Why Did The Physical Store Rise In 2016?

"The industry generally forecasts that by 2020, net retail sales will account for about 18%-20% of the total volume of the society," he said.

First look at the same case of the same price of the old case, has been doing for 6 years.

I have followed 2 companies for a long time, and all of them are Japanese brands.

One called UNIQLO, entered Tmall in 2009, and the same price has been online and offline. Up to now, it is all right! In 2015, the double 11 seems to be a special promotion on UNIQLO online, with several sub categories for the first purpose, the whole category ranked fourth, and the sales volume reached 600 million on that day.

At present, there are more than 200 stores, with the official channels and Tmall as the core channel.

Another is called DHC, making cosmetics. In 2009, I carefully compared the official website with the price of the offline counters, which is the same price.

In those days, DHC adopted the strategy of offline channels, supplemented by online channels.

At present, there are more than 300 stores, and the official website of the online channel, Tmall, Jingdong and vip.com have done so.

Overall, UNIQLO development is better, DHC development can only be regarded as general, but the development of both stores is steadily rising, and the development of online channels is also rising steadily.

These 2 cases illustrate a very important matter. Brand dealers have been doing the same price for a long time, and have been developing for 6 years.

The key is that development is good. Online and offline growth is increasing.

Now some brands in China are doing the same price, but not many.

In 2014, I began to engage in the "online and offline sharing of the same price" with the cotton age and the Hai Lan home. These 2 are my special concerns.

Of course, there are other things, but not much.

I'm going to insert another secret. How to tell the true and false O2O (physical goods)? "Online and offline, the same price" is the first step of O2O implementation, instead of what VIFI, display screen and so on.

Why are there so few businesses on the same line?

The core reason is that most brands can not really control the offline terminal stores.

The brand business can directly control the terminal, so UNIQLO and DHC can achieve the same price on line and on the same line. However, most Chinese brands are franchising stores which are mainly franchising in order to speed up their development.

The problem is in traditional franchisee. Brand dealers, such as wholesalers, franchisers (or regional agents), are almost selling off their businesses, and they are unable to get the same price on the same line.

Because there are so few brands in the whole direct camp, there are fewer businesses that can do the same price.

Another important reason is that not many people understand this Law: the same price can not be achieved online and offline, so the entity store will be defeated by itself.

Then give an egg, and more than 100 stores in the offline shop should pay attention to it: the money for the network, this is heroin, the more money is provided, the larger the sales.

The more you think online stores are cheaper, the harder it is for offline stores.

There are many such cases, fuanna is a typical representative, online channel sales are 100 million, offline 1 and a half years to close 418 stores (2013 annual 2210 terminal stores, 1792 stores in the first half of 2015).

I reveal these secrets, which may be difficult for my peers. But look at Mr. button's description of a shop representing a family, and think about it and make some efforts for China's retail industry.

The trend of O2O is inevitable. The first step can not be universally realized with the same price. Online and offline integration is all nonsense. This is not good for the whole retail industry and even the country.

Let's talk about it.

The future shopping scene is that the physical store can also buy, the online shop can also buy, and the same price, consumers freely choose to buy channels.

The shop is not only an experiential place, but also a shopping place.

In short, 2016

Several trends, incomplete, and where to write:

1, "the same price with the same price" began to really take seriously.

This is the first step in the implementation of O2O. This is not a simple 4 words. It means the beginning of "great change" and the starting point of the rise of a physical store.

2, "quasi direct camp"

It became popular.

The traditional way of franchising must evolve. This can refer to UR clothing and famous brand products. UR defines this franchise as "direct franchise".

The basic joining strategy is that the franchisee is responsible for paying the money, the brand is responsible for the operation, and the two sides share profits.

3, pure network brand vigorously develops entity joining.

This can refer to yemann, there will be many, 2016 is the draught; I have feelings for Martha and Marceau, I hope.

4, community shops rush.

In addition to catering, beauty salons, entertainment and other life service shops, the supermarket miniaturization, fruit and vegetable food stores, specialty shops are incremental markets, community shops will be increasingly sought after.

5, the miniaturization of supermarkets.

This is a trend in recent years. There will be more and more famous small chain supermarkets, hundreds of square meters, such as WAL-MART and BBK.

Flying cattle Network + big Rand hair small supermarket is a trend.

The worry of Mr. button represents the aspirations of many practitioners, but it is also objective, but the conclusion is incorrect. Physical stores will not disappear, and sales of physical channels will be higher than those of online channels.