How Bookstores Use O2O to Innovate Marketing

O2O is a topic that bookstores often discuss in recent years, and it is also one of the areas that many bookstores are vigorously exploring at present. In normal operation, how to use O2O to innovate marketing is a new proposition and problem that bookstore managers need to consider. This newspaper invited four "gold medal managers" from different regions to discuss this issue and see how they think and do it.

Zhong Qingping (General Manager of Xinhua Bookstore, Jingmen City, Hubei Province):

20 13 came into contact with the concept of O2O. After deeply understanding its connotation, combined with our own actual situation, I think we must have two basic prerequisites to do O2O well: "online" and "offline". For example, "offline" needs strong logistics and store platform to support it. At present, this problem has attracted the attention of Xinhua Bookstore, and it will be improved obviously in the future.

In particular, the existing management structure of Xinhua Bookstore has great constraints on the promotion and application of O2O marketing model. As early as 1999, I participated in a prize-winning essay activity sponsored by China Book Publishing Industry Association, and my thesis "On the Development Status, Problems and Countermeasures of Xinhua Bookstore in China" won the first prize. This paper puts forward the view that the national Xinhua Bookstore should become a national brand enterprise distribution group and the provincial Xinhua Bookstore should be named "Xinhua Bookstore * * Provincial Branch". Unfortunately, because Xinhua Bookstore relies too much on textbooks, the distribution of textbooks is basically based on "drawing the land as a prison" and taking the region as a unit. Although some advanced provinces, such as Zhejiang, Jiangsu, Anhui, Sichuan and other Xinhua Groups, have made useful attempts in this regard, all Xinhua Bookstores are unable to break through the nationwide "fragmented" barrier. This is a huge constraint for Xinhua Bookstore to keep up with the market rhythm and implement the O2O marketing model.

Hu Yiqing (General Manager of Xinhua Bookstore Co., Ltd., Suichang County, Zhejiang Province):

Physical bookstores can push powerful information through large-scale O2O platforms. In my opinion, strictly speaking, pure O2O marketing is not suitable for goods operated by physical bookstores. The most suitable commodity for O2O is service, which is the service provided by operators after consumers pay. After the service, the consumer left, but he didn't take the material products with him. Typical O2O platforms, such as Ctrip, provide consumers with services such as booking hotels, air tickets and tickets anytime and anywhere; Another example is Didi Chuxing, which provides consumers with car booking service anytime and anywhere.

On the other hand, although the physical bookstore is also a service industry, most of the services we provide are attached to the book, which means that no matter what marketing model we adopt, the final consumers will get the book.

Of course, the construction of O2O marketing model requires technologies such as platform, big data environment and precise positioning. Physical bookstores can enter some large domestic O2O platforms, or build their own O2O platforms, so that physical bookstores can achieve stronger information push capabilities through the Internet, especially mobile terminals such as mobile phones, and provide powerful information retrieval platforms, online ordering platforms and payment platforms for potential consumers, making it more convenient for consumers to purchase books. But I think these are not much different from the enhanced version of B2C.

Liu Xin (Deputy General Manager of Inner Mongolia Xinhua Publishing Group Book Building Co., Ltd.):

020 marketing is to integrate online and offline marketing methods, so that consumers and businesses can enjoy benefits. This marketing model is popular, with good prospects and great development potential.

The benefits of offline activities are actually more than just adding powder. How to fully integrate existing fans is a big problem in front of many stores. A good offline activity can not only increase the number of fans quickly, but also bring the relationship between strangers in the account closer through the activity, and turn the weak online relationship into a strong offline relationship. Offline reading and sharing, online comments on large-scale signing activities, online exhibitions of various painting and manual courses, and online registration of various activities are all online activities that WeChat official account operators and the whole team can actually operate. The activity is not about how high it is, but the main purpose is to get to know the fans in depth: which of so many fans is our loyal fan? What can I use? These are issues that should be clarified through online interaction and offline activities. Not only that, understanding the overall situation of existing fans is also of great reference significance for the formulation of all aspects of online marketing strategies in the next step.

Qiu Kunfa (manager of Xianyang Store of Shaanxi Jiahui Hantang Bookstore):

The rapid development of the Internet in recent years has really impacted the traditional offline bookstores. Although the two business models have their own advantages and disadvantages, we should learn from each other. First of all, the Internet is a good publicity platform, which can be used for virtual interaction with customers to enhance the brand effect. Secondly, offline services are the mainstay, and multi-format operations are carried out to create a bookstore with characteristics and services. Moreover, we can also do it online or have a book delivery service in the same city. In fact, there is no conflict between the development of the Internet and the physical bookstore, and each needs its own needs to build an online to offline traditional bookstore.

For online to offline operations, I think bookstores can open online shopping modules, and the nearest stores will give priority to the delivery of orders; Customers have discounts when they arrive at the store; There is no discount for employees' door-to-door delivery, and employees can be paid appropriately.