Seven wolves O2O into a new growth point

“Seven wolves try O2O won the first battle , seven wolves will be to explore new models of mobile marketing milestone ! Seven wolves , and we are willing to carry out in-depth cooperation O2O ! ” April 20 22:30 minutes, maintaining a three-day Tencent micro- shopping ” the first voyage of discovery two “campaign officially ended, Tencent micro Shopping relevant responsible person said so. That night, Tencent micro shopping background statistics show that the total turnover of seven wolves 10,003 thousand breakthrough single , aggregate performance of over 530 million and ranked first among the menswear industry .

From March 20 to get the program to determine cooperation to April 20 end of the event , seven wolves hand in Tencent micro shopping try O2O, within a month of time to produce a satisfactory answer , which undoubtedly is injected into the menswear industry downturn of a booster. In O2O rampant today, as an industry , ” wolf ” , seven wolves get down to take the first step and achieved called brilliant victories , becoming the traditional companies to test the waters of a large O2O classic case .

From top to bottom , with an open mind to learn to greet O2O opener

If 2013 is a traditional industry development model in the market downturn experienced test , then in 2014 for seven wolves , it is the beginning of the year, the challenge of change . Back in 2013 , both in the 2014 spring and summer fairs , or in the 2013 Beano annual meeting, seven wolves chairman Chow spoke of the various internal and external meetings , are inseparable from the “change ” word . Leadership level attention, top-down communication, “full marketing” , “part-time shopping guide “, “O2O”, ” mobile Internet “, ” social marketing ” and other new model has begun internal discussions and discussions spread open, relevant the project team has already started and explore attempt to perform .

A high degree of attention, and open learning , seven wolves coincides with the timing of Tencent micro- shopping “discovery of the second period” of April 18 . March 20 , seven wolves with Tencent determined cooperation , and immediately set up a portfolio of brands, marketing, information , finance and other departments from the ” 418 Tencent micro shopping project team “, the brand led to control the project , marketing to identify training programs , promotion policies and coordinate the activities of branches involved in the information challenges and fully guarantee the docking micro shopping and POS systems , finance and accounting headquarters responsible for processing branch , invoices , financial and other issues, this is not only a mobile Internet marketing , it is a profound the internal organization and resource integration exercise.

Project group discussions identified 11 branches, 167 shops, 596 commodity funds to participate in activities , the first attempt O2O, will be in full swing within the scope of the National Direct , participating stores as much as much as the number of goods , for seven wolves , the is a very severe test. But ” the challenges of life , and never looked back ,” the wolf spirit , this time we have to admire this wolf team again. “For the new model , the concept of top-down changes and emphasis on , which we can fight this battle premier magic ! ” Seven wolves brand Division Yan said the total .

From the inside out , a special VIP event “intensive ”

To win this battle O2O , seven wolves team knowledge, and traditional marketing , the key lies in one of the winning end shopping guide . O2O and try to micro-channel pay for shopping guide and customers, especially seven wolves audience , it is a break habits and change the concept of the problem.

One difficulty in the need to train the customer’s payment habits and recognition of Internet payment methods, especially seven wolves target audience , pay acceptance of micro-channel relative no young brand is high, it needs to shopping guide actively to encourage and guide the consumer to pay .

The second is difficult to change shopping guide in the traditional thinking of selling , as well as micro-channel payment and O2O understanding. In addition to shopping guide activities need to be trained , but also themselves to understand and learn, in order to better customer encouragement and guidance. The initiative and acceptance shopping guide , it is whether the brand of staff incentives and training trainers turn in place .

Will this event as a VIP special activities to do, is seven wolves success of this activity profound experience . When the project started, the marketing team on the boot incentive to make a proactive policy . Participate in activities such as shops usually do not discount, discount control is better, and this activity fully push new shop , enjoy the VIP VIP determined on the basis of the discount and then taking a red envelope , some shops back VIP gifts carefully prepared , VIP is undoubtedly a great temptation. In addition , the marketing team headquarters and branch teams maintain close communication , advocacy training information will spread from the inside out .

Final completion of the first round of training in April 9 , April 10 -April 17, 2009, to complete the second round and even third round of shops specialized training , trainer headquarters to the person in charge of the training branch , then turn each store training , from training to face the training documents to video training , to ensure that every shopping guide can master the operation flow and shopping guide marketing activities , then surgery .

First to complete POS system with docking micro Shopping

For a month’s time , the work has not started docking system brands , the ability to determine a start on the project during the event to ensure that micro- shopping and POS docking system , is a great deal of courage . It is understood that 418 micro- shopping activities , seven wolves is the first complete and the courage to try to micro- shopping and POS systems docking brand. Eliminating the need for manual processes order handling, docking system , to provide customers with a convenient shopping guide and experience . While other brands also increased manual verification , and hand- guided orders, hand- refund return process.

It is understood that , in the future , will further seven wolves and Tencent depth cooperation , open to break the siege of the traditional garment industry to explore new business models for the road .