According to the survey results of convenience store industry in China in 20021year organized by China Chain Store & Franchise Association and the statistical summary of the total number of stores of convenience store enterprises up to 202 1,12,31year, the Top 20021year China Convenience Store 100 was published. According to the list, in 20021year, the total number of corporate stores in TOP 100 convenience stores exceeded16,000, up1%year-on-year.
The top ten convenience store brands are Yi Jie (27600), Meiyijia (22394), Kunlun Hospitality (202 12), Tianfu (5808), Rosen (3256), Family (2967) and 7-Eleven(2387).
Among them, the top three convenience stores are open 24 hours a day. 24-hour business is imported from abroad. Initially, in some areas of developed countries in Europe and America, it was very inconvenient for residents to shop because of the large-scale and marginalization of supermarkets. Later, small convenience stores near some communities gradually staged. These convenience stores are different from ordinary small shops. They operate 24 hours a day 365 days a year.
In the eyes of many people, it is not cost-effective for convenience stores to open 24 hours a day. Because during the day, the business of convenience stores is not as good as that of big supermarkets. Even at midnight, supermarkets are closed and only convenience stores are open, but not many people will buy things at midnight. Therefore, it is generally felt that it is not cost-effective to open convenience stores at night.
Obviously there is no business in the middle of the night, why do convenience stores insist on opening in the middle of the night, and they are getting more and more excited? There are mainly the following reasons:
Industry rules
Convenience store, the most important thing is the word "convenience"! If a retail store wants to create a convenient image, it must first go through strict market research and analysis to determine that it is suitable for opening a store, and then use convenient service, exquisite decoration, conspicuous location and higher profit margin than a large supermarket to operate. Convenience and quickness are the main selling points of convenience stores. If you have something in urgent need and the convenience store closes, you will lose the trust of customers.
Therefore, even during the New Year when wages triple, shops must be open. In addition, because the convenience store industry is different from the high-tech industry, its entry threshold is low and its model is reproducible. Once some supermarkets and convenience stores are open 24 hours a day, they can attract more consumers to buy there regularly. If other supermarkets and convenience stores don't want to lag behind, they must operate 24 hours a day to enhance their competitiveness.
Operating cost problem
Generally speaking, operating costs are divided into fixed costs and floating costs. The fixed cost is the store rent, and the floating cost is the labor cost, raw material cost and water and electricity energy expenditure cost. Fixed costs often account for a large part. Under the premise of fixed store rent, as long as the profit brought by extending business hours is greater than the floating cost, the 24-hour business system is successful and worth adhering to.
The size of operating costs. Among all kinds of 24-hour stores, convenience store is the one with the lowest cost, and it can operate normally with only one salesperson, that is, cashier. The biggest cost is fast food chain enterprises, taking KFC as an example. During the period from 0: 00 to 6: 00 in the morning, a store must have at least three people to operate normally, that is, a manager, a cashier and a kitchen employee.
Consumer viscous drainage
What is stickiness? When faced with two choices, people tend to choose the more familiar one. For example, if a person works overtime until late at night and is hungry, and the convenience store is open 24 hours a day, he will feel particularly warm. Even if there are two shops around him during the day, he will still choose the one he often goes to.
social needs
Due to social needs, convenience stores are open 24 hours a day. Take Guangzhou as an example. Usually, large supermarkets close around 22 o'clock, but in a first-tier city like Guangzhou, what is the concept of 22 o'clock? Many young people's nightlife has just begun, and most white-collar workers come out for entertainment at this time. At this time, consumers' demand for fast-moving consumer goods is huge, and convenience stores open 24 hours a day can completely meet the needs of consumers.
User behavior habit
The cultivation of consumer behavior habits is just like children learning to read. When consumers are cultivated into certain behavior habits, they will go shopping according to their habits. For example, people accidentally go to a convenience store to buy things in the middle of the night, and then go to that store again during the day. This is called cultivating users' behavior habits in economics, which mainly plays the role of word of mouth and guides consumers' shopping habits. Anyway, convenience stores provide services 24 hours a day, which makes customers feel very practical. For businesses, repeat customers are the main consumers.
At present, the consumers of convenience stores are Generation Z. After 1995, they grew up with sufficient materials, followed the trend of economic development, and pursued the quality of goods more. At the same time, many new consumption tracks such as "healthy economy" and "interest economy" were born. Convenience stores set up consumption scenes such as breakfast and lunch to meet the needs of target people to upgrade their consumption.
So in the eyes of many businesses, 24-hour business is an important magic weapon for them to attract customers. It can attract many special customer groups, such as night shift employees, night entertainment, couples and so on. Although the profit from 12 to the next morning is much lower than other all-night hours, in the long run, with the increasing nightlife in the city, it will inevitably bring infinite business opportunities to the owners of these convenience stores.