Tencent brings the Noqi men's clothing to lift the domestic first apparel O2O big promotion

Noci more than 100 stores online and offline synchronization initiated O2O big promotion

According to the latest news, during the period from April 18 to April 20, Tencent Micro-Shopping will join hands with the domestic famous "Fast Fashion" men's brand, Nochi, to initiate the theme of "Discovery Trip". Unlike all previous major promotions such as “Double Eleven”, “Double Twelve”, and “Norchi Affiliate Shopping Festival”, the event will link Tencent Microshopping with more than 100 physical stores in Norwich. Conduct online and offline simultaneous promotions.

"This should be the first real O2O promotion in China's footwear and apparel industry," said Ding Hui, chairman of Nochi. "Our previous Tmall flagship store was 'double 11'. It was a pure online gameplay; every May. And in October, the 'Nokie Members Shopping Festival' was also played under the pure line, but it was the first time that the online and offline services had been integrated to promote the integration promotion. ”

It is understood that Tencent has used 10 million yuan as a subsidy for distribution to consumers as a shopping bonus. As long as the customers go to Noci to participate in the activities of the store, scan the product QR code and order, you can get up to 1,000 yuan in cash bonuses as a subsidy, each single has. In addition, in order to greatly increase the enthusiasm of offline shopping guides, Tencent has also set a 10 yuan per transaction order award to the shopping guide.

“This will be a subsidy war against O2O for shoes and apparel after Tencent’s crazy subsidy policy. This time, Tencent’s micro-shopping efforts have also kicked off the 2014 O2O war.” According to industry insiders, in addition to Noci, there are 20 well-known domestic brands involved in men's wear, women's wear, bags, shoes and other products.

Multiple offers and surprises to experience O2O

During the event, Knoch deployed more than 100 store 10 Duo provinces to participate in activities, there are nearly 300 models of goods across the board participation. "All products on the Noch Micro Shopping Platform are synchronized offline and the price is the same. This is a necessary condition for pushing O2O." Cai Qilu, head of the Nochi Retail Management Center, said, "In addition to the unit price of 100 yuan and clothing accessories The products did not participate in the activity. In the spring and summer, all the styles of Nogic participated, and during the event, the online and offline synchronization was 7.9 percent. Plus the cash bonuses donated by Tencent, it can be said that the activity was very attractive.”

Let's take an example: Buy a 199 yuan T -shirt in the Nokie shop , open Wechat and enter the Noch Micro Shop, scan this product's QR code, hit 7.9 fold off 157 yuan, and reduce Tencent's red envelope (such as 50 yuan) It only costs 107 yuan. If you are lucky, you can also get the highest 1,000 red envelopes sent by Tencent. After orders are paid by “micro-payment”, they can pick up the goods at the shop in Nochi, or they can go home and wait for express shipping, which is convenient and saves money.

1 yuan to buy 20 coupons has accumulated nearly 5,000 sold

O2O with big data thinking

In addition, in order to increase the fun activities, passed on to consumers more, Knoch in six days time April 11 -16 in May, it launched a "1 yuan for 20 yuan," the warm-up event, consumers You can purchase a $ 20 voucher for only $ 1 on Noggie Micro-shopping. The voucher can be enjoyed at a discount of 7.9 % during the "Discovery Trip" promotion period . Tencent cash red envelopes can be used to credit. 20 yuan, plus benefits.

“On the surface, this kind of warm-up has given consumers multiple discounts, but in fact, through the form of pre-sale coupons, we have contributed to our offline customer loyal customers who have not paid attention to micro-shopping, and paid attention to Nokio’s micro-shopping in advance. Micropayments.” Wang Qiwei, the person in charge of Nochi 020 , analyzed that “Because customers need to pay attention to Nokio’s micro-shopping before they purchase coupons in advance, and open up micro-payments to pay for this one dollar. This reduces the number of customers who come to the shop.” Due to the fact that there was no trouble in opening micropayments, the sales staff of the store was relieved of the workload of assisting customers in opening micropayments during the event, and the customer was provided with shopping guide services.”

"In addition, we have also screened each store 's list of members who are under the age of 35 and have consumed within one year. Based on this, we set targets for the stores and must sell a certain number of $ 20 vouchers before the event ." According to Wang Weiwei, “The setting of multiple promotions, together with the preparatory work for pre-sale of discount coupons, and the potential consumption of credit vouchers, will make it possible for the power of this overwhelming concentration to erupt. This is a Based on the 'big data marketing' thinking of the member database, we also use Internet thinking to transform our marketing model. As of now, the voucher has sold over 5000 copies in advance .

According to reports, in addition to launching its own mobile shopping APP , Nogic officially entered micro-shopping in March of this year. “After contacting the micro-shopping team, the two parties hit it off and they quickly settled in one week and put on all the seasonal products.” Ding Hui said, “Our direct management of store and membership database marketing model is the reason why the micro-shopping official opened the green channel for us. It is also the first time for us to respond and quickly prepare for the micro-shopping organization. The reason is."