Qinchengli, Jingdong Mall, Hemari...

　　Why are e-commerce giants

　　One after another to increase the number of offline physical stores

　　Our reporter Lu Jia

　　On September 30, the first mall under JD.com settled in Xi'an.

A reporter from the Qianjiang Evening News learned that during the 7-day National Day holiday, this Jingdong Mall had a cumulative turnover of 150 million, and over a million users participated in online and offline activities.

　　Holographic projections, VR equipment, smart robots, virtual live broadcast rooms... This JD Mall is not a traditional shopping mall, but a new immersive consumer space full of black technology.

　　In fact, this is not JD’s first foray into physical commerce. E-commerce companies such as Alibaba and Vipshop have also opened shopping malls before.

On the other side of the ocean, the US e-commerce giant Amazon has also been exposed to plans to open a number of physical department stores.

　　"Going online" has become a new trend in the e-commerce industry.

With the rise of e-commerce, physical commerce is undervalued.

But now, e-commerce giants seem to be going the other way.

　　From online to offline, why have e-commerce companies opened shopping malls?

　　Not "walking and eating" but an immersive experience

　　The first JD Mall is located in Weiyang District, Xi'an. A giant naked eye 3D screen is built on the outer wall.

　　A five-story shopping mall with more than 40,000 square meters is mainly engaged in home appliances, computer digital, mobile communications, home furnishings and other business categories, as well as children's entertainment, smart health, and automotive supplies.

　　At the same time, there are various cool technology SHOWs such as smart robots, holographic projection, VR technology, and virtual live broadcast rooms, as well as 11 themed scenes including audio experience, drone experience, beauty salon, massage and health, coffee experience, etc. Style experience area, home-themed model room based on "home" and so on.

　　After consumers experience the shopping mall on-site, they can scan the QR code to place an order through the official applet, and the goods will be delivered directly to their homes by JD. The online and offline products will be of the same quality at the same price.

　　There is no clothing and catering, only home appliances 3C, the biggest highlight is the interactive experience area, all of which make JD Mall look completely different from traditional shopping malls.

　　"With the upgrading of consumption, users not only value the function and cost-effectiveness of the product when purchasing products, but also the focus of consumers, such as design, artificial intelligence, and health preservation. And the awakening of this new consumer awareness also affects channels. The scene puts forward higher requirements." According to the relevant person in charge of JD.com, JD Mall is a comprehensive upgrade on the basis of JD’s super experience store, providing users with a one-stop quality life solution to create shopping, play, and buy , A place where you can experience the city check-in.

　　E-commerce companies have opened shopping malls

　　JD.com is not the first e-commerce company to open MALL offline, but "entity" has indeed become a key word for JD.com's layout in the past two years.

As of now, in addition to JD Mall, JD.com already has a variety of offline formats such as Super Experience Store, 7Fresh, and JD Convenience Store.

　　In fact, e-commerce giants have long been fighting secretly in the physical field.

In the beginning, the offline e-commerce platform lacked a foundation to incorporate regional retailers with abundant offline resources such as Sanjiang Shopping, Hongqi Chain, Xinhuadu, and Yintai.

　　As the layout of e-commerce platforms in the offline physical field deepens, they have also begun to go off the market in person, opening super experience stores, shopping malls, and so on.

　　In 2018, Alibaba established the first shopping mall near the headquarters, Qichengli, whose positioning is mainly for eating, drinking and playing.

In 2019, Hema established its first MALL Hemali in Shenzhen, which mainly serves residents of surrounding communities, covering retail, catering, and life services.

　　In addition to the Ali department, in 2020, Vipshop also opened its first city Ole in Hefei, Anhui.

　　From online to offline, just to seek new growth points

　　Why do e-commerce platforms deploy offline supermarkets?

　　According to analysis by industry insiders, as online traffic becomes more expensive and the cost of acquiring customers for online merchants is rising, e-commerce platforms are looking for new breakthroughs.

Layout offline scenarios and promote the comprehensive integration of online and offline channels has become the general trend of e-commerce platforms.

　　Before opening the first MALL, JD.com had launched two super experience stores in Chongqing and Hefei. This may be a good performance since the opening, giving JD.com the confidence to accelerate its physical layout.

Among them, Chongqing Super Sports Store handed over the dazzling "6·18" report card this year: cumulative transaction volume increased by 180% year-on-year, new store users increased by 200% year-on-year, and the number of new card openings for JD Plus members in Chongqing Chaoti increased by 600 year-on-year. %, a single order of more than 5,000 yuan increased by 200% year-on-year.

　　According to industry insiders, the layout of the e-commerce platform for offline supermarkets is mainly to transform the online supply mode of goods using the Internet as an offline mode of supply with physical stores as the scene, so as to realize the user experience and the number of users as the passenger flow. The promotion.

E-commerce platforms are exploring new boundaries in more fields and seeking new transformations.