Embrace The Internet And Turn Physical Stores Into "Internet + Physical Stores".

Online shopping is hard for businesses to operate.

Under the combination of high rent and aggressive electricity providers, Lanzhou's physical stores are facing unprecedented cold winter. Many shops that have been operating for many years are also unable to attack, but they have no choice but to post notices for pfer and rental.

Retailers' difficulties also spread to wholesalers upstream, traditional wholesales.

It's hard to see the past.

The real economy is facing difficulties in operation. Many people attribute the cause to the impact of online stores. Besides, the changes in consumers' shopping habits, the pressure of physical store operation and the influence of the economic environment can not be ignored.

If a store wants to get out of the difficult position, in addition to improving its service quality and adjusting to the trend, the key is to identify its own position and give play to its advantages and dislocation.

1 online shopping changes consumption habits

Compared with the store shopping,

It is not only convenient, fast and excellent, but also free from paction time and place restrictions.

In addition, lower prices and better logistics and distribution services are also important reasons for many people, especially young people, to choose online shopping.

Data from the Lanzhou Municipal Bureau of statistics also showed that in 2015, the consumer goods market in Lanzhou maintained a steady growth trend, and basically completed the established development goals. However, the consumer goods market showed a downward trend overall. One of the main reasons was the rapid rise of online shopping, the impact of the physical retail stores and the serious diversion of purchasing power.

The growing consumption of online shopping is affecting shopping malls, supermarkets and individual businesses.

The retail sales of cosmetics, electronic products, food and other fields were brutally diverted by the electricity supplier.

In this regard, the industry believes that if the entity business continues to follow the baton of the electric business, the future prospects are worrying.

2 embrace the Internet, and turn physical stores into "Internet + physical stores".

"The traditional retailing industry should graft the good genes of the Internet into the management of the physical store, provide consumers with better service experience and win the market for themselves."

Liu Ziqiang, deputy director of Lanzhou Business Bureau, said that in fact, with the rapid development of O2O business mode, many real businesses are trying to connect with the Internet. Some experts say that the real businesses are distressed by the problem of buying on the consumer's offline fitting line. It is better to completely open the store to the "fitting room" for online shopping, and build an online shopping mall to sell the same products at a more favorable price, thus giving consumers better online and offline interactive consumption experience.

In the interview, reporters learned that in some large cities abroad and in China, businesses have broken the traditional retail standards, and have taken the form of selling tickets to design the store as a private fitting room.

Consumers can self talk with friends in all kinds of theme rooms, try different styles of "replacement game", and get 1 to 1 professional image guidance.

This seems to be a consumer's "rejection" outside the door, not only did not let the shop so cold, but instead stir up the curiosity of consumers.

In addition, WeChat marketing has also become an important way for many entities to embrace "Internet +".

For entities with large customer resources, WeChat service number will become an exclusive mobile Internet store.

At the same time, entity businesses can also develop their own mobile phones APP to stabilize consumers. Consumers can enjoy mobile payment, shop search and WIFI connection as long as they download relevant APP, so that entity businesses can get great value at low cost.

With the rapid development of express industry, entity businesses can also get a free ride.

In the interview, some of the courier companies in Lanzhou told reporters that the existing express companies in Lanzhou can basically deliver the same courier service the next day, or even serve on the same day.

The agreement of the express delivery company sends 1 kilograms of goods below the city, and the express fee is below 10 yuan. The cost to the entity businessman is not high, but the effect of improving the customer service experience is obvious.

3 experiential service should be the focus of the development of real businesses. "Consumers can buy shoes, clothes and appliances through the Internet, but if you want to see a movie, or want to go to the cinema and think about eating out, you have to go to the restaurant."

Li Ningkai, who works in marketing at a shopping mall in Lanzhou, said that in the Internet age, the electricity supplier could not directly replace the catering, entertainment facilities and offline experience service, which could also become a key area for the pformation and development of entity businesses in the future.

For example, the restaurant industry, the feeling of eating in restaurants, through the network called takeaway is not experience.

To be a physical store, it is necessary to do an irreplaceable service item.

On the premise that online consumption has met the basic shopping demand, consumers need the space to interact with people. Therefore, the traditional entity store or commercial complex needs to be planned and pformed as a whole, so as to make the store function change to the leisure experience type.

From a simple collection of shops to develop into a combination of eating, drinking, entertainment, culture, art and technology as a whole, aggregation, process and large-scale industrial complex can attract more consumers to gather.

But in the process of building the urban complex, we should avoid "swarm".

Based on the local realities and on the basis of experiential consumption, we should further build intelligent shopping centers, online shopping and online payment intelligent stores to meet the high quality consumer demand of consumers.

According to Professor Nie Hualin of Lanzhou University, although online shopping has a great impact on physical stores, it is impossible for online shopping to replace physical stores completely. For physical businesses, it is necessary to break the traditional way of sitting business, improve service and competitiveness, change management concepts, take the initiative to go out, and provide consumers with more convenience and quality shopping experience.

4 finding the right position to achieve dislocation management

In the interview, whether the entity store practitioners or the relevant experts believe that the two business models of the electricity supplier and the entity store have their own advantages and disadvantages. They are not substitute relationships but complementary coexistence relationships.

If we want to make the entity management develop smoothly and obtain more opportunities for development, the key is to identify our own position, give full play to our strengths and achieve dislocation management.

Nie Hualin said that the advantage of the electricity supplier is low price and convenience, so it can be easily purchased without leaving home.

But the advantages such as good shopping environment, real experience, timely delivery and better service are also unmatched by the virtual network platform.

In the future, we need the organic combination of online and offline. Diversified forms of business will only stimulate the sustainable development of the market, and fair and orderly business competition will also be more conducive to consumers.

In addition, many shop owners also called on relevant departments to strengthen their support for the physical stores. A real store operator said that the real economy is the foundation and important support for the national economy, and is a large taxpayer. If the real economy breaks down, it will inevitably trigger a series of reactions and severe consequences. Therefore, he appealed to the government to introduce policies and measures to encourage and support the real economy, such as reducing the tax burden of the real economy, strengthening the management of the electricity supplier, cracking down on unfair competition, and so on, so that the real economy can compete with the electricity supplier on the same starting line.