线上线下消费 走向深度融合（专家点评）

Core Insights - Online brands are increasingly expanding their offline presence by opening physical stores to enhance the integration of online and offline consumption [1][2] - The rising costs of online operations and the potential for offline business growth are driving this trend, as online retail accounted for 24.9% of total retail sales in the first half of the year, leaving a significant 75.1% market share for offline sales [1] - Physical stores improve consumer experience and conversion rates, with new retail formats like pop-up stores and concept stores emerging to enhance experiential value [1] Group 1 - The cost of opening a typical physical clothing store ranges from 300,000 to 400,000 yuan, which is comparable to the costs of achieving similar foot traffic online, especially considering higher online return rates [1] - Physical stores can directly showcase brand image and enhance customer loyalty, creating a complementary relationship with online stores [1] - Many brands are adopting an omnichannel strategy to increase brand appeal and customer repurchase rates, converting consumer traffic into growth opportunities [1][2] Group 2 - The competitiveness of physical stores remains strong, and the shift of online brands to offline is a strategic decision based on factors like traffic costs, user experience, and brand image [2] - The future may see an increasing number of online brands moving offline to accelerate their omnichannel strategies, better meeting the diverse and quality-oriented demands of consumers [2]