[Shenzhen Business Daily] (Reporter Wu Suhong Key) With the approaching of the Year of the Monkey, Shenzhen's major shopping malls have become full of flavor. The reporter found that, different from previous years, in the face of the impact and challenges of e-commerce, the traditional retail industry has also tried "Internet+" innovation and transformation, taking the lead in launching the first round of marketing offensive on the Internet, and electronic red packets flying in the Spring Festival. This year's hot cross-border e-commerce has become a new signboard for traditional businesses this Spring Festival.
When you step into the Shenzhen shopping mall, the colorful Spring Festival promotional advertisements play up the festive atmosphere. In China Resources Wanjiaqiao Fragrance Store, red promotional signs such as "WeChat Red Packet Shake" and "RMB 60 for RMB 120" can be seen everywhere. "This is the largest nationwide promotion in our history, and it is a real online to offline all platform connection, to achieve random distribution of all kinds of coupons, full and reduced coupons, member coupons, brand coupons through WeChat, SMS, and cashier printing coupons." Sun Da, general manager of China Resources Wanjia Marketing Center, said frankly that for the Spring Festival marketing, The company has already started to make preparations for background system upgrade, commodity organization and stock up six months in advance.
According to the reporter, as the largest retail enterprise in China, this year China Resources Wanjia took the lead in launching a new way of Internet marketing. From New Year's Day to February 23, China Resources Wanjia launched a "red envelope flying" activity, and WeChat "shake" red envelope coupons were randomly distributed. Wal Mart launched the theme promotion of "New Year's Eve", including the purchase of 10000 New Year's Eve products for 1 yuan and the combination of affordable packaged New Year's Eve products; In Tianhong Shopping Mall, on its mobile client "Rainbow Scarf", it launched the article of hot sales and hoarding of New Year's goods, which will be delivered to the door with a click of the mouse.
In the face of the fierce e-commerce challenges, traditional businesses have become even more enthusiastic this year. On the one hand, they have stabilized their existing customers, on the other hand, they have also catered to new consumer demand, and launched various new and interesting marketing by means of WeChat, mobile terminals and other Internet means.
Not long ago, China Resources Vanguard launched this year's Spring Festival marketing on the WeChat public account platform with a group of Q version comics, and put forward advertising slogans such as "Which is the best in 2016? You hate to meet each other later because of the super value discount!". The Renrenle New Year Shopping Street launched a WeChat promotion series of "mother-in-law" to recommend "see mother-in-law with magic tools" to son-in-law.
The Spring Festival is also the peak selling season for electrical appliances. Suning Appliances launched the "Super Buyer Plan" this year, launching 1000 "Super Buyers" to collect New Year's products in the most authentic areas around the country, hold a Super New Year's Festival, and shout "Who knows more about Chinese New Year".
"Traditional retailers have made great efforts in Internet marketing this year," said Hua Tao, president of Shenzhen Retail Commerce Industry Association. "But the effect depends on the marketing data after the Spring Festival this year."