E-commerce store opened offline store, fly it?

After the traditional retailers started to "touch up," e-commerce not only did not have the advantage, but instead felt the pressure of competition because of the offline experience. Therefore, the layout of the line has become an important part of the future development of e-commerce. Among them, the establishment of experience center to solve the last mile problem, establish a brand image has become an important demand for three e-commerce Offline.

Under the impact of the rapid development of e-commerce, many traditional industries have "hit the wire" and started e-commerce. At the same time, some online e-commerce providers have started their own course instead Physical store, layout offline.

In October 2014, Amazon reported that it would open its first offline physical store on 7th Avenue in Manhattan's thriving New York City. In November, Taobao and Jingdong took the first step toward offline deployment at almost the same time. In November, Member experience hall "and" Jingdong help service shop. "

In fact, many domestic and foreign e-commerce providers have long been offline because it is inevitable that even the booming e-commerce industry will have its inherent deficiencies. First, online shopping will not give users a better product experience. Second, electricity Business has been committed to solving the "last mile" problem. More importantly, after the traditional retailers started to "touch up" electricity, not only did the e-commerce providers have no advantage, but they also felt the pressure of competition because of the offline experience. Therefore, the layout of the line has become an important part of the future development of e-commerce. Among them, the establishment of experience center to solve the last mile problem, establish a brand image has become an important demand for three e-commerce Offline.

Experience Center

Undeniably, with the advantages of e-commerce industry can not be compared to the rapid development of the traditional, but the lack of online shopping is also very obvious that consumers can only rely on pictures and text in the shopping presentation, can not see the physical, can not get the personal experience, but also It will inevitably cause some error.

In this regard, the advantage of physical stores is highlighted. According to the 2013 US Bureau of Statistics report, 94% of retail sales are generated in physical stores, with only 6% coming from online shopping. Seventy-eight percent of consumers prefer to shop in physical stores, and spend six times as much time online as they spend in physical stores. Martin Smethurst, retail general manager at Wincor Nixdorf, believes that Amazon's physical store shows that business streets will never disappear and that consumers are still eager to touch and perceive product shopping experiences, especially those high-tech and high-priced products .

There are predictions that the future of retail, homogenization of emphasis on functional products will become less and less competitive, and only those who have a first-class user experience will stand out. In this megatrend, the electricity supplier is forced down from the online to the offline, providing a physical store to provide consumers with a place to experience and make up for their shortcomings.

Taobao in Guangzhou South Railway Station opened the first physical store "Taobao VIP experience hall" to undertake to provide users with the experience of the function: 280 square meters of experience hall is divided into brand interactive area, interactive experience area, food experience area , Space shuttling area and member leisure area, free to Taobao members, provide free Wifi, sofa loungers. Taobao members can experience after the direct purchase orders, the use of mobile payment. Alibaba stakeholders said that the Office of Experience hosted the group's innovative products and businesses, as well as Taobao, Lynx's new business experience, Lynx magic boxes, mobile payments and so on.

BaubleBar, an online retailer of online jewelry, was also the early e-commerce platform that went online offline, noting that in-store experiences gave consumers the opportunity to interact directly with products and brands, Big sales, but also greatly increase the repeat customers.

According to John Pincott, managing director of European e-commerce shopatron, although e-commerce has changed the way consumers look for purchases, studies show that consumers still enjoy the convenience and customer service that they bring in stores. For e-commerce operators, setting up physical stores to allow consumers to pick up goods in stores not only increases passenger traffic, but also gives consumers the opportunity to see other products and have the opportunity to generate additional sales.

The last kilometer

In addition to the value of the product experience, the delivery of the "last mile" has also become a competitive arena for major e-commerce giants. At present, the user self-pick-up shop to become the generally accepted "last mile" solution.

Amazon selected the address of the store at 34th Avenue, 7th Avenue in Manhattan, between the Empire State Building and the Macy's flagship store. According to statistics, in 2013, there were 4.3 million passenger trips in the Empire State Building and Macy's flagship store's annual shopping More than 20 million. Consumers shopping at the same time, you can also go directly to the Amazon store, take away their own online shopping in Amazon. According to the "Wall Street Journal" reported that Amazon also hopes to create a physical store into a mini warehouse and service points, consumers can apply for return here, the replacement of goods.

At present, Wal-Mart, Home Depot, Macy's and Google and eBay, are trying to online orders, pick up this way to the store to solve the day delivery service.

The Jingdong "Jingdong help service shop" or its channel sinking one of the important means. At present, though Jingdong is already a well-known household in the big cities, there is still a huge consumer market for online shopping in the third, fourth and even the fifth and sixth tier cities where the network is relatively underdeveloped. According to Ali Research Institute of rural electricity supplier forecast shows that in 2014 the national rural online shopping market size of about 180 billion yuan by 2016 is expected to grow to 4600 billion yuan scale.

"Jingdong help service shop" can start from the big home appliances, so that many rural consumers experience Jingdong appliance product service model, with the strength of physical stores to speed up logistics in the fourth and sixth tier cities speed, leveraging the online shopping market in these areas.

According to a Shop Visible survey, physical pick-up and return strategies in stores can drive sales. Those who are pure e-commerce sales were 77%, while those who under-posted e-commerce sales of up to 95%, of which 18% of the growth comes from additional sales.

Establish a brand image

Up to now, the retail industry has moved from a trading era to a related era in which consumers are still seeking to establish a long-term and loyal relationship with the trading platform. But for the e-commerce platform, it is hard to provide consumers with a unique brand experience only through computers and smartphones. Lay out the offline store, which draws consumers into the store, giving them a unique experience and building long-lasting, trusting relationships with consumers.

Warby Parker, an online retailer of glasses in the United States, has created a number of physical stores in the United States to create a brand image where consumers can try on a variety of glasses for vision tests and take selfies in a photo booth. Various styles of glasses. By giving consumers an experience of space, Warby Parker and consumers to establish a close contact, to consumers left a deep impression on the brand.

In December 2013, the United States and the United States gifted merchants Gaomei stationed in Beijing Wangfujing, opened the first shopping center flagship experience store, this old Beijing culture on behalf of the street daily attracted countless tourists from all over the country and around the world. The outside world believes that the flagship experience store opened in this bustling area will inevitably have to bear the greater cost of offline entities, but the location of the United States and excellent products here, a greater significance lies in the most prosperous area of ​​Beijing hit an entity advertising.