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The author:(作者)归海一刀published in(发表于) 2013/11/14 3:25:20 Number online order store remember， almost half of the respondents do
Number online order store remember, almost half of respondents do-online shopping, online fitting room-IT information Number online order store remember, almost half of the respondents do
This year's "double 11" Taobao in 24 hours to create a turnover of more than 35 billion. In the offensive, the annual "double 11" has been by Youtiao reborn and become a nationwide orgy of shopping time. Today, the online shopping boom boom on the manufacturing line at the same time, also deeply affect people's buying habits, try not to buy in store only, people who go online to order more and more.
Last week, the China Youth daily survey conducted by the social survey Center through phone Tencent (157,605 participants) shows that 56.9% per cent of respondents indicated that their store buying things less often, but it's also a 70.8% per cent of the respondents considered that future shop would not replace the real stores.
Store number to remember an online order
47.1% respondents have in store number to remember experiences of online orders
Investigation found that low price (58.1%) and save time (17.3%) is the main reason respondents choose online. This "double 11", 48.6% of respondents did not intend to start with the items.
A Beijing college student Liu Lou students line up in the eyes of people, she is 90% above everyday items are online. She felt that the maximum benefit is exempt from shopping online journey in that country. Before to buy a sweater and ran an afternoon may not be able to find suitable, now sitting in the dorm will be able to search the entire network. "I started online as inexperienced, not color, size is wrong, is of poor quality, are deceiving. "After Liu Lou learned to refer to online credibility and product evaluation order.
However, Liu Lou this year "double 11" with no "generous" because she thinks cats are mostly on the counter hit 50 percent, usually discounts in some shops increased. In addition, years of online shopping also makes her learn a rational consumption, "cheap stuff every day, but money doesn't happen very often."
Beijing flagship store in a down jacket long Xiao (a pseudonym) told reporters that "two 11" approached, many customers to get online more offers would often patronize the store. "After this they try, can see quite satisfied, but not purchased. Most of them write down the item number, photograph the tag directly from the phone. "Xiao and his staff does not neglect the customer, feel that since we cannot stop her, rather than through a service keep customers in the store.
In Xiao's view, net purchase while cheaper, but many goods is the name of some marketing gimmick, sold last year, or perhaps even the previous year models. "Moreover, cannot be tried on, means that the material, product quality cannot be guaranteed, it is difficult to convince consumers the real satisfaction. "Xiao believed that customer experience and postage is online and physical stores gap, the gap is difficult to cover within a short time.
The survey, 47.1% the respondents have in the store to remember number, online ordering experience, also has 48.5% of respondents said no.
Department of Renmin University School of business administration in marketing, marketing magazine editor-in-Chief Niu Haipeng believes that development of e-commerce online shopping growing part, "we figured that online transactions in China than the United States, but the proportion of consumers shopping online than United States". Customers are willing to shop because: first of all, a large range to choose from and, secondly, customers can obtain more comprehensive information on commodities, including other customers on the product evaluation and comparison with similar goods.
And for sellers, online shop and stores in very different ways: first, reflected on the CCP, physical stores shopping district is relatively small, there is a great deal of restraint. Online shop of CCP is large, no matter where consumers, online stores can be affected. Thus, online shop through greater business and get more product sales, thus also chance for product with small profits but quick turnover. Secondly, in terms of cost, store rent and decoration expenses, much higher cost than shop, online shop which also creates more profit.
56.9% respondents into physical stores less often
The survey, respondents said they now 56.9% to the store directly to purchase less and less. 69.7% of respondents think, shop and store with the brand should be a competitive relationship.
Sun 喆chao working in Xiamen, a mobile service provider (not his real name) thought that the online store with the brand and the store should be mutually reinforcing relationship. He thinks online shop for brands to increase exhibition and sales channels, "but from a branding perspective, under the pressure of competition, right-hand man pacing each other is unlikely, there's no need. "He flat-screen TV with some international brands, for example, with a size and technical parameters of the product will have slight differences in the type designation, base of the design are not the same, at first glance thought it was two paragraphs, but is actually the brand for online and offline channels design differentiation strategy. "Even in the home appliance stores, even if the store has its own electricity supplier, stores will match sold separately. "As a result, brand for better control in General will try to avoid" its punch myself in the face ".
Sun 喆chao, for consumers, and rates to find the good stuff, time costs to be paid are terrible, "so, nervous groups of the time, most will still go directly to the store and bought it. ”
Qi treatment (not his real name) is a popular clothing brand employee, according to his observation, many shoppers into the store when bought directly, go to online orders is not much. He thought of the store still prevail, "our brand target consumer is between urban women and strong buying power strong, the desire to do your shopping, they care about upper body effect. "In his view, an online shop and stores met different people of different age, sex, and even the nature of work levels--this is an expanding consumer market demand, it is not a zero-sum game. "In addition, the operator stores this type of commercial real estate, gift cards will be introduced to encourage consumers to the store to purchase, if there is competition, in fact, commercial real estate and commercial competition, and brands will not matter. ”
According to media reports, Alibaba Chairman Jack MA in "double 11" said in a media interview late in the day, online shopping will weaken sales of traditional shopping district, and commercial real estate in prompted housing prices lower.
70.8% respondents felt that online shopping in the future will not replace the store
It was suggested that the entity should be provided in the future tests and trials, purchase channels mainly depend on the network. To this remark, 62.4% per cent of respondents do not agree with. Moreover, in 70.8% per cent of the respondents, future shop and would not replace the real stores.
Qi therapy believe that the store will never disappear, like, right now, although there are many books, but there are still many consumers tend to buy paper books. Different spending power and demand to pull the crowd, into different channels. "Luxury goods may focus on the store sales, because it had to convey the concept, the material, design and collocation is not a simple picture can be summed up. "Mr CHOW found on quick consumer brands may turn to line" this year with ' 11 ' I bought shampoo, cat bath stuff, but other species I have not dared to try. "
Xiao believed that rules for online trading platforms have not been fully established, in particular in the reputation this place, store far inferior to physical stores. "After all, physical store in the middle of a deal to achieve multiple protection from selected to buy can be controlled, and opened the package and then regret it, I'm afraid a lot more trouble. ”
Sun 喆chao view, store, and store inventory rent compared to the overall cost, in fact, are not high, cannot be the decisive factor for businesses to switch to electricity supplier. Rise of electricity supplier may urge traditional multilevel sales channel upgrades in order to save costs, "compressed to some extent is the cost of consumer experience, and ultimately passed on to consumers. ”
"The future will be to store as the main sales channel, largely because online sales are too dispersed, and logistics costs will increase in the future. "Niu Haipeng believes that with the social and economic changes, shop some of the advantages may not be able to maintain in the future. "Now shop is one of the main advantages of price, but considering the higher labor costs associated with logistics and costs, to operate the impact of low-priced products in the online shop are self-evident.
Meanwhile, the great store of value will gradually increase may form – an increasing number of chain stores, innovations by improving management, will have greater capacity to reduce costs. Thus, future shop and store commodities price difference may not be very large. Moreover, the store not only has direct experience, and also have access to a better quality of service, including the process of selection of goods and after-sale services, this is difficult to achieve within a short time.
"In addition, features of the product itself are settled on a different channel preferences. Household items such as supermarkets, itself the price is lower, the logistics costs can be higher than the price of the commodity itself, thus the physical stores were mainstream. "Niu Haipeng said.
实体店记货号网上下单，近一半受访者这样干过 - 网购,线下试衣间 - IT资讯实体店记货号网上下单，近一半受访者这样干过
今年“双十一”，淘宝24小时便创造出350多亿的成交额。在电商的攻势下，每年“双十一”已经由光棍节脱胎换骨，变成全民狂欢的购物时点。如今，网购热潮在制造线上繁荣的同时，也深刻地影响人们的购买习惯，在实体店只试不买，去网上下单的人也越来越多。
上周，中国青年报社会调查中心通过手机腾讯网进行的调查(157605人参与)显示，56.9%的受访者表示自己到实体店直接购买东西的次数越来越少了，不过也有70.8%的受访者认为未来网店不会取代实体店面。
实体店记货号到网上下单
47.1%受访者有在实体店记货号到网上下单的经历
调查发现，价格低(58.1%)和节省时间(17.3%)是受访者选择网购的主要原因。本次“双十一”期间，48.6%的受访者原本并没有打算入手货品。
北京某高校学生刘露是同学眼中的网购达人，她90%以上的日常用品都是网购的。她觉得网购的最大好处就是免除逛街跋涉之苦。以往为了买件毛衫，跑一个下午也不一定能选到合适的，现在坐在宿舍里就能搜遍全网。“刚开始网购时没有经验，不是色差大、尺码不对，就是质量差、被欺骗。”买多了之后，刘露学会了参考网店信誉和商品评价再下单。
然而，刘露今年“双十一”并没什么“大手笔”，原因是她觉得天猫大多是在专柜价上打五折，平时有些店铺的折扣力度更大。另外，多年的网购也让她学会了理性消费，“便宜东西天天有，但钞票不常有”。
北京一家羽绒服旗舰店店长王晓(化名)告诉记者，“双十一”临近时，很多顾客为了在网上获得更多优惠，会先频繁光顾实体店。“他们试穿完后，能看出比较满意，但没有购买。他们大多记下商品货号，有的直接用手机拍下吊牌。”王晓和店员并未因此而怠慢顾客，她觉得既然阻止不了，不如通过服务把顾客留在店内。
在王晓看来，网购虽然方便便宜，但很多商品都是打着一些营销噱头，卖的可能是去年甚至前年的款式。“而且，不能试穿，意味着商品的材质、质量等无法保障，很难令消费者真正满意。”王晓认为，顾客体验和邮费是网店和实体店的差距，这个差距短时间内很难被弥补。
调查中，47.1%的受访者有在实体店记货号，到网上下单的经历，也有48.5%的被访者表示没有。
中国人民大学工商管理学院市场营销教研室、《市场营销》杂志主编牛海鹏认为，电子商务的发展使线上购物的比重越来越大，“我们计算过，中国线上交易额不及美国，但消费者线上购物的比重却比美国还高”。顾客愿意在网店购物的原因在于：首先，可供选择的范围很大；其次，顾客可以获取关于商品更多的更全面的信息，包括其他顾客对该商品的评价和同类商品的比较等。
而对于卖家而言，网店和实体店有很大不同：第一，体现在商圈上，实体店的商圈比较小，位置有很大的约束作用。但是网店的商圈很大，不管消费者在哪儿，网店都可以影响到。因而，网店就可以通过更大的商圈，得到更多的商品销量，因而也让商品有了薄利多销的机会。第二，在成本方面，实体店因为店铺租金和装修等支出，成本比网店高出很多，这也为网店创造了更多利润空间。
56.9%受访者到实体店购物次数越来越少
调查中，56.9%的受访者表示现在到实体店直接购买商品的次数越来越少了。69.7%的受访者认为，同品牌的网店和实体店应该是竞争关系。
在厦门一家移动电商工作的孙喆超(化名)认为，同品牌的网店和实体店应该是互相促进的关系。他认为网店为品牌增加了展示和销售渠道，“但从品牌的角度讲，在竞争压力下，左右手互搏不太可能，也没必要。”他以某国际品牌的平板电视举例，同一款尺寸和技术参数一样的产品在型号命名上会有微小差异，底座的设计也不一样，乍一看以为是两款，但其实是该品牌为了线上和线下渠道设计的差异化策略。“即便是放到家电卖场里，即使卖场有自己的电商，卖场也会配合分开销售。”因此，对于渠道把控较好的品牌一般会尽量避免“自己打自己的脸”。
在孙喆超看来，对于消费者来说，要淘到超值的好东西，要付出的时间成本其很惊人，“所以，工作紧张没什么时间的群体，大多还是会直接到实体店里买了就走。”
綦治(化名)是某流行服饰品牌的员工，据他观察，很多消费者到店试好后，一般直接就买，转去网上下单的情况并不多。他觉得他们的实体店仍然很占优势，“我们品牌的目标消费是15～35岁都市女性，购买能力强、逛街欲望强，她们很在乎上身效果。”在他看来，网店和实体店满足的其实是不同年龄、性别甚至工作性质层次人们的不同需求——这是一个扩大了的消费市场，并非零和博弈。“另外，卖场这一类的商业地产运营者，也会推出购物卡来刺激消费者到实体店购买，如果说有竞争，其实是商业地产和电商的竞争，和品牌关系不大。”
据媒体报道，阿里巴巴董事局主席马云在“双十一”当天晚间接受媒体采访时说，网购会削弱传统商圈的销售量，进而促使商业地产房价降低。
70.8%受访者认为未来网购不会取代实体店
有人提出，未来实体店应该以提供试验和试用为主，购买渠道主要依靠网络。对此说法，62.4%的受访者并不认同。而且，在70.8%的被访者看来，未来网店并不会取代实体店面。
綦治认为实体店永远不会消失，就像现在虽然有很多电子书，但还是有很多消费者倾向于购买纸质版书籍。不同消费能力和需求会把人群拉开，引向不同的渠道。“奢侈品可能多注重实体店的销售，因为它有概念要传达，其材质、设计和搭配不是简单的图片就能概括的。”綦先生觉得快速消费类品牌可能多会转向线上，“今年‘双十一’我也在天猫买了洗发水、沐浴露这些东西，但其他种类我还未敢尝试”。
王晓认为，网上交易平台的规则并未完全建立起来，尤其是在信誉这块儿，网店远比不上实体店。“说到底，实体店在达成交易的过程中实现了多重保障，从选到买都可把控，而等到拆开包裹再后悔，恐怕会增加很多烦恼。”
孙喆超认为，在实体店，库存区域租金和店面整体费用相比，其实并不算高，无法成为商家转投电商的决定性因素。电商的兴起可能会督促传统多级的销售渠道升级以节省成本，“电商某种程度上压缩的是消费体验的成本，最终也转嫁到了消费者身上。”
“未来还将以实体店为主要销售渠道，主要原因在于网店销售太为分散，而未来的物流成本还将提高。”牛海鹏认为，随着社会经济的变化，网店的一些优势今后不一定能保持。”现在网店的主要优势之一就是价格，但是考虑到劳动力成本提高带来的物流成本的提高，对以经营低价产品为主的网店的冲击是不言而喻的。
与此同时，大的实体店的价值会逐渐增加——可能会形成越来越多的连锁店，通过改进管理进行革新，将有更大的能力来降低成本。因而，未来网店和实体店间商品的价格差不一定会很大。而且，实体店里不仅能直接体验，还能获得更优质的服务，包括挑选商品过程中和售后的一系列服务等，这也是电商短时间内很难实现的。
“另外，商品本身的特性也决定了对不同渠道的偏好。比如超市中的生活用品，本身价格比较低，物流成本可能比商品本身的价钱还高，因而实体店购物还是主流。”牛海鹏说。
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