---
title: "Connecting the Right People for Great Products! — From New-Generation Consumer Metrics to Digital Operations"
description: "In the new consumption era, as consumer demand for personalization grows, sales channels are becoming increasingly diverse and fragmented. To adapt to the rapidly changing market, many retailers and brands are exploring digital transformation and upgrading, seeking more efficient connections with target customers through omnichannel strategies. To truly excel in digital connection and operations, retail enterprises need not only internet tools but also an internet mindset. From April 1 to 3, the '2021 (6th) China FMCG Channel Innovation Conference' hosted by New Distribution was grandly held at the Chengdu Ascott Hotel, focusing on the development concept of 'New channels, new penetration; old channels, new upgrades,' providing a platform for participating companies to deeply exchange ideas on seizing growth opportunities in the new era. Wu Wei, Senior Vice President of Mieya Technology, was invited to attend the parallel forum '2021 China FMCG Digital Growth Summit' and delivered an insightful keynote speech titled 'Connecting the Right People for Great Products! — From New-Generation Consumer Metrics to Digital Operations.'"
author: "miya"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-04-28"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/qZTzb4MSLohe6fxyYptVZw"
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# Connecting the Right People for Great Products! — From New-Generation Consumer Metrics to Digital Operations

> In the new consumption era, as consumer demand for personalization grows, sales channels are becoming increasingly diverse and fragmented. To adapt to the rapidly changing market, many retailers and brands are exploring digital transformation and upgrading, seeking more efficient connections with target customers through omnichannel strategies. To truly excel in digital connection and operations, retail enterprises need not only internet tools but also an internet mindset. From April 1 to 3, the '2021 (6th) China FMCG Channel Innovation Conference' hosted by New Distribution was grandly held at the Chengdu Ascott Hotel, focusing on the development concept of 'New channels, new penetration; old channels, new upgrades,' providing a platform for participating companies to deeply exchange ideas on seizing growth opportunities in the new era. Wu Wei, Senior Vice President of Mieya Technology, was invited to attend the parallel forum '2021 China FMCG Digital Growth Summit' and delivered an insightful keynote speech titled 'Connecting the Right People for Great Products! — From New-Generation Consumer Metrics to Digital Operations.'

In the new consumption era, as consumer demand for personalization grows, sales channels are becoming increasingly diverse and fragmented. To adapt to the rapidly changing market, many retailers and brands are exploring digital transformation and upgrading, seeking more efficient connections with target customers through omnichannel strategies.

Retail enterprises aiming to truly excel in digital connection and operations need not only internet tools but also an internet mindset. From April 1 to 3, the '2021 (6th) China FMCG Channel Innovation Conference' hosted by New Distribution was grandly held at the Chengdu Ascott Hotel. Centered on the development concept of 'New channels, new penetration; old channels, new upgrades,' the conference provided a platform for participating companies to deeply exchange ideas on seizing growth opportunities in the new era. Wu Wei, Senior Vice President of Mieya Technology, was invited to attend the parallel forum '2021 China FMCG Digital Growth Summit' and delivered an insightful keynote speech titled **'Connecting the Right People for Great Products! — From New-Generation Consumer Metrics to Digital Operations.'**

(Photo: Wu Wei, Senior Vice President of Mieya Technology, delivering a speech)

Over the years, Mieya Technology has actively promoted the application of mobile payment in China's retail industry, committed to enhancing the industry's digitalization level. To date, it has served nearly half of China's top 100 chain retail enterprises. Based on our practical experience in empowering retail digital infrastructure and our deep understanding of cutting-edge digital technologies, we have found that **mobile payment is not the end point but an important beginning of the digital journey.**

As is well known, the pandemic in 2020 caused severe shocks to the retail industry. Traditional retailers and brands generally faced a sharp decline in foot traffic and struggled to maintain connections and interactions with consumer groups. However, it is noteworthy that some enterprises still achieved counter-trend growth, and these are mostly pioneers in digitalization.

Take the popular sparkling water segment as an example. Today, every company's competitors are no longer limited to traditional food and beverage enterprises; they may also be tech companies with internet genes. So, what advantages can these emerging companies that have opened up the retail and FMCG markets with innovative models offer for reference?

Today, we already have a rich array of internet tools. Major internet platforms such as Alibaba, Tencent, and JD.com have provided practical infrastructure for retail digital transformation. The convenience of open traffic and support for rapid mini-program launches can also be seen as accelerators for industry transformation and upgrading. However, **for traditional retail enterprises, the more important change is a shift in mindset.**

From a traditional perspective, the growth drivers of retail enterprises mainly come from sales volume, scale, and profit; companies with internet genes place more emphasis on LTV and NPS, both of which are consumer-centric.

Many industry insiders emphasize finding effective ways to connect with consumer groups. But what is worth pondering is: what is the purpose of connecting with consumer groups? From the consumer's perspective, if the enterprise only aims to sell products, such a connection may be unpleasant. Conversely, if the enterprise can create value for consumers through connection—for example, by leveraging digital technology to create quality products and shopping experiences that consumers truly want—then it is meaningful for consumers.

To help retail enterprises establish valuable and efficient connections, the professional team at Mieya Technology has studied various methodologies for digital operations and ultimately established a new-generation indicator system centered on consumers: 'CLV+NPS.'

CLV, or Customer Lifetime Value, refers to the contribution a consumer makes to the enterprise from their first purchase to their eventual churn. Admittedly, every enterprise faces customer churn, but during this process, targeted operational measures can enhance the value created throughout the consumer's entire shopping journey. According to statistical analysis, when a consumer's purchase frequency reaches 7 times or more, they can be considered a loyal customer. There are often different time intervals between purchases, and the most critical node is the 'transition from 3 purchases to 4 purchases.' To this end, Mieya Technology has developed marketing automation products that automatically match corresponding marketing actions at each stage to enhance value output.

NPS stands for Net Promoter Score, which essentially measures whether consumers are willing to recommend a product or brand to others. In daily life, you may notice that some people are loyal fans of a brand and enthusiastically recommend it to friends. The logic behind NPS is precisely **to make every consumer a salesperson for the retail enterprise.**

In the past, traditional retail enterprises would also recruit consumers for user research to understand satisfaction and feedback on new products. However, this approach is not suitable for the new generation of consumers—compared to being survey subjects, the post-95s and post-00s prefer a sense of participation and a harmonious partnership. Therefore, a truly consumer-centric enterprise will, based on establishing good relationships with consumer groups, formulate strategies for new product development and channel layout according to the experiences and feedback of loyal customers.

For brand owners, establishing a comprehensive indicator system still requires data validation through cooperation with retailers. Data is highly sensitive, so it must be clear that data is usable but not visible. Mieya Technology is currently exploring federated learning to validate data without it leaving its domain, thereby forming executable indicators.

Some overseas retailers have already accumulated rich practical experience in data applications. Take Kroger, the US retail giant, as an example. As one of the largest retailers in North America, Kroger also provides data services to many brand owners. Kroger has accumulated massive data assets from daily transactions. To fully release the value of data and find new growth sources, Kroger acquired the data services company 84.51°, further processing data assets into visual and applicable data products, providing them to brand owners and advertisers in the form of indicators and trends.

In recent years, domestic retail enterprises have invested heavily in private domain traffic operations, including WeChat Work, mini-programs, and apps. The traffic accumulated through these channels can also be utilized by brand owners. As an experienced digital service provider, Mieya Technology has now cooperated with nearly 50 of China's top 100 retailers and over 1,200 retail enterprises, covering more than 140,000 store operation scenarios. It has also become a digital marketing partner for many well-known brand owners, capable of facilitating collaboration between retailers and brand owners, helping brand owners implement new product promotions and other operational activities within the retailer's domain, and bringing new growth opportunities to retailers.

Let me share a real case: an internationally renowned functional beverage brand had a high market share in its home country, but after entering the Chinese market, its sales were unsatisfactory. It was eager to open the market and tried various marketing methods, including heavy promotions where a bottle of drink was sold for only a few cents, but the actual effect was limited and failed to drive sales. Mieya Technology cooperated with a large retailer to provide data services for this brand. Through data analysis, we identified high-value customer groups whose lifestyles matched the brand, and applied algorithm models to determine the best way to connect with these groups. After the new marketing campaign was launched, the brand's marketing efficiency improved significantly.

In the future, what Mieya Technology aims to do is **leverage our 'DATA+AI+SaaS' capabilities to promote collaboration between retailers and brand owners in creating value for consumer groups, and jointly win in the DT era!**

(Photo: Mieya Technology exhibition area)

(Photo: Conference scene)

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