Clearly a well-meaning reminder of the traditional industry

This is obviously a well-meaning reminder of the traditional industry, for senior practitioners of the Internet sector, this passage is very easy to understand, very normal, daily changes in the Internet, so that everyone is full of sense of crisis.

Perhaps the sense of crisis is not strong or makes business bosses feel a bit more ridiculous than traditional industries, especially commercial real estate. Yes, sitting in the high returns of land and commercial development, poor internet revenues are insignificant in the vast capital stream of real estate.

Nokia was bought by an internet company called Microsoft, and Motorola's internet company called Google bought it, and in China there was an internet company called Millet that began to develop, not long, with a valuation of 30 billion dollars!

Real Estate circle, Vanke bow silently in the property wantonly recruit, developed a O2O app, called Live where, intend to solve the problem of the internet last kilometer, Zhejiang Yintai simply directly with Ma Yun to get rookie, even Wanda's Wang also simply ruined with Ma's billion bet about, abandoned the prophase of the Wanda Electric business ideas, With Ma Yun together, Tinker Electric Quotient, and three years ago left the Rojun, launched the real estate and the internet combination of passers-by, and caused the government tourism field of high concern and cooperation, the capital market has also been highly recognized. This is the beginning of the said paragraph of the best interpretation of it, because looking back, are peers.

Business evolution and the impact of the Internet

When the late of the last century, supermarket this term appears in the eyes of the people, but also filled with a kind of the height of the feeling, and the department store is the preferred place for daily shopping, more than 20 years of change, the status quo of these two industries has already been a head, more high-end shopping malls, people deterred, It has become the electric dealer flagship store fitting room, and supermarkets and convenience stores have long been all over China's streets and alleys, special bargains cheap pennies of eggs, but always can usher in line with the old man too, this is an evolution or degradation? Time tells us that the market is the best touchstone.

About 20 years ago, the Internet has entered China, from 8848 of the electricity business, to the current number of electric business platform, the Internet product has undergone a variety of changes, and finally gained recognition, and China's netizens from scratch, has more than 600 million, which most of them have started or accustomed to through various types of websites, Get the information they want, online screening, online payment, offline receipt or enjoy all kinds of services, and only November 11, 2013 day, Taobao sold more than 35 billion of sales, this number is equivalent to Beijing's top ten physical mall 1 years of total sales.

Once a long time, the face of this number of panic, had to let the traditional industry non-stop self-comfort and subconscious hypnosis, as if the head into the sand, everything is illusion, the mall is still tall, despite the beginning of some Internet attempts, but does not seem to have a greater breakthrough.

Commercial real estate helps push house prices

Large commercial complex, in line with the unified planning, unified investment, unified promotion, unified management, unified construction of business environment development and management, forming investors, developers, owners, operators, managers, consumers of the rental and consumption of the industry chain.

Long-term stable cash flow returns, enjoy the double income of asset appreciation, is affected by the economic cycle relatively small. In spite of the high threshold, large capital investment, high demand for talent, risk, investment return cycle longer, site selection, design, investment difficulties, cultivation and maintenance of a long period of difficulties, still can not stop the current wave of large-scale commercial complex in the domestic boom.

When the industry's universal model of modular singing praises, Wanda Plaza throughout the country, indeed for many cities, especially the new area of commercial supporting rapid presentation, the contribution, and around Wanda Plaza such a complex, driving the whole region of the real estate industry rapid development, Wanda Unique mode to cost control, scale, Speed, the effect of a commercial real estate model, although there are many problems, such as Wanda Gold Street repeatedly encounter owners rights, Wanda department store in 13, Wanda department store income only completed after the adjustment plan 91%, net profit Shang 7%, the overall failure to complete the profit target and so on. But the land premium, around Wanda Plaza office buildings, residential projects sales enough to make Wanda smile proud.

All kinds of complex like Wanda are everywhere, all over the government in their brains to build, the intention is clear, rapid formation of new city center, upgrade the city supporting construction, especially for the land price and the promotion of housing is very obvious, rapid replication, exposed problems and malformed business model formed a batch of vase projects, due to site selection, investment, The surrounding occupancy rate and other issues, put aside their own planning, moving lines, services, and so on, the current commercial real estate development, is not healthy, because the goal and reality of the distance, often with the fly behind the glass, the prospect is bright and the way out is not.

Internet cheese How to eat better

Red Star United States Kai Lung ambitious open the big banner, drubbing and return, Wanda Electric Business also experienced executives out of the storm, although many High-profile debut, but also strewn.

Self-platform of silver-Ty is clever close to Ali this tree, preconceived with their commercial real estate gene Fast and Ma's "rookie" network bundled together, when the Internet people still think rookie is doing logistics feeling, in fact, Ma Yun Pry must be based on line and offline new business model, and closely related to real estate, A number of partners in the background, most of the real estate or related industries, the next five years, there will be a prototype birth.

Micro-bo, micro-letter, such as the so-called micro-marketing craze moved a group after another batch of traditional commercial real estate people's brain, we can not help but to turn back the number of this 20 years, the Battle of the Internet model, before the wave has not yet to shore, but has been killed after waves. This year's hot keywords are: Internet thinking, Big data, internet finance and O2O.

The fact is that the chat room, became the current QQ group, the year of the Yi Fei Ling community Flowers, 9 City Community fishing, do noodles, become a few years ago stealing vegetables to rob parking spaces, QQ and become a micro-letter, alumni became Renren, blog into micro-bo, PC game into a net, online games and become a hand tour ... Do not say that the Internet is very new, in fact, the Internet is very old, the development and transformation of technology, unchanged is the basic human life of the spiritual and material needs.

When the Internet of commercial real estate is slowly focusing on the concept of some model blunt, and the so-called technology development, hardware matching, in fact, has gone into a misunderstanding.

The development of China's Internet in the 20 is to make people's communication more convenient, the dissemination of information more quickly and conveniently, the original point-to-point small information transmission, into a viral replication of two-way interaction and terror of the spread of the radius.

This is the embodiment of Internet culture, and do a good job of commercial real estate and even the traditional industry of the Internet transformation, more importantly, the deep understanding of the Internet culture, China's current half of the population of the virtual world of the spiritual needs, information transmission, offline material needs, human nature research, and then based on the line and offline transformation, is the path of the Internet transformation.

The domestic Internet business model, O2O has been used for many years, and this two-year hype, the author has always thought that the previous summary of the Internet development. The future operation of commercial real estate is not only a problem of model, but the O2O in this area should be a comprehensive transformation of business operation throughout the whole.

This kind of transformation also must conform to the Internet ecology as well as has certain media attribute. The combination of Internet ecology and Internet culture promotes each other, embodied in the expansion of the trading platform, human and social behavior, information dissemination, the establishment of channels and other four aspects of property, based on the Internet products for the platform, with the help of social attributes, using media means of communication, through various channels to establish links and access to information, Innovation and subversion of the interests of traditional commercial real estate chain, the core is based on the commercial real estate after the Internet transformation of sales and profits increased.

Commercial real Estate Internet transformation must start from scratch

A new commercial real estate project, from site selection, access to land, early market research, positioning, planning and design, construction, sales organization, marketing planning, investment, operation Management, as well as the fundamental benefits of distribution and investment return exit mechanism has been very mature, but often in the early stages of the failure, which led to the follow-up goals can not be achieved, But many bubble serious projects and not too much transformation value, reasonable by the market eliminated is inevitable.

But if you start with site selection and planning, will be able to lay a solid foundation for the Internet transformation, such as: completely abandon the idea of traditional business comprehensive, direct and comprehensive embrace of the Internet, the establishment of a city based on the Internet Shoppingmall, in the commercial dynamic line design, fully consider the user's shopping habits, in the introduction of the business State, In addition to conventional projects, the introduction of the Internet as the main types of brands, and in the category, brand, will consider more Internet word-of-mouth, and even the localization of excellent business reputation, and the proceeds must not be the traditional tenant leasing that poor rent.

We can give the main store, the flagship of all kinds of concessions and even subsidies, the same Internet excellent brand appeal, and will not be much smaller than the brand, they are just in the virtual society to survive another kind of brand name. This is a subversion, but also for the independent Internet circle to tailor a complex. Suningyun business has been emphasizing the line of the same price (although higher than other electricity prices), in fact, is also in order to attract the Internet consumer groups to do the efforts, but unfortunately, the operation of the lack of detail, service is not in place, bad Word-of-mouth transmission has also set up another typical case.

Of course, the above situation is only a hypothetical, we are more faced with the formation of the integrated body how to better use the Internet to improve their own development.

Starting from scratch is the establishment of a new industrial chain, but also a redistribution of the benefits of the process, first look at the goal. The goal is a big increase in sales and profits. The virtual society created by the Internet allows everyone to redefine their network identities, on the Internet, no one knows whether you are a dog, this is the social security for each individual, and this virtual space, no longer subject to physical space distance restrictions, popular point of speaking, the Internet to all the Internet users experience is the best, NET friend's site, netizens decide.

But the logic of traditional business is more concerned with the interests of businesses, such as the dynamic line design, Brand introduction, Sales scene design, atmosphere to create, are to more let consumers through, triggering the impulse to design, so that customers go more roads, into more shops, details, very mature, but to the user experience is not so perfect.

The internet store for consumers to the left of a pro, right a pro referral exchange, and the shop staff is read countless people, all kinds of facial expression so that consumers deterred and network spit, this is the experience gap.

So, first of all, the fundamental gap in our mindset is the user experience, not the business experience. After the transformation of the Internet business Complex, in addition to the concept of building, the most basic service awareness and Internet marketing atmosphere to shape, is the foundation. From the online storage, diversion, into the line, the perfect user experience is the foundation, this is the collision of two cultures.

The choice of technology and mode of deep transformation under pan-Internet

The Internet transformation of commercial real estate is not simply the application of Internet technology or a certain mode, based on the foregoing, the Internet technology and mode of choice, is better to speed up the infiltration of the Internet, this is a kind of gut feeling, if you have done marketing people must have heard a word, called: everyone marketing, everywhere marketing, Real-time marketing. The internet is also the concept.

In the short term, a basic platform positioning is very important, the Internet model of the ever-changing, but have a common goal is to gain, after the transformation of commercial real estate, where does the proceeds come from? In addition to the return on investment such as the sale of water, rent, land premium and so on, Internet-related areas can be transformed into sales channels.

O2O brought to us, is a better user experience, consumer online screening, on-line payment, offline access to products and services, is a commercial real estate internet is a basic logic, but only a part. The simple business platform, or the revenue generated by day-to-day sales, is relatively fixed, but we need to focus more on the value created by the Internet for commercial real estate in terms of capital and cash flow.

The use of Internet products, fast to achieve large-scale, replicable is a long-term goal, the short-term goal is the use of Internet means, using the Internet culture, daily sales channels to expand and transform. The annual price war of Internet electricity dealers may be stunned, we can think, where is the ultimate benefit?

A bottle of water in the shop a piece of five, park three, five-star hotel 20, but in the Internet, may not be money, so the price of the Internet war is not a long-term solution, pricing right in the long term is in the B-side, rather than in the electric business platform, but in the short term In any case, the Internet to make money, relying on the business is only a small part of the future platform for the value of capital and the flow of money.

The short board of the Internet is in the face of the lower end of the line, a panic God. For example, Suning Electric Company in Nanjing Delivery is the uncle, Amazon is younger, and Taobao shopkeeper can only rely on photos, models, art design, text, and other ways to make up the short plate under the line, the high cost is not the Internet many enterprises can withstand.

This is precisely the advantage of the offline commercial real estate, but the luxury of the venue also means high operating costs, so commodity prices have always been contradictory, the Internet to us to solve is the scale, that is, the so-called small profits but quick turnover, and offline to bring consumers a sense of security and a better entity experience.

Commercial real estate is a strong area of regional property, the future of the Internet to our direction, but also based on the regional refinement of the operation, in the normal operation of the state, commercial real estate brand effect and credibility is far higher than the credibility of the network is not strong, but it should be noted that the electric business platform is the consumption of traffic, This is one of the reasons why many commercial companies fail to succeed.

The flow requirements of the regional electricity dealers, compared with the brand platform-level electricity quotient, it will be a lot smaller and easy to develop user habits, which is an important reason for the success of many vertical sites, since the regional development model of commercial real estate can be successfully, fragmented, the rural surrounding the city's practice, for the regional localization of the development of electrical business Would be a better choice.

Based on the Internet culture, the internet ecology of a reasonable way, will be respected and recognized by netizens, and the formation of a stable consumer behavior habits, marketing problems, not to do more tired.

Commercial real estate itself is a very strong investment and capital liquidity industry, the issue of REITs, investment banking or fund acquisition, after the break-up of IPOs, equity trading, asset replacement, sales, bulk sales and other means of transformation, are traditional practices.

And the so-called large data mining, Internet financial intervention and use of the pen is icing on the cake. Therefore, the Internet transformation of commercial real estate technology and mode of choice should not be entangled, this is not a bottleneck and the focus of controversy, but also to be vigilant in the technical thinking of the Internet transformation caused by the tragic results.

Deep transformation should focus on the rapid reproduction, the formation of large-scale, the focus on the feasibility of the model of the basis and the so-called pattern, is not a problem. The difficulty is also obvious, and the lack of operational detail and operational talent will be a long and difficult task for commercial real estate and traditional industries in the future.

Commercial real estate, or the traditional domain of the Internet transformation, is not to do with the choice of not to do, but to prepare for the future, for commercial real estate development and operation, also put forward higher goals and requirements. The internet is not to eliminate the offline, but in order to better upgrade the line and efforts to enable consumers to experience quality products and services and reasonable pricing, is the ultimate goal of the Internet transformation! Virtual Society will be more and better dissolved in all aspects of our real society.

Commercial real Estate Internet thinking transformation, all innovation and subversion, not to eliminate, but for the common future!