For the 1 billion game: Wanda's Big Data experiment

"In ten years ' period, will the electricity dealer's share in China's big retail market reach 50%?" This is more than a year ago, Alibaba board Chairman Ma Yun and Wanda Group chairman Wang set up the "gamble". Last December, Wang's "Forget about it", seemingly to "joke" way to end the and Ma's billion game. However, with the words fell to the ground is Wanda Plaza O2O intelligent E-commerce Platform, "Wan Hui Network" and mobile phone application "million sinks" of the online. And Wanda in the O2o field of exploration goes hand in hand is its expanding commercial territory, conservative estimate, 2015 will have close to 140个万 Plaza.

In fact, retailing has always been the main battlefield of traditional enterprise "Internet", and the trend of "electric shock" in enterprises has become more and more obvious in recent years. 2012, the retail giant Jingdong and Suning's series of "price war" attracted much attention, and 2013 is more known as the beginning of the change of China's retail business structure. According to the latest Ministry of Commerce data, 2013 China's network retail turnover of about 1.85 trillion yuan, and in 2012, this number breakthrough is 1.3 trillion yuan mark, accounting for the total retail sales of consumer goods in the proportion of more than 6.3%. Among them, the traditional retail business of the electric dealer revenue also unceasingly. It can be seen that E-commerce is playing an increasingly important role in the innovation of economic model and the promotion of enterprise development and transformation.

Wanda Large data experiment: More than 1 billion gambling

Undoubtedly, O2O is one of the key words in China's economy in recent years. In fact, the Internet is constantly reshaping business models and service patterns in general, whether from line to line (Onlinetooffline) or offline to online (Offlineto online). The mobile experience has bridged the "space-time gap" in traditional consumption behavior, and the integration of O2O business model and user experience is accelerating the evolution.

"Platform services, product user experience, social marketing", in the internet giants have to different angles, "wide net", cut into the line under the service at the same time, we also saw from the industrial bosses of the "counterattack." And in the industry bosses in the endless variety of "gambling" behind, more clearly see, big Data contains business opportunities has become an indisputable consensus.

If the Internet field of "flow" to apply to the offline environment, people's minds may be the emergence of "the World Hee-hee" lively scene. In fact, under the trend of urbanization, the large business circle is constantly building up the emerging offline consumption model, "online integration of E-commerce", "Smart Business", "Membership system" is the core of this emerging commercial model. As a commercial giant facing the mass consumer, Wanda has carried out a series of modern consumer service exploration around its business circle, digging deep into the business opportunities behind the big data.

"Electric business Platform + mobile Application", through Wanda O2O Service platform to build the way, can be clearly seen, Wanda's goal is to E-commerce and offline consumer services really linked. It is clear that Wanda is well prepared for both the traditional online consumer behavior and the combination of offline and offline user experiences.

According to Wanda's plan, in the next few years, Wanda Plaza's annual passenger flow will be more than 2 billion passengers. "The immediate thing for Wanda is to turn these passengers into members as many as possible, and the goal is to cover more than 100 million members over the next 3-5 years." "Wanda Group related responsible person said," The member mode is lets the Wanda Business circle depth Consumer life style core method, Wanda completely unifies own characteristic O2O mode, its real core is the big member big data. ”

The mobile network lays the foundation for the "User Center" experience

For offline consumption behavior, the large business circle is like a giant "natural magnetic field", attracting a large number of passengers. However, how to bring the Wanda business district of the existing a billion of passenger flow to the line? This is the biggest challenge of the Wanda data experiment. On the one hand, to have excellent application platform "sticky" consumers. On the other hand, a robust IT infrastructure is needed to provide stable background protection.

If the "Wan Hui Network" and "Wan Hui app" is Wanda O2O practice "table", then its inner "inside" is what? Wanda Group related leaders told us: "Wanda Electric business model is to establish membership system, using modern wireless networks, mobile terminals, Wi-Fi positioning and other advanced technology, the number of members consumption, Quotas, preferences, and so on to build and master, and then based on large data to make analysis. ”

When consumers Patronize Wanda Plaza, two types of data can be generated: consumer data and behavioral data. For the former, through the way of docking with the member system of the brand store, Wanda can follow the consumer behavior of the member directly, and synchronize the consumption data to the large member system in real time. For the latter, by providing free Wi-Fi for each store user, Wanda can realistically restore the consumer's behavior "path": when they arrive and leave? What shops are there and how long?

Based on these two kinds of data, Wanda can effectively carry out all kinds of large data experiments and innovate O2O service forms. Consumer behavior portrait, personalized goods and services recommended, indoor navigation services, based on the location of shopping guide information, is a "vast world, promising." "For both types of data, it is actually a complementary and integral relationship." To give full play to the role of large data analysis, the establishment of a "user-centric" mobile network experience is the basis.

It is understood that in the future planning, Wanda will integrate all of its business, including shopping malls, hospital lines, hotels, resorts and so on, together for the "big member" system of the electric business platform services. For example, consumers in Wanda department store consumption, merchants can take out 1%-2% equivalent currency class integral to support. After becoming a member, the consumer can enjoy the integral consumer service equal to the currency in all Wanda Plaza, as well as the various industries of Wanda, including resorts, hotels, etc.

How does the network environment survive the big test?

In Wanda's smart business landscape, based on free Wi-Fi and lbs, expanding consumer-facing O2O service patterns is the basic idea. For this, excellent mobile network access experience is indispensable. In the network infrastructure selection and construction, the need for integrated planning, and on this basis to form a unified strategy and centralized management functions.

It is reported that in the deployment of mobile network environment, Wanda is considering to provide consumers with the best mobile network access experience. In the aspects of positioning accuracy, network access capability and stability, application environment support, Aruba Solutions can fully meet our needs. In addition to the technical aspects of the product, Wanda also values Aruba's case reference and consulting experience in related fields, including specialized technical services and engineering management capabilities. ”

Aruba China System Engineer Xiaofeng introduced, Aruba for Wanda provides a perfect unified solution, including high-performance Ap/ac, switch,wi-fi positioning services, integrated network management. In terms of Wi-Fi positioning services, the Aruba solution for the Wanda Pedestrian Street to provide 3-5m range of positioning accuracy, in the positioning of delays, detection delays and the accuracy of the store, also far superior to other competitors. As an important part of Wanda Intelligent Business, Aruba's mobile network environment provides a solid foundation for Wanda Plaza in the areas of indoor positioning, navigation, AR sweep Square, passenger flow statistics and analysis, which brings real commercial application value to Wanda.

On the access side, Aruba's program provides excellent high-density user access, support concurrent online about 4000 users, the single AP theory peak of more than 100 users, in the Christmas, Spring Festival and other festivals, withstand large-scale promotional activities brought about by the network traffic test. In the connection of stability, connectivity security, including the convenience of mobile networks and intelligence, Aruba built a full wireless network environment for Wanda's consumers have brought an excellent application experience. Based on this, Wanda's O2O practice and large data experiment can be carried out in full swing.

It is predicted that as a new business model, O2O will have a far-reaching impact on the traditional retail industry. And for big retail giants like Wanda Plaza, Wi-Fi as a O2O infrastructure, its main function has three points: first, it can be used as a mobile E-commerce portal, with great commercial value; second, it can be a tool for the development of members, members can enjoy free Wi-Fi service after registration; Third, Wi-Fi can also help track the behavior of consumers online.

"Now, more and more Chinese enterprises are beginning to understand wireless network technology, and realize that the whole mobile network environment plays an important role in promoting organizational change and business model evolution," said Feng Manliang, president of Aruba China. Aruba and Wanda's cooperation is very representative, we not only help customers build a stable, safe, simple, intelligent wireless network environment, but also their business and business model innovation ' Cornerstone '. In the future, enterprise-class wireless network market will usher in unlimited business opportunities, Aruba will work together with customers to win the mobile era. ”

The customer enters the square, connects the square Wi-Fi, opens "The Million sinks" the App, chooses "sweeps the square", may display the customer current position each direction shop distribution list, chooses the interest the shop, can view the shop brand detailed information, the promotion activity, the coupon, the new product display and so on