High-speed service area, as a relatively closed environment, has certain closed characteristics, which also makes the driver and passengers traveling on the highway service area has a certain degree of dependence and rigid demand. When the service area first started, the supply and demand of consumer services are in the underdeveloped stage, the driver and passenger consumption field is relatively narrow, the content is not rich, the degree of satisfaction is also limited, in a kind of suppressed state. As people's material and cultural living standards are increasingly improved, consumer demand also presents a diversified, multi-level, and from the low level to the high-level gradual development of the consumer field continues to expand, the consumer content is increasingly rich, the consumer quality continues to improve the trend.
From the current business, mainly involves several major aspects of service: the intersection of business with passing drivers and passengers, such as service areas opened in the rest, food and beverage, convenience stores and other people-oriented service projects; and the intersection of business with passing vehicles: service areas opened in the automobile repair (cosmetic), refueling, and other car-oriented service projects; and the intersection of business with the transportation of goods: the service area of freight transportation, feeder services, refrigerated services, freight forwarding, and other services. The intersection of business with the transportation of goods: the service area freight service, refrigeration service, container pre-recorded service projects mainly for goods; and the intersection of business with its own site: the service area site rental, energy use (water, electricity and wind power) and other field (resources) as the main service projects.
From the point of view of the scope of business development, you can tap the business development direction from the four categories of "people, vehicles, goods, field". But from the depth of the long-term development of the business, traffic is our core customer resources, and traffic based on the structure of different models, is our customer groups. Although the size of the traffic is a key factor in the size of our business volume, but with the current economic development into a period of stable transition, the past "demographic dividend" has gradually declined or even disappeared. This requires us to think about a problem: assuming that our traffic flow is in a constant state, then the service area benefit of the growth of the foothold in where, how to maximize the benefits of the service area to achieve?
The core point is to enter the area of the different models of the structure of the consumer groups brought by the consumer power. Consumption power to promote and growth, is the current and even the future pull the service area GDP rise one of the main carriages. For our service area, how to change the existing mode of operation and service environment, it should be our important means of pulling and benefit growth point.
I. Consumption trends and influencing factors from the macro aspect
1. The improvement of people's living standard promotes consumption upgrade. Over the past 40 years since the reform and opening up, the national economy and people's living conditions have changed dramatically. The total mileage of China's highways has exceeded 130,000 kilometers, and the number of motor vehicles in the country is close to 320 million. Especially with the arrival of the era of private car consumption, driven by the overall environmental trends, it also brings great opportunities for the highway service area operation business. From the perspective of external business market development, with the optimization of business model, the iteration of consumption mode, the diversification of demand experience, the renewal of the main consumer, the overall demand of the people from the "material and cultural needs" to "the desire for a better life".
Instant noodles, for example, have been honored with the reputation of being the "must-have weapon of spring transportation". It has a wide variety of flavors and is easy to eat, and has a broad mass base in China. The annual consumption of instant noodles in China exceeds 40 billion packets, accounting for half of the world's total consumption. According to external data, from 2013 to 2016, China's total demand for instant noodles fell from 46.22 billion packets to 38.52 billion packets, a three-year decrease of 8 billion packets, or 16.7%. With the influence of factors such as takeaway ordering (diversified selectivity and improved convenience) and people's increasing demand for nutrition and health, consumer demand has begun to shift.
Within our service area, according to incomplete statistics in the first two years of service area instant noodles single product sales volume of more than 1.5 million copies, sales of more than 7 million yuan. Sales accounted for 6.6% of the sales volume of the whole category of super, while sales accounted for 4.7% of the total sales of super. The above data, from the point of view of sales share we can see that instant noodles still occupy an important market share in the consumer goods category in the service area, but from the point of view of sales, the value of the benefits it brings to the service area is not prominent enough, or on the contrary, it restricts the further enhancement of the benefits of our consumption. How to improve the people's living standards in the environment, to find out the consumer more desire, more consumer motivation "alternative" products, so as to better meet the real needs of consumers under the premise of improving the value of our benefits.
2. Challenges and opportunities brought about by changes in the way we travel. On the one hand, we benefit from the economic development and the improvement of people's living standards for the development of high-speed service area to bring the good resources, but on the other hand, we also began to be subjected to changes in travel modes and other circumstances brought about by the impact and challenges. As mentioned above, the mileage of highway has exceeded 130,000 kilometers, but the total mileage of high-speed railway has also reached 25,000 kilometers. 18 years ago, Hangzhou-Huangzhou high-speed railway was officially opened, and the crisscrossing high-speed railway operation network in the province is getting more and more densely spread. These comprehensive changes, on the one hand, directly affect the long-distance passenger bus departure rate and occupancy rate, on the other hand, it also makes the customer group's travel mode has been adjusted, for example, more drivers and passengers will be short-distance choice of self-driving, long-distance choice of high-speed rail mode of travel, and economic level of the promotion of self-driving tours has become a new force; in addition, the young group with a new concept of consumption and a very strong impulse to consume is beginning to occupy the main position of consumption. The changes of these factors, undoubtedly for our consumer services, has brought different requirements, service area consumer services, also need to start trying to change the order of supply and demand and the structure of supply and demand, from the "service area to sell what the consumer to buy" gradually over to the "consumer demand what the service area to provide what "
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3. Changes in consumer services and consumer demand. From the internal and external point of view of the service area, our consumer services have a greater change.
First, the consumer services branding operation is prominent. Service area ontology and open stores, on the one hand, own brand began to gradually strengthen, take the brand operation route. Especially at present, the national service area industry development is relatively primary, compared to other clothing, FMCG and other open industry is still in a relatively closed stage, it is the best opportunity to build the first brand of the national service area; on the other hand, the service area began to introduce branded professional stores, such as KFC, McDonald's, Starbucks, etc., but also the introduction of niche, regional characteristics of the obvious consumer products.
Second, the process of diversification of consumer service products has accelerated. Catering from the traditional Chinese fast food derived from a variety of special packages, exquisite snacks, supermarkets from the initial development of instant noodles and ham sausage to cross-border products, cultural products. Gourmet, shopping, leisure and entertainment, automotive services, information media, change into transit and other categories of business models have different diversified development.
Third, the changes in consumer service patterns have intensified. Driven by travel technology and the Internet economy, the service area's payment methods, retail methods (such as Changan service area's new retail stores), travel modes (electric vehicles bring changes in consumption and future driverless travel changes), business models (from the internal 1 + N + X business model to **** enjoyment of the economy, unmanned restaurants, unmanned supermarkets, etc.), have occurred in the known, foreseeable and unforeseeable changes. unforeseen changes.
Fourth, the dynamics of consumption have an uncertain surge. The phrase "watch him rise Zhu Lou, watch him feast guests, watch his building collapsed" can represent the birth of many offline Netflix store to the peak, from the peak disappeared and then disappeared to the end. Consumer mentality, consumer preferences, consumer trends have been indescribable changes. In the past, the huge demographic dividend can bring us more than expected consumption dividend, but now, such as in the service area, the traditional dividend (rapid growth in traffic flow, consumer power gradually strengthened) gradually weakened and disappeared, how to take the pulse of the new economy under the consumer dynamics, need to think further.
Second, through the relevant initiatives used to enhance our consumption conversion rate.
Want to get higher operating efficiency and meet more accurate customer service, objectively also represents the need to improve our consumer services, expand consumer revenue. Our customer revenue is equal to the number of sales multiplied by the average price of the product (i.e., customer unit price), where the number of sales = the number of people entering the store * transaction (conversion) rate. Considering the consumption characteristics of the service area, if you want to improve the consumption service, then "the number of people entering the store" and "consumption conversion rate" are the two elements that need to be the focus of the daily operation and management. The number of people entering the service area as a whole (i.e., the rate of entry) is the data formed under the flow of the highway cross-section, while the number of people entering the service area's operating areas and stores is the data based on the flow of people, the image design of the stores, and the attraction of the products.
Based on the above considerations, the following development directions are proposed on how to improve the conversion rate and maximize the benefits of the service area.
1. Further optimize the flow of people and the use of space to enhance service capacity. The business development and layout of the service area has a more obvious "toilet economy" phenomenon. That is, around the bathroom, the formation of a specific flow of people line, in this line based on the consumer services driven. But the emergence of such phenomena, on the one hand, makes the service area of the overall business location, form bias, too much reliance on the location of the "sales opportunities", is not conducive to the creation of small business complexes in the service area and the formation of business atmosphere; on the other hand, from the perspective of the consumer, more consumption is not with the subjective purpose of the selection of consumption On the other hand, from the consumers' point of view, more consumption is not a choice consumption with subjective purpose, but a more random consumption behavior, which is not conducive to the full release of consumer services. In addition, most of the service areas under the Industrial Company have an earlier overall design form and lower service capacity. Although the creation of civilization since 2013 has upgraded the facilities of some service areas and improved the service functions, the overall architectural plan pattern of the service areas has not been changed, and the deficiencies in the architectural layout have not been thoroughly solved, and the internal dynamic lines are not smooth, which cannot satisfy the growing needs of people for the pursuit of quality of life. It cannot meet the needs of people's growing pursuit of quality life.
2. Adjust the commodity structure and enrich the commodity category. The original composition of the commercial sector in the service area is usually more homogenized. The old three kinds of business settings and product categories, can not attract more consumers, and inhibit a certain consumer desire, resulting in the loss of consumer resources. Our current structure of the main customer groups from 60, 70, began to become 80, 90, 00, consumer demand from the previous development of food to personality, quality, safety, leisure and other diversity of choice; the consumer environment has also put forward new requirements. For example, the traditional dumplings project, may be nowadays after 90, 00 after the attraction is not big enough, and our consumption can provide options and not enough, for the main customer group consumption positioning is not precise enough, we need to do more in these aspects of change.
First, give full play to the function of the platform provider and integrator. Currently the company through the integration of platform resources, the use of integrated bidding, professional investment approach to further release the existing operating potential, expanding the potential benefits of the service area. In particular, through the integration with the market, the market-oriented approach to the introduction of a number of brand stores, enhance the brand influence, expanding the consumer goods category, and refine the consumption field, so as to meet the consumer crowd of consumer upgrading and consumption demand. We need to further take the platform as the core, through the integration of resources, project integration, etc., to give full play to the core advantages.
The second is to accelerate the construction of intelligent service areas and the application of big data. Intelligent service area construction is the "Internet +" era background, based on the traditional service area of the operating network, with the help of big data, Internet of Things, cloud computing, unified platform, mobile payment and other Internet technology means, to create a "people, cars, life" for the service of the intelligent service area. The intelligent service area is based on the operation network of the traditional service area. Compared with the traditional service area, it has stronger customer perception, more humanized platform docking, more thorough data analysis, more comprehensive interconnection, more in-depth intelligent experience, better customer service and other characteristics.
According to statistics, the amount of information generated in 18 months today is more than the sum of the past 5000 years. We are surrounded by cell phones, bracelets, every vehicle trip, every movie to watch, every shopping track, every online and offline shopping, every meal order, and even every fingertip across the screen in the moment and inadvertent praise, behind the embedded preferences, consumption, socialization, exercise, life, learning data will all be recorded without distinction, the formation of the information will be stored The information formed will be stored in the cloud of Ali, Tencent and Jingdong.
When we will smart service area top-level design, pilot construction process to obtain big data, but also to carry out adequate research and analysis, to better assist in guiding our business work.
For example: ① In December, Xiaoshan Service Area has 456,000 visitors, with a daily average of 15,300 visitors, and the number of male visitors is about 3.2 times that of females, while the number of consumers is 4.2 times that of females.
Thinking about the data: in Xiaoshan service area, where the proportion of male customers is 76%, can the goods we provide be more targeted? Can female customers be used as a potential revenue growth point? How to attract female customers?
② Post-90s account for 43.16% and 42.43% of the customers of Xiaoshan and Chang'an "Lanfangyuan" milk tea store respectively.
Data to think about: According to Lanfangyuan milk tea store data diagnosis, the industry consumer groups are relatively fixed, most of them are mainly young people after 90, so in the promotion of such business, it is appropriate to be placed in the rich customer base of the road point, and the clientele to the large truck drivers, the service area of the lack of traffic is not suitable for the promotion of the small car.
According to the consumption analysis, male customers prefer satiety, refreshing products, such as red bull, coffee, egg yolk meat dumplings; female customers prefer milk tea, pastry products.
③ Extract the data of customers who consume more than 100 RMB, the ranking of each age group: the first after 80 (29.62%), the second after 00 (28.32%), the third after 90 (25.58%), the fourth after 70 (16.47%).
Data analysis: 70 after consumption is relatively conservative, the main force of consumption in the service area for the post 80 groups, of which the potential of 00 can not be ignored, so the next step of business adjustment, the introduction of the need to layout in advance, it is recommended that the introduction of some of the post 00 customer groups oriented to the business of the brand, personalized, inexpensive and affordable, willing to pay for technological innovation, mobile payment is their significant characteristics.
There is a lot more to this kind of data analysis, which we need to further explore and refine. Connecting everything, storing everything, computing everything, everything is informatized, digitized, and intelligent. When all the data interactions are superimposed into a house, the data itself becomes a new energy source that can be released and diffused. What big data drives is the ecology, value, consumption, culture, concept and other domain-wide changes, its destruction of the original value system and the explosive growth based on its own data energy is unrivaled. The core of the commercial consumption ecosystem consists of the consumer side, the brand side, the channel side and the related services, and each end constitutes a different information data terminal through the process of commercial consumption formation, such as customer portrait, consumption demand, social information, assets, finance, commodities, physical space, etc. The resulting data streams continue to be aggregated and superimposed, and effective big data is formed through the corresponding technology.
Industrial companies in the smart service area construction and big data application, how to turn the existing massive data into useful resources for us, how to assist the operation, management, how to enhance the effectiveness? At present, the service area operation meets the ceiling, the stage of human flow dividend has been eaten up, remove the sky to help, how to solve the problem through human efforts are we have to carry out careful thinking, and the practical application of big data, is the guide to the business, the next step of the transportation station operation to enhance, the key to change.
①Conversion rate increase. Through the time-sharing "number of transactions / store traffic", we can get the actual conversion rate of A store. And similar A store conversion rate in Changan service area and Xiaoshan service area conversion rate difference of 10 points, which gives us the business analysis to provide content to study.
② The same service area, 24 hours different time, the driver and passenger demand (conversion rate) is different, but through data analysis there is a rule to follow.
③ Commodity category selection needs to be further explored, the composition of customer groups in different service areas is different, not all commodities, business is necessary to repeat in the service area sales, and the need for dynamic adjustment of the strategy.
④ Each service area has its own characteristics and features, IP, is closely related to the local core consumer groups, and their consumption characteristics are needed to keep digging and analyzing.
Similar models and ideas need to be created by ourselves, and the research support of big data theory system is needed from 0-1, which we will further strengthen in 2019.
Third, the combination of public bidding and direct investment introduction. In the past two years, the company has further improved the "investment management approach" and "partner management approach", which in the implementation of the system, combined with the response of all parties and the company's three-tier structure, the optimization and refinement of the relevant processes, especially for the co-ordination of public bidding, direct investment and other businesses to prepare a flow chart and work requirements. On the basis of the integrated public bidding system, a total of three public integrated bidding has been carried out, and the rental growth space of the service area project has been further released, and the total rental premium has reached more than 24 million yuan. Through project-specific investment promotion, more than 20 service area brand business projects have been introduced, among which Pizza Hut, Mangi Dessert, Typhoon Shelter Kitchen, Ye's Brothers Fruits are introduced for the first time within the scope of the national service area, Xianheng Hotel, Ding Lianfang, Zhenyuan Tong and Zhou Shengji are local long-established brands, Zhengxin Chicken Fillet is a framework form of introduction of the national chain brand, Shida, Little Thumb Auto Repair brand is also a pilot in, and there are another dozen of brands introduced for the form of franchise; the above brands are introduced for the form of franchise; the above brand business projects are introduced for the form of franchise. Franchise form of introduction; the introduction of the above brand business projects, in order to ensure that the service area business image of the overall enhancement of the overall revenue has also been steadily improved, with the brand's gathering effect, is expected to the future of the guest revenue there is room for further expansion, the formation of a virtuous cycle of operation.
Fourth, to enhance customer stickiness, enhance the sense of customer experience. Western Zhejiang region of Changshan service area in 2017 annual revenue of 32,585,800 yuan, while the same period of the service area within the supermarket to the customer revenue of 5,631,900 yuan, but the gas station's non-oil transactions reached a staggering 31,578,800 yuan. Of course Changshan service area, due to its special inter-provincial geographic location, maintains its refueling volume at around 90-100,000 tons, with annual sales of around 700-800 million, but the non-oil turnover it creates is 5.6 times that of the service area's internal supermarket's revenue. Behind these data, in fact, is the formation and guidance of customer demand habits, once the consumption habits tend to mature, it will form a very good customer stickiness. The so-called customer stickiness refers to the sense of dependence and expectation of re-consumption formed by the combination of customers' loyalty to the brand or product, trust and favorable experience. The stronger the dependence, the higher the customer stickiness; the higher the re-consumption expectation, the higher the customer stickiness. In our traditional superstore business, the consumption contact with customers is a short-lived contact, and the conclusion of the transaction also means the end of the supply-demand relationship, which basically does not promote re-sales, and can not be guided by effective initiatives to customers to consume. As for gas stations, the traditional oil business has become a good channel for business communication and conversion of consumption scenarios. By giving different forms of non-oil consumption coupons to drivers and passengers (especially truck drivers) in accordance with the amount of gasoline, the traditional consumption habits of customers have been changed, and drivers and passengers are smoothly guided to new consumption paths and consumption habits, and the use of points, consumption coupons, and other forms of re-consumption space has been facilitated. This requires us to further explore and try in many aspects. For example: ① to provide customers with personalized services: for example, Changan service area Wu Fang Zhai new retail mode from the product display and consumption mode is close to the product cutting-edge consumer trends; ② let customers think that they are valued enough: enough attention means that customers experience the service content beyond the scope of the customer's expectations, such as Hai Di Lao as a model for the catering service industry. Part of the service area gas station, will be waiting for the customer vehicle refueling vehicle windshield and other free cleaning services, which is also a kind of super-expected service;
③ through a specific system or system, and customers to achieve interaction and interoperability: this is to improve the product and service, gather loyal customers and improve customer satisfaction is an important link. At present, it is a pity that our ability to interact with our loyal customers and to realize interaction with them has yet to be improved. ④ Facing the customer's dissatisfaction or doubt, realize the solution of customer's problem through benign communication; ⑤ Conduct regular and efficient customer experience activities to enhance customer stickiness; ⑥ Classify the customers appropriately, and carry out refined marketing according to the customer categories and characteristics.
3. Expanding the pool of cooperative merchants and improving the quality of goods. While further introducing new brands, the company is now focusing more on the comprehensive expansion of existing brands. Signed a cooperation framework agreement with the existing cooperation project Zhengxin Chicken Fillet Company, a comprehensive roll-out in the service area, the first batch of ten new service areas; the service area of the better reputation of the auspicious Hundun, further in the North Bank, Fenghua service area to introduce; with distinctive local characteristics of the Yuxiangtai accompanied by gift items, Fenghua as the basis for the promotion of Yuyao, Shaoxing, and other service areas, and so on. Service area has been greater visibility of traditional brands, in the development of new retail business to be supported. Such as Wu Fang Zhai zongzi project, has opened in Xiaoshan, Changan service area unmanned wisdom restaurant, magic box unmanned vending machine and other new retail business, Xiaoshan Wu Fang Zhai unmanned wisdom restaurant opened in April this year, in the original traditional store sales based on the average daily revenue has risen significantly, especially the proportion of online payment has been greatly improved. At present, the company's investment brand library for expansion and maintenance, the service area business project brand from the beginning of the year more than 30 to the end of the year, nearly 150, with more than three brand operations integrators to establish contact, and landed on a trial basis of a brand integrated store. In the future, we should be more to the entire transportation resources platform as a foothold, to further expand the pool of partners, the brand as a support point, the brand for the quality of the force point, and constantly improve the quality of goods, efficient and accurate to meet the demand for consumer services.