The reporter measured the | The "double 11" of offline supermarkets, counter-attack or lying flat?

Since its birth in 2009, "Double Eleven" has been a carnival belonging to e-commerce, and in comparison, offline supermarkets are somewhat lonely. On the night of this year's e-commerce "Double Eleven" pre-sale, the number of views in Li Jiaqi and Wei ya's live broadcast room has exceeded 200 million. The final sales of Li Jiaqi Live Reached 10.653 billion yuan, and the sales of Weiya Live broadcast reached 8.252 billion yuan. The online market is hot, and the hot word "tail man" has rushed to the hot search several times.

On November 10, the e-commerce "Double Eleven" shopping climax officially opened, the Tmall platform began to sell for 45 minutes, and 382 brands have exceeded 100 million yuan in turnover.

As of 10:08 this morning, the amount of orders placed by JD.com on "Double Eleven" exceeded 300 billion yuan. According to the live broadcast data of Jingdong's "11.11 Media Open Day" this afternoon, as of 14:09, the amount of orders placed exceeded 311.4 billion yuan.

On November 11, Beijing time, Pinduoduo opened at $83 per share, and then the stock price soared, all the way up to the highest point of $90.11 per share. At the close, it ended at $86.51 per share, ending with a 3.93% gain.

So, what is the situation of the offline "Double Eleven" market this year? "China Brand" magazine reporter visited the major shopping malls and supermarkets in Beijing, and found that this year's offline, the major supermarkets are also rubbing their fists, not willing to show weakness, after the impact of the epidemic, gradually improved and recovered, showing some new characteristics, becoming an important part of the double eleven consumption map.

This online and offline "double eleven battle", who is better?

Offline supermarkets counterattack online

On the morning of November 9, the reporter visited the Huixin store of WumeiDuodian Supermarket in Beijing and saw that at 9:30 in the morning, the customers in the supermarket had been endless, and most of them were middle-aged and elderly. The reporter learned that this year's "Double Eleven" shopping festival, Wumart Supermarket launched the "Double Eleven" hoarding season and Wumart 27th anniversary ceremony, the activity time is from November 6 to November 11, the main promotion of "78 yuan minus 15 yuan, and then send 15 yuan gift" activities.

During the visit, the reporter saw that the price of a barrel of longevity flower 5L corn oil was 79.9 yuan, and after the full reduction activity in the store, the price of a barrel was 64.5 yuan. On the other hand, in the online flagship store of Longevity Flower, the "Double Eleven" price is 125.9 yuan / 2 barrels for combined sale, and the average price of one barrel is about 63 yuan, which is basically the same as the offline market.

In the paper section, Vinda has a best-selling roll of paper, the price of 1 mention is 19.9 yuan, while the price of online "Double Eleven" is 39.9 yuan / 2 to sell, with an average of 19.95 yuan / mention, and there is little difference between online and offline.

In the dairy area, a carton of 250ml * 12 bottles of Yili Jindian pure milk, the price in Wumart supermarket is 49.9 yuan / mention, 99 yuan / 2 mention, the price of the online flagship store is 45.6 yuan / tip, 96.8 yuan / 2 mention, online and offline are basically the same.

Ms. Gao, a customer, told reporters that when there is little difference in online and offline prices, she prefers to buy some "chai rice oil and salt" necessities in supermarkets, because it is more convenient to buy them when they run out, and they can experience the happiness of visiting supermarkets.

In addition, the reporter also saw that some of the goods of the offline supermarket, even in the superposition of no membership and full discount benefits, the price is still lower than the online "double eleven".

Taking the Recent Haitian Flavor Industry, which has attracted much attention due to price increases, as an example, the activity price of the online flagship store of Oyster Sauce such as Haitian is 7.5 yuan / bottle, while the activity price of Wumart Supermarket is 9.9 yuan / 2 bottles, which is far lower than online.

Wumart Supermarket's participation in the "Double Eleven" products will be marked on the price tag, and most of the goods are daily necessities. It can be seen from the above that offline supermarkets have their own set of strategies for how to cater to consumers, starting from consumer preferences, increasing discounts on FMCG products, and grabbing the "Double Eleven".

Clothing and beauty shops are more "Buddhist"

On the eve of "Double Eleven", the reporter visited the offline store of the domestic fashion men's wear brand "GXG", there was a laser style down jacket with a original price of 1699 yuan, the online "double eleven" price was 849 yuan (excluding the platform square full reduction), and the offline store played a 50% fracture price, the price was 850 yuan, which was basically the same price as online.

When talking with the clerk, the clerk said that in general, activities like "Double Eleven", offline will not distort the price in the store, because offline is word of mouth and service, and the clerk has to rely on the store to "eat", if everyone goes online to buy, offline employment personnel will not be guaranteed.

Coincidentally, an offline store of the Chinese fragrance tide brand "smell library" launched a 199 yuan, 299 yuan, 399 yuan to send gifts at different prices, the clerk said that the online and offline prices are unified, that is, the activities are not the same, the things given away are different, depending on the needs of customers, or more like online or offline purchases.

In an offline store of "Li Ning", there are some limited time full reduction activities, there is no special plan for the "Double Eleven" discount, the clerk said that this is also a "Double Eleven" preferential activity.

From this point of view, the price difference between offline stores and major e-commerce platforms is not large, during the "Double Eleven" period, these clothing and beauty stores in the mall seem to be the same as daily life, not too much affected, it looks more "Buddhist".

When the reporter interviewed passers-by at the Zhonghai Huanyuhui Shopping Center, a "boy after zero and zero" Xiao Jin said that he likes to buy clothing products online, the reason is that it is a waste of time to visit the mall, and it is more convenient and fast to place orders at any time at home and during meals.

Uncle Liu said that many elderly people need the offline market, the offline market should not give up, they provide a life guarantee for some people.

In fact, for the choice of clothing and beauty products, online and offline have their own relatively stable audience groups, consumers according to their own needs to choose and buy. However, from the overall point of view, during the "Double Eleven" shopping festival, the purchasing power of offline shopping mall consumers is higher than usual.

Electronics are the most calm

In consumer products, the opposite of daily necessities is the electronic technology products with a long purchase cycle.

During the "Double Eleven" period, the reporter visited Suning Tesco's offline stores and saw: a hot-selling Lenovo computer offline activity price is 6699 yuan, the online official website activity price is 6499 yuan, and the online price is slightly lower.

The offline price of a wall-breaking machine in Suber is 1299 yuan, which is the same price as the suning Tesco online brand flagship store.

The offline activity price of Tim ke's scrubbing machine is 2590 yuan, and the online coupons are also 2590 yuan after stacking, and the actual difference is not much.

In a conversation with Mr. Zhang, a shopping guide from a Sony store, he said that the camera is not a FMCG, the price may fluctuate with the change of supply, and it is not much affected by the "double eleven", but in the case of the same price point online and offline, the online may face the problem of repackaging and resale after returning, and the offline is originally dismantled on site, and the relative quality will be more guaranteed.

In this regard, Mr. Wang, a shopping guide of an offline store of ASUS, also has a similar feeling, he said that although the overall price offline may be slightly higher than online, but the online and offline pre-sales and after-sales are not the same, online is likely to find no one, and offline, are visible manual services.

Even so, electronic products in this hot "Double Eleven" shopping season, but also seem a little too calm and out of place.

Both online and offline

In fact, "Double Eleven" is not only a carnival of e-commerce, after years of development, it has now formed a new phenomenon and new changes in the integration of online and offline flowers and double lines.

On the one hand, under the wave of digital transformation, more "cloud" needs have emerged in physical supermarkets.

During the visit, the reporter found that many supermarkets have started online and offline linkage. Drive consumption through the new model of "online drainage + physical consumption". For example, Wumart Supermarket launched the activity of "online coupon collection and offline flowers" through WeChat Mini Program and multi-point APP, and actively integrated into the online.

On the other hand, major e-commerce giants are also actively exploring the offline market this year.

It is reported that this year's "Double 11", Suning Tesco's 10,000 retail cloud stores will carry out "Double Eleven" live broadcast in counties and towns, focusing on leading consumers to "double-line shopping"; the national Jingdong offline stores will open the celebration night at 8 pm on November 10, bringing together trendy products and bringing a series of wonderful performances and interactive experiences. The event started only 4 hours ago, with a turnover of 160 million and a traffic of 250,000 visitors.

Hao Jia, executive president of Suning Tesco North District Management Headquarters, said that as a company that started as a entity, this year's "Double Eleven", Beijing Suning Tesco actively played its offline advantages, hoping to bring real benefits to consumers at the same time, help the real economy to recover rapidly, and drive consumers to return to offline.

Not only the major e-commerce platforms, in recent years, many online brands have also opened offline stores, which further highlights the irreplaceable importance of the offline market.

Physical stores have become an important part of the "Double Eleven" consumption map.

In the interview, the customer Uncle Liu sighed: "China's scientific and technological development is too fast, the times are progressing, I hope more online windows will be opened, because eventually society will be more intelligent." On the other hand, the offline market is actually an important channel for the elderly to synchronize with social consumption and not be disconnected, and it is also a guarantee for the lives of people with intellectual disabilities and disabled people, which must not be abandoned. In addition, the offline market can ensure more employed people, employment involves social stability, and people's happiness will be greatly improved when the society is more stable. ”

With the improvement of the epidemic prevention and control situation, consumers are actually more willing to go out of the house, briefly away from the network, and enter the most real life, the flow of offline supermarkets has increased significantly, and the consumption potential is also constantly released.

A long-term development model needs to be explored

This year, many consumers are tired of the e-commerce "Double Eleven" e-commerce "Double Eleven" to lengthen the front line and the model of "pre-sale + payment", and have said that they "can't understand the complex rules of the game", "like participating in the Olympic number competition", "a little tired, want to lie flat".

Coupled with the fact that this year's online can not emphasize the "lowest price of the whole network", the price of the goods sold in the live broadcast room is not much different from the usual price, and most of them are promoted in the form of gifts, which makes consumers unable to have enough sense of value for money.

In contrast, the direct and clear offers of offline supermarkets have attracted many consumers who pursue simplicity and speed, which is also an important factor in the value of offline supermarkets this year.

However, in the long run, the simple price reduction strategy of offline stores cannot solve the fundamental problem, even if the price reduction strategy is implemented, it is difficult to attract enough consumers, and there are natural information barriers between e-commerce and offline physical retail.

Starting from the traditional "experiential consumption" to attract consumers to return, it is impossible to meet people's growing diversified needs. During the visit, most offline supermarkets have been able to meet the one-stop demand for eating, drinking and Tesco.

So in the next step, whether offline supermarkets can accelerate the pace of embracing digitalization, and innovatively apply new technologies such as AR/VR and 5G to store design, product selection, preferential promotions, etc., to create an "immersive" experience.

Finally, if the physical supermarket wants to blow the "clarion call of counter-offensive" more loudly, it is necessary to look at the problem from its own advantages and constantly explore more innovative points in it. After all, the trend of the consumer market is short-lived and rapidly changing, and only innovation can maintain vitality and vitality.

But what is constant is that no matter what, we must provide consumers with quality products and services, and quality assurance is always the first.