今年618厮杀味十足，电商大战之日未到，却已硝烟四起。与往年网购狂欢节一样，电商领域的“猫”、“狗”、“狮”、“虎”等传统电商依然张牙舞爪以低价厮打；2016年唯一不同的是，不远的海平面上一头巨型“蓝鲸”悄然浮出水面。
这头“鲸”，正是打造“实体+互联网”新电商模式的飞凡电商。今年618，飞凡商业联盟联动3000+实体门店，举办“百城千店疯狂年中庆”大型活动，在电商618激战正酣之时，飞凡商业联盟带领实体商业以强势崛起之势，对垒整个传统电商，搅局618。也许，新电商模式的强势来袭，将意味着传统电商旧时代的终结。为什么这么说？
传统电商模式告急：还是老套路，还是老玩法！
618电商大战前夕，“猫狗狮虎”等传统电商分别拿出看家本领：天猫启动“超级粉丝狂欢节”，联动上千万平台核心会员推出超级粉丝权益；京东启动“品质狂欢节”，宣称与多家优质品牌组成品质联盟；苏宁易购发起“KO 618”总动员，声称618价格要比去年双十一还低；嗜血的国美在线则曲线狙击，推出“不说话，只比价”主题活动，安排一架无人机上悬挂着“比价京东，贵就赔百”的条幅。
传统电商的玩法五花八门也极善于造概念，但是万变不离其宗，本质上还是主打低价。不管“品质”喊的多么响亮，传统电商最大的软肋正是“品质”。“服务”依旧是集体的扶不上墙，要知道这不是安一个“粉丝节”的名头就能一站到底的。“真假混卖”、“低价不低”、“粉丝福利”实为滞销品；还有快递不快、退换货不便、售后客服不靠谱等诸多弊病，已经在透支他们的信用。
新电商模式救急：“疯狂”飞凡来了
消费者从传统电商平台得到的消费体验非常不乐观，关键时刻，飞凡来了！从玩法到规模再到模式，它要用全新的，近乎疯狂的方式，杀入“618战团”。
那么，飞凡618到底疯狂在哪？首先，飞凡“年中庆”并没有像电商那样单纯用价格战吸引消费者，而是通过疯狂送、疯狂抽、疯狂摇、疯狂享、疯狂抢五大玩法，用低价优惠、抽奖、互动，全面升级消费体验，其中最疯狂的是使用飞凡快捷支付随机立减、不限次数、最高全免！此外，飞凡商业联盟成员还将推出各自的线下主题促销，“上下有度”让消费过程重新转移到“逛”。
其次，此次活动的规模和实体企业的响应热情也极其“疯狂”。顺应消费升级大势，结盟的实体在经历互联网升级后，不再观望，积极通过618证明自己，重振实体信心。步步高集团、五洲国际集团、南京中央商场集团、新华百货集团、物美集团、红星商业集团等联盟成员全力响应，200多座城市，3000多家门店、万余个国内国际品牌倾力参与，欲将打造一场全国规模最大、渠道最全、线上线下同步的大型营销活动，强势对抗电商618。
可以说，飞凡商业联盟的的“疯狂”是新电商倒逼传统电商的必然现象，就像当初电商的疯狂冲击实体商业一样。现在，实体商业“卷土重来”了！
飞凡引领的新电商模式，是将互联网技术、思维、手段融入到线下实体商业运行中，将互联网和实体商业的优势同时激发并有机融合，形成的“实体+互联网”模式。结合此次飞凡618活动来说，新模式的亮点体现有三点：
首先，飞凡商业联盟是真正的品牌联盟。飞凡618是集合全国大型实体企业，多种业态统一步调举办的创新营销活动，相比电商的品牌联盟，体量更大，是真正的品牌联盟。换句话说，飞凡电商与购物中心、百货、商超的合作是“大战略合作”，营销联盟只是一个外在感知较为明显的合作，帮助他们进行互联网整个运营体系的提升和改造才是重头戏，传统电商与品牌的“微合作”，简直不值一提。
其次，飞凡商业联盟拥有丰富的场景体验。飞凡618为消费者提供购物中心、百货、商超三大线下场景，并提供了定制化的营销活动，真正为消费者带来优质的场景体验。而网购只有一个单一场景。
最后，飞凡的特点是提供智慧生活。电商智慧生活主要体现在卖智能产品，而真正的智慧生活不仅是装备的智能化，更在于依靠互联网技术，给生活提供多方面的便捷，改变人们的传统生活方式，例如智慧购物、智慧交通、智慧医疗等，这是飞凡未来的一步大棋。
可以注意到，飞凡覆盖了衣、食、住、行、游、购、娱、医、教等各领域，打造的是实体世界里全方位立体智慧生活，因此飞凡也被业界称为“场景王国”。这种方式有望全面破解传统电商消费者体验单一、场景单一、服务单一等难题。也许，今年618之战会成为电商行业分水岭，传统电商或将逐渐融入实体，实现“虚实结合”；或将逐渐退出电商领域的历史舞台，最终由新电商取代。
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