Physical retail winter comes and spring is still far away

Winter comes and spring is still far away

Physical retailing is encountering the "Arctic Winter", which is cold but solidified as long. In the coming 2015, there may be no signs of relief, and there is no rule of escalation:

The impact of the electricity dealers is still fierce. Although its growth rate has slowed down, but still let the entity retail can not be expected, "double 11" of the "sales myth" is still standing. There is no sign of a levy on electricity dealers and more regulation. The rise of "cross-border electricity dealers" or the loss of high-end barriers to physical retailing.

"Eight forbid", "anti-four Wind" and other policy factors, such as the impact of continued, prepaid card sales plummeted, large group buy almost extinct, high-end goods continue to encounter cold.

Costs remain unsustainable. Leasing costs, labor costs only rose not fall, marketing costs hit the chicken blood surge, corporate profit space continue to compress, a little careless will fall into the mire of loss.

Do not "Toss" there is no customer, do not promote sales will become a new normal. Strong such as Wal-Mart has also seen a decline in revenue, profit decline, a strong sense of crisis forced its closing layoffs, loss reduction fees.

Accenture's prediction of "customer return" seems to be a sign, a trend, and does not really make people feel any warmth.

The world of ice and snow is also a squid

In the 2014, the offline retail market has seen a lot of bright changes, such as a bright light in the dark, like the bare branches of a little bud, and the world of ice and snow in a tree plum, to the physical retail with confidence and hope:

Gome's first 3 quarter revenue 44.645 billion, growth of 7.17%, net profit of more than 1 billion, a large increase of 74.91%, same-store growth rate reached 7.3%, integrated gross profit margin of 18.8%;

A large number of entity retail enterprises take the firm step of exploring the whole channel, flying cattle nets, cloud monkey nets, dog nets, such as a lot of physical retail enterprises in the online business, for many enterprises, O2O is no longer a castle in the air;

"Double 11" period, the national hundred million shops in the "Lotus Action" under the banner of holding group to create "China shopping Festival", the opener sales broke tens of billions, an average increase of 158%;

"Double 12", tens of thousands of entities shop together to pay treasure to carry out a big promotion, with the help of Ali to set off a round of buying frenzy, many stores reproduced a long absence of pomp;

In the second half of the year, a large number of retail enterprises to carry out a rich and colorful activities, Brand day, internal purchase, VIP appreciation and other activities to do a good job. Activities, a number of stores boldly compared with the electricity quotient, big dozen low prices, quality, service, experience "combination card", big dozen merchandise sales, catering, entertainment, such as "combination boxing", will promote the tentacles extended to the line and mobile end, successfully gathered the passenger flow, pulled up the sales, for their own manufacture of a "warm winter";

Wal-Mart in the downsizing, the firm implementation of the "3-year 110 shop plan", only in Hubei province will be 28 into the open shop target, let people feel the determination and confidence of the international giants;

RT-Mart, Carrefour and other enterprises to the convenience store, West Lake Yintai to the "New lifestyle retail store" adjustment transformation, le City supermarket to create a professional shop "jigsaw", in the self-mining hard work, the High-tech "future supermarket" full force ...

If the plight of physical retailing compared to private armies, heavily besieged siege, then, the practice is all kinds of breakthrough efforts. Separately, maybe every kind of practice is not so powerful, but a variety of actions converge, you can receive four-flowered, all-round breakthrough effect, there is always a point can be the first to break. If there is a breakthrough in multiple directions, "siege" will fall apart.

Old smile firmly believe that China's physical retail can join the WTO after joining the international giants with the Taiwan dance, also must be in the information age to find a harmonious coexistence with the electrical business.

Adversity breaks the toughness don't be capricious

Now it seems that offline retail hope seems to be limited to shopping malls, convenience stores at the two ends, it seems that "all-inclusive" or "small and beautiful" is not a lot of physical retail choice.

Old laugh that the world is full of vitality and vitality, it is that it blossom, colorful. If the entire retail industry uniform, only shopping malls, convenience stores and electric dealers in three forms, it is also called prosperity?

Yintai CEO Chen said that the transition can not be too cautious, to "shoot first and then aim." "Not bad money" listed companies may be so capricious, but for most retail enterprises, but also from the actual, according to their own, steady development, otherwise very likely "transformation to find death."

Old smile does not approve of all retail enterprises to develop shopping malls or convenience stores, the former capital investment, investment difficulties, high operating requirements, the latter need a strong information system, perfect distribution system support, but also to have efficient management to succeed. It is said that the number of shopping malls in China is approaching 4000, but less than 1/5. It's no use opening a convenience store, it may be a trap to open more. With the army seizing the "bridge", the future shopping malls, convenience stores like department stores, supermarkets, the same surplus or not difficult to imagine.

Or ask: What should I do? Old smile think, what to do, you open is department store also do general merchandise, you are operating a large store is also dry shopping malls, formerly extensive development, and now have intensive management, fine administration.

Retail industry said complex is also complex, simple and simple, as long as adhere to the right direction, follow the right way, you will be able to do the best of their own, will certainly usher in their own tomorrow.

What's the right direction? Of course, adapt to the changes in consumer demand, consumer demand-oriented; what is the right way? First, the expansion of the second is to reduce the cost, you promote sales, reduce costs, make money, the environment again difficult to live, as long as can survive, there must be tomorrow.

Positive and enterprising "five great Kung Fu" usher in tomorrow

Whether it is the center of the shopping malls, convenience stores, or not be optimistic about the department stores, supermarkets, have its role and value, there are advantages and disadvantages, is expected to coexistence the future, together to form a rich retail industry. As to which form is more hot, which is more weak, there may be "Hedong Hexi" rotation, "poor temple rich Abbot" or "rich temple poor abbot" in any commercial form is not surprising.

To live in a difficult situation, to achieve a beautiful attack under the power of the electricity merchant, and even to become the "rich Abbot" in the "poor Temple", it will take a hard hard work and true Kung Fu:

First of all, in the commodity and the state of work, do the full characteristics and advantages. Some excellent entity retail a big promotion always absorbs the tide, the sale surges, why? Because people have good brands, commodities, there can be driven by the popularity of the industry, category, to meet the "leisure consumption trip." Whether it is self-employed or deep joint ventures, bold Cross-border, must have their own characteristics and advantages, showing different differences with competitors. Shopping malls simple commodity sales slump, can take out a certain area to do business, expand the category? The traditional department store is not to be seen, can go to "specialization", "Small and fine" path? Can you cut some of the not competitive category to introduce brand collection shop, Gome or its category? As long as you use your head, there are always ways.

It is said that Japan's department stores are small, but sales are not low, "delicious good drink fun" the practice of the gathering is worth learning. It is the first problem to be solved for entity retailing to re-examine the location and layout of the store, to enhance the control of commodity and price and to build a competitive supply chain.

Secondly, in the environment and service efforts to create a comfortable space for customers. Some stores "effective utilization" is very high, densely packed with goods, almost no service facilities, even the toilet is not "convenient", and how to expect customers like? In this regard, the Japanese practice is worth learning, mother and child room, childcare area, "Small Park", free storage, free charge, and so on, all kinds of convenient services, More thoughtful than the customer, nature can improve the "into the shop rate." Although the popularity is not equal to the sale, but is the transformation Foundation and the premise. Or: The area is limited, can not decorate this many. In fact, learn a Japanese bar, through exquisite design, local conditions, nature is not difficult to do "Spadger spite".

Third, in the experience of marketing efforts to boldly compete with the electric business. This year's "Double 11", "Double 12", many offline retail business performance is commendable, if you want to sum up the regularity of things, I think nothing more than four aspects:

One is the set of the introduction, the activity of the guests. Through the rhubarb ducks, small monsters, duo a Dream, Huang Jinda, Christmas Castle, "Nutcracker" private and other creative theme set to create a strong atmosphere, through the "Big Parade", "Foreign Model Show", "Kiss Contest" and other activities to attract customers attention into the store. Physical Shop "topic" More and more foot, "story" more and more strong, with the help of micro-letter, micro-Bo and other media widely disseminated, many physical stores have become the focus of attention, the darling of the market;

Second, low price suction. During the promotion period, many physical stores have launched a large amount of discounts, buy and send, buy less, buy gifts, limited-term snapping up, burst the second kill and other preferential activities, a lot of power to chase the electric quotient or even better, the entity shop can try to wear trial, but also to ensure that the new product, and then in the low price and the same with the electricity quotient, natural can produce strong

The third is the staying of the state. Unlike the simple sale of goods by the electric dealer, the substantial retail promotion tends to package the goods, catering, food, entertainment and other forms of packaging, forming a resultant force, prolonging the customer's stay and promoting the joint consumption. In some big shops, the combination of beer and skittles can make many families happy all day;

Four is the service wins the guest. Big promotion, many physical stores will launch exclusive services, such as free tea, free storage, free charge, free courier, so that customers can get the offline experience, but also enjoy the convenience of the electric business. With the normalization of some special services, winning customers is also in the mood.

Finally, we should work information technology and enhance the communication and interaction with customers. In the age of mobile internet, it inevitably influences and changes the commercial retailing industry, and the "fan economy" is unstoppable. The introduction of various information systems, intelligent equipment, in different forms into the business, through micro-letters, microblogging and other platforms to increase communication with customers, the timeliness of communication, convenience, so that the operation, service, marketing, promotion from the line to the line and mobile end, to enhance the store management, adjustment, service, marketing accuracy, to enhance customer activity , viscosity, are of great benefit. The entire channel management is the development direction which is recognized, even if temporarily powerless in the electric power enterprise, also should in the new media marketing promotion up and down some kung fu.

The entity store should also maintain self-confidence and open mind, and boldly cooperate with the electric business. "Double 12" nearly 20,000 online stores and Alipay cooperation is very successful, its popular beyond imagination. Some people say that this is Ali's conspiracy, old laugh feel really think more, to say conspiracy, that is also to UnionPay, this but Ali occupy offline payment market layout, the essence and its subsidy fast taxi is the same, but Ali future can not benefit taxi industry? The entity shop has been exploited by UnionPay card for many years and should welcome such cooperation.

Finally, in the "holiday economy" to work hard to grasp the key point of expansion of sales. Retail sales increasingly rely on holidays, holiday sales accounted for more and more, more and more heavy. Fortunately, nowadays more and more festivals, traditional, foreign, legal, sporogenous, almost one after another.

According to the old laugh of the data, a year of various types of holidays (including double) about 140 days, accounting for nearly 40% of the year, contributing to sales in more than 80%. The performance of the retail business depends on the success or failure of the "holiday economy".

In the past, physical retail has rarely had a "double 11", but this year's first show has achieved a decent performance. Thanksgiving Day, "White Valentine's Day" in the past not to be regarded as a holiday, can also provide opportunities for store expansion. Physical retail should attach great importance to every holiday, even every weekend, a double break can not be missed. After all, the old days of "standing and making money" are gone, and now is the era of consumer sovereignty, the "toss and sell" era.

Jinggangshan period, as well as the Later Yan ' an period, our party suffered blockade siege, the harsh environment, 10 times times in the face of today's physical retail difficulties, but the revolution finally in the right direction to successfully break through and grow. Offline entity retail, as long as the insistence from the reality, adhere to the nature of commercial retailing, close to consumer demand changes, the courage to change, bold innovation, with innovative thinking to adapt to change, to maximize the experience of the entity shop advantage, genuine charm, we will be able to get out of today's dilemma, Also must be able to be more powerful posture to meet their own future!