Recently, the most discussed topic in the stationery circle should be “cross-borderâ€. In the stationery store in Zibo, in order to extend the time of the customer's stay, we added a flower shop, a book bar, a western food area, and a pet area to the stationery, and turned the stationery store into a complex store. Customers can sit down in the store to drink, read, and chat, and experience the unique cultural atmosphere here.
01 stationery cross-border, is it really the way out for stationery stores?
We have encountered a difficult period in the physical stores of stationery. Whether it is the impact of Internet e-commerce or the change of consumers' consumption concept, it has brought a big impact to various industries.
But at the same time, by the existence of this kind of shock, each of us faces many new opportunities. It is also the best time for each of us. We can explore the path of each store in various ways.
In fact, many stationery people are already doing some exploration mode. For example, the above-mentioned Zibo stationery cross-border, a combination of stationery and other cultural projects, to create a platform and space, so that the content inside the store is more abundant, to bring some functional satisfaction to consumers.
Stationery complex shop
This may bring some changes to the stationery store. Of course, this model is not necessarily suitable for everyone, and every stationery person is also in the process of exploration.
02 The essence of cross-border is to increase the sense of different experiences
Today's consumers are increasingly valued, and stationery stores are constantly taking new steps to attract customers and extend customer time. If you rely solely on the single function of the product, the experience is very unattractive. In such a situation, we should make our store more functional and make our products more abundant.
In other industries, you can also see many complex shops, like IKEA selling furniture, but also selling catering. If each of our physical stores is not only able to meet a consumer's functional needs, then we will do better.
As our stationery retail industry, it is the most crucial to consider the positioning and relevance of the brand, the integration of the upstream and downstream industry chain of the brand, and the organic integration of other formats.
03 The premise of cross-border is to do our main business well.
However, cross-border cannot be reversed, and no main business crosses the border and loses its foundation. Many stationery retail store managers, when they panic, forgot that the main business was to do stationery and lost their way.
At the same time, if cross-border cannot create greater value for core customers, then it is not worth going across the border. All cross-border is to serve customers better, and it is fundamental to the needs of consumers.
Like Eslite Bookstore, as a shopping mall with a bookstore, in order to better satisfy the feelings and experiences of customers staying, Eslite will also sell catering, accessories, etc., but these things are not his main business, they are others. Opened a shop in Eslite.
If Eslite Bookstore is desperately trying to make itself a Starbucks, it is a tiger that is not a counter-category. Cross-bordering around the needs of positioning its core customer base will result in 1+1 greater than 2.
04 Enhancing cultural value is the primary consideration for cross-border
Now people are getting more and more demand, and the changes are getting faster and faster. When our basic needs of life are met, the demand for spiritual culture increases, and we are more willing to pay for spiritual needs. The cross-border of spiritual culture is the essence of cross-border.
If you look at current high school students, you will find more and more students paying attention to value beyond product features. People like 00 and 10 afterwards have more cultural attributes and preferences. Many stationery store managers have not really entered the hearts of consumers, but stayed at the superficial level of buying and selling.
The "living hall" should have an experience function, and the multi-functional satisfaction is the core. The simple retail function is not representative of the living museum. This also requires that the store managers do not change the same, from the perspective of consumers, to adapt to the changes of the times!
05 cross-border, there is still a long way to go
In the current business situation in China, the stage of each local stationery retail industry is different. Consumers in first-tier cities can only represent first-tier cities and cannot represent the whole of China. After all, in the mature stationery market, the stationery retail industry has at least experienced Several generations of changes.
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