Going to the supermarket to 'rush to the sea', fresh aquatic products bring a fresh experience like visiting an aquarium; Go to trendy toy stores to "eat grain", gain emotional value in catching up with trends, and meet social needs; At the mother and baby store, while enjoying professional and meticulous services through "shopping" and "what you see is what you get", the popularity of in store consumption remains undiminished with product upgrades, service optimization, and scene innovation. Shopping in physical stores has become a choice for many consumers, especially young consumers. This vivid consumption scene breaks the stereotype of "physical stores being replaced by online shopping". Nowadays, with product upgrades, service optimization, and scene innovation, physical stores have once again become the consumption choice for young people. This' in store craze 'is not only a shift in consumer trends, but also an important opportunity for physical stores to achieve a complete transformation. Only by capturing the needs of young people and turning "first-time customers" into "repeat customers" can physical stores truly establish themselves. Young people choose physical stores primarily for the "experience" that cannot be replaced by online shopping. Unlike online shopping's "picture browsing+waiting for delivery", physical stores can provide more three-dimensional consumer value. Selecting fresh seafood in the aquaculture area is a visual and tactile stress relieving experience that helps urban young people balance work pressure; The IP peripherals and blind boxes of trendy toy stores can meet the emotional value and social needs of Generation Z, and even make queuing itself a "trendy ritual"; The trial and error advantage of "what you see is what you get" in mother and baby stores allows parents to personally confirm the size of the baby stroller, and this "sense of security" is far from comparable to online reviews. The trend of physical store consumption is an attempt by young people to "redefine the pace of life", and the core competitiveness of physical stores is gradually shifting from "selling goods" to "selling experiences". But attracting the store is only the first step. If physical stores want to seize the opportunity, they need to focus more on retaining their customer base. The Beijing trendy pop-up store can attract tens of thousands of people to check-in in a single day, relying on the dual attraction of IP popularity and payment discounts; Guangzhou Liwan Lingzhan Square has introduced a children's playground and optimized mother and baby rooms, making families willing to visit frequently; The trendy consumption data of Shaoxing shopping malls also proves that low threshold and high fun discount activities can stimulate small and high-frequency consumption among young people. These cases all point to a core point: the "in store enthusiasm" of young people is not a one-time impulse, but requires continuous service updates to maintain. If we only rely on novelty to attract first-time customers, but fail in product quality and after-sales service, it will ultimately lead to the loss of customer base. Upgrading from sales channels to service platforms requires attracting consumers through value-added services, both of which are key to transforming physical stores from lively to long-lasting. Of course, the transformation of physical stores also needs to avoid the misconception of "emphasizing the scene over the essence". Currently, some stores excessively pursue decoration gimmicks while neglecting the competitiveness of the products themselves; Some only rely on short-term discounts to attract customers, but lack a long-term customer maintenance mechanism. Young people are willing to pay for the experience, provided that the experience and quality go hand in hand: if the seafood in the fresh supermarket is not fresh, even the most interesting "going to the sea" is meaningless; If pirated IPs frequently appear in trendy toy stores, no matter how novel the marketing is, it cannot retain the core customer base; If a mother and baby store sells substandard products, even the most convenient trial purchase service will lose trust. Therefore, the upgrade of physical stores must be both internal and external, relying not only on scene innovation to create traffic highlights, but also on product safety, price advantages, and professional services to build a solid customer retention foundation. From the impact of online shopping to the recovery of physical stores, the turning point of physical stores is essentially seizing the changing needs of young people for "self satisfied consumption" and "rational experience". When supermarkets are no longer just places to buy things, trendy toy stores are not just counters for selling toys, and mother and baby stores are not just stores for distributing goods, physical stores can truly achieve a transformation. In the future, whoever can continuously transform the experience into repeat purchase rates and turn "first-time customers" into "repeat customers" will truly win the hearts of young people in the competition of the consumer market. (New Society)