Beijing Ali Hualian First Double 11 Shopping Center O2O How To Operate?

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O2O's practice, the significance of Ali's stake in Hualian, and some helpful information to share:

There are probably four kinds of modes of shopping center O2O: Suning mode, Yintai mode, Wanda mode and Wangfujing mode.

Several models have their own advantages, but at present, they do not produce very good results.

How to find the best mode, I think the core must achieve four points: supply and demand precision, experience interest, solve pain points, build O2O platform.

First, precision of supply and demand.

A restaurant receives 500 customers best every day. If there are only 200 customers a day, then some of the ingredients are shelved, resulting in waste or not fresh enough, and the fixed cost will not be apportioned.

If there are 800 customers on a certain day, it will inevitably cause customers to queue up, food is not enough, restaurant manpower is too strong, and customer experience is low.

The first value of O2O lies in the balance of supply and demand. The shopping center tells customers the number of customers expected in the next period according to the number of customers and historical data. If the number of customers is insufficient, a discount volume will be generated. The customer APP receives the accurate coupon recommended to guide the customer flow, balance demand and supply.

If a businessman has too many customers, the APP (or mobile terminal) shows the number of customers queuing up and the expected time of reception, so that the customer can adjust the consumption plan according to the actual situation.

Avoid imbalance between supply and demand.

Matching between supply and demand also includes interest matching, large scale.

There are hundreds of businesses such as supermarkets, department stores, restaurants, clothing, children's playground, bookstores, cinemas, sports galleries and professional shops. Each customer needs different interests.

If we can achieve precise personalized recommendation, we can not only enhance customer experience, but also bring more passenger flow to businesses.

Precise user recommendation is based on user tags, historical data and logical algorithms.

For example, according to the age of users, they can be divided into men and women, young people, middle aged, elderly, pregnant women and new parents.

According to the concept of income and consumption, it can be divided into affordable, hedonic, quality and potential customers.

According to the character, it can be divided into word-of-mouth propagandists, choosy, participatory and quiet customers.

It is divided into new customers, loyal customers, potential customers and loss customers according to the life cycle.

According to customer labels and consumption history data, multidimensional analysis of preferences, such recommended projects and exclusive privileges can make customers wonder. That's exactly what I need.

Shopping centers are not just shopping. They are called life.

More suitable, in order to gather passenger flow, shopping centers often engage in short-term activities such as art exhibitions, animation performances, children's parent-child, athletic competition, talent and friendship, etc. each activity is only interested in certain kinds of talents.

If we only rely on natural passenger flow, many customers will miss the activities that we are interested in.

But with APP (O2O), shopping centers can be biased according to customers' interests and recommend to corresponding customer groups to enhance passenger flow.

The shopping center should do a good job of personalized recommendation, customer label management, not only to manage the business, it is best to go deep into some commodity management and conduct in-depth joint venture.

The deep joint venture here does not carry out the whole field single product purchase and sale management as well as the supermarket. Instead, it deals with businesses and processes some products, packages and services of the business, and labels them in order to match accurately with the target customers.

Furthermore, O2O may lead us into the service C2B era.

Second, experience and interest.

If there are very few spectators in the cinema, free movie tickets can be sent to nearby members immediately, so that customers can feel the unexpected experience at the least cost.

O2O makes the link cost very low, and can send the discount to the most needed people in real time.

Helping customers to select businesses is also the value of O2O. Ali collaborate with shopping centers, payment accounts are interacted with each other to prevent malicious registration accounts from disrupting the scoring system, and to help customers select businesses, goods and services with objective and objective evaluation.

If the evaluation is real and objective, shopping centers and customers should pay more attention to evaluation and scoring. Then it may develop into a Taobao like system, which is conducive to the management of shopping centers to businesses and to improving service experience.

The shopping mall O2O is also conducive to enhancing the experience of high value customers. According to the customer consumption, frequency and customer analysis, it actively invites high value customers to become VIP, reserving the best parking spaces for high value customers, providing car wash services, lounge massage chairs, shopping guide services and other privileges.

Attracting and sticking a lot of high value customers can become the core competitiveness of shopping centers.

O2O can also dig word of mouth promoters. Some of them are born promoters. They are contacts of certain groups. They like to share and are willing to make suggestions.

Guide them to enjoy the new service, so that they can feel their feelings and opinions on the mobile terminal tools at any time, help the shopping centers to improve their services, give them special benefits, and make them a live word of mouth advertisement.

Shopping center O2O also has many interesting ways to play, such as using social relations data to remind a friend of a customer in a nearby place, and how many times a APP fit can get a reward.

For example, organize a "freeze" activity to inform some customers in the shopping center that a certain point of time suddenly stops at a certain place.

For example, engage in a treasure hunt activities, tell some customers some clues, gradually reveal the secret through APP, and finally find the treasure to be rewarded.

In short, shopping center O2O can not only make accurate matching between supply and demand, but also enhance customer experience, and combine with mobile terminals to create many interesting games.

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Third, solve the pain point.

The first problem that O2O mobile terminals can solve is the problem of parking. Customers can know the location and parking space before parking, and give the navigation path.

The second pain point that O2O mobile terminal can solve is empty handed shopping. After shopping, goods are labeled with two-dimensional code, customers can track the location of goods, the goods are sent to the delivery area directly, customers pick up goods when they leave the shopping center, or they are delivered to the door by the shopping center.

The third pain point that O2O mobile terminal can solve is interest conflict. When a family reaches three shopping centers, children are sent to children's playground with smart bracelet. Parents can always pay attention to children's situation.

Mother can go to the clothing store, SAP hall, father can go to the library, sports hall.

A family of three links each other through smart bracelet and mobile terminal to see each other's location and expected end time.

The fourth pain point that O2O mobile terminal can solve is the restaurant queuing problem. Through the O2O mobile terminal, it pays attention to the change of restaurant interest, remote registration, queuing, long-distance ordering, and dining at the most suitable time.

Shopping center O2O optimizes internal strength refers to data guidance to optimize business structure and moving lines. There are 300-400 businesses in large shopping centers. What kind of business structure is most suitable for local consumption needs, and the location arrangement of businessmen can produce the most comprehensive benefits. And with the change of local consumption level and crowd structure, the shopping center business structure and marketing means also need to be optimized continuously.

The business structure and moving line of traditional shopping centers basically depend on the experience of the operators. After having O2O, they have data support. They can accurately know what the main customers of shopping centers are made up of those kinds of people, and what their rising bias is, so as to optimize the business structure, avoid thousands of stores and repeat the mistakes of department stores.

The shopping center O2O can record the customer's path, use the view tool to indicate the hot area and the cold area. Based on this, adjust the business location and guide the customers to the cold area.

O2O can also track the effect and prevent human errors.

Fourth, build O2O platform.

Taobao Tmall is a large shopping platform for physical goods online. Will there be a service oriented O2O platform in the future?

When Ali joins Hualian to create a shopping center O2O project, it can be exported as a whole. Any service provider at any location can join the platform to share user tag data and precise personalized recommendation service.

We can also use the supply and demand balance system, the merchandise service depth pool system, the rating system, the word of mouth promoters special system, the interest system and the internal power optimization tool.

From point to face, positive cycle, shopping center O2O platform has gradually developed into the O2O platform of the whole society. At this time, the platform value may be greater than Taobao Tmall, becoming the first platform for e-commerce.

Unified integration is the key to the establishment of the O2O platform. The integral is made into a currency commonly used by merchants and customers. A merchants introduce new customers (X instead), or A businesses add labels to a customer, and A businesses get points.

When X customers go to other businesses, other businesses return to X customers and A businesses.

This can motivate businesses to constantly develop new members, otherwise they will not contribute their members to the O2O platform.

In addition, integral and user tags will increase user escape cost and enhance platform stickiness.

Obviously, Alibaba has huge online customers and related data with absolute advantages. Hualian has rich experience in shopping center management and is pforming the shopping center management output platform.

The concrete mode is temporarily unknown. Maybe double eleven will be pleasantly surprised, and now perhaps it is a good time for layout.