拥有1.5亿会员后，这家零食巨头决定“把优惠券送到用户心坎上”

Core Insights - The article highlights the rapid expansion of "Hao Xiang Lai," a leading player in the mass snack retail sector in China, which has grown to over 14,000 stores and 150 million members within two years [1][2] - The company faces challenges in marketing and customer service due to its large and diverse customer base, necessitating a shift from traditional marketing methods to data-driven strategies [1][2] Group 1: Business Expansion and Challenges - "Hao Xiang Lai" has achieved significant growth, with revenue from its mass snack business reaching 36.158 billion yuan in the first three quarters of 2025 [1] - The traditional SMS marketing approach is no longer effective for the vast customer base, prompting the need for enhanced digital tools and information systems [1][2] Group 2: Data Integration and Customer Understanding - The company faced a "data silo" issue, where customer data was fragmented across various platforms, making it difficult to understand customer behavior [2] - By implementing Tencent's Customer Data Platform (CDP), "Hao Xiang Lai" successfully unified customer data, allowing for a comprehensive understanding of individual customers [2][3] Group 3: Marketing Strategy Optimization - With a clearer customer profile, "Hao Xiang Lai" transitioned from a broad marketing approach to a more targeted "drip" marketing strategy, tailoring offers based on individual purchasing habits [3][7] - The company developed a "multi-touchpoint routing" strategy to optimize communication channels, prioritizing more efficient methods like WeChat messages over traditional SMS [7] Group 4: Operational Efficiency - The new system empowered operational teams, allowing them to independently access and analyze data without relying on technical staff, significantly improving efficiency [8][10] - The ability to quickly configure marketing strategies based on customer segments has led to successful campaigns, such as attracting nearly 4 million users during the National Day and Mid-Autumn Festival in just 13 days [10] Group 5: Empowering Frontline Staff - The company recognizes the limitations of frontline staff in handling complex data systems, thus providing them with simplified actions based on data insights [11][14] - By leveraging data analysis capabilities, "Hao Xiang Lai" can guide stores on inventory and promotions tailored to local preferences, enhancing operational effectiveness [14] Group 6: Transforming Challenges into Assets - Through collaboration with Tencent Cloud, "Hao Xiang Lai" has transformed its large member base from a challenge into a valuable asset, enhancing customer engagement and satisfaction [15]