Zhou Dafu'S Double Eleven O2O Promotion Campaign Is Not Afraid Of Platform Threat

< p > November 1st news, the reporter recently contacted the world's most valuable jewelry brand Zhou Dafu electric business manager Chen Yuhang, the other side said that this year Zhou Dafu will be in the country's more than a dozen large shopping malls counters jointly Tmall for double eleven < a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a > promotional activities.

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< p > Chen Yuhang told reporters that Zhou Dafu did not make a distinction between the shopping malls and the online shopping mall counters, according to the materials provided by Tmall, but it is difficult to predict the final results accurately at this stage.

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< p > "the new attempt of this O2O will be more effective in the clothing category, with a double eleven and 50 percent off word attractiveness.

Zhou Dafu's gold and jewellery is not likely to be sold at 50 percent off. It is hard to predict what kind of purchase decisions consumers will make after seeing the billboards in the mall. The purpose of our layout is to create a double eleven carnival atmosphere with Tmall.

Chen Yuhang said frankly.

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< p > reporters learned that although Zhou Dafu attached great importance to the "eleven a" promotion of "a href=" http://www.91se91.com/news/index_c.asp "Tmall < /a", it did not set a sales target of double eleven, but only set the target for the whole month in a relatively high level.

It can be seen that Zhou Dafu did not bet on the sales target on the day of double eleven, but extended the front line to November.

Therefore, before the industry rumors that Zhou Dafu in double eleven Chong sales are false information.

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< p > as to whether the storefront of the physical store will cause dissatisfaction with the management of the shopping malls, Chen Yuhang pointed out that the interests of the shopping malls should be considered and appropriate resources compensation should be given.

"Before I heard that a big brand tried O2O, the plan was perfect. The loophole was forgotten to consider whether the mall would agree to it, which is very funny."

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< p > earlier, due to the fluctuation of gold prices, the domestic purchase boom suddenly started, and the sales of jewellery and jewellery jewellery increased sharply in the market. This also made more physical shopping malls favor Zhou Dafu's famous brand.

Obviously, in the busy season like double eleven sales, Zhou Dafu has the right to speak both in terms of online platform and offline retail businesses.

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< p > it is reported that during the double eleven period last year, < a href= "http://www.91se91.com/pioneer/" > Zhou Dafu < /a > was changed by Jingdong because it was misunderstood by other platforms and changed Jingdong marketing plan. Jingdong unilaterally locked Zhou Dafu back stage.

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< p > Chen Yuhang is quite calm about whether similar things will happen again.

No matter what platform, we are not involved in price war or war of words. As for the marketing strategy used by the platform, we usually do not interfere with it. And not because our products can not play 50 percent off, I do not agree with the platform's 50 percent off promotion.

But there is a principle that if we are not conducive to brand image in the event, we will intervene. "

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< p > according to Zhou Dafu's financial report and related data, although Zhou Dafu has been the first jewellery category in Tmall for many years, its sales volume in Tmall is only a few thousandths under the line.

Any platform will not lose much of its losses. Instead, it will encourage it to graft resources onto other electronic business platforms.

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< p > it is understood that although the gold price is weak, Zhou Dafu's business in the first half of the year is still growing rapidly, which is three times the same period last year.

The total number of independent visitors is 81 thousand, of which 53 thousand are Tmall stores, 14 thousand for Jingdong and 14 thousand for official website.

And online, Zhou Dafu will continue to accelerate the number of outlets in three or four cities, and this year's sales revenue is expected to recover more than 20% growth.

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