Yintai Commercial (Group) Marketing Planning Department received two commendations from the President

Change and innovation are the genes that come from the bones and blood of Yintai people. In the face of the huge impact of technological innovation and Internet revolution triggered by information technology, Yintai people have always believed that only by embracing challenges with passion can we usher in greater opportunities. In 2013, the Marketing Planning Department (hereinafter referred to as the "Marketing Planning Department") of Intime Commercial (Group) established a work concept with "knocking over" as the main direction, and carried out a series of innovative marketing and public relations activities, such as "Intime Girlfriend", "China's First Shopping TV Live Show", "Little Monster Carnival SHOW", "Double Eleven O2O", etc. Innovative marketing models, smooth forms of audience interaction, and high integration of social and entertainment have all led to a series of innovative measures that not only attract sustained attention and widespread participation from consumers, but also effectively enhance the brand image of the enterprise, winning good social and brand effects. In response to this, the Marketing Planning Department of Intime Commercial (Group) was twice awarded the President's Commendation, praising and encouraging their outstanding achievements and performance.

2013 On May 17, 2006, the Marketing Planning Department skillfully used Internet thinking to launch the Internet based social and entertainment product "Intime Girlfriend Circle" through fan economy and circle marketing to serve the logic of "consumers are obsessed with sharing". As one of the series of services provided by Yintai Commercial (Group) Consumer Solutions, the Girlfriend aims to tailor a platform for sharing privileges for millions of VIP customers. Relying on the original VIP card, 3 people can form a circle and customize the circle name, functions, and fun configurations. At the same time, they can enjoy exclusive discount services based on the full range of circle points, including double accumulated points, accumulated point rewards, birthday discounts, "best friend day" discounts, as well as travel themed lucky draws with friends, national best friend group purchases, and other activities. So far, traveling with my best friend has completed multiple activities such as "going to Hong Kong to watch Eason Chan's Hung Hom concert", "Chow Sang Sang Disney pendant", "Lijiang tour", etc., and has gained a deep following among users. As of now, there are over 20000 Yintai girlfriends circles created nationwide, with a total of about 60000 people.

"National Best Friends Shopping" Award winning Best Friend

6 On the 29th of the month, the Marketing Planning Department planned a new "Mid Year Celebration" and joined forces with 22 stores across Zhejiang Province to present the "China's First Shopping TV Live Show" on Zhejiang TV Channel 6, achieving cross-border innovative cooperation between shopping interaction and TV media, leading consumers facing "promotional fatigue" to experience highly creative, emotional, entertaining, and affordable new consumer experience services. This live broadcast is the first combination of physical department stores and television media in China, featuring cross-border marketing, group operations, online and offline integration, and emphasizing true low discounts and high value added; At the same time, adding humanistic and entertainment elements, strengthening the dual interaction of entertainment emotions, and further enhancing emotional infectivity and consumer participation enthusiasm through offline 3G live streaming vehicles, blind date entertainment programs, and other methods, showcasing a different Intime to consumers. On June 29th and 30th, a total of 21 stores in Zhejiang Province achieved sales of 270 million yuan, a year-on-year increase of 234%. The success of live streaming events not only reflects the breakthroughs brought about by the innovation of marketing models, but also demonstrates the strong driving force generated by comprehensively grasping the market, fully utilizing resource advantages, and coordinating cooperation. The Department Store Division fully supports and has built a brand price and product resource system with control, action, and competitiveness for the implementation of promotions. Colleagues from the Group Purchase Business Department, Financial Management Department, 21 stores in Zhejiang Province, and Intime have worked together with sincerity, passion, and dedication to contribute to the success of the event.

Opening Ceremony

10 On the 17th of the month, Yintai Commercial (Group) and Tmall announced a strategic cooperation, shifting from competition to integration of online and offline, to jointly explore the integrated development of China's commercial online and offline (O2O). Yintai Commercial (Group) participated in the Tmall "Double Eleven" event, upgraded its Tmall online store, and supported the Tmall Double Eleven shopping carnival with related resources from 35 offline physical stores, jointly improving the consumer experience. In the future, both parties will deepen cooperation in areas such as system level, inventory, membership, and service processes. Chen Xiaodong, CEO of Intime Commercial (Group), stated that traditional offline channels and online e-commerce platforms each meet the different needs and experiences of consumers. The integration of online and offline commerce is a requirement for business model innovation. Zhang Yong, COO of Alibaba Group, said that the development of Internet technology is having a subversive impact on the traditional business industry and becoming an important force driving change. At the same time, the growth rate of mobile Internet is far exceeding that of PC, the online and offline boundaries are becoming more and more blurred, and the omni channel consumption relying on mobile Internet is gradually taking shape. During the Double Eleven event, Intime and Tmall worked together to promote the event through various marketing methods. Display cartoon shaped billboards featuring Tmall's image and related activity posters at the customer gathering locations of 35 Intime stores nationwide; For example, consumers can scan the code on Intime to pre order products from Tmall Intime stores, and Intime will give Tmall 10000 "Intime Foodie Vouchers" as a gift for flash sale prizes, and so on. All these are designed to convey to consumers that Yintai is Yintai with Internet thinking and fun.

Tmall cartoon image and poster

11 On September 9th, the "Little Monster Carnival SHOW" carefully planned for the 15th anniversary celebration of Intime Commercial (Group) was officially launched, marking the beginning of the "Ten Days of Daqing" with consumers. The event is based on the service concept of "customer first" and has launched a new "five gameplay": 37 Intime department stores, Intime City stores, and Intime website of Intime Commercial Group across the country are jointly linked, with small monster carnival SHOW, 24-hour Intime, new pre order gameplay, and nationwide best friend shopping. This time, Intime has created a new brand concept of "24-hour Intime", breaking the limitations of "space" and extending the span of "time". It has joined forces with numerous online channels such as Intime, Tmall Intime online store, "Love Intime" APP, "Tai Hi" APP, and Haoyigou to connect online and offline product, marketing, service, experience, membership and other service channels, making Intime ubiquitous and always present, providing customers with a more diverse shopping experience. The "Five Great Gameplays" open up new horizons in shopping, introduce new shopping concepts, and lead the trend of experiential consumption. At the same time, the home celebration event held in Hangzhou was broadcasted live by Zhejiang Channel 6 and Zhejiang Economic Television, creating an unprecedented atmosphere and establishing a brand new marketing image. Chen Xiaodong, CEO of Yintai Commerce (Group), mentioned recently at the World Retail Conference held in Paris, France, that "using Internet thinking to transform oneself into an omni channel or become part of other omni channels".

Opening ceremony and nationwide carnival of small monsters

12 On the 23rd and 25th of the month, five certified Santas from Finland visited Zhejiang for the first time at the invitation of Intime's "Magic Monster" to celebrate Christmas with Intime consumers. During the meet and greet event and tour, Santa Claus will deliver gifts on-site and distribute Finnish Christmas postcards to consumers through interactive programs. If this postcard is sent out, the recipient will receive a reply from Santa Claus in Finland next year! The dazzling Christmas tree, the dreamy Santa Claus, the iconic Christmas red coat, red soft hat, boots, and the fake white beard, all the adults and children who come to Yintai feel a unique romance and charm.

Santa Claus Meeting

In addition to broadening ideas and creative marketing, the marketing planning department of Intime Commercial (Group) actively innovates its operational mechanism from the perspectives of organizational restructuring, knowledge sharing, and efficiency optimization, and establishes a "planning cloud". Planning Cloud is an open integrated brain organization for planning, which is scattered and combined like a cloud. Through WeChat groups, lightning meetings, cloud positioning, etc., the planning brain is concentrated and more creative. This series of innovative measures not only opened up innovative ideas internally, but also laid the foundation for the continuous "overturning" in 2014.

For the continued excellent performance of the Marketing Planning Department in 2013, Intime Commercial (Group) awarded the President's Commendation to the Marketing Planning Department twice in the middle and end of the year to show encouragement. At the same time, it also encourages colleagues in the group to actively learn from colleagues in the marketing planning department, strengthen their own innovation and transformation, and promote the further healthy development of Intime Group. Overturning is a kind of overturning of inherent thinking, which is innovation, change, and even subversion. 2013 was the beginning of us overturning ourselves, and we will continue to persevere and strive together in the future.