Offline Real shop signs of warming up, interactive consumption will again burst into a lot of imagination space

Xinhua newspaper Network News recently, offline real shop signs of warming up.

Last December, the first Internet store in Suning was unveiled. In just a few months, its daily average of people's flow and residence time has reached a record high. Also in the Xinjiekou region, high-end consumption is still hot, such as high-end consumption in Germany base square last year revenue amounted to more than 200 million yuan, single sales breakthrough 6.6 billion yuan, sales exceed the Shanghai Henglong, after Beijing Xinguang World, ranked second in the country.

After two stages of traditional retail and E-commerce retailing, the modern retailing industry is showing the trend of accelerating convergence under the line of line. As a new survey by Accenture, a leading agency, found signs of returning to physical stores, the proportion of consumers planning more purchases through physical stores climbed to 26% from 18% a year ago. This trend is occurring not only in China, but also in mature markets such as the US.

History, however, cannot be reversed. "Users return to the physical store" on the surface is the real store glow of the second spring, in fact, this shop is not the store, now the entity shop is already not the traditional business model of the entity shop. A quiet digital transformation of the physical store is no longer the traditional mode of operation, Fusion line under the online service content and shopping experience of the new entity shop, is leading a new trend of consumption, this year, "The two sessions," the Prime Minister of the government's report on the "online interaction under the emerging consumption."

This burgeoning consumption has brought new vigor to the retail business. Not long ago, Suningyun Business released 2014 Annual Performance Express: The total revenue of 109.116 billion yuan, profit 946 million yuan, Rose 555.28%. Su Ning's profit proves that the electronic commerce and the entity chain between the two from the incompatible alternative competition, enters to the O2O depth fusion development stage. "said Ruzenwang, an electric-business observer.

The product display area is small, the experience area is big, this is the Internet store and the traditional entity shop biggest difference. "The age of the internet is a time when the user experience is king, and unlike the past, where stores simply display goods, today's stores offer more opportunities for consumers to ' play ' products." "Su Ning Nanjing Big District general manager Xu Yaohua said." For example, the store built a professional studio, not only attracted photography enthusiasts, but also attracted many ordinary consumers to find out, stored in the cloud photos can be 3D, Bluetooth, laser and other printers on-site free printing.

The regional city business complex is also popular with the people, especially the holiday, the crowd such as weaving, catering "a table is difficult to find." Jianye Wanda, Jiangning Wanda, Yuhua Rainbow City, Drum Tower New City Plaza, Pukou Hong Yang Square, horse Garden City, such as regional shopping malls, on the one hand to meet the residents of a stop-and-eat life needs, on the other hand greatly facilitate the residents of the nearest handy life philosophy, different degrees of diversion of the Shanxi Road and other traditional business circle middle and low customers.

In fact, aware of the line can not be overlooked business opportunities, the global traditional electric business giants also began to seek a breakthrough under the line, embarked on the road of O2O integration. Amazon News will expand physical retail business. In addition, international online retailer ebay is also actively expanding the offline business. In contrast, most of the traditional electric dealers in the acquisition of offline enterprises, and some of the offline stores to promote cooperation, and some of their own entity shop, although the way is not the same, but only one purpose-to the line to seek a breakthrough, once was sung decline in the "offline" into a sweet pastry.

Industry insiders predict that the next line can be the same as online, will be all digitized, which will be the mobile Internet era's biggest feature. When offline enterprises are no longer subject to physical space limitations, accompanied by the relocation of the entity store, the elimination of channel barriers, distribution services upgrades and the personalized interaction between stores and users, "online under the interactive emerging consumption" will explode a lot of imagination space.

Newspaper reporter Song Xiaohua