The Battle Between Shanghai Business And E-Commerce Customers Is Once Again Hot.

During the Spring Festival of 2016, a friend from the North came to Shanghai. In the circle of friends of WeChat, "no picture of Shanghai" was tucking up with pictures. The tall buildings in the street stood alone, and the streets were deserted, with few shadows.

"This year, many shopping malls in Shanghai are worth visiting."

A left behind Shanghai media man said so.

The "magic capital" Ferris wheel, which has been popular with friends around the world, has been attracted to the giant slides recently. These "big guys" who should have appeared in the playground were moved into large shopping malls, and quickly gathered the passenger flow during the Spring Festival.

A change from offline shopping centers is much more than that. How to return customers who are driven by electricity providers need more than just Ferris wheel.

In this "turnover", Internet technology will play another important role.

Perhaps when consumers are beginning to realize that shopping malls are no longer just shopping malls, but a "tribe of interest" full of Internet technology, this counter attack on the Internet has also been half successful relying on the reform of the Internet.

"We stopped selling tickets today." at the end of 2 working day in the afternoon, the staff at the skyscraper ticketing office located at the top floor of Shanghai Yueyue city two phase told the "IT times" reporter that all the tickets on the spot were sold out. If you want to buy tickets, you can directly scan WeChat tickets, "there is no upper limit in the number of votes in the WeChat public address."

Just a few days ago, the Joy City Ferris wheel was officially opened to the public, and many people rushed to the ferris wheel.

The slow upward flow of people crowded the escalators on the 1 to 6 floors.

But many people do not know that in the process of their climb up, they have missed countless "queuing free" opportunities.

The seemingly hot Ferris wheel, its online ticketing and reservation system is embedded in the WeChat public account of Joy City, which is the only online booking platform.

In the ferris wheel ticketing office, a two-dimensional code is placed, sweeping directly through the mobile phone, not only booking tickets, but also booking the entry time of the whole point.

For consumers familiar with and relying on mobile Internet, this is almost another kind of welfare. For example, when you go shopping in the afternoon, you can make an appointment for a Ferris wheel ticket at 7 p.m. in WeChat. When others are waiting in line, you can arrange your time.

Bird singing and flower fragrance are located in the K11 Hall of Huaihailu Road, Shanghai. The first floor hall of the shopping mall is arranged into a spring show, attracting many pedestrians to stop. Many people even take a shopping bag in hand, taking pictures with their mobile phones.

But in fact, this is not only a show for "watching", but also a silent "sucking powder" activity.

Under the guidance of field staff, many people do not exclude another form of "concern".

Shake it, shake it to the surrounding spring, enter the official WeChat public address, pick out your favorite device in birds, flowers, bridges and water, and win the 20-100 yuan worth of coupons.

Entering the page, the reporter saw that the whole activity has attracted thousands of people's "point praise" participation.

Compared with simple scanning code, this is more like a powder search activity, gathering people who are interested in each other.

Compared with other shopping malls, the practice here is obviously a step forward.

Because on the Internet, an interest tribe based on the line has quietly formed: in the public address of K11 Shanghai, the most attractive thing is the purchase of tickets for offline courses, and such tickets will not be sold online.

The most recent sale is the "succulent plant planting course" and "sugar cake handcraft lessons". Tickets are all 50 yuan, of which the end of February, the cake course tickets have been sold out.

According to the shopping mall, similar courses are pushed to the public numbers every month or quarterly, with a general upper limit of about 20.

Their audience is young, Internet savvy customers.

"Shopping malls can also be a huge interest tribe, interesting, interesting and individual. In the process of tribal formation, the Internet is a tool."

K11 stakeholders told reporters that in the process of Internet pformation, WeChat public numbers, public comments and shopping malls App constitute a micro system of communication with consumers. "WeChat is a kind of light promotion, attracting popularity, and App is aimed at a more stable audience."

K11 is trying to make the entire shopping mall a large "recreation park", placing different art installations on different floors and different shops, and placing a navigation map in the shopping mall.

Introducing

After that, such a guide becomes more dynamic.

After installing the App, there will be sensors at different locations, which will introduce the current regional features through the App push notification form, including historical and featured products and related preferential activities.

App is not only the marketing of shops, but also helps visitors to find interesting and easily missed artistic devices in the mood of play, such as the "micro letter card" in the corner, or the art exhibition underway.

In the two shopping mall of the Joy City, there are posters with two-dimensional code printed on the customer service and elevator outlets, but few people will take the initiative to pay attention.

Similar two-dimensional code

Now, after flooding in the streets and streets, most of them are concerned about the marketing content of "excessive water content".

Over time, many people are more willing to automatically block such "disguised" marketing.

This creates certain obstacles for the development of traditional shopping malls in mobile Internet channels.

Since then, Joy City has adopted the "compulsive" sweeping code of ticket buying measures.

A ticket office staff told reporters that tickets for offline outlets were sold at a limit sale mode at around ten a.m., and the rest of the tourists could only buy tickets through the way of scan code payment.

Reporters learned from the joy city official that as of now, the number of tourists who buy tickets through the Internet has reached 85%.

What Yueh city is doing is more like another O2O:Offline To Online (offline to online), which is a fan economy that traditional shopping centers are learning from the Internet.

Three years ago, the construction of the official WeChat public number of Joy City, at present, fans have reached 300 thousand, the real activation of online and offline interaction in addition to the previous App booking parking service, is the WeChat booking.

Through the ticketing system of the ferris wheel, a large number of young and active fans have been brought to the Joy City, which laid a foundation for their larger wisdom market.