Exclusive Interview: Post "Double 11" Marketing Is More Intelligent.

The road is far away, further pmitting the concept of "slow life".

The "double 11" front is very long. It must be insane and rational. The focus of large and medium sized enterprises is different.

What I think more is how to maximize the value of resources and how to do well at the user and product level. Our road is still far away.

In the future, Yin man will take the collectivization route, further convey the concept of "slow life" to customers, promote slow work, slow reading, slow food and slow motion, and gradually extend to the level of responsibility that is responsible for life and the whole natural ecological chain.

Integration of entities and electricity providers will go to normal.

For the post department "double 11" marketing of department stores, I believe that the pressure of performance will be eased as long as we can effectively connect and merge with the electricity supplier.

But if we stick to our traditional practices, I believe the pressure will be bigger and bigger.

Therefore, I suggest that department stores should further promote the integration of entities and e-commerce, especially to let more consumers of original entities know and accept the way of electricity supplier.

Specifically, we should focus on two aspects: first, strengthen experience and guide participation.

Do not compete with the electricity supplier, we can do more experiential electricity providers can not achieve the content, so that we can find their own way out.

On the other hand, since the electricity supplier has its advantages, I will take advantage of it as its own and combine it with it, and it will also promote itself.

I think, after the "double 11", the entity and the integration of electricity providers will go to normal.

Quality and experience need to be won.

Many people say that "double 11" is a symbol of China's retail boom. In my view, it is an overdraft, or even a damage to the retail industry.

In addition to overdraft consumption potential, it is also an overdraft of resources.

There is usually no business in enterprises, and the "double 11" blowout occurs. This means that in a certain period of time, enterprises will suddenly have to reserve 5 to 10 times of human resources, goods resources, propaganda resources and later protection resources, which is very unfavorable for enterprises.

"Double 11" is basically driven by price, which is, in fact, a price war.

If we simply use price war to do marketing, it will do great harm to the whole market.

Enterprises should win by quality rather than price.

Now there is a major change in marketing, that is, the idea of integrating online and offline.

However, many consumers, including me, realize that there is a big gap between online and offline expectations.

As a matter of fact, to do the clothing business, the experience is still relatively strong. The entity store should seize the resources of its better experience, not only for the price consumers, but also the advantages of quality and experience.