In the morning, in the Ruipai Pet Hospital in Yuexiu District, Guangzhou, three staff members were busy facing a courier carton, "This is a dog sent by the customer, and asked to give it a fine bath as soon as possible." Ruipai Pet Hospital Relevant person-in-charge Yu Xixiang said that since November, the company has participated in "Double 11" in 80 chain pet hospitals in southern China and launched a series of discounts, which has achieved significant results in attracting new customers and activating sleeping consumers.
"In May of this year, we only "touched the Internet" and participated in the "Double 11" for the first time. The goal is to reach 1 million sales from November 1 to 11, which is now 60% completed." said Zhang Huili, vice president of Ruipai Group. As a traditional enterprise, in order to adapt to the current digital consumption era, this year the company has carried out digital transformation from internal management to external marketing.
Zhang Huili believes that "touch the net" can promote the transformation and upgrading of traditional enterprises or traditional industries, and use big data to find a direction and focus for "transformation". The practice of
Ruipai Pet Hospital is one of the epitome of many small and medium-sized businesses this year.
The digital transformation of traditional industries has become a major trend. The
reporter learned that this year’s “Double 11” attracted millions of offline life service merchants who were previously “outsiders” to participate and actively carried out digital transformation for this purpose. At the same time, Ali’s Tmall platform also launched the first urban life service this year. At the venue, offline convenience stores, catering, beauty salons, pet hospitals and other businesses can participate through multiple ports to share the largest consumption feast at the end of the year.
The traditional service industry has leveraged its strength to promote digital transformation.
has tens of thousands of convenience stores in Guangdong's IKEA convenience store, which also participated in the "Double 11" for the first time this year.
In the morning of the weekend, at the Meiyijia store in Yuexiu District, Guangzhou, there was a constant flow of people. Consumers and takeaways came in and out. The clerk at the checkout counter was busy verifying the coupons in the mobile APP for consumers; other clerk was Busy to restock and put on shelves for hot products.
"Now, we have changed from being a victim of a big e-commerce promotion to a participant." Zhu Yanan, the head of Guangdong Meiyijia Food Delivery, said frankly that in the past, when e-commerce was a big promotion, most offline physical retail would be affected to some extent, but this year They finally got involved in "Double 11".
During the 618 period of this year, Meiyijia tried to participate in e-commerce promotion activities. At that time, online sales increased by more than three times. This also allowed the Meiyijia team to see the "benefits" of the online promotion.
is hungry? More than 1.6 million offline businesses on the word-of-mouth platform have become the protagonists of "Double 11".
"This year on Double 11, we hope to achieve an 8-fold increase in transactions on the entire Ali platform." Zhu Yanan said that in order to adapt to the new digital consumer era, this year the company has gradually completed inventory, system integration, and operation system through platform empowerment. New retail digital transformation such as sorting and transformation, picking and distribution of goods, and improved services, "now we can achieve door-to-door delivery services within 30 minutes."
in the Ruipai Pet Hospital in Yuexiu District, Guangzhou In the room, a grey dog is lying on the table obediently, enjoying the staff drying, petting, and styling it.
"This sophisticated bathing service is now active, and the price is equivalent to the usual 40% off. It is one of our current best-selling items." The store recently launched a lot of service discounts, such as on the word-of-mouth platform, many pet medical examinations , Nursing, and fur cleaning packages now only cost 1 yuan or 9.9 yuan.
"Participating in the'Double 11' on some platforms, for companies, not only can brands gain great exposure, but they can also drive new customers into stores and wake up a group of sleeping customers through big promotions." According to reports, 1 of this month On the first day of Tmall’s “Double 11” sale, the company’s South China store sales exceeded 300,000 on the word of mouth platform. “It is expected that November’s performance will increase by at least 10% over October.” Zhang Huili said with confidence. .
In the context of the digital economy, digital operations in traditional enterprises and industries have become an irreversible trend. This year, Ruipai Pet Hospital is speeding up its "access to the Internet" and has been making frequent moves in digital transformation. "Our mainstream customer base is the post-80s, post-90s, and even post-00s. They all have Internet consumption and living habits. When the customer base has changed, we must follow the changes."
"Digital operation has more precise effects on business development." Guidance, for example, we use big data to discover changes in the market and customer groups, and then make corresponding adjustments." In Zhang Huili’s view, digital transformation has the benefit of improving efficiency and upgrading services in traditional industries.Place. For example, he said that the company tested the 618 e-commerce promotion festival for the first time this year, and in the process, according to new ideas such as data analysis and membership management provided by word of mouth, the company adjusted target audience needs, product inventory, and specialty settings, but improved Improve work efficiency and service quality.
offline services are online.
Terminal sales drove small and medium-sized enterprises in the industry chain to accelerate their "recovery"
restaurants, fruit shops, beauty and nail shops, water delivery shops, convenience stores... There are more and more types of offline shops around the citizens, and they are hungry by accessing them this year Well, Alipay, Taobao, AutoNavi and other ports participated in "Double 11".
Big data from Tmall shows that among the 100 key cities with the most active activities, including Guangzhou, Shenzhen, Shanghai, Hangzhou, Xi'an and Wuhan, 90% of the registered merchants are small and medium-sized businesses, and many businesses even "connected to the Internet" for the first time.
It is worth mentioning that, driven by the strong sales of small and medium-sized merchants and merchants in Guangdong, small and medium-sized enterprises in the upstream and midstream industrial chains are also accelerating their "recovery". Manufacturing factories in the Pearl River Delta have already shifted production and distribution in three shifts .
According to relevant data, the Guangzhou Women's Boutique Industrial Belt and the Guangzhou Beauty Industry Belt had a one-hour transaction volume of more than 100 million yuan in the "Short Sale" on November 1. Guangzhou Zengcheng Jeans Industry Belt sold 3.17 million pairs of jeans. During the first wave of Tmall’s “Double 11” sales period, the home improvement industry in Guangdong increased by 6 times year-on-year, and only the Guangzhou industrial belt had a year-on-year growth of over 30 times.
[Reporter] Ou Zhikui
[Author] Ou Zhikui
[Source] Southern Press Media Group Southern + Client
