Text丨Wei Wei
Lanzhou Ruxin Marketing staff recently started an interesting business.
She opened a NU store called "Wanpiaoliang".
"Among my customers, there is a couple. My wife took a fancy to LumiSpa iO and added it to the shopping cart. Due to financial reasons, she did not place an order. The husband just happened to give his wife a Mid-Autumn Festival gift, so I told him about this situation. On the Mid-Autumn Festival, my wife got the gift she liked."
She said that she used the tracking function of the NU store to complete a lot of orders.
This marketer is one of the tens of thousands of NU store operators.
In the third quarter of 2022, will launch a new online personalized store - NU store . In the past, opening a store required location, decoration, and rent.
Now, marketers have the opportunity to have their own store online through their mobile phones and optimize the operation of their own private domain resources and customers.
Ruxin's positioning of "NU store" is "a new career in the pocket, a walking customer profile" , and the store owner can easily complete the actions of sharing, purchasing, managing customer profiles, data statistics, etc.
On August 18, the first month of NU store launching, the number of stores has exceeded 10,000.
As New China said, the company has always empowered marketers as its core business strategy. NU stores are part of the digital strategic map. As of now, in just a few months of operation, marketers have increased nearly 500,000 private domain fans.
"NU store" is just a new digital achievement. Since 2017, Ruxin has begun to accelerate the digital transformation of into , continue to promote the digital strategy of "digitization of all businesses, all digital business", and build a new digital ecosystem with deep integration of online and offline and empowerment of technology-driven platforms.
embrace change and follow the trend for
If you want to succeed in digital transformation, top-level strategies are indispensable.
Ruxin Group's senior management attaches great importance to digital transformation.
"In this world, only change will not change." At the beginning of 2022, Ning Huaien, CEO of Ruxin Group, said in his New Year's speech that as we enter a new era of digital priority and socially driven, the company has formulated the "Vision 2025", which is committed to becoming a leading brand in the global beauty and health industry.
In order to accelerate the realization of this vision, the new "Empower Me" strategy is launched, with a new business opportunity strategy, combining three key areas of products, technology and community, and leveraging the interconnection attributes of the Internet of Things, multi-contact radiation, building a circular link, and narrowing the distance between brands and users.
In the digital social ecosystem, it has newly created a seamless connection between end and end, which not only attracts, links and cultivates customers, but also guides consumers and marketers to explore, experience and share a better self.
Digital ecological construction is not a one-day effort. In recent years, Ruxin has continued to promote the implementation of digitalization.
As early as five years ago, it launched a digital transformation with the goal of "digitizing all business, and digitizing all digital business".
Driven by this strategy, in the early stage of digital construction, New China found a group of important external partners.
Through cooperation with Alibaba Cloud, at the end of 2019, a basic cloud architecture with "Star Enjoy City" as the online platform was initially built.
In December 2020, Ruxin reached a strategic cooperation with Tencent . In September last year, Ruxin launched the mini program "Ruxin Official Mall", with more than 1.55 million visits on the first day of its launch, and 160,000 new registered users.
With the help of external brain power, efficient construction of digital infrastructure is only part of the change. Driven by strategy, such as new products and business reconstruction.
Innovative products, leading the trend
Originally, such as the new production method, it was to produce standard products in batches and sell them directly.
In the digital era, such as new products are developed based on market pain points and data feedback, customized production is met to meet consumer needs.
During the epidemic, consumers have a strong demand for beauty instruments based on the needs of home skin care and beauty.
This user needs promotes new upgrades in product manufacturing methods, providing personalized solutions to give consumers an interactive and interactive experience.
It is reported that Ruxin Group once created the miracle of selling a beauty device every 13.4 seconds, and ageLOC LumiSpa sold more than 1 million units in 18 months after its launch.
On July 30, 2022, the new ageLOC LumiSpa iO was launched.
This smart beauty device uses the "Internet of Things" technology for the first time, introducing the concept of "digital customization of beautiful and healthy", and upgrades products from three aspects: performance, design and intelligent IoT, so as to meet consumers' needs for diversified and personalized beauty and skin care products.
In addition to developing intelligent and customized products, Ruxin also launched a digital application platform - Vera Smart Skin Beautification in 2022.
This system supports consumers' personalized skin care needs, greatly improving the user experience. Users can obtain personalized skin care solutions by taking pictures through mobile phones, 3D recognition and matching background data. After the
test, the system will use different colors to mark skin problems, such as dark circles, dullness, thick pores, wrinkles, etc.
According to consumers' skin problems, the system will analyze the causes and give suggestions, so as to propose targeted skin care plans to match more suitable facial care products.
For example, the reason for dull skin is the accumulation of old and waste keratin, dehydration, etc. You can try deep cleaning and exfoliation to revive the skin.
Vera smart skin beauty on hand was widely praised as soon as it was launched. Many Xiaohongshu users have recorded their experiences into short videos and spontaneously promoted this evaluation function. After the
test, the system will use different colors to mark skin problems, such as dark circles, dullness, thick pores, wrinkles, etc.
According to consumers' skin problems, the system will analyze the causes and give suggestions, so as to propose targeted skin care plans to match more suitable facial care products.
For example, the reason for dull skin is the accumulation of old and waste keratin, dehydration, etc. You can try deep cleaning and exfoliation to revive the skin.
Vera smart skin care on hand was widely praised as soon as it was launched. Many Xiaohongshu users have recorded their experiences into short videos and spontaneously promoted this evaluation function.
data empowerment, driving the operation of
digitalization is a strategy and a tool. In addition to innovating product manufacturing methods, Ruxin also comprehensively upgrades digital operation tools to empower marketers to optimize and operate their own private domain resources.
If the new NU store is launched, the operators will combine bloggers, store owners and players to achieve "good looking, good selling, easy sharing, easy management".
Among them, "good-looking" means that the store owner (V.2 or above) can dress up his own online store according to his preferences. "Has to sell", that is, the store owner can recommend multiple items according to their needs, or freely match the product combination.
In addition to products, marketers can also share shops, personal posters and badges. No matter what content marketers share, consumers can eventually come to the NU store through mini program codes or links to achieve a closed transaction loop.
NU store owner believes that when communicating with customers, NU stores have a significant role. "The backend of the NU store clearly lists the traces of customers browsing. What products did the customers add to the shopping cart but did not place an order. It is clear at a glance at ." She said.
online NU store is a concrete manifestation of the new "Empower Me" strategy, empowering marketers to deepen their private sector and complete fission.In the eyes of NU store owners, online stores do not necessarily need a large number of fans. The core of operating private domains is to use word of mouth and brand advantages to improve conversion rates, and rely on user stickiness to bring about continuous private domain fission.
In the eyes of NU store owners, online stores do not necessarily need a large number of fans. The core of operating a private domain is to use word of mouth and brand advantages to improve conversion rates, and rely on user stickiness to bring about continuous private domain fission.
According to Ruxin Observation, NU store responded well within marketers and has become the main carrier of social e-commerce .
In addition, due to the impact of the epidemic, it is often inconvenient to organize offline training. For example, the newly optimized online business ethics certification training courses can be learned anytime and anywhere.
is a new launch of a variety of digital tools to empower marketers, reduce their daily business pressure, and help them devote their energy to more valuable links such as serving customers.
virtual idol, breaking the wall marketing
In addition to product and channel changes, using digital technology to create brand-specific virtual idols is also an important part of the new digital layout and a new form of establishing links with Generation Z.
Z generation (Generation Z) refers to people born between 1997 and 2012. iMedia Consulting data shows that China's current population of Z generation is about 264 million, accounting for less than 20% of the total population, but the consumption scale contributed has accounted for 40%.
"This is something we must not ignore or absent. Our customers and partners have changed. Their thinking, communication methods, employment concepts, and consumption habits are different."
As New China said, company hopes to attract more young consumers with the beautiful, healthy, young and energetic personality image of virtual idol Vera.
At the end of July, at the launch conference of the new LumiSpa iO, purple short hair and delicate face, such as the first new virtual digital person, Vera (Chinese name: Future).
According to the setting, Vera comes from another galaxy and is a typical Leo girl who likes to exercise, travel and explore new technologies, and is full of interest in keeping young, beautiful and healthy.
TA has become a walking billboard symbolizing new brand symbols. It not only brings users a fresh visual experience, but also enhances the brand's awareness and memory and enhances brand value.
Young consumers know brands and feel the future and digital sense of new products through virtual idols.
Virtual digital human Vera has higher plasticity and stronger controllability than virtual IP, and can closely connect with the brand and cooperate with it highly.
Vera customized and personalized labels fit into the new brand positioning, becoming a new digital asset, and is in line with the Empower Me strategy.
digital economy is developing rapidly, and the trend of younger and personalized demands is constantly emerging. For example, the launch of the new virtual digital person Vera demonstrates the brand strategy of building a new digital ecosystem and resonates with the digital economy.
takes Empower Me strategy as the core, Ruxin is constantly building a rich digital social ecosystem. According to the plan, if new is new, it will continue to invest about $500 million to further build and enhance the digital ecosystem .
In the beautiful and healthy industry, it is like building a new digital moat.
For marketers, efficiency has been improved and work has become more convenient. For Ruxin, a huge amount of digital assets has been accumulated, which can deeply understand consumer preferences, thereby promoting the company to develop more products suitable for users and gain more market share.
Ruxin entered the mainland Chinese market in 2003 and served consumers for nearly 20 years.
has been in the wind and rain for twenty years, and set out again in his prime. For example, the new China will always take it as its mission to meet consumer needs, promote digital transformation, and help the beautiful and health industry to develop at a high quality.
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