Hand Gift Network: E-commerce plus airport self-mention

Courtesy of the network with the advantages of the group's advantage resources will be "E-commerce + Airport to mention" the http://www.aliyun.com/zixun/aggregation/11807.html "> Innovation model, through the way of specialty electrical dealers to play and copy."

Arrive at Xiamen Airport, on the passage after entering the port, take a free hand-painted map of Xiamen. The map has a lot of local snacks and special price information, you can order directly through the website, you can also direct orders by phone. After that, customers do not need to take these heavy products throughout the journey, but in the departure from Xiamen, the airport direct delivery, packaging away.

This innovative model comes from a featured website called the "hand-ritual web". Started in 2010 and entered the 2012 with a monthly growth rate of nearly 50% per month. And it belongs to a local well-known traditional enterprises in Xiamen, Xiamen Xiang Industry group. By giving full play to the resources of large groups, this model has begun to replicate to other airports.

Mode innovation: E-commerce + Airport Pick-up

Xiamen is a tourist city, all visitors will almost buy a lot of special products, and these attractions in the sale of specialty products, on the one hand, the price is more expensive, the tourist is not convenient. And in the traditional Xiamen Kinmen area, has long been the concept of delivery to the dock. Is there a pattern that can be combined with airport resources to provide some convenience?

The strong traditional enterprise resources behind the hand ceremony net is Xiamen Xiang Industry Group, the popular understanding is Xiamen Airport Group. In the early 2010, the chairman of the group began such thinking and practice, through the network or telephone channels, that is, the form of electronic commerce, to solve the purchase demand in the tourism shopping. And the group's advantage resources, become the construction of the "electronic Commerce + Airport Pick-up" model Foundation.

The first is the flow of resources, all the passengers in and out of Hong Kong are the potential users of the network and the tourist goods, which constitute a natural advantage to access the users ' channels and precision, followed by promotional resources, such as hand-drawn maps at the airport, which are difficult for many people to obtain and the third is the delivery of resources, At the airport with a dedicated hand-gift net pick-up office, as well as experience counters, customers before leaving Xiamen directly at the airport delivery.

"These two years, we think the most is how to capture users through specialty products?" "Han Tao, general manager of the ceremony network, said. According to the introduction, the current site operation to follow a few keywords: rich, refers to the product category, the current Xiamen station SKU more than 1200, authentic, only to sell Xiamen and southern Fujian Specialty, Low-cost, and offline compared to the price has a certain advantage, convenient, as long as 2.5 hours in advance online or telephone orders, you can achieve rapid delivery at the airport.

However, as a kind of impulse consumption, the customer's sensitivity to the price is not high, and many tourists come to Xiamen for a sexual intercourse. How to avoid too many one-time consumer users, so that repeat purchase rate is too low? Hand Gift network At present through the understanding of customers, deep excavation two times marketing, product delivery by courier; At the same time, the hands of the network also attaches great importance to Xiamen local business customers marketing, because many enterprises will often meet some guests visit, leaving will send some specialty as a gift. This also becomes the important marketing customer base of the hand ritual net.

Future expansion

At present, the hand-ritual network is the implementation of regional supply chain. has just launched 2 new sites-Fuzhou station and Wuyi Mountain Station. Under the same brand, when the launch of another site, customer acceptance is very high. Wuyi Mountain Site For example, orders have accounted for the proportion of passenger traffic reached 2%, Wuyi Mountain annual throughput of 800,000, out of the port that is 400,000. Another data show that the average consumption of air passengers 600 yuan, in the hands of the average passenger net 150~200 yuan. Accounting for this is not a huge number, but the network has maintained growth.

In the future, the network hopes to replicate this pattern constantly. But if you expand at other airports, the airport's promotional resources are bound to drop. "But when the customer acknowledges and recognizes the pattern and spreads through the consumer, it is also possible to operate as a merchant." Han Tao said. From a certain point of view, Ctrip and other tourism sites are not the potential competitors of the network, but is already existing offline airport stores, for the future of competition to create a space for imagination.

In addition to specialty foods, hand-ritual network is currently looking for new entry point to enrich their own e-commerce category-souvenirs. Xiamen and Minnan are very characteristic tourist city, local many special symbols and elements, such as Stone, wind lion and so on. For example, different from the local sale of traditional stone-like souvenirs, hand-ritual network through landscaping its shape, made into a Q version of the bell, both local characteristics, but also the design of their own production, not easy and other souvenirs similar.

The rise of the mobile internet has made the network quickly aware of the need to replenish its ammunition. Mobile clients are an important direction the company is driving: Customers can download and install their apps, browse the maps and attractions in Xiamen via app, and the maps on their phones remain a hand-painted interface. At the same time, app can scan the commodity information by scanning code, realize the price of the online contrast with the hand, anytime and anywhere, and the popular shake-and-shake function, the customer can shake the coupon.