Such a fat East, how many Tmall, JD.COM and Pinduoduo can't beat it; For many people, it is not only a kind of shopping, but also a way of life.
Many people are saying that the spring of physical stores has come, and it has been suppressed by e-commerce for so long, and finally it has begun to break out. It can be said that the wind and water have turned, and today is physics. E-commerce has flourished in recent years, but what happened to physical stores? Store closing tide? Some people say that e-commerce has impacted entities, but excellent entities are still good. In fact, e-commerce and entities have never been a pair? Enemy? , but in different ways, each has its own advantages. In the future, there is no distinction between e-commerce and entities, only the distinction between keeping up with the times and not keeping up with the times.
Who did the physical store in China lose to?
Now I'm walking down a street casually, and nine out of ten stores are having discounts. It's written everywhere? Big sale? 、? Big gap? ,? Audience specials? What is the reason? The contract expires? ,? Store transfer 10 anniversary? Wait a minute.
The worse the business, the cheaper the goods. A boss complained that selling 2580 bags a month is the only way to survive and the only way to make money is to sell more bags. As a result, various discount gimmicks emerge one after another, which has become a major feature of physical stores in China.
In fact, the fundamental problem of the physical store comes from the fact that the boss always regards the physical store as a channel for buying and selling, and without service consciousness and spirit, it is impossible to enhance the added value of the products. Simply relying on the difference in profit, this kind of physical store will be eliminated sooner or later.
If it is only a sales channel, e-commerce is obviously a way to keep pace with the times: lower cost (rent-free), staying at home, more convenient price comparison, more diverse styles and so on. As a result, many people think that physical stores in China have been defeated by e-commerce. Is that really the case?
Who has China lost to e-commerce?
The dilemma of e-commerce began three years ago. All e-commerce platforms have encountered traffic bottlenecks, profit growth tends to slow down, and market demand is almost saturated. In fact, the essence of "double 1 1" is to suppress the demand first and then concentrate on the outbreak, thus forming a "double 1 1" consumption blowout, and the data just looks beautiful.
Although e-commerce has no rent, it must have online operating costs, including advertising, activities, personnel, customer service, express delivery and so on. Now open one? Online shop? The cost has exceeded the rent of physical stores, and the cost of obtaining customers is getting higher and higher. For example, in some Taobao shops, the cost of attracting a customer is probably around 80 yuan, but the price of many goods is less than that of 80 yuan.
The root cause is that e-commerce always treats itself as? A tool for comparing prices? Horizontal comparison of the same website, vertical comparison of different websites, the product profit is getting thinner and thinner; At the same time, the cost of obtaining customers by relying on traffic is getting higher and higher, which leads to rising online operating costs.
China's business is forming such a balance: the operating cost of e-commerce keeps rising and getting closer? Physical store? Rent; And the cost of physical stores to attract consumers is also increasing, getting closer and closer? Online shop? Customer acquisition cost; So the two sides began to stalemate.
At the root of it, whether it is a physical store or an e-commerce, the fundamental logic of making money has not changed, which is these four words: small profits but quick turnover. Not quality but quantity; Not for quality, but for profit. This is the biggest business problem in China at present, but we have taken this road to the extreme.
The more you focus on the result, the easier it is to lose it.