Wangfujing Department Store Launched "Wangfu UKA" On The Tencent Layout O2O Strategy

A few days ago, Wangfujing department store announced that it would cooperate with Tencent and cargo state to launch the Internet Financial membership card "Wang Fu UKA". It is understood that the UKA will be bound with WeChat, which will be launched in January next year. It can not only be paid by the two-dimensional code, but also has the function of financial management. The annual yield of the Wangfujing department store is 4% to 5%, roughly the same as Alipay's.

Under the impact of the electricity supplier platform, traditional retail formats represented by department stores, supermarkets and stores have been seriously affected.

According to statistics, in the first half of 2014, the main traditional retail enterprises in China (excluding household appliances and electrical appliances) had closed 158 stores in total, and their number was far exceeding the number of 35 stores in the whole year of 2013.

Behind the collapse of the company, in addition to the cost factors such as rent increases, more is the continued downturn in the performance of the electricity supplier, so that the revenue can not cover the cost.

According to the data released by the China Electronic Commerce Research Center, in the first half of 2014, the scale of the national online retail market reached 10856 billion yuan, up 43.9% from the same period last year, accounting for 8.7% of the total retail sales of social consumer goods, an increase of 27.9% over the same period last year, and it is expected to reach 27861 billion yuan in 2014.

In the retail category, the electronic business platform has gradually shifted from the household clothing that is easy to distribute in the past to the whole category competition with the traditional retail industry.

Compared with the brutal reality of the slow development of traditional retail industry and even negative growth, the rapid growth of the electronic commerce platform represents a major trend. With the gradual expansion of consumer groups, besides the few restaurants and other industries, the electricity providers can completely replace them.

And for economic organizations, the growth is good.

If we can't win the market and increase the share of the market, we will not be able to make progress.

This is like throwing away the coat.

In view of the cold weather brought by the electricity supplier, the traditional retail enterprises are not waiting to be killed or killed.

A few days ago, Gan Jia Kou mansion held the experience of offline activities, and the two sides were discussing long-term cooperation.

In the new century, department stores hand in hand a taxi and distribute special car coupons in the "self indulged black weekend" promotional activities.

In the previous August 29th, Wanda was relying on Wanda Department store to join hands with Baidu and Tencent to invest five hundred thousand to set up Wanda electricity supplier, thus it can be seen that seeking new growth has become the inertia of traditional retail industry.

And the three parts of Wangfujing department store, Tencent and cargo state are undoubtedly the way to deal with the decline of the traditional retail industry. From the background of the two sides, we can clearly see: Wangfujing department store as a platform to provide product business resources, and the cargo state is mainly responsible for the technology implementation of the Wangfujing super O2O program, while Tencent provides the corresponding technology and interface resources, and the general rule of WeChat provides Internet financial support.

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This kind of membership card of Internet finance can acquire and process user's consumption characteristics and habits through the way of big data. It can also provide personalized recommendation services for individual customers, and can also adjust the layout of the store from the macro perspective, so as to better serve the target customers.

Two, as Wangfujing department store 70% has a price of 1000-2000 between customers, this part of the customers have strong purchasing power. Through WeChat payment, they can not only simplify the payment link, enhance the shopping experience, but also increase the participation of consumers through the sharing of red packets of friends circle, and then enhance the adhesion of users to the shopping mall through two-way interaction.

Three, the annual yield of UKA4% to 5% of Wangfu is very attractive to customers. It can be said that Alipay is offline. In addition, the savings in membership card has greatly improved the cash stock of Wangfujing department store, which is of great benefit to the development of diversified formats.

Four, we can use WeChat to guide the online tourists and play a role in opening channels.