【汉贝托专栏】零售死亡被夸大了 THE DEATH OF RETAIL IS OVERRATED
在我们陶瓷行业有一种想法正在增长, 实体店面成为了负债,而线上的增长正在杀死传统的零售。这造成了一种广泛的现象,行业的顶级品牌对重点的零售店面缩小规模、修正大小和进行优化,引导了很多人宣称“零售死亡”正在到来。
互联网以及像亚马逊和阿里巴巴这样的企业已经改变了人们购买的方式,将很多零售店铺挤到了灭亡的边缘,太多太多难以赘述。
当网络和社交媒体在迟钝、衰弱、正因为老旧缺乏创新而消亡的店铺面前闪耀亮光的时候,我相信历史会证实,一个品牌的实体展示将被证明是在一个实体世界里吸引顾客并且启发他们的最令人信服且划算的方式。
很多报道零售即将死亡的人正在忽视一个对我来说非常明显的事情。我们是有血有肉的社会生物。这是为什么我们要去电影院看电影,去音乐厅听音乐,去球场看比赛,赌场下一注,然后去餐馆吃点东西。我们不相信未来的“愿望清单”只会被线上的活动填满。我们永远期望去体验新的餐馆、酒店、公园、市场和商场、体育馆以及是的……商店,瓷砖店!
未来的想法不存在于过去,未来的店面同样如此,但是我们将会尽我们所能去改变这个。我相信我们已经目睹了瓷砖零售店面在过去两三年里的快速衰退,很多行业包括我们行业的大量资金被引导到线上活动,而零售店被放任自生自灭。
事实是,大部分的零售店都是老旧的,没有窗户,缺乏人情味的盒子。这里没有新鲜的空气或者自然光,店面里的植物死掉,没有颜色,没有好的光线或者声音,简单说就是没有情感,而我确定这不是最好的能被激发的环境。
这是为什么公司们不再去重视,不再去建立好的零售店面。
相反,我们一直在尽最大努力去创造激发灵感的空间,模糊住宅和零售店面边界的室内和户外空间。看起来更像家而不是店面的空间。充满了新鲜空气和自然光、颜色、声音、室内花园、酒吧和工作室的空间。整合了艺术和设计的空间,能够启发和激活所有的感官,去尝试向我们客户展示新的生活方式,这些空间绝对不会被线上所复制。
我们通过过去8年的时间尝试着在世界上最令人激动、最快速增长的国家,打造世界上最创新的零售体验。通过我们最近的努力去革新实体零售,这在不同的城市里有着很多的例子。对我们来说是一个永不停止的努力!
你亲自来看吧,为什么我们相信,零售死亡是完全被夸大了!
There is a growing belief in our ceramic industry that physical stores have become a liability, and the growth of online is killing the traditional retail sales. It has created a widespread movement to downsize, right size, and optimize the key retail stores of the top brands of the industry and leading many to declare "The Death of Retail" is near.
Internet and companies like Amazon and Alibaba have changed how people buy things and have put many retail stores on the edge of extinction, too many to mention.
While the web and social media have shined a bright light on the dull and decaying stores that are dying from old age and a lack of innovation, I believe history will demonstrate that the physical manifestation of a brand will prove to be the most compelling and cost-effective way to engage and inspire customers in a physical world.
Many who report on retail's imminent coming death are overlooking what it is very obvious to me. We are physical and social creatures. It's why we still go to theaters to watch movies, concerts to listen to music, ballparks and arenas to see a game, casinos to place a bet, and restaurants to grab a bite to eat. We don't believe "bucket lists" of the future will be filled with lonely online activities. We always look forward to experiencing new restaurants, hotels, parks, markets and malls, stadiums and yes…stores, ceramic stores!
The ideas of the future don't exist in the past, and neither do the stores of the future, but we did our best to change that. I believe we have been witnessing the rapid decay of ceramic retail stores over the past two or three years. The vast majority of capital in our many industries including ours has been allocated to online initiatives, while retail stores are left to rot.
The truth is, most retail stores are archaic, windowless boxes that lack any sense of humanity. There's no fresh air or natural light, plants die in the stores, no color, not good light or sound, simply there is no emotion and I'm sure it's not the best environment to get inspired.
That's why companies are not paying attention and not building good retail stores anymore!
On the contrary we have been doing our best to create inspiring spaces that blur the lines between residential and retail, indoors and outdoors. Spaces that are more home than store. Spaces that are filled with fresh air and natural light, color, sound, with indoor gardens, wine bars and studios. Spaces that are an integration of art and design. Spaces that inspire and activate all of the senses, to try to show our customers a new way of life. These spaces simply cannot be replicated online.
We spent the better part of our past 8 years trying to create the most innovative retail experience in the world, in the most exciting and fastest growing country in the world. There are so many examples in different cities of our most recent efforts to revolutionize physical retailing. To us is a never ending effort!
Come see for yourself, why WE BELIEVE, The Death of Retail is Truly Overrated!
Humberto Valles
ICC General Manager
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