Convenience Store Marketing Strategy Paper 1: On Convenience Store Marketing Strategy
Convenience store is a very competitive retail format, which has huge profit space in China market, and provides a new idea for the development of small and medium-sized retailers in China. The author thinks that marketing strategy is very important to run a convenience store well, and appropriate product strategy, distribution channel strategy and price strategy must be formulated according to the characteristics of convenience stores and target customers.
Keywords: convenience store marketing strategy
Convenience store usually refers to the business model with business area of about 50 ~ 150 square meters, business types of about 2000 kinds, close to residential areas, and business hours of 15 hours or even 24 hours. Convenience stores generally don't rest all year round, and the location of stores is flexible, mainly to fill the consumption gap, and the goods sold are mainly customers' daily necessities.
The reasons why convenience stores can be more and more accepted by consumers are: with the improvement of education and income level, the pace of life is gradually accelerated, and daily consumer goods have been concentrated on food and some non-food items; Due to the small store area, few varieties, orderly display and obvious location, customers' shopping time and transaction process are rapid, which can solve the urgent needs of life; Because of the convenient location of the store, customers can shop conveniently.
In order to run a convenience store well, the marketing strategy is very important, and appropriate product strategy, distribution channel strategy and price strategy must be formulated according to the characteristics of convenience stores and target customers.
Product strategy of convenience store
The selection and display of goods is a science, which will bring convenience to consumers and have excellent promotion effect. In terms of product strategy, convenience store operators should pay attention to the following issues:
Improve the utilization rate of in-store merchandise display
At present, the number of goods and the utilization rate of display space in some convenience stores are seriously insufficient, which has a very negative impact on their product sales. Convenience stores are usually located in the downtown area of the city, and the area is usually within 100 square meters, so the display space of the stores cannot be wasted. In terms of commodity display, some convenience stores have a phenomenon that the display area of some commodities is too large, and many commodities are in more than three rows. This kind of display creates an excuse for the monotonous variety of goods in the store, resulting in that there should be about 1200 kinds of goods in the store, and maybe only more than 500 kinds of goods are on the shelves. The result is obviously not enough to meet the basic needs of customers.
Correct selection of commodity types
The main products of convenience stores should be frozen food, drinks and daily necessities. These products should be refined, that is, choose the best-selling, high-quality and moderate-priced products on the shelves. In convenience stores, products sold in bundles or packaged in large packages should be avoided. Since the positioning of convenience stores is for emergency needs, the products packaged in bulk are not within the sales scope of convenience stores, and the products sold by convenience stores are not? Is the more soldiers Han Xinfen has, the better? . Because of the sale of large packaged goods, the price of convenience stores is bound to be higher than that of large comprehensive supermarkets. Eggs touch stones, keeping short and avoiding long? Our behavior will lead to high prices and being cheated when customers shop in convenience stores. Displaying discounted goods on the shelves of convenience stores will not only not get good sales, but also waste the effective display area of the store, further affecting the normal business performance and image of the store. Therefore, the type of goods selected by convenience stores should be popular goods with guaranteed brand quality and best sales.
Avoid large areas of empty shelves.
A large area of empty shelves is a temporary shortage of goods in stores or other problems, but the results reflected by this phenomenon are nothing more than: the delivery of goods in the distribution center is not timely, the purchasing department has insufficient varieties of goods, and the tally staff does not replenish goods in time. The consequences of these three problems will inevitably affect the sales and image of stores. What effect does a shop with empty shelves have on customers? Not only are customers unsuccessful in shopping, but enterprises may also lose a group of old customers.
Distribution channel strategy of convenience store
An ordinary chain store, with an area of only100-200m2, has to provide 2000-3000 kinds of food. Different foods may come from different suppliers and have different requirements for distribution channels and storage methods. Every kind of food cannot be in short supply or surplus, and the variety of goods should be adjusted at any time according to the different needs of customers. The various requirements of customers put forward high requirements for the logistics distribution of chain stores. The success of convenience stores depends largely on the success of distribution systems.
A successful convenience store, a world-famous convenience store, must have an efficient logistics and distribution system behind it? 7- 1 1? The distribution system adopts the strategy of high-density centralized store opening in a specific area, and also adopts the centralized logistics distribution scheme in logistics management. This scheme can probably be used for? 7- 1 1? Save the cost equivalent to 10% of the original price of the goods.
Rotten? 7- 1 1? Experience, and then according to the actual situation of convenience stores in China, the marketing strategy that should be reformed in terms of channels is:
Establish a network distribution system to unify distribution.
In view of the fact that most convenience stores in China have distribution centers, the important issue now is how to improve the efficiency of distribution centers and try to adopt the strategy of opening high-density stores in specific areas. We should give full play to the advantages of establishing our own distribution center, establish a computer network distribution system, and unify the collection and distribution of goods. In particular, we should give full play to the computer network functions of distribution centers connected with suppliers and stores respectively. In order to ensure uninterrupted delivery, according to past experience, the distribution center generally needs to keep inventory for about 3 days. At the same time, the computer system of the center regularly receives the inventory report and demand report of each store every day, and the distribution center analyzes these reports in a centralized way, and finally forms orders sent to different suppliers, which are transmitted to suppliers through the computer network, and suppliers will deliver the goods to the center within a predetermined time. After receiving all the goods, the distribution center will package the goods needed by each store separately and wait for delivery.
Improve commodity turnover rate and reduce inventory.
Because the store is small in size and located in a prosperous area, the high rent does not allow the store to have a large amount of inventory. The inventory of goods on shelves should be strictly controlled within the maximum inventory, which requires the distribution center to register and replenish the delivered goods, so as to ensure that the goods in convenience stores keep advancing and innovating, thus reducing the inventory and improving the turnover rate of goods. In order to complete the rapid turnover of goods in the store, we should carefully check the packaging to see if the delivery is timely and reduce unnecessary inventory. Usually, the inventory of goods is set at about 3 days, but for goods such as ice cream and quick-frozen food, suppliers directly deliver them to various stores three times a day.
Price strategy of convenience store
Convenience stores are open 24 hours a day. As a rare shopping place in urban life, convenience stores are not only scarce, but also bear 24-hour uninterrupted labor costs, operating costs, lighting costs, air conditioning costs and so on. If the goods provided by enterprises are convenient for consumers and cheap, it is obviously unfair to businesses, and there is no way to talk about the profits of enterprises. Therefore, in order to survive and develop, convenience stores must realize? Deny low price and convenience to win? .
When formulating price strategies, convenience stores should, on the one hand, try to reduce costs, purchase a large number of varieties urgently needed by consumer groups and strive for lower price sales; On the other hand, the pricing of convenience stores cannot blindly pursue low prices, let alone compete with large supermarkets. It is normal that the price of goods in convenience stores is higher than that in large supermarkets, because it is not the price but the emergency service that attracts customers.
In addition, a weak link in domestic convenience store marketing is promotion. Compared with the overwhelming publicity of other large supermarkets, we seldom see the promotion activities of convenience stores. Promotion is an important factor in marketing mix, and its essence is information communication between buyers and sellers. Under the condition of modern market economy, enterprise promotion has extremely rich contents and important functions. The ways and means of promotion mainly include personnel promotion, advertising, business promotion and public relations, and the latter three are more suitable as retail formats. This paper suggests that convenience stores, after establishing their market position, communicate with consumers through various media in peacetime and establish their own image by means of promotion.
At present, there are more than 200 cities in China with a population of over 6.5438+0 million. According to the calculation of opening a convenience store for every 3,000 people, there are at least 300 convenience stores in each city with a population of 6,543.8+0,000, and the number of convenience stores in more than 200 cities can reach more than 60,000, which is quite huge. Therefore, as long as the marketing strategy of convenience stores is well mastered, its development space will be huge.
References:
1. Liu Hua. 24-hour convenience, can small and medium-sized supermarkets do it? Sales and Marketing, September 2002.
2. Little Harry. 7- 1 1? A model of seeing the big from the small. China Marketing Communication Network, April 2003.
3. Liu. The survival of traditional convenience stores. China Marketing Communication Network, March 2003.
4. Hu yin. Location analysis of wal-mart. China Business, June 2002.
5. Zhang Gengmiao. Marketing. Shaanxi people's publishing house, 200 1
Convenience Store Marketing Strategy Paper 2: Ping An Bank Dongyi Community Financial Convenience Store Marketing Planning
From the perspective of commercial banks, community finance refers to a comprehensive financial activity that provides targeted financial products and services to the community based on the tangible or intangible outlets of banks and from the perspective of customer needs by integrating various resources. It has the characteristics of diversification and stratification. With the increasingly close relationship between residents and communities, community finance will become the main way of financial services in the future. Community finance is the new commanding height of personal financial business of commercial banks and will become a new profit growth point of commercial banks.
First, the research significance
Economic significance: it is beneficial to implant the brand of Ping An Bank into the owner's mind, understand Ping An Bank and its comprehensive finance, and leave a good impression; Become a new profit growth point; The new development pole of absorbing high-quality deposits and improving profits. Social significance: it is conducive to the growth and development of the bank's own profits, but also close to the community, bringing convenience to the community residents and enhancing the brand loyalty of customers.
Second, a brief introduction to domestic and foreign literature.
The American financial marketing model emphasizes meeting the needs of the whole market. Financial institutions adopt the service mode of mixed operation and providing comprehensive financial services, and diversify and fully support financial products and services according to customer needs. Community finance is a new direction of personal financial business development in China. With the development and prosperity of community economy, it will become an important financial service mode. Relying on the community to deepen the development of residents' financial services.
Three. Brief introduction of planning project
Ping An Bank Co., Ltd., hereinafter referred to as Ping An Bank, is a national joint-stock commercial bank 20 12 1 in Chinese mainland controlled by China Ping An Insurance (Group) Co., Ltd., and Shenzhen Development formally merged to form a new Ping An Bank.
Ping An Bank's community financial convenience store is a community financial service station that integrates financial and technological intelligence elements and provides comprehensive financial products and non-financial services for community residents. Financial convenience stores provide financial and non-financial services at the same time, which stimulates the flow of people and the rate of entering stores through the convenience of food, clothing, housing and transportation. Comprehensive finance includes insurance sales, housing network, second-hand car network business and provision? Express delivery? The service introduces intelligent express receiving and dispatching cabinets, and combines the bank's debit card to bundle online shopping and express delivery services in the community, including pick-up services, with community financial convenience stores to provide third-party services such as luxury purchasing.
Fourth, the market opportunity analysis
Macro environmental analysis
65438+
(1) Permanent population in Guangzhou: Guangzhou has a special population environment, and more than 65% of the population growth is due to the migration of migrant workers. At present, the permanent population in Guangzhou is 6,543,805,900, including 7,986,000 registered residents and 6,368,000 floating residents, with a real population of over 6,543,800.
(2) Registered population: The permanent population of the city is 43,684,300, with an average of 2.73.
(3) Gender composition: Among the urban permanent residents, the sex ratio of the total population (female 100, male 109.55438+0) is.
(4) Regional distribution of population: among the permanent residents in the city, there are 7,727,200 in the central city, accounting for 60.85%, 3,343,500 in the new city, accounting for 26.34%, and1630,5438+million in the county-level city, accounting for12.81.
2. Economic environment
(1) Economic development: First, the economic operation has progressed steadily, and the transformation and upgrading have achieved remarkable results. Affected by the changes in the domestic and international economic environment, Guangzhou's economic growth in 20 13 years is facing greater downward pressure. The GDP of the whole city is15420.1400 million yuan, an increase of 1 1.6% over the previous year, and the growth rate is1. The growth rate of total retail sales of social consumer goods remained at a relatively high level above 15%, and the main economic indicators grew steadily, laying the foundation for the steady growth of the overall economy.
(2) The main characteristics of economic operation: the tertiary industry maintains rapid growth and builds a multi-point support pattern. In 20 13 years, the growth rate of added value of the tertiary industry in our city was 1.7 percentage points faster than GDP, and the contribution rate of service industry to economic growth was 70.6%. Among them, finance, transportation and tourism maintained rapid growth. Private financial street institutions 102, the construction of international financial city started, and the development of financial industry achieved remarkable results.
Microenvironment analysis
1. opponent analysis
China Merchants Bank, two joint-stock banks that have done a good job in retail business? Private bank? Its business ranks among the best in the industry, and it has been rated as the best private bank in China by European currency, and it has also done well in wealth management and credit cards. Everbright Bank, on the other hand, is in the forefront of wealth management business and has achieved many firsts in the field of wealth management. However, like most joint-stock commercial banks, China Merchants Bank and China Everbright Bank also have some disadvantages, such as fewer outlets, low brand awareness and less credibility than the top five state-owned banks.
2. Consumer analysis
According to the analysis of the questionnaire survey, among the residents who participated in the questionnaire survey, they held the most accounts in the five major state-owned banks, followed by China Merchants Bank, China Everbright Bank and China CITIC Bank. For a series of customer feedback activities carried out by banks, the most people choose oil rice food, followed by shopping vouchers, and the third is travel vouchers and car wash cards; If the bank organizes activities, most people choose to participate in parent-child activities, followed by short-distance travel, and the third is TCM health care and investment analysis.
3. Situation analysis
Advantages of Ping An Bank's community financial convenience store: (1) Ping An Bank has the advantages of Ping An Group's comprehensive financial platform for insurance, banking and investment, and can customize several sets of high-yield and all-round comprehensive financial solutions for residents, especially for three generations of families with four to five people in high-end residential areas. The three financial systems are more attractive to the elderly and families. (2) Ping An Bank can take advantage of the extensive advantages of Ping An Group's insurance customers, attract customers through the insurance brand effect, and provide insurance services through community banks to enhance customer satisfaction.
Convenience Store Marketing Strategy Paper 3: On Convenience Store Marketing Strategy
I. Overview of Baoding Zhuoyue Convenience Store
The main competitor of Baoding excellent convenience store is the couple store in the community, which is similar to convenience store, commonly known as grocery store. These stores are basically adjacent to excellent convenience stores, and there is almost no big difference in the goods they operate. For consumers in the community, he has a fixed crowd. Because of consumers' consumption habits, they all like to choose a fixed place to buy some homogeneous goods, which poses a great competitive threat to the excellent ones.
Second, Baoding Zhuoyue Convenience Store Marketing Strategy Analysis
(1) product strategy. First of all, in the choice of goods, we pay attention to the temporary consumption of customers and adopt a comprehensive and diversified strategy, covering all the goods that may be purchased in community consumption. The advantage of excellent convenience store goods is that the more kinds of goods, the more they can meet the needs of consumers. Compared with the mom-and-pop shops in the community, it has increased a lot of convenience services, which not only won the favor of consumers, but also won the praise of consumers for excellent convenience stores; Its disadvantage is that there are too many kinds of goods, and it is necessary to have someone to tally the goods, which increases the staffing. The store area is relatively small, and the more goods there are, the more space is needed, so the space is crowded.
(2) Price strategy. In terms of pricing, because it is mainly aimed at consumers in the community, they are familiar with the prices of daily consumer goods, so they are sensitive to the fluctuation range of prices. The daily consumer goods in the store, the goods with faster flow rate are generally equal to the market price, while some cyclical consumer goods, such as grain, oil and spices, will be one to two yuan higher than the market price. Because for these goods, it is inevitable that there will be urgently needed goods that are temporarily lacking in family guests or community life. They don't choose to buy in distant supermarkets, and the demand for goods makes them able to accept high-priced goods. In terms of self-made goods in convenience stores, they will increase the price by a few cents on the basis of following the market price, which is a kind of apportionment for the use of personnel. Because Zhuoyue convenience store added 24-hour service after 20 12, the personnel investment increased a lot. In order to achieve the goal of profit, the price of goods has increased. However, in terms of price, Zhuo Yue also has its own pricing principles, which are different from well-known or local convenience stores in other regions. The part with higher price is very few, which is basically close to the market price.
(3) Channel strategy. The business model of excellent convenience stores is franchise chain. Baoding New excellence group chose a unified location to open a shop and provide unified personnel. There are two main channels for the supply and distribution of goods. Most of the goods are distributed by the group. The group has a unified distribution center and goods warehouse. Store managers regularly report the supply situation to the Group, and list the required commodity details to the Group. The group will have someone to supply it. At the same time, some of them are delivered directly by manufacturers, who will monitor the situation in the store in real time and supply them in time when they are out of stock. In providing other convenience services, we mainly cooperate with other merchants to become their agents, such as paying water and electricity bills, cooperating with Unicom Group to become a payment agent, and cooperating with youth travel to launch a series of services such as a one-day tour of Tianjin Happy Valley.
(4) Promotion strategy. General promotional activities are carried out in accordance with the manufacturers' promotional activities. What kind of activities suppliers and manufacturers have, what kind of activities will be in the store. General manufacturers will launch promotional activities on holidays, most of which are dairy products. The activities are generally price reduction and bundled sales. Excellence has no promotion activities of its own. Therefore, the promotion activities of excellent convenience stores are relatively simple, and the types of goods promoted are also relatively few. There is no promotion of their own products, so compared with the large-scale promotion of holiday supermarkets, some people are overwhelmed and some consumers will be lost.
(5) Site selection strategy. The business model of Baoding Zhuoyue Convenience Store is franchise chain, so excellence group chose the location. According to the analysis of Baoding's economic situation, the address selection is basically established at the entrance of the community, not in the community, which can not only meet the convenience needs of community residents, but also establish its own brand awareness, let more people know, and also provide services for customers who need it temporarily on the street. In the site selection, following the development of Baoding economy, such a site selection strategy is also better. Seized the opportunity and set up barriers for the entry of other convenience stores in the future.
Third, Baoding excellent convenience store marketing strategy suggestions
(1) Optimize the product structure. The area of an excellent convenience store is generally less than 200 square meters. In the case of limited space, we should carefully choose the goods sold in the store. Enterprises aim at profit, so the goods they sell should also serve the purpose of profit. Such as tobacco, wine, tea, sugar, grain, oil, eggs, milk, snacks, meals, etc. are all frequently consumed in community life, and the supply of these commodities is also necessary. The mobility of slippers, brooms and other commodities is relatively small, and consumers' first choice will not be to spend in convenience stores. Generally, these goods will be purchased in large supermarkets, and the selectivity is relatively large. So we don't need to supply this kind of goods, which can not only reduce the space in the store, but also increase more brands, so that consumers have more choices and meet the needs of consumers' personalized consumption.
(2) Adjust the in-store display. Local convenience stores should not only highlight local characteristics, but also highlight their own tastes in store design, and strive to create a unique style belonging to excellent convenience stores, so as to be remembered and recognized by more consumers. The display of goods in the store is not only a facade, but also a means to create a consumption environment. The display of goods is also a good aid to selling goods. Therefore, the display in the store should break the imitation of the supermarket and present it to consumers simply and clearly. Some temporary consumer goods, such as chewing gum, can be placed next to the cashier. Community residents are generally familiar with convenience stores, so commodities such as grain, oil, eggs, milk, etc. should be placed in the innermost part, and the aisle must be cleared of obstacles and no items can be stored. Due to the limitation of store space, excellent convenience stores can increase the height of surrounding shelves and put some goods with low liquidity on high places.
(3) Increase convenience services and broaden cooperation channels. At present, the convenience service items of excellent convenience stores in Baoding are not diversified enough, so it is necessary to increase some convenience services for serving the community, such as copying and faxing, sending and receiving emails, selling train tickets and plane tickets. In the community life of residents, there is also a great demand for fruits and vegetables. Some office workers may not have enough time to go to distant supermarkets or vegetable markets to buy, so they can increase the supply of fruits and vegetables appropriately (provided that the sales of these fruits and vegetables are stable in the current season). These convenience services do not need to be set up in every community. Before the convenience service begins, we can conduct research in the community and set up corresponding service items according to the needs of community residents.
(4) Various promotion methods. The promotion method of contacting convenience stores is relatively simple, and various promotion methods must be adopted to increase sales. Advertisements on LED screens outside the store should be updated in time, and promotional activities should be more eye-catching. It is also necessary to promote the sales of personnel. It is not only for the promotion of current goods, but also a propaganda means for our store to regularly carry out promotional activities at the door of the store, recruit temporary promoters and attract customers through out-of-store sales. In order to win customers to spend in the store every day, we can introduce daily specialty products, such as specialty food and specialty milk. Membership is also an attraction for consumers. You can set the membership price for the goods in the store, which can not only let the residents in the community enjoy preferential treatment, but also cultivate the loyalty to the customers in the store.
Four. conclusion
The development of convenience stores is on the rise, and the development of convenience stores in Baoding market is not very mature. In order to make the development of convenience stores become the mainstream retail format in this market, it needs further improvement and development, and introduces absorption and innovation in marketing strategy. At present, excellent convenience stores need to further improve their business model, management model, logistics and distribution, and add their own characteristics in products, prices, channels and promotions. Baoding is a city with rich cultural background, which is dependent on local products, so paying attention to Baoding's characteristics can increase its competitiveness. Based on the marketing strategy of local convenience stores, the most important thing is to develop its own characteristics and develop according to local conditions. In the early stage of development, we should have a clear position for ourselves. The development prospects of local convenience stores are considerable, and we can't surpass them at once. First of all, we should take every step in our own field and find a suitable business method and development plan, so as to compete with well-known brands of mature convenience stores and occupy a place in the future market.
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