The application of new technologies and new models is accelerated, and the emergence of new services and new formats is accelerating——

Bring back the popularity of brick-and-mortar stores

  Our reporter Wang Ke, Song Haoxin, and Xiao Jiaxin

  Recently, children participated in the intangible cultural heritage interactive experience exhibition at Intime Department Store Hangzhou West Lake Cultural Plaza.

  People's Vision

  core reading

  Physical stores are an important carrier of commodity circulation.

Many brick-and-mortar stores have adapted to the new changes in consumer demand, and have enhanced the adaptability and flexibility of supply structures such as goods, services, and business formats to changes in demand, and their popularity has risen again.

  It is necessary to accelerate the application of more new technologies, cultivate and form more new formats and new models

  Innovation driven——

  Brick-and-mortar stores have a new look

  Entering the twelfth lunar month, the number of customers in Intime Department Store Hangzhou West Lake Cultural Plaza store has increased, which is more lively than usual.

  "Compared with the previous shopping malls, this shopping mall is more interesting." When Zhang Yi, a post-90s citizen, brought her children to the shopping mall to buy things, she participated in the hand-painted experience activities of intangible cultural heritage organized by the shopping mall, and learned about the inheritance of intangible cultural heritage up close. Culture, feel the charm of traditional culture.

  After buying things, Zhang Yi does not need to take home the large and small bags, but can directly choose the express service, which can be delivered to the home within 24 hours.

  In the consumer market, physical retail is an important foundation for commodity circulation, an important carrier for guiding production and expanding consumption, and an important channel for prospering the market and ensuring employment.

Today, many brick-and-mortar stores have adapted to the new changes in consumer demand, enhanced the adaptability and flexibility of the supply structure of goods, services, and business formats to changes in demand, achieved a "gorgeous turnaround", and regained popularity.

  Commercial complexes with rich formats are welcomed——

  "Even if you don't spend shopping, it's a pleasure to walk around and play." In the Chengdu International Financial Center (IFS) mall in Sichuan, consumers can enjoy a diversified shopping experience.

All floors of the mall are distributed with business forms related to catering, leisure, entertainment, fitness, from bookstores, piano shops, tea houses, flower shops, to beauty salons and fitness centers, covering almost every aspect of life.

The global food court in the sky garden on the top floor of the shopping mall has a very beautiful environment, attracting many consumers who love food.

  The transformed and upgraded traditional shopping malls are rejuvenated with new vitality——

  In the Quanzhou Plaza store of Ginza Shopping Plaza in Jinan, Shandong, the reopened supermarket was bustling with customers.

During the refurbishment and upgrade, the supermarket made adjustments in terms of commodity structure and consumer demand.

Among them, livestock and aquatic products mainly focus on the theme of freshness and health. By clearly showing the processing process to customers, it creates "color, aroma, taste and shape" fireworks.

In addition, the number of self-purchased and directly-operated imported products in supermarkets increased by more than 1,000.

"These products have distinctive features and sell well," said the relevant person in charge of the supermarket.

  New shopping malls embracing trendy technology attract attention——

  "The naked-eye 3D screen specially designed to bring children to experience the mall feels like being in a sci-fi world." JD Mall, a shopping mall built by JD.com offline, is full of trendy and technological elements from the overall design to the interactive experience, and has become an internet celebrity punch card land.

A giant naked-eye 3D screen is built on the outer wall of the shopping mall, and the realistic 3D effect makes you feel that the pictures inside the screen are within reach.

The store is equipped with holographic projection, VR equipment, intelligent robots, virtual live broadcast rooms, circuit transparent computer rooms and other technological devices and facilities, which are refreshing.

  "Innovation is the direct driving force for the transformation of brick-and-mortar retail." Zhao Ping, vice president of the China Council for the Promotion of International Trade, said that in recent years, the scale of brick-and-mortar retail in my country has continued to expand, and business formats have continued to innovate. New business formats and new models not only further improve circulation efficiency and service levels, but also provide consumers with more new supplies and win the favor of more consumers.

  Diverse services——

  Make shopping a way of life

  "I don't like to stay at home. I go to the mall with my friends every weekend." Li Li, a citizen who queued up with friends to buy tickets in front of the cinema in Jinan Ginza Shopping Plaza Quanzhou Plaza store, said that shopping in malls is no longer enough. Then it is simply for shopping, and it has become a way of leisure to invite friends to watch movies, drink coffee, and visit bookstores.

  "Compared with online shopping, shopping malls have their own advantages. As long as the products provided are good and the services provided are good, customers will naturally come." In the opinion of the person in charge of the Ginza shopping mall, in response to the constantly escalating needs of consumers, it is necessary to Only by releasing more space for young people to meet their diverse needs such as drinking coffee and meeting friends, brick-and-mortar stores are truly attractive.

  Making shopping a way of life has become a magic weapon for many physical stores to increase customer stickiness.

Focusing on improving consumers' shopping experience, brick-and-mortar stores have made great efforts, and a number of shopping places that are easy to buy, easy to browse, and fun have emerged.

  "I used to buy clothes in the mall, and I was always worried about the matching of the clothes. I felt much more relaxed with the help of a coordinator." Zhang Wei, a citizen who came to shop at the Hangzhou Wulin Store of Intime Department Store, said.

Under the advice of the store's clothing coordinator, she quickly purchased two new sets of clothes.

  According to the relevant person in charge of the shopping mall, in response to the needs of some consumers, the shopping mall launched the coordinator service two years ago, which has been well received by customers.

Through the development of its own curriculum system, the shopping mall has released the professional ability of shopping guides, and at the same time, combined with the ability of new retail, users can not only conduct matching consultation online, but also realize a new experience of online appointment and offline matching services.

  The new services not only better meet the needs of consumers, but also bring new growth points to the shopping mall.

In Intime Department Store, the service of coordinators has improved the linkage rate of brand sales. According to statistics, by introducing excellent coordinators, the linkage rate and unit price of counters can be doubled.

  "For an electronic product fan, it's really happy to be able to experience the just-launched new product for the first time." In JD Mall, Li Wei, a consumer who came to experience the just-launched game console, said.

In order to make shopping in the mall more interesting, JD Mall has set up 11 major themed scene experience areas and 29 major product interactive experience areas, including beauty salon, audio experience, drone experience, massage health care and other areas, allowing consumers to experience a variety of Optimize the scene space and interact with the products in the store more intuitively.

  "The demand for shopping has not only not decreased, but has also increased." Zhao Ping said that some consumers prefer to shop online at home, but some consumers prefer to go shopping while shopping.

With the diversification and personalization of consumer demand, offline shopping can meet the social needs of shopping, entertainment, leisure, eating, and travel, as well as the immediate needs of consumers to purchase, own and use products face-to-face.

Focusing on this demand, shopping malls can create new advantages that are different from online.

  Business integration——

  Small shops can also be more fashionable

  Fashionable neighborhoods, dazzling small shops, convenient fresh food supermarkets, and multi-functional gymnasiums... In Sanhe Meilinfang, a convenient comprehensive service center in Sanhenanli Community, Xingfeng Street, Daxing District, Beijing, come for shopping and leisure. An endless stream of consumers.

  "The current appearance has changed a lot compared to the past." Aunt Zhang, a community resident, brings her little grandson to play every day. She gave a thumbs up when talking about the newly renovated fresh food supermarket, community cafeteria and coffee bookstore .

  在升级过程中,便民综合服务中心在保留原有锅炉房建筑整体风格的同时,完善社区商业功能。一层的生鲜超市内,货品齐全、价格合理、环境舒适;二层的社区公益空间,不仅有便民社区食堂、裁缝铺、理发店,还有儿童活动空间和“美好会客厅”;三层有咖啡屋式的文化书吧,居民可以在咖啡香中阅读。升级后的便民综合服务中心辐射了周边15个社区、10万居民,每天都吸引很多消费者。

  近年来,针对发展方式粗放、有效供给不足、运行效率不高问题,实体零售加快融合发展,致力于改变以前千店一面、千店同品的现象,着力增加智能、时尚、健康、绿色商品品种,形成了很多新、优、奇、特的新供给。

  与线上融合,传统实体店也能更时尚。

  有这样一个数据:从门店打烊到第二天早上营业这段时间,全国银泰百货每天的线上销售业绩相当于一个5万平方米中型商场的全年销售额。激发这个新增长点的法宝,就是对线下商场的数字化改造。

  在银泰百货,不仅可以逛线下门店,还可以逛“云上”百货,“云逛街”“躺着买”大大延长了银泰和消费者的接触时间。无需走进商场,消费者便可获知商场诸多信息。数据显示,银泰喵街APP订单中超四成来自夜间,有数万消费者晚上逛喵街“躺着买”,且集中在深夜11点至凌晨2点下单。

  与新业态融合,实体店体验更新潮。

  “那个秋千好高呀,我也想玩!”时值冬日,四川成都的最低气温已降至零下,位于市中心的富力广场购物中心内却是暖意融融。许多孩子在父母的陪伴下,排队体验时下最火的室内高空拓展项目——“空中芭蕾”,阵阵欢笑声“温暖”了整个商场。富力广场作为成都市中心最早出现的一批购物中心之一,从商业空间、内容与服务等层面全方位持续探索创新,扮演起集艺术、人文、购物于一身的“新角色”,逐渐从单纯的购物场所向能够同时满足娱乐、就餐、休闲、亲子等多元消费需求的“生活空间”转型。

  西南财经大学常务副校长、教授彭龙认为,传统购物中心转型是必然趋势,关键之处在于既要迎合消费潮流,又要考虑自身所处的城市地段与卖场特点,也要进行科学合理的转型规划与管理。

  赵萍认为,客观地说,实体零售发展面临经营成本上涨、消费需求结构调整、网络零售快速发展等诸多因素影响。但背靠中国消费大市场,实体店仍有充满希望和活力的未来。“围绕新需求主动作为、敢于创新的企业,能赢得消费者,也能赢得未来。”

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