E-Commerce Enterprises Try Cross Industry Integrated Marketing

"A card can not only enjoy 5% off discount on online shopping, but also 50 yuan voucher can be used to buy brand name tide shoes, and holders of cards can also get internship opportunities for electric business enterprises." Recently, a cross-border marketing campaign jointly launched by Tao shoe net, XTEP and China Merchants Bank. Quanzhou The business community has attracted widespread attention.

　　 Reduce costs and achieve differentiation

Wang Dongzhu, chairman of Tao shoe net, said that the reason why he tried to realize the three party cross boundary cooperation with banks and brand enterprises is to achieve integrated marketing among different resources. The joint card of China Merchants Bank and Tao shoe net is aimed at college students and young white-collar workers with high network attributes, young and fresh abilities, and XTEP and Tao shoes net jointly launched. Step by step The 2 generation of Han Geng Tide shoes Facing the group is also a young group, in the audience has a high degree of coincidence rate.

XTEP Electronic Commerce General manager Dr. Xiao Lihua also said that after the adoption of innovative cooperation mode, without increasing the cost of marketing, it realized the sharing of customer resources, supply chain, brand and creativity. For the three parties of cooperation, the 1+1+1>3 effect was achieved. It is a differentiated value war.

It is understood that integrated marketing is based on its own marketing needs, resources and tools from different industries, through careful planning of thematic activities to achieve the goal of marketing, so integration is often cross-border. "With more and more competitors joining in, the marketing war based on price war is constantly reducing the profit margins of e-commerce enterprises. This time, creative integrated marketing is particularly important." Cao Fanghua, partner of Addie, an e-commerce marketing organization, said.

　　 The trend of cross industry integrated marketing

In fact, cross industry integrated marketing has been tried by many domestic e-commerce enterprises, and has achieved good results. For example, everyone passes the biography of Jobs and commemorative edition. Long sleeved shirt With the sale, the local brand, which is mainly populace, inadvertently has Apple's fashion sense of technology and international fashion. The Jingdong mall will succeed in using a series of implant and promotion activities launched by the men's gang. Garment industry The fashion elements are integrated into the inherent rationality of electric business.

Another shoe B2C platform in Quanzhou is also a practitioner of integrated marketing. At the end of June this year, the shoe net jointly bought a tea net and launched a "world tea culture tour" through Sina micro-blog. The fashion of tea culture has been favored by many young people, and this trend of popularity coincides with the positioning of consumer groups and the user groups of micro-blog. This clever combination helps to make the shoe net and buy tea net realize mutual drainage and effectively reduce the marketing cost.

"In fact, there is a lot of space for cross border cooperation in the operation of different categories of Quanzhou electric business enterprises." Wang Dongzhu said, for example, the sale of adult shoes and the sale of children's shoes cooperation, if adult shoes pair of original price 300 yuan, children's shoes pair of original price 100 yuan, on the network are 50 percent off sold, so that the sale of "one big one small", the electricity business enterprise total get 200 yuan. If you launch the activity of "buying big and sending small", adult shoes will be sold at 20 percent off, and a pair of children's shoes will be delivered. The business enterprise can get 240 yuan, and the sales promotion effect may be better than the discount sale alone. "Similarly, jeans can be sold with canvas shoes, accessories can be sold with clothing, and even Anxi tea can be sold with Dehua ceramics, effective integration can not only save costs, but also an effective means to get rid of the electricity price war."