如今丰富的网络文化和海量的在线点击不断挑战着实体购物方式,同时数字市场和电商也打乱了传统的消费模式。2016年的中国网络购物市场交易总额更是达到了4.7万亿元人民币的惊人数目。然而,随着越来越多的消费者开始选择在网上购物,为什么还会有成功的在线品牌选择开设实体店铺呢?是什么促使人们放弃了坐在沙发上网购的舒适和便捷呢? Today’s rich online culture and massive online hits continue to challenge physical shopping, while the digital marketplace and e-commerce also disrupt traditional consumer models. In 2016, the total online transaction volume in China’s online shopping market reached a staggering 4.7 trillion yuan. However, as more and more consumers begin to choose to shop online, why do successful online brands choose to open physical stores? What motivates people to relinquish the comfort and convenience of sitting on the sofa?