Wanda O2O want to get on the right track? Must see 10 points of advice

The ultimate goal of Wanda may be to create a new "monetary system" by establishing an integral system to establish a withdrawal rule with the renminbi between consumers and businesses.

Wen/Tang Bing

To say Wanda O2O, is really the view of the beholder! The author thinks the strong capital strength and the huge resource space, the more key is Mr. Wang's that firm determination and the confidence, Wanda can overcome the traditional enterprise transformation to bring a series of difficulties. But the harsh profits and the neglect of the user experience will be the most fatal mishap in Wanda O2O. Many group buying website that is because the line of crazy discounts erode business interests, offline user experience bad not rise and fall, have died. Wanda O2O Layout, the continuous adjustment of personnel, the ambiguity of the profit model, the sustained potential of marketing experience, also confirmed the author's concerns.

One, Wanda O2O market target can not be simply positioned as the square diversion

At present, Wanda in addition to the online construction of Wan Hui and Wan Hui app, online also distribution point free Wi-Fi, indoor navigation, passenger flow monitoring. In view of this, the current Wanda is inclined to a little more for the square diversion, the original intention of operation seems to be related to raising the square rent. But judging from Wanda's expectation of O2O's future and long-term worries about its own commercial property, the current diversion mode cannot solve the development strategy of Wanda, nor can it satisfy Wang's "da Wanda" plan. To this end, Wanda's O2O system or from the offline platform to build resource integration, the establishment of offline O2O platform is Wanda's ultimate goal.

Second, Wanda O2O should be the establishment of the best human and service connectivity platform

At present, the platform has group buying, booking, coupons, vertical also have rental, tourism and so on. From Wanda's model architecture, it should be a platform model based on local service, except that this localization is limited to the corner of Wanda Plaza. And to build a O2O platform, at least include points, CRM, LBS, reviews, reservations and concessions and other content. What Wanda has to do is to integrate these functions together to connect the good and the service-to help people find services, specifically, online consumers can provide consumer decision-making, preferential information, convenience services, offline is focused on the business and business connectivity (integration operations), the connection between people and services (consumer experience), people and business connections (member management) , the merchant's connection to the service (payment transaction).

Three, Wanda O2O should be Offline to online to Offline (offline to offline and below)

"Know, find, use, say yes", this is the simplest marketing process. Wanda speaking, is to let consumers because of word-of-mouth and credit and make decisions, through lbs find, through consumption, payment and earn points to become members, and finally because of the ultimate consumer experience and become repeat customers. So, Wanda O2O to do is: nesting (building points, reservations, reviews of the integrated platform), Feng (Fast consumer decision Entry), Transformation (personalized business display, concessions and service window), transactions (free, the ultimate consumer experience), interaction (user stickiness), feedback (brand, word-of-mouth and credit) and the remaining (Loyalty plan). That is, Offline to the online to Offline (offline points, members, to online decision-making, marketing and interaction, and then offline consumption, payment).

Four, we should draw on the British Nectar General Integration plan to create a different industry integral alliance

Wanda Imagine that consumers with a Zhang Wandaka can be in different merchants, withdrawal, general points, and actively guide the interaction between businesses to create consumer opportunities. But in fact, Wanda's points are only offset and partially offset, which has to give consumers or discount concept. And only used in Wanda Square, the attraction of members more discount. In addition, will also encounter business enthusiasm, user activity, integration, such as exchange rate and many other puzzles. Because of the high value of integration, the user super recognition, the business actively cooperate with, the British nectar became the most successful general integration plan. Take this as an example, to the existing merchants in Wanda Plaza as the fulcrum, to the community for the region, to five km range for the business district, in the low frequency high price areas of distribution points, in the High-frequency low-cost areas of integration, through integrated online, forming a profit chain, in the consumption of value-added, in the transaction to realize the value of the implementation of the integration of currency, protect the interests Truly realize the merchants, users share the benefits of the ecological circle.

Five, should create the valuable member system

Wanda's "Big member", is the push of the million-Hui app, it is a virtual Wanda membership card, but also the user carry the card bag, integrated user's consumption record, points and coupons. Mr. Wang expects members to be in the National Wanda Plaza, hotels, resorts consumption, home purchase can use membership card, consumption actively participate in discounts, points, draw, value-added services. As it turns out, such expectations are somewhat optimistic. We should see that members really look forward to membership card not only to have real benefits, but also to use convenient, or a certain status symbol. These are easy to say, it is difficult to do, this requires that we must ground gas, really do regardless of food and clothing to live with the line or play entertainment and travel can be used without obstacles, but also have consumer credit security.

Six, the expectation of large data to be accurate, but also to close to business needs

Wanda collects user information online and offline to help the mall raise asset value and reduce mismatches. This emphasis on the large number of services for shopping malls, at least at this stage is not to bring valuable marketing proposals to the cooperative business. Large data, if not able to predict and evade effective business behavior, will lose its meaning. The author from the consumption of the project operations found that businesses would like to have an accurate prediction of the consumption intention of members, can provide valuable marketing advice and business strategy of large data systems. For example, you can immediately predict 56% of the 20-year-old-30-year-old male member of the foot massage shop is more sensitive to the price or 70% of the members of the coffee shop decoration style is not satisfied with information. At the same time, can also be regularly for businesses to automatically generate such as redecorating, taste replacement, service training, price adjustment, including marketing suggestions.

Seven, platform to learn to let go, do not fight for profit

In the interests of Wanda O2O, consumers want to get consumer advice, preferential information, and consumer convenience on the platform, and evaluate or share the consumer experience, while businesses want to use the O2O platform to improve sales revenue, reduce operating costs, form brand and Word-of-mouth and understand market trends and consumer preferences. From the front end of the waiter to the end of the membership, at all levels of the interests of how to divide, fix! As mentioned above, Wanda must be a good connection between people and services to help people find services. To this end, can have more people trust, can have more high-quality service resources, can trust people to find quality service, will become Wanda O2O can win the key. Good management of user resources is the core of deep marketing, the need for platform to understand the user's point of view of the business and consumers, learn to let go, do not fight for profit.

To introduce business credit mechanism to protect members ' rights and interests

It is said that from the star rating of Yelp, if a restaurant's Yelp rating rises from 3 stars (5 stars) to 3.5 stars, the likelihood of a full restaurant full at a golden meal will rise from 13% to 34%, or 3.5 if it rises from 4 stars to 19%. It will become more important than ever to improve the quality of service, enhance interaction with consumers, respond quickly to consumer complaints, feedback and maintain a good reputation among consumers. Therefore, Wanda want to build online brand effect, we must guarantee the quality of the business, the introduction of business credit mechanism, so that members decide whether the business is a surviving platform, from the pros and cons of two to encourage business to improve service, a great guarantee of membership interests.

Wanda should truly win the hearts of consumers

At present, consumers can book or get promotional information through the Universal network, and then collect points, in addition, there seems to be no more play. In reality, the more channels a loyalty program gains, the faster it accumulates, and the more diverse the exchange is, the more attractive the plan will be. To this end, Wanda O2O should strengthen the integration of offline resources and not just Wanda Plaza, integration operations should pay attention to strategy, with the full use of good points of the virtual currency. Real allow members to rest assured, worry and peace of mind, so that members are eager to earn points, willing to use points to spend, easy to use, with membership and Times cool, consumer experience to the extreme.

Ten, break through the commercial closed-loop limit, must be in the profit the alternative

At present, most of the existing platform revenue is mainly from the marketing costs to the merchant (such as group purchase, coupons, advertising, etc.) and service costs (such as booking services, online payments, etc.). This is because most trading processes and final services are done online, which means that business closures must be done through commissions. And Wanda in doing a good job on the basis of large membership and general integration, the integration of resources after the benefit (that is, the cost of purchasing and selling services) can be implemented business closed-loop, so the introduction of social, game value-added services after the revenue is worth looking forward to the profit model.

The ultimate goal of Wanda is the possibility of creating a new "monetary system" by establishing an integral system, when consumers and businesses are accustomed to Wanda's integration system for consumption, the integral is developed into a consumer currency, and the withdrawal rules of the renminbi are established to be the business leader, the maintainer of the merchant and the spokesperson of the member. Perhaps in the future, we can boldly imagine: I want to find a restaurant, take out a mobile phone, use the "APP" search around, and immediately found around 2 kilometers within the 10 restaurants. I used the APP to compare restaurant types, per capita consumption, location, photos, recommended dishes and offers, as well as past consumer reviews of the restaurant, and then chose a Chinese restaurant that was rated as a gold medal by its members. Then I booked the location online. At dinner, I showed the reservation and membership information to the restaurant and got the appropriate services and benefits. After the meal, I paid for the meal with the app wallet, and the restaurant offered me an integral reward for the purchase online. I also graded the consumption experience on the APP to assess the level of the restaurant. Finally, I also gave a tip on the line for the service waiter. Then I had a foot bath at a nearby foot-Bath restaurant (affiliate store) with bonus points.