Wanda Electricity Supplier Service System Has Many Obstacles

Wanda electricity supplier is dominated by Wanda, and the understanding of the Internet is not enough.

For Wang Jianlin, before Wanda's success, there are business models and operational capabilities, but there are also the unique advantages of commercial real estate, that is, the core lot and stable crowd. Although many commercial real estate in the late Wanda began to build in remote areas, compared with the booming consumption capacity in China, there is still a steady flow of support.

But this point can not be duplicated on the Internet. A domain name and another domain name are equal. Only through brand promotion, entrance guidance and user sticky training can the domain name become a stable traffic entrance, and this is the most difficult.

In the material, we can see that Wang Jianlin's early understanding is only simple members and more traffic. Though he later began to understand that there is no absolute relationship between the superiority flow and the membership, it is still a question mark whether the Wanda that has been accustomed to the loud singing can adapt to the intensive Internet model.

In addition, Wanda shopping mall is gradually becoming more and more popular with the gradual popularity of integrated Mall, which is not absolutely related to online consumer behavior. Therefore, whether Wanda has the courage and patience to cultivate and accumulate user habits is a huge challenge. It took nearly 5 years for people to get used to using Taobao, and Wanda electricity supplier started from scratch.

Wanda is too strong.

For Wanda's cooperation, Wanda dominated, 70% of the absolute control determines that its role in the system is the core, and the resources he paid is not subversive for Tencent and Baidu. In view of the fact that users' services in the three companies are not related to each other, the benefits of Wanda's electricity providers can bring the real benefits of Tencent and Baidu to a variable. For Tencent, it has the most direct user entry and interface, and at the same time, it has begun some attempts at O2O by investing in overseas Chinese town and other offline businesses.

For Wanda, how much resources and energy it is willing to invest in is another variable; for Baidu, big data actually refers to the user's search data, and to combine with Wanda's electricity supplier, it is bound to need to connect with Wanda's offline data, and the data collection capability under Wanda line is unknown. And Wanda is really dared to share these data completely with partners. It is also easy to become a farce once this cooperation is conservative and scruple.

There is risk in unified integral interface.

Tencent has the most complete user account system in China. This is the fundamental reason for its safety. If we want to cooperate in the way mentioned in the material, we must open the system to partners for monitoring and analysis.

But if the analysis capability is provided by Baidu, it will inevitably cause the leakage of user information. While Tencent and Baidu are not direct competitors, the two sides still overlap in many areas. Tencent will not be willing to expose such information to Baidu, a rival of this level.

In this way, if we want to track and process the unified interface of users online and offline, it is a short-term risk that we can build a new user system from scratch to a consensus of cooperation.

according to

According to the abacus, the blueprint described by him must be two levels of interoperability, and the behavior of users' consumption is unified. Online users are pushed by Baidu (or Baidu) or a business (Baidu WeChat) or a commodity (Tencent QQ). They will be analyzed through big data, and the products or services that are of interest can be pushed to the users through the products of mobile terminals (WeChat, Baidu map, QQ) and so on, and users will be guided to buy and receive services through offline purchase. Then the integral system will be used to quantify and stickup the users' behavior, so as to improve users' willingness and ability to repeat consumption.

At the same time, offline users' shopping and browsing behaviors will be collected through the collected behavior collection devices of Wanda shopping center. By analyzing user behavior, the ability of merchants to guide users' consumption can be improved, so that Wang Jianlin can sell data to businesses. In addition, the effect of online advertising and publicity can also be used to track users, and these data can also be sold to businesses for marketing optimization.

The whole system looks beautiful, but there are the following obstacles:

1) the capacity of Wanda mall is still limited. Especially for some large chain customers, the user data of Wanda mall does not have universal representation, and customers may not pay the bill.

2) there is no good sample for online and offline data. Especially offline data can be collected mainly by purchasing behavior. More front-end browsing and picking behavior can not be tracked at present, and the data are limited.

3) whether the purchase data of merchants is willing to synchronize to Wanda is also unknown, because many chain stores are not only in Wanda stores, data integrity is bound to cause value shrinkage, and merchants themselves also have concerns about the sensitivity of data.

4) users are profit driven. It is not known whether a simple integration system can enhance user stickiness under the line.

The main opponents of Wanda electric business are Alibaba's Taobao and Tmall. With the development of the logistics industry, the separation of users' trial behavior and purchase behavior will become more and more obvious. Among them, the Wanda line mall may gradually become an experience due to the high entry fee and store rent, and the purchase behavior of customers will turn into Tmall. This is what Wanda, Tencent and Baidu do not want to see, but this is the foundation of Wanda. This point can be seen in the pformation of Suning electricity supplier, the increase of the line will affect the sales volume under the line.

As young people increasingly become the main force of consumption, the generation who used to shop for shopping will gradually withdraw from the stage. At this time, the Wanda line is likely to become a major catering and movie and TV industry, which is also competing with the reviews. The Tencent will play an awkward role in it.

Therefore, if we do not solve the natural contradiction between online and offline, the road of Wanda's electricity supplier still needs to be explored for a long time.