At the end of last year, Beijing Metro opened 13 convenience service facilities, of which more than 9% were brand convenience stores. Recently, the reporter of Beiqing Daily visited a number of subway convenience stores and found that light food, drinks and other commodities were the most popular among office workers. During the visit, the reporter also found some phenomena. For example, although some subway stations have a large passenger flow, there are not many people entering the store. In this regard, the subway company is also "racking its brains" to help businesses, hoping to make the goods and services provided by convenience stores more popular with passengers. It is estimated that this year, Beijing Metro will add another 2 convenience service facilities to further meet the needs of passengers.
Light food and drinks are the most popular among office workers
Bread, sandwiches, coffee, yogurt ... In the JD.COM convenience store of Laiguangying Station on Metro Line 14, the light food popular with office workers filled the whole shelf. At about 7 o'clock every morning, with the arrival of the morning rush hour, office workers passing by convenience stores will quickly choose their favorite foods and then walk into the nearby office building to work.
This convenience store is the first convenience store opened by carefully selected lines and stations of Beijing-Hong Kong subway. It is located in Wangjing area, where there are many shopping malls and office buildings, and it is also an area with many office workers. The reporter of Beiqing Daily noticed that the station and the store were carefully designed for office workers. In order to save time for commuters and make it convenient for passengers to quickly find the subway convenience store at Laiguangying Station on Line 14, Jinggang Metro specially uses the lively and vivid cartoon image of "Ajie, the little housekeeper of Jinggang Metro" as the logo, and provides intimate "guidance" for passengers in the best visual areas of the entrances and exits of the station. Passengers can see eye-catching guidance signs when they get off the train and leave the station, whether they take the escalator or the stairs, attracting passengers to the convenience store.
the convenience store has a snack food and beverage area, a daily light food area, a daily department store area and other areas. Food and drinks with high passenger demand are placed in the most prominent position in the store. In addition, you can also choose nursing products such as masks, cotton swabs, paper towels, convenient washing bags and office supplies such as data cables and stationery, which can basically meet the daily work and life needs of office workers around you.
Huang Weilun, head of the non-ticketing revenue department of Jinggang Metro, said that the convenience store of Laiguangying Station on Line 14 opened at the end of December last year. After more than one quarter of cultivation and promotion, the store is now operating well as a whole, with food sales accounting for a large proportion, among which bread products are the most popular, followed by cold meals, fresh food and snack food. However, due to the influence of subway commuting characteristics, sales are better during peak hours, while customers are relatively few during peak hours.
The reporter of Beiqing Daily learned that there are many convenience stores like this in the Beijing subway network, most of which serve subway commuters. For example, in the subway dongdan station, Jingqing convenience store focuses on old-fashioned foods such as Yili bread and Arctic Ocean drinks; In Jinyu Hutong and Happy Valley Station, D+ convenience stores introduced prepackaged foods for tourists; While a number of Rosen convenience stores mainly focus on online celebrity products, such as moon cakes with ice skin, which are very popular with consumers.
Qi Yan, deputy director of the value-added service management department of Beijing Metro, introduced that in July last year, Beijing Metro Company tried to open three convenience stores in Hepingli North Street Station, Qingnian Road Station and caishikou station, ending the history that Beijing Metro had no convenience stores for more than ten years. By the end of December last year, Beijing Metro had opened more than 13 convenience service facilities in the whole road network, covering more than 9 stations on Line 5, Line 6, Line 7, Line 8, Line 9, Line 1, Line 15, changping line, Yizhuang and S1. Among them, Jingqing, D+, Rosen and Duodian account for a relatively high proportion, supplemented by a small number of convenience shops such as flower shops, pharmacies and bookstores. The above-mentioned convenience stores, along with vending machines, flower machines, cultural and creative machines, mask machines, etc., which have been laid out in Beijing subway lines in recent years, have built a convenient service cluster for subway passengers. From the operation of subway convenience stores alone, light food products are popular in the morning, quality desserts are popular in the evening, and passengers' overall satisfaction is very high.
"Rack one's brains to make convenience stores profitable"
In the actual interview and investigation, the reporter of Beiqing Daily also found that unlike the convenience stores on the ground, most of the subway convenience stores serve subway passengers, and they also show completely different ecological characteristics from the convenience stores on the ground. For example, in some subway stations with large passenger flow, if the convenience store is not located in the only place where passengers pass, there are not many passengers who actually enter the store for consumption.
qi Yan told the reporter of beiqing daily, "due to historical reasons, the Beijing subway has experienced an empty window of convenience stores for more than ten years. In 221, the municipal government issued a practical project to benefit the people, the thirteenth of which was to set up convenience service facilities such as convenience stores, bookstores and pharmacies in the subway. With the strong support and guidance of the municipal government and various commissions and bureaus, Beijing Metro Company has made concerted efforts to integrate the strength of the whole company, conscientiously do a good job in passenger demand survey, market research, resource investment promotion and project implementation, and successfully completed the tasks assigned by the municipal government. However, after more than a quarter of operation, we found that many practical problems still need to be solved if we want to move the convenience store of Beijing subway from "open" to "open well". "
according to qi Yan, on the one hand, the large passenger flow in the subway can't be effectively converted into the consumer flow in the store. However, in practice, they found that the constant flow of passengers in the subway station with large passenger flow does not necessarily go to convenience stores, and the design of "moving line" is very important in the diversion of convenience stores. "At the beginning of the design, Beijing Metro did not consider the needs of commercial development as a whole, so the reserved commercial space is not necessarily on the passenger flow line, and it can't really play the role of convenient service, resulting in the inability to effectively convert the inbound passenger flow into the inbound passenger flow, resulting in unsatisfactory business results." Qi Yan said.
Miao Dong introduced that from the operating situation, the top convenience stores are located in Xiyuan Station, Jinyu Hutong Station, Happy Valley Station, Yonghegong Station and Dongsi Station, but these stations are not big passenger flow stations in the traditional sense. Among them, the operation of Dongsi Station was not very good before. The survey found that the setting of security inspection equipment affected the convenience stores that passengers could "see and touch". After adjusting the passenger flow, the turnover was significantly improved.
The convenience stores in many stations have changed the station with large passenger flow from the traditional sense into a station with strong management ability through "micro-surgery". For example, changing station facilities such as diversion fences and redesigning passenger flow lines will make it easier for passengers to enter convenience stores for consumption and truly enjoy convenient and fast services.
The other thing is to complement the service functions of "ground" and "underground". "If you think about it, the flower shop at Wangjing Station in Chaoyang District must have a better operating effect than the flower shop at Yangzhuang Station in Shijingshan District, but the actual operating effect shows that the flower shop at Yangzhuang Station is more popular and has a higher turnover. It is because the flower service on the ground near Yangzhuang subway is relatively scarce, and the flower shop in the subway station has just made up the vacancy. " Qi Yan said.
Similarly, the convenience store located in Haojiafu is very popular because of the lack of adequate convenience facilities on the ground nearby.
Beijing Metro Company has taken great pains to further improve the business environment of convenience stores. Qi Yan said that in order to facilitate the daily delivery of various businesses, the subway company has studied and formulated a special plan to allow businesses to use elevators at designated times, which not only ensures safe operation, but also provides convenience for businesses; In order to help businesses expand publicity and let more passengers know about convenience stores, a special broadcast was recorded in the subway station to remind passengers of the location and business hours of convenience stores.
Qi Yan said that through various efforts, although there are still some difficulties in the operation of some subway convenience stores, the overall trend is still improving, and everyone is full of confidence.
This year, Beijing will add 2 convenience commercial facilities
Not only will the existing convenience stores be adjusted, but Beijing Metro will continue to add 2 convenience service facilities to provide passengers with more kinds and more intimate convenience services.
The p>222 Beijing Transportation Work Conference made it clear that this year, Beijing will strengthen the value-added subway service and continue to add 2 convenience service facilities at stations. Qi Yan introduced that at present, Beijing Metro Company is carrying out a new round of preparatory work such as passenger demand survey, and related store opening matters are being promoted in an orderly manner.
Huang Weilun, general manager of the non-ticketing revenue department of Jinggang Metro, said that the convenience store will be gradually opened on the lines under its jurisdiction in the future, and the passenger flow characteristics and location characteristics of the station will be fully considered before opening. At present, a passenger survey on Line 4-Daxing Line with large passenger flow is under way. In addition to convenience stores, Beijing-Hong Kong Metro is also exploring other forms of operation, such as pharmacies, flower shops, bookstores, etc., to meet the diversified convenience needs of passengers.
Huang Weilun said that taking Laiguangying Station of Line 14 as an example, in addition to convenience stores, the subway will also introduce commercial facilities such as doll vending machines, vending machines, self-service camera machines and automatic mask vending machines to create a commercial corner of the subway, cultivate passengers' consumption habits and provide passengers with more convenient life services. At the same time, Jinggang Metro is still exploring the commercial interaction between "ground" and "underground", actively conducting research with the government and businesses along Line 14, and jointly building a commercial belt based on the subway. In the future, a series of wonderful activities of subway and business will be launched one after another, and the offline subway media, online Weibo, WeChat and other platforms will be used to interact with the business districts along Line 14, such as broadcasting promotional information of ground shopping malls through information screens.