E-Commerce Impact On Physical Store Entities Into A Network Fitting Room How To Save Themselves

< p > in the physical store, it looks at the style of the merchandise, and goes home to buy it online. It does not need to worry about the inappropriate number design. It can also enjoy a relatively cheap price. This group of "offline selection and online shopping" is a headache for the entity store.

Today, this group has expanded to furniture, home appliances, books and many other fields.

It seems to be a small advantage, but it reflects the contention between tourists and stores.

Some entities and merchants even sighed: "this business can not be done."

They also racked their brains to fight back.

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< p > < strong > shopping mall < /strong > /p >

< p > < strong > handwritten price tag book number book put on plastic envelope < /strong > < /p >.

< p > a few days ago, a reporter at the three collect point store of Raffles found that there was a handwritten price tag on all the < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a >. If you do not look carefully, you will be mistaken for the price after the commodity discount. In fact, all these tags already have printed prices, and some handwritten prices and even printed prices are even the same.

A closer look by reporters revealed that the secret lies in the location of these handwritten price tags, which cover the bar code printed with the item number on the tag.

Reporters noted that some of the handwritten price tags had been torn and sticky again.

Another consumer reaction is that some brands are directly sticky with stickers and even take off the tag directly, which is very inconvenient.

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< p > similar "inconvenient" also appears in the bookstore, giving the schoolbag a tough plastic coat. This practice is becoming more and more popular, but the reader wants to know the contents of the book but becomes very difficult.

Reporters at the bookstore on the ground floor of Fenghuang Hui shopping center saw that dozens of new books sold by Mo Yan were placed prominently at the moment, but they were all sealed without exception.

A reader who picked up a plastic book was just about to unseal it, and was stopped by the clerk promptly.

The explanation given by the clerk is that many books have CD-ROM, which can prevent loss after plastic sealing.

The frustrated reader told reporters disappointed that he could not read the contents of the book without judging whether the value was worth buying, so he had to give up. "There are more and more books on plastic envelopes."

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< p > in other businesses, consumers can feel the "excessive enthusiasm" service of shopping guide.

Xiao Wu, who works in a shopping mall in a shopping mall in the North Third Ring Road, told reporters that according to the company's requirements, guests should try on their coats and so on. They should try to "follow suit" when they do not need to enter the fitting room's < a target= "_blank" href= "http://www.91se91.com/" > clothing > /a >, and customers must follow the bill when they check out.

Ms. Wang has had such an experience. Once she went shopping alone in a shopping mall and entered the fitting room. The shopping guide kept asking whether the size was suitable or not needed to change colors. "There was no way to concentrate on trying clothes, too much enthusiasm. Fitting rooms were also private spaces."

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< p > "we have no way to do it. Many people feel satisfied with trying to finish their clothes. But when we look at the price tag, it is too expensive to buy it online."

Yesterday, a shopping guide at MALL's European shop in Ginza broke the business's reasons for not thinking about the customers.

She told reporters reluctantly that the afternoon before yesterday, she received two young women who came together, tried seven or eight clothes, and asked a lot of details. She ran around and worked for more than half an hour, but she didn't buy the last one. "After they left, I had to fold up the clothes one by one, rather depressed."

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< p > this shopping guide complained that some customers would not try to finish the test. Some customers only looked at the style. For the guide, the latter was a great help. "At least we didn't need to fold clothes."

To take off the tag on the Internet and use sticky glue to stick the number of goods, she feels that it is not likely to do that in reality, because the number of the above items should be used in the warehousing and sales statistics. If you really do that, you must first restore the tag to the original checklist every night.

For the "overzealous" service, the shopping guide is understandable. It is always asked to stop customers playing tricks on the fitting room, and to accompany the checkout so as not to let customers slip away. "If customers remember the commodity numbers by these means, then buy them online."

She finally complained: "we are very low wages, no sales, no commission, for a long time, this business can not be done."

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< p > < strong > reason < /strong > < /p >.

< p > < strong > the real store is reduced to the fitting room, and the order is below /strong < /p >

< p > entity merchants are so taboo customers to check the number of goods, because with this string of numbers, customers can find cheaper sellers from the Internet.

This situation is particularly prominent in the clothing industry, so the entity store also has an awkward nickname for "network fitting room".

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< p > "probably three or four years ago. I was looking for a job in my senior year. I needed to buy some decent clothes for an interview."

Now, Ms. Liu, who has worked in a private company for several years, told reporters that when she went to the mall to turn around, she found that the price was not really a college student's ability to bear. "It's easy to move thousands of times. When I come back to check on Taobao, I can generally get around half of it."

After work, Mrs Liu often went to the shopping mall to try on clothes, and chose the right style number to go home shopping online.

Pointing to the long black down jacket on her body, she told the reporter that the dress was priced at 1999 yuan in the exclusive store, and she received 1250 yuan on Taobao.

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< p > shopping mall number and online purchase not only reduce the risk of unsuitable size, but also enjoy the relatively low price of online shopping, which is quite popular with some consumers.

After visiting a number of shopping malls, the reporters did not impress the number of goods. Basically, it was a combination of numbers and letters. It seemed that there was no rule to follow, and it was very difficult to remember.

But Ms. Liu has a lot of experience: "many clothing brand numbers will be headed in the year, for example, in 2012, the money will be used for 112, and the 111 represents the old money in 2011, and the latter figures represent the specific number."

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< p > in the Muji shop of the national Swiss shopping center, the reporter just took out his cell phone and was going to take a picture of a favorite coat. Immediately, a clerk came up and politely told him, "I'm sorry, our shop doesn't allow photos."

In order to avoid the supervision of shopping guide, some of Liu's fellow Chinese will choose to hide in the fitting room and use the mobile phone to take the number.

"Some stores will say that they can't buy a shop without copying numbers, so they can buy a pair of socks or something."

Ms. Liu told reporters that copy number also has a strategy, "you can use color change, change numbers and other excuses to guide shopping."

She told reporters that if it is impossible, tickets can be opened first, and there will be a commodity number on the bill.

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< p > besides clothing, shopping people can also add home appliances, books, household products to the family through the same way.

It seems to them that the price of household appliances is the most economical thing to shop, so they don't need to hide at all. Because the appliance brand will prepare some product publicity materials, and can let the shopping guide put the price and the model on the top, and then go home and think about it.

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< p > < strong > do survey < /strong > < /p >

< p > < strong > store < a href= "http://sjfzxm.com/news/index_f.asp" > coat > /a > price 1000, online half price is not fresh < /strong > /p >

On the one hand, P is doing everything possible to "copy the number". On the other hand, it is trying to create obstacles in the way of thinking, so that businesses and consumers are so pressing to fight. Is the magic power of the shop really huge?

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< p > yesterday, the reporter randomly selected a cotton jackets overcoat on the first floor of Ginza's MALL shop, and the price on the tag was 939 yuan.

Shopping guide told reporters that the current coat does not take part in any promotional activities.

Reporters noted that the price of nearly 1000 yuan has been deterred by some consumers.

However, the price of the coat is at least half the price on the purchase price list.

Taobao entered the "European force" and its cargo number 1124302900 for search, and 238 related products appeared. Judging from pictures alone, all of them were exactly the same as those seen by reporters in the counters.

Among them, the official flagship store of Europe is the same as the entity store, and the other sellers have more than 610 yuan of goods, and the turnover is only 4 in the past month. The price is 108 yuan.

Among the 238 commodities, the lowest price quoted is only 135 yuan, most of the quotations are between 500 and 600 yuan. Most people choose to buy goods in this price range.

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< p > and the price of books is more pparent.

The reporter bought 6 books, such as the big the Imperial Palace and so on, from the Amazon. They spent 111.9 yuan on the next day and delivered the goods to the door. They also satisfied the free delivery conditions of the merchants and did not pay extra delivery costs.

On the pages of these books, businesses offer "online trial" functions, which can be seen on the covers, catalogues, copyright pages, back covers, etc., and also provide 8 pages of text excerpts.

Through trial reading, reporters initially learned some of the books.

The reporters calculated that if they bought these books in the physical store, they would basically be in accordance with the original price marked in the book, which required a total of 205.6 yuan, and the price of online shopping was equivalent to 46% off.

Because of the need for work, Ms. Wang, a university teacher, will buy some new books every month. She is beginning to feel bad about this expenditure. "Then the online bookstore began to grow. Apart from some books, because they are too professional and small in circulation, they can basically be found. The new book is generally the most expensive and can play thirty percent off."

Ms. Wang told reporters that the bookstore turned over to know whether the book should be bought, write down the titles and publishers, go home and order online, "deliver fast, pack well, and put them in a regular cardboard box, regardless of the wind and rain, they will be delivered to the door, and the most important thing is to save money."

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< p > household products.

Miss Tung, who lives in Chaoyang District just finished decorating, needs to purchase a large quantity of storage supplies, including plastic drawer cabinet, rattan basket and partition basket in cabinet drawer.

"These things are expensive in the supermarket. A small bamboo basket costs 65 yuan. I only bought 30 yuan on the Internet, and the shopkeeper also checked it out."

Miss Dong visited the supermarket almost every day last week. She took a look at what kind of storage items she had, first copied the brands and prices, and went home to confirm the size of the online shopping.

She told reporters, the most successful purchase is a set of six drawer drawer cabinet, the price is 206 yuan, "this cabinet I see in the supermarket to sell 339 yuan."

Her proudly "work" also has a "Da" brand long strip mat, which sells for 49 yuan in the store and the lowest price in the shop is only 28 yuan.

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< p > < strong > point of view < /strong > < /p >.

< p > < strong > store price should be adjusted and consumption experience must be promoted < /strong > /p >

< p > running a few steps can save money, so the middle and low consumption groups who are sensitive to price but do not pay much attention to time cost are very keen on "copy number".

The emergence of the "copy number clan" reflects the development advantages of the electricity supplier and the helplessness of the real business.

One view is that this suggests that shopping malls should be appropriately priced.

Lv Bowang, the famous Internet analyst, is looking forward to consulting chief executive. In theory, the "copy number" is not fair to the entity store. They only look at it, so the entity store becomes the exhibition hall and fitting room.

However, this also shows that physical stores need to make appropriate adjustments in price to attract consumers.

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< p > < strong > improving service level < /strong > < /p >

< p > despite the threat of electricity providers, industry experts generally believe that physical commerce is not a dead end. Upgrading shopping experience is one of the effective ways to pull consumers back to the mall.

In the view of business expert Huang Huajun, the measures to prevent "copy numbers" can not be cured.

"Some consumers are willing to go to the mall to copy the number, and then go home to place the order online. It is obvious that they are more concerned about the price difference. They do not pay much attention to the time cost of the shopping mall, but they are not high-income people in theory, and they buy low-grade clothing.

In fact, in addition to price, shopping experience is also an important basis for consumers to make decisions.

It doesn't matter if the pullover goes online, because the standard of the pullover is uniform and the price is low.

But if you want to buy high-end suits and shirts, I'm afraid I have to go to the store to try them on or even make them.

This is not only limited to high-end brands, but also a bit of clothing.

The shopping experience brought by the service level is the main difference between the entity store and the online store.

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< p > < strong > consumptive experience < /strong > < /p >

< p > Guo Zengli, director of China shopping center industry information center, believes that electricity providers are hard to replace real businesses, especially shopping centers. The main reason is that shopping centers provide consumers with experience and personalization.

"At present, there is a trend of networking in the consumption trend. For the real business, it is necessary to enhance the experience and service pertinence of the consumption process.

In shopping centers, consumers can feel the brand from different countries, the coordination of fashion and classic products, the diversified composition of retail services and other services, the price choice of diversity, and the rich combination of brands.

Guo Zengli believes that under the strong siege of the electricity supplier, "doing enough experience" can be said to be the force of the shopping center. The specific measures include: increasing the service type of the customer group in the format; building the bright spot, improving the quality of shopping environment, and guiding the living style of the customers.

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< p > Guo Zengli told reporters that according to China's current data, the proportion of shopping centers in the entire social sales is around 7%, and Shanghai now achieves 13%. From this perspective, the proportion of shopping centers is higher than that of electric providers.

"The high cost of logistics will also create some resistance and obstacles to the further development of the electricity supplier."

But Guo Zengli also believes that physical businesses, especially shopping centers, should be grateful to the electricity providers. "They have reduced the development of shopping centers, and the phased excess of shopping centres is unavoidable."

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< p > < strong > test adjustment < /strong > < /p >

< p > < strong > open shop to meet challenges and diversified business to survive. < /strong > < /p >

< p > strong > shopping center: providing diversified formats < /strong > /p >

< p > in improving consumer shopping experience, Guo Zengli began to adjust and upgrade Yau Tang shopping center in June last year. This shopping center will be positioned as a one-stop shopping entertainment experience for urban white-collar workers, and adjust the format and brand portfolio according to the theme location and the actual consumption demand of customers, emphasizing the experience and interaction.

Luo Song, general manager of Yau Tang shopping center, told reporters that the new leisure Tang is not only selling goods, but also increasing the diversified formats of providing various services for urban white-collar workers to meet the needs of clothing, food, housing, travel, learning and play. For example, boutique supermarkets, yoga fitness, beauty SPA (Lotte supermarket, Watsons, pealin international natural health club, France Angema international SPA club, beauty nail), crazy piano, documentary snapshot, etc., with a variety of formats to further strengthen the shopping experience.

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< p > strong > department store: set up an online shopping mall < /strong > /p >

< p > compared with the shopping center format, the impact of the Department Store from the electricity supplier is more rapid and direct.

Reporters noted that a number of department stores have been "touching the net", and "to enter the enemy's internal" way to meet the challenge.

Xidan shopping arcade, contemporary shopping mall, Shangpin discount, new world department store, Wangfujing department store and so on have already opened an online shopping mall with independent operation.

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< p > < strong > brand: push "network exclusive" paragraph < /strong > /p >

< p > "this dress is too expensive. I'll buy it online."

Last night, at a women's clothing counter in Fuli department store of East sanhuan, the words of white collar Xiao Liu were immediately choked by the salesperson's "intimate reminder". "Then you have to wait for spring. Our brand will not be sold online for three months in the new quarter."

It is understood that some manufacturers prohibit agents selling new products in the shop, if found to be severely punished.

Reporters found on the Internet search, Staccato, ZARA, only, Teenmix and other popular purchasing brands have opened the flagship store, although there are new products, but the price is exactly the same as the counters, UNIQLO, GAP, Forever21 and other international famous brands are implemented online and offline price unified strategy.

Reporters learned in the interview that some brands have launched "special" products for the online shopping crowd, such as the website that the underwear brand loves for the "beloved" brand, the price is only half or even 1/3 of the main brand. Metersbonwe online brand AMPM style is more fashionable, but the price is cheaper than the physical store; even the national skin care brand "hundred elaph" has launched the network for products.

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< p > < strong > bookstore: increase book purchase experience < /strong > /p >

< p > under the oppression of the increasing price advantage of online bookstores, entity bookstores emphasize more on characteristics and services, segment the market and do enough experience.

The Pu Pulan picture library, which is hidden in the SOHO office building outside China, is "pocket sized". Only a few dozen square meters of area are decorated with interesting children.

The "Rainbow" made of velvet blankets divides the bookstore into several relatively independent spaces, with children's picture books placed at age.

Children can climb quietly from narrow staircases to round windowsill, and listen to adults telling stories in two square meters of circular hollow.

Since its opening in 2006, the bookstore with children aged 0 to 10 has always maintained a high reputation among young parents.

The reporter saw in the store that many parents did not know what to buy when they bought the books with their children, but with many questions, such as "what books to see on the two years old", "our children don't like to eat", "how do you love temper tantrums" and so on, and so on, the clerk will recommend the corresponding picture book according to the needs of the reader.

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< p > "since the beginning of primary school, it has been buying books in bookstores. It has already become a habit, and there is something missing after a period of time."

Yesterday afternoon, Mr. Liu and his 10 year old son spent a long time in the bookstore of Wangfujing, and shared the edification of culture with their children.

"When I was in college, sometimes I sat here for a day at weekends, and some books were very expensive. I would like to come back next week and see if I can buy them cheap."

In Mr. Liu's view, the warm memories brought by the bookstore can never be erased for life.

Marketing experts believe that, in keeping with this emotion, the physical bookstore, besides providing more complete books, should also creatively manage its own bookstore to enhance the readers' experience of buying books, such as providing personalized recommended bibliography, while enhancing the visual experience and increasing the deeper psychological experience.

It is understood that in some bookstores abroad, clerks will write their own feelings about reading a book. When readers get this book, they can understand the contents of the book and increase their intimacy.

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< p > < strong > > news link < /strong > < /p >

< p > < strong > the number of entry shop is mainly the asking price < /strong > < /p >.

< p > market research firm released a survey report in February, which is based on online research of 911 American users, three of whom are women, with an average age of 49.2 years old, ClickIQ2012.

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< p > price is the most important information obtained from the lower retail outlets of the copy number shop. For 86.9%, nearly 7/10 people study product function information, 51.2% of them want to know whether there is a product or not, and 44.7% of them know the style of the product.

Although more than half of people call the price the primary factor of online purchase, only 1/4 people say they know the distribution cost of the store.

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< p > according to the study in December Oracle2011, the main reason why the users of the United States and Canada go to the shops is to view the merchandise before purchase (75%), while 44% of them say they visit shops when they are in urgent need of purchase, while 41% of them say they go to the store to purchase the goods to avoid the cost of distribution.

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