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Former Wanda Electricity Supplier Gong Yitao: There Are 4 Important Points In Shopping Center O2O.

2014/7/5 13:28:00 36

July 2014 2~3, the "World Summit on retail trade China Summit" (World Retail Congress China), which was co sponsored by China Chain Store Association (CCFA) and World Retail Congress (referred to as WRC), was successfully held at Pudong Shangri-la Hotel in Shanghai. 
 WRC is known as "Davos of retail industry". It has been held for seven years in major European countries. WRC-China is the only national conference. The first WRC-China conference aimed at "collision thinking, exchange experience and promote cooperation", attracting a large number of well-known retailers to participate in the discussion. 
 during the 2 day meeting, a lot of people who paid close attention to the retail spanformation industry discussed the hot topics of "a href=" http://www.91se91.com/news/index_c.asp "retail trade < /a". 
 through two days of < a href= "http://www.91se91.com/news/index_c.asp" > customized /a > topic, participants discussed the retail topics such as "consumer insight", "development trend of China's emerging consumer groups", "how to adapt to the development of mobile e-commerce", "change management of retail industry", "retailers own brand", "multi-channel retail implementation strategy" and so on. 
"P >" as a representative of the domestic O2O industry, the founder of the intellectual business circle and the CEO Gong Yitao of the ex Wanda electric business, published as "China's shopping center O2O will lead the world", to explore the road of the future of the retail business in China's shopping center from a number of dimensions. 
 in Gong Yitao's view, the shopping center will become China's largest consumer destination. According to the third party data, the United States now has 2500 shopping centers with more than 40 thousand square meters. It is estimated that after 10 years, China is close to 1, and China's developers are more powerful. The industry will have great development. In addition, China's electricity supplier has its unique advantages. In recent years, its development speed has far exceeded that of the United States. It can be said that China's electricity supplier is not following the trend, it is also leading the industry trend. 
 > therefore, how to do < a href= "http://www.91se91.com/news/index_c.asp" > shopping center < /a > O2O will become the key point in the future. Gong Yitao emphasized. 
 in addition, for the modern commercial real estate like shopping mall, the implementation of O2O also needs to learn from the Internet and the many technical and operational ideas of the electricity supplier. The four points of users, big data, data operation and innovation will be very important. 
 first, user first. All potential consumers in a certain area around the shopping center are users, and establish meaningful connections with them online and offline. Online entries, namely, WiFi, WeChat, APP and mobile web pages, attract users through these entries, offline activities such as shopping malls, POS machines and shops. What do users need, that is, consumers? First, second benefits, third entertainment and social interaction. Businesses need to focus on the needs of users and provide personalized services through online and offline services. 
 Second, based on big data. Mainly refers to the collection of offline behavior data, data cleaning, combing offline behavior data and spanactions, and the association of network data. Finally, a model for guiding operation, such as consumption model, marketing model, investment model and so on, is formed to label each user and to make it personal. Then customized services are tailored to the needs of different users to achieve the goal of precision marketing. 
 Third, operation is the key. This operation is driven by data. For example, some key indicators are formulated through data: the number of registered users, offline / online activity, and O2O's impact on final consumption. In the specific operation practice, commercial real estate must accumulate users through online and offline activities, then make use of the individual analysis of each user, do marketing for them, and recycle users and data. 
 Fourth, O2O of the shopping mall must be bold in developing new business models and profit models beyond retail. 
 to achieve the above four points, traditional shopping centers will face enormous challenges. Gong Yitao said that the smart business community needs to provide a full set of O2O platform, and Wanda such all self built O2O platform, probably not more than 5 in China. Because there is no such scale effect as Wanda, ensuring that O2O will be too complicated and difficult, the main difficulties can be divided into three points: capital, talent and concept. "Wanda, for example, the same platform is not less than 10 million, the effect of operation is the key. There must be a professional operation O2O team stationed to teach them how to do O2O, must have the results will be withdrawn. Gong Yitao said.