【揭秘】面对电商低价冲市:今年家电实体店找到三把尖刀

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值得大家信任的,从来不是说出来的话,而是做出来的事。对于当前市场上的大量家电实体店老板们来说,面对近年来电商网店持续的低价冲市,正在找到一把可以强势反击的尖刀。那就是基于实体店触手可及的服务优势,直击电商网店的软肋。

刚过去的春节黄金周,最受瞩目的新闻,正是大量的线下实体店成功打赢一场翻身仗。特别是在电商称霸的一二线大中城市,很多大商场、大卖场、实体店迎来久违的生意火爆。不只是销量的逆势增长,还包括销售单价的强势上扬。

不过在业内人士看来,春节黄金周实体店的大获全胜,并不代表实体店已经全超网店,实现复苏。一个很简单的道理就是,支撑电商的运营、物流、服务等体系在春节期间都停摆,回家过年了。这个时候,消费者都没有选择,最终才成就实体店翻身的机会。如果放在平时,电商的实力分分钟把实体店打回原形。

显然上述业内人士"只看到其一未看到其二"。春节黄金周实体店的胜出,一方面是因为竞争对手电商的经营基本停摆,运营、物流和服务都放假休息;另一方面却是基于自身坚持多年的可持续经营,春节期间也不打烊,从而牢牢抓住这个阶段的消费需求。

换个角度来看,电商因为自身的行业规律和产业属性,根本无法像实体店那样坚持全年经营的不停摆;这恰恰成就实体店面对电商低价冲市反击的"第一把尖刀",即"从笨鸟先飞到笨鸟一直飞"的经营策略。当对手走时我们要跑,对手跑时我们要奔跑,对手休息时我们还要继续干。只有这样的持续性经营,才能真正让实体店找到自己的生存和发展空间。

接着往下看,还可以发现,现阶段电商一直无法解决的,就是"天上飞不落地"的尴尬。即便是通过加盟扩张线下实体店,也同样会面临一旦物流停摆下的商品无法实时供应。以及长期以来中国"人情社会"下形成的熟悉、习惯和信任商业文化,让更多消费者首先选择的还是身边触手可及的实体店。不只是就在家门口,而且还有现货供应,甚至是随时买随时送货随时安装,方便又信任。

这恰恰再度成就实体店反击电商的"第二把尖刀",基于人情社会下的方便、快捷的送装服务一体化体验。这是任何的纯电商在最近3-5年内都无法形成和建立起来的差异化竞争力。只要是在产品品质相同,价格相差不大的背景下,消费者对于身边实体店的首选率会更高。因为实体店的现货上门安装,是电商根本无法做到的,这其实是另外一种"快速、快捷"。

再者,面对长期以来并不参与家电产品技术创新、产品研发和生产制造的众多实体店老板们来说,自己的产品到底是什么,参与市场竞争的利器又在哪里等一系列问题和困惑。其实这恰恰是实体店应对电商的"第三把尖刀"。

实体店最大的产品,正是基于来自上游供应商的正品行货下的一揽子购物服务体验。将家电这个小产品,通过注入温馨的周到服务、快捷的送装服务,以及随叫随到的售后服务后,变成一个厚重的大产品。然后提供给用户,让用户获得截然不同的感受。

其实,实体店永远不可能消失,电商也绝对不可能成为这个产业的唯一主角。所谓的家电实体店"尖刀",恰恰是电商平台并不具备、无法提供的那些服务、体验和大产品!


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