Português
EnglishRefresh
Refresh
A Salesperson’s “Counterattack”: The AI Coach Is Here
A young sales associate at a Belle Fashion store became the top performer of the month in just over a month, thanks to the company’s mass-deployed “dedicated sales coach.”
This “coach” provides 24/7 training, perfectly replicates the experience of top sales performers, iterates rapidly, and never gets tired.
In the AI era, this opens up entirely new growth opportunities for the retail industry, effectively boosting the performance of every ordinary employee.
While many people still believe that AI is far from real business applications, Belle Fashion has already turned it into reality.
From Digitalization to Intelligentization: Belle Fashion’s Evolution
In 2017, Belle Fashion launched a full-scale digital transformation. In 2020, it began a strategic partnership with DingTalk, starting with “online replenishment collaboration” to explore digital innovation.
In recent years, Belle Fashion has achieved end-to-end digital management on the DingTalk platform, building lasting market competitiveness.
Xiao Feng is an ordinary sales associate at a Belle Fashion Senda store in Tianjin. Although she diligently studies product knowledge and customer emotional value techniques after work each day, she has long struggled to bridge the gap between theory and practice.
That changed when the company piloted “Bailian AI”—training no longer involves passively watching videos but instead offers a smart companion available online at any time.
After uploading a practice video, Xiao Feng receives expert feedback. Through repeated practice, she continuously refines her understanding of product selling points and her presentation skills, confidently handling various customers and scenarios.
Bailian AI: Building a 24/7 Sales Coach
Bailian AI is a “AI practice” project piloted by Belle Fashion since the end of 2024. Based on DingTalk’s AI capabilities and audio-video technology, it aims to enhance employees’ mastery of professional knowledge about the entire product line and their practical sales skills.
The system analyzes practice performance across multiple dimensions and integrates real-world performance data, collecting vast amounts of sales script videos to accumulate simulated training experience, which becomes valuable business data assets.
Today, sales associates in the Tianjin region can receive AI coaching anytime, anywhere simply by opening DingTalk.
Unlike digital avatars on the market that only assist with communication skills, the “Bailian AI robot” relies on Belle Fashion’s comprehensive FAB product database (Features, Advantages, Benefits), covering the core selling points, applicable scenarios, brand philosophy, and standard scripts for each shoe model.
It can simulate various customer groups and shopping scenarios, providing an immersive practice experience. After each interaction, the sales associate receives an AI score and improvement recommendations, allowing them to refine their scripts based on best practices and quickly master marketing techniques.
This model completely revolutionizes traditional training methods, deeply linking learning content with real sales scenarios and accelerating frontline employee growth through realistic simulation and Q&A.
Under the impact of e-commerce, the unique value of offline service is becoming increasingly prominent. Every minute a customer spends in a store is precious—but can also be lost in an instant.
Since Bailian AI was rolled out in Xiao Feng’s store, she has been practicing during her spare time, gaining confidence when facing customers. As a result, her monthly sales surged dramatically, making her a top performer in a remarkable “comeback.”
The convenient operation has sparked employees’ enthusiasm for self-learning—anyone can quietly practice and then deliver a stunning performance. Most sales associates have found that product sales significantly increase after practice, with the sales performance of a single shoe model often doubling.
Pilot data shows that compared to other regions in North China, among the six brands using Bailian AI practice in Tianjin, five saw a noticeable increase in sales contribution; one brand even recorded a double-digit month-over-month growth rate.
The key lies in whether sales associates can retain customers with service warmth and professional depth. The goal here is not to acquire new customers or boost engagement but to solidly use “knowledge-based service” to keep traffic within the store.
Through Bailian AI, every frontline employee can grow into a “product expert,” allowing customers to truly feel Belle Fashion’s professionalism and brand passion.
DingTalk Builds a Digital Neural Network
Belle Fashion operates more than 8,000 directly managed stores and employs tens of thousands of people across over 300 cities nationwide. In the past, headquarters had difficulty obtaining daily sales data in real time, leading to delayed decision-making.
Retailers fear two things most: “slow-moving inventory” and “stockouts.” These two high-frequency operational scenarios involve more than a dozen production and distribution links. Only transparent information and efficient collaboration can maintain supply-demand balance.
In the past, replenishing stock for a women’s shoe brand required coordination across eight regions and more than 70 cities, involving ten stages such as selection, confirmation, splitting, reporting, and tracking, relying on multiple systems and manual collaboration.
Belle Fashion leveraged DingTalk’s group capabilities to move the entire replenishment process into a group chat: applications, approvals, category analysis, and delivery tracking can all be completed in a closed loop.
The replenishment cycle for a popular women’s shoe model has been shortened from three days to just two hours.
Regions can also share data—for example, northern cities can refer to southern cities’ sandal replenishment patterns to adjust their pace flexibly. Headquarters’ approval results are instantly synchronized, allowing everyone to make proactive decisions based on data—as if they were CEOs—rather than passively waiting for instructions.
Through DingTalk groups, Belle Fashion has broken down system and departmental barriers, achieving business closed-loop operations and full-process recording.
After integrating its core IT systems with DingTalk, each store is linked to at least one DingTalk group, ensuring that business data is digitized, standardized, and delivered in real time while keeping the entire organization online.
People, relationships, permissions, and communication are all fully online, making operations more agile and the customer experience smoother.
Belle Fashion has essentially built a digital neural network, enabling every action to reach the periphery and generate immediate feedback.
DomTech is DingTalk’s officially designated service provider in Macau, specializing in providing DingTalk services to a wide range of customers. If you’d like to learn more about DingTalk platform applications, you can contact our online customer service directly, or call +852 95970612 or email cs@dingtalk-macau.com. We have an excellent development and operations team with extensive market service experience, ready to provide you with professional DingTalk solutions and services!