Lenovo Shanhaisen: How to manage tens of thousands of stores and hundreds of millions of consumers

Absrtact: Lenovo China Regional Digital operations director Shanhaisen 2014 China Internet Conference held in Beijing on August 26. Conference scene, Lenovo China's digital operations director Shanhaisen delivered a keynote speech. In his speech, Shanhaisen shared the history of Lenovo's electrical business and

Lenovo China Digital operations director Shanhaisen

The 2014 China Internet Conference was held in Beijing on August 26. Conference scene, Lenovo China's digital operations director Shanhaisen delivered a keynote speech. In his speech, Shanhaisen shared the history and experience of Lenovo's electrical business.

Shanhaisen said that Lenovo E-commerce began in 1999, at that time more transition, especially Lenovo and channels between the transition connection, this connection is very efficient.

In the new era, Shanhaisen said, Lenovo has been exploring how to manage tens of thousands of stores and hundreds of millions of consumers since 2004.

Shanhaisen says Lenovo is managing its products and channels, which are tied together by micro-letters. In the micro-letter scenario, the customer's series of data has appeared in the background of Lenovo, saving four-fifths of the time to build awareness with customers. Now 30% of Lenovo's agents are micro-trust agents, hoping to reach 40% by the end of the year.

2014 China Internet Conference Theme "To create unlimited opportunities-to create a new era of economic engine," a total of three days (August 26 28th), Tencent Technology will be through Tencent network, Tencent News client, micro-letter for you to bring the full range of exciting live, interpretation.

The following is a transcript of Shanhaisen speech:

Lenovo is a traditional enterprise, relatively low-key, more recent opportunities for the mirror, because our Chinese president wants to let you know Lenovo in the field of mobile internet exploration. Just participated in the O2O Summit Forum, the first floor of the Digital Life experience area has a Lenovo booth, you can visit.

Lenovo E-commerce began in 1999, Baidu can now also search the Chinese customs recommended E-commerce model, that time more is transition, especially the association and channels between the transition connection, this connection is very efficient. From purchase orders to Lenovo to generate purchase orders, into our material purchase orders, production orders, combined with credit management, logistics and other management, everything is on our transition platform, in the same type of enterprise, Lenovo should be the best.

Our development abroad was only large clients and a small number of SMB. How we put a consumer market in place and do a couple of things, we set up the relevant process. For the channel, it is very important to establish transition platform. B2E is doing very early in the country, and China is gradually building up, especially some big partners like IBM. This process is very helpful for us to get good sales results in the enterprise market. The enterprise-level market is also the best, depending on our understanding of the customer is more profound.

In the new era, from 2004 onwards, we have explored how to manage tens of thousands of stores and hundreds of millions of consumers, for some do not have the capacity of the information County Township level store should do? We think of a lot of ways, and from 2004 to 2009, we tried so much. In 2010, the first time to use mobile interconnection mode to solve the problem of traditional stores. We are in the store, using an Android device to interconnect with Lenovo PCs or Android phones that are about to be sold. This interconnected process solves many problems.

Finally found a very suitable solution, a better solution to the traditional retail store sales data management. This is a traditional challenge for IT companies. There may be a gap between the manufacturer's expectations for sales and the channel's grasp of profits. We certainly hope that the sales are higher, the actual sales and sales data is two system, you hope that these two systems closer to achieve good wishes. In the retail business, we also hear many cases, many enterprises cash flow problems. The package is a bit more tactful, combining logistics and information flows in more ingenious ways. When the product is taken away by the customer, we can see the customer's behavior in an instant. At that time it was a more traditional way, the customer left contact, the verification process requires a lot of costs. We did a lot of analysis in November last year, when we thought of several methods, and finally we chose the micro-letter.

By scanning the micro-mail to solve the phone input error, or intentional behavior. This is a very technical approach. We cooperate with the micro-letter, each sales of Lenovo machine, will be on the Tencent server to get a two-dimensional code, which contains the store's code, the location of the store, the machine itself within the code and so on. With so much coding to generate a two-dimensional code, the customer only needs to sweep with a micro-letter, 3 seconds to solve the problem of registration.

This registration resolves two processes, the first of which is to turn the offline identities of the customers into online. The second is to link the identity of the customer to the scene of the purchase design. When you have a concept called O2O, this two-dimensional code is a very important ticket that Lenovo built into the line.

We manage our products and channels through micro-letter binding. In the micro-letter scenario, the customer's series of data has appeared in Lenovo's background, we save four-fifths of time, with customers to build awareness, and save four-fifths of the cost of the micro-letter service. This is a very impressive number for traditional companies. Now 30% of Lenovo's seats are for micro-trust, and we expect the ratio to reach 40% by the end of this year.

Based on this, it also brings us a daydream, should not build a micro-letter store in Lenovo's micro-credit account. There are already a lot of micro-trust stores, and like Lenovo's deep cooperation with micro-letter is a global exclusive.

You can imagine a scene, when the customer bought a product in Lenovo store, registered to the Lenovo Service account, concerned about the convenience of the services available later. We actually built a micro-letter storefront for the store. If customers are interested in other products, they can also browse the Internet. The system will automatically guide the online store according to the previous relationship. This process is very important for traditional retail businesses. Normal enterprises, Lenovo has more than 90% of the stores are franchise stores, the legal status is equal. How to unified management of such customers, this is a lot of traditional enterprise problems. There is also a big challenge, is how customers pay when the split. Traditional Internet enterprises, such as millet, customers give the money to millet, Millet received, the purchase process is over. For Lenovo such a franchise system, customers buy products in the moment, the ownership of the product belongs to the channel. The issue of the split is a big concern for traditional channels. We wanted to simplify the matter and let the channels do it themselves. In the case of customer's permission, the Distributor can communicate directly with the customers through the channel of micro-letter. Since this customer belongs to the Distributor, the Distributor can also publish some information more actively.

The main function of micro-mall is to guide the channel of association. We are allowed to open a shop as long as it meets some requirements. Now it's free, and there may be some conditions in the future, such as the activity of the store and the number of fans. The problem of the ownership of the old customers has been solved. Everyone's micro-credit shop is Lenovo's internal policy, Lenovo employees can open a micro-trust shop. Hope that through this way to explore a road to development, everyone is sales, everyone is a customer.

Big Lenovo's overall e-commerce exploration is already in progress. Hope that all the future flow of places have Lenovo's storefront, regardless of the flow of production is online, or offline. Lenovo Trunk Logistics Cost If the channel can be combined with the last five kilometers distribution can be, can not achieve the compression of logistics costs.

Future integration design. For Lenovo such enterprises, the depth of the integrated design must be Lenovo to the customer as the core, the final realization of information flow, logistics, capital flow through. Micro-letter is a very important medium, not only can connect customers, and can easily interact with customers. There are a number of topics to explore, Lenovo history has accumulated customers over billions, how these customers become our assets, not simple fields. Micro-letters are a particularly good way.

Lenovo has a variety of consequences for interacting with an enterprise with an billion customer. In any good case, when you send this message to 100 million of customers, it's possible that 10% of the people don't like it, or that you're canceling your attention. What do you do? When we create a so-called explosion, and the customer's knowledge with the manufacturer a certain distance, how can we solve this problem? Lenovo's history of market growth is still relatively stable, which does not mean that Lenovo's history every year, some of the explosion. When the client has no knowledge, the channel can help us to recognize.

China's market depth is deep, there are some so-called subculture areas are not necessarily able to understand. One year we had a marriage computer, and the south and the North had different understandings of marriage. We hope to explore it in a similar way.

In addition to the online discussion, the retail storefront itself is also very important for technological upgrading and innovation. We have done a lot of ideas in the store, and hope you can go to our store to experience. Hope that there will be more opportunities in the future to exchange learning. Communication is just beginning, and the future is still long.

Thank you.