Business leaders keep a close eye on O2O, and the future will see it

Today, not only is Wanda, Yintai, Cofco, such as commercial real estate leaders talking about O2O, the Bonhams property, the dominant party of Hong Kong real estate, Sun Hung Kai, and even some regional shopping malls, are not shy, or set up relevant departments to carry out their own construction, or open the door to seek cooperation. Almost all practitioners have realised that the future of commercial real estate will be the O2O of the world.

Commercial Real Estate in the financial docking and Internet application of a lot of exploration and innovation, are worthy of industrial real estate practitioners analogy, learn from. In the field of overseas real estate development experience, both as public management property, there are many similarities, complementarity, should be the meaning of the problem.


if it's worth betting that commercial real estate and electricity dealers were in the game a year ago, then there is no debate about how the Internet's thinking has completely subverted traditional business logic today.


and regardless of Chaoyang Big Yue City because its O2O frontier tries to become the industry star, Ali and Yintai signed a strategic cooperation at the beginning of the year, the four were surprised, only to see the domestic commercial real estate boss Wanda from the competition with the electricity business, to invest heavily in the platform, and then to August 29 officially issued with a well-known website to build electric Business company, Enough to make the viewer aware of the commercial real estate business and the great convergence of the internet situation.


now, not only is Wanda, Yintai, Cofco and other commercial real estate leaders talking about O2O, the Bonhams real estate, the dominant party of Hong Kong real estate, Sun Hung Kai, even some regional shopping malls, do not dare to neglect, or set up relevant departments to carry out their own, or open the door to seek cooperation. Almost all practitioners have realised that the future of commercial real estate will be the O2O of the world.


However, the leap from concept to substance is a difficult process.


Former Wanda Electric Business CEO Yi Yitao has told China Real Estate reporter, he from the formation of Wanda Electric Corps team began to look for reference in the world of commercial real estate O2O success stories, but traveled sihai, there is no mature experience can be directly applied.


Chaoyang Yue City general manager Zhou Peng also told us that his IT research department has to do their own model research and development, a lot of things are pioneering work from scratch.


but on the other hand, China's purchasing power continues to rise as emerging markets, and property developers have amassed a lot of wealth during the last round of the boom, making Chinese commercial developers the world's most motivated group to try O2O operations.


In such an environment, even the "stones", commercial real estate O2O the torrent is unstoppable.

Why did
do O2O


, a body of research data show that last year, the number of open shopping centers in the country has more than 3,400, the next 5 years is expected to increase the number of more than 300, 10 years later, China's shopping centers will be close to 10,000.


Although there is widespread concern about the structural excesses of commercial real estate in the short term, the future prospects of commercial real estate remain limitless with the development of the new urbanization process.


However, the current domestic commercial real estate operation level is generally not high, the industry believes that this with the past few years the market growth too fast, commercial real estate expansion weight is not heavy quality. Especially before and after 2011, the development trend of the shopping center presents the blowout tendency.


only Beijing 2011 years of new shopping malls to reach 1.348 million square meters, department stores, outlets project reached 471,000 square meters. The new supply of Guangzhou 2011 Shopping Center is up to about 388,000 square meters. The commercial area of the newly opened large shopping center or complex in Shanghai in 2011 reached 1.13 million square meters.


as the entire housing market cooled, commercial property bubbles began to appear. At the same time, the rise of the electric business, China is even predicted to overtake the United States as the world's largest online shopping market. Commercial real estate market share is further eroded, many projects are beginning to face a large area of vacant plight.


in this case, more and more enterprises are aware that commercial real estate to some extent can use the power of thinking mode or even platform, the shopping center line to open up, through the promotion of shopping experience and operating level, and ultimately enhance its value as real estate property.


in the view of Sosan, a director of RET-DATAEX, compared with the online companies, the offline commercial real estate company has the following characteristics: first, stimulating consumption factors, consumers can stimulate each other through consumption, and thus by the establishment of the atmosphere incentive to create consumption; second, in addition to meet the general purchase demand, Business can carry more communication functions, so that the purchase experience gives the product additional value.

Another notable feature of the
is that shopping malls are located in "Tuyere", with natural people entering, while the electric quotient is attracting people to arrive, the method that is adopted at present is low price strategy, second is emotion pull strategy.


electrical Business and experience category of natural incompatibility, the need for the site to carry out educational value-added activities and the need to participate in the experience of the industry can not be achieved online, which in a way to reduce the consumer's stickiness to the electrical quotient.


and its empty service state, resulting in the online use of highly infectious language, also can not solve the service experience and maintenance services possible.


to this point, if the traditional real estate companies can use good Internet companies to excel in large data, focus on online and offline data integration, then there will be a bright future.


such as consumer data reflects consumers ' awareness in the process of consumption and even in the process of selection, which is highly valued both online and offline, which is why shopping malls have built large data centers.


but how to analyze the large data and apply it is the most important core competency. On the other hand, how can the information be communicated effectively to the target in the complicated information? This on the Internet platform for the enterprise is its foothold in the housekeeping skills, but for traditional real estate retailers is particularly critical.

The commercial real estate enterprise may become more "amiable" by using the electric quotient thinking, taking the human nature as the core, establishing a marketing system, and then creating the individuality through the new media
. Physical business can use the electric business marketing thinking, through the "timely", "scene", "Go" to win the identity of the target group.

Construction of
O2O system


many observers see 2013 as the year of commercial real estate O2O. In the year, traditional commercial real estate companies and Internet companies began to merge from competition.


in the second half of last year, Ali announced and Silver Thai joint venture to set up a company, thereby entering the line. Wangfujing, Tianhong shopping malls have announced the test water micro-letter two-dimensional code payment, despite the small test, but in the capital market to get unprecedented speculation. Commercial Real Estate O2O This new business model is becoming a hot word.


However, how to truly achieve full access to the channel, commercial real estate operators and retail brand businesses still face enormous challenges. At present, the industry is generally still in the initial stage of exploration. From the current experience of the industry, the O2O of the module, the basic composition consists of the following three components.


first, hardware equipment layer: to provide the necessary hardware support for shopping mall O2O, first of all, to build commercial WiFi, where wifi, in addition to providing consumers with basic services, but also the marketing and acquisition of consumer location information tools, followed by intelligent Pos, The main purpose of installing this kind of POS machine is to collect the consumption data, and to get through the data interface, so as to realize the service of member integral.


Second, the soft service layer: for the shopping center of the business management companies, business operators to provide marketing, data analysis, transactions, a common platform. Mainly includes the unified Member system, multi-channel access to membership, universal membership rights and growth system; Data platform refers to the data analysis platform combining customer's behavior trajectory, transaction data and online behavior, marketing backstage, mainly in charge of activities and various coupons issued and audited; trading platform, usually refers to payment and voucher trading system And the financial background, refers to the management of personal balance accounts and various points vouchers.


third, Consumer user layer: Provide convenient, interesting and personalized product application for shopping center consumers. According to the characteristics and needs of different shopping malls, develop personalized products to attract consumers to become members and maintain them.


This can be service-oriented, such as map navigation, reverse car search, can also be mainly marketing, such as cash coupons, coupons issued and write-off.


set up a good basic O2O structure, the operation of the O2O and how to do, in order to achieve the line under the flow of interactive channels and mutual win?


first, the user is first. Industry insiders believe that for shopping malls, around a certain area of the potential consumers are users, shopping malls should be online and offline, to establish meaningful links with them.


online access, WiFi, micro-mail, app and mobile Web pages, through these portals can attract users, offline that is, shopping activities, POS machines and Shop behavior.


second, large data base. The main point is to pay attention to the data collection, data cleaning, offline behavior data and transaction, Network Data association, and finally form the model of guiding operation.


such as consumption models, marketing models, investment models and so on, so that each user label, personalized. Then for the needs of different users, personalized customized services, and ultimately achieve the purpose of precision marketing.


Third, operation is the key. This operation is driven by data. For example, some key indicators are developed through data: number of registered users, offline/online activity, O2O (topic reading) impact on final consumption.


in concrete operation practice, commercial real estate must go through the activity under line, accumulate the user, reuse each user's individual analysis, do marketing to them, recycle the user and data.


Four, the o2o of shopping malls should be brave to open up the new business model and profit model beyond the retail. To achieve these four points, traditional shopping malls will face enormous challenges.


new business model Change


In fact, not only offline shopping malls have realized the future development potential of O2O, many electric business enterprises also need to use offline entities to upgrade their platform.


now, both the great Yue City, Bonhams, shining East such as the construction of the main commercial real estate O2O operation mode, but also Yintai, wangfujing, such as the power to build O2O platform of the operation mode;


more Wanda Such a large-scale investment since the construction, and pull the Internet bat occupation of the all-round layout of the division model; even Ali's Alipay O2O platform in Hangzhou xixi Paradise Test Water by the electric business platform-led commercial real estate O2O mode.


no matter what, many commercial real estate operators are very clear inside, shopping malls is a brand has the main body of passenger flow, shopping malls O2O must be around the entity, stay in the promotion of operational level and property value.


This requires the mall to build its own intelligent business Circle, the establishment of a full set of O2O platform, the loose operators and a variety of consumption patterns unified, integrated in the same business theme and information platform for the merchant to provide sales innovation, marketing and other aspects of support, and ultimately to create long-term value for the shopping center, Achieve asset appreciation.


on Yi Yitao observation, in the initial operation of the promotion process, shopping malls need to O2O model to provide consumers with convenient, interesting, personalized product applications, while helping business management companies to conduct data analysis, and then to obtain accurate marketing program.


first needs to be the line of the operating data and consumer behavior habits into the online, while cultivating consumers online, offline parallel consumption habits.


This includes the platform, the merchant, the user three aspects multidimensional Operation relations linkage, thus achieves the line on-line to unify the dissemination marketing to have the dissemination power, gathers the popularity the goal, simultaneously lays the foundation for the future activity.


and later as the shopping center online members reach a certain number, some consumers have started to have parallel consumption habits, can further increase O2O operation service depth.


once the operation to the late, the business structure has been completed, while a comprehensive variety of user channels, such as WiFi, APP, micro-letter, intelligent Pos, such as full customization, the future of the commercial market can be unified background complete data analysis platform.


's grip on the shopping mall's O2O Port has many advantages for commercial property developers.


First of all, we can quickly build a mass of operational user groups; second, through precision marketing to enhance turnover, so that the rental capacity of shops, business satisfaction will be increased; third, shopping malls become the largest consumer destinations, there will be intelligent, regional characteristics, the future may also derive more business models.


the future, accelerate the region to the shopping center as the core of the commercial platform construction, complete line offline platform closed loop, the formation of a benign, effective business operation and promotion model, will become the future commercial real estate enterprises one of the most important cause.