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Joy City: Precision Marketing With Big Data

2014/6/9 16:14:00 29

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"we hope that the future shopping center will become a social gathering place and a life center with a larger geographical radius and a common attribute."

Zhou Peng, deputy general manager of Beijing COFCO, and general manager of Chaoyang Joy City, said.

according to incomplete statistics of China shopping center industry information center, as of the end of 2012, there were 3100 shopping centers in 41 large and medium-sized cities in China, and the total commercial building area reached 220 million square meters.

How can you get out of so many shopping centers?

Zhou Peng defines the < a href= "http://www.91se91.com/news/index_c.asp" > the shopping center < /a > as the "third life center" outside the home and workplace. Although he is not willing to equate "slowing down the pace" and "extending the consumer's staying time", this is the direction for the city to go.

What do those 18~35 years old, young, fashionable and fashionable customers need?

, in view of the doubt of "going to the main store" in the industry, < a href= "http://www.91se91.com/news/index_c.asp > > Zhou Peng < /a > emphasizes that the adjustment of Chaoyang Joy City to the main department stores is to make the brand inside the store more fulfilling and" people have me excellent ".

For example, it is requested that the brand store opened in the joy city as far as possible the flagship store, emphasizing uniqueness and scale and creating the comfort of shopping.

And push businesses to add coffee bars and entertainment facilities directly to the store, allowing consumers to experience while shopping.

Besides P, Chaoyang "a href=" http://www.91se91.com/news/index_c.asp "> Joy City" /a "will also introduce more high-end home brands, join cultural pioneers such as dramas and operas, and even" teach "how to display merchandise according to family scenario.

Zhou Peng said that the future lifestyle will occupy the 60%~70% of the shopping center format, and each shop represents a taste and life status.

in order to ensure that the "experience" optimization is not reduced to the wishful thinking of shopping centers and consumers do not buy it, Joy City needs to accomplish a very important thing: consumer data collection.

Wang Yongping, vice president and Secretary General of China commercial real estate Union, summed up the three modes of online exploration of domestic shopping centers: first, the "big guys" of Ali group and intime department store under the two lines and under the line become the second largest shareholders and deep cooperation of the other side; the second is sunning's simultaneous development of offline and online businesses, and the new mode of "Internet store" is being built; the third is Wanda Plaza, which purely regards online as a marketing tool.

at this stage, traditional stores and electronic business platforms are exploring. It is certain that the combination of online and offline will be more closely linked in the future O2O mode, and the application of mobile Internet will be more extensive.

The incision of P is also here.

A major event Zhou Peng wants to accomplish this year is to set up a consumer laboratory inside Chaoyang Joy City, to record and analyze the feedback of consumers. P

"shopping center sells passengers, but this kind of passenger flow can not be simple and crude.

So part of the role of consumer labs is to lead. In the future, we want to educate consumers through laboratory, such as agriculture and high technology, how to change life.

The other part is to get detailed data through experiments.

and in another pleasure city of Beijing, Xidan, the consumers are connected to the WiFi in the shopping mall. At the same time, they automatically become part of the database of Yuecheng city. The latter can draw the trajectory map of the consumers in the store as long as the passenger flow situation of the WiFi access point is counted.

This is not enough. The city is now planning to use LBS technology to locate passengers, so as to record the location changes of consumers more accurately.

Wei Jianping, assistant general manager of the COFCO land management company and general manager of the promotion department, told the first financial daily that in the middle of this year, Joy City will also bind the membership card and the license plate number, and judge and collect the shopping hours of the member through the residence time of the vehicle in the shopping center. P

the goal of doing this is clear: to use big data to analyze consumer behavior and to conduct precise marketing on this basis.

At the end of last year, Han Shi, general manager of COFCO, said: "with the mature development and pformation of the market, big data and experience economy will become the two important lever to pry up the promotion of commercial value." P

Zhou Peng commented that the mobile Internet has provided a new tool for shopping centers to understand consumer demand, and also let consumers know the services that stores can provide. "Smart terminals are icing on the cake for the electricity supplier, but it is timely for shopping centers."

according to the analysis of more than 800 thousand members of the consumers, especially in the whole country, Joy City has information push for different customers in the shopping mall.

On this basis, the city launched the "shopping basket plan" precision marketing, divided the members into 21 levels, pushing different information for each level.

when members of different levels come to the store and link to APP through the APP of Joy City, the joy city can monitor the action of the member coming to the store, and automatically invoke member information through the background technology, and push for the matching of targeted information such as discounts and new products.

in March 8th of this year, joy city also wanted to continue to expand the scope of consumer data collection with the cooperation of Alipay with "38 sections", and drew the final conclusion of O2O closed loop through mobile payment.

but Zhou Peng's concept of "community shopping center" can not be fully realized, and more importantly, it is interactivity.

For this reason, Joy City has been making frequent contacts with social networking platforms in the near future.

Wei Jianping said that at present, Joy City is discussing cooperation with the platform represented by the public comment network.

For the public comment network, the cooperation with the entity shopping center can directly reach the end of the restaurant and other shops, and even see the specific dishes.

Correspondingly, the joy city can get visitors from the public comment network.

"the electricity supplier first makes the data bigger and bigger through centripetal effect, then subdivides slowly to the microscopic units such as the community through centrifugal effect, and the shopping center just has the advantage of geo radiation superiority in some regions.

So a strong community, a strong social network platform and we are almost the same, in the future there will be a lot of cooperation.

Zhou Peng said.

greater joy city will set a theme for development every year. This year's theme will change from "business focus experience" in 2013 to "business focus innovation".

Zhou Peng said that he has to make two increments in 2014, one is to increase the quantity and quality of the brand, and the other is to increase the traffic volume of the shopping center.

"in the past, we didn't think how to make profits through the new mode is our own stupidity, but consumers are now accustomed to intelligent terminals. If we can increase the traffic to the infinite in the store and make online life through the entry provided by the physical store, this will make a good foreshadowing for the future community shopping center."