This article is a repost from Tencent Cloud's WeChat official account, and the original headline is "Haoxianglai x Tencent Cloud: Connecting Data of 10,000 Stores to Achieve Efficient Operation with 150 Million Members".
Haoxianglai is recognized as a frontrunner in bulk snack retailing.
Haoxianglai has been operating over 14,000 stores as of June 2025, and has more than 150 million members as of August 2025.
The Challenge: Scattered Data and Diminishing Returns
When an enterprise reaches this scale in size, sending SMS and WeCom messages, which is not an outdated way of communication itself, is still one of the most common and stable ways to engage with a massive number of users.
However, if the membership size continues to grow, sending messages in a "flooding" manner will gradually reach its boundary, as data is scattered across different platforms, users frequently receive information that has nothing to do with them, and the continued input to maintain engagement can hardly raise the conversion rate at the same pace.
Haoxianglai has joined hands with Tencent Smart Retail and Tencent Marketing Cloud to find a more exquisite solution for efficiently serving more than 150 million members in a more refined way.
Bring 150 Million Members into One Map in Three Months
In the early stage of the retail industry, the membership data of a retailer brand was distributed across multiple third-party platforms and offline store systems.
A user might appear repeatedly at different touchpoints, but it was difficult to form a unified perspective, resulting in a limit to making more refined operational judgment.
In the cooperation with Tencent Cloud, Haoxianglai started from the data foundation and introduced Tencent Marketing Cloud CDP (Customer Data Platform) into its own system.
With the OneID technology, offline stores, mini programs, historical orders, and other data are unified based on the user IDs. In just three months, data from all the channels was integrated to form a unified user perspective.
So every store visit, every consumption action, and every change in preference of a user can be seen continuously from the same perspective, and then the profile of the user is becoming clearer.
Information such as consumption frequency, customer unit price, and category preferences will be continuously precipitated, making it possible to track fragmented member data.
Finally, the operation of 10,000 stores will result in a stable and available user base view, which further lays the foundation for subsequent layered operations.
Let Yogurt Fans Always Find the Yogurt They Desire
As the user profiles are becoming clearer, Haoxianglai is starting to be able to answer some more specific questions, for example:
Who prefers dairy products? Who cares more about brands? Who visits stores at fixed periods of time? Relying on Tencent Marketing Cloud MA (marketing automation) capabilities, Haoxianglai analyzes user consumption preferences around key nodes such as member days and holidays, and carries out more targeted scenario-based marketing campaigns.
On the Member Day on the 8th of each month, the system will automatically select audiences according to member levels and push differentiated content. During the National Day and Mid-Autumn Festival season last year, interactive campaigns such as "Member Growth Task" and "Consumption Lucky Draw" attracted nearly 4 million users in 13 days.
This change has also extended to owned channel operations. With the help of Tencent Marketing Cloud, Haoxianglai converts the traffic of 14,000 offline stores into online member assets through registering by scanning QR codes and other methods, and combines theme interactions, points charity plans, and other forms in owned communities to continuously increase member activity and repurchase rates.
The change in the way of user engagement has not made operations more complicated, but made it easier for users to encounter the "right" choices, for example, the yogurt they desire.
Deploy Capabilities to the Front Line for More Lightweight and Closer Collaboration Across 10,000 Stores
With over 10 thousand franchised stores, there are always challenges in the coordination between the strategy of the headquarters and the execution of stores.
Different regions and different stores have obviously different customer structures and consumption preferences, and require more flexible ways to implement the same strategy.
In this case, the headquarters and stores should maintain consistency while leaving enough room for adjustment.
With the help of Tencent Marketing Cloud PA (Profile Analytics), Haoxianglai can disassemble data from dimensions such as users, stores, and products to provide references that are closer to local conditions of different regions and stores. Franchisees can carry out localized product selection and promotion arrangements based on the profiles of surrounding members and category popularity to improve store conversion effects.
In addition, the process automation capabilities brought by MA also realize a more lightweight operation.
Audience selection, user engagement with content, and process execution can be completed within the system, and minute-level decision-making has become the norm, which brings down the manual operation costs and realizes a smoother collaboration across 10,000 stores.
- OneID technology unified 150 million members across all channels in 3 months
- MA capabilities enable automated, scenario-based marketing campaigns
- Member Day campaigns automatically select audiences based on member levels
- 4 million users engaged in 13 days during National Day and Mid-Autumn Festival
- PA provides localized insights for franchisees to optimize product selection
- Minute-level decision-making reduces manual operation costs
Looking Ahead: AI-Powered Future
After the membership operation gradually runs smoothly, Haoxianglai is starting to extend its accumulated data capabilities to a farther front end.
Based on the existing member data and operation experience, Haoxianglai is further promoting the in-depth application of AI technology, intelligent store site selection, supply chain optimization, marketing agents, and so on.
"Tencent Cloud will go on working with Haoxianglai to make the more than 150 million members believe that Haoxianglai (which literally means I really want to come) is the place that "I really want to come"."
