Starbucks + Yoshinoya +7-11 = full-time convenience store

Full-time convenience was founded in 2011 and opened hundreds of stores in Beijing in just four years, close to the boss 7-11. Its second-generation store pioneered the introduction of beverage and fast food systems into conventional convenience stores, subverting people's understanding of the traditional convenience store format and achieving good results. It presents a maverick form of convenience for consumers, and explains what kind of stores are needed in this era with a new revolution.

Complete the subversive change with the combination of "Starbucks + Yoshino + 711"

Yonganli store was originally a first-generation store, but the first second-generation store changed the life of the first-generation store before it reappeared in the eyes of consumers. The whole decoration design of the upgraded second-generation store is more inclined to the European style, the wooden walls of clear curry color and the milky white floor reflect each other, the soft LED lighting contrasts with the overall color, the whole environment makes people have the illusion of entering the boutique, it is understood that the layout design, lighting and so on of the three major parts of the "store" are determined by Chairman Zhang Yungen himself.

Full-time convenient and innovative transformation of the cashier into a coffee bar that can sell freshly ground coffee, fruit juice, milk tea and other drinks. Coffee bar to crimson as the main color, both fashionable and elegant atmosphere. Under the bar are more than a dozen desserts, this European combination and on-site drinks have attracted the favor of many young customers. The innovation of the bar, whether from decoration, equipment, background panels, or staff operation process, all strictly imitate the whole set of system and mode of the coffee shop. The core staff of the bar are mostly from Starbucks, and the whole atmosphere is like a mini "Starbucks" in a convenience store, except that this "Starbucks" also has convenience store shopping functions.

Imitating the "Yoshino family" fast food restaurant, the fast food system is introduced into the convenience store, opening up half of the store area for tables and chairs, which can accommodate 50 people to eat at the same time. The back kitchen can process nearly 20 kinds of covered rice sets and send delicious food to the vestibule through the passing window. It is understood that the daily turnover of Quanshi Yonganli store is about 15000, while catering and coffee account for 40% of the total sales, while the second-generation store in Guanganmen accounts for nearly 60% of the day's turnover. The passenger flow can reach 1000 every day from Monday to Friday, and can reach 500,600 at noon, basically realizing the return.

Both drinks and fast food have a special take-out window, so consumers can buy goods without entering the store. It is not difficult to find that the second-generation full-time store is equivalent to adding beverage and fast food systems on the basis of traditional convenience stores. As a result, some people jokingly call it an enhanced version of Starbucks, Yoshino and 7-11.

Innovative creation of appropriate clientele

The asset-heavy model makes full-time convenience very particular about the selection of products. "there are about 1500 conventional goods in full-time convenience, and our selection is based on two points, the first is high-margin goods. The gross profit margin of all our goods is above 25%. Second, goods that can communicate with customers emotionally, such as cakes, flowers, green plants and so on. Last Christmas, we sold 3000 cakes alone. Zhang Yungen said.

In the face of convenience store giants such as 7Mel 11, how do convenience stores in the city form their own differentiation advantages? Zhang Yungen said that full-time convenience builds its exclusive competitiveness in the following ways:

Shopping environment. Full-time convenience store decoration, equipment investment, especially lighting configuration, make full-time convenience stores look brighter than 7-11.

Flexible pricing. In one city, the prices of all 7-11 stores are the same, but all-time convenience will be flexible in pricing according to the competitive environment of different business circles. Of course, this price decision is made at the headquarters, and the store only has the right to execute it.

Various promotions. Full-time convenience promotes a single item every day.

Exclusive services. Full-time convenience has signed an exclusive agreement with China Railway Corporation. China Railway has placed the Internet ticket collection / ticketing terminal in a full-time convenient store to provide convenient services. For the collection of tickets, the two parties shall share according to a certain proportion. At present, full-time convenience has installed ticket machines in 30 stores.

Guard the flow port and create a boutique community

In terms of getting through O2O, full-time convenience also takes a different approach.

There are two tablets on the counter in the second generation store, on which consumers can place orders by themselves. At the same time, Quanshi has developed its own electronic wallet, which can be paid by scanning the QR code as long as the money is recharged. In the future, Quanshi will also develop mobile terminal applications, which will greatly facilitate consumers' shopping.

You can see that full-time convenience is doing two things. One is to "do solid", to polish the profit model innovation of physical stores, to create a better customer experience, and to improve performance and profits; the other is to "fake", making use of convenience store network resources and Internet technology to compete for community business resources, making full-time convenience platform.

It is understood that full-time has developed an e-commerce aggregation platform based on Wechat platform. The first step is an electronic wallet. Although Wechat and Alipay both have these functions, Zhang Yungen doesn't want to give up these users. Full-time independently developed an electronic wallet, as long as the money is recharged, customers can scan the QR code to pay.

At the same time, depending on the mobile phone terminal, consumers can scan the goods in any corner of the Quanshi convenience store and then pay by mobile phone. Based on this, full time hopes to be able to integrate retail and financial thinking across borders. In the future, consumers will benefit not only from cash, but also from a breakfast or daily necessities.

In the vision of full-time President Zhang Yungen, he does not intend to do a large online platform, but to take a delicate route to develop its value. In the future, full-time will break away from convenience stores, and the whole industry will develop in depth. Perhaps there will be bars, barbershops, mother and baby shops, laundries in stores in the future.

What can a beverage store learn from a convenience store?

High investment in order to be more "fastidious"

After the convenience store catering, the profit of fresh food is greatly increased, the organic combination of food, beverage and retail, combination innovation, will certainly take on a new look. In the past, more than 2, 000 commodities have been compressed to more than 1500, and the reduction of instant coffee has also left room for the current mix of drinks.

Hematemesis and reloading, heavy assets will make a profit.

The first-generation full-time stores need an investment of 1 million yuan, while the second-generation stores need to invest about 2 million yuan. It is not only hematemesis and reloading, but also a big increase in staff investment in convenience stores. The cashier who used to be in charge of cashier packing food may now be a professional drinks maker from Starbucks.

Multi-format combination of continuous innovation, manager supervision mechanism

The evaluation of the manager of the full-time convenience store is not linked to the performance, and the focus of the assessment of the manager lies in his executive ability. The headquarters has set up 10 forms to standardize the management of stores, a very important part of which is service. The demand for the store manager has become higher. In the past, it only focused on performance, but now with the increase in service, the service has also been improved accordingly.

Pay more attention to the difference with competitors

Connect the shopping environment with leisure places, so that customers can enjoy leisure value-added services at the same time, which is more cost-effective than competitors. The area of the single store is more than 180 square meters. The store combines five service functions: Chinese food, drinks, convenience, finance and service.

Adapted from "Dragon Business Network"