Wen | Yang Jun
Edit |Lina
The cover source | the company's official website
Who is the charging brand with the most shipments in the world in 2021?
Who was the first in the world to launch a 65W Gallium Nitride multi-port charger?
Who won China's first 120W Gallium Nitride Fast Charging CCC certificate?
You don't necessarily know its name, but you've probably used its product, Baseus.
According to the company's data, as a domestic brand that has long occupied the first place in the digital electronic charging category of Tmall, JD.com, Douyin and other platforms, Bess has reached a total of 90 million shipments in 2021, becoming the first global charging brand shipment in 2021.
The brand "Bess" was founded in 2011, behind which is Shenzhen Shishang Chuangzhan Technology Co., Ltd.
Like many Lingnan manufacturing enterprises, this accessories company that started with protective shells and protective films has seized the east wind of the rise of the mobile phone industry, rapidly expanded the product categories such as car charging, line charging, headphones, etc., and with the advantages of product performance, industrial design and cost performance, it has become one of the most popular charging brands among global consumers.
However, when the situation is very good, the crisis is also quietly breeding.
Set up a digital department and report to the highest level
2020 was a turbulent year, and the same was true for Beth.
Beth Smart Park
On the one hand, besix's e-commerce system began to be built from 2012 to 2019, the company has different departments covering different e-commerce channels, each statistical caliber, time, data is different, extensive operation has brought chaos and inefficiency of internal management;
On the other hand, after the industry has gone through explosive growth from 0 to 1, the market homogenization competition has intensified, user needs are becoming more and more diverse, and if you want to break through the growth bottleneck, digital, in-vehicle, voice, pet product lines need to get more immediate and accurate user feedback;
Finally, Beth not only has more than 100 offline physical stores, but also sells its products to more than 70 countries and regions around the world. With the continuous expansion of the business map, the traditional warehouse management system of Bess has also suffered from the great challenges of the previous ones.
Digital transformation is imminent.
At the beginning of 2020, for the first time, Besser ushered in a comprehensive digital transformation. However, at that time, due to the intricate business of various departments within the company and the continuous conflict of requirements, the system adjustment and upgrade were extremely slow.
CEO He Shiyou realized that there must be a department to take the lead and achieve the synergy of all business systems and data throughout the company.
So in 2020, led by He Shiyou, Bess established a "process and IT department" dedicated to promoting the digital transformation of enterprises, and its head of department, Hu Zengguang, is also the CIO of the company and reports directly to the General Manager Office.
The comprehensive digital development process of Bess has officially begun.
User operations in the digital age
After the establishment of the digital department of Bess, the first thing that needs to be solved is how to deal with the large number of user consultations online.
In the past, whenever there were customers from various channels to consult products or prices, it was the company's operation team that used its own personal WeChat to add customers and answer one question after another.
However, this wastes a lot of manpower, is inefficient and does not respond in a timely manner, and it is also easy for some people to impersonate the operation team of Bess and reduce the credibility of beth's brand.
A large number of users consult online every day, how can we use this potential information to develop them into our own customers?
The solution is far away, close at hand - enterprise WeChat.
2020 is the first year of the outbreak of enterprise WeChat marketing, 80% of China's top 500 companies have opened enterprise WeChat, and more than 4.7 million systems are connected to enterprise WeChat every day.
The unified management of enterprise WeChat allows customer information that was originally scattered in the hands of the operation team to be retained and precipitated; the official certification of enterprise WeChat can also reduce malicious impersonation by outsiders and protect the credibility of the brand.
Since June 2020, Bess has begun to use weChat for online operation and management.
CIO Hu Zengguang told 36Kr that the process seems simple, but in fact it involves extremely difficult process transformation, and the team almost has to "start from 0 to 1".
At that time, the most important difficulty faced by Bess was that the number of users was large and complex, there was no clear classification, and it was impossible to answer the specific needs of each user.
Therefore, the process and IT department first used the enterprise WeChat to open up the internal user management, so that the online operation team can clearly understand the user portrait of each customer.
Secondly, Beth has developed a suitable marketing tool for the operation team Micro Companion, so that users can consult through WeChat through WeChat.
Based on user preferences, the system will invite users to the relevant interest communities and ensure that there are special operators under each sub-category.
Up to now, Beth has more than 300 online communities of interests, including digital products, car products, voice products, pet products, etc., and the total number of users in the community has reached more than 2 million, and the activity has remained at about 20%-30% for a long time.
Hu Zengguang told 36Kr that the biggest change brought about by the use of enterprise WeChat for online management of users is the increased possibility of user repurchase, especially in the promotion of new products.
Hu Zengguang said, "When a new product is launched, Besser's Mini Program and community users can provide about 50% of the contribution. These users are able to purchase Bess products stably for a long time. ”
Product improvement in the context of digitalization
The digital way of operation also brings unexpected effects to the optimization of Bess's products.
After establishing a user community, the Bess operation team will collect real-time feedback from many community users on the company's new products - for the product department, these are valuable suggestions for product optimization directions.
For example, in 2021, when Launching the second generation of car aromatherapy products, Bess first selected some users in its own online community to try this product.
After some community users try it, the main feedback has three points: 1, the smell is not good, 2, the product value is low, 3, whether intelligent control can be achieved.
This has helped a lot with the improvement of Bess's products. These requirements have been almost all improved after the operations team has been fed back to the product.
Car aromatherapy intelligent control
In the end, once this car aromatherapy was released, it was welcomed by users from the appearance alone. Moreover, the design of intelligent control of spray speed and dosage has also made it receive unanimous praise and obtain considerable sales. More than 50% of users chose to purchase this car fragrance from the Beth Mini Program.
Digitalization has changed the way Bessy operates online, and has found a sophisticated way of operation in today's increasingly diverse user needs.
Warehousing revolution under the support of digitalization
As of February 2020, Beth's products can be ranked in the top ten of the online platform, the number of offline physical stores has increased to 120, and the market has been obtained in more than 70 countries overseas.
Behind the market expansion, a stable supply and warehousing management is needed to support it.
However, Hu Zengguang told 36Kr that the warehousing system at that time was not only complicated and redundant, but also had a large number of functions that could not meet the business needs of Bess.
The most obvious is the data synchronization problem.
Beth Warehouse
In the past, after the meeting of colleagues in the warehouse, they wrote down the daily problems on the blackboard, and then copied them down by hand to form a Kanban board. This primitive approach is not only inefficient, but also introduces a lot of unnecessary workload.
To solve this problem, Beth's digital team initially chose to meet remotely with business colleagues to design a warehouse management system that meets the needs.
However, the warehouse management process is not only complex, but also involves a large number of links restricted by the site, personnel, time, and work progress, and it is almost impossible to solve the problem by online communication alone, and the project once came to a standstill.
solution? Go to the field, go to the warehouse.
After struggling to break through the limitations of the epidemic, two colleagues in the digital team finally came to the front line in person, went to the warehouse to communicate with the managers face-to-face, and operated on the ground.
After a period of fieldwork, the team finally figured out the problem and came up with the most tailored solution.
At present, the warehouse has set up a special kanban screen at the outlet, which can update the core operation data of the warehouse shipment in real time, and the business side can intuitively find problems and no longer rely on manual copying and circulation.
This seemingly inconspicuous solution has helped Bessy's warehouse management data collection efficiency by more than 70%, greatly improving operational efficiency.
At present, the data of the warehousing system of Bess has been fully opened, and real-time monitoring is achieved to ensure that the demand and forecast volume of each warehouse reach an accurate quota in a very short period of time, providing a guarantee for the global operation of the product.
epilogue
"'Don't be in a hurry, but be fast', this is a phrase that the CEO of Bessy often mentions, and it is also the development plan of Bessy's digital construction." Hu Zengguang, CIO of Beth, said.
Ten years to achieve the world's first, one year to complete a number of achievements in digital construction, Bess is indeed fast enough.
But beth's digitalization doesn't stop there.
Hu Zengguang told 36Kr that the long-term significance of digitalization for Bess is to use new methods, new technologies, and new operating methods to optimize the entire business process, and ultimately bring a transformative effect to the future grouping.
They will hold up the next decade of Bethy.
end
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