Snow (HKEx number: HK0291), Yi Bao, Pacific Coffee Company, Ng Fung Hong, these outsize brands are China Resources Enterprise Ltd. yuan business in which a ring, CRE careful management of FMCG and retail, which consumer services now throughout mainland China and Hong Kong.
The face of "the past does not go, the future has come" era of Internet technology coexist with traditional business environment for FMCG industry has brought enormous challenges. In recent years, China Resources Enterprise presents " Five three episodes , a nuclear power plant platform " strategy of information to the user as a strategic core, the platform, centralized, collaborative approach to building a digital process. From the channel in line to use the service line, behind the digital team is closely associated with the business efficiently respond to the needs and fully grasp the value of information, so that task to gradually reconstruct a new marketing practice.
Platform construction, collaborative management
Channel fragmentation is a phenomenon of today's consumer market, from production, to diversify the supply end of the whole process, the construction of wide and deep FMCG industry digital team should not be taken lightly. To deal with the operational level and the level of the impact of information technology, traditional information systems tend to "ground" up "humble", by means of constructing a set of systems to solve the current problems faced by these systems to solve a problem but spawned new problems. Parallel and isolated system can not cooperate with each other, showing a stack of architecture. For large FMCG industry is especially true collaboration between horizontal and vertical multi-level information systems management in the enterprise with high demands.
Platform construction , collaborative management of the problem to the chimney system architecture solutions to sharply rise in the value of China with the management integration of information. CRE hand in hand Tencent blue whale and blue whale Ka service providers to deploy an integrated platform "Blue Whale", to form an integrated top-down management system, docking integration of standardized automation delivered daily operation and maintenance, monitoring and other resources Scenes. At present, China Resources Enterprise configuration information can be configured by the blue whale management portal management, query Snow Beer, Yi Bao, Ng Fung Hong, Pacific Coffee and other important business building integrated so that data consistency, accuracy, timeliness been guaranteed, strengthening collaboration across the company, the efficiency of the helpful management and reduce costs even more remarkable.
Centralized management and control of resources, deliver efficiency gains
The digital age, the importance of the rise of consumer experience, enabling customers to enhance the difficulty of loyalty, product and service life cycle has become shorter and shorter. "Change" has provoked all the time FMCG industry sensitive nerve. Similarly, the efficiency improvement is bound to have the quality of team information, many companies have borrowed by the means of virtualization, cloud project allows scheduling of IT resources effectively. But the object of many types of IT resources, traditional operation and maintenance, it is difficult to standardize the delivery of resources, and because the manual delivery and lengthy process, resulting in low efficiency of delivery. In addition, operation and maintenance is not integrated with other scenes are more likely to highlight the limitations of the use of resources.
CRE information is centralized , management and control focus , service focused strategic value reflected in the resource control. Unified information portal team can use to build on the tube Blue Whale cloud platform cloud resource management, management of cloud resources through a key application for approval, triggering resource delivery processes, automation, standardization of resource delivery to complete. Automated delivery of resources to enhance the efficiency and quality, and because cross-field resources to deliver work orders into one process work orders, reduced labor costs configurations. Code logic is now only responsible for the delivery of the application, the background application system resources such as databases, middleware, and other resources will be a key delivery, in the past three days each docking background server, now just 30 minutes.
Digital platforms, to lead the new marketing
Times have not changed the nature of FMCG, but it profoundly changed the value of information. Changing demand side, changing channels to force the supply side eager to break out, and advances in information technology for the enterprise opened up a clear path to accelerate the iteration, the integration of the various modules, the value of information to broaden the decision-making power. CRE to not inferior to the process of digital Internet companies to digital transformation as a carrier, enterprise and the ultimate value of services provided to customers.
Currently a lot of money on the achievements of China Resources Enterprise Information team is just a starting point, the future of China Resources Enterprise will still deepen the digital transformation, and automation, digital intelligence in even more scenes, so that "new marketing" the term is not limited to technology, but by the technical support services of higher quality, so that information to narrow the distance between brands and consumers.
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