Shopping Center: Internet Participates In National Day Marketing

The consumption leadership of this year's golden week is changing. After 85 and 90, it has become the main commercial consumer group. As the Internet generation, they are the most important. Internet The use of the crowd, the way of behavior, habits of thinking deeply affected by the Internet, so in the process of consumption shows deep dependence on the network, the new technology has a higher degree of acceptance, and more emphasis on quality, personality, convenience and experience. Internet entry is a key factor to integrate consumer groups, achieve interoperability and interaction, and expand consumption channels. Whoever owns the entry will master the massive data related to the customers. At present, business can create 4 main entries: physical store entrance, property internal push entrance, smart home and mobile Internet access, multi screen business entrance.

　　 National Day Golden week is the commercial gold day of shopping mall, and also a cruel competition day. Although faced with tremendous competition pressure, businesses are still trying their best to gather customers to stimulate business consumption. However, taking a look at the shopping center marketing strategy of this year's National Day golden week, the mobile Internet device plays an important role.

In Guangzhou, no matter the sun is new. Shopping Shopping centres such as the center, Baiyun Wanda Plaza, Hai Yin and other cities have been operating in mature shopping centers such as Plaza, Baixin square, Tianyi Plaza and so on. A typical Internet service has been added. The "WiFi free network has been covered", so numerous urban red men and women chatting WeChat, sweeping the two-dimensional code, etc., wandering around shopping centers, or inquiring about the information of goods, or using mobile phone software to pay online. Providing free Internet services is not unique to Guangzhou shopping centers. It is just like a trend that is sweeping across different cities across the country. It has become one of the most important ways for many shopping centers to attract tourists.

This phenomenon is not only one of the direct impacts of the Internet on commerce, but rather the transformation of business to the Internet age. One of the biggest revelations of the Internet to the business is user supremacy. At the same time, it is the change of main consumer groups that promotes the acceleration process of commercial "touches".

　　 Internet generation becomes consumption dominant

Nowadays, 85 and 90's have risen in the territory of Chinese business, and become the main consumers of shopping centers. Compared with other age groups, the 85 generation and the 90's are the Internet generation worthy of the name. They are the main users of the Internet. According to the statistics report of China's Internet development, as of December 2013, the number of Internet users in China has reached 618 million, and the total number of new netizens has increased by 53 million 580 thousand throughout the year. Among them, the proportion of Internet users aged 20 to 29 is 31.2%, which accounts for the largest proportion of Internet users. At the same time, this means that their way of thinking, behavior and so on are affected by the Internet in varying degrees. They are embodied in the commercial consumption. They have a deeper dependence on the Internet, a higher degree of acceptance of new technologies, and more emphasis on quality, personality, convenience and experience.

DTZ DTZ, director of China commercial real estate department, Zhen Shiqi, told Tencent real estate: "in the face of such a group of consumers, opening free WiFi network is only one of the important cornerstones for building their new consumption experience. Creating O2O channels, building Web mobile official website, launching mobile social networking platform, realizing online payment and so on are all business forms that businesses can consider to enrich the consumer experience."

Zhen Shiqi recommends: "for businessmen, if the traditional business can introduce the Internet thinking mode and technology, acquire, excavate and process the deep information behind the purchase behavior, it can achieve more effective and more targeted information push, enhance the ability to collect customers, and purchase behavior will greatly increase, which is a chance to get greater returns."

New consumer groups are building new business domains. New consumption patterns are reshaping business logic. Business undoubtedly ushered in a new era of Internet.

　　 The 4 entry has become a new weight for shopping.

Maybe you can't imagine how a mobile phone APP, a WeChat account, or even an Internet of things sensing technology can contribute to the ultimate commercial consumption of consumers, but this phenomenon has really happened every day around us. The Internet is already an effective channel for business to contact, communicate with, and even facilitate transactions between 85 and post-90s consumers, and whether business can find a breakthrough in sales and establish multiple entry is the key.

DTZ, director of China commercial real estate department, Zhen Shiqi, said: "the so-called" entrance "is the most common or common choice when people conduct Internet behavior, and its layout is influenced by users' needs, Internet habits and behavior patterns, and also affects users' buying behavior. For business, entry is a key factor to integrate consumer groups, achieve interoperability and interaction, and expand consumption channels. More importantly, who has access, who will grasp the massive data related to customers, and lay the foundation for using big data to analyze consumer behavior and implement precision marketing.

It seems that whoever wants to win more room for development in business competition must establish the most influential internet portal. The layout of the entrance to commerce will surely accelerate. So, where is the entrance? How to establish the linkage relationship between the entry and the business and consumers? The following 4 are the entrance which the business takes seriously and works hard to create.

1. physical store entrance

In traditional commerce, there are numerous physical shops that are the most effective entries. There are hundreds of items in a single store that can be contacted, felt and tried for consumers in a short time. However, it is often neglected by people and become an idle entrance. Recently, Ali group has invested Yintai business group to build Yintai mall as the best scenario for consumers to experience products and services. When consumers choose goods in the mall, they can get a certain discount by scanning two-dimensional code, barcode and other online direct purchases, so as to achieve a new O2O mode of Commerce.

2. internal push entrance

When consumers are inside the property and use the free internet facilities provided by the property, such as the wireless network, the technology can record or even analyze the shopping trajectories of customers while they are using the Internet freely, so as to push customers' business information to their needs. Wanda Plaza provides such services for every consumer. Consumers can enjoy free WiFi only if they sign up for registration, which is effective within 24 hours, and can accommodate thousands of people at the same time.

3. smart home, mobile Internet access

In the future, household appliances such as air conditioners, washing machines, water heaters, refrigerators, lighting and even curtain switches can be networked, so as to truly realize "smart home". Once consumers purchase related products from shopping centers or shopping malls, they can become carriers of various types of commercial information, and at the same time obtain consumer life data through sensing technology, which can be used to analyze consumer behavior and provide better services. For example, MeiLing electric released a new generation of smart refrigerator "Kai guest", relying on image recognition, cloud computing and cooperation with third parties and other technologies and models, around the consumer family food management to try the Internet. By acquiring these effective data, businesses can voluntarily push consumers' information to meet their needs.

4. multi screen business entrance

Television, computers, tablets, cell phones, smart watches and so on are building a new era of multi screen interaction. No matter which screen the consumers switch to, they can search, compare, survey, browse and shop at any time and anywhere through social networking, mobile platforms, and so on, so as to achieve a seamless shopping experience across the screen. Moreover, when business completes the layout of multi screen entry, it can also carry out accurate analysis of online data.

The APP of Hongkong new City Plaza is a good example. Consumers can download and use them through mobile phones, tablets, etc. it not only provides electronic coupons, but also can access the information of nearly 20 restaurants, including telephone, cuisine, business hours and final time, and so on. It can instantly get the number of the electronic waiting list in designated restaurants. When it is on the way to shopping malls or during shopping in shopping malls, APP remote control can also be notified when the latest 5 waiting numbers are received. It reminds them to set aside enough time to go to the restaurant to take seats.