Wanda enters electric trader slow pace: integration difficulty is more complicated than suning

Recently, about Wanda Group Electric Business platform will be listed on the news spread. Since last year, Wanda began to recruit for the electric business team, it is learned that Wanda Electric business is generally completed, the staff outside the main recruitment, general manager of the former Alibaba International Trading technology senior director Yi Yitao.

NET is not new to Wanda. Before it, SOHO, Suning, Yintai, New World and other traditional enterprises have tried e-commerce, at the same time, the Ministry of Commerce on "Twelve-Five" period to promote the development of the retail industry guidance, also made clear that "encourage large-scale retail enterprises to open online mall." In this case, across the department stores, tourism real estate, hospital line and other fields of business giant Wanda involved in the electricity business, this is a logical. Wanda Group chairman Wang has said that Wanda has a wealth of retail resources, do not do e-commerce too bad. This is because the Wanda system of the five major business is independent of each other, not to achieve resources, services, data exchange. The company hopes that the electric business can help the company form the line under the organic synergy and seamless docking, so that users in Wanda comprehensive body to complete all the consumption aspects of living.

By contrast, brands are shrinking in the light of the economic slowdown, and many business integrators are expanding at a slower pace. At the same time, a substantial part of the entity retail business is being eroded by e-commerce. In this case, Wanda entered the electronic commerce in order to stabilize the market share, but also for its commercial real estate services, to find new models and growth points.

It is reported that in Wanda's plan, the company's goal is to build online under the interactive "intelligent square." Further, Wanda tried to open up a virtual "online business complex" through E-commerce, commercial real estate, advanced hotels, tourism, cultural industries and chain stores business.

Although Wanda's electric-business platform has not yet been released, the way it will operate has become a topic of debate in the industry. In general, Wanda Electric may use these models: B2C,O2O, or the combination of the two.

As far as the business of the business is concerned, the pace of Wanda's entry is obviously somewhat sluggish. At present, the market has a cat, Jing Dong, suning and other leading people, the formation of a relatively stable pattern, Wanda as a successor is difficult to reproduce and beyond. However, throughout Wanda's business sector, building O2O model has a unique advantage.

As we all know, Wanda Electric business is the biggest advantage is a wealth of offline resources, an obvious way is, Wanda Electric can use all over the plaza, so that users in the online order, brand merchants near the shipment, can also encourage users to the nearby shopping malls to mention. This will not only bring passengers to the mall, but also promote related consumption. However, such ideas "look beautiful" and few cases of actual success.

Statistics show that as of last June, a total of 59 traditional retail hundred enterprises launched the online mall, operating more than 70 shops, mostly department stores of the state. But so far, little has been done. There are people in the industry pointed out that only suning easy to buy and silver Thai network in the electric business thinking to do electricity, for other traditional department stores, in addition to proprietary business, the joint venture model because of the different supply chain capabilities of each merchant, will lead to cost differences, and the department store online and offline unified promotion, will intensify the contradictions between the merchant; Some of the larger brands also have their own website, how to connect with the department store platform docking, but also need to solve the problem.

Regardless of the mode of Wanda, it is certain that, because of its commercial real estate, luxury hotels, tourism investment, cultural industry, chain stores is a mix of the industry, online it is difficult to find a unified way to apply to all areas. Compared with the traditional enterprise's single business Net, Wanda Packaging online model is obviously more difficult. In other words, Wanda can not simply copy the existing enterprise's online strategy, how to cross the different lines of business integration, is the key to its electrical business.

On the basis of the choice of mode, another problem that cannot be neglected is that the electricity business is not only needing to burn money, the brand sedimentation, the user's reputation and the accumulation of the supply chain are still its core competitiveness. In this regard, Wanda's various lines of business development of the electric business is not mature, not to mention the electronic business integration of the group's it, marketing, logistics, after-sales service and other links, the difficulty is also very large.

Finally, I have to say, Su ning from the traditional offline retail involved in the electricity business is also a similar route. Wanda's vision of the future, is what Su ning past and now are doing. At present, Suning easy to purchase has been ranked in the first camp of the electric business industry, to achieve today's status, suning transformation paid a considerable price. And more than suning late years into the electrical quotient of Wanda, with more than suning more business and category, integration will be more complex, pay the price may be even greater.