Gong Yitao: O2O Pformation In Shopping Mall

< p > < strong > status < /strong > < /p >

< p > < strong > < a > href= > //www.sjfzxm.com/business/ > > O2O < /a > platform construction cost > /strong > /p >

In the Internet world, traditional business is the "rookie" in the early stage. There are many things to start from the beginning, such as the most basic online platform. P

Since last year, shopping centres including Plaza, Tianhe and Hai Ying have been "electric shock", but there are various ways.

< /p >

< p > take Zheng Jia square as an example. On the WeChat platform, it has a subscription number with a service number. Since it was launched in September 2012, it has more than 200 thousand stable fans, and song boss, who is responsible for running the public account, said that public accounts can attract consumers to push information. "Message push is the most direct bridge between merchants and consumers."

< /p >

P also has hundred letters Plaza. The relevant person in charge of the marketing department said that at present, the subscription numbers and service numbers on WeChat platform match, subscription numbers do information push, like a publicity window, while the service number carries more functions, such as the construction of the membership system, and the electronic membership card takes the place of the physical membership card.

In addition, sun Xintiandi, Dongfang Baoshi, Gao de land and Tai Koo Hui have opened WeChat public accounts to push messages to members < a href= "//www.sjfzxm.com/business/" > fans < /a >.

< /p >

< p > of course, there are also preparations for building an online shopping mall like Tianhe City, but Huang Qining, director of Tianhe City Group, said: "online shopping mall is only a supplement to the physical store, and the investment will not be very large. It may only be half the size of its peers."

< /p >

< p > Why didn't most shopping centers choose to build their own O2O platform? < /p >

< p > for this, Gong Yitao, the former Wanda electric provider CEO, gives an answer. "The cost of self built platform is not small. Take Wanda as an example to build Wan Hui network. The investment of Wanda Plaza is 20 million yuan, which is still the result of the big cost dilution."

It is worth noting that the Guangzhou native also has an example of the self built O2O platform - the sea seal life circle.

It is reported that this platform covering all commercial property of Hai Yin group has invested over 100 million yuan.

< /p >

< p > during the interview, an insider pointed out that "high cost" is one of the main reasons for businesses to move forward. "In traditional business, O2O still tends to be conceptual. No one dares to commit a href=" //www.sjfzxm.com/business/ > > /a > too much.

< /p >

< p > < strong > consumer data collection is related to < < /strong > < /p >.

< p > shopping center is interested in the concept of "big data" under O2O. However, for non unified cashier shopping centers, the collection of consumer information still exists.

In this regard, Chen Congrong, founder of Shanghai easy network Agel Ecommerce Ltd, said that many commercial groups did not refine the acquisition of big data. CEO

For example, how satisfied is the flow of people entering the store and how satisfied they are when they leave? If the online shopping mall has an evaluation system, shopping marks and browsing traces, businesses can conduct two marketing and recommendation; however, under the offline commerce, there is no such means. Many members or ordinary consumers may not be able to timely feedback their consumption needs and consumption records to offline merchants. "Interaction, integration and precision are the means of big data".

< /p >

< p > the new express reporter's on-the-spot investigation found that the shopping center's collection of consumer information is still in its infancy.

Such as the good Plaza, now can have every fan's WeChat account, which makes the cost of obtaining data lower. The company's big data concept is in preparation, hoping to create data model, and achieve the data based decision and forecast for shopping malls, marketing, brand and so on.

Like 100 letter Plaza, consumers enter the public account number in each consumption ticket to achieve integral.

< /p >

< p > "has invested a lot of cost on line, but it has not carried out" a href= "//www.sjfzxm.com/business/" integration > /a "on line and offline, which is a huge waste of resources.

Chen Congrong pointed out.

In addition, Zhou Peng, deputy general manager of Beijing COFCO and Chaoyang Joy City General Manager, also mentioned that for mobile businesses, mobile Internet thinking is the whole channel thinking, and we should turn the online and offline into a channel.

< /p >

< p > to compensate for the gradual improvement of the O2O platform, shopping centers collect some data through the free WiFi covering the venue. "As long as the consumer's mobile wireless network connection is open, even if consumers do not connect with the WiFi inside the site, technology can also achieve the record of their shopping paths."

One industry insider mentioned.

The new express reporter observed on the spot that the mall, such as the Plaza, BAXIN square, sun Xintiandi, Hai Yin and another city, has already taken the lead in achieving free WiFi coverage, and other shopping malls are also stepping up their planning.

< /p >

< p > < strong > platform operation personnel lack < /strong > < /p >.

In the early days of P, in early 2012, Wanda launched a "ten thousand person Recruitment" plan to set foot in e-commerce, and offered 300 thousand yuan to 2 million yuan of high salary to attract talents, which fully demonstrated the "seeking talent and thirst" in the pformation of traditional enterprises.

< /p >

< p > indeed, even if we build a platform for direct communication with consumers, how to operate is also a problem that businesses can not evade. The traditional business operators often feel powerless when they enter the Internet field. Therefore, businesses have to spend huge sums of money to hire professionals, such as the full-time operation of the public account team.

"WeChat has become the main force of new media marketing. All activities this year will be integrated into WeChat public accounts, accounting for 70% of the new media < a href=" //www.sjfzxm.com/business/ "> channel < /a >.

An insider told reporters.

< /p >

Zhang Qiang, Secretary General of the Guangzhou e-commerce industry association, told the new express reporter that there were more frustrations from traditional businesses to "electric shock", and that "P" could not find a team with rich experience in operation. "Now there are many kinds of operation teams, but it is difficult for enterprises to find suitable ones."

< /p >

< p > but even the professional WeChat public account operation team has to admit that the cultivation of the new mode needs a period of time. The activity of members needs to be improved continuously. Businesses expect to establish good interaction with consumption. O2O contains not only marketing but also services.

< /p >