Beijing’s convenient commercial network construction has extended from the urban area to the suburbs. On April 24, the reporter of Beijing business daily learned from the Beijing Municipal Bureau of commerce that the pilot implementation of typical demonstration projects for the transformation and upgrading of convenient commercial outlets in rural areas of Beijing. In addition, the Beijing Municipal Bureau of Commerce plans to cooperate with Yiqing, Huaguan, Dayou and other chain brands to carry out extensive pilot work in Mentougou, Tongzhou, Daxing and other regions. With the entry of market players, the potential business opportunities of sinking market will be gradually explored.
small shops renovated and rural commercial models appeared
Tianping convenience store, a husband and wife store located in shuiyuzui village, Mentougou, has now become a Jingxi convenience store.
Sister Shao, the person in charge of the Tianping convenience store, said, “we needed to buy goods in the wholesale market before. Now we can order online, which is very convenient.”. According to sister Shao, the store is divided into functional areas such as fruit and vegetable pre-sale area, convenience service area and express area. While accessing housekeeping, maintenance, printing and other services, it also provides medical boxes and thermometers for free. Not only that, sister Shao’s point also has the flavor of the Internet. She carries out community group buying through online platforms,
“Now, there are more than 800 kinds of goods on the shelves in the convenience store, with affordable prices and guaranteed quality.” The relevant person in charge of shuiyuzui village said that due to its close proximity to the scenic spot and large flow of people, the daily turnover can reach about 3000 yuan.
The transformation of Tianping convenience store can be regarded as proofing for the upgrading of small rural stores in Beijing. The relevant person in charge of the Beijing Municipal Bureau of Commerce pointed out that it will plan to jointly carry out pilot work in Mentougou, Tongzhou, Daxing and other chain brands such as Yiqing, Huaguan and Dayou, and strive to achieve full coverage of administrative villages with more than 1000 people during the 14th Five Year Plan period, so as to help the construction of international consumption centers and cities.
Gao Yu, head of JD Jingxi business group, mentioned that 100 pilot stores will be built and transformed in Beijing in 2022. It is noteworthy that more and more small rural stores have joined the “camp” of upgrading. According to the statistics of the Ministry of Commerce, in 2021, 36900 village level convenience stores were newly built or renovated, and 148000 village level e-commerce express service stations were renovated in total.
build a living circle and model “quarter of an hour” in rural areas
Village shops are expected to have more. The Ministry of Commerce issued the relevant requirements of the guidelines for County commercial construction. By 2025, an integrated County commercial network system with county as the center, township as the focus, village as the basis, reasonable division of labor and perfect layout will be established.
However, there are some shortcomings in County commerce that need to be supplemented. Before the transformation, Tianping convenience store was a traditional couple’s shop. The lights in the store were dim and the cakes were sold open. The variety of goods was very single, and a large number of goods were overstocked and piled up in the aisle. It is not only a small store, but also the epitome of thousands of small rural stores. Beijing aims at traditional small stores, promotes the cross-border business format of “one store with multiple functions”, sinks the supply chain and service quality to rural areas, and promotes the standardization, characteristics and intelligence of convenient commercial outlets in rural areas.
In the upgrading of small stores, “sister Shao” put forward the hope to improve the basic decoration and operation quality, and increase the multi-functional business format of one store to help obtain customers, so as to achieve the growth of store sales and improve the consumption quality of villagers. At the same time, the shopkeeper proposed that due to the difficult operation turnover and the gap of transformation funds, the transformation progress was delayed or the transformation effect was not ideal.
The operators of rural convenience stores are often local villagers. Due to the gap in business philosophy and the lack of working capital, it is difficult for small stores to upgrade through independent transformation. According to the financing needs of small stores, the reporter of Beijing business daily learned that China Construction Bank Corporation(601939) Beijing Branch launched the “rural convenient loan” product to simplify the business process and improve the approval efficiency. The loan can be completed within one week.
support consumption, small stores also have a big market
The quality shopping in the sinking market is becoming a new driving force for the growth of the consumer market. According to the data of the National Bureau of statistics, the recovery momentum of rural consumer market is strong in 2021, even surpassing that of cities and towns. In 2021, the per capita disposable income of rural residents increased by 9.7% over the previous year, 2.6 percentage points higher than that of urban residents. Since the second quarter of last year, the growth rate of rural market sales has continued to be higher than that of cities and towns. Consumption in the sinking market has steadily increased, and trillion market space needs to be explored.
In fact, the sinking market has become the focus of retail enterprises. In 2021, Jingdong launched Jingxi and acquired Huaguan supermarket, and Taobao special edition also invested marketing expenses in the market. The Anxun logistics service area under Gome has covered 99% of the municipal addresses and more than 80% of the township addresses in China. Insiders pointed out that the internal logic of the future sinking market competition pattern should be to achieve high-quality goods and services through the empowerment of the production end, and accurately reach consumers. Therefore, e-commerce enterprises with more complete ecology will have stronger competitiveness in the future.
Lai Yang, executive vice president of Beijing Institute of business economics, pointed out that consumers in the sinking market are more pursuing the cost performance of goods, and platform operation can better alleviate the circulation barrier. In the competition of sinking market, enterprises should also find their own uniqueness in order to show their competitiveness.
