Business Circle Electric Quotient Utopia, the ideal is difficult to achieve

We all have a dream, online and offline, to give consumers a unified shopping experience. From a consumer point of view, no one is concerned about the purchase from the physical shop or in the shop, as long as you can get the real goods, channel is only a channel of marketing. Therefore, from the perspective, channel integration is the inevitable historical trend.

However, the channel integration looks very ideal, but it is doomed to be very difficult on the way to achieve. E-commerce and traditional store sales are like bullets fired from two of directions, and it takes so much precise computation and high-energy execution to be perfectly met.

Media reports, Alibaba and Hangzhou City Xiacheng District announced yesterday, as the country's first "future Business Circle" entity project, Hangzhou Wulin Business district formally accept the consumer experience, the core is "more understand you." Alibaba online E-commerce high-speed development may encounter bottlenecks, is increasing the landing line under the investment, this is not counted on the Wanda electric business head-on?

Objectively speaking, Alibaba this model is very attractive, is the ideal state of business development, once the line and offline integration, will realize the human history of the fundamental changes in business model. Therefore, such a tall model is doomed to not be easy to succeed.

To sum up, the difficulty mainly has the following aspects, at least four flies or tigers to fight:

1, entrenched in the commercial center of the mall violated the development of E-commerce low cost principle

E-commerce attracts people, mainly because it is more favorable than the physical store, can achieve preferential basis is abandoned the expensive physical store rental, management and human investment. Once the E-commerce business in the city center, the shop's merchandise will no longer have any competitiveness.

Recently, many cities have been in the city of downtown business Street withered, not solve the high cost of physical stores, but hope that these enterprises to climb e-commerce this rich relatives, it is estimated that it is difficult to improve the living conditions.

2, e-commerce platform for business centers to survive the information asymmetry profit model can not survive

Located in the city center of the shopping malls and stores have their own characteristics of goods, relying on differentiation to achieve high profits, simple point, is the characteristics of their products so that customers are difficult to compare prices, in the case of asymmetric information rely on bargaining and so on to earn consumer money.

The characteristics of E-commerce is not the same as offline, once these merchants access line, its sales price and discount are transparent, in this case, without consumers to choose, the merchant itself will fight to death.

3, the line of the passenger flow and the line of people seemingly the same but the implementation of conversion is difficult

Shopping and shop have similar places, but it is two different experiences. Physical stores in the bustling crowd more value is the process of browsing, if the shop can also see the same as the physical stores and display, enjoy the same discount and delivery, shopping, what is the meaning of it?

We all know, now many multi-channel integration customers, many young consumers online physical store fitting, but after the election to go home on the Internet to buy, which let a lot of shopping malls complain. But if shopping malls really offer this direct service to customers, will consumers flock to it? I'm afraid not! Because consumers enjoy the experience of taking advantage of the purchase process, not the cheap itself. Therefore, it is difficult for the business circle to solve the virtual and real space conversion, more difficult to solve the experience and sales differences.

4, the information level of the enterprise under the line seriously lags behind

As Alibaba COO said a few months ago, now the physical store information level is very low, personnel quality and enterprise management ability also difficult to adapt to the pressure of high information. In the current economic situation is not good background, so that these enterprises invest heavily and energy for the transformation of information, not only is the financial problem is also psychological problems.

Business Circle is very good, but also worth exploring, but this model is very difficult, just like the mirror lying on the fly, you can see it is not hit it, perhaps after a lot of setbacks, we can really find the appropriate development path.