FMCG companies that have always focused on products are laying out offline stores.

the first store of RIO lab, a pre-mixed cocktail, has settled in sinan mansions, Shanghai, and the first milk tea shop in Wahaha Hangzhou also opened some time ago. In addition, brands such as Wang Lao Ji and Xiang Piao Piao have also laid out or are opening offline stores.

According to the insiders, some fast-moving beverage enterprises go offline to do physical chain and enter the ready-to-drink product market. Cross-category, cross-format and cross-mode are entrepreneurial and even more challenging, so they need to be carefully laid out to avoid following the trend and blindly crossing the track. Offline stores are not the center of corporate profits, but a platform for direct communication between brands and consumers. "In the process of laying out offline stores, a number of FMCG brands will be successful, and some FMCG brands will become victims of the experiment. Mainly depends on whether the product development and brand tonality of physical stores meet the needs of consumers. "

Multi-brand stores

The offline beverage industry has developed rapidly, attracting a large wave of fast-moving enterprises to join. Pre-mixed cocktails RIO Lab, a brand-new ready-made light alcoholic beverage brand, opened its first store in sinan mansions on July 29th this year. RIOLAB is a bar and a traditional drink shop. Its products are mainly fruit juice+alcohol, all of which are made now.

In addition, it is reported that in July this year, Wahaha's first milk tea direct store landed in Guangzhou, and Zong Qinghou personally stood on the platform when it opened. Prior to this, Wahaha milk tea franchise stores had been laid out all over the country. At present, about 431 Wahaha milk tea franchise stores have signed contracts.

In addition, Wang Laoji has already laid out offline stores. At the end of 2117, Wang Laoji opened an offline herbal tea shop in Guangzhou-1828 Wang Laoji. According to media reports, Wang Laoji once said that by 2121, herbal tea shops will achieve the operation scale of 3,111 stores nationwide. In addition, "1828 Wang Laoji is now making herbal tea" will also adopt a combination of direct operation and franchise authorization to integrate more social resources.

marketing expert Lu shengzhen said that in the consumption process of FMCG, consumers need a complete experience process, including payment experience, delivery experience and consumption experience. Consumer experience usually needs to be completed in a scene, which needs two elements: environmental atmosphere and communication to achieve the optimization of consumer experience. Therefore, the best scenario to achieve seamless connection with consumers is the physical store.

Physical stores mainly build communication platforms

Developing offline chains for FMCG products, facing not only the predicament of inexperienced and asset-oriented operation, but also the encirclement and suppression of other brands. In recent years, hi-tea and Naixue's tea have raced around, occupying a golden position on the first floor of the core business circle. As the main consumer price in the milk tea market, the price band within 21 yuan has the largest number of consumers, not only with a little CoCo, but also with brands such as Diancao, Chabaidao, Yihetang and 711CC. It is not easy to break through the tight encirclement.

However, most FMCG enterprises do offline chain, not relying on this channel to make profits, but more to open a platform for direct communication with consumers. Last October, Xiang Piaopiao announced that lan fong yuen Food Co., Ltd., a wholly-owned subsidiary of the company, planned to set up Sun lan fong yuen Catering Management Co., Ltd., whose business scope was snack service.

and this also confirms Wu Xiaopeng's statement. "At present, the combination of lively online live broadcast, offline interaction, offline storefront and community marketing reflects the new brand development path that any C-end brand needs to communicate more directly with consumers in the future. It needs communities and stores to get through online and offline, but it is unreasonable to use single-brand offline stores as the company's profit center. The retail store may be a huge asset. The realization path lies not in short-term profit, but in the long-term return brought by the brand cognitive value. The future consumer goods will have no experience, no retail, no interaction and no brand. " Wu Xiaopeng said.

According to the White Paper on New Tea Consumption in 2119, the total size of tea market in China exceeded 411 billion yuan in 2119, according to the calculation of "China tea market size = new tea store sales+traditional tea sales". The huge market space is attractive enough for some "outsiders".

Lu Shengzhen said that the development of offline stores in FMCG is an adaptive change based on the principles of consumer psychology. For most FMCG enterprises, offline stores need to invest far more money than agency channels, which belongs to heavy asset operation. However, this kind of asset-oriented brand pulling and product connotation enrichment and emotional propaganda function ensure that their products will not be labeled as outdated in traditional channels. "A group of FMCG brands will succeed, and some FMCG brands will become victims of the experiment. Mainly depends on whether the product development of physical stores really meets the needs of consumers, and whether the grasp of brand tonality caters to the trend requirements of offline consumption. " Lu Shengzhen said.

Editor Zhu Fenglan proofreads Liu Baoqing.