Kutaura nezve matai, hapana anoziva "Michelin".Kana zvasvika pakufamba uye kurumbidza gourmet restaurants, iyo inonyanya kuzivikanwa ichiri "Michelin".Mumakore achangopfuura, Michelin akatevedzana akatanga Shanghai, Beijing uye mamwe madhairekitori emaguta eChinese, ayo anoramba achikonzera manzwiro.Uye kubatana kwayo kwakadzama nemakambani e-e-commerce emuno akadai seJD.com yakawedzerawo kusimudzira kwayo kwakarongeka nemusika weChinese kubva kubhizinesi rayo rekare rekugadzira matayi.

Ms. Xu Lan, Chief Information Officer weMichelin Asia Pacific, Chief Administrative Officer weChina, uye Chief Data Officer weChina.

Chiratidzo chepasi rose chine nhoroondo yemakore zana chave kubuda zvishoma nezvishoma kubva mumitoo yaro mukuita kwekuwedzera kukumbundira musika weChina.Munhevedzano yezvichangobva kuitika naMichelin, chinonyanya kushamisa ndechekuti Michelin, sechigadzirwa chisingadziviriri mutengi, akanyatsopinda muhondo yakananga-kune-vatengi (DTC, Direct to Consumer) hondo.Uye ichi chiitiko chinobata hunyanzvi mukuvandudza kwepasirese kweMichelin.

"Kune nzira dzakawanda dzekutamba mumusika weChina.Kusvika pamwero mukuru, maitiro emusika weChinese muenzaniso wakakosha weMichelin pasi rese.Michelin Asia Pacific Chief Information Officer, China Chief Administrative Officer, China Ms. Xu Lan, mukuru we data wedunhu, akapedzisa nenzira iyi.

Uye uyu 19-year Michelin veteran ibasa idzva "slash maneja" we "utatu" hwebhizinesi, tekinoroji uye manejimendi akagadzirirwa naMichelin kumusika weChinese.Iri ibasa rehurongwa rinobvumira Xu Lan kuti abudirire kutungamira Michelin's DTC zano.Saka, semumwe wevatungamiri veMichelin China's digitalization uye mutungamiri webhizimisi ane ruzivo rwehutano, chii chinonzi Xu Lan nhasi, uye unyanzvi hupi hwekushandura hwaanogona kudzidza kubva?Pazasi, kuburikidza nenhaurirano yake nemutori wenhau wedu, tsvaga.

"Pakuyambuka-border brand Michelin, DTC ndiyo yega nzira yekuenda"

Semhando inozivikanwa yezvigadzirwa zvekugara, chii chinotariswa neMichelin's DTC (yakananga-kune-mutengi) zano?

Xu Lan: Mumusika weChinese, bhizinesi raMichelin rinotarisa pamatayi emotokari anotungamirwa nevatengi uye masevhisi.Zvinogona kutaurwa kuti isu tinozivikanwa se "Inotungamira Brand" muindasitiri yematai.Kuenzaniswa nevezera rayo, Michelin's brand equity pachayo yakanyanya "kuyambuka-muganhu".Anonyanya kuzivikanwa anozivikanwa se "Michelin Star Restaurant" ratings, madhairekitori ezvekudya, nezvimwewo, izvo zvakapfuudzwa kweanopfuura zana.

Naizvozvo, isu tinotenda kuti mukana mukuru weMichelin ndiyo mukana weiyo mhando.Kupfuma kweiyo brand kunobvumira Michelin kupa vatengi ruzivo rwakakwana.Kubva pane iyi mukana, isu tinofanirwa kuwedzera kusimbisa kudhonza kwevatengi, kwete kungovimba nemachaneli.Ehe, Michelin's chiteshi marongero akakwana, asi kana tikasawedzera mukana kune vatengi, tinogona kuve mutengesi akachena.Ndicho chinhu chatisingadi kuona, uye ndicho chikonzero isu tiri kutanga kufunga nezve nzira dzakananga-kune-vatengi.

Asi dambudziko nderekuti hapana chikuva chakagadzirirwa-chakagadzirwa chinogona kushandiswa "pane nhunzi".Tichitarisa pasirese, kune mashoma emusika ecosystems ane nzira dzakawanda dzakasiyana dzekutamba uye anoshanda uye akapfuma muChina.

Mukushaikwa kwemareferensi masampuli, unogona here kugovana nesu trajectory uye yakasarudzika chiitiko cheMichelin DTC uye kunyangwe digitalization?

Xu Lan: Pasi rose, musika weChinese uri pamberi.Mutengi wemumba ecology akapfuma kwazvo.Aya haasi mamiriro akasangana nekambani yeMichelin.Uyu ndiwo mukana chaiwo wakasangana nemakambani emarudzi akawanda nhasi.Musika weChinese wave nzvimbo yekutandarira kurima hunyanzvi, uye zvigadziriso zviri kubuda kubva kuChina zvinotanga kusimudzira nyika.

Muna Ndira 2021, Michelin China yakagadzira zano reDTC, chiri chinhu chekutanga chandakaita semutungamiri weCDO wedhijitari.Panguva iyoyo, timu yeprojekiti yakafunga kutanga kubva kudivi revatengi uye kutanga zviri pamutemo kutenderera kutsva kweshanduko yedhijitari.

Isu takasarudza kuvhura chiteshi uye zvemukati kuburikidza neWeChat applet, yakareruka yepakati layer.Kutanga, mukati memwedzi 3-4, pedzisa kugadzwa kwemukati kupatsanurwa kwevashandi, ita pre-adjustment uye rimwe basa.Tevere, gadzira hutsva hwe data.Iri idanho rakakosha, nekuti Mini Zvirongwa hazvienderane nezvinodiwa zvechinyakare bhizinesi-chikamu e-commerce mapuratifomu, uye zvinosanganisira kusarudzwa nekuvakwa kweCDP.Naizvozvo, takasarudza shamwari yedu yazvino.Wese munhu akashanda pamwechete kuti apedze inokwana 80% yekubatanidzwa kwedata mukati memwedzi ye3, kubatanidza ruzivo rwevatengi rwakapararira mumabhizinesi akasiyana masisitimu.Asi izvo, iyo yekutanga data vhoriyamu patakaenda online yakasvika 11 miriyoni.

Kubva pakatangwa zviri pamutemo muna Mbudzi 25 gore rapfuura kusvika muna Chivabvu gore rino, zvakatora mwedzi mitanhatu chete kuti nhengo yepuratifomu yakavakirwa paapplet ipe bepa rakanaka remhinduro - 1 miriyoni nhengo itsva uye kushanda kwakagadzikana kwe10% MAU (mwedzi nemwedzi vashandisi vanoshanda. )Zvichienzaniswa neakanyanya kukura brand WeChat applet yave ichishanda kweanenge makore maviri, iyi data zvakare yakanaka kwazvo, izvo zvinoita kuti tigutsikane.

Kuedza kwayo mune zvemukati zvakare kwakaringana.Semuenzaniso, chiitiko cheMichelin star restaurant pasi pechikamu che "Hupenyu +" chakurudzira zvirinani kudyidzana kwezvinodiwa nevatengi.Uye zvakare, zvimwe zviri nyore uye zvinoshanda zvemukati senge ruzivo rwechiitiko uye nekukurumidza kugadzirisa masevhisi zvakare anobata maziso.Nekuti chinangwa chedu hachisi chekungokwezva mafeni, asi kuona chinongedzo che "data-bhizinesi", ndiko kuti, kukura kwe data muhofisi yekumberi kunotungamira kune bhizinesi muhofisi yekuseri.

Kubva pakuona kweyekushambadzira AIPL modhi, ndeyekuvhura iyo link yese "kubva kuA kusvika kuL".Chinhu chakanaka ndechekuti zvese zvinongedzo zvinovhurwa kuburikidza nepuratifomu yakabatana yeapplet, iyo zvakare inozadzisa chinangwa chekutanga chekutanga DTC zano.Iye zvino, kana tichienzanisa nekugadzirwa kwezvirongwa zviduku, tinobhadhara zvakanyanya ku "kushandiswa kwevatengi" pachiyero chikuru, kusanganisira maitiro ekushanda kwemaitiro akawanda, mafungiro emutengi uye kuongorora kwekuongorora uye humwe hutano hwakadzama hwekushandisa data.

"Shanduko irwendo, shandisa nguva yakawanda uchisarudza vafambi vakanaka"

Takaona kuti kubudirira kwenguva pfupi kweMichelin Mini Program kwave kwakajeka.Semutungamiri wepurojekiti iyi uye "IT musoro" weMichelin China, unogona here kuratidza dzimwe nzira dzinoshanda uye dzine ruzivo rwekureva kwedu?

Xu Lan: Kubva pakuona kwese, chinzvimbo chaMichelin cheDTC chagara chiri pachena, ndiko kuti, kuwana kubatanidzwa kwemhando uye kugadzira yakakwana uye yakakwana yevatengi ruzivo.Asi sei chaizvo?Ndeupi mugumisiro wakananga zvikuru?Ichi ndicho chinhu chinonyanya kufarirwa neCDO.Isu tinogara tichitsvaga kugona kwemudiwa kunoenderana nezvinangwa zvedu hombe.

Zvichienderana nemamiriro ezvinhu aya, seCDO, ndicharongawo zvine musoro kutarisisa kwebasa rangu, uye ndoisa inosvika makumi mashanu muzana esimba rangu zvakananga mushanduko yebhizinesi redhijitari.Kubva pamaonero ehutungamiriri, isu tinofanirwa kufunga zvakanyanya nezve kuvaka nekupa simba zvikwata, maitiro ekuona kurongeka kwemapurojekiti akaomarara pakati pemadhipatimendi akasiyana ebhizinesi, uye maitiro ekuona kuti kufambira mberi kwemapurojekiti kunoenderana nezvinangwa zvekusimudzira zvekambani. .Iyo inotungamirwa nevatengi yeDTC shanduko purojekiti inyaya nyowani kwatiri, uye hapana akawanda akanakisa maitiro ekutarisa muindastiri, saka kubatanidzwa kuri nani kwekugona kwevadyidzani kwakakosha.

Zvinoenderana nezvinodiwa zvekubatana, Michelin's digital partners akakamurwa zvakanyanya muzvikamu zvitatu: zvigadzirwa zvehunyanzvi, manpower supplement uye masevhisi ekubvunza.Kune zvigadzirwa zvehunyanzvi, isu tinotarisisa zvakanyanya kune zvigadzirwa zvekugadzira kana tichisarudza mamodheru.Izvo zvakare nekuda kweichi chikonzero isu tinosarudza kubatana maoko neCDP chikuva zvichibva pane ine simba tekinoroji yeMicrosoft uye vadyidzani vayo vezvakatipoteredza.Munzira yose yeshanduko, Michelin anotungamira gwara, dhizaini yezvivakwa uye nzira yekushandira pamwe neZhongda, asi panguva imwechete inosimbisawo kubatanidzwa kwekuvimba, uye kushanda pamwe chete pahwaro uhwu kune simba guru mukugadzirisa matambudziko.Parizvino, kubatana kwese kwave kuri kunakidza uye kwakatsetseka.

Isu tinoona kuti une zvinodikanwa kune vanobatana vanoshanda padivi padivi pedhijitari shanduko mugwagwa, uye iyo yakanangwa pateni zvakare yakajeka.Saka unoongorora sei rwendo urwu nemumwe akakosha Microsoft?

Xu Lan: Microsoft data masevhisi akadai seDatabricks uye mamwe masevhisi ehunyanzvi ehunyanzvi akapa rubatsiro rwakakura.Microsoft inoramba ichikura uye kufambira mberi muChina, uye kumisikidzwa kwayo kwechigadzirwa uye tekinoroji zvigadziriso zviri pachena kune vese.Isu tagara tine tariro pamusoro pechigadzirwa iteration roadmap.

Kambani imwe neimwe ine nzvimbo yayo uye nzira yayo yekushandura.Kwatiri, nebhizinesi reMichelin seyakanyanya, isu tinobhadhara zvakanyanya kukosha kwekushanda kwehunyanzvi mukugadzirisa bhizinesi marwadzo.Naizvozvo, kusarudzwa kwevashandi vehunyanzvi kunofanirwa kuve nehungwaru.Michelin's bhizinesi reengineering uye modhi innovation inoda kutsigirwa neyakagadzika tekinoroji inogonesa seMicrosoft uye yakasarudzika uye yakasimbiswa ecosystem.

"Shanduko hairegi, kutarisa mikana mitsva mumaketani ekugovera"

Ndinokutendai nekona inoshamisa.Saka zvichibva pane zvazvino kubudirira, chii chiri kuitika mune ramangwana uye chivimbo chaMichelin?Ndeapi mazano aunayo kune vaunoshanda navo muindasitiri?

Xu Lan: Nekudzika kweshanduko, tarisiro yedu yebasa yakawedzera kubva kudivi rechiteshi uye kudivi revatengi kusvika kumatanho ese ebhizinesi, kusanganisira dhijitari rekutengesa, kugadzira dhijitari, kugonesa vashandi vedhijitari, nezvimwe.

Pamusoro pezvo, ndinoda kugovana nevamwe vatungamiriri vebhizinesi vari kutarisana nematambudziko ekuchinja akafanana nzira ye "Yera Zvese", kureva, kuyera uye wozoongorora zvabuda, uye ramba uchishandisa, kudzidza nekugadzirisa.Muchokwadi, ingave iri tekinoroji yekuyerera mhando kana nzira yemaitiro, kugona kudzidza kwakakosha zvakanyanya, kusanganisira kumhanya kwekudzidza wega, chaiyo kudzidzira mamiriro, uye kusimuka kubva padanho rekugona kwemunhu kuenda kuchikwata, dhipatimendi uye sangano. .

Chakakosha cheshanduko ndeche “kuenda mberi nenguva”, saka Michelin haanyanyokoshesa ruzivo rwemumiriri.Chiitiko chepakutanga chinogona kumanikidzwa kuve "nguva yakapfuura" mukati memakore maviri, gore rimwe kana kunyange mwedzi mitanhatu.Naizvozvo, tarenda ratiri kutaura nezvaro harirevi ruzivo rwakapfuma, asi rinosimbisa kugona kwakatanhamara pakudzidza.Mune ramangwana, isu tinotarisirawo kushanda nevatinoshanda navo vehunyanzvi, kutanga kubva kuDTC, uye kushandisa hunyanzvi hwehunyanzvi hwakasiyana seAI, VR, uye data hombe kudzosera kumashure hunyanzvi hwebhizinesi.