In 2024, ambitious consumer brands are all using Feishu | WISE2023 Future Consumption Conference

On November 29, the WISE2024 Future Consumption Conference was officially held in Beijing. This conference is hosted by 36Kr Future Consumption, with the theme of "Always with You", focusing on hot topics in the consumption industry. It invites more than 20 investment institutions, platform sides, brand sides, and service provider executives to jointly explore new trends and opportunities in the consumption industry.

In 2024, it is a recovery year for retail consumption. In this year, many consumer brands have frequently shown their ambitions. In 2024, Pangdailai is expected to break through 15 billion in annual revenue; Bawangchaji is expected to exceed 20 billion yuan in annual GMV; Miniso continues to expand its overseas business territory and successfully invests in Yonghui Supermarket; For two consecutive years, Proya has become the number one domestic beauty brand and has crushed a number of imported brands during the Double 11... "We found that these consumer and retail companies that continue to break through the ceiling have a common feature, that is, they are all using Feishu."

Today, at the WISE2024 Future Consumption Conference, Fu Xuedong, the General Manager of Feishu Consumption and Healthcare Industry, delivered a speech titled "2024, Ambitious Consumer Brands are Using Feishu". He said, "The future of the Chinese consumer market belongs to the most ambitious companies."

General Manager of Feishu Consumption and Healthcare Industry, Fu Xuedong

In Fu Xuedong's view, there are three common trends for "ambitious" companies to choose Feishu: First, they are enterprises that pursue ultimate operational efficiency. Second, they attach importance to the ultimate experience of employees. Third, they are brave in diversified development, seeking counter-trend growth and finding the second growth curve.

All along, the Chinese consumer market has been extremely competitive. "Only by ensuring a faster speed can we seize the opportunity in the fierce market competition."

"In all segmented tracks, the beauty track is extremely competitive." Fu Xuedong said. Chinese beauty enterprises must constantly deal with the problem of operational efficiency and seek more lean production in lean production. Currently, enterprises such as Proya, Fuerjia, Mao Geping, Huaxi Biology, Giant Biogene, and Winona have chosen to move their businesses to Feishu. They use Feishu to flexibly respond to market changes, manage the business of the entire channel, and continuously and quickly create popular products to seize the segmented market.

In the tea beverage industry, this year is another "year of tea beverages" with rapid development. Along with the crazy expansion of tea beverages towards the goal of 10,000 stores, brands such as Bawangchaji, Chabaidao, and Molinai Bai are using Feishu to manage store operations. "Nowadays, the online traffic dividend of China's Internet is tending to peak, and enterprises pay more attention to offline refinement and store management efficiency than ever before."

Ambitious companies pursue ultimate operational efficiency

"We found that ambitious consumer product companies are often good at using a limited number of people to do more things in brand management." For example, Proya, which has been leading the beauty track during this year's Double 11, is using the multi-dimensional table of Feishu to establish a new product insight system. Using the zero-code tool of Feishu, the Proya team can quickly insight into consumers' minds and response changes, and manage the launch of new products. Combined with AI capabilities, continuously insight into the search keywords of new products, and then convey the voice to the market, which can effectively help them achieve better results in the launch of new products.

In the food track, in 2024, Three Squirrels returned to a revenue of 10 billion and aimed to achieve a revenue of over 20 billion in 2026. After using Feishu for many years, Three Squirrels has already achieved refined operation of "one live-streaming room, one group" in the live-streaming e-commerce business, and can achieve the push of live-streaming data within the group at the minute level, allowing operational students to understand the latest live-streaming situation and abnormal warnings anytime and anywhere, and the live-streaming operation efficiency has increased by 65%. In addition, Three Squirrels also uses the multi-dimensional table to build a full-link management platform for products, managing the entire process of product development with one table, and enabling real-time collaboration among various departments, helping to reduce the product launch time from 3 months to 3 weeks.

In the tea beverage track, Chabaidao, which successfully went public this year, has achieved a breakthrough of 8,000 stores and is also exploring overseas opportunities to open stores in South Korea. Feishu found that "Chabaidao uses Feishu to build an efficient construction system, achieving one group for one new store opening, and shortening the preparation period from the previous 60 days to 35 days." At the same time, Chabaidao also uses Feishu to build a digital base for store operation management, integrating the notification center, the common design resource library for stores, attendance management, ordering, payment, inventory, store inspection, customer service and other self-built applications to improve store operation efficiency. "In this way, the core business management system for more than 8,000 stores truly grows on Feishu, making Feishu Chabaidao's exclusive super app."

 Ambitious companies are brave in diversified development

Fu Xuedong believes, "As more and more ambitious consumer brands use Feishu, we also observe that they continuously insist on diversified development in business growth, continuously try and error, create the second growth curve and succeed."

"This year, Atour Group also began to use Feishu." Fu Xuedong said. Nowadays, Atour has gradually transformed from a well-known hotel and travel brand to a complex company with a new retail business. "We are pleased to see that during this year's Double 11, several 'deep sleep' single products of Atour, such as memory pillows and quilts, have rushed to the forefront of the industry." According to public data, the cumulative sales of its Deep Sleep Memory Pillow PRO2.0 have exceeded 800,000 pieces.

Another is the Yifini Group in the fashion industry, "which is creating the second growth curve from Fashion to Beauty". In 2020, the Yifini Group acquired the French cosmetics brand CONDENSE. "And Xiaomi Group, which has been topping the charts this year. In addition to the basic business sector, a series of new car products they released this year have been continuously刷屏. Currently, the cumulative delivery of cars has exceeded 100,000, fully realizing the initial landing of the 'people, cars, and home' strategic layout."

Fu Xuedong said, "For companies committed to diversified development, Feishu will use excellent product power to continuously support their growth ambitions." When enterprises develop the second growth curve, they will face huge challenges in the organizational thinking mode. "Even when it is a transformation from one category to multiple categories, the production, supply chain, and sales business models of enterprises are different. So choosing the right tool is very important."

Take the early product insight stage as an example, by using robot automation to batch capture user reviews from different channels and synchronize them to the multi-dimensional table of Feishu for comments and labeling, ultimately helping to generate decisions. "AI will first label the comments as positive, neutral or negative; secondly, classify and categorize them, and finally, use data as an argument to influence the decision-making insight of new product development."

Ambitious companies attach importance to the ultimate experience of employees

"Last spring, a heavy rain in Shenzhen caused an unprecedented dilemma for a store of Doctor Glasses." Fu Xuedong said. Before Feishu, such an emergency situation could often only be known within a small range and it was difficult to quickly convey it to the company's senior management. But this time, through the company circle of Feishu, employees quickly broke the hierarchical barrier, allowing the company's CEO to see the situation at the front line and make emergency arrangements. Since using Feishu for one year, the value of the tool is also reflected in the change of human efficiency. Doctor Glasses has achieved a great change: the company's human efficiency has increased by 62.5% year-on-year.

In addition, in the AI era, enterprise management should be digitalized and more intelligent. Just as Harari said in "A Brief History of Tomorrow", "AI is not just a tool, it will reshape the nature of human work." What Feishu is doing is to truly integrate AI into the business and become the intelligent productivity of brand management.

In Duodian Dmall, safety production is the top priority. In order to solve the cumbersome and backward inspection work, the team built an AI inspection system in half an hour based on the multi-dimensional table of Feishu. After employees take pictures and enter them in Wumei stores, the multi-modal large model can be automatically triggered, and the system judges the inspection results according to the inspection standards, improving the objectivity of the inspection results and reducing the cost of manual auditing.

In Xibei, facing countless problems produced by nearly 400 stores across the country every day, Xibei uses Feishu to build an AI intelligent knowledge Q&A assistant - Xiaobei. Through AI + structured knowledge base, questions can be answered immediately. Currently, Xiaobei has been implemented in 14 IT service groups at Xibei headquarters, providing efficient Q&A assistance for Xibei store employees, and 90% of the questions can be answered within ten seconds.

"We also see that in addition to Wumei and Xibei, more and more advanced enterprises in various industries are also achieving business quality and efficiency improvement through intelligence. "For example, in Meiyijia, AI customer service is used to empower 36,000 stores, reducing the problem response time by 58%; Maridaijia enables employees on the production line to query the product batch number rules through AI. They can quickly get accurate answers by asking questions in the group anytime and anywhere.

 Feishu is committed to becoming the best partner for enterprises to go global

In 2024, it is also a year for Chinese consumer product enterprises to go global. "It is a great honor that Feishu is also involved in the process of helping Chinese brands go to the world stage." Fu Xuedong said. In the overseas territory of Huazhu Group, there are 18 countries and 10,200 overseas hotels. They have all created an application program H-Tone as a one-stop platform through Feishu to support the hotel operation and management in various continents.

In 2024, Pop Mart's overseas efforts are particularly rapid. Many of their IPs have become popular in Southeast Asia, and even many entertainment superstars have become their fans. All along, Pop Mart has also been continuously exploring good IPs from all over the world. They cooperate with a large number of potential trend artists and designers. "When communicating in the Feishu group or Feishu meeting, the IP operation of Pop Mart and the artists can speak their native languages respectively, and the translation can be completed smoothly in real time."

"In addition to business going global, safety and compliance also need to go global." Feishu's cross-border compliance is providing a strong compliance solution for Chinese enterprises to go global, helping enterprises set sail. "We support global multi-data center nodes, and employee data is distributed and stored in different nodes, and have obtained a number of international authoritative certifications, ensuring smooth communication and agile business development while meeting the compliance requirements of customers' mainstream destinations for going global."

Previously, Xie Xin, the CEO of Feishu, once said, "Feishu is committed to becoming the most advanced productivity platform in the AI era."

Fu Xuedong believes, "As Jobs said: Give users good tools, and users can create wonderful things. This not only happens on the C side, but also on the internal employees of the enterprise. So, what do good tools and good practices really solve? This is related to the issue of technological equality."

All along, Feishu's vision is to provide enterprises with a tool for full-staff technological equality. So that employees who are not technical can start from their own work scenarios and business pain points to solve some problems by themselves. With the popularization of Feishu's low-code and zero-code tools, more and more front-line business experts are emerging.

"We are also happy to see that such stories are being staged among people of different age groups, such as the post-60s, post-70s, post-80s, and post-90s, along with the implementation of Feishu in various industries. There is a planned stimulation, and through technological equality, innovation can emerge on a large scale."

In 2025, Feishu welcomes more ambitious consumer product companies to become partners. Feishu is willing to accompany the digital upgrade of the Chinese consumer product industry and drive new growth with efficiency.