Electronic stores seek for diversified transformation

In just the past "double 11", see the electronic commerce to make pots full, the physical electronic store can only fall a envious. By the impact of E-commerce, the days of electronic stores have become increasingly difficult, they have to seek to counter the attack of the road, and some to diversify the integrated shopping malls, and some of the high-end positioning, occupy the mainstream business, and some of the first-tier cities outside the secondary market for a living.

Traditional type

To the development of integrated shopping malls

Beijing's electronic stores originated in Zhongguancun, since the 1990s, as an important landmark of the Zhongguancun gathered a large number of digital enthusiasts, DIY save machine, "to buy a computer to Zhongguancun" to become a consumer consensus. From the initial extensive sales, to the later hailong, Ding Good, e world and other large electronic stores have emerged, become the most brilliant traditional electronic stores, the highest number of daily traffic to reach 80,000.

Unfortunately, with the electronic product iteration update, DIY computer market atrophy, E-commerce rise and other external factors, Zhongguancun electronic stores are impacted. At the same time, the market's own ills gradually revealed: price fraud, shoddy, strong buy strong sales, such as lack of integrity, damage the consumer's shopping experience, resulting in reduced passenger traffic.

The gap between internal and internal, Zhongguancun electronic stores have to transform to survive. In recent years, Hailong, Ding Good, e world, etc. have repaying a group of retail investors, and increase the introduction of well-known brands of boutique pavilion, experience shop, but also the introduction of food and entertainment related businesses settled in order to create a one-stop type of integrated fashion market.

Coincidentally, another old electronic store Broadway and Zhongguancun store as experienced the pain of change. Broadway Beijing flagship store general manager June said: "it+ Gourmet + fashion has become the development trend of it stores, Broadway is transforming into a collection of it, gourmet, fashion as one of the complex it shopping malls." ”

Although the traditional stores have been looking for transformation, and even the government regulatory authorities to participate in it, but the lack of integrity for many years has been a long-standing issue of consumer criticism. A store owner said that the transformation of the store is more difficult, on the one hand, because the initial construction, such as elevators, exports and other infrastructure is in accordance with the form of electronic stores, in the transition to the market becomes a hindrance factor.

On the other hand, although the store has set up a brand repair department, Consumer Complaints Center, inspection personnel, but because of the store staff mobility, shopping guide cohabitation, difficult to manage. This also caused the consumer to the traditional electronic store impression score is getting lower, eventually had to abandon the electronic store.

High-end type

Occupy the mainstream shopping district of city

Different from the traditional fatigue state, some new store patterns have emerged and gradually come from behind. In the summer of 2008, the 3C chain relay in Shenzhen opened the first store in Beijing to three Li Tun Sanlitun, one of the main shopping circles, and put forward the slogan of "positioning high-end".

From the store point of view, Shun electric products to the needs of the user categories, such as notebook computers, mobile phones, camera classes, and the use of a unified green style to show. In addition, Shun Electric's own staff is responsible for guiding consumers, as a "consultant" role, pay attention to consumer direct personal experience. This is the traditional electronic stores, the various brand dealers hire shopping guide for a yell-type promotion is diametrically opposed. At the same time, Shun Electric also developed its own membership, and to create personalized pre-sales after-sales service, which has become an important source of shun electric revenue.

Shun Electric Beijing general manager Ding Hongwen said: "After five years of development, Shun Electric in Beijing has opened 7 stores, are located in the mainstream of the business circle, the flow of people to become passenger support." At present, Shun electric customers to ' the "as the main body, accounting for more than 50%. ”

In fact, this high-end type of road is not the first to open, some traditional electronic stores in other cities also chose to position the high-end path. such as Ding Good, Broadway and other high-end integrated it stores in Shanghai, both PCs, mobile phones and other electronic products sales, but also introduced a fashion brand, catering enterprises, such as the integration of high-end store form, has achieved a steady increase in the profitability of the year. This means that high-end routes in the first-tier cities have achieved some success.

Take this high-end route in addition to shun electric, Ding Good, Broadway, and so on, some brand direct shop also chose to experience shop or retail store opened to the city's mainstream business circle, such as Apple, Samsung and so on. To date, there are 3 direct Apple stores in Beijing, located in three Li Tun, Xidan Grand Hyatt City and Wangfujing, are the city's most people flow of the business circle.

Observers pointed out that, whether it is the Shun electric model, or Apple, Samsung and other brand direct shop, are the evolution of electronic stores a form of expression, from the market positioning, service and other aspects of the choice of a differentiated road. However, this high-end model can only be used in large cities, and then lower market areas are more difficult to implement.

Continuation type

Aim for secondary market space

Yi, secretary general of China Mobile Internet Industry Alliance, issued such an exclamation: "In the big cities, the choice of 3C products is too much, both the electric business platform, there are operators, chain stores, as well as brand direct store." The survival predicament of the electronic store in the first-tier city is more severe. ”

As a result, the third category of electronic stores to the suburbs, two or three lines and the following areas to dig deep market potential. These areas because of low rental venues, coupled with the consumers here themselves on the around, physical experience has a high demand, so this becomes an electronic store breakout a characteristic road, there have been some success stories.

According to the relevant person in charge of the tripod, ding good in Chongqing to open it shopping malls, through it electronic equipment and other fashion home, catering businesses complement each other, attracted more traffic, store income is also growing.

A person who has been working in an electronic store for a long time told the Beijing Business Press he has been in Yunnan, Guangxi and other regions of the market investigation, found that these areas of electricity business logistics has not yet been covered, local consumers online shopping habits have not formed, they are more likely in the physical store and sales staff, and products face-to-face communication. Therefore, in these secondary markets, there is a large demand for subdivision can be excavated, electronic stores have a certain space for development.

However, this route does not necessarily go through completely. Lu Xianbo, Deputy Secretary-General of China Electronic Commerce Association, pointed out that in these areas the establishment of electronic stores is actually dependent on the popularity of the electricity quotient of small, in view of the current rapid growth of the electricity quotient, once the electricity traders to penetrate these areas, the mode of electronic stores will undoubtedly be fatally hit. Beijing Business Newspaper reporter Chizhongfang

Journalist Notes

The road to transformation is far from smooth

"Rome, Rome. "The decline of the electronic stores is not a matter of two days a day, during which we talked about transition for many years, but the road to transition has been difficult and ineffective."

Traditional electronic stores have repeatedly been exposed to price fraud, strong buy strong selling and other integrity issues, and even become "condemnation" object.

In fact, as early as the establishment of the Zhongguancun electronic stores, the blind pursuit of scale, the recruitment of a large number of small merchants settled in, these small merchant members are many and miscellaneous, the quality is uneven, the management of the difficulty of the big can think.

Before the e world on the management side of the rectification, to clean up small businesses, small businesses do not cooperate, almost with the management side into the rumble conflict. Today, the plight of traditional electronic stores is actually eating the bitter fruit of their own hands.

Or precisely because they saw these ills, Ding Good, Broadway and other electronic stores in Shanghai, such as the opening of it shopping malls, the use of a completely different mode of operation, pay attention to large brands, large distributors of the introduction ratio, to a certain extent to avoid repeating the mistakes of zhongguancun electronic stores. However, they also face another problem, namely the high rent pressure in the mainstream shopping district, in which case it is not easy to say whether it is sustainable to make a profit.

At present, perhaps the continuation of the electronic store mode of the day is still relatively better, at least in the short term there is a larger space for development. However, because of the limited purchasing power of the secondary market, whether the electronic stores in these areas will again be disorderly, and in the rapid development of E-commerce, once the future logistics system to cover these areas, this type of electronic stores can survive is still unknown.