Company Introduction
China Tobacco Yunnan is China's largest tobacco industrial company, with annual output value exceeding hundreds of billions. Since 2015, China Tobacco Yunnan began operating the "Benxiang World" WeChat service account, planning rich content suitable for internet-based tobacco brand image dissemination, using cigarette pack QR codes as carriers to explore tobacco internet marketing methods and pathways through individual product activity projects. Since the internet marketing service upgrade in 2017, the number of scans and first-time authenticity verifications for Yunnan-produced cigarettes increased nearly 20-fold compared to before the upgrade, with daily scans reaching 1.6 million. It preliminarily established connections with channels, terminals, and consumers, completing initial exploration of "Internet + Marketing." Through cigarette pack scan authenticity verification, accumulated 70 million members and 300,000 tobacco retail terminal households, building a complete member marketing system for C-end consumers and B-end terminal stores, ranking first in the tobacco industry's internet marketing platform.
Key Challenges
Business Growth Bottleneck: The original platform could no longer meet demands for continuous business innovation.
Industry Specificity Constraints: Limited by tobacco industry regulations, cannot sell tobacco or display related content online, must focus on online empowerment for offline traffic diversion.
High Concurrency Pressure: Platform average daily active users 2.7 million+, peaking over 10 million during New Year and Spring Festival periods.
Complex Management Logic: As a large state-owned enterprise, must balance complex internal processes and permission design management rules while achieving e-commerce operations.
Solution
Partnering with Oinone, China Tobacco Yunnan reconstructed the member marketing system for C-end consumers and B-end terminal stores:
Comprehensive Member and Activity Management:
- Member System: Managing over 70 million consumer members and 300,000 tobacco retail terminal households (small B members), providing differentiated operation plans such as points, levels, and benefits, including the high-end "Jiujuhui" system.
- Promotion Templates: Providing over 30 promotion templates, covering store displays, point lotteries, limited-time redemptions, high-end tasting events, and other online-offline activities for precise traffic diversion.
Complete Supply Chain Collaboration:
- Points Mall: Establishing complete mall system, supporting physical and virtual product suppliers for online listing, delivery, and settlement.
- Supplier Management: Full-process online management for physical and virtual product suppliers.
B-end Empowerment and Cross-boundary Ecology:
- Online Live Streaming: Conducting new product presentations, operational guidance, and promotion explanations for retail stores, not C-end facing.
- Cross-boundary Platform Opening: Introducing liquor brands like Luzhou Laojiao and Jiannanchun to share members and terminals, opening platform capabilities externally, achieving cross-category traffic diversion and data sharing.
Business Value
Industry Leadership: Successfully built the tobacco industry's top-ranked internet marketing platform.
Outstanding Data Performance:
- Traffic Surge: Daily scans reaching 1.6 million, daily active users 2.7 million+, peaking over 10 million.
- Connection Scale: Accumulated service for over 70 million members and over 300,000 retail terminal households.
Compliance and Technology Breakthroughs:
- Extreme Concurrency Support: Maintaining stable system operation under 10-million-level flash sale concurrency scenarios.
- Rigorous Compliance Operations: Cross-boundary cooperation and data sharing models fully comply with national and tobacco industry regulations, achieving balance between SOE internal management rules and agile business.
Oinone Value
During China Tobacco Yunnan's digital marketing platform construction, Oinone's core role was providing stable, controllable platform capabilities for high-concurrency, highly-regulated scenarios.
Dual Balance of "Flexible Operations" and "Rigorous Governance": The tobacco industry has extreme specificity, needing to support "internet-style" operational demands like massive members and high-concurrency flash sales, while following strict compliance access and permission controls. Oinone's unique value is perfectly integrating these two seemingly opposing needs, achieving balance between agile business and stable governance.
Infrastructure of Digital Marketing System: Oinone serves not just as a single marketing tool, but as the "digital foundation" for the entire digital marketing system. While driving efficient operation of modules like members, stores, points, live streaming, and supplier collaboration, it ensures business logic compliance and traceability through underlying enterprise-level permissions, processes, and rule engines.
Supporting Continuous Innovation in Highly Regulated Industries: Relying on Oinone's architectural advantages, China Tobacco Yunnan achieved breakthrough in cross-boundary traffic diversion and data sharing models while ensuring the platform remains "manageable, auditable, and extensible." This is not only a technological success, but more importantly, exploring a safe, compliant, and vital innovation path for hundred-billion-level SOEs in highly regulated environments.