In The Context Of "Internet +", Consumers Experience A Multi-Dimensional Experience.

Improving operational efficiency

The meaning of service is not only for consumers, but also for operators and merchants.

Shen Xinwen said that businesses and consumers are two main objects of shopping center's main service.

For merchants, Xidan Joy City can conduct scientific format and brand combination according to daily data collection, and the correlation between stores and shops can enable merchants to borrow each other.

Shen Xinwen said the shopping center will anticipate the brand when it inviting merchants, and sometimes the performance of some brands is difficult to reach.

Through big data system, passenger flow analysis, shopping preferences can help brand analysis.

All kinds of consumer behavior records brought by O2O make shopping malls more reliable in brand promotion.

For example, for some brands with low volume but high conversion rate, malls will increase brand exposure through corresponding points, advertising sites and WeChat service push, and help businesses increase sales volume.

At present, the business rent of Xidan Joy City is composed of "guarantee bottom + Draw". Passenger flow, data analysis and other systems can clearly reflect the business situation of merchants, thus avoiding the running behavior of merchants for sales performance.

Despite the massive passenger flow on the Xidan business circle, Shen Xinwen said that if consumers and merchants can not provide services and solutions in a timely manner, they will also face a great sense of crisis.

From the point of view of passenger flow analysis system, the passenger volume and quality of Xidan business circle have declined, and the rise of Sanlitun business circle has actually diverted a large number of original Xidan customers.

Shen Xinwen said that Xidan's joy city still maintains a double growth of passenger flow and sales each year.

However, after the commercial project has entered a mature stage, the future of Xidan Joy City will consider how to enrich the passenger flow, grasp more effective passenger flow and improve the efficiency of the shopping mall.

O2O service upgrade

"Readjustment is an eternal topic of commercial operation, if not followed.

Demand adjustment, business can not survive.

Shen Xinwen believes that under the background of "Internet +", the social networking platform of shopping centers is becoming more and more obvious.

Reporters learned that in 2014, Xidan Joy City on the construction of shopping malls O2O all-round optimization.

Xidan's Joy City has introduced intelligent Beacon technology.

At first, only 300 points were placed in the mall, and the number of points was raised to 2600 by the end of the year, with nearly 400 WiFi digits.

Smart Beacon and WiFi, as the foundation of O2O, have achieved full coverage inside the whole city, and there are strong signals both in bathroom and underground garage.

At the end of last year, Xidan's joy city also launched a normalized micro payment. In March this year, WeChat's subscription number was converted to service number, and 70 thousand fans were saved over two years.

In Shen Xinwen's view, shopping centers are saying that they should make a strong experience, but experience has no ultimate goal and no high point.

In terms of store operation, there is no upper limit for innovation and experience. In this process, we need to constantly create topics to bring fresh feelings to consumers, and continuously enhance the stickiness of members.

Shen Xinwen said that the O2O project of Xidan Joy City is more from the perspective of providing convenient services to consumers.

O2O will connect online and offline, so that sales and experience will be closed loop.

For the shopping center, which plays an increasingly prominent role in the social experience platform, the significance of realizing services in O2O is far greater than that in sales.

Creating wisdom MALL

O2O the most important thing for a commercial entity shop is to do enough offline services.

Shen Xinwen said, physical stores do

The initial stage is the application of big data with high voice. The enterprises consider more about the promotion, investment and operation of passenger flow and sales.

After big data technology matures, entities focus more on consumer service centric O2O applications.

For Xidan's Joy City, the best way to do well is to do well under the line, because the products and services under the line are ready. Introducing the favorite brand, leisure environment and quality service to young consumers is the most basic element of the commercial entity shop.

The next step in the experience and service sublimation of shopping centers will be the creation of smart MALL with the core of social platform.

At present, Xidan Joy City has achieved effective pformation under the online and offline through the functional grafting of WeChat service number. Intelligent service means improved the sales volume of merchants.