After online and offline integration
Traditional e-commerce launches new retail lines. In the field of community commercial real estate, most of them meet the needs of the community, focusing on the high-speed circulation of fresh and electronic products and the sale of high-priced products. The biggest difference from traditional commercial real estate is that in the new retail, the characteristics of instant messaging on the Internet can greatly improve the efficiency of the store.
-1- Strong experience under the line, endorsement of the store, payment guide will lead the line to the line
Take the Xiaomi Experience Store as an example. One of its characteristics is that the product price is the same as the online price. Lei Jun, chairman of Xiaomi, has repeatedly revealed that Xiaomi’s offline stores are different from other retail stores, and the efficiency is second to the world (after Apple), which is equivalent to 20-50 times of peers. According to Ming Yuanjun’s observation, consumers come to the experience store and experience new products. If they are satisfied, they can take the order immediately. When I get home, I can continue shopping online and enjoy the delivery service of Xiaomi.
-2- “Three-kilometer life circle” and “30-minute delivery” to take care of everyone’s patience
Convenient logistics and distribution is the key to the existence of “new retail” stores. The merchants invariably set the “three-kilometer and 30-minute distribution” as the store site selection standard. The reason is that the regionalized operation within 1-3 km of the physical scope allows the operators to provide services that meet the ideal needs of consumers; 3 km And a 30-minute life circle, just to cover a large living community. And the 30-minute delivery time is just in the patience time of people waiting for daily necessities.
-3- “More convenient” is the killer of community business against pure e-commerce
Previous studies have found that consumers are more likely to shop online when the convenience of offline physical stores is not high. Therefore, in the operation of community commercial real estate, it is easy to fall into the vicious circle of “the life is not convenient enough – the store population is getting smaller and smaller – the stores are closed – the surrounding facilities are not perfect – the housing occupancy rate is not high”.
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