Blinq

O2O Marketing and the F&B Industry

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> Understanding O2O

What is O2O Marketing?

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What is O2O Marketing?

Online to Offline Marketing is the leveraging of online and mobile

to drive local sales or redemptions at offline platform and locations

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How is F&B Being Applied

Currently in the Industry？

"Frankly, we have had a really hard time with O2O, and every year we face many new challenges with regards to it, “

Zeng Ming

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London, UK

Campaign:

British Farms “Really Live Feed”

Objective:

Showcase the benefits of free range

farming to Londoners

Summary:

500,000-strong crowd reminding

thousands of Londoners that “to eat free

range is to eat happy”

Case Study: British Farms

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France

Campaign:

Partagez Votre Dernier Carre

Objective:

Attach customer„s eyes to spread “MILKA”

effect

Summary:

Sales Records - 13 Million Milka

Chocolate bars

Case Study: Milka Last Square

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Canada

Campaign:

Milk Carton 2.0

Objective:

Search for Missing Children in Canada

Summary:

Lead to six returns of children

Case Study: Milk Carton 2.0

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> Understanding It's Meaning

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What is the Purpose

of O2O Marketing?

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Biggest Challenge for F&B Brands

= Stay Ahead of Technology

to Stay Relevant to Consumers

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O2O Marketing is a

Philosophy

Brands Consumers

Shortening the Distance

Consumers Brands

Consumption and Engagement of

Products Must Happen in

An Offline Capacity for F&B

(Restaurants, Grocery Chains, etc)

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About blinq

WeChat E-Commerce Payment

Through WeChat and other Online channels,

blinq brings in the heavy foot traffic of the Shanghai

(and the rest of China‟s) Metro stations to connect

Tencent’s Online to Offline needs

September 2012

April 2013

“and the key to success of its O2O initiative are the

offline capabilities, and that, rather than online

capabilities, will be in large part the "differentiator" as to

who will win and who will lose in this industry.”

http://finance.ifeng.com/ - 2013.04.08 08:06

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blinq - What is O2O Marketing

and Who’s Doing It?

blinq and Bay Area Rapid Transit

• blinq and BART are partnered together

to deliver a new multi-faceted

experience to Bay Area riders;

• 50-year agreement

• Exclusively operate in 43 stations of

BART systems, and has first rights of

refusal of new stations;

• Managing online and offline retail

campaigns ;

• Concierge network is across all rapid

transit system;

• Magic Box is across all rapid transit

system.

BART systems（covering 27 cities）

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Shanghai Metro

• blinq is founded in July, 2012

• blinq has signed 10-year contract with Shentong Metro

• blinq currently has 7 Experiential Stores along the Line 10, 6 concierge

desks along Lines 1 and 2 and a Flagship Store at Tongji University

station

• In 2014, based on the 14 lines of Shanghai Metro and 329 stations, blinq

will cover 60 stations.

Hangzhou Metro

• blinq currently has 2 stores at Hangzhou Metro along Line 1, including

East Railway Station and Fengqi RD

• blinq will cover 80% of Hangzhou metro by the end of Q2 and increase

exponentially as the Hangzhou Metro grows from a their current Line 1

to Lines 2 and 4.

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blinq and China’s Metro

Shanghai Metro

Tianjin Metro

Nanjing Metro

Chengdu Metro

Dalian Metro

Shenzhen Metro

Suzhou Metro

Hangzhou Metro

Wuhan Metro

Guangzhou Metro

Wuxi Metro

Xian Metro

Foshan Metro

By the end of 2016 blinq is planning to be present in 10 different cities’ rapid

transit system in China

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Online Offline

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Connects members to the blinq points marketplace, as well as offers daily fashion-centric content.

Create and manage custom Wechat service accounts, complete with HTML5 pages capturing data during campaign

A cooperation with Carat , combines offline networked media interactivity and social networking into a single vending machine

East Nanjing RD

West Nanjing RD

Jingan Temple

Zhongshan Park

Xinzhuang

Xujiahui

Yishan RD

Branded stores built in the Shanghai Metro for consumers to interact and experience a product

Through both the blinq app and the glass LCDs in the offline stores

blinq - How We Serve Brands

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Shanghai, CHINA

Objective:

Create Brand Engagement

blinq Platforms:

Experiential Stores/WeChat/ Weibo Campaign

Highlights

- A total of 11,791 people entered into four

Pepsi stores over the period of 20-day

- High conversion rate from passengers to

consumers (93.6%)

Case Study: Pepsi

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Shanghai, CHINA

Objective:

Create Brand Engagement

blinq Platforms:

Experiential Stores/WeChat/ Weibo Campaign

Highlights

- A total of 6,104 people entered into the

Coca-Cola stores over the period of 20 days

- High conversion rate from passengers to

consumers (72%)

Case Study: Coca Cola

Online

Offline

O2O

blinq O2O Marketing

blinq = Comprehensive Integrated

Marketing Platform

blinq – Creating A New Playing Field

O↔O HOW?

WeChat + Weibo + Web + branded

APP ⇒ Control? Flexibility?

Offline Space ⇒ Vendors? Retailers?

Control?

blinq - O2O Marketing

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Big Data:

Connecting Consumer

Insights to a Global Strategy

Big

Data

?

?

?

?

Tool for Brands

Opportunities to Specific Targets ▸ Average 24 year-old male purchases

1 box of chocolate every 15 days

Behavioral Profile of Members

Demographic Employment

Statistics Average Salary

Program Active

Participation

Data Tracking Through LBS

blinq Platform

Membership Program Campaigns

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Product Life Cycle

Management：F&B

Product Life Cycle Challenges

• Long Supply Chain

• Logistics Operating at Certain Size

• Expiration Dates

blinq O2O

Direct-to-Consumer

Path

Push Limited SKUs in high Volume

Product Lifecycle

Management

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Branding Perspective:

Better Targeted Brands,

Faster to Market

Strategic Planning

Budgeting Agency Creative Execution Consumer

Engagement

Strategic

Planning Budgeting

Consumer Engagement

Enabling Brands to Shorten the Distance to Consumers

Traditional

blinq

Straight to Consumer Solution

O2O Marketing is a Philosophy

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How to Cope with New

Demands of Consumers

Under the New Trends

blinq

Forefront Technology

Understanding Consumers

blinq Continues

to Stay at the

Forefront of

Technology to

Adhere to Savvy

Consumers

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Hard Currency

Debit Cards

Credit Cards

Mobile Commerce

Payment Transformation

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To Stay Relevant

Our Common Industry Challenge

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“Rethinking and Redefining the Media Platform”

Thank You

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