason for this situation is that, “There is also a lack of visibility into the GMV reaching link.”
So when I heard that China ali cloud data can be based on the goal of brand GMV and past marketing performance. Working backward to a series of marketing resource allocation and the “day” as a unit for GMV target completion of all link visual monitoring, Marco decided decided to cooperation, from cooperation intention to discuss to the ability to be born to perform for the first time, but a month and a half time.
In the early stage of Tmall Singles’ Day 2020, Aliyun data center has made a prediction of brand GMV by modeling historical marketing activity data of Benefit, learning various characteristics that affect brand sales, and combining Benefit’s marketing budget input, promotion mechanism, pricing of various core products and other plans for this event. Outputs a full set of optimization strategy recommendations to front line business.
During double 11, for example, the practice by ali cloud data China found a commodity investment in global marketing combination effect is not ideal, has affected the GMV performance, then quickly linkage business team to generate adjustment strategy, on the advice of the GMV simulator, the choice of media channels and optimized, in the end, not only completed the GMV goal, In other multinomial data also have bright performance.
It is reported that during Tmall Double 11 in 2020, Benefit has 22 brand own live broadcast, with exposure increased by 596% compared with last year, and brand fans increased by 712% compared with Tmall 618 in 2020. Accurate marketing of star products to new brand users increased the conversion rate by nearly 70%; In addition, three customized Tmall Double 11 promotional packages, from cross-category packages to explosive single product packages, provide more direct information, greatly shorten the decision-making path of consumers, and increase the conversion rate by 120.3%…
And that a set of solutions, during the year 618 also reuse by multiple brands, ali cloud data middle solution team members Lin Shimao is introduced, the solution although the ability of data analysis and interpretation of the brand, has certain requirements, “but now we have a complete training materials, brand marketers reference documentation can realize link run tong; In addition, we have already established partnerships with several domestic service providers with strong data capabilities to provide immediate assistance to brands.”
Tmall 618 consumption season has come to an end, but Alibaba Cloud Data Center has entered into the actual business scenarios of various brands, and the process of practicing digital intelligence service is still going on.
Looking back at the past half year, various uncertain factors including the impact of the epidemic have hindered the growth of brands to some extent, but at the same time, many brands such as Jialan Group, Winona, Liangpin Shop, Benefit, Red Star Macallon and Unilever have achieved real performance growth through the transformation of digital intelligence. Peng Xinyu, vice president and general manager of data technology and products at Alibaba Group, said the past year had seen the most uncertainty, “but digital intelligence is the most certain thing for all enterprises, and the data center is the innovative growth engine of certainty”.
In the future, Ali Cloud Data Center will continue to export digital intelligence capabilities to millions of enterprises to create more business possibilities.
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