Wanda Plaza is China's premier commercial real estate brand, operating department stores, restaurants, cultural and entertainment centres and managing the country's largest number of commercial properties where multiple businesses, functions, and platforms reside. Wanda aims to build 140 Wanda Plazas in China in 2015 with over 2 billion consumer visits per year.
As the leader in large-scale retail and public-facing enterprises, Wanda Plaza is continuing its business expansion by exploring online to offline (O2O), providing consumers with the best combined online and offline shopping experiences.
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| Source: Wanhui website. |
Today, Aruba's wireless technology enables shoppers in Wanda Plazas to access a wireless network easily while connecting Wanda Plaza more closely with consumers and opening up new business opportunities for the group. They also enable a complete network infrastructure for its O2O strategy, which includes an e-commerce platform on wanhui.cn and app.wanhui.com.
Solutions for different plazas, areas, and applications were required by Wanda, which manages highly diversified environments. For example, high-density user access is needed to accommodate a variety of promotional activities near the concourses, and strong tracking accuracy is needed for real-time shop flow detection in the malls.
A senior representative of the Wanda Group involved with the project said, "Our primary goal is to convert as many visiting consumers as possible into members and reach 100 million members in the next three to five years. O2O is the principal method for connecting Wanda more closely to consumers. The keys to the O2O approach are large membership and big data. We track offline consumers and their behaviours via Wi-Fi location tracking, which will be the basis for location based services (LBS) applications and big data analysis."
Aruba offered high-performance wireless access points, access switches, Wi-Fi location tracking solutions and an integrated AirWave network management solution for the implementation. Its Wi-Fi location tracking solution delivers tracking accuracy within 3 to 5m, which is more accurate than its competitors' offerings in terms of tracking latency, latency and accuracy of shop flow detection, which also reflects Wanda's concept of working with the strongest.
Aruba's All-Wireless Workplace solutions also allow businesses to carry out targeted and personalised O2O services, so that consumers can enjoy customised goods and service recommendations, indoor navigation services, and location-based shopping guides.
"Traffic and density have always been challenges when building a wireless network environment for large-scale commercial complexes. Network traffic and access density may spike unexpectedly during Christmas and Spring Festival (editor's note: Also known as Chinese new year, this festival falls between January and February every year) promotions. Aruba's solution for Wanda Plaza ensures excellent high-density user access and supports approximately 4,000 concurrent online users with a single access point's (AP's) theoretical peak of more than 100 access users, and is fully capable of accommodating the network traffic during large-scale promotional activities.
"The all wireless environment delivered by Aruba brings the best application experiences to consumers in the Wanda Plaza, both in terms of access stability and connection security, along with the convenience and intelligence of the mobile network."
"All-Wireless Workplace solutions play an important role in enhancing the consumer experience in large commercial complexes," said David Fung, President of Aruba Networks China. "Public-facing enterprises are one of Aruba's key business areas in China. We will work with our partners to create more opportunities for our customers to develop innovations in their respective markets through the deployment of a mobile network environment."
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