How do traditional enterprises do digital transformation now?

Digital transformation is a high-level transformation based on digital transformation and digital upgrade, which further touches the core business of the company and aims at building a new business model. Simply put, it is to use numbers to drive the change of the whole world. The essence of enterprise digital transformation is to gain competitive advantage through digital technology.

To a certain extent, enterprises will encounter a bottleneck period more or less, especially in this era of information explosion and rapidly changing market trends. If you are not careful, you will fall into confusion: what should I do next? So the old method doesn't work? What are all the others doing? How to reduce costs and increase efficiency? How to expand customers? How to use the existing resources to make the enterprise better? How to gain more contacts and business opportunities in marketing activities? Is there a new marketing model?

Nowadays, data has become a new energy source. It's not that enterprises don't have data, but that many enterprises don't know how to collect data, manage data, or at a deeper level, find problems and opportunities from data. Digital transformation is a process of finding, quantifying and solving problems. To sum up, there are four battles that must be fought: brand marketing, product innovation, channel operation and user operation.

Brand marketing:

Brand is a set of expectations and associations about a company's products and services. It not only represents a company's products, but also represents a company's image and characteristics. Just like mentioning "foot strength", you will think of shoes for the elderly, which are affordable and comfortable to wear; When you mention "Want Want", you will think of Chinese New Year gift packages and visiting relatives and friends. Successful brand marketing means that even if customers have not bought the products of this brand, they should form associations in your mind.

Although brand is a subjective feeling, there are still quantitative means.

(Source: Digital Radar)

Take Lancome as an example. If you query Lancome's reputation in the digital radar system, you will get a word cloud:

It can be seen that most people who pay attention to Lancome brand buy back and recognize the efficacy of Lancome products, which is also in line with Lancome's strength as an international brand.

Looking at the volume of Lancome in JD.COM and Tmall, we can see that the main position of Lancome's operation is Tmall, followed by JD.COM, but it also has good volume results.

Besides the cloud image of words, what else can quantify word of mouth? Digital radar also summarizes Lancome's customer sentiment data in the whole network, as follows:

It can be seen that Lancome's emotional trend and emotional distribution are positive. In fact, most of us associate Lancome with "pink water", "moisturizing" and "international brand".

The quantification of the brand in digital transformation is reflected in this point, concretizing and digitizing the abstract things, and then finding out the places where the brand can be improved from the quantitative data.

Product innovation:

The quality of products is the core part of user experience, and customers have the final say, so product research is very necessary. However, traditional leaflets and questionnaires are difficult to reflect the real situation quickly, accurately and comprehensively, which brings difficulties to product innovation.

In the battlefield of innovation, enterprises need to manage the competition in market segments, multi-dimensional product reputation and quality complaint information through digital means to enrich their innovation knowledge base.

Channel management:

Quantification is not only for enterprises, but also for the market.

Offline channel management is as important as online. Most people's consumption habits are still offline. If we want to reduce costs and increase efficiency when the epidemic is raging, we must arm ourselves with the three key cores of "people, goods and fields" and enhance the competitiveness of enterprises.

And channel management with AI algorithm can get twice the result with half the effort. For example, there is always a shop on another street with better business. At this time, you need to analyze and screen an optimal location from multiple dimensions such as passenger portrait, residential distribution and distance from CBD, and AI algorithm is the best choice. According to the legend, we can see the ranking of national urban indicators. Choosing the site that best meets the needs of enterprises under the reference of indicators can save a lot of detours.

Image source: According to number theory, see the National Urban Location Index.

User action:

The above-mentioned wars can help enterprises cultivate and screen out intended customers, and user operations can help facilitate transactions in private domain pools. The community management that many big-name beauty cosmetics are doing is private domain. First, lead users to the community through activities or first sales, and do a good job in brand promotion and marketing of the next activities. This kind of "listening" will naturally make users have a deeper impression on the brand, and then promote the second purchase through discount promotion, and gradually gather into a group of loyal brand community customers.

Following the path of user innovation-activation-retention-transformation-dissemination-to the store, enterprises still need data acquisition tools to provide multi-point acquisition, integration and management functions. Saving manpower and using manpower and data on the cutting edge are also the significance of digital transformation.

In fact, no matter what transformation, in the final analysis, it is for the better development of enterprises. The beginning of digital transformation may be difficult, but in the long run, this step is worth taking.