If Physical Retail Is Really Difficult To Win, Why Do They Have To Lay Down The Line?

The real economy is down.

Rapid development.

In the past two years, the electricity supplier has received too much praise and has been questioned too much.

According to public reports, in the 2016 economic work conference held by the Central Committee, the NDRC made a clear statement to the Central Committee on the proposal that the online shop did cause a blow to the physical industry, resulting in some entity stores operating difficulties and a collapse trend.

"Although new forms of job creation such as online retailing and express delivery have created some new jobs, we must also note the impact of online shops on physical stores and the significant substitution effect."

After careful investigation, the NDRC said: books,

Appliances, etc.

The physical stores were hit most, some of the shops were difficult to operate and even closed.

Some traditional department stores were also greatly affected, and the business boom continued to decline, which had a great impact on the employment of the relevant groups.

But soon, some people came out to dispel rumors. Du Feilun, one of the authors of the report and deputy director of the Economic Research Institute of the NDRC, explained that this is just a research achievement of their research group, and can not represent the NDRC's viewpoint.

Electricity providers affect employment?

At the end of the world Internet Conference, Ma Yun reported to President Xi Jinping that Alibaba group has created a large number of new jobs for the society.

"There are 8 million 500 thousand active sellers on the Alibaba platform, creating 10 million direct jobs and 3 million 520 thousand indirect jobs."

Ma Yun said.

Jingdong also claims that its creation of electricity supplier ecosystem directly and indirectly leads to 500 thousand people's employment.

It is noteworthy that the data of the Bureau of statistics are different from those of the above reports.

According to the statistics of the National Bureau of statistics, the employment situation in the first half of 2015 was stable. The unemployment rate of 31 big cities and towns remained at around 5.1%, and the fluctuation rate did not exceed 0.2%. Meanwhile, the employment of enterprises was still increasing. As of the end of the two quarter of this year, 174 million 490 thousand people employed by Enterprises above Designated Size had increased 460 thousand over the same period last year, an increase of 0.3% over the same period last year.

In this sense, is the report of the NDRC wrong?

The electricity supplier has caused a certain impact on the entity. In recent years, the retail business has become more and more intense, which has also affected part of the employment.

Since the beginning of this year, the noise of department stores has been heard one after another.

This round began in 2012, closing the tide of physical department stores, and even more threatening this year.

In the first half of this year, China's main retail enterprises (including department stores and supermarkets) closed 121 altogether, of which 25 were closed by department stores, which exceeded the number of 23 stores closed last year.

Shop or pfer?

But in the retail business, how much electricity supplier has played is really a question worth pondering.

According to the National Bureau of statistics, online retail sales of physical goods increased by 33% over the same period in 1-11, accounting for 10.6% of the total retail sales of social consumer goods, an increase of 0.6 percentage points from last month.

In addition, online retail sales accounted for only 1.3% of the total retail sales of social consumer goods in 2008, and by the end of last year, the figure had reached 10.6%.

There is no doubt that the share of electricity providers in the retail market is expanding and growing rapidly, but the proportion is still not high.

"At present, the traditional retail industry is indeed facing the impact of the electricity supplier, especially books, electrical appliances, some shoes and clothing, which meet the functional requirements of the standard and the price of the space is relatively high."

A person in charge of an e-commerce platform told reporters that the emergence of the traditional retail business is due to the impact of e-commerce, but the most important thing is that its own business model is backward and the cost continues to rise.

"Not the electricity supplier is too strong, but the traditional retail industry is too weak."

Guo Geping, President of the China Chain Store Association, told reporters that physical retailers should tap the advantages and return to the retail base to serve the changing consumer demand.

For example, we need to enhance the core value of traditional stores, strengthen the store experience, give new functions to stores, and realize the perfect combination of stores and networks.

CEO Lu Zhenwang, a Shanghai based business consulting company, seems to say that it is not accurate to damage or destroy traditional industries.

Overall, the impact of the electricity supplier on traditional industries is only for several industries, such as electronic products, and so on.

The so-called "electricity supplier impact" is only a "catalyst" for traditional retailing, allowing traditional industries to operate in a more efficient way.

The Ministry of Commerce has also made comments on this phenomenon: the Ministry of Commerce has noticed that with the rapid growth of online retail, the pressure on physical retail operations has increased, and the phenomenon of "closing off rent" has increased.

"From a positive point of view, this is not only the result of quickening the structural adjustment and pformation and upgrading of China's retail industry, but also the embodiment of retail enterprises' optimization of resource allocation and network layout, and enhancing their competitiveness, which is beneficial to the sustained and healthy development of China's retail industry."

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Online and offline integration

When more and more physical stores feel difficult and even start shutting up shop stops, the electricity supplier's gameplay has changed, and shops have begun under the layout line.

Recently, reporters saw jumei.com's experience shop on Wangfujing street. A billboard with two floors is wrapped up in the shopping mall. Customers can experience jumei.com's online products in the shop, and can also do skin analysis and consultation, cleaning care for skin and nail.

In fact, in the past year, including Taobao, Jingdong and Dangdang, there are many electric business enterprises laying down the offline business in a low-key way.

At the end of last year, Taobao opened its first Taobao Experience Hall in Guangzhou, where Taobao members can rest, eat, experience Taobao products and offer Wifi free of charge.

In February this year, the first comprehensive service center of Jingdong was officially put into operation in Taiyuan, Shanxi. In addition, Jingdong's first intelligent entertainment experience hall "JDSPACE" was officially opened in early May.

If physical retail is really difficult to win, why do they have to lay down the line?

It is a development trend for electric business to set up a physical store.

We hope that Amazon's stores will give customers the feeling of having their own study. "

The leader of the East China region, Amazon, said.

"These businesses are beginning to realize the importance of enhancing customer experience, which is also a shortage of electricity providers and entities."

The director of the e-commerce platform told reporters that although online retailing was growing rapidly, it was also unable to get a real experience because it could not see the real thing and lost many consumers.