Physical Store "Warmer" To Reproduce The Bustling Past?

From the end of last year, especially in the "double 12", Christmas, new year's day and other important festivals, many stores appear to have a trend of consumers, and some even reproduce the lively scenes of the past.

However, from the reporters' follow-up interviews and combined with the actual consumption situation this year and the various problems still existing, it is more likely that Fuzhou's physical stores will gradually become "structural warmer".

Looking back at the situation of physical stores in recent months, there are special reasons for the rise of passenger traffic, such as last year's "double 12", and the promotion of shopping centers combined with WeChat, Alipay and so on.

The payment started, triggering panic buying, and the rush to purchase the new year's Eve was largely due to the fact that many of the electronic couriers went ahead with the holidays, and the shops only enjoyed the "Spring Festival red envelopes".

But from the Spring Festival market, the sales of physical stores are obviously divided.

According to the monitoring of the Fuzhou Municipal Bureau of Commerce, during the Spring Festival this year, the sales of Fuzhou supermarkets were better than those of professional stores and department stores. The total sales volume of the monitoring sample enterprises of the major supermarkets increased by 2.18% compared with that of last year's Spring Festival, while the sales of the sample companies in professional shops and department stores decreased by 21.22% and 26.13% respectively compared with the Spring Festival last year.

Specifically, the sales of traditional commodities, such as household appliances, clothing, shoes and hats and communications equipment, fell by 12% to 31%.

Therefore, in general,

The situation is not as warm as expected by the industry, but it is also undeniable that some local warming is brewing.

A lot of people will notice that although the passenger flow of many department stores is declining this year, the fast fashion brand shops like ZARA and UNIQLO are still overcrowded. It is obvious that clothing products are far from enough by brands. What people pursue besides brands is more important to keep up with the trend of the times, and fast fashion brands undoubtedly seize the opportunity.

Some supermarkets in Fuzhou also cater for the new consumption situation and actively pform them. Among them, Yonghui supermarket takes quality consumption into consideration, vigorously develops quality supermarkets, and optimizes products and services; while Xinhua city considers the development of community life supermarkets on the "last mile", and provides residents with special services such as three returns, birthday gifts, free delivery and commodity purchasing.

Some experts believe that in the past few years, online sales are hot. One of the reasons is that the manager of a store has been playing the role of "playing the role of authority" and has lost the essence of serving consumers.

Coupled with the emerging business of electricity providers to cater to the consumer's new and old psychology, it will develop into a crushing force.

After this round of reshuffle, the entity store with deep accumulation began to reflect and return to the essence of retailing industry.

Many consumers who have been to Japan have deep feelings about the details of their warm service. For example, when they buy something in a store, the cashier will use the oil absorbing paper to absorb ink and prevent dyeing to other items after the cap is covered. When the packaged goods are handed to the guest, the cashier will also go out to the counter to send a short paragraph. On rainy days, the Japanese shopping center will prepare towels for cleaning rain gear and clothes.

Although the service level of Fuzhou's stores is far less than that of Japanese stores, the service of many shopping centers has begun to move closer to warmer hearts.

Xu Anxin, President of southeastern Business Management Research Institute of Fujian, believes that due to policy reasons, there are some temporary advantages of the electricity supplier at present, such as taxation, which has not been widely launched in the electricity supplier business. This also makes the electricity supplier have certain advantages in commodity price competition. But from the later development trend, the electricity supplier and the store merchant will eventually return to fair competition. When the electricity price advantage of the electricity supplier is lost, the advantage of the warm heart experience service of the entity store will be highlighted.

Recently, the "supply side reform" has become the most popular word. In the retail industry, the core of the supply side reform is to launch better products and services that can better meet the needs of consumers, and solve the problem of mismatch between supply and consumer demand.

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Look, it is foreseeable that whoever can solve this problem better will stand out and take the lead in usher in the return of consumers.