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实体店革新:从售卖商品到售卖体验

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实体店革新:从售卖商品到售卖体验

发布日期:2018-02-28 作者:银昕 | 商学院 点击:

DANGSHITISHUDIAN“JIEHOUYUSHENG”BANCHUXIANNISHIZENGZHANG、YAMAXUNHEDANGDANGZHEIYANGDEWANGLUOSHUDIANXUANBU“HUIGUI”XIANXIASHI,RENMENSIHUKANDAOLEZAI“RE”ZHONGDEYISINUANLIU。GENJUWANJUANTUSHUDETONGJI,2012、2013LIANGNIANWEISHITISHUDIANDEGONGHUOQUDAOSHULIANGJUNCHENGFUZENGZHANG,DANDAOLE2014NIANZHEIGESHUZIHUIZHENG,2015NIANZEYOUSUOSHANGYANG,ZHEIDAIBIAOSHITISHUDIANBINGFEIXIANGYIQIANNEIYANGWURENWENJIN,HAISHIYOUXIANGDANGSHULIANGDESHANGJIAJIANGMUGUANGTOUXIANGQIZHONG。

  SHITIDIANYIZHISHIQUANQIUFANWEINEILINGSHOUYEDEZHULIJUN。LAIZIeMarketerDEQUANQIULINGSHOUSHICHANGXINZHISHUXIANSHI,2015NIAN,XIANSHANGJIAOYIEJINZHANLINGSHOUYEZONGJIAOYIEDE5.9%。YUWANGGOUXIANGBI,SHITIDIANCAISHILINGSHOUYEDEJISHI。

  ZAIDIANSHANGJINGZHENGRIQUJILIE、QIYEJINRUCHENGBENZHUJIANSHENGGAO、MIANLINXIPAIDEDANGXIA,YIXIEQIYEDEMUGUANGHUIDAOLEXIANXIA。CHUSHUDIANYIWAI,YIYINMANWEIDAIBIAODEFUZHUANGQIYEYECONGXIANXIASHITIDIANSHICHANGZHONGXIUDAOLESHANGJI,DUIWAIXUANCHENGZAI2020NIANZHIQIANWANCHENG“QIANCHENGWANDIAN”DEJIHUA;YINXINGYEZHONGYIXIEQIAOCHUYEZHENGZAIJIANGCHUJIAOSHENXIANGSHEQU,KAISHEZHUDUOBUTONGYUZHIXINGDE“SHEQUYINXING”,SHITURONGRUSHEQUSHENGTAI。YUELAIYUEDUODEQIYEYISHIDAO,XIANSHANGXIANXIADEQUANQUDAORONGHE,CAIGENGYOUJINGZHENGLI。

  DANSHITIDIANDESHENGCUNRENGRANMIANLINZHUDUOTIAOZHAN。“SHITIDIANBEIDIANSHANGCHONGJI,BENZHISHANGLAISHUOBUSHIDUISHOUTAIQIANGDA,ERSHIZISHENZUODETAICHALE。”BEIDABiMBASHANGXUEYUANYUANZHANGZHANGLILAOSHIPINGJIADAO,ZHONGGUOBENSHENDESHITILINGSHOUYETAIDUONIANLAICHIXUDISHUIPINGYUNZHUAN,XIAOFEIZHEZAIDIANNEITIYANBUDAOXIJIECHUDETIEXINFUWU,GENGTIYANBUDAODIANJIADUIMEIYIGECHANGJINGZAIDENGGUANG、ZHUANGSHIHECHENLIESHANGDEYONGXINANPAI,ZAIJIASHANGJUGAOBUXIADEJIAGE,ZHEIZIRANJILEXIONGYONGERQIDEDIANSHANGKECHENGZHIJI;QICI,CHUANTONGBAIHUOYEGUOYUJIANCHIYIQIECONGCHANCHULIANGCHUFADEZUOFA,JIANGDABUFENXIAOFEIZHEJUZHIMENWAI。“RUGUOYIJIABAIHUOGONGSIDEYILOUQUANSHIMAIZHUBAODE,ZHEIYANGDEDIANWOYEBUHUIGUANG,YINWEIDADUOSHURENDOUBUSHILAIGUANGZHUBAODE;ZHIYAOTAMENBUGAIBIANZHEIYANGDELOUCENGSHEZHI,XIAOFEIZHEJIUBUHUIZOUJINQU。”HUIMEIJITUANFUZONGCAICAIYINGSHUO。

  实体店需要改变。随着电子商务在体验感上的“先天缺陷”渐渐显露,人们越发觉得需要在一种气氛中生活和交流,双眼盯着冷冰冰的屏幕绝不应该是生活的全部,线上沟通工具也永远无法代替面对面有温度的接触,而这些体验是电商最缺乏的。当“O2O”已成为多数企业的常态,利用对数据技术的应用,实体商店需要在运营效率,消费者行为分析和更加专业的CRM(客户关系管理)上做足一番功夫,用心设计人们到店后身处的每一个场景,每一个服务的细节,才能迎来对过去低水平运行的一番升级。此外,在电商过于集中,同质化逐渐显现的情况下,实体商店完全可以通过自身市场定位的差异化求得生存空间。“美国的一家很有名的书店叫Barnes&Noble,在刚刚遇到亚马逊网络书店的冲击时就迅速进行差异化定位,强调书店空间的美学化和场景化,注重电商无法提供的体验感,现在依然生存得很好。”

  CHULEDUIJISHUDEZHENGQUEYINGYONGZHIWAI,SHITIDIANYUXIANSHANGDIANSHANGBUTONG,YINGYOUYITAOYUWANGDIANWANQUANBUTONGDE“ZHEXUE”。“XIANSHANGDIANSHANGXUYAOYANJIUXIAOFEIXINLIXUE,ERXIANXIADIANZEWANQUANSHIYIBENZHEXUESHU”,YANJIYOUSHUDIANDETOUZIRENYANGZANSONGSHUO,JIANGXIAOFEIZHEXIYINDAOPINGTAIZHONGBINGBUNAN,NANJIUNANZAIRUHECHIXUDIJIANGQILIUZAIPINGTAIZHONG,ZHEIZHONGXIANGSHIQICHANSHENG“NIANXING”DE“WANLIUGONGZUO”JIUBUSHIXIANSHANGBUFENNENGGOUQINGYIWANCHENGDE,XUYAOQIYEZAIXIANXIASHITICHANGSUOZHONGYILINGWAIYITAOYUXIAOFEIZHEGOUTONGDEFANGSHILAIJINXING。YUWANGDIANBUTONG,XIANXIACHANGSUODEXIAOSHOUXIAOLVDADAJIANGDI,SHIFOUHAIYAOYIXIAOSHOUWEIDIYIYAOYI­SHIYIXIAOSHOUSHANGPINWEIZHU,HAISHIYIXUANYANGYIZHONGSHENGHUOLINIANWEIZHU­ZHEISHISHITIDIANCHENGBAIDEGUANJIAN。“YUQIYUXIANSHANGBUFENPINXIAOSHOUYEJI,BURUTONGGUODUIKONGJIANHECHANGJINGDEDAZAO,HEDUIZISHENJIAZHIZHUZHANGDEXUANYANG,LAIFAHUIXIANSHANGDIANSHANGBUKENENGYOUDEZUOYONG。”YANGZANSONGSHUO。BUZAIXIANGJIUSHISHITIDIANNEIYANG“PINXIAOSHOU”,ERSHIZHUANBIANGUANNIANRANGSHITIDIANCHENGWEIXIAOFEIZHEYILIANQIEYUANYI“QIJU”DEJINGSHENCHANGSUO,CHANSHENGDUIPINPAIDE“ZHONGCHENG”,SIHUSHIXINSHITIDIANSHIDAIDEYIGECHULU。


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