Hengan cooperates with Alibaba to build research center for digital intelligence marketing

How traditional marketing can make a success in the digital age was the focus of recent business cooperation. On June 29, the kick-off conference of Hengan Group and Alibaba Group’s digital intelligence marketing project was held at Hengan Management College to build a research center for digital intelligence marketing.

Xu Qingchi, vice president of Hengan Group’s operation center, served as the project manager. He accepted the letter of appointment given by Xu Lianjie, president of Hengan Group. The core members of both Hengan and Alibaba worked together and formally set up the goal of the cooperation: Big idea in digital intelligence marketing.

Xu Lianjie, president of Hengan Group, said that the Group is experiencing a shift from providing a “customer-driven” strategy into “consumer-driven” ones to meet the requirements in the digital age. “As an FMCG enterprise, Hengan dedicates to providing consumers with high-quality products and services. To create value for consumers, the Group must use big data to observe and meet consumers’ demands and then to guide the innovation and development of its products. Therefore, digitization and new technologies are important to the development of the Group.” Xu told the conference.

“It is a small step forward but an important step for the Group’s development in digital intelligence transformation. A forward looking has always helped the group turn crisis into opportunity. It is important for the Group to timely upgrade its brand, supply chain, and distribution channels, and to integrate the online and offline service to meet the challenge in the new era.” Xu Qingchi said. 

Xiao Lihua, president of Alibaba Cloud Intelligent Retail Business, attaches great importance to the cooperation. “Hengan has made obvious achievements with its millions of terminals. Now, the emergence of new digital technologies has laid the foundation for promoting the digital intelligence economy. We have great confidence that the millions of terminals can be reactivated with a high digital intelligence maturity.” Xiao said.

It is reported that the first phase of the project will focus on the construction of digital intelligence marketing centers, consumer service, digital marketing, new business exploration and others. The project will initially build a digital operating system for its consumers so that the group can effectively carry out brand and product innovation, digital marketing, and other consumer-driven activities.

　恒安联手阿里打造数智营销“中枢大脑”

　数字化时代，营销如何成为“赢销”？6月29日，恒安集团联手阿里巴巴集团构建的营销中台项目开工会在恒安集团管理学院举行，强强携手，打造数智营销的“中枢大脑”。

　　开工会上，恒安集团运营中心副总裁许清池担任项目经理，接受了恒安集团总裁许连捷的任命书及授旗，并带领项目副经理、组长与阿里巴巴核心成员会师，正式确定了“数智营销，C位出击”的目标。

　　数字化时代已经到来了，改变不能只停留在口头上。我们要为终端消费者创造价值，必须掌握消费者的动向，只有这样才能指导创新中心开发出为消费者增值的产品，所以说数字化非常重要。”恒安集团总裁许连捷表示，作为快消品企业经营者，集团在战略上也提出调整，从“以客户为中心”转成“以消费者为中心”，就是要为消费者提供更高品质的产品和服务。

　　“这个项目是恒安进入数字化转型时代跨出的一小步，也是重要的一步。”许清池表示，恒安集团在多次危机中得以发展，就是因为居安思危、“晴天修屋顶”，在市场遇到变化的时候适时调整自己，引入外界力量谋求变革。

　　对于本次合作，阿里云智能新零售事业部总裁肖利华寄予厚望，“过去，恒安集团靠百万终端取得了有目共睹的成就，如今，新技术的出现，为推动数智经济奠定了基础。数据和技术驱动商业创新，相信用不了3年时间，恒安的百万终端可以重新被激活。” 

　　据悉，项目一期将聚焦在营销中台组织搭建、会员运营、数字化营销、新业务探索等领域，初步搭建起数字化的消费者运营能力、构建恒安集团的私域消费者运营体系，使集团围绕消费者能够有效开展品牌、产品创新、数字化营销等活动。 

　　策划：卢古质

　　记者：蔡明宣  李诗怡  柯国笠  董严军

　　翻译校对：张蕾  黄雅君  刘巧艺

　　编辑：王昆火

　　校对：严学锦