Under The Epidemic, The Fantastic Drift From Flagship Store To Micro Business.

Photo source: Zhongfu net

Do a little research: how long have you not gone shopping?

At the end of 2019, the new crown virus pneumonia began to spread from Wuhan to the whole country. As of January 29, 2020, all 31 provinces (autonomous regions and municipalities) have launched a major public health emergency response.

Affected by the epidemic, the masses go to buy vegetables to be armed with goggles, goggles and gloves. Many people have a heart in the street, but they can only gather with beautiful clothes, perfume bags and delicious food in their dreams.

Customers Miss businesses, and businesses do not worry about customers day and night.

"At first, some customers came into the shop, and a few salesmen rushed forward to greet them, which frightened the customers. When the epidemic was more serious, he could not see the guests all day. "Wang Ning works in a brand clothing store in the rice outlets of Beijing. She watches the changes brought by the epidemic every day.

For the vast majority of businessmen, the Spring Festival is the peak period of operation, and this year's sudden new crown virus pneumonia makes customers dare not walk out of the house, and the business of offline stores is close to a halt.

It is impossible for the stacked goods to be stored in the warehouse, and the employees will be paid to wait for them. It is impossible for many businesses to move from the line to the line to take the initiative to find customers.

In this way, businesses started a fantastic drift from flagship stores to micro businesses.

　　 It can no longer be consumed like this.

"This Spring Festival business is too bad!"

Wang Ning said, "the mall opens from 11 to 18 every day, and the shop assistants go to work, but most of the time they do not see anyone. "Ole is a noisy place this time, and this year's Spring Festival has stopped all the buses in OLE."

She is not complaining about shopping malls. She also knows that shopping malls are inevitable.

The official letter from the Beijing springs Company Limited revealed that, in order to minimize the risk of infection among staff and customers, the shopping mall decided to "respond positively to the government's call and strictly control the epidemic situation", which will be suspended from January 26th. After the business resumed in January 31st, the business hours of the shopping malls were adjusted, and some of the free buses were also suspended due to the epidemic.

"It was supposed to sell very well, but this year," almost no grain has been collected, so that when Wang Ning asked for specific figures, he only replied to three words - "dare not say." Plus, one day, one day, customers are getting fewer and fewer.

It can no longer be consumed like this.

"Friday (February 7th), we began to pull (WeChat) group." On the same day, the official public number of the mall pushed an article "online shopping, offline delivery! 100+ brand invites you to cloud shopping". The WeChat 2D code of hundreds of brand shops is posted in the article.

It is all unknown how to operate the position from the line to the line, how to operate it and how it works, because Wang Ning's store has "no experience in online operation and has not considered it before." After adding WeChat to customers, they just send out friends circle to inform you of new and discounted news.

This time, there are two WeChat customers who are responsible for customer maintenance. There are more than 1500 customers in the two micro signals, but there are only more than 200 people in the group and 6 sales people in the store.

The following sales are relatively simple and crude, without any skill. Take photos of the clothes, mark the size, send all the goods by post, and support the 7 day return. "The pictures are all taken by the shop assistants themselves. The truth is very common. They are quite Shanzhai." after all, we are not professional models.

According to Wang Ning, although the more than 100 brands of ole are on-line cloud stores, "many shops have no chance of online operation, and micro signals are just registered". It can be imagined that a sudden change of position will lead to a lack of business. This is reflected in the follow-up observation of bear and ink.

　　 It smells good.

A day earlier, in February 6th, Chaoyang Joy City released a similar tweezer, calling on the public to stay away from crowded public places and releasing the WeChat two-dimensional code of hundreds of brand shops in the mall.

"Everyone is very difficult, but they are still struggling." Hao Hao, a shopkeeper of Chaoyang brand store in Chaoyang Joy City, said that in order to sell more goods, all the tools that could be thought of were used.

The most common are friends circle and WeChat group. Xiong has added a number of shop managers, WeChat, to discover a common thing from their circle of friends: the frequency of dynamic updates on commodities has improved significantly in recent years. And, from some details, we can see the rush of merchants to online. For example, a shopkeepers publish the commodity map, and the markup on the template "mark the reference price" is forgotten.

Nine out of ten WeChat groups are doing it. The killing group, the welfare group, the VIP group and the group name are all kinds. There are hundreds of people in each group and less than a dozen people. There are businessmen for Zhuang group chat also set up a new award, pull 10 people into the group can get a lipstick, recommend a successful transaction can get a bottle of perfume.

Then, like Wang Ning, he put the merchandise and prepared in advance to the group, waiting for the door. Simply take a video of the upper body, put on the skirt and turn to the two lap in front of the camera. After the video was sent to the group, a group of friends came out to talk, not to buy a skirt, but to remind the model to "wear a good mask".

"Spring is coming, can a single shoe be far away?" Wait until the end of the epidemic, put on the most beautiful shoes, go where you want to go, see the people you want to see!

"I am responsible for sharing, you are responsible for appreciating. When you want to buy it, I happen to be there. Only propagate, do not disturb. No routine, all sincerity. "

"Hello, everyone. Happy Lantern Festival. Thank you for your support. This group is * * kill group. Because of the epidemic situation, the company temporarily closed 80% of the offline shops, which affected the digestion of new products in spring. Now, the company has launched some new product limited time spike, discount 3-4 fold, cost price sale, unprecedented, lower than the staff purchase price.

Look at other businesses in the WeChat group, friends circle message, Hao Ge slightly ridicule, "there is something inside". "Inner taste" refers to the micro quotient. Unconsciously, "we are all becoming micro merchants". Hao brother smiles and tries to cover up the embarrassment in his speech.

In addition, some advanced players turn to online, and use small programs, jitter and other tools. For example, a businessman's daily fixed point will be broadcast live in jitter, and a "OMG" blurted out from the temporary anchor is not difficult to judge. The assistant should not have seen less Li Jiaqi's live broadcast. The action, tone and manner are all alike, but it is cruel that Li Jiaqi has tens of millions of viewers, but her audience is only a dozen.

　　 Uncomfortable, but I figured it out.

Compared with the tiredness caused by constant tiredness, businessmen who have no chance to turn goods and services to online are more anxious.

Lin Lin is the founder of an offline educational institution, which mainly produces children's education in art, calligraphy and English. There are over 300 students. The epidemic has reduced travel, agencies have suspended business, and to parents part of the winter vacation tuition fees.

Stop classes and stop learning. In January 30th, after many days of suspension, Lin decided to enter work and launch online courses. After drinking a pot of tea, he made a quick working outline. On the second day, Lin Lin and his teachers opened video conferences, and then spent two days and two nights in doing the course system and doing research.

"Idle mind will be cranky. It's better to be busy and enrich, and try to see what the online course is like, as a test of water."

The 70 class hour, 5 times a day, covers art, art appreciation, sketch, calligraphy, and so on. Lin Lin's online course does not move the original offline curriculum to online, but gives students and parents in a free form.

Unlike selling clothes, shoes, bags and other items, the circle of friends and WeChat can be sold. It is also different from the teaching of mathematics and statistics. Art courses, which are invisible and heavily dependent on offline scenes, are difficult to move to the line in a short time. Even if we go online, the teaching effect will be greatly reduced because of various restrictions.

The bear came out of the ink and contacted another similar educational institution. The director of a music office in Binjiang Street shopping mall, Longhu, Hangzhou, said that "because of the playing and playing, the guidance given on the spot can not be completed online." But now, under special circumstances, the teaching and research group has launched online public welfare courses, and students and parents can watch it without pay.

In fact, this behavior can be interpreted as a curve saving the nation. The original courses can not be online, but they can accumulate word-of-mouth for the institutions through free benefits, maintain the old trainees and attract potential trainees, so as to pave the way for the operation after the epidemic.

According to the observation, the online courses of the two have been recognized by parents, but the transformation effect under the line is uncertain. When the school starts offline, how to adjust the follow-up operation plan, and whether it can make online charges, the two have not yet had a clear answer.

At the same time, the institutions must also pay for the rental of the offline stores, the salaries of teachers and so on, as well as the losses caused by the return of classes. "A loss of about one hundred thousand a month," Lin Lin insomnia for several days, "I also feel uncomfortable, but I figured out. We will try to convince ourselves that nothing is bad. "

　 Total difficulties

In the special period, shopping malls also give special care to businesses. In addition to the propaganda on the line mentioned earlier, there is also a real rent relief.

Take Hangzhou Binjiang Longhu Tian Jie and Chaoyang Joy City as an example, the former has implemented a preferential policy of half rent reduction to the merchants, and the latter will also reduce the rent, but the specific plan has not yet been determined.

Both businesses and businesses are working hard, but the actual results are far less than expected.

As of February 9th, three days after the offline transfer, the sum of sales in Wang Ning's shop was only a normal weekend's half day level, which brought out the best results of the 90 percent off and 70 percent off cheap spike prices. After preliminary calculation, in the three days, WeChat group probably released more than 50 styles, and traded about 30 orders.

Everyone is dead, and so is Wang Ning.

But the performance of other businesses has been analyzed by insiders, and the fruit is "expected". Because there are many common problems in the process of transformation from offline to online.

First of all, there is a natural flow pool under the line. After moving to the line, businesses will have to start building again, and it will be very difficult to build.

Unlike a large number of online e-commerce players, as an open platform, users will take the initiative to find products. The offline businesses turn to the Internet, mostly relying on their friends circle and WeChat group. The limitations are obvious, and users can only passively receive information from merchants.

In terms of the richness of commodities, offline businesses are often brand stores. If users want to buy multiple brands, they have to add more corresponding group chat. Group chat too much, information overload, and then there is the risk of causing harassment to ordinary customers, Chaoyang Yuecheng City, a group of WeChat group members were therefore complaints.

In addition, most of the newly built online traffic pools are offline customers. Take Chaoyang Yuecheng Watsons store as an example, the store staff said that because of the epidemic, the number of people entering the shop decreased by 60%-70% compared with normal days. Watsons officially launched a 1 hour delivery of contactless distribution services, with small programs as the main selling channels. But there is no apparent increase in online orders. That is to say, the user who has lost the line has not been able to turn to the line effectively. In contrast, the old customers in WeChat group, friends circle direct order and then express the sales effect "still can".

The user base has already had a certain understanding of the brand before, and after the offline businesses turn online, they are still buying the main force. For businessmen, this is a double-edged sword, and goods can be marketed, but at the same time, sales will be limited due to the difficulty of pulling new products.

Secondly, commodities, customers and transactions can be transferred online, but it is not the same as offline sales. That is, the unique advantage of scene experience can not be transferred, which will directly affect the sales effect.

The electricity supplier is so advanced today, the retail trade main floor is still under the line, obviously because the line has the characteristic that the line cannot copy. For example, the clothes in Wang Ning's shop attract customers mainly by version and fabric, and customers can feel it under the shop. However, when we go online, the feeling that "photos can't be taken completely" will make the original advantage of a physical store become a disadvantage.

This is actually easy to understand. Restricted by unable to go out, more and more offline activities are moving online. Offices, dinners, and even music festivals, people's daily routine is added with a "cloud" word as prefix. The well-developed network foundation will not let life fall into a completely boring state without leaving home. It can also lose many wonderful lives across the screen. The team atmosphere of collective office, the wine of a good friend's dinner and sweat on the music festival can not be repeated online.

　　 epilogue

When it comes to new crown virus pneumonia, it is hard for people not to compare it with SARS 17 years ago.

The similarity between new crown virus and SARS virus is 79.5%, and the outbreak time is basically the same. Moreover, during the SARS epidemic in 2003, retail industry was also the most seriously affected area.

Looking back at the current data, the impact of SARS on the economy is mainly concentrated in the second quarter. Statistics released by the Beijing Statistical Bureau show that sales of 19 department stores in Beijing in April decreased by 17.6% compared to the same period in 2003, down 26.7% from March. In May, sales of shopping malls continued to decline, such as Xidan shopping malls, a year-on-year decline of 63.64%.

Consumption did not rebound until the SARS epidemic was stable, and all walks of life began to resume upward trend in the third quarter of 2003.

This explains why the public is so concerned about the timing of the outbreak of the new crown virus pneumonia outbreak. The inflection point means not only the effective suppression of the epidemic, but also the gradual return of life to the right track.

In different economic development cycles, this analogy may not be entirely desirable. But what is interlinked is that the future is bright and the road is tortuous. This is a protracted war.

(Wang Ning, Hao Ge, Lin Lin, the sea as a pseudonym)