Wanda'S "Light Assets" Strategic Pformation: E-Commerce Is A Barrier

As the core manager of enterprises, Qu Dejun has repeatedly stressed the importance of executive power. He said, "innovation is the most fundamental and important culture in Wanda culture, and strong executive power is also an important guarantee for innovation."

It is good for an enterprise to have a higher goal and a spirit of innovation, but without strong executive power, innovation can only be an armchair strategist.

Throughout Wanda's development over the past 20 years, the word "innovation" runs through two words. After four pformations, each pformation has brought Wanda development to a new level.

At present, the single channel is weak and the growth is weak. It is the norm of the industry. Whether online or offline, all of them are trying to break through the market with O2O. In fact, the popularity and drive of O2O undoubtedly bring positive effects on economic growth. However, it is not so simple to integrate the two lines online.

In Qu Dejun's words, the O2O business model that is really mature on the market has not yet appeared.

Qu Dejun has his own understanding of the prevailing O2O model.

He said, "e-commerce started by a group of professional Internet technicians using new technology to form a pattern, at the beginning of the Internet technology barriers, has considerable advantages, but also attracted a lot of capital favor.

But when the Internet technology is gradually being grasped by the public, and the entity business is being networked, its pure electric business will lose its own advantages.

In fact, whether online or offline, as well as online and offline, eventually return to the consumption of products and services, leaving the commodity consumption environment, the so-called products and services no longer exist.

Because of this, Fei fan net has been developing in exploration.

It is reported that the total investment of the first phase is 5 billion yuan, of which Wanda shares 70%, and Tencent and Baidu share 15% respectively.

Unlike all other electricity providers, Fei Fei network is mainly supported by large members, integrals, smart cards and big data. It provides full business management services for shopping centers and businesses to pay, integrate and sell. It is more efficient and precise to grasp every sales opportunity under the Internet environment.

At the same time, it can provide consumers with experiential scenes such as shop search, parking and queuing.

Fei Fan Netcom's smart hardware and software solutions will build a new generation of digital shopping centers to provide customers with the best shopping experience.

After exploring, Wanda finally embarks from its own reality, and has formed four management platforms: membership management, integration alliance, intelligent payment and marketing operation in the context of integrating its own advantages and resources.

In the future, Fei fan net will take these four platforms as a support to further speed up the landing of "full service" and bring consumers new experience of shopping in the digital age.

Qu Dejun said, "what we need to do is integrate the Internet technology into the operation of the real business, that is, the real business + the Internet, which is not only Wanda's own shopping center, but also more shopping centers will be integrated into the future. This is an open social platform."

In Qu Dejun's view, the O2O mode is closely integrated with the real business, and online development can only be more reliable and more grounded by relying on offline business entities.

In the interview, the reporter also felt Qu Dejun's pragmatic and persistent dedication to his career, and his confidence in the prospects of the real business + Internet.

That being the case, why has Wanda started to close its department stores since 2015? Especially recently, more than 40 Wanda Department stores have been closed up collectively, and Qu Dejun has responded.

Qu Dejun revealed that with the shopping center and

Great changes have taken place in the consumption habits and ways of Chinese consumers. Inevitably, large retail formats will be affected.

Individual Wanda Department stores have suffered losses. Adjusting these department stores is the normal operation of enterprises.

The adjustment of Wanda Department store will analyze the specific situation in detail.

"First, for Wanda Plaza, which is suitable for large-scale retail operation, we will cooperate with well-known enterprises in the industry and continue to operate retail formats.

Second, for Wanda Plaza, which is not suitable for large-scale retail operation, we will reclassify the original department stores and introduce more suitable formats for Wanda Plaza.

Third, even the Wanda Plaza without department stores will retain some traditional department stores, such as jewellery, cosmetics and footwear, which are very popular with consumers.

Qu Dejun said.

According to reporters, in fact, behind the adjustment of department stores, Wanda also has some new strategic initiatives -- pformation experience type.

Wang Jianlin also revealed in the recently held summit of Chinese entrepreneurs' leaders that Wanda had drawn up the goal of 50% of the experience format from five years ago.

In 2014, Wanda revisited the goal of experience formats: by the end of 2015, the proportion of experience formats was 60%.

Wanda as early as last year on the department store format adjustment has made a layout.

Just how to do entity testing format in a short time has become a difficult problem to test Wanda Commercial team, and the cooperation between Wanda commerce and sunning cloud business seems to have opened a veil.

According to the agreement of Wanda Commercial and sunning cloud merchants, suning.com cloud store and other brands will enter the opening of Wanda Plaza, which is already open or is about to open, and the first batch of cooperation projects between the two sides is 40.

Starting from 2016, the two sides will set up batches of cooperative projects annually according to the opening of Wanda Plaza, and Wanda business can be customized according to sunning cloud business needs.

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Qu Dejun said that cooperation between Wanda and Suning is not an accumulation of strength. It is all about using each other's strengths to complement each other's weaknesses.

For example, sunning Yun has realized the new business mode of interaction and high integration on line and online through the development of these years. It has opened up its own brand -- Suning cloud store, and traditional commercial brands such as Suning Appliance and so on.

In the future, businesses in Wanda will be able to integrate online and offline, whether Internet + business or business + Internet, which is pursued by Wanda. Sunning cloud store is a good guide.

At the same time, Suning, which is in pition, needs huge physical store resources at this time. Wanda, as a leader in commercial real estate, has extensive physical store resources.

In addition,

As a city commercial center, it has an extremely stable operation and increasing passenger flow. In the first half of 2015, the total passenger flow of Wanda Plaza increased by 28% over the first half of last year. Even if the new shop was removed, the passenger flow of each Plaza increased by more than two digits.

Under the current downward trend of economic growth, passenger traffic can maintain two digit growth, and this stable operation is also a guarantee for Suning cloud merchants.

One is a commercial real estate magnate, one is a retail magnate. The cooperation between them is that Wanda has realized the optimization of the format. Suning has found the carrier of pformation. The cooperation between the two giants is a win-win for both sides.

In fact, in the increasingly accepted consumer electronics business, O2O online and offline integration links, shopping malls launched experiential stores and other business models have been regarded as the future direction of development in the industry, and experiential shopping is regarded as one of the future direction of business development.

According to industry sources, Wanda may also increase the layout of experience formats such as eating, drinking and playing, especially in catering and children entertainment.

It is not difficult to see that the development of Wanda has been changing steadily, changing steadily and moving forward step by step, which is actually the management attitude of Wanda's core management.

Qu Dejun said, "in Wanda, whether it is a model or a concrete innovation project, once it is determined, it will form a specific concept, then turn the concept into a specific goal, and the goal will eventually be pformed into a specific plan. For Wanda, the plan is very serious and unshakable, and this is also a manifestation of Wanda's concrete execution.

In Wanda, there is no definite thing that can not be done. "

Qu Dejun said.

Indeed, a Wanda project opening schedule shown by Qu Dejun shows that the detailed schedule of project opening from 2015 to 2016 has been accurate to a few days, and even 2017 plans are in progress, but the 2017 plan may have minor adjustments in the future.

Qu Dejun told reporters that Wanda had a specific time for the opening of every project, and this time could not be changed at will.

According to introduction, the plan for 2015 was fixed in 2014, and the opening time is basically fixed on Friday every week. There will usually be one or two projects opening.

An enterprise often lacks the spirit of innovation, lack of executive power, and even the goal of some enterprises will always remain at the level of goal.

Wanda's achievements today are not only innovative, but also powerful.

Qu Dejun relies on his super strong management and execution ability, as well as a realistic and realistic work attitude, to help the development of Wanda.