Convenience Stores Near Shopping Centers Will Return To The Community In The Future.

Rosen's convenience to enter the Beijing market for more than a year seems to have ushered in the "small cosmos outbreak" this year. It has opened a new store every month for four consecutive months. Not only that, it has changed its cautious style in the past, and the strategy of location selection in some commercial centers in Beijing has triggered a site revolution.

But what is worth considering is how to solve the siting of the business center and the sparse passenger flow at the weekend. Can the radical strategy let Rosen release the positive energy? Where does the future convenience go? From the perspective of the Beijing market, it is still uncertain.

One of the office buildings.

In July this year, after two years of investigation, the family finally laid down its first store in the capital airport, completing the first step in opening up the Beijing market. Rosen, who arrived in Beijing a year earlier, suddenly launched an offensive.

Mr. Rosen learned that a series of moves in Beijing this year had made the industry look at it. In May, the West Gate store opened, and in June, Chang Ying Road shop opened. In July, its shop opened in the people's livelihood building. In August, Rosen opened the shop on the two floor of CBD Yintai Center, and Rosen opened a total of 5 stores a year ago.

7-11 years ago, the business of Tongzhou has been changed. It has not only increased the speed of opening stores, but also relaxed the location requirements for the first time. It has placed Fengtai, even the North Fifth Ring Road and the South Fourth Ring Road, in the site selection. At the same time, good neighbourhood, all time, and other local convenience store brands have also been open to individuals.

Looking at Rosen's location rules, except for this year's Yintai Center, the global financial center store opened last year and Henderson Center store show Rosen is more aggressive and adventurous in site selection strategy.

Li Jianpeng, who is the head of Shanghai's family development department, is not surprised to find such a site. Rosen also has similar shops in Shanghai. The whole family in Shanghai has set up shop in shopping centers or shopping malls, and the shopping center has been secured to the bottom. And stores opened in shopping malls, usually combined with office buildings, with fixed consumers and cheap prices, make lunch convenient compared with market fast food. "The price of lunch is between 8.5 yuan ~15 yuan, and the quality is stable. The new product is released regularly, which is more suitable for the staff of the office building."

Rosen, a senior developer of Beijing local convenience store development, told reporters that the entry of CBD at Yintai Center may be a pure Japanese funded enterprise. Although it has been through the Ministry of Commerce in the shopping mall, it may be simplified a lot. As long as it feels that the shopping mall is enough to support the convenience store, it can be opened, and lunch and snacks, desserts, drinks and so on may be directed against those who do not want to queue up in fast-food outlets.

In the presence of Li Jian Peng It seems that in Beijing's current convenience store market, the risk of location in office buildings and business district is lower than that of residential buildings. However, Shanghai is different. The rental of residential buildings is cheap and the cost is low, and the convenience store acceptance rate is higher than that of Beijing.

This view has also been affirmed by the industry. He said that 7-11, Rosen, and the local full-time convenience, although there are no strict restrictions on the proportion of the shops in the business district and residential areas, but will prefer the location in the business district, and even office buildings to attract high-quality convenience stores, and offer some preferential rent methods to rent.

Embarrassment of "passing by and not missing"

Compared with the convenience of Beijing convenience stores for office buildings and business centers, the subway seems "not to be seen". In Beijing, only convenience stores, underground passageways and convenient outlets for underground outlets can be seen only on the ground floor of subway tunnels.

In fact, not only in Beijing, but also in other cities. The Huarun VanGo in Hangzhou Metro signed the 29 sites of Hangzhou Metro Line 1 two years ago, but there was no bright spot after two years of operation.

Some people questioned that the contribution rate of the passengers who hurried to the subway convenience store was not as high as expected.

Ma Jian, general manager of Zhejiang Lianhua fast passenger convenience Co., Ltd. believes that although there are considerable traffic volume at some sites, the subway has a short residence time and many shifts, so it is difficult for Metro convenience stores to attract passengers to stay. Passing passengers do not mean effective passenger flow. They can not be directly proportional to the input and output of convenience stores with high rents.

In Beijing, there are not many commercial outlets in the subway, but also the capital airport with high passenger flow has become the first choice for new stores. At the end of July this year, the family's convenience store at the capital airport was exposed and has not yet been opened.

It is understood that the convenience store business of the capital airport was previously restricted to one of the airline's convenience stores, until last year when it opened to other brands. At present, at the capital airport, besides Huarun's convenience store, there were also Huarun VanGo convenience and good neighborhood convenience stores, 7-11 of which had been in China for ten years, and none of them had been deployed at the airport.

The industry believes that excessive airport rent costs and too strict management system are the main reasons for most convenience store brands to abandon their shops here. In the eyes of a good neighbor general manager, it seems that the first batch of stores to locate the airport is for consideration of brand image. And Li Jianpeng also told reporters that the first place in Beijing for the whole family was located in the capital airport because of strategic considerations.

Li Jianpeng told reporters that this situation is another scene in Shanghai. The whole family has more than 70 shops in the Shanghai subway, and the risk of overestimation of passenger flow does not exist, because strong passenger flow can stimulate its consumption in the subway stores. "Apart from Shanghai, most of the first tier cities in the country are not doing very well in subway facilities. The main reason is that when Shanghai started the overall planning, it considered the integration with commercial department stores, while Beijing thought" for the sake of the people, not for the sake of business ".

The whole family may sell breakfast and snacks well in the stores of Shanghai Metro. It may not sell well, and the overall revenue is slightly inferior to office buildings, but sales are still considerable. As for the convenience of Beijing metro, it still takes time to cultivate consumer habits.

But in the eyes of the senior people, this is not a habit to solve. He told reporters that, such as subway, train station and other places belong to the high-density crowd gathering area, and convenience store operation is all administrative examination and approval system, there are many people in the subway, can not evacuate, and the policy does not support the subway conveniently. "From the point of view of passenger flow and consumption ability, the convenience store growth of Beijing Metro is very large. In fact, there were hamburgers stalls in Beijing line 1 and line two, and now they are all cleaned up because of this reason."

He told reporters that the property in Beijing is a management property. Many buildings only have one door. In order to facilitate management, in Shanghai, Guangzhou and other places, belonging to the service property, the city concept is different, the industry format will also be different.

The future will return to the community.

The subway is poorly settled because of policy reasons. The old residential areas, government offices and military areas are mostly internally digested. In this way, there are not many good locations for convenience stores, so entering the office seems to be the consensus of location selection for convenience stores.

Li Jianpeng told reporters that in Shanghai, the proportion of the whole family in the business district is decreasing. In the future, more proportion of shops will be opened in residential areas and high-end communities, because in terms of development trend, Shanghai residents will have a very high degree of acceptance of convenience stores, and this trend will become more and more obvious.

But in Beijing, many convenience stores are located in offices, business districts, etc. In Li Jianpeng's view, on the one hand, the licensing of Beijing convenience stores is very strict, and many shops are difficult to reach the standard in terms of site selection, type and scope of operation. On the other hand, business district or office convenience store sales will be higher, because Beijing convenience store is still in the development stage, maturity is not high, many commercial district points are not filled, more opportunities.

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.

For this kind of data Li Jianpeng told reporters that if this is the case, the store will surely lose money. According to their understanding, the average rent of office buildings in Beijing is about 20 yuan / day / square meter. If we calculate according to this standard, 7-11, Rosen and so on will live well in Beijing. However, Li Jianpeng disclosed that the monthly turnover of the family in Shanghai was higher than 7-11, but the specific figures were not disclosed.

A 7-11 store manager told reporters that the sales of 7-11 stores in Beijing were not so low, and the rent would not be so high.

In fact, Gao is tall. rent It is often driven by scarce outlets. "The first is the scarcity of quality shops, which in turn limits the speed of opening new stores, and on the other hand, it also drives rents to rise continuously, resulting in high operating costs." Yang Aiguo, general manager of Lianhua fast guest, Beijing, said that many commercial streets with large and small businesses formed spontaneously in southern cities, and the location of convenience stores is relatively easy. But since Beijing is a political and cultural center since the Ming Dynasty, the long term urban foundation and the concept of citizens have determined that large and comprehensive commercial projects are easy to land, but there are not many places for convenience stores.

Li Jianpeng also admitted that the site selection challenges are mainly fewer and fewer good outlets. The convenience store has a relatively low degree of acceptance for good pavements. Compared with restaurants, fruit shops and snack bars, the convenience stores are more vulnerable.