With the tide of mobile Internet, traditional retail is constantly impacted by the new retail industry represented by e-commerce, and the upgrade of consumer demand also makes the market unpredictable. As early as 2014, TCL released the O2O strategy as early as 2014 , And announced the establishment of Kuo You Technology as O2O Corporation of TCL Group. TCL O2O is mainly engaged in TCL Group user operation, e-commerce sales and customer service business.
TCL O2O, who knew too much of the burden, also delivered a surprising transcript to the Group: During the 618-year anniversary of this year, TCL's overall network sales exceeded 1.2 billion with a year-on-year increase of 90% , Become an important sales to bear.But online sales of the popular, can not be separated from the omni-directional forward-looking layout of TCL O2O, in order to achieve 'integrated sales',' integrated user operations', 'integrated services', and' TCL O2O sets out to build four core platforms: sales platform, user operation platform, service platform and logistics platform. In the upcoming eve of the Double-11 World War, the four major platforms of TCL O2O have been fully prepared to provide users with Better product purchase and service experience.
Cool Friends Technology: lay a good value war, paving the way for double eleven performance
TCL Group in 2010 to set up Kuyou Technology as e-commerce team until this year, Kuwait Technology is the seventh year to participate in the dual eleven activities, since 2011 Double 11 completed sales of 15 million in 2016 Doublex11 full network Achieve 1000000000 sales, Kuyou technology to maintain astonishing growth.In addition to TCL own brand of products, Kuyou also assume Toshiba TV, Leroy television products online operations.Different from other brands' price War 'line, TCL has always started with the quality of products started' value war ', with high-quality consumer electronics products to meet the growing consumer demand.
In the first three quarters of 2017, the sales volume, average selling price and turnover of TCL multimedia LCD TV were all higher than the same period of last year, with the average price of main products of smart TV increasing by 19.3% and the sales volume increasing by 27.8% over the same period of last year. Meanwhile, Quantum Dot TV , Surface TVs, 4K TVs, large screen TVs and other high-end TV sales accounted for the proportion also began to increase.In order to meet the high-end needs of online users, November 2, TCL Jingdong platform released a new quantum dot TV Q960C, 65 Inch price of only 9999 yuan, a very high price has become the first choice of million TV.This series of actions also means that TCL online products are leaps and bounds in the high-end product line.
In addition, TCL also continue to test the water popular marketing fun: for example, to promote the star live fans marketing, offline fermentation line detonated the momentum mode this year double 11, TCL from the end of October, to seize the gradual escalation of consumer demand and Relatively lag behind the product features contradictions, launched # # does not meet the love of T # topic, from offline events fermentation, online H5 video virus spread to TCL to create an official horse Tianyu set 'pick T Union' save not satisfied with the crowd, topics get a lot Concerned and discussed. As of press time, TCL double eleven does not meet the love of T # topic reading volume has reached 120 million, and simultaneously lead to 463,000 discussions; a series of marketing moves not only enhance the brand exposure, but also for the TCL store Successful drainage, to further trigger the user to order a purchase.
User Operations: Large data operations support, to create quality service experience
As of August this year, TCL O2O user operations center completed nearly 50 million users, nearly 10 million fans of the respondents, a large number of users means that the marketing value of a considerable period of time there is still room for exploration. , To collect user feedback voice and customer relationship maintenance, user operation center invited TCL iron powder into TCL O2O, close to feel the strength of enterprises and enterprises prepare for combat atmosphere 11. In the customer service, customer-friendly business ahead of schedule to complete additional work , To extend agent working hours to ensure timely and effective communication with users.In the big data, updated version of cool friend data APP5.0, to achieve real-time marketing updates, and SMS marketing with the official website activities, to provide fans with double ten An exclusive right to help sales sprint.
Speed will be Cheshire Logistics: close deployment, to ensure fast delivery of orders
Each year double eleven, online platform discounts have caused a surge in trading volume, which undoubtedly increased the pressure on the work of logistics enterprises.To ensure the delivery of express no delay, delay, logistics information feedback lag situation, TCL O2O The speed will be up to build Cheshire logistics has entered the preparation for the state in advance, additional staff, additional vehicles, supplies resources to ensure the normal delivery during the double eleven. At the same time, speed will be up to Cheddar logistics through the same city with the shuttle, Delivery and transfer, courier and other modes of transport to meet the distribution intensity of double eleven during the year is expected to 6 courier networks, more than 500 vehicles, the same city with more than 400 vehicles, logistics personnel 24 hours a day shift work has been achieved The feasibility of the order flow and the rapidity, to ensure that customers enjoy a high quality shopping experience.
Very home: reach the user, pick up the last good O2O service!
In the aftermarket, TCL O2O has also been deployed. Home is TCL O2O after-sales service platform, mainly to provide users with many types of service programs, including the provision of home appliances, digital, water and electricity cleaning, installation, and enjoy the maintenance, recycling , Extended warranty and other services.Even even the outbreak of orders double eleven, very home with the establishment of a 10-minute quick response, 100 hours pre-service engineer training, 1739 service standards, stringent evaluation of engineers to eliminate mechanism, but also to ensure that users Product use is not affected. In order to allow users to have a better service experience, very home in WeChat, Taobao Lynx, Jingdong three platforms from November 1 there will be free orders, spike and other promotions, while the coupon to be released More than 200,000, breaking the very bottom line since the founding of the home.Hope that through this double eleven, so that more users enjoy the Internet economy to bring more convenient and professional home appliance service experience.
Everything ready, double eleven fully achieve 1.3 billion goal!
After a complete planning, TCL O2O four platforms have been poised to have confidence in the promotion activities of this double 11. Recently, TCL O2O media and iron, held an open day, allowing users to more channels Understand the business, feel the preparation atmosphere of the four platforms, this move not only shows the strategic deployment of TCL O2O to the outside world, establish brand trust and user confidence, but also for TCL O2O in the double 11 thunderstruck, in order to achieve 1.3 billion target strength!
