Why do electric business enterprises "gamble" on community convenience stores?

At present, some large commercial enterprises have "bet" community convenience stores-shun Fung into the field of electrical business and network services Community Store "Hey Guest", currently in Shijiazhuang has 17 shops, of which 13 are located in the community, and 4 are in the mixed area of commercial and residential. This May, Jingdong Mall held hands in Hebei province 36524 convenience stores, including many community convenience stores become "express station."

Through this new type of business, the market scramble for electricity dealers has also been waves. Why do electric dealers "gamble" on community convenience stores?

Commercial Blue Sea | Residents can shop and enjoy value-added services

December 7, the author came to Shijiazhuang Qiaoxi District Stone Copper Road and New Shi in the middle of the intersection near the "Hey Guest" xin Jie Kou shop, near the west of the Lee, the province four building dormitories, pure cotton times and other communities, is a typical community shop. Unlike ordinary community convenience stores, the store does not have much physical, the store is the most attractive shopping ipad, customers through it can browse into the "Hey Guest" site on the merchandise, including fresh food, mobile phone digital, maternal and child supplies. The store also offers express collection and self mention, pay utilities, mobile phone charges recharge, bus card recharge, booking train tickets and credit card repayment and other convenience business.

Customers can pay through the ipad and online, and if there is no net or Alipay, cash or credit card can be paid in the store. "Hey," the staff of the Xin Jie Kou shop said to the author, the shop will often have the elderly to try to shop, shop assistants will teach them to operate, there is no technical difficulties.

Living in the community, Mr. Li said, feel the convenience of a lot of life, buy goods, electricity charges, utilities including booking tickets, can say "at home", the price is also cheap.

Shun Fung opened the "Hey Guest" Community convenience store, one of the purposes is to find the development of "blue sea." "Domestic retail industry in a variety of industries coexist, shopping malls have the advantage of physical selection, electric business platform has the characteristics of price concessions, but they can not replace the distance closer to the convenience of the Community convenience store." Insiders say the Community market, which is closer to consumers, is becoming a "commercial blue sea". In many consumer selection factors, distance factors are becoming more important, and community commerce within 10 minutes of walking is increasingly favored by consumers.

In this case, the community of convenience stores naturally become the major commercial enterprises have a strong state of the industry. Jingdong Mall began to layout community convenience stores. The country 36524 now has more than 1200 convenience stores, all over Hebei urban and rural areas. National Big 36524 relevant responsible person tells the author, Jingdong Mall and their cooperation, its tentacles can reach into the bustling community.

The Inevitable choice | To promote the distribution speed of the Community convenience store becomes one of the core competitive advantages

Shun Fung and Jing Dong Cross-border "small but beautiful" community convenience stores, just to open up the Community market? In the view of many people in the industry, this can only be regarded as an "inducement". The most important reason for the electric dealer to make the community convenience store is the inevitable choice under the current intense competition situation, but some passive, some initiative.

With the development of electronic commerce, the major electric dealers in the establishment of their own logistics system. Industry insiders believe that if the electrical business in the future towards the direction of the development of logistics, the future will encroach on the single logistics enterprise market, so, Shun Fung and other logistics enterprises began to test hydro-electric business.

If the logistics enterprises to enter the electric business and the introduction of community convenience stores, there are forced to deal with the meaning, Jingdong Mall is the initiative to attack.

Electric dealers have now entered the stage of the system of competition, the days of Cats, Beijing and east can be achieved goods fidelity, a wide range, affordable. Industry insiders believe that, in this case, the distribution speed becomes one of the core competitive advantages of the electric business.

According to statistics, the first quarter of the 2014-year Beijing East 70% proprietary orders are delivered on the same day or the next day to the hands of consumers. The author clicks on the Jingdong Mall website, the goods to Shijiazhuang can be served on the next day. State 36524 related officials said that after the Beijing-east cooperation with them, the goods moved more and more short distances, faster and faster, the cost is also getting lower.

Recently, the national 36524 construction of the "General 365 e-Commerce Wisdom Valley" project in Luquan groundbreaking, a focus on the construction of the city's common distribution system and the country's largest 365 of the logistics center. National Big 36524 related responsible person tells the author, at present in Jingdong Mall country 36524 large online shopping mall to buy a case of beer, the past from Beijing East Warehouse shipments, now all orders are issued by the BoE unified to 36524 stores, by all stores in the nearest store for distribution, but the current delivery time need one or two days. "General 365 e-commerce Wisdom Valley" distribution system is expected to be completed in the second half of next year, then, can realize the next single 3 hours or even 15 minutes to deliver the goods to consumers.

Shijiazhuang's office workers sit in offices, want to drink a cup of hot coffee refreshing, if you go to the supermarket to buy, still have to get out of the unit, the queue to checkout, need a certain amount of time. In the future, we will be able to send hot coffee to his desk in 15 minutes after we place our order in Jingdong Mall. "The head of state 36524 said that, therefore, this will greatly increase consumer" stickiness "and further enhance competitiveness. This is one of the main reasons why the electric dealers try to facilitate the Cross-border community convenience stores.

It's not easy | To cope with the problems of rising operating costs and talent training

But is the community convenience store really that good? The author of the interview found that the electrical business to cross-border community convenience stores also have a lot of barriers.

Community convenience store construction cost is high, if cannot find the suitable profit model, the prospect is worrying. It is understood that Shun Fung opened a "Hey Guest" entity shop facing the main operating costs for rent, water, electricity, manpower and decoration, the cost is about 100,000 yuan, operating costs relatively high. The author of the field visit found that "Hey Guest" shop traffic is not big. Within more than 40 minutes, only a few customers have orders. December 7, the author came to "Hey Guest" Jinzhengfangyuan Association King City Shop, consumers are not many. According to the national media reports, "Hey Guest" most of the store business is not ideal.

In addition to the profit model, the electric dealer enters the community convenience store to have the talented person training pass.

Country 36524 is a traditional community convenience store, at present needs a large number of talents, familiar with online payment, such as electronic business platform. And Shun Fung if the construction of more than 4,000 "Hey Guest" shop, facing nearly 20,000 of the talent gap, even from the Shun Fung nearly 300,000 of the staff recruitment, still need a mature human management system. First-line personnel to quickly grasp the process, understanding mechanism, only they understand such a business model, can communicate with consumers.

Industry insiders said that the electric business Cross-border "small but beautiful" community convenience store to do a lot of homework, can enter the community, how to deal with the rise in operating costs, provide what kind of services, how to integrate with the online electrical business ... These are all answers.

Related | Community Business

Recently, the German retail giant Metro is located in Shanghai's first convenience store "home" in Putuo district opened near the store, 80 square meters of store layout and the general convenience store no big difference. Carrefour's convenience store "Easy Carrefour" has also opened in Shanghai. The beauty supermarket in Beijing began to enter the convenience store market. Analysis of the industry, chain supermarkets can be affected by E-COMMERCE and macro-economic impact of the largest retail business, into the convenience stores, may become the last chance of self-help chain supermarkets.

Now with the development of E-commerce, the advantages of the hypermarket is losing. If you compare commodity varieties, online stores can be physical stores dozens of times times even hundreds of times times, the price of physical stores are relatively "more expensive", in addition to vegetables, fruits, fresh meat, cooked food and other few categories of merchandise, the big store for the impact of the electric dealer almost no "fight back" force. This year "11" Golden Week, Shanghai chain supermarket sales performance fell 2.2% Year-on-year, can be seen online supermarket impact on such businesses.

In contrast, in the impact of electronic commerce, community business is because of its proximity to the characteristics of life and vivid. According to the China Association of Chain Operators Statistics, in 2013, hundred companies in the large and supermarket industry, the overall growth in sales of 8.7%, while the convenience stores to 18.2% growth in the entire retail industry topped.

As a result, many supermarkets try to make up for profits by making convenience stores across borders. Business experts Dayutech that the services provided by convenience stores can also expand space, express delivery, storage, document printing, photocopying, fax, and so on, the ultimate goal should be to become the home of the general public service station.