Yintai Zhongqing'S Innovation In Marketing Was Forced By The Market.

The sale of 22 stores in Yintai, Zhejiang, has doubled over the same period last year, less than two days. This may be one of the best gifts to better define the chain of business development this year after being renamed "Yintai business group" by the intime department store group this year. "P"

Who said that the growth of physical retail has come to an end? < /p >

< p > although the performance of a company does not represent the status quo of the whole industry, at least it shows from the side that physical retailing is not as vulnerable as it may be.

As long as you give consumers enough sunshine, consumers will naturally return your brilliant achievements.

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< p > of course, sales of more department stores in the first half of 2013 are still falling sharply, and department stores in Guangzhou, Shanghai and other places even frequently promote sales, making sales promotion the norm, but the effect is not enough.

This result does not seem to be surprising, because over the past decade or so, only by price war or hidden coupons of the coupons promotion, early consumers weary, let the electricity supplier this new shopping channel has an opportunity.

The internal and external causes of the market have undergone fundamental changes. In the short run of the business model and supply chain, most department stores still cling to their old thinking in marketing, and it is not difficult to understand their poor performance.

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"P" and "Yintai", which are the same as the department stores, have been launched in line with the Yintai network. They have made great efforts to win more than 50 percent off brands and all kinds of heartbeat raffle activities in the promotion. This year Zhongqing's innovation in marketing methods is commendable.

Yintai commercial group's Yintai department, Yintai City, Yintai Center and Yintai network join the 6 channel of Zhejiang TV station. In June 29th, the first shopping TV live show of China was introduced in 22 stores in Zhejiang Province, which is the first cooperation between retail business promotion and TV media cross-border interaction.

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< p > the most worth mentioning is Yintai's all media marketing, that is, through micro-blog, WeChat, self media, APP and other new media and newspapers, television and other traditional media, the propaganda has no dead end full coverage.

In the past, physical retailing paid more attention to traditional media marketing. Because of its hazy haziness in new media marketing, it did not know where to start, and new media marketing has always been the main business of e-commerce.

Yintai's success in testing the water in the Zhejiang area shows that it is not difficult to sell the new retail media.

With the combination of virtual media and mass media, the brand loyalty and reputation of Yintai are enhanced, and the degree of participation, adhesion and loyalty of consumers are further enhanced. These are the goals that physical retailing are seeking and achieving most.

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< p > the innovation in marketing of Yintai Zhongqing can also be said to be forced by the market.

Under the pressure of the impact of the electricity supplier and the external economic environment, physical retailing is only innovative in business management and marketing. The pformation of the department store has been shouting for many years, but the subversion of the real business model is obviously impossible. It is a long process, but the first change from marketing is entirely feasible.

Once the entity retailer has mastered the new marketing method, it will have the chance to fully meet the electricity supplier.

Why? Because there is not much difference between the mode of electricity supplier operation in commodity operation, especially in the supply chain operation, as well as the retail entity. Experiential consumption is the advantage that the electricity supplier does not have. If consumers have the power to compete with the electricity supplier, it is not certain who wins or loses, but at least there is a market space to accommodate each other.

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< p > another favorable factor is that the price war of e-commerce can no longer attract people's attention. The price reduction is mostly flickering, which has made consumers feel numb or even resentful.

The electricity providers pay too much attention to publicity in marketing, and regard price reduction as a gimmick of speculation, which is too pragmatic to make sales promotion more a marketing war. This is not only an early overdraft of consumers' purchasing power, but also an early overdraft of consumers' patience.

What is more noteworthy is that there is no other way to deal with electricity providers in addition to the vicious competition of mutual denigrating.

In the long run, consumers' trust will surely be lost.

If we do not change in marketing, we will also face the plight of physical retailing.

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< p >, therefore, it is not the electricity supplier who will defeat the entity retail, but whether it can respond quickly to the changes in the market environment and make timely adjustments.

As a dark horse of the entity department store, Yintai's innovation has always been quite numerous.

Its Yintai network is also one of the few electricity providers in the online retail business that has yet to be put on the table.

The pformation from Yintai department to Yintai business, and then trying to break through industry bottlenecks from marketing, Yintai's pformation and pformation path is steady and firm, which is also an exploration for the pformation of the whole entity retail industry. The industry should also need more entity retail enterprises, like Yintai, to have a more daring breakthrough in innovation.

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