The reason behind the war in Computer city

Current situation: high-speed fall of traditional stores in developed cities

The decline of traditional digital stores is an indisputable fact, according to survey agency data, they are falling by 20% a year, perhaps in the next few years, we are familiar with Zhongguancun, Saber and other large stores, will gradually transform into other business models, or completely out of the stage of history, especially in logistics, The trend is even more pronounced in a first-tier city with a well-developed electricity business.

In the past more than 10 years, to the aggregation of physical stores as the foundation of the digital product sales model, experienced unprecedented and is likely to be the rapid development of no one. Starting from the early years of the 21st century, provincial capital cities, the first-tier city of digital stores, such as a few more than a few or even dozens of, the traditional shopping malls in the digital counters gradually fade out, the rise of large digital stores a time to allow a large number of merchants quickly influx, the entity dealers become consumers to buy digital products, the main channel.

However, the rapid development after the ushered in is not the prosperous, but is to the extreme speed to the trough, and even may face a comprehensive transformation of the business model, if the transformation failed, perhaps the survival of the digital store can only use a handful to describe, this cannot help but let people sigh.

Who Killed the computer city?

In many people's eyes, the increasingly depressed digital stores and the rise of the electricity business has a direct, but also the most fundamental relationship, but I think the impact of electricity business is at best only one link.

In many second-line, three-tier cities, or township, the vast majority of people are willing to go shopping, at least at this stage, the electric dealer does not have a substantial impact on the digital stores here. Many people do not know Jingdong, Amazon, and even Taobao, know that some people are skeptical, the author from a small city, for this a deep experience. As a result, the slump in digital stores is not entirely attributable to the rise of the electric quotient, but only in the first-tier cities.

In fact, we look back to see the electric dealer. The development of this industry is very similar to the early digital store, whether it is the Consumer-to-consumer, the large number of merchants into which to gradually enter the rapid development period, although some of the platforms have been precipitated their own business model, but overall, the development of the electrical business has not fully entered the mature stage.

In addition, although the current electric business industry in the appearance of a hot scene, but a closer look will find that can really live on the coexistence of very few, and rely on the electric business platform of individual businesses, also face a huge competitive pressure, which is why Taobao a bad comment on the cause of all kinds of retaliation. In fact, the electrical business is also not good to do.

In such a context, many of the original entity merchants to switch to the platform is actually just the trend, and this trend is doomed to the physical digital stores gradually ignored. Therefore, in this era of rapid development of the electric business, the decline of traditional stores is not only the rise of the electricity quotient of this reason, what are the factors that have jointly planned the "murder" of the traditional store activities?

External force: The benign development of electric business "forced to die" traditional store

• The benign development of electric business "forced to die" traditional store

Although the fall of the traditional digital stores is not simply because of the rise of the electricity business, but the electric quotient in which the role of the catalyst, it's high-speed development, accelerated the traditional digital store gradually withered footsteps. However, if only the power of the electric business side, the traditional stores will not be at this time of the astonishing speed of decline, the real reason is what? We may wish to start with the development of the two recent years to find out why.

The development process of electric business can be attributed to the following stages:

The first stage: trust. Let consumers dare to buy items from their platform.

The second stage: the quantity and quality of the products. First of all, consumers can easily find what they want, and then these want the product, its quality is no less than the physical store purchase.

The third stage: the quality of business services. Online shopping and personal compared to the need for better quality of service to retain consumers, and this is also a lot of electronic business platform to do a point.

Phase IV: Convenient logistics. So that consumers in order to quickly get the goods, it can be said that the perfect logistics to bring unprecedented opportunities to the electric business, and the rapid development of the electrical business also let the logistics industry more prosperous.

Fifth stage: Price, although the price in the fifth phase, but in fact from the beginning is one of the most important factors, but if not the first five stages as a basis, then the price advantage will not play a significant role. Simply put, even if your price is cheaper, if users do not dare to buy, business services, products are all inferior shanzhai goods, or slow logistics transport, then the price advantage is just empty talk.

Now you can buy anything from an electronic mall.

In turn, we will look at the difference between the digital store and the development stages of the electric business.

First, let's talk about trust. In the case of Zhongguancun, although there are no lack of good, conscience of the merchant, but a few pieces of rotten meat bad a pot of good soup, to the Zhongguancun store friends should have experienced the "soliciting" feeling, a young man followed you all the way to repair not to repair the computer, buy do not buy mobile phones and so on, This makes a lot of consumers from the essence of this has generated a feeling of distrust.

Again a real experience, 09 I know an uncle to buy a computer in digital store, because do not understand the situation, by the sales staff fooled the first to pay the money to open the box to check the machine, the results of the machine has problems, the business to remove the case can not be replaced as the reason for refusing to refund, finally compromised with the price of a new machine to buy a product of the predecessor From the appearance looks like the use of second-hand, since that experience, the elderly people buy a computer only through the electricity business channel to buy, and then did not set foot in the digital store.

Over the years, the traditional stores in order to maximize profits, made a lot of harm to consumers behavior, over time, "WYSIWYG" type of trust, in the traditional digital stores have become completely disappeared, consumers to their trust level is also gradually reduced.

Traditional stores are mixed, it is inevitable that some unscrupulous businessmen broke a pot of good soup

Second, we'll talk about the quantity of the product, the number of products in the digital store is not under the electricity quotient, but looking for it is not so easy, always to go back and forth several laps, sometimes in order to buy a computer, stroll a few laps down a day's time passed, in the end may not be able to buy the right product, this time, The convenience of the electric dealer manifests out, moves the mouse, drags several products to compare, can save the user's shopping time.

Next to look at the quality of service, this is not to say who is too strong, because there is no specific survey shows that the current electric dealers in the service must be better than the traditional stores, but the electrical quotient relative to the feeling to be a little more, which with the electrical business and the characteristics of traditional stores.

For example, it is clear, such as Taobao, most store customer service is very good, at least the language has affinity, even if the computer that end of the customer service is posing a pair of smelly face, but as long as the text can be typed with affinity can be; Consumers can feel the attitude of businessmen from the face of shop assistants, body language and verbal clarity, and a slight carelessness will make customers uncomfortable.

Then look at logistics, electrical business developed a great reason is the rapid development of logistics, if the logistics do not good, even if all factors are available, it is certainly not the traditional store. It is because of the continuous maturation of logistics, consumers can be found in the electric business platform more convenient than the traditional shopping experience, as long as it is not encountered "at that time," the situation, the electricity business shopping is the majority of the choice, this point is particularly reflected in the first-tier cities.

Finally look at the price, this does not need to repeat, on the surface of the price tag, the electric dealer is often cheaper than the traditional stores, and in the back of the price integrity, the electricity quotient is more open and transparent, the traditional store is a lot of price fraud. And the current entity businesses because of the store rent pressure, the same industry competition between the fierce, there is little room for bargaining.

The combination of the above several reasons can be seen, the traditional stores in addition to the product volume and service quality two aspects and the same as the electricity quotient, the other three aspects are at a disadvantage, and some of them or traditional stores self-inflicted cause, so, in addition to the power of the external force, The perverse trend in the development of traditional stores has also accelerated its decline.

Internal cause: Credibility crisis into the traditional store fatal

• Credibility crisis into the traditional store fatal

In fact, from the 2002 digital stores in Zhongguancun, Beijing, the rise of the city began to follow, and gradually reached the peak, to the current quietly decline, counted up is only 11 years or so, and the electric business from the rise to development is only a matter of recent years, the history of both is very short. But from the development process we have summarized before, the electric business is in a benign development track, although it still faces a lot of problems to be solved urgently, but compared to the "terminally ill" traditional store, the day of the electric business is obviously better than many.

The decline of the traditional stores, from its development process, part is because of external intervention, but I think, the most important impact is still from the traditional store itself. Why do you say that?

As we said before, the decline of traditional stores in the first-tier cities is more obvious, because the first-tier city's commodity prices more transparent, consumers for the comprehensive demand for businesses, and ordinary two or three-line city, a large part of consumers, or accustomed to the "WYSIWYG" of the store shopping model, They still do not have a full trust in the purchase of electricity merchants.

Integrity balance once unbalanced, for any enterprise, business is a fatal blow

From this point, we can see that the impact of electric power, although not small, but it is not fatal.

But the electric business in the development of benign track at the same time, magnified the traditional store itself, and consumers from the defects of the natural to the electric trader defection, thus causing today's situation. Therefore, if the traditional store to make a summary of their own defects, the author believes that there are generally the following two aspects:

First, the long-term into a crisis of integrity, market supervision, less bright spots, so that consumers gradually lose the sense of trust and freshness, these factors directly led to the plight of traditional stores deteriorating.

Second, the rise in house prices, rent promotion shops, operating costs increased, competition between businesses, so that the traditional stores can only through the development of malformations to seek survival, but gradually produce a vicious circle, and chronic suicide is no different.

Traditional stores in the development process, has long been not very good solution to the most important point is the establishment and supervision of the credibility mechanism, but this is precisely the strength of the electrical business. This is not developed in the era of electrical business, the region may be tolerated by consumers, but also to enable businesses to gain a momentary benefit, but do not forget that the effect of the butterfly effect is sink destroyed in the nest.

However, it is still too early to talk about the end of traditional stores, in the next development, the traditional stores will be completely out of the history stage, or will continue to remain in other forms? We might as well make some guesses at the end of the article.

Future: Where is a foothold in traditional selling?

• Where is a foothold in traditional selling?

Now, the entire computer industry recession, coupled with the long-standing problems of traditional computer stores, seems to be on the brink of disease. Take the Zhongguancun in recent years, the original prosperous Pacific almost overnight, the distributor evacuated completely, the store became office, and this is just a prelude to a major change.

Into the 2013, the Ding Good, E World, Sea Dragon dealers continue to quit, almost every day a few counters, or several stores into a "lease" status, a few years ago the bustling computer stores are now gradually become a snub. And this phenomenon not only appears in the computer business, if you now go to the e-world floor of a stroll around the words will find that the original booming game machine hypermarket, there are not few left. As a result of national policy restrictions, the electrical business has not been to the real players how much impact, it also confirms our previous point of view, the traditional stores of the slump, is not entirely the reason for the electricity business.

Traditional stores to reshape the credibility of the mechanism, at the same time to rationalize the transformation is not to become the next Pacific

Although the traditional stores are no longer the prosperity of the year, but in the future for a long time, it is clear that it will not completely out of the biosphere, and the current some targeted transformation programs, but also to the traditional stores to find the way forward.

In fact, at this stage, physical store to buy the consumer accounted for is very large, not completely no market can be said, and we are not willing to go to the physical store to buy, mainly because of fear of being slaughtered, therefore, the traditional stores not only in the credibility mechanism more standardized, but also to use services to tamp marketing barriers, Let consumers in the process of shopping without fear of being cheated.

Subsequently, can be in the traditional store to set up brand experience Shop, online and offline combination. After all, the "online purchase and offline experience" model should be the future of the computer or the whole digital product marketing mainstream direction, because the price of the line is more than the physical store more advantages, especially in this house prices, land prices difficult to regulate the era, online purchase and online experience is more meaningful.

3rd, it is possible to do some creative theme digital mall, so that users can experience the fun of the product from the physical store. For example, in some large supermarkets in the United States, the audio product experience area will be configured with a large number of different brands, different types of equipment for consumers to listen to, this intuitive and convenient way of experience, more conducive to users to understand products of comparative.

The past 2012 has been the lowest point in the computer industry, and there has not been a significant rebound in 2013. But as a rapid development but also behind the background of the industry, not because of the short trough and completely destroyed, because the computer is today, or in the future, are people work, the most indispensable part of life.

And for the main marketing channel of the computer, the traditional store also experienced the most difficult period. But in the eyes of many consumers, see the real store consumption is still the most familiar, the most trusted way of shopping, but this kind of trust by some profiteers to make a fragmented, repair it is not easy, but if you can in the future transformation of a unique road, the traditional store can still be able to revive, At the very least, it can be the best channel for consumer offline experience.