特价鞋巨头Payless再度破产倒闭，实体商业应如何应对电商冲击？
不管是在国内还是外国，每年的年初岁末都是消费者大肆采购的时节，正是零售行业的旺季。但就在这零售业销售火热的时候，美国的特价鞋巨头Payless宣布将从2月17日开始逐步关闭所有的门店，并缩减电商业务的规模，Payless正在逐渐淡出零售市场。
据路透社报道，造成Payless大面积关闭门店的主要原因是其准备再次申请破产保护。早在2017年的时候，Payless就因为高企的债务和紧张的现金流造成公司运营捉襟见肘，从而第一次申请破产。但在Payless申请破产后，公司的债权人同意削减债务帮助公司继续保持运营，这才让Payless运营到今天。
不过在勉强运营仅1年多的时间以后，Payless就再次申请破产，并将关闭所有的门店，大部分的门店预计将于5月份正式关闭。不过Payless进行破产清算却并不会影响特许经营业务以及拉丁美洲业务的销售，因此Payless并不会完全从地球上消失。
Payless这家公司可谓历史悠久，最早成立于1956年，并于1961年就完成了上市。Payless的名字由“Pay”和后缀“less”组成，“Pay”的英文意思为支付，而后缀“less”则有少的意思，顾名思义Payless主打的就是特价的鞋类商品。在鼎盛时期，Payless的业务遍布全球各地，门店数量一度接近5000家，但最终还是没有逃脱破产的命运。不禁让笔者引起深思，实体商业应如何应对电商冲击？
笔者认为Payless的失败还是有一定借鉴意义的，可以说Payless曾经的规模并不小，但却依然没有逃脱失败的命运，究其原因就在于单纯注重价格的传统营销方式已经不能满足如今消费者的需求。价格固然是一种优势，但无论实体店面的售价如何降低，都是无法与线上门店的成本进行比较的，因此价格优势在电商面前不堪一击。
Payless之前走的完全是薄利多销的套路，不断在全球各地复制门店的成功模式，从而希望快速占领市场。但不要忘了，实体商业扩张的速度再快，他也是永远比不过互联网传播的速度快，即使相隔万里，只要在互联网上轻轻一点就可以完成销售，实体商业如何与之竞争呢？
其实实体商业的优势从来就不是价格，而是用户体验。只有门店能够为消费者提供更加舒适的环境，更加优质的产品，才能俘获消费者的内心，如果单纯进行价格战，那么无异于以己之短，攻人之长，最终肯定会难以逃脱失败的命运。
对于实体商业来说，互联网电商并非是饿狼，而恰恰相反是进步的阶梯。笔者认为电商行业的兴起不仅不会替代实体商业，而且还可以帮助实体商家进一步更好的完成销售工作。网络上并不具备实体店优质的用户体验，而实体店同样也不具备网络低廉的运营成本，只有将实体商业与互联网电商相结合，才能更好的提升企业的销售，或许这就是所谓的“新零售”吧！
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