Hongdou Group: "Pioneer Team Welcomes The 20Th CPC National Congress"

Red bean home e-commerce first company Party branch: insight into data, scientific decision-making, brave e-commerce tide!

As a benchmark of the group's e-commerce, in 2021, 688 live broadcasts were broadcast throughout the year, with three consecutive live broadcast sales of more than one million. The sales of double eleven days cat ranked seventh in the underwear category list, and ranked third in the performance of the group's subsidiaries; In recent 30 days, shuoyin household clothing category ranked fifth in the fierce competition platform. Recently, in the theme activity of "pioneer team welcoming the 20th National Congress of the Communist Party of China" held by Hongdou Group, the Party branch of e-commerce No.1 company of Hongdou home appliance company (hereinafter referred to as "hongdouju home appliance supplier") was rated as the "pioneer team" for its outstanding performance.

Online is a big trend and trend of development. For many years, under the leadership of Ren Yue, branch secretary and general manager of Hongdou home e-commerce, Hongdou home-based e-commerce has insight into the law of big data, catching up with the tide and riding the waves in running, making accurate efforts in decision-making, and has achieved leapfrog development. Zhou Haijiang, Secretary of the Party committee and chairman of the board of directors of the group, praised the home-based e-commerce for "the real tangible and soul Internet enterprise".

Learning benchmarking, becoming benchmarking

The train runs fast. It depends on the locomotive. The Party branch of home-based e-commerce is the "locomotive" of enterprise development. A party member is the backbone of the company and the backbone of the company.

When we were interviewed by reporters, we always said that we were learning from the red bean Party branch. The Chinese Communists do nothing in a hurry for quick success and instant benefit. They pay attention to training and improving the team. They first build the team into a learning organization, and then improve the quality and ability of the organization through various practices. Red bean home e-commerce team is also refined step by step.

At the end of 2010, Ren Yue, who was originally engaged in product development, was transferred to the e-commerce department as a manager to build a new team and start a new project. Traditional clothing brand electric shock network marketing, is a leap forward, but also a challenge. With more than 50 years of underwear design and production experience of Hongdou brand, this unparalleled advantage, the red bean home e-commerce team has always focused on operation with a beginner's open mind, constantly improving the brand tonality, researching the market segmentation, and making accurate decision-making. From 500000 a day to tens of millions of annual sales, from a single live broadcast of one million to more than 100 million transactions on double 11, Taobao and tmall have created another miracle on the platform. Behind these achievements is the team's all-round efforts, which is to constantly meet the growing needs of consumers for a better life.

At the end of 2020, the first batch of "vanguard party members" in the "vanguard group" was named as "vanguard". In the party history study and education in 2021, the red bean home e-commerce Party branch organizes party members, cadres and employees to seriously study the party's Centennial course through wechat groups, newspapers, meetings and other forms, so as to guide Party members and line cadres not to forget their original intention, keep in mind their mission, and keep in mind danger and forge ahead in times of safety. Ren Yue, as the branch secretary, takes the lead in formulating learning plans and training programs, pays attention to the implementation of measures, studies and becomes a benchmark in the professional field of e-commerce, and earnestly achieves "every year, every day, we must make progress".

Data snap between fingers, decision-making thousands of miles away. In the era of big data, red bean home actively uses big data to mine new market segments and customer needs. It tries to realize efficient circulation through digital fund measurement and crowd division. Through crowd observation and data return, it realizes secondary reach and sales amplification, and improves ROI. As of now, by 2022, the three-day through train ROI is 0.42 higher than that in 2021; To cope with the continuous rise of personalized consumption, constantly improve product differentiation and upgrade basic classic models; As a key part of highlighting "interest", the paper explores new assessment indicators and focuses on the number of visitors and guided payment.

It is commendable that the operation experience of red bean home-based e-commerce has been imparted to other e-commerce companies of the group without reservation, which has also led to the rapid development of the group's e-commerce sector.

"There must be no slack in our thinking"

In the first quarter of this year, the epidemic has gradually affected Shanghai, Wuxi, Suzhou and other important sales cities in the Yangtze River Delta, especially Pudong New Area and Kunshan, which have high-quality customers.

The most intuitive is the impact of logistics, red bean home e-commerce team quickly adjust the express mode and express combination delivery. Where the normal express delivery is not available, it shall be adjusted to air transportation; For the areas with serious backlog, the delivery shall be carried out according to the actual situation. In case of the epidemic situation, the express delivery company in charge of home delivery in Shanxi should communicate with other logistics providers as soon as possible.

At the end of March, the location of Hongdou home-based e-commerce company also experienced a three-day static management of epidemic prevention and control, and all line leaders of the company spontaneously stuck to their posts. During this period, the warehouse staff arrived at 2 o'clock in the middle of the night and lived in the warehouse to realize uninterrupted delivery.

Zhou Haijiang often said that "challenges offline, opportunities online" gives home appliance merchants great inspiration. Li zi'an, assistant general manager and Party member of Hongdou home e-commerce, said that although our platform is a traditional e-commerce, it has the advantages of e-commerce and the fine operation of traditional entities. E-commerce people are always online 24 hours a day. The more special times are, the more they can't relax in their minds. If they are a little lax in their thinking, there will be thousands of loopholes in their specific work.

In more than half of April, the daily Gmv of red bean home tmall shop increased by 30% year on year, and the Gmv of Douyin and Daren broadcast increased by 80%.

Ren Yue said that although the current situation is very difficult, we have full confidence in the epidemic prevention policies such as dynamic zero clearing. In the future, we will be able to achieve higher growth when consumer demand is released after the end of the epidemic. In order to maintain the stability of our customers' minds, we should not guarantee the stability of our brands in the current stage.

Sticking to the market and always standing together with consumers is the warm companion of red bean home e-commerce at any time.

Review, summary and study are always on the way

To do e-commerce, double 11 is an unavoidable topic. Since the double 11 in 2009, it is not only a shopping Carnival in China, but also attracts worldwide attention. After years of fierce competition on the double 11, hongdouju household appliance firm has become more and more stable. In 2021, the trading volume of double 11 and two waves will break 100 million again, and at the same time, it will increase again on the basis of RMB 100 million in 2020, creating a new Gmv height.

However, Ren Yue is full of a sense of crisis. He said that the double 11 is not the double 11 in 2009, and the consumer demand is not the demand in 2009. The whole e-commerce market format and consumer demand have undergone earth shaking changes. Take the double 11 in 2021 as an example. The peak is in the first hour of the double 11. However, the difference between 21 years and 20 years is that the proportion of transactions in the daytime is significantly higher than that in the 20 years, while the proportion of the night time is decreased. In addition, the studio has become an important window for brands to strengthen their private domain business capabilities, rather than a simple dynamic customer service.

In recent years, the rules of each double 11 are different, so the corresponding "playing method" is also different, but the quality of products and services remains unchanged. With Ren Yue's words, it is to create the "double 11" of red bean home with craftsmanship spirit, make every effort to perfect the products and services, and let consumers feel "user first" from the bottom of their hearts.

At the end of the 11th day, every member of the red bean team is familiar with the first time. It is always on the way to review, summarize and learn.

The reason why red bean home e-commerce has become the benchmark of Hongdou Group's e-commerce live broadcast lies in the daily and hourly recording practice and repeated live broadcast research of the team and each anchor.

"Only with the perfect service, can we win the trust of consumers." Xiao Li has been working in Hongdou home e-commerce customer service for 10 years. He knows that although the network is virtual, the service object is not. Constantly improving the service quality is the fundamental to win the trust of consumers.

As Zhou Haijiang said, "quality is the biggest competitiveness of e-commerce, and this is the advantage of red beans."

A party member is a banner and a branch is a fortress. Under the pressure of epidemic situation and competition in the same industry, Hongdou home e-commerce team has always maintained the courage, vigour and vigor of "carrying the flag and winning the brand". It has cultivated deeply with the "sanniu spirit", constantly consolidated the organizational foundation, constantly improved the service ability, and continuously improved the operation and management, so that hongdouju appliance manufacturers have always been in the forefront, The mission and responsibility of the vanguard team of Party members are explained with practical actions.

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