On December 31, the convenience store “7-Eleven” officially opened its fifth store (yueyun Tiandi store) in Kunming. Since the opening of the first store in Kunming on November 19, five 7-Eleven stores have been opened in Kunming for more than one month, bringing new “internal” pressure to local convenience store brands.
In recent years, 7-Eleven has mainly adopted the sinking expansion strategy and made efforts in the second and third tier markets to cooperate with local enterprises to launch the franchise model and quickly enter the local market. In the face of the international convenience brand that has just settled and become a “network red punch in place”, how can the local convenience store brand “accept the recruitment” under the pressure?
“wanghong” settled in to promote the diversification of convenience stores
The reporter of Securities Daily learned that in the second half of this year, 7-Eleven began to settle in second tier cities such as Jinan, Yangzhou, Kunming and Xiamen. According to the official account number released by 7-Eleven, sales of Fujian’s first 7-Eleven store in Xiamen exceeded 439 thousand yuan on that day. The first store in Kunming, Yunnan Province has also attracted a long line of customers, becoming the local “online red card punching place”.
Among them, the opening of regional stores in Yunnan is authorized by Yunnan qianglin Lejia chain convenience store Co., Ltd. to operate 7-Eleven convenience store. According to the company’s plan, 30 stores will be opened in 2022, 80 stores will be opened in 2023, and 550 stores will be opened in the next decade. In addition, the franchise business of the whole province will be opened in 2022.
One of the magic weapons of 7-ELEVEN is that it has a very rich variety of products. Most of the products sold in the convenience store are developed by virtue of its own R & D strength. In particular, the Bento series is deeply influenced by the dining needs of office workers in a busy society, including rice balls, bentos and other rice foods; Sandwiches, cakes and other bread food; Chinese cold noodles, pasta and other pasta food; Ready to eat products including Kanto boiled and steamed stuffed buns.
Lai Yang, the expert committee of China Federation of Commerce, told the Securities Daily: “the development of convenience stores seems simple, but in fact they also need core technology. Young people regard entering 7-Eleven as a gourmet experience, which shows that the company has high-quality guarantee in taste and other research and development.”
Before 7-Eleven entered the Chinese market, almost no convenience store could directly cook hot Chinese cuisine in the store. After that, local convenience store brands began to improve gradually in the direction of “more convenience”.
Although there is no shortage of convenience stores in Kunming, it is not uncommon for five 7-Eleven stores to land in Kunming; But objectively speaking, there are still few large scale convenience stores that are of uniform quality, new models, extremely rich products and powerful services, and bring diversified routes to the development of convenience stores in Kunming.
local chain stores unlock the “new consumption scenario” segment
In addition to the large-scale settlement of international convenience store brands in “second tier cities”, many local chains have also extended the services of pharmacies and added commodity elements of convenient life.
Just as Yixintang Pharmaceutical Group Co.Ltd(002727) began to layout “one heart convenience” around pharmacies in June this year, as well as the cooperation with Yunnan Sports Lottery Management Center, they actually realize the series and combination of “life” and “shopping” commodities from the standpoint of customers.
Lai Yang said: “the selection of goods in convenience stores is a very important content. Convenience stores need to go out of their own fashion.” To enhance the “freshness” of young people to stores, we need to create new consumption scenes and carry out new categories and models. “The company’s new lottery and makeup consumption scenarios will introduce customers, greatly improve customers’ stay time, and give employees more opportunities to communicate with customers.” Yixintang Pharmaceutical Group Co.Ltd(002727) introduction of relevant person in charge.
Local chain stores are also benchmarking with the drugstore models in Japan and the United States, paying more attention to the health products and services that take customer experience as the core, provide services and meet customers’ expectations for a better quality of life. “There are still some gaps in analyzing consumer habits and maintaining characteristics in China’s convenience stores,” Lai Yang said
With the exploration of local chain stores, the mode of “pharmacy + convenience” has become a characteristic road. According to Yunnan Jianzhijia Health-Chain Co.Ltd(605266) Secretary Li Heng’s introduction to the reporter of Securities Daily: “In addition to opening a convenience store named ‘Zhijia convenience’, as a chain retail drugstore in Yunnan, it also cooperates with suppliers of health food, personal care products, medical devices and life convenience products on the basis of drug sales, and adds brand products such as Weizi, yayang and lifuquan loved by sensitive skin customers.”
(Securities Daily)
