[Yibang Power News] for a business service enterprise with the sales of SaaS software as the core, the sales department is the top priority of the enterprise.
However, now Weimeng is upgrading its organization from full-staff sales to a new organizational structure with delivery operation as the core, realizing the previously proposed "big customer, ecological" and truly building the "TSO full-link marketing closed loop" as a strategic business.
After the Weimeng Q1 financial report was released, Morgan Stanley released a research report and analysis pointed out that Weimeng Group signed more than 100 brand merchants in the first quarter of 2021, and it is expected that more than 400 brand merchants will be signed in the whole year, and the total number of smart retail brand customers will reach 1000.
01 strengthen the "marketing closed loop" of TSO full link
On August 2, Weimeng announced that it would upgrade the organizational structure of the group's e-commerce retail business section.
The new e-commerce retail business section structure integrates the original smart retail division into the SCG smart business group, and sets up three business departments and two business lines to coordinate the establishment. CDG Corporate Development Group-some of the teams and functions of the Innovation Center and Operations Center have been reorganized and upgraded to two operations support departments that support the development of SCG business.
After upgrading, SCG consists of IBU Industry Division, GBU General Division CBU Channel Division and CSC customer sales line, COC customer operation line, growth operation department and service support department.
IBU integrates the former Wisdom Retail Division with SCG- E-commerce Division-Industry sales Department and key customer sales Department, divides industry groups according to the group industry strategy, and carries out vertical integrated operation of marketing and transportation, which is the responsibility of Group Vice President Ling Yun.
The former SCG- e-commerce division was upgraded to GBU general business department, responsible for general industry sales, value-added operation and customer success; the former SCG- channel center was upgraded to CBU channel division, responsible for channel and ecosystem construction and operation.
The CSC customer sales line directly connects the sales functions of SCG horizontally, which is headed by Fang Tongshu, the executive director of the group and president of the intelligent business group.
The COC customer operation line horizontally connects the merchant operation and customer success functions of SCG, which is the responsibility of Yin Shiming, the group's chief operating officer.
Some teams and functions of the former CDG- Innovation Center and Operations Center were merged and upgraded to the Operations Center-growth Operations Department, focusing on services such as traffic ecology, distribution market and live broadcast operations; the former SCG- customer Service Center was adjusted to CDG- Operations Center and renamed as Service support Department.
On the whole, Weimeng strengthens the closed-loop service capability of TSO full-link marketing in the e-commerce retail business section, which not only manages sales and delivery, but also provides more group resources support.
02 promote the customer system to a new level
From this organizational structure upgrade, we can see that the entire Weimeng Group attaches great importance to the closed loop of TSO full-link marketing, and Weimeng has invested a lot of resources to assist its growth. TSO can be regarded as the core competitiveness service for the differential development of Weimeng.
At the staff meeting in February this year, Weimeng launched the TSO strategy, that is, "Traffic (traffic) + SaaS (software) + Operation (operation)" full-link marketing closed loop. This is the solution put forward by Weimeng to open up the public domain and private domain.
Private domain growth is a problem encountered by the entire Mini Program e-commerce market this year. As a competitor to Weimeng, it has chosen to do "CEO project"-corporate consulting for KA customers this year, while Weimeng has chosen its own advertising business, which is better at, to open up the public domain and private domain as TSO.
In April this year, Weimeng set up a private domain growth center and set up a holding subsidiary of Shanghai Timeng Pulo Information Technology Co., Ltd. (TEAM PRO), followed by the release of "Teng Meng Plan 2.0" and the launch of "Teng Meng Rubik's Cube" with Tencent Ads.
On the whole, TSO is a private domain growth service that integrates Weimeng advertising business resources, SaaS tool system and digital operation capability.
In the announcement of the upgrade of the organizational structure, Weimeng also said: "fully integrate the sales and operation system of the group's e-commerce retail business" and "put the success of merchants and customers to a higher strategic height. We will provide merchants with a more professional, systematic and refined sales and operation service system" to build a company with product technology-driven and operational services as its core competitiveness.
The upgrading of the organizational structure is also the landing of "big guest, ecological" and "ecological" among the three strategies of "big guest", "ecological" and "internationalization".
In May this year, after the Weimeng Q1 financial report, Morgan Stanley released a research report and analysis: Weimeng Group signed more than 100 brand merchants in the first quarter of 2021, and it is expected that more than 400 brand merchants will be signed in the whole year, and the total number of smart retail brand customers will reach 1000.
Such a large number of customers need a strong organizational structure to support it. Through this upgrade, Weimeng will fully integrate the sales and operation system of the group's e-commerce retail business, and promote the customer system to a new level.