Our reporter Jia Li
The Dragon Boat Festival holiday is also worth the 618 promotion. The home appliance store in Chaoyang District, which has just resumed business for a week, presents a different scene from the past.
"During the Dragon Boat Festival promotion this year, the store traffic was almost 50% of the same period last year." A salesperson in a home appliance store in Lishuiqiao, Chaoyang District, Beijing told a reporter from Securities Daily.
At around 8:50 a.m. on June 5, the reporter saw in the Lishuiqiao home appliance store that several consumers were queuing at the door under the scorching sun before the opening hours of the mall.It is understood that many home appliance stores in Chaoyang District, Beijing have resumed business on May 29.Unlike the usual crowds during the holidays.One week after the resumption of business, the store stores have been slightly deserted.
Online orders are booming
Emergency transfer of goods in short supply to ensure supply
On May 29, home appliance stores such as Gome, Dazhong and Suning in Chaoyang District, Beijing resumed business.
"After a week of operation, the passenger flow has not recovered to the level before the store was closed, and the overall sales are less than half of the same period last year." A store manager of a home appliance store in the North Third Ring Road told reporters."Many consumers still choose to shop online more securely due to the epidemic. With the advent of the 'Golden Nine Silver Ten' sales season, store traffic is expected to gradually improve in the second half of the year."
A Shundian insider of Xin'ao Shopping Center told reporters, "We were notified on May 28 that preparations were already underway, and the next day, the store officially opened for business. However, the flow of people was significantly lower than expected."
Contrary to the temporarily deserted stores, the logistics side is extremely busy.As the warehouses of some physical stores were temporarily closed due to the impact of the epidemic, there was a backlog of orders.After the resumption of business, logistics personnel are busy placing orders and delivering goods.The reporter noticed that at the warehouse exit of the store, all kinds of large and small packages are being delivered in an orderly manner.
It is understood that June is the peak sales season for air conditioners and refrigerators. At the same time, the sales of air fryers and sweeping robots are also relatively high. At present, a large number of orders are concentrated in refrigeration and smart products.
A person in charge of Anxun Logistics told reporters: "The logistics capacity of stores in some areas of Beijing is tight, and personnel are being transferred from other departments. At the same time, air conditioners and refrigerators, which are in short supply, are urgently adjusted to ensure sufficient supply."
"The most important thing for offline stores is to ensure urgent supply." The manager of the above-mentioned store revealed: "During the time when the store was closed, the number of online orders increased by more than 300%. Even during the closing period, there are many urgently needed items such as air conditioners. Some stores’ self-operated warehouses have also been delivering, but the flow will be limited. As the stores return to normal, the overall supply of warehouse goods has stabilized, and both inventory and distribution can fully meet market demand.”
Home appliance store turns into goods transit
and comprehensive experience center
In order to cope with the poor performance of physical stores during the closure period, home appliance manufacturers have increased their online layout and sales efforts."The headquarters encourages stores to open their own live broadcasts to increase the proportion of online sales." A salesperson of a home appliance brand direct-sale store revealed to reporters.
A person in charge of the physical store of home appliances in the North Third Ring Road said that the store has completed the transformation, adopting the physical store + APP dual-store model, and online and offline linkage operations to meet consumers' needs for life shopping.
The reporter noticed that in Gome, Suning and other online apps, in addition to traditional home appliances and IT products, they have increased the proportion of fresh food, dairy products, food and beverages, and common daily necessities, and transformed into a goods transit center. and a comprehensive experience store.Most of the delivery is the same day or the next day, and the self-built logistics personnel directly pick up and deliver the goods from the nearby physical stores.
"Under the impact of the epidemic, home appliance retail stores are actively transforming. Passenger flow is limited, prices cannot form an advantage, labor and store costs are getting higher and higher, and traditional channels are facing huge operating pressure. Retail and brand owners are also reducing middlemen. Turn to the front line, increase the supply of people's livelihood resources, and transform from a home appliance franchise retail to a comprehensive life experience plaza." Li Chengdong, an e-commerce strategy analyst and founder of Dolphin Think Tank, said in an interview with a "Securities Daily" reporter.
Resumption of production incentives
different
On June 2, Beijing issued the "Beijing Implementation Plan for Coordinating Epidemic Prevention and Control and Stabilizing Economic Growth", proposing 45 measures to help enterprises resume work, production, business, and the market, including, in addition to the original reduction and exemption policies, non-state-owned leaseholders. For housing technology-based incubators that reduce or exempt rents for small, medium, and micro enterprises and individual industrial and commercial households, subsidies will be given to 50% of the total rent reductions and exemptions.
"The mall is discussing rent concessions or reductions or exemptions with the store manager. We have applied for rent reductions and exemptions, and we are still waiting for the notice." An insider from a home appliance store in Xin'ao Shopping Center said.
Large chain home appliance stores still maintain online sales during the closing period, so there is not much action on the whole. Only some entry fees and counter fees are reduced for the brand owners who have settled in.The reporter learned that some franchised stores of home appliance brands closed some stores during the closing period, and merged existing store resources to further reduce costs.
"Next, we will strictly follow the government's requirements to carry out epidemic prevention and control work, do a good job in the disinfection and sterilization of stores, and strive to return to the level before the epidemic as soon as possible." The above-mentioned North Third Ring store manager told reporters.(Securities Daily)
【Editor: Shi Rui】
