Beijing Wumart Convenience Store Dong Gang Talks About Instant Consumer Market

Beginning at the end of 2013, Jingdong announced that it had begun the O2O pilot cooperation with Tong Jiu convenience store in Taiyuan, Shanxi. The convenience store, which is indispensable in daily life but does not show any water, exploded instantly and its value continued to rise.

Subsequently, shop No. 1 and Shanxi retail chain, and Hunan local retailers BBK tried to land O2O strategy through convenience stores.

In Dong Gang's view, convenience stores are hot spots since 2001.

"At that time, people's cognition of convenience stores was not quite the same. State owned grain stations, vegetable markets and rice shops changed the traditional selling mode and changed from counters to shelves, which became convenience stores."

According to its introduction, wumi opened its first convenience store, apple orchard store, in 2002.

"Convenience stores will not be as huge as supermarkets, but it has always been a sunrise industry."

Dong Gang was interviewed by the Sijiqing Commercial Daily reporter at the Wumart commercial headquarters in the Sijiqing bridge. Behind the work place was the broad four ring road. He pointed out the window and laughed. "Someone said that the road in Beijing is too wide to be suitable for developing convenience stores."

In its view, Beijing has been very clearly divided into various block regions. There are different characteristics in the East, the West and the north and south. From the point of view, Huilongguan, Tongzhou and Tiantongyuan have great opportunities to develop convenience stores based on the region.

"Personal instant consumption" is the vocabulary frequently mentioned by Dong Gang when it comes to the operation of convenience stores. In his view, the convenience store needs to rise to the service level, follow the customers' thinking and think of the format, and turn the service into products, such as lunch boxes, Kanto cooking, train ticket collection, and water and electricity charges.

It should be emphasized that the so-called complete is aimed at the "target consumer groups", in this case, the convenience store operation can satisfy consumer demand on the one hand and reduce costs on the one hand.

After returning to the convenience store in August last year, Dong Gang's first thing was to adjust the commodity structure and return to the convenience store customer orientation.

"In 2008, after the big data pformation of IT in Wumart, the commodity structure of hypermarkets, supermarkets and convenience stores was a ring structure.

The goods are only selected from the stores.

Basically, they are small package products that satisfy family consumption, and their performance is not very good.

"After reform," Dong Gang said.

On the one hand, convenience stores rely on group purchasing advantages, and on the other hand carry out characteristic shopping at convenience stores. "

At present, Wumart convenience stores are mainly mobile and business oriented. The former is mainly traffic hubs, scenic spots, etc., where traffic flows frequently and frequently. The latter includes schools, government offices, office buildings and so on, occupying over 90% of the volume.

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Introduced, the reformed convenience store is a 50-70 square meter shop, one is a 100 square meter big shop, in commodity category, day match class, air curtain cabinet, fresh food category is the key category.

According to the monitoring data of each store on the same day, after the pformation, the sales volume of the same store and the store arrived obviously increased, with a maximum growth of about 20%.

According to the last year's earnings report released by Wumart, as of the end of last year, there were 565 stores in the United States, including 397 convenience supermarkets and 40 new ones, all of which were directly operated except 1.

Dong Gang told the Beijing Commercial Daily reporter that the latest dynamic figures were 97 stores in Wumart convenience stores, of which about 40 were operated through an internal entrusted mode of operation.

In the convenience store industry, the next step is to open up.

"The opening up policy of franchising is under discussion, and will be released in the second half of the year."

Dong Gang admits that he wants to try a franchise in the second half of the year.

In fact, when it was sprint in 2003, Wumai once opened up to join the company. "At that time, we volunteered to join, adding hundreds of stores, reaching 400 stores at most, but this way of joining has a great impact on the brand image and stopped after three years."

According to Dong Gang, after the "rash advance" ended, in 2006, the Wumart convenience store returned to the battalion.

According to Wu Mei convenience store staff responsible for joining the work, in 2007, Wumart convenience store began trial commissioning in the interior, and began to pform into a commissioned business in 2011. The manager of the store entrusted to operate the store needs to pay 8000 yuan, 50 thousand yuan deposit, operating cost and 10% water and electricity charges each year, and the income is divided into gross profit.

If the expected goal is achieved, half of the excess gross profit will be returned to the store manager, otherwise, 5% of the unfulfilled part will be deducted as punishment.

"As a whole, there are more rewards and fewer penalties. We hope to promote the enthusiasm of store management through profit sharing."