Physical stores are more eager to surf the internet, while electricity dealers are looking for a place to stay

As Facebook, micro-mail and other mobile platform payment functions, physical stores are more eager to "surf the internet", while the electricity business is looking for "landing". With the mobile platform, the line has become difficult to give up. People or use web search targets, but in the physical store to try to wear, or under the line looking for the style of the clock, and then online to complete the payment. Retail giant Wal-Mart CEO Mike Duke has said: "Retailers are in the Solomome (social social +local localization +mobile mobile +me self) The beginning of the economic era." "The sales feature of this era is to use social networks to find the easiest way to purchase, to pay through mobile terminals, and ultimately to express individuality." Times so, retailers have to keep up with the pace. Where the consumer is, the retailer's channel will be paved.

E-commerce seeks shelter

Recently, the British fashion E-commerce Group My-wardrobe announced the opening of the first entity shop on June 30. My-wardrobe became the first company to open a physical store in the UK, but in fact, the US electric business, La Garconne, Nasty Gal and Warby Parker, had already begun a model of online and offline joint ventures.

Everyone said that this is an e-commerce era, then why these well-known electric dealers to the contrary, to start laying solid channels?

Although My-wardrobe said that the continued cash flow and the cumulative loss of the company into a serious financial crisis, the opening of physical stores is an important step to save the company's future, but no matter how it seems that this step is not helpless, more like a rainy day.

For the fashion industry, E-commerce, although fast enough, convenient, but out of the physical stores, such as clothing, shoes and other fashion products sales are always limited, consumers are products to meet the expected problems, and the electrical business is suffering because of the size, texture does not match the request for return. As Terry Lendglen, Terry Lundgren, chairman of Macy's, who has been in the retail business for 30 years, the custom has been to touch and try on apparel products before deciding to buy them.

How to break through the dilemma? Line down the two-line parallel is the solution. Therefore, realizing the whole channel retailing not only causes the traditional retailer's attention, but also causes more and more pure electronic commerce platform's ponder. They see that a long history of traditional business seems to be 1:30 will not be due to the failure of E-commerce, but a lot of powerful physical stores in the development of the whole channel better.

The whole channel of entity transformation is easier

While many physical retailers are still considering how not to become a fitting room in the era of E-commerce, Macy's has ventured to say that a channel cannot be set down and where the consumer buys it, where Messi will sell it.

As one of the first "net" retail companies, Macy's has opened a shopping site in 1996. While the annual income is only 30,000 dollars, Terry Lendglen believes that the Internet may lead to a different business model in the future. At the beginning of the development of e-commerce platform, some people asked Terry Lendglen whether they were worried that customers would go online instead of shopping. Terry Lendglen's answer was: "No, the only thing I'm worried about is that they go shopping on other sites instead of mine." Customers are changing and retailers must follow them. ”

According to the analysis of customers ' buying behavior, Macy's found that most consumers are not only shopping on the Internet or in physical stores, but they also have both, and they choose the channel of purchase based on their own situation and needs. Terry Lendglen said: "The interaction between online and offline channels is very powerful, consumers use two channels of shopping than the use of a single channel to spend more than one times more." ”

The cost of Macy's is much smaller than My-wardrobe's physical store. Today, Macy's online business has sold more than $1 billion trillion a year, and its investment in IT infrastructure is around $300 million trillion. In addition, Macy's stores in the United States have more than 800 stores, when the online channel opened, the 800 stores have evolved into experience centers and distribution centers. And as E-commerce-born enterprises to achieve offline sales, not only to establish a set of facilities so simple, they need to dominate a large number of human and financial resources, involving siting, rent, display and other practical problems. Because of this, the entity department stores to the whole channel development more self-confident, "after all, traditional department stores are not only good at building warehouses."

Mobile platform is the ultimate test

In the final analysis, any form of sales comes from changes in consumption habits. To achieve full channel development means that retailers must be consumer-centric, use the most popular social platform to achieve sales, to meet the needs of consumers to shop anytime, anywhere.

In addition to E-commerce platforms, Macy's now attaches more importance to building mobile terminals, and they are opening accounts on Twitter and Facebook, attracting a large number of fans. In this regard, the official said, the entity, the Internet and mobile terminals combined to call today's full channel, the three mobile platform is the ultimate test, for this reason Macy's constantly improving equipment to support the new payment technology such as Google Wallet.

Market Research Institute IDC Retail Insights Research results show that, compared to single channel consumers, multi-channel consumers on average to consume more 15%~30%, and the whole channel consumers than multi-channel consumers on average more than 20% consumption. More importantly, the entire channel of consumers will also be through social media and online activities to share with other consumers, thereby affecting more people.

Retail giant Wal-Mart CEO Mike Duke said: "Retailers are in the Solomome (social social +local localization +mobile mobile +me self) economic era starting point. "The sales feature of this era is to use social networks to find the easiest way to purchase, to pay through mobile terminals, and ultimately to express individuality."

In view of this, many department stores are now trying to use social media to promote their own full channel transformation. As the social networking Facebook payment function has improved, a group of fashion brands are eager to open up another sales channel through Facebook.

Social media on domestic mobile terminals also play the same role. At the end of April, the department store's top grade discount was opened in a store in Hangzhou, which, unlike other stores, had a two-dimensional code for every item in the store, and consumers could easily make online payments by using micro-mail scans. Even if you don't pay at the time, you can put the selected items into the shopping cart as if you were shopping online, and finish the payment before the next day. Top grade discounts and micro-letter cooperation are only just beginning, and in the future it is ready to replicate the model to more cities.