Once The Entity Store Forced Into The "Dead End" Of The Electricity Supplier, Why Is It Necessary To "Revive" The Physical Store?

In June 25th, the first offline bookstore opened in Dangdang, China's largest online bookstore, was unveiled in Sihu, Changsha, and is expected to open in September.

In Dangdang's planning, there will be 1000 physical bookstores in the future.

This can not help but make people wonder: in the physical bookstore has not yet passed the "cold winter", as an electricity supplier started Dangdang why do we want to return to the physical store "old road"?

I understand that the bookstore is not a physical bookstore in the traditional sense, but a cultural complex.

First, all books in the store will be priced online and offline, and they will not be closed for 24 hours.

Consumers can read in the store, order online and send them home.

Two is bookstore covering coffee, cultural creation, parent-child, social networking, lectures, exhibition services and other derivative services.

Consumers can get more experience besides buying books.

Compared with the high cost of physical bookstore, the book business giant can directly provide the source of goods because of the cost advantages brought by the scale, and give gross profit protection to support the online and offline prices.

Looking at the world again, it is not a special case to open an entity shop.

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And other e-commerce giants have set up shop in different fields.

So, those who have pushed physical stores into "dead ends" of electricity providers, why do we need to "resurrect" the physical store?

Today, the entity is a volcano, the electricity supplier is the knife mountain, the electricity supplier besides the colleague mutually strangles the competition is too intense, on the other side is also "the advance" the fast development entity shop "the kill".

As a new retail brand, KM, reinventing and upgrading traditional entities, launched a retail sales business in China with 40-60 opening hours each month, so that consumers who lose confidence in physical stores can rekindle their passion for shopping. The single store efficiency can reach 37% of their peers.

The electricity supplier is seeing the hot trend of the new entity retailing, which is led by KM, and then chooses to turn to the entity fight in the bottleneck period of e-commerce.

However, can the electricity supplier get a 100% success in this process?

The most important reason is that when the traditional physical retailers are "electric shock", the electricity supplier not only loses its inherent advantages, but also faces competition pressure because it lacks the product experience link under the line.

For example, almost all electronic business platforms have sold cosmetics sales incidents, causing consumers to have a natural distrust of the online beauty platform.

The physical store can make consumers contact and experience products directly. It can play a positive role in promoting the brand of e-commerce, enhance consumer confidence in online shopping, and expand the scope of consumer groups.

Therefore, the electricity supplier has been forced to go from the line to the offline, and set up a physical store to provide consumers with an experiential place to make up for their shortcomings.

On the other hand, because the "last mile" logistics of the three or four tier cities and rural markets is still a difficult problem, vertical electric business is the best connection point in the process of channel sinking.

For example, Ali village Taobao experience shop has covered 12000 villages throughout the country.

The trend of the opening of the entity store has brought new opportunities for the development of nearly 5 retail enterprises in Hunan.

If the advantages of both online and offline complement each other, enhance the consumption experience of the store's midfield scene, constantly upgrade and upgrade, the physical retail industry will really "revive".