晶澳太阳能科技数字化总监张毅柱：在变革中破局，以数字强营销

Core Insights - The conference "Smart Leadership, Digital Future | 2025 AI Intelligent Future CIO Summit" was recently held in Beijing, featuring a presentation by Zhang Yizhu, Digital Director of JA Solar Technology Co., Ltd., on "Marketing Digital Transformation Guided by Business Change" [1][13] Industry Context - The photovoltaic industry is undergoing significant changes, facing challenges such as price declines and intensified market competition, leading to a consensus on the need for "transformation" and "change" [4][16] - The market has shifted from a seller's market, characterized by "producing as much as possible," to a buyer's market, necessitating a change in marketing strategies to focus on demand-driven production [4][16] Marketing Digital Transformation Strategy - JA Solar emphasizes a step-by-step approach to marketing digital transformation, advocating for quick wins through opportunity management, production-sales collaboration, customer management, and risk warning systems [3][15] - The company recognizes the urgency of marketing transformation, driven by the need for market insight, precise customer management, and improved collaboration efficiency [5][17] Implementation Framework - The core logic of JA Solar's digital transformation is that "digitalization serves business needs, not the other way around," focusing first on identifying business pain points and setting clear transformation goals [6][18] - The transformation is structured around a dual support system of "architecture + culture," ensuring that digital functions align with specific business scenarios and fostering a culture of proactive participation among employees [6][18] Phased Approach to Transformation - The transformation is divided into five phases, each focusing on a core objective to ensure visible results and build confidence [19][20] - Phase 1: Online opportunity management, improving monitoring efficiency by over 60% [20] - Phase 2: Digital production-sales collaboration, enhancing supply chain response speed by 40% [20] - Phase 3: Precise customer management through a customer classification model [20] - Phase 4: Intelligent risk warning systems, improving contract risk identification accuracy by 80% [20] - Phase 5: Long-term customer management plans to foster win-win partnerships [21] Key Takeaways for Transformation - Successful transformation requires leadership commitment, with the chairman leading the initiative and establishing a cross-departmental change management committee [10][22] - Process optimization must precede digitalization, ensuring that workflows are efficient before being digitized [10][22] - Employees must perceive tangible benefits from the transformation to reduce resistance and foster motivation [10][22] Future Directions - JA Solar aims to enhance "full-link intelligent collaboration" in marketing, leveraging AI to analyze customer interactions and synchronize global market data for informed decision-making [11][23] - The company views marketing digital transformation as an ongoing process rather than a one-time project, striving to maintain a competitive edge in the evolving photovoltaic industry [11][23] Conclusion - JA Solar's marketing digital transformation serves as a valuable example for the industry, emphasizing the importance of aligning business needs with digital tools and fostering a supportive culture to navigate changes effectively [12][24]