Physical stores affected by online shopping

The advent of the internet era has spawned a new way of shopping. Small to the clothing hat shoes and socks, big to the home appliance automobile, the populace life all sorts of necessities, almost all can buy on the net. In the past few years, this has been difficult to obtain trust in online shopping, the pace of development has been staggering. Today, online shopping is not the younger generation, the young people label, a lot of 50, forums is also joining the online shopping team.

Shop, this and physical stores have a lot of different virtual space, but with the same function. Shop and entity shop in the appellation, also be "online" and "offline" network language replaced. The popularity of online shopping, to the physical store bring what? is to let the entity shop feel unprecedented impact, or bring new marketing way, open another market door? Recently, the reporter has conducted an investigation in this regard.

Love shopping Liu Dai, recently found a phenomenon: the provincial capital market some clothing brand counters waiter, very taboo customers look at the item number. Once a person is found to be looking at the number, the waiter will be alert to take away the goods.

This is the change brought about by online shopping. At present, many consumers have a large shopping malls as a "fitting room", remember to select the brand, style and goods number, and then to the network below the market 30%~50% price shot. This kind of net buys to the young woman mainly, also was dubbed "the family of Numbers" "The Fitting group".

Nowadays, whether it is the clothing counter of the shopping mall, or the clothing shop of the self-employed, all feel the influence that the net buys to the business. "Cheap, convenient, these two points enough to make online shopping more attractive." And the real shop burdened with rents and utilities, and so many costs, no price competitive advantage. Now it's a fitting room, and it's hard to bear. "The provincial capital and the letter Moore Mall a clothing brand Liu surname boss reluctantly said, the current shop has taken away a lot of customers."

Although not all brands can achieve online shopping, but indeed there are quite a number of high-end clothing in the Internet shop. The reporter compares, a thousand Yuan Kako brand women's clothing, the shop can save nearly half of the expense to the consumer. No wonder someone joked, in the online shopping people can catch up with the CPI.

It is not only the clothing industry, books, home appliances, daily necessities and many other fields are the goal of online shopping. Nan Nan is a bookstore in Taiyuan City booksellers, in recent years, excellent, when the Web site published book prices, even than she got from the publishing house is still low. "Price is undoubtedly a killer, when the price is low, I will even purchase from the Internet." Nan Nan said.

In addition to price advantages, online shop after-sales service is also increasingly mature, such as some online shop can provide formal invoices, goods can achieve the national UNPROFOR and so on, coupled with the rapid development of traffic logistics industry, online shopping more quickly and conveniently. It can be said that the impact of online shopping on some physical stores, has become increasingly obvious.

A new mode of online shopping to boost local consumption

For the entity shop, the net buys like double-edged sword, the pros and cons coexist. Since 2010, after the rise of the group buying market, a so-called "O2O (onlinetooffline)" marketing model is gradually known.

At present, the common form of online shopping, generally goods by courier to the hands of consumers. "But the" O2O "marketing model is different, it refers to the online search for consumers, and then bring them to the reality of the store, which is particularly suitable for the store to consume goods and services, such as catering, movies, bars, KTV, restaurants, gas stations, barber shops, gyms, dry cleaners and so on. "Group Purchase consumer experts, group 800 website co-founder Hu Chen explained." Group buying site is also through discounts, provide information, service booking and other means, to online payment mode for the entity shop to increase passenger flow.

According to the 800 Web site statistics, Taiyuan Group purchase market in April, a group of 1185th, the total number of people involved in group purchase spending nearly 387,000 times, the month turnover of 15.291 million yuan. Group buying category accounted for sales share, food and beverage category accounted for 54.4%; leisure and entertainment accounted for 25.2%; Life service 9.7% ...

"We have a lot of customers here every day, although the price of dinner is more than 10 yuan cheaper than the store, but for us to increase the source." "Taiyuan Fire Banquet Mountain Self-Service hot pot shop owner said." At present, many restaurants in Taiyuan City to join group buying site, effectively led to local consumption enthusiasm.

"Group buying for Chinese consumers, undoubtedly changed their living habits and consumption patterns, then for the merchant," O2O "has become a major breakthrough in their own marketing and bright spots, if the E-commerce model of marketing to do enough to be perfect, I believe that the business will bring great benefits, To become a business in addition to the online publicity outside the most convenient marketing model. "Hu Chen said.

"Two-line combat" can complement each other

Facing the impact of online shop, the entity store still has its own advantages.

Take clothing as an example, the function of the shop to the picture display, unable to let the customer experience feeling, sometimes the net buys the clothing which does not fit, or has the difference with the picture. "And the entity shop is different, see, touch, even if the price is expensive, buy also rest assured." "Many consumers say so.

"Traditional travel agencies generally will target the operation of long-term tourism, because of the number of people, travel products easily modeled." And online travel agencies are more likely to communicate with tourists, to provide personalized tourism, self-help tourism products. "Shanxi Red Horse International Travel Service Co., Ltd. General manager Xia Zhimin said, to seize the tourism market, open shop online is a good way out, you can achieve their complementary advantages, mutual benefit and common win."

In the interview, some people in the industry also proposed that the physical store to offset the impact from the shop, may wish to try "dual-line combat." In addition to the physical store in the promotion to use their brains, but also to try to take the entity shop and shop combined business model. Reporter from Taiyuan city Trade and Industry Bureau learned that at present, some physical stores in Taiyuan have registered shop.

"Offline businesses buy this consumption pattern, to bring a huge consumer orders for themselves, while wooing a large number of consumers to shop consumption, if the business focus on their own products and service quality, then in the same industry in the competition intangible for their own won a good reputation, as a force to promote consumer sustained consumption of powerful weapons, Also become a merchant to establish their own brand image of the perfect method. "Hu Chen said.

Although the group will be able to accumulate popularity in the short term, but businesses can not rely too much on group buying marketing, the need to do their own, in the guarantee of service and quality under the premise of reasonable participation in group buying. Need to set a reasonable price according to their own product level, too low prices for group buying sites and businesses, is not necessarily a good thing.