At present, with the acceleration of the process of consumption upgrading and the rapid development of Internet technology, the upgrading and optimization of commercial real estate needs to happen urgently. At the same time, multiple factors such as the intensification of homogenization and the advent of the stock era have followed, which have brought great tests to the transformation and operation of commercial real estate.
In this context, the wave of digitalization has risen by the wind, and through the collection of data and detailed analysis, it has provided accurate and efficient ideas and directions for commercial real estate in terms of refined operation such as scene optimization and format adjustment. As a technology enterprise under the Red Star Macalline Holding Group, Red Nebula is an eye-catching leader in the digital track.
Since its establishment in 2019, Red Star Cloud has led the transformation and upgrading of digitalization and intelligence in various industries based on cutting-edge technologies and emerging technologies such as big data, artificial intelligence, Internet of Things, and cloud computing, and reshaped the digital value system of the industry. It has in-depth cooperation with Aegean, Country Garden, China SCE Group and other leading projects, and effectively provides highly competitive digital and intelligent solutions between various industries for more than 660 commercial real estate projects distributed in more than 200 cities across the country.
What are the difficulties that businesses encounter in the process of digital transformation? How to help mall scenario innovation? Where is the landing point of the smart mall? Coinciding with the opportunity of the 19th Annual Conference of China Purchasing Union, we had an in-depth dialogue with Zhao Kai, Vice President of Red Nebulas.
The digital transformation of commercial real estate is inevitable
Commercial real estate has never stopped on the road to exploring digital transformation, and after the "baptism" of the black swan event of the epidemic, more brands have begun to re-examine digital transformation. In Zhao Kai's view: "Digital transformation is a trend and an inevitable place. Zhao Kai believes that regardless of whether the epidemic has occurred or not, everyone is exploring the importance of digital transformation, because digital transformation is like a pedestal, only after laying a good foundation can the building be leveled, and the passenger flow and crowd will gather, bringing better revenue to the entire shopping center.
According to the "China Shopping Center Digital Transformation Survey Report", 96% of shopping malls have formed a digital transformation strategy, and under the clear digital transformation strategy, only 10% of shopping centers have more successful projects. It can be seen that the challenges and difficulties of business digital transformation are still relatively large.
In Zhao Kai's view, business will encounter 3 internal and external difficulties in the process of digital transformation. Among them, the core problem faced internally is how to do the corresponding team management at the top level. For businesses or shopping malls, he says, digital transformation is like going from running to cycling, and before riding a bike, the team requires everyone to master the skills of the course. However, in the process of learning, it is inevitable that some people will be left behind, which will inevitably affect the shopping mall's changes to personnel requirements and team building. But this is only a matter of relative appearance, because under the attention and guidance of the top, the whole will still keep moving forward.
The second internal problem is that companies need to know what their goals are. The core content of digital transformation is to serve the goal, such as a shopping mall to determine the goal of this year from 3 billion to 5 billion, but because the realization process will inevitably be biased, some companies will be eager to achieve, so as to ignore the time and tool precipitation required in the process of completing the goal, and if it is not monetized in a short period of time, the team will lose confidence, so no matter what the purpose, the goal must be firm.
The last obvious external factor is the serious phenomenon of imitation. For example, after a shopping mall achieves a double harvest of passenger flow and rental income, there will be many followers blindly imitating, and the final result is that cost, time and energy are invested, but the corresponding effect is not achieved. This is because the shopping malls that follow the trend ignore the carriers that exist independently and uniquely from each other, and then limit themselves while copying.
There is a wind direction for scene-based innovation in shopping malls
In the post-epidemic era, while the digital transformation presses the "fast-forward button", we can clearly perceive that at the moment of consumption upgrading, user experience is also an inevitable key topic, and "scenario innovation" has also become a new test for the development of major shopping malls.
Before providing digital solutions for other enterprises, the Red Nebulas team is mainly responsible for the creation and operation of business solutions, and has a keen sense of industry smell like most party A in the market, which means that when the market changes slightly, Red Nebulas can quickly make actions and reactions. For example, if there are minor adjustments to today's national policies, Red Nebulas can assist shopping malls in exploring and adjusting information synchronization, management tools, business models and other directions.
For some external vendors, information and content may be current, but products and frameworks need to be developed and produced along with them, resulting in time and cycle changes. "So innovation is actually a corresponding change from one point in time to another, so I think it's very important to grasp the source."
When mentioning how Red Nebula can help business scenario innovation, Zhao Kai said that this is their advantage from other manufacturers: "Innovation actually has the wind direction, smell, and change. ”
The essence of the "last mile"
It is the transformation of the distance between people and goods
Based on the people's livelihood service concept of "pan-perception, data convergence, intelligent application, AI to help the community", this year, Red Star Cloud created a new pattern of smart community construction and proposed a new concept of opening up the "last kilometer" from smart city to smart community. Zhao Kai pointed out that the last kilometer to build a business and community is actually the construction of the business circle we are familiar with, linking the shopping center box and the community to build a corresponding commercial body in the city, injecting consumption vitality, and then driving the city's GDP.
The role of the red nebula in it can be simply understood as making an effective combination. The object of smart community service is the resident group, and it is also the people's livelihood that the local government is very concerned about, so how to catalyze the chemical reaction between the commercial body and the surrounding consumer groups is particularly important.
"The essence of the 'last kilometer' is still people, goods and fields, and it only changes the distance between these three," Zhao Kai introduced. The ultimate purpose of online live broadcasting, online selling, community marketing, anniversary celebration and other activities is to minimize the distance between people and goods, so that consumers can be reached at the first time, stimulate the occurrence of transactions and promote the increase of brand turnover, so that the entire commercial operation can maximize rental income, so as to achieve the improvement of the entire management efficiency.
In the post-epidemic era, home consumption has become a new hot spot, and in Zhao Kai's view, the landing point of smart business is also inseparable from the three core elements of "people-goods-field".
In this regard, Zhao Kai gave two examples. The first case is the case of people and goods and people and the field, first of all, people and goods, Zhao Kai shared the experience of Red Nebula serving the Aegean brand, before the opening of the Aegean Sea, the primary purpose of the activities done is to gather people, because after having people, the transaction will become simpler, and the occurrence of people buying goods will be logical.
Then there is the person and the field, people in the shopping mall environment will occur corresponding chemical linkage, and the core content of chemical linkage relies on digital platforms and tools. Consumers will gather in the space because they have received the opening information in advance, which is the corresponding empowerment done by the field. For the field end, the passenger flow is bursting, and the brand effect of the entire Aegean Sea will increase by leaps and bounds, thereby enhancing the regional influence.
The second case is the already listed China SCE Commercial Management, one of their strategies is to open 100 stores in 5 years, and the services that Red Star Cloud wants to provide for China SCE Commercial Management are digital solutions for the department store + shopping integration platform. The reason why China SCE Commercial Management chose Red Nebulas is because Red Nebulas itself has experienced from the 10th to the 100th in the commercial field and has rich experience in group control. At this stage, empowering China SCE Commercial Management is not just as simple as operating a shopping mall.
Looking forward to the future, Zhao Kai revealed that in addition to doing digital technology empowerment for commercial real estate, Red Nebula is also building SaaS solutions for the entire commercial real estate industry, and through the general solutions in the industry, it helps some living commercial entities to perceive the management and philosophy of the top 100 business entities in the industry.
At the same time, Red Nebulas is also committed to creating community solutions and more applications in the field of intelligent cities to ensure the sustainable and healthy development of people's livelihood, so as to ensure the good state of business operation. In addition, Red Nebulas will continue to promote the construction of business districts with better operations in the urban field, and give appropriate subsidies in combination with government urban planning to help build the entire business circle and better serve the city.
Produced by China Purchase Union Media Center
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