Trend: Entity merchants frequently substantive "electric shock" line under the common combat

In this "unbounded", "Communion" era, who will not be the only one. The "Double 11 shopping Carnival", launched by electric dealers, is no longer a "one-man monologue" for electric dealers. Online and offline integration, the store and the electrical business no longer clear boundaries. Entity merchants began to walk two legs, into the online shop online, there are online shop from the line to the line, hoping to seize irreplaceable experience.

The shop and the electricity merchant, who understands the consumer's heart in the end? This battle has been fought for many years. At first, the electric business was so ambitious that it was supposed to take the place of the entity business; Now, entities are awakening collectively, through the strengthening of experience and the physical involvement of the electric quotient and other strategies to achieve breakthrough. Insiders believe that in the information age, electricity and physical commerce is not a competitive relationship, but a combination of relations, the future of electricity and physical commerce will complement each other.

Self-help: New shopping malls to strengthen the experience of consumption, experience of the proportion of more than 50%

Experience sense is the essential difference between the entity merchant and the electric trader. Since this year, Foshan opened a number of new shopping malls, in the promotion of Foshan's overall business environment, but also in the experience of the first step. At present, the experience of these shopping malls are generally over 50%, some even accounted for about 70%. The experiential mode mainly refers to eating, drinking, playing, and being in good condition. In addition to the regular entertainment in theaters such as the main business, this year's new shopping malls in catering investment to take pains.

South China Sea Wanda Plaza Restaurant shop about 40, "each shop from a landscape", the bright spot. In the decoration, the stores have their own characteristics, such as the Four Seasons Hong Kong restaurant to the Old City Street View as the theme, full of nostalgia means, the Dunhuang Tea Hall is to display the local feelings of Foshan. South China Sea Vanke Plaza catering brand to many, a total of more than 70, accounting for the entire shopping mall brand 35%. Sturgeon Taste food mansion, thousand dozen beef pill, Yi Jiangnan, barbecue Mr., Lango type stew pot and other brands are the first time to enter the brand of Foshan restaurant.

Play, music is also the electric dealers can not replace the experience of the state of the business. The entity merchant pays special attention to the child experience business form to build, revolves the child to make a fuss. The South China Sea Wanda Square introduced the so-called "blue Disney" Chinese original Ocean fairy tale theme park "The Great White Whale World children's Paradise" as well as Hongmei Art training Center. City South opened a large shopping mall trillion Yang Square, although the volume is only more than 30,000 square meters, but the introduction of the first Foshan Lego Activity Center, operating area of nearly thousand square meters.

The experience of the state of the industry, and the direct competition with the electrical business of the Department of Trade, but there has been a shrinking trend. Although the South China Sea Vanke Plaza also introduced the self-employed state Vanke department store, but the proportion is very small. And Yi Fengcheng, Zhao Yang Square simply abandon the traditional department store and go to the route of the store, but its proportion is not small.

Exciting activities to absorb popular consumption

In addition to the major shopping malls in the process of increasing the experience of business, in the holiday marketing, but also focus on creating theme activities, with brilliant activities to attract popular, with Wang consumption, this is the key to experience the entity business.

It is reported that in this year's "double 11" period, Foshan major businesses have launched off the "light", snapping and other activities to join the consumer feast. "Double 11" day, the Oriental Plaza will be held in Foshan City Blind Date meeting. The event site will be divided into several zones. Impression City also in the "Light" aspects of the clever flower mind. November 8 ~ 11th, couples to the impression of the city shopping, scanning impression City Micro-letter two-dimensional code can be free to print a photo, there is a chance to "ideal lover" (Big Bear Doll) hold home.

Nanhai Plaza from November 5 ~ 18th launched "Yue Food More Love" meal coupons group purchase activities, in the department store a single pen purchase 200 yuan or more, can be 50 percent coupons! Cade Square revolves around children's communication, every Tuesday ~ Saturday night 19:30~21:00, Cade Plaza will arrange English, painting DIY and other free experience activities, so that children in activities to learn to communicate with people.

Trend: Entity merchants frequently substantive "electric shock" line under the common combat

In the previous years, Foshan major entities of the "electric shock" is still just stay in the "concept" stage. Although many shopping malls have established their own website, but only limited to product display, there is no substantive action.

However, with the improvement of technology, as well as the gradual deepening of the understanding of the electrical business, this year, the entity business in the field of electrical business has more substantial progress. First of all, the entity business has a substantial internet thinking, all from the user, "think what they think, anxious its urgency." At present, in the Oriental Plaza, Nanhai Wanda Plaza, Nanhai Vanke Plaza Shopping malls can enjoy free wifi services. Vanke Square also introduced the ultimate service concept, the field with mobile phone charger cabinets, emergency kits, women care supplies, but also leasing umbrellas, baby car, etc., to meet the needs of shoppers emergency. In addition, at present, almost all shopping malls have opened micro-credit service public number, in the operation of the public number has also invested a lot of human and material resources, to the user to push shopping malls, new goods, products recommended by the season. Also, the strength of the business itself is also in the preparation of O2O platform. It is reported that Wanda and Tencent, Baidu two major internet giants to build the O2O project is steadily advancing, is expected to be in the end of July next year can be put into use.

In addition to the market itself in frequent "electric shock", brand merchants have online line the next two lines of combat. It is reported that this year, a number of international fast fashion giant official announced the opening of the shop, opened its electric business road. In March this year, C&a, Europe's leading fashion brand, entered the country's largest retail website, the "Day Cat", which opened its official flagship store. In September, H&m's own online store was officially unveiled in China. Zara also officially logged on to the cat's website in October, setting up its flagship store and declaring that the products sold by the official Cat flagship store would be consistent with the pricing of Zara's retail outlets and the official website.

Online business out of the "virtual" self-built entity store emphasize experience feeling

One side is the entity of the frequent "electric shock", the other side is online business out of the "virtual", building solid shop to strengthen experience. Dream Bazaar was originally a franchise online platform underwear brand. This summer, Dream Bazaar O2O Fashion life Experience Museum in Guang-fo zhi city official opening. In addition to the consumer here can get professional clothing with advice, convenient and affordable transactions, but also directly purchase clothing logistics home, and even through the guide to achieve an appointment test dress.

In fact, the days of online marketers aren't as good as they seem. A company operating in Taobao for many years the original clothing brand in Guangzhou told reporters, online competition is more and more brutal, online shopping apparel "mishap" more. He himself has put the focus of his work from the line to the line, "ready to enter the catering industry, this most traditional experience is not really outdated." ”

It is understood that, like the Dream Bazaar, willing to walk down the line from the offline physical layout of the business is still very few. and offline entities in the "electric shock" action but appear more active.

Viewpoint: Entity + electric quotient "Two legs" walk more stable and longer term

Looking at the major shopping malls in Foshan, this year, under the torrent of electricity merchants, still everywhere, and development is not bad. "People are always eager to communicate and communicate with each other, and the way people communicate with each other determines that it is impossible for the electric trader to replace the real business." "said Mr. Peng, the industry insider.

Peng Li Plaza in charge of the person also believe that in the information age, E-commerce is a trend, but E-commerce and physical business is not a competitive relationship, but a fusion relationship, E-commerce and physical commerce will complement each other, complement each other. Although E-commerce has the advantage of convenience, fast, low-cost, but not the consumer experience, and experience is the advantage of real business.

At present, there is a general consensus in the retail sector that: the Internet era of retail industry is not a simple electric dealer, but also not the traditional line, but the line under the organic integration, "two legs" to walk more stable, more long-term, "Air Force" and "army" seamless integration is more combat effectiveness.