Wang's electric business thinking: integrating core resources online promotion offline consumption

"Maybe I am not good at gambling, I do not know that a billion too big, I knew I would say 1 million, this matter will not fry so long." ”

December 25, in the "I see the next 20 years" in the "Chengdu Business Newspaper," the large-scale public service speech, Dalian Wanda Group chairman Wang was again asked and Ma Yun [Weibo] "billion game." Despite repeated responses to the joke, the planning of Wanda, the commercial carrier, is still full of expectations.

At the beginning of December, "Wan Hui Network" on-line, Wanda Electric business model of the beginning of the show. With Wang words, "it will not be Taobao, will not be Tencent, will not be Baidu [Weibo], nor will it be jingdong, but a complete combination of their own characteristics, line online integration into an integrated e-business model."

Wang's retail thinking is that "the electrical business and the entity can not be either or, entity enterprises can also do their own e-commerce." "He believes that, like entities, electricity dealers are the channels of retailing, and the biggest advantage of Wanda's power provider is the" access to more than 2 billion times a year "of consumers, as well as on the basis of the establishment of large membership, large data systems.

"I believe that 10 years, 20 years later, there may be no simple e-commerce companies and simple entity enterprises, the two must be mutually integrated." "Wang recently pointed out," by 2022, is the so-called horse betting term arrival of that day, electric business and industry will live very well, depends on whether you are innovative, is not adapt to the situation, the survival of the fittest. ”

The electric dealer becomes "The sixth big business"

25th, the 2012 and Ma Yun that about whether the Wang will account for 50% of the retail trade in the game, and still no weakness.

But Wanda's enthusiasm for the electric dealer seems to have told the market that it is not important who wins or loses, or that the game's win or lose will not slow the pace of convergence between the two sides. December 9, Ali and Haier Group strategic cooperation by the industry is called the real economy and the perfect combination of digital economy. And Wanda's pace of electronic business has not hesitated.

At the beginning of December, Wanda's electric Dealer website "Million sinks Net" on-line, marked Wanda also began to try the combination of O2O mode. In fact, Wanda's interest in the electrical quotient is not only reflected in the platform itself. December 18, according to Alipay [Weibo], Wanda Cinema has entered the public service platform to pay the treasure purse, and to achieve sound waves to take tickets.

"Electric business is a new model, the development is faster, but because it is a new model, development to a certain stage will encounter bottlenecks." "For the electric dealer of the zenith, Wang appears very calm." In his view, the basis of the development of electric business still is the entity enterprise. "Now the world's top ten electric dealers are entities to do business." Taobao is not, but Taobao sales in the forefront of the dozens of companies, are also doing entities, rather than open Taobao shop. "Wang said.

Wang believes that the electricity business is actually a channel, or a technology, the purpose of using this technology is to make the retail industry better, the form of competition for the retail industry is meaningless. "The entity enterprise is not waiting to die, if realizes the advanced technology, enters the electric business platform, brings the change to oneself, may use the new model, can the enterprise do better." For example, Wanda's electric business model, although just on the line, but believe that a few years will be a great breakthrough. ”

Although it is only a channel, Wanda has no doubt about the importance of electricity quotient. Wang has repeatedly stated publicly that Wanda has become the sixth largest business of Wanda Group following the commercial properties, hotels, cinema lines, chain stores and tourism resorts and other five major business.

Wanda Electric dealers do not take the usual road

Not long ago, Wang "will work with Ali" to arouse the outside world of Wanda electric business curiosity.

How will the mainland's richest man, who has been playing commercial real estate and transforming its cultural industry, fight the impact of the Internet tide on the retail industry? "We are fully integrated with their own characteristics of a line under the integration of the online e-business model." "Wang in the recent answer," Wanda E-commerce model features will include large membership system, large data systems, high gold content, low cost. If Su ning and so is through O2O the line under the burden into wealth, then Wanda to consider is how to put the powerful offline resources to better use, so that consumers "anywhere to visit Wanda."

According to Wanda estimates, by 2015 will have 100 million members, by 2020, the number of members or will exceed 300 million. Wang believes that it is this year that 2 billion people patronize Wanda, the achievement of its unique offline resources. "Such a large membership system must be of value. ”

Long-awaited, Wang recently stated publicly that the core of realizing Wanda's characteristic electric business model is to set up "big member, Big Data" system, namely "use modern mobile terminal advanced technology, the member consumes the number of times, amount, liking and so on information establishes, then makes the analysis." According to these analysis, targeted for the next stage of investment and adjust the business layout. ”

Wang said that Wanda had therefore developed a unique plan to attract consumers to become members: first with a number of square merchants to discuss, in the establishment of E-commerce mode, so that participants in the pilot to take out the 1%~2% of the currency value points, and the million Tatsu members can consume 100 yuan after the purchase of 1~2 yuan points, And all Wanda Plaza in the country any industry, all Wanda Hotels, resorts and other offset consumption. Wanda in attracting members at the same time, but also improve the business income, formed a win-win situation.

According to Wanda's conservative estimate, more than 2 billion people enter Wanda Square each year. "Who are these people?" What age group? What is the consumption habit? What is the consumption data? We don't know. "For investment and layout, Wang said Wanda now more or rely on experience, but the future relies on large data systems, Wanda in the investment and layout can be targeted."

With the tens of billions of of the pure electricity business platform Ali, Beijing-east compared to Wang said Wanda characteristics of the electric business model as long as billions of is enough, "the cost is very low", but "gold high."

Wang that, first of all, the billion members are genuine consumers, high degree of activity, second, they can attract such as car manufacturers and other large businesses advertising, and "large members, large data systems" can bring timely feedback, so that businesses make timely promotional adjustments.

"If you have this membership system," for example, he said, "This morning suddenly a few people to see the film, you can immediately carry out the membership promotion, fares originally 30 yuan, now 15 yuan can look at the evening gold (1210.30, 0.40, 0.03%) period of film, I believe that people immediately sit full, the restaurant is also so." So I believe the profit outlook is considerable. ”

Commercial resources are the core competitiveness

In some physical store transformation of the electricity business implementation of "line with the same price", the entity shop to become an online "experience shop" strategy, Wanda's O2O but the opposite, let the electrical business to become the entity of the promotional channels.

Browse "million sinks net" can be found, Wanda in this platform's sales category is not much, mostly in the form of brand consumer coupons, which makes the million-Tatsu department stores a "promotional channel." Wan Hui on-line line test operation hint also clearly indicated that during the trial operation only to Wuhan Water Chestnut Lake Wanda Square and so on six square "provides the related service".

Why just make the online platform a "promotional channel"? Because Wang believe that business resources are the core of Wanda Mode, is the foundation of large membership system. Commercial resources have long been the fastest expansion of Wanda's strongest competitiveness, to give up the retail business resources, to do a pure electric business platform for Wanda is unlikely.

"Why does Wanda grow so fast?" Our core is business resources. How did it accumulate? is to serve the business day after year, day after day, so that businesses make money. Many of our projects are completed before the start of the investment. ' How to make money for business ' is our core. "Wang said.

Every place to build Wanda Plaza, the commitment to introduce 30 of the world's 500 strong, this is Wanda can always play in the secret. Wang has said that at present Wanda's strategic partners more than 5,000, long-term contracted 1200.

In fact, Wanda's impact on the electrical business is also more obvious. In the first half of this year, Wanda only completed its annual target of 38%, six months target of 91%. This prompted Wanda to make some adjustments to the current state of the business. July 19 This year, Wanda Group made clear that the future will reduce the proportion of retail trade, next year, the Wanda Plaza (excluding Wanda Department stores) will completely abolish the apparel industry, increase the proportion of life, such as hair, nail, book, education and training, such as "online access to services" to enhance customer stickiness.

Wanda said that the model opened this year in Dalian high-tech and Yixing hooke′s Plaza, the adjustment of the second floor of Wanda Plaza, more than no adjustment Wanda Plaza increased by more than 10%, sales increased by 8%. More than 2015 years ago, Wanda will be the opening of the 72 square of the second floor of the business adjustment completed.

The adjustment of the industry does not mean that Wanda will gradually reduce the size of the entity. Wang in the 25th "I see the next 20 years," the large-scale public service speech, said that next year will open 24家万 Plaza, 2015 Wanda Plaza will expand to 120.

In many entities enterprises have to move to the electricity business is not the background of its law, Wanda electric business can come out of a unique road, it is worth the attention of all circles.