Author｜Zhang Nianchao
Original title | The return of rational consumption, the development of community channels
Recently, the country has put forward a call to vigorously develop community stores, which will increase the process of channel communityization and usher in a wave of store layout adjustments. From the beginning of the year to the end of June, Wal-Mart closed at least 15 stores. Someone wrote an article titled "Wal-Mart Wins the World, Loses to the Times" to analyze it and reveal the difficulties of big business. Another incident was the acquisition of Carrefour China by Suning.com. Many people felt sorry for Carrefour, but at the same time they expressed blessings for the cooperation. The acquisition of entities by e-commerce also shows that the development of e-commerce has undergone new changes, and the trend is from tradition to new propositions.
Whether it is community department stores or community fruit and vegetable stores, they have had an impact on large supermarkets.
Firstly, the business philosophy of community stores has been upgraded, even surpassing that of supermarkets;
The second is convenience, which shortens the distance between consumption;
Thirdly, the shopping mall’s procurement cost advantage is being offset by payment arrears, rising leases, and personnel burdens, making prices lose competitiveness;
Fourth isMost of the community store owners are residents of the community, and they have a sense of community themselves. They have also added breakfast and express delivery services to increase their sociability;
Fifth isThe centralized purchasing model of department store products is no longer suitable for modern life styles. Freshness, small quantities, and multiple batches have become the trend.
In addition to the increase in housing prices in 2019, the price of daily necessities has increased the most, and it is rarely felt, because most of us are not purchasers of daily necessities. Such as pork, fruits and vegetables. These are the necessities of life. Compared with necessities, the prices of other items are falling. The first is that there is less desire for demand; the second is that consumption has become more rational and the pursuits have changed; and the third is, of course, less money is being made.
In future business, with the changes in consumer rationality and the upgrading of pursuits, there will be less and less opportunism, and the market will rely on hard power. For most people, the benefits of starting a business have also dropped significantly, career income has gradually converged, and the middle class has become the main force of consumption. For consumers, one of the biggest costs may be the cost of time. The efficiency of time also determines income and social class, which also promotes the development of channel communityization.
Speaking of channel communityization, we might as well pay attention to the hardware store in the community. The hardware store in our community has been there since it was handed over and opened in the community. In fact, almost no one has renovated this community in the past ten years, so the hardware store can still survive for its own reasons. Of course, its business scope has also expanded from the original hardware toceramics, bathroom ware, lighting, electrical appliances, etc. This also shows that it is an inevitable trend for building materials to move from monopoly to joint venture and from market to community.
Consumption changes, channels have changed several times, and ultimately channels serve consumption. Consumption convenience and socialization are trends, and communityization of channels is also the direction; but there is another direction, brandCentralized supply of materials. Recently, in addition to the slump in terminal business, the most discussed issue is the transformation and closing of stores in shopping malls, especially large shopping malls. This is a normal phenomenon, and the future layout model of one-to-many monopoly + community is worthy of attention.
