本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
1000 商店
案例简介：结果和有效性 结果: 网上购物和传统店内购物的结合击中了神经，一号店的收入在 3 个月的活动期间增长了 17%。 这个宣传视频在几个视频分享网站上获得了大约 200万的浏览量。(在这里观看视频 http://v.youku.com/v_show/id_XNDYxOTAyODEy.html ) 数百家媒体报道了这个想法，包括中国日报和 people.com.Cn 等极具影响力的地方媒体，以及《连线》、彭博、 FastCompany 等国际媒体。这场运动产生了估计 200 万美元的媒体报道。 创意执行 每个商店都有 40 x 40米，有 1000 多种产品。 我们将商店放在中国一、二线城市的无人认领的城市区域，足够容纳商店。我们专注于高交通位置，如中央商务区、大型住宅公寓和地铁站附近。 首先，我们在中国版推特微博上与我们的粉丝传播这个消息。然后我们在优酷网和土豆网上发布了一个宣传视频 -- 中文版的 YouTube。 见解、战略和想法 背景: 一号店是中国的一家网上杂货店 ( http://en.wikipedia.org/wiki/Yihaodian ) 它在繁忙的白领中很受欢迎。然而，大多数人仍然习惯并喜欢在传统的实体商店购物。 任务: 从更大的实体超市如乐购、麦德龙和家乐福偷顾客。 想法: 我们在中国最具战略意义的地方开了 1000 家店。我们一夜之间打开了它们。这些商店由像素和字节组成，可以通过智能手机访问。购物者下载了基于位置 (LBS) 的增强现实 (AR) 应用程序，并遵循以下步骤: 1) 在地图上找到最近的商店。 2) 接近并进入商店。 3) 浏览 1000 多种产品。 4) 购买产品并完成结账过程。 5) 第二天交货。
1000 商店
案例简介：Results and Effectiveness Results: The combination of online shopping and traditional in-store shopping hit a nerve and Yihaodian's revenue increased 17% over a 3 months campaign period. The promotional video got around 2 million views across several video sharing sites. (Watch video here http://v.youku.com/v_show/id_XNDYxOTAyODEy.html) Hundreds of media covered the idea including highly influential local titles like China Daily and people.com.cn and international media like Wired, Bloomberg, FastCompany and others. The campaign generated an estimated 2m USD media coverage. Creative Execution Each store measured 40 x 40 meters and featured over 1000 products. We placed the stores around China’s first and second tier cities on unclaimed urban areas large enough to fit the store. We focused on on high-traffic locations such as the Central Business District, large residential condominium compounds and near subway stations. First, we spread the word with our fans on Weibo, Chinese version of Twitter. Then we launched a promotional video on Youku and Tudou - Chinese versions of YouTube. Insights, Strategy and the Idea Background: Yihaodian is an online grocery shop in China (http://en.wikipedia.org/wiki/Yihaodian) It is quite popular amongst the busy white-collar workers. However, most people still used to and prefer to shop in traditional brick-and-mortar stores. Mission: Steal customers from the much bigger brick-and-mortar super store like Tesco, Metro and Carrefour. Idea: We opened 1000 stores in China’s most strategic locations. And we opened them overnight. Those stores were made of pixels and bytes and accessible with a smartphone. Shoppers downloaded a location based (LBS) augmented reality (AR) app and followed these steps: 1) Locate the nearest store on the map. 2) Approach and enter the store. 3) Browse through more than 1000 products. 4) Buy product and complete checkout process. 5) Next day delivery.
1000 STORES
案例简介：结果和有效性 结果: 网上购物和传统店内购物的结合击中了神经，一号店的收入在 3 个月的活动期间增长了 17%。 这个宣传视频在几个视频分享网站上获得了大约 200万的浏览量。(在这里观看视频 http://v.youku.com/v_show/id_XNDYxOTAyODEy.html ) 数百家媒体报道了这个想法，包括中国日报和 people.com.Cn 等极具影响力的地方媒体，以及《连线》、彭博、 FastCompany 等国际媒体。这场运动产生了估计 200 万美元的媒体报道。 创意执行 每个商店都有 40 x 40米，有 1000 多种产品。 我们将商店放在中国一、二线城市的无人认领的城市区域，足够容纳商店。我们专注于高交通位置，如中央商务区、大型住宅公寓和地铁站附近。 首先，我们在中国版推特微博上与我们的粉丝传播这个消息。然后我们在优酷网和土豆网上发布了一个宣传视频 -- 中文版的 YouTube。 见解、战略和想法 背景: 一号店是中国的一家网上杂货店 ( http://en.wikipedia.org/wiki/Yihaodian ) 它在繁忙的白领中很受欢迎。然而，大多数人仍然习惯并喜欢在传统的实体商店购物。 任务: 从更大的实体超市如乐购、麦德龙和家乐福偷顾客。 想法: 我们在中国最具战略意义的地方开了 1000 家店。我们一夜之间打开了它们。这些商店由像素和字节组成，可以通过智能手机访问。购物者下载了基于位置 (LBS) 的增强现实 (AR) 应用程序，并遵循以下步骤: 1) 在地图上找到最近的商店。 2) 接近并进入商店。 3) 浏览 1000 多种产品。 4) 购买产品并完成结账过程。 5) 第二天交货。
1000 STORES
案例简介：Results and Effectiveness Results: The combination of online shopping and traditional in-store shopping hit a nerve and Yihaodian's revenue increased 17% over a 3 months campaign period. The promotional video got around 2 million views across several video sharing sites. (Watch video here http://v.youku.com/v_show/id_XNDYxOTAyODEy.html) Hundreds of media covered the idea including highly influential local titles like China Daily and people.com.cn and international media like Wired, Bloomberg, FastCompany and others. The campaign generated an estimated 2m USD media coverage. Creative Execution Each store measured 40 x 40 meters and featured over 1000 products. We placed the stores around China’s first and second tier cities on unclaimed urban areas large enough to fit the store. We focused on on high-traffic locations such as the Central Business District, large residential condominium compounds and near subway stations. First, we spread the word with our fans on Weibo, Chinese version of Twitter. Then we launched a promotional video on Youku and Tudou - Chinese versions of YouTube. Insights, Strategy and the Idea Background: Yihaodian is an online grocery shop in China (http://en.wikipedia.org/wiki/Yihaodian) It is quite popular amongst the busy white-collar workers. However, most people still used to and prefer to shop in traditional brick-and-mortar stores. Mission: Steal customers from the much bigger brick-and-mortar super store like Tesco, Metro and Carrefour. Idea: We opened 1000 stores in China’s most strategic locations. And we opened them overnight. Those stores were made of pixels and bytes and accessible with a smartphone. Shoppers downloaded a location based (LBS) augmented reality (AR) app and followed these steps: 1) Locate the nearest store on the map. 2) Approach and enter the store. 3) Browse through more than 1000 products. 4) Buy product and complete checkout process. 5) Next day delivery.
1000 商店
暂无简介
1000 STORES
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
