120.7 billion! This is the final sales figure of the 2016 Double 11 Carnival. Speaking of online consumption, China's “players†may think of Jingdong and Taobao for the first time. The former specializes in self-supported platforms with high quality logistics. In a place, the latter relies on the huge base of low thresholds and consumer groups of shops to occupy the leading position of online consumption in China and the world. Every year, the magical double 11 Chinese consumers “buy and buy the big army†create shocked world again and again. The miracle of shopping, China's Internet consumption boom has reached its peak period. With online “buy, buy, and buy†gradually eroded the market, how will offline physical stores behave?
Under these circumstances, can the true O2O model proposed in the past few years be realized? Will offline stores be the ultimate experience, and will the future focus on the online consumption model?
Online offline experience sales have to look online 1. offline store opened to the line, is the experience
E-commerce miracle double .11, as of November 11, 2016 24:00 turnover reached RMB 120.7 billion
Some people say that the author's point of view is a bit extreme, and many people still think that the status of offline physical stores cannot be replaced. However, everyone must admit that the courier brothers and parcels who cling to the gates at the gates of colleges and universities exactly illustrate the future. The shopping habits of the mainstream people in the market have changed, and the online “buy, buy, buy†force with young people has become the dominant group in the market. Young consumers seem to have become a group that the traditional market cannot understand. This is a The subtle groups that are elusive and difficult to please, they are afraid of trouble, too lazy to wait, are eager to discount, but they care about quality.
The color of the crowd is elusive
The concept of consumption changes more and more people buy "big things" online
Regardless of whether or not you are discussing the issue of returning cargo flow costs with the merchants because of the quality of more than 20 yuan or a few thousand yuan, we should objectively look at this issue. Now our young people’s consumption concept has indeed changed. . Initially, the Internet e-commerce platform was launched and was not trusted by consumers. Counterfeit goods became the norm in the original online market. At that time, it was very unfeasible to purchase a computer completely through online channels. , And with online Tmall Mall and JD.com's self-operated introduction into genuine product agents, we have been able to purchase quality-assured products online. Now, products that cost $6,7, 000 are also willing to buy online. ".
Today, these tall things can be bought online without worrying about quality. The premise is to find the right place.
Consumers are more ambitious and have improved the e-commerce platform's credit. This is certainly a good phenomenon, but at the same time it cannot avoid the disadvantages of online shopping consumers and products. Recently, Ali launched Buy+ is trying to shorten The "distance" between consumers and products, then what are the consequences of these drawbacks? Why does Alibaba urgently want to eliminate these drawbacks?
The drawbacks of online shopping can't be experienced The disadvantages of online shopping, consumers can not directly contact with their favorite items.
Example: Seeing your favorite clothes on the Internet for a long time, you found that the sleeves were short after purchase. This will not happen with offline purchases. The feeling that consumers are in direct contact with goods is the feeling that online shopping can't bring, and it is also the biggest cause of product differences.
Hang people products on Taobao
In saying a common problem for everyone, many consumers now ask “What is authentic?†before purchasing items in Taobao’s self-employed stores. First of all, we need to recognize a fact. What is the so-called “genuine product� We all know that a pair of brand-name shoes is divided into genuine and imitation products, even the iPhone is also true and false, so the initial definition of "genuine" is "real goods."
The definition of "authentic" is very
With this view, we look at self-employed merchants. Many merchants have registered their own trademarks. The products they sell are products of their own brands, regardless of their quality. Therefore, they are "genuine goods" or "genuine goods." In general, whether the business is a "genuine" buyer, will not be experts, in fact, Taobao retail products and genuine products are basically from the same manufacturer, as long as the merchant is willing to pay enough cost, you can get good The product, our Chinese manufacturing industry is far more powerful than you think. Some of the pirated products are even better than the real goods. This statement is not groundless.
But no matter how to say, the fake products with worrying quality are always there, and consumers can't directly judge the quality of the products, or the test size is the biggest flaw of the online consumption model. How to shorten the consumers and products? The distance between them has become an urgent issue. The time before Taobao derived from VR technology was to try to shorten the distance between products and users.
Alibaba Buy+Experience Area
From the seemingly beautiful Buy+ program, if this technology really brings real feelings to consumers, then the online turnover will get a qualitative leap, and the experience will be more outstanding. The product is recognized, this will have a direct impact on the official store sales, but Buy+ really looks as good? At least in the short term, the experience of using this technology is still at a stage where the gimmick is larger than the actual use.
Looking from the background of the rapid development of the e-commerce industry, the downsides of the offline sales model are even more obvious.
The disadvantages of the line are serious offline sales of several disadvantages There are also drawbacks in offline consumption. These drawbacks are mainly concentrated on the pressure on the sellers, shop rent, transportation of product sources, traditional business and e-commerce. The biggest flaw in competition is the price. The electricity supplier has lower prices than ours. Because the traditional business is five-dimensional, from the company, to the general agent, to the partition agent, to the distributors, to the terminal network, each layer is not to make money, and electricity supplier directly docking with the company, of course, the price than us Lower, so can not solve the price problem, the physical store business is certainly not good to do.
Digital product line offline stores deserted
Lack of stickiness to customers
Why McDonald's and Starbucks have to make a "second half cup" offer? Because the cost of developing a new customer will be much higher than the secondary development of old customers. The traditional store business is mostly a one-hit sale and there is no stickiness. A good interpretation of a traditional enterprise is the hotel next to the train station. The hotel next to the train station is generally small in facade, but most of them have the habit of cheating. China has 1.3 billion people. It is enough for one person to kill once. This is the traditional offline. The problem of stores, this problem is particularly serious in the sales process of digital products.
With the rapid development of the e-commerce industry, the number of offline stores is drastically reduced. Both shopping malls and shopping malls face the same situation. The huge shopping mall system has created the richest man in China, Wang Jianlin, but has suffered a lot of businessmen. In some county-level cities, there are several Wanda Plazas, and sometimes there are more merchants than consumers.
Channel high-dimensional prices are not competitive
In a traditional physical store, businessmen in order to ensure their own store security inventory, reducing the efficiency of the use of funds, the store staff in the deserted business when nothing is done, white salary, reducing the efficiency of the use of human resources; in management, many businessmen There is no IT-based system or a very extensive management model. The use of manpower increases the cost of operations and reduces efficiency.
Online offline experience sales have to look online 1. offline store opened to the line, is the experience
In terms of group purchase, according to statistics, although the cumulative volume of domestic online group purchases reached 29.43 billion yuan in the first half of 2014, which was the best in the half year, the number of group buying websites has been reduced to 176, compared with 5058 at the peak of 2011. Home, the survival rate was only 3.5%. The reason for the decline of group purchase is that the experience is not good enough. According to the first half of the group's monitoring data released by China's e-commerce complaints and rights protection public service platform, issues such as false group purchases, refund issues, group purchase frauds, and overlord clauses have become hot topics in online group buying.
O2O sales model inspiration
2. Big data can only form a closed loop online
O2O always emphasizes the word "closed loop" because O2O actually drives offline stores to the line. The physical store under the line is also the node behind the O2O data. Because many users in online shopping malls are not willing to submit their detailed information to the site when they register, the amount of data collected online is very limited. And offline is not the same, businesses can easily collect the user's personal information, including the user's preferences, family status, and even the user's connections.
Tall on the offline experience shop
Through the offline physical stores, the data resources behind each customer can be mined to the deepest - these data can then be returned to online, providing users with a better online experience through cloud computing and big data analysis. Completed the O2O closed loop at the data level. From this perspective, offline stores still have their existing value, and how to coexist with online e-commerce in this era of rising points has become a crucial issue.
Offline experience shop
to sum up:
The author believes that in the near future, the store and e-commerce model will usher in a change. At the same time, offline stores with experience and sales will still exist, but the function will be slightly shrunk, or will no longer be a separate line. Under the development of preferential activities, taking digital products as an example, after the online prices are unified with the prices of physical stores, perhaps offline stores will completely replicate the preferential activities of online e-commerce, with brand manufacturers as the units, and small-area products Offline, let consumers experience, and then go back online to buy.
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