202 1 new digital operation and practice of convenience store industry

In recent years, with the rapid development of China's economy and changes in consumer demand, convenience stores have developed rapidly in China. The number of the top 100 chain convenience stores has reached nearly 1.32 million, and many excellent local brand convenience stores have emerged. But at the same time, there are many problems in the industry, such as insufficient commodity strength, low online level, low store management level and low personnel efficiency. Domestic convenience stores need to rapidly improve their digital capabilities.

China Convenience Store Development Report 202 1 jointly issued by KPMG and China Chain Store & Franchise Association points out that with the support of policies, convenience stores will transform in five directions, namely, upgrading the chain structure, attracting traffic with independent brands, creating a closed loop of digital operation, expanding the service radius of convenience stores, integrating the supply chain and improving the logistics management system. At the same time, shopping convenience, experience scene, category upgrade and digital drive will be the four core development trends of convenience store enterprises.

Let's take a look at the digital innovation model of Rosen, the whole family and good neighbors as representatives of convenience stores.

Rosen: Digitalization contributes to rapid growth.

In recent years, Japanese convenience stores have started a "snap-up mode" which is contrary to the previous cautious layout.

If we look at the steps, Rosen is the biggest. Today, with 3,256 stores, he has surpassed the whole family and become a foreign convenience store with the largest number of stores in China. In 20021year, Rosen will still maintain the growth rate of 30%-40%, and plans to open new stores 1 100, and the total number of stores is expected to reach 4,300.

0 1 Digital tool for analyzing customer requirements

After Rosen entered China, he expanded rapidly. In addition to Rosen's various joining modes according to the domestic situation, he also has his own system standards. Fan Guangdong, director of China Rosen Systems Department, mentioned the secret in a speech: "The first is commodity strategy, we have our own product research and development team; Secondly, the membership system, which comes from online data, makes a targeted analysis of customers; Finally, and most importantly: the output of business process standardization. Rosen has a set of standard management business standards that can be brought to all franchise systems. "

So how did Rosen standardize this business process? This comes from Rosen's data analysis and summary of store customers for many years. In short, the store provides what customers want, and Rosen likes his own brand and makes it himself.

Rosen found that more and more "small business circle manufacturing retail" is gradually taking shape, that is, from the procurement of raw materials, the production of goods, the sales and services of shops. To provide one-stop service for consumers. When consumers are satisfied, they will naturally visit again. Over time, the scattered passenger flow has become a fixed passenger flow.

These data come from Rosen's powerful digital system, basic data collection and efficient analysis ability. During the epidemic, many consumers were unable to go to the shops. At the same time, Rosen began to establish a WeChat community. From drag-and-drop recommendation to independent code scanning, the survival rate of consumers is over 80%. In this process, stores will constantly release some new products and promotions, and interact with users in this group. In addition, there are order-taking activities, which can better grasp the demand for goods and prepare inventory.

02 goods and operations

Rosen's differentiated competitiveness in commodities lies in its fresh food and desserts, of which fresh sales account for more than 40%. Rosen will replace 12%~ 15% of the goods every month, and replace 130~ 150% of the goods every year according to the popularity of the goods and other factors.

The reason why it can be updated continuously and rapidly lies in the fresh factory behind Rosen. The self-owned products of Rosen Fresh Food Factory mainly include cakes, sandwiches, rice balls and other convenience stores with unique low-temperature fresh food.

Rosen's store operation ability has been fully presented in his understanding of young people. Rosen's consumers are young people aged 12- 19, and the shopping channels he is used to at this age will accompany him for life.

For young customers, Rosen first changed the taste of goods. In addition to its signature dessert, there are younger flavors such as frozen moon cakes, and other cakes, rice balls, West Point and Korean food are also developed for the post-00 generation.

The same is true of its joint anime shop. Teddy theme store, HALLO KITTY theme store, LOVE LIVE! Theme stores, Neptune theme stores, and Rosen's IP are all familiar to teenagers. After 25 years in China, Rosen is still young. This is reflected in its insight into the preferences of young people and also comes from its flexible business philosophy.

A new exploration of opening smart stores digitally.

Convenience stores have been upgraded from traditional stores to digital and intelligent stores! From single to store consumption, to online+offline digital shopping, this is inseparable from the entire digital system.

Taking both technology and fashion into consideration, Zhong Bai Rosen launched the first intelligent digital convenience store-Yongqingcheng Store, which set another benchmark for the industry.

This convenience store with many innovative technologies and games is full of digital electronic devices, electronic price tags, electronic screens, self-service cashier, and three new online systems, such as Internet of Things control, air conditioning temperature control and freezer failure warning.

The Internet of Things control system uniformly controls all circuit devices such as signboard lights and in-store atmosphere lights. Signboard lights and ambience lights will be automatically turned on and adjusted according to the weather conditions to create a comfortable shopping environment for customers; At the same time, the circuit control system can also analyze the electricity consumption and energy consumption of the store and report the faults in real time.

The air conditioning temperature control system can not only meet the constant temperature adjustment of indoor temperature and humidity, but also cool the outdoor air conditioner in time, thus saving money and reducing consumption. The freezer fault early warning system can realize the fault analysis and early warning of all freezers, air curtain cabinets and other freezers in the store. Once a fault occurs, the fault analysis data will be directly transmitted to the background, which greatly improves the maintenance timeliness, ensures the normal operation of the store, and escorts food safety.

Electronic price tags are also used in stores, and electronic price tags are used in fresh food areas. The price of fresh food can be adjusted at any time according to the needs of stores, which changes the cumbersome paper price tag in the past and further improves the management efficiency.

The essence of retail is to serve customers and create the best consumption experience for users. And information technology can manage stores well and make them have temperature.

At the 14th China Business Information Industry Conference, Deputy General Manager He introduced Rosen's three refined convenience stores: refined management, refined marketing and refined products. The first is the practice of product refinement: from the commodity level, give consumers a reason to come to Rosen, give consumers a reason to come to Rosen again, and give consumers a reason to come to Rosen frequently. Reflect the differentiated commodity power; Master key technologies and implement full value chain management; KA-oriented supplier management with category management as the core.

Secondly, the practice of refined management: 1, 20 19 Rosen system-wide reform: changing the Japanese price reduction method into closed-loop cost management of single product unit price suitable for the changes of the internet of things era; 2. Strengthen the management refinement in the temperature dislocation competition strategy, realize the complementarity with the takeaway platform in the time dislocation competition strategy, and pre-sell the refrigerated series across stores.

Third, Rosen's practice in marketing accuracy is not limited to himself. Through the value-added Rosen platform, it operates a membership system of 6.5438+0.5 million, cooperates with suppliers, acts as a bridge between suppliers' new products and target consumers, and provides suppliers with new product comparison and marketing information.

Data-driven digital marketing is based on consumer demand, and new retail technology based on store POS is put into operation in convenience stores; Rosen closed-loop value, play the value of offline scenes, and cultivate the ability of reverse integration; Deeply cultivate member data mining, O2O take-out, O2O drainage, e-payment, SNS promotion, community promotion, etc.

The whole family: one center and four closed-loop digital strategies

By polishing the single-store model and taking the regional penetration strategy as the main strategy, the whole family first increased its market share in Jiangsu, Zhejiang and Shanghai, and then expanded to the whole country. In the strategy of opening stores, we should build our own supply chain and logistics system before opening stores in the region, and then invite a large number of franchisees to open stores within the scope of supply chain distribution, so as to reduce costs and improve efficiency.

In order to cope with the increasingly fierce market competition, the whole family has also embarked on the road of digital transformation. It combines membership system and big data analysis to accurately locate post-90s customers and achieve rapid expansion.

So, how to carry out digital transformation? The whole family put forward "one center, four closed loops".

0 1 one center

Center is a customer-centered value proposition. What can you do for customers? Why do customers ask you instead of others? Therefore, when analyzing the requirements, it is necessary to understand what the customers really want.

Buying breakfast before going to work in the morning and then rushing upstairs is a personal temporary consumption. So, how to expand its scene? The opposite of individual is family, and the opposite of temporary demand is planning, so the whole family should launch a family consumption plan. This family now has more than 60 million members, and members can get cheaper prices by virtue of points. Consumers can feel that the price of the whole family is very advantageous.

02 four closed loops

The whole family first set up an online mall. The whole family does not intend to be an e-commerce, and the whole family is still an offline store. The first step should be to do offline and consolidate offline. Because the whole family has membership points, it is necessary to bring the points to life and let it have more consumption scenes, so an online mall has been established.

There are two ways to operate the online shopping mall:

First, import orders from offline through in-store code scanning. In the third year of the family online shopping mall, when the transaction volume reached 2 billion, no money was spent on advertising, and all orders came from offline;

Second, the repurchase is realized by picking up the goods at the store, and 50% people will pick up the goods at the store.

Some people say that I am a member of the whole family, but I don't seem to have bought anything online. That's right, because only 20% paying members can buy it, and paying members need to pay a membership fee of 100 yuan every year. This is a membership model similar to COSCO. Only this membership mode helps the whole family earn1200 million a year without any cost.

Behind the paid members, there is actually a lot of data to support them. After collecting a large amount of data in the background, the whole family will constantly scan the portraits of customers.

For example, the system of the whole family scans the data once a week, and a customer comes 10 times a month. The data shows that he didn't come one week, and when he hasn't come the next week, the system will send him a text message telling him that the family lunch is 25% off. Why is it a box lunch? Because the data shows that the last time he went to the store to buy a box lunch, at this time, if he went to the store to buy a box lunch after receiving the text message, he would automatically get a 25% discount. At the same time, the cashier will ask him if he brought any coffee today, because his label in the system shows that he is a coffee expert. As long as the data is advanced, there is a 67% probability that he will buy this product and the whole family will recommend it to him.

The ecological chain of the whole family is to let other different formats such as catering use the points of the whole family, so that the points can play a role, make the customers of these formats active and then let their customers come back. Therefore, among the 60 million members of the whole family, 30 million are members who entered from outside after cooperating with various formats.

Specifically, while sharing information with manufacturers and wholesalers as the core, we should realize the rationalization and high efficiency of commodity circulation, and pursue the maximization of customer added value by developing and producing marketable commodities.

According to what the new president of familymart told the public, "using digital technology to reduce costs" takes speeding up the digitalization of stores as the top priority. The whole family has a complete set of digital system support, including ordinary membership system, paid membership system, digital commodity management system, family housekeeper system and so on. These digital tools also help the whole family to analyze customer demand and store passenger flow types, so as to achieve rapid expansion in addition to performance improvement.

Good Neighbor is a regional convenience store enterprise with more than 300 customers in Beijing, and has been committed to improving the store operation ability through digital means. Regarding digital understanding, taking the recommendation of an e-commerce website as an example, it is listed that each user's behavior and browsing habits will be digitally captured and analyzed to form a strategy, which will be recommended, reached and presented in a way that consumers like. Offline scenes can actually be defined digitally. In addition to the traditional order data, user data, and even through IOT equipment, user behavior data inside and outside the venue, online and offline, can be effectively analyzed and transformed into product display, marketing and other strategies.

Good neighbor: running on the road of digital operation

In the digital landing operation of good neighbors, the information and operation, procurement, warehouse and other teams are working together to digitize each link, and make corresponding personnel organizational structure adjustment and relevant operational key data assessment according to the needs of digital links.

In view of the actual operating capacity and optimal cost structure of the retail industry, good neighbors believe that at present, the goal of "intelligent decision-making and intelligent assistance" is feasible, and complete "automation" is not completely economical in the implementation process. Especially in the case of small and medium-sized merchants, shortage of talents and high cost of high-end algorithm talents, it is more difficult to completely digitize each process. It will be a practical method to send some digital operation results to stores for reference and combine with store operation experience. In fact, this is also a corporate culture, which has a lot to do with the development of good neighbors themselves.

In the process of digitalization, the reasonable matching between people and goods (store-style scene) and the high cooperation between goods and fields (good location and high-quality goods) are the breakthrough points of digital operation and construction.

For "people", our good neighbors are also working closely with the digital team of JD.COM retail cloud store recently, layering users according to the user life cycle model, trying to guide users to buy times through user operation means. Enhance the depth of purchase through the creation of scenes and the satisfaction of goods. At the same time, by matching the labels of users and goods, we can put the needed goods in the corresponding stores to understand and meet the needs of users.

For "goods", good neighbors will evaluate the whole network of a single SKU in the process of selecting products. In the process of ordering, they give suggestions on the store ordering data through factors such as previous sales, inventory, loss reporting, weather and holidays, and make reasonable ordering preparations in combination with the operation ideas of the store leaders. Through the classified operation of commodities, the turnover efficiency, inventory depth, expensive product management and category satisfaction of commodities are managed respectively, the life cycle of fresh commodities is reasonably planned, and the loss is controlled by means of notice from price-changing members. Processed food should be linked with upstream factories to realize the production plan.

For the "field", the store digitalization team has conducted in-depth cooperation in site selection and field management.

In site selection, through the application of spatial big data and the behavior characteristics of convenience store customers, the regional situation, crowd characteristics and city data to be opened are digitally displayed and referenced, which gives store developers a sharp weapon.

In the aspect of store management, the user's moving lines and hot spots are planned reasonably, and the floor efficiency, the reasonable collocation of shelves and goods, and the turnover efficiency in the cargo area are planned and evaluated reasonably. Constantly revise the execution efficiency and make a reasonable match between good locations and key planned commodities.

In the daily affairs management of stores, good neighbors have formulated a "store affairs system" to guide them &; Supervise stores, implement standardized landing, analyze operational data, and form guiding actions (digital operation).

Through the combination of the store service system with the daily work of ordering, receiving goods, counting, reporting loss and cashier, especially the digital strategy guidance for some execution actions in the execution process, the execution efficiency of the store is further improved and the thinking difficulty of the clerk is reduced.

Good neighbors believe that digital operation is not only an information system, but also based on the methodology of digital operation, including: task->; Execute-> Statistics-> Analysis->; Early warning-> Strategy-> "Automation" intelligent decision-making and intelligent assistance.

The determination of management to change from empiricism to data strategy in operational thinking requires not only the change of information system, but also the correspondence and support between organizational structure and store process and assessment. The progress of digital operation system will also move a set of static operation standardization to dynamic standardization, which will stimulate the continuous improvement of the efficiency of enterprises in all operational links.

label

After the epidemic, major brand supermarkets gradually turned to miniaturization around the community. At the same time, Internet giants such as Meituan, Ali, Pinduoduo and Didi have joined the community group buying and flocked to the community. As a convenience store serving the community, will the living space be further squeezed?

In this regard, professionals believe that the core demand of convenience stores lies in the word convenience. The miniaturization of supermarkets and group buying in e-commerce communities have a certain impact on convenience stores, but they are not particularly large because of their different business positioning and functions. Compared with convenience stores, supermarket miniaturization and community group buying are different in convenience value.

In the next 3-5 years, the sustainable development driven by the improvement of operational capacity will be the important development direction of convenience store enterprises in the future. Among them, store operation is the core to support future development, and enterprises need to improve the overall store operation level around store expansion, product iteration and digital capabilities.