Online Merchants Are Quietly Changing The Business Model Of Physical Merchants

With the advent of the "Double 11", online businesses are quietly changing the business model of physical businesses, and the proportion of experiential businesses such as beauty salons, catering, children, leisure and entertainment has increased Clothes & Accessories The physical store is willing to be the "fitting room" of online merchants, and the "new play method" of offline and online integration is emerging. A "micro revolution" of physical stores triggered by online merchants is emerging.

Recently, there were several stores on the third floor of a department store in Jingtian clothing Some analysts said that the vacancy of archives was a case of the decline in the performance of physical stores directly caused by the impact of online shopping, which led to the shift of archives. At the same time, the reporter learned from the Huaqiang North Store of Maoye Department Store that recently the store has increased the proportion of catering businesses from 6% to 10%, and has set up light catering stores on each floor, increasing the irreplaceable experience of online shopping.

In the analysis of the development of the brand pattern of urban shopping centers, WorldUnion Real Estate found that the brand structure of such large-scale shopping centers as MIXC, Coastal City, COCO park, KK Mall is also changing, which is reflected in the rising proportion of experiential businesses such as beauty salons, catering, children, leisure and entertainment. For example, the growth rate of leisure and entertainment brands in MIXC reached 100%, the growth rate of catering brands in Coastal City reached 47.8%, the growth rate of beauty and hairdressing brands in COCO park reached 200%, and the growth rate of KK Mall children's clothing and toys brand reached 100%.

According to the analysis of WorldUnion Real Estate, online merchants continue to seize the market share of physical stores, while physical merchants face the "three high and one low" status of high labor costs, high rents, high taxes and low profits. The growth of clothing retail store turnover is weak, and the building point of its differentiation factors is very weak. Therefore, the focus of the experience of commercial real estate in the future will change from increasing the rate of consumers' bags to increasing the rate of customers' seats and turnover. The physical stores prefer the business type with a strong sense of experience, which is an advantage that online merchants cannot have.

At the same time, the reporter also found in the interview that the "handshake and reconciliation" between online merchants and physical stores has become a new highlight of recent business marketing.

In Huaqiang North Store of Maoye Department Store, store manager Li Xiaoqiu told reporters, "We launched WeChat shopping on November 6 to achieve online and offline linkage. Judging from the results of the past few days, the results are remarkable and the turnover has also made some breakthroughs."

A famous family in the East Gate Brand clothing In the shop, the reporter saw that Miss Qin, a citizen, asked the clerk whether she could get free "online shopping coupons", because a friend introduced to her that many physical clothing stores in Dongmen could get relevant online shopping coupons, and she wanted to get more while shopping.