In Order To Enter The Pformation Of Apparel Industry Tencent Has Created Two Benchmark Cases.

In accelerating the implementation of intelligent pformation in the traditional retail industry, Tencent, with its strong technical foundation and keen insight into data, creatively put forward a series of intelligent zero sale assistance tools including small programs, public numbers, WeChat payments, WeChat and so on, with a view to more accurately and efficiently inject digital blood into the traditional retail industry and complete the digital pformation.

Today, this digital toolbox has made many exciting applications in the context of Shang Chao, such as integration and special output for WAL-MART and Yonghui life, in another traditional retail hub.

It is also writing the next chapter of smart retail strategy in full swing.

At the October 19th China clothing conference held in Suzhou, the Tencent smart retail media conference was held by Tencent smart retailer.

Two case partners, smart retailing and

Digital pformation of the path exploration, opportunities grasp, prospects and other related topics, and on-site reporters to explore and communicate.

Toolbox water and coal -- exploring the universal solution of the industry

When it comes to smart retailing's thinking and core strategy in the apparel industry, Tian Jiang Xue, deputy general manager of Tencent's intelligent retail strategy cooperation department, said that the reason why smart retailing chose the apparel industry as the next stop of the overall landing is mainly focused on the personalized consumption trend of the apparel industry itself constantly changing and the shopping guide resources with huge potential. These two points make the apparel industry contain catalytic contacts with the smart retail strategy in many aspects and links.

The ability of the ecosystem, based on the characteristics of various industries, is customized to become a quick and effective hydropower coal. It creates a digital solution that is close to the industry. "Tian Jiang Xue explains," the smart retailing strategy is landing in various industries. It is not simply to give merchants the resources to tilt at the end of the flow. What we are trying to do is to help the businesses to activate their own offline flow through the output of the water and electricity in the toolbox, help businesses to use digital assets in a more cost-effective way, better cultivate their users, and continuously create their own user increments, so that users can feel their brand appeal and perception have been improved. "The core idea of Tencent in implementing smart retailing strategy lies in its own tool matrix and connection.

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Based on the information obtained through interviews, geek Park understands that Tencent, as the exporter of technological capabilities and solutions, and reaching consensus and cooperation with partners, is essentially a process to help businessmen better establish dialogue systems with users and grasp the operation method of smart retail toolbox.

Currently include

In addition, smart retailing is actively exploring applications under various scenarios. The purpose is to accurately grasp the pformation pain points through a large number of case anatomy and analysis, so that the industry deductive model of smart retailing concept can be more closely related to consumers and close to human nature. Finally, "let the dialogue that aims at carrying out demand and providing services becomes more suitable for consumers' interests and needs, so that the pformation of traffic becomes more rich in fireworks and human nature."

At the same time, in the process of identifying, analyzing and operating global customers based on cloud computing algorithm and data engine, and accumulating and digitization of digital membership assets, businesses can better understand and master the positions and routes of operational smart retail tool weapons.

Regarding the future planning of smart retail strategy, Tian Jiang Xue admitted that smart retailing, as an important part of Tencent's strategic decision to embrace the industrial Internet, will definitely give full play to its potential in a richer and more diverse field.

In addition, geek park has learned from the interview that Tencent will choose beauty makeup and luxury products as the focus of next step in smart retailing, and the negotiations with relevant brands are in the process. At the same time, actively participating in the digital pformation process of large shopping centers and fashion vertical chain stores will also become a direction guide for promoting the evolution of smart retailing in the future.

As the most successful cooperation case of smart retailing strategy, it is from the bestseller and the interview.

The relevant marketing executives focused on the interpretation of the smart retail gene in the clothing industry.

The bestseller of smart retail story -- online and offline integration

First is the bestseller, according to the introduction of Liu Dongyue, the head of intelligent retailing, the smart retailer has more emphasis on the operation of the smart retailing toolbox through the whole channel and multi-level. In the process of activating and mobilizing the rich and powerful line store guide resources, highlighting the service efficiency, we build the unlimited service port and diversion scenario to maximize the breakthrough of the constraints and constraints of physical space and business hours.

Specifically, in the selection of exhibition shops, the best selling forecast model of the Tencent has been established.

Thanks to the powerful data mining and cross checking capabilities of Tencent cloud, the bestseller can understand the passenger flow situation of the potential shop address in an all-round way and multi angle in the early stage of inspection, accurately grasp and predict the sales and operation status of the storefront, so as to provide assistance for scientific decision-making and raise the input output efficiency of resources.

According to Liu Dongyue's disclosure, since the model was launched in Guangdong Province, it has successfully predicted the monthly sales quota of 15 planning stores, and the average accuracy rate has reached 84.38% by accumulating and analyzing the sales volume, promotional data, order performance and other information of all brand 560 stores in the past 2 years.

In the day-to-day operation of stores, the introduction of Tencent's excellent MALL capabilities has helped the shops to catch and track incoming visitors, and provide feedback to store operators about image aggregation of passenger flow convergence, so as to guide store operators to optimize the display and spatial layout of stores.

In addition, in order to better guide and satisfy customers' individualized consumption concept and experiential consumption fashion, the WeChat group has introduced the payment system based on face recognition technology in its main stores, and has also set up a smart screen interactive screen based on computer vision and face recognition technology.

　　当用户在门店导购人员的引导之下，通过刷脸验证自动完成会员注册之后，智慧交互屏幕就会自动识别顾客的相貌、身材、体型、以及性别年龄等基本信息，再与过往营销推送数据与订单选购记录等进行交叉比对，在一整套智能精准推荐算法的驱动下，让顾客无需费心挑选，费力试穿，即可在指尖的轻巧滑动之间获得专属的 SKU 推荐，同时实时一览虚拟上身效果，不仅如此，配合商品扫码购与微信刷脸免密支付服务，顾客得以在一整套美妙惬意的门店智慧服务闭环的引导下，更加美妙惬意的与自己心仪的商品在线下相遇，在整个过程之中，不仅商品的转化效率得以提升，而且购物过程也变得愈发充满趣味与人情，刘东岳总结道，实施门店导购流程智慧化再造之后，扫码购每年可以贡献近 2.5 亿元的 GMV，门店智慧化改造的效果比较理想。

Online shopping guide marketing links, all planning operations are around the WeMall small program launched in March this year.

WeMall, a small program platform, including multiple activities such as built-in activities, soft language, recommendation and collocation, and so on, helps push the offline shopping guide to break through the physical constraints, and build up a close and integrated fashion steward service for consumers.

For example, shopping guide can be based on monthly performance indicators and group marketing strategy, in WeChat's private chat, group chat, friends circle and other channels, using content template tools to directly pmit and share all kinds of information such as star single product, recommendation collocation, promotional activities and other kinds of information, and efficiently carry out 1's meticulous and periodic operation of 1 or 1 to N on potential customers in the departure area.

According to Liu Dongyue, since the launch of the WeMall Mini program, the sales increase of 30% has been achieved, of which 85% of the sales are from the shopping guide, and 11% of the sales are from the closed shop.

If it is the only way to pform the personal capability of the online shopping guide to the system capability, the normalization and internalization of the social fission concept is the key link of the global traffic flow to the private flow.

具体而言，借助小程序与公众号体系越来越紧密的融合连接的态势，在短短几个月的时间之内，JACK & JONES 所积累的近 146 万公众号粉丝，给 WeMall 小程序导入了近 156 万的用户量，超过 80% 的公众号粉丝转化为了小程序的用户;在购买支付成功页面引入社交立减金策略，借由激励机制实现品牌力与社交链的高效对接，有效提高拉新促活与沉淀留存，目前社交立减金所拉动的销售额已经超过了 7400 万元;开发趣味性与交互性极强的颜值 PK 小游戏，通过充满时尚气息与竞争理念的规则设定，全面打通品牌推广的全量场域，在游戏元素之外辅助以个性化推荐与返券等优惠机制，将社交元素的裂变效能发挥至极致，上线一周用户量即达到 3 万人，撬动了约 80 万的销售额。

Urban beauty of smart retail story -- around the creation of digital hard power for explosive money internalization

Another thing about urban beauty is that in the words of COO Cheng Zuming, the changes brought by Tencent's smart retail toolbox to urban beauty can be immediate. Although the two sides have just established a deep cooperation mechanism in the 8 months of August this year alone, it brought about 10 million sales and an increase of nearly 1 million members in a single month alone.

"In the past, we did business to some extent on the basis of guessing, or simply taking the experience to take it for granted," Zu Ming said frankly. "But since we worked with Tencent, we have found that relying on force algorithm to assist scientific decision-making can help us more accurately lock the target audience into advertising. Now the monthly sales volume can reach tens of millions, which is several times more than before, which is very helpful to our business."

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Compared with the gratifying changes in the sales data in the short term, the urban beauty pays more attention to the support of Tencent. After that, the group clears up the concepts and ideas of digital management and operation. After all, "the highest level of pformation is the hard power that is internalized into its own. It is the most valuable and long-term asset to develop its own runway in the process of accepting energy.

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In terms of data integration and sharing, the core demand of urban beauty is to use data mining and feedback to accurately grasp the consumer's fashion of instant consumption, so as to provide decision support for creating bursting funds.

In fact, compared with other clothing categories, underwear brands such as urban beauty will give more importance to the strategic significance of blasting money in guiding production, adjusting inventory and creating word-of-mouth.

A successful explosive product brings many benefits.

The precise input of goods has made the cost input in the early stage of data input, marketing budget, personnel deployment and other aspects faster, and in the short term, the hot fiery products can produce a more durable overall sales volume lifting effect, so as to achieve quick profit generation while alleviating the inventory pressure effectively. On the other hand, continuous investment in exploding funds will also provide guidelines and guidelines for brand marketing strategies. The hot money of the explosion will benefit from a wide range of target customers and the potential of consumption that is worth digging into. On the one hand, the successful launch of explosive money means

Online landing level, urban beauty and Tencent together to create a

The smart shopping room integrates innovative call shopping guide function, scan code self purchase function, excellent MALL store store fine operation tool system and intelligent interactive large screen, aiming at bringing new and smooth shopping experience to consumers.