After the reading guide, you must follow the life complex and combine online and offline. Taobao Mall is also a large-scale complex with everything, and there will be more online Taobao in the future. Will Taobao build dozens of large-scale complexes online? It's not impossible to discuss. If Taobao enters offline in the future, it must sell high-margin and differentiated things, otherwise it will not support offline. Online and offline: There are only two kinds of shops that benefit from or are subject to online dictation /Meituan.com CEO Wang Xing. For a while, I walked down the street and looked at the shops on both sides of the street. I felt that there were only two things left in the future: one was to benefit from the development of the Internet, and the other was to be subject to the development of the Internet. Imagine what will happen if the bandwidth is infinitely fast and the screen resolution is high enough in the future? What kind of shops will be eliminated? Obviously, standard products are the first to be sold, while those shops that provide convenience, service and experience products are relatively less affected. Storefronts have two functions: one is to provide services, and the other is to attract passengers. If the shop only provides services, it doesn't have to be on the street, but it can be opened to a higher building and the rent is relatively low. The reason why shops should be opened in this street is to attract passengers. But with the Internet and mobile Internet, shops can attract tourists through tourism and other means. They only need to do a good job of service, so they don't need to be on the street. In this way, the cost of the store has come down, the price of goods has dropped, and it has become more competitive. When people compare prices through mobile phones instead of shopping in stores, the value of the whole commercial real estate will be affected. Small and medium-sized businesses and mobile e-commerce: service providers should not resist the dictation of the mobile Internet. Compared with the specific products sold by john young, the founder of Yaku, service providers are more sensitive to the mobile Internet and easier to combine with new tools. Service enterprises have a service radius. For example, in a restaurant, most of the passengers come from nearby, and a lunch is usually tens of yuan. Even if there is another restaurant with a lower price two kilometers away, you won't go because there must be other restaurants nearby offering the same low discount. Therefore, service providers should use the Internet to serve themselves when designing business models. The essence of the Internet is service, and only small and medium-sized businesses who deeply understand this can survive in the future. However, at present, most small and medium-sized businesses have natural resistance to new things, and even ordinary POS machines are unwilling to install them, because this will increase their operating costs. The rapid expansion of e-commerce such as Tmall and Taobao has brought great changes to the marketing methods of small and medium-sized businesses. Some small and medium-sized enterprises are migrating from online to offline. Why can't a well-lived Taobao shop open an offline store? I have a brand and money. I just need to find a foundry to do OEM work. In fact, there is no ultimate answer to the future store's way of life. No matter how advanced tools and models are, they can't replace the key role of people. Manufacturers and shops: not only the channels of manufacturers, but also the eyes of manufacturers/Ma Hong, chairman of Shanghai Chessboard Investment Company, in the era of manufacturing-led, brands attract consumers through advertisements, and shops play the role of product display and promotion, which is an extension of manufacturing. This is the era of attracting consumers' attention. It's time to pay attention to consumers. Shops are not only the sales channel of products, but also the main data source of brand manufacturers, guiding R&D and production. Take Appropriate Herbal Medicine as an example. Its first product is facial mask. Before the establishment of Herbal Medicine, Carrefour and other stores had it, and the passenger flow was very large. So the founder pondered what was best for selling to the people here. Considering the consumer psychology of Shanghai women who love both face saving and material benefits, the product was finally set on the "mask" with good cost performance at home, which is plant skin care. Appropriate herbs have been firmly controlling the terminal during growth. Even in franchise stores in fourth-tier cities, the main responsibilities of franchisees are only to provide funds, shops and so on. And the salesperson belongs to the appropriate herbal medicine. At the beginning of its establishment, Laiyifen was a roasted seeds shop. During the Spring Festival, roasted seeds and nuts such as melon seeds sell well, but they are not easy to sell in summer. So the founder came to Iraq to analyze what customers who eat melon seeds eat in summer, and finally turned to selling candied fruit and other products. The founder's main job in Iraq is to taste and purchase snacks from all over the world, and then the foundry will produce snacks with the same taste and send them to stores for sale, and quickly iterate over unpopular products. Street shops and large-scale complexes: Street shops are killed and life complexes are rampant/The development trend of Wang Cen Store, a senior partner of Tiantu Capital, should be life complexes-like Wanda, eating, drinking and having fun. The comprehensive experience of life, large and small, runs through first-and fourth-tier cities, and you can even go to the town in the future 10. This is the distance between China and developed countries. In developed countries, there is little difference between cities and towns. Wal-Mart, Carrefour, new york, a small town in Alaska, and comprehensive life experiences of all sizes run through every town. Wanda has rushed so hard in the last two years because it has grasped this irresistible trend. Life complex needs a lot of money, has scale effect, can tolerate short-term losses and cultivate business circle. Not to mention urban white-collar workers, most farmers have cars. On weekends, they can take their families, drive into the city, eat, drink, go shopping, watch movies, and spend the day in the local large-scale living complex. You can't say that I drove here for dinner and then drove 10 km to see a movie somewhere else. In the future, street shops will basically be killed, especially in northern cities, and most people who shop are sucked away by life complexes. Now not only commercial developers are making living complexes, but also big brands are preparing to build their own or jointly build living complexes. The advantage of life complex is to improve people's happiness index, and the disadvantage is to force upstream brands to compete fiercely. The total cost of living complex is high, and how to make rational use of store area also greatly tests the skill of brand owners. In the short term, the Internet and mobile Internet (O2O) will not have much impact on the residential complex. Ordering food on the internet is different from drinking coffee, eating and watching movies with children in the sun. In the future, we must follow the complex of life and combine online and offline. Taobao Mall is also a large-scale complex with everything, and there will be more online Taobao in the future. Will Taobao build dozens of large-scale complexes online? It's not impossible to discuss.