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遭遇电商冲击 分析称实体店惟有适应变化才有出路

2017-05-19 13:59:11   工人日报

有媒体报道,近日,郑州多家大型商超相继关门,这其中有作为地标建筑的百盛购物中心,也有“商业大鳄”沃尔玛超市。

作为全球百货商店发源地的美国,也同样业绩萎靡。据报道,通过对3年内拍摄的28.4万张卫星照片分析发现,美国零售业主要分布地区出现了商业活动乏力的现象。其主要指标是:圣诞节来临前11月的关键一周,大商场停车场里的轿车数量呈明显减少趋势。

事实上,2016年底的数据显示,亚马逊的市值已经超过了所有美国连锁商场的市值总和。而在我国,根据联商网不完全统计,2016年全年,在百货、购物中心以及大型超市业态中,46家公司共关闭了185家门店。

在电商的冲击下,实体商业的冬天真的来临了?未来实体商业究竟靠什么吸引人?

先分析下实体商店门庭冷落的原因。眼下,80后、90后日益成为消费主力,而没有经历过物质匮乏时代并且带着深刻的网络时代印记的这些年轻人,有着不同于60后甚至70后的消费理念和消费习惯:他们已经不会特意为了买东西而去某家商场——很多东西网购起来更方便。他们之所以还会去实体商场,往往是约了人吃饭、喝咖啡,或只是顺路逛一下。因此,如何吸引年轻人逛商场,或许是实体店转型中必须考虑的核心问题。

80后、90后究竟需要什么?在网络世界里,太多东西是他们不费吹灰之力就能轻易买到手、送到家门口的。而在现实世界里,能够吸引他们的可能是更体贴而独到的服务,或是更新鲜而富有情趣的社交环境。当消费者从追求对物质产品的满意度转为追求精神层面的满足感时,实体商店就需要把握这种“需求升级”的本质。

在一些城市,已经有实体商店做出了这方面的尝试。比如在上海,有商场女鞋区推出“沙漏服务”,顾客等候超时能获抵用券;还有商圈正打通各商业体地下空间,让市民不必顶着烈日逛街。有人说,电商是用“价格”打败了实体店,现在实体店需要用“服务”扳回一局。这种说法不无道理。

同质化的实体店将越来越失去竞争力,真正能提供独有体验的实体店则将脱颖而出。在南京,新百B座四楼的“积趣坊”是新街口商圈首个社交文创区,是众多文艺青年的新去处。消费者在那里学插花、做银饰、学皮艺、画油画、做木工……有业内人士预言,文创类是商场继餐饮、娱乐之后,新引进的特色业态。事实上,随着新零售时代扑面而来,传统商场向文化消费、时尚消费、社交体验中心等转变的步伐正在加快。

值得一提的是,在“摧毁了”很多实体书店之后,全球最大的网络书店亚马逊已经在2015年年底开起了实体书店。当当网也相继开设了140多家实体书店……

因此,唯一不变的就是变化。无论网店还是实体店,无论线上还是线下,只有敏感地把握不断变化的需求,及时调整经营策略,才能找到出路甚至成为下一轮变革的引领者。

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