Traditional Enterprises That Understand Internet Thinking Are More Likely To Succeed In Building O2O!

Recently flew

The official launch of the open platform has aroused numerous critics' heated discussions.

Some people say that Wanda's twists and turns are difficult to pform successfully. Who can start a business smoothly? Which traditional enterprise pformation does not experience any pain? If everything goes smoothly, it can not succeed in pformation.

Others said that Wanda could not resist the competition between Ali and Jingdong, and asked: Jingdong is a convenience store.

It is based on logistics.

If you are a shopping center, what is the location of logistics?

The confrontation with Wanda, one is the Internet, the other is the traditional shopping plaza. There are numerous successful cases and entrepreneurs agree.

Traditional enterprises of thinking are more likely to create O2O successfully.

If the electricity supplier has hit the shopping mall under the line, then O2O is the straw to save the market.

Several years ago, Ma Yun said he had to rely on the electricity supplier to completely defeat the traditional offline shopping center. He did not expect that he would come out of a O2O today. It was still so hot that he hoped to revitalize the offline entities and give the traditional shopping center a chance to rise.

With the help of O2O, Liu Kuang would like to discuss with you today what the future of the whole shopping center should be. How can the traditional offline merchants better grasp this great Internet era and move forward together with the times?

Let's first discuss the current mode of the O2O market in the whole shopping center, and finally find out where the king of shopping center O2O is.

At present, almost all the major shopping centers in China are starting to pform to O2O, and have launched their own O2O. However, looking at all the large shopping centers in China, the typical success of building autonomous O2O mode is joy city.

But can the joy city mode become the ultimate direction of shopping center O2O?

First of all, the great joy city has COFCO as a strong backstage supporter, which can guarantee enough resources and funds, which is equivalent to moving a great stumbling block on the pformation road; secondly, the joy city is the main group of young people, focusing on fashion and visual elements in the design, improving shopping experience; third, resolutely put forward the strategic thinking of "going to department stores", specializing in offline shopping experience, and at the same time, it has built 360 member management and big data marketing system, using the Internet to think of revitalize the operation mechanism of shopping centers.

These are easy to say, but almost every one is high cost, high investment and high risk investment. It is not suitable for most shopping centers to follow suit.

In particular, the cost of late operation is also unbearable for small and medium-sized shopping centers, such as online membership, integration of points, maintenance of online platforms, development and construction of big data, analysis and management, and huge human, material and financial input.

From the Internet thinking level, the Internet era is an era of shared economy, and self built O2O at the very least is to let oneself have an online platform, members, points and so on can not be shared, even if we can get through the chain shopping center, in order to speed up the development of independent O2O, we must use the traditional way of developers, first take the land, development, construction and decoration to attract investment, and build a new shopping center, so that we can move forward a small step. It is very difficult for such a development to compete with the open O2O platform.

Recently, the open platform of Fei Fan was formally launched.

Then came the news of Wanda's cooperation with the public. This series of actions shows that Wanda is undergoing drastic reform and pformation.

According to Fei's assumption, 100 million registered users should be completed during the year, and the cooperation with 370 large commercial centers will be completed.

So can the flying mode become an intersection of shopping centers?

From the perspective of user experience, APP can provide services such as shop search, movie, map, queuing, parking and so on.

Fei built a member's operation management platform based on big data. The resources on the offline line provide the members with the best and most perfect membership rights. At the same time, the members account is used as a basis to aggregate funds, points, card vouchers, bank cards, bus cards, prepaid cards, WeChat payments, Baidu wallets, fast money and other valuable accounts to realize the consumption of smart cards. It also achieves integral business cooperation with Ping Wan Li Tong, Jingdong, China Merchants Bank, Ctrip and so on, greatly improving the user experience.

From a businessman's point of view, at present, the company has nearly 60 million registered members. In the future, the total membership will exceed 1 billion through the integration of the million member system. WeChat and Baidu maps are expected to become powerful entry platforms for users. Such a huge user community and traffic entry will be attractive to businesses.

In particular, Fei has formed a big data application system and data products, and has a complete analysis framework for many formats including department stores, business management, children, hotels, real estate and so on. It can provide analysis results of management, marketing, passenger flow, membership and integral, and help businesses achieve precise marketing.

For offline shopping centers, flying open platforms help them save a lot of money.

Fei Fei's strength is strong. Relying on the flying platform, they can greatly improve the user experience with the help of Fei's membership system, one card, and integral League. At the same time, we can achieve the precise marketing and management of the users with the help of flying big data analysis ability.

For other shopping centers, they need such a platform to help them pform themselves.

The key to building O2O is offline user experience. Wanda Plaza itself has accumulated many years of experience in the shopping center, which will help itself to better experience offline experience.

By flying Wanda's more than 100 shopping plaza in the country, Fei can quickly enter many cities throughout the country, and then rely on Wanda Plaza as a base to penetrate into other shopping centers in every city.

In the future, we need to stabilize the following two steps, and its mode is not difficult for many shopping centers to get rid of.

The first step is resource integration.

How to connect Wanda's membership system with Tencent and Baidu's membership system, how to integrate all the consumption experience of Wanda Plaza to the flying platform, the most important thing is how to successfully integrate the resources of other shopping centers and get through the data. This will take a time process and will also face some resistance.

The second step is how to make better use of big data.

At present, Fei Fei's cloud computing base in Chengdu is about to be built. Flying has also formed a big data application system. However, it is not so simple and easy to provide users with intelligent services through the basis of the original cable data and the consumption behavior of online users.

In fact, when it comes to shopping center O2O, many people like to compare the construction of mew street with ALI built by Wanda, because only the two of them can be qualified for confrontation.

However, in Liu Kuang's view, meow street is not comparable with Fei Fan, one is the traditional industry gene, the other is line, while the other is the strong Internet gene.

Ali meow street has now covered more than 10 shopping centers in Hangzhou, including Xixi impression city, Tianhong shopping center, Wulin Yintai City, Yintai city and so on. Shanghai has entered into cooperation with Vanke 2049 marine legend, while suning.com has built 6 SUIN Plaza and 8 Suning Life Plaza, and is equal to Ali meow Street on the scale of shopping center.

If Wanda flair and Joy City pay more attention to the real O2O one-stop consumption experience under the line, then Ali meow street and Suning's intention is to better integrate online business and offline shopping, which are two totally different shopping centers O2O mode.

Under the line, the retail department store itself is being impacted by the electricity supplier of Ali and Suning. Now they have to help the shopping center to increase sales under the line. There is a contradiction in itself. This is evident from the sign that Yintai has no obvious improvement in its performance.

Ali meow street and Suning want to truly create a successful shopping center O2O mode, we must remove this line of shopping ideas, and should focus on the movie, catering and other entertainment life consumption and product experience, so with the help of Ali and Suning's big data advantage, it is possible to really revitalize the shopping center.

On the whole, the future shopping center O2O should be more like an entertainment center, a food and other consumer center and product experience center. The extreme user experience is the real king of shopping center O2O, and members will become the commanding heights of the O2O shopping center.