In the context of national policies encouraging the development of the offline real economy and consumption, the development potential of shopping centers is huge. But on the other hand, as the industry enters the era of stocks, the competition is becoming more intense, brand expansion is weak, and shopping malls are under increasing pressure to attract investment. The refined operation supported by digital means has become the way to break the situation of shopping malls in the era of stock. In this context, Aianalysis and Winner Technology | Huike Cloud released the "White Paper on Digitalization of Shopping Center Operations in 2023" (hereinafter referred to as the "White Paper"). Starting from the current situation and challenges facing shopping centers, the white paper proposes that traffic operation is the core of refined operation, and full-link data is the main starting point of traffic operation. Through sorting out typical application scenarios and analyzing practical cases, the white paper provides practical guidance and suggestions on how to carry out traffic operations for shopping centers. In addition, the white paper looks forward to the future traffic-based operation business model of shopping malls. The digitization of traffic operation will bring the possibility of reshaping the business model of the shopping center. The shopping center is expected to surpass the traditional function of providing "field" and undertake the function of providing and operating offline traffic. On this basis, it will explore "traffic operation" The road to business models. White Paper Core Summary Shopping centers are opening a new era of refined operations.
- Policies encourage the development of the offline real economy and the construction of smart business circles, and the development potential of shopping centers is still there.
- Shopping malls have entered the era of stocks, and brand expansion is weak. Refined operations centered on traffic operations have become the way to break the situation in the era of stocks.
Traffic operation is the core of the refined operation of shopping centers. - Market environment perception, on-site traffic monitoring, traffic data empowerment, and on-site traffic distribution are the core tasks of traffic operations.
- Digitization is an accelerator for shopping mall traffic operations, which can be advanced in three stages: data collection, data fusion, and intelligent decision-making.
- Scenario practice of shopping mall flow operation: city passenger flow trend perception, business circle passenger flow monitoring, benchmark attribution, activity effect evaluation, AR/Metaverse activities, etc.
Prospects for the future business model of shopping centers. - Shopping centers will move from space operations to traffic operations.
- In the future, shopping centers will create a new service model of "virtual symbiosis".
