Commercial Real Estate With Big Data To Adjust Business Format

What is the role of the Internet in boosting the sales volume of shopping malls? Can we accurately grasp the consumption habits and consumption needs of the potential consumer groups for those offline retailers, and accurately determine the direction of product development, marketing content and even help to inventory?

From "supply" to "need" is the core of big data application.

The offline shopping mall, which is based on procurement and sales, is gradually focusing on consumer demand through big data.

In 2014, a report released by CB Richard Ellis said that China accounted for more than half of the total shopping centres in the world, and 8 cities ranked among the top ten.

Chen Zhongwei, executive director of the research division of China, warned that there were already partial overruns in many cities.

At the same time, e-commerce consumption increased steadily. Last year, "double eleven", the total volume of Tmall turnover increased from 35 billion yuan in 2013 to 57 billion 100 million yuan.

Against this background, Wanda has introduced large data to many Wanda Plaza in China. At present, it has done at least seven aspects of data collection, such as leasing process, brand filing, city information, POS paction records, passenger flow monitoring, customer WiFi tracking, and large member system.

Take WiFi tracking as an example. As long as customers enter Wanda Plaza, big data can capture all smartphone users, and record the customers' walking routes and consumption habits.

Chen Houqiao, director of Gao Li international market research and project consulting department, pointed out that compared with the traditional sampling survey, big data is more comprehensive and accurate.

Take 200 thousand of people's shopping malls as an example.

After the collection point, customers can be classified according to the customers' age, consumption, shopping preferences and so on, so as to provide preferential treatment for the high quality shops, and cut down the poor attractive merchants, and adjust the layout of the shops at any time.

By adjusting the business format, revenue will definitely improve, but the domestic sector is still in its infancy, and there is no authoritative data at present.

Foreign cases show that these measures can increase the operating income of 2%~9%.

Although the consumption volume of online commerce has been increasing, it is still

For example, the offline services they provide are always "worse".

This gives the offline merchants opportunities.

Dong Liming, President of the big data industry alliance, told reporters that many shopping centers use multiple types of intelligent interactive devices to collect data, and provide fixed sales promotion information on the basis of data analysis, increasing consumer stickiness and increasing passenger flow.

At present, there are simulated dressing rooms in many shopping centers in Shenzhen.

Although compared with traditional department stores, the sales volume of shopping centers still increases, but when they are concentrated in a certain area, only differentiation can survive.

As a result, shopping centers are working hard on O2O and experiential formats.

Vanke proposed to experience life square.

Take Dongguan Songshan Lake Life Plaza project as an example, shopping accounts for a small proportion, supermarkets, special restaurants, entertainment projects are the main ones.

Guo Liping, senior manager of the research department of the world bank, said that many adjustment tenants in the Mixc, Shenzhen and Cocopark had to rent the store to more experienced businesses to attract traffic.

Therefore, these high quality shopping centers consider more, not rent, although some old customers give higher rents.