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EnglishTools Empower Live E-Commerce: A Digital and Intelligent Breakthrough from Zero to Ten Billion
On August 25, at the DingTalk 10th Anniversary and AI DingTalk 1.0 New Product Launch Event, well-known Bilibili UP master "Mr. Mideng" and Li Hao, founder of MIZHU Group, delivered keynote speeches. He shared how the company, with deep empowerment from DingTalk, achieved a leap from zero to ten billion in just three years—and how it leveraged AI to tackle persistent after-sales challenges and operational efficiency bottlenecks.
MIZHU Group focuses on durable consumer goods such as furniture, home appliances, home renovation, and building materials, primarily serving highly educated young consumers aged 25–35 in first- and second-tier cities. These products are characterized by low purchase frequency, high average order value, long decision-making cycles, and high decision-making costs. The core pain points for consumers lie in opaque industry information and difficulties in after-sales protection.
To address these issues, MIZHU Group established two core strategies: "authentic product selection" and "extreme after-sales service." In particular, the group has set an industry-leading high standard for after-sales: "We offer refunds even when returns aren't required; we offer exchanges even when exchanges aren't required; if responsibility is unclear, we take full responsibility; we guarantee price matching across all platforms for 100 days; and we provide a 100-day no-questions-asked return policy." However, this high-standard commitment comes with enormous management costs.
As the business scale expanded, the customer service team continued to grow, making it increasingly difficult for management to "monitor" employees manually. Relying on a "manpower-intensive" approach failed to deliver the expected results, while management and labor costs kept rising.
After introducing DingTalk, the two parties jointly built a "traffic light" collaboration system. Once after-sales staff register customer issues, the system instantly pushes precise information to the relevant responsible parties and automatically categorizes and routes issues based on type. Each step has a defined response time, and a "traffic light" system visually displays the status: green for normal, yellow for warning, and red for overdue. This not only serves as a core metric for evaluating efficiency but also resolves the problem of information silos.
To address the long training period for new customer service staff, MIZHU Group uploaded massive after-sales data to DingTalk and introduced DingTalk AI coaching. New customer service reps can practice in simulated scenarios, engaging in conversations with AI to quickly master product knowledge and communication skills, thereby improving their responsiveness. The training period was shortened from one month to an average of seven days.
In addition, DingTalk's API interfaces and automation tools have injected new momentum into the live e-commerce business. Previously, manual data collection across platforms took about 30 minutes per 50 products, which was inefficient. After integrating DingTalk's API, data updates occur every five minutes, enabling automatic, real-time synchronization of sales data for all products. Accuracy improved significantly, providing precise decision support for live-streamed product explanations and promotions. The content production department also uses DingTalk AI spreadsheets to achieve visualized, detailed management, boosting output effectiveness.
Li Hao emphasized, "Only companies that are willing to listen to user needs and feedback have a future." He highly praised the DingTalk team for its proactive response to product requirements, noting that their values align closely with MIZHU's commitment to "serving users."
He stated that DingTalk's digital solutions have become the cornerstone for MIZHU to serve millions of consumers and support tens of billions in sales, while also providing a benchmark case for solving complex, long-chain service challenges across industries. MIZHU and DingTalk will continue to collaborate and go even further together.
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