Mobile payment giants have laid out new retails, and who buys commercial real estate?

In the wave of consumption upgrades, Wal-Mart, Carrefour, Parkson, Wanda and other domestic and foreign giants have been in trouble. For example, Wanda closed 56 stores only in 2015, and its subsequent e-commerce transformation is not smooth.

However, we must also see that these setbacks are only temporary. Ma Yun recently proposed that “e-commerce will eventually disappear”. The future of retail is a combination of online and offline. Commercial real estate still has a very bright development prospect. Only in this transformation process, a “bridge” is needed to help The connection between the line and the line requires a “converter” to convert the passenger flow into traffic, enabling a closed loop of the entire business ecosystem.

Mobile payment giants have laid out new retails, and who buys commercial real estate?

Where is the pain of commercial real estate transformation?

We can see that commercial real estate is different from offline physical stores. It is a large-scale event venue integrating shopping, dining, entertainment and leisure. Apart from the decline in sales of goods brought by e-commerce, commercial real estate is still a large-scale. The gathering place, the social gatherings that people need, the fun activities of the parent-child activities, the shopping in the supermarket, and the integrated life scene still bring the traffic of the shopping mall real estate.

However, in the face of such a large passenger flow, the mall is still facing difficulties in renting, and the profit model is single. In the final analysis, the commercial real estate operation mode is rigid, the marketing ability is weak, and the traffic customers cannot be digested into consumer customers, and the traffic cannot be converted. Such commercial real estate is struggling.

On the one hand, the mall itself does not have a system for diverting customers, and it is difficult to increase the “customer unit price” of people who come to the mall. There is no difference in the overwhelming benefits, you can't guide the guests who are just eating, and you can also pay attention to the right products. Only when consumers come and go are often not profitable, commercial real estate can't provide more high-value-added supporting services. Merchants are naturally reluctant to settle in the “empty city” where they can't afford to be profitable. Commercial real estate investment is becoming more and more difficult.

On the other hand, there is no member without payment. A shopping mall that cannot establish a membership system is an empty city without souls. Commercial real estate has no diversified marketing model except for rent collection, and cannot create blood for itself, forming an ecological operation of “passenger-member-sale-repurchase”. Without a stable model, it is difficult for members to generate trust and dependence on the mall, and generate more consumption to improve the efficiency of the mall.

Therefore, to hold on to the advantages of commercial real estate, the first step in revitalizing the commercial real estate system is to find a contact point and transform the “passenger flow” of the mall into a “member”. Commercial real estate also needs to obtain relevant data of the passenger flow to understand who these passenger flows are. Mobile payments with real-name electronic accounts can do just that. Through the interface of payment means, a larger and broader marketing method and sales platform are derived, giving the mall more marketing decision information, allowing the mall to gradually face the accurate marketing of members to ensure the stability of the source.

China is entering the era of cashless payment. The fresh vitality for commercial real estate is under the blessing of the Internet. Through the “payment + marketing”, the shopping mall's own ecosystem is revitalized. First, it is for merchants to divert and enhance the attractiveness of attracting investment. Second, it is true for merchants. Retain customers and get through the closed loop of payment. As a result, payment giants represented by Alipay, WeChat Pay, and Ping An Wallet have laid out new retails and entered the offline through different strategies.

Alipay WeChat to the left: have opened a membership system for merchants

Ali announced that the entire group's goal for 2017 is to deploy new retail. At the beginning of the year, Alibaba Group and Bailian Group signed a strategic cooperation agreement. The Bailian Group's offline stores were opened to Alipay. At the same time, Bailian's Anfubao/Lianhua OK card was fully connected to Alipay, and all of Bailian's offline stores could pay with Alipay.

In addition, Alipay has also launched a new electronic membership card system for offline retailers. According to Alipay's many years of big data, 80% of the consumption of goods is from old users, so in the new retail era, Alipay began to focus on operating users for users, deep-rooted users, open electronic membership cards through two levels, the first The level is the integration of online and offline members, and the second is the integration of membership cards in different channels.

It is worth noting that Alipay is directly connected to each merchant through the channel, and it cooperates with one individual merchant. The data and capital flow are flow to Alipay. It is still to be seen how much benefit to commercial real estate operators.

The WeChat platform gives the mall a semi-open ecosystem, gathering a large number of consumers interested in social marketing in a consumer scene. WeChat Pay provides a young and diverse marketing platform for the mall through the WeChat public account, which will promote the product updates, offers, and non-profit activities of the mall to the public number or circle of friends. This will not bother the user to make their minds resentful, and even create a good impression of the non-profit about the art trend, breaking the traditional shopping mall business model.

However, WeChat payment, like Alipay, can bring traffic and diversified marketing to merchants, but it cannot provide accurate big data support for shopping malls, and it cannot achieve precise marketing and ecological operations.

Ping An Wallet: Cooperate directly with commercial real estate to revitalize the entire business format

“Member Payment” is a real-name mobile electronic account customized for commercial real estate. It is a member operation solution that integrates member card storage, card consumption, payment and transaction data management, and customer long-term loyalty marketing plan. Through the payment, data, and marketing, the commercial real estate, consumers and merchants are organically linked. The “member payment” realizes the mutual connectivity of information and the mutual leverage of marketing, and truly empowers commercial real estate. With the help of “members paying”, commercial real estate is no longer in the peripheral position of “rental women”, but is involved in more business links. “Membership Payment” also allows individual merchants to share commercial real estate marketing plans based on big data decision-making and leverage each other.

“The solution for the wallet allows commercial real estate to master the user data of the payment link, which can provide the latter with a powerful marketing platform and marketing tools.” The head of the commercial real estate business of the wallet said that with the development and deepening of the cooperation, the company Capital portraits and sales data can be provided for commercial real estate to help them make decisions based on big data to achieve independent and precise marketing.

With commercial real estate as a partner, 壹 Wallet makes it easier to build user data for a large number of commercial real estate users and provide marketing decisions for commercial real estate parties through data. At the same time, commercial real estate has more users and merchant resources than a single merchant, which can provide users with more diversified marketing services, more satisfying users' marketing needs, and thus win loyal customers for commercial real estate itself.

In fact, commercial real estate itself is an excellent ecological breeding place. Commercial real estate often contains multiple life scenes, integrating shopping, entertainment, food and life. Mobile payment can transform passenger flow into members to better find the connection. It is endless and self-sufficient.

Of course, commercial real estate can also be matched according to other screening conditions to form different business logics. This is the key to paying for marketing in the mall – allowing the mall to make marketing decisions based on the real data of the members. For example, after the customer uses the on-line function of parking, they will be given a coupon for the underground car wash shop in the mall, or a vehicle maintenance kit coupon, to send a gym or swimming pool electronics to customers who regularly purchase fitness products. membership card. In the member points redemption, increase the delivery vouchers of the nearby fruit stores, introduce the customers into one necessary life scene, and give the optimal combination plan. At the same time, the company has joined the OTC merchants to form a diversion, so that the mall becomes a chain of life scenes instead of a supplier of goods, and the transformation of the mall is initially completed.

From this point of view, mobile payment will be the shortest bridge connecting shopping malls and consumers, enabling shopping malls to directly reach consumer demand, thus leading commercial real estate to break through its own limitations.

It can be seen that there are differences in the path of payment giants to deploy new retail: Alipay directly connects merchants, and users who use Alipay payment at merchants directly become members of the merchant; WeChat uses its massive user base to return merchants to WeChat to open public account. , build a membership system; Ping An's wallet is fancy, although it faces many difficulties, but also grasps the commercial real estate of high-quality passenger flow in the era of consumption upgrade, helping commercial real estate to transform passenger flow into its membership.

Not all commercial real estates have the same strength as Wanda to buy a payment company with payment licenses, but all commercial real estate can obtain payment services through a powerful mobile payment platform through cross-border cooperation. This is a new era of new retail, and a new blue ocean for mobile payments.