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New retail is opening up a new pattern in the market, and there are more and more cases of counter-attacks in emerging physical stores...

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Ma Yun once said that in the next ten or twenty years, e-commerce will not be said. There will only be a new retail, and only online and offline and logistics will combine to create a real new retail. The comprehensive combination of online and offline and logistics, the one-stop service that consumers expect will eventually be more revealed in the new retail era.


After ten years of shuffling, the physical store has indeed reached a most critical moment! New retail is opening up a new pattern in the market, and there are more and more cases of counter-attacks in emerging physical stores...



NO.1:The physical store and the e-commerce station are at the same starting line


"Everything goes to zero, fair competition"

The advantages of e-commerce are also disappearing. Now the cost of opening an online store has exceeded that of a physical store. For Taobao, the cost per customer is about 80 yuan, but the price of many products. Less than 80 yuan!

At this time, because most of the "physical stores" can not clearly understand themselves, the business is declining, which leads to the continuous reduction of the rent of "physical stores." As a result, the cost of “online stores” is rising, and the cost of “physical stores” is declining, and the two eventually reach the same level.




Until now, the two finally ran to the same starting line! Everything goes to zero and fair competition.


Because the core business advantage is changing from "price" to "service", but how can "e-commerce" be the opponent of "physical store"? What's more, let's think about it again. When we strolled on the street, what sort of sense of loss would it be if there were no rows of shopkeepers?

E-commerce is a physical store that uses "price" to counterattack. Now the physical store needs to use "service" to pull back a game!

Japan has also experienced a decline in physical stores, but after several years of adjustment, it has re-established its stability. The present China is just like Japan.




Starbucks was once attacked by COSTA and a dozen themed cafes, but after the launch of the theme store model with a comprehensive change in design and more experience, it once again occupied the market. Look at ZARA again, it is also to buy clothes, but it has rejuvenated the clothing store.




NO.2:New retail parade

"One million physical stores participate in the double 11"

According to official data, as a “new retail parade” of online and offline integration, a total of 1 million offline stores participate in Tmall Double 11, of which about 100,000 smart stores cover 31 provinces and 334 cities nationwide.




More than 1 million merchants at home and abroad have opened up online and offline, 52 core business districts, nearly 100,000 smart stores, 600,000 retail stores, 50,000 gold stores, 4,000 Tmall stores, 30,000 villages Point, bring you a truly three-dimensional, all-round new retail experience.



NO.3:The country promotes retail reform and upgrading

“About the promotion of physical retail innovation transformation views”



The state is also promoting retail reform and upgrading, revitalizing existing commercial facilities resources in a market-oriented manner, reducing the sub-leasing behavior of public property shops, effectively reducing the rent of shops; relaxing restrictions on the decoration and decoration of street-facing shops, and eliminating unnecessary approval procedures for in-store decoration renovation; At the same time, create a tax environment for fair competition between online and offline companies.



The era of new retail is a challenge and an opportunity.


NO.4:The added value created by physical stores is becoming more and more important

“Showing the value of the experience is being seen by the business”


If you have been fighting for price, fight the advantages of the facade. Still stagnation at the stage of "who's lower cost", we will always stay at the stage of price war, imitation, and shoddy, and even more sadly: we do not understand the essence of commerce at all.

If there is no one, who will do the service? If there is no one, who will create added value?

The value of the store's display experience is increasingly valued, and has become a favorable weapon for the brand to break through the bottleneck of development.



Some merchants directly open the experience store, only to cultivate the next generation of brand consumption and emotional communication, and even some businesses directly set up the storefront to create an experiential offline fitting experience store. Realize the transition from “product sales platform” to “experience communication platform”.



Therefore, under this general trend, many e-commerce companies have been forced to go online from the offline to the offline, open a physical store to provide consumers with a place to experience, to make up for their shortcomings.

Gas and electricity companies in Europe and the United States relying on the rise of e-commerce are all transforming into physical stores. Previously, Amazon opened its first physical store, located in the University Village in Seattle, USA. It covers an area of 511 square meters and houses 5,000-6,000 books. This is the first time in 20 years, and it is also the trend of popular e-commerce in the future.


Similar to Amazon, Dangdang also opened a 1200-party physical store in Changsha, plans to open 1,000 in three years. Explain that for e-commerce, online customer growth is likely to have reached the bottleneck. Obviously, if you don’t fight the physical store market again, you really have to fall behind.



NO.5:Consumption upgrade & demand upgrade

"Man is the measure of all things"


There is a philosophical quote in "On the Truth": "Man is the measure of all things. When people exist, everything exists. When people do not exist, everything does not exist."


This shows that the only standard of all things in the future is "people", and everything exists because it pleases "people." The degree to which you please "people" determines the value of your existence. The same is true for goods, which must reflect respect and concern for people. This is also the essence of business.



In the future, business competition is for the consumer groups born in the 1990s and 00s. This group of people is born with no material and no shortage of products. What they need is a kind of “care”. This kind of care needs face-to-face communication and touch. reflect.



This is the essence of "consumption upgrades":


Retail has moved from the era of a transaction to the era of a relationship, businesses can be in the store to create an unparalleled consumer scene, but e-commerce is through the computer and smart phone trading, so it is difficult To provide consumers with a unique experience, they must seek a breakthrough!


This is the essence of "demand upgrade":


Consumers need to shift from a sense of satisfaction to a product to a sense of satisfaction at the spiritual level. In the past, people were moving with things, and now things are in the heart. At that time, the culture, innovation, experience and feelings of the merchants will all be useful to the hero!



And this is precisely the biggest opportunity for "stores"! If you give me a chip, I must gamble that the store will win.


NO.6:Explosive growth in shopping malls

"Strong operation of capital"


In 2017, the number of large-scale projects opened in the country reached 970 (commercial area ≥ 30,000 m2, with the exception of individual product line projects or special projects), which is equivalent to more than twice the actual number of projects opened in 2016. The commercial volume is estimated at 98.51 million square meters, which is nearly 2.3 times the new commercial volume in 2016.

There are more and more shopping malls, and there are more choices for merchants. Of course, the rental cost has more room for operation. Is it not the best era for the development of the real economy?


NO.7:Online and offline omnichannel coverage

"Products want now"


Unlike the Tmall flash store, which has an offline experience and online payment, Uniqlo brings a new way of playing for new retail: online pay and offline.



This approach greatly speeds up the logistics time from the order to the delivery of the customer, and satisfies the consumer's "hope now" shopping expectation, but the coordination between the inventory management system and the store behind the store is A challenge.


NO.8:Government promotes entrepreneurial tide

"Seeing business opportunities in subversion"


In the past two years, a series of policies to support "double innovation" have been introduced one after another, which has greatly stimulated the entrepreneurial upsurge of the people. According to statistics, in 2015, the average number of newly registered enterprises in China reached 11,600, with an average of 8 companies per minute. This is perhaps the biggest entrepreneurial tide in human history. A large part of them chose to start a physical store.


The wave of entrepreneurship in 2017 will not be reduced, and the wave of entrepreneurship will continue in 2018, because this is the trend of the times.

Nowadays, the process of opening a store and government approval are simplified. It is easier for fans and influential physical store brands to obtain capital support and help them grow bigger.

Many retail executives and managers have chosen to start a business in this wave of entrepreneurship, and even young people who have just graduated from the society can raise funds to open cafes. Commercial real estate entrepreneurship is quietly changing the rules of competition and games, and seeing business opportunities in subversion.



NO.9:The new middle class is coming

“Innovation, experience and feelings are as important as price”


The price advantage has always been the core of e-commerce counter-attacks, but nowadays there are more and more middle-class families. The Internet links to the whole world. The Chinese aunts who used to brush gold have started to travel abroad. Consumers have already made great changes.



Today's physical business is about humanity, innovation, experience and feelings, which is what consumers really need now.

The store will continue to undergo qualitative changes and shuffling


NO.10:The store will continue to undergo qualitative changes and shuffling

"The rising star continues to ride the momentum"


Under the impact of the wave of the times, a group of physical stores will not fall, a number of physical stores may die, and a group of entities rise strongly!

As we all know, although some old brands have closed more than 10,000 stores in the past two years. But behind the store, more brands are rising.

Retail, this big retail, such as RT-Mart, Carrefour, Wow Haha, Rainbow, and so on, have married Marriage! Various unmanned supermarkets, unmanned convenience stores, and smart retailers have joined the WTO!

This piece of clothing, the local fast fashion hot air, UR, MJstyle in the big counterattack, the rising star Mai Xun and other brands take advantage of the trend. Local designer brands and emerging fashion brands are equally eye-catching and continue to squeeze more market share.



This is the year of the rise of local fast-fashion restaurants and star-shops. The grandma's family, Xiaonanguo, Suzhehui, Pangu, 57-degree Xiang, Haidilao, etc. have the opportunity to become a global catering group in the future.

All said that Eslite is a sirloin, but in fact, local experience bookstores such as Fangsuo, Sisif, Cat Sky City, First Reading, Xinhua Bookstore, One-Way Street, and Word Lane are all in deep cross-border sentiment.



There are indications that 2018 will be a year of full upgrade of physical stores! In this new wave of the wave, there is not much time left for the entity! Face up to every change, you can not be eliminated! Remember that the only constant rule of this era is change!


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