Accenture cooperates with tmall to build a “enterprise management methodology” to drive the growth of businesses in the whole region

The following is the Accenture cooperates with tmall to build a “enterprise management methodology” to drive the growth of businesses in the whole region recommended by recordtrend.com. And this article belongs to the classification: Electronic Commerce, network marketing, Industry information.

Four years ago, tmall launched fast and grow methodology with consumers as the center to promote businesses to pay attention to consumer asset management and long-term brand value improvement, and carry out differentiated operation through accurate insight into consumer demand. After the introduction of methodology, FMCG brands represented by beauty have ushered in rapid development. Subsequently, fast and grow methodology became business standards in the e-commerce industry, leading brands to the e-commerce era.

Today, Accenture and tmall launched a new “enterprise management methodology”. As the only consulting partner of the white paper, Accenture helped tmall introduce the super model of refined operation in the whole life cycle of goods on the basis of upgrading fast and growth methodology, so as to combine the two dimensions of consumer operation and commodity supply chain operation, Help businesses achieve more accurate matching between people and goods, better consumer touch and richer differentiated supply.

Recently, the two sides jointly released this “enterprise management methodology”, introducing a new perspective of goods driven growth to help enterprises “two wheel drive”: from e-commerce global marketing to enterprise global direct service consumers (D2c), and from crowd operation to global consumer and goods life cycle management.

[figure 1, tmall’s “enterprise management methodology”]

This is a major upgrade after fast and grow methodology.

An Tang, general manager of consumer strategy center and ecological operation center, said, “the core of enterprise operation is long-term and continuous deterministic growth. Tmall’s” enterprise operation methodology “will help enterprises find new breakthroughs in accurately understanding market demand, discovering next-generation product opportunities and improving consumer experience.”

Comprehensive upgrading of consumer operation methodology

[figure 2: three upgrades of fast and grow methodologies]

“Enterprise operation methodology” upgrades the consumer operation methodology from three aspects: Global Unicom, private operation and strategic group.

1. Upgrading of global Unicom: it has expanded the global consumer operation scenario, linked the inside and outside of Alibaba ecology, opened up online and offline, strengthened the linkage between public and private domains, and upgraded the personalized consumer journey insight from “thousands of people and thousands of faces” to “thousands of people and thousands of journeys”.

2. Private domain operation upgrading: in order to help enterprises cope with traffic bottlenecks and the increase of unit customer acquisition costs, the capabilities and scenarios of private domain operation have been upgraded to help enterprises maximize the life cycle value of consumers.

3. Upgrading of strategic population: in order to meet the increasingly diversified and personalized consumer needs, the original tmall strategic population is newly upgraded to a mental population, and index attributes such as lifestyle and consumption behavior are added to help enterprises better insight and target the target population in a more comprehensive dimension.

The new goods super model has built an index system of “five key performance of goods evaluation”, which will help enterprises comprehensively improve goods operation efficiency under different goods life cycles such as new product period, mature period and tail goods period.

[figure 3, the super model of goods is proposed for the first time]

The white paper on “enterprise business methodology” also designed 16 major scenarios and dozens of sub scenarios around the life cycle value management of enterprise consumers and goods, and provided enterprises with matching tmall digital tools, services and ecological digital capabilities.

For global consumer operations, the white paper designs the following business scenario map around the four important stages of the consumer life cycle: circle, potential customers, new customers and loyalty, and expounds in detail the corresponding customized digital services, product tools and service provider capabilities.

[figure 4, map of consumer’s whole life cycle operation scenario] [figure 5, consumers’ full life cycle digitization capability]

For omni-channel goods operation, “enterprise management methodology” designs the following seven business scenario maps based on the corresponding customized digital services, product tools and service provider capabilities according to the three key life cycles of new product period, mature period and tail goods period, so as to help enterprises realize trend insight, new product R & D, marketing, excellent product operation Full link intelligent operation of channel goods grouping, supply chain management and clearance promotion.

[figure 6, map of operation scenarios in the whole life cycle of goods] [figure 7, digitization capability of goods in the whole life cycle]

In order to ensure that the enterprise’s business methodology can effectively inject new development power into the industry and brands, tmall also joined hands with ecological partners to launch super flagship plan and cutting-edge flagship plan to help the outbreak of enterprise business.

In short, “enterprise management methodology” is to help enterprises realize the in-depth coordination of “people and goods” to optimize the product operation and consumer operation ability of enterprises and “double wheel drive” enterprise growth. Read more: Accenture: 52% of users think that the offline price is higher than the online store. Accenture: open the door of the next wave of e-commerce. Accenture report: service is new sales. Accenture: 2019 consumer survey decade effort: CEO sustainable development goal survey report. Accenture: 2019 compliance risk report RSW / us: 2019 marketing overview Accenture report: target dependent Enterprises are more likely to attract consumers Forrester: Rethinking the role of CMO Accenture: the cornerstone of future growth – ecosystem IAB & Accenture: programmed purchase report of advertising within enterprises to curb advertising fraud: how to enhance trust in digital advertising? Accenture: covid-19 how to change the behavior of consumers forever the driving force for growth: a customer-centered supply chain report the way to break the B2B business: digitally reshaping the marketing service system (download attached)

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