After years of infrastructure construction and business operation reforming, the project has achieved satisfactory phased results in four aspects:
1. Data Accumulation & Data Mining We integrated and connected all data sources in the organization, established a Xtep OneID system, and accumulated tens of millions of consumer data assets from scratch. We identifed and categorised consumers by five behaviour stages and continuously seeked growth opportunities through data analysis and insight;
2. Consumer Group Insight & Fine Operation We combined data assets of Xtep's digital platforms with a portion of TalkingData third-party consumer behavior and preference tags to create brand consumer portraits, supported brands to gain in-depth insight into different target groups and optimized its marketing strategies, and carried out refined operation of such groups;
3. Establish Process & Create Closed Loop We established a standard marketing and sales process for the Group. Opened up channels from consumer insight to public-private domain marketing and sales to create a closed loop data collection system, and enabled attribution analysis on the whole marketing chain. In terms of performance, we achieved good results in both sale figures and marketing delivery effect in public domain advertisements. The overall ROI has exceeded two figures(13); in private domain, we accurately feeded audience in the targeted channels with right content, brand content viewership has increased by more than 40%; regragding returned customers attracted by advertising, with referral traffic actions, the store to purchase conversion rate in new platforms has increased by more than 15%;
4. Know-how Sharing and Empowerment We helped Xtep Group to improve the actual capability of its digital operation team by means of know-how sharing, process transformation and business training, and further guaranteed the rapid digital transformation of Xtep Group from the organizational level.