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传统商家对于线上体验一直摸不着头脑。如何将线下纳入到整个业务的流程体系之中,百盛和海底捞给出了他们的经验。2013年1月12日的零点钟声敲起,天猫“双十一”销售总金额被定格在350亿元。如果再加上京东、苏宁、亚马逊等网商,据不完全估计,“双十一”电商总销售超过500亿元,在线下的卖场看来几乎是天方夜谭。在中国的零售市场中,实体商场正在遇到越来越多的挑战,地产租金的不断升高使得边际利润递减,代表未来的年轻消费群体越来越多地转向线上,一线城市竞争激烈、市场趋于饱和,传统的百货公司不得不向二、三线城市拓展业务。但是,随着B2C的电子商务和物流体系的不断完善,这块市场能保有多久的希望,仍然是未知数。为此,线下实体店不得不寻求新的出路。
Traditional businesses have been puzzled by the online experience. How to include offline into the entire business process system, Parkson and sea fishing gives their experience. The chime on January 12, 2013 kicked off the total sales of Lynx “Double XI” to be fixed at 35 billion yuan. If coupled with Jingdong, Suning, Amazon and other network operators, according to incomplete estimates, “double eleven” electricity supplier total sales of more than 50 billion yuan, the store under the line appears to be almost fantasy. In China’s retail market, physical stores are experiencing more and more challenges. With the continuous rise of real estate rentals, marginal profits are declining. Young consumers, representing the future, are increasingly turning to online. The competition among first-tier cities is fierce. The market tends to be saturated, traditional department stores have to expand their business to second and third tier cities. However, with the continuous improvement of B2C’s e-commerce and logistics systems, the long-awaited hope of this market is still unknown. To this end, offline stores have to find a new way.