It'S So Busy Every Year.

Some people say that cross year shopping is so busy every year, but behind the same and lively, it is the change of marketing ideas and ways of physical stores.

Just like Yao Lu, assistant general manager of new world city, told the reporters of the Commercial Daily: facing the impact of the Internet, facing the "double eleven" and "double two" "spoiler" of the electricity supplier, the entity shopping mall will not change.

"The new world's cross year marketing was first held in 2008, when the real business was also affected by the economic environment.

The launch of cross year marketing has become a stimulant for the fire and market in the winter, stimulating the potential of consumers to end their purchasing power at the end of the year.

Yao Lu recalled, "at that time," double eleven "did not have the influence. The new world's year-end promotion was in the form of full coupons.

Since 2010, we have launched innovative marketing.

"Marketing is divided into price based marketing, event based marketing and experiential marketing.

In the past, we tended to pay more attention to price marketing, but now, the price of light competition can no longer meet the needs of consumers.

Yao Lu said, "in fact, the most important thing is to attract people to do business in the mall. Only by bringing people in, can the performance of shopping malls be promoted.

This time we hope to attract more tourists through charity run.

Imagine that 3000 players will enter the competition to bring 2000 volunteers, friends and family groups, so that the passenger flow of thousands of people will increase the popularity of the new world.

But unfortunately, because of the stampede and stampede accident in the Bund one night before New Year's Eve, the new world new year charity auction charity activity was canceled.

Now, cross year marketing has become the sticking point of the end of the entity business, and the annual sales promotion is increasing year by year.

This time, the new world has introduced 500 shopping exempts, 5000 new year's red envelopes and 50000 bags of good luck rice in addition to the minimum 67% off.

"If we say discount, we are now 67% off, which has reached the limit of suppliers.

It is impossible for us to discount all the time. If the price is lower than that, many suppliers will not accept it.

So we must break through innovation in other aspects, such as experience and service, which is our only advantage against electric business. "

Yao Lu said.

In the year 2014, there were many new services between the first eight hundred companion and the new world city.

The former puts forward value-added services such as "no threshold national postal package", "Hercules help you move goods" and so on. Consumers can just relax their shopping and win the "spoils" which can be sent to the courier company to deliver goods to the door, or the volunteers of the mall can help to pport them to private cars or taxis.

The new world city allows all restaurant and leisure users in the mall to extend their business and keep pace with the shopping hours, and all the business travel articles are folded in half so that consumers can enjoy the real "one-stop" service.

In addition, there are many brands in the two shopping centers that offer advance orders and other optional actions.

These new services convey the change of business philosophy of the physical market: instead of simply selling products, they should emphasize the consumption experience.

Reporters in the interview feel that across the year

Every year, the most difficult part is innovation and breakthrough.

The first time the eight hundred partners first tried to integrate.

The mode of O2O links is aimed at creating a better shopping experience for customers.

"From the end of the shopping festival, we embarked on the planning and preparation of inter year marketing, such as negotiating with suppliers, upgrading the payment system, etc."

Fan Chensheng, the first eight hundred companion business management department, told reporters.

"The specific preparations for the implementation of commodities started in the early December 2014, and we communicated with suppliers to get more sources of supply, and we also provided B2 garage for warehouses to fully cooperate with their sales in December 31, 2014."

It is reported that in order to ease

Hard to pay, the first eight hundred partners have launched the "OK card package" mobile payment. Customers only need to bind the OK card to the mobile phone APP, so that they can enjoy the convenience of quick payment.

According to statistics, the amount of pactions paid by mobile phone on that day is over 25 million yuan.

At the same time, the shopping mall also specifically pferred the apple mobile phone booking link to the line to make up for some of the "fruit powder" because the work could not rush to the issuing point at the first time.

In December 30, 2014, the first eight hundred companion WeChat service number issued a total of 700 iPhone6/plus reservation tickets at 10, 00, 14, 00, 20, 00, 3 batches.

According to statistics, 3 snapping purchases attracted nearly 1 million 700 thousand people, and the number of hits on the activity page reached 15 million.

The O2O attempt of the first eight hundred partners is a pilot project for Bailian Group.

It is said that in the first half of 2015, the first eight hundred partners had a new breakthrough in O2O.

For the time being, the first eight hundred partners have achieved the "sweep code settlement" in the cross year marketing of the cash register. No need for the cashier to input more than 10 commodity codes in turn, the price of goods was known and the efficiency of the collection was greatly improved.

It is understood that in 2015, the new world will also launch new services for VIP members.

In fact, being a VIP member is not our strong point. Before that, the eastern business department and the Pacific department store could do better in this respect.

This year, we will set up separate departments to launch the new VIP customer system.

Now we have tens of thousands of members. We are doing this to provide consumers with a better experience. "