Why Do Entity Retailers Cooperate With Meow Street?

First look at the data of meow street 4 months ago.

On August 3rd ~9, the 15 Hangzhou shopping malls jointly entered meow street and launched the marketing of "Hangzhou shopping mall week".

Through meow street, there were 36 thousand people, and the turnover was 32 million yuan.

The average consumption per capita is 1000 yuan, which is amazing.

Because of the hot business, many remote commercial centers are crowded. Only the characteristic shopping centres in the city center have people flow. Meow Street diversion effect can save a lot of marketing costs of shopping malls.

Do not underestimate these costs, for the difficult retail business, this is undoubtedly a timely relief.

Besides the traffic, meow street has another function to save money.

Two or three years ago, when the Internet + swept through the commercial center, sixty or seventy of the shopping centers began to make official APP, especially the shopping mall with some strength. The official APP has become the standard.

In 2015, the official APP shopping center was less than 20%.

Because shopping centers find that the development of APP is not difficult, and self built teams and outsourcing are a lot of expenses.

More importantly, with the concentration of promotion channels, the promotion cost and the cost of obtaining APP are very high.

Another problem is that even if APP is developed, there is no movement.

Product experience and accumulation, APP goods wrong edition, can not serve users well.

Many basic functions are not well implemented.

For example, accurate push, which involves the calculation of accumulated large data; search shops, no basic indoor mapping, relying solely on the existing map can not be completed.

After years of accumulation, Alibaba has powerful data processing technology, and mobile Internet, mapping and other technologies acquired through acquisitions.

The advantage of meow street is that these technologies can be invoked at any time, and "Empowering" these capabilities to the business center.

In the shopping center, there is no map data. Gould can carry out indoor mapping. When users queue up in the network, Ali cloud computing can calculate the best solution; when the user is close, it can perceive what the user has bought in the past through Taobao account system, and is most interested in what kind of merchandise nearby.

In the past few years, O2O's public comment and the US regiment were very good diversion tools. They bought the Internet traffic at a high price. They really helped the offline store's revenue.

For intelligent commerce, diversion is only a function.

It also serves as a practical APP function for shopping arcade, such as navigation, queuing and parking location.

That is to say, meow street not only serves the merchants who enter the mall, but also provides public services for the shopping malls themselves.

The quality of public service is directly related to the sales volume of shopping malls.

More services mean higher thresholds. Only a few giants can provide a wide range of services. Meow street has few direct competitors.

This requires manufacturers that offer similar services, with strong commercial genes, full understanding of online and offline business interaction modes, and strong technical strength to fully meet the functional requirements of shopping centers and shops.

Not all businesses are holding hands.

The businessman's suspicion is that after the operation of meow street has been completed, the account system and the entry control are in the hands of Ali.

Under the Ali system, we must play according to Ali's rules of the game.

Future

It must be the integration of online and offline businesses.

Ali's ambition is to firmly occupy the central position of business through these three entries. You can buy online, eat under the line, and usually visit, Ali can provide services.

In the first 10 years of Taobao's development, the Alibaba solved the problem of moving the goods under the line to the Internet. Ali's next 10 years is to integrate offline services and physical stores into mobile terminals, under the online driving line and under the line feeding line.

Online and offline integration, who integrates who?

Even after decades of operation, shopping centers on the line have rich experience, but in the era of mobile Internet that is stable and precise, their short boards are hard to make up.

After the huge Internet business empire has formed, Ali's integration with offline businesses is just like a mess. Meow Street's performance in double 11 and double 12 is very eye-catching.