In the area of consumer operations, because of the many touchpoints between brands and consumers in various scenarios, the fragmentation of the various interactions, and the large scale and dispersed nature of data, it is not only difficult to manually develop strategies to respond and give the consumers a good experience, but it is also difficult to allocate budgets accurately and precisely estimate effects, let alone accumulate historical strategy records. Thus, the solution is to formulate strategy assets based on AI modeling to drive CRM operations.
Mr. Xu Xiancai, Founder and CEO of ENBRANDS, explained in detail the concept of “strategy assets” as initiated by ENBRANDS. In the course of brand marketing practice, the company has carried out marketing planning and execution and collected results-based data on the analysis and insight of its own products and services, consumers and market. The analysis and insight, planning and execution plan and performance data formed in this process constitute a strategy asset.
ENBRANDS combines expert rules and an AI model strategy to build an accumulative strategy asset, which is continuously used to optimize new strategies. AI-driven consumer operations cover every aspect of the consumer life-cycle and every interaction session between brands and consumers. The AI-enabled operations expert is able to run through the whole operations chain of forecasting, planning, design, strategy, execution, operation, tuning and review to achieve the double improvement of operational efficiency and effectiveness. With the support of the AI intelligent strategy engine, the business needs in different scenarios are supported by a tagging algorithm + AI model to form a self-growing strategy library while the model is verified and optimized. The brand-specific strategy library model is continuously iterated to accumulate strategy assets and optimize the strategy output. In the future, based on the practice of brand-consumer operations, ENBRANDS will gradually digital intellectualize the strategy asset model and combine it with specific operational indices to form a strategy asset depository for brands and study the methods, approaches and tools to add value to the strategy assets, thus allowing the strategy assets to provide continuous support for brand-consumer operations.
With a similar business model to C3.AI., ENBRANDS helps companies improve consumer operations based on AI technology and optimize consumers’ full life-cycle user experience. ENBRANDS will focus on brand-consumer operations, provide AI-driven consumer operations platform products and effect-oriented AI strategy services. It will drive the continuous accumulation and value-adding of brand data, user and strategy assets through the consumer operations platform and the zhen’guan strategy engine to help brands build core consumer operation capabilities. Currently, ENBRANDS has completed over RMB 100 million in financing and has started its IPO preparation.
Shenzhen ENBRANDS Technology Co. Ltd. was founded in 2014 and is committed to developing consumer operation-related theories, technologies, algorithms, models and software tools to provide global businesses with AI-based consumer operating systems and operational strategy services. At present, ENBRANDS has completed a financing round of over RMB 100 million, led by Yonghua Investment, and has started an IPO process. As the fund management company within the fully licensed Yongjin financial services group, Yonghua Investment provides a full range of capital market matching services for ENBRANDS.
Headquartered in Shenzhen, ENBRANDS has operations and R&D teams in Shanghai, Beijing, Xi’an, Hangzhou, Guangzhou and Changsha. It has an intelligent marketing cloud R&D center and a brand-consumer research center in Xi’an. As a fully licensed service provider of Ali, a co-built CDP service provider of Jingdong Marketing Cloud and an Eco-partner of Jingdong Technology, ENBRANDS currently serves more than 2,000 customers, among which more than 300 are leading domestic and international brands. Its current customers are mainly in the retail e-commerce sector, with international brands in consumer goods such as toiletries, beauty, mother and child, liquor, 3C, etc.. At the same time, its plans for non-e-commerce sectors such as banking, medical, government, etc. have been laid out.
ENBRANDS helps companies improve consumer operations based on AI technology and optimize consumers’ the full life-cycle user experience. ENBRANDS will focus on brand-consumer operations, provide AI-driven consumer operations platform products and effect-oriented AI strategy services. It will drive the continuous accumulation and value-adding of brand data, user and strategy assets through the consumer operations platform and the zhen’guan strategy engine to help brands build core consumer operation capabilities.