In ancient times, stargazing and stargazing were used, and the leisure drama disaster was light.
No one will know on the armillary sphere, and there are more than two Yao, five elements and four outside.
Send Peng Lai Mountain to talk about the stars" Chen Jie [Song].
These four lines of poetry are one of the few ancient poems in history that directly describe the stargazing sphere (i.e., the "armillary sphere" in the poem), to the effect that people can only see the surface by observing the stars, such as some small disasters and small auspicious parts, but no one knows the grand mysteries of the stars displayed on the stargazing scope.
Gaining insight into complex astrological phenomena that are often difficult for people to understand, Chen Jie explained the importance of stargazing in one sentence.
In ancient times, there was an armillary sphere stargazer to observe the stars in the sky, and now there is a Tmall "stargazer" to observe the stars on the ground.
For a long time, we have often fallen into the dimension of thinking from a single perspective of consumers, and are accustomed to starting from a specific category or industry, such as makeup people, clothing people, etc., but this is not the logic of consumers to choose and buy. Consumers think about how to choose dresses and lipsticks that suit their style to meet their daily or specific occasion needs, and there is a main thread that runs through the selection process of consumers in different categories. In order to truly understand consumers, it is necessary to break the single limitation of industry categories, restore the three-dimensional aspects of life, and start from demand scenarios to connect different types of consumption, which is the original intention of Tmall consumers' stargazing action.
In June 2023, Tmall launched the "Consumer Stargazing Action", which is based on real and rich cross-category consumption, combining large and small data, aiming to grasp consumption changes and trends. and adopt the "strategy crowd 20" framework, which provides a deep insight into the all-round consumption attributes of "higher industry relevance, stronger scenario directionality, and longer dynamics".
The "Stargazer" launched by Tmall is a visual digital intelligence product platform that combines platform self-research and ecological R&D for merchants, aiming to help merchants achieve long-term value growth centered on consumer operations. Current stargazer 1Version 0 has been launched, and after careful research and development and strict selection, the stargazer has launched 5 self-developed sections and 2 service provider subscription products. As the only ISV in the field of AI marketing decision-making in the stargazer operation, the "AI global automated marketing tool" launched by Yunji Tianhe will be unveiled as the next service provider product.
In recent years, brands have often encountered the following two major business pain points in their consumer operations:
First, the marketing budget has been tightened, but its data effect requirements have not changed, and high ROI and high CVR are still required;
Second, the needs of consumers have changed, and they are no longer willing to watch the same content, but pursue personalization.
2023 is the first year of AI, and as a leading AI marketing service provider in China, Yunji Tianhe has launched two new AI products and services, "AI MDP" and "Yunji Wanxiang", which have received enthusiastic responses once they were launched. In 2024, under the consumer-centric business thinking, Yunji Tianhe and Tmall Stargazer will jointly launch the "AI global automated marketing tool" to help brands solve the above two business pain points and needs through AI technical capabilities.
Yunji Tianhe's "AI global automated marketing tool" has 43 types of marketing models, which have passed the verification of more than 100 million people, dozens of rounds of model iterations, and thousands of marketing campaigns, helping brands to achieve stable business growth in membership marketing effect and store conversion effect.
In the operation of brand consumers, the AI label model plays an important role, which can not only help marketers fix operation actions and achieve intelligent operation, but also save decision-making costs and operate more accurately and effectively. The AI global automated marketing tool launched by Yunji Tianhe contains a total of 43 algorithmic label models, covering almost 100% of the brand's core marketing needs.
In various high-frequency marketing scenarios, based on the consideration of the brand's demand for "low budget, high data" and "content personalization", Yunji Tianhe believes that the two common scenarios of SMS marketing and store marketing are more cost-effective for brands to operate.
Based on the above considerations, the AI global automated marketing tool jointly launched by Yunji Tianhe and Tmall Stargazer is mainly oriented to meet the needs of brands, focusing on the application of 4 types of AI label models with high usage rates: "purchase ** model", "product recommendation model (people looking for goods)", "product interest model (goods looking for people)", and "repurchase cycle labels". These four types of label models cover the four stages of membership operation: "new acquisition", "promotion of activation", "purchase conversion" and "churn recall", which can meet the high-frequency scenarios of various member marketing.
The homepage of an e-commerce store is very important, how to catch the attention of consumers from the first second they enter the store and stay in the store? It's all about personalization.
Consumer needs are ever-changing, and different consumers have their own unique needs. The brand is limited by the homepage and can only push the explosive products, but the explosive products are only likely to leave a part of the population, and the remaining traffic is difficult to convert, what should I do?
AI store marketing is here to help!
The AI store marketing function launched by Yunji Tianhe integrates AI tags and AIGC technology to conduct in-depth analysis of user behavior and summarize user preferences at the moment consumers enter the store. At the same time, AIGC technology is used to automatically generate content that is appealing to consumers, and the AI tag** model is used to provide them with customized product recommendations and membership rights to enhance the personalized experience, and finally present: one store, thousands of faces, thousands of stores, thousands of faces. Every time TA enters the store, they can get a new and intimate consumer experience. No matter how much traffic enters the store, the brand can also achieve accurate counterparts, provide each consumer with love content, and effectively use the traffic entering the store.
Showing the content that best understands consumers on the store page is personal for the store and intimate for consumers. Through the AI label model of Yunji Tianhe, brands can retain consumers with personalization and convert consumers with intimacy. With the help of the "AI global automated marketing tool" jointly launched by Yunji Tianhe and Tmall Stargazer, it is believed that it is no longer a problem for brands to increase the conversion rate of in-store purchases and increase the transaction amount of in-store.
In recent years, brands have gradually tightened their marketing budgets, and marketing methods at this time pay more attention to cost performance, pay attention to low output and high returns, so in this case, only by accurately reaching the high-intent buyers in the member pool can we effectively improve the data performance of marketing such as ROI and CVR.
How to reach accurately? SMS is a reliable delivery direction. However, the length of SMS is short, how to achieve accurate reach in a short length? Yunji Tianhe believes that accurate crowd selection is the premise, and consumer preference is the key.
The traditional crowd selection has certain benefits, but it is more rigid and single, and cannot effectively capture the purchase intention of consumers. To this end, on the premise of supporting traditional tags, Yunji Tianhe has added AI algorithm ** tags, which has greatly improved the accuracy of crowd selection, and has extracted a group of high-intent buyers from the member pool before launching.
Secondly, consumer preference is also important, is it a preference for a single order or a low price? In response to these preferences, Yunji Tianhe accurately matches the corresponding products and activities for them, so that even if the text message is small, it can perfectly meet their preferences.
In the case of the customers served by Yunji, the AI SMS marketing example of AI marking has been very good, with the ROI doubling or even more, and the payment conversion rate increasing by more than 80%. It can be seen that AI SMS marketing not only effectively improves the ROI and CVR of SMS marketing activities, but also achieves more accurate, trouble-free and effective results.
Adhering to the consumer-centric concept, Yunji Tianhe has been working in the field of AI consumer operation services for nearly 10 years, accumulating a wealth of strategy models and customer cases. At present, Yunji Tianhe has served 2,300 international and domestic brand customers, and has accumulated rich experience in 25 industry categories such as beauty, apparel and food. In the future, Yunji Tianhe will continue to deepen the field of AI consumer operation services, use new AI technologies to bring certainty to brand growth, and become a trusted companion on the road of enterprise digital transformation.
[Further reading].
Tmall Digital Ecological Lab
Digital Innovative Global Initiatives & Talents Alliance Lab:
The Global Best Practice and Talent Development Ecological Laboratory for Digital Innovation is an open innovation platform composed of thousands of ecosystems serving the Tmall brand, based on the rich digital resources and technical capabilities of the Tmall platform, and cultivating high-quality and high-level digital talents, supporting ecological partners and brands to jointly create and precipitate global best practices in digital innovation.
The Digital Ecosystem Lab consists of three parts: DI--Digital Innovation, GI--Global Initiatives, and TAL--Talent Alliance Lab.