Ekhuluma ngamathayi, akekho owazi "Michelin". Uma kukhulunywa ngokuvakasha nokutusa izindawo zokudlela ezinhle, edume kakhulu kuseyi-“Michelin”. Eminyakeni yamuva nje, i-Michelin yethule ngokulandelana i-Shanghai, i-Beijing nezinye iziqondiso zedolobha lase-China, eziqhubeka nokuvusa imizwa. Futhi ukubambisana kwayo okujulile nezinkampani ze-e-commerce zendawo ezifana ne-JD.com kuphinde kwasheshisa intuthuko yayo ehlelekile nemakethe yaseShayina kusukela ebhizinisini layo elidala lokukhiqiza amathayi.

UNksz Xu Lan, Isikhulu Esiphezulu Solwazi sase-Michelin Asia Pacific, Isikhulu Esiphethe Sokuphatha sase-China, kanye Nomphathi Omkhulu Wemininingwane yase-China

Uphawu lwamazwe ngamazwe olunomlando wekhulunyaka ubudala kancane kancane luye lwaphuma endleleni yalo enqubweni yokuqhubeka nokwamukela imakethe yaseShayina. Ochungechungeni lwezinyathelo zakamuva ze-Michelin, okugqama kakhulu ukuthi i-Michelin, njengomkhiqizo ongazweli umthengi, ingene ngokuqinile empini yomthengi (i-DTC, Direct to Consumer). Futhi lokhu kuwuhlelo olusha oludonsa amehlo ekuthuthukisweni komhlaba wonke kwe-Michelin.

“Ziningi izindlela ezintsha zokudlala emakethe yaseChina. Ngokwezinga elikhulu, umkhuba wemakethe yaseShayina uyisampula ebalulekile kwaMichelin emhlabeni jikelele. " Isikhulu Esiphezulu Solwazi sase-Michelin Asia Pacific, i-China Chief Administrative Officer, u-China uNksz Xu Lan, isikhulu sedatha yesifunda, uphethe ngale ndlela.

Futhi le ngqalabutho ye-Michelin yeminyaka engu-19 iphinde ibe umsebenzi omusha “womphathi we-slash” “wobuthathu” bebhizinisi, ubuchwepheshe kanye nokuphatha oklanyelwe uMichelin emakethe yaseChina. Yile ndima yenhlangano evumela u-Xu Lan ukuthi ahole ngempumelelo isu le-DTC le-Michelin. Ngakho-ke, njengomunye wabaholi bedijithali ye-Michelin China kanye nomholi webhizinisi onesizinda sobuchwepheshe, iyini imininingwane kaXu Lan namuhla, futhi yimaphi amakhono okuguqula angafunda kuwo? Ngezansi, ngengxoxo yakhe nentatheli yethu, thola.

"Ngohlobo lwe-Michelin oluwela umngcele, i-DTC ukuphela kwendlela yokuhamba"

Njengomkhiqizo owaziwayo wezimpahla ezihlala isikhathi eside, yikuphi ukucatshangelwa okuqondile kwesu le-Michelin's DTC (direct-to-consumer)?

I-Xu Lan: Emakethe yaseShayina, ibhizinisi likaMichelin ligxile emathayini ezimoto aqondiswe kubathengi namasevisi. Kungashiwo ukuthi saziwa “njengophawu oluphambili” embonini yamasondo. Uma kuqhathaniswa nontanga bayo, ukulingana komkhiqizo we-Michelin ngokwawo "ukweqa umngcele". Ezidume kakhulu zaziwa njengezilinganiso ze-"Michelin Star Restaurant", imihlahlandlela yokudla, njll., esedluliselwe phansi isikhathi esingaphezu kwekhulu leminyaka.

Ngakho-ke, sikholelwa ukuthi inzuzo enkulu ye-Michelin inzuzo yomkhiqizo. Ukunotha komkhiqizo kuvumela i-Michelin ukuthi inikeze abathengi ulwazi oluphelele. Ngokusekelwe kule nzuzo, sidinga ukuqhubeka nokuqinisa umphumela wokudonsa wabathengi, hhayi nje ukuthembela eziteshini. Yebo, isakhiwo sesiteshi sika-Michelin siphelele, kodwa uma singangezi ukufinyelela kubathengi, singase sibe abahlinzeki abamsulwa. Leyo yinto esingafuni ukuyibona, futhi yingakho sesiqala ukucabanga ngamasu aqonde ngqo kumthengi.

Kodwa inkinga ukuthi ayikho isiteji esenziwe ngomumo esingasetshenziswa "ngokundiza". Uma ubheka umhlaba, zimbalwa kakhulu izizinda zemakethe ezinezindlela eziningi zokudlala ezisebenzayo futhi ezicebile e-China.

Uma engekho amasampula ayizethenjwa, ungakwazi ukwabelana nathi ngomkhondo kanye nolwazi oluyingqayizivele lwe-Michelin DTC ngisho nokwenza idijithali?

UXu Lan: Emhlabeni wonke, imakethe yaseShayina ihamba phambili. I-ecology yabathengi basekhaya inothe kakhulu. Lesi akusona isimo inkampani yakwaMichelin ehlangabezane nayo. Leli yithuba elikhethekile elitholwa izinkampani zamazwe ngamazwe namuhla. Imakethe yaseShayina isiphenduke isizinda sokutshala izinto ezintsha, futhi impumelelo emisha evela eChina iqala ukondla umhlaba.

NgoJanuwari 2021, i-Michelin China yenza ngokusemthethweni isu le-DTC, okwakuyinto yokuqala engayenza njengomholi wedijithali we-CDO. Ngaleso sikhathi, ithimba lephrojekthi lanquma ukuqala ohlangothini lwabathengi futhi liqale ngokusemthethweni umjikelezo omusha wokuguqulwa kwedijithali.

Sinqume ukuvula iziteshi nokuqukethwe nge-applet ye-WeChat, ungqimba oluphakathi nendawo olungasindi. Okokuqala, phakathi nezinyanga ezi-3-4, qedela ukusungulwa kokuhlukaniswa kwangaphakathi kwabasebenzi, ukwenza ukulungiswa kwangaphambili kanye neminye imisebenzi. Okulandelayo, yakha amakhono edatha amasha. Lesi isinyathelo esibalulekile, ngoba Izinhlelo Ezincane azihambisani nezidingo zezinkundla zendabuko ze-e-commerce ezingeni lebhizinisi, futhi kuhilela ukukhethwa nokwakhiwa kwama-CDP. Ngakho-ke, sikhethe umlingani wethu wamanje. Wonke umuntu wasebenza ndawonye ukuze aqedele okungenani u-80% wokuhlanganiswa kwedatha phakathi nezinyanga ezingu-3, ​​okuhlanganisa ulwazi lomthengi olusabalele ezinhlelweni zebhizinisi ezihlukene. Eqinisweni, ivolumu yedatha yokuqala lapho siya ku-inthanethi ifinyelele ezigidini ezingu-11.

Kusukela kwethulwa ngokusemthethweni ngoNovemba 25 ngonyaka odlule kuya kuMeyi kulo nyaka, kuthathe izinyanga eziyisi-6 kuphela ukuthi inkundla yobulungu esekelwe kuhlelo lokusebenza inikeze iphepha lokuphendula elihle - amalungu amasha ayisigidi esi-1 kanye nokusebenza okuzinzile kwe-10% MAU (abasebenzisi abakhuthele nyanga zonke. ). Uma kuqhathaniswa ne-applet yomkhiqizo evuthiwe ye-WeChat esisebenze cishe iminyaka emibili, le datha nayo yinhle kakhulu, okusenza saneliseke.

Imizamo yayo kokuqukethwe ibuye ibe nokusha. Isibonelo, okuhlangenwe nakho kwendawo yokudlela yenkanyezi ye-Michelin ngaphansi kwesigaba esithi "Life +" kukhuthaze kangcono izidingo zokusebenzisana zabathengi. Ngaphezu kwalokho, okunye okuqukethwe okulula nokusebenzayo njengolwazi lomcimbi kanye nezinsizakalo zokulungisa ngokushesha nakho kudonsa amehlo kakhulu. Ngoba inhloso yethu akukona nje ukuheha abalandeli, kodwa ukubona umphumela wokuxhumanisa "webhizinisi ledatha", okungukuthi, ukukhula kwedatha ehhovisi elingaphambili kuholela kanjani ebhizinisini ehhovisi elingemuva.

Ngokombono wemodeli ye-AIPL yokumaketha, ukuvula sonke isixhumanisi "kusuka ku-A kuya ku-L". Okuhle ukuthi zonke izixhumanisi zivulwa ngeplathifomu ehlanganisiwe ye-applet, nayo efinyelela inhloso yokuqala yesu lethu lokuqala le-DTC. Manje, uma kuqhathaniswa nokuthuthukiswa kwezinhlelo ezincane, sinaka kakhulu "ukusebenza kwabathengi" ezingeni elikhulu, okuhlanganisa amandla okusebenza kokuqukethwe kweziteshi eziningi, ingqondo yomthengi kanye nokuqonda kokuhlaziya kanye namanye amakhono okusebenza kwedatha ejulile.

“Inguquko iwuhambo, sebenzisa isikhathi esiningi ukhetha ozakwenu abahamba kahle”

Sibonile ukuthi impumelelo yesikhashana yohlelo lwe-Michelin Mini ibe ngcono uma kuqhathaniswa. Njengomphathi wale phrojekthi kanye “nenhloko ye-IT” yase-Michelin China, ungabonisa izindlela ezithile ezisebenzayo nezivuthiwe uma sibhekisela kuzo?

U-Xu Lan: Ngokombono ovamile, ukuma kuka-Michelin kwe-DTC bekulokhu kucacile, okungukuthi, ukuzuza ukuhlanganiswa komkhiqizo nokudala ulwazi oluphelele nolufanele lwabathengi. Kodwa kanjani ngempela? Imuphi umphumela oqondile? Lokhu ikakhulukazi into ama-CDO adinga ukucatshangelwa. Sihlala sifuna ikhono likazakwethu elifana nezinhloso zethu ezinkulu.

Ngokusekelwe kulesi simo, njenge-CDO, ngizophinde ngihlele ngokunengqondo lokho engigxile kukho emsebenzini wami, futhi ngifake cishe u-50% wamandla ami ngokuqondile ekuguquleni ibhizinisi ledijithali. Ngokombono wabaphathi, sidinga ukucabanga kabanzi ngokuthi singawakha kanjani futhi siwanikeze amandla amaqembu, indlela yokuqinisekisa ukuhlotshaniswa kwemiklamo eyinkimbinkimbi phakathi kweminyango ehlukahlukene yebhizinisi, kanye nendlela yokuqinisekisa ukuthi inqubekelaphambili yamaphrojekthi ihambisana nezinjongo zokuthuthukiswa kwenkampani. . Iphrojekthi yoguquko ye-DTC egxile kubathengi iyisihloko esisha kithi, futhi azikho izinqubo ezingcono kakhulu esingabhekisela kuzo embonini, ngakho ukuhlanganiswa okungcono kwamakhono ozakwethu kubalulekile.

Ngokwezidingo zokubambisana, ozakwethu bedijithali be-Michelin bahlukaniswe ikakhulukazi izigaba ezintathu: imikhiqizo yezobuchwepheshe, ukwesekwa kwabasebenzi kanye nezinsizakalo zokubonisana. Ngemikhiqizo yobuchwepheshe, sinaka kakhulu amandla okwenza umkhiqizo lapho sikhetha amamodeli. Kungalesi sizathu futhi ukuthi sikhethe ukuhlanganyela izandla neplathifomu ye-CDP ngokusekelwe kubuchwepheshe obunamandla be-Microsoft kanye nabalingani bayo bezemvelo. Emgudwini woguquko jikelele, u-Michelin uhola isiqondiso, ukuklanywa kwezakhiwo kanye nendlela yokusebenzisana no-Zhongda, kodwa ngesikhathi esifanayo futhi igcizelela ukwakhiwa ngokubambisana kokuthembana, futhi ukusebenzisana ngalesi sisekelo kunamandla kakhulu ekuxazululeni izinkinga. Kuze kube manje, ukubambisana okuphelele kuye kwaba mnandi futhi kushelelezi.

Siyabona ukuthi unezidingo zozakwethu abasebenza ngokubambisana emgwaqeni wokuguqulwa kwedijithali, futhi iphethini okuhlosiwe nayo icace kakhulu. Ngakho uluhlola kanjani lolu hambo nozakwethu obalulekile iMicrosoft?

I-Xu Lan: Izinsizakalo zedatha ye-Microsoft ezifana ne-Databricks nezinye izinsiza zobuchwepheshe ezisungulayo zinikeze usizo olukhulu. I-Microsoft iyaqhubeka nokuthuthuka futhi ithuthuke e-China, futhi ukumiswa komkhiqizo wayo kanye nezibuyekezo zobuchwepheshe zisobala kubo bonke. Besihlale sinethemba mayelana nemephu yomgwaqo yokuphindaphinda umkhiqizo.

Inkampani ngayinye inendawo yayo kanye nendlela yayo yokuguqula. Kithina, ngebhizinisi le-Michelin njengomgogodla, sinaka kakhulu inani elisebenzayo lobuchwepheshe ekuxazululeni amaphuzu ezinhlungu zebhizinisi. Ngakho-ke, ukukhetha abalingani bezobuchwepheshe kufanele kube okuhlakaniphile. Ukwakhiwa kabusha kwebhizinisi likaMichelin kanye nokuqanjwa kabusha kwemodeli kudinga ukusekelwa isisetshenziswa esizinzile senkundla yobuchwepheshe njengeMicrosoft kanye ne-ecosystem ehlukahlukene futhi eqinisiwe.

“Uguquko alupheli, bheka amathuba amasha ochungechungeni lokunikezela ngempahla”

Siyabonga nge-engeli enhle. Ngakho-ke ngokusekelwe ezinzuzweni zamanje, uyini ukuthambekela nokuzethemba kwe-Michelin yesikhathi esizayo? Isiphi iseluleko onaso kozakwenu embonini?

U-Xu Lan: Ngokujula koguquko, ukugxila kwethu emsebenzini kuye kwakhula kusukela ohlangothini lwesiteshi nasohlangothini lwabathengi kuya kuwo wonke amazinga ebhizinisi, okuhlanganisa uchungechunge lokuhlinzeka ngedijithali, ukukhiqizwa kwedijithali, ukuhlonyiswa kwabasebenzi ngedijithali, njll.

Ngaphezu kwalokho, ngingathanda ukwabelana nabanye abaholi bamabhizinisi ababhekene nezinselelo ezifanayo zoguquko ngendlela ethi “Linganisa Konke”, okungukuthi, ukulinganisa bese uhlaziya imiphumela, futhi uqhubeke nokusebenzisa, ukufunda nokwandisa. Eqinisweni, kungakhathaliseki ukuthi uhlobo lokugeleza kobuchwepheshe noma uhlobo lwe-methodological, ikhono lokufunda libaluleke kakhulu, okuhlanganisa isivinini sokufunda komuntu siqu, isimo esithile sokuzijwayeza, kanye nokukhuphuka kusuka ezingeni lekhono lomuntu siqu kuya eqenjini, umnyango kanye nenhlangano. .

Ingqikithi yoguquko iwukuba “ukuqhubekela phambili nezikhathi”, ngakho u-Michelin akakwazisi ngokukhethekile okuhlangenwe nakho kwekhandidethi. Okuhlangenwe nakho kwasekuqaleni kungenzeka kuphoqeleke ukuthi kube "inkathi edlule" phakathi neminyaka emibili, unyaka owodwa noma ngisho nezinyanga eziyisithupha. Ngakho-ke, ithalente esikhuluma ngalo alisho isipiliyoni esicebile, kodwa ligcizelela ikhono lokufunda elivelele. Ngokuzayo, futhi sibheke ngabomvu ukusebenzisana nozakwethu bezobuchwepheshe, kusukela ku-DTC, nokusebenzisa izinto ezintsha zobuchwepheshe ezihlukene ezifana ne-AI, i-VR, kanye nedatha enkulu ukubuyisela ukusungulwa kwebhizinisi.