4 Secrets Of Crown Supermarket's Three Or Four Line Market

Why can the crown supermarkets, which come out of the three or four tier cities, still move forward steadily, even in the retail business?

A successful person or enterprise also has an unknown dormant period. However, it is precisely this period of dormant period that makes it hard to accumulate and burst out strong power, and the crown supermarket is no exception.

When the first two hundred or three hundred square meter grocery store didn't expect to develop into a retail enterprise that has begun to take shape today, Lin Yongqiang, chairman of the board of directors, was filled with emotion from 1999 to 2015.

The first crown supermarket opened in Pingtan, Fujian province. Although the scale is very small, it is the first case in the supermarket where the open shelves are sold. After second years of accumulation, the five shops opened up to 3000 square meters.

Although there are second stores, but the Fujian market was basically divided by Yonghui, Xinhua, WAL-MART and other powers. In order to "avoid" the pressure brought by the giant, Lin Yongqiang put his vision in the southwest area which had not yet had a strong brand, and made a "rooted Guangxi" deployment. After second second years, the Ministry of Commerce in Guangxi set up a partial operation in 2009 and rapidly expanded more than ten branches.

Today, the crown supermarket has gone through third five years, has 25 stores, sales of nearly 2 billion yuan.

Whether it is a strategic layout that avoids the actual situation or a steadily advancing battle, the crown supermarket can find a way that fits itself in the cracks.

Today, most enterprises begin to abandon the idea of "hypermarket thinking" and fight for community stores and convenience stores. Today, the crown supermarket is in the opposite direction, opening up its own way: the regional market takes "1 big stores +2 to 3 small shops" as the development way.

In the view of Lin Yongqiang, this way of expansion has led to the orderly expansion of the crown supermarket and the development and expansion of many formats.

Lin Yongqiang will make full preparations before he does anything. He wants to win. Every supermarket must open a large area to ensure that big stores have absolute advantages in the local market. Then two or three smaller stores will be opened in the area where the store is located, so that, with the popularity and reputation of the big store, the store can easily be recognized by consumers, and it can realize the sharing of resources in many stores in the same area and lower operating costs.

Facts have proved that this shop opening mode is successful. "Our 760 square meter store sells between 8 and 120 thousand a day, fresh sales account for 50%, and profits are good."

"The autonomy of the supermarket stores is quite large. We take the shop as the center and give the store full authority," Lin Yongqiang explained further to reporters.

The location and the reality of the three or four line market, coupled with the wide range of supermarkets from Fujian to Guangxi, makes the stores relatively dispersed, and the regional development is also faced with the different needs of different regions.

"Shop centric" is the headquarters to provide support and help around the stores, and put some of the rights under the store. The store performs a considerable part of the procurement autonomy according to the consumption needs of the region.

This not only meets the consumer demand of target customers, but also makes stores more flexible.

It is believed that the three or four line market can open a shop with an average population of more than fifty thousand people. Even if there is a strong development space, the crown supermarket of the three or four line city market is still very steady.

"Let's make one.

We must take the first place and take the absolute advantage in this market. We will not enter the market without this assurance.

"In the three or four line market, the development space of fresh food is very large, especially cooked food, its growth space and the ability to attract customers are particularly obvious."

Lin Yongqiang, for example, only cooked food one day, at a big store in the supermarket, the daily sales volume reached more than 20000, while the weekend cooked food sales will exceed fifty thousand.

This let Lin Yongqiang strengthen the "supermarket with fresh weight, fresh cooked food as the main" business ideas.

At the same time, the supermarket increased cooked food and intensified cooked food.

To this end, the group headquarters also set up a special "processing Department", specialized food classification, and the processing department to formulate cooked food standards and production process, requiring all stores strictly in accordance with the standard and processing process.

"One month before the opening of new stores and one month after the opening of the business, headquarters will be staffed by experienced staff with cooked food processing experience, and guidance and training will be conducted for the staff of the new store cooked food department to help employees understand and master the cooked food production technology accurately."

Lin Yongqiang revealed that in addition to training and guidance for a long time, the recruitment of cooked food staff crown supermarket also has its own way. Most of the cooked food staff in the crown supermarket are about forty years old, and are familiar with and understand the production of local snacks. They have certain food processing basis, so that they can not only grasp the local consumers' taste needs, but also provide "home" flavor. This kind of personnel management and cooked food operation mode make cooked food very popular in the local area.

Lin Yongqiang has always had his own idea of making a supermarket. "I never care whether customers will come to spend or not. The important thing is whether consumers can enjoy the services they deserve and feel the pleasure."

In the configuration of experience facilities, there are strict requirements in the crown supermarkets: there are at least 5 areas for 8000 square meters of shops for customers to sit down to rest.

Today, rents are rising day by day, and 5 districts are offered to provide customers with a rest in an inch of gold store, which is unimaginable for many supermarkets.

But this boldness is not groundless. Lin Yongqiang and the reporter shared a survey of him. He saw that there was no rest area in traditional stores, most of the time to 12 noon, "everyone went to dinner," and the customers in the store suddenly dropped.

However, in the rest area of the crown supermarket, there are separate checkout tea bars, red wine areas, children's districts, restaurants, fruit juice service areas and so on, retaining a large number of customers for supermarkets.

"We observed a pair of mothers and daughters wandering to the dining area for dinner at 12 o'clock. After dinner, they stroll around, and more and more people knew that there was such a service in the supermarket, and some people came to the supermarket at noon to pick up some fruits and snacks after the meal, which is a good way to stay.

In the crown supermarket, this experiential "emotional interaction" is not only reflected in physical configuration, but also the lights in supermarkets seem to be interacting with customers.

Therefore, many people will go to the supermarket to exclaim, "so the supermarket can still play like this?"