The Significance Of Entity Store Lies In Shaping The Sense Of Existence Of Brand.

< p > a British institution predicts that after 5 years, the 20% shops in the UK are closed, and online shopping is so fierce that the physical store has entered the sunset time. < /p >

< p > physical stores seem to have encountered the plight of newspapers facing new media challenges a few years ago.

A British independent retail Analysis Agency published an investigation report entitled "the future of the retail industry in 2018", which predicted that under the impact of online shopping, by the end of 2018, about 20% entities would shut down and the number of unemployed would reach 316 thousand by the end of 2018.

Meanwhile, the largest supermarket chains in the UK, Tesco, B&Q and so on, are also slowing down the growth of new stores.

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< p > online shopping is so fierce that it seems impossible to stop.

Data show that in the first quarter, the scale of China's online shopping market increased by 36.6% over the same period, while the growth of traditional retail businesses was only 8.8%.

Online shopping has been eroding the living space of physical stores step by step with overwhelming sales performance.

History is strikingly similar.

Just a few years ago, the old British journalists would never have thought that the rise of new media would close nearly 70% of their newspapers.

"Is it survival or death?" now, it is time for physical shopkeepers to take precautions.

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< p > is it possible and necessary for a physical store to survive? A series of doubts from British university student Anna Hawke may enlighten us.

"After I buy cosmetics, where can I try makeup? How can I choose cosmetics that are suitable for me?" there are many similar problems. "Shopping is a way to avoid" living in the house ". Is there no way for my life to lose in a physical shop?" "if there is no physical store, is our city less advertising culture or even urban culture?" < /p >

< p > the head of the analysis organization believes that physical stores will not disappear under the impact of online shopping, but the proportion will be smaller.

Future stores and online stores will be an integrated whole, and retailers must make strategic adjustments to the number and location of the store.

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< p > compared with online shopping, one of the advantages of physical stores is to meet the spiritual needs of people's shopping experience.

"Shopping is sometimes not an end, but a process of enjoyment, a comfortable shopping environment and pleasure brought by shopping," Anna said.

Some retail businesses with high demand for services have to consider the malpractice of the electricity supplier, for example, cosmetics industry, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry, and even the daily necessities industry.

Not long ago, South Korea and the United States all claimed that they had developed software that could accurately calculate the physical characteristics of human figures in digital video or video, so as to overcome the problem of "fitting clothes" in online shopping. But for some consumer products such as cosmetics, it still can not solve this inherent defect.

In addition, we must also consider that some consumers like to go to the physical store to experience shopping in person, and have no interest in touching the keyboard or touching the Internet.

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Another meaning of P store is to create brand's sense of existence.

According to the survey, 10 years ago retailers needed to open 250 shops on the main streets of the UK so as to have a sense of presence in the minds of the public.

By 2018, 30 retailers may be enough for some retailers.

Experts say that although this amount has dropped sharply, it is not zero.

In the city, the entity store vividly and stereoscopic displays the brand image and the product characteristic through the vision, the sense of hearing, the sense of touch and so on. If the entity store has disappeared, will the brand influence be greatly reduced? < /p >

< p > the cost of operating a physical store is too high. It has always been one of the important reasons for restricting its development. If the entity store is no longer "alone", it will become part of the retailer's overall strategy, as an indispensable "online and offline" one of the two feet. < /p >

< p > experts believe that modern consumers have a wide variety of shopping choices. People can read the introductions online first, then go to the physical store to see the goods. Finally, they can make the final purchase decision by reading the product reviews and using the smart phone to compare the price on the Internet.

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< p > in fact, many retailers have realized that the most important way to earn money is to serve customers well, both online and offline.

Therefore, we need to build a marketing system based on enhancing user experience.

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< p > there were professionals who offered solutions to solve the problem of "killing each other" in physical stores and online stores.

The first is the "online shop as a distribution shop, a physical store as an experiential shop", giving the difference between the two functions, and playing an organic synergy role; the second is product differentiation, giving the difference between the two target consumers.

For example, < a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a > enterprises can use physical stores as brand stores, adopt high price mode, make online stores as discount stores, and sell at low prices.

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