ORIC [Skynet] resolve Wanda O2O: third pole of ambition world network operators [i] Note Wanda in the end is a real estate company or a retail company? It does not seem easy to answer. But this is not important. Wang Jianlin determined from the point of view, Wanda could become a heavyweight in the field of Chinese O2O business, why not? See Interpretation. Text / world network operators ORIC member Liu Qi \u0026 ldquo; Wanda electricity supplier only succeed, not fail! \u0026 Rdquo; 1 January Wanda internal wrap, chairman Wang Jianlin put relentless, he was not the first to say so. Wanda inside, a Sturm und Drang of change already well underway, it has three distinct signals: one swept through the group, Wang Jianlin requirements \u0026 ldquo; Wanda all leaders, from the president, vice president and general manager, general manager of the company until the systems are electricity supplier must have awareness \u0026 rdquo ;; Second progress quickly, less than six months, it has completed more than 50 distribution WiFi Wanda Plaza, the year will double again, to complete 100; third direction is clear, Wanda electricity suppliers to do is O2O, is \u0026 ldquo; \u0026 rdquo ;, Square wisdom is quite different from Lynx, Jingdong electricity suppliers online mode.
Has been much speculation Wanda outside electricity suppliers unknown direction, progress is slow, even Wanda announced its strategy O2O peripheral guess fog still not faded. After some research, 琪哥 believe Wanda real intention is to do O2O third pole. O2O concept flowering everywhere, but really a trend is twofold: First, the brands of O2O evolution, through the whole channels, online and offline interaction, enhance the user experience, complete intermediary platform to interact with consumers; the second is an intermediary platform O2O, including Lynx, Tencent, Jingdong online channel platform in a manner O2O platform tools \u0026 ldquo; rope \u0026 rdquo; offline businesses, for enabling (digital, socializing, etc.), so that the intermediary channel platform extends to the wire Under the real economy.
Until Wanda hand, the possibility of O2O third pole is clearly apparent. Like Wanda, Vanke and other industry giants, hold the line under the huge chain business resources and considerable flow of people sitting and trading volume, once cut O2O field, it will not take the product shelf model, but will highlight the district's service life extending to form a \u0026 ldquo; real business + O2O tools \u0026 rdquo; sub-platform ecology. According to Wanda's official statement, which O2O model has three key words, the wisdom of the square, a large membership and big data, but more worth exploring O2O Wanda layout of early heart, the whole structure, and operation of logic. Mong field evolution and active young segment is a huge loss? Offline retail passenger suffered this crisis? This is the kind of mindset has been formed, physical retail crisis theory has spread a long time, to which the answer is twofold: First, the urbanization process is still in progress, China's large-scale comprehensive shopping center is not a surplus, but the lack of; two is more than good grassland will have Shouma, Darwin has clearly stated in the cosplay costumes for sale theory of evolution of species: \u0026 ldquo; not the strong survive, nor is it wise to survive, but the survival of the fittest. \u0026 Rdquo; is expected in October this year, will build the first 100 Wanda Wanda Plaza, which ranks among the world's largest commercial real estate companies.
In the second and third tier cities, Wanda pushing the slogan is \u0026 ldquo; Wanda Plaza is city center \u0026 rdquo ;, plus its periphery supporting the construction of five-star hotels, commercial residential, and various self-format, Wanda would have almost the world's largest integrated entity business flow. Wang Jianlin, predicts that by 2015, there will be 140 Wanda Wanda Plaza, the average square 20 million a year more than two billion people into the Wanda Plaza. Another internal statistics also cause for concern, Wanda had to start building a new passenger Wanda Plaza property has to statistics, more than 80% of young people under 35 to over 20 years of age-based, monthly income of 4,000 ~ 5000 yuan, basically white-collar workers in this region. Thus, the discussion Wanda O2O is an important prerequisite is that Wanda integrated entity format is still in the rising period, enter O2O not save a row into the wood of traditional industries, but plan ahead to meet the next big trend line retail and service format evolution. Why have to evolve? Many retailers ate rooted in years of real estate growth dividend, day more moisture, but once the bubble extrusion, coupled with electricity providers and the mobile Internet wave impact, those retail core competencies deficiency (such as single-product management, digitization, buy hand-made, Experience formats, etc.), so he became a naked swimmer. \u0026 Ldquo; We cover shopping center in the same city, you can get past the drawing, one to one investment can Copy, but if it does not use the Internet to run, can not form the core competitiveness, the cover 10 also compete Wanda. \u0026 Rdquo; so insiders explain Wanda layout O2O early evolutionary mind that \u0026 ldquo; you can not learn Wanda \u0026 rdquo ;. This is a \u0026 ldquo; flourishing field \u0026 rdquo; logic means is to achieve digital upgrade of commercial real estate, the starting point and the focus has always been stronger Wanda commercial entities of the resource itself, ensure that they lead to all competitors.
Asian platform of Ecology and bilateral market 'platform strategy \u0026 mdash; \u0026 mdash; is sweeping the world of business model revolution,' a book, the editors specifically explored with \u0026 ldquo; geography \u0026 rdquo; core build Innovation platform ecology and Foursquare as most popular cases, this is \u0026 ldquo; a combination of game elements, discount service, as well as the geographical core of the ecosystem \u0026 rdquo ;. Foursquare party "dark knight cosplay " as a platform to connect users with the merchant that bilateral groups. User through a simple phone bundle, you can learn the surrounding business information, such as location, discounts, etc., he only needs to \u0026 ldquo; sign \u0026 rdquo; will be able to enjoy preferential services, he also can share your location to a social network, similar conduct more he will get foursquare awarded medals and discount incentives. In simple terms, the core of innovation Foursquare is a virtual community and reality of the business world to get through. On the other side of the business market, Foursquare holding a massive user database, such as the number sign and the time, demographic customer base, regular data, are precision marketing businesses crave content. Thus, including Pepsi-Cola, Starbucks, major department stores, etc., have added to the ecosystem in the foursquare. Thus, a location-based platform to build bilateral market and operational. What are the implications for Wanda is Foursquare? The first self-built platform for location-based ecological possibilities. Wanda can not rely on any third-party platform, self-built based on the line of business entity ecosystem. Compared to online Internet platform, location-based eco-face business platform with the blood cosplay user in the number and diversity of the bottleneck, but its advantage is the combination of tracks consumer behavior, consumer preferences, social networking and other data, to do precision marketing match to achieve the binding effect on the region on both sides of the user and the merchant market.
The second is to find the core of the ecological irreplaceable resource platform. Ma Why draw Wanda? Wanda's core business empire that experience-based format, which is the electricity supplier online shelves unique content can not be replaced. In other words, the main e-commerce over the past few decades to solve the problem of extended shopping hours, but the focus O2O model lies in the extension of the effective service time, Wanda obviously has a content resource Ma who do not have (experience format, merchants put control power, line flow, etc.). Third, online virtual communities and the line at the world of business to get through. Of the share through social game of reward and an incentive to get through user identity online and offline, to provide a better shopping experience. Thus then compare Wanda action, we can generally sort out a chart O2O Wanda: From the broad framework for Wanda to establish a sub-platform location-based ecological entity with its own resources, users and merchants docking area This two-sided markets, in order to achieve the binding effect O2O way ecological circle. It does not depend on the traditional online mediation platform, the platform itself is. From the sub-component parts, the direction of Wanda is to build \u0026 ldquo; a base \u0026 rdquo; and \u0026 ldquo; three platforms \u0026 rdquo ;. The so-called \u0026 ldquo; a base \u0026 rdquo ;, is the commercial real estate digital upgrade itself, mainly through the distribution free Wi-Fi, indoor navigation, flow monitoring, to build wisdom plaza; so-called \u0026 ldquo; three platforms \u0026 rdquo ;, including business operations platform (Square businesses provide multi-channel, three-dimensional marketing information dissemination tools based on customer behavior online and offline capture and analysis, trigger-point precision marketing, simple to understand is to help businesses set up a new Taobao shop, you can self-management) ; Web platform (in addition to self-built square iBusiness, million the APP, Wanda also include payments to third party tools, big data analysis provides an interface); and large members of the platform (binding user identity and membership cards, discount coupons and common points, etc., to enhance the re-purchase rate and user stickiness). Eventually, Wanda will complete a bilateral market platform to build, O2O became Wanda, merchants and users to stabilize the operation of the triangular relationship between the core link. However, in the long term, the bilateral market eco build process will face a number of challenges, such as merchants Taobao class management system, as well as by socializing and gaming technology to enhance user stickiness, are Wanda had not been touched fields. Recommended Reading: 'Resolving Wanda O2O: Based on operational data integration logic' [Author] Liu Qi, columnist, new business observer. I believe that any subversion are once again pioneering, embrace change parties have eternal life. Specialist areas: e-commerce, the mobile Internet. [ORIC] Online Retail Insiders Circle, inner circle that is the online retail author, initiated the establishment of the i world network operators, those members are from front-line combat and other electricity providers, retail and Internet-related industries, the company at the heart of management positions in the industry It is widely recognized.
Another explanation is that ORIC Original Content, that is, original content, claim industry insiders members have in-depth thinking and insights, can provide quality content for the electricity business practitioners. (This article is published in the author's permission, the i world network operators editor, please indicate the source)