In the first half of this year, the epidemic brought great impact to offline consumption, and the catering industry bore the brunt of it. Against this backdrop, the second Wanda Taste List and Wanda Plaza City Food Carnival launched in Wanda Plaza across the country in August accelerated the restart of catering consumption. On September 17th, the results of the month-long Wanda Plaza contest were announced, and more than 9.31 million consumers voted on the list through the Wanda Plaza applet, with nearly 17 million votes, highlighting consumers' love of food.
It is worth mentioning that during the activity of Wanli List, Wanda and Propecia Technology jointly launched the first IP marketing product "Wanli Card".
Wanda, the retail giant's understanding of the new retail and landing situation, the concept and play for the offline retail industry, with a strong significance of inspiration.
On September 17, harmonizing with the "invitation to eat", Wanda has launched a monthly "invitation to eat day" since the beginning of 2019, and has been building a month-long "Wannabe List and Wannabe List" since mid-August. "Wanda Plaza City Food Carnival" marketing campaign, which reached its climax on September 17, 2019. daily visits to Wanda Plaza's small program during the campaign period exceeded 10 million, a year-on-year increase of 99.6%, and more than 2 million new users were added to the small program, an increase of 181% over the same period, which made Wanda Plaza's small program rank among the top 50 WeChat small programs and among the top 50 shopping programs in the shopping mall. The Wanda Plaza small program has been ranked in WeChat's TOP 50 small programs, topping the list of small programs for shopping centers; this year's Wanwei List event has allowed the Wanda Plaza small program to rank 28th on the entire network of small programs.
The essence of the Wan Wei List is marketing IP. Unlike the traditional shopping mall membership card, the Wan Wei Card is a super welfare electronic coupon package focusing on the theme of food and based on the Wanda Plaza mini-program, which is divided into two versions of the 99 RMB Premium Edition and the 9.9 RMB Tasting Edition, with users logging in to the Wanda Plaza mini-program and using the Wanda Plaza mini-program. Users can log in to the "Wanda Plaza Wanmei Card" small program to place an order to buy.
Luo Chao channel research found that the "Wanmei card" play with Jingdong Plus, Ali 88VIP is somewhat similar to the service users need to pay for, 99 yuan premium version and 9.9 yuan tasting version of the card contains the corresponding rights and interests, discounted down to the corresponding electronic coupon packages will be much more than the cost of, for example, the premium version of
For Wanda Plaza and Propecia, "selling cards" is not the main purpose of income, but to increase user stickiness and stimulate users to consume is the only purpose, and the "paid" form is a means of screening users, which is the same as the e-commerce platform. This is the same as the purpose of similar products on e-commerce platforms: to allow users to pay to get more than expected rights and benefits, and to "bundle" users to attract them to spend more. The difference is that the "Wan Wei Card" focuses on food and beverage consumption, and is supplemented by parking, movie watching, and other related benefits.
Secondly, merchants do make a lot of efforts to retain and activate users, such as issuing membership cards, making private traffic, making stored value cards, etc., but these membership services are hardly attractive, so they are mostly free, and the benefits are also relatively unimportant. The merchants can only recommend membership cards/stored-value cards to their existing customers, which makes it difficult to acquire new customers. The "Wan Wei Card" can attract new customers through the rights and benefits, increase the number of stores, and improve the performance.
Lastly, the traditional membership card for shopping malls only has basic tool benefits, such as parking discounts, membership points, etc., which are cumbersome to use, ribbed benefits, poor experience, and basically free gifts, while the "Wanmei Card" has a rich set of benefits that can attract users to pay. The "10,000 Taste Card" can be used to attract consumers who are really loyal users, and can attract them to repeat consumption in the shopping malls for many times, so that they can realize the closed loop from human flow to consumption.
For Wanda Commercial Management and Prophet Technology, integrating merchant rights and selling products directly to consumers is the first attempt.
Propecia technology is a company jointly established by Wanda, Tencent and Highlight in 2018, the two shareholders have the largest offline consumption scene, one has the largest online traffic entrance, the purpose of its establishment is to do business district digitization, and ultimately to become the "most understanding of the offline flow of the science and technology company", the first step, naturally, is to help Wanda Plaza digital operation. The first step, naturally, is to help Wanda Plaza digital operation.
In the first two years, as the national Wanda Plaza digital operation service provider, Propeller Technology integrates Tencent flow, public number / WeChat Pay / enterprise WeChat / small program / Tencent cloud / social advertising / entertainment IP digital components, and Tencent YouTu AI and other related technical resources, as well as investment holdings in ETCP, Maiwaidi, Haidian shopping malls digitization-related enterprises, help Wanda Plaza parking, The company has also invested in ETCP, Maiwaidi, Haiding and other mall digitalization-related enterprises, helping to digitally upgrade the parking, dining, movie, entertainment and other service scenes in Wanda Square.
In 2019, the annual number of visits to Wanda Plaza's small program exceeded 1 billion times, and the flow ranked first in the national shopping center class small program list, and as of the end of June 2020, a **** has 72.78 million small program members, and in the first half of 2020, the number of visits was 877 million, and the cumulative sales were 860 million.
It should be said that by 2019, the first step of Wanda Plaza's "digitalization" has gone through, and the Wanmei card reflects its "through service, through the scene" in the pass data, specifically the following significance:
The epidemic has made the consumer industry aware of the importance of online, the post epidemic era of consumer recovery, the wisdom of the retail process will be three to five years in advance, Wanda Plaza and Propagation Technology based on two years of groping for a deep understanding of the new retail, and at the same time, since the second half of 2019, Propagation Technology has begun to build a new retail infrastructure around the Wanda Plaza applet, a year down the road to advance the merchants, the new retail infrastructure, the new retail infrastructure, the new retail infrastructure, the new retail infrastructure, the new retail infrastructure and the new retail infrastructure. Entry, selling, logistics, settlement, subsidies, dissemination and promotion, and other functions, to achieve a closed loop of the entire business process online and offline. This is the basis for the launch of the Wanwei card, for example, based on the tens of thousands of restaurant merchants data through the Wanwei card to realize the marketing funds automatic settlement, a variety of vouchers / rights / brands of multi-resource integration.
3. The digitalization of the shopping district has evolved from a tool to a platform.
The first half of the epidemic on the offline industry caused no small impact, the epidemic will eventually pass, but the refined management is every enterprise, especially retail giants to under the hard work, the significance of digitalization is also more important.
The joint launch of the "Wan Wei Card" with Wanda Plaza reflects the changes in the development stage of the "digitalization of the shopping district" proposed by Prophet Technology. Prophet Technology, as a digital operation service provider of Wanda Plaza, has the mission to become the "most knowledgeable about offline traffic" and "the most knowledgeable about offline traffic". As a digital operation service provider for Wanda Plaza, its mission is to become the "technology company that knows the most about offline traffic", and what it wants to do is to digitize the business district, and it is the goal of Prophet Technology to transform the digitized results into relatively standardized products that can be reproduced in large quantities.
The launch of the "Wan Wei Card" is of great significance to the development of Propeller Technology, which has done a lot of digital empowerment of merchants during the past two years, providing merchants with one-stop services from opening and setting up to marketing and operation, but the core of what it does is the integration of digital tools and services, including online marketing tools such as WeChat vouchers, parking waivers and cross-flow attraction, and services such as online marketing tools and services. The company's core business is digital tools and service integration, including WeChat vouchers, parking free, in-field cross-flow and other online marketing tools, service outsourcing, cleaning and other service integration, as well as online and offline advertising services, in short, it's a to B service, what the merchants want to provide.
Manuka is the first to explore the marketing IP platform product for C-support users. The upgrade from tool to platform poses a new challenge to the technology, product and operation of Propolis, but of course, it will also help it to accumulate platform operation capabilities, which means that Propolis will not just be a digital tool developer, but a digital platform operator for the shopping district.
On the technical level, the realization of the Wanmei Card is directly attributed to the continuous polishing of a number of digital capabilities accumulated in the Wanda Plaza applet, in particular, the ability to integrate marketing resources, the ability to integrate offline payment transactions, the ability to wind control marketing activities, the ability to settle marketing funds and the ability to support large-scale high-concurrency platforms.
At the same time, the "Wan Wei Card" is not a simple combination of tools, but a platform that connects the interests of users, merchants and shopping malls, which is theoretically a platform program, and it also has the possibility of being replicated in other vertical scenarios after the Wanda Plaza catering scenario is passed.
Some years ago, Ali, Tencent led the Internet giants volume rising, coincidentally vigorously layout of the offline scene. And Wanda, as the leading offline retailer, is actively transforming online and physically practicing offline business digitization.
At the same time, the advantages of Wanda Plaza's offline retail scene have gradually manifested themselves. as of the opening of Wanda Plaza in Lhasa on August 8, the number of opened Wanda Plazas has reached 330, covering 31 provinces, autonomous regions and all provincial capitals in mainland China, and entering more than 200 cities. in 2019, Wanda Plazas received 4.27 billion customer visits. In terms of the ranking statistics of the leasable area of held and managed commercial properties, Wanda Commercial Management, which is responsible for the operation of Wanda Plaza, is the largest commercial management and operation enterprise in China, and the world's No. 1 commercial property owner.
From the point of view of the launch of the "10,000 flavors card", Wanda Plaza, which has been groping for a combination of online and offline for many years, has found a new possibility. Based on its strong resource integration capability, Wanda Plaza has teamed up with Propecia Technology to give play to the advantages of offline scenes, and has cooperated with Tencent, Huawei and other technology giants to apply its online traffic, online scenes, technology and other capabilities to carry out innovative marketing explorations like the Wanmei Card and Wanmei List, as well as digital operation explorations like Small and 5G commercial scene solutions.
As the underlying flavor card is the Wanda Plaza in the C Sheng technology supported by two years of the whole business process digital closed loop, it took a year to establish the offline retail digital infrastructure relying on the Wanda Plaza small program, coupled with the fact that each of the offline consumer business has its own characteristics, so the "Wan Wei Card" game is not The game of "Wanmei Card" is not something that can be copied by every shopping mall. However, it is undeniable that the concept of Wanwei card is worthy of reference for all offline retail players who want to embrace new retail.