近20年营业额增长了100倍，在国内外45个主要城市与地区拥有成熟的业务网点。这是厦门建发纸业有限公司（下文简称 “建发纸业”）自身业务的增长成绩。而更值得关注的是，在腾讯企点的技术支持下，建发纸业推出的浆纸产业互联网平台，仅在2022年就促成了超过6万份订单，通过浆纸市场的数字信用体系，累计为上百个客户提供授信额度3亿元。可以说，在浆纸行业的产业链条上，建发纸业的价值同样引人瞩目。
因此，在发掘低增长时代的增长故事时，我们将目光投向建发纸业，希望了解在浆纸行业这一相对传统的产业中，企业如何通过数字化实现自身组织、经营、业务的全面提升，同时还推动整个产业的高质量发展。在与建发纸业信息总监施锵的对话中，我们将一探究竟。
1. 直击产业痛点，重塑协作模式
浆纸产业是典型的传统产业之一，具有资金技术密集、规模效益显著的特点。但与此同时，浆纸产业也面临链条长、层级多，协同效率低下等痛点。因此，在新冠疫情爆发前，全球浆纸产业已经进入重大的转型周期中，产业结构调整、数字化升级都是这一周期中的重要课题。
建发纸业就将重心聚焦在科技赋能与数字化转型层面，希望以此实现精确了解并满足客户多样化的需求，进而扩大产品销售渠道规模，提高供应链韧性和安全水平。
其实早在2015年，建发纸业就启动数字化助推产业升级的探索，打造建发浆纸产业互联网平台“纸源网”和“浆易通”。但从传统行业到信息产业，其中遇到的困难可想而知：一方面，传统企业对于云计算、大数据、人工智能等科技手段和力量的储备相对有限；另一方面，浆纸产业是比较传统的产业，客户年龄普遍偏大，接受数字化新事物的能力有限、顾虑较多。如何才能打造一套可靠、易用、真正击中产业痛点的数字化系统？
腾讯云副总裁张晔的思路或许能带来启发：“随着越来越多的行业从增量进入存量发展，竞争也从产品功能层面竞争上升到服务和体验层面的竞争。谁能给客户带来个性化的体验、更优质的体验，谁就能赢得未来的市场、未来的客户。”
这种以客户体验为中心的思路正是建发纸业在新的阶段展开数字化转型的重点。2021年10月，建发纸业开始与腾讯企点合作，开展浆纸产业数字化转型发展的研究与探索，升级两大平台，将浆纸产业客户的需求融入供应链服务创新的每一个环节。
比如，纸源网利用数字化技术，为纸业上下游客户提供在线交易、仓储物流、供应链金融等一站式服务，“客户只需点击手机，就能看到纸品库存、实时报价等信息，从下订单、电子签约再到提货，大宗商品的整个交易过程，像‘网购’一样方便。整个浆纸产业上下游的企业，都可以通过平台系统的对接完成交易、协同。” 施锵表示。
历时一年的打磨，建发纸业产业互联网平台浆易通 2.0，在腾讯企点业务中台、企点商通、企点客服、企点营销等的技术支持下也正式上线，可以更高效地打通产业壁垒，提升供应链运转效率。而如今，建发纸业在产业数字化上的举措与收效也已经凸显出来：
打造全产业一体化的大宗商品线上交易模式，帮助产业生态整体降本增效。建发纸业打造了找货源、询货价、下订单、签合同等多环节一体化的线上交易模式，还引入区块链技术，依托建发E建签构建电子签约平台，保证线上交易安全快捷。仅在2022年，该平台就促成超6万份电子订单的签约，节省了寄送成本数十万元和大量时间。
整合产业信息渠道，提升供应链物流、仓储、加工、资金运转效率。建发纸业打造以资讯和报价为核心的产业资讯窗口，推出独家直播节目“浆将三人行”，定期邀请浆纸产业专家在线分享产业热点，帮助用户实时把握市场脉动。同时，纸源网平台为上游纸厂打通了信息渠道，厂商可根据市场需求数据，实时调整生产计划。而在纸源网的数字化仓储物流系统中，中小型经销商可实现仓储物流的资源共享，进而降本增效。
构建浆纸市场的数字信用体系，为客户融资赋能。通过浆纸产业互联网平台、建发“E风控”智能风控平台，以及“浆纸云ERP”系统，建发纸业构建了浆纸市场的数字信用体系。浆纸行业是重资产行业，疫情期间，建发纸业发挥线上供应链金融服务优势，结合浆纸数字信用体系引入金融机构为上下游企业提供纯线上、无需抵质押物、按日计息随借随还的供应链金融服务，已累计为上百个客户提供授信额度3亿元，从而缓解浆纸产业上下游客户流动资金不足的问题。
建立数智化浆纸产业互联生态圈，推动整个产业高质量发展。通过“纸源网”和“浆易通”深度联动上下游，建发纸业为纸张、纸浆产业链的上下游客户提供定制化、专业化的供应链服务，帮助客户降本增效，实现价值提升。其中，建发浆纸产业互联网平台通过浆纸云ERP、浆纸云仓等SaaS服务系统，以深度定制的方式帮助浆纸产业的客户解决进、销、存、产、账的数字化管理难题，实现了产业上下游企业的互联互通，促进浆纸产业数字化转型。
整体看，建发纸业的数字化实践，并非浆纸产业与互联网的简单融合，而是借助数字化力量，以“以客户为中心”，对整个全产业链的进行了重塑与改造。
2. 数智驱动，构建一体化业务流程
在建发纸业数字化转型升级的过程中，腾讯企点这样的数字化服务平台成为其转型的关键助力。比如，以企点领航的技术平台为底座，浆易通 2.0 可支持高达 10 种用户身份类型的注册和认证；通过企点业务中台的前端框架能力，可直接渲染生成前台买家、卖家和服务商的中心列表页、详情查看页，大大节省前端开发时间、提高了开发效率、降低了出错的可能性。
就像张晔所描述的：“我们在产业中也看到有非常多的头部核心的企业非常有远见，希望让自己的业务能力、运营能力通过产业数字化服务平台，赋能成千上万的企业。领航的业务中台非常具有开放性，它支持产业的上下游，物流、仓储、金融等产业的服务。服务商共同接入到平台，通过中台的能力来打通业务流、信息流，打通资金和物流，实现产业链的降本增效。”
在前台应用方面，可以快速帮助企业实现按需定义业务场景和交易模式。而针对企业内部的存量系统，业务中台又可以起到桥梁作用，集成打通后台系统，实现一体化业务全流程。“在帮助建发纸业的产业互联网平台落地中，浆易通、纸源网就是两个基于企点业务中台建设的前台应用场景，通过复用中台业务能力，大大降低了重复建设工作；同时通过业务中台对接了企业内部的后台信息化系统，实现了一次对接，多个前台应用都可享受后台业务服务能力。
”从2015年探索“互联网+”至今，建发纸业的数字化转型已然取得了可喜成效，但整体的数字化转型仍然是正在进行时状态。施锵称，数字化是一个循序渐进的过程。比如2022年底，腾讯企点就再次升级，推出了“双涡轮方法论2.0——ACE增长盘模型”， 助力企业突破增长困局。其中，ACE即指连接力Access、协同力Collaborate、拓展力Extend。
施锵表示，希望建发纸业能够坚持长期主义，持续提升数字化基础能力，优化相关产品与解决方案，共同推动数字化行稳致远：“未来，我们将持续借用企点领航技术和业务中台以及商通连接和行业特性能力，为浆纸产业客户提供更高品质的数字服务、金融服务和物流服务，持续完善浆纸产业数字化平台，进一步提升浆纸产业链的整体效率，推动数字经济与实体经济融合稳链、强链，助力产业高质量发展。此外，继续推进国际化战略，持续扩大国际贸易合作规模，提升企业国际化经营能力。”
*本文数据统计截止2022年年末
翻译：
In the past 20 years, the turnover has increased by 100 times. We have mature business outlets in 45 major cities and regions at home and abroad. This is the growth result of Xiamen C&D Paper Co., LTD. (hereinafter referred to as “C&D Paper”). What is more noteworthy is that, with the technical support of Tencent Enterprise Point, the pulp and paper industry Internet platform launched by C&D Paper has promoted more than 60,000 orders in 2022 alone. Through the digital credit system of pulp and paper market, a total of 300 million yuan of credit line has been provided to hundreds of customers. It can be said that in the industrial chain of pulp and paper industry, the value of the paper industry is equally eye-catching.
Therefore, when exploring the growth story in the era of low growth, we will focus on the construction and development paper industry, hoping to understand how enterprises in the pulp and paper industry, a relatively traditional industry, realize the comprehensive improvement of their own organization, operation and business through digitalization, while promoting the high-quality development of the entire industry. In a conversation with Shi Qiang, the information director of C&D Paper, we’ll find out.
1. Hit the industry pain points directly and reshape the cooperation model
Pulp and paper industry is one of the typical traditional industries,. Which has the characteristics of intensive capital and technology and remarkable scale benefit. But at the same time, pulp and paper industry is also faced with long chain, multiple levels, low collaborative efficiency and other pain points. Therefore. Before the outbreak of the novel coronavirus, the global pulp and paper industry has entered a major transformation cycle. In which industrial structure adjustment and digital upgrading are important topics.
C&d Paper focuses on the level of technology empowerment and digital transformation, hoping to accurately understand and meet the diversified needs of customers. Thus expanding the scale of product sales channels and improving the toughness and safety of the supply chain.
In fact, as early as 2015, C&D Paper started the exploration of boosting industrial upgrading by digitalization. And built the Internet platforms of C&D pulp and paper industry, “Paper Source Network” and “Eitong”. However, from the traditional industry to the information industry. The difficulties can be imagined. On the one hand, the traditional enterprises for cloud computing, big data, artificial intelligence and other scientific and technological means and strength reserves are relatively limited. On the other hand, pulp and paper industry is a more traditional industry. The customers are generally older, limited ability to accept new digital things, more concerns. How to build a set of reliable, easy to use, really hit the industry’s pain point of digital system?
Zhang Ye, Vice president of Tencent Cloud may be enlightening:
“As more and more industries move from incremental development to inventory development, competition also rises from product function level to service and experience level competition. Who can bring customers personalized experience, better experience, who will win the future market, future customers.”
This customer experience-centered thinking is exactly the key point of digital transformation in the new stage of C&D paper industry. In October 2021, C&D Paper started to cooperate with Tencent Enterprise Point to carry out research and exploration on the digital transformation and development of pulp and paper industry, upgrade the two platforms. And integrate customer demand of pulp and paper industry into every link of supply chain service innovation.
For example, Zhiyuan uses digital technology to provide online trading, warehousing and logistics, supply chain finance and other one-stop services for upstream and downstream customers in the paper industry. “Customers only need to click their mobile phones to see the inventory of paper products, real-time quotation and other information. From placing orders, signing electronic contracts to picking up goods, the whole transaction process of bulk commodities is as convenient as’ online shopping ‘. The upstream and downstream enterprises of the whole pulp and paper industry can complete transactions and cooperation through the docking of the platform system.” Shi said.
After a year of grinding, Jiedong Paper industrial Internet platform Yitong 2.0 has been officially launched under the technical support of Tencent enterprise point business, Taiwan, enterprise point business, enterprise point customer service, enterprise point marketing, etc.. Which can break through industrial barriers more efficiently and improve the operation efficiency of the supply chain. But now, the measures and results of the industry digitalization of C&D paper industry have been highlighted:
We will build an industry-integrated online trading mode for bulk commodities to help reduce costs and increase efficiency of the industrial ecosystem.
C&d Paper industry has created an online transaction mode integrating multiple links. Such as sourcing, inquiring prices, placing orders and signing contracts. It has also introduced blockchain technology and built an electronic signing platform based on C&D E-signing to ensure the safety and speed of online transactions. In 2022 alone, the platform facilitated the signing of more than 60,000 electronic orders. Saving hundreds of thousands of yuan in shipping costs and a lot of time.
Integrate industry information channels, improve supply chain logistics, warehousing, processing, capital operation efficiency.
C&d Paper builds an industry information window with information and quotation as the core. Launches an exclusive live broadcast program “Three People of Pulp and Paper”. Regularly invites pulp and paper industry experts to share industrial hot spots online. And helps users grasp the market fluctuations in real time. At the same time, the paper source network platform opens up information channels for upstream paper mills. So that manufacturers can adjust their production plans in real time according to market demand data. In the digital warehousing and logistics system of paper source network. Small and medium-sized dealers can realize the sharing of warehousing and logistics resources, thus reducing costs and increasing efficiency.
Construct the digital credit system of pulp and paper market, and enable customers to finance.
Through the pulp and paper industry Internet platform. The “E Risk Control” intelligent risk control platform of C&D and the “pulp and paper Cloud ERP” system. C&D paper has built a digital credit system of pulp and paper market. Pulp and paper industry is an asset-heavy industry. During the epidemic period, C&D Paper gave full play to its advantages in online supply chain financial services and introduced financial institutions in combination with digital credit system of pulp and paper to provide upstream and downstream enterprises with pure online supply chain financial services that do not need to be collateralized against collateral and which are borrowed and paid with daily interest. It has provided credit line of 300 million yuan to hundreds of customers in total. So as to alleviate the pulp and paper industry upstream and downstream customer liquidity problem.
The establishment of digital intelligent pulp and paper industry interconnection ecosystem, to promote the quality development of the whole industry.
Through the deep link between the upstream and downstream of “Paper Source Network” and “Pulp-Eitong”, C&D Paper industry provides customized and professional supply chain services for the upstream and downstream customers of the paper and pulp industry chain, helping customers to reduce costs and increase efficiency, and realize value enhancement. Among them, through SaaS service systems such as cloud ERP and Cloud warehouse of pulp and paper, the Internet platform of C&D pulp and paper industry helps customers of pulp and paper industry solve the problems of digital management of input, sales, storage, production and accounts in a deeply customized way, realizing the interconnection of upstream and downstream enterprises of the industry and promoting the digital transformation of pulp and paper industry.
On the whole, the digital practice of C&D paper industry is not a simple integration of pulp and paper industry and the Internet, but a “customer-centric” reshaping and transformation of the whole industrial chain with the help of digital power.
2. Build integrated business process driven by data intelligence
In the process of digital transformation and upgrading of C&D paper industry, digital service platform such as Tencent Enterprise Point has become the key support for its transformation. For example, based on the technology platform of Enterprise Point Navigator, Zitong 2.0 can support registration and authentication of up to 10 user identity types; Through the front-end framework capability of the enterprise point business center, it can directly render and generate the front desk buyers, sellers and service providers of the center list page, details view page, greatly saving the front-end development time, improve the development efficiency, reduce the possibility of error.
As described by Zhang Ye, “We also see in the industry that there are a lot of leading core enterprises with great foresight, hoping to empower thousands of enterprises with their business capabilities and operation capabilities through the industrial digital service platform. The business center of Linghang is very open, it supports the upstream and downstream of the industry, logistics, warehousing, financial services and other industries. Service providers are jointly connected to the platform, through the ability of middle Taiwan to open up business flow, information flow, capital and logistics, to achieve cost reduction and efficiency increase in the industrial chain.”
In the foreground application, it can quickly help enterprises to define business scenarios and transaction patterns on demand.
For the stock system inside the enterprise, the business center can play a bridge role, integrate through the background system, and realize the whole process of integrated business. “In the implementation of industrial Internet platforms to help the construction and development of paper industry, Ezeitong and Paper source network are two foreground application scenarios based on the middle platform construction of enterprise point business. By reusing the middle platform business capability, the repetitive construction work is greatly reduced. At the same time, it connects with the enterprise’s internal background information system through the business center and realizes a connection. Multiple foreground applications can enjoy the background service ability.
Since the exploration of “Internet +” in 2015, the digital transformation of the construction and development paper industry has achieved gratifying results, but the overall digital transformation is still in progress. ‘Digitization is a gradual process,’ Mr. Shi said. For example, at the end of 2022, Tencent upgraded its enterprise point again and launched the “Twin Turbine Methodology 2.0 — ACE Growth Disk Model” to help the enterprise break through the growth dilemma. Among them, ACE refers to connect relay Access, Collaborate Force and Extend force. Tencent Enterprise Point will rely on product layout such as boundary-free service, global marketing, intelligent transaction, enterprise point data medium platform, enterprise point business medium platform, and analysis engine to help enterprises improve the three forces and create an integrated experience of full link, whole process and cross-business. For enterprises, this will also be another important opportunity to upgrade digital capabilities.
Shi Qiang expressed the hope that both C&D Paper and Tencent Enterprise Point could adhere to the long-term doctrine, continue to improve the basic digital capabilities, optimize relevant products and solutions, and jointly promote the stable and long-term digitalization:
“In the future, we will continue to use the enterprise point navigation technology and business center and business connection and industry characteristics, to provide pulp and paper industry customers with higher quality digital services, financial services and logistics services, continue to improve the pulp and paper industry digital platform, further improve the overall efficiency of the pulp and paper industry chain, promote the integration of digital economy and real economy stable chain, strong chain, We will help promote high-quality development of industries. In addition, we will continue to promote the internationalization strategy, continue to expand the scale of international trade cooperation, and enhance the ability of enterprises to operate internationally.”
Data collected in this article are up to the end of 2022
本文由数字化转型网（www.szhzxw.cn）转载而成，来源：哈佛商业评论 ，作者：HBR-China；编辑/翻译：数字化转型网宁檬树。
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