Analysis Of Yintai Business In Fission

After working with Baidu for "BaiduEye" (smart glasses) to explore intelligent business, Yintai business and Alibaba have also arranged a shopping mall shopping guide project. The frequent hand in hand with internet gangs has made Yintai known as the "Internet Co in department stores" by the industry. On the other hand, Yintai has changed a lot in the traditional commercial field. From the initial expansion of the department store mode to the commercial real estate layout, the "in brand" has been finely divided. On the one hand and BAT continue to try the "future business" mode, while trying to subdivide inside, Yintai will go further and further on the road of fission.

　　 Transformation science and technology Xia

On the eve of the Mid Autumn Festival, Alibaba's Amoy business unit and Yintai group re arranged "future business", bringing a shopping center shopping guide project based on iBeacon technology to Yintai City, west of Hangzhou. This is only two days after Yintai announced the full access to Baidu's latest product BaiduEye.

According to the reporter, IBeacon It is an accurate micro positioning technology developed by the Apple Corp through low-power Bluetooth. IBeacon, the "scouring point" version, pioneered the dual technology of "micro positioning + indoor navigation" in the catering industry, and connected with the indoor navigation of the High German map. In the midst of the annual celebration, Yintai, the first anniversary of the festival, set up hundreds of iBeacon launchers before the Mid Autumn Festival, and the consumers directly went to the shops under the "guide" to pick up the dishes.

Prior to this, Yintai announced the full access to Baidu's latest product BaiduEye, and consumers in Yintai shopping can also enjoy indoor navigation and personalized recommendation services after wearing BaiduEye. In addition to the deep cooperation with ALI and the exclusive cooperation with Baidu, Yintai has also launched WeChat payment in a low-key way, setting together the "BAT" advantage product line in the commercial layout.

from Traditional retailer The fission of technology companies has become the most obvious label attached to Yintai business in the past two years, which can be traced back to the establishment of the rookie network. At the beginning of last year, Ma Yun, who announced his retirement, joined hands with a group of Zhejiang businessmen to establish "rookie network". Shen Guojun, chairman of Yintai group, served as CEO. Subsequently, Yintai abandoned the name of "intime department store", which represented the traditional business model, renamed it "Yintai business", and then approached the Alibaba closely. In addition to the strategic cooperation between the "double 11" landing and the "3. 8 Taobao mobile life festival", it also received the injection of HK $5 billion 370 million by Alibaba group at the end of March. For Yintai business, which is "absolutely not bad money", this injection is more like a declaration of deepening cooperation between the two.

　　 Main business changes

In addition to cross-border technology, Yintai business itself is also quite obvious. In June, Yintai group held an annual commercial conference. In addition to publicized the six major business directions in the next ten years, it also released the "in" brand line, which is managed and operated by the newly established Yintai luxury limited company. Mrs. Shen Guojun, the chairman of Yintai group, is in the lead. Four high-end projects of Yintai, including Beijing Yintai Center and former Wangfujing Lotte Yintai, were included in the "in" brand management system.

Beijing Business Daily reporter visited Wangfujing yesterday to see in88, after introducing PRADA and other luxury brands, the shopping mall is undergoing a thorough transformation. The large area of the fence indicates that the shopping mall is being reborn. However, judging from the brand composition of shopping malls, some dislocated positioning is still an important factor hindering the development of shopping malls.

As a matter of fact, Yintai business abandoned the business model of pure department stores a few years ago, and used commercial real estate thinking to "shopping center" in department stores, and preempted the layout of the subway. According to the information disclosed by Yintai business conference, there are more than 40 commercial projects developed by Yintai business in China, including the Yintai Center, Yintai city and Yintai Hui product line. The total development and operation area is over 10 million square meters.

If the cooperation with BAT is externally led, then the birth of the "in" series and the subdivision of Yintai business to the product line are another round of fission promoted by Yintai. In the view of Yintai, these two kinds of reforms exist at the same time, and they do not conflict. A Yintai senior executive believes that CEO Daniel Chan, the informer of the Yintai business group, is also the first innovator in the sense of crisis in business mode, thirst for innovation and the acceptance of "trial and error" costs. Whether it is internal management details, or external business cooperation, such as cooperation with Tesla, we can see Yintai's thinking and layout for the future.

　　 Return to business

Although Yintai's exploration of new business models has been encouraged by the industry, some analysts believe that technology should ultimately be a tool for traditional business upgrading. It still needs to return to the essence of business at the operational level, providing services to customers and getting paid, rather than keeping technology at the marketing level.

A business insider who does not want to be named thinks that Yintai business is so closely working with technology companies to explore new O2O business models based on different systems such as shopping guide, navigation, reservation, discount and so on. On the one hand, Yintai does not want to "put eggs in a basket of Ali". On the other hand, Yintai is eager to explore a suitable way to realize its expectation for "future technology". "Although Yintai has not expressed an urgent desire outside the company, the pressure inside the company will not be small enough to invest so much money that enterprises need to repay it."

Yintai believes that despite the various manifestations, the core of Yintai is not changed. Daniel Chan said that the innovation and transformation of Yintai were based on "customer first", including customers, partners and employees, all around the needs of users. "In the future, we will continue to work hard on the online and offline integration experience, and strive to build a big data driven consumer solution provider."