No one seems to question the prospects of e-commerce, but everyone will feel sorry for the physical store, because I do not know the day to visit the physical store disappeared. But recently there has been a new point of view: physical stores can overcome pure electricity providers, many people will be surprised how this store-style salted fish can turn over pure electricity supplier? Let's take a look at the origin of this point of view.
Physical store will be replaced by electricity supplier is a false proposition
Of course, each proposition has its own background factor. This view is based on the observation that Germany still maintains a business model based on physical stores. As the world's largest manufacturing-based real economy country, the biggest difference between Germany and China lies in the different forms of resource allocation.
It may be that our countrymen think that e-commerce is cheap and omnipotent. However, the detailed product lines of e-commerce companies: from manufacturers to inventory, from inventory to express delivery, and finally to the hands of consumers, I wonder if you have ever considered: The labor costs during this period are negligible, resulting in carbon dioxide and the consumption of petroleum resources. In the long term, is it reversible? Is the country’s development assistance short-term or long-term? Presumably you will know what you think. But here we are not trying to attack the rationality of a business model. After all, the e-commerce model has great advantages. The e-commerce model attached to the Internet does have its advantages: China's e-commerce companies represented by Taobao and Jingdong. It is indeed difficult for the Germans to comprehend the amount of hundreds of millions of users and tens of millions of transactions. However, considering the sustainability of development, should we think deeply in the hot “Internet+†era?
It cannot be said that the entity in Germany is dominant, and that the mode of supplementing e-commerce must be better than the current domestic one, but there are indeed places where we can learn. Take an example of traffic: Why is it that there is no big market for software in China, like drip-dating cars that are half-baked in China? German cars have become very popular and traffic problems in some cities are also very serious: About one-third of traffic in Germany is caused by angry drivers looking for parking spaces. Siemens launched a parking system that integrates the concepts of big data and car networking to solve this problem, which can interpret this question very well. The radar parking system developed by Siemens can be used to solve such congestion. In April this year, Siemens will test 40 radar sensors for parking spaces in Berlin, Germany. These sensors are mounted on street lights in the streets of Berlin. Each detector can scan road conditions in a range of 30 meters. The scanned data will be transmitted to the user through the smart phone APP, informing the user where there is a potential space for their vehicle size, and then the navigator automatically points the user's destination arrival area to this nearby space.
This kind of sophisticated Internet optimization technology is based on serving the industry. Unlike China's wide-spread deployment, Germany is based on the industry and allocates resources on demand. The government has not intervened too much. Market regulation accounted for the vast majority, optimizing resource allocation. Therefore, it is difficult to dig in cars in Germany because all taxi companies have their own APP and reservation phone, and the vehicle configuration is reasonable. Comparing Germany to China, why there are so many e-commerce companies surging, the fundamental reason is that social resources are not effectively distributed. If the roads are unimpeded, the air is fresh and natural, and the prices of physical stores are fair and reasonable, it is believed that few people will pry their phones at home and indirectly enjoy the fun that life brings us.
Good physical stores will never be eliminated by e-commerce
As long as there is a good location, superior experience, and professional management, the liveliness and liveliness of physical stores are not comparable to those of e-commerce. Presumably we have had some shopping experience in large-scale shopping malls. We often have crowds of people, empty parking spaces in the basement, and almost full-fledged restaurants all show us the charm of a physical store. Since everyone is shopping here, why aren’t they shopping online at home? Obviously, physical stores can bring us more effects than e-commerce. The premise that the masses are buying desires is to have a good sense of experience. Where does a good sense of experience come from? Therefore, a good physical store will definitely surpass e-commerce.
Because these advantages of e-commerce store will not be able to surpass:
Multiple services
At present, many business districts are diversified. In addition to providing retail services, entertainment, catering, leisure, culture, arts and other services are also integrated. The one-stop service experience of combination mode is supreme, and a variety of business combinations provide consumers with all-around convenience and fashion. For example, there is a DIY cake experience shop in Joy City. In addition to the busy city life, you can also personally experience and enjoy the life of the next petty bourgeoisie. Of course, e-commerce cannot be brought to you by such an elegant sense of experience.
Human design
Many commercial properties, such as architectural design, layout, etc., have begun to consider human factors, such as wheelchair access in the Aegean Mall, toilet seats in the toilet, and escalator location settings. humane.
Themed idea
This is due to the consideration of the spiritual level above the material level. In order to distinguish from other business centers, more and more business centers adopt thematic approaches to emphasize their own positioning and characteristics. Targeted consumer groups differ in their choice of topics. For example, Joy City's main target group is the youth group, and its theme is fashionable. The Parkson Sun Palace's target group is the middle-aged group. Its theme is the elegant and generous series. All in all, the feeling that the theme of the physical store brings to the consumer is often the value for money after purchasing the product.
Smart shopping guide
Unlike e-commerce self-service shopping, shopping guides for physical stores will help you recommend the most suitable for you based on your taste. This is very practical today when the e-commerce market is not yet fully data-intensive. Is there an opinion of reference value, will shopping that will satisfy you at one time not make you excited?
Secure decision
Many times online shopping is like gambling: it may be successful or it may fail. Because consumers did not personally experience the purchase before, they only made a purchase decision on the two-dimensional sense of the image. However, after arriving at home, they often have a gap with their imagination. This is a shortcoming of pure e-commerce. The physical store is not the same. Before the consumer purchases, he will certainly experience it personally to make the best decision. The physical store can provide the consumer with the conditions for such a secure decision. The pure electricity supplier cannot satisfy.
What do you think of the following physical store experiences?
IKEA
Adhering to the concept of “creating a better everyday life for most peopleâ€, IKEA has been a home market since 1943. It is a “home product matrix†that targets different consumer strata. Recently there has been a news of “sleeping customersâ€. IKEA’s attitude is not exclusive, and even welcomes trial sleep. We can also see the “welcome to lie down experience†slogan posted on the store. Since its entry into China, it has been a “purchasing treasure for home†for all types of people in the city. Every three minutes and five leisure hours make people walk into IKEA and have a look around.
Decathlon
As a leading global sports goods retailer, Decathlon is a typical representative of economies of scale and economies of scope. In the era of overbearing e-commerce, Decathlon, which insists on carrying out the entire industry chain, is undoubtedly an alternative. However, Decathlon succeeded in creating myths that made it impossible for large companies to eat. The entire product coverage, as long as you want to buy sports products, Decathlon everything. In the pricing and practicality also greatly satisfy the user. Finally, the important sense of experience is that consumers can't afford to give up Decathlon. The standard of 4,000 square meters brings you a feeling of freedom. In Decathlon, you can experience any sport or product, such as fish and water, and no one will follow you to introduce products to you. The shopping guide will appear only when you greet it. Try not to buy a lot of clothes and no one gives you a face. At the same time as attracting customers to stores, Decathlon did not abandon e-commerce. Combined with the O2O model, Decathlon will make the sports goods industry bigger and stronger. Someone once congratulated Decathlon: "Bideca is a good product, but it is not rich in its products; it is richer than Decathlon products and it is not as good as it is."
Pan Jiayuan
There is a saying: There are three things you can't miss in Beijing: go to the Great Wall, eat roast duck, and visit Panjiayuan. Can see the importance of visiting Panjiayuan. The Panjiayuan Flea Market is the most popular old-fashioned item market in China and has a huge influence. The market takes shops and stores open 365 days a year. The market share is open every weekend. The number of passengers on weekends is 6,000 to 70,000, including nearly 10,000 foreign guests. Visitors of different skin colors, languages, classes, and beliefs blend here. The antiques bring people the mark of time, the testimony of time, many people are intoxicated, and only in the immersive experience of antiques, those who have existed before can slowly emerge, releasing the unique history Charm. Of course, when talking about "Pan Jia Yuan," it is also said that Beijing's "City of Antiques".
Luxury stores
Undoubtedly, some consumption must pay great attention to the sense of experience, that is to say, luxury goods must show their value in the luxurious atmosphere of the physical store. If you buy these luxuries online, you will find it extremely embarrassing.
Winning pure electricity supplier also needs physical store evolution
For physical stores with thousands of years of inheritance, although it has the advantage of mastering stormy weather, it is necessary to continue to evolve the market that electric companies snatch. Some physical stores have already begun to take action, linking themselves with the concept of e-commerce, and trying to advance to the O2O model. The recent emergence of Wanda's “fan†may be an immature example. By flying van APP, using the parking reservation function, you can understand the physical shopping mall parking lot status, and select the scheduled time. In addition, the application also supports multiple payment methods such as points and credit cards. In terms of food and beverage, the queue number can be achieved through the mobile phone, and indoor positioning navigation can also be realized. In front of physical stores that provide users with such detailed services, the original advantages of e-commerce will be greatly reduced. The physical store business draws on the advantages of e-commerce to further extend and improve service projects. It will be an inevitable direction for the business model.
With the complete competition in the e-commerce market, e-commerce users will become more and more difficult to obtain, and high-cost e-commerce models are facing a severe market test. At the same time, it is a good time for offline stores to grow. However, if not integrated with the Internet, the advantages of physical stores may only be temporary. Scientific and technological progress is the main line for the development of physical stores, with the Internet and such a humanized or powerful touch screen as provided by the mobile phone app will continue to be the standard in the physical store. It not only has the advantages of physical stores, but also satisfies the needs of people for the convenience and interest of the mobile Internet. At the same time, it has strong interaction and experience. This is the way to get customers back to the store.
In fact, pure e-commerce and physical stores have their own advantages and disadvantages. Physical stores can only have "combination of online and offline" to have real competitiveness. Our market is always the most sensible. Although the thousands of people are hard-working and hard-working, they are desperately desperate to go to gold. The physical stores will eventually adapt to the trend of the Internet, expand the online field, and optimize in the best direction. Pure electricity supplier is already a fact.
Winning e-commerce will be a kind of new human being. They have even more ferocious ideals, no matter who he is now.
Reproduced from: Manufacturing E-commerce
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