Wang Sicong, who has 40 million+ fans on Weibo, finally made an "advertisement" for his own industry.
On the afternoon of May 19, Wang Sicong retweeted an official announcement from @wandasquare. This is an event called "520 Live Fan Festival" jointly held in Wanda Plazas in multiple places. Wang Sicong's Weibo repost was full of joy, and netizens left messages one after another. Some said, "I was honored by my filial piety," while others asked: "Brother Cong, are you officially taking over? You've started advertising your own business."... ..
The Mystery Behind Wang Sicong's Weibo
The layman watched the excitement, but for the industry, this Weibo forwarded by Wang Sicong hides a very valuable amount of information.
There are two keywords: "520 Live Fan Festival" and "Bingsheng Technology". Combined with @ to Wanda Plazas everywhere, it can be preliminarily judged that this year's 520 and even the entire 2021, "live broadcast" will be Wanda a direction of operation.
And it is the key operation direction of Wanda Plazas in various places. The logic is simple, because Wanda used Wang Sicong's precious "first time" in this matter, and it was impossible not to evaluate and weigh before.
If Wang Sicong's rich experience in the live broadcast industry is taken into account, the project itself is likely to have his participation behind it.
Then there is Bingsheng Technology. This name is even unfamiliar to many senior Internet industry players, but if you check its business information online, you will find that it has an extraordinary background. It turns out to be the biological son of Wanda + Tencent.
Industrial and commercial information shows that Bingsheng Technology was established on June 8, 2018, with a registered capital of 4.6 billion. It is a joint venture between Wanda, Tencent and Gaodeng. The shareholding proportions of the three shareholders are Wanda 51%; Tencent 42.48%; Gaopeng 6.52%.
At this point, you will understand that Bingsheng Technology is actually a company built on Wanda's offline ecosystem and WeChat's online ecosystem. It integrates the resources of the three companies, starting from a comprehensive digital upgrade of the offline scene of Wanda Commercial Center, and fully exploring An innovative company aiming to integrate new consumption models online and offline.
Knowing this background, you will find that the so-called "520 Live Broadcast Fan Festival" is not only an artificial festival for merchants to promote and bring goods, but it is probably also a new technology with the two giants Wanda and Tencent standing behind it. Model exploration is a training ground for integrating new consumption online and offline.
If viewed from this perspective, it does not seem to be an exaggeration to mobilize Wang Sicong to give his "first time" for the "520 Live Broadcast Fan Festival".
transformation, Wanda's business
For a long time, Wanda has used the urban complex "Wanda Plaza" as its starting point to gather a large number of offline passengers.
However, with the rapid changes of the Internet and 5G, a large number of consumption scenarios are converging online, and the traditional model is being challenged. The combination of online and offline has become a consensus.
Bingsheng Technology and the “520 Live Fan Festival” are products of this market trend.
Bingsheng Technology is positioned as an "expert in the digitization of business districts." It was established less than three years ago and has already conducted extensive exploration into the digitization of business districts in the Wanda ecosystem and WeChat ecosystem.
Technology is one aspect. The key is that it was born with a golden key. It can enter the two major ecosystems of Wanda and WeChat without any barriers, and integrate the two. It is estimated that only a few companies in China can achieve such a position, and it may even be unique. .
On March 20 this year, Bingsheng Technology held a "Super Fan Festival" at Xiamen Huli Wanda Plaza. On the day of the event, the number of passengers reached a new high of 210,000 and the single-day sales exceeded 20 million, driving 90 people in the venue. Several merchants set sales records and successfully attracted 45,000 consumers to register as members within a week. It confirms the huge potential contained in the combination of digitalization and real economy.
What does it do? To put it simply: receive coupons through multiple channels, automatically write off, and pay as points. First, through various coupon issuance channels such as mini programs, circle of friends advertising, business district marketing, smart parking, and smart cashier payment, the coupon chain for consumers has been greatly shortened; these coupons are directly entered into the WeChat card package and automatically verified when using WeChat payment. While paying via WeChat and writing off, you can also earn points among Wanda members.
In fact, the purpose is very simple, that is, to greatly reduce consumers' troubles. In the past, similar consumption behaviors required downloading a special business district APP, remembering how to get coupons, what coupons were received, where to put them, and remember to call up and use them. …There were a lot of steps, but now it’s basically shortened to one or two steps. No wonder it’s setting new acquisition and sales records.
This sounds simple, but it is not simple at all, because it first requires sufficient digital infrastructure, and the business district must be fully digitized and smart retail, and secondly, it must be supported by a platform ecosystem such as the WeChat ecosystem.
Of course, Bingsheng Technology’s own technology is also very important. For example, in addition to the digital technology of business districts, Bingsheng Technology also needs to master advanced risk control technology to prevent large-scale promotional activities from being "harvested" by the Internet. After all, less hassle for consumers also means easier harvesting.
Compared with the "Super Fan Festival" in March, the extra word "live broadcast" in this "520 Live Fan Festival" reflects that live broadcast has become the focus of a new round of digital transformation in business districts.
Sure enough, when I watched the live broadcast online, I found that Tencent actually took out the seed player of the video number for the "520 Live Fan Festival".
The general situation is as follows: Wanda Plazas in all five cities hosting the "520 Live Broadcast Fan Festival" have opened video accounts. During the event, merchants in the business district continued to live broadcast on the video accounts, not only live broadcast promotions, live broadcast sales, There is also a live ticket grab. Within two hours of the broadcast, the number of visitors to all squares exceeded 20,000.
The entry of video accounts has given Wanda digital business districts in various places the ability to sell goods live, and can also turn these viewers into long-term members. In terms of experience, it has achieved an effect that goes beyond ordinary live streaming. Because the goods brought by the live broadcast have to wait until they are purchased and shipped, and you must consume them immediately after grabbing the coupons. However, under the video account live broadcast + offline mode that integrates online and offline, you can achieve "cloud shopping on weekdays and real shopping on weekends". Watching live broadcasts while shopping... This is a big improvement in consumer experience.
Video number, Tencent's future grasp
The integration of online and offline and the digitization of business districts have been talked about for several years now. Giants from various platforms are scrambling to deploy them. This includes offline giants like Suning, which achieves integration by transforming offline, as well as Alibaba and JD.com. Such e-commerce giants achieve integration by acquiring physical stores and transforming them.
After several years of integration, a lot of progress has been visible. However, due to the innate distance between user systems and different apps, the seamless experience is still not smooth enough. However, from the two major ecosystems of Wanda and Tencent joining forces, The "520 Live Fan Festival" promoted can be said to have taken "smoothness" one step further.
Compared with general live broadcast delivery, video account delivery has three potentials and features worthy of research and attention:
First, it has a super user group base like WeChat, and it is a user group that is always online and never leaves their mobile phones;
Second, it has a strong location information positioning feature, which is closer to consumers;
Third, it can get rid of the dependence on Internet celebrities, fans and entertainment.
Grasping and utilizing these three features well will likely open up new space for live delivery, and at the same time add more imagination to the integration of online and offline.