Wang 5 billion throw Wanda Electric quotient, untie his electric quotient complex

Wang Release Wanda Group report, according to the plan, to 2020 Wanda to form real estate, cultural tourism, finance, retail, electric business of the five major sectors. It is obvious that Wanda Electric business is the exclusive platform of commercial real estate electric business, Wanda's courage is commendable, but the pace can not be too fast.

Wang and Ma Yun's Wager, nothing. Perhaps can not let Ma Yun's Ali too arrogant, perhaps is to the internet a kind of temptation, Wang every time out of the card, all let people unexpected.

Recently, Wang issued a semi-annual report, the report's most interesting is Wanda announced that it will continue to fully develop the electricity business, High-profile claims to invest 5 billion yuan, and the United China's largest number of electric companies, the target is three years to find a profit model.

However, in addition to the rhetoric, Wanda Electric dealers encounter the former Wanda Electric COO Mahaiping, the former Wanda Electric Dealer COO Liu Sijun, the former CEO of Wanda Electric chief executive Yi Yitao to leave. After the separation, the relevant personnel have complained about the rigid management of real estate companies and reporting audit system is not adapted, the internet industry has spit trough, that Wanda Electric business, Wanda O2O will not succeed. Under the mixed, Wanda Electric Quotient, O2O Road in where, still really have no way to go? This article aims at the commercial, the real estate, the Internet, the media angle, carries on the elaboration, attempts to untie Wang's electric quotient complex:

What does 5 billion mean for Wanda?

For the Internet, 5 billion means an astronomical figure, but for Wang, 5 billion is just a Wanda Plaza investment figures.

In the case of a project investment in the two or three-line city, investment 5 billion, the return is far higher than this number: first of all, Wanda Plaza mode is basically through the government investment, negotiation, in the new city or low land price area, take the construction, from project planning, positioning, construction, sales, investment, property management, etc. Wanda has achieved modular, standardized replication. Perhaps we are concerned about Wanda Plaza Studios and the restaurant industry, but we also want to see many cities Wanda Gold Street deserted embarrassing scene.

On the surface of the successful Wanda Plaza, the biggest success lies in the commercial integration of the business district polymerization effect, bringing the property market in various regions "stimulant", is the strong promotion of house prices and sales rhetoric. For Wanda, the real profit of the big head in addition to the square of all types of shops, offices and residential sales is the core.

Wanda in the country invested tens of billions of projects, are everywhere, 5 billion in the Wanda system, not a special large budget, but the Internet industry over focus, has magnified.

Why does Wang insist on doing electric business?

The truth is simple, Wanda's main business is real estate, especially commercial real estate is the key to success, commercial real estate is more complex than residential development, especially in the early site selection, investment, and follow-up services, good business, for their own merchant service is particularly critical, otherwise the subsequent income will not be able to sustain. And Wanda is facing the problem is the current commercial real estate, shopping malls are facing problems: more and more shopping malls into the physical fitting room, rising costs, business expectations and satisfaction is difficult to achieve, a large number of commercial and tenant contradictions.

The impact of Internet electricity dealers, in particular, Wanda business by the super traffic demand is very high mode, the transformation of the transaction is affected, but Wanda Electric business's core purpose is to serve their own merchants, as for ordinary consumers, is only a source of traffic, at least from Wang many foreign speeches, Also fully embodies his confidence in the flow of his own people.

Wanda Plaza because of the huge scale, in all parts of the country have distribution, so it is easy to form a commercial network, in line with the Internet thinking, the final formation of the Wanda Electric Business also has a platform trend, but services in Wanda's own system platform, rather than our traditional significance of the electric business platform.

According to the report planning, to 2020, Wanda to form real estate, cultural tourism, finance, retail, electric business five major sectors, it is obvious that Wanda Electric business, is the exclusive commercial real estate platform of the electric business.

Select O2O mode logic: Send 100 million cards?

As can be seen from the report, Wang intends to join hands with other domestic power companies to set up Wanda Electric, instead of doing it alone. From this point of view, Wang also realized that the holding group will be more opportunities, this is a good supplement.

But in fact, the electrical business is a product of the consumption of flow, the other electric platform of the diversion function of the real effect, remains to be seen. From another point of view, the cooperation of the other platforms Wanda Electric, can become these big electric platform of level two channel.

Wanda Plaza in the country more than 100 of the distribution, as well as the annual billions of visits, as well as Wanda's brand effect, this mode of cooperation will be more direct and simple, it is not easy to replicate, of course, this is only the author's inference and speculation. Even if realized, it is only the flow, Wanda Electric business zone, such as one of the cooperation.

Wang mentioned in the report that

When Wanda is strong enough, or if we invest in a bank, we can have the bank and US issue a unified card. I want to make a little request to the electric company, now must ponder innovates a more convenient, quicker, more useful "the card". What is useful? is better than using other cards, this card in the National Wanda Plaza, hotels, resorts consumption, home purchase can be universal, consumption and discounts, points, lottery, value-added services, etc., which in itself is a big business. In a few years, Wanda has nearly 200家万 Plaza, more than 100 hotels, plus 8 to 10 open resorts, billions of passengers a year, these consumers are our customers, can send hundreds of millions of cards, which is a huge resource and advantages.

Unlike the Internet in the traditional sense of the electrical quotient, O2O and based on the O2O model of the electric dealers, in addition to goods, more emphasis on services, for the internet companies, large O2O platform to the disadvantage of landing on the line at the end of the service capacity, because in addition to providing a platform to solve the business, Based on the service of the business process is more critical, O2O to provide not only cold express, but also the internet has been advocating the social, really into the offline.

As for Wang to send hundreds of millions of cards, I think it is not difficult: all registered to get cards, through consumption activation, such as providing Wanda main stores, vouchers, discount cards, lottery, etc., as long as the use of card consumption can be activated, this way, almost will not cost too much, as ordinary consumers, and why not? Wanda in this respect, not only has the resources, but also the entity shop, the staff whole, merges to the normal operating cost can. Compared to the Internet to burn money to attract users, transformation, activation, loss and other maintenance of the current situation look, really very good. Or you think of your wallet in all kinds of consumer cards, really inside are more than 0?

And the benefits of the card, can standardize the current Wanda's own settlement system, but also the formation of capital precipitation, a card to form 10 of dollars of capital precipitation, for Wanda, 100 million is 1 billion of the capital, not to mention the formation of this card based on other consumer profit distribution?

Based on the advantages and resources of Wanda Plaza, O2O is indeed the choice of Wanda Electric business.

Wanda Electric Business Feasibility

Despite the face of executive turnover, Wanda Electric business is also faced with the situation, whether the success, the key lies in the following points.

The essence of Wanda Electric power is different from that of traditional electric business

1. Wanda Electric Business services to its own businesses, consumers

2. Wanda Business Complex is actually a service industry, and Wanda Electric has the properties of services and is based on localization.

3. Wanda Electric Business based on the national layout of Wanda Plaza

4. Wanda is providing O2O platform products and services

5. Wanda Electric Business needs more accurate regional flow conversion rather than the traditional electric dealer's large flow conversion.

The essence of Wanda Electric business lies in large data marketing

1. Do not despise a card, this is a good medium, but also data carrier

2. The complex itself, the source of data accumulation, contains the radiant circle that lives in the periphery of this business circle.

3. More reliance on offline data accumulation

4. For the consumer group of large data analysis, transformation and utilization, should be accurate to different categories of each merchant

5. The church merchant carries on its own database marketing, Ant Xiong strategy.

6. Enterprises such as Wanda can complete the research of large data.

7. Advertising sales based on large data are part of the income but are limited in proportion.

8. Wanda's own complex, user-group level complex, large data to facilitate screening.

The mode analysis of Wanda Electric Business

The 1.O2O model must be done in depth, but the present situation is: people who are familiar with the traditional sales model of electric dealer, it is difficult to change to be based on the regional attributes of the obvious service-type electronic business play.

2. Wanda Electric O2O mode of closed-loop structure tends to the traditional, fine refinement, localization, service of product features obvious.

3. Depending on the method of product and flow conversion, it is not suitable for the regional attribute characteristics of Wanda Electric quotient, so it can only create and grope for itself.

4. Wanda's goal is to let consumers remember Wanda's O2O attributes, this realization, to be pinned on the Internet marketing level of merchants, but this is different from the traditional electric business.

5. The characteristics of regional attributes, determines the power of Wanda's advantages and disadvantages, the advantage lies in easy landing, the disadvantage is that the O2O mode of service requirements higher, for practitioners and merchants, the demand is higher. (When I saw the economy half an hour to report some more than 50-year-old farmers can open shop exchanges news, I think there is hope).

6. In the face of the high efficiency of the electrical business, this is a challenge for Wanda.

7. Wanda Electric Business based on the promotion of localization, should not be a problem, commercial and real estate development marketing level enough.

8.O2O, especially localized O2O, the work is trivial, the industry thinks "bitter dirty tired", can insist on doing real O2O, it is debatable.

9. Wanda's card, the card-issuing phase of activation and user activity will not have problems, in the long run, this is the biggest problem, maintenance of users in the region, resulting in the line to the offline process of transformation, is very important.

10. Based on the application of mobile Internet, the establishment of Wanda Plaza Internet Life Mode, the formation of a multiple-screen seamless docking, the process of the Internet.

Iv. Profit Exploration

1. Capital deposit based on card.

2. Business Network transformation Performance split.

3. Integrate community O2O to solve the O2O problem of the residential part of Wanda Plaza.

4. Normal Wanda Business promotional activities networked, online under the combination of

5. Wanda Electric Business and Wanda Plaza based on the commercial or social enterprises online advertising, activities, promotion, online integrated marketing services.

6. Wanda Electric has become part of the possible "Wanda Bank" in the future, and is part of the strategy of Internet finance.

7. Based on Wanda Plaza, especially the new project and the surrounding real estate electric dealer Sales

8. In response to Wanda Electric dealers to carry out customized electronic products group purchase

9. Cost of Internet platform use of all merchants in Wanda Plaza

10. Capital value, listing.

V. The biggest challenges and threats facing Wanda

1. Electrical business model and a variety of products are constantly iterative, it is difficult to form a fixed model, and has Wanda Square, the modular dominant gene.

2. The cost of maintaining users is high, the local Wanda Plaza needs to set up a separate electric Shang department, the traditional operation and maintenance departments need to transform, break the existing system structure, breaking the meaning of change in the rules of interest, greater resistance.

3. The architecture of Internet products based on billion-tier users is not yet clear.

4. The localization maintenance of the billion-tier users requires higher operating costs, more trivial activities and lower returns.

5. Wanda Real Estate gene overweight, electronic business sector is difficult to integrate and respected, after all, the ratio is too small

6. For the return cycle is too optimistic for the electric business short-term target positioning is too high, enforceability is weak.

7. The power business sector has a weaker mandate, and the owners of decision-making power are less aware of the Internet.

8. Wanda commercial operation of the product categories are less, the Internet has a larger choice of space, cost-effective is also low, the lack of electricity price competitiveness.

9. For the O2O line and offline structure, may affect the commercial real estate future product planning and positioning, can not use old commercial products to carry the internet thinking.

10. The O2O of regional attribute is strong, the shortage of relevant talents all over the world, and the slow growth rate will affect the project progress.

To sum up, Wanda Electric Business, in the short term, still facing higher challenges, but it is not impossible, the ship turned around, traditional enterprises due to the model stability, it is difficult to see the long-term interests and break the existing interests of the chain of determination, for Wanda Electric, I think need to give longer incubation time, and have a real grounding gas team, You cannot power a business for electricity. Traditional industries of the Internet transformation, has been discussed for many years, the strength of the entity can not be underestimated, I hope Wang with 5 billion to buy back a little success of the experience, regardless of the final results, Wanda's courage is commendable, but the pace can not be too fast.

"Wen/Ningjie network Xinyu" Source: http://www.tmtpost.com/123985.html