全球化的“宅经济”兴起带动了消费者新生活方式。在国外的“宅生活”是疯抢末日产品，罐头、卫生纸在全世界各地线下超商被抢购一空。中国的“宅生活”却不需担心囤货问题，手机下单即可满足日常生活。
近期，阿里巴巴在优酷频道推出了《无忌之谈》营销类谈话节目，谈现象、谈场景、谈故事，鼓励营销人员打破自己的条条框框，不要被自己内心的箱子所限制。数字化转型网www.szhzxw.cn
首期节目，阿里巴巴集团首席市场官董本洪（Chris Tung）就“同城到家”营销展开讨论。他在节目中谈到：“疫情时代的‘宅经济’再进化成了同城零售的商业模式，正式开启了‘同城到家’时代的来临。”
同城到家营销不但提高了消费者的体验度，还同时提高了喜好度以及忠诚度。此外，线上线下一体的消费者资产沉淀在品牌数据银行，以全域营销下的消费者为核心，分析、洞察商业机会点，同时针对消费者决策链路做出全盘掌握。
一、四大特征，详解“同城到家”时代的营销
在同城到家的营销模式之下，营销人有怎么样的启发？同城到家营销方式，和以往的传统营销会有什么样的不同？数字化转型网www.szhzxw.cn
- 第一，在营销理念上，传统的营销理念是电视广告、户外宣传，大面积粗颗粒度的营销轰炸；同城到家营销里，是以消费者所在地为核心，区域化、个性化营销。
- 第二，在消费者触达方式上，传统的触达消费者方式，是单一而且割裂性的触达；在同城到家营销中，以地理位置及时间为考量，跨媒体触点的立体式触达。
- 第三，在评估指标上：传统营销看重的是销售额与市场份额；在同城到家营销中，看重的更是一个品牌在城市中，人群的增长空间及渗透率。
- 第四，在体验指标上：同城到家以地域为营销核心，提供消费者商品个性化推荐、就近配送的五星级及时需求满足的体验。
年初的宅家生活带动了“同城到家”新营销时代的来临。以地理围栏为核心的本地生活加入，大大提高了消费者的便利性体验，对于商家除了可以增加覆盖量，还可以提升购买频次和客单价。
二、三把钥匙，抓住“同城到家”营销新风口
风口已来，掌握好“同城到家”的新趋势，乘风而行事半功倍。董本洪因此希望每个营销人心中都能有三把钥匙，掌握好“同城到家”这个新风口：数字化转型网www.szhzxw.cn
第一，数据分析能力，基于生活圈地理位置，达到人货匹配的提效。
过往的营销对于人与货的匹配有一定的掌握，但是要做好“同城到家”以生活圈为维度的营销，需要结合数据趋势，视线上线下消费者资产为一体，掌握好消费族群在不同场域的购买习惯，并以地理位置为中心的人货匹配，以数据为核心达到营销的提效。
第二，营销触达能力，多端、高频、智能整合，达到人群增量以及实时提供给消费者更好的商品。
同城到家营销的特殊点在多端，除了线上旗舰店、线下门店以外，叠加了本地生活“饿了么”、支付宝以及手淘轻店三个强消费者触达机会。三者联结相互覆盖的多端与高频触点，无缝满足消费者无所不在的需求。数字化转型网www.szhzxw.cn
第三，高效履约能力，小时达、同城达、前店后仓的服务及物流的运营保障。同城到家营销是基于地区小时生活圈，在服务端、物流端阿里巴巴给商家提供了最重要的保障。
从门店覆盖、扩展到本地生活同城达的服务覆盖，以及前店后仓等的网状式架构的发货能力，提供消费者更便利的小时收货体验。
翻译：
The rise of the global “home economy” has led to a new lifestyle of consumers. In foreign countries, the “stay-at-home life” is a frenzied scramble for doomsday products, with cans and toilet paper sold out at offline supermarkets around the world. China’s “stay-at-home life”, on the other hand, does not need to worry about stocking up.数字化转型网www.szhzxw.cn
Recently, Alibaba launched a marketing talk show called “Wuji Talk” on Youku Channel to talk about phenomena, scenes and stories, encouraging marketers to break their own rules and not be limited by their inner boxes.
In the first episode, Chris Tung, chief marketing officer of Alibaba Group, discusses Home from Home marketing. “The ‘home economy’ in the era of the pandemic has evolved into a business model of retail in the same city, which officially ushered in the era of ‘home in the same city’,” he said on the show.
Home to Home marketing not only improves consumer experience, but also increases preference and loyalty. In addition, the online and offline consumer assets are accumulated in the brand data bank, which takes the consumers under the global marketing as the core to analyze and gain insight into business opportunities, and at the same time make a complete grasp of the consumer decision link.
Four characteristics, a detailed explanation of the “city to home” era of marketing数字化转型网www.szhzxw.cn
In the same city home marketing model, marketing people have what kind of inspiration? City to home marketing, and the past traditional marketing will have what kind of difference?
First, in the marketing concept, the traditional marketing concept is television advertising, outdoor publicity, large area of coarse granularity of marketing bombardment; City to home marketing, based on the consumer location as the core, regionalized, personalized marketing.
Secondly, the traditional way of reaching consumers is a single and fragmented way of reaching consumers. In home to home marketing, take geographical location and time as consideration, three-dimensional touch across media contact.
Third, in the evaluation index: traditional marketing value is sales and market share; In the city to home marketing, the emphasis is more on the growth space and penetration rate of a brand in the city.
Fourth, in terms of experience index: Tongcheng Home takes region as the core of marketing, providing consumers with personalized product recommendation and five-star timely demand satisfaction experience of nearby delivery.数字化转型网www.szhzxw.cn
The homebody lifestyle at the beginning of the year has ushered in a new marketing era called Homestay. The addition of local life with geo-fencing as the core greatly improves the convenience experience of consumers. For merchants, besides increasing the coverage, the purchase frequency and customer price can also be increased.
Three keys, seize the “city home” marketing mouth
Tuyere has come, grasp the new trend of “home in the same city”, ride the wind and do twice the result with half the effort. Dong Benhong therefore hopes that each marketing person can have three keys in the heart, grasp the “city home” this new wind:
First, data analysis ability, based on the geographical location of the living circle, to achieve the improvement of the matching of people and goods.
In the past, marketing had a certain grasp of the matching between people and goods. However, in order to do a good job in the marketing of “home in one City” with the living circle as the dimension, it is necessary to combine the data trend, integrate the consumer assets in line of sight and offline, master the purchasing habits of consumer groups in different fields, and match people and goods with geographical location as the center to achieve the improvement of marketing efficiency with data as the core.
Second, marketing reach ability, multi-terminal, high-frequency, intelligent integration, to achieve the population increase and real-time to provide consumers with better goods.
The special points of Home marketing in the same city lie in many aspects. In addition to online flagship stores and offline stores. It also superimposed three strong consumer access opportunities: “Ele. me”, Alipay and Shou Tao Light store in local life. The three interlocking multi-terminal and high-frequency contacts cover each other, seamlessly meeting the omnipresent needs of consumers.
Third, efficient performance ability, hourly delivery, same-city delivery, front store and back warehouse service and logistics operation guarantee. City to Home marketing is based on regional hourly life circle. And Alibaba provides the most important guarantee for merchants in the service side and logistics side.
From the coverage of stores, to expand to the service coverage of local life in the same city. As well as the delivery capacity of the network structure of front stores and warehouse, to provide consumers with more convenient hourly receiving experience.数字化转型网www.szhzxw.cn
本文由数字化转型网（www.szhzxw.cn）转载而成，来源：阿里巴巴全域营销学院；编辑/翻译：数字化转型网宁檬树。
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