One thing one code practice misunderstanding: understand the underlying logic, avoid halfway

In the wave of digital transformation, one thing one code technology, as an important tool to connect online and offline and improve user experience, has been favored by many enterprises. However, many enterprises in the practice process due to the lack of understanding of the underlying logic of one thing, one code, resulting in a large gap between expectations and reality, or even halfway. This paper will deeply explore the common misunderstanding in the implementation of one thing one code, and put forward the corresponding solution strategy.

First, ignore the B-end moving pin, mistakenly put the C-end promotion as the core

Many companies mistakenly believe that the core of one thing, one code is the C-end promotion, through the code to attract consumers and other ways. However, in fact, the real value of one thing one yard is to enhance the ability of the B end (store/shopper). The code rate of the C end is usually not more than 5%, and the B end is the key link of product marketing. Therefore, when implementing one thing, one code, enterprises should consider more how to improve the sales rate of the B end of the product through incentive measures such as red envelopes.

Second, the lack of user retention awareness, data value is not mined

The moment the user scans the code is an excellent opportunity for the enterprise to obtain user data and build a user account system. However, many companies do not realize this when implementing one thing one code activities, resulting in the loss of user data and the inability to form effective user retention. Enterprises should use one thing and one code as a touchpoint to associate fans of content ecology (such as public accounts, small programs, etc.) and external ecology (such as Tmall, Jingdong, etc.), and do a good job in the collection and analysis of user data.

Third, the role classification is missing, and the data becomes dead data

When enterprises choose one thing one code software, they often ignore the importance of user management system. This results in the scanning data becoming a pile of dead data with no mining value. The real "one thing, one code" should help enterprises to build a 3+2 account system, including brand owners, distributors, retailers, salesmen, buying guides and other roles, to achieve equity grading for different user roles and levels, and carry out in-depth management.

4. Lack of bC correlation, missing the best interaction opportunity

Although bC integration is a transitional phase of digitalization, it occupies an important position in the digital sector. The B-end (especially the retail stores in the FMCG industry) has a large number and is the best choice for connecting and interacting with the C-end. However, many enterprises in the implementation of one thing, one code, do not effectively link the B end and the C end, resulting in a greatly reduced interaction effect. Promotions such as one-dollar purchases are currently one of the most effective ways to relate to bC.

Fifth, the lack of continuous investment, digital transformation halfway

Regard one thing one code as a phased code-scanning red envelope activity is another major misunderstanding when enterprises implement one thing one code. Digital transformation requires the accumulation and cleaning of users' live data over a long period of time, and short code scanning activities are difficult to achieve this purpose. In addition, the cultivation of user awareness of scanning code also requires time and continuous incentives. Therefore, enterprises should regard one thing one yard as a long-term activity and make continuous investment.

6. The input-output ratio of sales expenses was not correctly evaluated

In the field of FMCG, many enterprises think that the cost of one thing one code system is too high because of the low unit price of products, and the sales cost has increased correspondingly. However, in the long run, the value of the brand is far greater than the value of the product itself. Therefore, enterprises should correctly evaluate the input-output ratio of sales expenses and realize the important role of one thing one code in brand building.

Seventh, the leader's attention is not enough, and digital transformation is blocked

Digitization is a long-term and complex project that requires great attention and determination from the top. However, many enterprises in the implementation of one thing, one code, did not attract enough attention from the leader, resulting in digital transformation blocked. Therefore, the top management of enterprises should fully realize the important role of one thing one code in digital transformation, and give adequate support and resource investment.

To sum up, when implementing one thing, one code, enterprises should deeply understand its underlying logic to avoid falling into the above misunderstandings. By improving the ability of B-end marketing, strengthening the awareness of user retention, building a sound user management system, realizing the effective association of bC, carrying out continuous input, correctly evaluating the input-output ratio of sales expenses, and attracting the high attention of the leader, enterprises can better use the one-object-one-code technology to promote the process of digital transformation.

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