How to digitally transform the commercial street?

General situation of traffic guidance inside and outside wanda plaza

If consumers go to the shopping area to see a movie or buy an item, most consumers go straight to the target with a very clear purpose. Wanda plaza and WeChat Pay, a pair of CPS, try to change consumers' habits on the basis of payment and turn purposeful shopping into random shopping.

Through the data center to integrate customer data information, real-time dynamic record of customers' hobbies and living habits. After customers spend outside the business circle, they will push coupons that customers are interested in through the business center to promote customers to step into the business circle for further shopping. Similarly, customers who enter the shopping area can also achieve the effect of guiding consumption through the form of coupon push, thus increasing the customer's stay time in the shopping area.

Wanda realized accurate traffic access outside the circle by tapping the function of potential customer contacts, and at the same time realized cross-marketing among "in-circle" merchants, which expanded the scene traffic.

Shopping centers in the business circle will open up online and offline traffic, and information points in the business circle will be integrated with member information to provide a more convenient and optimized customer experience. The customer's license plate is bound to the member information, and the customer really realizes zero-procedure parking, which greatly shortens the distance and time between parking and shopping in the mall. Convenient payment methods such as "face-brushing payment" and "payment is invoicing" optimize the consumption experience in the business circle.

Feng Ke Wanda, the glorious scene of King's Canyon.

At first, the scene of business circle was understood as "the connection of a single business", but later it was found to be "the interaction of reconstructing content and experience", and both the supply side and the demand side were increasingly manifested as "the design of integrating data and scenes". Based on this, Tencent Advertising and wanda plaza * * * have formulated the core marketing strategy of youth-driven and strong IP market drainage. Attract the attention of young consumers with the "King Canyon" that matches the national IP, and incite young people to participate in the interaction with the immersive offline experience. For example, outside Feng Ke wanda plaza 1, the large-scale TGC the glory of the king theme exhibition area "King Canyon" fully mobilized the glory of the king's fans' appeal, and the scene was constantly crowded through the setting of the exhibition area integrating traditional culture and family parent-child activities. In addition, through various marketing methods such as small program punching, coupon issuing activities and large-screen interactive games in the atrium, the passenger flow in the venue is allocated and distributed, which enhances the wandering depth of customers in the venue and stimulates more consumption. Nowadays, the consumer's consumption process has undergone "earth-shaking changes"-new consumer demands are emerging one after another. Consumers no longer rely solely on the impulse of shopping, but decide their own consumption behavior through personalized and diversified information push.

Now it may be the "ant soldiers" in the Internet that decide the brand's life and death. Internet celebrities who are called "nano-scale", although their circle of friends only covers 5,000 people, and the number of fans is only 1 1,000, but they shape more realistic user influence and higher transformation. People no longer care about the goods themselves, but also have personality trust. Wanda tasted the sweetness brought by celebrities in the head IP network in large-scale TGC activities. More convenient tools are providing consumers with decision-making basis, and the consumer decision-making cycle will become shorter. The recommendation of network celebrities and ip drainage of the head have already decided where to go, what scenes to feel and what services to enjoy before consumers go out. At the moment when digitalization forms liquidity, consumers perceive scale in time and space, and a group of like-minded people gather around Wanda invisibly. They attract each other and infect each other, which promotes the benign development of business.

In the previous investigation of new species, we thought and analyzed the characteristics of species from seven dimensions: personality, subscription, customization, word-of-mouth, ceremony and talent, which is also inseparable from the digital transformation of wanda plaza. Regular membership benefits; Customize services according to customer needs; Connect customers' lives more easily and make all complex scenes simple and efficient; High trust and warmer connection between social figures; Whether the combination of all these forms a benign community ecology and independent communication between customers. Wanda plaza has also experienced a long period of confusion and trial and error in the digital transformation. In the part of user experience, it is necessary to do in-depth investigation and research, so that shopping centers can provide decision-making basis for mall operators based on big data and realize the leap from "person-time" to "person".

I'm glad to answer this question.

The digital transformation of commercial street should first solve the following problems:

1. Choose the direction of digital transformation. Mainly industrial direction, industrial agglomeration, industrial chain and supporting services.

2. It is important that the government has supporting digital transformation industrial policies, good preferential conditions and incubation and entrepreneurship measures.

3. The key is to have the talent conditions, talent development platform and specific measures to retain talents in the digital transformation of commercial streets.

4. Good technical conditions, first of all, data communication and energy security.

5. There must be industry leaders and research institutions, and there must be motivation and conditions for digital sustainable development.

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