HAPPY GO creates the win-win for businesses and consumers because of the connection of the points.

        "Points card" is a common memory of many Taiwanese people. Restaurants, beverage stores or supermarkets always tend to attract customers to the stores and re-purchase with "points". Even banks offer bonus points to exchange gifts, so as to improve the adhesion of cardholders. With the development of science and technology, points is no longer just a way to attract customers, and the huge amount of information generated behind it has become another treasure. HAPPY GO of Ding Ding Integrated Marketing Services. Ltd. has gone through 15 years as the leader in Taiwan. This time, President Liang Jinlin was invited to share how HAPPY GO continues to break through and becomes the most reliable partner of the businesses while serving tens of millions of cardholders.

        

        Service connection creates new mode of collecting point

        

        HAPPY GO of Ding Ding Integrated Marketing Services. Ltd. initiated cross industry and cross brand membership and point management services on January 7, 2005. Up to now, one out of every two people in the whole Taiwan is a member of HAPPY GO. In recent years, it has entered the market in the mainland and Japan, becoming the only cross industry, cross-channel and cross-border all-round point membership platform in Taiwan and can be used in more than 1200 brands, 800000 physical and virtual channels in the world. Looking back to the thoughts of 15 years ago, President Liang Jinlin said frankly, "in the early stage, many operators only wanted to consolidate the customer base, maintain a good relationship between businesses and customers, cultivate loyal customers, and let customers re-purchase continuously to stabilize the revenue. But gradually, consumers are losing their freshness in exchanging daily necessities such as pots, bowls, cups and plates. Even because the threshold of exchanging was too high, they can only give up sporadic points. Therefore, President Liang firmly believes that "only by lowering the threshold and allowing consumers to freely use points can they truly experience the charm of points."

        

        At the beginning of the establishment of HAPPY GO, its main purpose was to link the member services of Far Eastern Group. "The group has multiple industries such as department store retail, telecom, hotel, mass merchandiser and bank, which are closely related to consumers. We hope to build a cross industry consumer point exchange service, which can neither be limited to the channel, nor to the items to be changed. And points can also be exchanged to cash, so that consumers have more space to use. "With simple and sincere rules, President Liang created an innovative pattern for point exchange, and also got positive response from consumers." During the development of 15 years of HAPPY GO, its members have grown five times! "

        

        For businesses, cooperation with HAPPY GO can further attract customers from different industries and expand the market. HAPPY GO can also obtain a lot of valuable information, "for example, the place where consumers collect points and exchange points. Their footprints can be seen by points every time. We can expand our understanding of consumers, and then give back the information to businesses to create triple-win. "Especially after the rise of e-commerce, multiple shopping channels have completely reversed the consumption mode. President Liang believes that it is imperative to decode the consumption behavior." which goods customers want to actually go to the store to touch and select and which goods are more convenient to buy from the Internet and send directly to the home are all the information that businesses urgently need to master in the new retail era”. Therefore, HAPPY GO continues to have insight into customers' preferences through points, and plays a role of media in the click and mortar, so as to guide businesses. “Taking toilet paper as an example, it has always been one of the items that occupy the space of the store. Through the analysis of big data, we find that more and more consumers are used to buying online, and the businesses can naturally reduce the display area of related products. And the online channel can remind consumers to re-purchase toilet paper according to the analysis of the frequency, with the discounts, right products can be provided at the right time. For another example, in department stores, the proportion of food and beverage is getting higher and higher. It was found in the data analysis as well that most customers will still buy other goods in the store after eating, which was to attract more customers. "

        

        President Liang stressed that "our most important task and value is to understand the ideas and needs of members and partners, create various life situations to collect and exchange points for members and bring high-quality customers to partners." Ding & Ding management consultants launched "GO SURVEY market research consultant" and "i CONNECT MEDIA smart media" in 2012 and 2014 respectively. They hope to continue to provide services needed by consumers by understanding and analyzing consumer behaviors and trends, and become the best marketing consultant of the brand. “HAPPY GO aims at partners, for example, the group's retail affiliated enterprises provide annual reports every year to help companies understand their customer profiles, and compare with the overall HAPPY GO members, so as to grasp their own advantages and disadvantages. In addition, GO SURVEY also publishes a white paper on consumer behavior, sharing market trends, or conducting business area analysis to provide partners with reference.” President Liang further added.

        

        Approach of the new economy with the new payment tools

        

        Ding & Ding management consultants has successfully transformed from pure point operation to compound customer insight and marketing technology service industry. Now, it is transforming again, developing mobile app from physical card and joining in mobile payment service. President Liang explained "In the past, one could travel all over the world with one card, with food, clothing, housing, etc. being included to meet the expectation of members. However, with the development of digitalization, we must also cooperate with consumers' habits to launch more convenient apps. "In June this year, a new version of app was launched, which made it easier for happy go card users to receive special offers and all kinds of latest news. At the same time, consumers can also enjoy discounts on shopping by mobile phones or exchanging points. Together with DOCOMO of Japan, HAPPY GO also provided the first cross-border point collecting and exchanging and transferring service of mobile app in the whole Taiwan. After personal trial, President Liang spoke highly of it." the detailed record of APP makes it feel good. In addition, the interaction among members of "point to task" also deepens their connection. "

        

        Not only that, President Liang observed, "Taiwan has changed a lot in terms of payment patterns in recent years. From the point of view in the market, mobile phone manufacturers and wallet companies have been involved in the business of points to promote payment tools, so as to attract consumers to use them, making the boundary between" point "and" money "more blurred. As the leader, of course, we cannot lag behind. From the perspective of member services, the convenience of mobile payment also urges us to follow the trend and bring in the function of payment. Therefore, in the third quarter of this year, HAPPY GO launched a new service platform, HAPPY GO Pay.

        

        

        In fact, it is not intended to make profits from the payment business itself. The real motivation is to bring in more members and accelerate the overall synergy of the group. Therefore, on the platform of HAPPY GO Pay, the architecture of capital flow system and wallet is still the main business of Far Eastern International Bank, while HAPPY GO makes good use of the advantages of understanding of the customers and close partnership, being responsible for marketing and promotion, as well as providing payment and points collecting services. President Liang pointed out that "we will continue to strengthen the cash and point service and payment function, and start from the retail department store channel of Far Eastern Group, and gradually expand to channels outside the group through the advantages and experience in points, payment and field. In the future, we will be able to collect or exchange points from physical field, o2o (on-line to off-line) and even cross-border areas, make points be used in any places, more widely connect the customer's life situation, make points connect with the payment more seamlessly and create a ecosystem that is prosperous with consumers and businesses. "

        

        HAPPY GO Pay is the only payment platform that starts from the concept of upgrade of service of cardholders and can be connected to each app of the channels. As long as the cardholders download HAPPY GO Pay, open HAPPY GO Pay and bind the credit card, after showing the payment barcode, the payment and deduction of the points can be completed. Although in terms of mobile payment, HAPPY GO Pay is a latecomer, by the end of October, it has achieved a total consumption of about 200 million yuan and 150000 times of utilization. With the annual promotion of department stores at the end of the year, it provided a maximum of 19% feedback, so the utilization rate is expected to reach a new peak. "We are building the function of installment payment, and will strengthen the richness of" hot exchange "in the future. We will plan official accounts or integrate parking services in succession, further improve the convenience, create a member economy with upgraded service experience to meet the new economy era," Liang said.

        

        A little love adds fun to public welfare

        

        In addition to "fighting for economy", Ding & Ding management consultants has been committed to using its own strength for many years to bring warmth to the society. Since 2007, it has created the only charity donation platform in the whole Taiwan. Over the past decade, it has donated over 100 million points together with many public welfare organizations. This year, it is not only the 15th anniversary of Ding & Ding management consultants, but also the 70th anniversary of the group. HAPPY GO also devoted itself to promoting the “7000 steps” public welfare activities of the "70th anniversary is filled with love. Far Eastern Group HAPPY GO ".  "This is to encourage people to record their daily steps through the" HAPPY GO app ". As long as they reach 7000 steps, they can get points and participate in the lucky draw. The activity lasted for one month, with the enthusiastic support of group staff and many cardholders, the goal of raising 5 billion steps was reached ahead of time. The actual accumulated steps totaled 6.65 billion steps, about 57000 people (56974 people) participated in the activity, and more than 7 million HAPPY GO points could be exchanged for donation to children's education public welfare organizations. After the public welfare activities, the app continues to launched the activity of "walking a little more", hoping to encourage card users to form a healthy habit of walking every day. President Liang estimated positively that "Taking advantage of the momentum of the last wave of activities, the second wave of activities is expected to continue to push the total steps to a new record!"

        

        In addition, Ding & Ding management consultants also continues the brand concept of "a little bit more happiness", launching the "a promise, a little love" public welfare program of the 15th anniversary, in which "a promise charitable film" is a public welfare film jointly cooperated with the Down Syndrome Foundation R.O.C, inviting millions of netizens to watch the film and participate in the public welfare activities. Before December 31, as long as the film hits breaks through 1 million times, HAPPY GO donated 1 million points to the Down Syndrome Foundation R.O.C as a fund for children's study plan and dream; another activity was to promote "a little love public welfare stickers", and all the money from the sale will be given to the eight major public welfare organizations which has cooperated with the "walk with you" donation platform of HAPPY GO for a long time, so that small amount of money can also come into play.

        

        

        

        At the end of each year, many cardholders still have points that are about to expire but can't be used up. President Liang also invites cardholders to donate points to do public welfare to help the disadvantaged children grow up and learn happily and steadily. "The platform for donating points receives nearly 30 million points every year. This year, we also call on everyone to donate points to spread love and warmth for the public welfare groups at the end of the year. "

        

        HAPPY GO is a public welfare platform, a platform for points, and a platform for connecting various services of Far Eastern Group. The biggest key of this platform lies in the "open" attitude, so that HAPPY GO can achieve cross industry, cross brand, cross channel, and even cross-border services, and become the brand with the best understanding of consumers. On the other hand, through the information obtained through the service, we can serve the partners and become a bridge between cardholders and merchants, creating a win-win situation!