"E-commerce and brick-and-mortar" have become the past, "social new retail" will become a new trend

Now the whole market has a very strange phenomenon, open brick and mortar have closed down, do e-commerce is facing a lot of elimination.

So after the epidemic, as traditional merchants, what should we do? After reading the following, you can find the answer.

1, e-commerce and entities are retiring

2, the future direction of e-commerce

3, the transformation of the entity stores program

A

The future of e-commerce and entities want to survive, it is important to recognize the real reason for the closure.

Before the rise of the Internet, all commercial activities need to be completed through offline entities.

Therefore, in the first 20 years of reform and opening up, the business know that those who get the physical store get the world.

In the past, the entity as an important sales channel, which allows manufacturers of goods to achieve rapid sinking.

Brick-and-mortar stores, because of this advantage, began to make huge profits through the information gap.

In the past, consumers went to brick-and-mortar stores to spend money, the most afraid of being pitched. Under the imperfect regulatory system, there is no chance of refunding the money spent in a brick-and-mortar store even if they are victimized.

Because of this, the rise of e-commerce, can rely on price, traffic and credit system to subvert the physical economy.

However, nothing can be done once and for all, with the increase of overcapacity and homogenization, the dividend of e-commerce has disappeared.

Coupled with the impact of C2M, C2F, and new retail models such as PinyuXi, e-commerce is also facing a major elimination.

This is like the shift from entity to e-commerce, people's consumption structure, and shopping decisions change again, it will reshape the consumption scene.

Then the traditional e-commerce sellers, the future to survive must be transformed.

Two

The future of e-commerce sellers how to transform it? There are two ways to choose: one is to solve the traffic problem; the other is to solve the transaction problem.

Due to the relatively low start-up costs of e-commerce, e-commerce has always been the best direction for entrepreneurs to choose in the past 15 years.

But with the incoming tide of e-commerce startups, the supply of e-commerce platforms has far outstripped the demand.

As a result, sellers need to keep spending more and more to buy traffic in order to have a chance to sell their goods. Ultimately, a large number of sellers actually become a wage earner for the platform.

Sellers want to solve this problem, you have to find new traffic pits, reduce costs and improve profit margins.

Then for small and medium-sized sellers, you can directly stationed in the major social media platforms, through the platform to raise the powder, and then rely on the e-commerce platform to realize.

For example, we are doing cosmetics category, you can put through the altruistic thinking, to provide solutions for potential users (such as skin management, makeup skills, etc.). Then in the short video, graphic, live platforms, do the distribution of content, to attract a large number of fans.

When we have hundreds of thousands to millions of fans, with a personal IP, we can provide solutions for consumers through the content at the same time, selling products in the online store.

Then to achieve this goal, you can directly implant links to products in each video and graphic, so that you can drive fans to continue to consume.

The key thing is that fans and traffic are different, fans continue to consume because they have watched your content and have knowledge and trust in your IP.

Three

The future of e-commerce want to survive, can be integrated with social, the formation of social e-commerce model, the traditional brick-and-mortar stores how to survive?

Entity owners want to survive, can not use their own experience and knowledge to make judgments, but to keep pace with the giants, you can learn from millet and other Internet companies play.

Friends who have had knowledge of millet know that Leibos is best at marketing. Xiaomi is to do marketing through social media, online to do the transaction, and offline to do the experience and service.

Such as Leibos out of the new product, will be through the corporate IP and personal IP, to do marketing in the form of short videos, so that more consumers have knowledge of the product and good feelings.

Then when consumers want to order, they can go through the online self-managed mall, or social media platform management of the mall to place an order, the order will be based on data analysis, delivery to the nearest consumer offline experience store (Xiaomi Home).

From the above case, we can see that the future of the offline store is no longer mainly sales, but experience services, after-sales-oriented.

This integration of online and offline is the new retail model we often hear. But to emulate this model, the premise is to have a strong supply chain capacity, as well as online communication and profitability.

Such as we have the online attraction, circle powder, the ability to spread, and can be realized through the cloud mall, in order to make the physical store into an experience store.

Or we can first change the function of the physical store, on this basis, and then go to build the cloud mall and online operation system can also. Must walk on both legs, can not be bent.

Of course for the vast majority of physical stores at present, to do the new retail model may not be realistic. In that case, we can start by simply transforming and playing around with social new retail.

Just as the logic of e-commerce transformation of social e-commerce is similar, physical business can be through social media, to short video live way to attract traffic, increase customer traffic and user repurchase rate.

It can be stationed on major social media platforms, applying to become a local number, so that you can provide solutions for consumers through the way of content, while shaping the personal IP.

When the physical merchant has the ability to bring its own traffic, it can provide consumers with products and services through the social media self-service store and offline stores at the same time, to improve the overall performance of the physical store.