Text | 36Kr industry innovation
Small and medium-sized enterprises should take the road of "specialization, refinement, special innovation", which has become the consensus from the government, the business community and the investment community. 36Kr Guangdong launched the special topic of "The Promotion Road of 'Specialized, Specialized and New'", recording the development history of "specialized, special and new" enterprises across the country, exploring the promotion path of "invisible champions", and discussing the high-quality development of key industries.
In 2023, the concept of "new quality productivity" will be proposed, sending a clear signal of innovation to the whole society. This is a new form and new quality derived from the traditional productive forces under the conditions of informatization and intelligent production due to continuous breakthroughs and innovations in science and technology and continuous upgrading and development of industries, representing a leap in China's productive forces in the new era.
Recently, at the "2023 (8th) China Manufacturing Power Forum" with the theme of "Promoting New Industrialization and Cultivating New Quality Productivity", "Pistachio Digital Intelligence" was awarded the title of "Made in China Champion Enterprise", that is, "Invisible Champion".
The fundamental reason for the award is that it conforms to the trend of the times, and brings "new quality productivity" to the instant retail industry with its digital intelligence and high-quality marketing operation service capabilities.
The instant retail industry continues to develop rapidly, and according to the Research Institute of the Ministry of Commerce, the scale of the instant retail market will reach three times that of 2022 in 2025. During the bonus period, in addition to the continuous growth of the scale, the use demand, use scenarios, geographical scope and other aspects are also constantly developing towards a wider and deeper level.
How to ensure high performance, high experience, high efficiency, refinement and other capabilities has become a proposition that commercial brands urgently need to think about. Seeing the demand for high-quality development in instant retail, "Pistachio Digital Intelligence" continues to promote the optimal management of industry distribution and dynamic sales through its own digital intelligence capabilities, and launches a full-link digital marketing solution to provide efficient solutions for brands, so as to bring "new quality productivity" to the industry.
Rapid development of real-time retail, digital intelligence into "infrastructure"
In recent years, with the increasing demand of residents for consumption convenience, instant retail is gradually developing towards all demands, all customer groups, all regions and all scenarios, and the industry is also ushering in a dividend period of development.
On the one hand, policies are supporting the development of just-in-time retail. In 2023, the No. 1 document of the Central Committee clearly proposed for the first time to "vigorously develop new models such as joint distribution and instant retail". In July, 13 departments, including the Ministry of Commerce, issued the "Three-Year Action Plan for Comprehensively Promoting the Construction of a Convenient Urban Living Circle in a Quarter of an Hour (2023-2025)" to support the development of an instant retail model that integrates online and offline, empower physical stores, and expand the service radius.
On the other hand, market demand is driving the rapid development of instant retail. According to the "Instant Retail Industry Research Report (2023)" released by the Research Institute of the Ministry of Commerce, the market size of instant retail in 2022 will reach 504.286 billion yuan, and it is expected that the scale of the instant retail market will reach three times that of 2022 in 2025. In addition, according to the "2023 Instant Retail Development Trend White Paper" released by the China International Electronic Commerce Center, it is expected that the instant retail market will increase to 3.6 trillion yuan by 2030.
Policy support, market development, and user convenience needs have led to the continuous expansion of demand for instant retail, which is no longer just an emergency demand, and more and more consumers will give priority to instant retail in their daily shopping.
The use scenarios are also expanding, whether it is office, home or business trips, there are more and more real-time retail application scenarios, and the geographical expansion is also expanding, and instant retail is no longer only existing in first- and second-tier cities, but continues to penetrate into third- and fourth-tier cities......
There is no doubt that it has become a common way of life for users to be instantly satisfied with their immediate needs through instant delivery, which brings a high degree of certainty and security. But on the other side of the coin, there are also higher requirements for the brand.
At the recent 2023 Meituan Instant Retail Industry Conference, Wang Puzhong, Senior Vice President of Meituan and President of Daojia Business Group, pointed out: "Instant retail is not emergency retail, but a high-certainty way of life, and brands and retailers are evolving for NOW. ”
To achieve the evolution of NOW, efficiency is the most direct requirement, and in addition to efficiency, brands also need to face the challenges of growing breadth of user groups, as well as the deep challenges of different consumption Xi and diverse customer needs.
In the past, the extensive distribution model of brands in the supply of goods obviously could not find high-quality development opportunities in the market changes, and the full-link digital and intelligent distribution and sales management and brand digital marketing with accurate insight into consumer needs have become the "infrastructure" to ensure high performance, high experience, high efficiency, refinement and other capabilities.
At present, there are still countless difficulties in collecting, extensive data and difficult use of data, and the digital intelligence system needs to have strong project promotion capabilities, high data availability, effective implementation methodology, accurate information matching and other capabilities; digital marketing needs to be more accurate, efficient, and out of the circle.
It is obviously not easy to drive a new real-time retail model through distribution, dynamic sales management, digital intelligence and digital marketing, empower the industrial chain, increase retail sales, and achieve high-quality growth. Seeing the development direction of the industry, "Pistachio Digital Intelligence" meets the strong demand for refined operation and high-quality development of brands with its years of experience in the field of digital and intelligent distribution and dynamic sales optimization management, as well as digital marketing capabilities formed based on a large number of data analysis and insights.
At present, it has served 30+ well-known FMCG brands at home and abroad, including Procter & Gamble, Mengniu, Pepsi Foods, L'Oreal, Carlsberg, Kimberly-Clark, covering daily chemicals, dairy products, alcoholic beverages, grains, oils, rice and noodles, snack foods, beauty and personal care.
Use digital intelligence capabilities to bring "new quality productivity" to the industry
In the face of the pain points of the industry, in terms of digital intelligence in distribution and dynamic sales management, "Pistachio Digital Intelligence" pioneered the DSO real-time retail marketing digital intelligence solution, using the three capabilities of data insight (Data), strategy formulation (Solution) and operation service (Operation) to help brands implement a number of measures such as supply upturning, channel construction, integrated marketing, precision marketing, and crowd operation on the instant retail platform, so as to achieve comprehensive optimization from distribution to dynamic sales for brands.
In the new model of instant retail distribution co-created with Kimberly-Clark and Meituan Flash Sale, the cumulative number of stores covered by the project increased by 7.1% in just one month after the project was launched, the turnover rate of target products increased by 3.4%, the continuous online rate of goods increased by 8%, and the GMV increased by 4% through the flipping of products, and the "supply optimization" project launched in October with Unicharm and Ele.me achieved an increase of 18.1% in the number of SKUs and a 26.6% increase in GMV of core products one month after its launch......
With the advancement of various projects, the data is still rising, and behind the performance, "Pistachio Digital Intelligence" connects accurate data through the API of the instant retail platform, and uses the self-developed product tool - Happy Cloud Assistant to help brands achieve "from scratch, from existence to excellence" supply optimization, solve the problem of brand supply up-and-down and store coverage on the instant retail platform, and help brands gain insight into the products in different channels/ Combined with industry databases and retail big data capabilities, it provides brands with real-time retail full-link digital empowerment of "distribution diagnosis, strategy output, upward execution, and refined operation".
In actual operation, "Pistachio Digital Intelligence" helps brands obtain fine-grained and multi-dimensional network information and product information, quickly identify and diagnose outlets and products, dynamically monitor inventory and dynamic sales, and transform them into refined product selection strategies, replenishment strategies and promotion strategies through multi-dimensional data cleaning, analysis and insight.
In other words, through the all-round insight of "people, goods, and places", "Pistachio Digital Intelligence" provides brands with distribution monitoring, inventory management, product selection optimization and other assistance, including the gap of core products in the store dimension, the completion of distribution by store managers, the grasp of product sell-out rate and store inventory, and the optimization of the brand's terminal inventory management efficiency.
In terms of digital marketing, "Pistachio Digital Intelligence" provides a full-link digital marketing solution of "event creation, content marketing, traffic aggregation, and business conversion". That is, combined with the formulation of scenario marketing plans, content marketing on and off the site, and consumer asset insight, it provides brands with refined operation strategies based on product stratification, channel stratification and promotion mechanism stratification, optimizes activity efficiency for brands, improves marketing ROI and product sales, and maximizes brand investment efficiency.
In fact, as instant retail enters the stage of refined operation, user insight has become the core development direction of precision marketing, which brand can accurately grasp consumer preferences, create innovative marketing content and upgrade products according to user needs, in order to better grasp the market.
"Pistachio Digital Intelligence" provides brands with consumer portrait insights and behavioral preference analysis through transaction data, so as to help brands more accurately grasp consumer preferences and create a consumption scenario of "thousands of people, thousands of faces, thousands of fields".
To achieve the above effects, it is necessary to have a huge database, as well as the ability to analyze and gain insight into the crowd, and to have the ability to integrate marketing in the whole domain. Through these capabilities, "Pistachio Digital Intelligence" helps brands achieve crowd asset insight, crowd operation strategy formulation, accurate matching of content & promotion methods of different portrait groups, and user product & rights matching at different life cycle stages, and finally achieve efficient new acquisition and promotion.
As of 2022, the number of cooperative brands has reached 120+, and the business scale of cooperative brands has reached 15 billion+. With its digital intelligence and digital marketing capabilities in distribution and dynamic sales management, "Pistachio Digital Intelligence" has won many awards such as the Gold Award for Best Service Provider in Meituan Flash Sale, the first place in the comprehensive rating of service providers in Flash Sale for 23 years, and the 2023 Ele.me Instant Retail Ecological Operation Pilot Award.
It is worth mentioning that in the digital marketing technology capability assessment of the China Academy of Information and Communications Technology, covering data collection and integration, data modeling insight, data visualization processing, labeling system construction, intelligent early warning analysis and other details, "Pistachio Digital Intelligence" passed the test with its high-quality retail big data analysis and marketing service capabilities, becoming the first enterprise in the field of instant retail marketing to pass the ability assessment.
With its long-term in-depth cultivation and continuous optimization of the instant retail industry, "Pistachio Digital Intelligence" has also continuously provided assistance for the transformation of the instant retail industry from "traditional productivity" to "new quality productivity", and provided new momentum for the high-quality development of the instant retail industry.
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