E-commerce convenience store how to hand in hand?

While e-commerce platforms and convenience stores "the last mile" problem to be solved at the same time, the golden period of convenience store and let a lot of electricity providers saw hope. However, compared with the expansion mode of the convenience store, the Beijing Commercial Daily reporter found that the size of the store area, the training of staff quality and the balance of the network layout will all become the important factors for the e-commerce to break up the husband and wife shop and deepen the chain brand thinking.

Reasonable response store

In the expansion of the convenience store, the rising cost of renting has made stores the top priority for franchisees. Beijing Business Daily reporter found that narrowing the store area has become a major feature of most convenience stores open to join. To try to hand in hand with the convenience store operators, the store can be described as narrowing mixed.

On the one hand, the convenience of smaller convenience stores will undoubtedly lessen the potential for collaboration now with self-service convenience outlets. According to the survey, taking a convenience store with a radiation of 5,000 people as an example, under the precondition of rejecting large-scale goods, the daily storage space for goods needs 1-2 square meters, and the safety of the space also requires higher requirements. For a convenience store with a floor area of ​​only 40 square meters, the space to satisfy its own items is very crowded.

On the other hand, the shrinking of the convenience store area also provides opportunities for the electricity supplier to a certain extent. Take 7-11 as an example, the Group requires more than 2000 products for purchases of more than 100 square meters. Reducing the area means that franchisees need to make a comprehensive trade-off when choosing products. However, the cooperation with e-commerce stores added invisible shelves to the convenience stores, which not only made up for the problems of lack of goods or shortage of inventory, but also led the online passenger flow to offline to a certain extent and brought random consumption to franchisees.

Deepening brand thinking

Compared to the previous ten years, there was a big difference in the outlets layout of the convenience stores in the Beijing market. The relatively conservative business models of Nancheng and Xicheng convenience stores were developing at a slow pace. In the "Bird's Nest", CBD driven, Dongcheng, North City, a relatively large number of convenience stores. Seems to be cautious attitude of expansion, but it has become a major factor constraining convenience stores in hand electricity supplier.

Yesterday, the Beijing Commercial Daily reporter tried the convenience store collection service found that although the surrounding community has 7-11, Wumart and other convenience store chain brands, but Taobao recently given outlets but at a distance of nearly 2 km from a "tailor shop ". It is understood that 7-11 on the layout of the store have a unified request, plus business from the mentioning, not only occupy the store area, and even is considered to be encroached on the interests of alliance. On the other hand, the cooperation with "irregular" mom and pop shops is not only simple, but consumers willing to take in-store picks eventually become repeat customers of "tailor shop" business.

Although at present, the M & M store has become the main force for self-service business by virtue of the simple procedure, it appears to the industry that it started to exert its influence on the chain of convenience stores such as 7-11 and Neighbors in Nancheng and Xicheng. With the intensive and balanced distribution of outlets, , Standardized management and operation model will eventually become an important part of e-commerce plus community.

Services complement each other

As the working hours of white-collar workers are not fixed at the moment, the status quo of many modern wage earners emerges early and late. Therefore, the service time of convenience stores has become one of the important factors that affect the receiving experience. At present, only a handful of convenience stores such as 7-11 offer real 24-hour service. Most convenience stores still have strict commuting times. Longer service hours can attract more consumers to come to their own convenience. To more passenger flow and the second consumer opportunities. In the meantime, the service attitude of convenience store staff and the popularity of e-commerce services were also taken into account. Some consumers said that because they are not familiar with La Cara payment process, and the store has no one to guide, then give up the use of mobile terminals to pay.

Electricity Business people pointed out that whether it is e-commerce or convenience store, are thinking about how to increase user stickiness. As e-commerce companies want convenience stores to provide more space to the layout of online business, such as helping e-commerce sellers posters, distributing brochures and other diversified market means, hoping to bring more repeat customers.

Ogilvy's consulting analyst Guo Zhangyou believes that the current convenience store and e-commerce trial of water is only the first step on the road to O2O, O2O should be to provide consumers with a full range of solutions for life service providers.

Beijing Business Daily reporter Li Duo Zhou Xue