Ruijie helps Dashilan Commercial Street build a smart Wi-Fi system

Dashilan, pronounced as "dà shí lànr", is a famous commercial street outside Qianmen in Beijing and a representative of old Beijing culture. After more than 500 years of evolution since the Ming Dynasty, the commercial atmosphere of Dashilan is still vibrant.

There is a folk song in the market to prove it: I buy shoes from Nei Liansheng, I buy hats from Ma Juyuan, I buy Brixen, I buy watches from Hendeli, I buy tea from Zhang Yiyuan, I buy pickles from Liubiju, I buy dim sum from Zhengmingzhai, the only 3D movie is Daguanlou, needles and thread are long and thick...

Times have changed. Today, while Dashilan is experiencing a new commercial life, more and more "time-honored brands" are trying to "please" young customers in order to adapt to the development trend of mobile Internet. On the one hand, they build their own Wi-Fi systems, and on the other hand, they interact with customers through mobile Internet information promotion, so that customers can enjoy the quality of time-honored brands and linger on this century-old street.

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The “new network” needs of “old-brand” streets

"Regional system considerations and organic micro-circulation renewal" was the guiding strategy at the beginning of the design of Dashilan's IT system. In order to revive Dashilan's original prosperity and give new life to the "old brands", Beijing Dashilan Commercial Street carried out more flexible and elastic node and network soft planning, and determined that the overall goal of its network deployment was divided into three parts:

The first is to create a smart wireless Wi-Fi system to achieve full Wi-Fi coverage in the public areas of the commercial street; the second is to combine the Beijing Dashilan Commercial Street Customer Service WeChat platform to help merchants conduct precise wireless marketing and customer care services and enhance core competitiveness; the last is to create a good operation and maintenance process management to efficiently complete complex operation and maintenance management.

In order to achieve the above goals, Ruijie Networks carefully designed the overall architecture of the Wi-Fi system for Beijing Dashilan Commercial Street.

Figure: Architecture of the smart Wi-Fi system in Beijing Dashilan Commercial Street

In terms of basic network, we provide high-performance wireless network with good coverage; on top of it, we build authentication system, positioning engine and wireless services.

The authentication system covers WeChat platform, SMS platform, and web portal to provide user authentication; the positioning engine is linked with wireless AP to obtain the terminal location; the map service provides commercial street maps and is combined with the positioning service. Then, the information release, data analysis, and indoor navigation system are established.

The information release system includes advertising page customization, information platform, etc., and supports hierarchical authority management; the data analysis system analyzes large amounts of collected data, user store visits, length of stay, etc.; the navigation function engine can be used for reverse car search, shopping navigation, etc.

The top layer of the entire smart Wi-Fi system is data collection, BI presentation, and API interfaces for application expansion. Data collection includes functions such as Internet behavior auditing and user access data collection; BI presentation is responsible for multi-dimensional presentation of analyzed passenger flow data and supports report export; the application expansion part provides standard API interfaces for wireless controllers and positioning systems.

Smart Wi-Fi brings business opportunities to a “blind spot”

According to the overall architecture diagram, Ruijie Networks has built a complete Wi-Fi network system and applications for Dashilan Commercial Street, and adopted differentiated designs for different scenarios such as shopping malls, chain stores, and service stations, each of which carries different business applications.

The master control cloud data center of the Dashilan Commercial Street Smart Wi-Fi project can realize unified and centralized configuration, management, and security policy control of branch APs based on wireless controllers. It can also realize advertising marketing, customer flow analysis, data mining and other functions while unified management and authentication of Wi-Fi networks.

Figure: Topology of the smart Wi-Fi system in Dashilan Commercial Street

After the entire smart Wi-Fi system was built, *** achieved the three major functions set as the goal:

1. Basic network layer

A wireless network with the best coverage has been built to fully meet the Internet access needs of high-density customers. The wireless APs used are equipped with Ruijie Network's independently innovated X-sense smart antennas, and the available signal coverage radius is at least 20% higher than that of traditional products. Customers in the area can always feel full signal when surfing the Internet wirelessly.

Due to the deployment method of using different frequencies and staggered channels, the impact of co-channel interference is smaller and the performance is better when multiple users access the system. At the same time, all equipment can be managed and monitored through an integrated network management platform in Chinese, which is more convenient for large-scale promotion and subsequent maintenance in commercial streets.

2. Mobile Internet Marketing

In terms of mobile Internet marketing, which is of great concern to many time-honored brands, the Smart Wi-Fi system includes an easily customizable precision marketing platform, which greatly improves the accuracy and accessibility of advertising marketing. The WeChat authentication, SMS authentication, and fixed account authentication methods provided by Smart Wireless Network fully meet the security audit requirements of Order No. 82 of the Ministry of Public Security.

The configuration of advertising content is also very simple. Ordinary marketers can quickly update the advertising content to be pushed every day, and can even push different advertisements in different areas and floors.

3. The commercial value of big data

Through comprehensive customer big data analysis and customizable business BI, the commercial value of commercial street customer big data can be fully tapped. The system collects user information through Wi-Fi devices, displays various offline behaviors of customers through private or public clouds, and combines customer online behaviors to make more personalized and targeted marketing strategies.

For example, more accurate store association analysis can effectively help mall managers manage stores; through analysis of customer flow trajectories, appropriate billboards can be placed along the road. The valuable data mined by the big data platform provides an evaluation basis for merchants and stores, thereby realizing the application value of network innovation.

At present, Beijing Dashilan Commercial Street is actively promoting the development strategy of "development + operation + finance". While deepening the development of the commercial street, it has also vigorously explored new business areas with its rich experience in operation and management, and has made major breakthroughs and progress in realizing the national strategic layout. The successful completion of the smart Wi-Fi system has opened up the information wings for the take-off of Dashilan Commercial Street, making every tourist fall in love with it.