Shaanxi Baoguang Vacuum Electric Co., Ltd. (hereinafter referred to as "Baoguang"), with a registered capital of 330 million yuan, was listed on the Shanghai Stock Exchange in January 2002 (stock code: 600379).
Baoguang Co., Ltd. has developed into a production and sales base of vacuum interrupters that is well-known at home and abroad, and its market share has been in the forefront of the industry for many years. Since 2017, it has won the title of "Manufacturing Individual Champion Demonstration Enterprise" awarded by the Ministry of Industry and Information Technology to Baoguang. Project and many other awards, and built the "National and Local Joint Engineering Research Center for Vacuum Electrical Appliance Technology".
At present, the company's main business of vacuum interrupter has an annual cumulative production and sales of more than 11 million units. Taking advantage of the development opportunity of China's intelligent manufacturing, it will continue to maintain pure technical advantages and excellent and extraordinary core competitiveness, and build itself into a world-class digital interrupter manufacturer. . In 2021, the company was selected into the Ministry of Industry and Information Technology's smart manufacturing "precision distribution" excellent scene list, and the "smart factory" demonstration enterprise in Shaanxi Province.
/ Background and Pain Points /
At present, Baoguang has completed the deployment of multiple digital application systems, such as CRM, ERP, etc., and has accumulated more and more data in multiple business systems, but there are still the following problems in the data management and application stage :
The lack of multi-dimensional analysis of customers makes it difficult to meet the leadership's requirements for support for customer portraits and quotation decision-making basis, resulting in the inability to improve the level of marketing management.
The sales performance data that marketing leaders are concerned about cannot be grasped in time, and real-time early warning and reminders of the business completion process cannot be achieved, and business intervention is slow.
The first-line sales data query relies on the indirect query from the headquarters, which takes a long time, and cannot provide timely feedback on the satisfaction of the required goods, and the efficiency of business development is not high.
The data islands are obvious, the data caliber of various businesses is not uniform, and the data quality is poor, which leads to the lack of trust in the data by leaders and businesses.
/ construction ideas /
Based on the above problems, combined with the company's strategic goals, Baoguang Co., Ltd. joined hands with Smartbi to build a marketing management analysis platform, connect existing ERP, CRM and other business system data, establish a data mart , form a marketing management analysis index system suitable for Baoguang Co., Ltd., and form the following Marketing management, marketing analysis as the core of the overall framework.
1. In terms of marketing management, provide support for sales business inquiries, sales business reports, and data statistical analysis for senior executives to front-line sales personnel.
2. In terms of marketing analysis, for executives and related business managers, discover problems in sales work, improve the pertinence of problem solving, optimize work processes, reduce costs and increase efficiency.
Marketing management data platform technical solution architecture
/ Construction Results /
According to the business focus of the general marketing attention, Baoguang Co., Ltd. joined hands with Smartbi to conduct executive cockpit construction and marketing business special analysis, thereby supporting marketing decision-making and specific marketing business development, and improving the efficiency of leadership decision-making with quantitative index management methods; Smartbi helps Baoguang Guangguang has built a marketing management analysis platform focusing on marketing business, which mainly covers: sales performance analysis, customer portrait analysis, quotation decision support, business query and reminder, etc.
Through marketing management quotation decision support, it helps leaders provide quotation decision-making basis, and the overall marketing management efficiency is increased by 30%; through sales assistants, front-line personnel can move data with them and obtain real-time information such as finished product inventory in a timely manner, achieving a business process efficiency improvement of more than 50%.
/ specific business scenarios /
01 Sales performance analysis
According to the needs of sales business management, perform performance analysis on related indicators of group sales performance such as sales volume, sales volume, target completion rate, payment amount, payment collection rate, etc., and display current sales performance through multiple perspectives such as sales boards (regions), customers, and products situation, which helps to align goals and formulate marketing policies.
Overall Sales Kanban
02 Customer portrait analysis
Through the construction of customer portraits such as customer information maintenance, customer sales, receivables, accounts receivable, sales volume, activity, etc., conduct multi-dimensional analysis, grasp customer trends, and adjust strategies in a timely manner, which can increase customer stickiness and improve sales. Actions help to increase output.
customer portrait
03 Quote decision support
By collecting information such as customer historical quotations, historical sales, payment amounts, accounts receivable, and historical average prices, combined with the current product type and batch number, it provides quotation references and assists leaders in quotation approval.
Customer quotation assisted decision-making
04 Business inquiries and reminders
Get through the business system data in various regions of the enterprise, including inventory data, order data, logistics data, etc., to realize the effects of regional finished product inventory data query, delivery note query, and materials in transit. Build a business reminder module for the key business of the marketing sector, and provide reminders for suspected lost customers, customer information warnings over 180 days old, product reminders over 60 days old, etc., to help salespeople make timely customer return visits to explore business opportunities, collect money collection, and overstock Promotion of senior products and other businesses.
business inquiry
05 Sales Assistant
For the performance indicators that the marketing director is concerned about and the business modules that are frequently used by front-line sales managers, build mobile applications to realize sales assistants, mobile data, and be able to obtain business operation status at any time and carry out related work.
/ Project Value Reflection /
Thresholds are set in the marketing management analysis platform for the performance indicators concerned by executives for real-time monitoring and early warning. The platform will push incremental orders, incremental customers, incremental regions and other data to sales leaders in real time for research and decision-making.
In addition, front-line sales staff often need to obtain finished product inventory data in other places. In the past, they had to contact the headquarters for inquiries by phone. Now through the Sales Assistant APP, they can obtain real-time internal inventory data of various products, and at the same time check the order warehousing and delivery status . The efficiency of the entire sales process is well received by the sales staff.
At the same time, the establishment of the entire platform enables the leaders in charge of the marketing business sector to control the order execution process, understand the order flow process such as the final assembly link and the inspection link, and allocate resources in a timely manner, improving the efficiency of overall management decision-making.
At present, Chinese manufacturing enterprises are transforming from the traditional experience management mode to the data-based operation management mode. Baoguang adopts a data-based operation and management model, which can help enterprises better grasp market demand and product development direction , improve production efficiency and quality, and reduce costs.