一、时代赋予生产要素不同内涵
我们从农业社会到工业社会再到数字社会，生产要素发生了很大变化。如，农业社会是劳动力和土地，工业社会是资本和技术，在数字社会，数据已经上升到了和生产要素一样非常高的地位。在2020年，国务院印发的《关于构建更加完善的要素市场化配置体制机制的意见》里，把数据定义为新的生产要素，通过数据更好的运营、链接及释放出生产要素的价值，也是我们做企业需要面对的非常重要的课题。数字化转型网www.szhzxw.cn
二、信息化与数字化差异
经常有好多朋友会问到信息化和数字化这两个概念的区别，分享一下我的看法：首先是管理思维和用户思维的不同。在信息化时代，虽然我们实施了ERP、POS等各种系统，但是在企业与消费者之间的相互链接中，存在很多断点；并且信息化时代的思维是管理思维，它是企业的一个工具、拐杖；而数字化是用户思维，是C2B，是基于用户需求做个性化的定制，准确了解用户端个性的想法和需求是当代企业的必然追求。更好的驱动企业要素以高效满足用户的需求，是数字化时代重点解决的问题。
其次，是管理理念和经营理念的区别，很多企业上过一些非常先进的信息化系统工具，但更多是把信息化当做工具使用，可能系统很先进，但如果市场洞察、产品企划还是用传统的方法，这肯定是落后的；而数字化是经营理念，从目标制定与分解，市场洞察、用户刻画、用户经营、产品企划、供应链管理等等，都是在数字化的先进工具加持下的整个业务的升级；在线化、数字化、智能化，精准等等，是其基本特征。接下来我会列举相关的案例，与大家探讨在数字化时代，营销是如何进行转变和升级的。
案例1：数字化赋能“门店+”
以“双十一”为例，这是一个线上的节日，对于全渠道的消费品品牌来说，经常会碰到线上线下掐架的问题。试想线上拼命地打折，对传统门店来说是不是个灾难？而良品铺子在比较早的时候，线下门店在双十一那天的业绩却翻了4倍，和线上是同频共振的。传统门店如何能在双十一，这个线上促销的时间点做到平时业绩的4倍呢？这背后的本质就是用数字化经营的思路，而不是管理工具的思路。首先来解读一下流量，从下方这张图可以看到，当下的门店不再是传统的、等客人上门的门店，而是数字化、一体化全网打通的门店，通过各个触点的流量，提前运营客群，实现线上线下的导流，背后依托的就是运营数字化门店。
大家可以看到这几个数据，在双十一提前拉新420W+会员，领劵1400W张，最后的核销金额是6200W+，这是双十一当天线下门店的销售额。
在下图中可以看到双十一整体流量的来源，传统的订单占比并不高。围绕着线下门店要进行全渠道数字化的流量加持，提前两周进行品牌号推文，进行主页曝光等相关活动。而且要提前一周通过DM单、发朋友圈、导购的种草、门店周边潜客触达、店圈、异业合作等完善相关环节。双十一当天的“爆发”，其实并不是双十一当天的事情，实际上是提前两周就开始预热，并通过种草、发券、核销等环节来运营门店，以实现销售额的爆发。数字化转型网www.szhzxw.cn
以上通过数字化做法的预热、提醒、强化，都是按照营销周期和节拍实现运营。我们要知道数字化不再是工具的概念，而是营销的本体。同时我们也做了很多流量的运营，例如通过朋友圈广告推广，但数据显示，点击率比较低。此外还通过附近商户的异业合作支付返券引流1.6万人，通过十多个爆款单品、电子凭证、口碑进行引流蓄水。
双十一期间，在数字化的加持下我们打造了更加立体化的门店。活动后我们也对触点效果进行了评估，围绕门店线上流量，智能导购、新零售的主动营销、直播引流效果还是比较不错的。
再来看线上，本来线上的数字化水平就是很高的，从用户进来，到点击、收藏、加购能够形成完整的数字化链路。
案例2：数据回流指导精准营销数字化转型网www.szhzxw.cn
与其他品牌不同，我们在每年会投入很多资金去做影视剧的植入，在5月19日-5月31日播出的电视剧“幸福，触手可及”中就有良品铺子的广告曝光，预计人群覆盖总基数是500W，针对爱奇艺的人群画像分析，包括人群、年龄、所在省份、月消费额，可以分析出观剧人群和我们品牌人群的差异和区别。
通过数据分析发现，在购前的搜索行为上，广告曝光人群对比品牌老客的搜索行为更偏向于传统糕点与西式糕点类目，这符合当时良品铺子的品牌策略，就是白领与妈妈人群需要满足囤货和代餐的需求，同时在本部剧中投放的产品还有坚果，也很符合观剧人群的偏好特征。
因为已经充分了解用户，建立顾客对品牌的信任，同时了解了相关的产品信息，后面就需要通过品牌营销完成销售变现。曝光的产品在超级推荐、猜你喜欢广告位会再次触达以上人群，突出营养代餐需求。相比较来说，观剧人群的转化率达到22%，比普通人群转化率9%提升了2.5倍。此外使用系统序列化投放，再通过钻展连续两次进行拦截，转化率提升到33%。从观剧人群到人物画像，包括影视剧产品的植入、页面的承接、销售转化的全链路，精准营销效果会更好。在整个流程里，从站外数据回来，到做好相关的回流准备工作，到回流执行、数据治理、数据分析，才能进行人群圈选与投放、应用回流数据，如下图所示：
在这里可以看到线上运营有了数据的加持，能够对目标人群做更加精准的策划和投放。以前企业对消费者靠猜测和判断形成结论的时期已经过时了，现在是智能时代，要利用相关数据进行刻画，形成精准的营销和投放链路。以上两个案例介绍了数字化对线下和线上渠道所带来的变化。
案例3：天地人网立体打击
DQ是一款美国的冰激凌，从去年年底到现在还是比较火的，原因是在抖音平台上通过直播和短视频两个渠道，打造相关的产品形成流量的话题，吸引了很多年轻消费者的喜欢，比如：红鲤鱼与绿鲤鱼、亲亲抱举高高等网红产品，再通过相关的达人推荐、新品发布、隐藏餐单等各种玩法深得年轻消费者的心。由于疫情的原因，有很多餐饮品牌受到影响，但DQ的产品发展还是不错的，针对冰激凌、蛋糕、视频带货，每个月都会有相关的直播主题，进行4-8次品牌直播和达人参与播送，并且通过测试最佳的直播时间，整体的营销方式也在不断地优化和调整，利用平台实现了对年轻消费者的吸引，从而拉动了品牌快速增长。
案例4：利用增长等式不断优化增长工具数字化转型网www.szhzxw.cn
在数字化时代下，想要利用数字化来实现增长，就要谈到增长等式。利用增长等式中的不同影响因素，来不断优化增长工具，这是我们进行升级迭代的重要环节。不管是经营人、经营产品、还是经营渠道都有增长公式，这里重点来分享一下经营人的底层逻辑。
根据指标发现短板，围绕短板进行改善的效率是更高的。这里分享一个百果园的案例，如果一个新客在一个月内重复购买4次，就会变成忠诚的品牌老客户，后续的留存就会比较高，否则很容易流失。另外给大家看一下某餐饮企业用户留存数据的比例关系：新客在首月购买1次，次月留存为8%，如果新客首月购买2次，那么次月留存为18%，如果新客首月购买3次，次月留存可达到27%，新客在首月多次购买会对品牌有更强烈的印记，形成购买习惯，后面的留存、消费频次会更好。数字化转型网www.szhzxw.cn
另外普通会员和付费会员的留存比较也是非常显著的，次月留存分别是15%、48%，半年留存分别是8%、30%，这里可以看到付费会员的留存率比普通会员有很大的提升。另外从数据中能够看出，权益卡会员能够在购卡 30 天消费 3.2 次，对比普通会员提频 1.5 次， ARPU 102，比普通会员高 38 元，所以权益卡、储值卡都是有效的增长工具，可以提升复购和客单价。围绕GMV的增长等式，不断优化增长工具，来提升裂变率、转化率、复购率，同时通过促销来提升客单价，将进一步提升GMV的整体水平。
综上所述，随着数字时代的来临，数据已经成为第五生产要素，因此对于消费品牌来说，需要注意以下两个方面：
第一，数字化要链接消费者与企业要素，实时在线，精准匹配，提升企业运营效率，提升顾客的满意与忠诚。良品铺子有超过8000万会员，我们做的会员中台，把线上线下全网会员的ID进行打通，再针对这些会员进行精准营销。举一个例子：在世界杯期间，上线一款产品“噜啦杯”，就是冷吃的串串。我们就可以从数据库中筛选出购买过桶装面的，并且喜欢吃辣的会员，后台就可以打这种标签，向这些人群做新品投放，转化的效果还是比较好的。
第二，数字化是天网、地网、人网三网合一，立体化营销，不断优化获客、激活、留存、变现、复购的过程。
通过抖音等线上渠道推广、发券，结合门店的服务与地推，持续优化用户经营、会员体系，实现立体化营销。围绕用户增长，结合经营人的底层逻辑，打通增长链路，并且不断优化激活、留存、获客、变现、复购的销售漏斗，找到公司目前的短板再进行改善和对数字化的改造，能够进一步促进品牌竞争力的提升。
以上内容就是我今天带来的分享，希望能够为大家带来一些启发！
翻译：
This article by the CIO development center according to the former good shop CIO Zhou Shixiong in the “digital marketing enabling consumer goods enterprise brand upgrade (II)” special online meeting to share.
The Times endow factors of production with different connotations数字化转型网www.szhzxw.cn
As we move from an agricultural society to an industrial society to a digital society, the factors of production have changed a lot. For example, agricultural society is labor and land, industrial society is capital and technology, in digital society, data has risen to a very high status as the factors of production. In 2020, The State Council issued Opinions on Building a more perfect Market-oriented allocation mechanism of factors, which defined data as a new factor of production. It is also a very important subject for enterprises to better operate, link and release the value of production factors through data.
The difference between informatization and digitization
Often a lot of friends will ask the difference between the two concepts of informatization and digitalization, I would like to share my opinion: the first is the difference between management thinking and user thinking. In the information age, although we have implemented ERP, POS and other systems, there are many breakpoints in the mutual link between enterprises and consumers. And the thinking of the information age is management thinking, it is a tool of enterprises, crutches; And digitalization is the user’s thinking, is C2B, is based on user needs to do personalized customization, accurate understanding of the user’s personality ideas and needs is the inevitable pursuit of contemporary enterprises. To better drive enterprise elements to efficiently meet the needs of users is a key problem to be solved in the digital age.
Secondly, it is the difference between management philosophy and business philosophy. Many enterprises have used some very advanced information system tools, but most of them use information as a tool. The system may be very advanced, but if the market insight and product planning still use traditional methods, it will certainly be backward. And digitalization is the business philosophy, from the goal setting and decomposition, market insight, user characterization, user management, product planning, supply chain management, etc., are in the digital advanced tools to support the upgrade of the entire business; Online, digital, intelligent, accurate and so on, are its basic characteristics. Here are some examples of how marketing has been transformed and upgraded in the digital age.数字化转型网www.szhzxw.cn
Case 1: Digital Enabling “Store +”
Take “Double 11” as an example. It is an online festival. For omni-channel consumer brands, they often encounter the problem of online and offline competition. Imagine if the online discount frenzy would be a disaster for traditional stores? However, in the early days of good stores, the sales of offline stores on Singles’ Day increased by four times, which is in the same resonance with online stores.
How can traditional stores quadruple their usual sales on Singles’ Day, a time of online promotion? The essence of this is the idea of doing business digitally, rather than managing tools. First of all, let’s interpret the traffic. As can be seen from the chart below, the current stores are no longer traditional stores waiting for customers, but digital and integrated stores through the whole network. Through the traffic of each contact point, the customer group can be operated in advance to realize the online and offline flow guide, which is supported by the operation of digital stores.
As you can see from these data, on Nov 11, new members were recruited in advance for 420W+, with 1400W coupons, and the final cancellation amount was 6200W+, which is the sales volume of offline stores on Nov 11.
As can be seen from the figure below, the source of the overall traffic on Nov 11 is not high in traditional orders.
Around the offline stores, it is necessary to increase the traffic of omni-channel digitalization, and carry out brand number tweets two weeks in advance, homepage exposure and other related activities. In addition, relevant links should be improved one week in advance through DM order, sending friends circle, shopping guide planting grass, latent customer contact around stores, store circle, and different industry cooperation. In fact, the “explosion” on the day of Nov 11 is not the event on the day of Nov 11. In fact, it starts to warm up two weeks in advance, and operates stores through planting grass, issuing coupons, writing off and other links to achieve the explosion of sales.
The above through the digital practice of preheating, reminding, strengthening, are in accordance with the marketing cycle and beat to achieve operation.
We need to know that digitalization is no longer the concept of tools, but the ontology of marketing. At the same time, we have also done a lot of traffic operation, such as advertising promotion through moments of friends, but the data shows that the click rate is relatively low. In addition, 16,000 people are diverted through coupon payment of inter-industry cooperation of nearby merchants, and water storage is carried out through more than ten popular items, electronic vouchers and word-of-mouth.
During Singles’ Day, we built a more three-dimensional store with the help of digital. After the activity, we also evaluated the effect of the contact point. Centering on the online traffic of stores, the effect of intelligent shopping guide. Active marketing of new retail and live streaming drainage is relatively good.
Looking at the online, originally the digital level of the online is very high, from the user in, to click, collection, purchase can form a complete digital link.
Case 2: Data reflux guides precision marketing
Different from other brands, we invest a lot of money in film and TV series implantation every year. In the TV series “Happiness, within Reach” broadcast from May 19 to May 31, the advertisement of a good product shop was exposed. It is estimated that the total base of population coverage is 500W. We can analyze the differences between the audience and our brand.
Through data analysis, it is found that in terms of pre-purchase search behavior. The advertising exposure crowd is more inclined to traditional pastry and Western pastry than the search behavior of brand veteran customers. Which is in line with the brand strategy of the good stores at that time. That is, white-collar workers and mothers need to meet the needs of stocking up and meal replacement. At the same time, the products released in the drama include nuts. Which is also in line with the preference characteristics of the audience.
Since we have fully understood the users, established customers’ trust in the brand, and understood relevant product information, we need to realize sales through brand marketing.
The exposed products in the super recommendation, guess you like the advertising space will reach the above people again, highlighting the need for nutrition meal replacement. In comparison, the conversion rate among theatre-goers was 22 percent, 2.5 times higher than 9 percent for the general population. In addition, the conversion rate was increased to 33% by using the system’s serialization and intercepting twice in a row through drilling. From the audience to the portrait, including film and TV products implant, page to undertake, sales transformation of the full link, precision marketing effect will be better. In the whole process, from off-site data return to relevant reflux preparation, reflux execution, data governance and data analysis, crowd circle selection, placement and application of reflux data can be carried out, as shown in the figure below:
Here you can see the online operation with data support, can do more accurate planning and delivery for the target population. The previous period when enterprises form conclusions on consumers by guessing and judging is out of date. Now it is the era of intelligence. Relevant data should be used to describe and form accurate marketing and delivery links. These two examples illustrate the changes digitalization has brought to offline and online channels.
Case 3: Heaven and Earth human network three-dimensional strike数字化转型网www.szhzxw.cn
DQ is an American ice cream, which has been quite popular since the end of last year. The reason is that it has created related products and generated traffic topics through live streaming and short videos on Douyin platform. Which has attracted many young consumers. For example: Red carp and green carp, kiss and hold high high network celebrity products. And then through the relevant talent recommendation, new product release, hidden menu and other kinds of play deeply young consumers.
Due to the epidemic, many catering brands have been affected, but the product development of DQ is still good. For ice cream, cake and video delivery, there will be related live broadcast topics every month, 4-8 times of brand live broadcast and talent participation broadcast. And through testing the best live broadcast time, the overall marketing method is also constantly optimized and adjusted. The platform is used to attract young consumers, thus driving the rapid growth of the brand.
Case 4: Leverage the Growth equation to continually optimize growth tools
If you want to use digital to grow in the digital age, you have to talk about the growth equation. Using different factors in the growth equation to continuously optimize the growth tools is an important part of our upgrade iteration. No matter the operator, the product or the channel, there is a growth formula. Here is the focus to share the underlying logic of the operator.
According to the indicators, the weaknesses are found, and the efficiency of improving around the weaknesses is higher. Here we share a case of 100 Orchard. If a new customer buys four times in a month, he will become a loyal old customer of the brand. And the subsequent retention will be relatively high, otherwise it is easy to lose. In addition, let’s take a look at the proportion of user retention data in a catering enterprise:. If a new customer buys once in the first month, the retention in the next month is 8%. If a new customer buys twice in the first month, the retention in the next month is 18%. If a new customer buys three times in the first month, the retention in the next month can reach 27%.
In addition, the comparison between the retention of ordinary members and paid members is also very significant.
The retention of the next month is 15% and 48% respectively. And the retention of the half year is 8% and 30% respectively. It can be seen that the retention rate of paid members is much higher than that of ordinary members. In addition, it can be seen from the data that equity card members can consume 3.2 times within 30 days of card purchase, 1.5 times more than ordinary members, ARPU 102, 38 yuan higher than ordinary members. Therefore, both equity card and stored value card are effective growth tools. Which can increase the repurchase and customer unit price. Centering on the growth equation of GMV, we should constantly optimize the growth tools to improve the fission rate, conversion rate and repurchase rate. And at the same time raise the unit price through promotion, which will further improve the overall level of GMV.
To sum up, with the advent of the digital era, data has become the fifth factor of production. Therefore, consumer brands need to pay attention to the following two aspects:
First, digitalization should link the elements of consumers and enterprises, make real-time online and accurate matching. Improve the operation efficiency of enterprises, and enhance customer satisfaction and loyalty. Liangpin Shop has more than 80 million members, we do the membership center. The ID of online and offline members through, and then targeted at these members precision marketing. An example: During the World Cup, a product called Lula Cup was launched, which is a string of cold food. We can screen out members who have bought barrel noodles and like to eat spicy food from the database. And the background can hit this label, and do new products to these people. And the transformation effect is relatively good.数字化转型网www.szhzxw.cn
Second, digitalization is the integration of sky network, ground network and human network. Three-dimensional marketing constantly optimizes the process of customer acquisition, activation, retention, realization and re-purchase.
Through online channels such as Douyin promotion and coupon issuance, combined with store service and local promotion. Continuously optimize user management and membership system, and realize three-dimensional marketing. Centering on user growth and combining with the underlying logic of operators, we can open up the growth link. Constantly optimize the sales funnel of activation, retention, customer acquisition, cash and re-purchase, find the company’s current weaknesses. And then improve and transform the digitalization, which can further promote the promotion of brand competitiveness.
The above content is what I bring to share today, I hope to bring you some inspiration!
本文由数字化转型网（www.szhzxw.cn）转载而成，来源：CIO发展中心；编辑/翻译：数字化转型网宁檬树。
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