Tianhong Mall Joint Baidu Layout Of The Whole Channel

In October 26th, Tianhong mall joined hands with Baidu, announcing the establishment of the Baidu & Tianhong retail big data lab, launching a deep strategic cooperation in the field of big data application and O2O's home business.

Meanwhile, Tianhong emporium has released the official APP "Rainbow scarf", which will serve as the commanding role of the whole channel strategy of Tianhong mall.

Two years ago, the department store of Tianhong shopping mall, which was hit by the electricity supplier, started the strategic transformation of the whole channel, and took the lead in promoting the business transformation in the traditional retail industry. It launched the WeChat and micro products of Tianhong. Besides, Tianhong mall also had e-commerce websites and "rainbow home" business.

According to Tan Xiaohua, general manager of the business department of Tianhong shopping malls, to the twenty-first Century economic report reporter, the "Rainbow scarf" will not only integrate all the Internet channel resources of the rainbow, but also link all offline stores, and use big data to achieve mobile marketing drainage, so that each entity store can complete the Internet transformation and achieve full channel sales. And the marriage of Baidu is the use of big data to achieve accurate matching and marketing push, improve online and offline services.

An insider from Tianhong mall said that this kind of display layout in the shopping mall is similar to the marketing mode of IKEA, breaking the original shelf classification, but attracting guests to participate in the layout and design of the home with the layout of the kitchen, baby room and cloakroom. But the model is still in a few stores, the effect needs to be tested.

Tianhong's Micro Oh convenience store already has more than 130 stores, and is now opening up stores in Shenzhen, Xiamen and Nanchang. According to the plan, the micro Oh convenience store will be the wise housekeeper for the last mile of the community, adopting the business mode of "characteristic goods + life service + O2O" to provide convenience for customers.

According to Gao Shulin, managing director of Tianhong shopping mall, the shopping mall in Shenzhen Shennan store will have different shopping scenarios, different mobile channels, different physical stores and different supply chains.

According to the idea of Tianhong shopping mall, the customer shopping scenario outlined by the whole rainbow channel is that member consumers enter Tianhong mall or garage to enter the category of Tianhong precision service. Consumers can open the network to receive recommendation information from rainbow activities, and customers can consume online in the mall. Offline consumption It can be purchased online or offline, and can be purchased online - offline returns.

Tan Xiaohua introduced that there are several channels for online consumption, such as "rainbow WeChat", "Tianhong micro product", "cross-border electricity supplier experience shop" scanning code and "rainbow home".

Tianhong WeChat currently has a membership of more than 4 million, with an interactive membership of more than 1 million per month. Every month, it will cooperate with branding partners to launch thematic activities in accordance with the customer's lifestyle, helping brands achieve the sale of a single store in a few days. Tianhong micro product adopts B2C2C's sales mode, and mainly promotes the selection of single product sharing and gift giving functions.

"At present, the number of shopkeepers is nearly 50 thousand, and the selected items are sold for almost every second. The monthly growth rate is very fast." Tianhong micro product has been less than a year since its launch, and its sales performance has already surpassed tens of millions of yuan. Tan Xiaohua said.

The cross-border electricity supplier experience shop has now entered many Shenzhen rainbow shopping arcade, and the store's virtual shelf shopping allows customers to have more commodity choices, and suppliers can also display more products in a limited area. The "rainbow home" business selects supermarket products to meet customers' one-stop demand for life, booking distribution according to needs, and delivering them in the fastest 2 hours, not only to make customers more convenient, but also to make the sales scope of products bigger.

In addition, every entity store in Tianhong shopping mall can set up mobile counters in the "Rainbow scarf" and synchronously achieve full channel sales.

"In the limited space of a store, we can display 100 items of merchandise while selling 200300 or even thousands of items online. Our backstage will accurately assign each online sale to offline stores according to the source of each customer." Tan Xiaohua said.

In addition to online access channels for mobile channels, Rainbow The stores under the shopping mall are also moving through the Internet to store online and offline dual channel sales. Among them, increasing the content and products of online instant consumption is the main measure. At present, Tianhong shopping mall has 64 stores and shopping center stores in the country. The proportion of instant consumer accounts in the original stores has reached 20%, and the proportion of instant consumption accounts for new stores has reached 35% this year.

Tianhong mall has also made adjustments in its future development format and will shift from traditional department stores. Shopping Mall And convenience stores. Shopping center is one of the main development formats of Tianhong in the future. 3 shopping centers have been set up, and new projects are being prepared in Suzhou, Jiangxi, Yingtan, Jiangxi Nanchang, Guangdong Foshan and Guangdong Shenzhen in Jiangsu. In Tianhong shopping center, stores are trying to improve consumption experience by "situational consumption".