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O2O'S Wanda Mode: Heavy Line And Light Line.

2014/3/21 9:06:00 28

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"P" Wanda Group has set foot in the retail industry and established Wanda Department store, but it has not done well.

Wanda's annual report revealed that Wanda's revenue in 2013 was 15 billion 490 million yuan, only 91% of the plan was completed, which is still the plan behind the reduction.

At present, Wanda Department stores are still losing money.

at present, Wanda Group has four major industries: commercial real estate, hotels, cultural tourism and department stores. Commercial real estate is still a big part. It is a typical "rent collection mode": Wanda finds a good piece of land in the core area of the city, builds a house and looks for a business to rent it, and Wanda receives rent annually.

This kind of "rent collection mode" does not touch the ultimate consumers, nor does it care much about the business status of the merchants. Anyway, this family has gone to find another house.

the business mode of several major industries that Wanda will focus on in the future is quite different from commercial real estate, whether it is hotels, theme parks, movie theaters or department stores.

But how can we link these new businesses together to form a cohesive force? The Internet may be a good tool.

Lao Ji believes that this may be the reason why Wang Jianlin insists on doing business. As for gambling with Ma, I am afraid it is more smoke bombs.

Wanda electric business started in May 2012, and Wanda also showed the true character of the local tyrant. It spent 2 million years on the general manager of salary, and the executive officer in 1 million.

It is said that almost all well-known electric business executives have been harassed by Wanda's headhunters, so that they have not received Wanda telephone, and are embarrassed to say that they are engaged in e-commerce.

In December 2012, Gong Yitao served as the manager of e-commerce technology department of Google headquarters and senior director of Alibaba international trading technology. He was appointed general manager of Wanda electricity supplier with annual salary of 2 million. P

In addition, a large number of executives from Internet Co such as Alibaba and Google have joined Wanda's electricity supplier.

the problem is that the people have never done any offline business, nor do they understand the unique business model of Wanda.

Lao Ji feels that the real economy and fictitious economy will surely become more and more closely together in the future.

Therefore, Internet users must be modest and prudent, stop "Internet chauvinism", and don't feel that moving the mouse and turning point traffic can get everything done.

in fact, this Internet man made this mistake.

They have put forward many schemes, but they are all building websites and making a pure Internet thinking like mobile App. Of course, they were rejected by the wise boss.

Until August and September 2013, they still failed to come up with an electronic business plan suitable for Wanda.

As a result, the boss of the army was angry and simply sent his own "guards" to allow Wanda IT to take over Wanda's electricity supplier.

According to the old Hebei understanding, since then, the Internet has left Wanda mostly.

in the real estate industry, Wanda's IT system is generally acknowledged to be the best. Wang boss only needs to sit in his office and move his mouse.

Therefore, Wanda's IT department is very strong, with a team of more than 400 people, and Wanda Group's CIO Zhu combat preparedness is also very strong.

Lao Ji met Zhu general several times, and felt that he was a very proficient person in the company's business and IT system, and he was absolutely pragmatic.

As Zhu once used to be a CIO in Shanghai, a foreign enterprise, and had drunk foreign ink, the foreign IT manufacturers who wanted to use some specious new concepts to fudge him were absolutely no way. Here, Lao Ji also gave a suggestion to the boss of the traditional enterprises: when you are ready to open up new businesses, you might as well find the reliable subordinates from the inside instead of looking for professional managers who are not very reliable from outside. "Bell Al Carter"

If you feel that CIO is very reliable, it is definitely right to use CIO to do the new business directly, because this CIO is bound to understand both the company's business and the general trend of the Internet, and also understand some technologies and make the most suitable new business.

pragmatism Zhu Zong takes a group of people to begin to restudy Wanda's electricity supplier how to make, the conclusion soon came out: Wanda did B2C electricity supplier certainly not to play! One is to do B2C needs huge investment, and because Tmall and Jingdong have established the advantage far ahead, you will not catch up.

The same is true. Suning's determination on B2C is not too small, and the resources invested are not much. But by the end of 2013, the gap between suning.com and Jingdong has widened.

The new team of "P" Wanda electricity supplier goes on to analyze if we do not do B2C, what can Wanda do? It depends on what Wanda has.

At present, Wanda has 85 Wanda Plaza in the country, which opened to 120 in 2014 and 140 in 2015.

Each Wanda Plaza has an annual visitor volume of 20 million, with more than 2 billion passengers in one year. It can definitely catch up with the flow of any medium-sized B2C business in China. Moreover, the passenger price and conversion rate of these lines are much higher than that of the online B2C providers. Since you decide to go to Wanda Plaza, you always want to buy something or watch a movie and sing a Cara OK, which is not allowed to spend money?

, so they get the next conclusion that Wanda does not do B2C, but to do O2O.

What is the concrete way to do it? They think of a way to establish a large membership system.

The so-called "big member" is that this membership is universal in all Wanda Plaza, Wanda Hotel, Wanda Culture Park all over the country, and it is universal in all stores in Wanda Plaza.

Consumers can get points in any business consumption of "Wanda", and the points are universal, which can be directly consumed by more than 30 thousand merchants in Wanda Plaza.

At present, Wanda has already done a pilot project in the more than 20 Wanda Plaza of the country to encourage consumers to handle membership cards and plan to extend them to all Wanda Plaza in the country.

Wanda plans to pform Wanda Plaza consumers into one hundred million Wanda members within two years.

With these one hundred million members, Wanda is truly a master of its own customers.

If Wanda members are progressing smoothly, Wanda will be able to play "big data" at the same time.

For example, members can be classified and labelled according to the consumption situation of members every time they come to Wanda Plaza.

Since then, Wanda has also been able to manage its membership, such as helping businesses select consumers and personalize marketing.

For example, I am a sales gift shop in Wanda Plaza. Valentine's day, if you want to make a sales promotion, you can select a group of 25-30 year old single men and women through the background of Wanda's electricity supplier, then push promotional information to them according to their geographical location.

with "a href=" http://www.91se91.com/news/index_c.asp "> big members < /a > and" big data ", Wanda can actually help businesses do a lot of things.

For example, in the past, businesses had to hire people to send paper coupons at the gate of Wanda Plaza, so that they could send 800 copies of 10 thousand copies, and they had to pay nearly 10 thousand yuan for production costs.

with "big members" and "big data", merchants can directly select suitable consumers from the backstage database, and do precise marketing through various channels such as SMS or WeChat, and the cost will be much lower.

With "big members" and "big data", Wanda can extend business circle to Wanda Plaza.

For example, in the small businesses around Wanda Plaza, a POS machine that can brush Wanda membership cards is set up, bringing new traffic to these small businesses and providing more convenience to members.

with "big members" and "big data", Wanda can deal with third party businesses.

For example, Wanda can cooperate with banks, credit card centers, airlines, chain gas stations and so on. They have a large number of points in their cards every year, so they can exchange rates with Wanda membership cards, so that their members can go to Wanda Plaza for consumption.

this is Wanda's < a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a >, which can foster strengths and circumvent weaknesses.

Lao Ji believes that the same is the two "O", Wanda valued the line "O".

As for the online "O", whether it is its own Wan Hui network, Wan Hui App, or the third party's WeChat, group buying, it only provides the diversion function for the "O" under the line.

Do you think Wanda's O2O is more feasible to do B2C directly than that of Suning hard bridge and hard horse land?

however, if the idea is feasible, it does not necessarily mean that it can be done.

As a consumer, I already have the cards of UNIQLO and WAL-MART. Why do I have to do Wanda membership card? As a business, if customers are to brush Wanda membership card, I can not afford to earn new customers. Why do I have to accept Wanda membership card? In addition, if I already have a lot of customer data, why do I want to share it with Wanda? All these interests require Wanda to design a good business model to solve it.

to make "big member" and "a href=" http://www.91se91.com/news/index_c.asp > big data < /a "is not so easy. It needs mature member marketing methodology, CRM software is needed, and operation team of member marketing is needed. Wanda needs a whole set of solutions.

In order to find this solution as soon as possible, Wanda has been recruiting talented people on the one hand. On the other hand, it has invited 4 "external brains" IBM, SIEMENS Lido, Oracle, and elegant seats to invite tenders.

Surprisingly, the 3 "big up" foreign enterprises failed to win the favor of Wanda, but it was the local small company that won the trust of Wanda.

Here, Lao Ji can not help but sweat for Wanda: Although the company has done a good job in the marketing of members of chain catering enterprises, there is also a mature solution. But after all, it has never done such a complex commercial plaza project. Wanda also dares to gamble!

in short, Wanda's O2O looks feasible, but it is probably not a year or two to really see results. As a boss, Wang Jianlin still needs more patience.