Online experience Shop is not optimistic

"I'm sorry, I know, you're waiting." Advertising language in Beijing international trade and other subway stations everywhere, cosmetics network shopping platform Poly Beauty products will be opened under the flagship store. Poly-Mei Excellent product CEO Chen Au said that 2013 Poly-Mei Excellent products will work together with major cosmetics brands in the country to open a flagship store in the United States excellent products, and there is news that poly-quality goods line under the store's Open shop plan may be ahead of schedule.

In fact, the development trend of the electric business from line to line has already appeared in 2011. In the department stores, home appliances, fashion and other industries have "electric shock" at the same time, E-commerce Enterprises are also exploring the development of new models. May 27, 2011, Taobao first opened the home business E-commerce online experience pavilion, caused by the people of the household industry onlookers. And behind the onlookers, OAO (Onlineandoffline) is considered to be a breakthrough in the traditional mode of business, such as Business-to-business, O2O and so on.

The combination of the actual situation

However, the development of this new thing is not as optimistic as expected. "I heard it was a decoration, closed the door, and then has not seen the opening." Recently, the reporter came to Beijing four Huidong subway station in the vicinity of the Taobao Mall home experience shop, saw the door closed, billboards on the external wall multiplicity, the building before pedestrians scarce. Security Mr. Zhang said, here has been closed for more than 10 months, heard to be converted into office buildings.

From the site, this is backed by friends of the tourist material warehousing company, from the subway four Huidong station only more than 20 minutes, logistics flow is larger, and the land price is relatively cheap, nearby hotel accommodation costs relatively low. At that time, love bee Tide experience shop rented five floors, the display of home building materials products mainly from export enterprises, the national well-known enterprises of the second brand and regional high-quality home building materials Enterprises, almost all of the domestic quality of home building materials products. "Taobao Mall home experience shop in the vicinity of the famous, but not many people." "Ms. Zhang, who works at Shengjan Hotel, said that although the opening of a mammoth, but after the opening of business," it may be that everyone is busy at work, it may be far away from the city center, the specific reasons I do not know. ”

Nevertheless, March 2012, that is, Taobao Mall home experience shop closed the second month, Beijing Love Bee Tide Technology Co., Ltd. and the day Cat Mall together to create a day cat Mall Love Bee Tide, Beijing South four ring commercial real estate Center city outside Cheng Home Plaza, and the line under the museum's business area expanded to four benefits experience shop twice times, Consists of 600 sample rooms and shelf display area.

In fact, not only the electric operators try to open the offline entity experience shop, but also wired under the physical store using technical means to expand online virtual business. Not long ago, shop 1th United Austria and the United States in China, using AR augmented reality technology to launch the 3D-stereo offline virtual shopping malls, users can view the vicinity of the "Unlimited No. 1th Shop", and can feel the same as the physical store layout, such as the entrance door, the door has welcome guests, the store has signs, channels, shelves, shelves on display merchandise. Moreover, at present, No. 1th stores in Beijing has set up more than 100 experience shops, in Chaoyang Park, three Li Tun, international trade, Xidan, Blue Harbor and other traditional shopping district has opened a virtual shop.

Online interaction

Online and offline combined with interactive mode why can the electric business enterprises in pursuit? Xuefei, an analyst at the China Electronic Commerce Research Center, said in an interview with our correspondent that in 2011, the electricity quotient accounted for only 4.2% of the total retail trade, indicating that there was still a long way to go in the overall social electricity business. However, the demand of traditional retail enterprises net is still very high, and the desire to continue to develop with the help of traditional retail enterprises is also very strong. "In this situation, the combination of online and offline mode is an effective way to develop in the future." "Xuefei analysis said.

The Love bee tide aspect says, through this kind of cooperation mode, the merchant can not only display the commodity information online, but also can experience the product service under the line, thus lets the consumer have the full cognition to the commodity. Through such an appointment type of consumption, home consumer groups not only have a more diverse range of goods to choose from, but also through the line online comparison, make the most suitable for their own decoration choice. And that's the advantage of OAO's new model.

In fact, the electric business enterprise has already taken the OAO practice step. 2012, group buying is still in the smoke, and the so-called "China's first hypermarket O2O service platform" Chengdu "search Nets" to achieve a gorgeous turn, completed the mobile internet and social based on the new mobile E-commerce platform upgrade, and build and build the information background of the real business of the new operating model, known as " The fourth generation transaction mode and standard of the real business. In addition, in Chengdu also born in the real business of mobile E-commerce Block project "Excellent products World OAO Mobile digital feature block." December 2012, "Fortune another city OAO Intelligent shopping platform" has been officially online operation.

"The essence of OAO is the core of real business," says Du Bin, senior consulting manager at the

. Through human network interaction, human-computer interoperability and mobile interconnection, through the online shop and offline entity shop Information channel, to achieve "double shop" integration, resource sharing, to broaden the consumption channels, expand consumer groups, enhance business model, improve economic efficiency. "The OAO mode will be the inevitable choice and the only way for the real business development, and it is the best mode of business integration operation to meet the demand of the consumer line." "Du Bin said, OAO model development will certainly experience a variety of trials or trials, there is no shortcut, only down-to-earth to do can achieve breakthroughs."