Attracting and sticking to users is the core proposition that determines the benign operation of Wanda O2O.

Absrtact: Analysis Wanda O2O structure is not difficult to discover, the wisdom Square is only the infrastructure, attracts and sticks the user is the decision platform benign Operation core proposition. Over the past 2 years, offline entities, especially department stores, have been exploring an evolutionary direction, the pan-channel

The analysis of Wanda O2O's architecture is not hard to find, the wisdom Square is only the infrastructure, attracting and sticking to the user is the core proposition that determines the benign operation of the platform.

Over the past 2 years, offline entities, especially department stores, have been exploring an evolutionary direction, the Muti-channel and the full channel (Omni-channel), many people do not understand the core differences between the two. Brother Qi's friend Silver Thai network CEO Lin Chen has a very classical exposition: "The Pan channel is the channel thinking, that is, channel concurrent division; The whole channel is the user thought, the user unify, the channel crosses. ”

How to "start from the user" to achieve the ultimate, will be decided offline retailers can continue to attract the younger generation, especially the consumer of the important proposition, this needs to be combined with similar consumer consumption (technology experience), values identification, can participate in the sense of play and other new consumer demand. In other words, O2O is a technical topic, but it is not entirely a technical topic.

From the case of Chi, Wanda is looking to provide users with a full flow of the O2O experience to attract and sticky users. Its operational logic focuses on large data thinking, the model is roughly "mass flow of people--' big member + Big Data ' operation--accurate marketing and service operation-user experience promotion."

The operation of this model needs to solve the problem of two business or not, first, where is the customer? Second, how to get customers back?

Where are the customers?

Offline entities to know "where the customer", it is necessary to meet consumers about "you know me more" psychological appeal. Wanda is trying to collect and optimize user portraits from two key trigger points-free Wi-Fi and universal app.

The first is the free Wi-Fi layout in the square. From the initial stage of the pilot scenario, the transformation will bring about 10% of the passenger flow, the number of members and turnover will also increase. In addition to attracting passenger flow and increasing membership, the other role of free Wi-Fi is a more accurate portrait of the user, and Wanda integrates the technical capabilities of several top suppliers, including the U.S. Aruba NX, which can achieve 5 meters of indoor navigation accuracy, Can effectively record the user's behavior trajectory and the time of stay in each store. At the same time, users use free Wi-Fi, jump out of the portal page, there will be mobile phone number login, become a Wanda member, such as reminding function, to achieve identity data through. Through continuous accumulation and optimization, Wanda can gradually analyze the user's preferences to achieve finer granularity.

Another trigger point is Wanda's self propelled Universal app. It is both a virtual Wanda membership card, but also the user's carry-on cards, integrated user's consumption record, points and coupons, which is clearly an analysis of user purchase behavior and brand preference for the perfect source. In addition, it also provides for parking, indoor navigation and other basic functions, behind the same can be compared to the user's consumption capacity, brand preferences and other data.

In short, the future Wanda not only can know the daily flow of people, but also through the accumulation of large data and analysis, and gradually for the user to do portraits, so as to achieve more understanding of users, precision push and other ideas.

Let the customer come again

"Let the customer Come Again" is to solve the "How to impress Me" problem. Wanda hopes to achieve the effect is to provide users with personalized and scene of precision marketing, rather than the traditional stores used to push the way, thereby achieving user "recall" and the rate of increase in repurchase.

Wanda in Zhengzhou has made some new attempts, such as through large data analysis, they found that there are 20~30% users will go to two shops, one is Uniqlo, one is Pizza Hut. Wanda then joined the two businesses in a joint promotion. In addition, Wanda is also trying to target young people in love, to provide similar "shopping + eat + watching movies," a long chain of joint promotion. Similar actions are based on large data analysis, the user's lifestyle, behavioral preferences and other data to summarize, and achieve the needs of accurate satisfaction.

At the same time, Wanda is still trying some way of setting up marketing. For example, the user is shopping on the first floor, the right meal point, Wanda is combining his restaurant preferences to push some specials or membership discounts; At the same time, Wanda is also considering experimenting with "flash-buy" mode, in some of the upcoming show, the audience is not full time, in the way of special tickets to pull ticket sales.

Of course, there is a core problem in the operation of large data is how thin the particle size, too rough data can not effectively guide the business behavior. However, Wanda believes that a geographically oriented platform will have some big data advantages over pure online platforms. For example, the user in a store's consumption choice is basically within 20, demand is relatively accurate, constantly accumulating records can make a general outline of behavioral preferences; In addition, Wanda believes that when you are not a user's preference, the most effective way is to push the depth discount, similar to 10 percent-20 percent of the low discount on the user is not a harassment, But the provision of value information.

There is also a moving user's operating problem is that when the user is not in the shop, how to impress users to come. In addition to accurate promotional messages based on large data analysis, Wanda believes that an integral consumer reminder is an efficient way to do this.

Water Test points

This cannot fail to mention the "universal integral" of an important part of Wanda's membership system, by the Wanda's own industry resources, settled into a business alliance to do a different industry alliances, users of 100 yuan per consumption has 1 points, 1 points equals 1 dollars, with the cumulative user consumption, Points in fact can be used again for consumption of cash, and can be used in the shop in Wanda Country.

Add that at present Wanda own industry in the square, department stores, hospital lines, big singers have joined the integration system, the future will be commercial housing, high-end hotels, as well as Changbai Mountain and other tourist projects included in the final form of a more commercial operation of the circulation system.

In the past, Wanda did not do a national unity of integration, mainly because the time is not mature, and O2O brought about by the digital opportunity of commercial real estate, just provide a big chance to test water. To this end, Wanda not only to transform the traditional POS system, but also in the future can be compatible with all the mainstream payment methods Cloud POS system, to achieve users and merchants in the membership, integration, write-off and other aspects of the closed loop through. At the same time, Wanda also persuaded the settled merchant to join this interest community, including Zara, Starbucks, excellent Uniqlo and other international brands at present more positive attitude, and another good thing is, when the majority of businesses accepted the integration System, users of general points to develop the use of habits, will be "forced" Merchants gradually entered the Integral alliance System of Wanda.

According to Wanda's thinking, when the user has enough points in the Universal app, Wanda can be in his longer time to shop, push points reminder to complete the user's drainage.

Up to now, Wang has not made a clear qualification for the KPI assessment of Wanda Electric, mainly to cultivate new business, but he did mention an important index: 2014 will be the million to achieve 30 million members, the next three years to reach 100 million.

In Brother Chi's view, this is a first circle of users, after the training of members, gradually enhance the idea of ecological stickiness. As to whether Wanda can do O2O third pole, digital ability is the foundation, but the core key or whether "user thought" actually landed into the whole process of O2O, this point can continue to observe in the future.