Gong Yitao: Shopping Center Is The Largest Consumer Destination In China.

My feeling is different from that of Ma. The shopping center is China's largest consumer destination.

Gong Yitao thinks shopping center is China's largest consumer destination in the future.

In recent years, commercial real estate is in a blowout state, almost all real estate business.

Gong Yitao was once one of the founders of fast selling international trading platform of Alibaba. He has made fast selling as the third largest e-commerce platform in the world, and has 20 years of deep understanding of the commercial consumption of the United States.

"The United States experienced 40 years of development from 50s to 90s. In 90s, consumption in the US shopping center exceeded 50% of total consumption, while in China, the figure was 8%.

My feeling is different from Ma Yun. I think the shopping center is China's largest consumer destination in the future, and this figure will rise to 50% in the future.

At present, there are 3500 shopping centers in China. In the future, more than 300 shopping centers will be added each year, and half of the new shopping centers in the world will be in China.

In the fast developing China, consumption is becoming more and more socialized, not only beer and skittles, but also social consumption.

Wang Jianlin, chairman of Wanda, once said that the cultural industry has no ceiling and has money to enjoy it, and the shopping center has become the carrier of this enjoyment.

So here, Gong Yitao discovered his "golden city".

All enterprises must die if they fail to do business.

Gong Yitao's understanding of the electricity supplier is not just for consumers, but also for businesses and companies.

"We say that the electricity supplier is online shopping, I understand that the business is electronic commerce, this is a very broad thing, all enterprises must do, do not do it will die."

In Gong Yitao's eyes, the vast majority of commercial real estate did not operate well.

This is a thing that has both financial attributes and commercial attributes. When a commercial real estate has a 20% vacancy rate, asset appreciation will have bottlenecks.

Commercial real estate is facing fierce competition, with external competition coming from differentiation and internal challenges from homogenization.

At present, there is a great shortage of management talents in shopping centers. Commercial real estate has belonged to the elders in 2 or 3 years.

Under such circumstances, there may be a situation of shuffling.

The commerciization of commercial real estate needs to be monitored from operation, investment and location, and the whole process is monitored.

Gong Yitao stressed that the new commercial real estate is different from the traditional one. Because of the changing times, technological change has brought revolutionary ideas.

With the advent of the big data era, any customer's behavior can be pformed into data storage.

The analysis of conversion rate when people buy online can also be applied to commercial real estate.

Label users with their characteristics: men and women, occupation, income, hobbies, etc.

Based on these labels and their real behavior, we can figure out the probability of a consumer entering a brand to buy products, and manage the distribution in the mall according to the probability.

Gong Yitao called it the starting point of intelligent business circle.

Perhaps it is more appropriate to use Google's advertisement to imitate this intelligent business circle.

Google advertising is a huge machine learning system that displays the advertisements you most likely click on.

Similarly, in the intelligent business district, data can be used to simulate brand guidelines, improve efficiency and sales.

In addition to the smart business circle, Gong Yitao also put forward the concept of smart community and build a five star Hotel Life in the community, thereby enhancing the competitiveness of real estate, and also using cloud services technology.

After leaving Wanda's electricity supplier, Gong Yitao soliciting some people who have both electricity supplier experience and commercial real estate, set up a company named Wan Jianglong.

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Before launching the business, Gong Yitao divided the operation of commercial real estate into four steps: location, location, investment and operation.

The purpose of this new company is to help real estate customers with technical means and start to customize an integration plan to maximize business efficiency.

In this scheme, users and data are the core. With these two things, we can play the role of user matching and business pformation rate.

There are many ways to collect user behavior. Gong Yitao shares one of them: WIFI behavior analysis.

Users can automatically log into the WIFI of the mall, which can generate user behavior data, and then analyze it with big data technology.

Although the best technology has some bias, "once every 15 seconds, a shopping center tens of millions a day, and now the best positioning technology has nearly 10% error."

But such errors can be completely calculated within reasonable error.

According to Gong Yitao, only Wanda and Yintai are able to conduct data analysis of such offline behavior.

In recent years, many real estate owners are very keen on commercial real estate, but lack of experience in management. Gong Yitao and his team look at this business opportunity.

The top 25 brand shopping centers in China occupy only 7% of the shopping centers, and 93% of the shopping centers lack integrated platform.

For an owner, what he needs most is not to worry about how to build and how to maintain it, but only according to the platform's operation.

Gong Yitao's team can provide a complete solution to the owners by collecting different data and analyzing the processing.

At the same time, this data is stored in the cloud service through cloud service technology, and it is isolated.

Gong Yitao is very confident about this, indicating that 2 months will be able to build a platform for the shopping center and a personalized platform.

"When more data are collected, a complete ecosystem can be constructed."

It is Gong Yitao's plan to build 100 cities and 500 shopping centers in 3 years. "I hope to build a brand of Taobao in 3 years, so that the number of users and pactions of shopping centers will reach half of Taobao."

Perhaps 3 years can really bring about unexpected changes.