Yesterday on Double 12, family members were able to use coupons that were 20 yuan for purchases over 40 yuan on Double 12, and combined with the 50% discount coupon (25 yuan capped) on the Word of Mouth App. This is a preferential policy launched by Alipay Word of Mouth and FamilyMart this year.
Although we have been working with Double 12 for three years, the purpose of our family this year is particularly clear: First, we will increase customer flow and increase sales with Double 12; second, we will increase the number and conversion rate of our family members.
A basic consensus among merchants, Alipay and word of mouth is that we hope to stimulate consumers' enthusiasm for shopping after Double 11. In previous years, the "50% off" thing took all, and this year I needed more thoughts and skills.
There are many businesses like the whole family. Among the merchants participating in Double 12, lifestyle merchants such as catering, supermarkets, convenience stores, takeaways, shopping malls, beauty salons, and cinemas are the main force of this time. Some breakfast shops and coffee shops are long queues; some fruit shops and convenience stores are even open all night to deal with the situation where citizens line up to buy in the early morning.
Behind the offline shopping boom is the huge publicity efforts of word-of-mouth in order to launch independent apps. At the Alipay’s reputation entrance, the slogan “Enjoy 50% off for reputation” occupies the most eye-catching position, and the same slogan also appears on the independent apps with reputation and merchants’ checkout counters.
The advantage of word of mouth for merchants is that it relies on the strong data supply capabilities of Alipay and Ant Financial and its determination to help attract traffic from the perspective of merchants. In the "Reputation Manager" of the Apps used by merchants, merchants can obtain the user distribution and daily transaction volume of their shopping malls, and data can be connected between different business districts. Such cooperation has become a "ecological cooperation" between word-of-mouth and business districts.
Reputation is approximately equal to Alipay. As Alibaba's only food app, and also relies on Ant Financial's powerful database with Alipay , its reputation seems to be facing an embarrassing situation. Facing the popularity of Double 12, Word of Mouth has launched an independent app, and it still retains the traffic diversion on the Alipay page, but how to meet the merchant's needs for sharing Alipay data and the subsequent functional positioning, Word of Mouth has not yet been clear.
Reputation of Mouth This young app has successfully entered the public's vision. Whether reputation can take a different path to Dianping App in Fan Chi's expectations, or lose to Meituan and Dianping's deep-seated status, will make the competition for catering apps more interesting in the future.
It has to be said that this year's Double 12 is a successful marketing behavior for word-of-mouth apps.
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