Breaking out of the Double 11 Gala, Suning has rebuilt a city in the Three Kingdoms Water Margin City this year, named it "Xiao Qingcheng"

On October 18, Suning.com held a press conference on "Traveling through Double 11: City·Hui·Playing" at its headquarters in Nanjing, revealing how to play Double 11 this year.

Now, simple discount promotions are far from attracting the attention of consumers. On Double 11 this year, in addition to the "price reduction" as always, major e-commerce platforms have made innovations in their gameplay. "Time travel" is the theme tailor-made by Suning for Double 11 this year.

At the press conference, Suning Yunshang COO Hou Enlong appeared in an ancient costume and officially announced Suning’s Double 11 action to the outside world. It is reported that this year's Suning.com Double 11 event will last from November 1 to the 11th. During this period, Suning.com not only allows consumers to enjoy a happy shopping experience, it also calls on consumers to go out from home and participate in various activities at Suning's offline stores, and ultimately achieve the integration of online and offline scenarios. Hou Enlong gave Suning Double 11 a definition: "This year's Double 11 is a national carnival with users' restless expectations, channels create surprises, and brands participate in the entire line."

Breaking out of the Double 11 Gala, this year, Suning specially built a city in the Three Kingdoms Water Margin City on the shore of Taihu Lake, named it "Xiao Qingcheng". At the same time, Hou Enlong also announced on the spot that the popular young actor Yang Yang would take over as Suning's spokesperson. It is reported that "Xiao Qingcheng" will officially open for guests on November 8. At that time, Suning will restore the ancient business forms one by one and invite merchants to enter the city to do business. As the new spokesperson, Yang Yang will also appear in the city with Zhang Tianai to welcome consumers.

Create a "laughing city" and create a well-known IP for the whole year

Crossing Double 11 is a well-known IP for the whole year that Suning has devoted itself to creating this year.

According to Hou Enlong, this aspect is based on a tribute to ancient commercial civilization, reaffirming business rules and industry ethics that are honest and orderly, genuine and honest. On the other hand, through time travel, consumers can enjoy the price of goods 10 years ago, services that are not restricted by time and space, and a new experience that is connected with the past and present, so that consumers can buy with confidence, not suffer losses, and fully experience the changes in the existing lifestyle of e-commerce culture.

Now, the overall appearance of this bustling small town has gradually become clear, consisting of "one street, one alley, and one alley". The first street is "Shanghe Street in Qingming Festival", and ancient prosperous commercial forms are reappeared in the street, including ancient wineries, washing clothes workshops, rouge shops, etc. One alley is "Wenchang Lane", which restores the ancient urban life of eating, drinking and having fun, and there will also be craftsmen with traditional craftsmen to show their crafts on site. One alley is the "Sujia Hutong", which shows the layout of Suning's major industries, such as Suning Cultural and Creative Restoration Juli Theater, Suning Financial Restoration Ancient Money House, Suning Sports Restoration Ancient Cuju Field, Suning Logistics Restoration Escort Agency, etc.

These alleys include 111 ancient style scenes, 111 special local snacks and 11 challenging projects. Visitors can shop while shopping, experience the changes in ancient business forms, and appreciate the business culture left by our ancestors.

In addition, brands such as HP, Hisense, and Wuliangye will also enter "Xiaoqingcheng" as merchants during Double 11. Among them, HP will set up a ring in "Smile and Beautiful City" and invite celebrities to live broadcast on site, connecting e-sports confrontations with ancient battles. At the same time, they will also use their ground promotion team to build momentum in more than 100 universities across the country, introducing traffic from social networks to Suning.com platform. Hisense will restore shadow puppets in the city, and through the complement of ancient light and shadow and modern light and shadow, we will experience the improvement of modern technology to people's visual enjoyment. Wuliangye is responsible for building a winery and displaying famous wine brewing techniques in the city. Air conditioning manufacturers such as Haier collectively become the real version of "Guanghan Palace". According to the market leader of Suning.com, nearly 100 brands have settled in "Xiao Qingcheng" and built a city with Suning, and conveyed their brand image to the outside world through the retro evolution of the brand business model.

This "Laughing City" will also be presented online and linked with offline, allowing consumers to experience virtual ancient consumption scenarios.

Suning Yunshang COO Hou Enlong announced that the popular young actor Yang Yang becomes Suning's spokesperson

"5-competition mode", what is Suning competing for?

After playing IP cards, what is more important is the real discount.

It is understood that in order to face Double 11, Suning has launched a 5-competition mode, competing for products, affordable, service, experience, and value-added. In order to "compete products", the platform has jointly created 4 phenomenal new products and more than 100 new products this year, including 100,000 bottles of 35-degree Wuliangye, 30,000 Whirlpool aromatherapy air conditioners, 20,000 Midea Smart King series, 100,000 Supor ball kettle electric pressure cookers, 30,000 Whirlpool aromatherapy air conditioners, 20,000 Midea Smart King series, etc. The platform has prepared more than 10,000 popular products and 200 super brands to increase volume. At the same time, Suning.com, Suning Store and Suning Tmall flagship stores will simultaneously carry out 9 consecutive days of super category days and 48-hour shopping carnival activities.

Service is still the focus of this Double 11. Therefore, Suning will officially launch the fifth-generation smart logistics base, Yuncang No. 1, "competing for services". It is reported that Yuncang No. 1 can handle 1.81 million parcels per day, store 20 million items, and orders can be shipped out of storage in as fast as 30 minutes. At the same time, Suning’s automated warehouses in Shanghai, Beijing and other places will also be upgraded and put into production. During this year's Double 11, 2,000 products can be delivered next day and scheduled daily delivery in 1,104 stores in 195 cities. More than 3,000 urban stores and Suning.com direct stores nationwide, supporting free self-pickup. In addition, Suning will provide consumers in 47 core cities across the country with integrated color TV delivery and installation services. Suning Bangke has also continued to launch free air conditioning cleaning and home air testing and management services in many places.

In terms of "competing for experience", Suning plans to join forces with tens of thousands of offline stores to achieve O2O linkage. More than 1,000 interactive experience activities will also be held during Double Eleven. The "Light and Shadow Time Machine" photography class and the "Yuanchen Room" catering class are waiting for consumers to experience.

Yang Yang and Zhang Tianai are the leader of the city

Multiple industries play "time travel", Suning Real Estate and Finance join Double 11

The reporter also learned that Suning, which has launched the theme of "time travel" this year, not only wants to travel between history, but also wants to travel between shopping, finance, property purchases, and leisure industries. Among them, Suning Real Estate has confirmed to join the Double 11 battle, creating a house purchase festival, 12 houses are sold online, and 20 special-priced houses are sold online.

Suning Finance will also fully support this year's Double 11 event, and will release a 10 billion willful payment limit, and interest-free for 12 million products. At the same time, Suning Financial will also launch a 6.5% profit hot-for-money financial product.

Hou Enlong said that the "golden decade" of the 1.0 era of online e-commerce is a thing of the past, and the 2.0 era of dual-line integrated services has arrived. The newly defined upgraded version of Retail 2.0, establishing a "five-fight" model of competing for products, affordable, service, experience and value-added is Suning's real intention to create three chapters of "Laughing", "Being Becoming Wanjia" and "Yiqi Play" based on the 020 channel, and play the real purpose of playing through the theme of time travel.

Suning Yunshang COO Hou Enlong and many executives have a time travel

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