当中国“智慧零售”成为外企高管们的必修课

Core Viewpoint - The article highlights the successful adaptation and innovative strategies of Sika BFM China in the Chinese market, showcasing its digital transformation and community engagement as a model for multinational companies operating in China [2][10][12]. Group 1: Company Overview - Sika Group entered the Chinese market in 1993, with Sika BFM China established in 2019 as the third division focusing on civil construction materials [2]. - Sika BFM China has developed a robust distribution network with over 3,000 exclusive stores and nearly 28,000 distribution points, along with a community of nearly 10,000 renovation workers [2][10]. Group 2: Market Strategy - Sika BFM China identified a significant market opportunity in the tile adhesive category, which was largely untapped in the Chinese renovation industry [3][5]. - The company initiated a tile adhesive competition in 2014 to educate and train workers, which has evolved into a platform for promoting the benefits of tile adhesives over traditional methods [5][6]. Group 3: Digital Transformation - The COVID-19 pandemic accelerated Sika BFM China's digital transformation, leading to the development of the "Good Craftsman" membership platform and collaboration with Tencent for cloud-based retail solutions [6][10]. - The digital platform allows for rapid response to market changes, enabling efficient management of sales and inventory across various channels [10][11]. Group 4: Industry Context - The home decoration industry is facing challenges, with projections indicating a decline in total industry value to 25.9 trillion yuan in 2024, a year-on-year decrease of 6.49% [8][9]. - Despite the industry downturn, Sika BFM China has recognized the need for agility and responsiveness to market dynamics [9][10]. Group 5: Future Outlook - Sika Group views the Chinese market as a critical area for growth, with potential in all three business divisions: infrastructure, industrial, and civil construction [11][12]. - The successful digital transformation of Sika BFM China serves as a reference for other foreign companies seeking to enhance their performance in China [15].