According to reports, the moral of the "Ten Thousand Trees Plan" lies in: First, we hope that more service providers will join the ranks of data services, and each service provider can grow into a towering tree; Further, I hope that thousands of trees will become forests, and build a healthier business ecosystem with the platform to make customers' business smooth.
At the conference, Ali Vice President, Head of Data Technology and Products, Zhang Wuji, Chief Marketing Officer of Ali, Pu Shan, Senior Director of Alibaba Cloud Intelligence, ann sugar, Head of Tmall Consumer Strategy Center and Ecological Operation Center, Yi Ke, Head of Data Center of Ali Platform, Li, CEO of Hangzhou Huonu, Founder of Hangzhou Aizan, Head of Data Product Operation of Ali Platform Lepu, and Levin, Head of Data Service Ecology of Ali, and other guests shared dry goods.
The conference also awarded exclusive awards to data product service providers.
They have excellent data insight, they have rich data application experience, they help brand customers create consumer operational value through deep business understanding, and they are an excellent team of data analysts. In the past year, they have the courage to innovate in the data application market and opened up a global data center service track. They are willing to share their experiences and help most enterprises grow. They are gold, silver and copper service providers of Alibaba brand data bank.
Focusing on customers, aiming at the integration of quality and efficiency, on the content innovation track, based on the refined content data operation methodology, data-driven help merchants' consumer assets precipitation and business growth, which not only helps customers achieve breakthrough growth in GMV, but also helps customers deepen brand value for a long time.
Best product integration partner award: from the perspective of complementary advantages, dig deep into the value of integration solutions and promote the open integration of products. It is a practitioner of innovative industry application in Alibaba Cloud data center.
Best Business Consulting Partner Award: Based on a global perspective, it helps Alibaba Cloud data customers to turn data potential energy into business kinetic energy, and it is the pioneer and leader of digital transformation.
Best Technology Delivery Partner Award: With professional service level and solid technical reserve, he has completed many international digital transformation projects and is the best practitioner of Alibaba Cloud data center.
Best Business Promotion Partner Award: In the past year, it helped Alibaba Cloud Data Center to explore new markets with innovative ideas, was a user of Alibaba Cloud data center products, and was an active disseminator of the concept of data-driven business growth.
At the meeting, leaders from Alibaba's data technology and products and representatives of excellent data service providers made wonderful speeches. We summarize their speeches as follows.
Peng Xinyu (Vice President of Alibaba Group, Head of Data Technology and Products, alias: Xiao Peng)
20 13 we saw that many merchants were not good at Taobao operation, so the business consultants took advantage of the situation to help merchants see the traffic, goods and consumer operation of Taobao. This has spawned the service provider ecology behind business consultants, and developed more than 300 analysts, training lecturers, and some data analysis service providers for store diagnosis;
In 20 17, with the proposal of global marketing, Alibaba launched the "brand database", and the consumer-centered operation began to advance gradually. This gave birth to a wave of demand for data operation services based on consumer insight and the combination of data and algorithms. So far, there are more than 500 service providers operating such data.
In 20 19, we commercialized Alibaba's own data center capabilities and served customers through Alibaba Cloud. It also needs data center service providers to help customers build and use data centers, whether it is delivery, operation or later value mining stage. In just two years, more than 50 mature cloud-based data service providers have emerged, but this is only the beginning;
What changes have taken place in Ali's data products and services this year?
It can be seen from three aspects:
One aspect is the upgrade of business personnel. At the same time of Pratt & Whitney's fee reduction, the function of self-help analysis is opened in the products, which really makes everyone focus on business analysis, problem diagnosis and business growth, and reduces the energy input of cousins who organize reports;
Second, the brand database is upgraded, and data factories, models and analysis modules can open customized services. These customized and open capabilities can meet the customized and differentiated services of different brands at different stages, and further release the value of such service providers;
Third, the upgrading of Alibaba Cloud data center products, such as Quick BI, Quick Audience, Dataphin and other major products, will be further upgraded in terms of product lightweight and customization, and will meet with you one after another. At present, some ISV partners have entered our innovation, and more willing and capable service providers are welcome to join us.
Finally, I hope that every data service provider can make better use of our capabilities and create unique value for customers. I also hope that every data service provider can grow into a towering tree and have the opportunity to become a unicorn in the future and a billion-dollar data service company. Looking forward to millions of trees, customers * * * win!
Chris Tung (chief marketing officer of Alibaba Group, alias: Zhang Wuji)
On the basis of the underlying logic of global marketing, we are about to launch an upgrade in three dimensions-the first dimension is to plant grass from the perspective of marketing; Zhongwei is pulling weeds, pulling and pulling, and calling it a member operation; The third dimension will start with the time dimension and launch a relatively short-term sales certainty planning product.
First, global content. We are about to launch Daren Database, and use data technology to realize global content operation. Everyone knows the power of brand data banking. Similarly, talent also needs to be cultivated. From the bottom to the level of Victoria and Li Jiaqi, the growth of talents and brands is the same. Need to know who the fans are and what products these people need, so as to improve their performance in the live broadcast. To put it another way, the data products supporting talents should be linked to the data products of service providers: these talents need these goods, so they can find the right brands to cooperate with them through the system. Getting through the talent database from the brand database will be a heavy nuclear weapon product of the whole content ecology.
Second, global membership. If you ask any brand, what do you want to integrate most? I think the first answer will be members, because members are customers who have already bought, assets that have already recognized brands and may be bought again, and they need to maximize their lifetime value, but the sources of members are scattered, offline and online, and it is very difficult to operate through different channels.
Therefore, a real global member should not only have the ability to integrate the member ID, but also have the ability to reach and operate the members globally efficiently. This is a set of operating product design based on pre-sale, in-sale and after-sale structure, which is the essence of real member operation and will be launched soon.
Third, sales growth is locked. We have the GTA model, we derive AIPL from GMV, and then we can see how to operate and market in the brand database, so as to achieve sales certainty. We want to produce it. This will be of direct help to waist businesses that pay more attention to sales.
Li Li (Senior Director of Alibaba Cloud Intelligence, flower name: Pushan)
Alibaba Cloud Smart started as a provider of public cloud products and technical services. In recent years, we have gradually shifted from the basic technology products of cloud to the new field of digital transformation of the industry. Alibaba Cloud is not omnipotent. On the one hand, with the help of some perfect product systems such as data centers, Taoke has accumulated a series of mature business models; On the other hand, different market segments that introduce specific industries have solution partners. Finally, the end-to-end closed-loop value delivery of customer value is formed.
The relationship between ecological partners and us is not simple. We hope to work with ecosystem partners to redefine some specific industries and help customers realize greater value.
Through these explorations, we basically divide ecological partners into four categories:
1. Consulting service partners: They can redefine and discover data assets in specific industries, from the top level to the maximum design data assets.
2. Application product eco-partner: Based on Alibaba Cloud itself, Alibaba data center and other product systems, combined with customer personalized applications, a large number of applications have been made, resulting in some specific industry scenarios.
3. Delivery and implementation of eco-partners: We can effectively use product systems such as data center and Taiwan Province to deliver this solution to customers within the specified time, quality and budget.
4. Business operation ecological partners, which is like a string of pearls. For example, my product is very good, and it is not presented to customers in terms of commercial value, and its utility is zero. It is the key to cover the last mile of customer value.
What can we give our partner? This is the primary consideration when talking about ecology. We have a system to support the perfect development of ecosystem partners.
Recently, we teamed up with Accenture and Baozun E-commerce to look at the pre-sales market, omni-channel marketing and new retail from the brand point of view, re-plan and optimize the product coverage matrix, and finally break through the supply chain and make a comprehensive upgrade plan for customers based on data.
We hope to find a partner who can cover from pre-sales consultation to final operation and maintenance, and can provide end-to-end full link services to help customers realize greater value together.
Liu Yang (head of Tmall Consumer Strategy Center and Ecological Operation Center of Alibaba Group, alias: ann sugar)
202 1, what role does tmall play in the consumer operation? We still pay attention to a very important point, which is the growth of the brand.
Recently, everyone is preparing 6 18. I believe that in April, some brands calculated the cumulative number of people needed to achieve 6. 18KPI this year, and there should be a big gap. We lock the sales forecast from the perspective of locking the crowd. Then, how to maximize this year's KPI and keep growing, the brand should start from three dimensions:
First, the efficiency of crowd assets and crowd assets. The efficiency of this group's assets, we advocate global efficiency this year. It is very important for the brand to achieve 6 18 performance growth this year how to get through the full link data inside and outside the domain with data and improve the quality of crowd assets.
The second dimension is the contribution of new products. As we all know, in GROW, w refers to the contribution rate of new products. Another big move of Tmall this year, in addition to the head brand, we must invest heavily in new brands. It turns out that Tmall's rules and logic are to allocate resources according to the brand level. This year, we will treat the new brand as a separate incubator. Now that the new brand is launched on Tmall, it will be found that the operational efficiency of the new product will be greatly improved.
The third part is the contribution of members. Tmall will have great changes this year in terms of traffic distribution to guide consumers into stores. We will add many paths to guide consumers into the store in the Minidetail distribution path, thus greatly increasing the top part of the private library. Brands can find more member-based rights and interests from public domain links and guide member buyers to the store. At the same time, if the brand has invested in various member assets in the private sector, it can get some incentives from the public sector.
This is a very real growth that can be brought to the brand this year.
Mao Bo (Head of Platform Data Products of Alibaba Group: Yike)
What will happen to merchant data products this year? I summed up four directions-
The first is the ability upgrade of the global scene. Data products can support a wide range of global scenarios, but this year we will focus on three scenarios:
1, global content, we combine "global grass planting, consumer assets precipitation and business growth" into an organic whole, forming a positive cycle among the three, and will also launch some new products, such as Talent Database;
2. Global membership, focusing on the whole world, is managed by members scattered around the world in a unified way. Only by accurate understanding can we talk about better services and provide better rights and recommendations for members;
3, online and offline omni-channel, in addition to improving the efficiency of media delivery, we can also look at omni-channel management from the perspective of business and people.
The second is intelligent diagnosis and optimization. Through data technology, businesses can be helped to make intelligent diagnosis. After the diagnosis, it can be connected to the operation with one button, and the effect after the operation can be fed back, making further input for the next analysis and diagnosis, forming an iterative positive cycle. This is the most special place for our data products to do intelligent diagnosis.
The third is the opening of personalized ability. Brand database is a SaaS and standardized product, which provides the overall framework and basic ability of digital consumer operation. With the improvement of digital level, more and more brands put forward personalized demand. This year, some functions will be launched, including a more open application market, a star-watching platform to achieve unified management of the group's brands, a strategy center to enhance the ability of process simplification, and the optimization of white-box and gray-box crowds in Dharma Disk. Through the capabilities of service providers, the brand needs will be met in a personalized way.
The fourth is to reduce fees and benefit the people. At 0: 00 on May 19, we officially launched the "Business Personnel" fee reduction Pratt & Whitney, and the standard versions of the most commonly used traffic compasses and category compasses have been free for the first batch. When merchants start to use product functions, there will be a need for learning and help, which is also a great opportunity for service providers to give play to their own advantages.
I hope we can cooperate sincerely this year to open a digital future together.
Wang Sai (Head of Alibaba Cloud Data Center)
On 20 15 12, Alibaba group began to implement the "China-Taiwan strategy", which was officially exported through Alibaba Cloud at the end of 20 17. Up to now, Alibaba Cloud Data Center and its core product matrix have served more than 2,000 customers, enabling them to enjoy the full link service from data collection to data construction and integration, and then to data construction, governance and management.
Alibaba Cloud Data Center advocates two core values, namely data capitalization and data value.
Data assetization can help customers turn raw data into "good data" so as to use data more efficiently and conveniently at the business level.
The value of data is to enable customers to effectively apply data to various scenarios and applications, which can be divided into "easy decision-making" and "joint business"-data should cover all business environments and be scientifically analyzed to support business decision-making needs; It must also be able to connect customers' specific business scenarios through intelligent means, and reduce costs and improve efficiency with data support.
In order to make customers realize these two values, Alibaba Cloud Data Center has launched Dataphin and Quick series (Quick BI, Quick Audience, Quick A+, Quick Stock and Quick Decision) core product matrices.
In terms of ecological cooperation, Alibaba Cloud Data Center has always provided cooperation opportunities for ecological partners with an open mind and practice-in addition to delivery cooperation, the core product matrix of Alibaba Cloud Data Center also has a considerable number of integration cooperation based on product capabilities. We hope that all parties can give full play to their own advantages and unique product capabilities, precipitate in various products and serve customers together.
In the future, Alibaba Cloud Data Center will continue to build a brand-new digital infrastructure with its ecological partner * * *, and * * will enjoy the missed opportunities in the data age and extend the capabilities of Alibaba Cloud Data Center to more enterprises.
Li (CEO of Hangzhou Huonu Data Technology Co., Ltd.)
In recent years, we have come into contact with a large number of brands at different levels, which are divided into different types according to different brands. For example, some are called "be prepared for danger in times of peace". They may have an annual business scale of nearly 654.38 billion yuan, but their business is facing bottlenecks and they must make a breakthrough in their business through new products.
There is also a Kaige brand with an annual business scale of about 65,438+billion. This kind of new brand, the marketing budget outside the station is large, and the brand outside the station is hot, but the liquidity in Amoy is weak. Such brands need to strengthen their liquidity in Amoy, link Ali's mother's marketing matrix through the data application market, and combine Ali's global CDP products to help brands carry out global marketing inside and outside the station.
For brands seeking breakthroughs, the basic operation and marketing capabilities of these new brands are weak, and the industry ranking is low, with an annual GMV scale of tens of millions. How to reduce the cost of using data through innovative services based on PaaS and relying on the data application market? This is worth considering by our service providers. Of course, this is also an opportunity for us to develop customers here.
We can see a certain trajectory for the future of data service providers. First of all, we can see the opportunity to expand the application scale of global CDP products, including Dataphin, Quik, QBI and so on. Relying on the innovation of global data products, we can open up full-link operations for more brands and realize digital transformation.
Relying on the understanding of the functions of the strategy center and data banking, as well as the upgrading of data products this year, more detailed solutions have been precipitated in terms of crowds, new products and member tracks. We are very much looking forward to the profit model of future service providers, not selling heads, but selling consumer operation solutions that can be measured by business goals in a real sense, so as to establish a service threshold.
202 1 is an important year for the new brand. It is a very friendly year for new brands, whether in social environment or in Ali Ecology. Service providers can combine brand data marketing solutions accumulated over the years to empower more new brands to enter the Ali ecosystem and grow.
Jin Xiaotao (founder of Hangzhou Aizan Network Technology Co., Ltd.)
We were founded on 20 16, focusing on new media promotion and content marketing services. After three years of development, we are in a dilemma: on the one hand, the competition for business homogeneity is very obvious; On the other hand, the customers who served at that time put forward higher requirements for us in marketing strategy and effect guarantee, and we could only seek opportunities for transformation.
At the beginning of 20 19, a customer purchased the product resources of "Weibo U Micro Plan" from us. The docking of this product with Ali Data Bank can solve the problem of accurate delivery, and we began to contact the knowledge of data bank and UD. Although I didn't know much about these things at that time, I had a vague feeling that I was looking for opportunities for transformation. 2065438+June 2009, we decided to transform to data services in an all-round way.
In 2020, the number of service customers and business income of Aizan increased by more than three times. Relying on Ali data system, we took the first step of business transformation.
There are several key words for business transformation:
First, attitude. Insist on walking with giants and firmly believe that the digital transformation of brands is the inevitable choice for all brands to maintain sustainable growth;
Second, stick to being young. Aizan is a company with an average age of 95, full of vigor and vitality. Because of the epidemic, we decided to watch the nail live broadcast at home every day, and the number of online people is very large every day, which shows that the market demand is not only suppressed, but also very active. We tried to adjust our business to online and achieved further growth;
Third, adhere to the customer first.
Fourth, clumsy. From June to September, 2009, I visited more than 50 brands, and it was 0 success. But unwilling, continue to knock.
The cooperation between customers and service providers is the system construction of data tools and consumer operations with the help of service providers. The workload is not small, but the satisfaction is not high. Service providers need to solve problems from a business perspective, rather than building standardized consumer system models and asset management from the beginning. It is the customer who really wants to guide the development of data from the business and upgrade the business with data.
This is a women's clothing brand that started to cooperate with us on 20 19. The person in charge of the brand admits that Aizan is the only service provider who is directly led by the CEO for direct interviews. Customers also said that they hope to create new products through data and complete the brand crowd. We innovated with them, developed new IP products, and achieved crowd destruction.
Wu Yu (head of platform data product operation of Ali Group, flower name: Lepu)
In an ecosystem, whether there are many species and whether there are new supplies is the key to consider its health. The ecology of data services also needs to inject fresh blood to provide more professional services for more types of businesses.
We will invite ecological partners from several directions-
Global member track: We hope that partners with member operation experience and professional knowledge will join us to enrich the service supply of global members;
Content track: Through data technology, the content marketing of talents and businesses can be better carried out, which not only achieves short-term effects, but also allows customers who have seen the content to settle down and continue to operate, helping talents and businesses grow;
Alibaba Cloud Data Center Raceway: Many partners have accumulated rich offline experience. We hope to combine the online situation to realize the "double cycle" of online and offline, and we will expand the track together;
Tmall segment industry trajectory: Many segments have their own uniqueness and need more professional service capabilities. For example, in the luxury goods industry, their service requirements are very high, but the number of luxury goods merchants is often not so wide. On these tracks, we also encourage experienced partners to get together and do things well.
Ali Mom Special: Starting from Ali Mom Uni Desk, we hope that partners with 4A ability can bring their own creative ability. A targeted invitation will be launched in August this year.
By March next year, we will start the service provider certification of these tracks. We hope that the original service provider partners and new service provider partners can run out of these tracks, and we will provide corresponding support and incentives.
Zhen Rixin (head of data service ecology of Alibaba Group, flower name: Levin)
We hope to provide an environment with fertile soil and carry all kinds of data ecology. These ecosystems include not only the data analysis ecosystem, but also the global consumer operation ecosystem, as well as the data software and consulting service ecosystem. We hope to provide all-round support for our partners through new products, new certification and new track, and these three innovations will also be the core content of Wanshu Plan.
First, new products-for the data analysis ecology, our overall strategy is analysis and integration, including the analysis ability of business personnel, the analysis ability for big brands and groups such as Guanxingzhan, and the customized analysis ability including Quick BI, one of the core products of Alibaba Cloud data center. In the future, all products will be more open, and our service partners will be able to launch their own customized analysis models and templates and publish them more freely. This is a market for millions of businesses.
According to the global consumption ecology, our product base includes data bank, Alibaba Cloud data center product express, and United data bank. We have been deeply integrating these product systems into the operation link, integrating the advertising, private domain operation and e-commerce consumer operation capabilities behind these products, and providing more consumer operation capabilities for service providers. This is a market of100000 brands.
For the ecosystem of data software products and data consulting services, this ecosystem mainly faces government and enterprise customers, and their needs are more complicated, so our scenarios will be more abundant, from supply chain to risk control to data governance. This means that service partners will have more channels. The cooperation mode between us and our partners here is mainly product integration and strong alliance, and * * * serves the head government and enterprise customers in Alibaba Cloud.
Next comes the new certification-as we build an increasingly rich product and service ecosystem with our service partners, another important issue that needs to be considered is the distribution of talents. To this end, we will also upgrade Alibaba Data College, link Taobao University and Alibaba Cloud University, open up and upgrade the training and certification system of Taobao Department, fully integrate the existing analyst system of Taobao Department with the certification system of developers on the cloud, and form a joint force to continuously deliver professional data talents who have been trained and certified by Data College for the ecology.
Finally, according to the target customers and scenarios, we will accurately divert all the products and services of the new track-data eco-partners at the merchant traffic portals such as Alibaba Cloud direct sales, Alibaba Cloud commercial cloud (Jushi Building) application market, business personnel application market and data banking application market, so as to help the partners achieve better business success.
Through the "Wanshu" plan, we hope that the ecological partners of data services will grow sturdily into towering trees on the soil of the platform and jointly form a dense forest of digital transformation.