R e t n e w s No.58
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Wen Zhou Ying Mei
Editor Xiao Cha
WeChat WeChat official account ID Retnews
Red Star Macalline mentioned in the annual report that her new retail transformation of her home has achieved some initial achievements. Since the digital marketing of all the shopping malls was laid out in 218, the strategic cooperation project with Ali Tmall" Home Decoration City Station "has accumulated.
The information department team that was previously responsible for the digitalization scheme of Red Star Macalline Shopping Center has become Red Star Cloud independently, and it has just passed its first anniversary since it was registered in August 219. Most of the Red Star Cloud team members are from the core members of the information department and IT department of Red Star Macalline Group. There are 2~3 R&D personnel at present, and there are five or six subordinate categories and divisions.
Previously, the Red Star Cloud team provided digital membership system solutions for the shopping centers under Red Star Macalline Group. Commercial real estate projects are the foundation of Red Star Cloud, and relying on the resources of Red Star Macalline, it is the main direction to develop the digital business of traditional home factory brands in the future.
In addition, Red Star Cloud is also considering some projects with high return on investment in the category of smart cities, such as the transformation of logistics parks and smart communities.
1 Accurately acquire customers in the field
"Even if you spend money, it may not be your member." Tang Ming, vice president of Red Star Cloud, said that shopping centers are generally affiliated. You can know the daily sales of each store, but you can't get the consumption data, so even people who spend money in shopping centers are not necessarily members of shopping centers.
in Tang Ming's view, membership means that data can be seen and operated, "only one face data is useless". The data capture of Red Star Cloud solution includes face, mobile phone number, user ID, consumption data, license plate information, etc. After merging these information, only one element appears to represent this person, so that accurate marketing can be realized.
The so-called precision marketing is whether customers can influence them quickly when they enter the market. When the consumer goes to this field, he can provide the service he needs, that is, for example, when the consumer enters the mall and finds that he likes coffee through the data, he will give him a Starbucks coupon, then he will probably spend it. Or recommend a movie coupon or meal coupon to the consumer just after shopping, and do more related marketing. "Don't push it to him after the consumer leaves, but push it on the spot in time." Tang Ming said that this is also a combination of systems, tools and strategies, and finally it can be drained to the store.
it is difficult to digitize offline business because there are not enough contacts. "No matter whether you do digital marketing or integration, you will definitely stop eating without contacts, because without these contacts, consumers can't find you and there is no way to digitize consumers." Tang Ming said at the 14th China Retailers' Conference that the first step of enterprise digitalization is the construction of contacts, which include APP registration, promotion activities, offline human-computer interaction and so on.
according to the current situation, the standardized digital solution provided by Red Star Cloud to the home factory can be launched in the fastest week, which is generally not customized, and is aimed at some companies with their own servers and applets. However, there are generally customized requirements, and it takes 2~3 months from research to communication solution to solve the requirements.
Red Star Cloud charges 1,-5, yuan for a digital solution as a whole, and it will increase to 5,-1 million yuan with cameras such as face recognition, which also means that a shopping center or factory needs to spend so much money to build its own digital system.
"It's normal for a shopping center to be less than 1 million yuan, and few people are willing to invest more than 1 million yuan." Tang Ming said.
now when it comes to receipt collection, safety is a problem that must be said. Red Star Cloud told New Retail Encyclopedia that at present, most of Red Star Cloud solutions are privatized and deployed in our client's computer room or Alibaba Cloud space. The data is kept by the client. As a service provider, Red Star Cloud cannot touch the storage environment, and both parties have signed a confidentiality agreement. In addition, for some products, Red Star Cloud will also provide a U shield and add a protective film through technology.
2 Shopping centers are gradually digitalized
According to the survey data of Red Star Cloud, the digitalization of shopping center members is less than 2%. As mentioned above, the shopping center has the characteristics of joint venture. Even if you buy something from some brand stores in the shopping center, this person may not be a member of the shopping center.
The ultimate goal of member digitalization is to be able to carry out multi-faceted linkage, in order to better do marketing and thus improve the repurchase rate. Of course, Tang Ming also mentioned that some shopping centers have good geographical locations and naturally have no shortage of traffic, so the demand for members' digitalization is not so great. For example, in the city center, the traffic at these locations occupying the subway entrance is already very large, and there is little demand for digital marketing. However, the current situation is that a large number of shopping centers do not have this condition.
The digitalization solution of Red Star Cloud is to increase the digitalization of its members to about 5%. "1% can't be achieved." Tang Ming said that both software and hardware are a tool, and it depends on the shopping center's own operation strategy to achieve further results. At present, the Aegean Sea, a shopping center owned by Red Star Macalline, is also in use. The relatively stable situation is that the digitalization of members can be increased from 2% to 4%.
Red Star Macalline mentioned in the interim report that the company has 87 self-operated shopping malls, 247 entrusted shopping malls and 12 cooperative shopping malls. Self-operated shopping malls and entrusted shopping malls cover 29 cities in 29 provinces, municipalities and autonomous regions. Red Star Macalline quoted the data from Sullivan's report. The company is the home decoration and furniture mall operator with the largest business area, the largest number of shopping malls and the widest geographical coverage in China. In 219, retail sales accounted for 15.5% of the market share of China chain home decoration and furniture mall industry.
Backed by Red Star Macalline, a large number of home and commercial real estate resources have been accumulated nationwide, including long-term cooperation with local governments, which is the natural advantage of Red Star Cloud.
What Tang Ming wants to emphasize is that the Red Star Cloud team is doing business solutions and operations before making digital solutions, and it is different from a software company that only makes digital solutions. From solving the internal needs of Red Star Macalline to building a digital system for the Group to opening up to the outside world, Red Star Cloud has been tempered, and may know more about the pain points of customers in the commercial real estate and home market.
3 Go out of the enterprise and go to the industry
Because of the limited share of commercial real estate, there are only a few hundred shopping centers that can be built by 8, large and medium-sized shopping centers in China every year, and Red Star Cloud is also making a digital plan for home factories. Relying on Red Star Macalline, Red Star Cloud connects a large number of home customers and investors.
In April and May this year, Red Star Cloud signed several large home furnishing factories, such as Zuoyou Group in Shenzhen, Youhuo in Jiangsu, and Nordic artists in Shanghai, which were just signed by Red Star Cloud to provide them with digital solutions.
Red Star Cloud observed that the brand digitalization of these home furnishing factories is relatively weak compared with that of commercial real estate, but these factories have a lot of demands. Most of these home furnishing factories belong to family businesses, and now it is time to change successors. The children of the former boss began to accept factory operation. These new successors are mainly born in 198s, and their ideas are mostly following the current trend, so they began to seek digital transformation.
Tang Ming mentioned that in the professional field of home production, Red Star Cloud, like MIS system, won't touch it. Red Star Cloud's business areas are specifically the billing of stores, goods guiding management, members' insight, members' marketing, etc., mainly focusing on member marketing, helping these home factory brands to improve the traffic operation at the C end. At present, these household factory brands are mainly distributed in South China, especially in cities such as Shenzhen and Foshan in Guangdong.
The key to a digital system is the core algorithm, which is developed by Red Star Cloud itself. The aforementioned hardware includes face recognition cameras, smart screens, etc. These hardware are produced by subsidiaries of Red Star Macalline. The software functions involved in the big screen, including shopping mall navigation, are also developed by Red Star Cloud itself. The most basic software system may be the affiliate marketing system. "It is ok for some people to buy only one affiliate marketing system".
At present, Red Star Cloud has three main solutions: home factory brand solution, commercial real estate solution and smart city solution.
The brand scheme of home factory mainly relies on numerous home resources of Red Star Macalline, while the commercial real estate scheme mainly provides intelligent interactive screens for shopping center members through digital solutions. The third business direction, Smart City, can be understood as an industrial digitalization scheme. Tang Ming mentioned that with the proposal of new infrastructure, Red Star Cloud has signed many orders for the renovation of logistics parks and agricultural trade projects, which belong to high ROI (return on investment) projects.
Future digital government and smart community are also the key businesses of Red Star Cloud Club. The digitalization of government affairs will bring more convenience to people's life. In the future, Red Star Cloud will also consider making government affairs products.
in terms of smart communities, the products that Red Star Cloud is making are joint plans with the public security departments, such as setting up cameras at key locations in the community and linking them with the public security system. In addition, it also includes the online payment of property fees and parking fees, providing more solutions to community affairs.