The “2024 (19th) Commercial Real Estate Industry Development Forum” with the theme of “New Consumption and New Engine” was held in Guangzhou from March 23rd to 25th.

(Live map)

Since its establishment in 2004, the Commercial Real Estate Industry Development Forum has successfully held 18 sessions in Hangzhou, Beijing, Shanghai and other places.In this forum, the organizers invited many experts including Hang Lung Group, China Resources Vientiane, Hengtai Commercial Management Group, Shanghai Bailian Group, Yinli Group, Fang Institute, etc.Speech and participate in the round table forum.Xie Rudong, the chairman and CEO of Yugui Technology, was invited to attend this forum to talk about the future of the industry with many real estate people. In the main forum (new strategy) on the afternoon of the 24thThe keynote speech.

(Xie Rudong, chairman and CEO of Yinwang Technology)

“The head anchor is a benchmark, the small and medium anchor is the base”

Xie Rudong said when he talked about “Why do you do the X27 Park”: In the process of being engaged in live e -commerce for many years, he realized the importance of the scene in the live broadcast.The scene is the core intersection of online and offline “people-goods-field”. A good scene can increase the conversion rate, increase the number of online people, and increase the price of customer orders.Through the upgrade and transformation of the scene, the conversion rate is greatly improved. For example, in Yintai live broadcast, the GMV that some anchors brought goods in the live broadcast room are generally around 2 million, and in Intime, it can be rushed to 1,000 or even 20 million.Obviously improve the online, customer list and conversion rate.

For merchants, many businesses not only want their products to sell online live rooms, but also have an offline physical platform to provide better display display for their own products., Effectively enhance their influence in consumers’ hearts, and can stimulate consumers to place orders; for the anchors, looking at the X27 Park can also solve the difficulties of investment promotion, weak team capabilities, rough sets, poor live broadcast atmosphere, etc.The problem helps small and medium -sized anchors to find high -quality sources and upgrade through standardized operations and scene upgrades, which greatly improves the venue GMV.Yinwang Technology believes that the head anchor is a benchmark, and the larger business base of small and medium anchors is more complete and more complete throughout the live broadcast ecology; for consumers, the X27 PARK is upgraded through scene upgrades, rent -free and rent -free andModels and other models attract merchants to settle in, reduce the price of the product through online live broadcast, and realize the same price of “online and offline”, which truly conducive to consumers. At the same time, creating an offline commercial complex also takes into account consumersConsumption experience provides consumers with a better consumer scenario.

“Let the mid -range consumer goods return to offline”

Xie Rudong said that in the future, looking at X27 Park will take the mid -range consumer goods as the main market, so that the original middle -priced goods will return to the offline and return to the scene.In order to make these mid -range consumer products be activated, we have adopted a full -custody model for merchants who settled in X27, which not only exempted the rent of the merchant, but also helped the merchant decoration for free to “reduce the burden” for its operating costs to give the merchant to the merchantMore water test space.Not only that, Yaowang Technology has also been deeply cultivated in the field of live broadcasts, such as creating a digital ecological industry chain base for Chinese shoes (Wenzhou), and plans to promote the live broadcast room and its offline physical spaces such as alcohol and jewelry.It is to be able to penetrate the entire industrial process in this field and fundamentally bring good things to consumers and the market.

In the forum, Xie Rudong also frankly told the guests on the spot about the challenges and difficulties found in the actual operation of the X27 project, such as repeated renovation before opening, replacement of business management teams, commodity prices, formats, and shopping malls.Some of these problems have been solved, and some are still exploring solutions, but these problems will not hinder X27’s innovative pace.

(Looking at X27 Park)

“IP should continue to broaden horizontally after the deep commercialization of IP”

Xie Rudong also talked that there were more than 200 long -term anchors in Yuanwang Technology, of which more than 60 star anchors who signed contract cooperation will be deeply incubated in the vertical and deep incubation of each anchor IP. Based on the original IP, through short video, through short video, Short drama, trumpet section hair distribution, small live broadcast, etc., make large IPs, so that they have larger space and higher ceiling, which can achieve the output of some large and small commercial channel output of some anchors.1: 1, the data is very considerable.In the future, the horizontal expansion of IP value has also become the current and future force of the current and future. We push the IP advantage to in -depth commercialization and continuously expand the horizontal. ThenA higher level.In X27, high -quality content such as celebrity IP, brand joint, and short drama variety shows exist, which not only helps X27 to better create new consumer scenarios covering cultural tourism, attract passenger flow, but also help the promotion and landing of various IPs.To achieve the purpose of win -win situations between the two sides.

(Experience diagram)

Compared with traditional commercial complexes, the “digital” attributes of X27 PARK are also very obvious, especially in the development and development of the Duoyun Digitalization Platform developed by their own development and development as the management of the entire commercial complex to achieve users to achieve users, Anchor, brand, shops, and trays such as dynamic intelligent matching, providing merchants with services such as explosive product mining, marketing forecasting, supply chain management and other services to empower the mall.

Since the opening, X27 Park has received widespread attention from society with its innovative consumption model, scene format, and management system.The X27 Park will continue to create a new model of “online live broadcast+offline experience two -way driver” consumption model based on digital technology formed by digital technology;, Technology -driven and data empowerment new consumption platforms; new centers of trendy centers, celebrity IP, Internet celebrity punching points, and collection of trendy centers.