Zong Ning: Wanda enters the electricity quotient, promotes the industry to enter 2.0 times

A message was spread the uproar, Wanda out of 2 million annual salary to recruit into the electricity quotient, trying to integrate under its commercial real estate, hotels, tourism, cinema lines and chain stores five business line, become the sixth main industry. This news is not unexpected, personally believe that this situation, will gradually spread in the major real estate industry, and eventually make the field of electrical business into what I call the 2.0 era. This is a later table.

The most interesting thing is the attitude of many people in the industry, the major observers, watchers, analysts have deployed, the main tone is probably not Wanda can play, so the prospect is not optimistic, almost inevitable failure. This point I think is particularly funny, a group of electric business to do underwear are quickly lost people, unexpectedly feel this loss of the industry there are any barriers, unexpectedly what professional ... Loss of the industry only a barrier, that is, there is no money to compensate, as long as the money to pay, who also don't joke who, Wanda has no money? This is beyond doubt. By the way, the Internet is the industry's biggest problem is too many "home", a lot of people love the industry is mainly because of the mouth can live well, let me very ready, after all, I have more than their brains.

The core properties of the Internet I personally think it's a tool, basically cannot exist in a vacuum, and O2O is not a new concept, but a only way, under the support of capital, many air-to-air things also survived, but this kind of thing, after all, can not long, you may casually look at the Chinese Internet industry, the major enterprises, Three or two years, the last remaining still a few old, enough to prove that my conclusions need not prove.

When the rules of the field mature, talent mature, technology mature, the universal use of this tool has become a certainty. At present, the essence of the electrical business is the flow and conversion rate, the core is probably low prices and tax evasion, really did not find that there is too much technical content. Of course, after so long development, also began gradually some enterprises embarked on the road of brand development, these are the industry into the 2.0 prelude. I always think that the biggest enemy of Jingdong is not Taobao department, but Gome Suning system, because gome in the two or three line or even four line penetration is very amazing, and itself has a brand, if the electric business strategy properly, not to and Beijing east to spell what the first line of the city of white-collar workers, the store directly transformed into logistics and inventory attributes, Soon this transformation will be effective. And after the operation, the line of online interactive growth, the result will be more terrible than the single line. At present because of capacity problems, or to the Jingdong left a rapid expansion of the physical warehouse building logistics space, which is also the victory and defeat of the east. The Beijing-East at present, the sudden investment in TV advertising and advertising positioning, can also be regarded as a non-traditional electric quotient of high viscosity of the infiltration of people, simply, can be called the electric business of traditional. Target to expand the crowd has become not too much online shopping uncle, and these Beijing East painstakingly open up the object, to Gome and Su Ning is already familiar with, think of the future of this kind of customer competition, let people feel an upsurge of emotions.

Now began to say Wanda, before Wanda integrated the Schowan Square's side corners, made a Wanda space, trying to build a new media concept based on Wanda Plaza's entity. And now to enter the electricity business, its strategic thinking can be said to be clear. Wanda Square itself is a comprehensive service, in the first-tier city, may be second-rate, but in the second-tier cities is absolutely first-class. As a holding property, the quality of the business determines the rate of return, and the Internet, the online tool is the best integration tool, will these Wanda property portfolio for a whole to co-ordinate, its explosive force, in fact unimaginable. In addition to the electrical business, but also includes social services, will eventually create a terrorist consumer groups. I give a simple example, join Wanda to start a large membership system, all Wanda's members, in all Wanda Plaza consumption discounts, accommodation discounts, priority arrangements, quality service. This can almost form a domestic largest service complex, its overall value, and the overall promotion of Wanda business, not now do the electrical business of the people can think of the brain to understand.

The core of the electrical business is the business, the core of the business is exchange, not selling things, selling things just in exchange for the simplest form of the difference. The real electric dealer must have the brand and the service as the core, the money must depend on the brand premium. This can be seen where the customer, in fact, the problem is the business problem, the category expansion led to the brand weakening and inventory too high, the development too quickly brought about the lack of management capacity and capital chain tension, but from the service and brand, where customers can be said to be the best electrical goods card. And brand This kind of thing, it is the traditional enterprise already had, this is the traditional enterprise to enter the biggest advantage of the electric business.

Many traditional enterprises have failed to enter the electric business, not because they are not familiar with the industry, nor the hands of the talent is bad, there is no good money for the electrical business talent. The main reason for the failure of the traditional enterprises to enter the electric business is that they do not know that the original industry can not be profitable! It would not be a problem if they did not follow the traditional practice of electronic business and simply put the electricity dealers as their own channel or extension of their brand business. But unfortunately, they all dug up the so-called electric businessmen to go to the plate, and these people's biggest characteristic is that burning money does not blink. For the traditional enterprises rely on saving revolution, this is undoubtedly a dose of poison.

Wanda, with its powerful brands and entities, is actually offering a service-type integrator, this includes the sale of products (with thousands of department stores), localization services (restaurants, cinemas, game halls and other entertainment), travel Services (hotel tickets), Business services (commercial real estate including information services) media publicity (Wanda Space), It can be seen that this includes almost all the current Internet industry's popular commercial components, what business-to-business, Business, O2O, travel, outdoor media and so on and so on, the most important is that Wanda itself is a brand and very rich. Almost finished with, only the difference between strategy and operation, the only failure may be to use too much of the current electric business people. Of course, the rigid institutional rigidity of the big companies is also one of the important obstacles.

In any case, Wanda into the electricity business, is a catalyst, is the development of Internet tools-----can not say a beginning, should be a node. No matter how successful the odds are, at least the industry's edge is being broken, and more traditional companies are starting to test the Internet with their own capital and brand advantage. From the industry point of view is a good thing, and for the current floating in the air of the Internet companies, is a wake-up.

Don't forget, the best Apple is also based on the combination of soft and hard, internet companies how to make their own hard, already is now must consider the strategic issues.