Wangfujing Department Store Joins Hands With Tencent'S Old Brand Supermarket To Do O2O

Recently, I interviewed insiders of Wangfujing Department Store, and it is easy to see from the chat with them that the change of online Internet to supermarket has deeply affected the industry, and the alliance with Tencent is just the beginning of the transformation of this old brand enterprise to O2O.

　　 Supermarket reform, Wangfujing Urgent

When you walk to the department store, you can still feel the deep nostalgia of the 1970s. At that time, the department store was still one of the few large-scale shopping malls in China, and nobody could reach it. This sense of superiority also remained until the 1990s. However, this sense of superiority also fell quickly with the explosion of the Internet. First, I felt the impact of e-commerce, and then I met the O2O tide

Du Tao, head of the marketing department of Wangfujing Department Store, told Ba Ren that Wangfujing Department Store is extremely sensitive to the current changes in the retail industry. The company basically completed the department adjustment before cooperating with Tencent last year, and then began to look for various third-party service agencies. At present, the main strategy of Wangfujing Group for O2O is summarized as "omni channel". The core logic of omni channel is to build Wangfujing's commodity export in all channels of the Internet, access to the advantageous services of various Internet solution providers as much as possible, and build internal systems such as marketing and membership. At present, many third-party solution providers have entered Wangfujing Department Store, and WeChat team is just one of them.

　　 with WeChat Based on, subvert traditional payment

As mentioned above, Wangfujing, which is sensitive to changes in the industry, began to look for partners last year. The contact with Tencent began in June 2013, and the first department to connect is the micro life department that has been stripped by Tencent. When asked why he began to choose Tencent, Du said that Wangfujing Department Store had previously set its preferred target as Ali, but after in-depth understanding, he found that Ali did not have a formed platform level product, and the existing Taodian could not fully connect with the business of Wangfujing Department Store. Of course, This also guarantees the vigilance of traditional supermarkets against Ali, who started from e-commerce.

The cooperation with Tencent WeChat is mainly focused on its platform advantages. After the formal signing of the cooperation agreement, the first cooperation between the two sides is in the payment field. Du revealed that the first step of cooperation between Wangfujing and WeChat is to subvert the cash register. At the payment level, the logic of Wangfujing is to use mobile devices and QR codes to solve the offline payment problem. The merchants in Wangfujing Department Store are equipped with an iPad, which has built-in multiple payment methods, including WeChat payment and UnionPay. Users only need to open WeChat to scan the QR code and use the bound bank card to complete the payment process. At present, this concept has been piloted in several stores inside Wangfujing Department Store.

Of course, the cooperation with WeChat is definitely more than that. At the same time, Tencent has provided more WeChat interfaces for Wangfujing Department Store to complete functions including positioning, payment, membership card, etc. in the public account.

　　 Do not refuse any company and want to cooperate with Ali cooperation

Soon after the cooperation with Tencent, some media revealed that Wangfujing Department Store was also "in love" with Ali. In the future, in-depth cooperation will be carried out. Du Tao did not shy away from saying that Wangfujing did cooperate with the Ali system, mainly at the payment level. Alipay was the first link. But in her opinion, this cooperation is not surprising. For a traditional enterprise eager for transformation, the word "battle team" has become meaningless.

Not only with Ali, but also with many third-party service providers in Wangfujing. Technical solution providers, including the Sweeper Gang, are also the target of this traditional supermarket. Nearly four or five solutions are simultaneously used in O2O modules such as the marketing system, indoor positioning and commercial wifi of Wangfujing Department Store.

At the end of the conversation, Du Tao said that Wangfujing Department Store finally hopes to provide more big data services for merchants by accessing more services and improving various systems, and thus ultimately increase the turnover. To this end, Wangfujing Department Store has invested huge funds and manpower. When talking about whether traditional offline brands can accept such changes of Wangfujing Group, Du said that there are indeed businesses that think such changes are meaningless, because they are really comfortable offline. But the facts will eventually tell the market that enterprises that catch the trend will eventually be overwhelmed by the tide of history.