How to effectively transfer the offline passenger flow to the line?

Conclusion: Cooperation with group purchase does not solve the fundamental problem or even solve the problem.

According to the idea of your leadership, is to put their own offline advantages to the cooperation of the website to the advantages of the online.

First of all, through the electric Business website cooperation drainage, only may be one kind: experience type consumption part, is the restaurant, the movie theater and so on, needs the consumer oneself to the shop. Typical representative is the previous two years said more group buy this kind of "from line to line" O2O early form.

But remember: they are to rub the flow, not to bring the flow.

-the title, 2014 for the representative, group purchase is no longer "from the line to the line" but "from the line down to the line";

--Ali to buy Silver Thai, teng million (for the Teng Hundred small share?) These two cases have been very descriptive.

Secondly, through group buying, even if it really brings flow, how much precipitation, precipitation, viscosity? How to keep in touch and communicate? Has the user data been retained? Who's on the line? This is the fundamental problem.

Personal view: Commercial real estate will gradually become mobile internet companies (at least to build the team), become the future of mobile Internet portals (similar to the internet era of Sina, NetEase), the above two cases are typical representatives, of which Wanda is the country has a separate station Sina network.

--not a business complex like Wanda.

A simple answer, but also our two years focus on the product design ideas, involving product details will not be launched

O2O or O+o core to understand the characteristics of two o:

Offline: The advantage is to do a good job of user Service and experience

Online: The advantage lies in communication and communication

Do a good service and experience, at the same time give users a convenient bridge to communicate online, to spread.

Offline part of your major is not said, the focus is the official own system platform: O+o Fusion Marketing Platform

Several main sections:

1. Channel level:

Line to line channel: two-dimensional code/wi-fi/nfc/ibeacons

Line to the line on the channel: micro-letter (mass, focus on the circle of Friends), Alipay Wallet service window, Baidu direct number, etc.

(If not a national chain of shopping malls, it is not worth to promote the app, with a good micro-letter and pay the Treasure purse These two Super app is enough)

Third-party channel: Internet platform such as group buying, banking and other cooperation channels

2. Content and service main position: mobile phone portal (HTML5)

There are a variety of features, content, and services, such as:

Commercial Union of business complexes (shopping malls)

Membership card, integral

Electronic coupons, electric dealers (from the mention, home with)

Articles, interactive activities

3. Social member management System SCRM:

Membership card, Integration System

Member Behavior data

4. Electricity dealers and integration payments

Outside: Now say all is "electric quotient", hereafter have no "electricity".

The user data is retained for two marketing and precision marketing. So, combined with the electrical quotient part, there is also a mobile phone's remote and onsite payments: integration payments.

Among them, based on electronic voucher verification, member service, integration payment POS is necessary.

5. Data Management platform DMP:

Summary of various data: data storage and management, cleaning and collation, analysis and intelligence extraction (such as decision support), data reuse (e.g. precision marketing), four major links

-When data reuse, that is, data back to the channel, content and services, membership integration System, such as:

For use iPhone6 the following mobile phone user push information: Purchase IPhone6 fee-free installment, only 366 yuan per month

For the last time in the restaurant a consumption of member push information: give you 50 Yuan voucher

For the last time in the movie theater members to push information: Today's "Taiping Round" for VIP Members reserve the movie ticket still have 10 Zhang, catch up to collect ~

For the last time in a friend's circle of friends to participate in interactive user push information: The last to participate in the event gave you a small gift with electronic coupons to the second floor of the counter to pick up (fill in the real name information to become a full member)

。。。。。 No one by one cases

In actual operation, notice two closed loops:

Horizontal closed loop (space): The entire application scenario associated with the shopping center (offline)

Longitudinal closed loop (time): the relationship between each activity, each behavior and the closed loop

General thinking as above, the interest is not in the specific details and some characteristics of the means, because we are also thinking, learning and growth.

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Interest: Start-up companies, Alipay, the first batch of contracted channels, micro-credit public platform and Alipay service window of the multi-platform fusion marketing solutions provider, intelligent Wi-Fi solution provider and virtual operators, micro-trust Open platform partners.

The two main directions we have been studying over the past two years are:

Commercial real Estate (city complex, shopping center, etc.)

Tourism (scenic, etc.), the recent launch of independent projects for the national expansion next year