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便利店进入2.0时代,创新型便利店势不可挡
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Topic: 便利店进入2.0时代,创新型便利店势不可挡 (Read 139 times)
Maria122
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便利店进入2.0时代,创新型便利店势不可挡
June 06, 2017, 06:08:16 PM
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原标题:便利店进入2.0时代,创新型便利店势不可挡
多少个脚步匆匆的早晨,上班族们挤进写字楼旁的便利店里,买早点、帮同事带杯咖啡,或者买包烟。
多少个劳累加班的夜晚,饥肠辘辘的一头栽进便利店,来上一碗热气腾腾的关东煮给自己的胃送上几分温暖。
多少个好友欢聚的时光,还未尽兴桌上的啤酒却所剩无几,飞奔进楼下的便利店,抱两箱上楼,小伙伴们继续嗨。
便利店的优势,除了体现在时间上,还体现在它能深入社区近距离的接触客户,这种特有的短平快,对于普通老百姓来说,便利店更像是一个万能的助手,只要你需要,它愿意随时为你提供帮助。
便利店市场规模大,但并不是谁都能分得一杯羹
便利店近年来惊艳的表现,成为零售行业交出的消沉业绩里的一抹亮色。中国连锁经营协会资料显示,2015年底62家便利店企业合计门店数为8.3万家,同比增长近一成,合计销售额增幅达15.2%。在日本,便利店的市场份额已经超过了超市,大体为54%:46%。我国目前的实体零售市场,便利店和超市的占比大体是8%:92%,有巨大的发展潜力和空间。
有机构曾从重点分布区域、经营模式、估值三个方面,对传统便利店的现状作出分析。其分析结果显示,如7Eleven布局全球,采用国际制贩同盟、加盟的经营模式,估值为41246亿日元,约合2605亿人民币;全家便利店,重点分布在日本、亚太地区、北上广深,采用加盟的经营模式,估值为7944.86亿日元,约合502亿人民币;好邻居便利店,重点分布在北京,采用直营+加盟的经营模式,其估值未知。从该机构公布的相关信息来看,外资便利店的发展规模远比国产便利店品牌成熟,而且传统便利店的模式主要以加盟店为主,少数品牌会设直营门店。
值得一提的是,我国便利店存在网点不够密集、提供的便利服务不到位,行业标准规范缺失等问题,有不少媒体评价,我国便利店仍处在亚健康状态。有数据显示,国内便利店单店日销售额最高的有1.5万元,最低的只有755元,相差20倍。这也就意味着并非所有的便利店都能在这个巨大的市场中分得一杯羹。
便利店寻求创新突破,各式花样玩法层出不穷
便利店市场虽然一片欣欣向荣的景象,但同质化现象明显。便利店能够异军突起,主要有两方面的原因。一是消费结构的变化,人们对即时消费需求的增加;二是搭载了众多互联网项目的便利店成为零售的新体验形式,吸引了资本的进入。正是看到了便利店未来的无限前景,一些创新型便利店随之破土而出,并不断寻求突破。
创新型便利店的玩法也是层出不穷,各有各的游戏规则。如便利峰,全渠道融合,高品质进口直营,增大鲜食比例,自助购物提升单店GMV;如Today便利店,O2O自营门店,依靠APP等方式快速加盟抢占市场;而讯猫智能便利店则是重在关注资源的整合力,接入多种增值服务,并进行自助式口碑传播,为传统便利店的改造升级提供供应链一站式服务。
1.自助式口碑传播带来高人气
真正的口碑传播一定是生活中已经建立信任关系的小圈子产生的信息传递。它的重点不是传播,而是你信任周围的这些人。比如讯猫智能便利店为了方便消费者购买商品,设置了手机app,消费者通过它实现了手机上的一键下单和轻松支付,APP里独有的多种返利功能,大大增加了用户的自主传播力度和使用粘性。讯猫智能便利店所打造的“想到即刻得到”的购物体验,令消费者们啧啧称赞,并主动进行口口相传,便利店的超高人气自然无人可比。
2.以用户体验为中心,接入多种社区服务
未来便利店的战场,将越来越聚焦于社区周边的服务支持,而便利店的形态也可能出现新的变化。业内一直在强调便利店的接口功能,什么意思?做生意所涉及的无非是商品、服务、体验,便利店这样小的业态其实有很强的延展可能,甚至它可成为一个物流的节点。如讯猫智能便利店就接入了洗衣、外卖、烘焙、生鲜、汽车、房产等多种增值服务,可将更多的消费者吸引到店内。讯猫智能便利店不仅是物质供给中心,还是社区互动中心,意在打造一个互动式社区生态圈。
3.提供快餐业务的便利店受到消费者欢迎
创新型便利店凭借极具竞争力的价格,正在甩开麦当劳、百多滋、汉堡王等这些传统快餐连锁店,对于那些距离便利店较近的传统快餐连锁店来说,如果想保持竞争力,就必须得推出更具竞争力的菜单。创新型便利店不仅提供的新鲜食品种类越来越多,而且质量也越来越好,继而吸引了更多消费者购买。比如讯猫智能便利店在其100多平的店面内,设有六七个餐位,供有就餐需求的顾客使用。
4.健康食品成为影响利润的最主要因素
有分析数据显示,健康食品成为了创新型便利店销售排名第三的商品。因此,对于一些行业参与者来说,需要看到行业趋势的变化,并且尽快调整自己的产品战略。比如讯猫智能便利店,它的酸奶、纯奶、纯净水等就已成为每日的畅销品,人们的消费理念已经从关注口感转变为关注健康。
小结
截至目前全国便利店品牌已达到262个,上海、深圳、南京的便利店品牌均超过了10个,便利店在保持高速发展的同时,竞争压力也在进一步增大。对于便利店行业来说,不管是采用什么模式,终归要回到其商业本质,即如何提升技术、运营、生产的效率从而提高整个价值链的效率。
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便利店进入2.0时代,创新型便利店势不可挡
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