居然之家“新零售”数字化转型的过程研究

A Study on the Digital Transformation Process of Easyhome's'New Retail'Strategy

数字经济时代,新零售和互联网进入了大众的视野,家居建材企业进行数字化转型是企业生存的必由之路,但如何进行数字化转型成为企业的难题。本文采用案例研究法,以居然之家为例,将研究问题聚焦于“新零售”数字化转型过程的具体实施策略。研究发现,居然之家“新零售”数字化转型业务主要有四点:首先,居然之家实现了从“业务数据化”向“数据业务化”的转变,利用数据挖掘工具精准捕捉消费者需求,实现数据驱动的业务决策和优化。其次,居然之家推动线上线下一体化,通过与阿里巴巴的战略合作,打造“同城站”平台、拓宽销售渠道,并提升顾客体验。再次,居然之家构建数字化“智链”和商业生态系统,提供从设计到物流的一站式服务。最后,居然之家向全面数字化转变,通过组织结构的优化和数字化技术的实施,提升内部运营效率和客户服务水平。居然之家的成功展示了数字化转型在提高企业竞争力和实现可持续发展中的重要作用,鼓励更多企业积极拥抱数字化转型,迎接新时代的挑战与机遇。

In the digital economy era,the emergence of new retail and the Internet has garnered significant public attention.Digital transformation is essential for the survival of home building materials enterprises,yet the challenge of effectively carrying out digital transformation remains a daunting issue for enterprises.This paper adopts the case study method,takes Easyhome as an example,and focuses on the specific implementation strategies for the digital transformation process of"new retail".It is found that there are four main points in the digital transformation of Easyhome's"new retail"business:First,Easyhome has successfully transitioned from"business datafication"to"data commercialization",accurately capturing consumer needs by using data mining tools and realizing data-driven business decision-making and optimization.Second,Easyhome promotes the integration of online and offline channels.Through strategic cooperation with Alibaba,Easyhome establishes an"intra-city station"platform,broadens sales channels,and enhances customer experience.Third,Easyhome builds a digital"intelligent chain"and business ecosystem to provide one-stop services from design to logistics.Finally,Easyhome has transformed into a fully digital organization,optimizing its structure and implementing digital technologies to enhance internal operational efficiency and customer service levels.The success of Easyhome demonstrates the important role of digital transformation in improving enterprise competitiveness and achieving sustainable development and encourages more enterprises to actively embrace digital transformation and meet the challenges and opportunities of the new era.