How To Implement Shopping Mall Big Data Strategy In Wanda Plaza

< p > < strong > what kind of big data thinking does the shopping center need to operate? < /strong > < /p >

< p > from market research to customer satisfaction survey, operational managers should adopt many analytical methods. The commonly used analysis method is sampling survey. However, the biggest drawback of this traditional method is that the conclusion is inaccurate and can not help managers make a clear future decision accurately.

Finally, although a lot of investigation and analysis has been made, in fact, we still need to make some decisions through experience, which makes business managers take greater risks.

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< p > no measurement, no management.

In the era of big data, the direction of business management pformation will change from "experience value" to "data oriented".

There are two ways to make use of big data. On the one hand, it is full data. In the operation of shopping centers, we break the traditional mode of analyzing future business trends through sampling. We should consider all the data in the whole and consuming process of consumers, and analyze the trend of operation. Second, we should find relevant factors in all trends and grasp the future trend through correlation.

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What is the core of the big data of < p > strong > Wanda Plaza? < /strong > < /p >

The purpose of big data of < p > Wanda Plaza is to make use of big data to conduct trend research so as to help shopping centers enhance asset value and reduce mismatch.

The core is not the random sample, but the whole data; it is not a separate individual, but a comprehensive correlation.

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< p > under such a mode of thinking, we need huge data collection. We have collected data in seven aspects through online and offline.

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< p > 1. carries out data management on the whole process of leasing.

From the beginning to the exit of the merchants, the changes of all teams, the changes in the goods and the sales situation of all periods and seasons in the whole process are carried out, and the whole process of the lease is managed by data.

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< p > 2. file management for all brands.

The brand is accurately classified, and brand positioning is made according to customer age, consumption volume and passenger flow curve, providing the basis and classification for future big data analysis, and the layout of shopping center is adjusted to the most reasonable state.

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< p > 3. to make statistics on all the information of the city.

The city's information statistics can no longer come from the past real sampling, but to get as much as possible the government's real statistics, the population in the region, the GDP in the region, and the related policies in this area.

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< p > 4.POS paction record.

All the merchants who operate in Wanda Plaza are equipped with POS machines. Almost all sales data in different periods, locations and formats can be merged into the database of big data for processing.

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< p > 5. passenger flow monitoring collection.

Analyze the customers from three levels and establish the square strategy.

The first level is the statistics of passenger flow in and out of the Plaza.

The second level is the statistics of passenger flow data based on sub region and separated state. Wanda has made face recognition camera statistics, and the recognition rate is very high.

The third level is the statistics of passenger flow data in each store.

So three layers of data and sales data can provide you with a lot of business reference.

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< p > 6. customer WiFi tracking.

Build a large WiFi and large membership system throughout the Plaza. Through the WiFi system, you can capture all the smart phone users in the Plaza, his track, the goods he cares about and his spending habits, and then through all member systems, you can master all kinds of members' information and their specific product preferences.

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< p > 7., establish a large membership system.

Integrating all effective data into the database of large data is the foundation of Wanda's big data management and the foundation of Wanda's full data model.

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< p > < strong > Wanda Plaza, how to implement < a href= "//www.sjfzxm.com/news/index_c.asp > > big data < /a > strategy? < /strong > /p >

< p > 85 open Wanda Plaza is distributed all over the country. Wanda uses big data thinking to divide China into seven districts according to the administrative division (northeast, north, northwest, central China, East China, Southern China and southwest). At the same time, the shopping center is divided into four formats, clothing, catering, boutique and experience.

Through the big data mode, we analyze the operation of 85 opened Wanda Plaza, and summarize the latest changes of different regional markets and formats.

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< p > 1. Garment Retailing < /p >

< p > the 497 clothing brands in the Wanda system, which cover 15 categories, have 3005 stores, and the total business area is 820 thousand square meters. Based on such data, the conclusions are as follows: fast fashion, ladies and outdoor leisure will become the main force in the coming period; the sales volume casual girls' clothing and designer brands have declined more obviously due to the low entry threshold, but they do not mean that the format is not acceptable. Of course, the specific brands in this format should be carefully chosen.

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< p > 2. life quality > /p >

< p > Life boutique has 468 brands, divided into 14 categories, with 1794 shops covering 260 thousand square meters.

The results are as follows: absolute efficiency is still outstanding, but individual products have begun to show negative growth.

After analyzing the data of various regions, we find that the daily life is more and more in line with the consumer's consumption trends and habits. Personal care, creative gifts and fashion watches begin to have double growth in sales and sales. In the past few years, there have been negative growth in these two aspects.

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< p > 3. catering > /p >

< p > a total of 1034 brands, covering 65 categories or cuisine, a total of 2459 shops, the total operating area of 920 thousand square meters.

The result of dining on the data platform is that the overall performance is better, and some brands have extreme data.

According to the analysis of the regions with prominent growth, the results showed that Western food, tea and Japanese cuisine had a positive growth, which reflected the consumption trend of modern consumers. In the past few years, there was a two-way negative growth of Korean cuisine and Vietnamese cuisine in the whole country.

Leisure food is increasingly favored by consumers, and the cuisine life cycle with distinctive national characteristics is short.

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< p > 4. experience format < /p >

< p > a total of 239 brands, covering 20 categories, operating area of 1 million 100 thousand square meters (including cinema, KTV, video game).

The results of data analysis are not as obvious as those of the first three categories. The conclusions are as follows: Children's related formats are fairly good, and there are relatively good growth in two aspects: Ping efficiency and sales. Especially children's training, children's photography, education, amusement and other stores, we think that the economy of small hands and big hands still has a lot of space, and it should be the trend of the next shopping center.

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Based on the analysis of the overall data of Wanda Plaza, it can be seen from the analysis of the three categories of catering, boutique, and < a href= "//www.sjfzxm.com/news/index_c.asp" > dress < /a > that the consumption habits or consumption trends of consumers are gradually developing towards the trend of life, timing and health. The performance of the experience reflects the trend of family and entertainment, and so on. P

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< p > strong > Wanda should do a href= "//www.sjfzxm.com/news/index_c.asp" > wisdom square < /a > /strong > /p >

< p > Wang Jianlin once said, "shopping centers are not only physical, but also virtual in wisdom. What Wanda should do is wisdom square, which is to make big data and truly integrate online and offline."

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< p > Wanda Group's big data management system is also being explored and researched. When all data have big data analysis conditions, when we have enough data volume, if we start to build a new Plaza, we can extract the most effective information directly from the database information, make a reasonable planning and format for shopping center, at the same time, we can make targeted guidance to all its business strategies in the later stage, and we can also give clear opinions on the promotion direction.

I believe that based on these big data, we can make an accurate prediction of the overall growth of the Plaza in the future.

In the face of the coming of the big data era, I hope that from now on, we will change all of our decision-making methods. We will talk about the data and let the trend determine our future.

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