The Dragon Boat Festival holiday is also worth 618 promotion. The home appliance stores that have just resumed business for a week show a different picture from the past. "During the Dragon Boat Festival promotion this year, the customer flow of stores was almost 50% of that of the same period last year." A salesperson at a home appliance store in Lishuiqiao, Chaoyang District, Beijing told the Securities Daily.
At about 8:50 a.m. on June 5, the reporter saw at Lishuiqiao store that although it was not yet the official business hours of the mall, several consumers were queuing at the door in the scorching sun. Security personnel check everyone's health treasure, 48 hour nucleic acid certificate, and take temperature measurement. It is understood that many home appliance stores in Chaoyang District, Beijing have resumed business on May 29.
However, different from the crowd during the previous holidays, since the resumption of business for a week, the stores in the shopping mall have been slightly deserted, and many salespeople have begun to take the initiative. After the reporter left the store, he kept receiving calls from the staff of the home appliance store asking whether there was any purchase demand.
Jiali, a corner of Beijing home appliance store
However, the logistics end of household appliance physical stores is very popular. Previously, due to the epidemic, the shipment of goods in some warehouses was affected, resulting in a backlog of orders. After the resumption of business, logistics personnel were busy shipping and distributing goods. At the same time, stores are stepping up regional deployment of refrigerators, air conditioners and other goods to ensure market supply.
Hot online orders and busy delivery
Urgent adjustment and supply of commodities in short supply
From May 29, Gome, Dazhong Electric Appliance, Suning Electric Appliance and other home appliance stores located in Chaoyang District of Beijing began normal business. Meanwhile, shopping malls and stores such as red star Macalline and Xin'ao shopping center also resumed business one after another.
"After a week of operation, the passenger flow has not recovered to the level before closing, and the overall sales are less than half of the same period last year." A North Third Ring home appliance store manager told reporters. "Many consumers still choose to shop online more safely due to the epidemic. With the arrival of the golden nine silver ten sales season, store traffic is expected to gradually improve in the second half of the year."
Shun Dian, an insider of the Xin'ao shopping center, told the reporter, "on May 28, we received a notice that preparations had begun. The next day, the shops officially opened. However, the traffic was significantly lower than expected."
Contrary to the temporary lack of stores, the logistics end is extremely busy. As the warehouses of some physical stores were closed due to the epidemic, there was a backlog of orders. After the resumption of business, the logistics personnel are busy making orders and delivering goods. The reporter noted that at the store warehouse exit, all kinds of large and small packages are being transported in an orderly manner.
June is the peak sales season for air conditioners and refrigerators. At the same time, the sales of air fryers and sweeping robots are relatively high. At present, a large number of orders are concentrated on refrigeration and intelligent products.
A person in charge of Anxin logistics told reporters: "the logistics capacity of stores in some areas of Beijing is tight, and people are being transferred from other departments. At the same time, air conditioners and refrigerators for goods in short supply are urgently transferred to ensure adequate supply."
"The most important thing for offline stores to resume business is to ensure emergency supply." The store manager of the above store said: "during the closing time, the online order volume showed a surge of more than 300%. Even during the closing period, most of the self operated warehouses of the stores have been distributing urgently needed goods such as air conditioners, but the flow will be limited. With the store returning to normal, the overall supply of warehouse goods has stabilized, and both inventory and distribution can fully meet the market demand."
Home appliance stores from electrical appliance stores
Transformed into a goods transit and comprehensive experience center
It is understood that at present, the physical stores of household appliances in Beijing mainly exist in four forms: self operated chain stores and super experience stores with independent stores, such as Gome, Suning, Dazhong, etc; Brand stores settled in home furnishing halls, supermarkets, etc., such as red star Macalline mall intelligent electrical appliance hall, etc; Scattered it appliance comprehensive stores, such as Shundian, 258 appliance world, etc; Comprehensive franchised stores and franchised stores of household appliance brand manufacturers, such as Midea and Gree franchised stores.
In order to cope with the poor performance of physical stores during the closure period, home appliance retailers and home appliance manufacturers have increased their online layout and sales efforts, and Midea and Gree have moved to live broadcast "venues". "The headquarters encourages stores to open live broadcasts to increase the proportion of online sales." A salesperson of a home appliance brand direct store disclosed to the reporter.
A person in charge of the physical home appliance store located in the North Third Ring Road said that at present, the store has completed the transformation, adopting the physical store +app dual store mode and online and offline linkage operation to meet the shopping needs of consumers.
The reporter noted that the online apps of Gome and Suning, in addition to traditional home appliances and it products, have increased the display proportion of fresh food, dairy products, food and beverage and common daily necessities, and have become a goods transit center and comprehensive experience store. However, most of the deliveries are made on the same day or the next day, and the self built logistics personnel directly pick up the goods from the adjacent physical stores for delivery.
"Under the impact of the epidemic, home appliance retail stores are taking the initiative to transform. The passenger flow is limited, the price can not form an advantage, and the labor and store costs are becoming higher and higher. Traditional channels are facing enormous operating pressure. Retailers and brand makers are also reducing middlemen, switching to online, increasing the supply of people's livelihood resources, and transforming from home appliance exclusive retail to a comprehensive life experience square." Lichengdong, e-commerce strategic analyst and founder of dolphin think tank, said in an interview with the Securities Daily.
Different preferential measures for resumption of production
On June 2, Beijing issued the implementation plan of Beijing for coordinating epidemic prevention and control and stabilizing economic growth, proposing 45 measures to help enterprises return to work, production and business, including, in addition to the original reduction and exemption policy, a subsidy of 50% of the total rent reduction and exemption will be given to science and technology incubators that rent non-state-owned houses for small, medium-sized and micro enterprises and individual industrial and commercial households.
"The mall is discussing with the person in charge of the store about rent concessions or reductions. We have applied for rent reductions, and we are still waiting for notice." Xinao shopping center, a home appliance store insiders said.
However, 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 settled brands. The reporter learned that the franchised stores of some home appliance brands closed down some stores during the closing period, merging the existing store resources to further reduce costs.
"Next, we will carry out epidemic prevention and control in strict accordance with the requirements of the government, do a good job in disinfection and disinfection and sterilization of stores, and strive to return to the level before the epidemic as soon as possible." The store manager of the above North Third Ring Road store told reporters.
Wen Jiali