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the marco polo project: 西单大 Freue 城：Schneller Konsum 时代的社会化 Marketingdurchbruch

“上午9:30公司白领小 Du 乘地铁 ankommen in der 公司，打开电脑开始查阅和回复每一封邮件，随后带着iPad和 Laptop 来到客户处开会；中午12：30她利用午休时间打开海-tao Website bestellen，为男朋友 kauft sie 圣诞节的礼物；直到晚上8：00小 Du 还在 eifrig 的工作中，只能 nutzen Wei-信或 Wei-博和朋友进行 kurz 的交流和自我放松；晚上10：00小 Du zog den erschöpft 的身体回到家中，用在 Tao-宝上 gekauft 的 Gesichtsmaske 进行 Haut 调理。”这似乎是一个非常普遍的 Büro-人士一天的生活写照，当人们面对更加 schnell 的生活-Rhythmus 时，schneller Konsum 时代 still und heimlich 来到了我们的世界。在 schnellem Konsum 时代中，unnötig zu zweifeln，我们 im Zugriff haben 的便利，但同时也失去了亲手 wählen Produkte 时体验到的乐趣，从情感 Mentalität 上和物质体验上都不能和 Produkte 进行真正的交流。可以说 Verbraucher 缺少了参与 Einkaufs-时的 Interaktion 体验，同时也期待回归他们通过努力而 erhalten 存在感的传统生活-Art。

“Schneller Konsum 时代” kommerziell 地产的改变

“更 schnell 的 Konsum 方式更能满足人们在快Rhythmus 生活中的 Nachfrage。据统计，2013年11月11日当天，阿里巴巴 “Single-Tag” Einkaufsfest 的支付宝总 Verkaufszahlen 达到350亿元，其中天猫就达到132亿元，Tao-宝则完成59亿元。”——电-Commerce 对于 Konsum 的改变。

Schneller Konsum 时代，Einzelhandel-Outlets、Kaufhäuser 除了 aushalten 电子-Commerce 对于 Einkaufsentscheidungen der Verbraucher 的深度 Einfluß 外，更面临 Verbraucher fragen mehr und mehr nach, als nur kaufen 品以外的 Erfahrungen。基于新的 Herausforderungen 和传统 altmodisch 的 Marketing 方式，西单大 Freude 城力求从自身角度和 Verbraucher zweiseitiger 角度 erhöht die Markenwettbewerbsfähigkeit 和 Marktanteil。

一、结合自身定位，找准能够与 Verbraucher 真正沟通起来的 Medien 和形象，将 Marken 切入到 Verbraucher 的社交生活 Kreise 中来，通过沟通+服务的方式 erhöhen Markenwert；

二、在建立沟通基调后，运用创新的形式 zum verbreiten der Marke 在 Verbraucher 社交 Kreisen 中的 Aktivitäts-度。并利用这种 Interaktion 方式拉动传统线下 Marketing，以 erhalten 整合和 integriert 的 Marketingstrategie。

Kommerzieller 地产业首次 geschaffen “亲和力”Marketing

在“schnellem Konsum 时代”重视 Verbraucher 的 Emotionaler Quotient (EQ)，关注 Verbraucher Kauf 行为发生全过程中的非真实 Kaufnachfrage，成为了 kommerziell 地产 Geschäfte 的必要 Marketing 方法。Marken 只有具有人的 Charaktereigenschaft，才能真正进行社交 Marketing。

通过大数据以及对 Verbraucher 的 Untersuchungen，西单大 Freude 城 geschaffen den exklusiven 人物形象—— Freudvolle 小Young，并 einladen Wei-博人气 Cartoonschreiberin @伟大的安妮 为 maßgeschneidert 一套 Cartoon 形象。

为了使 Freudvolle 小Young的形象被 Verbraucher breit 接受，西单大 Freude 城首先在 Wei-博平台 stellte #谁是亲妈#话题，dies ließ Webuser spekulieren “哪位天才美少女画家来为 Freudvolle 小Young geschaffen 卡通形象”，以此 führen Webuser 好奇心和讨论，die vom 话题 erreichte 人数高达5586万。

Bekanntgabe 答案后，die geschaffene “Freudvolle 小Young出生卡”原创内容，为 Freudvolle 小Young的正式登场和形象定位 Kampagne。

在 Freudvolle 小Young已经成为西单大 Freude 城社会化 Medien 上的代言人后，社会化 Medien 与 Verbraucher 的日常沟通中也充分考虑到人设的 Charakter 和特点，从各个维度上力求将 Freudvolle 小Young的形象深入 tief ins 内心。

Wei-博上 geschaffen 出一系列 Hashtags：

1. Populär,不 populär，teste 小Young##时尚Young,小心机##以折服人#： Freudvolle 小Young为大家介绍和 empfohlen und 推广西单大 Freude 城内的时尚 Marken、大热单品、时尚知识以及打折信息；

1. 小Young玩大了##小Young Volks-日历#：小Young作为一个有 Blut 有肉的人，和 bereitwillig 分享自己觉得有趣好玩的内容、生活理念以及日历 Einträge；

1. 不吃不舒服斯基##小Young热影-Neuigkeiten#：小Young带着大家吃喝玩乐，享受生活；

1. Populäre 店长，热 Empfehlungen#： Freudvolle 小Young亲身 interviewte 城内各个 Handel 的店长店员，并由他们 Empfehlungen 大热单品和理想 Kombinationen。

日常 Wei-博文案示例：

为了使 Freudvolle 小Young形象更加深入人心，我们 fokussierten uns auf 创作了四-Bilder Cartoons 以及六-Bilder Cartoons，将 Freudvolle 小Young可爱、reizende、时尚、有 Mentalität 的 Charaktereigenschaften 喜爱接受的 ermutigende Inhalte 相结合。

在 Wei-信平台以 Freudvolle 小Young的人设为 Basis，设置了 Etage 信息、Öffnungs-时间、电话、停车信息、wifi信息，以及会员卡等 Schlüsselwörter，方便 für Fans 进行信息 erhalten。并且在 Wei-信内容上先后推出了“美好单品 Bereich”“小Young出街指南”“小Young看电影”“Populäre 店长，热 Empfehlungen”等多个 Teile，与 Fans 进行良好的 Interaktion 和沟通。

同期，还借助 Wei-信表情易于深入到用户对话中的特点，特别设计了一系列的动画表情以 passen zu Freudvolle 小Young在社会化 Medien 的整体 Marketingoffensive。

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Quelle: socialbeta.com Brianote

Übersetzung

Xidan Joy City – social marketing breakthrough in an age of fast consumption

March 4th 2014 – by brianote1

“At 9:30am white-collar worker Xiao Du arrives at work after taking the subway. She turns her computer on, and checks and responds to each item of mail. Soon after, she takes her iPad and laptop to a meeting with clients. At 12:30pm, using her lunchtime she logs on to Haitao.com and orders a Christmas present for her boyfriend. By 8:00pm, Xiao Du is still busy at work. Only by means of Weixin or Weibo is she able to make brief contact with her friends and relax herself. At 10pm, she drags her weary body home and uses a facial mask purchased at Taobao.com to revive her skin.” This appears to be a very typical portrayal of a day in the life of a white-collar worker. Since people are faced with an increased pace of life, the era of rapid consumption has quietly crept into our world. In the era of rapid consumption, no doubt, everything is at hand. However, at the same time, we sacrifice the joy of the experience of shopping in person, making it impossible to truly connect with a product through our feelings and interactions with it. It could be said that consumers lack the experience of interaction when shopping. At the same time, they expect to get back a traditional lifestyle, which, through continued effort, gives them a feeling of existence.

Changes in commercial real estate in the “the era of rapid consumption”

“The increased pace of consumption is more able to satisfy the needs of people with hectic lives. According to statistics, on November 11th in 2013, 1688.com’s “Single’s Day” shopping fest generated a total turnover of 35 billion Yuan on it’s online trading platform, with tmall.com reaching 13.2 billion and Taobao.com 5.9 billion.” — This shows the effect e-commerce has had on the change in consumption.

In the era of rapid consumption, in addition to retail outlets and department stores having to cope with the significant influence e-commerce has on the purchasing decisions of consumers, they are faced more-so with consumer demand for something more than just the buying of goods. Based on new challenges and traditional old-fashioned marketing methods, Xidan Joy City strives to simultaneously approach things from both its own and consumers’ perspectives, thus increasing the competitiveness of their goods and consequently their market share.

1. Combine one’s position, the accurate identification of mediums and images that truly communicate to consumers, the introduction of brands into the social circles of consumers, and the increase in the value of brands by means of communication and service.

2. After key links have been established, implement the use of new innovations to increase brand presence in the social circles of consumers. Then use this method of interaction to sustain traditional off-line marketing and achieve an integrated marketing strategy.

This is the first time commercial real estate has created marketing that has an affinity with customers.

In the the era of rapid consumption, importance is attached to consumers’ emotional IQ. Paying close attention to consumers’ purchasing behaviour of undergoing a complete change to non-real purchase demands, has become an essential marketing strategy of commercial real estate businesses. Only by brands possessing the personality traits of people is social marketing truly able to be implemented.

From large amounts of data and consumer research, Xidan Joy City has created an exclusive character — Little Joy Young, inviting Weibo’s cartoonist Great Annie to make their own tailor-made cartoon images.

To make the image of Little Joy Young be widely accepted by consumers, Xidan Joy City first posed the question, “Who is her mother?” on Weibo. This led to web users speculating, “the attractive and talented artist who created the image of Little Joy Young”, thereby triggering their curiosity and discussions. The topic attracted the attention of 55.86 million people.

After revealing the answer, a “Little Joy Young birthday card” with original content was created for Little Joy Young’s official launch and image placement.

After Little Joy Young had become a socialised media spokesperson for Xidan Joy City, ample consideration was given to consumers’ expressed dispositions and characteristics in everyday communication with socialised media. Effort was made from every angle to to deeply instil the image of Little Joy Young into the hearts of her fans.

A series of hashtags were created on Weibo:

1. Popular or not, check out Little Young##trendy Young, careful considerations##discount clothing retailers#: Little Joy Young introduced, recommended and promoted the avant-garde brand of Xidan Joy City, hot products, fashion tips, and discount information.

1. Little Young plays hard##Little Young people’s calender#: Little Joy Young as a real person, sharing what she thinks is interesting and fun, life philosophy and upcoming events.

1. Love eating love living##Little Young’s hot film news#: Little Young invites everyone along to eat, drink, have fun and enjoy life.

1. Trendy store managers, hot recommendations#: Little Young personally interviews store managers and shop assistants in Xidan Joy City, and based on their hot product recommendations makes ideal matches.

Everyday text examples on Weibo:

In order to deepen further the impression made by Little Joy Young, we focused on creating comics in blocks of four and six frames. We combined Little Miss Young’s adorable, cute, fashionable and attitudinal personality traits with relevant subject matter that her fans like.

Weixin was used as a platform for Little Miss Young to give out news for each floor, opening times, telephone numbers, parking information, Wi-Fi information, as well as key words such as membership cards etc., making it convenient for fans to access information. In addition, various sections such as the “Fine products area”, “Little Young’s guide to hitting the streets”, “Little Young on movies”, “Trendy store managers, hot recommendations” etc. were put out in succession on Weibo, establishing good interaction and communication with fans.

At the same time, with the help of Weibo’s emoticons it was easy to get into conversations between customers. Therefore, a series of animated emoticons were specially created to coordinate with Little Miss Young’s comprehensive attack across social media.

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Julien Leyre website

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Übersetzung James Legge

The Master said, "There are some with whom we may study in common, but we shall find them unable to go along with us to principles. Perhaps we may go on with them to principles, but we shall find them unable to get established in those along with us. Or if we may get so established along with them, we shall find them unable to weigh occurring events along with us."

Übersetzung James Legge

The Master said, "The superior man, in the world, does not set his mind either for anything, or against anything; what is right he will follow."