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統一企業:

借助營銷雲重構數字化營銷新模式

簡介

統一企業於1967年在台南成立,是台灣最大食品及飲料企業集團,中國領先飲料及速食麵品牌商之一,亦是亞洲最大的食品飲料企業集團之一。集團之主要飲料產品為果汁飲料及茶飲,亦生產及銷售奶茶、咖啡、礦物質水、冷藏果汁及優酪乳產品,也包括生產碗面、袋裝面及乾脆面等速食麵產品。

統一企業在1992年進入大陸運營,2007年在香港主板上市,截止目前統一在中國大陸已有近35個食飲生產基地,公司在不斷的創新發展過程中,目前已累積有超過30個左右的品牌。如今,統一集團版圖已經擴展至東亞及東南亞市場。

背景

統一企業進入中國市場後,基於傳統市場環境,通過大單品模式完美地匹配市場需求,從而壓低生產成本,最終在2013年幫助統一企業中國的經營業績迎來歷史的巔峰。

當前,市場環境已經發生深度變化,已經由大眾化市場、大單品模式,變成了“分層化、小眾化、個性化”的市場,人們的消費結構也發生了深度變化。

基於對當前市場環境的深度認識,統一企業決定從營銷開始進行全面數字化轉型,構建數字化營銷模式的藍圖,由以商品為中心轉變以客戶為中心,以客戶價值作為經營目標,通過資源整合實現大數據精准營銷,實現真正意義上的企業營銷的精准、高效。

解決方案

在實現以客戶為中心的轉型升級過程中,用友CRM給予統一有力的技術支撐,實現了全管道商品數字化、交易數字化、營銷數字化、庫存數字化管理,真正實現了全管道營銷管控、全局資源合理調配。

1.搭建社會化交易平台

下單快捷、方便,訂單下達執行時間縮短50%,大幅提高了交易效率。

2.管道營銷管控

管道銷售價格管控,促銷活動直達終端,提升投入與產出比,降低行銷成本。

3.經銷商賦能

經銷商採購、銷售、庫存業務閉環管理,全管道交易經營可視,全局庫存可見,合理資源調配。

4.企業會員運營

管道企業會員運營管理,整合全通路資源,提高管道和終端客戶活躍度,提升終端滿意度。

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Uni-President: Reconstructing the Digital Marketing Model with Marketing Cloud

Introduction

Founded in 1967 in Tainan, Taiwan, Uni-President is the largest food and beverage conglomerate in Taiwan, one of the leading beverage and instant noodle brands in China, and one of the largest food and beverage conglomerates in Asia. It has a significant market share in dairy products, foods and snacks, and beverages.

In 1992, Uni-President entered China and was listed on the Hong Kong Exchange in 2007. Up to now, Uni-President has nearly 35 food and beverage factories in China, with more than 30 brands in the market. Today, Uni-President has expanded to East Asia and Southeast Asia.

Background

After entering China’s market, Uni-President was successful in fulfilling the customer’s demand through the single-product model in the traditional market environment, thus reducing the production cost and eventually helping Uni-President achieve peak sales performance in 2013.

Amid the changing market, customer’s consumption structure changed deeply. The market has shifted from a mass market to a ‘stratified, niche and personalized’ market.

Started from marketing, Uni-President decided to go through a comprehensive digital transformation, and to reconstruct the digital marketing model. The strategy has changed from commodity-centric to customer-centric, taking customer value as the business goal, achieve precision marketing with big data through resource integration, and conduct B2B marketing strategies in a highly efficient way.

Solution

In the customer-centric transformation process, Yonyou CRM provides technical support to achieve the omni-channel digitalization of commodities, transactions, marketing and inventory management, which truly controls omni-channel marketing and rational allocation of resources.

 

1. Socialized Transaction Platform

Easy to order, 50% reduction in order placement and execution time, significantly increasing transaction efficiency.

2.Channel Marketing Management

Pricing control in sales channels, promotional events directly target end-users, lower marketing costs.

3.Distributors Empowerment

Closed-loop management of procurement, sales and inventory management for distributor, high visibility of omni-channel transaction and inventory, and rational allocation of resources.

4.Enterprise Membership Operation

Enterprise membership operation management, integration of omni-channel resources, increase activation of channel and end-users, and improve customer satisfaction.

 

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Headquartered in Beijing, Yonyou Network Co., Ltd. (“Yonyou”, in Chinese, “用友”) was founded in 1988 and listed on the Shanghai Stock Exchange in 2001 (SSE: 600588).