With the online economy booming after the epidemic, Yauzan wants to help chain brands realize digital transformation

The digital transformation of chain brands has been put on the agenda.

On August 18, at the "New Engine of Growth - Yourzine Chain Summit", Yourzine formally pushed its chain business to the foreground as a separate project, trying to help chain merchants realize digital transformation.

Previously, the China Chain Store Management Association and Nielsen released the 2019-2020 China Shopping Center Consumer Insight Report. The report shows that during the epidemic, consumers started a comprehensive "home" mode, turning to various online shopping platforms, and more and more consumers have developed online consumption habits. For chain companies with many offline stores, if you want to get a new increment, the transition online is undoubtedly a new effective means.

At the same time, with the increase in the number of stores of each chain brand, how to open each other's data, realize the interaction between headquarters and stores and how to realize the unified control of the background and other issues are also increasingly prominent. According to Haier's largest agent in Henan, the gross profit margin of 3C products is low, probably only between 10% and 15%, but as long as each back-end savings of one dollar cost is equivalent to the front-end can reduce the pressure on the revenue of six dollars. And if you want to save a dollar of background costs, digital efficiency is essential.

According to Wu Ruiling, vice president of the China Chain Store Management Association, more and more Chinese chain brands have realized the importance of digital transformation, are looking for a breakthrough.

But knowing is easy and doing is difficult. For most of the Chinese chain brands, either due to technical limitations or lack of experience, there are many problems in the process of digital transformation. The most common pain points in the digital transformation of chain brands are the difficulty of store performance growth, the difficulty of online customer retention, the difficulty of collaborative management of multiple stores, the difficulty of digital management of stores, and the difficulty of online and offline connectivity.

Usually, in the chain of brand stores, whether online or offline, the core business is nothing more than two, diversion and transformation. And these two core business to the specific level is all need to be realized through innovative marketing methods. In this regard, Yauzan Chain helps enterprise stores to realize digitalization on the basis of mastering business data, copying accurate user profiles to carry out precise marketing, thus enabling these stores to better complete the task of attracting and converting traffic.

Taking "the first stock of blind box economy" Bubble Mart as an example, for Bubble Mart's business scenario, Yourzine Chain has specially customized the development of special functions such as limited purchase of pop-ups and the qualification of designers' signatures to meet its personalized business needs.

As for the problems encountered in the backstage management of chain enterprises, Yourzine Chain provides merchants with a headquarter operation platform to flexibly manage regional branches and stores, while partners (or regional branches) can have an independent backstage to realize management autonomy. According to the statistics, the active rate of Yourzine chain merchants for supply chain management (e.g., purchase, sale, inventory, allocation, etc. modules) system has reached 84%.

In an interview, Lengmian, the person in charge of merchant operations at Yourzine, said that when doing corresponding strategic services for different industries and brands, Yourzine will ask industry experts to do remote guidance, and usually these experts need to have more than ten years of experience in the relevant industries, and must also have a very good understanding of the situation of e-commerce.

At present, for different industries, Yourzine Chain has created a set of management system with multi-level architecture, covering the needs of multiple scenarios such as the chain's headquarter, partners, terminal stores, and shopping guides.

According to the data from Yourzine, in the first half of 2020, the number of merchants, the number of stores covered, and the merchant transaction volume of Yourzine Chain achieved explosive growth, of which the transaction volume of the home textile, department store, and supermarket convenience industries grew by more than 100%, and the transaction growth of the cake and baking, and clothing and shoes and hats industries grew by more than 90%.

From the perspective of the overall domestic chain market, Cui Yusong, co-founder of Yourzine, introduced that the concentration of the domestic chain industry is very low, such as daily-use department stores in the industry, the TOP50 together share is less than 15%. However, he also believes that China's chain rate is in the process of accelerating, the future of the domestic chain industry will be more concentrated.

The concentration of the chain industry also means that more digital transformation service providers like Yuzan will be laid out.

In fact, Yourzine's old rival, Weimeng, has already launched a smart retail solution for chain merchants. And on August 20, WeChat announced that the full online WeChat small store will be open to enterprises, individuals, individuals, obviously also want to get a piece of the pie.