In an era where online platforms can meet most consumer needs, there is now a group of former "e-commerce merchants" who have given up their online stores and accumulated ratings and customers for over a decade, and instead rent storefronts to become physical businesses. According to media surveys, especially after the end of the "6.18" e-commerce promotion in 2024, many small and medium-sized businesses are considering returning to offline stores. Water feeds fish, fish feeds water. It is not surprising that some people rush to the sea to cast nets, while others squat by the river to fish. However, when the e-commerce that started fishing from the sea set up camp in the streets and alleys, it was strange: Isn't it easier to catch big fish in the sea of the Internet? Is there a new trend in physical stores? In fact, regardless of the business format, people are always the most crucial element. The "reverse traders" who have once again seized the opportunity of physical stores are basically from mature e-commerce groups. Take the generation that used to play with physical stores with "people, goods and markets". Most of them are "aborigines" of the Internet and have Internet thinking. In short, Internet thinking is the thinking that people think and solve problems based on the Internet. For example, in the past, people opened physical stores early and late, afraid to close early for fear of missing out on a potential business opportunity. Opening a physical store now cannot do without social media, there is no need to guard the store offline. Generally speaking, customers see products and merchants online and then go to physical stores to try them out. In short, in the past, 'people look for goods', but now' goods look for people '. The physical stores that are "online" on the roadside are no longer the same as before. To sum up, Internet thinking contains at least two elements. Firstly, user centered thinking. Merchants must adapt to users' ideas and habits, meet users across themes, media, and platforms, and become 'solution experts'. For example, using the "slightly plump pear shaped" as a drainage label, clothing stores seize the pain points of women's "too thick arms" and "too thick thighs" to help customers bid farewell to "size anxiety". Secondly, the "quantity retention" mindset can transform traffic into "quantity retention". Traffic is not continuous, it is crucial to keep the obtained traffic active. Because it is related to whether users can continuously output value. Only by focusing on user experience, providing emotional value, valuing interaction with customers, and forming a continuous improvement loop, can roadside small shops continue to attract customers. For example, bringing together entertainment, curation, and trendy entertainment to achieve a "mix and match of business formats", allowing participants to communicate and share, and driving group consumption. It can be seen that Internet thinking is essentially an innovative thinking. Based on personalized and diversified needs, by accurately responding to segmented demands through innovation, niche physical stores can also find their own business models. (New Society)