Physical Retail Marketing: Platform Based Marketing Or Future Trend

Slow walking, difficult pformation.

It seems to be a true portrayal of the status quo of physical retailing.

More and more entities in the near future

In the first half of the year, the "report card" was released, with the growth of few people getting worse and worse. Even the top students such as Yintai business were not spared.

Many enterprises not only continue to decline in sales, but also fall off profits. Some enterprises have reached the critical point of profit and loss and are on the edge of losing money.

This result is not due to the fact that the entity retailer is not working hard or hard, but the result of the loss of business and marketing. The consumer has changed and the consumption pattern has changed, but physical retailing is still lingering between traditional marketing and Internet thinking, so that the risk of marginalization is intensified in the wave of radical consumption change.

However, at the 2016 fairs fair and the tenth Wanda business annual meeting, which is to be held in August 25th, large domestic entities will converge to face the grim reality and explore the pformation under the new consumption economy.

Before the conference, I first talk about my views on the development of the entity.

Physical retail marketing falls into "prisoner's dilemma"

It does not promote sales, but it is difficult to expand sales, which is the current situation of physical retail marketing.

Although the frequency of marketing and promotional activities is increasing, the cycle is getting longer and stronger, but consumers are becoming more and more unmoved. Marketing and promotional effects are getting worse and worse.

On the one hand, the physical retail enterprises have invested more resources and more energy, but on the other hand, various activities have not brought about the expected sales growth and gross profit promotion. The normalization of marketing and promotion has made the enterprises run away from their lives, eat their food, and even drink poison to quench thirst.

Some people say that the homogenization of price wars at the expense of profits is the act of starving to death and walking to death, which is very vivid and appropriate.

But a lot of enterprises know this, and can only do their best, because if they do not, the passenger flow will be reduced faster and sales will drop more fiercely.

Contrast the electricity supplier, entity store marketing gap?

Different from physical store marketing,

The trend of marketing is bullish and exclusive.

Net red marketing, live marketing, Taobao Buy+, Taobao building Festival and other "City Games" dazzling, become a new trend in the eyes of young people.

Nowadays, every move of the electric giant is hot news. The words and deeds of the Internet bigwigs are the focus of the hot discussion. Ma Yun and Liu Qiangdong can tear the crowd out of the way and cause the public to watch and curse.

In the past few years, department stores were once the birthplace of fashion trends. Now, in contrast to the electricity supplier, it has become a traditional pronoun.

Once, an activity in a department store can trigger the effect of all the people.

The "right to speak" has been gradually lost.

Why does the "real experience" of a real store live up to the "virtual reality" of the electricity supplier? Why can "real sincerity" not be able to withstand all kinds of gimmicks of the electricity supplier?

First, people's attention has shifted to the screen of the mobile phone screen. The natural media attribute of the electricity supplier occupies the home advantage.

Mobile consumption adapts to people's fast-paced and high-pressure lifestyle. It is very convenient and comfortable to browse the shopping website and buy refreshments with intermittent work and life. By contrast, the information of the store is opaque and asymmetric. The time cost of shopping is too high.

Second, the electricity supplier marketing plan is full of creativity, and the game has been renovated, and the entity store has been separated from several streets.

The marketing of physical stores is too much emphasis on discount, buy and sell, buy and buy, buy gifts and other traditional techniques. For decades, there is a lack of change.

Nowadays, all kinds of discount information are flying everywhere. Consumers have already lost their immunity. A brand is 70 percent off or 50 percent off. Many times there is no difference. The persistent pursuit of low price and ultra low price by physical retailing is often a loss of gross profit.

Although the electricity business marketing is essentially a price war, according to the author's observation, the electricity supplier is better at pointing at the spot, with a small scale, and through some explosive products and spike settings, it often brings people the impression that the whole category is cheap.

In addition, the electricity supplier's creative ability and packaging ability are stronger. They are good at integrating technology, film and television, animation and other elements into various activities, so that the activities are full of fashion and creativity.

In theory, physical stores can also learn about electricity providers, but subject to communication channels, it is difficult for entities to deliver their activity information to consumers in a timely and accurate manner.

Although every enterprise has a WeChat public number, but fans are limited, while the traditional channels such as newspapers, TV and radio are very few people interested in the shop. But the electronic business platform itself is a super media, holding hundreds of millions of members, and it is very difficult to achieve the same effect in the sale of the entity store.

Third, the electricity supplier dare to burn money, and the shop bag is shy.

The successful activities are often taken out of the money. The electronic business platform is full of money. It burns money and does not blink. You can't see it. The taxi software has subsidized hundreds of millions of users. The cat has to make the first line of the online and offline supermarket this year and then hit 4 billion more money. Even the big run fat flying net has burned more than 1 billion in recent years.

In contrast, physical retail businesses are much more shabby, and entities can neither attract venture capital "crazy investment". In recent years, sales have declined and profits have declined, and the costs are high and unabated. The cost of restructuring, informationalization and intellectualization of enterprises is huge. Can they afford to spend two cents in one Qian Bocheng?

Platform based marketing or future trend

How to solve the dilemma of physical retail marketing? I feel that platform marketing or direction.

First of all, the platform has a large number of users, which has solved many key problems in the decline of physical stores.

The survival of electricity providers depends on traffic. The survival of physical stores depends on the flow of passengers.

But unfortunately, the flow of many physical stores continues to decline, even in large marketing activities, it is difficult to attract enough passenger flow.

The platform has hundreds of millions of users, plus this has super media attributes, strong appeal, the integration of platform and entity store, can play the role of "blood pfusion", for physical store marketing, this is too precious!

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Secondly, the powerful functions of the platform make up for the short board on the physical store.

In the information age, the Internet has become the daily necessities of air and water, but online is the short board of many physical stores. A website, a public number, plus a store APP, is the link between many physical stores and the Internet, but for consumers, such an Internet layout is too thin, too pale, too far fetched.

The docking platform, based on Wi-Fi, Beacon and other basic links, has many functions such as intelligent parking, intelligent navigation, online queuing, online booking, online promotion, online integration and so on. The company has the function of only having electricity supplier, and achieves new ways to grab red packets, distribute coupons, experience vouchers, and electronic members, so that the physical store can break through the physical and temporal constraints, and has the convenience of electric business.

Finally, the huge subsidy of the platform reduces the marketing cost of the entity store.

An activity often involves hundreds of thousands or even millions of dollars, which is hard for many physical stores to bear.

Under the predicament, many real retail enterprises can't have enough "grain and grass ammunition" into it, but they will fall into a vicious circle.

It is a very good choice to borrow the potential and strength of the platform. There are many enterprises gathered on the platform, and the higher marketing cost will also be diluted to an acceptable level.

With the support of platform public activities, the physical store can only get twice the result with half the effort by making efforts to do some personalized activities.

In recent years, in the practice of double line integration, the marriage between e-commerce platform and physical store is basically not good enough. The whole channel and O2O have so far failed to make a successful precedent. The true value of online and offline integration seems to be more and more reflected in the marketing side. In the real business, the Internet is being married to the Internet, and the consumption scenario of the entity store is optimized by Internet thinking and technology, and gradually become the consensus of the industry.