近日，2022腾讯智慧零售“全域数字经营榜”发布。贝恩公司全球专家合伙人、消费品/营销专家鲁秀琼（Joanna Lu）女士受邀担任本次评审团专家。面对汹涌的数字化浪潮，在她看来， “今天对所有的企业来讲，最大的改变是真正以消费者为核心。深度洞察用户，能帮助企业找到新的增长点。全域数字经营的突破在于，以消费者为核心的效率提高，从洞察效率、创新效果到营销效力，都真正有了跨越式的提高。”
新品牌不再只盯着拉新，而是深耕会员群体，提升复购；国际大牌“放下身段”，在社群与消费者共创段子，靠网络文化热潮出圈，刷新品牌印象；原本常常“暗自较劲”的卖场和品牌商户不再对立，而是联合探索链路打通、价值共享的方法…… 在商业世界的各个角落，生意增长的方式都在发生改变。“企业必须思考未来需要什么样的关键能力，不断进化这种能力，才能持续为客户创造价值。”这是核心竞争力概念的提出者、伦敦商学院客座教授加里·哈默的判断。他强调，适应变化的时代，企业的核心竞争力也需要顺时而变。
那么，在加速到来的数字商业时代，什么才是面向未来的核心竞争力？
12位来自不同领域的学者、行业观察者，共同研讨过去一年中值得关注的企业经营案例，从战略、创新、效率等维度分析企业增长的底层逻辑。在这场长达7小时的研讨会上，多位专家达成共识：全域数字经营能力，正是数字商业时代企业应具备的核心竞争力。
一、共识，向全域数字化要增量
什么是“全域数字经营”？
可能大家常听到的是“全域经营”，其实，这并不是个新概念。2002年，营销管理教授菲利普·科特勒首次提出了“全方位营销（holistic marketing）”，核心是企业需要打破渠道、空间的限制，全方位连接经营资源。后来，菲利普·科特勒又提出“Multi Touch”的概念，指企业和用户之间需要在很多地方进行触达，建设多触点。这被很多业内人士理解为“全域经营”。
“用户在哪儿，企业就在哪儿”，秉持着这样的共识，一直以来，全域经营都是企业希望达成的目标，但在实现的路径上却受困于底层连接、贯通能力的缺失。
随着数字技术蓬勃发展，数字生态日趋成型，线上线下、公域私域，甚至各大流量平台之间的连接不断加深，全域经营真正具备了实现的条件。这时，可以落地、不停留在理念中的“全域数字经营”顺势而生。
数字化为全域经营提供了基础能力。过去几年疫情加速了数字化时代的来临，也在客观上促成了全域经营的提速。加之流量时代退潮，面对越来越高昂的获客成本，众多企业纷纷寻找新的增长逻辑，全域数字经营也因此进入更多企业的视野。
腾讯集团高级副总裁林璟骅表示，企业追求的永远是用更高的效率，创造更多的价值，尤其在新商业文明语境中，以连接、开放为底色，更需要企业具备全域数字经营的意识和能力。“而全域的核心就是通过对用户的全域触达，形成对用户需求的数据洞察，并回归企业内部价值创造的各个环节，为经营提供指导。”林璟骅称。
于企业而言，全域数字经营的益处是显而易见的。
在北大光华管理学院市场营销学系副教授厉行看来，数字化助力企业实现全域触达，并借助数据分析应用能力，实现精细化、差异化服务。凯度集团大中华区CEO王幸则称，通过全域的打通，搭建起完整的生态场景，从而打造强品牌，是企业实现长期高质量发展的必由之路。
事实上，过去几年，腾讯已经与千余家不同领域的品牌一起探索数字经营，也见证了这些企业向全域数字化迈进的过程。腾讯智慧零售市场副总裁常越分享了他们的一个发现：通过全域数字化去提高运营效率，获得新的增长，是企业关键的突破点。
比如，安踏加大数字化投入，夯实企业数字资产和经营能力，改善消费者购物体验，官网小程序GMV增幅高达177%。另外，沃尔玛、肯德基等品牌也在借助数字化能力开启全域经营，重构和用户的新关系，打通线上线下消费场景，提升服务效率。 就像加里·哈默提到的，企业构建核心竞争力的关键是能否做到比对手更低的成本、更快的速度。而全域数字经营，正是企业实现这些目标的典型做法。
二、进化，全域数字经营这么做
全域数字经营成为新生意变局下的可行方向，很多企业躬身入局，从中也有不少先行者从全域数字经营实践中铸就增长机会。他们是如何做到的？
撬动全域，以私域为支点。私域被很多企业视为迈入全域数字化的第一阶段。在数字经济的大背景下，企业纷纷搭建自有的数字化基础设施，构建私域。靠私域积累起企业数字资产的“第一桶金”，在获客、精准连接用户到精细化服务等环节，为增长提供支撑。
见实创始人徐志斌一直专注于私域营销和未来商业的研究。他发现，私域其实是在数字化的真正的开端。从如今企业私域和全域经营的结合越来越深，下一步，私域对企业组织结构、企业文化、服务流程、商业模式等一系列流程的优化也会更加明显。2023年企业向全域跃升会越来越多。
CCFA秘书长彭建真概括说：数字化转型至今，私域备受业内关注。未来企业还需要深耕私域，同时通过全域整合，快速响应消费者需求，实现长期的盈利。
数字化，串联全域生态。无论是用户数据、交易数据，还是日常的运营数据，都成为企业数据资产的重要构成，也为更精细化运营打下基础。正如《哈佛商业评论》中文版执行出品人齐馨所说：数字化提升了企业的数据分析能力，让企业经营更加科学。随着数字化进程加速和基建完善，不断提升对全域用户的精细化运营能力，会是非常好的增长点。
海外品牌巴黎欧莱雅，通过不断优化数字化布局，投入数字化千店建设，实现了在中国市场的持续业绩增长。百果园打通线上线下门店，以大数据能力串联传播、销售、售后等各经营环节，围绕门店建立社群，实现了对用户的全天候运营，创下百亿销售额记录。
更进一步，在全域数字经营的逻辑下，品牌和商家已经开始借助数字化支撑，以数据优化营销策略打造共赢生态。万达搭建卖场的“数字化营销一站式解决方案”就是一大亮点，通过与腾讯智慧零售合作，打通卖场和品牌商户的全场景交易结算体系，赋能了卖场、品牌方的用户数据运营能力，实现了GMV及用户粘性的双提升。
中国人民大学商学院教授刘向东由此感叹，在全域数字经营领域，利用数据和数字化能力破解品牌和零售商的矛盾，比数字化工具本身的进步更重要。而这种共生生态思维，也是数字化发展到今天，企业需要具备的经营意识。
经营，以用户价值为核心。管理大师德鲁克有个非常知名的观点：经营的本质是以客户为中心。围绕用户创造价值是生意的前提。这也就意味着，离消费者最近、了解消费者需求的企业，更能在激烈的市场竞争中占据优势。
事实上，全域数字经营为企业和用户创造了更多触达机会，深入挖掘用户价值，精细化经营用户关系提供更多机会。
比如潮玩品牌泡泡玛特通过会员系统运营，提升复购率，2022年会员贡献的销售额占比超过90%。母婴品牌孩子王沉淀近千万会员，精细化的全生命周期用户运营撬动全域，助力品牌实现了向“一站式的家庭消费和娱乐中心”的升级。 贝恩公司全球专家合伙人鲁秀琼女士表示，“今天对所有的企业来讲，最大的改变是真正以消费者为核心。深度洞察用户，能帮助企业找到新的增长点。全域数字经营的突破在于，以消费者为核心的效率提高，从洞察效率、创新效果到营销效力，都真正有了跨越式的提高。”
三、未来，让竞争力可持续
全域数字经营正成为很多企业迈向增长的重要路径，创新案例频出，而专家们在讨论和解码优秀案例的性经验时也发现，可持续的全域数字经营，需要在企业端、用户端以及行业端做好坚守。
回归产品和服务的初心。加里·哈默在诠释“核心竞争力”时，强调的就是“公司协调不同产品的能力”，“并为终端客户提供差异化产品，服务好客户”。过去一年来，我们与企业和行业交流时也发现，“回归初心，打好产品基本功”“提升产品力、服务好顾客和会员”被高频提及。
避免对用户的过度运营。很多专家都提到了尊重用户，对数据应用的克制和向善的重要性。天图投资CEO冯卫东就表示，防止对用户数据的过度运营是可持续的前提。“未来商业要以顾客的利益为中心，以整个社会的分工效率提高为基础，建立一个平衡。既能让品牌在公域里充分利用数据，也要达成一种价值创造的有效确权，避免过度私有化导致信息孤岛。”
对此，刘润也用“飞轮模型”解释了企业和用户的“边界”。企业需要把私域当作资产来经营，就需要用飞轮模型。即提供价值，获得正向的用户反馈，再以此为基础，提供更高的价值。一旦企业和用户建立了信任关系，资产的价值只会越来越厚，双方会彼此增益。
激活标杆效应。经典的“标杆管理法”通过树立最佳操作案例，从而在组织中进行比对，以获得绩效改善，这一做法已被验证为一种有效模式。“未来，如何在数字化进化和企业整体增长之间建立正相关性非常重要。”刘向东建议行业和企业要从密集的实践案例中找出一些共通性的问题和方法，为企业数字化经营提供参考性打法，进而推动整个行业增长。
为给行业挖掘“标杆”，现场12位专家也身兼评审，综合衡量品牌的年度数字经营状况，评选出了12家标杆企业。常越透露，本次腾讯智慧零售参与梳理和评选全域数字经营案例，初衷即是树立标杆，以行业最佳实践，呈现从私域走向全域，进而迈向数字化下一步的探索过程，让全域数字经营撬动行业更高效进化。
翻译:
Recently, the 2022 Tencent Smart Retail “Global Digital Business List” was released. Joanna Lu, Global Specialist Partner and consumer goods/marketing specialist at Bain & Company, was invited to serve as an expert for the jury. In the face of the surging digital wave, in her view, “the biggest change for all businesses today is to truly put the consumer at the core.” Deep insight into users can help enterprises find new growth points. The breakthrough in global digital management is the improvement of consumer-centered efficiency, from insight efficiency to innovation effectiveness to marketing effectiveness, which has truly improved by leaps and bounds.”
The new brand no longer only focuses on pulling new, but deeply cultivates the member group and promotes re-purchase; International big brands “put down their bodies”, create jokes with consumers in the community, rely on the Internet culture boom, refresh the brand impression; Originally often “secretly competing” stores and brand merchants are no longer opposed, but jointly explore the link open, value sharing method…
Everywhere in the business world, the way businesses grow is changing. “Companies have to think about what key capabilities they will need in the future and evolve them to continue to deliver value to their customers.” That is the judgment of Gary Hamer, a visiting professor at London Business School who coined the concept of core competence. He stressed that to adapt to the changing times, the core competitiveness of enterprises needs to change with the time.
So, in the accelerating era of digital business, what is the core competitiveness for the future?
Twelve scholars and industry observers from different fields discussed the noteworthy business cases in the past year and analyzed the underlying logic of enterprise growth from the dimensions of strategy, innovation and efficiency. In this 7-hour long seminar, many experts reached a consensus: the global digital operation capability is the core competitiveness of enterprises in the digital business era.
Consensus, to the global digitalization to increase
What is “global Digital Business”?
Perhaps we often hear that “global management”, in fact, this is not a new concept. In 2002, marketing management professor Philip Kotler first proposed “holistic marketing”. The core is that enterprises need to break the restrictions of channels and Spaces and fully connect business resources. Later, Philip Kotler proposed the concept of “Multi Touch”, which refers to the need for contact between enterprises and users in many places, and the construction of multiple contacts. This is understood by many in the industry as “global management”.
“Where the user is, where the enterprise is”, upholding such a consensus, all the time, the global operation is the goal that the enterprise hopes to achieve, but on the path to realization, it is trapped in the underlying connection and the lack of connectivity.
With the vigorous development of digital technology, the digital ecology is becoming increasingly formed. And the connection between online and offline, public and private domains, and even major traffic platforms is deepening. And the global business truly has the conditions for realization. At this time, you can land, do not stay in the concept of “global digital management” along the trend.
Digitization provides the fundamental capabilities for global operations.
In the past few years, the epidemic has accelerated the advent of the digital age. And has also objectively contributed to the acceleration of global operations. Coupled with the ebb of the traffic era, in the face of increasingly high customer acquisition costs. Many enterprises have to find a new growth logic. And the global digital business has therefore entered the vision of more enterprises.
Lin Jinghua, senior vice president of Tencent Group, said that the pursuit of enterprises is always to create more value with higher efficiency. Especially in the context of new business civilization, to connect and open as the background color. But also the need for enterprises to have the awareness and ability of global digital business. “The core of the global domain is to form data insight into user needs through the global reach of users. And return to all aspects of internal value creation in the enterprise to provide guidance for business.” Lin Jinghua said.
For businesses, the benefits of global digital operations are clear.
In the view of Li Hang, associate professor of the Department of Marketing of Guanghua School of Management, Peking University, digitalization helps enterprises to achieve full reach. And with the help of data analysis and application capabilities, to achieve refined and differentiated services. Wang Xing, CEO of Kantar Group Greater China, said that through the opening up of the whole region, to build a complete ecological scene. So as to create a strong brand, is the only way for enterprises to achieve long-term high-quality development.
In fact, over the past few years, Tencent has explored digital operations with more than a thousand brands in different fields. And has also witnessed the process of these enterprises moving toward global digitalization. Chang Yue, vice president of Tencent’s smart retail market, shared one of their findings:. Improving operational efficiency and obtaining new growth through global digitalization is a key breakthrough point for enterprises.
For example, Anta increased digital investment, consolidated corporate digital assets and business capabilities, improved consumer shopping experience, and increased GMV by 177%. In addition, Wal-Mart, KFC and other brands are also using digital capabilities to open global operations, reconstruct new relationships with users, open up online and offline consumption scenarios, and improve service efficiency.
As Gary Hammer mentioned, the key to building core competitiveness is whether an enterprise can achieve lower cost and faster speed than its rivals. Global digital operation is a typical way for enterprises to achieve these goals.
Evolution, global digital business to do so
Global digital business has become a viable direction for new business changes. And many enterprises have stepped into the game, and many pioneers have created growth opportunities from global digital business practices. How do they do it?
Leverage the whole domain, with the private domain as the fulcrum.
The private domain is seen by many enterprises as the first stage of global digitalization. In the context of the digital economy, enterprises have built their own digital infrastructure and built private domains. Relying on the private domain to accumulate the “first bucket of gold” of enterprise digital assets, providing support for growth in the links of obtaining customers, accurately connecting users to refined services.
Xu Zhibin, the founder of See Reality, has been focusing on the research of private domain marketing and future business. He found that the private domain was actually the real beginning of digitization. From now on, the combination of private domain and global business is getting deeper and deeper. And the next step, the optimization of a series of processes such as corporate organizational structure, corporate culture, service process, and business model will be more obvious. In 2023, enterprises will jump to the global area more and more.
Peng Jianzhen, Secretary-General of CCFA, said: So far, digital transformation has attracted the attention of the private domain in the industry. In the future, enterprises also need to deeply cultivate private areas, and at the same time. Through the global integration, rapid response to consumer demand, to achieve long-term profits.
Digital, connected global ecology.
Whether it is user data, transaction data, or daily operational data, it has become an important component of enterprise data assets. But also to lay the foundation for more refined operations. As Qi Xin, executive producer of the Chinese edition of Harvard Business Review, said: Digitalization has enhanced the data analysis ability of enterprises and made enterprises more scientific. With the acceleration of the digital process and the improvement of infrastructure. It will be a very good growth point to continuously improve the fine operation ability of global users.
L ‘Oreal Paris, an overseas brand, has achieved sustained performance growth in the Chinese market by continuously optimizing its digital layout and investing in the construction of digital stores. Baiguoyuan opened up online and offline stores, established a community around stores with big data capabilities in series communication, sales, after-sales and other business links, achieved all-weather operation for users, and set a sales record of 10 billion.
Further, under the logic of global digital business, brands and businesses have begun to use digital support to optimize marketing strategies with data to create a win-win ecology.
The “digital marketing one-stop solution” built by Wanda stores is a highlight. Through cooperation with Tencent smart retail, Wanda opens up the full-scene transaction settlement system of stores and brand merchants, enabling the user data operation capability of stores and brands, and realizing the double improvement of GMV and user stickiness.
Liu Xiangdong, a professor at the Business School of Renmin University of China, lamented that in the field of global digital business. The use of data and digital capabilities to crack the contradiction between brands and retailers is more important than the progress of digital tools themselves. And this kind of symbiotic ecological thinking is also the business consciousness that enterprises need to have today’s digital development.
Management, user value as the core.
Management guru Drucker has a very famous view: the essence of business is customer-centric. Creating value around users is the premise of business. This also means that companies closest to consumers and understanding consumer needs are more able to occupy an advantage in the fierce market competition.
In fact, global digital management creates more opportunities for enterprises and users to reach, dig deeper into user value. And provide more opportunities for fine management of user relationships.
For example, Bubble Mart, a popular play brand, operates through the membership system to improve the re-purchase rate. And the sales contributed by members will account for more than 90% in 2022. Baby King precipitates nearly 10 million members, and the refined full life cycle user operation leveraged the whole area, helping the brand to achieve the upgrade of “one-stop family consumption and entertainment center”.
Ms. Lu Xiuqiong, global expert Partner at Bain & Company, said, “The biggest change for all businesses today is to truly put the consumer at the core. Deep insight into users can help enterprises find new growth points. The breakthrough in global digital management is the improvement of consumer-centered efficiency, from insight efficiency to innovation effectiveness to marketing effectiveness, which has truly improved by leaps and bounds.”
The future, make competitiveness sustainable
Global digital business is becoming an important path for many enterprises to grow, innovation cases are frequent. And experts in discussing and decoding the common experience of excellent cases also found that sustainable global digital business, the enterprise side. The client side and the industry side to do a good job.
Return to the original intention of products and services.
When Gary Hammer interprets “core competence”, he emphasizes “the ability of the company to coordinate different products”, “and provide differentiated products for the end customer and serve the customer well”. In the past year, when we communicated with enterprises and industries, we also found that “returning to the original heart, playing the basic skills of products” and “improving product strength, serving customers and members” were frequently mentioned.
Avoid over-operation of users.
Many experts have mentioned the importance of treating users with respect, using data with restraint and kindness. Feng Weidong, CEO of Tiantu Investment, said that preventing excessive operation of user data is a prerequisite for sustainability. “In the future, business should be centered on the interests of customers. Based on the improvement of the efficiency of the division of labor in the whole society, and establish a balance.” It can not only enable brands to make full use of data in the public domain. But also achieve an effective confirmation of value creation, avoiding excessive privatization leading to information silos.”
In this regard, Liu Run also used the “flywheel model” to explain the “boundary” between enterprises and users. Enterprises need to operate private domains as assets, so they need to use the flywheel model. Provide value, get positive user feedback, and then build on that to provide higher value. Once a trust relationship is established between the enterprise and the user. The value of the asset will only get thicker and thicker, and both parties will gain from each other.
Activate the benchmarking effect.
The classic “benchmarking” approach of establishing best practices that can be compared across an organization for performance improvement has been proven to be an effective model. “In the future, it will be important to establish a positive correlation between digital evolution and overall business growth.” Liu Xiangdong suggested that the industry and enterprises should find out some common problems and methods from the intensive practice cases, to provide a reference for the digital operation of enterprises, and then promote the growth of the entire industry.
In order to excavate the “benchmark” for the industry, 12 experts on site also participated in the review. Comprehensively measured the annual digital business status of the brand, and selected 12 benchmark enterprises. Chang Yue revealed that this time Tencent smart retail participated in combing and selecting the global digital business case. The original intention is to set a benchmark, to industry best practices, present the exploration process from the private domain to the global domain. And then to the next step of digitalization. So that the global digital business can leverage the industry to evolve more efficiently.
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