The Store Finally Has A Glimmer Of Light.

In the economic downturn and

The double blow of the rise in recent years

It's not easy to live.

But this year, the store finally has a glimmer of dawn.

Turning point: electricity providers encounter profitability dilemma

After many years of siege, the cost of electricity supplier operation is becoming higher and higher. It is even lower than the physical store: artificial 11%, Tmall 5.5%, promotion cost 15%, express 12%, after sale 2%, financial cost 2%, water and electricity rent 2%, plus tax, if there is no more than 50% gross margin, there is no way for the electricity supplier to continue operation.

Once, the Japanese electricity supplier also rises rapidly like China, making the entity store "for a long time", but now, the Japanese electric business has never been depressed.

Anyone who has been to Japan will find that in busy commercial areas such as Tokyo and Osaka, people are overcrowded on holidays and holidays, and storefront business is hot.

Why is the Japanese entity block the impact of the electricity supplier? The reason lies in experience, service, details, infrastructure, 020 mode, and invincible after-sales service.

Careful people will also find that, despite these years, the electricity supplier has gone all the way, but in retail sales.

The share has never been more than 20%, that is to say, the physical store is still the mainstream of the retail industry.

At the moment, the electricity supplier has also developed to a bottleneck period - the operating cost is rising, the profit growth tends to slow down, and the market demand is almost saturated.

The price war led to the era of no profit for Chinese retail, and the price war hit the top.

While destroying the traditional economic structure, the electricity supplier has also been bogged down in a swamp.

From business relationship to service relationship

The essence of "consumption upgrading": the retail industry has entered an era of relationship from a trading era, and businesses can move vigorously in the physical store, thus creating an unparalleled consumption scenario.

But electricity providers are hard to provide consumers with unique experience. They must seek breakthroughs.

In the future, business is competing for the consumer groups born in 80 and 90s. This group is born without substance and products. What they need is a kind of "care". This kind of care needs more face-to-face communication and touch.

In the truth, there is a famous saying in philosophy: "man is the yardstick of everything."

This shows that the only criterion of all things is "man", and everything is due to "please".

The degree of your courting of people determines the value of your existence.

The same is true for commodities. We must show respect and concern for people.

The essence of business is moving from "business relationship" to "service relationship".

Once, the "commercial price" counter attack entity store, now the entity shop needs to use "service" to pull back a bureau.

In the past, it was not the electric business that defeated the entity store, it was the problem of the entity store itself, and it was not adapted to the business mode of consumption upgrade, and was eliminated by the market.

Finally, the boss has awakened - service, experience and quality must be seized, and gradually developed a variety of new business models such as experiential shop and collection store.

Three inspirations from shoe store operation

The traditional department store brand has high repetition rate, poor renting ability and the ability of gathering crowd flow. With modern consumers becoming more and more individualized, fashionable and characteristic, their personal perception is enhanced. Therefore, it is difficult to catch the hearts of consumers with popular and featureless ordinary products.

The collection store needs product line to enrich and extend the customer's staying time: there are two modes for the congregate store, one is the collection of the whole brand of the same brand, and the other is the collection form of different brand merchandise.

Diversified products can effectively enhance the richness of goods and extend customer retention time. The average passenger flow of a collection store is usually two times that of other stores.

The collection store mode can reduce the rental pressure and personnel cost per square meter in the store, which is estimated to be 15% lower than that of the single brand store, but sales can increase a lot.

2. Design and experience.

Design and sense of experience, culture and creativity are the same as two characteristics. Physical stores must always have new experience and design to run in the store. Image is the most important packaging. Packaging is the most fundamental brand language, and is the most primitive aesthetic feeling. Only by doing the experience of visual, sensory and physical and mental integration can we truly create a unique physical store.

3, O2O business model

The real economy is not defeated by the electricity supplier, but is defeated by itself.

Some traditional physical brands, such as Daphne, sell online very well, but the Xiaguan shop can not stop.

Price advantage is the key factor, so as long as we can't get the same price on line and line, entity businesses will be defeated by themselves.

The core of O2O mode is how to use online shops and other online channels for offline drainage under the online mode. This is the key to O2O.