What does 5 billion mean to Wanda?

Wang Jianlin and Jack Ma's agreement, never mind. May not be too arrogant Ali Ali Ma, perhaps a temptation of the Internet, Wang Jianlin each card, are surprising. Recently, Wang Jianlin released the semi-annual report of Wanda Group. The most notable report of the report was that Wanda announced that it will continue to make every effort to develop its e-commerce business. In a high-profile announcement, it will invest 5 billion yuan in the first phase and will jointly fund the largest e-commerce providers in China with the goal of finding profits in about three years mode.

However, beyond rhetoric, Wanda E-commerce also encountered former Wanda COO Ma Haiping, COO Liu Sijun of former Wanda E-commerce, and Gong Yitao, former chief executive officer of Wanda E-commerce, respectively. After the departure, the relevant personnel also complained about the rigid management of the real estate company and the incompatibility of the reporting and auditing system. The Internet industry also spit out one after another, believing that Wanda O2O and Wanda O2O will not succeed. Despicable, Wanda ecommerce, O2O where the road, or really no way to go? This article aims to elaborate from commercial, real estate, the Internet, the media point of view, trying to solve Wang Jianlin's electricity supplier complex.

What does 5 billion mean to Wanda?

For the Internet, 5 billion means an astronomical figure, but for Wang Jianlin, 5 billion is just a Wanda Plaza investment figure. In a second and third tier cities, a project investment, the investment of 5 billion, the return is much higher than this figure. First of all, Wanda Plaza mode basically through the government investment, negotiation, etc., in the urban areas or low-cost areas, take to build, from the project planning, positioning, construction, sales, investment, property management, etc., Wanda have achieved the module Standardization Perhaps we are concerned about Wanda Plaza Cinema and the hot beverage industry, but we also want to see the wilderness of many cities Wanda Jinjie embarrassing scene, the success of Wanda Plaza, the greatest success is that the commercial complex business district aggregation effect, What brought is the property market in various regions, "stimulants" is a strong push to promote housing prices and sales rhetoric, for Wanda, the real profitability of the main square except for a variety of shops, offices and residential sales is the core.

And Wanda invested over 10 billion in the country, abound, 5 billion in the Wanda system, not a particularly large budget.

Why Wanda do electricity supplier?

The reason is very simple, Wanda's main business is real estate, especially commercial real estate is the key to the success of Wanda, commercial real estate operation and maintenance more complex than residential development, especially in the early site, investment, and follow-up services, good Business, especially for their own business services, or follow-up income unsustainable. Wanda is also facing the current problems facing all commercial real estate, shopping malls, more and more shopping malls, became the entity fitting room, the rising cost, business expectations and satisfaction is difficult to achieve, many commercial entities and The same is true of contractors.

The impact of Internet e-commerce, especially for Wanda business, which is based on the extremely high demand for superhuman traffic, has affected the conversion of transactions. However, the core purpose of WDA is to serve its own businesses. As for ordinary consumers, only one Sources of traffic only, at least from Wang Jianlin many foreign speeches, but also fully reflects his confidence in their own flow of people.

Due to the huge scale of Wanda Square in all parts of the country are distributed, it is easy to form a business network, in line with the Internet thinking, the final shape of the Wanda e-commerce has a platform trend, but to serve Wanda's own platform, rather than our traditional significance E-commerce platform.

According to the plan of the report, Wanda will form five business segments of real estate, cultural tourism, finance, retail and electricity supplier by 2020. It is obvious that Wanda is an e-commerce platform exclusively for Wanda commercial real estate.

Wanda E-Commerce Why O2O mode

From the report, we can see that Wang Jianlin intends to join hands with other domestic e-commerce giants, the establishment of Wanda e-commerce, rather than go it alone, from this perspective, Wang Jianlin also realized that Baotuan will have more opportunities, which is a good Supplement. However, in fact, the e-commerce is a product that consumes traffic and the real effect of the diversion function of other e-commerce platforms remains to be seen. From another perspective, Wanda eCommerce, which works on other platforms, can become a secondary channel for these eCommerce platforms.

Wang Jianlin said in the report: "When Wanda is strong enough or if we invest in a bank, we can issue a card jointly with us at this bank." I asked the E-commerce companies a little bit, and now I have to ponder on a more convenient and innovative Quick, more useful 'card'. " What is useful, is better than using other cards, this card in the National Wanda Plaza, hotels, holiday area consumption, purchase can be universal, there are consumer discount, points, lottery, value-added services, etc., which itself Is a big piece of business. In a few years, Wanda has nearly 200 Wanda Plaza, more than 100 hotels, plus 8 to 10 resorts open to the public, billions of passenger trips each year, these consumers are our customers, you can send hundreds of millions Card, this is a huge resource and advantage.

Unlike traditional Internet providers, O2O and O2O-based e-commerce businesses place more emphasis on services besides their products. For Internet companies, the downside of large-scale O2O platforms lies in their ability to serve offline, because in addition to Provide a platform to solve the B2C, or C2C exchanges, based on the process of B2C service is more critical, O2O electricity providers not only provide cold delivery, but also the Internet has been advocating socialization, really into the line.

As for Wang Jianlin to send hundreds of millions of cards, I think it is not difficult: Any registration card, activation through consumption, such as the main store in Wanda, the cinema vouchers, discount cards, sweepstakes, as long as consumption can be activated with the card , This way, almost does not cost too much, as an ordinary consumer, why not? Wanda in this regard, not only resources, more physical stores, staff throughout the process, merged into the normal operating costs can be. Compared to the Internet to solicit users burn, conversion, activation, loss and other maintenance of the current situation of the situation, it is really good. Or you think of a variety of consumer card in your wallet, which are really 0 balance it?

The benefits of the card can be unified standard Wanda's own billing system, but also the formation of capital precipitation, a card to form a 10-dollar capital precipitation, for Wanda, 100 million is 1 billion of funds, not to mention based on this Card formation of other consumer profit distribution?

Based on Wanda Plaza's own advantages and resources, O2O is indeed the top choice for Wanda E-commerce.

Wanda e-commerce model of the key points

Despite the departure of executives, Wanda e-commerce is also facing the situation has to move, the success of the key lies in the following points.

First, the nature of Wanda e-commerce is different from the traditional e-commerce

1. Wanda e-commerce services in their own businesses, consumers

2. Wanda Commercial Complex is actually a service industry, and Wanda E-Commerce also has service attributes and is based on localization.

3. Wanda e-commerce based on Wanda Plaza's national layout

4. Wanda Ecommerce offers O2O platform products and services

5. Wanda e-commerce providers need more accurate regional traffic conversion rather than traditional e-commerce traffic conversion.

Second, the essence of Wanda e-commerce is big data marketing

1. Do not look down on Card, this is a good medium, but also a data carrier

2. Complex itself, is the source of data accumulation, including living in the circle around the circle of radiation.

More dependent on offline data accumulation

4. Analysis of consumer groups for big data, transformation and utilization, should be accurate to different merchants of each category

5. Church businesses to carry out their own database marketing, ants Xiongbing strategy.

6. Wanda such enterprises can complete the research of big data.

7. Big data-based advertising sales are part of the revenue, but to a lesser extent.

8. Wanda's complex format, the user community complex level, big data help to filter.

Third, Wanda e-commerce model analysis

1.O2O model must be done in depth, but the status quo is: Familiar with the traditional e-commerce sales model, it is difficult to change to a service based on regional attributes obvious service-type play.

2. The closed-loop structure of O2O mode of Wanda e-commerce tends to be traditional, refined, localized and service-oriented.

3. By product, flow conversion method, is not suitable for Wanda regional characteristics of e-commerce, it can only create and explore their own.

4. The goal of Wanda E-commerce is to enable consumers to remember the O2O properties of Wanda. The realization of this is based on the internet marketing level of the merchant, but this is different from the traditional e-commerce.

5. The characteristics of regional properties determine the advantages and disadvantages of WDA. The advantage lies in the ease of landing. The disadvantage is that the O2O model has higher requirements on services and higher requirements for practitioners and merchants. (I think there is still hope after I saw the news that the economy will be opened in the mid-50s by an economist for half an hour.)

6. E-commerce emphasizes the high efficiency front, which is Wanda's challenge.

7. Wanda e-based localization of the promotion should not be a problem, commercial and real estate development marketing level is sufficient.

8.O2O, especially the localization of O2O, work is more trivial, the industry that "bitter tired", can insist on doing real O2O, it is debatable.

9. Wanda's card, activation of the card issue phase and user activity there is no problem, in the long run, this is the biggest problem, to maintain users in the region, resulting from the process of online-to-offline conversion is very important .

10. Based on the application of mobile Internet, establish Wanda Plaza Internet life model, forming a seamless multi-screen docking, B2C process of Internet.

Fourth, earnings exploration

1. Based on the card's financial settlement

Business performance of the network conversion into

3. Integrate community O2O and solve the O2O problem in the residential part of Wanda Plaza

4. Wanda commercial normal network of all types of promotional activities, online and offline combination

5. Wanda E-Commerce and Wanda Plaza are based on online advertising, events, promotion and online and offline integrated marketing services for merchants or social enterprises.

6. Wanda E-commerce is part of the "Wanda Bank" that may be held in the future and part of the strategy of internet finance.

7. Based on Wanda Plaza, especially the new project and the surrounding real estate e-commerce sales

8. For Wanda e-commerce suppliers to customize the product group buy

9. Wanda Plaza, all merchants use the Internet platform costs

10. Capital value, listed.

Five, Wanda is facing the biggest problems and threats

E-commerce model and a variety of products non-stop iteration, it is difficult to form a fixed pattern, and with Wanda Plaza, the modular advantages of genes.

2. To maintain the high cost of users, Wanda Plaza around the need to set up a separate electricity supplier operation and maintenance department, the traditional operation and maintenance needs transformation, breaking the existing institutional structure, breaking means that the interests of the rules change, greater resistance.

3. The architecture of Internet products based on 100 million users is not yet clear

4. 100 million users of localized maintenance requires higher operating costs, live more trivial, low returns.

5. Wanda real estate gene is too heavy, e-commerce sector is difficult to integrate and be respected, after all, accounting for too small

6. Too optimistic about the return cycle, the positioning of the short-term target for the business too high, less enforceability.

7. Weak e-commerce authorities, decision-makers have less awareness of the Internet.

8. Wanda commercial operation of the product category less on the Internet has a larger choice of space, cost is also relatively low, the lack of electricity supplier price competitiveness.

9. O2O online and offline structure may affect the commercial real estate product planning and positioning in the future, can not use the old commercial products to carry Internet thinking.

10. O2O with strong regional attributes has a serious shortage of related talents in all parts of the country and its growth rate is relatively slow, which will affect the progress of the project.

In summary, Wanda e-commerce, in the short term, still faces higher challenges, but it is not impossible. It is difficult for a large ship to turn around. It is difficult for traditional enterprises to see long-term interests and break the existing Interest chain determination, for Wanda E-commerce, I think we need to give a longer incubation time, and have a really grounded team, can not be electricity suppliers and electricity. The Internet transformation of the traditional industries has been discussed for many years. The strength of the entity should not be underestimated. Wang Jianlin hopes to buy up some 5 billion successful experience for everyone. Regardless of the final result, Wanda's courage is commendable, but the pace can not be too fast.