Ding Dong Convenience store: How is a Non-mainstream convenience store refined?

According to Caijing World Weekly, this is a "non-mainstream" convenience store. Previously reported that the king of China's convenience stores in the United States, but also said that the southwest of the convenience store King Wowo, and today to say the convenience store Ding dong is a more exotic convenience store. Future convenience stores will have the following forms: first, the convenience store will become the terminal point of all services, will also become the logistics and O2O last stop. The future of the convenience store will be all the payment, logistics, convenience measures to set a point, or even to the end of financial services, to become the ground to promote business bridgehead. Second, the convenience stores will be closer to the community and become a point of service other than retail convenience. Future convenience store service value will exceed retail value itself. Finally, the retail business will become the terminal point of contact under all network lines. The convenience store itself will be net, and even the convenience store will itself become a logistics distribution station. Finally, the convenience store will appear high-end exquisite shop, even with the feeling of coffee shop, the decoration will be more warm and interesting, the following said Ding Dong will be such a convenience store? Why do they love selling fresh food? Think back to every convenience store in front of the bread cabinet bar, they even have special lighting foil! This is because the large part of the fresh food is impulsive goods, put in the door to lure because feel hungry walk into the store to feed you. The most common items you buy at a convenience store are steaming lunches and fresh bread. Such commodities are collectively known as fresh food-although fresh food accounts for only 30% per cent of all commodity categories, 60% to 70% of consumers, according to statistics, enter the store to buy fresh food. Fresh food also has a high gross margin: Gross margin is usually between 35% to 70%. Even if the loss due to higher scrap rate, it is still higher than ordinary goods 5% to 10% gross profit margin. Fresh food can also lead to the sale of other goods, which is called "and buy": For example, you get used to taking a bottle of a drink when you buy a bento and a carton of milk when you buy bread. This is not difficult to explain why they invest a lot of human and financial resources to develop fresh food, frequent introduction of various characteristics of goods, in this field a competition. (Comments: Convenience stores or supermarkets are in fact the selection of small skills.) is to create a burst product to attract flow, the general commodity prices will be very low, but some similar cakes, food and other matching products will be very high prices. Using such a combination product strategy is a retail secret. Why do they love to launch their own products? Unique products are the important weight of their differentiated competition. For example, if you buy a tea cake, you must go to Rosen, and the juice you want to drink to Unifresh needs to patronize 7-11. In fact, fresh food is also a convenience store own goods, in addition to its own products also include a variety of OEM products. The advantage of own commodity is to be able to rely entirely on its own circulation channel, save the transaction cost and the circulation cost in the production, the sale and so on each link. Usually, the general goods need to attach a lot of advertising marketing costs, and convenience stores in their own stores sell their own goods, with its own brand reputation, no longer pay for additional marketing costs。 Not only that, they can also make their own goods in the display of special status, such as placing it on the more eye-catching shelves, and even with the propaganda board for its advertising slogans. These products will be the reason why you have to go to a convenience store. (Comments: According to statistics, Wal-Mart, Carrefour and other large chain, the highest part of the gross margin of their own products, they have a brand premium) their convenience is suspected of plagiarism? The new flavors that are constantly introduced are often inspired by popular restaurants. They have their own product development staff, usually have an enviable job: "Try to eat." The purpose of tasting all kinds of restaurants is to develop their popular dishes into a best-selling bento box. In the Bento factory, all products of the weight, taste, taste must be standardized, accurate to the rice and vegetable weights, broth concentration must be carried out in accordance with the uniform specifications. These standard recipes are the "secret ingredient" that determines the unique taste of a product, making it a popular bento for other convenience store brands. Every time you complete a new product development will go through the "try to eat" and "test" stage, and constantly improve and adjust the taste, the final convenience can be placed on the shelves. Sometimes they also collaborate with well-known restaurants, such as sea-bottom fishing, which once served 7-11 of fast-food sauces. Do their convenience services really not make money? Every convenience store is trying to expand the range of convenience services, but in fact, these businesses do not bring them much profit. This is because the cost of public utilities is not proportional to the profit. For example, at the peak of the convenience store, you buy a bento box, they can get a few dollars of profits, and a utility fee to make a few cents, can do the formalities of the time is much more than direct selling a bento time. In terms of profitability, it would be more profitable to spend all of their time paying utility bills on the sale of ordinary goods. They have worked tirelessly in this field, what really matters is the potential for future growth and the differentiation of brands – in Japan and Taiwan, where convenience stores are more developed, convenience stores have found new profit growth: Using their powerful retail networks and distribution functions to provide logistics services to online stores. And in the mainland, now only the whole family and Amazon cooperation, will reach the courier service field. When can I buy the freshest food? They have to distribute at least four times in 24 hours, of which the normal temperature food and low temperature food are distributed once a day, fresh food is the second match of the plan. At present, 24-hour convenience stores in the mainland distribution of fresh food after 0 o'clock in the morning and after one o'clock in the afternoon, after this time distribution of fresh food is the most fresh. To the second distribution as an example, fresh food from the big warehouse shipments, by the logistics team in accordance with the fixed line to carry goods, one o'clock in the afternoon to five, the goods will arrive at each store. The second afternoon of the purchase is mainly to supplement the first supply, and more than 24 hours of fresh food will be scrapped, so the store must be through the POS system to accurately grasp the convenience store merchandise sales information, in order to accurately purchase goods, reduce fresh food of the newspaperScrap rate. (I a Dark horse reviews: Supply chain chain optimization and rapid response depends on its own good replenishment system.) Almost all businesses have to build large ERP to manage their own goods. Why do they all love cartoon themes? Compared to traditional supermarkets, their customers are younger, so in shaping the brand image, often with the cartoon theme combination-think of Rosen's "Detective Conan theme Shop", "Naruto Theme Shop", There are 7-11 of open youngsters everywhere! They do almost every year, four to five times marketing activities, the focus is to highlight a particular cartoon theme in the shop, the use of cartoon image of the packaging store, but also sales of the corresponding cartoon products. They are also good at collecting and drawing lottery to encourage the consumption of cartoon fans, driving the sale of their own goods. The above mentioned various characteristics cartoon theme shop, although rents high, the shop area is big, the design is also complex, causes the expensive, but the theme shop popular, the toy periphery sales also very high, the sales actually can reach the ordinary shop dozens of times times. Cartoon Theme Shop can also become one of their advertising way, after the formation of the topic, you as a consumer, itself can become the disseminator of its brand, to accumulate popularity for convenience stores. (Comments: The so-called cartoon decoration temperament is essentially personification) office Building convenience store is very different? If the location of the convenience store is divided into categories, there are office-building, residential, housing-mixed and Metro-type of these four categories. The shops are in different locations and the things they sell will make small adjustments. For example, office-type shops, you are more likely to buy stationery, and office workers as the main consumer groups, they will be in the vicinity of the office of Convenience stores to introduce more kinds of bento. In the case of a convenience store in a residential area, the proportion of commodities in commodity composition is relatively high. Some foreign-owned convenience stores will also target residential areas in different countries, specifically for their households to configure Japanese or Korean groceries. Are shelves placed to tempt you to buy more? For small convenience stores, there is a golden triangle in the display layout, that is, beverage cabinets, fresh food cabinets and checkout counters, the absolute distance between the three to pull the farthest in the convenience store, so that you spend more time in the shop. The shelving standard is mainly to allow you to have enough activities, waiting and rest space for the principle. At the same time, for customers to adjust the placement of goods, such as food for children or toys will be placed near the waist of the lower shelves to facilitate their contact. The store area of Japanese convenience stores is about 80 to 100 square meters, consisting of about 21 standard shelves, two shelves of about 110 cm in height, and magazine racks of about 1.45 meters. The only thing that hurts them is that they are not allowed to sell cigarettes at home, leaving them with an income that is never a small number. In order to make up for the loss, they are also quietly changing the layout of the store in addition to the large strength of their own products: they began to add a clear resting area, placing four-seat tables, hand-washing tables and green plants, creating a "convenience restaurant" and "convenience café" feeling. TheirDo the clerks have to pay attention to the weather? Accurate collection of weather information will help them to create a precise supply chain: bento, sushi, sandwiches and other fresh food sales cycle is relatively short, trafficking and weather conditions closely related. Knowing the weather beforehand helps to determine the sales trend, thus determining the number of purchases on that day. They usually collect weather report data five times a day to ensure freshness of food, prevent high scrap rate caused by commodity extrusion, and avoid poor customer experience due to shortage. The weather data collected in the order of goods include temperature, humidity, wind force, rainstorm, Typhoon and other emergency weather conditions. All these factors will affect the shop assistant's purchasing plan for goods.