Agricultural giant since 1983

Chapter 424 Convenience 365
The idea of ​​building a convenience store actually originated from Hou Tao’s suggestion, because competitors such as Shuanghui and Yurun, which mainly focus on low-temperature meat products, are now competing for meat product sales channels. It has been airtight, and price wars have continued one after another, consuming most of the resources and energy of meat products companies.

Therefore, Shuanghui made the first move, planning to introduce a meat marketing model of "cold chain production, cold chain transportation, cold chain sales, and chain operation", that is, to open Shuanghui chain stores in various places, specializing in the sale of Shuanghui's various meat products. Open a new path.

This kind of strategic innovation actually bypasses the high operating costs of modern retail terminals, and creatively opens a brand-new sales model of meat products, which can not only communicate with consumers at zero distance, understand consumer needs in a timely manner, and It greatly reduces the marketing cost of the company, and further expands the popularity and influence of the company's brand with a unique sales form, and excludes competitors from its own channels.

Since 1998, Shuanghui has taken the construction of 2000 cold meat chain stores across the country as a major strategy for enterprise development, and through direct sales, joint ventures, franchises, etc., in BJ, Henan, Sichuan, Shandong, Hubei, Hunan, Hebei and other AH opened the first batch of stores, which had a certain impact on competitors such as Huinong and Yurun, so Huinong and Yurun also began to formulate corresponding strategies. As for brands such as Chundu, they have already fallen behind in the competition and can only look forward to it. Watch these giants in action.

Shuanghui’s stores require a minimum area of ​​30 square meters, and store decoration and franchise fees are also relatively high, which keeps many people who want to invest outside; Yurun has come up with a new strategy for this situation. The area only needs to be 40-5000 square meters, the decoration of the store only costs 5000 yuan, and the license fee is only 5 yuan. In this way, only [-] yuan can be invested to set up a Yurun food store, which makes the franchise far faster. More than Shuanghui, although they started later, but now the number of stores has surpassed Shuanghui.

In response to this situation, Hou Tao, the person in charge of the food business department, proposed that Huinong should also build its own franchise store, but the situation of Huinong is different from that of Shuanghui and Yurun, both of which focus on meat products Huinong's business scope is much wider. In addition to meat products, there are also rice noodles, grains, oils, milk, dairy products, beverages, instant noodles, eggs, and various other foods. These products are all daily necessities and can be put away It is operated in one store, so the heads of other business departments also asked to join.

The final result of the discussion is to simply set up a chain convenience store brand, so that most of Huinong’s products can be included, and then some other daily necessities can be purchased. This business can not only make money, but also provide for Huinong's products have opened up a new sales channel.

Moreover, Huinong also has such capabilities now. Huinong has farms and factories in many parts of the country, and the warehousing and logistics system has also taken shape. It is completely possible to send various products to convenience stores conveniently and quickly. The Lotus Supermarket has also brought a group of professional talents to Huinong. Although supermarkets and convenience stores are not the same, the two industries have something in common. Let the headhunters recruit a group of professional convenience store talents. The project can be started.

After the team was formed, it first conducted research in major cities across the country, and then selected the location of the first batch of convenience stores in Shanghai, because this is the city where convenience stores started the earliest and developed fastest, and the conditions for opening convenience stores are relatively mature. It is much more convenient to open a shop here than other places.

Wang Jiafen couldn't help but frown when she heard this, "Our Guangming actually has a plan to open convenience stores. This industry fits perfectly with the dairy industry. If we directly open a dairy direct-sale store, the products will be too thin, and the possibility of profitability will increase." The sex is not high, and this problem does not exist if it is changed to a convenience store, but I have proposed several times, but they have all rejected it, saying that the competition in Shanghai convenience stores is too fierce now, and it is not a good time to enter the market!"

"In fact, the development of the convenience store industry in Shanghai has not yet reached its peak. According to foreign experience, when the per capita GDP reaches 5000 US dollars, the convenience store will usher in a period of rapid development, and when the per capita GDP rises to 10000 US dollars, the convenience store will start to grow rapidly. Shanghai will really enter a period of fierce competition. Shanghai’s per capita GDP was 2.5 last year, just over [-] U.S. dollars, and it hasn’t even reached the period of rapid development. How can you say that competition is fierce?” Li Lei shrugged, and his vision for Shanghai State-owned Assets Supervision and Administration Commission was very high. Is disdainful.

In fact, Guangming did develop its own convenience store brand in the future——Bright Convenience. Unfortunately, due to insufficient investment, it is difficult to gain a foothold in Shanghai, let alone compete with convenience store giants such as 7-11, Family Mart, and Lawson. , Wang Jiafen has a good vision and can see the benefits of opening a convenience store, but she has never been able to manage the light according to her own ideas, which has to be said to be a pity.

So Li Lei repeated the old saying, "President Wang, although Guangming's current situation is still very good, it is difficult for you to use your hands and feet if they keep restricting you like this. Let you take the blame, why are you doing this? Why don't you think about my suggestion again, Wandashan is always waiting for a vacant position!"

Hey, how can we do a good job of light with such insects?You should come to our Wanda Mountain, I will definitely give you the greatest support.

"I have confidence in the bright future!" As expected, Wang Jiafen rejected Li Lei again. Although Bright has many problems, it is still one of the top dairy companies in the country, and since she took charge of Bright After that, Bright entered the fast lane of development and is now in the process of going public. If there are no accidents, it will be successfully listed next year.

At that time, we will be able to raise funds from the stock market. Maybe we can gradually break free from the constraints of those shareholders, and rely on this fund to help Guangming make up for its shortcomings and achieve better development. Therefore, under such circumstances, Wang Jiafen will definitely not change jobs Although Li Lei offered good conditions to go to Wandashan, she had worked in Guangming for so many years, and she had to start from scratch to go to Wandashan. This decision was not easy to make.

Li Lei is not in a hurry. He knows that Wang Jiafen has pinned all her hopes on the listing, but even if it goes public, Guangming will still be controlled by major shareholders. It is not easy for Wang Jiafen to let go of her hands and feet. Contradictions among major shareholders, this is not a small progress, if we continue to keep in touch in the future, sooner or later we will be able to recruit this iron lady of the dairy industry to become the head of Wandashan.

So Li Lei changed the subject and continued to chat with her about the development of convenience stores in Shanghai. In 1993, the first convenience store "Baishi Convenience" landed in Shanghai, opening the era of convenience stores in Shanghai. Convenience stores developed rapidly in Shanghai, and eventually the number of convenience stores in Shanghai exceeded 30, with an average of more than 3000 people owning a convenience store. Convenience stores that can be seen everywhere provide a lot of convenience to the lives of Shanghainese.

These convenience stores can be mainly divided into two categories. The first category is Japanese-owned brands represented by 7-11, Family Mart, and Lawson; RT-Mart's Xishiduo and self-operated convenience stores for husband and wife, etc.

The earliest Japanese-funded convenience store in Shanghai was Lawson. This company was first founded as a dairy store in Ohio, USA. Later, in the golden age of Japanese economy, it was acquired by the Japanese-funded enterprise Daiei Supermarket, and then Mitsubishi Corporation became Lawson’s big business. Shareholders have provided sufficient funds for Lawson's development in China and helped the company expand and develop rapidly in China.

In 1996, Darei Group and Shanghai Hualian reached a cooperation and began to open Lawson convenience stores in Shanghai. The first store was opened in Gubei New District, where Japanese people gather. This store was still there until Li Lei crossed over. Convenience stores that are cleaner and tidier than ordinary stores, have more varieties of goods, and are open 24 hours a day quickly won the love of Shanghainese. Lawson convenience stores quickly expanded in Shanghai.

Seeing that Lawson is developing so well, many local companies are also tempted. Shanghai Milk Company opened Kedi Convenience Store, Lianhua Supermarket established Lianhua Convenience, Meilin Foods established Meilin Zhengguang, and Liangyou Group also established Liangyou Convenience. Taking advantage of his own advantages, he quickly gained a foothold.

Speaking of this, Wang Jiafen became even more angry. Enterprises such as Meilin and Liangyou can operate convenience stores, and Guangming also has its own advantages. Why not let them do it?But she still controlled her emotions well, "Shanghai convenience stores are indeed developing very fast. In less than six years, the total number of convenience stores has exceeded [-], but those who can gain a firm foothold are local snakes. Is it not easy for Huinong to compete with them as an outsider?"

"Business is not easy to do, but since we are here, we must be prepared!" Li Lei seemed full of confidence, so where is he going? The giants such as Family Mart, 7-11, and Sittos have not come in yet. Well, the competition of convenience stores in Shanghai is far from reaching its peak.

Among the convenience store companies nowadays, apart from Lawson who has experience, other brands are just starting out, and most of them are relying on their past experience to do things, and Li Lei has also dug from other chain convenience store brands. With the elites from here and the talents of Lotus Supermarket, coupled with his vision, it is not difficult to beat other competitors.

"You Huinong have milk, dairy products, ham sausage, instant noodles, beer, beverages, all kinds of food, eggs, and fresh meat. You can fill one-third of the convenience stores with your own products. This business is indeed better than others. Enterprises have advantages!" Wang Jiafen also had to admit that it is much more convenient for Huinong to be a convenience store than Guangming, which is not good news for Guangming, because once Huinong's convenience stores are opened, it is equivalent to giving Wandashan The stable sales channel in Shanghai will inevitably have an impact on Bright.

After returning home, I will talk to the leader again, and strive to apply for Guangming’s convenience store project as soon as possible. Otherwise, Guangming will have to defend against Wandashan’s attack. She didn't have much confidence in the matter again.

"By the way, what's the name of your store? When will the first store open? Shall I send a flower basket?" Wang Jiafen wanted to use this method to put pressure on major shareholders.

"365 Convenience Store, the name is easy to understand. It means that it is open 365 days a year, whether it is weekends or holidays!" Li Lei directly plagiarized the name of a convenience store chain in later generations. There is no way, this name is really good. Yes, very much in line with the positioning of a convenience store.

"As for the opening time, it has not been confirmed yet. I will call you as soon as it is confirmed. You must not come when the time comes!" Wang Jiafen wanted to put pressure on the major shareholders, and Li Lei also wanted to join them. Create a rift between the two sides, it can be said that they hit it off.

The "Fortune" forum that lasted for several days finally came to an end, and Li Lei also started his official work. Under the leadership of Guo Junbin, the person in charge of the convenience store project, he visited and inspected the first 365 convenience store in Shanghai, which was under renovation.

The color of the door adopts the main color of Tang Jiu Convenience, which will be very popular in Shanxi and other places in the future. There are two green stripes with an orange stripe in between, and the name and logo of 365 convenience store in the middle. You can see it from afar.

Seeing this, Li Lei couldn't help but want to complain about the messy unified signboard rectification in later generations. How much effort each business has spent in choosing a visual identity system that suits them, what color, what font, what pattern, These are all specially produced by advertising companies with a lot of money.

It turned out that you were lucky, and a document forced people to change the signboard that cost a lot of money into a lifeless one. Customers could recognize the business of this store based on the color alone from a long distance away. The red one is KFC, McDonald's, the green one is Lanzhou ramen, the red, green and orange stripes are 7-11, and you just go there if you want to buy it, but after changing it, you have to read the characters, and those with bad eyesight will miss it. Isn't this a delay in business?
Now the store has been almost renovated, and the samples of the goods are also placed in place. Panpan ham sausage, Huafeng instant noodles, Panpan almond milk and other food and beverages are neatly placed on the shelves. Wandashan milk and ice cream are in the freezer. In the grain and oil area, Luhua peanut oil, Xiangxuehai flour, Daohuaxiang rice, Huinong brand eggs and Huinong's own products do account for one-third.

On other shelves, there are stationery, homework, daily chemical products, drinks and other products that people often need in daily life, and behind the cash register is a cigarette shelf, which is also a must for convenience stores and does not sell cigarettes. Can't survive at all.

Chewing gum, candies, lighters and other products are placed on the shelves in front of the checkout counter, which are convenient for customers to use, and can persuade them to take some at the right time to save the trouble of looking for change.

After looking around, Li Lei was basically satisfied, but there was still a problem, "There seems to be a product missing in the store!"

　There is another chapter, going out to eat now, it is estimated to be released around ten o'clock
　　
　
(End of this chapter)