---
title: page12-21cake
description: 文本抽取：服务案例与信任/ITConsult/en/page12-21cake
updated: 2026-11-04
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21cake — ShopeX IT Consulting
CHN
ENG
Case Study
21cake
A well-known bakery brand — long-term partnership from digital diagnosis to DT advisory
2.4M
Total Members
72% silent or churned
40K
Daily Orders
Doubles on holidays
2+ years
Ongoing light consulting
Advisory service
DT
Digital Advisory Partner
Role continuously deepened
Core Value Proposition
Not a one-off delivery, but along-term digital advisor
that accompanies the brand through every step of transformation
From business diagnosis and growth planning to daily requirement implementation, ShopeX became deeply involved in every business decision process at 21cake,
evolving from external advisor to internal strategic partner.
Phase 1
Diagnostic Consulting
Phase 2
Growth Planning
Ongoing
DT Advisory Partner
Client Overview
The Digital Dilemma of a Million-member Brand
The Context
21cake is a well-known premium bakery brand in China, centered on birthday cakes and covering cities including Beijing, Shanghai, Hangzhou, Guangzhou, and Shenzhen. Self-operated channels (mini program/app/official website) account for 80% of sales, with daily orders at 40K+, doubling during holidays.
2.4M
Total Members
72%
Silent + Churned
25%
Repurchase Rate
180 days
Average Repurchase Cycle
The Problem
Millions of member assets, but 72% were silent or churned users, customer profiles were not refined, and marketing scenarios were limited. IT systems used a siloed architecture, with sales, production, and finance systems operating independently. The brand had large assets but lacked the ability to turn them into growth.
What they needed was not a diagnostic report,
but a partner who could continuously participate in business decisions
and accompany digital transformation as along-term advisory partner
← That is ShopEx.
Challenges
Three Core Challenges
Dormant Member Assets
Among 2.4 million members, 72% were silent or churned. Repurchase rate was only 25%, and the average repurchase cycle was 180 days. Without a complete customer operation system, differentiated marketing strategies could not be created for different segments
Siloed IT Architecture
Sales system, production system, and financial ERP operated independently. Data was fragmented and financial reconciliation required manual entry. Multiple analytics tools such as FineReport, Sensors, and BDP made data review cumbersome for operators
Supply Chain Efficiency Bottleneck
Factory delivery vehicle routes were fixed, courier delivery required 40 minutes of secondary sorting, and dispatching was affected by selective acceptance and personal relationships, wasting capacity and preventing new capacity from joining
Diagnosis
ShopeX Diagnosis: Six Core Findings
ShopeX visited warehouses, stores, and transfer points, interviewed customer service and finance teams, and identified 12 issues across IT and business dimensions.
IT Digital Current State
Siloed architecture with high integration cost and weak business accumulation
Some IT systems were underused, creating resource waste
Order processing and production systems were disconnected, with inefficient manual operations
Sales, production, and financial ERP were not connected, creating delayed financial reconciliation
Multiple analytics tools dispersed data without unified management
Some channels lacked electronic coupons and a unified marketing system
Business Operation Current State
Marketing activities were limited, and millions of private-domain customers were underutilized
Customer operations lacked a complete system and could not support differentiated marketing
Delivery vehicles followed fixed routes, preventing dynamic capacity allocation
Rider transfer-point secondary sorting took 40+ minutes
Dispatch station managers assigned orders manually, creating relationship-based risk
Third-party public platforms such as Douyin, Tmall, and JD lacked deep operations
Solution
Dual-engine Growth Path
ShopeX planned two parallel optimization paths for 21cake: a growth engine centered on customer operations and an efficiency engine centered on supply chain optimization.
Path 1
User-centric: Activate millions of member assets
Phase 1: Activate existing customer assets
01
Reactivate and retain, continuously filling the pool
Attempt to reactivate silent and churned users while continuously guiding traffic from third-party public platforms to private domains, expanding the brand traffic pool and forming effective customer assets
02
Customer insights and preference understanding
Break down customer touchpoints from first order to churn, tag customers by purchase preference, favorite products, birthday information, and form profiles
03
Precision marketing to accelerate conversion
Use complete customer profiles and tags to create differentiated marketing strategies for different segments and improve conversion
04
Continuous nurturing to improve loyalty
Extend the customer lifecycle and improve repurchase and loyalty based on different marketing scenarios and objectives
Phase 2: Scenario extension, customer penetration, and referral growth
05
Customer penetration — relationship network mining
Extend relationship networks around consumer needs, including family, friends, and colleagues, to create campaigns and topics that generate referrals
06
Quickly identify consumption needs
Build relationship profiles around core consumption, collect birthday, anniversary, and celebration data, and use tags to send care messages regularly
07
Provide warmer service
Focus on gifting scenarios and build warm marketing experiences around packaging, cards, visual appeal, ritual, and after-sales care to strengthen consumer mindshare
Path 2
Supply-chain-centric: Improve efficiency and reduce cost
Phase 1: System inventory and value release
01
Detailed inventory of existing systems
Inventory 21cake’s existing systems one by one, allowing them to create real value and eliminating bought-but-unused resource waste
02
Connect production and sales
Connect order processing and production systems to enable automated collaboration, reduce manual work, and improve order processing efficiency
03
Automate financial reconciliation
Connect sales system, production system, and financial ERP to remove manual entry and improve financial timeliness
Phase 2: Architecture upgrade and capability sharing
04
Build a shared business capability center
Upgrade from siloed architecture to middle-platform architecture, strengthening system scalability and providing a stable base for future high-speed growth
05
Upgrade intelligent delivery
Introduce automatic dispatch algorithms and dynamic capacity allocation to eliminate rider secondary sorting bottlenecks and reduce fulfillment cost
06
Unified data management platform
Integrate multiple analytics tools such as FineReport, Sensors, and BDP to build a unified data management system and improve operational decision efficiency
Service Scope
From Consulting to Implementation: Six Service Areas
ShopeX provided 21cake not just reports but long-term advisory service deeply involved in daily operations, accompanying the full journey from strategic planning to requirement implementation.
Business Insight and Digital Fit
IT requirement discovery, departmental research, business current-state review, IT improvement suggestions and planning recommendations based on business development, and internal information alignment
Annual ongoing
IT Vendor Evaluation and Supervision
Participated in store POS selection, monitoring system selection, and technical outsourcing interviews (25 candidates screened), while supervising project implementation
Decision participation
Requirement Intake and Implementation Strategy
Led requirement analysis and product design for automatic dispatch and front warehouse projects, received multiple business requirements from Minsheng Bank, China Construction Bank, China Merchants Bank, and others, and produced solutions
Daily service
Steady Development of System 2.0
Analyzed existing system architecture, proposed upgrade plans, and led reconstruction and integration design for 2.0, SITE, TMS, product publishing management system, and more
Architecture planning
Business Participation and Optimization
Participated in weekly meetings and business reviews, providing expert advice on CRM, CDP, member operations, rider privacy numbers, and more, deeply integrating into enterprise decision-making
Executive advisor
User Data Security
Conduct user data security checks on IT system data and customize management rules to avoid user data security incidents
Security compliance
Deliverables
Core Deliverables
21cake Business and Digital Diagnosis Report
Business current-state review, pain-point analysis, digital current-state review, and optimization direction discovery, based on site visits to warehouses/stores/transfer points and multi-department interviews.
2023 Overall Business Growth Planning Improvement Proposal
Includes business goal setting, departmental collaboration analysis, resource allocation optimization, and innovation opportunity discovery, covering customer operations, supply chain, Douyin operations, and digital construction (50 pages).
Core Competitiveness SWOT Analysis Report
Explores internal strengths and weaknesses and future market focus areas, based on multi-dimensional evaluation of brand positioning, product capability, supply chain, and digital maturity.
Digital Business Upgrade Comprehensive Assessment
Optimization plans for capability centers including frontend transaction, OMS (product/order/delivery/finance/inventory/marketing/member/customer service), and CRM member asset operation model.
Douyin E-commerce Operation Plan
Account diagnosis, influencer seeding strategy, and four operation plans for content breakthrough, follower breakthrough, and sales breakthrough, helping 21cake enter Douyin e-commerce.
Digital Transformation Office Plan
Includes project management architecture, team organization plan, phased timeline, and cost estimates to ensure organized and paced digital transformation.
Trust Evolution from External Advisor to Internal Strategist
The ShopeX and 21cake collaboration began with a diagnostic report and gradually deepened into annual light consulting advisory service. From store POS selection, automatic dispatch design, and front warehouse MVP to weekly meetings and business review participation, ShopeX became an irreplaceable digital advisor for 21cake, moving beyond the role of external vendor.
This proved ShopeX consulting’s unique value: it does not leave after delivering a report, but truly integrates into the client’s business rhythm and accompanies the brand through every step of digital transformation with continuous professional output.
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