Shop Will Not Die, Pformation Must Be Brave.

Five or six years ago, when the cat swept across the retail industry, even department stores were suspicious that they would die.

Five or six years later, "online shopping and no one shopping" didn't happen. Instead, Alibaba invested about 28 billion 300 million yuan to become the second largest shareholder of sunning Yun.

Suning's more than 1600 national stores, once regarded as a burden of pformation by the outside world, are now at the forefront of the O2O (online to offline) big change.

Stronger than commercial signals is policy signals.

Last week, the Executive Council of the State Council pointed out that the "Internet + circulation" action plan should be implemented to encourage circulation enterprises to give full play to the advantages of logistics, service and experience of physical stores under the line, so as to promote the integration and development of entity and network market.

Internal evaluations from opponents are often more authentic than self examination.

Even the online ordering platform that impacted the traditional dining hall, "starved", has set the goal honestly: in the long run, online ordering will account for 30% of the market share of the catering industry.

In other words, even with the most pessimistic estimates, there will still be 70% of the catering market in the future (at least 1 trillion of the visual observers).

The rest of the industry is the same.

"Now is the winter of the physical store - after winter?" an executive of Suning Yun asked with a smile.

We must soberly realize that some of the retail industry's offline opinions are being subverted and their trade barriers are being eroded day after day.

In the past, product information on express parcels was easy to reveal personal privacy, resulting in people not buying condoms, diamonds and other products online.

Today, this problem has been basically overcome by designating delivery to home, fuzzy package information, and product customization.

In the past, if you want to stay in front of the computer as a "online shopping clan", you can't walk in the mall as a "shopping street".

Today, the rise of the mobile Internet enables anyone, anytime, anywhere to surf the Internet. Consumers walk into a chain store to browse their clothes. They can pick up more colors and look at users' comments on the side of the store. While trying to see whether they fit or not, the brand's control over the category, price and image has been broken by the Internet.

However, Sun Weimin, vice chairman of Suning, comforted the anxious retailers at the "Internet + retail" summit. No matter how the technology advances and how the times change, consumers still have an irreplaceable demand for store consumption.

First, social communication needs.

Shops in Japan and Hongkong are very vulnerable to online shopping because of local

Think of shopping together and dining as a way of life.

Second, the need for environmental atmosphere.

I see that a cup of coffee can sell 30 yuan in the cafe, the original bottle of coffee bought for home needs only more than 10 yuan, while the bag of instant coffee needs only two or three yuan.

Thirdly, physical touch needs.

These basic needs are the hope of the revival of retail industry under the line.

If these functions are applied to the extreme, what will happen? Imagine that when authorized cell phone APP lock-in its own position, everyone can find friends and relatives in the same shopping mall or business circle, or even just strangers, alumni, and a brand member, and invite him or her to go shopping together.

Imagine that every household appliance and daily necessities supermarket is more and more like a shopping center, just like suning.com can not only buy things, but also can drink coffee, buy bread, make manicure...

Imagine that clothing stores do not have to be full of clothes in the future. Each product needs only one or two samples for trial wear. If you want to change colors, collars or even accessories, you just need to click and replace on the 30 inch touch screen. Augmented reality technology can also put the changed "virtual costumes" on your portrait so that you can see the preview effect.

These three scenes correspond to the above three demands of store consumption.

Demand, environmental climate needs, physical touch needs.

Here, the store is no longer just a display window for brands and commodities, but more like a pick-up point, an experience center and even a shopping center for online shopping.

If you think these high-tech are too expensive, mobile payment, shop wireless network coverage, scanning code to see commodity information, can still be done? In Shanghai, even a small restaurant in the old city has changed the "air conditioning" inside the wooden door to "wireless network inside".

In Hangzhou, even a small supermarket supports WeChat and Alipay payment.

When the former "top matching" became today's "standard", the loss of the Internet generation (including post-90s white-collar workers, migrant workers or even 00 of the students) stores can only be reduced to yesterday's yellow flowers.

The author believes that the reason why the country is not alone

The pformation of offline retail is not only a response to retail sales but also to the integration and development of entity and network market. It is because the two sides are having a bad time. At present, the growth rate of online retail industry is slowing down: in the first half of 2015, China's online retail sales amounted to 16459 billion yuan.

An increase of 39.1% over the same period last year, the growth rate dropped 10 percentage points over last year.

The offline retail industry has experienced a continuous decline: in the first half of the year, the retail sales of household appliances in hundreds of major retail enterprises nationwide dropped by 7.5% compared to the same period last year, which has been negative for 12 consecutive months.