New Attempt Of Wanda Commercial O2O Operation

Leading the development and operation of the largest shopping center in the country, Wang Jianlin, the "national father-in-law", is also a spokesman for China's commercial real estate.

With the overall slowdown in China's economy, commercial development, especially physical commerce, has been on the decline for two days. Wang Jianlin certainly needs to be a platform for the development of commercial real estate.

So on the day's activities, Wang Jianlin put forward that "business is a long live industry". This is exactly the same as Wanda's argument in the HKEx when it just entered Hongkong's capital market.

No matter positioning "

"Fei Fei" is also a global investment platform dedicated to providing investment services. It will not only focus on Wanda Plaza in the future, but also attract other shopping centers to join it.

This idea that allows consumers, brands and shopping centers to concentrate on Wanda platform is very consistent with Wanda's light assets pformation trend.

For the day's heavyweight launch of the network, Wanda management is passing on a point of view, that is, "Wanda is the biggest advantage of the electricity supplier is the Internet gene, at the same time better understand the operation of the physical store."

According to vice president of Wanda Business Management Co., Ltd.

General manager Chen Dali released the operation report. In 2014, the total passenger volume of all Wanda Plaza in China was more than 1 billion 500 million passengers. In 2015, the average traffic volume of Wanda Plaza in the country exceeded 5 million passengers per day.

From the perspective of customers, more than 60% of the passengers come from Wanda electricity suppliers, and more than 70% of the members are from 26 to 45 years old.

Wanda even analyzed that more than 50% of the members would use micro-blog and WeChat, and more than 36% of the members would use micro-blog.

Chen De Li revealed that Wanda will strive to create a new entity store business model. "Therefore, in 2015 and in the future, we especially hope to cooperate with the following three categories and brand entities: the first is the brand experience shop, which must be the only store in the region or the city range; the second is the dominant brand store, and the third is the category store."

Qu Dejun, director and CEO of Wanda Commercial real estate, said that under the new situation, Wanda will make three efforts, one is innovation, the two is to enhance services, and the three is to do Internet business.

At the level of innovation,

In September 19th and September 30th, there will be two online and offline integrated shoes collection stores in Tangshan Wanda Plaza and Taiyuan Wanda Plaza, with 800 square meters of all kinds of shoe related products, all concentrated in one area.

"The so-called online offline integration, that is, in this store, all categories of shoes, each shoe has a separate code, two-dimensional code, consumers can directly scan the two-dimensional code in the process of consumption, you can choose online mobile payment, you can also choose to pay in line after the shop is finished, or mobile payment, direct delivery can be."

In this regard, RET Rui Yi De Sam, director of the analysis of the new media analysis of the real estate industry, said Wanda Group stores try to choose Tangshan, Taiyuan rather than the first tier cities is logical.

Specifically, consumers in the first tier cities have more choices and are more sensitive to goods, so preferences and choices change faster.

The physical store has to go to inventory requirements, we need to quickly change.

If the perception of consumers' preferences is not clear enough, the risk of the store will be great.

Comparatively speaking, the two or three tier cities are following the trend of the first tier cities, and consumers are not so sensitive to the changes in styles.

Soza pointed out that Wanda tried the collection store format, indicating that the company was trying to turn its role into service role.

"Like the physical pformation of the Internet, the most important thing is to keep pace with the idea, and to make a store also needs to change its identity and role.

Similar to the buyer shop, the collection store is very testing the ability of the purchasing personnel, including the perception and sensitivity of the trend, the control of consumers' needs and preferences, the anticipation of the trend, and so on.

More importantly, we must let go of our own business, because we need to adjust in time according to market conditions, which is a challenge for Wanda's long chain.