Enabling business transformation, more effectively linking operators, merchants, and consumers——

Mall robots bring new shopping experience

　　Our reporter Jiang Tianjiao

　　In Beijing Daxing Dayue Chunfengli Shopping Center, Cheetah Mobile mall robots make hand-made coffee for customers.

Photo by our reporter Jiang Tianjiao

　　Intelligent service robots enter the shopping malls, with continuously upgraded interaction capabilities and data capabilities, on the one hand, they empower merchants to have stronger consumer service capabilities, and on the other hand, they provide consumers with a smarter and more diverse shopping experience. In turn, link operators, merchants, and consumers more effectively.

　　Recently, a brand new shopping mall in Beijing Daxing Dayue Chunfengli Shopping Center opened.

Here, consumers can not only see the “welcome group” of high-tech and high-value robots, but also taste the hand-made coffee made by the robot “master” on the spot... With the advent of the intelligent era, offline shopping malls are passing New technologies such as artificial intelligence, big data, and face recognition continue to upgrade their new look, reshaping their pivotal position in new retail and new business.

Shopping malls urgently need refined operations

　　In 2020, the sudden new crown pneumonia epidemic has put the offline real economy such as catering, film industry, and shopping malls into trouble.

Shopping malls are hailed as an important barometer of the real economy. How big is the impact of the epidemic on people's offline consumption?

How has the passenger flow of the mall changed in a day?

Since when did offline consumption pick up?

Analyzing these issues, shopping malls can better understand consumers' consumption habits and make corresponding adjustments to operations and management.

　　During the epidemic, intelligent robots showed their talents. Take the Cheetah Mobile shopping mall robot large-screen network as an example, covering 32 cities across the country, nearly 1,000 shopping malls, and a large network formed by more than 7,000 robots. During the epidemic, a large-scale network of shopping malls was handed over. "Picture", from this picture, we can not only see the current mall operations, but also reflect the status quo of the offline real economy, thus providing valuable intellectual support for mall operators.

　　Not only that, these robots can also replace humans to provide customers with 24-hour contactless services, such as soliciting customer flow, interacting with customers, recommending products and merchants, etc., and even affecting customers' shopping and consumption decisions. Its face recognition and voice Technologies such as interaction and passenger flow statistics can also accumulate a large amount of shopping mall data to help shopping malls conduct scientific management and decision-making.

　　Experts believe that with the blurring of the boundaries between online and offline, the role of commercial premises has become more complex. To a certain extent, shopping malls need to integrate the logic of commercial real estate and retail, and undertake to reconstruct people, goods, places and The task of the service.

Therefore, shopping malls need to accelerate their digital transformation in order to better serve consumers and improve their management level.

　　Shopping malls are not without efforts. From the initial self-built e-commerce system and retail O2O, to the official official account, small programs, and the latest mall live broadcasts, they have been actively adapting to consumer changes, but the effect is not satisfactory.

　　Experts believe that in today's fast-changing consumer behavior, shopping malls urgently need refined operations.

In the future, the basis for the major shopping malls to compete is the refined operation and management of users.

And this refinement requires the empowerment of new technologies. By infiltrating new technologies such as artificial intelligence, big data, and face recognition into the commercial retail field, effectively linking the relationship between operators, merchants, and consumers, and transforming passenger flow into Members, collect member data information through multiple channels, establish a database, plan interactive, timely, appropriate, personalized, emotional and user-surprising scenario-based intelligent marketing activities, increase the repurchase rate of core customers, and realize the overall Increase in revenue.

Robots empower business transformation

　　One Square City is a landmark commercial complex in Shenzhen. Here, Cheetah Mobile mall robots play multiple roles such as shopping guides, information desks, and advertising carriers, and become a powerful assistant in mall marketing.

　　For consumers, robots can provide functions such as finding discounts, finding new products, and finding store locations, and can also undertake part of the shopping mall services, such as consultation, customer service, and parking.

With the emergence of consumer groups such as themed consumption, fan economy, and grass planting economy, the active solicitation, marketing interaction, and feedback collection of robots that can post multimedia content will stimulate consumers to realize experiential consumption, thereby enhancing consumers’ interaction with businesses and shopping malls. Sticky.

A consumer said that the inquiring robot avoids the embarrassment of being over-sold by a shopping guide, improves communication efficiency, and brings a lot of convenience to shopping.

　　The appearance of robots has also opened up new ideas for shopping malls.

For shopping malls, the interaction between consumers and robots produces a lot of information that is not easily digitized by other media. For example, by analyzing the data when consumers interact with robots, it is possible to analyze what brands consumers care about and whether they have purchase intentions; Merchants can upload multimedia marketing materials such as coupons, marketing activities, and store information to the robot autonomously, so that both the mall and customers can understand the merchant better.

In addition, shopping malls are also willing to robots to take on part of the intelligent customer service function and cooperate with the manual customer service of the shopping mall to provide consumers with thoughtful service with less human intervention.

The sales manager of a fashion brand in Xidan Joy City told reporters that as a business, the biggest demand is how to make their own information reach consumers more effectively, including the failure to inform customers of new product launches, difficulty in draining new stores, and promotion of shopping malls. Single form etc.

The emergence of robots solves the problem of the disconnection between offline scene traffic in shopping malls and online digital platforms. Using offline passenger flow in shopping malls to effectively feed back online digital platforms can guide consumers to use shopping mall digital platforms in more ways.

　　Experts believe that for shopping malls, information asymmetry or single promotion channels, online and offline traffic gaps, and how to maximize mall traffic efficiency are issues that need to be solved urgently in the process of data and intelligence for shopping malls.

The reason why intelligent service robots enter the market's vision lies in their continuously upgraded interactive capabilities and data capabilities.

On the one hand, this ability empowers merchants and enables them to have stronger consumer service capabilities. On the other hand, it also provides consumers with a smarter shopping experience, thereby effectively linking operators, merchants and consumers.

On-site and off-site data fusion

　　In addition to the data in the shopping mall, the robot network can also generate cross-field data for the group and matrix brand chain shopping malls.

When the density of robots in the field is sufficient, each shopping mall becomes a data island. If the data between the islands is interconnected, it will further bring a more "wise" reference basis for shopping mall operation decisions.

For example, what are the basic portraits of consumers in the 3 to 5 kilometers commercial area covered by the commercial premises?

What are the high-frequency services of a nationwide mall consumer in the mall?

　　At present, many group shopping malls are already trying to open up cross-field and cross-regional data.

Taking the membership system of Longfor Group as an example, its membership platform not only tries to connect different projects, but also connects different properties, such as connecting with external platforms Didi and Alipay.

The integration of such information and data will enable shopping malls to better understand on-site merchants and core consumers. On the one hand, decision-making at the level of operating the mall and users will be more targeted. On the other hand, it will further integrate on-site and off-site data to enhance the value of data. .

　　With the help of big data from shopping mall robots, not only can it track the rate of wearing masks in shopping malls in various cities, the data on the recovery of passenger flow in the retail industry, but also publish a list of shopping mall brands in various cities.

For example, during the new outbreak in Beijing, the Cheetah Mobile shopping mall robot large-screen network released real-time data about shopping malls in Fengtai District, Haidian District, and Xicheng District; during the Dragon Boat Festival and the Qixi Festival, it released national and key city shopping malls during holidays. Data such as average passenger flow, passenger flow by time period, percentages of customers of different ages, brand hot words, etc., provide shopping malls, merchants, government and industry institutions with offline retail operations in the first time... These off-site data are not only for shopping malls and merchants It provides a basic portrait of consumers in the coverage of its business district, and provides objective industry observation data for government management and industry research institutions.