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案例亮点
利用“线下服务+线上工具”，立白构建了线上线下全面打通的全渠道数字化经营模式：引入企业微信，从能力、工具、利益、内容等维度赋能导购全方位提升，从而带来新的增量；同时通过搭建CDP中台，深度洞察用户数据及需求，刺激用户回流、裂变，促进营销效果最大化；还以会员运营为抓手，基于独特的用户运营、触点分析，实现了用户活跃度和忠诚度的双重提升。
企业概况
立白是中国衣物洗护行业领导品牌，1994 年创立以来，产品广受消费者好评。作为洗护领域领导者，立白汇聚全球优秀科技，拥有行业唯一"中国轻工业绿色洗涤用品"重点实验室、行业院士专家工作站，发明专利全国同行业第一，立白也是中国洗护行业标准的制定者，主导或参与28项国家、行业标准制订工作。
早在2018年，立白就开始着手为线下零售门店数字化奠基，并在随后几年迅速建立起以CRM为核心，串联门店、企业微信、小程序、社群、直播等多个渠道的新数字化DTC业务形态，在总部、经销商、终端门店和消费者间架起了一座顺畅沟通的桥梁。
需求痛点
日化行业的发展倚赖于线下渠道，尤其是商超渠道的生意占比很高。近年来，线上渠道快速崛起，对线下形成挤压之势。尤其是在后疫情时代，网购进一步渗透，线下卖场流量下滑，对日化企业的业绩增长提出了巨大挑战。因此，如何重构“人、货、场”的商业逻辑，将线上线下有机结合，激发出更大的能量，成了日化企业决胜未来的关键所在。
立白在敏锐洞察到市场变化后，其消费者运营部快速行动，加速微信生态布局并打通线上、线下，用数字化工具为线下门店赋能，探寻企业发展的全新增长点。
优秀实践
立白牵手腾讯智慧零售进一步探索线上线下全面打通的全渠道数字化经营模式，利用“线下服务+线上工具”，在社群中突破时间和空间的限制，实现从线下到线上的购买场景转换。
- 数字化赋能线下导购，促进效能最大化提升
导购是线下渠道的重中之重。过去，日化行业的线下导购主要通过个人微信在线上联系客户，缺少业绩绑定和追溯工具，因而无法进行有效的管理和激励。为了扭转这一局面，立白引入企业微信，从能力、工具、利益、内容等维度赋能导购全方位提升。
面对线下导购年龄相对偏大、对社群营销的理解和对企业微信的使用还不够熟悉等现状，立白、腾讯智慧零售以及合作的第三方共同编写了一套适用于立白导购的材料以及对应SOP，并以此为基础开展一系列落地实践。立白将导购需要完成的任务拆解到每一个动作，让导购在手机上就能清晰、快速地完成，充分保障了导购执行的能力和效率，将每个层级的导购人效最大化。
有了数字化工具的强力支持，立白对导购提出了拉新、促活的新要求，并建立起“运营管理-区域督导-导购”的透明管理机制，大幅提升管理效能。在这套管理机制下：运营管理负责查看整体业绩以及关键指标情况，将问题及时反馈到对应的区域督导；区域督导则根据任务完成情况，分析评估导购执行程度，通过树标杆、督促执行等方式提高导购的执行力，而导购也可以通过查看排名、积分等了解自己的任务完成度，主动推进任务完成。
利益分配上，立白秉持“从哪里来回哪里去”的原则：从线下商超获客后，通过导购的在线运营，引导消费者再次到店购买，或者做小区团购。这样一来，为线下门店带来了新的增量。鉴于良好的实施效果，立白正在与各方O2O平台联动，实现购买“到家”，欲彻底解决最后一公里的问题。
- 搭建CDP中台打通全链数据，实现用户精细化分层运营
难以掌握渠道和用户数据一直是日化企业的痛处，数据缺失将导致其营销动作的价值大打折扣。
借助微信生态，立白还构建了“线上线下一张网”，使企业能够对整个营销链路的数据进行回流、分析。通过搭建CDP中台，立白打通了渠道数据、访问数据、业务支付数据等，进而能够完整还原用户的转化路径。在深度用户洞察的基础上，立白得以实现用户精细化分层运营。具体而言，立白针对不同层级的用户专门定制了相应的服务流程，可以结合活动档期等，对其进行针对性的消息触达。
通过一系列举措，立白解决了过去重复触达或触达不到位的问题，做到了精准促销。同时，立白还能通过销量、复购等数据，进一步了解用户对产品的需求点，调整优化运营策略，刺激用户回流、裂变，促进营销效果最大化。
- 赋能消费者，建立高粘性的会员成长体系
过去，日化企业很难与用户建立起可持续的关系，处于“流量难留存”、“用户买完即走”的状态。为了与用户建立起可持续的关系，立白以消费者运营为抓手，线上线下配合作战，不仅使用户活跃度大幅提升，还显著增强了消费者的忠诚度。
基于对消费者的深刻认知，立白结合腾讯智慧零售的社群运营操盘经验和自身业务特性，建立了一套独特的用户运营体系，以远低于行业的成本实现了裂变拉新。立白还设计了“分享转发获取积分”，“欢乐开盲盒”，“会员日”等消费者活动，用户分享和转发品牌商品链接，可形成裂变传播。
过程中，腾讯有数的触点分析功能起到了重要作用，帮助立白不断丰富用户标签，更加全面地了解消费者喜好，并根据成交情况和趋势针对性地调整社群运营策略。比如，通过导购向离店用户转发营销活动，吸引其到线上消费。
立白的会员积分体系也十分完善：用户初次进入小程序可以自动领取积分，此外收藏商品等操作也能获得相应的积分奖励。用户收藏商品后，立白可以不定时提醒用户下单，提升复购率。积分消耗方面，立白也精心设计了多种玩法，比如以积分+付费的方式兑换商品，此举不仅能促进积分消耗流转，还能进一步促进用户消费，让其持续活跃在品牌的用户池，提升黏性和忠诚度。
数据成果
借助微信生态打通线上线下，立白以数字化全面盘活分销网络和导购，实现了增强品牌曝光、提升用户黏性、促进销量增长等多重价值提升。在独特的消费者运营体系支撑下，立白企业微信的用户活跃度相比之前单靠导购自发建群的活跃度有了明显的倍数增长。