Founded in 1931, PECHOIN is a heritage Chinese skincare house that blends botanical science with modern dermatological research. With more than nine decades of brand equity and a portfolio rooted in its “Scientific New Herbal” positioning, PECHOIN commands a broad omni-channel presence, serving tens of millions of beauty consumers across e-commerce platforms, social media and offline retail. As competition in China’s cosmetics market intensified, the brand sought to deepen customer lifetime value, particularly during the high-stakes “Double 11” shopping festival, by elevating membership performance and optimizing marketing spend across public- and private-domain traffic.
“How can we set precise selection criteria among existing customers and members to pinpoint the truly valuable opportunities?”
— PECHOIN
Ahead of Double 11, PECHOIN’s legacy segmentation and manual campaign workflows could not keep pace with the surge of customer data generated across multiple touchpoints. The team lacked a unified view of member tenure, purchase cadence and engagement, making it difficult to identify high-value segments and allocate budgets efficiently. As a result, acquisition costs rose, dormant users remained untapped, and the conversion of loyal but non-member shoppers stagnated, threatening both revenue growth and marketing ROI.
PECHOIN deployed Lingyang’s intelligent BI platform, integrating AI-driven customer analytics, automated tagging and real-time dashboards. Historical order data, click-stream events and CRM attributes were ingested, cleansed and modeled into 30 nuanced micro-segments based on join date, order interval, ARPU, activity and propensity scores. Machine-learning algorithms predicted conversion likelihood, recommended next-best offers and visualized ROI by cohort.
Implementation followed an agile, two-track roadmap. Track 1 focused on quick-win dashboards for member reactivation and non-member on-boarding; Track 2 fused public-domain media data with PECHOIN’s private traffic to expose cost disparities and refine bidding strategies. The stack leveraged cloud-native ETL, a columnar data warehouse and Lingyang’s DAAS APIs, enabling marketers to test, iterate and launch campaigns within hours instead of weeks.
During the Double 11 campaign, member-generated GMV rose by 15 percent year-on-year, reaching the highest share in brand history. The conversion rate of loyal, non-member customers into membership jumped 168 percent, while the activation rate of previously dormant segments improved 66 percent. Marketing spend was re-balanced toward high-ROI cohorts, delivering measurable budget savings and faster decision cycles. Beyond the festival, PECHOIN reports streamlined analytics workflows and greater confidence in data-driven growth initiatives, reinforcing its position as a leading digitally native beauty brand.
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