Dad Ma once said: "The era of pure e-commerce will soon end. In the next 10 or 20 years, there will be no e-commerce, only new retail, which means online e-commerce and offline entities. Stores must be combined together to create a real new retail. "
Nothing can be fixed once and for all, and any dividends will disappear one day, and the same is true for e-commerce. In e-commerce platforms with intensified homogeneity and chaotic price wars, low barriers to entry, a mixed bag of good and bad products, and uneven product quality and after-sales service have seriously affected consumers' purchasing experience, causing them to gradually lose confidence in the e-commerce platform and switch to another front. Next store.
The new retail model that combines online and offline is a business thinking that all e-commerce platforms and physical stores must have in the future. E-commerce attracts traffic to physical stores, and physical stores provide experience venues for e-commerce. Complementary advantages, mutual integration, breaking through the limitations of consumption space and time, and meeting the needs of users in different consumption scenarios.
1. Two major functions of online e-commerce
1. Drainage: Physical stores can use the real-time push function of online e-commerce to introduce new and old users to WeChat groups, and generate more users through marketing activities, useful benefits, etc. Repeat purchases and continuous realization.
2. Fission: After connecting with users through online platforms and private domain traffic, users can be used as the entrance to obtain customer traffic, and through profit-driven sharing, users can become fission users.
2. The three major values of offline physical stores
1. Traffic entrance: Use the store as a traffic entrance to introduce users into the private domain traffic pool. If the user buys or does not buy, as long as it settles in the private domain traffic, there will be follow-up. Continuing possibility.
2. Consumption experience: Offline physical stores are user experience centers. Consumers obtain consumption information online, then experience it offline, or deliver it directly to offline physical stores, which enhances consumption motivation and consumption experience.
3. Trust endorsement: The logic of marketing is trust. Consumers have truly experienced and made purchases in physical stores, which will generate a certain level of trust and endorsement, prompting repurchase.
E-commerce and physical stores are not necessarily only competitive. In the future, there will be more win-win cooperation. The integration and development of the two has a bright future!
