BEIJING, January 31, 2024 - In the age of the experience economy, the value of differentiation in any field essentially lies in different user experiences.
For businesses, the key to bringing value to the user experience comes from both the product and the service. As Joseph Pine said in The Experience Economy, "Goods are tangible, services are intangible, and experiences are memorable." This is also a metaphor. Products attract users, while services retain users.
But in the field of small household appliances, it is not easy to play the "service card" well. Not only is it because of the large number of small household appliances and the fast iteration, which is a greater test for enterprises to serve users accurately and efficiently, but also because the product usage scenarios are more flexible. If enterprises want to provide value-added services to make users have a more pleasant quality of life experience, they need to work hard in different links.
It is because of the difficulty that companies with high scores will be recognized. In terms of service users, Xiaoxiong Electric Appliances has become a very vocal enterprise in the industry. With advanced digital service capabilities, Xiaoxiong Electric Appliances not only broke the constraints of the industry, but also won the "Top 100 China Service Brands in 2023" in one fell swoop. Based on the benchmarking service advantages, Xiaoxiong Electric Appliances has also retained users. Now it has super 3.70 million fans in Tmall's official flagship store and super 10 million fans in JD.com's self-operated flagship store.
Industry certification, user recognition. Bear Electrical Appliances is a leader in service. How does it achieve this?
Around the user experience, the whole process of service "fine, quality, excellent"
In recent years, the popularity of "experience" in consumption hotspots, whether it is Zibo barbecue that is popular in the national clock in Zibo, dopamine clothing that is popular in the streets, or the cultural tourism trend that has swept up the country, etc. These all explain that the public is now paying more and more attention to the experience of the consumption process. It can be seen that the traditional sense of fragmentation and fragmentation of services have become unsustainable under the new consumption trend.
Just as the economist Keynes predicted 100 years ago: "In the future society, consumption will shift from usefulness to usefulness". When the mighty wave of consumption transformation is approaching, opportunities are always reserved for those who are prepared. In the field of small household appliances, Xiaoxiong Electric has built a whole-process service system, and with advanced digital service capabilities, it has brought high-quality services around the full-cycle consumption experience of pre-sale, in-sale and after-sale users.
Accurate user reach is the "opening statement" to bring high-quality service experience. Before purchasing, Bear Electric Appliances brings exclusive services to users. When users register as members, Bear Electric Appliances relies on the system to conduct insight analysis on different user portraits and provide the most suitable products for different users; when users have questions and need to consult, AI customer service can bring accurate and efficient feedback as soon as possible, so that the needs of thousands of people and thousands of faces can be solved in a timely manner.
On the basis of pulling user distance, high-quality interaction patterns are the key to "retaining users". To this end, Xiaoxiong Electric has built a digital user platform to achieve refined user operations through interactive channels such as official accounts, service stations Mini Program, and member homes. It not only has basic services such as maintenance services, replacement repairs, trade-in, and authenticity inquiries, but also has perfect accessories mall, points mall and other membership rights. In addition, Xiaoxiong Electric's "Double Micro Shake" and live broadcasts have been daily operations. Through scene marketing and the output of original content, it also provides young people with a relaxed and pleasant quality lifestyle guide.
The end of consumption is only the starting point of service, and providing users with the best solution in life is the real beginning of the experience. Bear Electric continues to meet the needs of "thousands of people and thousands of faces" through product innovation. For example, for the needs of exquisite health care, the small bubble health pot can be gently boiled and bass boiled to fully release the nutrients of the ingredients; for the needs of dietary health, the micro-pressure rice cooker makes the cooked rice elastic and dry through double heat sources at 116 ° C. For the needs of quality water, the Glacier Spring water dispenser allows users to drink strontium-rich mineral water at home at any time.
Not only that, in addition to the differentiated experience brought by innovation, Xiaobear Electric also brings users life-oriented value-added services. For example, soybean milk machine, cooking machine, air fryer and other multi-category recipes are readily available, and various fancy food production guides are in place for users in one step. In addition, Xiaobear Electric has also held online and offline activities such as summer release parties, earth food clothing shows, and bear hug flash parades, using a variety of ways to provide users with the best solution for all-round life experience.
From the tip of the service iceberg, we can see the profound foundation of digital intelligence
In fact, behind all the visible whole-process high-quality services, it comes from the digital intelligence enterprise base that is consolidated behind Xiaoxiong Electric Appliances. All along, Xiaoxiong Electric Appliances has pursued "efficiency, clear responsibility, professionalism and high quality", and has successively explored management models according to service links to continuously optimize high-quality service systems.
From the perspective of the implementation results, Xiaoxiong Electric Appliances has achieved intelligent presentation of service data on the business side, from the application of digital systems to the promotion of WeChat official account to the development of AI robots. Through the clear axis of BI Kanban and the trend of linear data, not only can user data be accurately obtained, but also it is conducive to the development of improvement work based on user pain points and insufficient management among internal departments; on the client side, with the application of intelligent ivr, customer self-service is opened, and intelligent services are officially put into use, allowing users to enjoy the convenience of palm services without leaving home.
Of course, Bear Electric Appliances has more than one application for digital intelligence. In terms of digital intelligence manufacturing, Bear Electric Appliances has currently deployed 5 major intelligent production bases across the country, with more than 70 production lines and 2 domestic top-level automated production lines. Inside the factory of Bear Electric Appliances, digital and intelligent transformation is being promoted to achieve high-efficiency production. For example, the insertion operation of electronic components has been increased from 2 seconds to 0.14 seconds. AI visual inspection has greatly improved the accuracy of defect detection. It takes an average of 45 seconds to complete the plasticization molding, and more than 230,000 parts are produced every day.
Driven by the "new quality productivity" of digital intelligence, Xiaoxiong Electric Appliance has also realized the collaborative high-quality development of the whole chain of the enterprise. Through the "three-wheel drive" method of process, data and system, based on digital all-round operation, the system construction and integration of various business fields of research, production, supply, sales and finance can be carried out, and the new generation of digital platforms such as ERP, intelligent manufacturing platform and marketing central product platform can be used to promote the transformation of the enterprise to digital and intelligent operation in the whole link, from customer order placement, product manufacturing, production capacity, warehousing, distribution and other entire chains to give full play to the highest efficiency of enterprise development.
In any cycle, service is a key factor in determining user recognition and word-of-mouth. As a user-centered bear appliance, it not only took the lead in building a complete system of whole-process services, but also completed a comprehensive upgrade of service quality and efficiency through digital transformation. Overall, the differentiated advantages that bear appliances have developed in the service field not only bring the best experience to users, but also give full play to the growth pole effect in the market.
