Xinhua News Agency, Beijing, February 23, title: "Migration" to the cloud, domestic products' "self-help" online during the epidemic

Xinhua News Agency reporter Zhang Xinxin

In 15 days, from a 90% decline in performance to 145% in the same period last year, the domestic brand Lin Qingxuan took a "roller coaster". Enterprise CEO Sun Laichun said that after the epidemic, 157 stores were closed and those that opened were weak. "Every day you open your eyes is one million dollars in expenditure." He realized that further delays would face a great crisis.

change! All businesses turned online, the store started broadcasting, and they went into the broadcasting room themselves. "On the first day, there were only 2 fans. Four days later, there were more than 500 people. By February 15, not only did not die, but the performance of some stores doubled." Sun Laichun was surprised that the live broadcast turned out to be a rare opportunity for the brand. The secret of health.

Affected by the epidemic, department stores and retailers in many parts of the country suspended or shortened business hours, and the "stop" channels and insufficient passenger traffic affected many domestic-selling brands. From offline to online, from stores to the cloud, domestic products are "self-help".

Clothing brand Aimu will “store on the cloud” in physical stores and establish closer connections with consumers through cloud customer service and cloud malls. As of February 19, the number of offline stores that opened the cloud store has reached 1,894, with an average daily fan increase of 5,500. "In order to develop under difficult conditions, we must seek a breakthrough." Said Zhang Rongming, chairman of Aimu Group. The cloud store is driving the overall transformation of the brand to wisdom.

Apparel brand Goliath uses corporate WeChat to achieve rapid growth in daily sales; Watsons changed its offline business to online live streaming with fast delivery services. Creating another "storefront" of space experience, turning offline communication into online live broadcast ... "Migrating to the cloud" is the choice of many domestic brands today.

Taobao's "Taobao Economic News" shows that since February, more than 30,000 people have come to Taobao to open new stores every day, and more than 20% of them have come from offline stores. The number of manufacturers selling live goods directly on Taobao increased by 50% year-on-year, and the live broadcast of offline stores in the three industries of apparel, beauty and home furnishings was the most active. The "cloud work" model has become a new trend.

Brands are actively going to the cloud, and the platform must provide accurate docking and services. The retail solution launched by Microsoft uses technologies such as cloud and virtual reality to enhance the experience; Inspur announces the free opening of remote collaborative office services such as video and "cloud +".

At the same time, Pinduoduo launched the "Docking of Agricultural Products Production and Sales", in addition to traffic support, set up a special subsidy of 500 million yuan for agricultural products and a courier subsidy of 2 yuan per order; Nearly a hundred high-quality brands have completed online transformation and matched the corresponding promotion and interaction mechanisms. Watermelon videos and Douyin are accurately distributed through information to improve the efficiency of product supply and demand docking.

The platform is also offering online courses to help offline brand transformation. “We communicated with many car dealers during the Spring Festival, formulated a series of live car sales related courses and followed up the progress.” The person in charge of Dasou Car, an internet platform of the automobile industry, said that the average number of viewers of the latest course exceeded 18,000.

"Migrating" to the cloud is not a temporary move, or it will become a new trend combining retail and manufacturing. Many domestic brands are using the current exploration to accelerate intelligent transformation.

"In the past, we focused more on upgrading the service and experience of physical stores. In the future, online sales will be more yuan, and temporary measures may also be fixed as a long-term marketing method." Ye Shouzeng, founder of clothing brand He, said, "This Maybe it's organic. "

The reporter learned from the Ministry of Industry and Information Technology that the Ministry of Industry and Information Technology has deployed to promote cooperation between manufacturing enterprises and information technology enterprises, and supports the use of cloud computing to vigorously promote enterprises to the cloud. The next step is to promote enterprises to increase the development of related products and services, form a variety of "zero-touch" shopping and other models, and do a good job of production coordination.