When Abrasives "Stores" Encounter "E-commerce" : Enemy or Lover?

Although there are concerns about the safety of the financial world, but 63% of Chinese consumers are more willing to save personal payment and receipt information in their mobile applications, which is twice than global ratio (33%).Dependence on mobile phone is also in fuzzy boundaries of online and offline sales. Chinese consumers like to pay with their mobile phones to make payments, receive promotions from store nearby, sign in to the shop in social platform, and scan the QR code, etc.

In recent years, the debate of defending battle about "stores" encounter " E-commerce " has never stopped. " E-commerce " defeating "stores" seems to have become a trend of times. But a few days ago, a report of PWC 2015 retail: Retailers and Time of Changing shows that it is more blurring between entities and digital for Chinese consumers. Mobile payment, online marketing and in-store transactions are forming the shopping closed loop, and geographic location and social communication have become new grippers.

With the transition of role of stores , the popularization of social media, the development of mobile network technology and the change of population structure, the Internet online shopping has got rapid development momentum.

PWC investigated 19000 online shoppers from 19 different regions, including 906 shoppers from China. The investigation shows an interesting phenomenon: despite 68% of respondents says they eventually buy on the internet after the store browse, but there are also 70% of those says they do the opposite things, that is, after surfing the Internet they choose to go to the store to buy goods-That is "online showroom phenomenon".( asking the above two questions to the same respondent)

Sun Jin, a partner of PWC says that digital and physical boundaries for consumers are becoming more and more fuzzy, and retailers have already experimented with in-store digital interaction. Chinese consumers show greater preference for that. Abrasives industry as a traditional industry with industrial basis, its marketing methods mostly appear relatively traditional like offline trading. Marketing digital information shall get the attention of the practitioners, and this is the development trend of times.

Report shows that Chinese consumers prefer personalized service. The best way to achieve this goal is to go through geographical positioning technology. Personalized business information can take many forms, including digital coupons, exclusive brand content, etc. These forms have stereospecificity and uniqueness, and can improve marketing efficiency for a specific consumer behavior.

According to the survey, 64% of people says the promotion or a coupon does help them purchase in indecision. Abrasives enterprises can increase enterprises and products’ visibility in the search engine through geographical location technology, and personalized business information can have twice the result with half the effort for marketing.

At the same time, the influence of social media in China is more profound. 90% of Chinese consumers says the interact with vendors in social media has driven them to buy more products. Compared with global respondents, this proportion is only 62%. Consumers also trust the shared information from social channels, and retailers are putting more energy here to make social participation into sales action.

Therefore, it is necessary to join into social media marketing for Abrasives enterprises. Consumers can exert a subtle trust for sellers through interaction in the social media, which lays the foundation for the following dealer sales, and help to improve the marketing effect. There is no doubt that word-of-mouth marketing is great, but putting an end to false information is also very crucial.