Tuvuze amapine, ntamuntu uzi "Michelin".Ku bijyanye no gutembera no gusaba resitora ya gourmet, izwi cyane iracyari “Michelin”.Mu myaka yashize, Michelin yagiye ashyira ahagaragara Shanghai, Beijing hamwe n’abandi bayobozi b’umugi w’Ubushinwa, bikomeje gutera impagarara.Kandi ubufatanye bwimbitse n’amasosiyete yo kuri interineti y’ubucuruzi nka JD.com nayo yihutishije iterambere ryayo hamwe n’isoko ry’Ubushinwa kuva mu bucuruzi bwayo bwa kera bwo gukora amapine.

Madamu Xu Lan, Umuyobozi mukuru ushinzwe amakuru muri Michelin Aziya ya pasifika, Umuyobozi mukuru w’Ubushinwa, akaba n’umuyobozi ushinzwe amakuru mu Bushinwa

Ikirangantego mpuzamahanga gifite amateka yikinyejana kimaze gusohoka muburyo bwacyo muburyo bwo kurushaho kwinjiza isoko ryUbushinwa.Mu ruhererekane rw'ibikorwa biherutse gukorwa na Michelin, igitangaje cyane ni uko Michelin, nk'igicuruzwa cyanga umuguzi, yinjiye mu buryo bweruye ku rugamba rutaziguye ku baguzi (DTC, Direct to Consumer).Kandi iyi ni ijisho rishimishije mu iterambere ryiterambere rya Michelin.

Ati: "Hariho uburyo bwinshi bushya bwo gukina ku isoko ry'Ubushinwa.Ahanini, imikorere y’isoko ry’Ubushinwa ni urugero rukomeye kuri Michelin ku isi hose. ”Umuyobozi mukuru ushinzwe amakuru muri Michelin Aziya ya Pasifika, Umuyobozi mukuru w’Ubushinwa, Ubushinwa Madamu Xu Lan, umuyobozi mukuru w’amakuru muri ako karere, yashoje muri ubu buryo.

Kandi uyu mukambwe wimyaka 19 Michelin nawe ni umurimo mushya "slash manager" w "ubutatu" bwubucuruzi, ikoranabuhanga nubuyobozi byateguwe na Michelin kumasoko y'Ubushinwa.Uru ruhare rwumuteguro nirwo rutuma Xu Lan ayobora neza ingamba za DTC ya Michelin.None, nk'umwe mu bayobozi ba Michelin Ubushinwa bwa digitale akaba n'umuyobozi wubucuruzi ufite ubumenyi bwa tekiniki, ni ubuhe bushishozi Xu Lan afite, kandi ni ubuhe buhanga bwo guhindura yakwigiraho?Hasi, binyuze mubiganiro bye numunyamakuru wacu, menya.

“Ku kirango cyambukiranya imipaka Michelin, DTC niyo nzira yonyine yo kunyuramo”

Nkibicuruzwa bizwi cyane biramba, ni ubuhe buryo bwihariye bwo gusuzuma ingamba za DTC ya Michelin (ku baguzi)?

Xu Lan: Ku isoko ry’Ubushinwa, ubucuruzi bwa Michelin bwibanda ku mapine na serivisi zishingiye ku baguzi.Turashobora kuvuga ko tuzwi nka "Ikirangantego Cyambere" munganda zipine.Ugereranije na bagenzi bayo, uburinganire bwa Michelin ubwabwo ni "imipaka".Ibyamamare bizwi cyane nka "Michelin Star Restaurant" amanota, abayobora ibiryo, nibindi, bimaze imyaka isaga ijana.

Kubwibyo, twizera ko inyungu nini ya Michelin ninyungu yikimenyetso.Ubukire bwikirango butuma Michelin guha abakiriya uburambe bwuzuye.Dufatiye kuri iyi nyungu, dukeneye kurushaho gushimangira ingaruka zo gukurura abaguzi, ntitwishingikirize kumiyoboro gusa.Nibyo, imiterere ya umuyoboro wa Michelin iruzuye, ariko niba tutongeyeho uburyo bwo kugera kubaguzi, dushobora kuba isoko ryiza.Nicyo kintu tudashaka kubona, niyo mpamvu dutangiye gutekereza kubikorwa bitaziguye-kubaguzi.

Ariko ikibazo nuko nta platform yiteguye ishobora gukoreshwa "kuguruka".Urebye ku isi, hari urusobe rw'ibinyabuzima bike ku isoko bifite uburyo bwinshi bwo gukina kandi bukora kandi bukungahaye mu Bushinwa.

Mugihe habuze ingero zifatika, ushobora kutugezaho inzira nuburambe budasanzwe bwa Michelin DTC ndetse na digitale?

Xu Lan: Ku isi hose, isoko ry'Ubushinwa riri ku isonga.Ibidukikije by’abaguzi mu gihugu birakungahaye cyane.Ntabwo arikibazo cyahuye na sosiyete ya Michelin.Aya ni amahirwe adasanzwe yahuye namasosiyete mpuzamahanga muri iki gihe.Isoko ry’Ubushinwa ryahindutse ikibanza cyo guhinga udushya, kandi ibyagezweho mu guhanga udushya biva mu Bushinwa bitangira kugaburira isi.

Muri Mutarama 2021, Ubushinwa Michelin bwashyizeho ingamba za DTC, nicyo kintu cya mbere nakoze nk'umuyobozi wa CDO.Muri kiriya gihe, itsinda ryumushinga ryiyemeje guhera kuruhande rwabaguzi no gutangiza kumugaragaro icyiciro gishya cyo guhindura imibare.

Twahisemo gufungura imiyoboro n'ibirimo binyuze muri WeChat applet, urwego ruciriritse.Ubwa mbere, mumezi 3-4, uzuza ishyirwaho ryigabana ryimbere ryakazi, kora mbere yoguhindura nindi mirimo.Ibikurikira, wubake ubushobozi bushya bwamakuru.Iyi ni intambwe y'ingenzi, kubera ko Porogaramu Mini idahuye n'ibisabwa ku mbuga gakondo zo ku rwego rwa e-ubucuruzi, kandi bikubiyemo guhitamo no kubaka CDP.Kubwibyo, twahisemo abo dukorana ubu.Umuntu wese yakoranye kugirango arangize byibuze 80% yo guhuza amakuru mugihe cyamezi 3, ahuza amakuru yumuguzi anyanyagiye muri sisitemu zitandukanye zubucuruzi.Mubyukuri, ingano yamakuru yo gutangira iyo twagiye kumurongo yageze kuri miliyoni 11.

Kuva yatangizwa kumugaragaro ku ya 25 Ugushyingo umwaka ushize kugeza muri Gicurasi uyu mwaka, byatwaye amezi 6 gusa kugirango urubuga rwabanyamuryango rushingiye kuri applet rutange urupapuro rwiza rwo gusubiza - abanyamuryango bashya miliyoni 1 nigikorwa gihamye cya 10% MAU (abakoresha buri kwezi bakora ).Ugereranije nikirangantego gikuze cya WeChat applet imaze imyaka igera kuri ibiri ikora, aya makuru nayo ni meza cyane, atuma tunyurwa.

Kugerageza mubirimo nabyo ni udushya.Kurugero, uburambe bwa resitora yinyenyeri ya Michelin murwego rw "Ubuzima +" bwarushijeho gushimangira ibyifuzo byabaguzi.Mubyongeyeho, ibindi bintu byoroshye kandi bifatika nkamakuru yibyabaye na serivisi zo gusana byihuse nabyo birashimishije cyane.Kuberako intego yacu ntabwo ari ugukurura gusa abafana, ahubwo ni ukureba ingaruka zihuza "data-business", ni ukuvuga, uburyo iterambere ryamakuru mubiro byimbere biganisha kubucuruzi mubiro byinyuma.

Duhereye ku buryo bwo kwamamaza AIPL yerekana, ni ugukingura umurongo wose “kuva A kugeza L”.Icyiza nuko amahuza yose yafunguwe binyuze kumurongo uhuriweho na applet, nayo igera ku ntego yambere yingamba zacu za mbere DTC.Noneho, ugereranije niterambere rya gahunda nto, twita cyane kubikorwa "byabaguzi" kurwego rwa macro, harimo ubushobozi bwimikorere yibikorwa byinshi, imitekerereze yabaguzi hamwe nubushishozi bwisesengura hamwe nubushobozi bwimbitse bwo gukora amakuru.

“Guhinduka ni urugendo, fata umwanya munini uhitamo abagenzi beza”

Twabonye ko ibyagezweho mugihe gito muri gahunda ya Michelin Mini byagaragaye neza.Nkumuyobozi wuyu mushinga hamwe n "" umuyobozi wa IT "wa Michelin Ubushinwa, urashobora kwerekana uburyo bunoze kandi bukuze ugereranije natwe?

Xu Lan: Urebye muri rusange, aho Michelin ihagaze kuri DTC yamye isobanutse, ni ukuvuga kugera ku guhuza ibicuruzwa no gushyiraho uburambe bwuzuye kandi bwiza.Ariko ni mu buhe buryo?Ni izihe ngaruka zitaziguye?Ahanini ikintu CDO igomba gusuzuma.Buri gihe dushakisha ubushobozi bwumufatanyabikorwa uhuye nintego zacu zikomeye.

Nkurikije iki kibazo, nka CDO, nanjye nzategura neza intego yibikorwa byanjye, kandi nshyire hafi 50% yingufu zanjye muburyo bwo guhindura ubucuruzi bwa digitale.Duhereye ku micungire, dukeneye gutekereza cyane ku buryo bwo kubaka no guha ingufu amakipe, uburyo bwo guhuza ibikorwa by’imishinga igoye hagati y’inzego zinyuranye z’ubucuruzi, n’uburyo twakwemeza ko iterambere ry’imishinga rijyanye n’intego z’iterambere ry’ikigo. .Umushinga uhindura abaguzi DTC ni ingingo nshya kuri twe, kandi nta buryo bwinshi bwiza bwo gukoreshwa mu nganda, bityo guhuza neza ubushobozi bwabafatanyabikorwa ni ngombwa.

Ukurikije ubufatanye bukenewe, abafatanyabikorwa ba digitale ya Michelin bagabanijwemo ibyiciro bitatu: ibicuruzwa bya tekiniki, kongera abakozi ndetse na serivisi zubujyanama.Kubicuruzwa bya tekiniki, twita cyane kubushobozi bwo kubyaza umusaruro mugihe duhitamo moderi.Niyo mpamvu kandi duhitamo gufatanya na platform ya CDP dushingiye ku ikoranabuhanga rikomeye rya Microsoft n'abafatanyabikorwa bayo mu bidukikije.Mu nzira rusange yo guhinduka, Michelin ayoboye icyerekezo, igishushanyo mbonera nuburyo bwubufatanye na Zhongda, ariko mugihe kimwe binashimangira ubufatanye bwizerana, kandi gukorera hamwe kubwibyo bishingiye cyane mugukemura ibibazo.Kugeza ubu, ubufatanye muri rusange bwabaye bwiza kandi bworoshye.

Turabona ko ufite ibisabwa kubafatanyabikorwa bakorera hamwe kumuhanda uhindura imibare, kandi intego nayo irasobanutse neza.Nigute ushobora gusuzuma uru rugendo hamwe nabafatanyabikorwa bakomeye Microsoft?

Xu Lan: Serivise za Microsoft nka Databricks hamwe nizindi serivise zikoranabuhanga zigezweho zatanze ubufasha bukomeye.Microsoft ikomeje kwiteza imbere no gutera imbere mubushinwa, kandi ibicuruzwa byayo nibisanzwe hamwe nikoranabuhanga rigezweho kuri bose.Buri gihe twagize ibyiringiro kubicuruzwa byacyo byerekana inzira.

Buri sosiyete ifite aho ihagaze n'inzira yayo yo guhindura.Kuri twe, hamwe nubucuruzi bwa Michelin nkibyingenzi, twita cyane kubiciro byimikorere yikoranabuhanga mugukemura ibibazo byubucuruzi.Kubwibyo, guhitamo abafatanyabikorwa tekinike bigomba gushishoza.Ubucuruzi bwa Michelin bushya no guhanga udushya bigomba gushyigikirwa na tekinoroji ihamye ikora nka Microsoft hamwe n’ibinyabuzima bitandukanye kandi bishimangira.

“Guhinduka ntibihagarara, urebye amahirwe mashya mu gutanga amasoko”

Urakoze kubwimpande nziza.Noneho ukurikije ibyagezweho muri iki gihe, ni ubuhe buryo bw'ejo hazaza n'icyizere cya Michelin?Ni izihe nama wagira abo mukorana mu nganda?

Xu Lan: Hamwe no kurushaho kunoza impinduka, ibikorwa byacu byaragutse kuva kumuyoboro no kuruhande rwabaguzi kugera ku nzego zose zumushinga, harimo urwego rwogutanga amakuru, gukora digitale, kongerera ubushobozi abakozi, nibindi.

Mubyongeyeho, ndashaka gusangira nabandi bayobozi bashoramari bahura nibibazo bisa nimpinduka zuburyo bwa "Gupima Byose", ni ukuvuga, hanyuma ugasesengura ibisubizo, hanyuma ugakomeza gukoresha, kwiga no gutezimbere.Mubyukuri, yaba ubwoko bwa tekiniki ya tekinike cyangwa ubwoko bwuburyo bukoreshwa, ubushobozi bwo kwiga burahambaye cyane, harimo umuvuduko wo kwiga kugiti cyawe, imiterere yihariye yimyitozo, no kuzamuka kuva kurwego rwubushobozi bwumuntu kugera kumurwi, ishami nishirahamwe .

Intego yo guhinduka ni "gutera imbere hamwe nigihe", Michelin rero ntabwo aha agaciro cyane uburambe bwabakandida.Ubunararibonye bwumwimerere bushobora guhatirwa kuba "ibihe byashize" mumyaka ibiri, umwaka umwe cyangwa amezi atandatu.Kubwibyo, impano tuvuga ntabwo isobanura uburambe bukomeye, ahubwo ishimangira ubushobozi budasanzwe bwo kwiga.Mu bihe biri imbere, turateganya kandi gukorana nabafatanyabikorwa bacu ba tekiniki, duhereye kuri DTC, no gukoresha udushya dutandukanye mu ikoranabuhanga nka AI, VR, hamwe namakuru manini kugirango dusubize udushya mu bucuruzi.