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小程序商城上線 大悅城帶來零售抗“疫”新靈感
時間：2020-02-15 09:44:39
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)


一場新冠肺炎疫情給全國的商業(yè)零售業(yè)和在營商戶都帶來了不小的麻煩。

疫情之下，大悅城控股選擇與商戶共克時艱，除了租金減免措施之外，近日西單大悅城、朝陽大悅城和西安大悅城等多個商業(yè)項目以小程序商城等經(jīng)營工具為重要抓手，通過線上線下融合的方式逐步帶動場內(nèi)商戶生產(chǎn)經(jīng)營，為商戶帶客售貨，進一步釋放顧客消費需求，激發(fā)商戶的經(jīng)營動力。

立足高頻主場 打造購物社交化場景

微信是民眾日常使用最高頻的軟件，公眾每天在上面瀏覽著海量信息。在這樣一個高度活躍且成熟的流量池中開展線上營銷，借助社交化的力量促進零售突圍，無疑是一個明智的選擇。

據(jù)大悅城控股介紹，作為首個試點，西單大悅城率先推出小程序商城。目前，該商城已吸引UGG、FURLA、ADIDAS、Champion、KAPPA串標、MOUSSY+、歐舒丹等超40家場內(nèi)商戶首批入駐，上線商品由大悅城與商戶一同精選，爆款新品隨時更新，潮流單品、運動裝備、時尚穿搭、美妝護膚一應俱全。西單大悅城的會員可通過登陸微信小程序，菜單下拉即可直接進入小程序商城，按照需求挑選心儀的產(chǎn)品。在滿足消費的同時，小程序商城還為消費者實時提供最新的品牌資訊、促銷信息，便于消費者在家完成退換貨，省時省力。

近百家商戶進駐西單大悅城小程序商城

此外，朝陽大悅城、西安大悅城等項目還通過聯(lián)合入駐商戶進行店鋪二維碼推送。各商戶通過微信與客戶進行互動交流、商品選定、快遞反饋等，線上所售各品牌優(yōu)惠套裝、明星單品皆可憑線上選購消費記錄享正常三包保障。

為解決線上銷售所面臨的到店盤點貨品、梳理尺碼、拍攝樣片等產(chǎn)生的疫情防控問題，大悅城項目團隊安排物業(yè)安保值班人員配合，開展進場人員的身體狀況監(jiān)測、定時消毒、檢查放行、無接觸式快遞服務等工作。

打包完成待配送的商品

自2019年12月21日西單小程序商城上線以來，已產(chǎn)生近150萬交易額，日活量過萬。目前，第二批近60家品牌也即將入駐，在線上與廣大消費者見面。

線上線下零售模式的深度融合

區(qū)別于普通電商，大悅城控股在商業(yè)領域擁有多年積淀下來的優(yōu)質(zhì)品牌資產(chǎn)與實體運營經(jīng)驗，因此團隊選擇將這些優(yōu)勢注入到小程序商城的運營邏輯中，致力為線上線下形成最大程度的互補，也為艱難環(huán)境中尋求喘息的商戶覓得新的經(jīng)營增長極。

公司表示，在戰(zhàn)略戰(zhàn)術層面，大悅城小程序商城將不斷拓展線上增量，打破空間與流量限制，不斷增強消費者對于購物中心及商戶品牌的忠誠度，創(chuàng)造更多的銷售機會，滿足業(yè)績增長的可能性；運營管控層面，大悅城將與商戶進行深度聯(lián)動，以“極致單品”為主要發(fā)力點，運營尖端時尚潮流，用線上宣導引流線下消費。

（小程序商城部分商品展示）

未來，大悅城小程序商城還可將貨品進一步融入到短視頻、VR等新興社交場景，形成“網(wǎng)紅帶貨”、“明星種草”的優(yōu)勢循環(huán)之中，不斷打亮大悅城的數(shù)字化名片，在強化品牌知名度與美譽度的同時，也為商戶的客流開辟帶來新的通道。

（西單大悅城聯(lián)合雅詩蘭黛開展直播帶貨）

突破實體邊界 小程序商城全面布局

在大悅城控股商業(yè)看來，線上渠道可對線下形成有力補充，打出漂亮的“組合拳”?；诳土骱诵膬r值地位，大悅城選擇通過社交化購物場景，不斷聚合私域流量，并發(fā)揮其價值。同時，專業(yè)團隊通過運用大數(shù)據(jù)，捕捉用戶的需求，預判其中的變化趨勢，更精確地分析消費者消費習慣、喜好以及消費趨勢，運籌帷幄，幫助商戶調(diào)整運營戰(zhàn)術。

大悅城控股表示，在西單大悅城試水成功后，小程序商城將逐步在大悅城控股旗下商業(yè)項目全面推行。目前預計首批上線商戶總數(shù)約450家，其中部分核心品牌近70家，涵蓋時尚服飾、運動潮流、兒童親子及生活配套等。未來，陸續(xù)將會有更多商戶加入到合作行列。

背負央企使命和擔當，作為富有責任精神與創(chuàng)新意志的商業(yè)運營者，相信疫情面前的大悅城控股及其商業(yè)團隊能夠帶領商戶和客群共同打造新模式下的購物體驗，賦美品質(zhì)生活，為行業(yè)的穩(wěn)步發(fā)展帶來更多驚喜。

來源：紅刊財經(jīng)

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