Yi Yitao: Watch the mall do O2O so leave Wanda to start a business

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Recently, Wanda Electric business executives left and Wanda High-profile digging people news. has been million to 2 million yuan annual salary from Ali dug to the first Wanda CEO Yi Yitao Dynamic But few people pay attention to.

From April 2012 into the million to reach the beginning of 2014 left Yi Yitao in Wanda for two years. The traditional business experience made him discover his entrepreneurial opportunity--in the O2O tide, the traditional enterprise Internet process, the third party service provider's opportunity.

Leave Wanda Embrace the opportunity

"All the people think that I left Ali to Wanda, is to do the electricity business, in fact, is not the traditional sense of the electricity business, but the traditional business of the Internet, Wanda has already thought clearly about this." Yi Yitao His point of view clearly. It was in Wanda two years, Yi Yitao found that the traditional enterprise Internet is a huge opportunity, and for him, the Internet of commercial real estate let him choose to leave Wanda, embark on the path of entrepreneurship.

At present, shopping malls do O2O have several paths, one is relying on micro-letter to establish O2O, the second is to do an app, gather their own users, the third is relying on Ali group. But in fact, the mall itself has the flow, has the brand influence, they encountered the question is how uses the online method to do the line increment, namely uses the line technology and the operation method to use the offline resources maximization. In the process, shopping malls are actually focused on themselves rather than on other platforms.

"Micro-letters and Ali's users are a false proposition for offline shopping malls, offline shopping malls have a regional, have their own business circle, not the user of this business circle will never Come", Yi Yitao pointed out that the offline shopping mall users have already had, to do is to activate their own flow rather than to the line of drainage. However, for offline shopping malls, the biggest difficulty is to use the Internet borderless technology to serve a regional shopping center, through large data technology to enhance the value of users. In Wanda, Yi Yitao in this way to try, has seen the effect.

The reality is that Wanda is spending huge sums to build the system. But in the entire commercial property market across the country, there are not many commercial real estate developers like Wanda who have thought clearly and are willing to invest heavily to achieve this online integration.

China's shopping malls are not scale, the former four shopping centers in the United States have 300 shopping malls each, 1200 of the country, the former four shopping malls group occupy the United States major market share, while China's top 25 shopping malls are only 7% of the number of shopping centers. In these shopping malls, most operators have seen the need for an interconnected transition. But they have the ability and determination to invest as much as Wanda to build their O2O platform.

This is what Yi Yitao sees as an entrepreneurial opportunity to provide O2O solutions for shopping malls as a Third-party service provider.

To start with the problem

At present, there are three kinds of shopping malls, department stores and supermarkets related to retail trade. Yi Yitao that, these three kinds of O2O play is not the same, for third-party service providers, shopping malls O2O relatively easy, because this type of industry basically do not need to tube goods, in the o2o of people, goods, field three elements, shopping malls only need to focus on people and venues.

In the country's thousands of shopping malls, like Wanda's own platform to build a few enterprises, Yi Yitao that this is their opportunity. The fact also proved that Yi Yitao's prediction, six months, Yi Yitao travel throughout the country, to find him are those who want to do O2O, but in the confused period of the shopping center.

What is the biggest proposition of the mall? They face the biggest proposition is how their assets add value, a shopping center value of how much money can be deduced through the reverse cash flow, that is, cash flow minus costs, if the cost is constant, the value of its assets and rent is a pure linear relationship, that is, the increase in rent means the value of the asset. But to raise rents, people need to increase the amount of consumption.

The internet is borderless, before the Yi Yitao in Alibaba International Business platform, is in the world to catch people, users can in the short term unlimited doubled to increase. But for offline shopping malls, a flow center sells 1 billion yuan a year, up to 300,000 users. Therefore, for mature shopping malls, the way to add value is not to pull new users but to increase the consumption of existing users. The solution to this core problem requires the use of large data collection and mining and other Internet technologies.

The collection of offline data is a difficult link in the O2O process of shopping malls at present. Yi Yitao pointed out that the O2O platform has three floors, the first layer is offline equipment, such as WiFi equipment, cashier, etc., the second layer is the user, the third layer is the user contact mode, which includes WiFi landing, mobile apps, Web pages, text messages and so on. The mall needs to get the user data through these contacts and to label the user in a hierarchical way. A simple example, there is a user, the purchase behavior is not much, but like to share, like playing on the platform, there is a user, do not like to share, to the shopping mall, the frequency is not much, but a large amount of shopping costs, that is, this person's contribution to profitability is the largest.

Both of these people need to label the lock, the former person needs to give him incentives to stimulate their sharing behavior. The latter kind of person is efficient and contributes a lot to profits, they need special privileges, such as the location of the parking lot to him, to open the VIP room, empty shopping and other privileges. Like such user tags for hierarchical management, customer service and marketing more accurate, it is easier to increase the contribution of each user.

The increase in user contribution value increases the sales of the whole mall.

In addition, offline data optimization has a key role, is the investment optimization, under normal circumstances, a shopping center from the opening to the optimization to experience three years, in the process to constantly adjust the business, including brand, location, and so on, the former regulator is the operating department of the people to shoot the head decision. And in the O2O scene, the adjustment business must have the data support.

"In the future, it is entirely up to the big data to support the business, for example a shopping center has 200 shops, needs to adjust is 40, these 40 place will have 10 different choices in the different position, this 10 different choice each kind of person flow and the forecast is what, this needs O2O service provider to give the answer. "Yi Yitao points out. In practice, such an example has emerged, a shopping center in the same location after a store based on data, sales rose three times times.

Yi Yitao points out that the basis for the transfer of data from the offline collection. At present, the use of maps, WiFi hotspots can be collected in a variety of offline data, such as the way consumers are accustomed to walk, a certain store how many users go through, how many users enter, what kind of consumers like to enter what kind of shop, and enter after the time to buy, purchase ratio and so on These are the key points of offline data acquisition, the key is to data analysis after collection and for the day-to-day operation of shopping malls, and effectively improve the sales performance of shopping malls. This is the shopping center O2O service provider to help enterprises solve the problem.