Wanda Mall O2O Declassified (i)--General Integral Alliance

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Wanda in the face of Taobao under the impact of the Internet retail, launched its own "alternative electric dealer"-million network sinks, @ Booth Bai will write a series of articles on the mall O2O, this article mainly analyzes the "general integration of the Trans State Business Alliance", I hope to benefit everyone.

Confusing general points

In the 2013 CCTV Financial Forum, Wanda Group Chairman Mr. Wang elaborated the Wanda Electric business model, there are many bright spots, such as the establishment of Wanda large membership system, based on large data trans state marketing, offline/online real integration is the data and people, "the establishment of general points rebate Trans state Business Marketing Alliance", The last bright spot may not be known to many people. Many people may not know much about the general points, and there are more or less doubts in mind, such as "What is the General Integral Alliance?", what is the difference between it and the points exchanged by the major shopping malls? Why use points instead of coupons? Wanda does this general integration business and major banks, airlines, operators, What is the difference between the points of the oil companies? What is the core value of this business model? Why are the merchants at Wanda Mall willing to join the alliance? Why do consumers want to use points instead of outright discounts?......

General points from the West

The General Integration Alliance originated in Western countries, such as the United States, through the realization of trans State integral real-time liquidation, each merchant not only to the alliance contribution points, but also from the Alliance Trans State marketing a marketing model. The essence of it is actually through the integration of the Alliance merchant liquidation, management of the commercial currency, such a special "commercial currency", which links all the alliance business, through the way of integration incentive, to the consumers to consume consumer records and behavior data, through the analysis of consumer data, In turn to do accurate positioning marketing. Although different patterns, but may be the same type of consumers, because of the support of consumer data, so can easily carry out for consumers Trans precision marketing.

This integration mode is different from the current integration of the major shopping malls exchange. The biggest difference is the integral of the General Integral Alliance, which can be directly used as cash (the cumulative integral and the use points can be directly offset). And the latter's integral exchange, can only change the ceremony.

Four points to make you aware of general points

In terms of business value, once the integral can be directly offset, it is equivalent to the business of issuing their own commercial currency, each activity, consumers can easily calculate the value of their participation in the activities, thereby greatly mobilizing the enthusiasm of consumers to use points, and secondly, because of the value of integration imaging, It's easy to work with a third party to get points together and the settlement becomes very simple.

From the technical means, if the integration of the shopping malls need technical support, likened to the "third grade" level, then the large-scale general integral alliance required technical level is "graduate student." The difference is so great, it is because to achieve 30,000 merchants (Wanda 140 Mall +20 Tourist, a total of 30,000 businesses, such as cinemas, KT, department stores, etc., "integral real-time liquidation", equivalent to the opening of the "UnionPay" inter-bank funds liquidation function, because the integral is "money", Any mistake in this will result in a substantial loss of business or alliances.

From the data point of view, once the consumer has used or accumulated points, it is natural to help the alliance to collect a large number of consumer data and behavioral trajectory, which makes the follow-up of precision marketing become logical.

From the choice of marketing activities, for a member, integral is only the most basic rights and interests, and then can be leveraged in the integral to carry out value-added marketing, can also carry out a variety of electronic coupons activities, a variety of complex, emerging.

The key of General Integral Alliance

1. Wanda Integral member, 1 points = 1 Yuan Money (points can be directly cash), permanent and effective;

2. Members in the million to 140 square, 20 tourist of all merchants, can realize the accumulation of integral and use;

3. Technical support to meet the "trans-regional, trans, cross-merchants integral real-time liquidation";

4. The role of integral is to facilitate the use of consumers, while collecting a variety of consumer data for the follow-up of precision marketing preparation.

Above is I to Wanda O2O Strategy preliminary analysis, regarding the general Integral Alliance's elaboration, regarding other questions, not to be continued!

After the article attached Tiger Sniff readers that may not be based on the contents of the diagram, full screen to see the picture is very clear, thank you!

Most of the data from the Internet, the relevant industries and Wanda's view, purely personal views, if there is any improper or similar, please understand.