This document discusses O2O (online to offline) marketing strategies for food and beverage brands. It provides examples of successful O2O campaigns in various countries and regions that drove offline sales. It also outlines how the company Blinq utilizes a comprehensive integrated marketing platform combining online, offline, and mobile channels to help brands better engage consumers and stay relevant in a changing landscape. Blinq operates experiential stores, marketing campaigns and a membership program across major metro systems in China to connect online users to offline purchases and experiences.

1. Blinq
O2O Marketing and the F&B Industry
1

2. > Understanding O2O
What is O2O Marketing?
2

3. 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
3

4. 4
How is F&B Being Applied
Currently in the Industry？

5. "Frankly, we have had a really hard time
with O2O, and every year we face many
new challenges with regards to it, “
Zeng Ming
5

6. 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
6

7. 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
7

8. 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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9. > Understanding It's Meaning
9
What is the Purpose
of O2O Marketing?

10. 10
Biggest Challenge for F&B Brands
=
Stay Ahead of Technology
to Stay Relevant to Consumers

11. 11
O2O Marketing is a
Philosophy
Brands Consumers
Shortening the Distance
ConsumersBrands

12. Consumption and Engagement of
Products Must Happen in
An Offline Capacity for F&B
(Restaurants, Grocery Chains, etc)
12

13. 13
About blinq

14. 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
14
blinq - What is O2O Marketing
and Who’s Doing It?

15. 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）
15

16. 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.
16
blinq and China’s Metro

17. 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
17

18. Online Offline
18

19. 19
 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

20. 20
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

21. 21
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

22. 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
22

23. 23
Big Data:
Connecting Consumer
Insights to a Global Strategy

24. 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
24

25. 25
Product Life Cycle
Management：F&B

26. 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
26

27. 27
Branding Perspective:
Better Targeted Brands,
Faster to Market

28. 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
28

29. 29
How to Cope with New
Demands of Consumers
Under the New Trends

30. blinq
Forefront
Technology
Understanding
Consumers
blinq Continues
to Stay at the
Forefront of
Technology to
Adhere to Savvy
Consumers
30

31. Hard
Currency
Debit
Cards
Credit
Cards
Mobile
Commerce
Payment Transformation
31

32. To Stay
Relevant
Our Common Industry Challenge
32

33. “Rethinking and Redefining the Media Platform”
Thank You
33