Many store owners blame this phenomenon on e-commerce, and even many people come to the conclusion that e-commerce will destroy the real economy.
E-commerce will change consumers' consumption behavior and affect the income of physical stores, especially retail stores.
However, e-commerce will not destroy the real economy. The real economy is not a physical store, and the physical store is only the last sales port of the real economy.
Upstream raw materials, mid-range manufacturing, downstream sales and logistics of the whole supply chain, * * * together constitute the real economy.
E-commerce is actually a telephone yellow pages, but it provides an addressing-oriented information display service. E-commerce is just an intermediary, but it provides an information matching service.
The traditional physical store is a scattered point, a fixed window that radiates a limited perimeter, and most of it can only radiate a surrounding street and a community.
In addition to well-known wholesale markets such as Guangzhou Baima Market and Wuhan Hanzheng Street, the radiation range of most physical stores is beyond the scope of this city.
E-commerce is to intensively integrate countless fixed radiation points and windows distributed all over the country into a terminal, a billboard and a platform.
The terminal can be a handheld portable device, such as a mobile phone tablet, a computer TV, or even a broadcast.
Yes, as early as the broadcast shopping era, the framework of e-commerce has been formed.
E-commerce is not only the mode of internet, but the era when trumpet starts to play, newspaper advertisements and TV shopping.
Only radio, newspapers, TV ports, and even computer PCs do not have smart phone ports, or the display platform is strong in nature.
Anytime, anywhere, portable and convenient.
With the gradual popularization of smart phones, e-commerce came into being. Everyone has a window and a shop. Commodities from all over the world can be seen and selected on the screen. Why go to a physical store?
Shopping in a physical store to buy clothes can only buy limited products displayed in the store, and can only bargain with the boss alone.
On the screen in hand, there are countless goods on display all over the world, and the final price and preferential strength marked are the results of countless businesses' games.
The convenience of e-commerce is portable anytime, anywhere, the number of displayed goods is unlimited, and the cost performance is world-class, which is naturally subversive to physical stores.
However, e-commerce is only one of the factors that affect physical stores, and it is the relationship between supply and demand that causes the income of physical stores to decrease year by year.
Because the supply of the physical store itself is expanding year by year, the supply has already exceeded the demand.
Earlier, it was great that a city had one or two core business districts and one or two famous pedestrian streets. Like the whole city, the main consumption is generally concentrated in a few limited business districts in the city, and there are not so many commercial real estate and commercial streets in other places.
At that time, there were several shops around the commercial streets in these cities, and one shop could really support three generations, because the flow of people in the whole city would be more concentrated, and consumption and shopping would be more concentrated.
With the rapid development of real estate in the past two decades, countless residential quarters and office buildings have sprung up, and countless CBD and new shopping malls have sprung up.
It's a residential building with shops on the first floor. If it is a residential area, it is necessary to build shopping malls and sell shops to attract investment.
When the old city cannot be demolished, we will develop new areas and continue to build shopping centers in Gai Lou. Under the phenomenon of urban expansion, cities are getting bigger and bigger, and there are more and more business districts. Shopping malls are built in every community, and there are shops along the street.
Under the tide of real estate for 20 years, the number of physical stores in shopping malls has increased by 100 times, but is the urban population growing so fast?
The same rapid increase is the rent. The lowest price increase in 20 years 10 times. Rent naturally rises with house prices, and wages are not slow. A salesperson who took three or four hundred dollars 20 years ago can now earn three or four thousand dollars a month.
But a bottle of Coca-Cola 3 yuan 20 years ago is still 3 yuan. Twenty years ago, a dress cost tens of yuan, and now it is still tens of yuan. What do you want the shopkeeper to do?
This is not only a problem of e-commerce, but also the operational difficulties of physical stores created by the times. It is the contradiction between labor cost and rental cost. There are more and more physical stores, and consumers are diverted and less and less.
The physical store is a distributed architecture, characterized by limited radiation and limited coverage. A residential building can support a grocery store.
The Internet is also a distributed architecture, but e-commerce is a dense integration of distributed resources, with monopoly instinct, and traffic will only tend to be concentrated in the head indefinitely.
The sales of one Li Jiaqi, one Viya and one dual 1 1 live broadcast can exceed the combined sales of all other live broadcasts in China.
There are tens of millions of small and medium-sized sellers on the e-commerce platform, and most of the sales are concentrated in limited head businesses. Competition is actually worse than offline stores.
Anyone can run a physical store. Whether it's uncle or aunt. Preschool children will scan the code to collect money.
However, e-commerce can't do it. The comprehensive quality of e-commerce practitioners is far superior to that of physical store operators. Is it strange that physical stores can't do e-commerce?
The e-commerce model affects physical stores, but it is harmless to the real economy, because the total retail sales of social goods have not changed, just where consumers bought them.
Have consumers reduced physical store shopping and online ordering, thus affecting upstream raw material suppliers? Does it affect the milk yield of dairy farmers or the output of dairy factories?
It only affects the revenue of physical stores that sell milk offline. Originally, consumers bought ten boxes of milk in the surrounding physical stores, but now they bought five boxes online. The total consumption has not changed, but the sales of physical stores have declined.
However, the intensive integration of e-commerce will promote upstream raw material suppliers, mid-range manufacturers and even warehousing and logistics.
E-commerce model is easier to integrate all aspects of the supply chain, and it is easier to standardize processes and logistics. While reducing the circulation links, the supply and circulation of commodities can be traced back to the source more easily, and reducing counterfeiting can only promote the real economy, but where can it be destroyed?
The e-commerce model is only eliminated, and redundant physical stores are eliminated.
Mechanized farmers in the United States farm an average of 80 hectares, and it is good for farmers under the small-scale peasant economy to have 8 acres of land for farming. There were 1 farmer capable jobs, and 100 people were allocated. The remaining 99 are actually doing useless work all their lives.
The reason why the surplus 99 is not eliminated is to ensure social stability, not to adapt to productivity.
Store operators and many people who are worried about the country and the people call for restricting or even banning e-commerce, just as hand weavers want to eliminate new textile machines.
This is unrealistic and should be eliminated, and it will be eliminated. Only advanced productive forces that have been proved by history will eliminate backward productive forces. It is not the machine that eliminated the handwork, but the times.
On the surface, the weaver was eliminated by the loom, but in fact, it was the era environment in which the loom was invented.
It is because the labor cost of enterprises is getting higher and higher, the labor welfare guarantee is getting higher and higher, and there is no overtime and trade unions, which leads to the urgent demand for automated robotic arms and the soil that breeds the era of intelligent manufacturing.
Because compared with humans who are tired of working eight hours, robots that can work 24 hours don't need high salary or social security, and they won't go on strike. Compared with manufacturing workers who are also doing repetitive work, intelligent robots naturally represent more advanced production methods and productivity.
Is it because robots eliminated human assembly line workers and robots destroyed manufacturing?
Robots will only destroy manufacturing jobs, and the reason why humans destroy jobs is precisely to promote the development of manufacturing.
The same is true of the relationship between e-commerce and physical stores. E-commerce is not destroying the real economy, but promoting its development.
The dilemma of physical stores lies in the imbalance between supply and demand, the surplus of physical stores, and the homogenization competition between physical stores and e-commerce.
The way for physical stores is to reduce excess, balance supply and demand, and differentiate competition.
E-commerce sells clothes, and physical stores also sell clothes. What are the advantages of physical stores? What user pain points have been solved? Why do you think you can compete with e-commerce selling clothes?
Can you sell cigarettes? E-commerce can't compete with physical stores anyway, because it is illegal to sell cigarettes online. How dare it compete with physical stores?
Service-oriented physical stores such as restaurants, beauty shops and pet shops will not be eliminated by e-commerce, and they can also expand the radiation area online and increase revenue.
Clothing and snacks can't be sold by e-commerce. Let's open a bathhouse headquarters. Don't you surf the Internet and take a bath?
Take differentiation and avoid homogenization competition with e-commerce. How can a physical store die?