Child Wang Hehui: Exploration and Practice of Digital Enterprise

On July 12th, the "Consumption Iteration Wind Rises , The 7th Global Maternal and Infant Conference 2021" hosted by Maternal and Infant Industry Observation was held in Shanghai! Focusing on the changes and trends in the maternal and infant industry under the great changes, all the maternal and infant celebrities gathered, the views clashed, the ideas collided, and the dry goods were full. Among them, He Hui, vice president of Child Wang, brought wonderful sharing with the theme of "Exploration and Practice of Physical Retail Omni-channel in the Digital Age". The following is a selection of speeches:

We position ourselves as a big data company operating customer relations, each store has a professional parenting consultant, from the beginning of becoming our member, there are parenting consultants to follow up the entire life cycle, each store has a thousand interactive activities every year, the store becomes a place of love and joy in the hearts of users, we pursue the value of deep customer management.

Digitalization, I basically divide it into three stages: 1) the stage of informatization; 2) the stage of digitization and intelligence; 3) the stage of platformization and ecology.

In these three stages, the main difference is the service object is different, for example, informatization, in fact, our main service object is the internal management of our enterprise. With the typical MIS system, ERP system, are serving our internal enterprises, its biggest effect is to improve the efficiency of the entire enterprise internal management.

Digitalization is a digital technology based on users, and all Internet companies are digital companies. For example, today because we need to have entertainment needs at home, someone has developed an online game, and the online game does not consider how to calculate the account, how to pay the payment, but more how to make the user play more cool.

So the main difference between digitalization and informatization is that you are not building a system for consumers to serve him.

The next stage of digitalization is intelligence, combining digitalization and intelligence, so that we can serve members faster and more conveniently, and the experience of members is better.

In the next stage, our enterprise will become a platform enterprise, today here in the entire maternal and infant industry, it is possible that the future will become a platform, through the digitization of everyone together, through the flow of information, let us master the information into the information you master, we together with their own can serve the part of the members, through digital means to carry forward, so that each member in our place to spend every penny can be effective, evenly distributed, so that everyone's work more efficient or more effective, This could be the next stage of digitization.

We summarize membership management into four elements: scene, relationship, content, and digitalization. We want to be in the scene where the member appears, today the member is in the physical world, we have a store in the physical world; when he can't get to the store, his contact with the store is through the mobile phone, the APP, the vibrato, in these scenes we have to build contact with the member contact points, in these touch points we have to establish a certain relationship with the member. What is the carrier of this relationship? It is the products in our stores, interactive activities, parenting consultants, online products, content, etc. We call this content, and these things are all implemented through digitalization.

Because there are digital tools today that allow us to connect well with our members, digitalization is the carrier of all our stuff. For the last 5 or 6 years, we've been doing digitalization and iterating.

In the past few years, we have tasted some sweetness in the digitization of users on the C side, but in the future, our enterprise should become a digital enterprise, every month, each function, each ability is like my digital system today, send a version, the ability of this place will be upgraded, the efficiency of this place will be upgraded, the customer experience of this place will change, and all enterprises can survive must be said to use better efficiency to better meet consumer needs.

So the future of the enterprise is not you to do a systematic enterprise, but to say that you want to turn the entire enterprise into such an enterprise that can continue to iterate with users and with the needs of users. It is to become a digital enterprise that can be continuously iteratively upgraded by using digital technology. In the future digital enterprise, it must be a process from a channel to a platform, and eventually into an ecological process.