"Double 11" Is Crazy Offline! Zibo Clothing Store Strives For New Height

In the annual "Double 11", the online competition of major e-commerce platforms started a month in advance, and e-commerce platforms and sellers made every effort to attract consumers. How does the offline sales market respond to the impact of the online consumption boom? Recently, taking clothing sales as a sample, the reporter visited some physical stores in Zibo City and found that immersive consumption experience is becoming a breakthrough for businesses in the competition.

"I arrived at the store at 9 a.m. and was busy until the market closed. Before the" Double 11 "holiday, I was exhausted." At 19 o'clock on November 5, Yan Xia, who was running a children's clothing store in a large commodity market in Zibo City, ended nearly ten hours of busy work. Looking at the business income recorded in the mobile phone software, she was completely exhausted.

In recent years, the homogenization of products and the serious introversion of channels have made the competition in the children's wear market more intense. At the same time that the major platforms of children's clothing live broadcast occupy the market at low prices, brand operators also spare no effort to launch various marketing activities to attract customers to trade. The industry is squeezed obviously. Under the impact of diversified transaction forms and information sharing, the business of children's clothing stores is more difficult to do. Yan Xia's store is located in the children's clothing area of the market, where there are nearly 100 children's clothing stores of different sizes. In recent years, in the face of the impact of online consumption, the pressure and challenges of offline physical stores multiply. Yan Xia has watched the transfer of stores and the opening of new stores, but her business is getting better and better.

"When some regular customers first arrived at the store, they would take pictures online to search for prices, but they found that the same clothes purchased online at a low price were of the same style, but there was a big gap between the fabric, workmanship and our store." Yan Xia said that since the store opened, she has never carried out promotional activities because of the "Double 11", But she will always provide toys and food for children who come to the store, and will also order food for customers who are shopping in the store at lunch time... In her opinion, sincere service and cost-effective products can win customers most.

"Customers have a steelyard in their mind, and they will make the best choice between online and offline." Yan Xia's view is also fully reflected in the market performance. At noon on November 6, the reporter came to the market again and found that although it was not a holiday, there was a lot of passenger flow in the market, and many citizens used the lunch break to go shopping. "It will soon cool down and let's have a look at winter clothes." Ms. Chen, a citizen, said that she preferred to buy directly in the store rather than participate in various online full and reduced activities. "It's not easy to work in physical stores now. Prices are becoming more transparent. Shopkeepers are very competitive in terms of price and service."

Under the wave of "nationwide online shopping", many consumers tend to express the emotion that "they will never buy the one on the anchor" and "the clothes they receive are not the right version when they steal pictures for sale". Over time, the trust of stores was continuously consumed, and more and more consumers returned to offline. Offline clothing stores also seize the opportunity to expand new growth points of sales.

"It doesn't matter if you can't go to the store to choose the style. I'll take a video of the dress pattern and send it to you later.". Chen Xuan is busy matching clothes for customers in the store, while answering WeChat messages from customers by voice. "The takeout was delivered at 12 o'clock, and has not been served yet." Chen Xuan pointed to the takeout on the small table outside the door and said with a wry smile.

In order to meet customers' demand for new winter clothes, Chen Xuan has gone to Shenzhen twice to select goods in the past month. On November 5, when she returned to Zibo from Shenzhen, the latest winter clothes worth nearly 100000 yuan also came to the store. She had no time to rest, and kept ironing, hanging plates, taking photos, taking videos, and sending friends with the shop assistants. "Our store is full of regular customers. In order to facilitate their shopping, we need to send a large number of try on videos and pictures every day. We sell goods in the daytime, and we are busy in the evening with replenishment, online selection, and reply to customer information. We have been 'competing' all year round."

The reporter noticed that at present, the fashionable and beautiful winter clothes with various styles have been put on the shelves, including long down jackets, fashionable woolen overcoats, lightweight and warm sweaters and other styles. "It's obvious that there are more and more customers in the store these days. We have prepared many new winter clothes in advance. At the same time, we uploaded our own clothing works on our own video number and other platforms to increase our purchasing power." said the owner of a women's clothing store located in a shopping mall on the Communist Youth League Road in Zhangdian District.

Whether online or offline, businesses want to win more customers. With the advent of the "Double 11", offline clothing stores in Zibo have become more "competitive". They constantly innovate and optimize their services to push their stores to a broader market.

(Source: Zibo Daily/Zibo Evening News/Expo News)