"take out" Starbucks? The fourth generation store of the whole family shows up in Shanghai.

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The whole family's new generation of FamilyMart stores made their debut in Shanghai a few days ago. According to the shop assistant, this is the fourth generation store model of the whole family.

The feeling of the "Business Observer" visiting the store, if summed up in one sentence, is that the convenience store selling coffee is getting bigger and bigger.

The family's first store of the fourth generation has opened at 63 Chifeng Road, Shanghai. The materials of its stores are all made of square bricks, and the coffee area of its stores uses floor-to-ceiling glass windows.

01 the whole family unveiled the fourth generation store?

Transparent glass floor-to-ceiling windows, log coffee bars, European-style simple tables and chairs, a caramel latte that tastes like Starbucks, ready-to-eat fresh food, desserts, fruit salads and snacks, will such a convenience store stick to you more?

This is the fourth generation of FamilyMart store for the whole family. The first store is located at 63 Chifeng Road, Shanghai. The store site is a typical university campus site, located opposite the gate of Tongji University, and the main customer groups are students.

The shop is the new outfit of the family's three generations of old stores. The "Business Observer" has a visual store area of 120-200 square meters. From the "Business Observer" store experience, compared with the third-generation store launched more than three years ago, the main upgrade changes of the fourth-generation store for the whole family are in three aspects:

1. The coffee shop "fits" into the convenience store. The biggest feature of the fourth-generation store model of the whole family is the "file upgrade" in the leisure area of the store.

The coffee bar of the whole family Chifeng Road shop in Shanghai is equipped with gray walls, orange warm chandelier, family image freehand painting, black ceiling and log decoration, all of which are to create a casual coffee shop scene. It is worth mentioning that the lounge area is also equipped with a microwave oven for customers' convenience.

Compared with the expansion of the dining area of the third-generation store of the whole family, the fourth-generation store of the whole family not only further expands the area of the dining area, but also directly upgrades the dining area into a miniature version of the cafe.

In the Chifeng Road store of the whole family, there is an open coffee leisure bar on the right side of the door, with not only a long bar facing transparent glass floor-to-ceiling windows, but also two long tables for four and a long table for ten, with a visual area of about 40-50 square meters.

In addition to sufficient space, the coffee bar is also lightly isolated from the merchandise sales area of the store. Facilities such as the rest bar socket, microwave oven and four built-in trash bins all take care of the various needs of consumers staying in the store.

During the "Business Observer" visit, the coffee break bar on Chifeng Road was full of people, some reading, some working, some watching videos, and some students taking pictures in the store. The latter means that consumers recognize the design style and tone of the store.

2. Fresh food bar is newly unveiled, and the area is enlarged to form an independent area.

Fresh food is the main hit of the whole family convenience store, and all the transparent vitrified windows are displayed at the fresh food bar of the fourth generation store, which looks cleaner and cleaner. Chifeng Road restaurant has a wide variety of fresh food, and Kanto Cooking is an independent bar.

The whole family Chifeng Road shop opened all the cashier bars and made a fresh food bar area with a length of more than 20 meters. The manager revealed that before the bar area of the store is the warehouse, now the area of the warehouse will be reduced, and the bar area will be expanded to 2max 3 areas.

3. Intelligent facilities "reach" the young consumer group.

There are three electronic displays in the fourth-generation store on Chifeng Road in Shanghai. An advertising electronic screen facing outside the store, a service integration screen that can handle a variety of mobile terminal business, and a "fun" intelligent display screen.

The Business Observer noticed that in the store's drink freezer area, a black screen door is actually a smart display screen that can identify customers.

"what do you choose? look here first." Such banners in the store indicate the function of the smart display screen.

In the future, smart screens can scan consumers' faces to identify consumers' preferences and recommend corresponding advertisements and products, according to the manager of the family's Chifeng Road store in Shanghai.

Obviously, from the recruitment of stores to in-store decoration, to the product structure, to the introduction of coffee bars and intelligent equipment, especially the main attack of coffee-themed leisure bars, it has fully demonstrated the difference of the fourth generation of stores in the whole family, that is, conveying emotional connections through brand-new stores and using stylish and stylish stores and facilities to make convenience stores more fashionable and fun.

02 "evolution" of the whole family

Previously, the whole family convenience store has had three generations of store iterations in China.

The first generation: the most traditional ordinary retail stores, open early and close late, with fixed business hours.

The second generation store: 24-hour convenience store, the service function has also been expanded.

The third generation store: "Retail + Fast Food", which emphasizes multi-function and multi-service, which is characterized by expanding the catering business, making a fuss on cooked food and drinks, expanding the shopping space and leisure seating area, and setting up a special catering area and dining area. At the same time, in addition to meeting the basic needs of food, provide more convenient business functions, including UnionPay consumption, express collection, ticket sales, phone cards, recharge service, Lakala payment and other services.

Therefore, what is the logic of the fourth-generation store model of the whole family to highlight the coffee leisure bar?

The general family convenience store is equipped with two coffee machines, and Shanghai Chifeng Road, the first store of the family's fourth generation store, is equipped with three WMF automatic Italian coffee machines.

The Business Observer believes that the fourth-generation stores of the whole family are younger. To upgrade the dining area to a coffee shop, first, the coffee market is growing rapidly and is becoming a social, leisure and lifestyle for young people. Second, it strengthens the value of the store community. It can produce stickiness to young users. Third, the gross margin is good. The gross margin of coffee and fresh food is very good, which can drive the performance of the store.

In 2010, Heathrow launched the freshly ground coffee service in eastern China, followed by Rosen in 2012 and the whole family in 2014. 7-ELEVEN now sells more than 100m cups of CITY CAFE a year. According to Mintel, a market consultancy, sales in China's coffee retail market have grown at an average annual compound rate of 13.5% over the past five years.

In 2015, the whole family launched the Guoke coffee brand, followed by internal testing of coffee products, taste improvement and upgrading, shop staff training and brand image building.

By the beginning of this year, in the whole family's Shanghai stores, regardless of whether they were equipped with coffee machines or not, the advertisement for "I met a beautiful cup of coffee on the street corner" had filled all the convenience stores of the whole family.

The general impression of convenience store coffee is cheap, efficient and convenient. After the upgrading of the price and taste of coffee products, the fourth-generation store model upgraded is to create a place for one party to make emotional contact with consumers through a high-pressure coffee break bar in addition to giving convenient coffee sales. This undoubtedly completes the scene from selling coffee to consuming coffee in the convenience store. Coffee will become an interactive tool for the whole family to enhance stickiness with consumers. "keep up" with the lifestyle of a new generation of young people.

Like Rosen, the family's coffee is made using a WMF automatic espresso machine, and the family's coffee beans are made from Arabica beans from Guatemala. At the price level, the retail price of the whole family coffee is 10 yuan for an American cup, 12 yuan for a latte and 14 yuan for a mocha (there is no cup-shaped difference). The price is only 1Accord 3 of Starbucks. As we all know, Starbucks was born in the United States to provide consumers with a place to rest.

Earlier, Business Observer learned from the whole family in China that the average growth of coffee in the Shanghai area in 2016 was as high as double digits.

The whole family told the Business Observer that the family convenience store in Shanghai will be gradually transformed into a similar fourth-generation store in the future. In addition to the first store, the second store has also opened on Shimen Road. At present, the fourth-generation store model is still under testing within the family, and the first store has undergone many adjustments since its opening.

So, would you like to have a cup of coffee at home and take a nap?