Gao ling: digital transformation, reassessing the core competitiveness of enterprises

When it comes to BELLE, the first reaction of many consumers will be Belle women's shoes.

In fact, behind this name is a large fashion and sports industry group-Belle International, which covers three major businesses: footwear, sports and clothing. It has more than 3 brands, nearly 2, self-operated stores and nearly 1, employees.

in 215, under the impact of e-commerce, many traditional industries faced the dilemma of declining performance, and Belle International was no exception. In July 217, Belle International completed privatization, and Gao Yan became the new controlling shareholder of Belle International. Since then, Gaochun and Belle International have begun to vigorously promote digital transformation.

During the period, Li Liang, partner of Gao Ling and head of DVC (Deep Value Creation), led more than 12 technical and operational experts into Belle International, and started the overall digital transformation exploration of the company together with Belle team.

Over the past few years, the results have been remarkable:

In the TOP1 of Tmall women's shoes industry rankings, the brands of BELLE International ranked first for three consecutive years in the "double 11" in 218, 219 and 22, while TATA, STACCATO, TEENMIX and BASTO all entered the TOP1, and the online sales of fashion shoes and clothing business could increase year by year. What is even more rare is that the sales of offline stores are also growing.

In October 219, the sports business line of Belle International was spun off and listed, and now its market value has grown to over HK$ 7 billion.

during the epidemic in 22, Belle International stepped out of a perfect "smile curve" against the trend. In the first "618" promotion after the epidemic, online sales of Belle International's fashion shoes and clothing business increased by 45% year-on-year and 1.5% offline, setting a new high in the past five years.

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Why can Belle International achieve such great development when e-commerce lags behind others at the beginning, the market changes so fast and the competition pattern is so complicated? What role did Gao Ling play in it?

Instructor | Partner of Li Liang Gao Ling, Head of DVC (Deep Value Creation)

In this course, Li Liang said frankly that Gao Ling encountered many challenges when he entered Belle International:

1. Morale problem. A company has been declining year-on-year for more than ten consecutive quarters. Many well-known consulting companies have helped it, but they still haven't let it out of the predicament. How to maintain the morale of 1, employees?

2. Cognitive problems. There are too many consulting companies that have given advice to Belle International, but A is right and B is right. Which is the perfect choice?

3. Strategic issues. The digital transformation strategy has been set, but how to land? What is the 1-day plan?

The 1-day plan described by Li Liang in the main class is very wonderful

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Explore the digital transformation with Belle International. What did Gao Xian do right?

from several stories, we can get a glimpse of one or two.

Shortly after taking office at Belle International, Li Liang went deep into eight regions for on-the-spot investigation. When visiting a store in a certain region, a clerk asked Li Liang, "Can you uninstall five or six apps installed on my mobile phone?" Li Liang was surprised, because as the new head of Belle International Science and Technology Center, Li Liang knew that these apps were made by more than 1 people in the Science and Technology Center, and the purpose was to empower the terminal clerk. Moreover, according to the headquarters data, more than 9% of employees are using these apps every day.

But the clerk told him that the grass-roots employees knew that the headquarters installed these apps on their mobile phones to manage their daily operations and understand the implementation of KPI. However, because these apps are so difficult to use, many employees just spend two seconds playing a card.

"This incident is actually quite sad." This is the most direct feeling of Li Liang at that time.

but in fact, this is indeed the real situation of digitalization of many large enterprises at that time. Most large enterprises engage in internal App research and development. When doing demand research, science and technology centers often only listen to the opinions of the regional leaders or product managers, and rarely communicate with the store managers in the front line, because the store managers are busy selling goods. The end result is that the designed things are far from the actual needs of the front line.

"Never do something like' Your mother thinks you are cold, so you must wear long pants'." Li Liang said.

In early 218, Belle International is testing whether to digitize the data of try-on rate. At that time, the technical equipment was relatively expensive. If the equipment laying cost of each store was 2, yuan, the cost of 1, stores would be 2 million yuan. Such a high test cost has caused a lot of controversy internally.

however, Li Liang insisted on taking the MVP test in several stores of one brand of the group. Soon, they found a very strange phenomenon: a shoe that was the first in the try-on list was ranked around 3th in sales. According to Belle International's original practice, such SKUs will definitely be eliminated and will not be replenished.

However, Li Liang thinks that in the footwear market, it is a very expensive action for users to try it on-first, talk to the clerk, sit down and wait for the clerk to pick up the goods from the warehouse, and take off their shoes and put on their shoes when trying it on ... Consumers took the time to vote, and trying on the first place meant that many people liked it very much, but there was definitely something wrong with not buying it in the end.

why is there such a big deviation between the try-on quantity and the sales volume of this shoe? The clerk told Li Liang that the reason was simple: it was a sandal, and it didn't follow her feet. Moreover, this situation appears almost every day in the store, and the clerk has become accustomed to it.

why don't these shoes follow your feet? Their analysis found that this shoe is a new last type, and in the process of making, the belt at the back is a little longer.

Li Liang quickly reflected this problem to the product department. In the next batch of replenishment, the strap of this shoe has been improved, and finally it has sold over 1 million goods and become a best seller.

after that, Li Liang took samples in several stores, and now this action is completely hidden in the normal action of this brand.

in the main class, Li Liang tells a wonderful digital case

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In this class, Li Liang has many wonderful expositions:

1. As a large enterprise like Belle International, which has grown up with the rapid economic growth in China, its ability is very powerful. But why do they always feel that they have been greatly challenged in the past five to ten years? In my opinion, the most important challenge they encounter is actually the challenge of talents.

Because the youngest, most energetic and most innovative young people go to Internet companies, and this is a positive cycle-young people go to Internet companies, and enterprises develop better, which attracts more young people to them, so there is no young blood to go to traditional enterprises.

2. Why is it so important to face consumers directly after 217 and 218? Some people may say that this article is also very important in 211. Yes, but there was no WeChat at that time, and there was no private domain traffic now. In other words, at that time, there was a lack of means to wake up users repeatedly without success. There are a bunch of phone numbers that are useless, making calls costs money, and the wake-up rate is extremely low, which is not a private domain traffic operation.

3. Data assets will not be consumed. The more they are used, the more data will be fed back when they are used.

4. Keep your eyes outward. Don't drive with the rearview mirror if you have incremental data.

5. The data is fresh, just like seafood. After getting the data, there must be a process to use it.

In this lesson, Mr. Li Liang systematically shared the process of digital transformation of many enterprises including Belle International, analyzed the deep methodology of realizing digital transformation of high-tech enterprises, and dismantled the landing methods, difficulties and the organizational collaboration behind it, including digitalization of goods, stores, services and shopping guides.

Through this course, you will gain:

1. Re-evaluation methods of core competitiveness of enterprises under the trend of digital transformation

2. Landing principles and methods of digital transformation of large and medium-sized enterprises

3. Scenarios and ideas of digital transformation application

Suitable for people:

founders and executives of retail and big consumer industries, and students interested in digital transformation of enterprises.