Intime Department Store: Building "Shop No. 0" By "Internet +"

The B2C strategy of intime department stores is unique, and the Yintai network was set up in 2010.

Shen Guojun and Yintai called it the "0 zero shop", which was seen in Yintai's "No. 1 store" in Yinlin, Hangzhou.

Yintai network directly adopts the way of procurement and distribution, and is independent from Yintai Department on its operation.

Through early member import and online discount, Yintai network has received over 10000 orders on the line in just 82 days.

In 2012, Yintai network launched the I'M collection store. Consumers can enter the store first to experience the goods, and use the store iPad to purchase.

At this point, Yintai O2O truly landing.

Yintai O2O can be understood as "Okay to 0kay", that is, only online and offline OK, customers only OK.

Online and offline is not the question of who is close to, but under the goal of Pan channel, there is a convergence development of the same customer group, the same goods, the same price and the same service.

First, customer first: learn from the idea of "de centralization" of the Internet, not only aim at sales targets, but also cultivate customers' sense of identity; encourage customers to buy a lot of things, and ask employees to buy suitable products in proper ways; and to identify Yintai's products according to the principle of "customer first".

Second, the whole channel strategy: to create "24 hours Yintai", fully integrate offline store, Yintai network, Tmall Yintai flagship store and mobile terminal, and open up online, offline products, marketing, service, experience and membership, so that Yintai is everywhere and constantly in the world, focusing on the consumption links, making a seamless smooth system to meet customer needs.

Yintai also set up touchscreen in the physical store to facilitate customer experience offline, online purchase, online order inquiry and delivery, delivery service and so on.

Third,

The essence of it is openness, pparency, sharing and responsibility. It is entertainment and social interaction in shopping malls.

Online shopping is convenient and fast, but lacks experience, and it also loses entertainment and social attributes.

The offline activity seeks "how to play and how to come".

Over the years, Yintai Department has accumulated about 2000000 VIP members, launched the VVIP club for high-end member services in October 2012, launched the social network "Yintai boudoir circle" in May 2013, and more than 3 intime VIP group members can enjoy more points and activities.

Happiness.

Fourth, diversified brand cooperation.

Fifth, big data driven: Digitalization of store products, and gradually grasping user data, including entering customer data and VIP user data, clearing the VIP accounts of online stores and online stores.

At the end of 2013, Yintai completed free WiFi laying in all physical stores. When a registered account customer entered the physical store, the mobile phone connected to WiFi, all the interactive records and preferences of customers in the past and Yintai would be presented in the background.

Through the analysis of the electronic ticket, walking route and stay area of the entity store customers, we can distinguish customers' shopping preferences, analyze some habits of shopping behavior, shopping frequency and category matching. At the same time, we can increase or decrease the wireless POS terminals and wireless PC terminals to improve customer shopping experience at any time.

Yintai network can even accumulate data of different users' preferences for brands and discounts. Based on the relevant data of mature stores, and according to the analysis of the users of the new stores, the guiding opinions of new store group goods and investment promotion are derived.

In the new business field, in May 2013, Yintai group and Alibaba jointly invested in the establishment of "rookie network", holding 32%, becoming the second largest shareholder after Ali, and strive to build a platform to win a win-win situation based on logistics data network. Yintai launched the investment of "friends treasure online", which has become the largest Internet vending machine company in the country.