Suning Region Breaks Through 919 Major Brands Of Warmth

Here in the world Clothing shoes and hats The small editor of www.suning.com introduced Suning to open the regional breakthrough mode, and played the warmth card in 919 games.

After successfully creating the 818 e-commerce promotion festival, Suning has been planning a big move in September. Yesterday, the reporter learned from Suning that on September 19, Suning Guangzhou will set off a regional promotion climax in the e-commerce market.

Different from the boring slogans of price reduction in the past, Guangzhou Suning played a warm card of "love yourself" this time. Ren Wei, the executive vice general manager of Suning in Guangzhou, said that "love yourself" is not only for short-term marketing innovation, but more importantly to establish long-term emotional ties between Suning and its users.

September 19 is the first regional e-commerce festival in China. The implementation of Suning's Internet transformation strategy has entered the stage from the headquarters to the region, marked by September 19. Industry insiders believe that the point to surface advantages formed by regional innovation will accelerate Suning's catching up with competitors.

　　 The whole city pays attention to "what happened to him/her"

At the beginning of September, Guangzhou citizens found that there were a series of advertisements with suspenseful effects on newspapers, bus stop boards and subway. The characters in the pictures were either regretful, moved or surprised, with only the words "What's wrong with him/her? The truth came out on September 19", without any business information such as company signature or brand logo. On September 9, Guangzhou Suning, the director of the suspense drama, finally surfaced, and the series of advertisements entered the "second season". The picture revealed "What's wrong with him/her?" It turned out that they were busy every day, but indifferent to their loved family and friends.

Last week, a video with the same theme, "Live, Love Yourself", starred by the characters in the advertisement, was forwarded by many people in the circle of friends. The sentimental story was moving. On September 11, Guangzhou Suning held a declaration activity of "Ten Thousand People Love Yourself" in the whole city. 42 offline stores were linked at the same time. Nearly ten thousand people declared "Love Yourself" and called for the establishment of "9.19 Pet Yourself Day". Ren Wei said, "The pace of the city is so fast that people often forget to spoil themselves with the simplest things."

It is understood that in order to reward consumers on September 19, Guangzhou Suning will hold the "September 19 Love Yourself, Suning Fun Enjoy Prosperity" activity, with a return of 200 yuan for every 1000 yuan, without capping. It turned out that half a month of "sea, land and air" omni-directional advertising campaign was to build up popularity for Guangzhou Suning 9 · 19 "Pet Yourself Day". Ren Wei said that sales promotion and price reduction are no longer the focus of communication, but more are trying to start from the inner pain points of Guangzhou urban consumers and advocate consumers to live a healthy, happy and relaxed life.

　　 Continuous pressure on competitors

Ren Wei said that September 19 is another important battle of the Hundred Days' War after 818, which will stir the quiet market in September. Industry insiders believe that Guangzhou Suning's move at this time is intended to maintain a continuous offensive and improve its attention and market position.

Unlike the 818 promotion led at the group level, Suning 9 · 19 "Love Yourself Day" was organized by Guangzhou Suning from event planning to implementation. As the first regional e-commerce festival in China, from Suning insiders' perspective, it is also a concrete manifestation of Guangzhou's innovative implementation of Suning's transformation strategy. In July this year, the cooperation between Guangzhou Suning and Tianhe City has taken a big step in innovative implementation, and the resource integration between different retailers is also very representative in the whole retail industry; On September 19 this time, all regions of Suning are based on market Features specify their own promotion strategies.

It is understood that at the beginning of this year, Suning once again carried out structural adjustment and process optimization, and Suning's business authority was delegated from Suning headquarters to all regions. Specifically, the 58 regions of Suning can flexibly implement the group level promotion according to their own conditions; At the regional level, the promotion activities can also be organized according to actual needs. The above insider told the reporter: "After the operation authority is delegated, the operation is more flexible, and it can also stimulate the innovation ability at the regional level."

Suning insiders believe that 9 · 19 will become the symbol and demonstration of innovation and movement of all Suning regions. In the view of insiders, this bottom-up innovation can form a point to surface effect, making Suning 58 regions and 18 million Suning employees provide a continuous driving force for Suning, and will also provide Suning with internet Transformation provides more acceleration.