Suning "Double Two" To Start The Whole Channel Marketing War

　 150 million invest in a single day blasting 500 million sales

　　 Suning Good store December

"In December 12th, Shanghai Suning will invest 150 million of its promotional resources, leveraging 500 million of online sales," said Fan Zhijun, vice president of Suning and general manager of Suning, Shanghai.

Last year, Shanghai sunning had a taste of sweetness, and two dozen of them invested 100 million in explosive growth, creating 300 million sales in a single day. This year's double 12 day, Suning will increase investment in resources, O2O mode linkage online and offline dual channel shopping platform, to stimulate the consumer market.

　　 December 12th This day will become the first shot in the retail business in Shanghai. At the end of the year, consumers return to the "experience tide". The year-end marketing of the two major sections of Shanghai household appliances and department stores has started. "Double two", as the product of Internet marketing, is a festival spontaneously created by consumers. Consumers' enthusiasm for shopping is higher than that of the past. Suning, as a comprehensive shopping platform under the comprehensive development of online and offline, will take the advantage of physical stores as the front line, gather high-quality resources on the line, and double the Internet marketing war, and win a share.

Like last year, Apple products and Microsoft surface products, which are rare promotions, will also join this year's Suning's 12% discount. On December 12th, Suning opened the door within an hour (9:00 a.m. 10:00) for a limited amount of panic buying, such as ipad Mini in the event, the price was only 1888 yuan, 64G surface with keyboard, the price of 1999 yuan directly, each person with a valid identity card to buy one.

In addition to apple, surface and other limited time rush products, air conditioners, color TV sets, refrigerators, washing machines, oil stove heat and other traditional large electricity return 1000 yuan to 150 yuan coupons, mobile phones, digital computers, 1000 yuan to return 100 yuan coupons, coupons can be stacked up, not topping, the whole field. This activity is most helpful to consumers who purchase household appliances. In order to carry out this activity, Suning is not restricted to categories and stores, and it completely abolished the threshold of regular promotional activities.

15 thousand employees turn around online shopping Service Representative

Suning 20% front-line employees monthly income of over 10000

In the Suning flagship store, the business operator of the color TV cabinet has lost $10000 in the past two months, of which the online shopping Commission is one of the main reasons for the growth. It is reported that after the transformation of Suning O2O mode, the salesperson sold the suning.com merchandise piece count Commission, and the income increased by 10%-30% compared with the past. At present, about 40% salespersons earn more than 8000 yuan per month, and nearly 20% of the sales amount exceeds 10000 yuan.

It is understood that in 2013, Suning gradually transformed the Internet retail enterprises, and opened up the shopping platform under the online and offline businesses. Suning salesmen turned into service representatives, who were responsible for selling 2 platform products online and offline. Suning takes advantage of the service exclusive personal links to carry out the Commission settlement of suning.com's sales commodities, and proceeds to guide the whole category to promote the employees' voluntary and active recommendation of online product services to customers, so as to facilitate the sale of suning.com related products. The most typical example is the recent consumption chain reaction triggered by fog and haze. Customers come to the store to buy air purifiers. Service representatives will recommend suning.com humidifiers, respirators and other products. Once consumers use the links of service representatives to purchase suning.com products, they will automatically count the sales representatives of the service representatives.

In order to match the sales promotion of service agents, Suning is upgrading the hardware of the store, such as the newly opened Minhang first store as the first O2O demonstration store, which has already realized the coverage of the full store high-speed free network. All kinds of mobile terminals are browsing suning.com website at any time, and the O2O integrated service area for consumers in suning.com directly. This O2O experience store will be extended to 3 super stores such as Changning Road store, Pudong first store and Wujiaochang store in the year. Next year, it will gradually expand to the stores in the whole city. It will fully implement O2O sales and increase the promotion of general merchandise, maternal and infant, beauty, daily use, books, food and other non electrical products.

　　 Continuation of "1 wants 3 not"

Recruiting mysterious customer experience Logistics

We advocate the joint investment of manufacturers and stimulate the consumer market together. Shanghai Suning continued to advocate the idea of "1 wants and 3 not" last year. To brand reputation, do not fatigue marketing, do not discount the discount price, do not low efficiency services.

Aiming at "12.12", Suning leveraged the market through great efforts. At the same time, Suning solemnly promised to consumers that Suning's bottom price should be clear, and no false price would be added to the discount. Before December 12th, Suning assured that the price of commodities would only be lowered. On Sunday, Suning recruited 150 mysterious customers to accept price supervision by the whole nation. At the same time, mysterious customers as price inspectors will experience the delivery efficiency and check whether the purchase of double 12 can arrive in time. Suning will offer small rewards to mysterious customers.

Usually, large scale sales promotion also brings many maladies, which will bring troubles to consumers, such as the need to stay up late, queue for a long time, and calculate the discount rate of commodities. In order to avoid this situation, Suning abolished the fatigue promotion measures such as time interval numbers, night crossing and no closing, through online direct and fast payment, as well as increasing the cash register, guiding and controlling the flow of people, so as to ensure that the consumers can complete the payment in time, and the average payment time will not exceed 5 minutes.