Electricity Supplier Set Up Shop Layout Line

In October 2014, Amazon announced that it would open the first offline store in New York's most prosperous Manhattan Seventh Avenue. In November, Taobao and Jingdong almost took the first step in the offline layout at the same time, opening the "member experience hall" and "Jingdong service shop" respectively.

In fact, many domestic and foreign electricity suppliers have already laid down the line, because even the day's day electricity industry, it is inevitable that there are inherent deficiencies: first, online shopping can not give users a better product experience, and the two is the "last mile" problem that electricity providers have been trying to solve. More importantly, when the traditional retailers began to "shock", the electricity supplier not only did not have the advantage, but because of the short experience of offline experience, they felt the pressure of competition. Therefore, the layout line has become an important part of the future development of the electricity supplier. Among them, the establishment of experience centers, the settlement of the last mile problem and the establishment of brand image have become the three important demands of Offline.

It is undeniable that the electricity supplier has developed rapidly by virtue of the incomparable advantages of traditional industries. However, the shortage of online shopping is also very obvious. Consumers can only introduce pictures and words in shopping, do not see objects, and can not get personal experience.

In this regard, the advantages of the entity store are highlighted. According to the 2013 statistical report of the US Bureau of statistics, 94% of retail sales were generated in physical stores, and only 6% came from online shopping. 78% of consumers prefer shopping in physical stores, and they spend 6 times as much time online shopping as they do in physical stores. Martin Smethurst, general manager of Wincor Nixdorf, said that Amazon opened a store to explain that the commercial street will never disappear, and consumers still want to be able to touch and perceive the shopping experience of the products, especially those high-tech and high priced products.

It is predicted that in the future retail industry, homogeneity will emphasize that functional products will become less competitive, and those products with first-class user experience will stand out. Under this big trend, the electricity supplier is forced to go from the line to the line, and set up a physical store to provide consumers with an experiential place to make up for their shortcomings.

Taobao's first entity store, Taobao member VIP Experience Hall, is dedicated to providing users with experience. The 280 square meter Experience Hall is divided into brand interactive area, interactive experience area, dining experience area, space-time shuttle area and member leisure area. It is free to Taobao members and provides free Wifi sofa deck chairs. Taobao members can go shopping directly after the experience and pay by mobile phone. Alibaba said that the experience hall has carried out innovative products and businesses of the group, as well as Taobao, Tmall's new business experience, Tmall's magic box, mobile payment and so on.

BaubleBar, an online jewelry retailer in the United States, is also an electronic business platform that has moved from the online to the offline. It has found that the experience in a physical store gives consumers the opportunity to interact directly with products and brands. This brings not only greater sales but also greater repeat customers.

European electricity supplier Shopatron general manager John Pincott believes that although the electricity supplier has changed the consumer's expectation of shopping mode, research shows that consumers still like the convenience and customer service brought by shopping in physical stores. For electric providers, setting up a physical store to allow consumers to pick up goods in the store can not only increase the flow of customers, but also give consumers the opportunity to see other products and have the opportunity to bring additional sales.

In addition to the value of product experience, the "last mile" distribution has also become an arena for big business tycoons. At present, users have come to the store to become a popular "last mile" solution.

Amazon chose the address of the real shop in the Seventh Avenue and 34 street in Manhattan, The Empire State Building and Messi flagship store. According to the data, in 2013, there was a 4 million 300 thousand traffic volume, and the flagship store of Messi department had more than 20 million shoppers every year. While shopping, consumers can also go directly to the Amazon store and take away the goods they bought on Amazon. According to the Wall Street journal, Amazon also wants to make the store a mini warehouse and after-sales service point, where consumers can return goods and replace merchandise.

At present, WAL-MART, home depot, Messi department store and Google and eBay are all trying to place orders online and pick up goods at the store to solve the problem of delivery service on that day.

Jingdong's "Jingdong service shop" is one of the important means to sink its channel. At present, although Jingdong has become a household name in big cities, online shopping still has a huge consumer market in the three or four or even five or six line cities that are relatively underdeveloped. According to the prediction made by Ali Research Institute to rural electricity providers, the scale of the rural online shopping market in 2014 is about 180 billion yuan, and it is expected to grow to 460 billion yuan by 2016.

The "Jingdong help service store" can start from the big phone, let many rural consumers experience the service mode of Jingdong household appliances, with the strength of the entity store, speed up the logistics speed in the 456 line cities, and pry the online shopping market in these areas.

According to one item Shop Visible The survey shows that physical stores are flexible in picking up goods. return policy It can promote sales. The sales of those simple electric business are 77%, while those who sell the electricity under the offline layout are up to 95%, of which 18% of the growth comes from additional sales.

Up to now, the retail industry has entered an era of relationship from a trading era. While shopping, consumers are also seeking to establish a long-term and loyal relationship with the trading platform. But for the electronic business platform, it is difficult to provide consumers with unique brand experience only through computers and smart phones. Layout offline stores attract consumers to the store, giving them unique experience and building a trust and lasting relationship through interaction with consumers.

Warby Parker is an online retail store in the US. In order to create a brand image, there are many stores in the United States. Consumer You can try all kinds of glasses, do visual testing, and you can also take a self timer in a photo booth, comparing all kinds of glasses. By giving consumers an experience space, Warby Parker establishes close ties with consumers and leaves a deep impression on consumers.

In December 2013, jumei.com, an American cosmetics business, entered Wangfujing in Beijing and opened its first shopping center flagship experiential shop. This street, representing the old Beijing culture, attracts countless tourists from all over the country and around the world every day. It is believed that the opening of flagship store in this prosperous area is bound to bear substantial cost under the line. However, jumei.com's location here is of greater significance because it has made a physical advertisement in the most prosperous area of Beijing.