There are Zhongguancun in the north and Shipai Village in the south, and in South China, few people do not know the Pacific Computer City located at the top of Guangzhou. When it was flourishing, no one would have thought it would have a day of decline.
That day saw the message - 'Guangzhou Pacific Digital Plaza recently announced no renewal of the landlord after the expiry of the lease term on February 28 next year, and no longer with the on-site tenant renewal. By the time B will be fully completed, Only A field is still operating ', I can not help but suddenly fall in the air.
Think of the once bustling, and moving, many 'puzzle' machine experts love it in Taobao, bargain, in the face of fewer and fewer people in recent years, more people choose online shopping now, the author for the rise of e-commerce It is a pity that the Internet in China has been very fortunate and happy all over the world. It is also regrettable that some physical stores that have been eliminated are still saddened.
Perhaps too much feelings of things in this society has no practical significance, after all, everything should always look forward to the real economy is not really playing it? The real economy there is a way out? The real economy should be with the electricity supplier To contend with it, for example, the home appliance industry, PConline home appliance channel editor take you to see the sale of home appliances stores to see the big small, understand how the appliance industry should play.
Unannounced visits to Guangzhou appliance stores
Location: Guangzhou is good, such as Tee Mall
Time: November 26, 2017 12 noon to 5 pm
I unannounced visits to two large physical stores, you can see this holiday weekend, should have a lot of people in the flow when the flow of people here is small, a few counters actually have more sales than customers.
The author stayed in the door of a home appliance store for a long time, the flow of people around the square is very large, but one of the few people out of the store.
Through observation, I found that the above situation is not a case, many large home appliance stores have such a situation, except for the Golden Week, a small holiday and other holidays, many home appliance storefront traffic is not very satisfactory.For example, million and Haier, Boss, Konka, LG and many other appliances counters, passenger traffic is very vague.
In the audio, the author chatting with the sales staff of appliance stores, found that many people now will choose to buy small appliances online, but in the big appliances, Black Electric, more people still trust the appliance stores.
People do not increase the flow of sales will naturally decline, the real economy in the end should be how to do? In the end how should be brave, power and electricity supplier confrontation.
Real economy PK electricity supplier, from the data to see the facts
In the above interview during the recording, the sales said more customers like to buy appliances online. Whether the fact is not the case? We look at this set of data: August 2 this year, the Ministry of Industry released the "first half of 2017 home appliance online shopping analysis Report "(hereinafter referred to as" home appliance online shopping report. "The report shows that in the first half of 2017, China's B2C home appliance online shopping market (including mobile terminals) to the scale of 200 billion yuan, reaching 216 billion yuan, an increase of 16.9%.
Among them, the traditional four major home appliances online retail sales reached 74.7 billion yuan (23.9 billion flat-panel TVs, air conditioners 28.6 billion yuan, 12.3 billion refrigerators, washing machines 9.9 billion), two net (air purifier and water purifier) products, kitchen Wei large and traditional small household appliances 36.8 billion yuan, mobile phones, tablet PCs and other mobile terminal products to 104.5 billion yuan.
It is worth mentioning that, Jingdong, Lynx, Suning top three contests, the East still accounts for home appliances online shopping market share of 60%. Indeed, most of the online shopping will have to purchase consumer demand for home appliances diversion, electricity providers are thriving Development. So, what is the real economy data? Let's look at last year's Alvin cloud network data show that color TV in the first half online channel growth of 64%, while the offline channel in which big chain fell 7.5%, department store down 16%, 13.1% decline in supermarkets.Not only that, China's two major home appliance stores also revealed that this year's profit and loss situation is less than ideal.
In recent years, indeed, the real economy has been on a downward spiral and sales have been declining. However, this does not mean stopping, but reform, transformation and progress.
Out of the haze, Suning build offline and online experience patterns
In an unannounced visit, this author let me empathy: when buying appliances we will have a doubt 'buy electrical appliances always want to know what this thing actually looks like, in the end is easy to use? Although the online shopping is very convenient, but like online shopping clothes The same, always afraid to buy the wrong things, so we like to see in the store first, touch, and then order from the Internet '.
After this suspicion initiation, I directly think of Suning Tesco.Sunning from the traditional offline retail to take into account online and offline Internet retail transformation.Suning transition process is divided into two stages: from 2009 to 2012 to do The main is the online exploration; from 2013 onwards, it entered the full integration of online and offline stage.
For consumer pain points, Suning for the user to screen products that meet their needs, such as the user 7 days in the shopping cart did not pay the data to form a user portrait, and according to the user's address, push him to the corresponding store, the corresponding brand (For example, a certain brand of sales staff will receive this push, and then will ask the user whether they need to shop to experience the product).
According to Suning's staff, this approach has now led to a 30% conversion rate, of which two-thirds of users choose online, one-third of users choose the store. Unit price, is 2.5 times online browsing, that is, users experience the product online, often have a stronger willingness to spend, but also more willing to pay for the high unit price of goods.
Online & offline, not enemies but allies
According to Suning official data show that 'double 11' the same day Suning online and offline total channel turnover increased 163%, logistics delivery rate up to 98.7%. Suning offline and online integration, has successfully built for themselves Become one of China's three major home appliance e-commerce giant.Not only Suning's offline & online, recently Jingdong and Alibaba are also constantly laying the offline channels, we can foresee the future of e-commerce wars will be more online appear.
to sum up:
In return, the real issue is whether the real economy should say goodbye or whether physical stores really can not play it. Actually, taking the collapse of Pacific Digital Plaza as an example, its decline is an inevitable result of the times because they did not cater to the times The combination of the advantages of e-commerce with the advantages of traditional retail.
At the moment, the user's needs have shifted from finding a product to finding a product that truly suits oneself. In this case, the product is placed in different scenes and the user is transformed into a traditional product experience through these scenes The user experience of the time user is just the way of the image experience, so as to promote greater conversion.
From this logic point of view, Alibaba and Jingdong seems to have more far-reaching significance for the layout of large offline supermarkets. By applying the works that have been tested very well online to the offline supermarkets, Super online users to conduct on-site experience, but also be able to easily pay, super new technology used in the online supermarket.
Some physical shops outage, failure, does not mean that some people will therefore get into a predicament, the end of an era, does not mean that the system was wrong. I believe in this Internet age, as long as the offline and offline well Combination, with the gradual arrival of new retail, the battleground of the future electricity supplier will gradually shift from online to offline.
The completion of Pacific Computer City is not the end of the industry, but the beginning.In my opinion, to the home appliance industry, for example, the real economy will not only wipe out from the beginning, but also to a new beginning to re-start, getting better.