More than 40% of respondents feel that shopping in many stores is easier during the Spring Festival
65.5% of the respondents like to visit physical stores, but the phenomenon of only shopping and not buying needs to be further understood
This Spring Festival, many physical stores have adapted to the new changes in consumer demand, and their popularity has revived.
Have you been to a physical store yet?
Recently, a survey conducted by China Youth Daily Social Survey Center (wenjuan.com) among 1,615 respondents showed that 65.5% of the respondents said they still like to visit physical stores, and 47.2% of the respondents 43.8% of the interviewees feel that many stores are easier to visit.
65.5% of respondents prefer to visit physical stores
"I took my baby to visit many shopping malls during the Spring Festival holiday this year. Basically, I went to shopping malls with a strong festive atmosphere, exhibitions and activities." Yang Qing (pseudonym), a post-80s mother in Beijing, said that the shopping malls I visited on the fifth day of the Lunar New Year, As soon as you enter the door, there is an oversized rabbit shape for everyone to take pictures. During the period, there are staff wearing realistic costumes, pretending to be rabbits and the God of Wealth to interact with the children. watching a movie, having an appointment with a friend’s family, and spending a whole day in a shopping mall.”
In the survey, 65.5% of the respondents said that they still like to visit physical stores, 27.5% of the respondents said that they don’t like it, and 7.0% of the respondents said they don’t like it.
Ling Xiao (pseudonym), a citizen born in the 1980s in Nanchang, Jiangxi Province, has not visited physical stores for a long time. "Nowadays, many communities can plant grass and buy directly. I am not very picky about clothes. I can wear one size fits all, so online shopping is more convenient. Although there are try-on experiences in physical stores, the price/performance ratio is not high.”
Li Jia (pseudonym), a citizen of Hangzhou, likes to visit physical stores, but the frequency of shopping is lower than before. "Generally, it is convenient to buy small items online, and I will go to shopping malls when I have time on weekends."
Zhang Yunlai, director and associate professor of the Department of International Tourism Management, School of International Economics and Management, Beijing Technology and Business University, said that although the scale of online shopping transactions in my country has shown a continuous growth trend, and the proportion of total retail sales of consumer goods in China has also increased year by year, offline sales are still the main body of retail sales of social consumer goods.
Compared with before, 22.8% of the respondents shopped more in physical stores, 56.3% shopped less, and 20.9% did not change.
"The impact of online shopping has caused insufficient customer flow in physical stores, and the unit price per customer (the average amount of goods purchased by each customer-editor's note) is also declining. The labor costs and leasing costs of physical stores are relatively high, which makes offline products more expensive. The price is not as cheap as online, so consumers will naturally go online to buy.” Zhang Yun said that consumers are still more enthusiastic about visiting physical stores, but the enthusiasm for shopping in physical stores is not high. Some customers only shop without buying. The reason is that consumers can buy goods of fair quality and cheap prices online.
What really needs consumers to buy in a physical store is often a little more expensive, or online shopping is relatively risky, and they need to personally judge the quality of the product.
47.2% of the respondents felt that the physical stores had a high “appearance”
Ling Xiao has done catering and opened shops before, "I remember that in 2014, in the physical store, there were department stores and jewelry on the first floor, a supermarket on the second floor, restaurants on the third floor, and a cinema on the top floor. Stores that I have never been to, such as script killing hall, children's picture book hall, large playground, etc., as well as shared remote control cars for children, large game consoles, etc., are completely different from before."
How have physical stores around you changed in recent years?
In the survey, 47.2% of the respondents felt that the "appearance" of the stores had become higher, 43.8% of the respondents felt that many stores had changed from a brand counter model to a theme combination model, which made it easier to shop, and 41.4% of the respondents felt that the increase 36.8% of the respondents believed that online and offline integration made shopping more convenient, 31.4% of the respondents felt that there were more experiential consumption items, and 28.6% of the respondents found that technological elements were injected , 21.6% of the respondents pointed out that there are multiple "living spaces" such as leisure and parent-child to meet different needs, 21.3% of the respondents found that the service has been upgraded, and more professional services have been launched (such as clothing matchers, etc.), 18.8% of respondents feel that physical store auto shows, salons, performances and other activities are rich and colorful.
Zhang Yunlai, now some physical stores are actively transforming and integrating business formats, such as integrating traditional retail with catering, cinemas, supermarkets, bookstores, etc. in one place to meet the various needs of customers.
Secondly, many shopping malls hold offline activities to attract traffic, such as holding various types of salons and new book launches.
In addition, the decoration and decoration of commercial physical stores are constantly updated and iterated, creating different scenes and bringing different experiences to consumers.
"I think these three aspects are ideal places to do now."
61.4% of the respondents suggested that physical stores increase discounts such as price promotions and points redemption
Li Jia believes that the development momentum of online shopping is now strong, and if offline physical stores want to develop better, they should cooperate with online shopping.
Many physical stores have their own official flagship stores online, but this is not enough. We need to further understand consumer needs and improve service quality in an all-round way.
For the development of physical stores, 61.4% of the respondents suggested increasing price promotions, point redemption and other discounts, 54.2% of the respondents suggested launching online "cloud" services to further integrate online and offline, and 49.0% of the respondents suggested 47.6% of the respondents suggested to reshape the value chain and continue to make efforts in professional services. 37.8% of the respondents suggested to further improve convenience services such as parking and commodity delivery, 34.6% 31.3% of respondents suggested introducing trendy brands to meet individual needs, and 31.3% of respondents suggested catering to consumption trends, combining themselves, and scientific planning and management.
Zhang Yunlai said that physical stores should work hard on digital transformation and integrate online and offline resources well.
There are algorithm recommendations on the Internet, and offline shopping malls can also use digital means to recommend products or services to customers in a targeted manner.
"The digital transformation of physical stores is a relatively complex project, including management and marketing and other links. How to attract more consumers through personalized means is a constant consideration for physical store operators."
"The restaurant makes better food, and the barber shop cuts the hair better. This is just what we need." Ling Xiao believes that blindly pursuing online celebrity shops without maintaining word-of-mouth will only be short-lived in the end.
She hopes that the physical store will not pursue exposure too much, but do a solid job in basic work.
"It would be better if there were more space for children to play freely in the design."
Zhang Yunlai, at present, the companies that do well in online sales are still some Internet companies, and when traditional companies transform to the Internet, they not only face technical problems, but also the problem of changing their way of thinking.
"We found that the online transformation of most physical stores was not particularly successful. On the contrary, the offline transformation of online stores is relatively good. Many offline physical stores have built websites, but the operation is not good, and they are basically idle in the end. Internet transformation It is not simply building a website or making an app to solve the problem, traditional enterprises need to make up for the shortcomings in Internet operations.”
Among the respondents, the post-00s accounted for 29.8%, the post-90s accounted for 47.6%, and the post-80s accounted for 22.6%.
First-tier cities accounted for 31.0%, second-tier cities accounted for 44.4%, third- and fourth-tier cities accounted for 19.0%, and townships accounted for 5.6%.
China Youth Daily China Youth Daily reporter Wang Pinzhi intern Xiao Pinghua Source: China Youth Daily