Bailian Central Shopping Center Takes The Lead In Testing Water O2O

　　 Bailian Central Take the lead in testing water

The reporter learned that in July 5th, as the first real Wi-Fi shopping mall in the field of friendship, the first special appreciation meeting was held in Bailian central shopping plaza with the highlight of "O2O all channels".

In this special thank you meeting for VIP users, through the Locas (Local Service localization service abbreviation) system developed by Bailian, all customers entering Bailian central can receive the simple registration information sent by the Locas platform if they connect to free Wi-Fi. Once the registration is successful, the map of the activity site can be automatically sent to the customer's mobile phone, including the voucher point, the drinking water point, the bathroom, etc. all are marked on the map. At the same time, there are related activities, tenants preferential activities, electronic coupons and other information automatically pushed to the customer's mobile phone, while the introduction of OK card mobile payment, greatly enhance the efficiency of shopping.

Bailian Central has passed "WeChat +" micro-blog The combination has absorbed many members. It is worth noting that the Locas system developed by them in cooperation with the third party Anderson company does not need to download specialized APP, and fans can be used directly by adding store micro signals.

According to the introduction, many attempts to combine online and offline have greatly promoted. Sales volume 。 As of 23 July 5th, the annual sales of Bailian middle ring reached 53 million 450 thousand yuan, almost equivalent to the monthly sales of one of the largest shopping centers of Shanghai in the off-season. On the same day, only 100 thousand passengers were in the East Commercial Building (central store), and the shopping plaza passenger flow exceeded 150 thousand people, and the traffic flow exceeded 12 thousand cars.

The high flow of people has also benefited various tenants of shopping centers. According to statistics, the business scale of the shopping plaza, including the first food and HOLA tenants, is over 75 million yuan, which is 6 times the usual weekend performance.

"We were worried that such O2O activities would greatly boost sales, but consumers will regret impulse spending in the next few days, causing a corresponding increase in returns." In July 9th, Fu Minggan, general manager of Bailian central shopping plaza, told reporters that after the end of the event, the return rate was not as good as two on weekdays, and the sales of shopping plaza had not declined in the next few days, achieving the best sales promotion effect.

　　 Electronic commerce

A Bailian Group insiders confessed to reporters that in order to ensure the success of the first O2O test, the first annual appreciation meeting in Bailian central was almost less than the cost price, and almost covered all brands, the lowest discount since its opening.

And let Bailian central this pain "behind" is behind the Bailian Group is now pushing forward the business electronic strategy. Reporters learned that, when the new chairman and President of Bailian took office last August, he took the lead in establishing Bailian electric business to promote the construction of the leading group. Among them, the chairman of Bailian Group was appointed leader of the leading group in person, and vice president of the president, and more than ten executives of friendship general manager.

Under the group's strategic planning, the largest shareholder of Bailian central friendship, as the two tier company of Bailian, is accelerating the all channel strategy.

Friendship related stakeholders told reporters that the company's all stores have opened WeChat micro-blog, the number of fans has reached 300 thousand. By the end of July this year, the company will basically complete more than thirty department stores, shopping centers and Oteri J stores in Shanghai, covering a total of Wi-Fi coverage, with a planned investment of around 39 million yuan. At present, more than a dozen Wi-Fi stores have been completed.

This time, the Locas launched by Bailian central shopping center is also a localized service platform that fully surpasses WeChat subscription number. It provides consumers with a series of functions and services such as map shopping, map pushing, message pushing, parking inquiries, and preferential services. It is an important measure for Bailian to explore O2O. Next, friendship shares will be gradually promoted in other stores in Shanghai.

At the same time, the upgrading and upgrading of POS machines in shopping malls are also starting. Compared with other traditional retailers, Bailian itself has the advantage of having the third party payment license, so the company will deploy its mobile payment with its own payment platform.

　　 O2O's pain in transition

In the commercial field, online and offline experience integration has become a major trend, and Bailian Group has been actively engaged in it. But what makes them feel more difficult is how to get out of a road that is different from those of Alibaba and other online businesses.

"We have our own third party payment license, as well as the advantages of the most commercial outlets in China. Although the exploration in the field of O2O is not entirely clear, we must take a different road with Alibaba." Bailian Group insiders stressed to reporters.

Reporters learned that Bailian Group has hired well-known consulting companies to study O2O programs suitable for their own development, and the biggest difference is likely to be reflected in the "focus on commodity management".

Industry veteran analysis, single product management is currently a major difficulty and pain point of O2O transformation in department stores. Because, at present, department stores or shopping centers adopt the mode of joint operation rather than self operation. In some sense, shopping malls are only "commercial real estate management companies", and commodities are in the hands of major brands or agents.

Generally speaking, every businessman has at least one hundred or two hundred brands, and some brands have many regional agents. The same brands may be different from each other, so that each of them will open the merchandise inventory to the shopping center or department store operator, and let the consumers know clearly what kind of color they are interested in.

"Although single product management is difficult to complete in a short time, it is always necessary for someone to start doing it first, and someone has to change the business rules that create bottlenecks in traditional business development." Bailian Group insiders revealed that as a preparatory work for the full implementation of Bailian's whole channel, friendship stock is currently stepping up research on the basic work of commodity list management and mobile payment.