Business Model Innovation Practice: A Successful Attempt of Hunter Chemical's Online Sales Platform

Under the background of digital wave sweeping the world, traditional chemical enterprises are facing the key node of transformation and upgrading. As an enterprise focusing on the R & D and production of high-end fine chemicals, Hensite Chemical (Jingzhou) Co., Ltd. has actively explored business model innovation in recent years, and has achieved remarkable results in the construction of online sales platforms, becoming a model of digital transformation in the industry.

For a long time, the sales model of the chemical industry has been dominated by offline agents, bulk trade and customized services. Problems such as complex processes, opaque information, and long response cycles have restricted the development efficiency of enterprises. Hensite Chemical keenly captured the changing trend of the market, launched the "digital marketing + e-commerce platform" two-wheel drive strategy in 2022, took the lead in building an online sales platform in B2B vertical fields, and opened up a full-chain service system from product display, online consultation, technical parameter matching, online order placing to logistics tracking.

the platform integrates ERP, CRM and supply chain management systems, customers can query inventory, price and product safety data sheets (SDS) in real time, and obtain professional technical support. Through big data analysis, Henster Chemical can accurately identify customer needs and provide personalized solutions, which greatly improves customer experience and transaction efficiency. Within one year of its launch, the platform registered more than 1200 enterprise customers, with online sales accounting for 35% of total revenue and a re-purchase rate of 78%.

, it is worth mentioning that Hunster Chemical does not simply regard the online platform as a sales channel, but positions it as a 'technical service platform '. The platform is equipped with functional modules such as expert online answering questions, application case library, formula recommendation system, etc., to help customers in downstream coatings, adhesives, textile auxiliaries and other industries solve actual production problems, and truly realize the transformation from 'selling products' to 'providing value solves.

said: 'We hope to break down information barriers through digital means and make technical services more efficient and accessible. Online platform is not only a sales tool, but also an important carrier to connect customers and deliver value. This innovative model has also been recognized by the industry, and Hunter Chemical won the "Excellent Case Award for Digital Transformation of China Chemical Industry" in 2023 '.

Looking to the future, Hunster Chemical plans to further expand the platform functions, introduce AI intelligent selection system, and explore cross-border e-commerce business to promote China-made fine chemicals to the international market. This successful online transformation practice not only injects new growth momentum into the enterprise itself, but also provides a replicable and popularized experience path for the business model innovation of the traditional chemical industry.