How Can Offline Retailers Win Passenger Flow? Online Layout Is The Key

According to statistics, in 2014, about 80% of Chinese consumers average online shopping at least once a month, and the penetration rate of retail industry has exceeded 10%.

At the same time, it is expected that mobile terminals will become the most important platform for China's online shopping market by the end of 2015.

"The overall downturn in the retail sector, coupled with the impact of the rise of the Internet and mobile shopping, has slowed the growth of operating revenue of offline retailers.

According to reporters, retail sales have begun to appear on the line last year.

"In the first half of this year, more than 120 traditional retail businesses, mainly department stores and supermarkets, were closed.

These include Tianhong mall, Parkson Department store, Metro, Huarun Wanjia and many other well-known enterprises.

Despite the current line

The development trend is swift and violent, but from the frequency and scale of consumer shopping, offline shopping still dominates.

According to the 10000 people market survey released on 2015, "Shenzhen residents online shopping behavior comparison" shows that the current Shenzhen residents line shopping average of 5.8 times / month, online shopping frequency is 2.9 times / month, the frequency of offline shopping, equivalent to two times the frequency of online shopping.

From the perspective of shopping expenditure, the consumption expenditure of Shenzhen residents under the average person line is 17088.2 yuan / year (Shenzhen's 2014 national economic and social development Bulletin) shows that in 2014, the average per capita consumption expenditure of Shenzhen was 28853 yuan, while the average shopping expense on the average was 4106.3 yuan / year, which was only 24% of that of the former.

In order to win passenger flow, offline retailers must understand the characteristics of online shopping, so as to foster strengths and circumvent weaknesses.

Xie Yongming, Deputy Secretary General of Shenzhen retail business association, said that the main commodities of residents' online shopping are clothing and footwear, while offline shopping is concentrated in food and beverage, fresh fruits and vegetables. Therefore, clothing and footwear enterprises should actively respond to market changes and wish to make online layout on the main business platforms such as Tmall, Taobao and Jingdong.

Besides,

At present, efforts should also be made to improve the long queuing time of receiving cash, and by introducing advanced technology to completely change the payment problem.

"Online shopping, consumers often refer to product sales and online reviews to make shopping decisions. Similarly, if offline shopping malls can provide customers with the identification and purchase knowledge of the sales and quality of major brands, they will help consumers make more effective shopping decisions."

Whether offline shopping or online shopping, brand awareness and brand reputation are the key factors that affect Shenzhen residents' shopping decisions.

Therefore, businessmen must consider from the perspective of consumers and repay customers with good products.