Xi'An Wuhuan Sports Wins Beautiful By Meow Street.

New year's day, as the annual opening of the real retail industry, has come to a close.

In this "big play" that has no lack of willpower and cross border integration, the cooperation between Wuhuan sports and shopping mall magic street in Northwest China has attracted the attention of journalists.

As the largest sporting goods chain in Xi'an market, Wuhuan sports and its 10 stores and Alibaba's meow street have started cooperation during the double 12 period.

Before the cooperation with meow street, Wuhuan sports just upgraded the membership system.

This is one of the normalization explorations that the enterprise aims at "who the consumer is".

Like many retail outlets in the Chinese market, the company uses the most traditional way of doing consumer research.

One is the research of store brand for consumers who are not in store, the other is for consumers who enter stores.

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These two kinds of research are mostly aimed at gathering intelligence for the key promotional activities of the enterprise.

Every time a single store sells a promotional activity for 4 days, about 60 thousand people enter the store every time.

"Counting system can only tell us how many people enter the shop to consume, but it is very difficult to give accurate consumers' portrait." Jiang Yongqiang, a five ring sports company, said in an interview with the reporter of the United business network that "meow Street tool module can guide and make decisions by analyzing the gender, age and preferences of each store customer".

Official data show that in Xi'an, the five rings focus on sports outdoor products market for 25 years, and the number of effective members is over 230 thousand.

27% of the members will generate consumption in three months, while the proportion of members who consume in six months and a year will be 36% and 41% respectively.

Obviously, this set of data can not satisfy the operators.

The ideal members in their definition are "high quality consumers" rather than "shoppers who can buy cards at 1000".

"We have been controlling the share of card sales in the annual total sales, accounting for about 23.6% of the total sales in 2015.

If the consumption of card members is too high, it means that the growth of new customers may be problematic, which will inevitably lead to weak follow-up.

"We want to make the members a bit more sophisticated, which is one of the reasons for choosing to cooperate with meow street," Jiang said.

Compared with the member system and the drainage to the store, the marketing activities of the retail enterprises also encountered some troubles.

Take the factory of Wuhuan Jiaotong University as an example, what is the way to let customers know the product structure of a store? What method is used to tell consumers which brand has recently cut prices?

You know, urban newspapers, such as full page advertisements and city traffic broadcasting, are very expensive, and only a year's large-scale promotional activities can be used.

"We used to send micro-blog and micro letters, but in fact, we have a lot of commodity prices adjusting every day in our discount stores."

For a business enterprise, marketing expenses are often limited.

After working with meow street, we can communicate this information to customers in a more timely manner.

If you focus on price reduction activities, you can also do some directional activities on meow street.

The two sides use meow Street calorie as a medium, so that the daily consumption of sports calories can be exchanged for Yuan Bao. Yuan Bao can go to stores to cancel the exchange of goods, so that a single store on New Year's day will achieve a 10% increase in passenger traffic and an overall sales growth of 13%.

At the crossroads of traditional retail pformation and upgrading, what is the significance of the Internet + exploration of Wuhuan sports?

As one of the three major stores in the five ring sports Outlets series, the five ring Outlets Jiaotong University store, on New Year's day, achieved an increase of 10% in passenger traffic and a 13% increase in overall sales.

Walking costs calories to earn Yuan Bao, Yuan Bao exchange vouchers to shop for collection, meow street is through this way to drain to the store.

"The beginning of contact with meow street is attracted by calorie, 25 years of outdoor industry focused on sports, dedicated to the output of the city, meow Street's calorie activities and healthy life ideas are in line with our tonal". "There are many sports software in the market, such as WeChat sports, NikeRunning and so on, they can record the track of each user, but can not be combined with business."

Jiang Yongqiang said.

Meow Street calorie is one of the most popular sections of Wuhuan sports.

From the very beginning, Wuhuan sports is promoting and operating meow street as the "APP" of its own enterprise. The store can independently release the market activities, facilitate the accurate dissemination of activities, and reduce the marketing cost.

With double 12 small test knife, Wuhuan sports began to launch independent single store activities for different business circles and different types of stores.

The fifth ring Outlets Jiaotong University factory has an area of 4200 square meters and has 45 brands. It basically covers all kinds of sports brands that can be seen on the market.

Surrounding colleges and universities, consumer groups in college students and a small number of office white-collar workers.

"Jiaotong University factory store has been opened for 8 years, and consumer demand for brands has become more diversified these years. As long as Nike ADI, some niche brands now have many fans."

On the first day of the new year, the "calorie wonderful equation" launched by meow Street combined with the five rings attracted 120 thousand people's attention. More than 200 people took part in the photo shoot and voted more than 20 thousand people.

"If it is the same store, by participating in meow Street activities, we will bring passenger flow growth and sales growth, which is the value of meow Street".

"At the moment, we don't care much about how much traffic can bring to us, and how much volume it brings.

We care about how many consumers downloaded the APP. How much is the activity? "Jiang Yongqiang said.

Meow street only needs to optimize the product, just do the data well, and the last link of the social network is handed over to the enterprise to complete.

"Meow street has been talking about" field ", this concept landed in our industry, I think it is a" circle ", such as running circles, basketball circles, fitness circles.

What we want is not only to let customers go to the store to consume products, but also to bring people in circles through social circles, taking goods and services as the core.

Jiang Yongqiang said.