A 1 billion dollar lesson Wanda, Hualian to do the electric business carefully

The new year is still in the United States, the department store representative Brand Macy's announced the start of the New Year's plan, with layoffs close in parallel to the retail sector will increase hiring large numbers of staff to enhance and Wal-Mart, Amazon and other retailers competitive.

Macy's status is not limited to the United States, the world is so, by the impact of E-commerce tide, offline traditional giants are thinking of all ways to change this "decline" of the status quo.

There is a point of view that, in response to the impact of the electricity dealers, the U.S. Department store entities and the Chinese department store companies to take a similar measure: the development of their own electric platform, the implementation of Wal-Mart-represented O2O strategy and the difference in goods and experience.

Yintai, Su Ning, the United States are walking this way, in the previous period of time, Suning chairman Jindong has a comment on O2O, said, "the current retail industry after the chain operation, E-commerce two major stages, is entering the era of O2O internet retail." ”

Wanda, Hualian-The new model of exploration

However, in the domestic transformation of the entity enterprises, in addition to Suning because of a gamble betting on the electricity quotient, so that the results are not bad, other such as Yintai, Gome, etc. in the development of their own electric business platform on the walk is not satisfactory.

Perhaps because of this, entity Wanda and Hualian group have gone another way.

January 11, there are media reports, Hualian Group is preparing the electrical Business Project, it is understood that Hualian may first consider the cooperation with Ali, temporarily do not intend to do their own electric business platform.

More Ali in with the Hualian Group Shopping Center signed the Electronic Business Solution show, with online activities to guide the passenger flow to the offline shopping center, is the core goal of this cooperation.

In addition, Ali not only on the site to provide exclusive Hualian electric platform, Alipay Wallet will also be unified for the Hualian Group Shopping Center to develop a batch of payment code, and handed over to the Hualian Group shopping Center Unified distribution.

And Hualian Group has a lot of similarities but more than the Hualian group of more than one level of Wanda has the same idea, and has begun to move.

"may be I am not good at gambling, incredibly do not know that a billion too big, early know I said 1 million, this matter will not fry so long time," Wang not without joking said.

At the beginning of December, Wan Hui network with mobile phone app launched together, Wanda's electric business ambition has been revealed.

With Wang, "it will not be Taobao, will not be Tencent, will not be Baidu, will not be jingdong, but a complete combination of their own characteristics, line online integration into an integrated e-business model."

The play of Wan Hui network-bucking the trend

Million sinks found that the current network is slightly simple, and only in Dalian, Wuhan, Fuzhou, Zhengzhou, four cities in the Liu Jiawan to reach the square.

Based on this, friends can only do a simple description of the universal network, but not in-depth experience.

Wan Hui Network Business covers department stores, food, cinemas, KTV and other fields, under the Wanda Group, real-time to provide users with square activities, business information, shopping guide, discount, film information, gourmet Group purchase, integration inquiries, gift exchange and other information and services.

It can be clearly found that the content of Wan Hui is Wanda Plaza.

But Wang has a different interpretation, "Wanda E-commerce model features will include large membership system, large data systems, high gold content, low cost." ”

For example, he said, "This morning suddenly saw fewer people, you can immediately carry out the membership promotion, the price is 30 yuan, now 15 Yuan can watch the evening prime time movie, I believe people immediately sit full, the restaurant is also so." So I believe the profit outlook is considerable. ”

In fact, this is a kind of invisible passenger flow into the type of data is a play.

It is also noteworthy that the current million-wire network does not provide in-kind online purchase services, only part of the service to buy and coupons to receive and purchase services. More like the Wanda Line shopping guide platform.

This model, it is likely to be the final mode of the million-net, that is not a real electric platform, but a platform for publishing shopping information.

Easy Network CEO Chen Conjong said, offline retail market positioning should be to experience, community, the whole life of the state of the direction of change, to its own target area, target consumer groups and target consumer groups to shop frequency to dig deep.

It is clear that Wanda has the idea that through the online coupons and the integration model, Wanda is investing in every customer.

Gome and Yintai have been exploring the way to Wanda?

In some physical store transformation of the electricity business implementation of "line with the same price", the entity shop to become an online "experience shop" strategy, Wanda's O2O but the opposite, let the electrical business to become the entity of the promotional channels.

And the future of this model, we need time to give the answer, but the Yintai, Gome model, obviously has been struggling.

December 23, Silver Thai Network CEO Liao Bin to friends to confirm that he has left the news, "Yes, will rest for some time," for leaving, he would not say more.

Coincidentally, with the departure of the Liao Bin, the other side of the offline business, Gome is also encountering a talent crisis, according to the people familiar with the story, a number of vice president level executives have chosen to leave this year. It has been disclosed by the outside world, including the former Gome online CEO Handepeng, in charge of sales and other operations of the Gome online Vice President Pengliang.

The two big business giants are facing the same problems, and revenue growth looks gratifying, but the pain is unbearable.

So Yintai began to fully cooperate with Ali, Gome contracted the front.

"Now the main rivals to do the electric dealers in the loss of money, if it has been such a loss, but also to adhere to a few years?" The last thing to stay is certainly the money in the pocket. In this way, why do not I leave the money first, to ensure that pockets of money, and other electric business to find profit direction after the big fight? Gome Electrical Appliances President Wang Junzhou said.

It is clear that Wanda is aware of such a situation, so the network has embarked on a pragmatic approach, which is used only as an important channel rather than a complete transformation.

But such a road obviously needs to cultivate for a long time, just as Ali educated people now online shopping, Wanda needs to pull the user back to the line, need a little patience.