河南快3

傳統家居賣場抱團抵制電商 害怕成為線下展廳

   日期:2014-01-10     來源:鳳凰家居    評論:0    
核心提示:2012年底以來,上海市委書記韓正在多個場合提及零售業的“試衣間現象”,青年人在商場試了衣服再去網上買。韓正的"試衣間之問",直指"十里洋場"傳統百貨零售業的現實困境。

河南快3BIANZHEAN:2012NIANDIYILAI,SHANGHAISHIWEISHUJIHANZHENGZAIDUOGECHANGHETIJILINGSHOUYEDE“SHIYIJIANXIANXIANG”,QINGNIANRENZAISHANGCHANGSHILEYIFUZAIQUWANGSHANGMAI。HANZHENGDE"SHIYIJIANZHIWEN",ZHIZHI"SHILIYANGCHANG"CHUANTONGBAIHUOLINGSHOUYEDEXIANSHIKUNJING。ZUOZHEZAIZUIJINDEJICIDIANSHANGFENGHUISHANGDOUBEIGEDIDEJIANCAIJIAJUSHANGJIAWENDAOLEISIDEWENTI。ZUOZHECONGZHEZHONGSHIYIJIANXIANXIANGSHUOQI,CHANSHUJIAJUJIANCAIMAICHANGBUJINBUYINGGAIJUJUE,FANYINGGAIYONGBAOZHEZHONGXIANXIANG。

 什么是"展廳現象"(showrooming)

SHANGHAISHIWEISHUJIHANZHENGJINNIANDUOCIJIE"SHIYIJIANXIANXIANG"LAIQUANJIESHITISHANGCHANGYAOMIANDUIBIANGE,TAYINANJINGLUHONGLESHIYUNIAN,RUJINCHENGWEISHIYIJIANZUOBIYU,XIWANGCHUANTONGSHANGCHANGNENGGOUZENGQIANGJINPOGAN,ZAIZHUANXINGFAZHANSHANGQUDEJINZHAN。ZAIYIDONGHULIANWANGSHIDAI,WOMENBAZHEZHONG"SHIYIJIANXIANXIANG"CHENGZHIWEI"ZHANTINGXIANXIANG"(showrooming)。

"ZOUZAIBAIHUOGONGSIZHONGLINLANGMANMUDESHANGPINJIAN,KEHUNAQITAMENSHOUBIANDEiPadHUOSHIZHINENGSHOUJI,KAISHIZAIWANGSHANGDUIZIJIKANSHANGDEWUPINJINXINGSOUSUO,FENXIHOUZHIJIEZAIWANGSHANGDINGGOUTA,RANHOUFENWENBUFUDILIKAIBAIHUOGONGSI。"ZHEJIUSHI"ZHANTINGXIANXIANG"。ZAIHULIANWANGFAZHANCHUQI,SHITIDIANDUIYUDIANSHANGLAISHUOSHIGEFUDAN,YINWEIWANGMINZHIXUYAOZAIJIALIHUOBANGONGSHI,JIUKEYIXIANGSHOUSONGHUOSHANGMENDEFUWU。

河南快3DANSHIYIDONGHULIANWANGDEFAZHAN,ZAICIGAIBIANLEXIAOSHOULIUCHENG,SHITIDIANDESHANGJIAKEYISHIBIECHUZAIDIANDEYIDONGGOUWUYONGHUBINGQIEZHIJIEXIANGTAMENKAIZHANYINGXIAO,LIRUDUANXINFASONGZHEKOUXINXI、YIDONGQIANDAO、SHISHIJINGJIA、XIANSHITEJIAGONGYINGYIJIGEZHONGJIYUWEIZHIDECIJIHEYOUHUI。WANGYOUKEYITONGGUOZHINENGSHOUJILAISAOMIAOCHANPINTIAOXINGMA、BIJIA、GEICHANPINPAIZHAOBINGBAZHAOPIANFASONGGEITAREN,FAWEIXINZHENGQIUYIJIAN,YUEDUCHANPINDEPINGJIA、XIAOSHOU、KOUBEIZHIDENG。ZHANTINGXIANXIANGGAOSUWOMEN,GOUWUZHEHUANSHIHUICHUXIANZAISHITIDIAN,JISHITAMENJINJINTONGGUOSHITIDIANJINXINGBIJIA,WENTISHISHITIDIANGAIRUHEQUZHUAZHUZHEXIEQIANZAIMAIJIA。

河南快3"ZHANTINGXIANXIANG"DUIYUCHUANTONGMAICHANGHEDIANSHANGLIANGZHELAISHUO,DOUJISHITIAOZHAN,YOUYESHIJIHUI。YOUQIDUIYUJIANCAIJIAJUXINGYELAISHUO,YIFANGMIANXUYAOCELIANGANZHUANGDENGBENDIHUAFUWU,LINGYIFANGMIANYOUYUCHANPINDANJIABIJIAOGAOQIECUNZAIZHUDALIANGGEXINGDINGZHIHUAXUQIU,ZHESHIDECHUNDIANSHANGWUFAJIEJUEZHEXIEYONGHUFUWULIANDEWENTI。RUGUOCHUANTONGMAICHANGHESHITIDIANNENGGOUZHUAZHUYIDONGHULIANWANGSHIQIDE"ZHANTINGXIANXIANG",TONGGUOYIDONGYINGXIAOGONGJURANGYONGHUJUEDINGZAISHITIDIANZHIJIEGOUMAI,ZHEHECHANGBUSHICHUNDIANSHANGDETIAOZHANNI?

  "展廳現象"意味著抵制電商?

美國知名百貨公司塔吉特(Target)給各地的供應商發送了一份緊急郵件,信中寫道:"我們最不愿看到的就是那些線上的零售商們在沒有付出任何成本的同時卻用我們的實體店來為他們的商品做展示,而我們所能做的不是控制這種現象,而是繼續為客戶推薦這些商品。"無獨有偶,中國家居行業最大的19家連鎖或區域大賣場,聯合簽署了《關于規范電子商務工作的意見》。其中,也明確規定"不能變相讓賣場成為電商的線下體驗場所","未經賣場允許,不許利用賣場的商標、商號進行宣傳。不許通過電商移動POS將賣場的業務轉至他處交易。"

網店折扣對實體店消費的沖擊

河南快3WANGDIANZHEKOUDUISHITIDIANXIAOFEIDECHONGJI

RUGUODANCONGLIRUNJIAODULAIKAN,WOMENQUESHIDUICHUANTONGMAICHANGBIAOSHITONGQING:NEIMEDUODECHANGDIZUJIN、NEIMEFUZADECANGCHUGUANLI、NEIMEJINGXINDESHANGPINZHANSHI,ZUIHOUQUESHIGEIBIERENZUOJIAYI。RANER,ZHESHIFOUYIWEIZHUMAICHANGJIUXUYAOQUDIZHIDIANSHANG,QUBAOHUZIJIDESHITIDIANNI?DAANDANGRANSHIBU。

根據Group MNext的一項研究,如果網上的價格比實體店低2.5%,45%的顧客表示他們會離開實體店轉而到網上購物。而如果網上價格低5%的話,60%的顧客會離開實體店,如果網上價格低20%的話,87%的顧客會離開實體店。從這個研究結果看出,聰明的實體店老板應該去研究電商同款型號商品的價格,如果能夠把價格差異保持在5%之類,近一半的"展廳現象"用戶會決定在實體店購買。

河南快3DANGRAN,RUGUOJIANCAIJIAJUMAICHANGNENGGOUZHONGXINGUIHUAQISHANGCHANGGUIMO,KONGZHISHANGJIADECHUYANGMIANJI,BUZAIXIANGGUOQUYIYANGZHUIQIUDATILIANGMIANJI,KAOZUJINGUORIZIDEHUA,NEIMEYOUKENENGWEILAIDEJIANCAIJIAJUSHANGCHANGYENENGGOUSHIXIANXIANSHANGHEXIANXIAJIAGEDETONGBU,NEIMEQIXIANXIATIYANHEHUDONGJIAOLIUDEYOUSHIJIUHUITIXIANCHULAILE!

"展廳現象"意味著轉向純電商?

CHUANTONGDESHITIDIANSHIFOUJIUYINGGAIFANGQI,ZHUANERQUZOUDIANZISHANGWUDEDAOLUNI?DAANSHIFOUDINGDE。KEHUCONGSHIZHIZHONGJIUZHIYOUYIGEJIANDANDEXUQIU:GOUMAISHANGPIN。SUIRANDIANSHANGTONGGUO"ZHANTINGXIANXIANG"DEQUECONGSHITIDIANZHONGDAIZOULEDALIANGDEDINGDAN,TONGSHIYOUMEIYOUWEIQIFUYIFENQIAN,DANQISHIZHEXIEDIANSHANGYEXIANMUZHUSHITIDIAN,NEIGEZHANSHISHANGPINDEZHANTING。CONGTIANMAODE"AIFENGCHAO"XIANXIATIYANGUANJIUKEYIKANCHU,ZUOWEIJIANCAIJIAJUXINGYE,DIANSHANGSHIHEDENGQIWANGYONGYOUXIANXIADESHITIDIANYA!

SHITIDIANYONGYOUDIANSHANGWUFABINIDEGONGNENG,KEHUKEYIZAIMAICHANGSUIYIGUANKAN、CHUMOBINGGANSHOUSHANGPIN,DINGDANKEYIZAIXIANSHANGLAIWANCHENG,YEKEYIZAIXIANXIALAIWANCHENG。SHITIDIANKECHONGDANGWANGGOUZHIFU、QUHUOHETUIHUODIDIAN、MIANFEISONGHUOZHONGXIN,ZHUANMENWEIWANGLUOXIAOSHOUERSHEDEKEHUFUWUZHONGXIN。

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河南快3WEILEFAHUIZISHENYOUSHI,JIANCAIJIAJUMAICHANGXUZAISHITIDIANKUOZHANGYIDONGYINGXIANGLI。ANZHAOQUANQUDAOYINGXIAOCELVE,XURANGKEHUZAISHITIDIANGANSHOUDAOBUTONGDEXIAOFEITIYAN,RUKEZAIJIAWANCHENGYUDING,DAOSHITIDIANLAITIYANSHIWUWANCHENGGOUMAI。YEKEYIZAISHITIDIANSAOMIAOSHOUZANGSHANGPINDEERWEIMA,HUIDAOJIALITONGGUOARJISHUDENGAPPGONGJUSHIDIKANZHUANGXIUXIAOGUO。JIANCAIJIAJUMAICHANGDEDAOGOUYUANDEZHONGXINJINXINGPEIXUN,TAMENBUZAISHICHUANTONGYIYIDE"CUXIAOAYI",ERSHIYAOXUEHUILIYONGPINGBANHEAppDENGGONGJUXIANGKEHUTIGONGGENGBIANJIEZHINENGDEFUWU。

結語

MUQIANYIBUSHI“DIZHI”DIANSHANGDESHIHOULE,ZUOHAOZHUNBEIYINGJIEDIANSHANGSHIDAIBA。

① 原文為"What we aren't willing to do is let online-only retailers use our brick-and-mortar stores as a showroom for their products and undercut our prices without making investments, as we do, to proudly display your brands." 發表于2012年1月23日。2013年1月17日,《華爾街日報》再刊文論及展廳現象(showrooming),稱展廳現象已成為零售業的主流模式,Target公司已通過展廳現象銷售自己的產品,如線上線下同價,提供線下體驗線上專供的產品等。

② 《展廳現象與讓顧客到店消費的價格》2012年8月,Showrooming and the Price of Keeping Buyers In-Store

 
 
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