On July 18, Xuanwu Cloud announced that its brand "Xuanwu Cloud · Xuanxun" has been renamed and upgraded to "Xuanwu Cloud · Xuangting", committed to providing a fully integrated marketing solution for the consumer goods industry in all channels, integrated in all chains, and all scenarios. In an interview with the media, Xuanwu Cloud director and CEO Chen Yonghui said that digitization is the biggest certainty in the next 10 years, because the biggest certainty of growth always comes from technological progress, and the business operation model driven by "intelligent technology and smart scenes" will have higher value.

Challenges and opportunities coexist in the consumer goods industry under the catalysis of the digital economy.

With the wave of global economic digitalization, China's consumer goods industry is facing unprecedented transformation opportunities. The Chinese consumer goods industry has begun to explore the application of digitalization, but the overall level is still in the primary stage. One is that the digitization of the industrial chain has not yet been fully realized. Secondly, the deep application of artificial intelligence (AI) and data intelligence (DI) is still in the shallow stage.

Consumer goods companies are in a critical period of business transformation, and how to further strengthen terminal control and improve business efficiency is an urgent problem to be solved. The digitalization level of small and medium-sized enterprises varies widely, and their awareness of digitalization is relatively weak. This difference is not only reflected in the scale of enterprises, but also in the significant differences in the digitalization process of different sub-sectors. The digital transformation of the consumer goods industry is more challenging than other industries.

In addition, although the overall environment is relatively sluggish at present, enterprises have a deeper sense of value and demand for digital transformation, coupled with the support of national macro policies, the digital transformation of China's consumer goods industry, despite facing many challenges, still has unlimited possibilities.

Brand upgrade Xuanwu Cloud · Xuangting provides differentiated value for customers.

As a pioneer of Smart CRM, Xuanwu Cloud has already laid out CRM in the era of mobile Internet. With the maturity of CRM connection capabilities and the advent of the AI intelligent era, the company has begun to explore how to provide deeper-level digital services for the consumer goods industry.

This time, Xuanwu Cloud upgraded its brand to Xuanwu Cloud · Xuangting, which is a keen insight into market trends and a forward-looking layout of its own development strategy, realizing the upgrading of value from connection to intelligent recognition, data insights, intelligent operations, and industrial interconnection, so as to better meet the new demands of the digital age consumer goods industry. The "tong" character in the brand name not only represents Xuanwu Cloud · Xuangting's in-depth insight and practical accumulation in the consumer goods industry, but also symbolizes the company's new positioning in the application of industrial interconnection and artificial intelligence technology. From "Xun" to "Ting", it is not only a change of brand name, but also a deepening and upgrading of the company's strategy.

In previous digital transformations, manufacturers often faced the dilemma of "customization or standardization". Although fully customized services can meet customers' personalized needs, the investment ratio is extremely low. Chen Yonghui believes that Xuanwu Cloud · Xuangting insists on returning to the customer's value level, finding the most valuable scenarios to land, summarizing the high-value common scenarios suitable for most enterprises, and productizing them. At the same time, the company will provide a standardized product that can meet 80% of customers' needs, and a flexible PaaS (Platform as a Service) platform under the guidance of the "28 principles". This strategy can not only quickly respond to customers' personalized needs, but also improve the investment ratio. When it comes to the customer portrait of Xuanwu Cloud · Xuangting, Chen Yonghui said that in the past, the main customers were large consumer goods enterprises. After the upgrade, they hope to cover more waist customers through standardized and high-value products.

Anchoring the consumer goods industry, artificial intelligence helps the industry to renew itself.

Under the guidance of the dual-wheel drive strategy of "business + technology", the upgraded Xuanwu Cloud · Xuangting is committed to providing strong support for the digital transformation of the consumer goods industry. The two key points of this brand upgrade are business blueprint landing and technological innovation. Business blueprint landing depends on deep integration with the business, while the technical level is more focused on the application of artificial intelligence and data intelligence. The two complement each other and constitute Xuanwu Cloud · Xuangting's core competitive advantage.

At the business level, consumer goods companies need to reach consumers through dealers, terminal stores, and online channels. Xuanwu Cloud is committed to providing a fully integrated marketing solution for the consumer goods industry in all channels, integrated in all chains, and all scenarios, empowering every critical link in the consumer goods industry, such as salesforce automation system (SFA), dealer management system (DMS) and channel marketing expense management (TPM), etc., in order to help customers reduce costs and increase efficiency and find new business growth points.

On the technical level, relying on AI and DI technology, Xuanwu Cloud and Xuantong excavate and implement more consumer industry application scenarios, providing more accurate market insights and business decision-making support for consumer enterprises, and improving the efficiency of the industry chain. AI capabilities are the moat for Xuanwu Cloud and Xuantong to create the first professional brand of digitalization in the consumer goods industry.

As a pioneer in the domestic CRM field, Xuanwu Cloud and Xuantong has been deeply cultivating the consumer goods industry for more than ten years, accumulating rich industry know-how and practical experience. Chen Yonghui pointed out that Xuanwu Cloud and Xuantong not only focus on single digital tools or technologies, but also attach great importance to in-depth analysis and innovative application of customer business models. In 2016, Xuanwu Cloud and Xuantong took the lead in establishing an AI laboratory, focusing on research and development of artificial intelligence and data intelligent technology, and the consumer goods industry has a huge amount of data resources and terminal portraits, providing brand merchants with market insights and strategic support through data analysis. Last year, Xuanwu Cloud established an industry research institute, which conducted in-depth research on the business processes and operation modes of various segments of the consumer goods industry. Based on the research results, it helped enterprises achieve iterative upgrades of their business processes.

Strengthening the ecological foundation and adhering to the AI+SaaS path.

One can go fast alone, but many can go far together. Xuanwu Cloud and Xuantong has built a diversified ecological system to inject new power into the consumer goods industry. Its ecological strategy covers customer cooperation, ecological partner collaboration, cooperation with major manufacturers, channel partner expansion, and in-depth cooperation with industry research institutions. At the customer cooperation level, the fast-moving 100 billion-dollar club gathers many top customers in the consumer goods industry to jointly create industry application scenarios. At the ecological upstream and downstream level, it establishes cooperative relationships with vendors such as OA and ERP to achieve seamless data integration and business process collaboration. At the major manufacturer cooperation level, it has deep cooperation with partners such as Huawei, Tencent, Gaode, and Alipay, and builds vertical models based on universal models. At the channel level, its full line of products has been put on platforms such as Huawei Cloud Store, expanding the product coverage. At the third-party institution level, the Xuanwu Cloud industry research institute closely cooperates with well-known industry consulting institutions, jointly creates industry research results, and provides micro consulting services.

Chen Yonghui said that Xuanwu Cloud and Xuantong has built the core competitiveness and growth opportunities of its products and services around artificial intelligence and data intelligence. The company's overall plan is reflected in several aspects: one is to reach customers through the industry research institute and ecological partners, and realize business leadership through collaboration; The second is to enhance the integration capability of products and AI, especially the application of AI to segmented business scenarios; The third is to transform industry know-how into standardized products and cover more waistline enterprises; The fourth is to co-create product solutions with customers, major manufacturers, and cloud vendors, and apply them to create value.

In the future, Xuanwu Cloud and Xuantong will be more determined to take the AI+SaaS path, aiming to occupy a leading position in the consumer goods industry, create the second growth curve, create business growth value for more customers, and bring technology, industry accumulation, and growth momentum to Xuanwu Yunji. Ultimately, it will leverage the upgrade of the entire consumer goods industry.