[Explanation] Every November 11th is a carnival "event" for online consumers. In the face of the fierce momentum of online "Double Eleven", what are the countermeasures for offline physical stores?
Will it be overshadowed by the line again?
On the morning of the 11th, despite the online "competition" in the early morning of that day, many people still "shuttle" with shopping bags on Chunxi Road, a famous shopping district in Jinjiang District, Chengdu City, Sichuan Province. in.
[Explanation] It is understood that, unlike in previous years, many offline supermarkets and physical stores have opened discounts as early as "Double Eleven", and the intensity of the discounts is comparable to that of online, attracting many people to the stores Shop.
[Concurrent] Chen Shuoying, Public Relations Manager of H&M China
This year (2020) "Double Eleven" will start from October 21st to November 11th. H&M offline stores, "Tmall" flagship stores and online stores will open up to 40% discount at the same time. Offline stores also Participate in the event at the same time, in addition, the store also has a limited time extra 10% off the entire audience.
Despite the impact of the epidemic, the enthusiasm of consumers during the event was still very high.
[Explanation] Ou Jianling, secretary general of the Chengdu Retail Association, introduced that with the development of the retail industry in recent years, the price difference between online and offline has become smaller and smaller, thanks to the attention paid to consumer experience by traditional retail channels. "Trying while buying", the people's desire to buy is stimulated, and more and more customers are willing to go to the streets to consume directly.
[Concurrent] Ou Jianling, Executive Secretary of Chengdu Modern Commercial Industry Ecosphere Alliance, Secretary General of Chengdu Retailers Association
In fact, through the development of the past few years, our offline physical stores, including these brands, are actually self-owned brands, and the price difference has been reduced to a minimum.
In fact, from a certain point of view, these online merchants are not cheap.
In fact, the same price online and offline in the future, I think this is the future trend.
[Explanation] Nowadays, more and more physical stores actively "embrace" the Internet and integrate offline sales with online to enhance their competitiveness.
Take “Kids King”, a maternal and child brand that focuses on store sales and focuses on user interaction, as an example. The brand began to build its own sales “Internet” in 2015.
From the "WeChat" customer base to the online App, on the basis that offline sales are still "lively", the current online sales of the brand have exceeded 60% of the overall sales.
[Concurrent] Li Jin, General Manager of "Kid King" Sichuan Branch
In the past, we probably started more from the product side, but now we are more and more user-centric.
Because the way users get information is different now.
We are now also publishing from the App, because there are more scenes of "Kid King".
One has our offline 400 stores, and the other "Kid King" has the main app, including the main app, the store app of each store, the community, and for example our mini program, and us" "Tmall" flagship store, including our live broadcast scenes, all the scenes are fully exerted.
We have also made some iterations on some service products.
For example, "Kids King" now has products like "Kids King Home".
[Explanation] In addition, online sales are also "landing" offline, opening stores to attract customers to shop to buy, so as to enhance brand awareness and enhance customer experience.
JD Five Star Appliance is an attempt to deeply integrate the digital economy and the real economy. It combines the e-commerce platform with offline brands to complete the first omni-channel collaborative operation "Double Eleven", bringing a win-win situation for both online and offline.
It is reported that as of 14:00 on the 11th, the daily real-time sales of Jingdong Five Star Electric's stores in Sichuan area have achieved a year-on-year growth of 113%.
Ou Jianling believes that online commerce has opened up new superior resources after continuous adjustment and transformation, and digital upgrades have fully made up for offline disadvantages. Both parties are irreplaceable and must accept and integrate each other to achieve rapid development.
[Concurrent] Ou Jianling, Secretary General of Chengdu Retailers Association
In the previous words, you may have a misunderstanding, and think that if we choose online, offline physical stores may be affected or something.
In fact, this is the case, because in terms of consumption, there are actually many levels.
In fact, we are also doing various activities offline, in fact, the difference is not too big.
We actually have many brands including companies online, and they are also going online one after another to open stores.
In fact, offline (physical stores) have an experience degree. For consumers, it must have such an experience.
For a brand, it must have a display and a necessary offline display for consumers to increase their brand awareness.
So I think these two, if you want to compare, are really irreplaceable.
Yang Yudian reports from Chengdu, Sichuan
Editor in charge: [Tian Boqun]