Why did the once popular "small but beautiful" business model collapse?

In the new market environment, some physical stores have chosen the "small but beautiful" direction to win their own living space. Some are unique and creative, some are emotional, and some are more detailed. Such physical stores are different from the standardization, scale and integrity of large enterprises. They bring more meta-consumption experience to consumers. Sales concept: focus on consumer experience. There is a feeling of time travel. I was still a college student at that time, and so many years passed quickly. "It turns out that Liu Wei and his classmates and friends went to Suzhou, Jiangsu three years ago and were attracted by the "future delivery" service of a concept bookstore on Pingjiang Road. "There are postcards written by travelers from all over the country on one wall.

At the time, I felt like this idea made me feel more time-consuming. "He still remembers the warm and beautiful scenes when friends wrote postcards. "When traveling, I rarely buy souvenirs, but I was really moved by the idea of ??'sending to the future'. “Consumers born in the 1980s and 1990s pursue individuality, creativity, fashion, low price sensitivity, and pay more attention to consumption experience. "Jing Linbo, director of the Chinese Social Sciences Evaluation Center of the Chinese Academy of Social Sciences, said, "This round of small and beautiful physical store renovations is to find a fit between saving operating costs and observing subtle changes in customer needs, and to carry out reforms and innovations. "Recently, the Circulation Industry Promotion Center of the Ministry of Commerce released a research report "Entering the New Era of Retail - An In-depth Interpretation of New Retail."

The report pointed out that personalized and diversified consumer demands are growing on a large scale Growth and gradually becoming mainstream. Consumers pay more attention to the individual characteristics of goods to show themselves, rather than just satisfying the demand for things. However, the vitality of creativity is only known by the market, and some "online red" creative stores opened soon. It’s closed. It’s understandable for consumers to express novelty and even pursue a certain store or format for a certain period of time, but it doesn’t have to be for a long time.” Jing Linbo suggested that operators should carefully consider the life cycle of the format. Sales experience: Over-marketing cannot continue to sell a fried dough stick for 6 yuan. Some consumers are willing to queue for two hours to taste it. A soya-milk fried dough stick shop near a luxury store recently caught fire. What is the charm? "This store has a nostalgic feel.

In recent years, many entrepreneurs have entered the catering industry under the banner of emotions. However, after a period of development, the market has proven that emotions cannot be used as food. For example , the performance of the once popular "Gaofushuai Pancake" has declined year by year, many stores have been closed to challenge a category that did not exist before, it is more difficult to manage an "Internet" chain operation, and more mature retail managers are needed. These are not things that can be solved. Marketing tactics, such as "emotion". Yu Fang, vice president of Krypton's "Retail Boss Internal Staff", believes that operators should be patient and make long-term efforts in the management, operation and brand building capabilities of retail stores. Over-marketing is unsustainable. Jing Linbo said, “Sustainable operations require accurate target customer positioning, continuous cash flow and a business model that is not easy to imitate. "In other words, the small but beautiful business model no longer adapts to the market.