标签： 2022上海后花园论坛

　　After the outbreak suddenly came, Sun Chunlai, who has 337 offline stores and more than 2,000 employees, wrote a letter to all employees on the seventh day of the first month. He bluntly said that the two major expenses of store rent and employee expenses made him on the verge of collapse. He decided not to lay off employees and encouraged everyone to "find ways to keep the enterprise alive together" and "reduce costs and increase efficiency".

　　Affected by the epidemic in COVID-19, the local skin care brand founded by Sun Chunlai accounted for 75% of the sales of offline stores, which fell to 5% during the Spring Festival this year. Enterprises actively helped themselves and opened a cloud store online. More than 2,000 employees all worked online. Sun Chunlai personally got on the horse, led the shopping guide to open a live broadcast and "brought goods" with professional skin care knowledge. Fifteen days after the letter was sent, the sales volume was even higher than that of the same period last year, with an average of more than 3,000 new members added every day.

　　Offline freezing, online expansion, cloud selling houses, cloud selling cars, cloud chefs, cloud stores, etc. appeared intensively in a short period of time. In February, there were more than 100 occupations on Taobao Live, and merchants opened Taobao Live to sell goods by 50% year-on-year, of which more than 20% came from offline stores. Many occupations have been "forced" to go to the cloud. Can this short-term self-help means become an opportunity for enterprises to transform in the future?

　　Live broadcast allows enterprises on the verge of bankruptcy to save themselves in 15 days.

　　Sun Chunlai, who once bluntly said, "I won’t broadcast it live", went back on his word. The 50-year-old "old man" talked about cosmetics in front of the camera, but 60,000 people watched it and sold more than 400,000 yuan of products, which was "completely beyond imagination".

　　This is a typical brand whose sales model depends on offline stores. During the Spring Festival, it was originally a "golden week" for sales. However, due to the epidemic, the sales of offline stores were "frozen" and the whole company was "forced" to broadcast live: the shopping guide trapped in Wuhan’s home was broadcast live, and the shopping guide working in the store was also broadcast live, with remarkable results.

　　On February 1 ST, Sun Chunlai’s brand store resumed work in a comprehensive way. On the first day, they held a cadre meeting online, and on the second day, they held a video conference for all more than 2,000 employees to explain the way of transformation.

　　Not everyone can adapt to the new working condition at once. On the first day of the live broadcast, Sun Chun came to a live broadcast room opened by a shopping guide and found that there were only two of them in the live broadcast room. Although the shopping guide explained it professionally, the makeup displayed in the live broadcast was not professional.

　　They invited a professional team to help with the transformation and learn how to make up in the live broadcast, how to set the scenery, how to explain, how to make friends, and so on. The shopping guides gradually adapted to the scenes in the live broadcast, and the makeup displayed was gradually refined. They found that relying on professional knowledge to promote products and teach makeup artist online can also attract customers, and the online customer unit price can reach more than 1,000 yuan, which is a high customer unit price in the cosmetics industry.

　　Today, 90% of Sun Chunlai’s brand sales come from online.

　　The difficulty of change is that more than 2,000 people have to adapt to the "no meeting" cloud office. At first, everyone can’t find a working state without meeting. Later, the company stipulated that employees and bosses should also pay attention to appearance and have a sense of ceremony when working online. Cloud office has also revised the organizational structure of the enterprise, from the original hierarchical structure to the fact that people are now brought into the working group online at any time. After everyone adapts, the efficiency is higher than before.

　　Sun Chun said: "I originally expected that the cash flow would be gone in two or three months, but now it can be said that with the current performance, we can save ourselves."

　　Multi-industry rapid live broadcast with goods to earn and drink also puts forward new requirements.

　　It’s not just cosmetics shopping guides that are forced to broadcast live, but also real estate sales, car sales and kitchen chefs. Previously, most of these were sales models of "you can’t sell things until you get to the scene".

　　Affected by the epidemic, sales offices in more than 60 cities across the country were temporarily closed. Tang Lin, a real estate seller in Liuzhou, Guangxi, began to "sell houses in the cloud" on the Internet. Through the live screen, he led netizens to visit the real estate sold.

　　Tang Lin revealed that the highest live broadcast was watched by 60,000 people. After the live broadcast, more than 20 people added him to WeChat. Usually, he can only show two groups of customers a day offline. "The live broadcast brought good exposure and improved efficiency."

　　Real estate sales live broadcast is not simply moving offline to online, but changing from "one-to-one" to "one-to-many" introduction, and sales can not recommend products to customers with personalized needs. Tang Lin bluntly said that the characteristics of real estate decided that netizens would not make a down payment on the spot. At present, the live broadcast focuses on customers’ first understanding of real estate.

　　The catering industry is one of the industries greatly affected by the epidemic. On the day when Taobao Live announced the zero threshold, 31 well-known catering enterprises signed up for broadcasting. Dongpo, Meizhou was the first to move the kitchen to the live broadcast room, and let the chef teach netizens to cook Yuanxiao, Maoxuewang and other dishes.

　　Du Junhui, director of the e-commerce department of Dongpo, Meizhou, said that the live broadcast was originally to avoid the risk of returning to work and add fun to people living at home. I didn’t expect netizens to like it a lot. From 0: 00 pm to 7: 00 pm on February 17th, the sales of its Tmall flagship store increased by 1400% compared with the same period of last year, the sales of lunch meat increased by 2175% compared with the same period of last year, and the sales of sausages increased by 1561% compared with the same period of last year. The new product, braised pork with plum vegetables, which has just been launched, has entered the top three of the best-selling goods in the store. The turnover brought by another well-known catering brand "Xiaolongkan" through Taobao live broadcast on February 17 increased by 1200% compared with January 17 a month ago.

　　4S shops selling cars have also been closed due to the epidemic, and it is difficult for many car companies to attract customers to the stores by sending masks. They have also joined the ranks of live car sales, and many car companies have introduced discounts for online channels. According to incomplete statistics, 23 global automobile brands, such as BMW and Audi, have started to sell cars, with at least 100 live car broadcasts every day.

　　Yintai Department Store requires all the shopping guides to take up their posts, and specially opened a Taobao live broadcast special for 10 Hubei shopping guides. The whole live broadcast lasted for 3 hours, attracting 75,000 consumers to watch, which is equivalent to the weekend passenger flow of a top shopping center.

　　Enterprises facing operational pressure under the epidemic seize the "life-saving straw" of live broadcast, hoping to increase their income and expand new channels. The live broadcast platform seizes the opportunity to attract new members and help enterprises transform.

　　Jane Rou, the head of the Taobao Live Cloud Work Project Team, said that the project team is now docking a new "cloud career" every day, and according to the special circumstances of different industries, it has opened up various resources and technical forces to help them "work in the cloud" smoothly.

　　The reason why so many industries have switched to live broadcasting with goods is because the epidemic has temporarily changed people’s consumption scenes and constrained people’s offline consumption. Most people stay at home, but the demand for entertainment and shopping still exists, even more vigorously.

　　Experience and service should keep up with live broadcast or become a must for sales.

　　Although live delivery is very popular, some consumers think that this is a "no way" under the current situation.

　　Consumers are used to online shopping, but due to the limited logistics under the epidemic, consumers who are attracted by live broadcasts cannot receive the goods, which affects the shopping experience. Consumers who like offline shopping prefer the beautiful offline experience, such as online cosmetics stores, in addition to shopping, they can also enjoy on-site skin care, guidance and other services.

　　There are also some live broadcasts that can’t really "bring goods". This is true for large-scale consumption such as selling cars and houses. The live broadcast only helps consumers to understand the products conveniently and quickly at home, but it can’t meet the needs of consumers to touch and see them on the spot. After the epidemic has passed, consumers still need to go offline to purchase, and finally place an order online, just for the online preferential price.

　　If sales want to transform through live broadcast, they also need professional knowledge and services, and prepare for online display. In the interview, the reporter found that the shopping guide trying to broadcast live is not simply "building a mobile phone". Most of them have experienced the process of self-improvement. Appearance, style, professionalism and fan accumulation have become the means for cloud shopping guides to stand out from the encirclement, which is also inseparable from the professional help of the live broadcast platform.

　　The data of Yintai Department Store also shows the advantages of "experienced" shopping guides. The number of consumers who open a live broadcast service is equivalent to the passenger flow who has returned to work for six months, and the sales generated by a live broadcast is equivalent to a week’s work in the store.

　　In addition, a large number of live broadcasts of sales transformation also bring homogenization concerns. Jiang Xinjie, commercial assistant president of Yintai Department Store, believes that live broadcast is a process of digitizing people, and people’s different needs will naturally be diverted to head customers and waist customers, which can be seen from the data. The new retail industry has changed from focusing on goods and shopping malls to focusing on shopping guides and consumers. In the future, all members of Yintai’s shopping guides will try to broadcast live.

　　Jane Rou believes: "Taobao live cloud work started because of this epidemic, but it will not end because of the end of the epidemic. Many companies and individuals have seen their potential through cloud work. "

　　Another point worth noting is that most of the enterprises that currently broadcast live are well-known big brand enterprises, and they "bring their own traffic", and there are very few small and medium-sized brands in the live broadcast. In addition, the anchors also show their talents, and it is not only relying on professional knowledge that can highlight the encirclement, but sometimes relying on other talents or characteristics to "suck powder".

　　However, it is foreseeable that enterprises will include live broadcast in the future after this special period of last resort.

　　Sun Chunlai’s brand has adjusted the development direction of the company because of the success of live broadcast. Not only will the live broadcast be normalized in the future, but also a new offline store renderings will be designed within a few days: the new store will cancel the checkout counter and shelves, leaving only the display stand and turn the store into a live broadcast room.

　　"This year, the number of offline stores will not be reduced, and the performance requirements will not be reduced. It is just a complete transformation of the store model, improving digital live broadcast, transaction, promotion, publicity and customer service, and one more way to communicate, interact and communicate with customers." Sun chun said.

　　Zhongqingbao Zhongqingwang reporter Lareina C Source: China Youth Daily

Tamia LiuIs a high-profile actress, and her charm and acting skills are highly recognized. Recently, she was photographed at the airport, which attracted the attention of netizens.

As can be seen from the photos, Tamia Liu himself is very slim, and his slim posture is enviable. Whether standing or walking, she shows elegant temperament and confident demeanor. Although thin, her health and figure complement each other, and there is no trace of excessive weight loss, which reflects a healthy attitude towards life.

In addition, Tamia Liu’s skin is slightly dark, which is one of her unique charms. Compared with the traditional fair complexion, her slightly dark skin gives people a feeling of sunshine and health. This natural skin color has become her distinctive feature, which makes her closer to the public.

What is particularly amazing is Tamia Liu’s porcelain teeth, which are undoubtedly the brightest spot in her smile. Tamia Liu’s porcelain teeth are white and obvious, like a bright star, emitting a dazzling light. This brightness is in sharp contrast with her slightly darker skin, which makes her smile more charming and moving.

Tamia Liu’s airport photo shows her unique beauty and has conquered the hearts of countless netizens. She showed confidence, health and nobility with her thin but not withered porcelain teeth, slightly dark skin and too white and too obvious. Her personal charm is as eye-catching as her acting career and has become the focus of many fans. I believe that in the future, she will continue to conquer more audiences with her unique charm and show more outstanding performance.

When Yao Ming entered the NBA with its back to China’s huge market, why did it sign reebok, now unknown, instead of NIKE, the industry leader?

If everyone knew about Yao Ming before he entered the league, in fact, NIKE has been sponsoring a small number of domestic basketball players since the 1990s, and since 1997, NIKE has contacted Yao Ming to sign a contract with him, and provided basketball shoes and financial support. When the contract was renewed in 2003, nike thought that Yao Ming’s performance in the rookie season did not meet expectations, and the best rookie was also taken away by Stoudemire of the Suns. At the same time, it was also the time when the Platinum Age entered the league in 2003. Seeing that tomorrow’s superstars such as James, Wade and Anthony entered the nba, nike’s energy was naturally dispersed. After all, who didn’t want to have James at that time, NIKE gave James a super-luxury contract of 9,100 W for seven years at the same time, and the budget was not unlimited. NIKE could only offer Yao Ming, who needed to renew his contract at the same time, an insulting offer of 160w for four years.

In fact, there was an episode at the beginning. Yao Ming’s agent revealed that NIKE had signed a contract with it whenever the offer was raised to 3-4 million, but unfortunately, the NIKE brand department thought such an offer was like a joke, implying that Yao Ming was not worth the offer.

At the same time, reebok threw an olive branch to Yao Ming. At that time, reebok was not as down and out as it is now. Its stars included mvp players such as O ‘Neill and Iverson, and the offer made to Yao Ming was quite sincere for six years and 50 million yuan. After learning about the amazing offer made by competitors, NIKE has a legend that considering the influence of the China market, it re-offered an offer of over 100 million in seven years, which is the biggest offer contract in the whole nba.

But in the end, Yao Ming chose reebok, who was more sincere at the beginning, which was a little color for the nike team who despised themselves. It is said that Yao Ming was not won, and the nike representative who was in charge of the negotiation in that year was also dealt with by the demotion office. The reason was that he was robbed of Yao Ming by competitor reebok on the premise of absolute superiority.

In the 2004-05 season, reebok launched the only pair of signature sneakers reebok high post for Yao Ming. However, the tradition that the center does not sell shoes still exists, so the original sales volume was not ideal, and the domestic nba market has just been opened, and domestic consumers are not very willing to pay for this sneaker.

And Yao Ming also sustained injuries in the later period, drawing a question mark on the functionality of sneakers. If Yao Ming chose NIKE in that year, could he avoid some injuries by wearing his brand’s sneakers?

Produced by Tiger Sniffing Technology Group

Author | Qi Jian

Editor | Chen Yifan

Toutu | vision china

Data elements are becoming more and more important.

On March 7, 2023, according to the Xinhua News Agency, the National Data Bureau was established according to the State Council’s proposal to submit the institutional reform plan of the State Council.

The National Bureau of Data will be responsible for coordinating and promoting the construction of basic data systems, coordinating the integration, sharing, development and utilization of data resources, and coordinating the planning and construction of digital China, digital economy and digital society, which will be managed by the National Development and Reform Commission.

The establishment of the National Data Bureau will be more conducive to mobilizing all resources to comprehensively promote the construction of digital China and the development of digital economy.

"The most practical contradiction in front of data circulation is the ownership of data and the security of data. Data ownership and security issues are big issues involving public interests, and no institution or enterprise can solve them. " Guo Zhaohui, chief scientist of Shanghai Youye Information Technology Co., Ltd., told Tiger Sniff.

Therefore, the consensus of many experts and industrial people is that the establishment of a national data bureau can better solve the urgent problems faced by the development and utilization of data elements resources at the national level. For example, at present, the domestic data infrastructure system needs to carry out a series of system construction in terms of data confirmation, circulation, transaction, rights distribution, security and compliance, and provide institutional guarantee for the cultivation of data elements market.

Institutional guarantee of data factor market

On February 26th, Peng Lihui, Secretary-General of china electronic chamber of commerce, introduced that in 2021, China’s data element market will be about 81.5 billion yuan.It is estimated that the compound growth rate of market scale will exceed 25% during the "14th Five-Year Plan" period, and the scale is expected to approach 200 billion yuan by 2025.From the perspective of subdivision, the market scale of storage, analysis and processing of data elements all exceeds 15 billion yuan, laying a solid foundation for the resource utilization of data elements; The industrial scale of data transaction and data service reached 12 billion yuan and 8.5 billion yuan respectively.

However, as an important factor of production, the current market system is not perfect, and the basic systems such as data property rights and transaction circulation need to be formulated and improved urgently.

Guo Zhaohui gave an example to Tiger Sniff. Taking the medical industry as an example, from the aspect of medical treatment, the data in China’s medical field is very huge. China has a large population, and every hospital has a large number of patients and diseases data. However, due to the poor data circulation, each hospital can only fight on its own and cannot establish a unified data system. This not only increases the difficulty for patients to seek medical treatment, but also greatly hinders the development and progress of medical system and medical technology. Even from the perspective of technological development, the research and development of medical AI needs to mobilize data from all parties to "feed" AI, but if the data factor market is not opened, and the data in the medical industry is relatively scattered, it is necessary to consider the protection of patient privacy, which makes it difficult for relevant R&D enterprises to obtain data, thus hindering the research and development of technology.

In many industries, some enterprises and research institutions have thought about data alliance, but in practice, such alliance is extremely difficult to promote.For example, for training large models, a large amount of data is needed.This brings huge workload to data cleaning, screening and standardization.They also hope to cooperate with enterprises with a large amount of data, so that the amount of data is larger and the quality is better, but the reality is that enterprises are often reluctant to share these data. Guo Zhaohui said that because these data alliances have no administrative and law enforcement rights, it is difficult to actually promote data circulation.

Even the big data exchange established in the past few years is facing an embarrassing situation. Previously, a survey conducted by Nandu Big Data Research Institute found that at present, local data exchanges generally require enterprises to provide compliance assessment certificates issued by professional lawyers for each transaction before entering the transaction, that is, the so-called "assessment once entering the market". However, this has greatly increased the cost of enterprises’ entry transactions, and the related supervision mechanism is not perfect, which leads enterprises to "dare not enter the market" and "unwilling to enter the market". This actually prevents data resources from being used to a greater extent.

In the enterprise search, "data transaction" is used as the key word to search the enterprise name, and there are 57 operating companies whose operating status is surviving, in business and established. Many major cities and industrial bases in China have set up their own data exchanges, including Beijing, Shanghai, Shenzhen, Guangzhou, Guiyang, Suzhou and Hangzhou. Provincial data exchanges have also been established in Hunan, Hubei and Fujian.

So what is the actual trading volume of these exchanges? Take Guiyang Big Data Exchange as an example. Guiyang Big Data Exchange was officially put into operation in 2015. It is the earliest batch of data exchanges in China. Up to now, the exchange has accumulated 502 data vendors and 21 data intermediaries, with a total of 800 products and 438 transactions, with a total transaction volume of 734 million yuan.

Fan Yuan, chairman of Hangzhou Anheng Information Technology Co., Ltd., has worked hard in the field of data security for many years. According to Fan Yuan,The establishment of the National Data Bureau can better coordinate and promote the construction of the basic data system, and coordinate the integration, sharing, development and utilization of data resources.In this way, it can provide richer data resources and more efficient data acquisition channels for the big data industry, and provide a broader space for big data applications and data element markets.

Fan Yuan also put forward an important aspect, that is, the establishment of data standards. For a long time, there has not been a practical and effective unified standard for the transaction and circulation of data, which has also brought a lot of trouble to data work. Fan Yuan said that the National Bureau of Data will be responsible for promoting data standardization and standardizing various data formats and data structures, which will help improve the efficiency and accuracy of data exchange, accelerate the establishment of a data classification and classification protection system, and make the big data industry more standardized and standardized.

Tighter supervision

"If you don’t open the interface of data sharing, then such a large data resource in China can’t be played well." Guo Zhaohui believes that the development of intelligence can only be achieved based on data sharing. However, the main reasons for the difficulty in data sharing and slow circulation are not only the failure to clearly confirm the rights and formulate standards, but also the safety and compliance issues.

Fan Yuan said that after the establishment of the National Data Bureau, it will be responsible for the supervision and security management of national data resources, which will mean stricter data security standards and regulatory requirements, and make the risks of data leakage and abuse more effectively controlled.

Or take the data exchange as an example. Ideally, more data should circulate in the exchange. However, due to the lack of supervision, some data flows have gone off-site and even entered the "black market".

According to the "2022 Data Asset Leakage Analysis Report" released by Internet security research institutions threatening hunters on March 3,In 2022, there were more than 3,200 cases of data leakage in China, nearly double the number in 2021.There are a wide range of data leakage channels, with anonymous society software accounting for over 75%. In the distribution of data leakage industries in 2022, finance, logistics and e-commerce industries occupy the top three. Among the main reasons for data leakage in 2022, operator channel leakage accounted for the first place. In the underground black market data transactions, about 71% transactions disclose the amount of data sold, among which "small-scale real-time data" with the transaction data level below 10,000 exceeds 73%, which has become the mainstream of data transactions.

In terms of data security, the GDPR of the European Union is called "the most stringent data protection regulation in history", while the protection of personal information in the United States focuses on industry self-discipline. Tiger Sniff asked a number of professionals and legal professionals, and the consensus was that China would adopt a regulation between the United States and Europe. After all, if it was too strict, it would restrict the development of the industry. Today, in terms of data security protection, China has the Cyber Security Law and the Personal Information Protection Law, which came into effect in November 2021. However, more detailed rules and norms are needed in the landing of specific practical problems.

At present, the national data bureau should focus more on public utilities, government affairs, and areas with large data and great influence on the national economy and people’s livelihood. It may play a relatively small role in promoting those industries with strong personalization or more subdivision standards.

This is also the consensus of the industry. Fan Yuan’s view is that the National Bureau of Data will promote the industry to a more stable development direction, especially for Party B, which provides products and technical services for the government industry. For example, for domestic relational databases and big data storage engines, it will be beneficial to domestic companies such as chips, storage, operating systems and processors at the data level for a long time.

Specifically, how to land in the industry, Cui Xiangyu, assistant vice president of Beijing Haitian Ruisheng Technology Co., Ltd., suggested that scientific research institutions, enterprises and other industrial entities should be specially supported to form innovative consortia, and joint research should be carried out on key technologies and capabilities to enhance the value of data elements, and the transformation and application of results should be accelerated to activate the potential of data elements and release the value of data elements. It is necessary to strengthen the research and construction of the basic data supply capacity of large models, such as building an integrated basic data resource supply service platform, a digital computing integrated service platform, artificial intelligence data sets of key industries, data services based on blockchain and privacy computing, and other new infrastructures to consolidate the data base of the digital economy.

On the other hand, the suggestion is to actively explore and support the establishment of national data factor market cultivation experimental zones in many places, and guide the market-oriented entities such as telecom operators, platform enterprises and industry leaders to actively participate, so as to achieve breakthroughs in data basic systems, data circulation transactions, data resources and data factor industry ecology, and accelerate the process of data factor market cultivation.

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