Wangfujing Department Store'S Full Channel Strategy: Building Platform Organization

In 2014, facing the surging Internet age of Wangfujing department store, we proposed the banner of innovation and opened the "third pioneering" wave.

At present, the whole channel construction project integrating online and offline resources, as well as the deep joint venture project to strengthen the control of commodity resources are being comprehensively promoted. At the same time, the development of the shopping center format that consumes one-stop consumption and the high-end consumption of the otter Les format has been rapidly developed.

Taking this as a sign, Wangfujing department store is developing a resource based integration and customer satisfaction based capacity, both with physical shopping malls and online operation capabilities, and exploring the way to the future.

Wangfujing department store's full channel strategy and business scenario

(1) establishing a business capability that is compatible with the "consumer sovereignty era".

The core of the Internet is to create new business models instead of physical businesses.

With this new business model, it will "put wings on pigs".

1. in the Internet age, how to give customers a reason to shop.

In the future, we should change from "managing commodities" to "managing customers" and reexamining our management ideas.

In the future, the location of shopping malls may no longer be defined by grade or age, but rather based on concepts and themes.

In the future, stores are selling goods instead of products.

Commodity classification is no longer classified according to product characteristics, gender, age and function, but is classified according to different "fans".

The category of operation is pformed from "broad and wide" to "narrow and precise", and achieves the ultimate in a certain category.

Think seriously about the future business premises, business area and marketing mode, so as to meet customers' needs of fun, social interaction and sharing.

2. follow customers' footsteps and build a customer centered ecosystem.

(1) accurately grasp customer needs with big data.

In the mobile Internet era, users usually generate three kinds of data on the Internet: information, behavior and relationship.

It provides operators with the possibility of using these data to serve customers more accurately.

Information data: user login website, registered mailbox, cell phone, address, etc.

Behavioral data: what products do users browse and buy on the website and mobile phone APP?

Social data: users share these products and shopping scenarios.

(2) big data provides the possibility of "customizing" customer experience.

Big data provides accurate information for customers. We can customize each customer according to these information and set up a "micro shop" to provide exclusive services.

(3) let customers become the protagonists of shopping malls and share with customers.

Playing with customers and letting customers play together will become an important reason to attract customers to shop. Shopping mall is no longer simply a shopping place, will be more carrying social, entertainment, experience, spiritual satisfaction, knowledge dissemination function, customers also from the past consumption dance platform supporting role to the front desk, "I consume my decision" is the power of the Internet to give each consumer power.

I still use the old way: advertising bombing, price reduction promotion, I will sell you more and more away from consumers.

In 2013, on the basis of in-depth study of the situation, Wangfujing department stores began to embrace the Internet in an all-round way. Wangfujing department stores decided to integrate online and offline, and make full use of the mobile Internet.

The role of the curve to overtake.

At the beginning of the year, the electronic commerce of Wangfujing department store was launched. After a year's planning and design, the target, path and implementation plan of the "all channel" strategy have been completed.

Wangfujing department store's all channel goal: every point that has customer contact has Wangfujing; the same consumer and the same Wangfujing; wherever they come, they are all unified identity; wherever they go, they are all experiencing the same experience.

According to the idea of "online and offline highly integration", the full integration of ground stores, online stores, mobile stores and social media is the goal of the new business model of Wangfujing department store, and will become the strategic height of the company's development.

The ultimate goal is to enhance consumers' experience and eliminate customers' shopping barriers, no matter whether they are online, offline or mobile.

To achieve the vision of the whole channel, the Wangfujing department store will jointly complete the construction of eight major retail business capabilities, with a "consumer centered" unified integration of multi-channel access capabilities, cross member management capabilities, commodity list management capabilities, supplier collaboration capabilities, cross channel marketing management capabilities, unified payment capabilities, unified delivery capabilities and unified service capabilities.

Based on this, the five major product lines include:

1. palm life: the mobile life circle built on mobile phones is a social and communication platform implanted on the customer's mobile phone. It is a mobile shopping terminal and a mobile user service terminal.

2. mobile workbench: it is a collaborative working platform based on PAD, which is oriented to suppliers and on-site purchasing. In the future, it can realize commodity management, inventory maintenance, sales management, member management, efficiency management and other functions of the counters, so as to realize the deep collaborative work of retailers and suppliers, enrich the service means of on-site purchasing personnel, and improve work efficiency.

3., multi channel mode: the full sale of goods on physical stores, break the concept of space, and create new business opportunities with suppliers, and establish multi-channel sales system such as Wangfujing cloud store, mobile shopping, WeChat shopping, Tmall flagship store and so on.

In order to store goods as the main body, store goods are sold to places that are not limited by time and space through 7 major channels.

4. exclusive housekeeper: personalized service based on big data for a single user.

Full channel user system, 360 degree user portrait and user view, high-end member's private custom shopping experience.

5. local interaction: using new technology to enhance the interactive experience of consumers in stores.

Future stores, combined with 3D technology, audio and video technology, game experience and other interactive innovative shopping experience.

24 hours of virtual shelves and full self help shopping have turned windows into shelves, and physical shops are closed.

(four) create a platform based organization and create an innovative culture.

The organizational structure of the Internet era will also undergo great changes.

From the original hierarchy, the centralized control mode of everything control has entered many small and beautiful self-organization that can respond quickly to market changes ("lying down is an organization, standing up is an individual") -- this may be the design of a new organization under the Internet environment in the future.

The whole organization must turn to a consumer centered organization.

Therefore, we need to reorganize the company's organizational structure to adapt to the change of customer centered in the Internet era.

Platform organization is to become "self-organization" rather than "organization", "organization" always obey others, and "self-organization" is self innovation.

1. the functions of headquarters will be changed to strategic guidance, risk supervision, service support and capability upgrading.

2. strengthen consumer research, customer relationship maintenance, big data development, and full channel management.

3., establish a unified commodity resource center on line and online, coordinate the online and offline commodity management, and share customer and commodity resources.