Analysis of the O2O mode of Wanda Electric quotient based on four points of O2O large platform

[Guide] Tencent, Baidu, Wanda jointly set up a Wanda electric quotient, against Ali, the following through the supply and demand of precision, experience fun, solve pain point, the establishment of O2O four points analysis Wanda Electric Business O2O mode. Look at the article below.

Wanda Baidu Tencent investment 5 billion around the mall do O2O, many experts wrote a commentary, there is said Wang in mischief, but also said that tyrants together will subvert the business situation.

This article will not draw the success or failure of the conclusion, but list my thinking of the shopping mall O2O, let readers judge the feasibility of shopping malls O2O.

There are four points: supply and demand accurate, experience interesting, solve pain point, build O2O platform of these four aspects.

First, the supply and demand of precision

A restaurant every day the best reception customers 500 people, if one day the customer only 200 people, then some of the food is shelved waste or not fresh, fixed costs will not be apportioned. If one day the customer has 800 people, then must cause the customer to queue, the food material is not enough, the dining room manpower work intensity is too big, the customer experience reduces and so on.

O2O the first value is to balance the supply and demand, shopping malls according to the number of customers and historical data to inform each merchant of the next period of estimated customer number, if some businesses are insufficient number of customers to generate a discount volume, customer app to receive accurate recommended coupons, guide customer flow, balance demand and supply.

If a merchant has too many customers, the app (or mobile end) shows the number of customers that a merchant is queuing up, the expected reception time, so that the customer adjusts the consumption plan according to the actual situation. Avoid supply and demand imbalances.

Supply and demand matching also includes the matching of interest, shopping malls have supermarkets, department stores, catering, apparel, children's paradise, bookstores, cinemas, sports halls, professional stores, such as hundreds of of businesses, each customer needs different, different interests. If you can achieve accurate personalized recommendations, it will not only enhance the customer experience, but also to bring more passengers to the business.

The basis of accurate personality recommendation is user label, historical data, logic algorithm. Wanda Tencent Cooperation, can borrow Tencent's accumulated user tags and behavioral data, to achieve more accurate personality recommendations.

For example, according to the user age can be divided into men and women, youth, middle-aged, elderly, pregnant women, new parents. According to income and consumption concept is divided into affordable, hedonic type, quality, potential customers.

According to the personality divided into Word-of-mouth propagandist, critical type, participatory, quiet customer. According to the life cycle is divided into new customers, loyal customers, potential customers, lost customers. According to the customer label and consumption history data Multidimensional Analysis preferences, so recommended projects and exclusive privileges, can let the customer marvel, this is what I need.

Shopping malls are not just shopping, in fact, call Life Experience Center more appropriate, in order to gather passenger flow, shopping malls often engage in art exhibitions, animation and entertainment, children's parents, competition, talent friendship and other short-term activities, each activity is only a certain type of talent interested.

If you only rely on natural passenger flow, many customers will miss the activities they are interested in. But with the app (O2O), shopping malls can be recommended to customer groups to boost passenger flow, depending on the customer's interest.

Shopping malls to do a good job of personalized recommendation, customer label management, not only to manage business, it is best to in-depth part of the commodity management, to carry out in-depth joint venture.

The depth of the pool is not the same as the supermarket to carry out a single product invoicing management, but and business cooperation, the merchant part of the goods, packages, services data processing, and labelling, in order to match with the target customers more accurate matching recommendations. In turn, O2O may lead us into the service C2B era.

Second, the experience of fun

If there are few spectators in Wanda Cinema, they can immediately send free movie tickets to members near Wanda Plaza, so that they can feel the unexpected experience with minimal cost. O2O makes the link cost extremely low, can the real time accurate push the preferential to the most needs person.

Help customer screening Business is also the value of O2O, Wanda and Tencent cooperation, account exchange combined payment, to prevent malicious registration account to disrupt the evaluation scoring system, with a real objective evaluation to help customers screen businesses, goods and services. If the evaluation rating is real and objective, the shopping center and the customer pay attention to evaluation rating, then may develop into similar Taobao praise system, both for shopping malls for business management, but also conducive to enhance the service experience.

Shopping mall O2O is also conducive to the promotion of high value customers experience, according to customer consumption amount, frequency, customer group analysis, the initiative to invite High-value customers to become VIP, for High-value customers to reserve the best parking spaces, to provide car wash service, lounge massage chair, shopping guide services and other privileges. Attracting and sticking to a large number of High-value customers can become a shopping center core competitiveness.

Shopping malls O2O can also tap Word-of-mouth promoter, some people are natural extension agents, they are certain groups of contacts, they like to share, willing to comment. Guide them to enjoy the new service, so that they can at any time in the mobile tool to put forward feelings and opinions, help shopping centers to improve services, give them special concessions, so that they become living word of mouth advertising.

Shopping mall O2O also has a lot of fun to play with, such as using Tencent social data to remind customers of a friend who is somewhere nearby and how much time apps can get a reward. For example, organize a "freeze" activity, tell some customers in the shopping center, agree to a certain point in a place suddenly static. For example, a treasure hunt activities, to inform certain customers some clues, through the discovery of the app, finally found the treasure of the reward.

In short, shopping mall O2O not only allows accurate matching of supply and demand, but also improves the customer experience and makes a lot of fun with the mobile side.

Third, solve the pain point

Shopping mall O2O The first pain point that can be solved is the difficulty of parking, the customer can know the location and parking space before parking, and give the navigation path.

Shopping mall O2O Mobile end can solve the second pain point is empty-handed shopping problems, customers after shopping products affixed two-dimensional code, customers can track the position of goods, goods sent straight to the delivery area, customers leave the mall when the unified pick-up, or by the shopping center unified door-to-door.

Shopping center O2O Mobile end can solve the third pain point is the conflict of interest problem, a three to the shopping center, children into the children's paradise, with the wisdom of the ring, parents can always pay attention to the situation of children. Mother can go to the clothing store, SAP Pavilion, father can go to the library, sports hall. A three-port contact through the smart hand ring, mobile end, each can see each other's position and the expected end time.

Shopping center O2O Mobile end can solve the fourth pain point is the restaurant queuing problem, through the O2O mobile end of interest restaurant passenger flow changes, remote registration line, remote order meal, at the most appropriate time to dine in the restaurant.

Shopping center O2O optimize internal strength refers to the use of data to guide the optimization of business structure and dynamic line, the large shopping malls have 300-400 businesses, what kind of business structure is the most suitable for local consumer demand, how the location of businesses can produce the most comprehensive benefits, and with the local consumption level and population structure changes, Shopping malls ' business structure and marketing tools also need to be optimized.

Traditional shopping mall merchant structure and moving line basically depend on operator's experience decision, and with the O2O, there is data support, can accurately know the mainstream of shopping malls from those categories of people, their rise in favor of what is to optimize the structure of the business, to avoid thousand shop side, repeat the mistakes of the department store industry.

The shopping center O2O can record the customer path, uses the View tool to mark the hot area and the silent area, based on this, adjusts the merchant position, directs the customer to spread to the silent area. Business structure and position adjustment with O2O can also track the effect, prevent man-made flaws.

Four, establish the O2O big platform

Taobao Cat is the physical commodity network to buy a large platform, then the future will appear to serve the O2O big platform?

When Wanda Shopping center O2O project success, can be the overall output, any place of service businesses can join this platform, share user tag data, accurate personalized referral service. can also use the supply and demand balance system, the commodity service depth joint-venture system, evaluation scoring system, Word-of-mouth promotion staff exclusive system, fun system and internal strength optimization tools.

From point to surface, forward circulation, shopping center O2O platform gradually developed into a whole society O2O platform, at this time the platform value may be greater than Taobao Day cat, become the first platform of the electric business.

The author thinks that the unified integral is the key to establish the O2O big platform, the integral hits the merchant customer common currency, a merchant introduces the new customer (X replaces), or a merchant adds the label attribute to a customer, then a merchant obtains the integral. When x customers go to other businesses to spend, other merchants return credits to x customers and a merchant. So can inspire businesses to constantly develop new members, otherwise unwilling to contribute their members to O2O big platform. Additional points and user tags will increase the user's escape costs, improve the platform stickiness.

Let's summarize.

The common o2o of the whole society must appear. 只是她到底会如何出现?她的外在形式是怎样的?是从购物中心这样的垂直业态起步?还是从美团网这样的团购平台起步?腾讯和阿里的机会点在哪里?到底用那些具体手段能做好精准个性化推荐?如何做好深度联营? O2O Big platform can also solve which pain point?

These questions will be expressed in another article, ready to name this series of "O2O Big Platform Series", welcome long-term attention. Finally, I recommend the reader to see the author of the "Supermarket Electrical business breakthrough series."