Ukuthetha ngamatayara, akukho mntu waziyo "Michelin". Xa kuziwa ekuhambeni kunye nokucebisa iindawo zokutyela ezilungileyo, eyona idumileyo iseyi "Michelin". Kwiminyaka yakutshanje, uMichelin uye wasungula ngokulandelelana iShanghai, iBeijing kunye nezinye izikhokelo zedolophu yaseTshayina, eziqhubeka zibangela uvakalelo. Kwaye intsebenziswano yayo enzulu kunye neenkampani ze-e-commerce zasekhaya ezifana ne-JD.com iphinde yakhawulezisa uphuhliso lwayo olulungelelanisiweyo kunye nemarike yaseTshayina kwishishini layo elidala lokwenziwa kwamatayara.

UNksz Xu Lan, iGosa eliyiNtloko leNgcaciso ye-Michelin Asia Pacific, iGosa eliyiNtloko yoLawulo lwase-China, kunye neGosa eliyiNtloko leDatha laseChina.

Uphawu lwamazwe ngamazwe olunembali yenkulungwane endala luye lwaphuma ngokuthe ngcembe kwindlela yalo kwinkqubo yokwamkela ngakumbi imakethi yaseTshayina. Kuluhlu lweentshukumo zamva nje zikaMichelin, eyona nto ibalaseleyo kukuba iMichelin, njengemveliso enganyangekiyo kubathengi, yangena ngokuqinileyo kwidabi elithe ngqo kumthengi (DTC, Direct to Consumer). Kwaye oku kukuyila kwesicwangciso esitsala amehlo kuphuhliso lwehlabathi lweMichelin.

“Zininzi iindlela ezintsha zokudlala kwimarike yaseTshayina. Ubukhulu becala, ukuziqhelanisa nentengiso yaseTshayina ngumzekelo obalulekileyo weMichelin kwihlabathi liphela. ” I-Michelin Asia Pacific iGosa eliyiNtloko leNgcaciso, iGosa eliyiNtloko yoLawulo lwaseChina, u-China uNksz Xu Lan, igosa eliyintloko ledatha yesithili, liqukumbele ngale ndlela.

Kwaye eli gqala le-Michelin leminyaka eli-19 likwangumsebenzi omtsha "umphathi we-slash" we "trinity" yeshishini, iteknoloji kunye nolawulo olulungiselelwe nguMichelin kwimarike yaseTshayina. Yile ndima yombutho evumela uXu Lan ukuba akhokele ngempumelelo isicwangciso seDTC sikaMichelin. Ngoko ke, njengenye yeenkokheli zedijithali ze-Michelin China kunye nenkokeli yezoshishino enemvelaphi yezobugcisa, yintoni ingqiqo ye-Xu Lan namhlanje, kwaye yintoni izakhono zokuguqula anokufunda kuzo? Ngezantsi, ngengxoxo yakhe nentatheli yethu, fumana.

"Kuhlobo oluwela umda iMichelin, iDTC kuphela kwendlela yokuhamba"

Njengophawu lweempahla ezaziwayo-kakuhle, yintoni eyona ngqwalasela yesicwangciso se-Michelin's DTC (ngokuthe ngqo kumthengi)?

UXu Lan: Kwimarike yaseTshayina, ishishini likaMichelin ligxile kumatayara emoto ajolise kubathengi kunye neenkonzo. Kunokuthiwa sibonwa njenge "Brand eKhokelayo" kushishino lwamatayara. Xa kuthelekiswa noontanga bayo, i-brand equity kaMichelin ngokwayo “inqumla umda” kakhulu. Ezona zidumileyo ziyaziwa ngokuba yi "Michelin Star Restaurant" yokulinganisa, izikhokelo zokutya, njl., eziye zagqithiswa ngaphezu kwekhulu leminyaka.

Ngoko ke, sikholelwa ukuba inzuzo enkulu ye-Michelin yinzuzo ye-brand. Ubutyebi be-brand buvumela i-Michelin ukuba ibonelele abathengi ngamava apheleleyo. Ngokusekelwe kule nzuzo, kufuneka siqinise ngakumbi umphumo wokutsala wabathengi, kungekhona nje ukuthembela kumajelo. Ewe kunjalo, ubume betshaneli kaMichelin buphelele, kodwa ukuba asongezi ukufikelela kubathengi, sinokuba ngumboneleli osulungekileyo. Yiloo nto esingafuni ukuyibona, kwaye yiyo loo nto siqala ukucinga malunga nezicwangciso ezithe ngqo kubathengi.

Kodwa ingxaki kukuba akukho qonga lilungele ukusetyenziswa elinokusetyenziswa "kwi-fly". Xa ujonga kwihlabathi, zimbalwa kakhulu ii-ecosystems zentengiso ezineendlela ezininzi ezahlukeneyo zokudlala kwaye ziyasebenza kwaye zizityebi eTshayina.

Ngokungabikho kweisampulu zereferensi, ungabelana nathi ngomkhondo kunye namava awodwa eMichelin DTC kunye nedijithali?

Xu Lan: Ehlabathini lonke, imarike yaseTshayina iphambili. I-ecology yabathengi basekhaya ityebile kakhulu. Oku akusiyo imeko edibana nayo yinkampani yaseMichelin. Eli lithuba kanye elikhethekileyo elifunyanwa ziinkampani zamazwe ngamazwe namhlanje. Imakethi yaseTshayina iye yaba yindawo etshisayo yokulima izinto ezintsha, kwaye impumelelo entsha evela eTshayina iqala ukondla ihlabathi.

NgoJanuwari 2021, uMichelin China wamisela isicwangciso se-DTC, into yokuqala endayenzayo njengenkokeli yedijithali yeCDO. Ngelo xesha, iqela leprojekthi lagqiba ekubeni liqale kwicala labathengi kwaye liqalise ngokusemthethweni umjikelezo omtsha wokuguqulwa kwedijithali.

Sigqibe kwelokuba sivule amajelo kunye nomxholo nge-applet ye-WeChat, umaleko ophakathi okhanyayo. Okokuqala, kwiinyanga ezi-3-4, gqibezela ukusekwa kwecandelo langaphakathi labasebenzi, wenze ukulungiswa kwangaphambili kunye nomnye umsebenzi. Okulandelayo, yakha amandla amatsha edatha. Eli linyathelo eliphambili, kuba iiNkqubo eziNcinane azihambelani neemfuno zeqonga leshishini le-e-commerce lemveli, kwaye libandakanya ukukhethwa kunye nokwakhiwa kweeCDP. Ke ngoko, sikhethe iqabane lethu langoku. Wonke umntu wasebenza kunye ukugqiba ubuncinane i-80% yokuhlanganiswa kwedatha kwiinyanga ezi-3, ukudibanisa ulwazi lwabathengi oluhlakazekile kwiinkqubo ezahlukeneyo zoshishino. Enyanisweni, umthamo wedatha yokuqala xa sihamba kwi-intanethi yafikelela kwi-11 yezigidi.

Ukususela ekuqalisweni ngokusemthethweni ngoNovemba 25 kunyaka ophelileyo ukuya kuMeyi kulo nyaka, kuthathe iinyanga ze-6 kuphela kwiqonga lobulungu elisekelwe kwi-applet ukunikezela ngephepha lempendulo elihle - amalungu amatsha angama-1 kunye nokusebenza okuzinzile kwe-10% MAU (abasebenzisi abasebenzayo benyanga ). Xa kuthelekiswa ne-applet ye-brand ye-WeChat ekhulileyo esebenze malunga neminyaka emibini, le datha nayo ilungile kakhulu, nto leyo isenza saneliseke.

Iinzame zayo kumxholo nazo zivelisa into entsha. Umzekelo, amava evenkile yokutyela yaseMichelin ephantsi kodidi "Ubomi +" avuselele ngcono iimfuno zokusebenzisana zabathengi. Ukongeza, ezinye izinto eziluncedo nezisebenzayo ezifana nolwazi lwesiganeko kunye neenkonzo zokulungisa ngokukhawuleza nazo zikhangele kakhulu. Ngenxa yokuba injongo yethu ayikokutsala abalandeli, kodwa ukubona isiphumo sonxibelelwano "lwedatha-shishini", oko kukuthi, ukukhula kwedatha kwiofisi engaphambili kukhokelela kwishishini kwiofisi yangasemva.

Ukusuka kwindawo yokujonga imodeli ye-AIPL yokuthengisa, kukuvula yonke ikhonkco "ukusuka ku-A ukuya ku-L". Into entle kukuba onke amakhonkco avulwa ngeqonga elidityanisiweyo le-applet, elikwaphumeza injongo yokuqala yesicwangciso sethu sokuqala se-DTC. Ngoku, xa kuthelekiswa nokuphuhliswa kweenkqubo ezincinci, sihlawula ingqalelo ngakumbi "kumsebenzi wabathengi" kwinqanaba le-macro, kubandakanywa amandla okusebenza komxholo we-channel multi-channel, ingqondo yabathengi kunye nokuqonda okuhlalutyayo kunye nezinye izinto ezinzulu zokusebenza kwedatha.

"Utshintsho luhambo, chitha ixesha elininzi ukhetha abahambi abalungileyo"

Sibonile ukuba impumelelo yexesha elifutshane yeNkqubo yeMicic Mini iye yaqaqamba noko. Njengomphathi wale projekthi kunye "nentloko ye-IT" yaseMichelin China, ngaba ungabonisa iindlela ezisebenzayo nezivuthiweyo kwireferensi yethu?

Xu Lan: Ukusuka kwimbono jikelele, indawo kaMichelin ye-DTC ihlala icacile, oko kukuthi, ukufezekisa ukudityaniswa kwe-brand kunye nokudala amava omthengi apheleleyo kunye afanelekileyo. Kodwa njani kanye? Ngowuphi owona mphumo ungqalileyo? Le yinto ekufuneka iqwalaselwe ziiCDO. Sihlala sikhangela isakhono seqabane elihambelana neenjongo zethu ezinkulu.

Ngokusekwe kule meko, njenge-CDO, ndiya kuphinda ndilungiselele ngokufanelekileyo ugxininiso lomsebenzi wam, kwaye ndibeke malunga ne-50% yamandla am ngqo kwinguqu yeshishini ledijithali. Ukusuka kumbono wolawulo, kufuneka sicinge ngakumbi malunga nendlela yokwakha kunye nokuxhobisa amaqela, indlela yokuqinisekisa ukulungelelaniswa kweeprojekthi ezinzima phakathi kwamasebe ahlukeneyo oshishino, kunye nendlela yokuqinisekisa ukuba inkqubela phambili yeeprojekthi ihambelana neenjongo zophuhliso lwenkampani. . Iprojekthi yenguqu ye-DTC ejolise kubathengi sisihloko esitsha kuthi, kwaye akukho mininzi eyona ndlela ilungileyo yokwenza ireferensi kushishino, ngoko ke umanyano olungcono lwesakhono samaqabane lubalulekile.

Ngokweemfuno zentsebenziswano, amaqabane edijithali kaMichelin ahlulwe kakhulu abe ngamacandelo amathathu: iimveliso zobugcisa, ukongezwa kwabasebenzi kunye neenkonzo zokubonisana. Kwiimveliso zobugcisa, sihlawula ingqalelo ngakumbi kwizakhono zokuvelisa xa sikhetha iimodeli. Kukwangenxa yesi sizathu ukuba sikhethe ukudibanisa izandla kunye neqonga leCDP esekwe kubuchwephesha obunamandla beMicrosoft kunye namaqabane ayo endalo. Kuyo yonke indlela yenguqu, iMichelin ikhokela isalathiso, uyilo loyilo kunye nendlela yokusebenza kwentsebenziswano kunye noZhongda, kodwa kwangaxeshanye ikwagxininisa ukwakhiwa ngokubambisana kwentembeko, kunye nokusebenzisana kwesi siseko kunamandla kakhulu ekusombululeni iingxaki. Ukuza kuthi ga ngoku, intsebenziswano iyonke ibimnandi kwaye igudileyo.

Siyabona ukuba uneemfuno kumaqabane asebenza ecaleni kwendlela yokuguqula idijithali, kwaye ipateni ekujoliswe kuyo nayo icace kakhulu. Ke uluvavanya njani olu hambo kunye neqabane eliphambili likaMicrosoft?

I-Xu Lan: Iinkonzo zedatha ye-Microsoft ezifana ne-Databricks kunye nezinye iinkonzo zobuchwepheshe ezitsha zibonelele ngoncedo olukhulu. UMicrosoft uyaqhubeka nokuphuhlisa kunye nenkqubela phambili eTshayina, kwaye umgangatho wemveliso kunye nohlaziyo lwetekhnoloji luyabonakala kubo bonke. Besisoloko sinethemba malunga nemveliso yayo yokuphindaphinda imephu yendlela.

Inkampani nganye inendawo yayo kunye nendlela yayo yokuguqula. Kithina, kunye neshishini le-Michelin njengeyona nto ingundoqo, sihlawula ingqalelo ngakumbi kwixabiso elisebenzayo lobuchwephesha ekuxazululeni iintlungu zeshishini. Ngoko ke, ukhetho lwamaqabane obugcisa kufuneka lube nobulumko. Uhlengahlengiso lweshishini likaMichelin kunye nemodeli yokuqamba entsha kufuneka ixhaswe yiplatform yetekhnoloji ezinzileyo efana neMicrosoft kunye nenkqubo eyahlukeneyo kunye neyomeleziweyo yendalo.

"Utshintsho aluyeki, ukujonga amathuba amatsha kwikhonkco lokubonelela"

Enkosi nge-engile emangalisayo. Ke ngokusekwe kwimpumelelo yangoku, yintoni ikamva kunye nokuzithemba kukaMichelin? Leliphi icebiso onalo koogxa bakho kolu shishino?

I-Xu Lan: Ngokunzulu kwenguqu, ugxininiso lwethu lomsebenzi luye lwanda ukusuka kwicala lesiteshi kunye necala labathengi ukuya kuwo onke amanqanaba eshishini, kubandakanywa ukuthengiswa kwedijithali, ukuveliswa kwedijithali, ukuxhotyiswa kwabasebenzi bedijithali, njl.

Ukongezelela, ndingathanda ukwabelana nezinye iinkokeli zoshishino ezijongene nemingeni efanayo yokuguqulwa kwendlela "Yokulinganisa yonke into", oko kukuthi, ukulinganisa kwaye uhlalutye iziphumo, kwaye uqhubeke nokusebenzisa, ukufunda nokwandisa. Enyanisweni, nokuba luhlobo lokuhamba kobugcisa okanye uhlobo lwe-methodological, isakhono sokufunda sibaluleke ngokukodwa, kubandakanywa nesantya sokufunda komntu, imeko ethile yokuziqhelanisa, kunye nokunyuka kwinqanaba lobuchule bomntu kwiqela, isebe kunye nombutho. .

Undoqo wotshintsho kukuba “ukuqhubela phambili namaxesha”, ngoko ke uMichelin akawaxabisi kakhulu amava omviwa. Amava okuqala anokunyanzelwa ukuba abe “kwixesha elidlulileyo” kwiminyaka emibini, unyaka omnye okanye kwiinyanga ezintandathu. Ngoko ke, italente esithetha ngayo ayithethi ukuba ngamava atyebileyo, koko igxininisa isakhono sokufunda esibalaseleyo. Kwixesha elizayo, sikwajonge phambili ekusebenzeni namaqabane ethu ezobugcisa, ukuqalela kwi-DTC, nokusebenzisa iinguqulelo ezahlukeneyo zobuchwepheshe ezifana ne-AI, i-VR, kunye nedatha enkulu ukubuyisela ukusungulwa kweshishini.