Singapore | China | Japan
BackgroundMaybelline was established in 1917. Among more than 90 countries and cities in the world, Maybelline New York has become the first company to produce makeup and skin care products for women.
Brands need to connect product data information scattered in different systems, and integrate and manage them.
Brands need to manage information from different channels in a unified way: multiple departments such as procurement, marketing, e-commerce, and operations can upload, review, store, and adjust materials and then distribute them to various channels with one click. Suppliers need to be integrated, and different departments provide different information. access and permissions.
Brands need to effectively manage commodity certificates to ensure that certificates are not missing in order to respond to industrial and commercial inspections.
Use "Whale Harbor" to manage the information of different channels and departments in a unified way, manage product materials, edit online and publish them with one click.
Collect scattered commodity information data to realize license review, license viewing and other functions.
We hope to use "Whale Harbor" to help Maybelline improve the efficiency of refined operation management and meet the changing needs of Generation Z consumers.
Maybelline x Whale | Data Integration to Optimize Operation
The current consumption power of China's new generation has had a huge change and impact on China's overall business structure. Maybelline has many chain stores, and as the most intuitive channel to contact consumers, offline stores are also facing new challenges from various aspects such as market and self-reform.
In the environment of the new era and new scenarios, many retail companies with a long history of operation generally have existing operating equipment systems that are outdated and unable to adapt to the needs of marketing management in the new era. Secondly, the data solutions provided for large enterprises are poorly customizable and cannot quickly adapt to the rapid response needs of the current digital transformation. And under the new regulations of some industries, enterprises also need to pay close attention to industry regulations. The promulgation of any new regulations will directly affect the company's planning and business operations.
In addition to the above problems, Maybelline needs to conduct multi-party docking with different parties such as the channel side, the brand channel side, and the brand side, and has multiple channels to release products on the e-commerce platform, and there are multiple departments that need to communicate, involving online e-commerce. Sales process, docking customers with different roles, etc. How to efficiently and conveniently manage product materials in a unified manner, release product information simultaneously, realize multi-channel integration, and comprehensively manage e-commerce business platforms? This is a part of the brand that urgently needs to be transformed.
Against such a market background, Weiwei provided Maybelline with a set of effective data management solutions, including data integration, material sharing & collaborative work, docking with third-party platforms, unified online editing of product information, one-click release, etc., greatly benefiting Enterprises have improved operational management efficiency.
Through the "Whale Harbor Marketing Content Center", Whale helps brands realize the unified management and push of online and offline content, better manage and coordinate product information related data of each channel and brand, and then manage it in a unified manner. Harbor can open different permissions to different departments for the sorted materials, and multiple departments can collaborate on the same product materials and content, improving the efficiency of cross-departmental collaboration within the company; docking with third-party platforms such as Tmall and JD.com, you can share pictures Automatic tailoring for different channels and pits, one-click release and push of product information, materials, etc. to all screens, helping brands achieve multi-channel integration, and comprehensively manage e-commerce business platforms. At the same time, Weiwei's LTS system, which is a product tailored for N brand under the new regulations of cosmetics, with excellent timing and fast response speed, solves imminent problems such as license review and license inspection for N brand in the first time , greatly improving the overall operation and management efficiency of the brand.
The cooperation between Weiwei and Maybelline has greatly improved Maybelline's data management and control of online and offline operations, and has great data management and promotion value for the entire beauty chain industry.
In the future, Weiwei will assist Maybelline to carry out follow-up cooperation around the digitalization of the brand business center and comprehensively upgrade the data management system.
Through Weiwei's data management solution, Maybelline has improved the overall data management and control of online and offline multi-channel integrated e-commerce business, greatly improved management efficiency and reduced management costs.