Ponena za matayala, palibe amene akudziwa "Michelin". Pankhani yoyenda ndikupangira malo odyera abwino kwambiri, otchuka kwambiri akadali "Michelin". M'zaka zaposachedwa, Michelin adakhazikitsa motsatizana Shanghai, Beijing ndi maupangiri ena akumidzi aku China, zomwe zikupitilizabe kuchititsa chidwi. Ndipo mgwirizano wake wozama ndi makampani am'deralo e-commerce monga JD.com wathandiziranso chitukuko chake chogwirizana ndi msika waku China kuchokera ku bizinesi yake yakale yopanga matayala.

Ms. Xu Lan, Chief Information Officer wa Michelin Asia Pacific, Chief Administrative Officer wa China, ndi Chief Data Officer wa China.

Mtundu wapadziko lonse womwe uli ndi mbiri yakale pang'onopang'ono watuluka mwa njira yakeyake popitiliza kukumbatira msika waku China. Pazotsatira zaposachedwa za Michelin, chomwe chili chochititsa chidwi ndichakuti Michelin, monga chinthu chosagwirizana ndi ogula, adalowa nawo nkhondo yachindunji kwa ogula (DTC, Direct to Consumer). Ndipo ichi ndi njira yochititsa chidwi kwambiri pakukula kwapadziko lonse kwa Michelin.

"Pali njira zambiri zatsopano zosewerera pamsika waku China. Pamlingo waukulu, machitidwe a msika waku China ndi chitsanzo chofunikira kwa Michelin padziko lonse lapansi. " Michelin Asia Pacific Chief Information Officer, China Chief Administrative Officer, China Ms. Xu Lan, mkulu wa data wa chigawochi, anamaliza motere.

Ndipo msilikali wakale wa Michelin uyu wazaka 19 ndi "woyang'anira slash" watsopano wa "utatu" wa bizinesi, ukadaulo ndi kasamalidwe wopangidwa ndi Michelin pamsika waku China. Ndilo gawo la bungwe lomwe limalola Xu Lan kutsogolera bwino njira ya Michelin ya DTC. Kotero, monga mmodzi wa atsogoleri a digito ya Michelin China ndi mtsogoleri wa bizinesi yemwe ali ndi luso lamakono, kodi Xu Lan ali ndi chidziwitso chotani lerolino, ndipo ndi luso lotani losintha angaphunzirepo? Pansipa, kudzera pazokambirana zake ndi mtolankhani wathu, dziwani.

"Kwa mtundu wodutsa malire wa Michelin, DTC ndiyo njira yokhayo yopitira"

Monga mtundu wodziwika bwino wa katundu wokhazikika, kodi lingaliro la Michelin la DTC (mwachindunji kwa ogula) ndi chiyani?

Xu Lan: Pamsika waku China, bizinesi ya Michelin imayang'ana kwambiri matayala agalimoto opangidwa ndi ogula. Titha kunena kuti timadziwika ngati "Mtsogoleri Wotsogola" mumakampani a matayala. Poyerekeza ndi anzawo, mtundu wa Michelin ulinso "wodutsa malire". Odziwika kwambiri amadziwika kuti "Michelin Star Restaurant" mavoti, malangizo a zakudya, ndi zina zotero, zomwe zaperekedwa kwa zaka zopitirira zana.

Chifukwa chake, timakhulupirira kuti mwayi waukulu wa Michelin ndi mwayi wamtunduwu. Kulemera kwa mtunduwu kumapangitsa Michelin kupatsa ogula chidziwitso chokwanira. Malingana ndi ubwino umenewu, tiyenera kulimbikitsanso kukoka kwa ogula, osati kungodalira njira. Zachidziwikire, masanjidwe a tchanelo a Michelin ndiokwanira, koma ngati sitiwonjezera mwayi kwa ogula, titha kukhala ogulitsa. Ndi chinthu chomwe sitikufuna kuchiwona, ndichifukwa chake tikuyamba kuganizira za njira zolunjika kwa ogula.

Koma vuto ndiloti palibe nsanja yokonzekera yomwe ingagwiritsidwe ntchito "pa ntchentche". Kuyang'ana padziko lapansi, pali zachilengedwe zochepa zamsika zomwe zili ndi njira zosiyanasiyana zosewerera ndipo ndizochitachita komanso zolemera ku China.

Popanda zitsanzo zofotokozera, kodi mungatigawireko zomwe zidachitika pa Michelin DTC komanso ngakhale digito?

Xu Lan: Padziko lonse lapansi, msika waku China uli patsogolo. Ecology ya ogula kunyumba ndi yolemera kwambiri. Izi siziri zomwe kampani ya Michelin idakumana nayo. Uwu ndi mwayi wapadera womwe makampani amitundu yosiyanasiyana masiku ano akumana nawo. Msika waku China wasanduka malo opangira zinthu zatsopano, ndipo zopambana zomwe zikuchokera ku China zimayamba kudyetsa dziko lapansi.

Mu Januware 2021, Michelin China adakhazikitsa njira ya DTC, chomwe chinali chinthu choyamba chomwe ndidachita monga mtsogoleri wa digito wa CDO. Panthawiyo, gulu la polojekitiyo linaganiza zoyamba kuchokera kumbali ya ogula ndikuyambanso kusintha kwa digito.

Tinaganiza zotsegula mayendedwe ndi zomwe zili kudzera pa WeChat applet, wosanjikiza wopepuka wapakati. Choyamba, mkati mwa miyezi 3-4, malizitsani kukhazikitsidwa kwa magawano mkati mwa ntchito, kuchita chisanadze kusintha ndi ntchito zina. Kenako, pangani luso latsopano la data. Ichi ndi sitepe yofunika kwambiri, chifukwa Mapulogalamu Ang'onoang'ono sakugwirizana ndi zofunikira pa nsanja zamalonda zamalonda zamalonda, ndipo zimaphatikizapo kusankha ndi kumanga ma CDP. Chifukwa chake, tasankha mnzathu wapano. Aliyense anagwirira ntchito limodzi kuti amalize osachepera 80% ya kuphatikiza deta mkati mwa miyezi 3, kugwirizanitsa zidziwitso za ogula zomwe zamwazikana m'mabizinesi osiyanasiyana. M'malo mwake, kuchuluka kwa data pomwe tidapita pa intaneti kudafika 11 miliyoni.

Kuchokera pa kukhazikitsidwa kwa boma pa November 25 chaka chatha mpaka May chaka chino, zinatenga miyezi 6 yokha kuti nsanja ya umembala yochokera pa applet ipereke pepala lokongola la mayankho - mamembala atsopano a 1 miliyoni ndi ntchito yokhazikika ya 10% MAU (ogwiritsa ntchito mwezi uliwonse. ). Poyerekeza ndi applet ya WeChat yokhwima kwambiri yomwe yakhala ikugwira ntchito kwa zaka ziwiri, izi ndi zabwino kwambiri, zomwe zimatipangitsa kukhala okhutira.

Mayesero ake okhutira nawonso ndiatsopano. Mwachitsanzo, zomwe zachitikira malo odyera a nyenyezi a Michelin omwe ali pansi pa gulu la "Moyo +" zalimbikitsa kwambiri zosowa za ogula. Kuphatikiza apo, zinthu zina zosavuta komanso zothandiza monga zidziwitso za zochitika ndi ntchito zokonzetsera mwachangu ndizopatsa chidwi kwambiri. Chifukwa cholinga chathu sichimangokopa mafani, koma kuwona kulumikizana kwa "data-bizinesi", ndiko kuti, momwe kukula kwa data kuofesi yakutsogolo kumatsogolera kubizinesi kuofesi yakumbuyo.

Kuchokera pamalingaliro amtundu wa AIPL wotsatsa, ndikutsegula ulalo wonse "kuchokera ku A mpaka L". Chinthu chabwino ndi chakuti maulalo onse amatsegulidwa kudzera pa nsanja yogwirizana ya applet, yomwe imakwaniritsanso cholinga choyambirira cha njira yathu yoyamba ya DTC. Tsopano, poyerekeza ndi chitukuko cha mapulogalamu ang'onoang'ono, timapereka chidwi kwambiri pa "ntchito ya ogula" pamlingo waukulu, kuphatikizapo mphamvu zogwiritsira ntchito njira zambiri, malingaliro a ogula ndi chidziwitso chowunikira ndi zina zozama zogwiritsira ntchito deta.

"Kusintha ndi ulendo, khalani ndi nthawi yochulukirapo posankha anthu oyenda nawo abwino"

Tawona kuti zomwe zachitika kwakanthawi kochepa za Michelin Mini Program zakhala zowala kwambiri. Monga wotsogolera polojekitiyi komanso "mutu wa IT" wa Michelin China, kodi mungawonetse njira zogwira mtima komanso zokhwima zomwe tinganene?

Xu Lan: Mwachiwonekere, momwe Michelin alili pa DTC yakhala ikuwonekera nthawi zonse, ndiko kuti, kukwaniritsa kuphatikiza kwamtundu ndikupanga chidziwitso chokwanira komanso choyenera cha ogula. Koma bwanji kwenikweni? Kodi zotsatira zachindunji ndi zotani? Izi ndizofunikira kwambiri ma CDO. Nthawi zonse timayang'ana luso la bwenzi lomwe likugwirizana ndi zolinga zathu zazikulu.

Kutengera izi, monga CDO, ndikonzanso momwe ntchito yanga ikuyendera, ndikuyika pafupifupi 50% ya mphamvu zanga pakusintha kwabizinesi ya digito. Poyang'anira kasamalidwe, tiyenera kuganizira mozama za momwe tingamangire ndi kupatsa mphamvu magulu, momwe tingatsimikizire kugwirizanitsa ntchito zovuta pakati pa madipatimenti osiyanasiyana amalonda, ndi momwe tingawonetsere kuti kupita patsogolo kwa ntchito kukugwirizana ndi zolinga za chitukuko cha kampani. . Pulojekiti yakusintha kwa ogula ku DTC ndi mutu watsopano kwa ife, ndipo palibe njira zambiri zabwino zomwe tingagwiritsire ntchito pamakampani, kotero kuphatikiza bwino za kuthekera kwa mabwenzi ndikofunikira.

Malinga ndi zosowa za mgwirizano, abwenzi a digito a Michelin amagawika m'magulu atatu: zinthu zaukadaulo, zothandizira anthu ogwira ntchito komanso maupangiri. Pazinthu zaukadaulo, timasamala kwambiri za kuthekera kopanga posankha mitundu. Ndi chifukwa chakenso timasankha kugwirana manja ndi nsanja ya CDP kutengera luso lamphamvu la Microsoft komanso mabwenzi ake azachilengedwe. Mu njira yonse yosinthira, Michelin amatsogolera mayendedwe, mapangidwe a zomangamanga ndi njira ya mgwirizano ndi Zhongda, koma nthawi yomweyo imatsindikanso kumanga mgwirizano wa chikhulupiliro, ndipo mgwirizano pazifukwa izi ndi wamphamvu kwambiri pothetsa mavuto. Mpaka pano, mgwirizano wonse wakhala wosangalatsa komanso wosalala.

Tikuwona kuti muli ndi zofunikira kwa abwenzi omwe amagwira ntchito limodzi panjira yosinthira digito, ndipo zomwe mukufuna zikuwonekeranso bwino. Ndiye mumawuwona bwanji ulendowu ndi bwenzi lalikulu la Microsoft?

Xu Lan: Ntchito za data za Microsoft monga Databricks ndi ntchito zina zaukadaulo zathandizira kwambiri. Microsoft ikupitiliza kukula ndikupita patsogolo ku China, ndipo kukhazikika kwazinthu zake ndikusintha kwaukadaulo ndizodziwikiratu kwa onse. Nthawi zonse takhala ndi chiyembekezo chamsewu wake wobwerezabwereza.

Kampani iliyonse ili ndi malo ake komanso njira yake yosinthira. Kwa ife, ndi bizinesi ya Michelin monga pachimake, timapereka chidwi kwambiri pa ntchito yaukadaulo pothana ndi zowawa zabizinesi. Choncho, kusankha abwenzi luso ayenera kukhala wanzeru. Kukonzanso kwamabizinesi a Michelin ndi luso lachitsanzo kuyenera kuthandizidwa ndi nsanja yokhazikika yaukadaulo monga Microsoft komanso chilengedwe chosiyanasiyana komanso cholimba.

"Kusinthika sikumayima, kuyang'ana mwayi watsopano mumayendedwe ogulitsa"

Zikomo chifukwa cha ngodya yodabwitsa. Chifukwa chake kutengera zomwe zakwaniritsa panopo, tsogolo la Michelin ndi chidaliro chotani? Kodi muli ndi upangiri wanji kwa anzanu ogwira nawo ntchito?

Xu Lan: Ndikukula kwa kusinthaku, ntchito yathu yakula kuchokera kumbali ya tchanelo ndi mbali ya ogula kupita kumagulu onse abizinesi, kuphatikiza ma digito, kupanga digito, kupatsa mphamvu antchito a digito, ndi zina zambiri.

Kuphatikiza apo, ndikufuna kugawana ndi atsogoleri ena abizinesi omwe akukumana ndi zovuta zosinthira zofananira njira ya "Yesani Chilichonse", ndiko kuti, kuwerengera ndikusanthula zotsatira, ndikupitiliza kugwiritsa ntchito, kuphunzira ndi kukhathamiritsa. M'malo mwake, kaya ndi mtundu wamayendedwe aukadaulo kapena njira yaukadaulo, luso la kuphunzira ndilofunika kwambiri, kuphatikiza kuthamanga kwa maphunziro aumwini, zochitika zenizeni, komanso kukwera kuchokera pamlingo wa luso lamunthu kupita ku gulu, dipatimenti ndi bungwe. .

Chofunikira pakusinthaku ndi "kupita patsogolo ndi nthawi", kotero Michelin samayamikira kwambiri zomwe wophunzirayo adakumana nazo. Chochitika choyambiriracho chikuyenera kukakamizidwa kukhala "nthawi yakale" mkati mwa zaka ziwiri, chaka chimodzi kapena miyezi isanu ndi umodzi. Choncho, luso limene tikunena silikutanthauza luso lolemera, koma limatsindika luso lapamwamba la kuphunzira. M'tsogolomu, tikuyembekezeranso kugwira ntchito ndi ogwira nawo ntchito, kuyambira ku DTC, ndikugwiritsa ntchito luso lamakono lamitundu yosiyanasiyana monga AI, VR, ndi deta yaikulu kuti tibwezeretse luso la bizinesi.