Wang Jianlin Invested 50 Billion Ways To Promote Development

Recently, Wang Jianlin, chairman of Wanda Group, once again issued a bold statement, saying that he planned to throw 5 billion yuan to develop Wanda's electricity supplier, and gave all the online resources to the electricity supplier company. In the future, Wanda's electricity supplier will become one of the five major business segments of Wanda group.

Wang Jianlin made such a big hand and made such a big determination that he could not help wondering what the real purpose of Wanda's electricity supplier was. To make a new Taobao? A new Jingdong? Obviously not.

Public information shows that Wanda Group's assets in 2013 reached 380 billion yuan, annual income of 186 billion 600 million yuan, net profit of 12 billion 500 million yuan. With the state's macro regulation and control of the real estate industry and the diversion of online shopping to tourists, the commercial real estate is under a certain impact. Wanda Group should continue to maintain the current growth rate and maintain the Wanda Empire to stand up. Obviously, it needs to embrace the booming Internet and enhance the competitiveness of offline commercial real estate with the help of Internet technology. From the analysis of public information and Wang Jianlin's positioning of Wanda's electricity supplier, we can clearly find the real purpose of Wanda's electricity supplier: Online drainage for the line, and ultimately the return of commercial real estate.

From the simplest logic, we must have massive online users. Another step is to attract massive user access online. How can we attract massive online active users? This is the key pain point on the online platform. Another painful point of Wanda's e-commerce platform is how to maximize the conversion of online users into offline shopping centers. Therefore, the Wanda electricity supplier project, which has invested 5 billion yuan, is generally launched around these two pain points.

Build a Wanda version of public comment. At present, the mobile internet field is the best product for offline diversion. Undoubtedly, it is the public comment network. The information of the reviews comes from the shops such as food, entertainment and beauty shops under the line, and then the people who check the reviews will eventually return to the line for consumption. This is exactly what Wanda's electricity supplier needs, and Wanda Plaza also has the resources of these shops as the target of comment. It only needs to give users' membership card incentives on the review mechanism, so that users can generate valuable reviews on line, thus creating a website that commits more than the public comment network.

Build a place consumption Portal site. Since it is necessary to drain the Wanda Plaza under the line of business, relying solely on Wanda Plaza's original passenger flow is only an article on the passenger flow of the stock, obviously the effect is limited. Therefore, we need to adopt certain methods to achieve incremental passenger flow for Wanda Plaza, and establishing a local consumption portals is a long-term strategic need. Through in-depth information mining and dissemination of local consumption guides and other information, we can absorb a large number of local consumers, and then convert them into offline Wanda business users through promotional promotions and offline activities.

Build a localized Social media Channel group. Now Internet users have migrated from the PC Internet to the mobile Internet, especially in social media such as WeChat, micro-blog and local communities. Therefore, Wanda electric providers need to build local social media channel groups according to the location of the more than 100 Wanda Plaza in China, including social media such as WeChat, micro-blog and micro communities, such as food and accommodation, travel, entertainment and other local life services.

Establishing an efficient appointment Reservation platform 。 Many consumer scenarios in the local life service itself have the characteristics of capacity limitation, especially the catering, KTV, hairdressing and other merchants often appear to queue up, which affects the consumption experience to a certain extent. If Wanda's electricity providers can't butt the information systems of Wanda Plaza's businesses, it will help users to make reservation bookings on the mobile terminals, which will greatly facilitate users, and facilitate offline shops to arrange resources and make data analysis.

Set up an electronic membership card "one card". By opening up the consumption data of individual shops and individual member accounts, users can enjoy more benefits and convenience, and also enable Wanda official to promote sales promotion activities and Wanda Plaza investment through guidance of data analysis and consumption trend. According to Wang Jianlin's idea of Wanda's electricity supplier, Wanda's electricity supplier will launch a more convenient, faster and more useful "one card", and this "one card" will be able to be used in all the Wanda Plaza, hotels, resort areas, and houses, and there are also discounts, points, raffle and value-added services.

Improve offline experience scenarios, improve conversion rate from online to offline. Part of Wanda's e-commerce is only a drainage function. Ultimately, whether to attract users to the Wanda shopping area under the line depends on whether the offline experience is satisfied with users and whether they will continue to attract users. At present, Wanda's mobile client "Wan Hui" has already realized various intelligent services such as finding businesses, finding parking spaces and sweeping squares for users. In the future, it can continue to dig deeper and provide more functions and services to enhance the consumption experience under the line.

Perfect line for online drainage channels. If Wanda's online platform does not have enough traffic, it is clear that offline drainage is just a fantasy. So how to solve the traffic source on the online platform is also the key link of Wanda's electricity supplier's success or failure. According to the plan, it is estimated that there will be nearly 140 Wanda Plaza in 2015, with an average of 20 million people in each square, and more than 2 billion people will enter Wanda Plaza in one year. If such a huge line of people's flow is guided to the online platform in a certain way, the promotion effect on the online platform is undoubtedly amazing. Offline channels for online drainage can be varied, such as offline deployment of free WIFI, attention to official two-dimensional code delivery points, downloading and installation of official APP awards, photo sharing, sending concessions, etc. Even in the early stage, in order to rapidly increase the flow of online platforms, it is also necessary to put a certain number of advertisements in a wide coverage channel such as city buses, bus stops, TV stations and newspapers.

Various large-scale activities are regularly held under the line to activate online users. The final traffic of Wanda electricity supplier needs to be returned to the offline business circle. Therefore, it is necessary to organize large-scale activities at different times, and promote the online users' desire to go to the Wanda Plaza through the mass promotion of online platform, such as organizing the hosting of City fans' meeting, movie premiere, anime exhibition and Karl song competition.

The above list is only the core part of the 5 billion huge Wanda electricity supplier project. There is no doubt that such a huge and complex project will have many sub projects, which need to be excavated and integrated according to Wanda's internal resources. But in the final analysis, it will revolve around how to create an online platform that is truly valuable and attractive to users, and make the online customers into offline shopping centers through various ways.

Wanda electricity supplier, because it does not involve online physical commodity trading, is essentially a O2O project integrating online and offline development, and is a typical online business model for offline diversion. Wanda electricity supplier is not short of funds, no shortage of resources under the line. If we can absorb the Internet technology and operational talents through the funds, and cooperate with the free and loose coordination mechanism, we will have a good chance to create a successful Wanda electronic commerce network platform, truly realize the online drainage under the line, and promote the healthy development of the business circle of Wanda Plaza under the line.