Brand Mining Big Data And Implementing Precision Marketing

On the theme of "all channels and new retail", many Ali executives and retail high-end brand elite participated in the ceremony. At the meeting, they discussed the macro picture of the retail industry in the era of full channel.

Through the systematic exposition of the contents of the "three links", it is indicated that Ali should better empower businesses in these three aspects.

L'OREAL CMO AsmitaDubey in China indicates that the trend of 2016 electricity supplier will be "CRM+ big data +O2O" in the future.

"Let me tell you three things L'OREAL did.

First of all, how do we create products? Second, how do we digitize the customer decision-making process? Third, how do we create this?

The brand will digitize the brand and eliminate the difference between online and offline.

L'OREAL says it collects customer data by launching different digital products.

For example, the smart patch developed in January 2016 can diagnose the degree of ultraviolet radiation damage to the skin.

"It's very much like an object of the Internet of things, so you put it on any part of your skin and you can test your skin, such as your condition of radiation damage."

In addition, L'OREAL has also launched a APP called "makeup Wizard", which has been online in more than 50 countries to collect data through users' downloads and usage.

The most important step, she believes, lies in how companies use data.

"We are a traditional company. Before that, L'OREAL has been in long-term cooperation with the Cannes Film Festival. Many L'OREAL stars will participate in such activities.

But such activities are not digitalized in China, especially after 90, because they are not online, so they do not see much.

AsmitaDubey introduced L'OREAL marketing for L'OREAL, such as sending personalized voice messages with Fan Bingbing on WeChat platform. Many consumers will follow WeChat and form a purchase.

In addition, Pan Zhiyong, head of Tmall mobile city's mobile phone business division, elaborated on the changes of China's mobile phone industry in the past ten years, and put forward the trend of mobile phone consumption in the future. We must master the key points of "innovative service, personal experience, independent and positive, healthy life".

Juhuasuan business group general manager Luo Luo said, 2016 Juhuasuan's operation thinking is to make a brand with temperature, "let Juhuasuan become a leading attitude towards life", will introduce more high-end brands, echoing the trend of personalized consumption upgrading.