Chao News client reporter Zhang Yunshan.
On December 22, the launching ceremony of the new consumption scene of "digital and real integration" in Zhejiang Province and the launching ceremony of Yuanwang X27 Park was held in Linping. With a construction area of about 260,000 square meters, the Yuanwang X27 Park is the first "online + offline" new consumer commercial complex built by Yuanwang Technology. Through digital empowerment of traditional shopping malls, Yuanwang X27 Park will introduce online traffic into the offline industry, bring real-life interaction to social networks, and promote the formation of a new model of "online commerce, offline travel" with hundreds of IP interweaving, thousands of elements combined, and 10,000 products presented, there will be more than 350 live broadcasts that can be carried out at the same time, with 2000-3000 new anchors, and the inventory of goods in the whole venue exceeding 10w+, and the sales scale is estimated to be 30 billion to 35 billion yuan in the first year after official operation.
Aim at the pain points and focus on expanding domestic demand.
In recent years, with the advent of the new consumption era, consumption scenarios have been continuously extended from offline to online, consumer objects have accelerated the transformation from physical objects to services, and consumer experience has gradually shifted from popular to personalized exploration, and consumption upgrading is actively promoting the high-quality development of the economy and society.
For a long time, Hangzhou has been deeply engaged in the iterative upgrading of the consumption environment and consumption scenarios, helping Hangzhou to take the lead in integrating into the "dual circulation". In the list of the first batch of 12 demonstration smart business districts and 16 smart stores announced by the Ministry of Commerce, Hangzhou ranked first in the country with "2 business districts + 3 businesses". The launch of X27 Park has laid an important foundation for Hangzhou's layout of new consumption scenarios, and also marks a milestone new industrial landmark for Hangzhou's new e-commerce format.
Xie Rudong, chairman and CEO of Yuanwang Technology, introduced that Yuanwang X27 Park is a new commercial complex of "online business + offline travel", with about 350 stores, including a supermarket area of more than 6,000 square meters. At present, the real economy is facing challenges, the digital economy is booming, and the general trend of "digital and real integration" is inevitable, Yuanwang Technology hopes to improve the income of goods, live broadcasts, brands and other parties through the deep integration of online and offline traffic, and provide consumers with more advantageous and better shopping experience. At the same time, it brings together the top star resources, takes the IP custom store cluster as the core store, and provides various types of stores such as the first store of high-quality brands at home and abroad, experience stores, and trend buyer collection stores, so as to provide consumers with a better-looking, more fun, and better "destination" type commercial complex.
Xie Rudong said that "science and technology simplify work, products beautify life" is the vision of Yuanwang Technology, and Yuanwang X27 Park can achieve brand efficiency, stimulate consumption, increase output value, promote employment, and bring prosperity to cultural tourism, which will meet the needs of consumers, brands, and the whole industry. Hangzhou is rich in e-commerce resources, providing fertile ground for the growth of Yuanwang X27 Park, hoping to take Linping's Yuanwang X27 Park as the core, spread the experience that can be copied and pasted, radiate the whole country, and let every city have a Yuanwang X27 Park.
At the event, Yuanwang X27 Park signed contracts with 8 settled companies. The representative of the contracted enterprise said that choosing to settle in Yuanwang X27 Park can not only greatly reduce the operating costs of enterprises, but also is expected to open up new growth points, "Compared with the original single scene of offline consumption, Yuanwang X27 Park integrates new consumption scenarios of online and offline synchronization, which can allow us to broaden the scope of passenger flow, and can become an opportunity for us to 'electrocute' new consumption scenarios and lay out new consumption tracks." ”
The development of the real economy also needs digital empowerment. At the ceremony, Yuanwang X27 Park signed a contract with Zhejiang Turing Computing Research Institute and China Unicom (Zhejiang) Industrial Internet China United Network Communications Hangzhou Branch, and will reach in-depth cooperation in big data application and computing power in the future.
We hope that with the blessing of 'Yuanwang Cloud', the operation of Yuanwang X27 Park can basically rely on the data processing of artificial intelligence, and become a live broadcast base with a fully standardized and advanced configuration of 'people, goods and yards'." In this way, we can not only improve the accuracy of target users and improve the shopping experience of customers, but also greatly improve efficiency and reduce our operating costs. The relevant person in charge of Yuanwang Technology said.
As a closely integrated combination of art and fashion, Yuanwang X27 Park, trendy clothing stores account for the largest proportion of Yuanwang X27 Park. At the event, Yuanwang X27 Park and China Garment Association officially reached a strategic cooperation. This means that in the future, the China Garment Association will also help the introduction of fashion brands in Yuanwang X27 Park, and empower traditional enterprises with new ideas, new models and new formats. The two sides will also maintain a close strategic cooperative relationship for a long time, find more breakthroughs in the fashion field and business field, jointly create more fashion IPs with local recognition in Linping, and help the growth of domestic independent design brands and the development of China's clothing industry.
The traffic is native and forms an IP aggregate.
At present, the development of traditional brick-and-mortar business is facing challenges, based on this situation, Yuanwang X27 Park relies on a comprehensive management and operation model and huge online traffic, and at the same time provides stores, rent reduction, low-cost operation and maintenance, supply sharing and other operation models, so that the traditional brick-and-mortar business glows with new vitality.
The data shows that through the application of this model and the blessing of traffic, the source of X27 Park can cover even 2,000 kilometers.
In this way, the commercial profits obtained by online customers can balance the cost of offline industries, and the ping efficiency per unit area can also exceed that of traditional shopping malls by tens to 100 times. This can not only help local time-honored brands and traditional businesses enhance their brand power, stimulate market vitality, and achieve transformation and upgrading, but also convert part of the profits into more affordable product experiences for consumers, and ultimately reduce the cost of the whole chain from "production to consumption".
In addition, this model has also stimulated the growth of domestic demand while meeting consumers' needs for immersive shopping and cultural tourism experiences, and has played an active role in promoting supply-side reform and meeting people's yearning for a better life.
It is worth mentioning that Yuanwang X27 Park is not only a commercial complex, but also a gathering place for star store trends, an IP collection, an Internet celebrity check-in place and a place for product promotion - integrating the online traffic advantages accumulated by Yuanwang Technology for many years, Yuanwang X27 Park is mainly based on cross-border star store clusters, integrates multi-functional open spaces, introduces domestic IP stores, time-honored cultural and creative stores and other elements, and creates rich dynamic scenes by holding various activities.
Such an innovative consumption model will guide part of the online traffic to be converted into offline passenger flow, radiate the surrounding regional economy from point to area, and drive the upgrading and development of regional business travel, catering, cultural and creative industries.
Integrate data and reality to explore new consumption business models.
"Digital-real integration" is one of the biggest features of Yuanwang X27 Park. "We are working hard to leverage the lever of a new round of business revolution and make every effort to build a new consumer service platform driven by technology. The person in charge of Yuanwang Technology said.
It is understood that the "Yuanwang Cloud" digital platform independently developed by Yuanwang Technology will be applied to the management of the entire commercial complex - "Yuanwang Cloud" uses digital means to simulate and analyze the economic map and consumption trend in real time, refine and decompose key indicators, capture core parameters, realize the dynamic and intelligent matching of multiple main elements such as users, anchors, brands, shops and pallets, and formulate the optimal marketing plan in a targeted manner, providing enterprise users or individual anchor teams with explosive product mining, intelligent dynamic sales, and full-chain management. Core businesses such as compliance inspections empower industrial upgrading.
In this year's "Double 11", when Yuanwang Technology gathered all anchors (including external co-anchors) to Yuanwang X27 Park for live broadcast, the "Yuanwang Cloud" was used for scheduling and coordination. The number of sessions and points are clear and organized, and the anchor knows when to broadcast, where to broadcast, and what topic to broadcast, and the visual dashboard can be seen at a glance, and if there is any adjustment, it will be updated on the system, and all collaborators can be reached with one click.
What kind of product is good?What is the historical conversion data of the product in front of you?These can be seen in the "remote cloud", and the judgment of the product is no longer based on the experience of the anchor alone, but relies on the data analysis with high credibility, which will play a key role in the matching of goods in a live broadcast.
Lay out new consumption and create new growth points.
As the first new consumption scenario of "digital and real integration" jointly created by Linping and Yuanwang, Yuanwang X27 Park is the result of government-enterprise cooperation and two-way running, and has many "brand-new" attempts that have not been made before.
What it has created is a "new" model of online live broadcast + online experience "two-way drive" consumption;The "new" scenario of business, culture and tourism integration consumption of commercial consumption + cultural tourism experience;A "new" consumption platform that is traffic aggregation, technology-driven, and data-empoweredThe trend of "new" center ...... where national tide and domestic products, celebrity IPs, and Internet celebrity check-in points gatherIn the future, it will also become a "new" benchmark for boosting, upgrading, and creating consumption, and a "new" business example for the new economy to drive the transformation and upgrading of traditional businesses.
And about such an innovative exploration, Linping is actually quite confident——
In recent years, focusing on the advantageous tracks in key areas such as fashion clothing, future catering, pet economy, and live broadcast economy, Linping District has vigorously developed new consumption industries and laid out key platform carriers.
For example, in the field of fashion, Yishang Town, a provincial-level characteristic town, has attracted and gathered more than 30 top fashion designers and more than 1,500 fashion enterprises at home and abroad. With Yishang Town as the center, a number of fashion enterprises such as Evely, Mai Meng, Shi Fanli, Daxi Self-made, INXX, Lelejove and so on have formed an industrial agglomerationFor example, in the field of catering in the future, brands such as empty carved pasta and Pingqian are deeply loved by young peopleAnother example is the field of pet economy, a number of leading enterprises represented by Tianyuan pet and Huayuan pet are thriving hereIn addition, there are a number of well-known cultural and creative products such as Zhu Bingren Copper and Nansong Porcelain Industry, which are also constantly exploring new consumption hotspots in this fertile soil of innovation.
The layout of the advantageous track is inseparable from the support of policies and intimate services. In view of the experiential, social, and scenario-based characteristics of new consumption, in recent years, Linping District has made continuous efforts to optimize the business environment, and has introduced a series of live broadcast e-commerce policies, giving incentives and subsidies to incubation carrier operations, live broadcast commissions, and self-broadcast sales
For the new consumer talent group, Linping will include e-commerce talents in the classification catalogue of high-level talents in the district, and give talent policies accordingly. According to the data, as of this year, a total of 96 million yuan of policy funds at all levels have been paid to more than 300 new e-commerce enterprises in the region, and 70 high-level e-commerce talents have been identified.
In addition, Linping has also established a new consumption-leading industry, cultivated and incubated a number of high-quality new consumer brands, and given real financial support for the development of enterprises.
Linping District has introduced and built key new consumption park projects such as Yunshang Industrial Park, Feique Short ** Live Base, Lingpinhui Brand Incubation Base, Tianyuan Pet Economic Industrial Park, Yindu New Catering Digital Intelligence Park, and Aisiying Project, with a total area of more than 1 million square meters of new consumption industry space in the district. Up to now, Linping District has gathered nearly 2,000 live broadcast e-commerce enterprises, more than 500 cross-border e-commerce enterprises, and more than 10,000 full-platform enterprises.
In the next step, Linping District will take the landing of new consumption and new scenarios of "digital and real integration" as a starting point, further integrate first-class services, policy support, and supporting guarantees, cultivate Yuanwang X27 Park to thrive, and become the pioneer of Linping's "creating consumption and Hangzhou to the future", and also becoming the seed of more "digital and real integration" new consumption and new scenarios to land and blossom, providing inexhaustible power for Linping to build a new consumption benchmark area.
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