老字号如何在流量时代看清方向？苏州稻香村给出“融合方案”

Core Insights - The article emphasizes the increasing support from major e-commerce platforms like Tmall, JD.com, and Douyin for traditional Chinese brands, particularly in their digital transformation efforts [1] - Suzhou Daoxiangcun serves as a benchmark for innovation in traditional brands through its systematic "+ Internet" strategy, which integrates physical industries with the internet, focusing on consumer-centric approaches, data-driven decisions, and a robust supply chain [1][9] E-commerce and Supply Chain Integration - The era of merely competing on traffic and marketing in e-commerce has passed; the real challenge lies in building an efficient, resilient supply chain ecosystem that meets online demands [2] - Suzhou Daoxiangcun's e-commerce success is attributed to a deep restructuring and integration of its supply chain, which is a critical yet often invisible aspect of its operational logic [2] Production and Logistics Enhancements - To address the surge in online orders and consumer demands for freshness and taste, Daoxiangcun has upgraded its production lines and established a flexible layout tailored for e-commerce [4] - The company has built a network of seven cloud warehouses across the country, enabling it to process over 300,000 e-commerce orders daily and achieve over 90% delivery within 48 hours to major cities [4] Data-Driven Insights - Over a decade of e-commerce experience has allowed Suzhou Daoxiangcun to accumulate vast consumer data, which drives product innovation and long-term development [5] - The company employs differentiated marketing strategies based on the characteristics of various e-commerce platforms and user demographics, enhancing marketing efficiency and conversion rates [7] Consumer Trend Adaptation - Daoxiangcun has effectively identified and responded to changing consumer trends, such as the rising demand for low-sugar products, by launching a popular low-sugar mooncake series [8] - The company also recognizes the diverse usage scenarios of younger consumers, leading to the development of various new snack products [8] Conclusion - The "+ Internet" practice of Suzhou Daoxiangcun illustrates that the e-commerce development of traditional brands is a complex process centered on consumer experience, data-driven decision-making, and a strong supply chain foundation [9] - By integrating internet thinking into brand development and continuously strengthening its supply chain and data capabilities, traditional brands can thrive in the digital age and maintain their legacy [9]