背景
电话面试的领导，布置了一个作业 Case study: 如何在新兴市场，利用集团统一用户（客户管理平台）管理平台，进行营销赋能 follow up：目前没有别的消息了，就先到这里吧。 明天还有一个显示类产品的连麦。
业务目标
搭建统一用户管理平台 降低获客成本 提升客源转化率 提升运营效率，协助完成运营目标
大纲
分析该家电企业3个国家的运营现状：信息 -- 获客 -- 转化
我的具体经验
尼日利亚
Whatsapp 线上客户管理 线上报价单
南非
这个主要偏渠道销售 终端客户当时在夏总那里 需要运营本地的facebook 等SNS平台，定期发布新品、促销活动等信息
Case Study
该家电企业现状
印度
有专门的本地化官网 针对赛事进行赞助和营销 本地明星代言
重要思路：针对不同类型的产品，进行场景化的营销！
微波炉： 建议：针对本地中低学历群体，发布内容时同时带上英文和本地语言，如印地语
巴基斯坦
印度尼西亚
存在的问题
Web端的智能客服助手不够智能，输入信息后没有反馈。 本地化电商常见问题知识库（前期搜集） 编排智能客服助手应用 发布应用 这个必须要结合知识库+AI助手，根据客户的咨询自动进行应答 解决方案为：Dify/Coze + 大模型搭建智能客服机器人 宣传物料问题：物料图片分辨率不够。 【方案】统一规划，多国家共享，定期线上、线下巡查。 在线商城没有本地或附近经销商的信息 【SNS】智能客服助手：针对关键词进行抓取并回复。 线上的平台： facebook\Inst等只进行了简单的信息发布，没有针对促销活动
AI提供的思路
Instagram部分
需要对客户进行全生命周期管理
整体部分
Customer Journey: 根据不同类型的客户群体进行区分 Urban families Young professionals Tier 2-3 purchasers 营销要做到千人千面，在不侵犯客户隐私的情况下提供定制化服务 客户旅程部分： Ads: 针对重大节假日和重大体育赛事进行营销。国家公司（类似国内省公司）统一策划，提供物料。 KOL：合作节目，专属 coupon（限制有效期） Awareness Consideration Decision After-sales Core platform components: Unified Commerce and CRM backbone Localized e-commerce storefronts
具体实战部分
Core principle: Online creates demand -> offline close the sale -> DO THE FOLLOWUP AND AFTERSALES business
AI思路 ChatGPT方案
Claude是写代码的，搞不了这个； Grok的话，这个代理有点问题，暂时用不了
Haier Group — Customer Journey Plan (drive online interest → offline dealer purchases)
Below is a detailed, tactical plan for each customer-journey stage (Awareness → Consideration → Decision → After-sales) focused on air conditioners, refrigerators, and washing machines in markets where ~80% of transactions close offline. After the stage playbook I add concise country-tailored actions for Indonesia, India and Pakistan so every digital touchpoint drives customers to local authorized dealers.
1) AWARENESS — make Haier visible and relevant
Objective: reach target audiences with local-first creative so they recall Haier when ready to buy.
Tactics
Paid Media Mix: city-tiered SEM + programmatic display + short-video ads on platforms popular locally. Use creative variants per audience (young renters vs. family buyers). Track UTM + campaign codes that map to local dealer groups.
Marketplace storefronts & sponsored listings: maintain official brand stores and sponsored placements so shoppers discover product pages that include “Find local dealer” CTA.
KOL / Micro-influencer clusters: run short-form demo + lifestyle posts with trackable promo codes that are redeemable at authorized dealers (this ties influencer reach to offline conversion).
Event & Seasonal Pushes: local festival campaigns (e.g., year-end sales, Ramadan, Diwali) co-funded with dealer network to place brand displays in malls and neighborhoods.
OOH + In-mall Presence: mall banners, demo kiosks, and posters with QR codes for dealer-locator and instant voucher.
Measurement: Reach/impressions, CPM, CTR to product page, Cost per dealer-lead (CPL). Target: lower-funnel CPL benchmark established per market.
Why this funnels to dealers
Every awareness asset contains a single CTA: “Find a Haier dealer near you” (maps to dealer locator + reserve-in-store flow). Influencer promo codes are redeemable only at authorized dealers, forcing offline interaction.
2) CONSIDERATION — make customers evaluate Haier favorably and pick a dealer
Objective: provide experiences that turn interest into intent and channel that intent to specific dealers.
Tactics
Rich Product Pages (mobile-first): include short product videos, comparison charts, energy-savings calculator, local warranty & installation info, and “find dealer” with real-time showroom inventory / reserve option.
Reviews & User-Generated Content: surface localized reviews; encourage in-store buyers to upload quick “unboxing + install” clips in exchange for small service credit.
Live Commerce & Showroom Streams: schedule weekly live demos from flagship showrooms; viewers can “reserve” a unit at a local dealer during the stream. Host co-streams with local KOLs plus a showroom salesperson to bridge online→offline.
In-Store Demo Amplification: turn demo content into short verticals for paid promotions; run local retargeting to users who watched demos with a “book demo at [nearest dealer]” CTA.
Comparison Tools & Payment Estimators: show monthly EMI, total cost of ownership (energy + repairs) — makes offline negotiation easier and reduces sticker shock.
Measurement: view-to-reserve rate, live-view-to-in-store-appointment rate, product video completion rate.
Why this funnels to dealers
Live demos link to nearest dealer; reserves create a lead that is pushed to the dealer’s sales queue and CRM (with lead ID, product, promo code, and preferred pickup/delivery date).
3) DECISION — convert intent into an offline sale (primary area of work)
Objective: make visiting or buying from a local dealer effortless and measurable.
Tactics & mechanics
Dealer Locator + Real-time Availability: geolocated map showing authorized dealers, hours, stock, and “reserve” / “book demo” buttons. When reserved, the local dealer receives the lead instantly (SMS + dealer portal).
QR-enabled In-store Flow: in-store product QR → product page with saved cart + dealer ID → instant register/reserve. QR scans tag salesperson id for commission attribution.
BOPIS & Same-Day Pickup: allow online reservation for in-store pickup; dealers get notified to prepare package and confirm by SMS/WhatsApp.
EMI & Local Financing Integration: embed BNPL/EMI options at reservation stage and route financing approvals via dealer POS. Pre-approval reduces drop-offs in-store.
Trade-in & Bundle Offers: online trade-in estimator that shows in-store trade value; ability to reserve the bundle and bring trade-in device at pickup.
Sales Enablement for Dealers: provide tablet app for lead intake, quick quoting, promo-code validation, EMI flow, and scheduled delivery booking. Include digital signature + immediate digital invoice.
Attribution & Commissioning: unique promo codes and lead IDs map every closed sale to the originating channel and salesperson; automated commission payouts per verified sale.
Measurement: lead-to-sale conversion rate, in-store conversion per lead source, time-to-close (days), AOV uplift with EMI/trade-in.
Why this funnels to dealers
System makes it easier for buyer to pick a specific local dealer and complete the transaction there — with clear commissions and quick lead handling to incentivize dealers to prioritize Haier leads.
4) AFTER-SALES — lock trust, enable repeat purchases and word-of-mouth
Objective: deliver superior post-sale experience to defend dealer relationships and generate referrals.
Tactics
Instant Warranty Registration via QR / App: buyer scans QR at delivery/installation to register warranty; dealer gets service-credit and recognition in portal.
Fast Installation SLA: integrate dealer scheduling with Haier logistics; track installation completion and CSAT within 48 hours.
Spare Parts Visibility: dealer portal shows nearest spare-parts stock & ETA; buyers can request part orders via dealer.
Service Subscriptions & Care Plans: offer local care subscriptions sold through dealers (annual maintenance, priority service).
NPS & Local Referral Program: after installation, send NPS + “refer a friend” voucher redeemable only at local dealers to drive footfall.
Measurement: service SLA adherence, first-time-fix rate, NPS, referral-to-dealer conversion rate.
Why this funnels to dealers
After-sales is largely delivered by dealers — a great service experience strengthens local dealer reputation and increases their sales conversion and repeat business.
Operational & Tech Requirements (backbone)
Unified CRM + Dealer Portal: lead routing, attribution, commission, stock sync, appointment scheduling.
Dealer Onboarding & Certification: retail display standards, pricing MAP enforcement, demo units, and training for live commerce.
Promotional Governance: unique promo codes per channel & per dealer; expiry & redemption rules enforced by system.
Reporting & Incentives: weekly dashboards + co-op fund allocations to top-performing dealers and channels.
Key KPIs (global targets to start)
Awareness → website/storefront CTR: 1.5–3%
Consideration → reserve rate (video viewers → reserve): 2–6%
Decision → lead to sale (within 14 days): 20–30% (target improvement)
After-sales → same-week installation rate: ≥85%
Dealer NPS: >70
Country playbooks (localized dealer-first actions)
Indonesia
Marketplace partner: open official shop and flash-sale sync with Tokopedia; use Tokopedia vouchers that must be redeemed in-store (drives BOPIS).
Leverage mall demo kiosks and Ramadan festival promos; local micro-influencers run live commerce from flagship Jakarta showroom; reserve flows routed to Jakarta dealers first.
Offer island-optimized logistics: show dealer stock and island delivery ETA in locator.
India
Integrate EMI & NBFC partners at reservation stage; display monthly EMI prominently on product pages and in live demos. Use official store on Flipkart for discovery but require local-dealer redemption for certain festival bundles (Diwali tie-ins).
Deploy mobile demo vans for tier-2 towns; lead distribution to nearest authorized dealer and local distributor.
Pakistan
Marketplace and social ads drive to dealer-locator; use Daraz for reach but preserve dealer-only redemption for large-ticket promo codes.
Build certification for local retail partners (Haier Certified) and prioritize certified dealers in locator results.
Rollout & quick 90-day priorities
Days 0–30: Stand up dealer locator + basic lead routing; pilot QR + reserve flow in 10 flagship dealers per country.
Days 30–60: Launch live commerce schedule + EMI partner integrations (pilot).
Days 60–90: Scale to top 100 dealers, enable BOPIS, and run first festival-tied campaign with influencer promo codes redeemable only in-store.
If you want, I can now:
Produce the exact UI fields and API contract for the dealer-locator & reserve flow (so devs can implement fast), or
Build a 90-day tactical calendar by market with weekly activities and budget split, or
Draft the dealer onboarding + certification checklist and the sample contract clauses for lead attribution & commission.
Which should I do next?
Below is a 90-day tactical execution calendar for overseas growth of Haier Group focused on driving online demand → local dealer conversion in three priority markets: Indonesia, India, and Pakistan.
This plan assumes that ~80% of transactions close offline and therefore every marketing activity pushes customers toward authorized dealers.
90-Day Overseas Sales Acceleration Plan
Goal for 90 days:
Increase qualified leads to dealers by 40–60%
Improve dealer conversion rate to 25–30%
Increase showroom footfall by 20%
Overall Marketing Budget Split (90 days)
Key marketplace platforms used for discovery:
Tokopedia
Flipkart
Daraz
PHASE 1 (Weeks 1–4)
Goal: Build awareness and digital infrastructure that drives dealer leads.
Week 1 — Market Launch Preparation
Global Activities
Launch localized landing pages
Deploy dealer locator system
Train dealers on QR lead capture
Launch CRM lead tracking
Budget Allocation
Digital setup + creative production: 5%
Indonesia
Recruit 20 micro-influencers
Prepare showroom live demo stage in Jakarta
India
Integrate EMI calculator on product pages
Coordinate festival discount bundles with dealers
Pakistan
Partner with top appliance retailers
Prepare influencer demo scripts
Week 2 — Awareness Campaign Launch
Activities
Run short video ads for refrigerators, AC, washing machines
Promote “Find nearest Haier dealer” CTA
Launch marketplace discovery ads
Budget
Paid ads: 7%
Indonesia
Focus message:
Energy-efficient refrigerators for tropical climate.
India
Focus message:
AC energy savings + EMI affordability.
Pakistan
Focus message:
Durable washing machines with strong after-sales support.
Week 3 — Influencer & KOL Activation
Activities
Influencers visit showrooms
Publish product demo content
Add influencer coupon codes redeemable at dealers
Budget
Influencers: 6%
Indonesia
Lifestyle influencers showcase family kitchen setups.
India
Regional-language YouTubers review AC performance.
Pakistan
Tech reviewers demonstrate washing machine durability.
Week 4 — First Live Commerce Event
Activities
Host livestream product demos
Limited-time coupon redeemable at dealers
Promote showroom visits
Budget
Live commerce: 5%
PHASE 2 (Weeks 5–8)
Goal: Move customers from interest to showroom visits.
Week 5 — Dealer Demo Week
Activities
Local dealers host product demos
QR scan promotions for visitors
Social media promotion for in-store events
Budget
Dealer co-marketing: 5%
Week 6 — Marketplace Lead Generation
Activities
Sponsored product listings
Ads on marketplace homepages
Encourage reserve-online-pickup-in-store
Budget
Marketplace ads: 5%
Indonesia
Flash sale promotions on Tokopedia.
India
Top banner placement on Flipkart.
Pakistan
Marketplace promotions via Daraz.
Week 7 — Retargeting Campaign
Activities
Retarget website visitors
Send WhatsApp reminders for showroom visits
Offer limited-time coupons
Budget
Retargeting: 4%
Week 8 — Appliance Trade-In Campaign
Activities
Customers trade old appliances
Receive dealer discount on Haier products
Run social media promotion
Budget
Promotions: 4%
PHASE 3 (Weeks 9–12)
Goal: Maximize conversions and push dealer sales.
Week 9 — Mega Live Commerce Week
Activities
Three livestream events
Influencer + showroom staff co-host
Real-time dealer reservations
Budget
Live commerce: 5%
Week 10 — Financing Promotion
Activities
Highlight EMI payment options
Launch “Pay monthly” marketing campaign
Budget
Ads: 4%
India emphasis on EMI.
Week 11 — Customer Referral Campaign
Activities
Existing customers receive referral coupons
Coupons redeemable at dealers
Budget
Referral rewards: 3%
Week 12 — Mega Dealer Weekend
Activities
All dealers host sales events
Special pricing for QR leads
Social media countdown campaign
Budget
Dealer support: 6%
Budget Allocation by Market
India gets the largest investment due to population and appliance demand.
KPI Targets (90 days)
Lead generation target:
Example Expected Results
Indonesia
30k leads
7k showroom visits
2k appliance sales
India
60k leads
15k showroom visits
5k appliance sales
Pakistan
20k leads
5k showroom visits
1.5k appliance sales
Dealer Engagement Strategy
Each dealer must:
Capture QR leads
Follow up within 24 hours
Offer installation scheduling
Dealer incentives:
Bonus for closing online-generated leads
Extra margin during campaign weeks
If you'd like, I can also build two extremely useful additions for Haier’s overseas expansion:
1️⃣ A complete “Overseas Digital Dealer Platform Architecture”
(showing CRM, dealer portal, lead distribution, and tracking system)
2️⃣ A “Localized Marketing Playbook” for 8 SEA/South Asia markets
(Indonesia, Vietnam, Thailand, Malaysia, India, Pakistan, Bangladesh, Philippines)
Both would make this strategy much more executable at scale.
