137,000 fans in 7 months?! "Smart Business" on Taihe Plaza Wi-Fi

The development of the Internet and the rise of e-commerce seem to have overturned the business rules of the retail industry. However, the consumption scenarios that e-commerce can cover are limited, and offline stores still have the opportunity to be reborn and return to glory in another form. Taihe Plaza, which actively explores the "experiential consumption format", is a leader in this transformation.

Smart business creates new commercial real estate

Taihe Plaza, including "Wusibei Taihe Plaza" and "East Second Ring Taihe Plaza", are the first masterpieces of Taihe Group's entry into high-end commercial real estate. It is a large-scale commercial complex integrating shopping, leisure, entertainment, catering, business office and residence. With the continuous emergence of shopping malls such as Wanda and Aegean Sea in the surrounding area, the regionalization of passenger flow is obvious. How to retain its own customers and attract surrounding customers to enter, and realize the improvement of customer experience and the transformation and upgrading of shopping mall management in all aspects has become the focus of the plaza.

Through cooperation with Ruijie Networks, Taihe Plaza introduced an overall solution for smart commercial plazas, including basic wired and wireless networks, MCP wireless marketing platform, RBIS business intelligence system, wireless positioning and navigation, user behavior auditing, as well as big data analysis and user portrait functions collected based on the entire platform, thus achieving an upgrade to a new type of commercial real estate.

Better experience can bring more customers

Free Wi-Fi has become a standard feature of high-end shopping malls. However, how to provide a better free Wi-Fi experience and how to use free Wi-Fi to attract customers are the first issues that Taihe Plaza considers.

After field testing and experience of wireless equipment from mainstream Wi-Fi manufacturers at home and abroad, as well as comparative testing of backend systems, Taihe Group finally chose Ruijie Networks and deployed more than 400 wireless APs indoors and outdoors. With the help of the X-sense smart antenna intelligent gain function, it achieved full high-speed Wi-Fi coverage in the plaza and commercial street. During peak hours, more than 30,000 customers in the mall can access the Internet at high speed for free at the same time.

The high-quality network experience brought by high-performance APs has steadily increased the total number of customers at Taihe Plaza, and the number of new customers per day has increased significantly. Customers have given high praise to the Taihe Plaza Wi-Fi network: "The Internet speed is faster, the download speed is faster, the web browsing is not stuck, the connection to the wireless network is faster, and the network in all areas of the entire mall is very good, and there will be no disconnection problems."

WeChat connects to Wi-Fi, and your followers increase in minutes

Compared with online platforms, offline shopping malls have a natural disadvantage in big data analysis and use. It would be great if Wi-Fi could be used to narrow the gap and even provide better data analysis support.

To this end, Taihe Plaza built the MCP wireless marketing platform. With the help of the "WeChat Wi-Fi" authentication function, which has the best user experience, customers can automatically follow the WeChat public account when they log in to Wi-Fi, accumulating a large number of fans and laying a solid foundation for the promotion of daily activities and advertising push. Through the use of the platform, the number of fans attracted reached 137,000 in 7 months, with an average of 700+ fans per day. If there is an event, the number of fans attracted per day will reach more than 1,000. On the day of Taihe's second anniversary event, the number of fans increased by more than 2,200.

Multi-dimensional analysis to accurately identify consumers

The large amount of data obtained through data collection is analyzed in multiple dimensions through the Ruijie RBIS business intelligence system, including customer flow analysis, store entry analysis, retention analysis, customer flow path, store association analysis, etc., to help merchants see through the value of customer flow in each area and improve operational capabilities. The results of data analysis can also be applied to market activities, and activity forecasts can be made based on customer flow data and distribution, and then targeted marketing activities can be planned based on the characteristics of different regions.

At the same time, "customer portrait technology" can accurately identify customers and group them according to their loyalty and interest, helping businesses to accurately identify consumers and improve the effectiveness of marketing advertising.

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At present, Taihe Group has three high-end commercial real estate projects in place, including Wusi North Taihe Plaza, East Second Ring Road Taihe Plaza, and Shishi Taihe Plaza. In the future, Taihe will open 20 to 30 regional commercial complex projects similar to Taihe Plaza across the country. Unlike the single department stores and shopping malls that are gradually shrinking, the "experiential consumption format" commercial real estate created by Taihe Plaza will provide customers with better services.