The "6th China FMCG Channel Innovation Conference", hosted by New Distribution, a professional FMCG new media platform, was grandly held from April 1 to April 3 at the Chengdu Agile Howard Johnson Hotel. This grand event attracted 3,000 industry professionals, including distributors, community e-commerce platforms, brand owners, and internet companies from all over the country, with a full house and unprecedented scale. On the afternoon of April 1, at the China FMCG Digital Growth Summit, Mr. Yan Hongjian, Assistant President of Jiangxiaobai, delivered a重磅 sharing titled "Jiangxiaobai's Digital Innovation and Practice". As a brand that has introduced many young people to their first taste of baijiu, Jiangxiaobai quickly captured the market with its youthful products and user interaction methods. Now, they are attempting to upgrade the entire industry chain through digitalization to achieve further innovation. How are they doing it? New Distribution has carefully organized and excerpted the essence of Mr. Yan Hongjian's speech at the conference, and now publishes it for the benefit of New Distribution readers. As a brand, Jiangxiaobai is not like some old enterprises that have even crossed centuries; Jiangxiaobai is still very young, having just held its 10th anniversary annual meeting. In many people's eyes, Jiangxiaobai is a magical and stubborn species, but in reality, it is not; we are a company that genuinely sells liquor. Based on the fact that our product is liquor, we are essentially an FMCG food enterprise. Like other companies, we face the familiar catering and retail convenience store channels, establishing a large number of marketing service personnel nationwide to do deep distribution in channels. It is just to better serve sales points and consumers that we make some attempts and research based on digitalization. Today, I will share our understanding and implementation of digitalization with you: -01- In the digital information era, intelligent business has emerged, making marketing more precise In the traditional business era, the most valuable media were CCTV and satellite TV serials. As long as you had the courage to bid for a "king" advertisement on CCTV and had a down-to-earth channel, you could become a national brand. Then, based on the demographic dividend and a sufficiently large market cake, a big single product strategy was formed, leading to the entire industry chain. Then came the internet era, marked by the fact that in 2013, China's internet users surpassed the United States, becoming the largest internet-using country. At the same time, the internet gave birth to new media: the rise of three major portal websites, self-media, and new media, as well as a new channel—e-commerce (which began to rise in 2006), changing people's consumption and lifestyle, breaking information asymmetry, and ushering in the era of traffic marketing. With the birth of mobile internet, the digital era was also declared. Whoever is not digital is the typical watershed for traditional enterprises. In the digital era, new media are Toutiao, WeChat, Douyin, social media, and content community apps, which are driving the entire marketing transformation. Today, whoever can occupy more of users' time has the opportunity to output content to users. Platform algorithms can precisely push users' needs, precisely push the products they need, and complete the conversion of all users. For example, Xiaohongshu is a vertical community for women, doing brand service and empowerment based on precise content dissemination. Perfect Diary is a brand born with the help of the Xiaohongshu platform. In the digital era, business becomes more intelligent, feedback on user needs is timely, marketing becomes more precise, and it can effectively provide users' deep-level needs. This is the transformation brought by digitalization. Based on digital construction, first is business online: It is easy to talk about digitalization and immediately mention data, thinking that data is digitalization. So it is easy to think about how many sales points, how much basic atmosphere data, etc. But digitalization should be based on the premise of business empowerment. Digitalization reduces habitual human thinking in decision-making and achieves evidence-based business decisions. So digitalization must first support business online. The so-called business online means that with terminal visit tools and salesperson visit management, sales points can be online, and basic information of sales points can be online. Only with business online can corresponding data be derived, and only then is it possible to empower and improve operations in the next stage. For example, you first have a bottle cap scanning system; then users may scan codes. After users scan codes, you can have user analysis, operations, and services. -02- The core of implementing digitalization lies in interest alignment Brand owners' digitalization: Don't treat the system as a management tool: When brand owners do digitalization, it is easy to treat the system as a management tool to manage people, such as checking whether sales personnel are on duty, whether they are working normally, etc. But brand owners easily ignore the saying "The higher-ups have policies, the lower-levels have countermeasures." Today, even location uploads and system ID tampering can be faked. What else cannot be faked? Secondly, if marketing personnel use the system passively, how can the data they provide be accurate? Then your decisions based on that data are likely to be wrong. So when brand owners do digitalization, they must not solely adopt a management perspective; they should emphasize an empowerment perspective. Then users will use it voluntarily, and if data accuracy is linked to performance, the final data can serve your decisions. Four dimensions of brand owners' digitalization work: First, for themselves: Improve their own office, process, management, approval, and other system work, and then establish their own data service system. Second, distributor empowerment: Establish cargo management, improve distribution systems, marketing representative business systems, and data dashboards and other marketing empowerment systems. Third, sales point work: Order management, expense investment management, employee visit evaluation management, user incentive management, BC integrated marketing, and other sales point empowerment work. Fourth, user operations: Precise service, content output, value conversion, and forming continuous links with the brand. Below, I will briefly communicate how to effectively digitally empower and serve distributors, marketing ground promotion personnel, terminal sales points, and users: Transforming marketing management systems into employee achievement systems: In the past, many systems for distributors and marketing personnel were management tools. Today, they should be turned into empowerment tools. Only by turning these systems into incentive and empowerment tools will salespeople, distributors, and users be willing to use them actively. For example, make the marketing management system fun, growth-oriented, commendatory, process-oriented, and visual. Based on incentives rather than supervision, employees will be happy to use them. A simple example: If you want to promote a new product, require coverage of a certain number of stores per day, set standard actions for coverage, product display planning, how to arrange vivid materials, etc., and then make corresponding online actions. When the salesperson arrives at the terminal, as long as they follow the requirements and upload to the system, the system automatically generates the compliance result and the reward result, which can stimulate the initiative of marketing personnel and the accuracy of data. In fact, many enterprises and brand owners think digitalization cannot solve business pain points. That is because you have not thought about the underlying business growth or effective measures, nor broken them down into actionable steps, nor implemented online execution standards, nor linked them to the performance system to promote marketing personnel to meet your requirements. Finally, a closed loop of inspection system is indispensable. Therefore, for systems and tools for distributors and marketing personnel, the core is to solve the problem of interest alignment. Try to turn the system into an employee achievement system, like playing a game, so that distributors and marketing personnel can be promoted to actively advance. -03- Connect both B and C ends to achieve integrated and precise operation of BC Many brand owners think it is extremely unnecessary for a single brand owner to do online sales point digitalization, and it is difficult to make the B end actively use it, especially for low-frequency enterprises like baijiu. Because when facing 2B, we easily think of B2B enterprises and new retail platforms, thinking that multi-brand is the only way to effectively do B-end online. In fact, the integration of B-end online is necessary for both brand owners and distributors. The integration of production, supply, and sales is the most basic level. It should be able to achieve precise and effective investment of expenses, timely and effective precise verification, and form a closed loop of marketing personnel terminal visits, thereby improving the service system for B-end stores. These are the values of B-end operations. Of course, if you can connect C-end based on B-end and achieve BC integrated marketing, then there is even greater value. How to connect BC integration? Let me give a simple and easy-to-understand case. Suppose your product has a scanning function. Anyone who scans the QR code can enter your product membership system. When a certain member is relatively active, the frequency of scanning codes means the frequency of sales. You can provide corresponding coupons as rewards. In the past, the coupons you provided could only be used on e-commerce, but e-commerce is lagging planned consumption, and user usage rates are generally low. If consumers get coupons and you can provide B-end stores where they can directly redeem them, then the probability of C-end usage increases. You can promote consumers to directly go to B-end to consume. After consumption, they directly show the coupon code, and the B-end opens the brand owner's mini-program to scan the code to complete the redemption. This achieves BC integrated marketing connection. So when realizing B-end digitalization, it will only deepen the link with the brand and establish communication channels with the brand owner. As long as the brand owner designs B-end digitalization from the B-end perspective, such as providing business operation solutions, catering operation internal publications, store display guides, etc., then you will invisibly establish a link with the B-end, and the B-end online will also be formed. In the digital era, 2C operations are the output of user value: Brand owners often ask themselves: Who are my users? What is my user profile? In the past, without digitalization, we relied more on market research and used the B-end to understand C-end behavior and decision-making basis. But today, because of digitalization, we can clearly capture our users and provide corresponding service plans and marketing actions around users, and have the opportunity to provide one-on-one services to the C-end. Then brand owners will ask: Where does C come from? Actually, this question is simple. As long as users are online and connect with your brand, they are all opportunities for user sources. For example, users who scan bottle caps, purchase on e-commerce, or even order through Meituan. You can follow up within 24 hours, establish interaction with users, and then deposit users on enterprise WeChat. At the same time, record every online link users have with you. This forms your tags for users and the services you provide later. When you have users, brand owners often find it difficult to establish user interaction, user retention, and user conversion. This is the logic of the internet. It is normal that many brand owners do not have such genes. But the only constant is that if you provide value to users, users will naturally accept you. For example, many brands like to do user scanning codes to give red envelopes, but for most brands, the red envelopes sent out are of little value to users. Users will not buy your product because of a few cents of red envelope. In the past, we did such a case. It was also scanning codes, but after scanning, we told consumers that you can give a bottle of wine to the most important person around you and write what you want to say. If you do not know how to write, you can use a template. So many people were willing to participate in scanning, and there were many unexpected gains. Friends, teachers, relatives, classmates, etc., who had not been in contact for many years, suddenly received a bottle of wine from you, along with a thank-you letter signed by you. Basically, the friends who received it would thank the giver and share it on their Moments. For the giver, this creates a great emotional connection with the brand. So, in an era where not doing digitalization may lead to elimination, and where iteration speed is fast, we should actively embrace digitalization. When facing digitalization, think more about digital empowerment and bringing value to every user. This will help your enterprise establish a more efficient operation system and a stronger empowerment service system, thereby achieving greater commercial and social value. Tips will be paid 400-2000 yuan once adopted.