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Why is it difficult to increase sales of bar screens in the retail industry

Author：admin / Publication time：2020-04-29

With the use and popularization of commercial display products in shopping malls in China, the types of products are gradually becoming more diverse. To meet the needs of customers, non-standard display screens have emerged, such as bar screens. Overall,Bar screenAmong them, the development is relatively good, and there are significant differences when it comes to specific usage areas.

However, the development in the retail scenario is somewhat unsatisfactory. Upstream panel manufacturers have invested manpower, material resources, and financial resources in launching products, but the results have been minimal and have never been able to scale up. The main reasons for this are as follows:

1、 Retail scenarios, product shapes are diverse and difficult to standardize uniformly

The use of bar screens in retail professions mainly includes shelf screens and advertising screens above the shelves. Different types of retail stores have different requirements for bar screens. The shelf standards and product display requirements for convenience stores, shoe stores, and cosmetics are all different, and retail scenarios are seeking personalized use, making it difficult to standardize the standards for bar screens. The cost of products without mass production will remain high, and high prices will constrain the expansion of shopping malls.

2、 Limited media benefits and low attraction to media operators

In addition to supermarkets and convenience stores, retail stores are mostly brand chain stores and specialty stores. The display screens of these stores mostly broadcast promotional videos of their own brands, which can be said to have no media benefits. Only the stores can pay for it themselves, and there will be no media operators participating.

In supermarkets and convenience stores, shelf screens can only display advertising related to products on the shelves. Display screens in public areas have media benefits, but now advertising screens in supermarkets and supermarkets are mostly taken down by niche audiences, using commercial televisions or general advertising machines. Overall, the media benefits of bar screens in retail stores are limited and cannot attract media operators to set up layouts.

Despite facing numerous difficulties, bar screens still exist in the shopping spaces of retail professions. The China Chain Store Association announced that there were 121390 of the top 100 convenience stores in China in 2019. A 70 square meter convenience store can accommodate 34 shelves with a length of 900mm and 18 shelves with a length of 700mm. Assuming that each shelf only has one layer of display screen, a store needs 50 screens, and the mall has a capacity of nearly 6.1 million pieces. Coupled with the scale of chain retail stores, the future mall space is still very large.

3、 Retail use of non hard scenarios, relying solely on upstream promotion has little effect

Each panel manufacturer has launched corresponding products to enter the shelf screen shopping mall, providing assistance for the informationization construction of retail professions, such as BOE, CSOT, INX, AUO, etc. The shelf length is mostly 600mm, 700mm, and 900mm, and the height of the price tag is mostly around 50-60mm. If it is too high, it will affect the product's retrieval and placement. With the launch of original strip screens, product prices have decreased compared to previous years, which undoubtedly drives the development of shopping malls.

Figure 3: Product layout of bar shelf screens from various panel manufacturers

With the wave of information technology transformation in retail stores, strip screens have been used to a certain extent in retail stores. However, at present, the domestic economic environment is sluggish, and the rapid development of online shopping channels has led to a decrease in offline gross profit. The cost of information technology transformation in stores is limited, and only flagship stores with high foot traffic are turned into informationized experience stores. Moreover, the use of bar screens in retail stores is not a hard scenario, and stores are unwilling to pay, which limits the development of shopping malls.

To accelerate the development of strip screen shopping malls, upstream hardware manufacturers need to find suitable collaboration goals to jointly promote the development of the mall: firstly, they can collaborate with chain groups to create informationized stores, and the group will pay for the hardware, such as 7-11, Watsons, and FamilyMart; The second is to collaborate with major consumer goods brands, create exclusive information shelves in convenience stores, specifically broadcast promotional advertisements for related brands, and have product brands pay for hardware, such as Coca Cola, Want Want Want, and other brands; Thirdly, convenience stores collaborate with product brands to share hardware costs and take turns using advertising and promotional functions. The use of bar screens in retail scenarios cannot be rapidly promoted solely by upstream hardware, and suitable models and solutions are needed to attract end users to pay for them.