Seize the important opportunities of digital transformation , which is an important tool for Nanjing Road and Huaihai Road to build a world-class business district. During this year's "55 Shopping Festival ", these two century-old commercial streets launched digital innovations such as digital consumption coupons, virtual people's show, and invisible points to optimize consumption experience and promote offline consumption recovery. In the process of helping to build Shanghai's international consumption center city, how can the digital transformation of physical business districts be better made?
At the seminar "Shanghai accelerates the digital transformation of business and helps build an international consumption center city" held recently, experts at the meeting believed that the construction of Shanghai's international consumption center city is accelerating, and the digital transformation of urban business + technological innovation is becoming an important support.
This "55 Shopping Festival" is not only a consumption site, but also a test site for digital exploration of merchants. The integrated development of online and offline has become the first choice for more and more Shanghai merchants. For example, Nanjing Road Pedestrian Street issues consumption coupons on the theme of "Juhui Nanjing Road, Hi Shopping Pedestrian Street" through the Alipay mini program, making the function of "issuing coupons" that could only be "who sent to, whoever sends to, whoever uses" become a business district linkage and "I send to everyone to use" full business format marketing capability , bringing new marketing growth points to the pedestrian street, a pan-business business format. This consumption coupon can also be further superimposed on the use of "Aigou Shanghai" government electronic consumption coupons, directly driving the sales of tens of millions of yuan in the New World. At the same time, through continuous mini-program self-operation, Nanjing Road Pedestrian Street has also received incentives from Alipay's homepage push, which not only brings passenger flow, but also has accumulated members.
, Vice President of New World Group and Executive Director of Nanjing Road Pedestrian Street Investment Development Co., Ltd., said that Nanjing Road Pedestrian Street issued 18,000 first-round consumption coupons on the Alipay mini program, and they were shorted in 15 minutes, of which the "300 yuan group purchase 600 yuan" coupon usage rate is as high as 91%.
"As a commercial city, Shanghai has the first, first-class and first-innovation spirit." Tang Yunyi, deputy director of the Institute of Applied Economics of the Shanghai Academy of Social Sciences, believes that this year, major business districts and small and medium-sized businesses are accelerating their leverage on Internet platforms, using digital means, and integrating online and offline to promote post-epidemic consumption recovery and stimulate people's consumption enthusiasm.
"This year's 55 Shopping Festival, digitalization may be the most mentioned word." As an industry representative, Chen Zhangqing, general manager of Alipay's digital business, put forward his recent observations at the seminar. He said that in the long-term communication with physical business partners, five development trends of digital business district development have been discovered: mini programs become new channels for digital business districts to link users, electronic consumption coupons become new ways to drive consumption in digital business districts, e-commerce and live broadcast become new positions for brand marketing in digital business districts; green and low-carbon become new driving force for sustainable development in digital business districts, and test the waters of the universe become new scenarios for innovative experiments in digital business districts.
For digital development, Huaihai Road’s choice is to use digital art to link more young and fashionable consumption scenarios. During the "May 5 Shopping Festival", Huaihai Road used a virtual human show to kick off the "Huaihai Tiandi Fashion Month". By combining core technologies in the fields of digital creativity, meta-universe and other fields with the application scenarios of commercial integration, it aims to create a demonstration zone for "a benchmark for digital art business districts".
It can be said that some new technologies have been applied in the two major physical business district scenarios of Nanjing Road and Huaihai Road, and digital empowerment entities have been fully reflected, providing opportunities for Shanghai's commercial digital infrastructure improvement. Lu Shujiang, Secretary-General of the Shanghai Shopping Center Association, said that Shanghai should make full use of its advantages in information infrastructure construction and technology enterprise resources, and actively explore and try the digital transformation of urban business, apply new technologies, create new consumption, and enhance new experiences to help speed up the construction of Shanghai's international consumption center city.
In addition, the reporter also learned from the seminar salon that taking advantage of the May 5th Shopping Festival and National Day consumption boom, from September 23 to October 8, Alipay will invest tens of millions of resources in Shanghai and work with Shanghai merchants to jointly launch the Golden Autumn Consumption Festival. Add digital tools such as red envelope codes and direct benefits to Shanghai's "Light up the store plan" to help merchants further reduce costs and increase efficiency and achieve business growth.
