the marco polo project: 西单大悦城：快速消费时代的社会化营销突破

“上午9:30公司白领小杜乘地铁抵达公司，打开电脑开始查阅和回复每一封邮件，随后带着iPad和手提电脑来到客户处开会；中午12：30她利用午休时间打开海-tao 网站下单订货，为男朋友购买圣诞节的礼物；直到晚上8：00小杜还在紧张的工作中，只能依靠微信或微博和朋友进行短暂的交流和自我放松；晚上10：00小杜拖着 erschöpft 的身体回到家中，用在 Tao-宝上购买的 Gesichtsmaske 进行皮肤调理。”这似乎是一个非常普遍的职场人士一天的生活写照，当人们面对更加快速的生活节奏时，快速消费时代 still und heimlich 来到了我们的世界。在快速消费时代中，毋庸置疑，我们获得了触手可及的便利，但同时也失去了亲手挑选商品时体验到的乐趣，从情感心态上和物质体验上都不能和商品进行真正的交流。可以说消费者缺少了参与购物时的互动体验，同时也期待回归他们通过努力而获得存在感的传统生活模式。

“快速消费时代”商业地产的改变

“更快捷的消费方式更能满足人们在快节奏生活中的需求。据统计，2013年11月11日当天，阿里巴巴 “双十一”购物狂欢节的支付宝总销售额达到350亿元，其中天猫就达到132亿元，Tao-宝则完成59亿元。”——电商对于消费的改变。

快速消费时代，零售终端、百货公司除了忍受着电子商务对于消费者购买决策的深度控制外，更面临消费者越来越多追求购买商品以外的体验需求。基于新的挑战和传统陈旧的营销方式，西单大悦城力求从自身角度和消费者角度双管齐下增加 Marken-竞争力和销售份额。

一、结合自身定位，找准能够与消费者真正沟通起来的渠道和形象，将 Marken 切入到消费者的社交生活圈中来，通过沟通+服务的方式增加 Marken-价值；

二、在建立沟通基调后，运用创新的形式提升 Marken 在消费者社交圈层中的活跃度。并利用这种互动方式拉动传统线下营销，以获得整合和联动的营销格局。

商业地产业首次打造“亲和力”营销

在“快速消费时代”重视消费者的情商，关注消费者购买行为发生全过程中的非真实购买需求，成为了商业地产商的必要营销方法。Marken 只有具有人的性格特征，才能真正进行社交营销 。

通过大数据以及对消费者的调研，西单大悦城打造了专属人物形象——悦小Young，并邀请微博人气漫画家@伟大的安妮 为其量身定制了一套漫画形象。

为了使悦小Young的形象被消费者广泛接受，西单大悦城首先在微博平台抛出#谁是亲妈#话题，引导网友猜测“哪位天才美少女画家来为悦小Young打造卡通形象”，以此引发网友好奇心和讨论，话题覆盖人数高达5586万。

Bekanntgabe 答案后，打造“悦小Young出生卡”原创内容，为悦小Young的正式登场和形象定位进行传播。

在悦小Young已经成为西单大悦城社会化 Medien 上的代言人后，社会化 Medien 与消费者的日常沟通中也充分考虑到人设的性格和特点，从各个维度上力求将悦小Young的形象深入粉丝内心。

微博上创造出一系列话题标签：

1. 潮不潮，瞧小Young##时尚Young,小心机##以折服人#：悦小Young为大家介绍和推荐推广西单大悦城内的时尚 Marken、大热单品、时尚知识以及打折信息；

1. 小Young玩大了##小Young萌日历#：小Young作为一个有血有肉的人，和粉丝分享自己觉得有趣好玩的内容、生活理念以及日历播报；

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

1. 潮店长，热推荐#：悦小Young亲身采访城内各个商家的店长店员，并由他们推荐大热单品和理想 Kombinationen。

日常微博文案示例：

为了使悦小Young形象更加深入人心，我们针对性创作了四格漫画以及六格漫画，将悦小Young可爱、卖萌、时尚、有态度的性格和粉丝们喜爱接受的励志题材相结合。

在微信平台以悦小Young的人设为基础，设置了楼层信息、营业时间、电话、停车信息、wifi信息，以及会员卡等关键词，方便粉丝进行信息获取。并且在微信内容上先后推出了“美好单品集中营”“小Young出街指南”“小Young看电影”“潮店长，热推荐”等多个版块，与粉丝进行良好的互动和沟通。

同期，还借助微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配合悦小Young在社会化 Medien 的整体传播攻势。

微信与O2O传播过程的完美整合

西单大悦城为满足消费者追求体验和热点的心态，在2013年9月份与香港B.Duck集团合作打造了“小黄鸭海陆空大派对”大型活动，以带动西单大悦城的目标人群进店体验。

西单大悦城在社交 Medien 上找到了与目标人群沟通的最佳途径：“卖萌”。针对西单大悦城的目标人群购物心态，在官方微信上开展了与小黄鸭对话的互动形式，这种形式不仅可以为微信账号本身增加活跃度，还帮助线下活动进行了告知和预热。形成带动消费者进店的O2O传播闭环。

互动方式：

听到小黄可爱的声音后，网友可以上传自己的语音与之对话，热闹且形式多样的对话被收集起来，其中有趣的“方言版”对话更成为了微信二次传播的素材。“卖萌”这种年轻群族中喜闻乐见的行为方式帮助西单大悦城 bauen 起了与目标消费者沟通的桥梁。

打通线上&线下的攻略图：

毋庸置疑“黄鸭海陆空大派对”的宣传目的不仅仅停留在商场以内，带动更多的顾客进店成为本次传播的课题，因“小黄鸭海陆空大派对”活动跨度时间长，分活动较多，为使网友能更好的了解小黄鸭海陆空大派对活动流程，西单大悦城在微博上发布了“攻略图流程”，将分活动时间及场地位置标明，更清晰的将活动展现给网友。活动期间共原创4条创意微博，获得转发2,030次，评论386条，总覆盖人群达711万人。

多个线上活动引导：

与此同时，西单大悦城还开展了多个活动（小黄鸭来袭、史上最实用中秋祝福），充分为派对加温，根据小黄鸭海陆空大派对活动整体内容设计富有故事情节的“小黄鸭来袭”图文连载4发，受到了网友的广泛好评，获得转发1,819次，评论655条。

本次活动期间西单大悦城微信账号新增听众5,916人，消息发送次数30,328次，图文页阅读量为22,670次。

利用大数据打造会员服务平台

据称，对于未来的营销战役，西单大悦城除继续利用社会化 Medien 增强用户体验和 Marken 影响力外，还将会着力打造会员服务平台以增加服务属性。在平台塑造的同时将率先应用大数据技术准确 hören 和定位消费者的需求和画像，结合LBS定位技术，根据真正的消费者需求，打造出真正符合用户利益的地图定位、悦小Young导航、语音提示等功能。

在消费者心智中树立价值是市场营销的基本原则，对于日趋感性的消费者来说这种价值将更多的体现为体验和服务。西单大悦城在零售行业率先出发，为消费者营造一种满足内心的消费 Atmosphäre 成为了行业学习的榜样。

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.

The perfect integration of Weibo and online to offline marketing

In order to satisfy consumer needs of first hand experience and quests to find popular places, in September 2013 Xidan Joy City and the Hong Kong based corporation B. Duck worked in partnership to create the large scale activity “the rubber duck sea land and air big party” to spur on Xidan Joy City’s target audience to hit the stores.

Xidan Joy City found the optimal way of communicating with its target audience on social media: “acting cute”. Interactive conversations with the little yellow duck were initiated on the official Weixin, which were aimed at the shopping mentality of Xidan Joy City’s target audience. This kind of action was not only able to increase their own account activity on Weixin, but also it helped to inform and prepare people for offline activities. This resulted in consumers entering the stores and so completed the online to offline marketing loop.

Interaction method:

After hearing the little yellow duck’s cute voice, web users could upload dialogues with their own voices. Lively and diverse forms of dialogue were collected, including the interesting “dialect versions” of conversations which were distributed for a second time on Weixin. “Acting cute”, a kind of behaviour that youngsters are happy to see, helped bridge the gap between Xidan Joy City and its target consumers by establishing a means of communication.

Contact through online and offline events guides

Needless to say the “rubber duck sea land and air big party” promotional purposes were not just within the mall. Encouraging more customers to hit the shops became the subject of this communication. Since the “rubber duck sea land and air big party” was spread out over a large time period, there were many individual activities. This allowed web users to gain a deeper understanding of the course of events of this activity. Xidan Joy City issued an “events guide” on Weibo, indicating the time and place of individual events, making such information more widely available to web users. During the event, in total four original guides were created, which were forwarded 2,030 times, attracted 386 comments, and had a total population coverage of 711 million people.

Multiple online activity guides:

At the same time, Xidan Joy City launched a few activities (the rubber duck is coming, the most practical way to celebrate mid-autumn festival), which amply increased interest in the rubber duck sea land and air big party. The entire content issued which was aimed at this activity was based on a series of four graphics rich with story-like narrative such as “the rubber duck is coming”. They received widespread approval amongst web users, being forwarded 1,819 times and attracting 655 comments.

During this activity, Xidan Joy City gained 5,916 new followers on its Weibo account, 30,328 messages were posted and the graphics were viewed 22,670 times.

Using large amounts of data to create a membership service platform

As far as future marketing campaigns are concerned, according to reports, apart from continuing to use social media to increase its customers’ experience and brand influence, Xidan Joy City will also make every effort to create a membership service platform to increase its service attributes. While shaping the platform, it will show initiative in using large data techniques to accurately listen to consumers and place images. Integrating with location based services positioning technology, it will map locations truly consistent with consumers’ interests according to true consumer demand. It will also create a Little Joy Young navigation interface with functions such as voice prompts.

Establishing value in the minds of consumers is a fundamental principle of marketing. As far as increasingly perceptive consumers are concerned, this kind of value will be embodied more in first hand experience and service. Xidan Joy City has taken the lead in the retail industry. It has created an atmosphere for consumers that satisfies their inner beings, thus becoming the industry model for others to learn from.

Julien Leyre website

Analekte des Konfuzius

Übersetzung James Legge

Zi Zhang having asked how virtue was to be exalted, and delusions to be discovered, the Master said, "Hold faithfulness and sincerity as first principles, and be moving continually to what is right - this is the way to exalt one's virtue. You love a man and wish him to live; you hate him and wish him to die. Having wished him to live, you also wish him to die. This is a case of delusion. 'It may not be on account of her being rich, yet you come to make a difference.'"

Text

Herbert Giles

Ying, at eight years of age, could compose poetry.

Bi, at seven years of age, could make an epigram on wei-qi.

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