it's getting harder and harder to open a physical store now. In the past, there was a saying that one shop raised three generations. Now, when you look around the street, the streets are either open for transfer or closed for rent. There is also an argument on the Internet that the rise of e-commerce robbed the rice bowl of physical stores. The evidence is that the stores on the street have increasingly become businesses that some e-commerce companies such as restaurants, hairdressers and pharmacies can't do. However, the businesses of supermarkets that can buy online, such as clothing, electrical appliances, mobile phones, snacks and daily necessities, are increasingly depressed and have closed down. The reason is that things on the internet are cheaper, and everyone buys them online, so there is no need to go to a physical store. In addition, because physical stores in clothing and electrical appliances industries are not easy to do, the direction of opening physical stores has gradually focused on a few industries with low thresholds, such as catering, which has led to increasingly fierce competition among entities in these industries. Coupled with factors such as landlord rent increase and artificial increase, it has finally caused everyone to feel that it is increasingly difficult to make money in physical stores.

it is true that the seller's cost of getting goods, rent and operation on the e-commerce platform generally has certain advantages compared with the offline physical store, which makes the online price lower than the offline price. Faced with the low price of e-commerce, physical stores do have some disadvantages when marketing to customers, but they will not be knocked to the ground by e-commerce hammer without counterattack.

There is a retail chain in Xuchang and Xinxiang, Henan Province, and its name is "Fat Donglai". As long as the place where Pangdonglai opened, Fiona Fang is the graveyard of other supermarkets within one kilometer. The first retail brand in Henan, the leading retail brand in China, Century Lianhua and the international retail giant Wal-Mart have fallen in front of Pangdonglai.

The store from Fat East has nothing outstanding in decoration, and the price is sometimes higher than other places, which is even less competitive than the price of things on the e-commerce platform. However, it is such a store, which is full of people in Xuchang and Xinxiang. Every day, people are full, and even in order to give other retail enterprises living space, Fat Donglai also closes the store every Tuesday to rest.

although this policy was cancelled at the strong request of the public, the reason turned out to be that everyone had no place to go on Tuesday.

At the peak of its momentum, Pangdonglai had more than 31 stores and more than 8,111 employees in Henan, with an annual income of 7 billion.

Why can Fat Donglai be so hot?

the reason is that it is really trying to serve customers.

Although the decoration of Pangdonglai is very general compared with that of big-name enterprises, customers will definitely feel "clean" when they come to Pangdonglai. Every container, every floor and every commodity in Fat East is spotless, and even the trash can is always as bright and shiny as new, and the garbage inside will be taken away if it is never full.

In order to clean the floor of the supermarket, employees from Fat East will clean it with sawdust and then fan it dry. In order to clean the steps of the escalator, you can squat in front of the elevator for one hour. In order to keep the goods clean, you can wipe the goods and cartons on the shelves one by one twice a day.

People who have experienced the Fat East have too many feelings to say.

The service of any salesperson in Pangdonglai is warm, friendly and comfortable, and they are professionals in charge of their business sectors, and they can give very professional and sincere suggestions to customers.

The setting of Pangdonglai is very humanized. There are benches for rest everywhere in the shopping mall, as well as various magazines and books. There are all kinds of signs everywhere, such as the color maturity of bananas, the use of thermos cups, the eating methods and precautions of food.

Pangdonglai provides seven kinds of shopping carts for the elderly, infants, children and other people, and is equipped with sterilized hand sanitizer;

The shopping cart for the elderly from Fat East and the shopping area frequented by the elderly in the supermarket are respectively equipped with magnifying glasses;

There are warm gloves near the frozen food shelves from Fat East.

The ice from the ice fetching place from Fat East is packed in advance;

Toilets from Fat East have toilets not only for adults, but also for children and babies.

Fat Donglai is also equipped with a super luxurious mother-infant room, which is convenient for mothers with children.

Fat Donglai provides 84 free services: free blood pressure testing, free jewelry cleaning and shaping, free luggage maintenance and cleaning, free shoes maintenance, free air conditioning cleaning, free ironing, free sewing buttons, free trimming and sewing, free home debugging of household appliances, free computer system installation, free computer dust removal, free processing of meat stuffing, Free aquatic fish processing, free telephone, free fax, free delivery, free food delivery, free roller blind bag, free hot water, free hot porridge, free wireless Internet access, free delivery to customers in rainy days, free mobile phone charging ...;

Fat Donglai also implements out-of-stock registration, which is responsive. Even if it is bought from a competitor, it can't disappoint customers, and there is no extra charge except the original price of the goods.

If you are not satisfied with what you bought from Fat East, you can return it directly. Even if there is only one piece left, you can return it directly.

If the price of something from Fat East is adjusted within 7 days after it is sold, customers can ask for a refund of the difference.

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No matter what line a physical store does, service is always a link that customers can't ignore. The ultimate intimate service and impeccable details will give customers an unparalleled consumption experience.

When consumers shop, price is only one factor in their choice, and consumer cognition and consumption experience are also important components of consumers' consumption choice.

I met a supermarket owner many years ago. She was very diligent and kind, and her shop was always neat and clean. Everyone who comes to her shop, whether she buys anything or not, is greeted with a smile, talking and laughing. If someone asks her questions or asks for help, she never hesitates to do so. In this way, the business in her store far exceeds that in the nearby supermarkets. Customers often buy whatever she says, and even some customers prefer to walk a little further to her store rather than buy daily necessities at a closer location.

so it's not because of the low price of e-commerce platform that our physical stores are squeezed out of business. It's because the operators of our physical stores don't want to do physical stores with their heart at all. They treat themselves like grandfathers every day and face consumers with a cold face. Once they find that they don't spend money, they don't have a good face. They think that cheating is a sum, and they can't wait to grab the customers' wallets directly. If there is something wrong with the goods, they will turn their faces and deny people. It is precisely because of this experience that consumers will abandon physical stores as soon as they have other choices, not to mention the price advantage of e-commerce.

Therefore, in the face of e-commerce, our store operators should really settle down, come from Fat East, learn from our neighbor Japan, and improve their service level.