If Wanda Removes Department Stores, What Should O2O Do?

Last year, the O2O pformation was booming, but most department stores and shopping center's O2O plan was only at the level of marketing planning, even using the Internet and new media technology.

The idea is still on the promotion level, not the real O2O.

Of course, O2O is by no means the only way out, because from the current pformation of O2O enterprises, the results need to be observed.

But one thing is certain, that is, if we want to make a breakthrough on the traditional basis, we must change the traditional enterprise's own organizational structure and the existing process. Only in this way can we integrate all aspects of the daily operation of traditional department stores (marketing planning, commodity mix, daily operation, payment and return, logistics distribution, customer service), and this is the most difficult.

The department store industry did not succeed in the O2O case.

Before the industry generally optimistic about Yintai network, no matter how well its external data, and the Yintai line next year, tens of billions of sales compared to the proportion is still too small.

The top grade discount featuring vertical sale and Beijing based has been listed as a classic case of department store O2O in the industry.

But from the perspective of sales and the development of these two years, it can not only get capital recognition, but also the sales of vip.com.

There are Wangfujing online shopping mall of Wangfujing department store, which is even more difficult.

Wanda and Wanda electricity providers, whether in the outside world or in the interior, compare with this trend, they seem to be a little bit twisted.

Wang Jianlin also publicly said: the high paid CEO business provider only knows how to sell goods and doesn't know the service.

May I ask if the department stores do not sell goods online or offline? What kind of services do they sell?

For the department store industry, offline experience is like trial and try, near distribution, after sale and customized services. These will be led by the line and continuously promoted. There is only one purpose: continuous pformation of members to online platforms to form purchases, and to cultivate online buying habits.

So customers still leave Wanda Plaza and still belong to Wanda. They will not go shopping on Tmall or Jingdong.

But if Wanda's offline becomes an experiential shop that can not generate value conversion, then value (purchase) will be pferred to Tmall, Jingdong and other e-commerce platforms.

This is a fact.

In those days, Suning and Gome realized that the 3C category under the line was likely to become an experiential shop. However, due to the lagging behind and too small investment in the construction of the electricity supplier and inadequate construction of the technical strength, the Jingdong's offline experience store has made a new platform like Jingdong mall.

From the wide range of stores in Wanda Department, as well as the adjustment strategy mentioned by Qu Dejun, we can see that Wanda Department Store is no longer an independent sub unit, but will serve the collection store and brand store of the department store with the commercial real estate plate.

Plus Wanda Group's other three major business segments: finance, entertainment, electricity providers, the three will form a strong linkage and complementary industrial effect.

Wanda business is proceeding from

In light of the pformation of light assets, it hopes to export more business management in the future, that is, investment by partners, and Wanda will carry out commercial design, operation and management.

At the same time, Wanda and fast money together to build a crowd raising project, launched the first Internet financial products, "earn 1".

At present, "earn 1" has completed 2 asset packs and can create about 10 shopping center projects.

Wanda Plaza will develop according to new ideas in the future.

From these practices,

The strategic and tactical aspects of the store are quite clear, coupled with the overall takeover of suning.com, the path of integration to form a strong O2O platform has been very clear.

It is no longer necessary for the CEO and technology input of the electricity supplier to have a headache, and even in the next department store brand investment and operation, there is no need to worry: Su Ningyun, suning.com and sunning cloud store have accumulated technical strength, talent reserves and operation advantages of the department store brand online and offline.

What Wang Jianlin will do next is to continue to take the royal family Iron Army to fight for the battlefield and expand rapidly, so as to complete the mission of China's 70% urbanization.