Under the impact of e-commerce, how should physical stores survive?

Although e-commerce has a great impact on physical stores, many traditional things still have a subtle influence on all aspects of people's lives in modern society. We cannot abandon all traditions because of the progress of the times.

Therefore, no matter how novel and fresh modern things are, there will be more room for development if traditional things change their way of thinking!

No matter what industry you run, customers are the biggest problem. Solving customers' problems is solving people's problems. Then the community is a way to bring people together, and the media is also a platform for rapid drainage.

Therefore, to solve customers' problems, we should not only have good products, but also have brands, professionalism and trust. If you are awesome, someone will play with you. ...

First, establish a circle of friends and build trust:

For example, dry goods export, interact with some questions, find out the pain points, pain points or needs of customers, and take some screenshots, such as life, consultation and trading.

Second, you can use Tik Tok's small video to reflect the sense of reality:

For example, record the elegant environment of some physical stores, talk to customers or promote your products.

Third, write articles from the media platform to improve professionalism:

Information dissemination is extremely easy now. A good article can make more people see you, identify with you and achieve rapid drainage.

In short, if a physical store wants to keep its foothold, it must improve its thinking, technology, products, copywriting and community to sell together, so as to meet the needs of the public, update the times and win a glimmer of light in the new business!

The impact of e-commerce, peer competition and the upgrading of user demand have made more and more physical stores complain. No business and no money have become the talk of many physical shopkeepers. They are anxious and helpless, and they don't know what the problem is. I combine the stories of several physical customers to simply analyze the fatal reasons for the poor business of physical stores.

If a physical store (especially the catering industry) wants to do business well, it is necessary to advertise and distribute leaflets, which is a very common way. Distributing leaflets requires printing and hiring part-time workers, which costs a lot at the end of the day, ranging from a few hundred to one or two thousand, and the effect is not clear. Although the leaflets are sent to customers, whether they can go to the door for consumption depends on the customer's mood.

Wu Jingli, who runs a seafood stir-fry shop, recently found that the business in the shop was too poor and unpopular, which made him very anxious. In order to promote his store, Wu Jingli hired several part-time workers to distribute leaflets in the street so that new customers could enjoy discounts in the store. But after a few days, the part-time expenses have been spent a lot, but the promotion effect is not obvious. Because this traditional promotion method is too accidental,

Every line and every industry has competition, and the competition in physical stores is more intense than we thought. There are several shops of the same type in a street, and everyone's situation is basically the same. Customers have many choices. If there is no special drainage method, it is simply too difficult for customers to enter the store for consumption.

Ms. Guo runs a women's clothing store. Although she gets up early every day, business has not been very good, mainly because the competition is too fierce. The places where her peers buy goods are basically the same, and everyone is selling the popular styles of the season. In addition, female customers have many choices when shopping, so the customer's stickiness is not high. Summarizing the experience of running a women's clothing store, Ms. Guo realized that it is very important to choose products, and she will always follow the trend and be uncompetitive. At this time, it depends on who knows her customers better and does a good job in customer maintenance.

The traditional physical store management mode is accidental and random. Customers randomly enter the store. After spending in the store, you may not continue to patronize next time. The shopkeeper doesn't know when this customer will come again next time, and few people can become old customers.

Therefore, physical stores mainly seize every opportunity, introduce every customer who enters the store into their own customer pool, and guide customers to spend twice in the store through some preferential and promotional means. For example, the owner can set up a WeChat group, and every customer who enters the store can enjoy the discount of 5 yuan reduction by scanning the code. There are new products on the shelves in the store, and information is released in the group in time. Regularly publish group purchase information, or publish lottery activities. Wechat group can also be a channel for customers to book, you can place orders in the group and agree to pick up the goods at home. Shopkeepers can also provide a limited number of free door-to-door services every day ... to maximize interaction with customers, so that they have an impression of your store and feel that the prices and services enjoyed by buying things here are superior to those enjoyed by others. Over time, many people will become your old customers.

Of course, each physical store has different types and different marketing strategies. The store mainly analyzes the reasons for the low passenger flow at ordinary times, learns more from the marketing methods of peers and makes improvements according to the situation in its own store. Usually, we should chat with customers more, understand their needs, and constantly optimize our business methods, so that our business can get better and better.

The dispute between physical stores and e-commerce seems to be a dispute between two modes, but in fact it is a dispute between new forces and old forces. In the era of mobile internet, if you are still waiting for customers to come to your door, it will be too out.

For most industries, as long as they sell standard products, they will be replaced on major e-commerce platforms. Because there is a price advantage first, then there is a logistics advantage, so there will be a universal treasure, because it is really to buy almost anything you want.

For physical stores, if you still hold the idea of buying and selling goods, there is only a dead end. Unlike online e-commerce, physical stores have at least one user experience link, which is irreplaceable online. If you can provide personalized customization needs, combined with e-commerce sales and online reflux, offline stores do not mean that you can't survive, and you may even live better.

It can be seen that holding the online platform of traffic and users, we started to operate offline stores. This is because we have seen the business model very thoroughly. Therefore, online e-commerce and offline physical stores cannot stick to one side. You must find a way to blend in and play better.

The performance of traditional physical stores has declined, and closing the door cannot blame e-commerce:

First, traditional physical retail stores use information asymmetry to occupy the physical retail industry for many years and make huge profits in the market environment of "demand exceeds supply". This is not in line with the development direction of the country. The development of the country is to meet the consumption needs of the general public. Excessive prices will make ordinary people live in dire straits, which the country does not want to see.

Second, the development of e-commerce is the demand of the development of this era. It is normal for the development and innovation of science and technology to subvert the physical industry. There is no need to blame this e-commerce. I am the root of all things. The innovative model and service level of physical stores can't meet the needs of consumers. As a physical store, we should clearly realize that the original consumers of 60 and 70 have turned to 80, 90, 2011,and the total sales reached 213.5 billion, of which the post-90 s accounted for 46%.

Third, new retail has become a new development trend: 20 18 pairs 1 1, and the new retail part is also a major feature. Ali arranged offline entities Yintai and RT Mart to participate in the activities of double 1 1 at the same price online and offline, which promoted the sales of physical retail. As a traditional physical store, if it can't accept the new retail business model and quickly connect with the new retail, it will soon be killed by the new retail entity.

While all the physical stores are studying how to get more customers into your physical consumption, however, Ali's RT Mart has begun to deliver goods to your door, opening up the last mile between products and consumers. Therefore, if a physical store wants to survive in the future, it must change every second, and it is possible to cooperate with the rapid development of new retail.

I hope to get a little help from you. If you have different opinions, you can leave a message below to discuss. You can also pay attention to "Old Song talks about new retail" and trust me privately.

The operation of physical stores has entered the competitive stage before e-commerce enters. It's just that many physical stores simply don't know why their stores have closed down. Most people are ruined in one sentence: "The newly opened store needs to be raised slowly!" This sentence really hurts many people. In fact, the operation of most physical stores has not positioned the so-called business model and customer needs. They think that opening a shop will lead to business. After a long time, there will be more customers. They don't know when customers will come, what to buy, how much sales they can have today, what problems they can solve for customers and what value they can create. I met many such physical shopkeepers, and I asked them, who are the core customers in your? Is it a man or a woman? How old is it? What is the income level? Why do you buy your products? What problems can your product solve for customers? The answers are really varied. Some people say that my electric products can satisfy everyone, regardless of age and income, and they are all my customers. In other words, there is no customer's core needs and product positioning at all, which leads to no competitiveness at all. As a result, we persisted and finally closed down at a loss. In the end, I will find many excuses that have nothing to do with business, saying that the market is not good, the location is not good, and the product categories are not complete. If you spend some time to study a kind of customers and dig deep into their needs, it is not difficult to find out their demand for products, so as to carry out all-round product matching around this kind of people. Although these people are a minority, it is more than enough to keep a physical store, and they can further develop the needs of customers, and the repurchase rate will be high. Less is more, less is fine, and less is professional. Therefore, I think physical stores should learn and recognize clearly when pursuing a big and comprehensive business strategy.

The slow decline of physical stores is not caused by e-commerce in essence! Whether a physical store is open or not, everyone who has opened a store should know which one is a big spender!

Rent is the main reason for the slow demise of physical stores, and e-commerce only adds fuel to the fire in this process!

Rent pricing comes from house prices, and the level of house prices comes from real estate developers. The cost of real estate developers comes from the cost of land development, plus the land sales finance of China local government and the use as a reservoir! The difficulty of a physical store can be imagined!

Judging from the per capita income of China, the growth rate of income in this decade is far less than the growth rate of house prices! The urbanization demand of the government, the living demand of the people and the face demand of the society have made buying a house a fashion! Since everyone is from the countryside, it seems that they are superior after buying a house. Of course, they have to suffer for others and spend more frugally. The low price of e-commerce often meets the demand of Chinese people for low prices. It seems that e-commerce has crushed the entity, but from the retail data of China, e-commerce accounts for less than 20%. It can be seen that most of the discussions people say are jokes and can't be the truth!

At present, the cost of online shopping platforms such as Taobao, Tmall and JD.COM is actually not cheaper than that of physical stores, but more expensive. The cost of brush sales, express delivery and through-train advertising is very high, which is far more expensive than the rent of physical stores. Labor and water and electricity are basically required, and there is no need to calculate. The advantage of a physical store is personal experience, and you can see the real thing. Disadvantages: the flow of people is low. Advantages of online shopping: shopping is convenient, you can stay at home, you can choose department stores, and you can choose anything freely. Disadvantages are: slow arrival, buying things you may not want, etc. Business in physical stores is not good. On the one hand, people shop less and have developed the habit of online shopping. On the one hand, it is deeply rooted that online shopping is cheap and expensive in physical stores, that is, physical stores offer special prices, and guests don't feel cheap. Now many online stores have laid out offline stores, such as three squirrels. In fact, the physical store has not been crushed to death by the online store. The physical store is still in the 1.0 version and has not been further upgraded. I believe that the squeeze of online stores will also force physical stores to upgrade version 2.0. Physical stores have irreplaceable advantages over online stores. How to further upgrade the industry is far more important than complaining about the competition from online stores. If you want to survive, you must be flexible and improve your service!

First of all, it must be corrected. The entity has not been affected by e-commerce. The key to physical stores is first, housing prices have skyrocketed. The original annual rent was 65,438+00,000, earning 50,000 yuan. Now the rent of 50,000 yuan earns 1 10,000 yuan, the previous 1 10,000 yuan now 50,000 yuan, and the previous 1000 yuan now 5000 yuan. In the past, there were 10 stores in one industry, but now there are 50. What do you mean by the impact of e-commerce? There is only so much demand for solutions, and all kinds of promotion and disguised price reduction methods are purely self-defeating. Market demand is a fixed value, and your devaluation hurts the whole industry. The only solution is to increase profits and force back some bad devalued physical stores. But how easy is it?

The impact of e-commerce on physical stores is indeed great, but it does not mean that there is no spring in physical stores.

If offline stores want to avoid the impact of e-commerce, find their own advantages and go further, they must combine the current trend of the times. On the one hand, it is the objective demand for services, on the other hand, it needs to be closely combined with consumers' consumption habits. I think physical stores need to do two things well: content marketing and mobile social e-commerce

?

For offline stores, you can first choose a field that suits you, and gradually attract and accumulate a group of fans with the help of mobile social and vertically subdivided knowledge sharing on their respective media platforms. This is not difficult. Since the media is a hot topic at present, people have become accustomed to the way to acquire all kinds of knowledge through this channel.

With a certain basic fan base, you can do content marketing or content e-commerce on the basis of content, build your own e-commerce platform, or combine media and traditional e-commerce platforms without too much investment.

Or combine content e-commerce with mobile social e-commerce on the basis of a certain number of fans. In this way, the enthusiasm of every fan and every consumer can be mobilized to the maximum extent, so that everyone can participate and actively share the communication.

?

Turn every consumer into a consumer, then we can use mobile social relationship sharing to continuously expand the consumption and sales channels, establish a sales and consumption network that is constantly expanding, and adjust the product structure and benefit distribution relationship according to the objective situation, so that this network can be extended indefinitely, and its durability and sales performance can be well guaranteed.

In addition, according to the different types and nature of physical stores, most of them can combine Internet thinking, user thinking and mobile social relations to expand other new business models and sales channels.

Ali belongs to Masayoshi Son of Japan, and Ma Yun helps the Japanese earn money from China people. Even more people hate Ma Yun.