International convenience store giants are here

Zhuzhou Daily All Media Reporter/Ren Yuan

There are many new members in Zhuzhou's business territory.

In April this year, Zhuzhou's first 7-ELEVEN opened in Dahan Yuezhong, becoming the first store opened by Hunan 7-Eleven in cities outside Changsha.

Earlier in March, China Belleson opened five stores in the densely flowing area of ​​our city to attract a lot of consumers.

These internationally renowned convenience store brands have settled in Zhuzhou one after another, allowing local business ecosystems to have a refreshing weather. Why do they choose Zhuzhou? What changes will it bring to Zhuzhou Business?

▲ In the convenience store, all kinds of products are dazzling. Reporter/Ren Yuan Photo

A number of convenience store giants tie Zhuzhou

In the hearts of many young people, 7-Eleven and China Bellesen comes with "Internet celebrity constitution".

In the movie "Infernal Affairs", the undercover police and the connector played by Liang Chaowei were about 7-Eleven, while eating fish eggs while communicating information. Among the many film and television works such as "Haijiao 7", "Detective Conan", "Initial D", the signboard of 7-Eleven can also be seen everywhere. Because of this, when many Zhuzhou citizens traveled in other places, they deliberately went to these brand stores to "check in" to experience different convenience store culture.

Today, Zhuzhou people can experience "the same star" at their doorstep.

In April, the city's first 7-Eleven opened on Jojo Street, Dahan Yuezhong, becoming another business rookie in the city.

On the day of opening, Ms. Yang, a citizen who lived in Hexi, came to hear the news. After entering the store to buy it, she returned with a large bag and a small bag; Xiao Li, who was at school at Hunan University of Technology, deliberately accompanied her girlfriend to visit and collected a bunch of food After the 90s, the girl Luo Zhen came to the central square to go shopping, and went to 7-Eleven to buy a portion of Kanto, and packed a rice ball as breakfast ...

"There are all kinds of food here, many of them can't be bought elsewhere, and the shop decoration is fashionable, bringing its own" tide shop "atmosphere." Luo Zhen said to reporters.

It is understood that on the day of the opening of the 7-Eleven Dahan Yuezhong store, in less than 8 hours, more than 1,000 customers entering the store, 7s their own products and fresh food products sold more than 1,500 copies. 900 copies of stew and fried products are sold.

Also sought after is the March. On March 18th, China Bai Ronsen opened at the same time in five places such as Zhuzhou Wanda Plaza, Zhongguling Pedestrian Street, Hunan University of Technology, Hunan University of Technology, and Zhuzhou Vocational Education City. On the day of the opening, the customers who came to the door were surrounded by the scene.

Citizen Ms. Liu is a loyal fan of Zhongbai Rosen: "When I was studying in Shanghai, I often went to Rosen to shop at the school gate. Now Zhuzhou can finally see this convenience store brand."

The relevant person in charge of the Hunan region of China Bai Rosen said that during the opening period, they carefully prepared a variety of fresh foods, such as net red ice moon cakes, sandwiches, boiled points, rice balls, etc., and also launched Zhuzhou exclusive value -for -money blessing bags. The design of these blessing bags fully integrates the regional culture of Zhuzhou and cooperates with discount sales. It is widely loved by young customers.

▲ At the entrance of 7-Eleven, young consumers play their mobile phones leisurely. Reporter/Ren Yuan Photo

What are the differences in these convenience stores

As one of the world's largest convenience store brands, 7-ELEVEN distributes more than 71100 stores in more than 17 countries around the world, and more than 20 million people accept all-weather convenience services provided every day. Rosen also set up more than 11,000 stores worldwide and is welcomed by consumers.

So, what are the differences between these international convenience store chain brands compared with traditional small stores and convenience stores?

"It is our biggest competitive advantage." The relevant person in charge of 7-Eleven Zhuzhou area introduced.

Customers walk into such convenience stores, and they are often attracted by a variety of fresh food: fresh and delicious Kanto, various types of rice, cold noodles, net red desserts, and triangular rice balls, sandwiches that are opened in bags ... It was a night return night that a hot and vivid food brought comfort to the tired diners.

"The powerful R & D strength and market insights allow us to keenly capture the needs of consumers, and therefore create its own brand food that adapts to consumers' tastes in different regions." The above person in charge introduced that 7-Eleven's own factory Fresh foods such as rice, rice balls, sushi, desserts and other fresh foods have always been supported by consumers, and the exclusive supply of stew and fried products is also well received. According to public reports, in 7-Eleven, fresh food products account for 50%of all goods sales. 60%of the gross profit comes from daily products such as fresh food, milk milk beverages and other daily products.

Differentiated global selection is another feature of international convenience store brands.

7-Eleven has a rich and complete global supply chain, which brings benefits to the brand's landing.

"We have a number of well-known brands of the new product of Hunan." The relevant person in charge of the 7-Eleven Zhuzhou area introduced that as 7-Eleven enters Zhuzhou, local consumers can buy many products that could not be purchased in Zhuzhou. Zhuzhou's consumption provides more and better choices.

Not only that, China Bellesen and 7-Eleven also adopt a 24-hour business model to provide users with full time period products and services. The three -in -one commodity supply chain system constructed by the "logistics, fresh food factories, and bread factories" constructed by China Belleson ensures the normal supply of its own fresh food of the Rosen brand nationwide. ▲ In the convenience store, fresh Kanto boiled is loved by consumers. Reporter/Ren Yuan Photo

Why do they choose Zhuzhou

In the logic of urban development, the international convenience store brand has surpassed the concept of the business industry, and is considered a symbol of measuring the commercial maturity of a city or even the stage of development. Because of this, issues such as "why your city does not have 7-ELEVEN convenience stores" and other issues have discussed the heat on the Internet for a long time.

In 2019, the "Notice on Promoting the Brandization and Chain Three -Year Action of Promoting Convenience Stores" issued by the Ministry of Commerce of China proposes to drive the development of convenience stores in second- and third -tier cities, the introduction of new brands to form catfish effects, stimulate the commercial progress of second- and third -tier cities in second- and third -tier cities. It also helped the chain convenience store brand sinking.

According to international convenience store experience, when the per capita GDP reaches $ 10,000, it enters the industry maturity. For Zhuzhou, which has a per capita GDP of 87,900 yuan in 2021, it is clear that it has the conditions to enter the mature period of the convenience store industry.

On October 17, 2019, Aiya A shares held a franchise signing ceremony with 7-Eleven, officially obtained by the 7-ELEVEN provincial management authorization, and opened the first 7-ELEVEN in our province in Changsha in 2020.

"In the context of the integration of Changzhutan Rongcheng, comprehensive considerations such as supply chain coverage capabilities, urban GDP, and per capita disposable income, Zhuzhou has become the first choice for Hunan 7-Eleven to get out of Changsha." 7-Eleven relevant person in charge It is said that Zhuzhou, as the top city in the province, has a prerequisite for opening modern convenience stores, and Zhuzhou is only more than 40 kilometers away from Changsha, which is completely within the coverage of the supply chain.

According to the relevant person in charge of Zhuzhou Dahanyue Center, since the end of 2021, the company has repeatedly communicated with the brand's communication contract with the brand to invite the brand to come to Zhuzhou to investigate. In the end, under the efforts of the senior management of the Dahan Group and the senior management of Youa Group, it lasted three lastes three times. The contract signing was completed in a month.

What will they bring to Zhuzhou

"7-ELEVEN, Zhongbai Rosen and other international convenience store brands settled in Zhuzhou, which are the embodiment of the brand's sinking strategy, and it is also the recognition of the international brand's recognition of urban economic development and consumption level." In the view of commercial observer Yang Shuhua, in the view of the second and third lines, in the second and third lines In the city, a group of young and rich young generations have a strong desire for consumption upgrade, which is in line with the international brand's sinking strategy.

From the perspective of the industry, after the well -known international chain convenience store entered, its far -sowing reputation, strict management, and standard production processes will inevitably cause the catfish effect in the existing convenience stores in our city, driving the local area, and driving the local area Enterprises have achieved internal improvement, and the business ecology of Zhuzhou is more mature and perfect.

"The so -called strong strong Hengqiang, a brand can be bigger and stronger, must have its unique core genes." Yang Shuhua said that foreign convenience store brands have relatively complete channel chains and mature operating mechanisms, which will give Zhuzhou local business business Bring positive inspiration.

Take 7-Eleven as an example. When thinking about the essential values ​​of business, the company always adheres to market demand and consumer demand as its core, and has a choice. "When choosing a product, we do not consider the conditions given by the manufacturer, but to give priority to what kind of products consumers need. Because if it is a best -selling product, the manufacturer will definitely not give a very favorable condition, and as long as this product is best -selling What customers need, even if the conditions are slightly worse, we will choose. "Uchida Uchida, former chairman of 7-Eleven, said in an interview.

The unique management model of foreign companies will also provide excellent models for localized convenience stores.

"At this stage, domestic brand convenience stores are almost not much different from 7-Eleven, and even some shops are more refined in hardware equipment and decoration. In terms of core capabilities, it is still in the development stage. "Yang Shuhua said, and 7-Eleven always adheres to the strategic policy of standardized unified operation, unified procurement, unified management, unified price, unified distribution, and unified image, forming a modern model of business management.

Taking the fresh food of the convenience store as an example, some local convenience stores in China currently imitate 7-ELEVEN and launched fresh food products, but many of them are not in place, and the effect is not very good.

"When creating fresh food products, 7-ELEVEN continues to strengthen product innovation, and achieve iterative upgrades from ingredients, craftsmanship, and flavor. Combine with functional. If its star product -Kanto cooks, companies start from equipment manufacturers, soup manufacturers, ingredients suppliers, and accessories suppliers to meet the needs of different customers in accordance with different combination logic. " The supply chain, including daily distribution factories, special factories, logistics distribution, and information systems, is the core competitiveness of the enterprise. These ideas and models are worthy of the learning and thinking of local enterprises.

related news

Increase the introduction of well -known brand convenience stores

Zhuzhou Daily News (All Media Reporter/Ren Yuan)

In recent years, the development of the brand-oriented chain of convenience stores in our city has accelerated. Dai Yonghong and other local brand convenience stores have developed rapidly. At the same time, a number of well-known domestic and foreign brand brands such as 7-ELEVEN, China Bellesen, Taday, Xinjiayi have settled in Essence A few days ago, the reporter learned the news from the Municipal Bureau of Commerce.

Convenience stores are important commercial facilities that guarantee people's livelihood and promote consumption. In recent years, although the convenience stores in our city have developed rapidly, from a whole, the branding and chainization of convenience stores still have insufficient total amount, incomplete service functions, unbalanced regional development, uneven operating quality and benefits, etc. question.

According to the relevant person in charge of the Municipal Commerce Bureau, in order to promote the development of the brand -oriented chain of convenience stores across the province, our province has launched a three -year action of branding chain of convenience stores since the end of 2020. It is planned "Six unification" (unified image logo, unified store management and control, unified facilities allocation, unified service standards, unified product procurement, unified logistics distribution), accelerate brand -based chain development. In accordance with the requirements of not less than 5%of the annual growth rate, the number of brand -based chain convenience stores has been gradually expanded, and the proportion of 24 -hour branding chain convenience stores has further increased.

Through three years, more rural township convenience stores and traditional shops will be improved, and more well -known domestic and foreign brand chain convenience store companies will settle in Hunan. The business department actively coordinated the relevant departments and guided the brand chain convenience stores to enter the community, community, scenic spots, parks, entering the government, entering the school, and entering the hospital. Through various forms of docking activities, the brand chain convenience stores are promoted to cooperate in synchronous streets, commercial streets, and core business districts to accelerate the settlement of brand chain convenience stores. Support the development of small retail stores, fresh stores, fruit shops, and drugstores close to the brand chain convenience store.

Reporter's note

Provide consumers with more valuable products and services

Reached a far away

The times change, and the small shops in front of the house are constantly evolving.

In the era of lack of resources, the supply and marketing cooperatives brought together the most complete and complete supplies at the time. With an empty bottle and taking a small step to the supply and marketing agency to make soy sauce, it has become the youthful memory of many people.

In the early 1980s, the small sales department was born. The narrow and aggressive space, the uniform display of goods, and the business model of the husband and wife shop are memorable. They are widely distributed throughout the urban and rural areas, forming the smallest capillaries in the business system at that time.

Later, some merchants changed their original style, updated the decoration style, improved the product level, and had the prototype of modern small supermarkets.

Until in recent years, merchants have continuously improved their business models and introduced a relatively complete supply chain mechanism. In addition to operating non -food food and grocery, they have also set up services such as express delivery and delivery. Convenience stores are becoming a footnote for urban people's lives.

Nowadays, a group of internationally renowned convenience store chain brands come to Zhuzhou to inject fresh blood into the local business. It witnessed the changes in people's consumer behavior, and also witnessed the rapid development of the socio -economic development of a city.

But we must also realize that no matter how the business rules change, its essence is to provide consumers with more valuable goods and services. Regardless of whether it is a community store or a convenience store, it must go to the trend of survival. Find differentiated development paths in the fierce competition market, and acts in terms of terminal model, commodity portfolio, business extension, digitalization, supply chain and business expansion. Only by continuously meeting the needs of increasingly differentiated consumers, can we truly occupy a place in the retail market and become the "king" forever at the door.

Source: Zhuzhou Daily

Review: Luo Xiaoling

Edit: Chen Chen

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