It's getting harder and harder to open a physical store now. There used to be a saying that one store raised three generations. Now, when you look around the street, the street is either open for transfer or closed for rent. There is also a saying on the Internet that the rise of e-commerce has robbed physical stores of their jobs. The evidence is that street shops are increasingly becoming businesses that some e-commerce companies such as restaurants, barbershops and pharmacies can't do. However, the businesses that supermarkets can buy online, such as clothing, electrical appliances, mobile phones, snacks and daily necessities, are increasingly depressed and have closed down. The reason is that things on the Internet are cheaper, and everyone buys them online, so there is no need to go to a physical store. In addition, because the physical stores in clothing and electrical appliances industries are not easy to do, the direction of opening physical stores is gradually concentrated in a few industries with lower thresholds, such as catering, which leads to increasingly fierce entity competition in these industries. Coupled with the landlord's rent increase, artificial price increase and other factors, it has finally caused everyone to think that physical stores are getting harder and harder to make money.

It is true that the seller's cost of getting goods, rent and operating costs on the e-commerce platform generally have certain advantages over offline physical stores, making the online price lower than the offline price. Faced with the low price of e-commerce, physical stores do have some disadvantages in marketing to customers, but they will not be knocked down by e-commerce sledgehammer without counterattack.

There is a retail chain enterprise in Xuchang and Xinxiang, Henan Province, whose name is "Fat Donglai". As long as Pang Donglai opens, the cemetery of other supermarkets is within one kilometer of Fiona Fang, Fiona Fang. Henan's first retail brand, national leading retail brand, Century Lianhua and international retail giant Wal-Mart all fell in front of Pang Donglai.

There is nothing extraordinary about the decoration of the store from Pangdong, and the price is sometimes higher than other places, even less competitive than the price of things on the e-commerce platform. However, it is such a store, which is crowded in Xuchang and Xinxiang. Every day is full of people. Even in order to give other retail enterprises living space, Fat Donglai closes its shop every Tuesday.

Although the policy was cancelled under the strong demand of the public, the reason turned out to be that everyone had no place to go on Tuesday.

At its peak, Pangdong had more than 30 stores in Henan, with 8,000 employees and an annual income of 7 billion.

Why can fat people from the East be so hot?

The reason is that it is really trying to serve customers.

Although the decoration of Pangdonglai is very general compared with big-name enterprises, customers will definitely feel its "cleanliness" after arriving at Pangdonglai. Every container, every floor and every commodity in Pangdong is spotless, and even the trash can is always as bright as new, and the garbage inside will be taken away if it is never full.

In order to clean the floor of the supermarket, the employees of Pangdong will clean it with sawdust and then blow dry it with a fan. In order to clean the steps of the escalator, you can squat in front of the elevator for an hour. In order to keep the goods clean, you can wipe the goods and cartons on the shelves one by one twice a day.

For the chubby East, people who have experienced it have too many feelings to say.

The service of any sales staff in Pangdong is warm, friendly and comfortable. They are professionals in charge of their own business sectors and can give customers very professional and sincere advice.

The setting from Fat East is very humanized. There are benches for rest everywhere in the shopping mall, as well as various magazines and books. There are various signs everywhere, such as the color maturity of bananas, the use of thermos cups, how to eat food and matters needing attention.

Pangdonglai provides seven kinds of shopping carts for the elderly, babies, children and other people and is equipped with sterilized hand sanitizer;

Pang Dong's shopping cart and the shopping area frequented by the elderly in the supermarket are equipped with magnifying glasses respectively;

Warm gloves are arranged near the frozen food shelves from Pangdong;

The ice where Pangdong takes the ice is packed in advance;

Toilets from Pangdong not only have toilets for adults, but also toilets for children and babies.

Fat Donglai is also equipped with a super luxurious maternal and child room for the convenience of mothers with children;

Fat Donglai provides 84 free services: free blood pressure measurement, free jewelry cleaning and plastic surgery, free luggage maintenance and cleaning, free luggage maintenance, free shoes maintenance, free air conditioning cleaning, free ironing, free button sewing, free trimming and sewing, free home appliance debugging, free computer system installation, free computer dust removal, free processing of minced meat, free aquatic fish processing, free telephone calls, free faxes, free delivery, free food delivery, free roller blind bags.

Fat Donglai also implements out-of-stock registration and is responsive. Even if you buy it from a competitor, you can't disappoint customers, and you don't charge any fees except the original price of the goods.

If you are not satisfied with what you bought at Pangdong, you can return it directly. Even if there is only one piece left after eating, you can return it directly.

If the price of something from Fat East is adjusted within 7 days after it is sold, the customer can ask for a refund of the difference.

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No matter what line a physical store does, service is always a link that customers can't ignore. The ultimate intimate service and impeccable details will bring customers an unparalleled consumption experience.

When consumers shop, price is only one factor of their choice, and consumers' cognition and consumption experience are also important components of consumers' consumption choice.

I knew a supermarket owner many years ago. She is very diligent and kind, and her shop is always neat and clean. Everyone who comes to her shop, whether she buys anything or not, is greeted with a smile, talking and laughing. If someone asks her questions or asks for help, she will not hesitate to do so. In this way, the business in her shop far exceeds that in the nearby supermarket. Customers often buy anything she says, and even some customers prefer to go farther to her shop instead of buying daily necessities at a closer location.

Therefore, it is not because of the low price of e-commerce platform that our physical stores are squeezed out of business, but because the operators of our physical stores simply don't want to do physical stores with their hearts, treat themselves as uncles every day and face consumers with a cold face. Once they find that they don't spend, they won't have a good face. They think it's a scam, and they can't wait to rob the customer's wallet directly. If something goes wrong with the goods, they will turn their faces and deny people. It is precisely because of this experience that consumers will abandon physical stores as soon as they have other choices, not to mention the price advantage of e-commerce.

Therefore, in the face of e-commerce, our stores really need to settle down, come from Pangdong, learn from our neighbor Japan and improve their service level.