KPMG and China Chain Store & Franchise Association jointly issued the "China Convenience Store Development Report 20021year", which pointed out that with the support of policies, convenience stores will be transformed in five directions, namely, upgrading the chain structure, attracting traffic with independent brands, creating a closed loop of digital operation, expanding the service radius of convenience stores, integrating the supply chain and improving the logistics management system. At the same time, shopping convenience, experience scene, category upgrade and digital drive will be the four core development trends of convenience store enterprises.
Let's take a look at the digital innovation model of Rosen, the whole family and good neighbors as representatives of convenience stores.
Rosen: Digitalization Helps Rapid Growth
In recent years, Japanese convenience stores have started the "rush mode" against the previous cautious layout.
If we look at the steps, Rosen is the biggest. Today, with 3,256 stores, he has surpassed the whole family and become the foreign convenience store with the largest number of stores in China. In 20021year, Rosen will still maintain the growth rate of 30%-40%, and plans to open new stores 1 100, and the total number of stores is expected to reach 4,300.
0 1 digital tools to analyze customer needs
After Rosen entered China, he expanded rapidly. Besides the various joining modes that Rosen carried out according to the domestic situation, he had his own system standard. Fan Guangdong, director of China Rosen System Department, mentioned the secret in a speech: "The first is commodity strategy, we have our own product research and development team; Secondly, the membership system, which comes from online data, carries out targeted analysis on customers; Finally, and most importantly: the output of business process standardization. Rosen has a set of standard management business standards that can be brought to all franchise systems. "
So how did Rosen make this set of business process standardization? This comes from Rosen's data analysis and summary of store customers for many years. In short, the store provides what customers want, and Rosen produces it himself if he likes his own brand.
Rosen found that more and more "small business circle manufacturing retail" is gradually taking shape, that is, from the procurement of raw materials, the production of goods, the sale and service of stores, etc., to provide consumers with one-stop service. When consumers are satisfied, they will naturally visit the store again. Over time, the scattered passenger flow becomes a fixed passenger flow.
These data come from Rosen's powerful digital system, basic data collection and efficient analysis ability. During the epidemic, many consumers were unable to go to the store. At the same time, Rosen began to establish a WeChat community. From dragging recommendations to consumers who independently scanned the code into the group, the survival rate was over 80%. In this process, stores will constantly publish some new products, promotional activities and interact with users in this group. In addition, there are solitaire activities, which can better grasp the needs of goods and prepare inventory.
02 commodities and operations
Rosen's differentiated competitiveness in commodities lies in its fresh food and dessert, in which the sales of fresh food account for more than 40%. Rosen will change 12%~ 15% products every month and 130~ 150% products every year according to the popularity of products and other factors.
The reason why it can be continuously updated quickly lies in the fresh food factory behind Rosen. The self-owned goods in Rosen Fresh Food Factory mainly include cakes, sandwiches, rice balls and other low-temperature fresh foods unique to convenience stores.
Rosen's store operation ability has been fully presented in his understanding of young people. The consumer group that Rosen wants to catch is 12- 19 years old, and the shopping channels that he is used to at this age will accompany him for life.
For younger customers, Rosen first made changes in the taste of goods. In addition to its signature desserts, there are younger flavors such as iced moon cakes, and other cakes, rice balls, West Point and Korean food are also developed for the post-00 generation.
The same is true of its joint animation store. Teddy theme store, HALLO KITTY theme store, LOVE LIVE! Theme stores, Navigation King theme stores, and the IP of Rosen's cooperation are all familiar to teenagers. After 25 years in China, Rosen still presents a young attitude. This is reflected in its insight into the preferences of young people and also comes from its flexible business philosophy.
New exploration of opening smart stores digitally
Convenience stores have been upgraded from traditional stores to digital and intelligent stores! From single to store consumption, to online+offline digital shopping, which is inseparable from the entire digital system.
Taking both technology and fashion into consideration, Zhongbai Rosen launched the first intelligent digital convenience store-Yongqingcheng Store, which set another benchmark for the industry.
This convenience store, which has many innovative ways of playing science and technology, has digital electronic equipment everywhere, such as electronic price tag, electronic screen, self-service cashier, and three new online systems, namely, Internet of Things control, air conditioning and temperature control, and freezer failure warning.
The Internet of Things control system uniformly controls all circuit devices such as signboard lights and in-store atmosphere lights. Signboard lights and atmosphere lights will automatically turn on and adjust with the weather conditions to create a comfortable shopping environment for customers; At the same time, the circuit control system can also analyze the electricity consumption and energy consumption of the store and report the faults in real time.
The air conditioning temperature control system can not only meet the constant temperature adjustment of indoor temperature and humidity, but also cool the outdoor air conditioner in time, thus achieving the effect of saving money and reducing consumption. The freezer fault early warning system can realize the fault analysis and early warning of all freezers and freezers such as air curtain cabinets in the store. Once a fault occurs, the fault analysis data will be directly transmitted to the background, which greatly improves the maintenance timeliness, ensures the normal operation of the store and escorts food safety.
The electronic price tag is also used in the store and the electronic price tag is used in the fresh food area. The price of fresh food can be adjusted at any time according to the needs of the store, which has changed the cumbersome paper price tag in the past and further improved the management efficiency.
The essence of retail is to serve customers and create the best consumption experience for users. And information technology can manage stores well and make them have temperature.
At the 14th China Commercial Information Industry Conference, He Yunmin, Deputy General Manager of Rosen, focused on the three refined convenience stores of Rosen: refined management, precise marketing and refined products. First of all, the practice of product refinement: from the commodity level, give consumers a reason to come to Rosen, give consumers a reason to come to Rosen again, and give consumers a reason to come to Rosen frequently. Reflect the differentiated commodity power; Master the key Know-how, and carry out the whole value chain management; KA-oriented supplier management with category management as the core.
Secondly, the practice of fine management: 1, 20 19 years, the whole system of Rosen was transformed: from Japanese-style price reduction management to closed-loop cost management of single product unit price suitable for the changes of the internet of things era; 2. Strengthen the management refinement in the competition strategy of temperature dislocation, realize the complementarity with the take-away platform in the competition strategy of time dislocation, and pre-sell the refrigerated series across stores.
Third, Rosen's practice in marketing precision is not limited to itself. Through the value-added Rosen platform, he operates the15 million membership system, cooperates with suppliers, serves as a bridge between suppliers' new products and target consumers, and provides suppliers with new product comparison and marketing information.
Data-driven digital marketing, based on consumer demand, the new retail technology based on store POS is put into operation in convenience stores; Rosen closed-loop value, play the value of offline scenes, and cultivate the ability of reverse integration; Deeply cultivate member data mining, O2O take-out, O2O drainage, E-PAY, SNS promotion, community promotion, etc.
The whole family: a digital strategy of one center and four closed loops
By polishing the single-store model, with the strategy of penetrating the region as the main strategy, the whole family first increased its market share in Jiangsu, Zhejiang and Shanghai, and then expanded to the whole country. On the strategy of opening a store, we should build our own supply chain and logistics system before opening a store in the region, and then invite a large number of franchisees to open stores within the scope of supply chain distribution, so as to reduce costs and improve efficiency.
In order to cope with the increasingly fierce market competition, the whole family has also embarked on the road of digital transformation. It combines the membership system and big data analysis to accurately locate the post-90 s customers and achieve rapid expansion.
So, how to do digital transformation? The whole family put forward "one center and four closed loops".
0 1 one center
A center is a customer-centered value proposal. What can you do for customers? Why do customers ask you instead of others? Therefore, when analyzing the requirements, it is necessary to understand what customers really want.
Buy breakfast before going to work in the morning, and then rush upstairs, which belongs to personal temporary consumption. So, how to expand its scene? The opposite of individual is family, and the opposite of temporary demand is planning, so the whole family should launch a family consumption plan. The family now has more than 60 million members, and members can get cheaper prices by virtue of points. Consumers can feel that the price of the whole family is very advantageous.
02 four closed loops
The whole family first set up an online mall. The whole family is not going to be an e-commerce, and the whole family is still an offline store. The first step should be to do offline and consolidate offline. Because the whole family has membership points, it is necessary to make the points alive and let it have more consumption scenes, so the online mall was established.
The operation of the online shopping mall uses two means:
First, import orders from offline through in-store code scanning. In the third year of the online shopping mall of the whole family, when the transaction volume reached 2 billion, it did not spend a dime on advertising, and all orders came from offline;
Second, repurchase is realized by picking up the goods at the store, and 50% of people will pick up the goods at the store.
Some people say that I am a member of the whole family, but I don't seem to have made any purchases online. That's right, because only 20% paying members can buy it, and paying members need to pay a membership fee of 100 yuan every year. This is a membership model similar to COSCO. Only this membership model can help the whole family earn1200 million a year without any cost.
Behind the paid members, there is actually a lot of data to support them. After collecting a large amount of data in the background, the whole family will constantly scan the portraits of customers.
For example, the system of the whole family scans the data once a week, and a certain customer comes 10 times a month. The data shows that he didn't come for one week, and when he didn't come the next week, the system will send a text message to him, telling him that the family box lunch is 25% off. Why is it a box lunch? Because the data shows that the last time he went to the store to buy a box lunch, at this time, if he went to the store to buy a box lunch after receiving the text message, he would automatically get a 25% discount. At the same time, the cashier will ask him if he brought coffee today, because his label in the system shows that he is a coffee expert. As long as the data is advanced, there is a 67% probability that he will buy this product and the whole family will recommend it to him.
The ecological chain of the whole family is to let other different formats such as catering use the points of the whole family, in order to make the points work, make the customers of these formats active, and then let their customers come back. Therefore, of the 60 million members of the whole family, 30 million are members who entered from outside after cooperating with various formats.
Specifically, while sharing information with manufacturers and wholesalers is the core, the rationalization and efficiency of commodity circulation are realized, and the maximization of customer added value is pursued through the development and production of marketable commodities.
According to the statement made to the public by the new president of familymart, "Use digital technology to reduce costs", and speed up the digitalization of stores as the top priority. The whole family has a complete set of digital system support, including ordinary membership system, fee-paying membership system, digital commodity management system, family butler system and so on. These digital tools also help the whole family to analyze the customer demand and the type of store passenger flow, which leads to rapid expansion in addition to performance improvement.
Good Neighbor is a regional convenience store enterprise with more than 300 customers in Beijing, and has been committed to improving the operation ability of the store by digital means. Regarding digital understanding, taking the recommendation of an e-commerce website as an example, it is listed that each user's behavior and browsing habits will be digitally captured, analyzed and formed into strategies to recommend, reach and present in a way that consumers like. The offline scene can actually be defined digitally. In addition to the traditional order data, user data, and even through IOT equipment, user behavior data inside and outside the venue, online and offline can be effectively analyzed and turned into strategies such as product display and marketing.
Good neighbor: running on the road of digital operation
In the digital landing operation of Good Neighbors, information and operation, procurement, warehouse and other teams are working together to digitize every link, and the corresponding personnel organization structure adjustment and related operation key data assessment are carried out according to the needs of digital links.
In view of the practical operating capacity of the retail industry and the optimal cost structure, good neighbors believe that at present, the goal of "intelligent decision-making and intelligent assistance" is feasible, and complete "automation" is not completely economical in the implementation process. Especially in the case of small and medium-sized merchants, shortage of talents and high cost of high-end algorithm talents, it is more difficult to completely digitize each process. It will be a more pragmatic method to send some digital operation results to stores for reference, combined with store operation experience. In fact, this is also a corporate culture, which has a lot to do with the development of good neighbors themselves.
In the process of digitalization, the reasonable matching between people and goods (store-type scene) and the high cooperation between goods and fields (good location and high-quality goods) are the breakthrough points in digital operation and construction.
In view of "people", our good neighbors are also working closely with the digital team of JD.COM retail Yunmen Store recently, layering users according to the user life cycle model, and trying to guide users to purchase times through user operation means. Through the creation of the scene and the satisfaction of the goods, the purchase depth is improved. At the same time, by matching the labels of users and goods, we can put the needed goods in the corresponding stores to understand and meet the needs of users.
For "goods", good neighbors evaluate the whole network of a single SKU in the process of product selection. In the ordering process, they give advice to the store ordering data through previous sales, inventory, loss reporting and other factors as well as weather and holidays, and make reasonable ordering preparations in combination with the operation ideas of the store person in charge. Through the hierarchical operation of commodities, the turnover efficiency, inventory depth, expensive product management and category satisfaction of commodities are managed separately, and the life cycle of fresh commodities is planned reasonably, and the loss is controlled by means of price change member notification. The processed food should be linked with the upstream factory to achieve the production plan.
In view of the "field", the digital team of the store has conducted in-depth cooperation in site selection and field management.
In the aspect of site selection, through the application of spatial big data and the characteristics of convenience store customers' behavior, the regional situation, crowd characteristics and urban data of the store to be opened are digitally displayed and referenced, which gives the store developers a sharp weapon.
In the aspect of store management, reasonable planning is made for users' moving lines and hot spots, and reasonable planning and evaluation are made for the floor efficiency of the cargo area, the reasonable matching of shelves and commodities and the turnover efficiency. Constantly correct the execution efficiency, and make a reasonable match between the good location and the key planned goods.
In the daily affairs management of stores, good neighbors have developed a "store affairs system" to guide &; Supervise stores, implement standardized landing and analyze operation data to form guiding actions (digital operation).
Through the combination of the store service system with the daily ordering, receiving, counting, loss reporting and cashier work of the store, especially the digital strategy guidance for some execution actions in the execution process, the execution efficiency of the store is further improved and the thinking difficulty of the clerk is reduced.
Good neighbors believe that digital operation is not only an information system, but also a methodology based on digital operation, including: tasks->; Execute -> Statistics -> Analysis -> Early warning -> Strategy -> "Automation" intelligent decision-making and intelligent assistance.
The management's determination to change from empiricism to data strategism in operational thinking requires not only the change of information system, but also the correspondence and support between organizational structure and store process and assessment. The progress of the digital operation system will also move a set of static operation standardization to dynamic standardization, and stimulate the continuous improvement of the efficiency of enterprises in each operation link.
tag
After the epidemic, major brand supermarkets are gradually turning to miniaturization around the community. At the same time, Internet giants such as Meituan, Ali, Pinduoduo and Didi have joined the community group buying and flocked to the community. As a convenience store serving the community, will the living space be further squeezed?
In this regard, professionals believe that the core demand of convenience stores lies in the word convenience. The miniaturization of supermarkets and group buying in e-commerce communities have a certain impact on convenience stores, but they are not particularly large, because their respective formats have different positioning and functions. Supermarket miniaturization and community group buying are different in convenience value compared with convenience stores.
In the next 3-5 years, sustainable development driven by the improvement of operational capacity will be an important development direction for convenience store enterprises in the future. Among them, store operation is the core of supporting future development, and enterprises need to improve the overall store operation level around store expansion, commodity iteration and digital capabilities.