专访丨纷享销客CEO罗旭:智能型CRM如何重塑快消行业竞争格局？

Core Insights - The fast-moving consumer goods (FMCG) industry is facing unprecedented challenges, including weak consumer demand, lengthy channel links, high marketing costs, and inefficient personnel management, making traditional management models unsustainable [1][2] - The emergence of AI technology offers a breakthrough for the FMCG sector, with companies like FenxiaoXiaoke leading the way in integrating AI into their operations [1][4] Industry Challenges - The FMCG industry relies heavily on a vast and decentralized terminal channel, with 80% of sales coming from this channel and 20% from key account direct sales [1] - High marketing costs are prone to wastage, and frontline personnel management is often coarse and inefficient [1][2] AI Integration - FenxiaoXiaoke has transitioned from a "connection-based CRM" to an "intelligent CRM," establishing a comprehensive digital foundation and launching the "ShareAI platform" in 2023 [1][4] - The company emphasizes that AI should enhance rather than disrupt the existing human-product-space dynamics, transforming vague experiences into precise algorithms [4] ShareAI Platform Features - The ShareAI platform is built on a PaaS foundation accumulated over seven years, integrating various capabilities to form a complete business data chain [7] - It focuses on four core principles: business scenario integration, precision and determinism, platform openness, and security and trustworthiness [7] Cost Efficiency - ShareAI addresses the "cost black hole" issue by binding promotional expenses to product codes and utilizing AI for image recognition and blockchain for transaction records, reducing expense loss rates from 30% to single digits [9] - The platform aims to ensure that every dollar spent is effectively utilized [9] Future Trends - The competition in the FMCG sector is shifting from company-to-company competition to ecosystem-to-ecosystem competition [11] - AI is expected to redefine software in the next three years, evolving CRM from a control system to an empowering platform [9][11] Conclusion - AI is viewed as an enabler that amplifies human experience rather than a disruptor, with FenxiaoXiaoke's ShareAI driving the FMCG industry towards greater efficiency and clarity [11]