Affected by the general environment of the consumer market, some lighting entity stores have entered a relatively low period. For the opened stores, the existing market can be maintained, but for the lighting stores that are inviting and ready to open, the test and pressure will increase with market variables, and the future will become more and more confusing. This involves the business direction and positioning of the physical lighting store, go left or right?
The response strategy of many stores is to maintain the original business model, the main pattern remains unchanged, and make minor changes in the original state. This type of store basically belongs to the 1.0 version of the traditional store. The main reason for not choosing the big change is that the old model has been formed, and the rush to "big move" will be "injury", and the unknown risk is even greater. Moreover, the large-scale change of the operating format of the lighting store will lead to excessive investment in the case of no increase in revenue. Most of the current lighting stores are of this type. But as e-commerce has become a "traditional industry," is there still an opportunity to do so?
Then, from another angle, the physical lighting store will be adjusted to a large format, and the physical store will be transformed into an e-commerce or online support service, such as logistics center setting, supply and demand trading center setting. Such "covering" stores no longer rely on "passenger flow" to achieve transactions, and will be more active in business performance than the 1.0 version of the lighting store, and more opportunities. However, this method is still flawed: for example, the design of the profit model and the service model requires an extremely excellent team; the landing operation, the relationship between the on-site transaction and the online transaction should be straightened out, etc., which are not simple. In addition, from the perspective of cost and profitability, such lighting stores have low operating costs and high risk of sustainable operation, and lighting stores operating solely on this model may not perform better than the original “Creator Baseâ€. it is good.
So are there other options to choose from? The answer is: of course! Returning to the essence of lighting and lighting trading, the actual purpose of people buying "lights" is to create a "lighting environment." From this perspective, the real-time link system of the platform, product and consumer demand, which is the experience of the experience and the transaction process and after-sales service, is the future. To put it bluntly, the existing physical lighting stores have entered the service operation level and have been upgraded from a simple store trading store to a "big platform for lighting and lighting cross-border services." Such a platform has the following three advantages:
First, in attracting investment, we can break through the dependence on target companies, brands, distributors and investors around the project and conduct investment in a wider field.
Second, the “big platform†has brought about the expansion of operations, making sustainable management a reality. The original store revenue basically relies on shop rent and property management. The income model is simple and the management method is single. Therefore, when faced with competition, it will be relatively “stretchedâ€. After upgrading the big platform, the business model will change, the income model will increase, and the source of profit will be relatively enlarged. Therefore, the store will be more sustainable in operation. At the same time, due to the richness of the business format, it in turn directly affects the increase in the income of the shop.
Third, in terms of social benefits, the big platform will also be more abundant. In the past, the physical store talks about "social benefits", which are basically based on the volume of the project, the number of shops, and the brand. The large platform will become more colorful in terms of social benefits due to various expansions in the operation mode. The general physical lighting store is to consider adding services to the "selling lights", while the big platform is based on "lights" as the core element, with multiple cross-border services, so that it may become a local "business card project", which will form "Social Benefit Complex".
Then, if such a large platform is upgraded, will the amount of capital investment be amazing?In fact, if you plan your own position in the "New Era Lighting Store" at the initial stage of the lighting store, the cost will be controllable, because the decline in the difficulty of investment will reduce the time cost, including the investment time cost, team cost and project opening time. Cost, etc.
In addition, because many services on the big platform do not necessarily need physical store support, the platform can start to get paid earlier. There are already some gratifying cases, such as Guzhenli and Dengbo Center, which are based on the physical store base and upgraded to build a new platform for the global lighting consumer market.
The store operates, going left, maintaining the original business model, just barely maintaining but there is no future; moving to the right, upgrading the platform, from a single rent, management fee income model to a multi-service revenue model. This may lead to an “overnight avenue†that does not require much investment but can win a broad future market.
Platform upgrades in physical lighting stores are not simply for investment, but for long-term sustainable operations. The ancients said that "people have no long-term concerns, there must be near-worry", and only the future is laid out. Can not get a future business plan, from where to talk about the current investment. In the future, the physical lighting store will show the "Matthew effect", the stronger the stronger, the weaker the weaker. There is still a future for the layout of the card, otherwise it will be "depressed" by the last straw in the near future.
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