The richest man Wang and Wanda grew vexed--large member and large data

In the previous article, Old Ji talked about the retail enterprise transformation O2O Four kinds of models, respectively, Suning model, Yintai mode, Wanda mode and Wangfujing model. Today, Old Ji talks about Wanda Mode first.

As we all know, Wanda is China's largest commercial real estate company, Wanda boss Wang is China's richest man, the past few years has been a smooth wind. However, the old Ji felt that Wanda was about to face the "Growing Pains": as the Chinese people's mouth dividend disappears, the real estate industry growth will slow. Therefore, we see that in recent years Wanda began to exert the cultural industry, not only in the Wanda Square around the large-scale construction of Wanda Theater, but also to 2.6 billion U.S. dollars to acquire the second largest theater hospital line AMC. In addition, Wanda is prepared to build a large number of cultural theme squares. Old Ji believes that Wanda is doing so in order to recreate a future pillar industry outside the real estate.

Before that, Wanda Group had been involved in retailing, and had set up Wanda department stores, but did not do well. Wanda's annual report revealed that in 2013, Wanda's revenue was 15.49 billion yuan, completing only 91% of the plan, which was followed by a downward plan. At present, Wanda department stores continue to lose money.

At present, Wanda Group has commercial real estate, hotels, cultural tourism and department stores four major industries, commercial real estate still accounted for the big head, is a typical "rental model": Wanda in the core of the city to find a good piece of land, build a good house and find businesses to rent, Wanda annual Rent collection. This "rent-collecting model" does not touch the end consumer, also does not care about the business situation, anyway, the family went to find another one.

Wanda's future focus on the development of several major industries business model and commercial real estate has a very different, whether it is hotels, theme parks, cinema lines or department stores, in fact, need to continue to operate consumers. But how can these new pieces of business be strung together to form a resultant force? The Internet may be a great tool. Old Ji Think, this may be Wang determined to do electric business reason, as to say is because with Ma Yun Bet just do, I am afraid more is a smoke bomb.

Wanda Electric Business began to set up from May 2012, Wanda also flashed out the tyrants true colors, spent 2 million annual salary recruit general manager, 1 million annual salary recruit senior executive. It is said that almost all the well-known electric executives were harassed by Wanda's headhunter, so that did not receive Wanda phone, are embarrassed to say that they are engaged in electrical business.

December 2012, has served as Google Headquarters E-commerce technology manager, Alibaba International Trading technology senior director of the Yi Yitao as the annual salary of 2 million Tatsu general manager of the electrical business. In addition, a large number of executives from Ali, Google and other internet companies have joined Wanda Electric business.

The problem is that the wave of people has not done the offline business, and the unique business model is not very understanding. Old Ji felt that the future of physical economy and virtual economy will certainly be more and more closely integrated. Therefore, the Internet must be modest and prudent, to eliminate the "Internet chauvinism", do not feel the move mouse, the point of the flow of the traffic can handle everything.

In fact, this is a mistake made by this wave of internet people. They put up a lot of plans, but they are built a website, do a mobile app such as pure Internet thinking, of course, one by the wise King boss to veto. Until August or September 2013, they still did not come up with a solution for Wanda's electric business. As a result, the military-born King boss an angry, simply sent his own "guards", let Wanda IT department took over Wanda Electric business. According to Old Ji know, after this wave of internet people mostly left Wanda.

In the real estate industry, Wanda's IT system is recognized to do the best, Wang boss only need to sit in the office to move the mouse, Wanda's all the big things can be done to the eye. Therefore, Wanda's IT department is very strong, has more than 400 people's team, Wanda Group's CIO Zhu is also very powerful. Old Ji See Zhu always several times, feel he is a company business and IT systems are very proficient talent, and absolutely pragmatic. Because Zhu has always been in the foreign-invested enterprise Shanghai Bell Alcatel as a CIO, drank ink, those tall foreign it vendors want to use some specious new concept to cheat him, absolutely no way! Here Old Ji also give a suggestion to the boss of the traditional enterprise: When you are ready to open up new business, Instead of looking for a less reliable professional manager from the outside, it's better to find a reliable subordinate from the inside. If the CIO is very reliable, it is certainly right to use the CIO to do the new business, because the CIO is bound to understand both the company's business and the internet's big trends, as well as some technology and the most appropriate new business.

Pragmatic Zhu always with a bunch of people began to study Wanda's electrical business to do, the conclusion soon came out: Wanda do the business of the trader certainly no! One is to do the need for a huge investment, and because the cat and Jingdong has established a leading advantage, you must not be. The fact is also true, suning in the determination of the firm is not insignificant, the resources to invest is not much, but to the end of the 2013-year inventory, Suning easy to buy and the gap between the east and Beijing has pulled a big trend.

Wanda's new team went on to analyze what Wanda could do if it did not do the business. It depends on what Wanda has. At present Wanda in the country has 85家万 Plaza, 2014 years to 120, 2015 140. Wanda Plaza Every year, the number of visitors 20 million, a year there are more than 2 billion traffic, absolutely able to catch up with any one of the medium-sized business of the traffic! Moreover, these offline flow of the customer unit price, conversion rate than the online business is much higher: you decided to go to Wanda Plaza, Always want to buy something or watch a movie, sing a karaoke bar?

The next conclusion they get is that Wanda does not do the O2O. How do you do it? They figured out a way to build a big membership system. The so-called "big member", is this membership in all the National Wanda Plaza, Wanda Hotel, Wanda Cultural Park is universal, but also in Wanda Square in all stores are universal. Consumers in the "Wanda" any one of the merchants can earn points, integral is also universal, can directly get to Wanda Plaza, more than 30,000 businesses in consumption. At present, Wanda has been in the National 20多家万 Plaza in the "Big member" pilot, to encourage consumers to handle membership cards, and plans to extend it to all the Wanda Plaza. In two years, Wanda plans to convert the consumer of Wanda Plaza into a Shina member. With these 100 million members, Wanda is really in control of their own customers.

If "Big member" goes well, Wanda can play "Big data" at the same time. For example, you can classify and label these members according to the consumption of each member coming to Wanda Plaza. Since then, Wanda will be able to operate members, such as helping businesses to screen consumers, do personalized marketing. For example, I am a shopping mall in Wanda Plaza, a gift shop, Valentine's Day to engage in a promotional campaign, you can through the Wanda Electric business backstage, select a group of 25-30-year-old single men and women, and then according to their geographical location, targeted to push promotional information to them.

With "Big members" and "Big Data", Wanda has actually been able to help businesses do a lot of things. For example, in the past, businessmen have to engage in promotional promotions, must hire people to the gate of Wanda Square paper coupons, issued 10,000 can be recycled 800 good, but also affixed to nearly 10,000 yuan production costs. With the "Big member" and "large data", the merchant can directly from the background of the database to select suitable consumers, through the text messages or micro-letters and other channels to do precision marketing, the cost is much lower.

With "Big members" and "Big Data", Wanda can also expand the business Circle beyond Wanda Plaza. For example, in Wanda Square around the small merchant set can brush Wanda Membership card POS machine, to these small businesses bring new traffic, but also to provide more convenience to members.

With "Big members" and "Big Data", Wanda can deal with third-party businesses. For example, Wanda can be with the bank Credit card center, airlines, chain stations and other businesses, their annual cards have a large number of points to spend not go out, you can talk to Wanda Membership card exchange ratio, so that their members to Wanda Square to spend.

This is Wanda's O2O, can do to avoid weaknesses. Old Ji believes that the same two "O", Wanda Value or the line of the "O." As for the "O" on the line, whether it is their own million-net, million-hui app, or third-party micro-letter, group buying, but to the line of "O" to provide diversion of the role. We feel that Wanda's O2O is not more feasible than the hard bridge of Su Ning to do directly to the public?

However, the idea is feasible, does not mean that it will be able to do. As a consumer, I already have Uniqlo, Wal-Mart card, why do you want to do Wanda membership card? As a businessman, if customers are going to brush Wanda membership card, I get the benefits of new customers still do not pay, why should I accept Wanda membership card? Plus, if I have a lot of customer data in my hands, Why do I have to share with Wanda? These issues of interest require Wanda to devise a good business model to solve.

To make "big member" and "Big data" is not so easy, not only the mature member marketing methodology, but also the need for available CRM software, more need to understand the Affiliate marketing operations team, Wanda needs a complete set of solutions. In order to find this solution as soon as possible, Wanda on the one hand, on the other hand to find 4 "extended" IBM, Siemens Lidofu, Oracle, booth to tender, so that outside experts in the final analysis should be how to do. Surprisingly, 3 of "big" foreign companies failed to win the favor of Wanda, but the local small company online won the trust of Wanda. Here, old Ji can not help but for Wanda Khanyi: Although the booth in the chain of catering enterprises in the member marketing has done very well, but also a mature solution, but has never done such a complex commercial Plaza project, Wanda also really dare to gamble!

In short, Wanda's O2O seems feasible, but to really see the results, I am afraid it is not a year or two, as the boss of the Wang I am afraid to need more patience.