The Pformation Of Department Stores Aims At The Decline Of Convenience Store Performance.

< p > in addition to the traditional "a href=" http:// "www.sjfzxm.com/news/index_c.asp" > department store < /a >, and Jingdong, downwind and other competing capital pursuit, convenience stores suddenly became "fragrant pastry", and blossom everywhere in Shenzhen.

Why are convenience stores popular with traditional retailing? What advantages do these convenience stores have for traditional department stores in the increasing number of convenience stores and fierce competition? Can they become a new profit point? < /p >

< p > < strong > < a > href= > http:// > www.sjfzxm.com/news/index_c.asp > performance > /a > decline is the root of < /strong > /p >

< p > it is understood that the recent official opening of the rainbow convenience store "micro Oh" about 100 square meters, unlike other convenience stores, in addition to the display of goods in stores, the store also set up online shopping area, customers can use the tablet PC shopping, you can also sweep the two-dimensional code to buy posters on the goods.

In addition, there are also dining areas and free wifi.

According to the positioning of "micro wow", the convenience store, relying on the existing commodity supply chain and community retail operation experience, will serve as a wise housekeeper for the last mile service station and home life of the residents living online and offline, and build it into a line purchase order point of the rainbow line business, forming a O2O closed loop.

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< p > reporters learned that in 2013, Tianhong mall put forward the development strategy of all channels and formats, integrating online and offline resources, and creating O2O business models to enable consumers to localize consumption and experience. The "Rainbow store" opened last October is also part of its layout.

Prior to this, Gao Shulin, general manager of Tianhong shopping malls, revealed in 2013 annual performance briefing that Tianhong will first develop a direct convenience store and start the development alliance plan.

Logistics distribution will rely on the existing distribution system, build and integrate the business requirements of convenience stores, and make dynamic planning and construction according to the development of business.

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< p > in fact, there is a precedent for traditional department store convenience stores. The most typical example is Huarun's VanGo under Wan Jia banner, which opened several chain stores in the original area of Shenzhen.

Why do the traditional department stores have convenient stores? Many people in the industry agree that the department stores are having a hard time and the declining sales volume is the most fundamental reason.

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"P >" < a href= "http://" www.sjfzxm.com/news/index_c.asp > "electricity supplier < /a > rapid development gradually penetrated into traditional department stores is an indisputable fact, sales volume of Chinese department stores in recent years is a downward trend."

In the observation of Xu Feng, director of the National Research Center of the United States alliance, the electricity supplier has seriously diverted the consumer groups, and the factors such as rents and operating costs have seriously dampened the profit level of the department stores.

Against this background, the department store industry has been seeking frequent pformation and developing new product lines. Previous online shopping centers, high-end boutique supermarkets, shopping centers and other formats have never been let go, trying to find new profit points.

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< p > < strong > why is convenience store < /strong > < /p >

< p > although the department store industry has been actively trying and adjusting for survival, several previous formats have encountered bottlenecks in their development, and these adjustments have not brought about significant improvement in their performance.

For example, shopping centers tend to be saturated, and department stores are less involved in the flow of electric traders. The department stores have to continue to search for the next straw, and the convenience stores which are growing in volume and sales volume have become one of the choices.

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< p > in the recent ranking of China's urban convenience store index released by China chain operation association, Shenzhen ranked the first in total. Among them, Shenzhen's convenience store ranks first in the index with a growth rate of 17%, with 70% convenience stores running 24 hours, and saturation in third of 26 survey cities, with an average convenience store for every 3250 people.

Xu Feng believes that to a certain extent, this shows that there is still room for improvement in Shenzhen's convenience stores. "Brand and quantity can also go up to a level, and the competition pattern has not yet widened."

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< p > Xu Feng thinks that the convenience store has its own advantages. "The convenience store area is between 50 and 150 square meters, and the small plate is relatively flexible and relatively good operation.

Customers are mainly residents of the community, and commodities are mainly daily necessities, which are better managed. "

She believes that there is also a very important point that many consumers in Shenzhen are not only satisfied with ordinary daily necessities, but need to upgrade.

In this way, the premium space of commodities can be increased and the profit level of convenience stores will be increased.

"In particular, the introduction of some blank products in the domestic market, this business is relatively easy to carry out."

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< p > in addition, careful observation can find that although the electricity supplier is aggressive, convenience stores are only a few "pure land" which are not too affected by the electricity supplier, which is due to convenience characteristics of convenience stores.

Xu Feng analysis, convenience stores sell goods not clothes or commodities, but a bottle of milk, a bottle of cola or a string of fish eggs, these are to meet consumer demand for goods, because the distribution of electricity providers can not be so timely, online business and the line to grab the group of consumers still have great difficulties.

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< p > in addition to strong service, some retail experts believe that convenience store customers have high unit price, small area and relatively strong affordability, which will have great potential for development in the future.

In the era of deep development of the Internet, online and offline convergence, in addition to retail stores, even the electricity supplier is also looking for O2O landing solution, and convenience stores exactly meet the requirements.

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"P >" Xu Feng also introduced that the convenience stores in Shanghai have been very saturated, the brand competition is quite fierce, but each brand has a variety of styles and selling points, but the convenience stores in Shenzhen are "small and full", and have not formed a unique selling point.

"Maybe it's just time to spread the surface, and the quantity is not much to consider when it comes to positioning itself, so the convenience stores in Shenzhen still have room for improvement in terms of quantity and quality."

In Xu Feng's view, rainbow also saw the convenience store's growing and vibrant market space before making this decision, and convenience store's simple lifestyle is more suitable for Shenzhen's young city.

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