The East Asian Electricity Supplier Experience Shop Continues To Blow Easterly.

From the current stage, many shop owners will ask the question: what can cross-border electric business experience shops bring to the offline businesses? The existing cross-border e-commerce O2O direct shop is more like a miniature version of the supermarket, which sells mainly standardized products such as daily chemicals, mother and baby, food and so on. It may have an advantage in brand composition and price, but it is restricted by the size, which may actually be the consumers of the shopping center rather than the users.

The supermarket is a typical shopping center passenger engine. Wang Rui, vice president of Shanghai Zendai Property Ltd, said: "we have done statistics. The passenger flow in the supermarket can really share with the shopping center may not exceed 15%, which is very small.

The customers who are attracted by the discount of oil and rice are not the customers with the consumer's ability and the willingness to consume "the shopping center needs."

Compared with thousands of square meters of supermarkets, in the contribution of effective passenger flow, more than 100 square meters of cross-border e-commerce O2O direct purchase shop in the short term is difficult to achieve a win-win situation.

In the mode of rent collection, online sales experience based on online sales also needs to be explored.

Shen Xinwen, general manager of Xidan Joy City, said that the sales of cross border e-commerce experience shops mainly came from two parts: online and offline, and experience shops were subsidiary, and online sales were the main ones.

The rental mode of shopping centers is the bottom rent plus the reverse flow of water. The sales generated under the line are easy to monitor, but the online trading data can hardly be measured through offline shopping experience.

"When consumers shop online, they may place their orders slowly after they get home. How to calculate the sales volume? There are different proportions of sales on line and offline. The proportion below the line will be determined according to the conditions of each shopping center, but online shopping involves more than one shopping center. If the brand opens shop at multiple stores simultaneously, is it the same standard or different treatment?" Shen said.

Cross border e-commerce experience shop is still in a very green stage, but Dongfeng has been blowing to this multi billion market.

As an international metropolis, Beijing not only has the mainstream consumer market for cross-border electricity suppliers, but also has airport logistics resources.

Since last year, Beijing Commerce Commission, Beijing customs, Tianzhu comprehensive insurance area management committee and other departments have deepened the various measures of cross-border e-commerce development, and strengthened the policy support and guidance of cross border electricity supplier O2O direct purchase experience store to enter the urban area and enter the business circle.

From the point of view of enterprise development, which city will give more policy support, it will tend to develop in the city, including customs clearance, quarantine inspection, logistics convenience, tax and so on whether there is a discount, and at the same time, we should consider whether it is close to the market.

In Shen Xinwen's view, unlike the brands sold on the same wired platform as ZARA and H&M, these brands generate huge sales online enough to cover rent costs.

But at this stage, the sale of cross-border e-commerce experience shop may not be enough to support its survival, it is difficult to treat a standard shop.

Whether the location can be matched is also a problem that needs careful consideration when the cross-border electricity supplier arrives. Although there are many explosions on the electronic business platform, the explosion will not necessarily be applied after entering the line.

Offline enterprises generally have a consensus that they can cultivate new business formats such as cross-border e-commerce experience shops, but win win is the condition for the development of online and offline integration.

For a while, but

Whether experience shops can continue to grow in the normal market environment is still a question mark.

Longhu Daxing street, which is about to open in July, has recently been introduced into some cross-border e-commerce brand discussions. Zhu Lin, general manager of the project, believes that this new format can survive at least in terms of attractiveness to consumers on price and goods.

"As a new form of business, the rental experience of cross border e-commerce experience stores is lower than that of catering, experience and so on, about 2 yuan / square meter / day.

Rent is basically the same as that of a supermarket, which determines whether it is either downstairs or on the roof, so it is difficult to arrange it in a very good position.

A shopping center official said.

Indeed, from the location of the existing cross-border electricity supplier experience shop in Beijing shopping center, it is generally located in the cold area of the basement.

Carrot village in Beijing department store.

Zhuo Zhan shopping center's East Xinjiang and Chongwen new world department store's fresh LIFE are all underground in the "secret" zone.

If there is no explicit guidance or objective consumption, consumers who are able to walk to the store randomly or with their senses may be very limited.

In fact, the cross-border electricity supplier has been opened in the shopping mall.

Some of them failed, and a group of early pioneers were even killed by embarrassing business conditions on the beach.

Roger, general manager of BBK global sourcing center, said BBK has strongly supported the development of cross-border e-commerce experience shops, but has now been suspended.

The experience of cross-border e-commerce experience shops is actually much more than imagined. There are general trade dutiable commodities and cross border duty paid display goods in the experience store.

If it is the general trade goods and the imported goods sold in the supermarkets, the difference is not great. The display of goods will greatly reduce the sense of experience. After reading the shop online, consumers will also have to go home for 2-7 days to get the goods, which is not much different from home shopping.

Homogenization is always a puzzle for business development, especially in the domestic market. When the explosion comes, tens of millions of similar forms of explosion will follow.

Even if the entity stores leave room for the growth of cross-border e-commerce O2O direct shop, the experience shop itself is also facing the "positive list" restriction of cross-border import commodities.

In addition, the cross-border e-commerce platform opened mostly for single soldier operations, lacking scale advantage and cluster effect.