The rapid development of commercial real estate across the country in recent years has made Xi'an, a new first-tier city in the ancient capital of the 13th dynasty, an epoch-making landmark. One after another, new shopping malls have emerged, creating an unprecedented market prosperity in Xi'an business. CityOn (Xi'an) shopping mall has been stationed in Xi'an since 2016, and has become a commercial landmark in Xi'an and even the entire northwest region. From the commercial development of the 1.0 commodity era to the 2.0 traffic era to the 3.0 value era, CityOn  (Xi'an) shopping mall has also been step by step through the operation to upgrade from the initial opening. As of 2018, there are 45 brands with over 10 million in CityOn (Xi'an) shopping mall, the first 8 in the country, the first 16 in the northwest region, the first 29 in Shaanxi Province, and the first 50 in Xi'an. At the same time, it has won 32 honors from the government, industry organizations and media, and 48 innovation services of various types are leading the industry. In the rapidly changing business market, in the face of the continuous changes in the consumer era and the rise of rookies, many shopping center projects are facing the same opportunities and challenges. In the new retail era of taking advantage of the trend, only the first step can take the lead. How to stand out in the fierce market competition? How to play differentiated strategy cards under the phenomenon of homogeneity? CityOn (Xi'an) Shopping Center revolves around the changing needs of customers. Based on the genes of continuous innovation, it constantly brings surprises to consumers, and through the continuous service freshness of management, it defines quality consumption in a leading way.
The transformation of smart retail makes big data applications the drivers in the business ecosystem
Today, the application of big data and the entry of black technology have provided strong support for the in-depth and refined operation of business. Through the big data service practice and in-depth interaction between customers, consumers are accurately matched with products, marketing and services. . The intelligent operation of the physical business has become a booster and carrier for consumers to live a better life.
CityOn(Xi'an) Shopping Center has comprehensive data gathered by 12 intelligent systems to provide strong support for the management team.
Data refinement operation is the general trend, how to make huge data volume generate core value, how to use the latest technology platform to refine the core value of data to all aspects of operation, CityOn (Xi'an) Shopping Center as the pioneer of physical retail, 2018 One year ahead of the strategic layout. Through the comprehensive upgrade of the customer service system and the use of a powerful data analysis platform, the comprehensive analysis of the data that has been generated is accurately performed, and the potential deep-level needs of customers are fully tapped and analyzed, and finally the data generates value. In the process of data application, CityOn (Xi'an) Shopping Center will connect 390,000 members with retail tenant members to guide the business direction of brand merchants. In addition, in terms of publicity and promotion, CityOn (Xi'an) Shopping Center accurately discriminates the selection of channels and the release of content through accurate segmentation of consumer portraits and data monitoring in multiple dimensions. The way to attract customers' attention increases the attention of each communication and makes the communication more strategic. Therefore, through the refinement and aggregation of data from various sectors, CityOn (Xi'an) Shopping Center not only optimizes the revenue model in multiple dimensions through data application and system innovation, but also realizes cost control and precise and refined marketing. Win-win. Really let data become the driving force in the operating ecological chain.
Endless service, technological innovation and upgrading carry the leadership of new business
How to keep shopping malls in a complex and ever-changing commercial market, in addition to the brand's attractiveness, all kinds of innovations and services are the most direct and effective strategy to enhance consumer perception. Service innovation can effectively enhance consumption viscosity, and integration innovation with some domestic o2o Internet industry giants or rookies has added many different features to the project, setting a benchmark for the industry.
Since the opening of CityOn (Xi'an) Shopping Center, it has been striving to create its own unique innovation. From 2017 to 2019, CityOn(Xi'an) Shopping Center added 48 new customer innovation services, the largest number of customer services in the shopping center. Among them, the first cross-platform cooperation in the world and the first in the country and the northwest, such as Didi Chuxing's first experience store in the world, the first "sound library" in the Himalayas, the first "night rider" in the country, and the first car Northwest's first "quality travel service station" and a total of eight cooperation projects have created a brand value media value of more than 30 million, and cumulative cross-border marketing activities have exposed more than 100 million.
In 2019, the launch of innovative services such as the "Interactive Visitor Rest Area", "Animated Light Curtain", "Art Gallery", "Customer Voice Wall", and "Members' Exclusive Parking Space" once again set up CityOn (Xi'an) The bridge between shopping malls and consumers has brought the intimate relationship with consumers closer. In the past June, CityOn (Xi'an) Shopping Center has once again become the focus of industry topics. On June 14th, CityOn (Xi'an) Shopping Center and Alibaba's hungry takeaway platform created by Alibaba "The country's first home for riders" was launched, and this innovation not only became the industry model for caring for delivery staff in commercial projects nationwide. Here, expressman can not only enjoy the station space provided by CityOn (Xi'an) Shopping Center, but also this leap in cross-border innovation, let the community with CityOn as the center and the radius of radiation within 3-5 kilometers / Office consumers have the opportunity to enjoy the exclusive privileges and discounts jointly launched by CityOn (Xi'an) Shopping Center and Mall. Only two weeks after the project went online, CityOn's  (Xi'an) shopping center's catering business has seen a 12% increase in take-out orders and a 8% increase in transaction volume. And the significance brought about by this cross-border innovation is not limited to this. The powerful knight resources of takeaway will also allow consumers to get the business information of CityOn and enjoy high-quality takeaway services at home or at home.
The first "Quality Travel Service Station" in the northwest of Shouqi Automobile will not only solve the travel problems caused by normal travel restrictions, but also deliver first-hand discounts to consumers while providing quality services. In the hands. Starting from June 2019, consumers in CityOn (Xi'an) can go to the service station for free car rental service when they leave the shopping center after shopping, and they can also log in to the CityOn(Xi'an) applet. Redeem 50 yuan VIP stored value card for Shouqi about car with member consumption points. On this basis, Shouqi Car Rental will also combine various exciting activities in CityOn Xi'an, and will distribute up to 80 yuan of exclusive travel packages and trips for new and old users of Shouqi Car Rental and members of Xidi Port Xi'an every month Combining coupons, it is really possible for consumers to enjoy the convenience while getting real discounts on rides.
Whether you are an ordinary consumer or a business traveler who often travels, a "quality travel service station" will become your travel steward. As long as you become a black card member in Xi'an, CityOn, you can also enjoy the many rights and interests of the Shouqi Car Rental Member Lounge in Terminal 3 of Xi'an Xianyang International Airport. Among them are airport pick-up services, guidance and luggage pick-up services, and return ticket package services. This initiative will also allow business travel users in Xi'an and even the whole country to travel easily and enjoy convenience.
As you can see, these endless services, technological innovations and upgrades are not just simple changes. They are transforming and implementing new ways of playing in the 3.0 era of shopping malls. It has created the leading business temperament of CityOn  (Xi'an) Shopping Center and built a unique shopping ecosystem.
Smart upgrade of physical retail, innovative gameplay drives new member consumption
The era of barbaric growth is long over, and refined operation is the main theme. Today's mature shopping malls already know the importance of member data, and invest their own costs in building their own member system, hoping that the system can help retain data on various operations and planning activities, and analyze member information as a decision-making direction for secondary marketing. But how to efficiently carry out member management and how to use mature application tools to create their own member management strategy has not only become the constant topic of each shopping center, but also become the key to the success of member management.
In April 2019, a small program called "Xi'an Xidi Port · Quality Life Circle" was born. During the week of the online trial operation, with the actual application of functions such as new promotion, activation, payment experience, fission and other functions, CityOn  (Xi'an) Shopping Center only had more than 10,000 new members in 7 days, and the member consumption accounted for 12%. Through four points: linkable, identifiable, accessible, and operable, CityOn (Xi'an) Shopping Center completed the integration of online data of members, consumption integration of online and offline members, and online and offline linkage of merchant brands. Fusion. Through solutions tailored to local conditions, CityOn  (Xi'an) Shopping Center uses a new platform to create exciting consumer experiences for its members. Scene-oriented member management has subtly changed the consumption habits of members, and also broadened the access to member information. Eventually, in the process of intelligent upgrading of physical retail, a new model of "multi-channel and same matrix" for members has been realized.
Scene revolution, upgrade of existing properties to create a warm and comfortable shopping environment
With the rapid development of commercial real estate, in the increasingly fierce market competition, the upgrading of existing properties is becoming a new battlefield for commercial real estate. The total construction area of ​​CityOn  (Xi'an) shopping mall is 180,000 square meters (including parking lot). The leased area is more than 90,000 square meters, and it is a direct and parallel shopping mall of Xi'an Metro Line 2 and Line 4. How to enhance the publicity effect in the existing physical space and show commercial civilization, prosperity and modern temperament according to the living environment, cultural environment and geographical environment of Xi’an consumers has become the third year of CityOn (Xi'an) Shopping Center Innovation and reengineering.
CityOn (Xi'an) Shopping Center aims to enrich consumers' spatial experience and create a warm and comfortable shopping environment. There will also be plans to introduce characteristic waterscapes and greenery elements. The upgrade of the future space scene will not only enhance the microclimate of the shopping center, but also awaken customers 'appreciation of nature by satisfying customers' higher levels of spiritual and cultural needs. At the same time, the "Animated Light Curtain" and "Art Gallery" launched by CityOn (Xi'an) Shopping Center in the existing space in 2019 have once again brought a deep interactive emotional connection between commercial and consumers. Through sincere service, establish an emotional bond, enter the heart of consumers, let the brand value and essence of CityOn be truly transmitted and extended.
Conclusion
CityOn (Xi'an) Shopping Center upholds the service concept of "comfortable, moving and trusting". In the past 3 years, through innovation, upgrade and integration. It has enriched the consumer's experience content and realized the progressive progress with consumer emotions. While guiding the consumer's lifestyle, it has also become an innovative model of physical retail. It has created its own in the leading consumer 3.0 era. Quality life consumer circle, a better life for assistant consumers.