Online payment into physical retailing is actually a matter of firm

From a consumer's point of view, Alipay is actually helping the entity retail to solve a problem and enhance the consumer experience.

This year's "double 12", the war from the line to burn down the line, Alibaba, including the century Lian Hua, the United States, the family, wanning, 85 ℃, seabed fishing, Pizza Hut, such as a number of supermarkets, convenience stores and chain stores, the launch of the use of Alipay wallet payment can enjoy a full range of goods 50 percent discount activities, the maximum limit of 50 yuan. Although this allows the physical store to attract a large number of passengers, but in the actual operation of the situation is still frequent, including large-scale WiFi and network failures, resulting in cash registers and partial abandonment phenomenon, had to cause the industry to reflect.

For this time the "double 12" phenomenon of controversy is that it for the physical retail industry is "more advantages than harm" or "more harm than good": the physical store to introduce Alipay, actually help themselves, or to others to do wedding clothes?

In fact, I personally think that this is already an obvious answer to the question. Because, over the years, the entity retailer's understanding of the Internet has been a qualitative improvement. Many companies found that the previous shop performance is poor, the new marketing platform has not achieved the desired effect. Through reflection, they realize that the Internet is neither a competitor nor a simple marketing channel, but a new ecological environment in which everything is symbiotic. Therefore, whether the entity retailer, or the electric dealer should find ways to integrate into it, and found their own value and survival. In fact, this is the O2O pattern that we often say now.

For the retail industry, the relationship with the Internet should be viewed with an open mind. Consumption is a composite behavior, sometimes online, sometimes online, some things are best to buy online, and some things must be bought online, the key to see who can better meet consumer demand. Therefore, the so-called "consumption transfer" is actually a two-way flow, not only to see consumers on the line, but also to see consumers on the offline retail channel dependence, and in recent years some consumers have to return to the physical store trend.

Next, the real retail industry to do is to serve their own group of customers, do not let them lose. The use of line online competition, patience to do their own goods, patterns, prices, services and experience of Ascension is kingly. It is also at this level that we can clearly see the role of Alipay-the value of improving the consumer experience.

I believe a lot of people like me have experienced the trouble of convenience stores, supermarkets, in which long queues of the checkout this is particularly serious, no change is even worse. At the same time, I believe that many people have been like me to try to pay the convenience of Alipay: Open, sweep code, pay, finished. Fast and convenient, especially without change. So from a consumer's point of view, Alipay is actually helping the entity retail to solve a problem and enhance the consumer experience.

Of course, from this year's "double 12" test water situation, there are indeed many problems to be solved. But one thing we should be sure of is that these are all just "time problems" because they already have a solution.

In reviewing and summarizing the Internet practice of the entity retailer, insiders believe that "retailing has had a new ' recognition ' of the new era of retailing, which is that retailers no longer have information advantages, the borders of traditional retailers are disappearing, and an equally open retail business is coming, so only those with equal, open , collaboration and sharing spirit of enterprises can exist and development. "I very much agree with this view, but also look forward to the new retail industry."