New Deep Drawing 5.0, The Second Half Of Digital Commodity Management - From Commodity Information Management To All-Round Operation Of Commodity Content

Deep painting products are used in the online retailers The core products in the service field of large business enterprises have been running steadily for 7 years. As an excellent product detail page intelligent generation software, it has been recognized by customers. Laoshenhua's products are positioned at the scene of intelligent generation of commodity detail pages and full network distribution of commodities. In this scene, the product functions are polished carefully and updated iteratively, but there are still many inherent limitations from the underlying technical architecture, which are difficult to cure.

In recent two years, due to the high cost of public domain traffic acquisition, many brand We have increased efforts in the private sector. The private sector is called an important new front for brand enterprises to operate across the board. Instead of putting eggs in the same basket, enterprises need their own flow channels to enhance their ability to withstand risks. It is the general trend for brands to open stores in various e-commerce channel platforms and offline, and to arrange omni channel operations.

enterprise Global operation The ability puts forward higher requirements for collaboration and processing of commodity data management within the enterprise. For example, the storage management of commodity graphics and videos, labeling of material data, online design of posters/videos, multi-channel distribution and delivery of commodity content, DAM multi-party collaboration, task and collaboration mechanism, mobile end approval, data insight and feedback, customer service/shopping guide product knowledge base and other fields need more comprehensive digital commodity solutions. This is also the key direction of the continuous exploration of the deep painting team in the past two years. After two years of repeated research on user needs and market dynamics, in-depth exploration of product domain modeling, and iterative updating of the technical framework, it finally brought the heaviest upgrade in the history of deep drawing products.

Great breakthrough in product capacity

The new in-depth drawing extends the product information management ability from the commodity attribute field to the image text/video, main map/activity map, commodity matching, promotional activities, production and distribution of creative content of commodities, hybrid cloud storage management, customer service shopping guide product knowledge base, and builds a unified commodity information and data management workbench. New modules such as Digital Asset Management (DAM), Intelligent Design Center (DC), and Commodity Operation Strategy Center are added to manage data at all levels of the commodity life cycle from a more holistic perspective. Combined with the task engine and collaboration mechanism, the work of each role of the e-commerce department is connected to realize the visual task management of commodity graphics and texts, enabling the e-commerce principals to manage the overall state more comprehensively and meticulously, and make accurate decisions.

　 New commodity information management capability

Brand customers are drawing more and more product data in depth, and their in-depth needs such as the maintenance and turnover of old models, and batch updating are becoming more and more complex. Each platform or store of brand merchants has an independent department or store manager. Store level product links often require personalized product information updates. Old Shenzhen Paint lacks the link to launch new goods, which leads to many interaction obstacles in modifying the properties of goods already launched. For example, the modification of product information in a platform store will be restricted by the rules of other platforms of the product, so it is difficult to realize some conventional convenient operation functions.

Deeply drawing the new architecture has upgraded the product management model, which can open the store level goods link model. In the process of platform level or store level information update, SKC/SKU can be added or deleted independently for store goods, and the title, price, detail page, etc. of goods can be optimized independently for store goods.

The brand new deep drawing has also added a strategic label system for commodities. Users can customize the status tag, attribute tag, task tag, data tag and so on. It can also interconnect with the commodity data center within the enterprise, inject some commodity operation data status into the new deep drawing system, and share the commodity status in a timely manner.

　 New Digital Asset Management (DAM)

The digital asset management (DAM) module, starting from the basic functions of the enterprise network disk, has built a unified commodity data storage management center for e-commerce enterprises. DAM implements hybrid cloud storage, and supports Alibaba Cloud storage and enterprise intranet storage disks. If the enterprise has higher requirements for data security, it can support database privatization deployment, which is more secure and reliable. In addition, the privatization of the DAM application layer is gradually in progress, and large enterprises can be supported to deploy this module independently in the future.

DAM is an enterprise intranet storage deployment mode, and its access speed is much faster than that of ordinary NAS disks. It supports disk mapping and mounting similar to NAS disks, just like disk operations on personal computers, and conforms to the daily operation habits of photographers/designers.

DAM provides web side, desktop side, mobile side and other portals. The desktop side can facilitate users to upload and download a large number of files for a long time (7X24). It has built-in features such as breakpoint resume and failure retry, without worrying about data leakage. Combined with visual task management, the data is safe. The DAM desktop can also call large design software of the local computer, such as Photoshop AE, PR, clipping and mapping and other tools are convenient for designers to quickly modify design drafts. The mobile terminal will also enable enterprise personnel to work in mobile offices, and view/review commodity attribute information and graphic data anytime and anywhere.

Different from the traditional enterprise network disk, the new DAM has more advanced functions such as photography, film repair, film selection, labeling, classification, image search, and image search, and provides a wealth of permission settings and security protection means. Most importantly, DAM, as the storage infrastructure for creative content of commodities, provides support for the new in-depth "intelligent design" module. It also has a standardized DOP open platform, which can quickly interconnect with internal systems of enterprises.

　　 Intelligent design, enabling the supply side of creative content

Designers are communicators of product selling points. The new system has built an online intelligent design center, which precipitates enterprise design specifications, design materials, creative inspiration and other materials, and saves designers from a large number of mechanical repetitive operations and redundant and inefficient cross departmental communication. This is the original intention of this function module. 1. Zero based, easy to use online image design tool, short video synthesis engine. Zero based employees can also quickly design product marketing posters. 2. The intelligent PSD parsing tool can transform PSD design files into online editable visual templates in one second. 3. Continuously precipitate enterprise design norms, design elements, stimulate creative inspiration, and release content productivity.

Batch typesetting generation and editing ability of commodity main drawing/poster drawing, greatly improving designer efficiency

　　 Commodity content operation

As the traffic of traditional graphic e-commerce platforms gradually peaked, the traffic cost of e-commerce platforms became higher and higher, and there was a phenomenon that the traffic cost of e-commerce platforms became lower and lower. The live broadcast e-commerce happened to take the baton, and swept the traditional e-commerce market like wind and rain in dithering, fast hand and Taobao, creating waves of victories.

The head star anchor is powerful in the field of beauty and clothing, and the middle waist anchor is good at grasping specific people in the field. E-commerce anchors are bound to move towards a decentralized pattern of separatism. The anchors of various professional content show their own ingenuity to create interesting and useful dry goods. The anchor of the brand store relies on the enterprise resources, professional explanation, vivid presentation in all aspects, and also gives a coupon.

Although there is a small amount of user interaction in the form of live broadcast and shop broadcast, it is still one-way information output. The various grass planting articles and evaluation and analysis content that users ponder over and over again are another battlefield for the operation of commodity content, which is the home of Xiaohongshu, Weibo, Taobao, Kesong and Zhihu. From KOL's sharing of goods and creating of popular funds, to KOC's spreading of quantity, continuous grass planting and drainage, to the brand's continuous optimization of product graphics and videos, and continuous adjustment of product strategies. This whole process has been a must for many brands.

Image and text e-commerce, live broadcast e-commerce, interest e-commerce, content e-commerce, now reach consumers through all channels, has become a must for brands. Guochao new brand, stepping on the wave after wave, is overwhelming. The new generation of young people, growing up surrounded by digital equipment, have more information sources and stronger judgment ability. They swipe the screen late at night, not only staring at the anchor who loudly cries "buy buy buy buy", but also being fans of various professional fitness, games, music, and food experts. They can also take a small red book to look around and compare and analyze various product parameters.

In order to adapt to the increasingly expensive traffic resources, smart users and homogeneous competition, it is necessary to build a commodity wide content operation system. Help brand enterprises to precipitate product images, copy, short text, short video, KOL and operational data, and manage, create, and distribute product content from the operational strategy and plan level. This is the mission of the new and deeply drawn DAM+marketing automation tool, enabling brand enterprises to achieve omni channel product content output and reach.

　　 Enterprise level product knowledge base

For planned products and listed products, there will be many versions of complex commodity attribute information and management status, such as material composition and lining of commodities, graphic and video versions and annotations, effective start and end information of commodity promotions, price change information of commodity promotions, user flow data of commodity master maps or short videos, and promotional gifts of commodity matching. Such information and data are numerous and detailed. In cross department or cross team collaboration, various values are misaligned, which leads to repeated communication and review, wasting energy.

Because of this, the new deep drawing architecture has launched a new product knowledge base function, and has connected with LinkedIn SCM, New Cloud SCM, Kuaimai Intelligent Customer Service, Ayeyun Mobile Terminal and other systems. Construct cross department dynamic information of goods for enterprises, and make product information flow quickly between product planning, commodity operation, customer service, designers and stores in time, enabling enterprises to achieve more convenient cross team collaboration.

　　 Commodity activity launch management

The most important scenario of commodity operation is the management of promotional activities. The person in charge of commodity operation plans the promotion plan of the commodity, measures the profit, formulates the plan, finalizes the promotion price, coordinates the designer to draw a picture, and finally puts it on the e-commerce platform. The whole process involves many groups, with various information transmission and urgent tasks interspersed, relying on the cooperation of the entire e-commerce team. Whenever there is a big promotion interval, the business opportunities are great, and the time is urgent, it is inevitable to be nervous and flustered.

The new in-depth drawing has opened up dozens of e-commerce platforms, and the intelligent design center can be used to batch produce and launch the main map of commodity activities. New Deep Draw uses a stable and efficient dual mode event delivery engine, which can quickly get through to all major e-commerce platforms/content platforms and push them with one click without the need for customers to deploy RPA internally.

　　 Perfect task mechanism/collaboration mechanism/authority control

The new in-depth drawing focuses on the pain points of team collaboration, and configures online tasks, collaboration status, and a complete authority control system for various work scenarios.

Internal team cooperation: DAM space and directory permission management, material permission management, perfect account management and flexible approval workflow; Perfect commodity status management; Permission management for new/on/off shelves of commodities;

External team collaboration: batch sharing of material content and setting of permissions, one click generation of links, distribution with passwords, preview and download traces; Online preview of all types of creative documents and mark the review status of materials

Commodity status management: material package status label management, commodity status label management, commodity data export task management, map repair and film selection task management, etc. are based on a complete set of task collaboration and permission control mechanisms to protect internal and external collaboration of enterprises.

　 New microservice back-end architecture

　　 New data open platform, PIM-DOP

The new deep drawing open platform will deeply draw the underlying microservice capabilities, provide services in the form of an open platform, and facilitate enterprises to further integrate business systems. It provides many capabilities such as product/commodity data API, product knowledge base API, image editor call API, image AI recognition API, search engine API, and newly released API on commodities. Based on these basic capabilities, we can connect e-commerce platforms, brand malls, WeChat applets, SCM, OMS, data centers, intelligent customer service, mobile APP and other business systems.

The strategic upgrade of Shenzhen Paint products provides a solid foundation for a more powerful digital commodity management platform. With the continuous use and suggestions of nearly 100 small and medium-sized customers, we continue to iterate and improve, which is like a long journey of 25000 miles, finally ushering in today's historic turning point.

Next, we will unveil a new system for Shenzhen Paint's key customers. 50 major customers will be integrated in the first three months. We sincerely invite major customers of brand enterprises to actively communicate with the service team of Shenzhen Paint Kecheng to jointly start the second half of the digital transformation of commodity information management!