Shop reduced to "fitting room": buy clothes on line fitting line

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Guests in this issue:

Peng professor of Business School, Renmin University of China

Zhang Dazhi Consultant of management consulting company

Shou International Electric Business Analyst

Note：

Every holiday, or traditional long vacation, or belong to the concept of marketing "Singles Day", "Doomsday" and so on, will appear in the market shopping malls sales war, the major brands of Low-cost showmanship. But in this "stage", the net buys is occupying more and more important position. Some are known as the "fitting" of the net to buy people, often the mall as a fitting room, only try not to buy. Then, go back home and search for the same goods online, waiting for important holidays on the Internet shopping platform to buy at the lowest price.

In fact, according to the International Finance daily Small Scale survey, at least in some white-collar workers, because the physical store and shop price difference, they are more inclined to online shopping. In fact, many consumers are not only the clothing store as a "fitting room", daily life in the "food and clothing to live with" the trend of buying from the Internet, even flooring, floor tiles and lamps and other decoration materials, and even the bulk of the steel business, will be in the physical store to select or try, and then from the Internet for large-scale procurement.

In the industry's view, as long as the conditions allow, consumers see, touch and hear things, can be purchased directly from the Internet, and no longer through the physical store to buy.

So, only from the current situation, online shopping in the end how popular? How many consumers take the physical store as a "fitting room"? In addition, for the physical store, in this network shopping tide, how to deal with?

The status of the "fitting" occupation of the one or two line

This phenomenon is mainly concentrated in the one or two-line city, or the economically more developed coastal areas of Jiangsu and Zhejiang. and the rapid development of logistics industry is one of the reasons for the rapid development of these cities ' online shopping.

With the maturity and rise of the online shopping platform, more and more young people, especially the younger generation and the other, have joined the net-buying army. In the reporter's random inquiry, there is such an interesting phenomenon, many of them have tried clothes in the shopping malls, and then turn to the Internet for shopping.

However, in the interview, the reporter also heard the view: compared to online shopping, in-kind purchase or better quality assurance, more reassuring. So how common are the fitting rooms? Which type of consumer group is the majority?

Peng: With the rise of E-commerce, it becomes more and more common to turn shopping malls into fitting rooms. Of course, for the time being, this situation or more is happening in large or middle cities or economically developed regions, and it does not form a climate of universal participation. In addition, in the consumer groups, "fitting room" phenomenon or more still appear in the young consumer groups, especially with the network grew up in the generation, consumers. As far as I know, older consumers are more inclined to shop in physical stores.

Zhang Dazhi: As we all know, shopping malls into "fitting room" situation has become more and more common, online shopping scale has grown, this situation has reached about 30%.

At the same time, the main group of online shopping is mainly young people-some white-collar workers (consumer funds more nervous, but still willing to trendy people). However, the elderly because of financial resources, knowledge of the network is also relatively scarce and other reasons are rarely on the Internet to compare, so there is very little online shopping.

In addition, the emergence of this phenomenon is mainly concentrated in the one or two-line city, or the economically more developed coastal areas of Jiangsu and Zhejiang. and the rapid development of the logistics industry is also to promote the rapid development of these cities online shopping, "fitting room" situation with the common reasons.

Shou send: This kind of situation now can say is very common, individual thinks "fitting room" is the net buys this kind of consumption means to develop to a certain extent to appear new form. Today's online shopping groups are mostly young people, with one or two-line cities in the majority. Because of the other five or six-line cities, there is no sound and perfect offline trading conditions.
The reason is decided by the clothing industry characteristic

Clothing this kind of consumer goods has its certain particularity, the consumer has experienced in the shop, can buy the right product according to the item number on the net. Among them, the biggest reason that the net buys the phenomenon prosperity is the price

In the view of many older consumers, the behavior of the "fitting family" is incomprehensible. Because they tend to rely more on the price of a physical store. However, young people think that the "old people" do not understand the mystery. To a brand-name shoes For example, the reporter compared to find that in the entity shop, the price is as high as 1000 yuan. But on the line, the price is only 200 yuan-600 yuan, and the shop is clear that the merchant is authentic. In addition, in this year's Singles festival online marketing period, a lot of ordinary products up to thousand yuan, in the online only hundreds of yuan quotation. In addition to price factors, in the end what are the factors that led to the market reduced to a "fitting room"?

Shou: the appearance and popularization of the phenomenon of "fitting room" is also a new trend after the development of electricity quotient. This also shows that consumers began to believe that the network platform consumption patterns.

and clothing this kind of consumer goods has its certain particularity, the consumer has experienced in the shop, can buy the right product according to the item number on the net. Among them, the biggest reason that the net buys the phenomenon prosperity is the price. Buyers want to buy cheap consumer goods, the network platform is very convenient to give them the platform of parity.

However, it is worth mentioning that many products are not simply sold online. such as machinery, automobiles, houses and so on, the sale of these goods do not have the support of physical stores, and want to simply rely on online shop to complete the whole marketing is obviously impossible. Therefore, the appearance of the "fitting room" phenomenon is not simply which aspect of responsibility, but the characteristics of clothing this commodity itself to give this consumption means to flourish.

Peng: On the one hand, this is related to the rapid rise of e-commerce in China, many well-known electric dealers marketing layout almost all over China almost all the cities and regions. In the long run, the further development of electronic commerce is no accident. At the same time, for low-cost consideration, more and more businesses in recent years from these electronic business platform to see the development opportunities, joined the platform, and accumulated a large number of consumers. Moreover, there is no denying that the products that consumers cannot buy in stores tend to be purchased online, further gathering popularity.

In fact, the appearance of the "fitting room" is not unrelated to the financial crisis and the recent economic downturn that occurred a few years ago. Because the emergence of the financial crisis has to let the income of the white-collar group to choose a more economical way to ease the "cost" pressure. The more important effect is that inflation and the rapid rise in house prices have also forced many people to opt for cheap shopping to save money.

Zhang Dazhi: On the surface, the reason for this is that social and economic development has led to the progressive and open purchase awareness, people gradually accepted the shopping and the diversification of the means of payment. On the network platform actively looking for what they think is affordable prices.

However, the root cause of this problem is the consumer's lack of trust in the market, consumers worry about the real store price "high", not willing to pay the spot, and choose to copy Nieder number online view after the decision.

In fact, the consumer goods in the physical stores contain rent and other fare increases, the cost is indeed higher than the shop cost, the price of the sale of natural high. And consumers will also be more willing to choose the same products in relatively low prices, then the real store sales will be significantly reduced. Of course, the current situation is also related to the gradual decline in apparel retailing.

Way out O2O mode Cheng Wangdao

The development of physical stores, the future must gradually and network platform sales combined. Physical store has its own advantages, shop also has its own low-cost advantages. If the combination of the two, for the expansion of consumer marketing channels also have great benefits

In the "stage" of the commercial war, especially the step press of the online shopping, the entity shop seems to be less and more dominant. To this end, consumers can always find that in some well-known brands of the store, there will always be a ban on camera, no photos and other signs, which is also the entity shop to prevent the most basic shop sellers candid action. But from the actual situation, it is very difficult to block the impact of the trend of online shopping. But there are also smart entity stores will use the network to open their own network flagship store, in order to win netizens "consumers."

However, in the face of fierce competition from the network, the future of the physical stores how to choose their own way? Is it a differentiated operation, or has it been on sale?

Peng: Competition is really not to be underestimated. In this case, the entity store on the one hand need to look at their own business style has no prospects, such as, in the end is to expand their own stores, or carefully build their own store to attract consumers. On the other hand, require and upstream suppliers. For example, the requirements of online and offline differentiated operation, that is, some varieties to get businesses lower prices and marketing support. Again, seize the high-end group, and to high-end groups of the needs of their own main body. After all, many high-end consumer groups do not care about the price, but emphasize the quality of goods, this is the direction of the physical store.

Zhang Dazhi: This is indeed a trend in today's economic society. We call it the O2O mode, which is an effective combination of offline and online. The internet has become the front desk for offline trading, and the offline entity store has become an online service experience shop.

We all know that the success of online shop, the key point is the choice of products, payment credit, logistics and other important links, but logistics costs in China still need a certain time to improve.

In this gradually perfect shop sales process, the entity store can consider and network platform active cooperation, in the future if to survive, to the physical store for the backing, at the same time open an online shop. This can increase the turnover of the shop, at the same time expand the physical store sales channels, but also a discount on sale of promotional channels, the formation of physical stores and shop complementary.

Shou: Obviously this is a new trend. However, the development of physical stores, the future must gradually and network platform sales combined. Physical store has its own advantages, shop also has its own low-cost advantages. If the combination of the two, publicity, for the expansion of consumer marketing channels also have great benefits.

Overall, you can see the shop as a physical store another new type of marketing channels. Of course, regular discounts are also the real store marketing a reasonable means.

Trend physical store is hard to replace

Physical store short-term will not be completely replaced, a deploy loyalty of the entity store customers will not disappear, and then people also need to go to the physical store to see the "Real thing", this step is difficult to save

In fact, in addition to clothing, food, home appliances, decoration and so on have become an important area of online shopping, such as in the field of household electrical appliances, electric business bosses immersed in the "price war" in the happy. More than that, some experts have previously told the International Financial news reporter that in the future, if conditions permit, many commodities can be sold or traded all over the network. So will future physical stores be completely covered by the web and eventually disappear in the marketplace?

Peng: The real store will never go away. First of all, the entity shop "experience" is difficult to be replaced by online shopping, which is currently one of the biggest weaknesses in online shopping. Secondly, the physical store has the convenience of online shopping. Take this year's "Double 11" promotion for example, online purchases tend to be postponed for many days to arrive, which is not acceptable to all consumers; again, the development of China's electric business has a certain uniqueness, because they are enjoying relatively low cost and private fund Big Boss's support. Just imagine that the relatively low logistics cost model will be unsustainable once China's labor costs rise to the same level as the US. With the increase in the cost of the electricity quotient, which is higher or lower, or there will be another conclusion.

Zhang Dazhi: Indeed with the development of online shopping, the diversification of goods in the shop, to a certain extent, will affect other areas.

However, the physical store will not be completely replaced in the short term, a deploy loyal entity store customers will not disappear, and then people also need to go to the physical store to see the "Real thing", this step is difficult to save.

Careful analysis, online shopping is basically the world of young people, the elderly generally do not like to buy online. Some too small and fine products must still be the main entity sales. For example, such as washbasin and other department stores, or the main physical stores, especially large supermarkets, will also exist for a long time.

For example, we know that America's online shopping is well-developed, e-commerce is mature, but large supermarkets still exist. The United States, for example, now has a big shopping mall business. Because consumers still have shopping needs. Online shopping is generally not urgent, inexpensive, logistics convenience products. For the high quality of products required by business people, or will go to high-end shopping malls. So, the possibility of physical stores being completely replaced by the Internet is slim.

Shou: Future influence I can't make a clear prediction. But for the future of the physical store, we can think in turn. If there is no physical store, then what will the net shopping? There are, of course, many problems. For example, many people go to a store to try on, and then go online shopping. In fact, no entity stores, online shopping itself is difficult to survive.

Overall, the future net purchase ratio will continue to expand, and the coverage of the product range will be more and more wide. In the future will inevitably form a network shopping and physical shop competition situation, but the entity store will not disappear, the two in fact in a sense is complementary to each other, the network shopping also needs the existence of physical stores. (Reporter Huang Ye)

Source: Xinhua