The China Convenience Store Development Report released by China Chain Store & Franchise Association in May 20 18 shows that the sales of convenience stores in China reached19 billion yuan in 20 17, with a growth rate of 23%. The number of stores increased to 106000, an increase of 13%, and only 3.7% in 20 16 years. According to the data disclosed by Suning, in 20 18, the number of small stores in Suning has exceeded 4,000, and the development speed of small stores in Suning has also verified the trend of the industry.
Suning 20 17 proposed to do smart retail. Suning believes that smart retail refers to the use of Internet and Internet of Things technologies to perceive consumption habits, predict consumption trends, guide manufacturing, and provide consumers with diversified and personalized products and services. Online and offline need to be integrated. At the same time, Ali put forward new retail, and JD.COM put forward the slogan of unbounded retail, that is, giants including Ali and Tencent have adopted capital in the past two years. In the past, it acquired heavy assets such as physical enterprises and supermarkets, and used the Internet to transform new retail formats. Suning itself is the largest chain retail business group in China. According to media reports, as of 20 1 1810.9, Suning has set up more than 4,000 stores in Suning.cn counties and towns, plus more than 4,000 small stores in Suning, more than 600 cloud stores in Suning.cn/kloc-0, more than 400 in RT Mart, Suning.cn, and Suning Polar Objects, Suning Studios and Suning.
At the press conference of 20 19 Suning New Year Festival, Suning announced that the opening speed of 20 19 Suning Store would be accelerated, which means that the layout of 20 19 Suning Store should be a foregone conclusion. It has been announced that Suning, which has laid out 1 00000 counties nationwide110000 stores, is expanding so aggressively. What secrets are hidden?
What problem has Suning Store solved?
A community-based Suning store has more than 50 SKUs for fruits and more than 60 SKUs for vegetables. Next to the cashier's desk is the breakfast cabinet, which has snacks such as steamed buns, eggs, porridge, soybean milk and Guandong cooking. Fresh and fresh food has become the feature of Suning store. If you place an order through Suning Store APP, these can be taken home directly. Compared with the fresh food complex built by the giants now, the Suning store divided into parts directly opened the last mile of the community.
Suning also expanded the last mile. The classification of Suning store project itself is very detailed. In addition to community stores, there are CBD stores and large passenger transport stores. For example, in the community, there will be enterprise parks, hospitals, schools and some high-speed rail and subway stores. For example, in some enterprise parks where white-collar workers gather, customers will buy different products from the community and can buy some light food products; In the campus store, in addition to buying products that students like, Suning even plans to turn the second floor into a study room. Different scenes match different SKUs and services, breaking the boundaries of the original convenience store.
During the period of Internet online to offline, many models want to get through the last mile of the community, and only consider the cost factor when there is an entity. Suning Store opened the last mile according to local conditions by matching different stores with different formats. Around this kilometer, in addition to providing electronic services, Suning can also provide life and work services within the service radius, services provided by Suning Store, first commodity services, second financial services similar to Suning Store, third Suning Store provides post office services, and fourth Suning Store provides after-sales services to customers. In addition to the previously announced Suning housing project, Suning Store adopts the mode of open space+personalized service+characteristic format, except for the retail industry itself.
Why is Suning Store so fast?
There are 4,000 stores a year, and it is expected to exceed 10000 in two years, which is also a miracle in the retail history of China. The opening of Suning Store itself is not blind expansion, but has its own planning and foundation. According to the survey, the area of Suning stores is different. For example, the area of subway stores may be 20-40 square meters, the CBD may be 80- 120 square meters, and the community stores may be 80-200 square meters. Suning surveyed 2,260 colleges and universities nationwide, 985,211undergraduate colleges, and it is estimated that there will be more than 500 college stores in 20 19. For example, subway stations, such as Nanjing, Fuzhou, Xiamen, Changsha, Wuhan, Nanchang, Chengdu and other cities will be fully settled. So far, there are more than 400 subway stations, with an estimated 3366 stations. Seize the community, crowded schools, parks, CBD, subway and other formats is the goal of Suning store.
Judging from the opening speed, the community store of Suning Store can quickly enter residential areas including many developers, which depends on two factors. 1. Smart retail development strategy at the end of 20 17. Most domestic TOP 100 real estate enterprises and commercial TOP 100 real estate enterprises, including the fastest-growing hardware infrastructure in China, have come from the infrastructure construction of developers, and Suning Store has become the standard of infrastructure. At the initial stage of project delivery, the Suning store with strong supporting properties will naturally be welcomed, which is a win-win situation.
From the perspective of supply chain, according to the plan, Suning's front warehouse system will be completed, and 65,438+065,438+000 front warehouses will be built in 2065,438+09. Through the construction of these pre-warehouses and the Suning 4000 store system, the online and offline sales ratio of SKUs in Suning stores will reach 1: 1, and it will be delivered in 30 minutes at the earliest within 3 kilometers.
Is the social e-commerce in Suning Store a shopping spree?
Suning's slogan is "Thousands of troops and horses" to do shopping. According to the data released by Suning, there are currently 43 regions in Suning with 250,000 Suning employees, and 1 10,000 stores have started shopping. Shopping is a marketing model that has been paid attention to in recent two years, much like group buying in the past, but different from group buying, the initiation and organization of shopping groups can be initiated by many "heads", who have their own communities and have a little shadow of WeChat business. Using the social relationship of their acquaintances, the e-commerce model of shelf search in the past was changed into a recommendation method. It can be seen that including 43 regions, 250,000 employees of Suning, 1 10,000 stores have become the "seed customers" of Suning's explosive growth, and have also formed a connection with Suning stores.
Shopping itself is very important at present, but at present it is only a part of Suning's smart retail format and a powerful supplement to Suning's small store ecology. What really tests the success of Suning Store is its channel ability, commodity ability and supply chain ability. Take Suning Store as an example: there are 4,000 stores and the number of communities has exceeded 15000. When opening a small shop again, I hope that each small shop will cover three or four communities. New communities are constantly forming, and public procurement focuses on fresh food and daily necessities, so as to have competitive strength, which inevitably involves the source, that is, "Baoshan Hu Bao Bao Hai" as Suning said, and the whole cold chain relies on Suning Logistics, which is very core in the fresh food competition. Suning has 45 cold chain warehouses in China, covering 179 cities, and the refrigeration system from the cold chain warehouse to Suning stores surrounds Suning's own 40,000.
At present, the products obtained by "Baoshan Hubaohai" in Suning have reached more than 0/0,000,000 people through the community. However, as the last mile link, Suning Store has the lowest customer acquisition cost. The mode of shopping and convenience stores itself is multi-frequency consumption, which is particularly important at the moment when the demographic dividend is fading and the traffic cost is rising.
Channels, commodities and supply chains are the natural advantages of physical retailing. Social e-commerce tests traffic ability and trading ability. The acquisition of traffic is not limited to online, offline traffic and online traffic maximization. Social e-commerce strengthens transaction efficiency through social relationships, and forms a positive cycle with Suning Store, which is the big data of transactions, which is finally reflected. In fact, the value of retail terminals is constantly improving. From the end of the last mile, we can know what products customers really want from the customer's demand information before we can provide them to upstream suppliers. In the past, the supply mode of B2C may become C2M (anti-missile from consumer to manufacturing) +S2B2C, and manufacturers produce products that meet the market through data. Suning's supply chain S is to B, which may be the person in charge of stores, small shops or shopping communities, and finally reach consumers. This method itself is the essence of Suning's smart retail: predicting consumption trends, guiding manufacturing, and providing consumers with diversified and personalized products and services.