Physical Retailers Get Together To Pform New Media Marketing Effect Is Unknown

< p > in fact, domestic department stores such as Yintai, Tianhong shopping center and Wangfujing have also regarded new media marketing as the "savior" of performance improvement.

However, the industry generally believes that the retail enterprises, which enjoy many years of dominance, are not thorough enough to tap the customers' consumption behavior.

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< p > < strong > retailers frequent new recruit < /strong > /p >

< p > when retail enterprises re-examine their marketing methods, they invariably take WeChat as a new tool for soliciting buyers, which is also to keep up with the change of consumers' shopping habits.

Previously, retail stocks were also promoted by WeChat concept, and many stocks even pulled up. Wangfujing department stores were vested interests.

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In February this year, Wangfujing department store began to cooperate with WeChat.

According to the relevant person in charge of Wangfujing, cooperation with Tencent is not the whole of Wangfujing.

"In the future, Wangfujing will also cooperate with Ali's Tmall Alipay and so on, but the timing of the launch is successively."

Wangfujing pointed out.

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< p > for members of the precise marketing, with the electricity giant Alibaba to go closest to the company's intime business and Wangfujing coincides.

According to Hu Xin, director of the business and marketing planning department of Yintai, the first member of China's retail industry to open up cards, store value and pay the full link of the virtual membership card "Yintai Bao" is an innovative product of cross-border cooperation between Yintai business group and Alibaba.

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< p > "membership cards of traditional physical cards can not fully meet the needs of customers. Through Yintai Bao, we will change the original one-way communication mechanism established by membership cards, achieve two-way communication with customers, and further understand the needs of customers."

CEO Chen Xiao (micro-blog) East said that Yintai will analyze the logic of customer consumption behavior and carry out group tagging through data mining, so as to truly customize services from customers to customers one by one.

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< p > "in fact, the most important thing of Yintai Bao lies in the perfect docking with Alipay. In the future, Alipay more than 200 million users can get through with Yintai Bao, and Yintai can rapidly increase its membership.

Yintai Bao is not only a recharge card, but also a consumer's mobile banking, which enables customers to move from online to offline.

Wu Bin, general manager of Yintai commercial group, said that at present, a great achievement of Yintai Bao is that it has increased 6 million members since March 8th.

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< p > "new media marketing is not spending money to advertise, first of all, care for consumers."

Industry experts clearly pointed out.

It is reported that wumi has also set up a new media marketing group, through the integration of official website, WeChat, micro-blog, APP and so on for the overall marketing promotion.

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< p > according to Feng Yuping, vice general manager of Beijing Supermarket Department of Wuming group, WeChat's public platform in the future will provide more timely, readable and interesting content for consumers, and will also graft more functions on WeChat, such as WeChat ordering and WeChat payment.

In the near future, the main activity of the WeChat public platform is the WeChat reservation of the wumi fresh fruit collection. Within the specified scope, customers can directly place orders for fresh fruits of shopping in the United States through WeChat. This method has been successful in small scale pilot projects, and will be launched in more offices and communities.

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< p > "specifically, retail enterprises do well in new media marketing, which must attract consumers' attention and provide consumers with attractive shopping plans."

CIC consultant retail industry researcher Du Yanhong told reporters.

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< p > < strong > not significant report card < /strong > < /p >

< p > nowadays, there are also new media marketing methods to kill a href= "//www.sjfzxm.com/news/index_c.asp".

But the new media marketing is not simply a WeChat public account. How to turn it into a real profit becomes the consideration of < a href= "//www.sjfzxm.com/news/index_c.asp" > retailer < /a >.

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< p > the traditional retail industry's entanglements lie in the promotion techniques such as "holiday promotion" and "thematic promotion". Basically, they still attract consumers with low prices and profits. The low discount rate is not attractive, and the profit margin is too high to reduce profitability.

Therefore, vigorously marketing can not completely solve the problem of customer loyalty and reputation.

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"P", according to Yang Jun, Minister of marketing of BBK department store, in May 22nd, the city staged a "good" ceremony.

At that time, BBK estate Xintiandi is about to open. Customers only pay attention to WeChat public number in BBK's new world, share the content of BBK's new business to WeChat's friends circle, and the more the product is praised, the higher the value of the shopping card.

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< p > "City Point" Zan "spent a total of about 2000000 yuan BBK.

BBK brand minister Ni Zhigang bluntly said.

But such a call to earn eyeballs, high marketing costs also worried the industry.

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Less than P, BBK is reluctant to comment on the marketing performance of BBK.

No doubt, this also reveals that the new media marketing of retail industry is not obvious in improving business efficiency.

And in the long run, it will face greater business pressure.

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< p > in fact, it is not easy for these retail giants to dance with elephants.

Take Wangfujing as an example, on the "38" festival, Beijing Wangfujing department store provided "full 300 minus 80" coupons support, WeChat payment provided "brush WeChat payment is polite" unequal subsidies, the two sides jointly carry out marketing and publicity.

Although consumers choose WeChat payment when they pay in Wangfujing department stores, they spend nearly 15 minutes on a single consumption, which makes consumers shout "can not afford to hurt".

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< p > this also exposes the weakness of the supervision of retail enterprises.

It can be found that at present, the cooperation between retail enterprises and WeChat is only adding a tool. More than one Internet platform sells traditional shops, and has not changed the original discount sale mode.

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< p > new media marketing expert, Fei Rui network technology CEO Jiang Meilan believes that many enterprises have a misunderstanding about new media marketing. They believe that new media marketing costs are low and quick. Therefore, they are keen on new media promotion. They simply use micro-blog as official website and use WeChat as DM. The result of such mentality and practice is the loss of consumer interest.

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< p > it is understood that at present, there are not many amazing services for retail enterprises.

In Du Yanhong's view, there are two ways to innovate the new media marketing of different retail formats of supermarkets and department stores.

The first is to understand consumer preferences through new media, to sell different products to different consumers; secondly, to be good at attracting consumers' topics, to do topic marketing, and to improve the interaction and participation of consumers.

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< p > "many traditional retailers use new media marketing methods to be a great innovation, but at present, the technical and operational support is inadequate, and the effect is not yet known."

Du Yanhong said.

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< p > < strong > < a > href= > //www.sjfzxm.com/news/index_c.asp > > precision marketing > /a > no later > /strong > /p >

< p > "new media marketing, what retailers want to do is content is king, research customers and have relations with consumers, and then resonate, so that consumers can help you to spread and win consumers."

Jiang Meilan said.

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< p > according to Wu Bin, although Yintai stores have already built their own micro-blog and WeChat, they can not only facilitate members to inquire about points, promote sales information, etc. even Wenling Yintai city has specially launched the micro voice broadcast program, but Yintai also realizes that it is still not enough to do well in precision marketing.

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< p > Wu Bin bluntly said, "the most important thing in new media marketing is to bring customers from line to line. Although marketing tool, Yintai Bao has accumulated many members, its only way out is to improve various functions, data and personalized services to enhance customer experience."

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< p > Feng Yuping also said that the new media platform of the Wumart supermarket is not only a powerful supplement to the promotion of posters, but also a way to enhance the brand image and service members.

In addition, it will also achieve precise marketing to customers and enhance customers' shopping experience.

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< p > analysts believe that for retail enterprises, the current precision marketing of big data is very difficult for customers to provide personalized demand, mainly because these models are rooted in the Internet thinking, and traditional retail enterprises rarely touch on this.

Moreover, precise marketing and personalized demand need to have a better grasp of the preferences of every customer, but traditional retail businesses still do not have these requirements.

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< p > "traditional retailers do not accumulate enough analysis on customer consumption characteristics and habits, and experience in marketing is obviously insufficient, especially in customer service, especially in marketing and innovation."

Mo Daiqing, director of online retail department of China Electronic Commerce Research Center, questioned.

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< p > actually, offline enterprises have very rich membership resources.

Mo Daiqing said, "traditional retail enterprises can consider making efforts in data marketing. By analyzing the age structure, consumption habits and shopping experience of consumers, we will formulate targeted incentives in advance to help consumers make decisions more quickly and accurately."

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< p > but customers are gradually tired of the new media marketing mode of retail enterprises.

It can be seen that retail enterprises are still crying out vigorously, but the next step will be better.

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