Great upgrade of convenience store-- coffee shop "installed" into convenience store

A few days ago, the "good" convenience store in Nanjing Mochou Road, Suguo supermarket opened, which is the upgraded version of Suguo third-generation convenience store. Compared with the previous convenience store, the convenience store has 10 casual dining seats on the first and second floors, and the dining area has been upgraded to a miniature version of the cafe.

Coincidentally, a new generation of stores for the whole family also appeared quietly in Shanghai a few days ago. Transparent glass floor-to-ceiling windows, log color coffee bar, European-style simple tables and chairs, caramel lattes comparable to Starbucks. The coffee shop really "packed" into the convenience store.

The business of selling coffee in convenience stores is getting bigger and bigger, and small and beautiful convenience stores are taking root in the hearts of the people. Take Suguo's new generation convenience store, for example, in addition to selling coffee, the category of fresh food has been greatly expanded, and food and department stores have enhanced boutiques, new products and imported goods. at the same time, they pay more attention to experience in service, providing Shun Feng Express, O2O laundry, portable battery rental, top-up payment, Baidu takeout, free WiFi and other services. "the era of extensive development of the retail industry has long passed, and the industry needs to listen to customers' voices, be pragmatic and realistic, and innovate and change in order to retain the hearts of customers." Chen Bing, general manager of Su Guo, who has just won the May 1 Labor Medal of Jiangsu Province, has visited more than 200 large and medium-sized stores in Jiangsu and Anhui over the past year, and has taken thick notes: "upgrade the catering area to a coffee shop." first, the coffee market is growing very fast and is becoming a social, leisure and lifestyle for young people. Second, it strengthens the social value of stores and can produce stickiness to young users. Third, the gross margin of coffee and fresh foods is very good, which can drive the performance of stores. "

The first generation convenience store opens early and closes late and has fixed business hours. The second generation store has been upgraded to a 24-hour convenience store with expanded service functions. The third generation of stores, focusing on "retail + fast food", has expanded its catering business and made a fuss about cooked food and drinks. According to Nielsen's 2016 report on the trend of shoppers in supermarkets in China, the penetration rate of convenience stores has rebounded to 38% from 32% last year, and the amazing performance of convenience stores in recent years has become a bright spot in the retail industry. Today's new generation of stores convey emotional connection, using stylish decoration and facilities to make convenience stores more stylish and fun. "the general impression of convenience store coffee is cheap, efficient and convenient. After upgrading the price and taste of coffee products, convenience stores have created a place for one party to make emotional contact with consumers in addition to convenient coffee sales, which undoubtedly completes the scene from selling coffee to consuming coffee in the convenience store. So as to keep up with the lifestyle of the new generation of young people. " Fang Fang, deputy director of Nanjing Municipal Bureau of Commerce, said.

Indeed, more and more friends have reduced their enthusiasm for queuing at Starbucks and are moving downstairs to convenience stores. In the pursuit of coffee parties, for example, the whole family, the foreign convenience store with the highest market share in China, sold about 10 million cups of coffee in 2016, an increase of 140% over the same period last year; some of its "good" stores in Shanghai can sell more than 300 cups of coffee a day.

In fact, the convenience store market in Nanjing is surging. A few days ago, it was reported that a merchant is expected to be able to use the "LAWSON" brand to open a convenience store in Nanjing area, becoming the only licensee designated by Rosen in Nanjing area. As we all know, Lawson is a large convenience store chain multinational group ranking only after 7-11, with nearly 13000 stores worldwide. It is understood that in the East China market, Rosen adopts the "big franchisee" model, relying on local retailers or local enterprises to expand. For example, in Jiangyin, Jiangyin Hualian Mall Co., Ltd. is Rosen's "big franchisee" in Jiangyin. At present, Jiangyin District has the highest score in all Rosen stores, and even has a full score.

Industry insiders said that as far as the Nanjing market is concerned, international convenience store giants have not entered, and once Rosen enters, it may stir up the consumer market of Nanjing convenience stores.

"meet you at every corner of the city" is the current goal of all brands of convenience stores.

Source: Xinhua Daily