"Double Eleven": Offline Is Still A Shopping Channel For Democracy In Shenzhen.

In recent years, the market situation of China's retail industry is mixed.

The research report released by Roland Begg shows that the sample size of China's top 100 retail enterprises is 7 yuan, and the sales volume of the 1 trillion and 100 billion businesses is up to 1 trillion and 100 billion yuan, contributing to the overall sales growth of 100 retail enterprises.

The sales volume of 93 entities retail business increased by only 5.6% over the same period last year, and the first time there was a single digit increase.

"Shenzhen residents are still mainly offline.

But our survey found that consumers agree that online shopping is generally better than offline shopping, and the proportion of online shopping spending will increase in the next 3 years.

An investigator said that the disadvantages of offline shopping include not only the price and convenience, but also the long queuing time, the inconvenience of parking, the crowding of people, and the difficulty of selling goods to three stores.

In order to win passenger flow, offline retailers must understand the characteristics of online shopping, so as to foster strengths and circumvent weaknesses.

Xie Yongming, Deputy Secretary General of Shenzhen retail business association, said that the main commodities of residents' online shopping are clothing and footwear, while offline shopping is concentrated in food and beverage, fresh fruits and vegetables. Therefore, clothing and footwear enterprises should actively respond to market changes and wish to make online layout on the main business platforms such as Tmall, Taobao and Jingdong.

According to statistics, in 2014, about 80% of Chinese consumers average online shopping at least once a month, and the penetration rate of retail industry has exceeded 10%.

At the same time, it is expected that mobile terminals will become the most important platform for China's online shopping market by the end of 2015.

"Because the overall downturn in the retail sector, coupled with the impact of the rise of the Internet and mobile shopping, has slowed the growth of operating revenue of offline retailers."

The head of Shenzhen retail business association said that in the future, along with the rapid increase of labor costs such as labor and rentals, the profit margins of enterprises under the line will be further compressed.

According to the reporter, last year, retail sales under the line began to show a "closed shop tide". In the first half of this year, the traditional retail businesses, mainly department stores and supermarkets, had closed more than 120.

These include

Baisheng department store, Metro, Huarun Wanjia and many other well-known enterprises.

Despite the rapid development of online shopping, offline shopping still dominates from the frequency and scale of consumer shopping.

According to the 10000 people market survey released on 2015, "Shenzhen residents online shopping behavior comparison" shows that the current Shenzhen residents line shopping average of 5.8 times / month, online shopping frequency is 2.9 times / month, the frequency of offline shopping, equivalent to two times the frequency of online shopping.

From the perspective of shopping expenditure, the consumption expenditure of Shenzhen residents under the average person line is 17088.2 yuan / year (Shenzhen's 2014 national economic and social development Bulletin) shows that in 2014, the average per capita consumption expenditure of Shenzhen was 28853 yuan, while the average shopping expense on the average was 4106.3 yuan / year, which was only 24% of that of the former.

In addition, the offline retail market should also focus on improving the long queuing time, and introduce advanced technology to completely change the payment problem.

"When shopping online,

It will often be based on product sales and online reviews to make shopping decisions. Similarly, if offline shopping malls can provide customers with the identification and knowledge of the sales and quality of the major brands, they will help consumers make more effective shopping decisions.

The report also mentions that whether the offline shopping or online shopping, brand awareness and brand reputation are the key factors that affect Shenzhen residents' shopping decisions.

"Therefore, especially for the current high penetration of online clothing, shoes, cosmetics, skin care products and other enterprises, building a brand of high reputation and good reputation is not only a magic weapon to win the offline market, but also a key to the winning online market."