一、项目背景

深圳益田假日广场，中国首家国际化体验式购物中心，是商业与生活的完美融合，以“深圳湾畔停泊的一艘豪华邮轮”为建筑设计理念，结合室内邮轮设计元素及剧场式中庭活动空间。商业总建筑面积10万㎡，坐拥apple store、H&M、ZARA、COS 等多个华南首家品牌，以商业领航者的姿态，创造出名副其实的全国最具影响力和体验特色的“商业新标杆”，被誉为深圳的“城市客厅”。

I. Project Background

Yitian Holiday Plaza in Shenzhen, China's first international experiential shopping mall, is a perfect integration of commerce and life. With the architectural design concept of "a luxury cruise ship moored on the Shenzhen Bay", it combines the interior cruise ship design elements and the theater-style atrium activity space. The total commercial construction area is 100,000 square meters, and it houses many first-in-South-China brands such as Apple Store, H&M, ZARA, and COS. Taking the posture of a commercial leader, it has created a veritable "new commercial benchmark" with the most influence and experiential characteristics in the country, and is known as the "urban living room" of Shenzhen.

 

 

 

 

 

二、业务需求

随着电商快速发展，广大用户的消费习惯也发生改变，越来越倾向于线上线下一体化的新体验。益田假日广场定位于旅游商业地产、购物中心综合体，为了实现线上线下融合的全新消费者体验，从消费者角色出发，线上推广与线下体验，助力企业构建完整电商交易生态，打造全渠道电商多运营模式，满足多种用户形态、多样业务场景，突破商业互联网的引流、推广、转化。

1. 搭建线上线下多渠道平台：益田假日广场希望构建全渠道百货电商营销模式，实行线上线下同价。在打通供应商的单品库存后，顾客在线上平台、门店都可以实现一致购买体验。

2. 创新营销模式期望:打破传统购物广场局限，期望借助自身私域流量池，以技术为依托，使营销多样化，线上线下流量互导。

3. 建立平台完整的积分体系：期望通过平台建立完整的积分体系，兑换场景，打破线下各门店之间的“积分孤岛”与壁垒。

三.星点点解决方案

1、 构建EGO益购小程序，满足场内外商家入驻：通过构建多用户小程序商城，供益田假日广场内外商家入驻，满足益田假日广场自身多渠道业务拓展。通过小程序平台端对商家与会员实行线下线上多渠道统一管理，会员还可体验在小程序下单，线下自提或邮寄两种服务模式。

With the rapid development of e-commerce, the consumption habits of the vast number of users have also changed, and there is an increasing preference for the new experience of online-offline integration. Yitian Holiday Plaza is positioned as a tourism commercial real estate and a shopping mall complex. In order to achieve a new consumer experience of online-offline integration, starting from the role of consumers, it combines online promotion and offline experience to help enterprises build a complete e-commerce transaction ecosystem, create a multi-operation mode of omni-channel e-commerce, meet various user forms and diverse business scenarios, and break through the traffic attraction, promotion, and conversion of the commercial Internet.

1. Build Online and Offline Multi-channel Platform: Yitian Holiday Plaza hopes to build an omni-channel department store e-commerce marketing mode and implement the same price online and offline. After opening up the single-product inventory of suppliers, customers can achieve a consistent purchase experience on the online platform and in physical stores.

2. Expectations for Innovative Marketing Mode: Break through the limitations of traditional shopping malls, and expect to rely on its own private domain traffic pool and technology to diversify marketing and mutually guide online and offline traffic.

3. Establish a Complete Point System for the Platform: It is expected to establish a complete point system and redemption scenarios through the platform to break the "point islands" and barriers between offline stores.

III. Xingdiandian's Solution

1. Build the EGO Yigou Mini-program to Meet the Settlement of In-field and Out-field Merchants: By building a multi-user mini-program mall, it allows merchants inside and outside Yitian Holiday Plaza to settle in, meeting the needs of Yitian Holiday Plaza's own multi-channel business expansion. Through the mini-program platform, unified multi-channel management of merchants and members is carried out both offline and online. Members can also experience two service modes: placing orders on the mini-program and picking up items offline or having them mailed.

2. 丰富多样营销模式，提升成交率：EGO益购小程序商城后台可对会员进行丰富多样的促销手段：如优惠劵、满减满折、活动秒杀、拼团活动、积分消费、包邮等方式促进会员购买，促成快速成交，将线下门店和线上商城互为补充，让会员在任何渠道都可以享受同样的促销手段，极大提升成效率。

2. Diversify Marketing Modes to Improve the Transaction Rate: The background of the EGO Yigou mini-program mall can adopt a variety of promotional methods for members, such as coupons, full reduction and discount, flash sales, group buying activities, point consumption, free shipping, etc. These methods can promote members' purchases and facilitate quick transactions. The offline stores and the online mall complement each other, allowing members to enjoy the same promotional methods on any channel, which greatly improves the transaction efficiency.

3. 打通CRM，实现统一管理：通过星点点科技技术实现将益田假日广场的商户、会员、礼劵、积分、停车与小程序后台数据线上线下打通，实现统一管理，提高工作效率，使信息的快速反馈。

3. Connect CRM to Achieve Unified Management: Through the technology of Xingdiandian Technology, the data of merchants, members, gift coupons, points, parking, and the mini-program background of Yitian Holiday Plaza are connected both online and offline, achieving unified management, improving work efficiency, and enabling rapid information feedback.

 

 

4. 通过EGO益购小程序，实现场景互联：随着EGO益购小程序将线上、线下消费渠道的打通，在新零售领域已初现成效，满足了会员线下体验，线上购买的个性化需求，同时为商家实现线下拉新，线上复购的流量互导模式。

四、方案价值

益田假日广场通过星点点科技构建的益购EGO小程序商城，在购物中心原有的线下数据基础上，形成“互联网+移动电商平台”的创新商业模式，打破传统的购物中心局限，两者彼此融合、相互借力，创造新的购物广场营销新模式，从而实现：

1. 平台：触达品牌受众，拓展营销资源：益田假日广场作为左手是商家，右手是用户的优质移动营销平台益购EGO小程序，以大牌赋能，爆品引流，能快速有效拓展平台资源，让品牌拥抱受众。

 

 

4. Achieve Scenario Interconnection through the EGO Yigou Mini-program: With the EGO Yigou mini-program connecting the online and offline consumption channels, initial results have been achieved in the field of new retail. It meets the personalized needs of members for offline experience and online purchase. At the same time, it realizes a traffic mutual guidance mode for merchants to attract new customers offline and achieve repeat purchases online.

IV. Value of the Solution

Through the EGO Yigou mini-program mall constructed by Xingdiandian Technology, Yitian Holiday Plaza, based on the original offline data of the shopping mall, has formed an innovative business model of "Internet + mobile e-commerce platform", breaking through the limitations of traditional shopping malls. The two are integrated with each other and leverage each other's advantages, creating a new marketing model for shopping malls, thus achieving:

1. Platform: Reach Brand Audiences and Expand Marketing Resources: As a high-quality mobile marketing platform, the EGO Yigou mini-program of Yitian Holiday Plaza, with merchants on one hand and users on the other, empowers with big brands and attracts traffic with popular products. It can quickly and effectively expand platform resources, enabling brands to embrace their audiences.

 

2. 商家：激活高质量用户群，释放营销价值：借助益田假日广场的城市名片，在益购EGO小程序端对年轻用户的吸引力和入口效应，线下线下融合，利用技术和数据赋能，带来流量的最大化，进行多端营销。

 

2. Merchants: Activate High-quality User Groups and Unleash Marketing Value: By leveraging the urban brand of Yitian Holiday Plaza, as well as the attractiveness and entry effect of the EGO Yigou mini-program on young users, integrating online and offline channels, and using technology and data empowerment, it maximizes traffic and conducts multi-terminal marketing.

3. 会员：满足消费者多场景购物体验：以一种轻松自由的自我方式来完成交易，还可体验线下逛街，线上下单，邮寄到家或者门店自提的多种选择。

3. Members: Meet Consumers' Multi-scenario Shopping Experiences: Complete transactions in a relaxed and free manner. Members can also experience various options such as shopping offline, placing orders online, having the goods mailed home, or picking them up at the store.

 

 

 

 

4. 流量：融合线上推广+线下体验的流量转化：EGO益购小程序实现了线上线下融合OMO新零售模式，解决了线上平台消费者无法触摸和感知商品的痛点，同时帮商家实现线下吸粉，线上线下流量互转。

 

五、关于星点点科技

星点点科技有限公司 （Lanlnk）国家高新技术企业，是由中鹏集团（股票代码：870813）投资成立的商业互联网技术公司，专注于提供“新商业、新零售、新营销”的行业咨询、解决方案、软件研发、运维支持服务，致力提供本地化电子商务及移动互联网软件研发服务。

4. Traffic: Integrate Traffic Conversion of Online Promotion + Offline Experience: The EGO Yigou mini-program has realized the OMO new retail mode of online-offline integration, solving the pain point that consumers on the online platform cannot touch and perceive products. At the same time, it helps merchants attract fans offline and enables the mutual conversion of online and offline traffic.

 

V. About Xingdiandian Technology

Xingdiandian Technology Co., Ltd. (Lanlnk) National High-tech Enterprise, is a commercial Internet technology company invested and established by Zhongpeng Group (Stock Code: 870813). It focuses on providing industry consulting, solutions, software R & D, and operation and maintenance support services for "new business, new retail, and new marketing", and is committed to providing local e-commerce and mobile Internet software R & D services.

已成功为周大福、碧桂园、天河城集团、彩生活集团、圣地集团、珠光集团、高德置地、益田集团、恒洁集团、招商局、乐淘网等大中型零售集团企业提供解决方案。

广州.天河区元岗路616号A8-1栋

深圳.深圳市福田区上步中路深勘大厦19楼

电话：18128859091

It has successfully provided solutions for large and medium-sized retail group enterprises such as Chow Tai Fook, Country Garden, Tianhe City Group, Cailife Group, Shengdi Group, Zhuguang Group, Gaudianzhidi, Yitian Group, HeGII Group, China Merchants Group, and Letao.com.

Guangzhou. Building A8-1, No. 616 Yuangang Road, Tianhe District, Guangzhou

Shenzhen. 19th Floor, Shenkan Building, Shangbu Middle Road, Futian District, Shenzhen

Tel: 18128859091