Beauty Giant: Building a Group-Level Content Hub to Power Omni-Channel Growth

Overview

As the e-commerce dividend fades, the group has initiated a strategic transformation towards 'omnichannel operations'. To support this strategy and address efficiency and consistency issues within a vast content ecosystem, the group needs to build an efficient 'content middle platform'. By collaborating with Tezign, the aim is to create a digital foundation that connects people, products, and places, allowing content assets to be 'findable, usable, and producible' across all channels.

Challenges

During the transformation to omnichannel operations, three core pain points emerged:

1. Difficulty in Asset Management (Scale & Complexity): The group has over 20 brands, with complex channels and a long material circulation chain. Frontline personnel often struggle to quickly find compliant and effective materials, resulting in low asset reuse rates and compliance risks.

2. Heavy Private Domain Operations (Private Domain Inefficiency): Sales assistants (SAs) lack standardized content tools, leading to low distribution efficiency, and headquarters lacks data feedback on distribution effectiveness, making it difficult to form a closed loop.

3. Production Bottlenecks during Promotions (Production Bottleneck): During major promotions (e.g., Double Eleven), e-commerce main image updates are frequent (involving over 400 SKUs), overwhelming the design team, and manual operations are prone to errors and inefficiencies.

Solutions

The group deployed a content middle platform solution covering the entire chain of 'management - distribution - production':

1. Building the Content Middle Platform (Find & Use): A unified DAM system was established to manage all product line materials. By creating a material circulation map and a precise permission system, asset security, compliance, and easy retrieval are ensured, allowing downstream users to 'find easily and access quickly'.

2. Connecting the Sales Assistant (Distribute): The content middle platform was integrated with the 'Sales Assistant', achieving precise matching of audiences and content. Sales assistants can independently access high-quality content and provide real-time feedback on distribution data, forming an optimized closed loop for private domain operations.

3. Introducing Intelligent Production (Produce): For the e-commerce main image scenario, AIGC batch production tools were deployed. This supports automatic layout, batch extension, and real-time collaboration, solving the production challenges of massive materials during promotions.

Results

The content middle platform has become a key infrastructure at the group level, bringing significant business value:

On the distribution side, private domain distribution efficiency increased by 300%+, and the enthusiasm of sales assistants for distribution rose by 200%+.

On the production side, the efficiency of e-commerce main image production improved by 10 times, fine-tuning efficiency increased by 90%, achieving 300 main images generated in seconds.

Currently, the system has been successfully promoted to over 20 brands within the group, effectively supporting the group's multi-brand, omnichannel strategy implementation.