Nowadays, traditional physical stores have closed down. Is the rent too expensive or is the e-commerce rising?

Most people are saying that business is not good this year, and the tide of physical stores closing down remains the same. In the first half of a street, several shops are changing. Is the rent too expensive or is the e-commerce rising? Faced with the influence of e-commerce economy, the pressure of rent is also the reason why many physical stores cannot develop. Rents are rising year by year, and many enterprises are struggling for landlords. Store rents account for about 30% of operating costs. The physical store business is like living in a crack, and finally it can only face bankruptcy.

But in fact, the industry environment of e-commerce and physical stores is the same, especially in today's new retail development. Physical bookstores used to be one of the industries most affected by e-commerce: in 2002-20 12, nearly 50% of physical bookstores in China closed down, and the rest were basically supported by a sense of urgency; But on 20 13-20 16, bookstores began to recover. New bookstores such as Fang Shuo, Yanji and Sisyph continue to land in China. Amazon has also turned to physical bookstores. Bookstores have become the focus of modern Internet business thinking. It is no longer a traditional retail bookstore, but a new retail entity. Today, if we understand the development model of the new bookstore, we will understand the future development trend of the physical store.

Bookstores are places for reading. The decision-making motivation of people going to physical bookstores is not price, but experience. At this time, the scene is particularly important. When the book is displayed, we will try our best to restore the real usage scene of the user. For example, when the Italian menu is displayed, the raw materials and cooking tools introduced in the book will be put out for you to buy. There are few mom-and-pop shops in the city now, and many times they are convenience stores. For example, traditional shops such as mom-and-pop shops are poorly displayed. Operators don't have professional exhibition knowledge, and they don't consider the dynamic setting and specific experience of customers' purchase. They are all randomly put together, so naturally no one wants to buy them home.

However, most people go to the supermarket just to buy food. The biggest problem with such a display is that it does not conform to people's buying scenes. Buying food always takes a big circle, and the experience is naturally bad. Some boutique supermarkets, such as Bufeng Yichu Lotus and Hong Kong Baijia, do the opposite and put fresh food at the door. Of course, their fresh food prices will be much more expensive than ordinary supermarkets. This is because their target population has a higher income level, pursues quality and experience more, and is less sensitive to price, so the corresponding display also meets their needs and saves their time. Closely around the characteristics and needs of customers, this is the core of on-site display.