It's impossible to replace an offline entity with an electric dealer

1th page Electric Shang line to replace the offline entity is impossible

"Around" 2012 is the electric business of the road of the year, round after round of fierce price war, the whole industry to speed up the shuffle. Ikea's layoffs show that the traditional physical store by the impact of the electricity business increasingly obvious, the real store is caught in the gap between survival. From a few yuan of small ornaments to thousands of yuan of home appliances and tens of thousands of hundreds of thousands of of jewelry and even automobiles, the trend of replacing physical stores is becoming more and more obvious. Taobao, Jingdong, Suning, Gome and other electric dealers to price and courier advantages, and so that customers get no less than store goods, Alipay and other Third-party payment platform so that both sides gain enough confidence in the transaction. But the entity store still has some advantages which the electric dealer does not have, still has the support of the fixed consumer group. So, what is the reason for supporting the physical store to go down?

Traditional physical store relative to the network virtual platform, has a shopping guide for consumers real-time service, but also allows consumers to experience the intuitive product details. Many consumers say that while physical stores are more expensive than online, but when the purchase can be seen at a glance product details, can also communicate with the shopping guide, timely understanding of product use and all aspects of the situation, although the Internet is a little more expensive, but also not how much, still in their own economic ability to withstand the scope. Many Web site user experience is very poor, after the sale is not perfect, and integrity is not guaranteed. Have a friend because the net buys the big commodity to have the question, although the final question solves, but also pays the extra logistics expense, the problem processing cycle is also very long, the net buys lets the person not be completely relieved. This shows that the entity store still has its reason to continue to go on, relative to the network platform, the real store's biggest advantage is the user experience and services. For people who don't like online shopping, physical stores are their choice.

But the entity shop also faces the malpractice, some clever buyer, usually treats the entity shop as is the experience place, the line chooses, the online purchase. As the network sales channels are maturing, the goods are marked with price, model, product information can be found, coupled with affordable, natural attracted a large number of consumers. But with the offline entity store Suning and Gome launched the "line of the same price" strategy to let this headache problem solved.

So in the current situation, the electricity dealers will not completely replace the physical stores, the existence of physical stores will allow consumers to have more shopping options. The current market situation is, where there is the opportunity, where the business will develop. In this way, the electrical business will also be saturated. Therefore, the combination of their own advantages, tailored to the development of enterprises is the Evergreen Road. From the current situation of the electricity market, there is a "line + offline" advantage of Suning easy to buy and Gome Mall is likely to lead the development of furniture electric business. Industry insiders have pointed out that the electric dealers can not completely replace the entity business, entity businesses can not ignore the importance of the electricity quotient, the future market pattern will be the electricity and the entity merchants complementary online + offline common development.

Suning Chairman Jindong clearly said that "Suning appliances (002024, shares) in the electrical appliances two words removed" to accelerate the "go to the electrical" process. In the entity stores, suning continuous new products with manufacturers to release cooperation, the introduction of Microsoft Surface tablet computer, and so on, to maintain the physical store high man.

There are many indications that stereotyping can no longer be viewed as a chain store that started from home appliances. In due course, the traditional appliance chain enterprises are likely to be transformed into a store-like entity stores, to achieve the expansion of diversified areas.

Compared to the rapid development of electrical appliances stores in the electric business, the expansion of traditional appliance chain in the physical stores slowed down. On the one hand, because the first half of this year's sales situation is not good, the overall market sales scale has slipped more than 20%, until the second half of the "11" after a long holiday gradually warmer, the entire 3C industry sales profit has become thinner; on the other hand, this year, the situation of the electric dealer In this context, home appliance chain generally abandoned the previous large-scale expansion of the practice, do not seek "quantity" and more "quality", the entity stores more attention to efficiency.

Editor's point of view: The rise of the electrical business to the real store impact is really big, offline entity shop direction should be from the coverage and user experience two angles to consider. Because physical store shopping is a way of life in some way, for example, shopping is our life is a very normal experience of social activities, you pull friends to go shopping to see the film no one will say you are sick, but if you say: Today all come to my home on the internet to buy things, buy us to see an online movie. This way I guess people will think you have a brain problem. This kind of consumption which originates from people's daily life is also not possessed by the electric business model which is highly targeted. Therefore, the author predicts that the electrical business to replace the entity is almost impossible, because both have their own advantages and shortcomings, in the future will only complement each other, forming two kinds of consumption for different groups of people.