Is The Recession Of Real Business Really Coming?

This winter is very haze and the temperature is very cold, but it's colder than the weather. It's China's real business. Recently, all kinds of news about shutting down shops have been heard all the time. Whether it is "running away from the landlord" or "jumping off the building sale", it is not only a way to promote sales, because many stores are really unable to sustain it. Whether they are all kinds of roadside shops or large business operators in the streets, this year's life is not good. The root cause is "every family has a hard nut to crack", but the cold winter of real business seems to have really come.

It is reported that in the streets of less than 800 meters from the intersection of Ding An gate, Dongcheng District, Beijing, a large number of physical stores have posted notices of "big shop sale", and many shops have been closed, and this is by no means a unique phenomenon in Beijing. All cities across the country are staged.

In 2016, China encountered the biggest chill in the physical store. In early 2016, Volvo announced that 269 stores worldwide were closed, and the death knell of the store was ringing. The closure of hundreds of shops in Huarun's stores was followed. Martha's department store withdrew from China and the Pacific Department Store withdrew a large number of cities.

But Shang Chao is only a beginning. The most serious thing is the clothing industry. Let's take a look at a list. BELLE closes 276 stores, Daphne stores 757, Mester has three stores in 1500. Even those who don't care about the high-end luxury brands are unable to sit still. The famous LV closes the 7 flagship stores in mainland China such as Guangzhou and Shanghai. Burberry closes 5 brand stores, and Prada closes Hongkong boutiques.

Statistics show that in 2015, at least ten thousand stores closed and closed. In the first half of 2016, only 22 shops closed up 41 stores in single department stores, shopping centers, and over 2000 square meters of large supermarkets. The total business area of the shop was over 600 thousand square meters, covering 123 lines of cities, and one of the second tier cities closed more than 80%.

In the past, the first person who often said that it was a business downturn, often the first person who was the first to blame, must be Ma Yun.

Admittedly, we see that in the cold winter of the real business enterprises, Ma Yun's double eleven is the world's record volume of red hot 120 billion 700 million, which makes many shopping malls envy. But is this pot only for Ma Yun? Let's analyze it together.

First, is the e-commerce revolution coming? It has to be said that over the past few years, Ma Yun and a series of e-business enterprises he represented has profoundly changed the way of life of Chinese people. From shopping to Taobao online shopping, from offline cash to electronic payment, e-commerce has created too many things for China, and 30 billion express have witnessed the greatness of this era.

Omnipotent Taobao, the Jingdong of the cat abuse, vip.com that sweeps the goods, these brands are not only familiar to people, but also the main source of most of the commodities in their homes and necessities. Many people have lost the desire to go shopping when they are stimulated by e-commerce. In the house, with a click of the mouse, the goods are delivered to the door. Why do they have to go shopping on such a good thing?

Facing the increasingly prosperous e-commerce, we can not help but ask whether e-commerce has made the real store's life. But I'm afraid it's far from being so simple. Let's take a look at the total retail sales volume of China's consumer goods. We will find that although e-commerce has been growing rapidly, it has not shaken the foundation of the real economy. Most of the pactions are still done by physical businesses. It can only be said that e-commerce instead of physical stores is becoming a trend, but this trend has not yet been fatal.

Therefore, it is strange that Ma Yun is a bit unreasonable.

The two is Wang Jianlin's trouble. So, since no wonder Ma Yun, so someone put forward, blame Wang Jianlin, Wang Jianlin is represented by real estate developers, destroyed the solid commercial production of soil, when the city's real estate prices began to rise, the natural commercial real estate rent is even a thousand li, how many shop owners look at not making money market, and then look at the rising rent, can only tear down shop.

In addition, when a large number of funds flow into the real estate market, the leverage effect of real estate will naturally be displayed. It is not as good as investing in real estate for many years to make a lot of real estate investment. If such a signal appears, then what power do you have to open a physical store? So we can see that the seven wolves are making real estate, the United States is doing the real estate, Suning is doing the real estate, AUX is doing the real estate, and so on, so that everyone feels that the real estate seems to be the culprit.

Three, who is the blame? When I visited a lot of physical stores in my own field, I had to draw such a conclusion that I did not blame Ma Yun, nor did I blame Wang Jianlin.

There is a saying that death is the greatest way to die.

I think the problem of the entity store is itself, not just Outsiders:

1, highly imitation, pure red sea competition.

China

The biggest problem, I think, should be thousands of shops. We have to say that Chinese people are absolutely first-class in imitation ability. In many places, as long as a business is good, there will be a group of shops that are similar to them in a short time. These shops are not products, decorations or salesmen's clothing.

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In such a big environment, the entity store has become the battleground of the Red Sea competition, and the customer has almost no loyalty, resulting in vicious competition and vicious circle.

2, serious dislocation of sales and demand.

Shopping in Chinese stores has a very obvious feature. I wonder if you have noticed that when you go to a store to go shopping, the shopping guide will directly follow you. Whatever you buy, they will spare no effort to recommend the goods that they sell on commission. Then they will try to talk about the bad things of competing products. When the customers really ask where the goods are good, the guides often even sell their customers in a hot sale. In the long run, customers are completely lost interest in physical store shopping and can only give up the store.

3, double faced phenomenon is serious.

We often say that there are two pieces of skin on the face. This kind of thing can be found everywhere in the physical store. The author likes to play computer. When he studied in Beijing, he never dared to go to Zhongguancun to buy accessories. The root of the problem is that the water in Zhongguancun is too deep. Some of the Zhongguancun shopping malls in Beijing are even called "cheaters" concentration camps. Those enthusiastic sales managers will cheat you to spend more money without any necessary means. When you come to buy things, it can be described as spring breeze, but once the quality problems arise, that is to turn a blind eye to others.

This is the epitome of many physical stores. For a long time, no one dares to go shopping in some physical stores.

4, born in marketing died in marketing.

I believe that a friend in a store will find one thing. Basically, there is no real old customer in a shop. Most of the customers will only come when there are promotions and promotions. When many stores meet with activities, the traffic volume is huge. It can be seen as a bustling market. But once the activity is over, sales volume is a cliff style slide, and it has become a marketing driven business.

However, running activities, low prices, lack of profit space, just call it good, not hard to make money.

And get used to the discount sale of Internet and physical stores.

Their appetite has also been raised by Diao, often just looking at the discount, no discount is to see online shopping on line, and do not go to the store.

We have to admit a reality, that is, the recession of real business has really come. But what causes the cold wave to come so fiercely? In fact, the electricity supplier and the real estate are all external causes. The problem of the physical store is not enough internal strength, and it needs to be hard on its own.

For more information, please pay attention to the world clothing shoes and hats net report.