南极电商(002127) - 2021年5月11日投资者关系活动记录表

Group 1: Business Strategy and Market Positioning - The company aims to achieve a top three position in Douyin and Kuaishou channels, with a daily sales target exceeding 10 million RMB, driven by quality products and diversity [1] - The company is adapting to changes in Alibaba's multi-store and multi-hot product model, planning to expand its presence on approximately 180 out of 196 major websites nationwide [2] - The company focuses on exclusive partnerships with top clients in various categories to avoid traditional vicious competition [2] Group 2: Digital Transformation and Organizational Changes - The company has restructured its digital departments into a Digital Product Center, which is now the largest department, employing 50-60 staff members without an upper limit on hiring [2] - Digital transformation is defined as moving from informationization (moving offline processes online) to digitization (automating processes through systems) [2] - The company has upgraded its platforms from three to five, including a research platform, a selection list, a distribution platform, an operations platform, and a management platform [3] Group 3: Supply Chain and Product Management - The company is developing its own supply chain platform with data from 1,000 to 10,000 factories, categorizing them based on attributes, consumer evaluations, and company assessments [3] - The strategy includes deep collaboration with 80-100 top food category suppliers, focusing on lifecycle management and long-term partnerships [7] - The company plans to invest in 20 new self-operated food categories while collaborating on 80 categories to create a comprehensive product ecosystem [4] Group 4: Brand Management and Marketing - The company is undergoing a brand upgrade in July-August, focusing on brand story, visual identity, and marketing strategies to enhance customer communication [4] - A new visual system will be established for both online and offline branding, including packaging and store image standards [5] - The company aims to position itself as a one-stop shopping channel, integrating product and channel branding to enhance consumer trust [6] Group 5: Financial and Operational Goals - The company is focused on achieving a turnover and reputation in the food sector, with a two-year plan to waive service fees and provide marketing support to top suppliers [7] - The company has approximately 800 million purchases annually, with a 30% repurchase rate, translating to 240 million additional repurchases compared to competitors [6] - The goal is to create a sustainable ecosystem that benefits all partners, ensuring shared values and profit distribution [8]