No Follow Suit, No Foreign Style? Under The Electricity Line Opened Shop Intensified

It is reported that Alibaba will launch its first entity store in Tianjin, with a wide variety of products, food, Kitchenware and so on. It hopes to boost the sales volume of imported goods through the huge physical market.

To provide a more humane shopping experience.

This is another move after Ali's acquisition of Yintai and landing service.

It is not uncommon for a pure online platform to plug in.

In 2015, jumei.com set up a fast tax exemption experience shop in Qianmen Street; Amazon opened an entity experience shop; Jingdong first joined hands with convenience stores, then joined Yonghui, pushed "Jingdong to home"; opened a physical Bookstore Dangdang;

Despite the exception of the electric giant, the industry has yet to attract enough attention from the industry and consumers.

Lv Wenlong, the director of the Yue channel marketing director, told reporters in an interview with the teasing electricity supplier that the electricity supplier can play with capital money, so long as GMV has a good growth, it can continue to raise funds, and pay more attention to profits under the line, so the market pressure is great.

This means that the electricity supplier lacks the offline retail and management experience and marketing methods, and the power of replication and utilization of online price killing marketing channels is insufficient.

That is, the slowdown in online growth and the unsustainable mode of burning money. In order to make up for the short board under the electricity line, the main reason for the opening of the electricity supplier is the pursuit of profit.

But no matter why, under the current China's economic environment, experienced shops are blocked because of the pformation of the electricity supplier, and the retail sales are blocked. A single electronic business platform can really overcome all kinds of obstacles in retail cold winter, such as the development of the online industry.

In the early years, Tmall opened a shop in Beijing and loved the hive.

The maternal and child shop was opened in the leisurely Tang Dynasty of the Chao Wai Street in Beijing, and was also considered unsuccessful by the maternal and child industry.

Why is it unsuccessful? Great fame, rich selection, online and offline multi angle experience, at least should live well.

Unfortunately, this is not the case.

Although no special success has been seen in e-commerce shops, there are more and more attempts from online to offline. Why is there such a situation?

It is generally believed that the reasons for the opening of a physical store can be explained in the following aspects.

First, brand promotion.

Take the Amazon entity store located in the bustling area of Manhattan as an example. The passenger flow density is much higher than that of the annual advertising companies. Selling goods with near or even lower prices can also sell goods, which can be said to kill two birds with one stone.

Secondly, it is close to consumers.

Go to the stock center to solve the last mile problem.

If there are more and more electronic business entities, similar to vip.com's Tianjin stock center can disperse commodities to various stores, closer to consumers.

The three is the entity of electric business.

From online to offline, from virtual to reality, it is no longer a shelf display of commodity pictures, but a display of the commodity itself, and a real brand for the virtual business. On the other hand, it can also prove the fake goods for electric suppliers. For example, Jingdong is often questioned about a fake brand of a mother and baby, and a brand of Taobao's fake goods, so as to clarify itself by the entity shop brand.

But this does not seem to fully explain the real reason for the electricity supplier to open a store.

Lv Wenlong believed that

The growth dividend has gradually faded, and the competition between platforms has become increasingly intense. From the development trend of Taobao and Tmall, the growth of the electronic business platform is not as easy as before.

On the other hand, after all, online is a smaller share of the retail market. It is also reasonable for the platform to seek more opportunities for offline development with its own supply chain resources.

In those days, 7-11 was an electronic business, and the best seller of the electronic business platform was sold to the Ito hall. The sales volume per unit area was 30% higher than that of the general display.

Why does China's electricity supplier do that?

In fact, the more detailed the retail, the more attention to the brand.

Each subdivision channel should have different brands and have different impression on consumers.

For example, Jingdong mother and baby, online is playing with Taobao mother and baby, is playing with Su Ninghong children, you are rivals, your courier advantage may be competitive.

But when you go to the store, your store is next to you. It's Yun Yingtong, a friend of you. You are fighting against the passengers. Your courier is not an advantage. The brand extension of Jingdong is not going to the store. If it extends, even if the customer is curious to enter, he will find it no quicker than his shop.

Customers are so strange.

A little further, why did the entrance of WeChat's shopping to its own line, but still can not do it? What a huge flow ah, but users do not go to WeChat's entrance shopping, the reason is very simple, the entrance to him, there is no difference, lower prices, product update tide, no, just an ordinary entrance.

There may be different categories, but to the customers, there is no sense!

Therefore, if there is no redefinition of this wave of consumers, it is hard for consumers to really succeed if they think of offline stores and online stores.