Rosen Rarely Layout High-End Shopping Mall In Beijing

Facing the business opportunities of convenience stores in Beijing, the convenience store giants who entered the market late are not calm. Reporters visited China World Trade Center business district yesterday to find that Rosen convenience store (hereinafter referred to as "Rosen") quietly opened in the high-end mall Yintai Center. Prior to this, the family convenience store (hereinafter referred to as the "family") also paid high rent in T3. The industry believes that in order to catch up with the earlier 7-11 of Beijing, the convenience stores giant high rent and high-risk location may become normal in the future.

Rosen, a foreign convenience store giant, joined the family in Beijing, which not only stirred up a pool of spring water in the capital convenience store market, but also brought new market vitality. Compared with the 7-11 cautious strategy in site selection in the ten years of Beijing, Rosen and his family are more daring in the layout of the network.

Previous targeting Community market The convenience store has now put the high-end shopping center in the blue ocean site. At CBD Yintai Center, Rosen, a building with an area of nearly 200 square meters, has begun to open to the outside world. Different from the layout of 7-11 of the stores in Beijing, the restaurant set up dining tables and chairs. According to the staff of the shop, lunch was often purchased at noon. Consumer There are too many queues. According to reporter observation, as close to the subway mouth, consumers mostly come from nearby office buildings. Besides the Yintai Center, Rosen, one of the first floor of the global financial center, has just opened up.

By inquiring about the Beijing city enterprise credit network, the reporter found that Rosen's new stores have obtained the catering service license, and can set up the kitchen to sell fried foods now. It is understood that nearly half of the convenience store's performance comes from the fried food, but Beijing's approval is stricter. At present, 7-11 of the good neighbors' new stores do not offer any fried services.

However, Rosen Still face high rental risk. According to a person close to Yintai Center, the rental of Yintai Center is about 30 yuan / day / square meter. With a gross area of 200 square meters, Rosen's monthly rent is about 180 thousand yuan.

7-11 the average monthly turnover in Jing Men store is 400 thousand yuan. After deducting costs, abandonment and profit and loss (by the owners), the surplus can only be less than 150 thousand yuan without paying labor and store rents. According to this estimate, Rosen, whose reputation is not as good as 7-11, is not at low risk of 180 thousand yuan rent.

China World Trade Center business circle has caused many brands to encounter Waterloo. Previously, Starbucks had also lost China World Trade Center because of its high rent. In Rosen's view, there is no competition and office intensive China World Trade Center business district is a good site for location selection. "Although the rent of Yintai Center is high, the intensive passenger flow is enough to make up for it."

The family that has not officially appeared in the Beijing market has also made remarkable moves in the site selection. Shortly after the capital airport untied the convenience store business, the whole family pulled up the transformation barrier at the arrival and departure floors of the T3 terminal. Although it has not yet disclosed the specific time and plan for opening a store, according to an airport volunteer, two stores at the airport are the first stores in Beijing. Similar to Rosen, the family in the airport layout will face a high rent.

According to a person familiar with the matter, the rental of the capital airport convenience store is about 30-40 yuan per square meter per day, and the monthly rent of more than ten million. For the small convenience stores, it can only be used to raise the cost of single product price recovery. Beijing Business Daily reporters visited found that the number of convenience stores in the capital airport, the average unit price of goods sold is slightly higher than other locations. Taking Kirin afternoon tea as an example, the good neighbor airport convenience store sells for 7 yuan, which is 2 yuan higher than that of vending machines outside a few steps.