IT168 News On October 18th, Suning Tesco held the “Through the Double 11: City·Hui·Play†conference in Nanjing to announce that the double 11 will go back to ancient times, pay tribute to the traditional commercial civilization, travel through time and space, cross the price, and cross the service. Through the experience, to provide consumers with a unique shopping experience.
Taihu Lake to create "Laughing City," invited Yang Yang, Zhang Tianai Rencheng Zhu
Suning cloud merchant COO Hou Enlong announced that Yang Xiaoyang became a spokesperson for Suning
On the 18th press conference, COO Hou Enlong, a costumer of Suning Clouds, dressed up in formal costumes, officially announced Suning's big move to the outside world: he was able to escape the routine of the Double Eleven-thousand-stop treasure party and recreated in the Three Kingdoms Water Marginal City of Taihu Lake. A city that restores and interprets ancient forms of business. At the same time, it was announced that Yang Xiaoyang became the new spokesperson for Suning. On November 8, “Laughing City†officially opened its doors to welcome guests. Yang Yang and Zhang Tianai will jointly serve as the city’s owner. On November 10th, the city will present a large-scale live-through live show. According to the plan, Yang Yang will come to the “Laughing City†to help out.
Yang Yang and Zhang Tianai, together with the "Laughing City"
Xiao Yang Yang Yang played a new spokesperson for Suning and joined hands with “Prince Edward†Zhang Tianai as a city owner. This is consistent with Suning’s youthful line. However, an ancient city with a rather strong atmosphere has taken a modern name.
In the context of such consumption, Suning Tesco noticed that the traditional business culture of passing through the theme of film and TV drama into entertainment hotspots, popular endorsements of fresh meat stars, and honesty and price conservatism are time-honored, and the demand for full-scene consumption gradually evolved. return……
Based on this, Suning decided to build the largest IP in the year—through the Double Eleventh, paying tribute to the ancient commercial civilization. It is also necessary to reiterate the business rules and industry ethics of integrity, orderliness, genuine value, and childlessness. Hou Enlong said that through the crossing, allowing consumers to enjoy the commodity prices 10 years ago, services that are not limited by time and space, and new experience through ancient and modern, allowing consumers to feel comfortable buying, without losing, fully experience the e-commerce culture of the existing lifestyle Change.
At the press conference, Suning Tesco also hired several professors from Nanjing University, China's “Belt and Road†famous experts, history and culture, and treasure experts to form a historical research advisory group, which is enthralling through the double eleven.
Pay tribute to the ancient commercial civilization, "Laughing City," the current commercial changes
Suning cloud merchant COO Hou Enlong took a pass through the public executives
There is less than a month from Double Eleven. "Laughing Allure" is still veiled in mystery, and there is no overall appearance. However, on the 18th press conference, in the introduction of Hou Enlong, the overall appearance of this bustling town has gradually become clear: one street, one lane and one alleyway.
“Laughing City is divided into two parts, online and offline. Lonely Laughing City contains 111 ancient scenes, 111 specialty local snacks and 11 kinds of challenges, scattered and arranged in an alley in a street alley.†Hou Enlong said. "Laughing in Allure" reproduces the changes in ancient business forms. Visitors can buy while strolling around and perceive the business culture left by their ancestors.
The reporter noticed that in the territory of Suning's "Laughing City," a street is "Ching Ming Shang Shang He Street," and the street reproduces the bustling commercial forms of ancient times, including ancient wineries, clothing shops, and rouge shops. An alley is “Wenchang Laneâ€, which restores the well-being of the ancient city where people eat, drink and play. Traditional artisans will also present their skills on site. An alley is the “Sujia Hutong†and shows the major industrial layouts of Suning, such as Suning Cultural Restoration Cohesion Theatre, Suning Financial Recovery Ancient Bank, Suning Sports Restoring Ancient Market, Suning Logistics Recovery Escort and so on.
At the conference, representatives from He Wenwen, Marketing Director of Hewlett-Packard Co., China, Hu Jianyong, General Manager of Qingdao Hisense Electric Co., Ltd., and Wang Gang, Vice Minister of Wuliangye Brand Management Affairs attended the forum and talked about the joint use of Suning to cross the game. .
According to the plan, Hewlett-Packard will be in the "Laughing City," placed in the downfall, the e-sport confrontation with the ancient battle. Hisense reconstructed the shadow play in the city, through the ancient light and shadow and modern light and shadow, to experience the modern technology to enhance the visual enjoyment of people. Wuliangye builds a tavern and showcases the brewing techniques of famous wines. It allows people to appreciate the Chinese liquor culture while tasting wine. Haier and other air-conditioning manufacturers, to create a realistic version of the Guanghan Palace, allowing visitors to feel cool from a distance.
Relevant person in charge of Suning's e-commerce market introduced that at present, nearly 100 brands have settled in “Laughing City†and built a city together with Suning. Through the retro evolution of the brand's format, the company conveyed its brand image to the outside world and helped to cross the double 11.
It is reported that "Laughing City" restores the ancient commercial ecology and echoes with the Suning physical stores in modern cities. At the same time, Suning will also launch online "Laughing Allure", linking with the offline, allowing users to experience virtual ancient consumption scenes.
Return to the nature of retail: price, new and ultimate service
The Nuggets eyeball economy needs the support of the retail business. Suning Tesco announced that it wants to make retailing return to the essence and allow consumers to walk out and buy. Outside the meaning of words, offline stores, once again become the sole weapon of Suning decisive double 11.
Sure enough, Hou Enlong revealed that on November 4th, the Suning line store will take the lead in a full-scale outbreak. The three O2O marketing products of Suning V, “Shop+†APP, and Thousand Miles were launched synchronously.
"During the double 11 period, we will synchronize the three ends, buy 11 days, the core explosions put a big price." Hou Enlong introduced, starting from November 1, Suning E-commerce online platform, offline stores and Suning Tmall The flagship store simultaneously entered the war, as many as tens of thousands of core explosive products have been fully priced, and promised a 60-day price guarantee, allowing consumers to feel comfortable buying.
From 418 to 618 to 818, the supply chain of Suning's Tesco exhibited tremendous energy, and massive new products started or even started exclusively in the e-commerce channel. The reporter learned that during the 11th period, Suning Tesco reproduced the siphon effect and turned it into a starting point.
"Over the past few days, we have been fighting day and night. We have prepared 35 million Wuliangye 35-degree bottles, 300,000 boxes of Mosilian yogurt, 100,000 electric kettles for Supor ball kettles, and 30,000 sets of Whirlpool aromatherapy air conditioners. In addition, there are 100,000 Charm Blue 5,100,000 units of LeTV 3,100,000 units, Sharp 45 units, and 100,000 units of PPTV 50 to 4K TVs...." Hou Enlong lists one by one and says so much. There is only one, that is, let consumers buy more and more even more exciting.
During the Double Tenth, Suning Financial will also take advantage of the opportunity to launch a feast. For example, a 10 million waybill payment will be released for new users to apply, and 12 million products will be interest-free. In addition, Suning will also launch 6.5% revenue explosion financial products.
Extreme service is still an important aspect of this double 11th. After sales installation is not fast, there is no backlog of express parcels, etc., which are all concerns of consumers.
Hou Enlong said that during the 11th Five-Year Plan period, the fifth-generation smart logistics base Yuncang No. 1 was officially launched, with a daily processing of 1.81 million parcels, capable of storing 20 million items, and the fastest order can be achieved in 30 minutes. Automation warehouses in Shanghai and Beijing were upgraded and put into production. In 1104 stores in 195 cities, 2000 kinds of products are on the following day (100 cities across the country), and an appointment is made on a daily basis (nationally). There are more than 3,000 city stores in the country and Suning's direct sales stores in Suning, which support free self- mention.
In addition, consumers in 47 core cities across the country can enjoy integrated TV service. Suning guests also continued to introduce air-conditioning free cleaning and home air testing services in many places.
Multi-industry O2O gameplay, live broadcast, super circle of friends
Suning and Partners Cross Double 11
The annual double 11 has developed into a carnival feast that will benefit thousands of consumers. Funing through the Suning, is shuttled between multiple industries, to achieve shopping, finance, home ownership, leisure full discount, allowing consumers to enjoy Suning's purchase of double 11.
During the Double Nineteenth, Suning passed through multiple industries to achieve great integration, creating a financial, real estate, hotel, cultural and creative whole ecological circle, 500 million members to play together.
This reporter learned that the most eye-catching, than Suning home to join the double 11 war, to create home buyers flash holiday, 12 suites source online flash, 20 sets of special rooms for online sales,
Based on the entire eco-sphere, Suning double 11 achieve O2O online and offline linkage. Live online through the red live broadcast, brand owners Boss live and other settings, and the line under the Eleventh Lane, the store through the journey to achieve linkage.
“We recruited 111 nets to enter the laughter city and live on different topics for three days in a row.†Hou Enlong said that six popular stars and 45 brands Boss will also be invited to serve as members of the broadcast group, completing a total of 15 hours 45 live broadcasts. During the live broadcast, net reds and bosses sent red envelopes and recommended tidal goods.
In addition, Suning plans to unite tens of thousands of different industry stores to achieve O2O linkage and carry out AR capture 12 constellation Lion games in stores. Participants can receive up to 1111 bonus bonuses. The 1,000-plus interactive experience activities will also be held during the 11th period. The “light and shadow time machine†photography class and “imperial room†dining class are waiting for consumers to come through.
In addition to the live broadcast, the APP Super Circle of Friends during the 818 Fever Day will also be extended and upgraded during the Double 11's. At the press conference on the 18th, Liu Jianzhong, general manager of the Network Finance Department of China Construction Bank’s head office, introduced the payment access cooperation with Suning Yifubao. The 8 days online CEO consultant said that the 2016 double 11 will take the opportunity to cross the double 11 to jointly build a 500 million sales platform on campus. Xu Yang, vice president of Microbroadcasting explained the many games played by Sun Red's live broadcast.
Hou Enlong said that the "golden decade" of the online e-commerce 1.0 era is already the past, and the 2.0 era of dual-line integration services has already arrived. The new definition of the upgraded version of the retail 2.0, the establishment of fight products, fight benefits, fight service, fight experience, fight value-added "five fight" model, is the Suning relying on 020 channels to create "laughing Allure" "Hui Wanjia" "100 million to play "Three chapters, the real intention of passing through the theme.