Marketing Plan ‘SS18

How to approach “regular customers”? 老顾客

SMS

Wechat &phone invitation: 店员老顾客一对一邀约

Official wechat announcement

Remark: how to simulate regular customers to bring new customers? 老顾客带新客任意消费：赠500元现金券。带5个人任意消费，赠800元现金券。带8个人赠一双鞋免单

How to attract “new customers”? Shopping

-mall wechat posting

We-Chat discount:RMB200

Creative Off-line

promotion 足尖深呼吸

Healthy & Beauty brands

cooperation

Digital interaction

campaign: to drag customers

of all age

Attractive interaction: Experience

comfort!

足尖深呼吸：Have a breathe—My feet • To convey the concept of Relaxing, Nature, Leisure

and Comfort • To showcase the Environment friendly focus • To encourage customer walking with “easy spirit

instead of driving . • “Talk to the nature”,与自然对话,close to creature of

nature, for example forest, mountain, garden

Promotion 1: 亲近森林 拥抱绿化

• Experience fresh air ,green tree

wearing “easy spirit shoes” • Any purchase in CC/easy spirit

can get one ChenShan Garden tickets(辰山植物园）

Promotion 2: 时髦环保行 节能减排，绿色风尚

• To advocate the purpose of “paper saving, stop trees-cutting”

• Fashion isn’t contradict with environment maintaining

• Wearing comfortable shoes, taking environment friendly bags in hand.

• To add environment friend slogan in the surface of bag

• You can put any fashionable things into the bag

• Any purchase in CCSHOP/easy spirit can get one tote bag

Promotion 3: 徒步更快乐

• To encourage customer

walking with “easy spirit instead of driving .

• Any car owners

purchase in CC/easy spirit can get one 莫干山 Morgan Mountain ticket）

•

Promotion Summary

GWP Promotion Concept

• Any purchase in CCSHOP/easy spirit can get one tote bag

• To advocate the purpose of “paper saving, stop trees-cutting”

• Any purchase in CC/easy spirit can get one ChenShan Garden tickets

• Enjoy more walking ,experience fresh air ,green tree wearing “easy spirit shoes”

• Any car owners purchase in CC/easy spirit can get one 莫干山 Morgan Mountain ticket

• To encourage customer walking with “easy spirit instead of driving spirit shoes”

• Collaborate with health care brands • Trend: travel-related, healthy lifestyle

• Design: Casual, simple, sporty

Cobranding----自然之旅

Cobranding----自然之旅

1

2

3

Yoga 4

Easy spirit VIP and collaborated brands can enjoy special VIP discount Try to get coupons or product from collaborated brands as our GWP.

In store/Digital plant DIY多肉植物互动

GRI purchase plants of unique figure such as: cute glasses, little decorations A:Any purchase will be allowed to participate in the DIY ,then get the works customer make. B:To post the works in wechat moments, when get 8 likes can get on as gift!

In store/Digital plant DIY多肉植物互动

To combine art with comfort, green painting DIY! A:Any purchase will be allowed to participate in the DIY ,then get the works customer make. B:To post the painting in wechat moments, when get 8 likes can get on as gift!

Digital：Dancing Queen Competition

• No generation, easy-spirit can make your feet feel relaxing at differ age

• Easy spirit can make you a dancing queen Any customers share their dancing video in we-chat moments ,those who get 8 likes can get the “limited dancing items” at the lowest price Participants who get the TOP 3 amounts of “likes” can get the shoes !

邀请ES VIP 参与有奖体验活动。 1）免费体验ES产品 拍摄图片分享给我们，既有机会免费获得ES产品。 邀请好友共同体验，还将获得更多惊喜礼品。 Customers who share shoes photos which they try in easy spirit stores can have chance to get one piece of free shoes ,if their friends share photos ,VIP can get more benefits. 2）发送ES主推款信息告知VIP， ES的回归。 凭短信到店购买任意产品即可享受XX元优惠。

邀请好友共同到店购买任意产品，即可享受优惠翻倍。 Send message to inform VIP ES’ coming and discount

Middle Aged Women/VIP激励机制

THANK YOU!