Physical store is referred to as Network fitting room: buyers online buy offline

The shop is looking for the Internet, it's all messed up.

In the physical store optimistic about the model models of goods, go home to buy online shop, neither worry about the number style is not suitable, and can enjoy relatively cheap prices, this "offline selection, online buy" group to let the physical shop is quite a headache. Now, this group has expanded to furniture, home appliances, books and many other fields. Seems to be a petty advantage, but actually reflects the physical store and shop between the source of contention. Some entities are even feeling: "This business can not be done." They racked their brains and began to fight back.

Go shopping

Hand-written price tag cover number book put on plastic envelope

A few days ago, the reporter in Raffles three floor of the collect point store inadvertently found that all clothing tag has a handwritten price tag, not careful to see will be mistaken for merchandise prices after the discount, and in fact, these tags have been printed on the price, Some price tag on the handwriting price and printing prices are even exactly the same. The reporter carefully examined the discovery that the secret lies in the position of the handwritten price tags, which cover exactly the label's barcode printed on the tag. The reporter noted that some of the handwritten price tags have been torn and glued to the traces. There are consumer reflects that some brands directly with self-adhesive glue to the number, or even directly remove the merchandise tag, feel very inconvenient.

Similar "inconvenient" also appeared in bookstores, the bag on a layer of plastic "coat" is becoming more and more popular, but readers want to understand the contents of the book has become very difficult. At the bookstore on the ground floor of the Phoenix Shopping center, the reporter saw that the more than 10 new books of the current hot sale were placed in a prominent position, but all of them were molded. A reader picked up a plastic-sealed book just to be opened, and was stopped by the clerk in time. The clerk gave the explanation that many books have discs, which can be prevented from being lost. The stopped reader is disappointed to tell the reporter, can not see the contents of the book there is no way to judge the value is not worth buying, had to give up, "wrapped in plastic envelopes more and more books." ”

In other businesses, consumers can feel the shopping guide "too enthusiastic" service. In the North three ring a shopping mall women's counter work small Wu told reporters, in accordance with the requirements of the company, guests try to wear a jacket and so do not need to enter the clothing between the fitting room as far as possible "close to follow", customers will go to the checkout when the same, "I heard that some brands have to take the ticket in their own hands, with the customer line, It was not until his turn that he gave the ticket to the customer. "Consumer Miss Wang has had this experience, once she went to a shopping mall alone, into the fitting room, the shopping guide kept asking whether the size is appropriate, need not to change color," can not concentrate on the clothes, enthusiasm too far, fitting room is also a private space. " ”

"We have no way, many people try to finish clothes feel quite satisfied, but a look at the price tag, bluntly said too expensive, to go online to buy." "Yesterday, a shopping guide at Ginza Mall was bare the reasons why businesses are" not for the sake of customers ". She told the reporter with a helpless face, the day before yesterday afternoon received two of young female customers come in companion, tried seven or eight pieces of clothing, but also asked a lot of details, she ran before running for more than half an hour, but the last one did not buy, "they left I have to put these clothes are folded a good, very depressed." ”

The shopping guide complained that some customers try to stop, some customers only look at the style, for the guide, the latter even if it is helpful, "at least we do not fold clothes." "The online vibe of taking off the tag and using self-adhesive cargo numbers, she felt that the reality is not likely to do so, because warehousing and sales statistics are used to the above number, if you do that, even the checkout every night to the first to restore the original tag can be. For the "excessive enthusiasm" of the service, the guide said that can be understood, keep asking is to not let customers in the fitting between the games, accompanied the checkout is to not let customers slip away, "if the customer through these means to remember the goods of the item number, then go online to buy is very easy." She finally complained: "We are very low wages, no sales have no commission, in the long run, this business can not do." ”

Investigate the reason

Real shop reduced to fitting room home online order

The reason why the real business is so taboo for customers to view the number is because of this number, customers can find from the Internet to sell cheaper sellers. This situation in the clothing industry is particularly prominent, physical stores have therefore "network fitting room" awkward nickname.

"About three or four years ago, I was looking for a job and I needed to buy some decent clothes for the interview," he said. "Now has been working in a private company for several years, Ms. Liu told reporters, then went to the mall turned, and found that the price is not a college students can withstand," is always thousands, I came back in Taobao on a check, generally can be cheaper about half. After work, Ms. Liu also often go to the mall to try clothes, choose the right style number after home online shopping. She pointed to a large black down jacket told reporters that this dress in the store price of 1999 yuan, she taobao 1250 Yuan "received".

Shopping malls, online purchase, not only reduce the risk of inappropriate size, and enjoy the relatively low price of online shopping, quite favored by some consumers. Reporters visited a number of shopping malls, the goods are not impressed by the goods, Basic is a string of numbers and letters of the combination, it seems that there is no law to follow, memory is very difficult. But Ms Liu has a lot of experience: "Many clothing brands will start with the year, such as the 2012 paragraph with the beginning of 112, 111 represents the old section of 2011 years, the following several numbers represent the specific section number." ”

At the state-Rui Shopping center of the printing boutique, the reporter just took out a mobile phone is going to give a favorite coat photographed, immediately a clerk came to politely tell: "Sorry, we do not let the shop to take pictures." "In order to avoid the supervision of the shopping guide, some of Ms. Liu's fellow people will choose to the fitting room and other hidden places, with a mobile phone to take the item number down." "Some stores will say no shopping can not be copied number, then buy a pair of socks or something." Ms. Liu told reporters, the number is also a strategy, "You can change the color, change the number and other excuses to send the guide." "She told reporters, it is not good, you can first let the shopping guide invoicing, the bill will certainly have merchandise number," counters and cashier is not a place, directly take the Bill shopping guide also have no way. ”

In addition to clothing, shopping tatsu people can also through the same way for home appliances, books, household items. In their view, to the store to find out the price of home appliances is the most provincial things, do not hide, because the home appliance brand will prepare some product publicity materials, you can openly let the guide to the price and model written on the above, and then "go home to consider".

Do a survey

The price of a coat is thousands on the Internet.

One side is to try to "copy number", one side is the idea of creating barriers, businesses and consumers so step by step, the "magic" of the shop is really so big? The reporter made some visits to this.

Yesterday, the reporter at the Ginza mall a layer of European-time force stores randomly selected a jacket coat, the tag on the price of 939 yuan. Shopping guide told reporters that the current coat does not participate in any promotional promotions. Reporter noticed that the price of nearly thousand yuan let some consumers flinch, linger to see a few eyes to give up. However, the price of the coat is at least half as cheap as the purchase prices. In the Taobao input "European Time Force" and its number 1124302900 to search, there have been 238 related products, only from the picture judge, all and reporters in the counter see exactly the same. Among them, the European official flagship store quotes and physical stores the same, other sellers quote more than 610 yuan of merchandise has 108, nearly one months of turnover of only 4. In these 238 commodities, the lowest price is only 135 yuan, most of the price in 500 to 600 yuan, most people choose to buy this price range of goods.

And the price of books appears more transparent. The reporter from the excellent Amazon bought the current best-selling "Grand Palace" and other 6 books, a total of 111.9 yuan, the next day door-to-door, but also meet the merchant's free delivery conditions, no more to pay the additional shipping costs. On the respective pages of these books, the merchant provides the "online probation" function to see the book cover, catalogue, copyright page, back page and other information, but also provides 8 pages of the text excerpt. Through probation, the reporter initially learned some of the books. Reporter calculate, if in the entity shop to buy these books, basically according to the book marked the original price, a total of 205.6 yuan, the price of online shopping equivalent to play 54 percent. Due to the needs of the job, Ms. Wang, a university teacher, buys some new books every month, and over the long period, she starts to love dearly for the expenses, "then the online book city began to get up, in addition to individual books because the professional too strong circulation is small, basically can find, new book generally most expensive also can hit 70 percent." "Ms. Wang told reporters, in the bookstore to know that this book should not buy, write down the title and publishing house, go home on the Internet under a single," Fast delivery, packaging, packed in a regular carton, regardless of wind and rain are sent home, the most important is to save money. ”

The same is true for household items. Family Chaoyang District Miss home just finished decoration, need to purchase a large number of storage supplies, including plastic drawer cabinets, rattan baskets and placed in the cupboard drawer in the divider basket and so on. "These things are expensive in the supermarket, the size of a basket to 65 yuan, I bought on the internet only 30 yuan, store also package mail." Miss last week almost every day to visit the supermarket, fancy what to receive supplies, first put the brand and price down, home to confirm the size of online shopping. She told reporters that the most successful purchase is a set of six-tier drawer-type finishing cabinets, the price is 206 yuan, "This cupboard I see in the supermarket to sell 339 yuan." "She is more proud of the" works "There is a" Da Da "brand long-shaped mat, the store sold 49 yuan, shop in the lowest price only 28 yuan.

Talking about ideas

Real store prices should be adjusted to improve consumption experience

Run a few more steps, you will be able to save money, so the price sensitive but not value the time cost of the low consumer groups on the "copy number" is very enthusiastic. The emergence of "copy number Clan" reflects the development advantage of the electric business and the helplessness of the entity business. One view suggests that shopping malls do have to cut prices appropriately. The famous Internet analyst, is looking for consulting President Lubberg said, theoretically, "copied the clan" to the entity shop is not fair, they only see not to buy, so the entity shop becomes "the exhibition hall" and "The fitting room". However, this also shows that the physical stores need to make appropriate adjustments in price, to attract consumers.

Improve service level

Despite the surge in power, industry experts generally believe that the real business is not a road to go, the promotion of the shopping experience is one of the effective way to pull consumers back to the mall. In the opinion of business expert Huang Huajun, guard against "copy number clan" measure cannot cure a root. "Some consumers are willing to go to the Mall to copy the number, and then go home to the Internet to order, it is obvious that they care about the difference between the shopping malls of the time cost is not heavy, in theory they are not high income, the purchase is medium and low-grade clothing." In fact, in addition to price, the shopping experience is also an important basis for consumers to make decisions. It doesn't matter if the jumper is on the internet, because the standard of the pullovers is uniform and the price is low. But if you want to buy a high-end brand of suits, shirts, I am afraid I have to go to the store to try to wear or even custom-made. This is not limited to high-end brands, but a little bit of clothing is the case. The service level brings the shopping experience, is the entity shop and the shop main difference. ”

Do a full consumption experience

Guo Zhanli, director of China Mall's Industry Information Center, argues that it is hard to replace real business, especially shopping malls, and the main reason is that shopping malls provide consumers with experience and personalization. "The current trend of consumer trends in the network, for the physical business, should strengthen the experience of the consumption process and service targeted." In shopping malls, consumers can feel the brands from different countries, the coordination of fashion and classic goods, the diversification of the combination of retail service and other services, the variety of price choices and the rich brand combination. "Guo Zhanli believes that under the power of the powerful siege," foot experience "can be said to be the force point of shopping malls, the specific practices include: in the workplace to increase the characteristics of the customer service-oriented industry, building highlights, improve the quality of shopping environment, guide the lifestyle of the customer group.

Guo Zhanli told reporters that according to China's current data, shopping malls in the overall social sales in the proportion of around 7%, Shanghai now reached 13%, from this point of view, accounted for more than the electricity quotient. "The high cost of logistics, the next step to the development of the electrical business will also form some resistance and obstacles." "But Guo Zhanli also believes that physical commerce, especially shopping malls, should thank the electricity dealers," they have to the development of shopping malls to reduce the temperature, the stage of the shopping mall is not to be avoided. ”

Try to adjust

Open Shop to meet the challenges of diversified management to survive

Shopping malls: providing diversified business

In the promotion of consumer shopping experience, for example, the Guo Zhanli shopping mall, which began adjusting to the upgrade last June, has positioned itself as the "urban white-collar" one-stop shopping and entertainment experience, and adjusts the patterns and brand portfolios based on theme positioning and actual consumer demand, emphasizing experience and interactivity. Luosong, general manager of Yau Tang shopping center, told reporters, after the adjustment of the new Tang is not just selling goods, but also increased for the urban white-collar services to provide various types of diversified business, to meet the clothing, food, housing, line, learning, play, such as a full range of consumer demand, such as boutique supermarkets, yoga fitness, beauty Spa (Lotte Supermarket, Watson, Pei-Lin International Natural Health Club, France Angema International Spa Club, Beauty nail, crazy piano, document snapshots and so on, with rich and diverse patterns further strengthen the experience of shopping.

Department Store: Open your own online mall

In contrast to the shopping malls, the impact of the department stores on the electrical business is more rapid and direct. Reporters noted that a number of department stores have been "net", with "into the enemy's internal" way to meet the challenge. Xidan Mall, Contemporary Mall, top grade discounts, New World department Stores, Wangfujing (600859, shares bar) department stores have opened their own online shopping malls.

Brand: Push "network for exclusive" section

"This dress is too expensive, I still buy it online." "Last night in the East three-ring, a certain women's clothing counters, white-collar small Liu was immediately the promotion of the" intimate Tip "choke:" Then you have to wait for spring, our brand when the new season three months will not be online sales. "It is understood that some manufacturers prohibit agents in the shop sales of new models, if found will be heavy penalties." Reporters searching the web for discoveries, think Cato, ZARA, only, good days and other popular purchasing brands have opened the network flagship store, although there are new products, but the price and the counter is exactly the same, Uniqlo, GAP, Forever21 and other international well-known brands are implemented online under the unified price strategy. Reporter in the interview learned that there have been some brands for the network to buy people launched a "special" merchandise, such as underwear brand love of the site for the "beloved" brand, pricing is only the main brand half or even One-third; Tesla? Bang-Wei line for the brand ampm style more tide, the price is cheaper than the physical stores; even the brand of domestic skin care The "Hundred finches" have launched a network of products.

Bookstore: Increasing the book purchase experience

In the online bookstore price advantage more and more oppression, the entity bookstore more emphasis on features and services, market segments, to do a full experience. Hiding in the SOHO office building Kids painted the museum is "pocket", only dozens of square meters of the area layout of childlike. The "Rainbow" made by blanket the bookstore into a number of relatively independent space, on the shelves by age placed a variety of children's books. Children can go from a narrow staircase to a circular windowsill to read quietly, or listen to an adult story on a two-square-metre circular recess. Since opening in 2006, the bookstore, a 0-10-year-old child, has maintained a high profile among young parents. The reporter saw in the shop, many parents take their children to buy books do not know what to buy, but with a lot of questions, such as "what the two-year-old children to read books", "Our children do not like to eat", "How to do", etc.

"From the beginning of primary school has been in the bookstore to buy books, has formed a habit, a period of time does not come to feel less something." Yesterday afternoon, Mr. Liu with his 10-year-old son in the Wangfujing bookstore for most of the day, with the children feel the cultural influence. "When I was in college, I sometimes sit here for a day on weekends, some books are expensive, come back next week and look at the cheaper ones." "In Mr Liu's view, the warm memory of the bookstore will never erase his life." Marketing experts believe that, in this emotional maintenance, the entity bookstore in addition to providing more complete books, more should be creative to run their own bookstores, to strengthen the reader in the book experience, such as the provision of personalized recommended bibliography, in strengthening the visual experience can increase the depth of the psychological experience. It is understood that in some foreign bookstores, the clerk will hand write their own reading a book feeling, when the reader to get this book can understand the contents of the book and increase intimacy.

News link

If the owner asks for the price,

Market research firm CLICKIQ2012 released a survey report in February, which was an online survey of 911 American users, Two-thirds of whom were female, with an average age of 49.2 years.

The price is the most important information that is obtained from the retail store, which is 86.9%, nearly 7/10 of people study product function information, 51.2% are to understand whether there is goods, 44.7% people understand the product style. Although more than half of people call prices the first factor in online buying, only 1/4 say they know about the distribution costs of their stores.

According to the Oracle2011 December study, U.S. and Canadian users went to the store for the first reason that they viewed the goods before buying (75%), 44% said they visited the store when they needed to buy, and 41% of the people who claimed they went to the store to get rid of the shipping costs.