Joy City: Using O2O Thinking To Create A Cohesive Platform

< p > "we excavated their demand < a href=" http:// www.91se91.com/news/index_c.asp > "combination < /a >, detonated on that day.

The sales volume of this day is basically 10 times that of the original.

Wu Zheng introduced.

He said that people in the city can buy goods from the original merchants, or purchase goods that are usually not available.

Do everything possible to satisfy people's wishes.

At the scene, cars, tourism, refueling cards, milk powder, financial products and so on are all in the sight of people.

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< p > < strong > breakthrough predicament < /strong > < /p >

< p > since last year's "9.8" first "crazy rush Festival", Wu Zheng realized the charm of the platform, and figured out a set of "optional action" - locking the target customers, so that they could meet the needs of 80% to 90% on the platform of joy city.

On the daily management level, Wu circle set three ways of experience to gather guests, creative culture, green ecology and science and technology knowledge.

All these will enhance interaction through < a href= "http:// www.91se91.com/news/index_c.asp" > O2O < /a >, Wu Zheng said, "embrace the Internet instead of rejecting it."

At present, the average sales volume of Tianjin Joy City has reached 5 million yuan.

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< p > usually, the half year to one year after the opening of a shopping center is the most dangerous stage.

When Wu Zheng took office, the shopping center just opened for more than six months.

"If this period of time is not well managed, there will be a business withdrawal, which is a taboo."

Wu Zheng said that his situation was not very good: less than 70% of the rental rate of shops, and a variety of legacy projects need to be dealt with.

At that time, the highest daily sales amount was only about 1000000 yuan.

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The core issue of P is how to improve the sales of shopping centers.

Simply and directly with the first tier cities in the good location of the shopping center, it will definitely not work.

Experiential shopping center has a common business principle, that is, to build core competitiveness through brand combination and rapid adjustment and meticulous management.

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< p > Wu decided to avoid the frontal battlefield and find a way out in the field of enhancing experience.

The first goal is gathering.

Shopping centers are located at the age of 18 to 35 years old, or people with the same mentality. They usually live in nine to five years, most of them lack material basis, and may have life frustration and setbacks, but they have dreams and creativity, others have artistic talent, desire for change but can not change reality.

Wu Zheng attributed this to one thing: "what do they need to hit the softest part of the mind?"

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< p > after many rounds of brainstorming: closed meetings, constant negation, and heavy starts.

Finally, the three directions, creative culture, green ecology and technological knowledge, were finally determined. The three tend to override the spiritual needs of general shopping, catering and entertainment needs.

However, the paradox of domestic department stores is that most of the spiritual products can not get ideal returns.

But Wu Zheng doesn't see this at the level of shopping mall. "It's the first thing to do popularity and make money. I'm not afraid of selling for a while. No one is afraid of it. As long as we have people, we regard this area as a community or community of shopping and eating parties." we have achieved our goal. "/p"

< p >, so the goose commune was born.

In fact, for a while, Wu looked around to find out how to make the experience creative.

Inspired by the group leader, Wu decided to join the optional campaign on the regular operation of big brands to create a small brand in the street district.

The streets should be done in a neat way, with asphalt roads, streetlights, and summer rest kiosks, drinks and leisure shops. Of course, the streets will be covered with small shops on both sides. Finally, there must be a name with art and little refreshing children.

When the name of the "goose commune" identified by several rounds of brainstorming appeared in front of Wu, his eyes lit up.

The pronunciation of "goose" is close to "me" and "riding geese" represents the pressure of every life in existence. It also contains an ideal story in Niels's trip to goose.

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< p > goose commune has become a hot spot.

At present, in this area with only a few thousand square meters, the number of visitors per day has reached more than ten thousand people, accounting for 1/5 of the total passenger flow.

At the entrance of the four floor, we can see two inflatable circular doors, which are covered with dozens of labels: youths, game youths, learning tyrants, narcissistic youths, and learning youth.

Several college students looked like a girl passing by. One of the girls suggested, "let's go to the goose commune. It's fun."

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< p > "fun" is perhaps the essence of joy city.

The container plays an important role there, and 34 small shops of different styles are scattered everywhere, running business of creativity, catering and culture.

One bookstore hangs its slogan on the exterior wall: it sells only all the useless books related to the good life - not inspiring! Not selling! It's not practical! These small shops are mostly located in Nanluogu Lane in Beijing, 798 in Wangjing, and Tianzifang in Shanghai...

Almost every family has a unique group of guests.

They may not contribute too much to sales and rent, but they have played the role of image and visitor.

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< p > it is worth mentioning that the goose commune almost became the seat of a KTV.

For a time, Wu had signed a lease letter of intent with a KTV for 10 years.

This is basically a low risk cooperation. It can quickly digest the area of several thousand square meters, although the rent is low, the operation is stable.

But the problem is that it is deserted in the daytime and bustling at night, which can not play a role in boosting the popularity of the shopping mall.

At the last minute, Wu decided to remove it.

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< p > < strong > win in < a href= "http:// www.91se91.com/news/index_c.asp" > experience < /a > span style= "font-family:" Song body "; font-size: font-size:;"

Prior to the airborne Tianjin Joy City, Wu had no experience in running a commercial organization. This disadvantage sometimes can bring benefits - P can simply do business logic.

After putting forward the goal of selling one hundred million yuan a day, Wu Wei team smoothed the way of thinking: generating sales volume is three factors, the first is passenger flow, second is how many people shopping, third is how many things to buy, that is, the unit price of passengers, the three multiplication is sales.

If 100 thousand people come, each person purchases one thousand yuan, the total amount will achieve one hundred million yuan.

Someone in the team asked, "can we sell gold and sell cars?" Wu asked, "why not?"

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< p > but how to persuade businessmen to participate in activities? First of all, we can not create a carnival of products with large discounts over the past season, otherwise they will be marked with a discount.

It is necessary to let new products participate in activities, but this may conflict with the window period of merchants. At the same time, businessmen need to make appropriate concessions with their location and consumers.

Coordination negotiation is a difficult process. First of all, from the mature brand, most of them have online operation experience and understand the favorite form and product of their customers.

This is a dynamic game process - talk about a family, immediately sum up the adjustment ideas, lay the foundation for the next field.

At last, all the merchants in the field were taken.

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< p > for businessmen, participation in the "mad rush Festival" has increased popularity and expanded sales.

An unexpected gain is that some businesses have changed the pace of pushing new products.

Dou Cheng, the founder of the goose commune business, said that his products were entirely part of the avant-garde youth. The time before the launch of the new products was usually selected in the second half of September to October, but the "4.19" activity made him push in the first half of the year, and the result was unexpected. Now the store in Tianjin's joy city is 30% higher than that in the shops in Beijing.

Dou decides to keep this new rhythm in the future.

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Less than P, however, the biggest problem at that time was how to make more customers come when all the participants in the field were involved in the negotiations. The first task was to attract eyeballs, so after last year's "9.8" launched the lottery Mini-Cooper, this year, "4.19" proposed the slogan of "rentals", which consumes 1000 yuan, that is, the opportunity to win the rents of the goose commune for one year.

When all the contents were delivered in two weeks, via WeChat, website, traditional media and subway advertisements, Wu Zheng and his team witnessed the enthusiasm of people in the two "crazy rush day" respectively.

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After the two consecutive sales records of the industry, Wu Zheng's fame increased in Tianjin, but p gradually cooled down. He knew that all this was not sustainable.

"This is only a marketing campaign, not a sales activity. It is an effective detection of the industry and the attention of the market through the rush of turnover."

Wu Yue.

However, through these two activities, Wu discovered the value of the platform. He wanted to turn the flow of customers into stock members and communities, and to satisfy them more needs.

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< p > in fact, compared with the single day sales, Wu Zheng valued the core competitiveness of the conventional operation, the overall combination of brand and format.

"It's like trying to get the brand to go through the theme mosaic."

Qi Qi said, "we all want to understand one thing, the shopping center is the popularity, the brand is to match us, we do not have the obvious main shop and the sub main store" in our mind.

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< p > sometimes, the shopping center will be strong.

Apple, a fashionable young customer group, has always been the target of shopping centers. But it insists that it must be a separate facade as other direct stores do.

This was rejected by Wu because the Apple had to be subordinated to the overall effect and format of the shopping center.

Wu won.

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Nowadays, the electricity supplier tide can not be reversed. The traditional department store industry has to make a great concession, but it is still losing its share continuously. P

Wu Zheng's train of thought is to open the door and embrace the Internet.

In fact, there are a lot of people who want to get through the O2O mode under the online and offline mode. However, apart from group buying, traditional department stores and shopping centers are still at a loss.

Wu Zheng is equally confused, but he still wants to have a try.

"First of all, we must distinguish between what we are going to do, what you do in the air, and I will do things on the ground, including promotion, interaction, experience and maintenance of old members, and development of new members."

Wu hopes to create such a perfect model - Shopping Center will line the passenger flow as far as possible online guidance, as long as there are pactions on the line will participate in the division.

"When we choose goods, we must not be in conflict with shopping centers. We should focus on selecting O2O."

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< p > on "4.19", shopping centers have embraced the Internet practically.

On that day, all brands were copied, and the sales volume of stores did not decline, but increased.

Wang Li said: "many people check their products online, and finally buy goods from physical stores. They don't care much about the nuances of prices, but also because many brand new products are only sold in physical stores."

Facts have proved that electricity providers can not completely replace physical stores.

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< p > now, Wu Zheng is inseparable from data analysis.

Every night after the shop is closed, the daily traffic, traffic volume, sales volume and floor sales volume of the shopping center will be spread to his cell phone.

He listed four quadrants, using the absolute value of the sales efficiency and the plateau efficiency as the two coordinate axes, and assigning all the shops to the four quadrants according to the value, and then adjusting accordingly according to the changes.

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< p > in Wu's view, this is only the most elementary data application.

His ideal big data application mode should be precise understanding of every customer's preferences and information push into the shopping center.

He believes this will come soon.

Perhaps another unthinkable idea will come out on that day.

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