Physical Shopping Mall Staged Online Self Rescue Is Just Looking Beautiful?

VR live shop, cloud exhibition, self built online shopping platform, live with goods...... Under the epidemic, the entity shopping mall is building a series of operations on the "counterattack line". But can the operation achieve the expected effect, will the future replace the line offline?

Fancy shop self rescue

During the epidemic, people stayed indoors and closed doors. How could they satisfy their desire to "go shopping"?

China Business Daily reporter learned that some physical shopping malls, through VR real estate shop, cloud exhibition, video live broadcast and other forms, interact with consumers to enhance their sense of experience.

Guangzhou K11 launched the "VR shopping mall shopping at ease" activities. Guangzhou's good Plaza has brought cloud experience to consumers, enabling consumers to enjoy the fun of shopping on the Internet platform.

Lai Yang, executive vice president of the Beijing Business Economics Association, said in an interview with the China Commercial Daily reporter that when the "house economy" became a new consumption habit, the real business could realize the interaction between the mall and the consumers through the cloud platform, which is a relatively good business marketing strategy for the retail enterprises.

VR shopping and cloud exhibition enable consumers to enjoy the fun of "going around", while live selling allows consumers to pay for their own grass while shopping.

During the epidemic, shopping malls have joined hands with the brand counters to start the live broadcast.

It is understood that Guangzhou Tianhe City, Yintai department store and other brands have been sold live. Reporters noted that in the category selection of live broadcast, skin care products and make-up are the majority. In order to make the live broadcast more sense of the scene, Guangzhou Tianhe City combined with Shu Village show on the trembling voice for the consumers to have a thrush class.

Although the live sale of live shops is very popular, Miss Zhang said that the purchase of products in the live room needs the purchase of WeChat and shopping groups.

If we say, cloud shopping, cloud exhibition, live sale, let consumer experience enhance. Then the mall has built up a super barrier for itself by grafting small programs or self building shopping App. Taking Tianhong Department store as an example, the reporter learned that during the epidemic period, its digital tools, such as rainbow App, rainbow small program and so on, launched the business of rainbow to home in more than 90 stores nationwide.

There is no denying the fact that physical shopping malls manufacturing marketing gimmick, fancy layout line, for enterprises to earn enough attention.

It just looks beautiful.

On the line of physical shopping malls, people with homes at home have new shopping channels. However, judging from the current operation situation of the major shopping malls, although the marketing gimmicks are enough, some shopping malls and brands do not have the desired effect in the conversion rate.

In fact, the physical shopping mall has a strategy for online layout. For example, four years ago, Tianhong Department store had built its own online shopping mall, and now has 22 million digital members. The first online platform, the huge MAX mall, also existed before the outbreak, but it has been doing very well. In the industry view, there are differences between online operation and entity management. For the entity business enterprises who are good at offline operators, how to operate online business still needs more exploration.

Zhang Xuedong, general manager of Hangzhou city commercial company, said that the comprehensive and systematic cognition of online operation needs to be constructed quickly, and the technical means need continuous learning. The reserves and precipitation of new talents and new knowledge are comparatively scarce at present.

Lai said that the mall built its own platform, but the price of goods and e-commerce platform compared with no advantage. And consumers will not download App from each store. Therefore, consumers are more willing to choose products that are rich in category and convenient for product comparison.

For physical shopping malls, it is not easy to build an online shopping mall independently and get customers quickly and achieve transformation in the short term.

Based on this, more shopping malls choose to improve the transformation through live platform, but the effect is not ideal.

Some shopping malls believe that a platform with powerful traffic flow such as jitter, Taobao and so on can be broadcast live without paying too much time and labor costs. But how to drain to the brand live rooms is a problem that most shopping malls need to think about.

Some of the individual shopping malls, such as Beijing Vanke Peninsula Plaza, Xidan Joy City and Xinjiekou department store, are only around 500 people in the live broadcast, and even need to rely on friends circle or community drainage.

A brand businessman revealed that the number of live viewers is not ideal, and it is difficult to improve performance in the short term. It is also because the number of people watching live is not large.

The China Commercial Daily reporter found among several brands of live broadcast that some brand shopping guides are cramming, and there is no direct broadcast experience. Therefore, during the live broadcast, there will inevitably be problems such as nervousness, unclear thinking and so on. There is also a lack of "speaking skills" when explaining products, which will inevitably leave consumers with not enough professional impression.

According to Lai, for all physical stores, not all categories are suitable for online live broadcasting. There will be online opportunities for marketing promotion and promotion. For example, for consumers in the four or five tier cities, high-end luxury products, high-end skin care products and other products can not be purchased in the local shopping mall, and they will worry about buying on the electronic business platform. Based on this, consumers will be more willing to choose online shopping mall with endorsement to buy. Lai Yang said.

The sudden outbreak of the epidemic made the layout of major shopping malls online slightly hasty. How to improve the conversion rate and how to make the online self built shopping platform more professional is worth considering seriously.

Lai said that after the outbreak, it will accelerate the transformation and upgrading of real business. With the impact of the epidemic, the online layout of physical shopping centers will pay more attention to experience consumption, catering and other formats will increase in the future, and the proportion of retail sales will be reduced. "Experience format is not suitable for online, online will play a supporting role in the offline, physical shopping mall will use online for downstream line drainage to spread." Lai Yang said.