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In this year's consumer market, consumers encounter a lot of "cost-effective" things. Some days ago, using a mobile phone software to hit a car, not only reliable, but also cash rewards, even after the break, sometimes a taxi to take the bus, the subway as cheap; 38 "Women's Day, Ma Yun dinner, although the mobile phone Taobao advertising, but 3.8 yuan to see a movie, singing a K-like, discount or the deal; just past the" 51 "small vacation, there are surprises, online booking scenic tickets, not only did not increase prices, but everywhere half-price, and even 1 yuan of tickets, 1 Yuan into the scenic area is not beautiful ...

None of these "bargains" comes from the "burning money" wars of internet companies. In fact, the purpose is also very clear, is to "hit the Money", "paste money" to change the market consumption habits, attract consumers from offline entity to online, then these Internet enterprises through the O2O, and let consumers back to the line, seemingly just a circle, perhaps the most core value, and the future market opportunities in their hands. By contrast, the traditional industry has unwittingly been eroded by a little bit of market share, even face "out" possible. And how to deal with the internet "burning money" war? Change the way of marketing, active net or "be net", the traditional industry is facing a choice.

Scenic "wisdom": Selling tickets online is far from enough

"51" little vacation, online tourist attractions between the ticket price war is too busy: the same journey in the country hundreds of scenic spots launched "1 yuan tickets", Mother Donkey "51 Golden Week, please tourists half price tour of the National Scenic Area", mobile phone Baidu "51 Half-price ticket" activities online ... Lucky tourists not only can buy tickets at low prices, and some do not need a paper ticket to "sweep code" chic approach.

Online tour operators are so "proud" nature has their wishful thinking: a small ticket behind, you can realize and other tourism elements butt combination, it is the hotel, air tickets, tourism industry chain in the most development potential of a field, but also the lowest online rate of the field-only 2%. On the online tour business "sticker Money" for the source of the same time, but also pushed the scenic area "net", the transformation of marketing thinking.

In fact, the scenic spot first felt the trend of the casual tourism market. Donkey Mother Travel Network CMO Wangxiaosong recalls that a few years ago, the scenic area complained that the business more and more difficult to do, fierce competition, begging for travel agents to send tourists. But now the whole environment is changing, the leisure vacation is becoming the mainstream, the team market is shrinking, the bulk guest market is developing rapidly. "Mother Donkey was the first tourist network to make reservations on the internet," she said. At first let the scenic area put the ticket to a middle price difference, put on the internet for me to sell, for three consecutive months has not opened. Scenic Area said if the bulk ticket on the internet to sell, travel agencies to scold me, but also some said you are not the ox! ”

Talking about the basic situation of Chinese scenic spot, the same way network COO Wu Jian said: "China's scenic area has more than 20,000, including a-level scenic area of more than 5,000, but a large number of Chinese scenic spots in fact there is no internet, no internet thinking, or not to accept the Internet users and OTA this behavior, So the current domestic scenic environment, visitors can not be particularly smooth to book all the tickets. ”

What is the internet thinking of the scenic spot? is the ticket online? Liaoning Province, a scenic spot in the days of the cat opened a flagship store, the monthly turnover is zero. Ticket Factory CEO Jianguo that this shows that the Chinese scenic area of the internet thinking, but also stay in E-commerce. "Tourists need not only one ticket, but also information, products, services, various information, weather forecasts, and other relevant tourist destinations and surrounding areas," he said. It doesn't make much sense for him to sell a ticket simply. ”

It is to see the ticket this center of gravity, has the strength of the scenic area has begun to explore Internet marketing methods. Emei Mountain Scenic Marketing Minister Qun told reporters: "Scenic tickets sales, we adhere to two points: first, the team and the bulk is a price, no discount, this is a threshold." Second, after the development of the online tourism market, the line tickets to a price. According to its introduction, the 1997 Emei scenic spot after the listing, the entire industrial chain expansion is relatively wide, there are tickets, Ropeway, several star hotels, restaurants, hot springs and so on, these resources can do supporting resources integration, there are some discounts on this part. "In the course of cooperation in the future, no matter which platform, we will understand that the tickets can not move, but the integration of resources through the way to marketing." ”

Borrow the power of tourism business platform can expand the market, is only part of the Internet marketing area. Shanghai 5A Attractions Oriental Pearl TV Tower annual passenger flow of up to 4 million people, the Oriental pearl and three or four online tour operators have a cooperative relationship, but this part of the overall passenger flow accounted for is still small, this year before still less than 5%. Guo Yi, deputy general Manager of Oriental Pearl, became the "partner" of Ota price war, which is the market trend, but in the long run, "low price" is not conducive to the brand image of scenic spots. At present, the Oriental Pearl through its micro-letter account, push the enterprise's unscheduled marketing activities, public activities, sightseeing layer navigation, scenic service information, etc., do not take this position as a sales channel, "the Internet thinking of the scenic area, in addition to sales, more important is to do a good service." "Guo Yi said.

The National Tourism Administration defined the 2014 as the "smart travel" year, and all the scenic spots in the country began laying Wi-Fi and building apps and micro-letters. In fact, the scenic Area initiative "NET", the marketing is only a small chess game. "In the time of the casual guests, the confusion of tourists is: the popular scenic spots are too many people do not want to go, people less scenic area and do not know where fun." "Donkey Mother founder Hong Qinghua said, how through the Internet to achieve large data management and analysis, for better service for tourists, enhance the experience of tourists, promote two consumption, the scenic area of" wisdom "construction there is obviously a lot of imagination space.

Physical Store: NET can live?

"51" small long vacation has been regarded as the "red May" starting point, the original is the real store marketing competition season. But this year there is a strange phenomenon: there are fewer physical stores that advertise more loudly. Is it because the electricity dealer is menacing, the entity shop abandons the market? Obviously not.

Although the outside world has said that the entity shop does not net, does not engage in O2O will be eliminated by the time, but in this year's "51" small long vacation, Shanghai's entity shop is still standing in two teams: one is the offline marketing to the Internet, also engage in O2O; the second is to put posters, banners, "Discount war" into the theme of activities staying, It is believed that the experience of providing online consumption will attract consumers.

NET's representative is the old Tradition department store new World city. New World city related officials said, this year "51" marketing for the first time with the use of mobile internet large data advantages, shopping malls and Tencent micro-life Membership card Large account cooperation, using its 4 million user platform, "precision" push the marketing information of the mall. In this promotion, pay attention to "New World city" micro-letter public account users have access to cosmetics free experience, 5.1 yuan Shanghai Madame Wax Museum tickets, 5.1 Yuan Shanghai song City 2 hours of singing, 5.1 yuan New World film tickets and other concessions.

Similar to the net marketing approach also includes the installation of electronic touch screen in the mall, consumers scan the touchscreen on the two-dimensional code, you can enjoy additional concessions.

The typical net is the new commercial landmark-Shanghai National Gold Center and IAPM Plaza. As a shopping centre for Sun Hung Kai Property, the marketing way chooses the characteristic art exhibition invariably: The former "International Lipstick Sculpture Color Painting Art exhibition" shows a lipstick carved Marilyn Monroe, Hepburn, Madonna and other international star modelling, people feel carved art of wonders; the latter's "fashion wardrobe" The exhibition narrows the work of Hollywood star fashion designers to dolls and provides a dress reference for fashion people. These two exhibitions are free, the market selling point is not selling products, but hope that consumers can walk in to see.

Other physical store experience also includes the introduction of opera performances, magic shows, indoor flower fairs, water screen movies, and even a small store to open a small car to the consumer shopping. What kind of a more attractive consumer? There is a consumer "on the nail" that the above two kinds of marketing are flawed. Changjia, a foreign company employee, said that most of the physical stores now have micro-blogging, micro-mail and even mobile applications, love to "fan welfare" through these Internet channels to push, the result turned into a physical store between the same quality marketing, the so-called "precision marketing" effect is questionable. Cao Li, who came to Shanghai, said that although he liked I-apm's "fashion wardrobe", I didn't know there was an exhibition if I didn't happen to walk into the mall.

It can be seen that the real O2O is not simply to "fan welfare" to the Internet, the attraction of the physical store experience to innovate the way to promote.

The industry's relatively high rating of the physical store O2O mode from the Yintai department store. "51" period, the practice of Yintai is to use a good electronic membership card "Silver Thai treasure". Since Alibaba shares in the Thai, Yintai and Ali products of the combination of more closely, its electronic membership card "Silver Thai treasure" has been fully embedded Alipay wallet. "Silver Thai Treasure" with membership privileges, consumption points, storage value payment and a series of functions. Data show that one months on line, "Silver Thai Treasure" accumulation of more than 1.7 million members, more than Yintai department stores all the stores under the 16-year accumulation of more. Why do consumers like "Silver Thai treasure"? Convenience and promotion period given the membership benefits is only one of the reasons. More importantly, "Silver Thai Treasure" for the entity store has accumulated customer consumption habits, thus in the marketing campaign design, information push to achieve a targeted. At the same time, shopping malls in accordance with the timely increase or decrease in wireless POS terminals and wireless PC terminals, improve shopping experience.

Insiders pointed out that the essence of the Internet thinking is open, transparent and sharing, the corresponding entity store services should be experienced rich, marketing social. Online shopping is convenient and quick, but lacks the experience, the entity shop activity is rich, but the dissemination way is single. Therefore, no matter shop net or not, can no longer simply to the sales target-oriented, but to cultivate a sense of consumer identity, to help consumers more easily access to the services and products they need.

Manufacturer NET: On-demand customization is a way

On the eve of "51", the cat announced that it had covered 12 small household electrical appliances production line, for the online purchase of consumers for exclusive customization. It is reported that the day cat bag production line, involving the United States, nine Yang, Supor, Iron Triangle, Emmett, Bellede, puppy, Corvos, long Emperor, Tian Min 10 brand cooperation, including the kitchen electric cooker, electric pressure cooker, microwave oven, soy milk machine, toaster, electric kettle, also has household daily-use vacuum cleaners, sweeping machines, electric fans, Hanging ironing machine, as well as headphones and TV on-demand production lines, are brand "housekeeping" category.

For this, Tian Cat Electric City general manager Zhang June is quite complacent, said the electric business enterprise packs the factory production line network customization in the industry is the first time. This means that the days of the cat in the 3C product industry has gradually infiltrated the upstream supply chain.

What do you mean "emboldened" by the cat? Nature is "able to handle" the sales of the manufacturer's channel, said the Cat Electric City network sales accounted for more and more brands, such as Corvos sweeping machine, dog cleaners, Bellede hanging machine, such as CAT custom product number has exceeded the brand's annual production capacity of 20%. In this brand new "Underwriting Customization" partnership, the manufacturer specializes in producing production lines for the cat.

For consumers, cat related people said, because the product is under the production line, the middle cost cut off, the price is relatively low, consumers have the opportunity to buy cost-effective products.

In addition to the very attractive price, the product itself is based on consumer demand. Because the product in the design stage, there will be Ali platform open large data for reference. Cat related sources, at the beginning of the year, the cat electrical city and brand to organize a joint meeting, in category selection, consumption analysis, commodity positioning, pricing strategy, detonating planning, daily sales, such as the whole chain of in-depth interaction, combined with the brand advantages and 2013 "Double 11" after the consumer purchase preferences and other data launch research, Through the manufacturer PK Way, finally selected the most representative of the industry, the most competitive goods. For example, the United States of the rice cooker Day cat production line, for consumers to evaluate feedback products easy to dirty shortcomings, improve the overall steel appearance design, not only the appearance of tough, but also more durable health. Another example, the nine-yang soya-bean milk machine for "tyrants Gold" color popular, in maintaining the tone at the same time, facing the 25-year-old-35-year-old mainstream network to buy lazy people new filter-free speed grinding function.

In this regard, Allwin consulting President Shangliang Evaluation: "The net buys the group most pays attention is the feeling and the experience, through to the massive data mining, provides the custom product to the consumer personalized demand to become the net buys the new characteristic." ”

Internet companies are extending their tentacles to the physical manufacturing sector. From the collaboration between the Cat and the offline manufacturer, the cat is in control of the initiative, and the manufacturers seem to be "net".

But if only from the production of products, sales products, manufacturers and blind production or face a lot of uncertainty, rather than relying on the Internet enterprise data in advance of the market analysis, in the design phase can improve and improve production can be more efficient, the final product to market, nature is also in line with market demand. Coupled with the smooth network sales channels, product sales is not a problem. In the same way, manufacturers are inevitably bound by channels.

How should manufacturers change? The "on-demand customization" of Internet thinking is a trend, both net and "net", manufacturers should be more proactive to "close" to the market demand, from the demand to find their own product line. In fact, Millet is a very typical example. Although Millet is not a manufacturer, and Lei repeatedly stressed that Millet is an internet company, but its internet thinking is reflected in the hardware products. Millet products are very popular, some people say "hunger marketing", some people defined as "fan economy", in fact, are "customized on demand", millet just sold in line with market demand products.