O2O's Short Board: It Depends On Commercial Real Estate To Solve It.

Despite the beginning of last year, there has been another round of O2O platform storm in the mass consumption field, from tutors, cooks, housework, second-hand cars. It covers almost all the needs of clothing, food, housing and travel. However, these O2O have a common short board, that is, the ability of offline service is very weak.

Take the ordering APP as an example, many consumers may need to eat for an hour after placing the order, or they can see that the amount of food consumed by the client is very large, but after the actual receipt, it is found that the volume is reduced more than a little.

Online O2O's "short board" is very obvious relative to offline commerce. Although the Internet has hit many industries' pain points and reduced operating costs and subverted many industries, but in the view of Wu Yanfen, general manager of Shimao Group business management company, the Internet itself is also suffering from pain. This pain point is the lack of service capability under the line.

Xu Shitan, vice chairman of Shimao Group's board of directors, believes that online O2O's "pain spot" is the best opportunity for commercial real estate. Online shopping may not be a substitute, but experiential consumption can not be replaced by online shopping. So maybe here, we will have a lot of beer and skittles, where there may be many children's education and so on experiential consumption. I believe that eating and drinking can never be solved online.

Ouyang Jie, senior vice president of Xincheng holdings, further pointed out that the future commercial real estate mode will need differentiated competition. Through a large number of experiential commercial projects, such as Hai Yang Pavilion, children's Experience Hall, rock climbing, merry go round, etc., to attract people and retain people's consumption.

Fangxing real estate business research shows that commercial real estate pays more attention to quality services, attracting consumers, retaining customers and increasing customer stickiness with all aspects and high quality services.

Obviously, improving the offline service function of O2O and bringing more experience to consumers has become the most competitive weapon for commercial real estate in the Internet age.

In this regard, Wenzhou's local commercial real estate project, the Wenzhou commercial city with a total commercial area of 800 thousand square meters, has done a lot of practice. In the first shopping center, the experience of the shopping center reached over 60%, of which 30% were catering, and 30% were children's formats. The town of 8 and the cinemas in the town of cinemas, which had both educational and entertainment functions, had been identified.

　　 Wenzhou Jiang Mengjun, general manager of the three dimensional city project, said that the first phase of the project will focus on creating an integrated experience area for catering and children's entertainment. Children are the most expensive family members and the most important core of their family. When the children were attracted by the cinema of three dimensional city and 8 towns, their parents stayed in the three dimensional city.

In fact, this positioning is very suitable for the present Wenzhou. Household consumption Practical needs. According to a survey of the consumer confidence index of 600 households in Wenzhou, 27.6% of Wenzhou families chose to go out for meals, family entertainment activities and purchases after the basic living expenses were met. New clothes (only 18.6%) and other "normal spending", 17.1% of respondents said they were mainly used for vehicle consumption and "bulk commodity consumption", and 17% of respondents said they were mainly used for "training education". According to the above data, experience consumption is the main cause of household consumption in Wenzhou.