New Mode Of Mobile Marketing: Seven Wolves Try O2O First Win

Here world clothing shoes The Xiaobian of the hat net introduced the seven wolves to try O2O first battle, and the total performance amounted to about 5300000.

"Seven wolves trying to win the first battle of O2O will become a milestone for the seven wolves to explore the new mode of mobile marketing. We are willing to cooperate with the seven wolves for O2O depth!" the three day Tencent micro shopping "discovery second phase" campaign was officially concluded. That night, Tencent micro shopping background data statistics show that seven wolves total turnover exceeded 13 thousand single, the total performance of about 5300000, ranking first in the men's clothing industry.

From March 20th to the program to determine cooperation, to the end of April 20th activities, seven wolves to join Tencent micro shopping attempt O2O, within a month gave up a satisfactory answer, which is undoubtedly for a long time in the men's clothing industry has injected a booster. Today, as the O2O is in a state of great clamor, as the industry "wolf", the seven wolves take the first step in a down-to-earth way, and have achieved brilliant achievements. It has become a classic case for traditional enterprises to test water O2O.

From top to bottom, we welcome O2O's first battle with an open mind.

If 2013 is the test of the traditional industry development mode in the market downturn, then in 2014, for the seven wolves, it is a year of challenge and change. As early as 2013, whether in the 2014 spring and summer ordering meeting or at the 2013 annual meeting of the 2013 teeth, Zhou Shaoxiong, chairman of the seven wolves, was unable to get rid of the word "change" in various speeches at home and abroad. The importance of leadership has been conveyed from top to bottom, and the new modes of "full staff marketing", "part-time shopping guide", "O2O", "mobile Internet" and "social marketing" have begun to be spread and discussed internally, and the relevant project teams have also started and explored implementation.

Highly valued and open learning, seven wolves coincided with the April 18th Tencent micro shopping "Discovery Tour second phase" time. In March 20th, seven wolves decided to cooperate with Tencent, and immediately set up a "418 Tencent micro shopping project team" composed of brands, marketing, information, finance and other departments. Brand LED control project, marketing training plan, promotion policy, and coordination of the participating companies, information challenges and efforts to ensure the docking of micro shopping and POS system, accounting for accounting, invoices, funds and other issues of branch offices and headquarters. This is not only a mobile internet marketing, but also a deep internal organization and resource integration exercise.

The project group discussed and confirmed that 11 branches, 167 shops and 596 commodities participated in the activity. For the first time, the O2O was launched in the nationwide direct battalion. The number of shops and the number of goods were many. It was a severe test for the seven wolves. But the wolf spirit of "challenging life and never coming back" has made us admire the wolf team again. "For the new model, the top-down concept of change and attention, this is our battle can fight the first magic weapon!"

From inside to outside, a VIP special activity "intensive farming".

To win the O2O campaign, Seven wolves The team knows that, like traditional marketing, one of the keys to winning the terminal is shopping guide. The attempt of O2O and WeChat payment is a difficult problem for shopping guide and customers, especially for the seven wolves.

First, it is difficult to cultivate customers' payment habits and the recognition of Internet payment methods, especially the target audience of the seven wolves. The acceptance of WeChat's payment is relatively higher than that of young brands. This needs to guide shopping actively to encourage and guide consumption payments.

Two, it is difficult to change the traditional selling thinking of shopping guide, as well as the knowledge of WeChat payment and O2O. In addition to receiving training, activities need guide shopping, but also to understand and learn by themselves, in order to better encourage and guide customers. The initiative and acceptance of shopping guide lies in the incentive mechanism of the brand to the shop assistants, and whether the trainers are transferred to training.

Taking this activity as a VIP special event is a profound experience of the success of the seven wolves. After the project started, the marketing team made a proactive policy in guiding and motivating. If the shops that participate in activities do not discount at all times, the discount control is better, and this activity shop is pushing the new products with full force. It is determined that VIP will take red packets on the basis of enjoying VIP discount, and some shops also carefully prepare beautiful gifts for VIP, which is undoubtedly a great temptation to VIP. In addition, the marketing headquarters team and the branch team maintain close communication and disseminated publicity training information from inside to outside.

Finally, the first round of training will be completed before April 9th, and the second and third rounds of shop training will be completed from April 10th to April 17th. Training instructors at headquarters will be trained in the branch offices, then transferred to each store, from document training to face to face training to video training, so as to ensure that every shopping guide can master the operation flow and shopping guide marketing skills.

　 First completed micro shopping and POS system docking

For a month's time, the brand that has not yet started the system docking work is a great courage to ensure that the micro shopping is connected with the POS system during the project start-up. It is understood that the 418 micro shopping activities, the seven wolves is the first to complete and dare to try the micro shopping and POS system docking brand. The process of manual processing is omitted, and the docking of the system provides a convenient experience for shopping guide and customers. Other brands also need to increase manual verification, manual orders and manual refund.

It is also understood that in the future, the seven wolves will further cooperate with Tencent, for tradition. Garment industry Break through tight encirclement and explore new way of business.