1. What is a lazy convenience store?

2. Xiaomi cross-border new retail?

3. Where is the convenience store?

Recently, with Beijing Tommy Cultural and Creative Co., Ltd. obtaining tens of millions of Series A financing, its "lazy convenience store" project has entered the focus of many eyes. According to Tianyancha's data, this is the fourth round of financing since 20 17. It is worth noting that the earliest angel round financing in August 20 17 was jointly invested by Shunwei Capital and Xiaomi Group, and the investor of the second round financing in March 20 19 was Mi Yue Science and Technology, which belongs to Xiaomi ecological chain enterprise. From this point of view, rice sugar culture, as the only cultural and creative enterprise in Xiaomi ecological chain, can be described as heterogeneous.

0 1 lazy convenience store

Lazy convenience store is actually not the same as the literal meaning. It is not a convenience store tailored for lazy people with the help of the current "lazy economy", but a cultural creativity with "laziness" as the core. Since the birth of creative IP as a scene, it has been around the cultural atmosphere and fresh voice of young people's lives, creating new products and new consumption scenes through representative role setting and content.

According to its official website content, the project has held limited-time commercial activities in the form of "flash" on always online in recent years. At present, the circle is average, but its IP image does attract some young viewers. But as far as the "convenience store" in its name is concerned, compared with the traditional convenience store, the project is more like a variant convenience store focusing on the direction of cultural and creative products.

From the online platform of lazy convenience store, most of the goods sold in the store are blind boxes, fashion, beauty cosmetics, clothing, snacks and drinks and various cross-border joint goods. In its offline activities, most of the products sold are online red tide products and cosmetics contact lenses, coffee, T-shirts and other products sold in limited quantities through cross-border cooperation with multi-field brands. In other words, the goods in lazy convenience stores are not convenient for lazy people, so that some customers admit: "For lazy people, those who don't provide on-site service but only need goods every day can't be regarded as convenience stores." As a cultural and creative store, the number of SKUs in the store has just exceeded 100, which is far from the number of SKUs in similar stores.

02 Xiaomi kuajie new retail

It is reported that there are only a few long-term offline stores in Shenzhen, Hangzhou and other cities. Guangzhou, Shanghai and other places that have already set foot in are short-term limited operations for about 25 days, which is obviously not conducive to cultivating consumers' brand awareness, which is the so-called "not enough". However, from the perspective of the industrial chain, the rice sugar culture has been testing the water, which is not without Xiaomi's strategic intention to enter the new retail and cultural and creative fields.

For most Japanese convenience stores, the target users are identified as young white-collar workers from the beginning of site selection, and then the product structure is tailored according to the consumption habits of the target population. On the one hand, abandon community consumer groups, such as rice flour, grain and oil, condiments and other commodities as little as possible or even not.

On the other hand, in view of the characteristics of white-collar workers who need light catering, convenience stores have introduced products such as box lunch, rice balls, bread, ice cream and drinks. In addition, there are convenience stores that set up a dining area in the store for customers to eat and take a nap; For young people's interest in following the trend, some convenience stores choose to display various online celebrity snacks, online celebrity drinks and online celebrity bread on limited shelves, and further increase the differences through brand selection.

In addition, convenience stores will also increase users' viscosity by helping to print, placing shared charging treasures, providing value-added services such as hot buns and Guandong cooking. Tommy culture's lazy convenience store, taking the IP route, shaped the brand image before the product, and the subsequent products will naturally be built around its IP. This can ensure its differentiated competitiveness to a great extent, and can also greatly improve the customer retention rate. Generally speaking, it has laid a foundation for its follow-up retail actions and provided almost unlimited possibilities.

Development direction of convenience store 03

At the beginning of this year, at the cultural consumption activities hosted by the Beijing Municipal Committee, Zhang, the founder of Lazy Convenience Store, said frankly as an award-winning brand: "The innovation of cultural consumption brands cannot be limited to the simple offline mode." With the entry of a new generation of internet capital, the online competition of "variant" convenience stores will also begin.

According to the industry report released by China Chain Store & Franchise Association, there is still room for improvement in China's consumer market. At present, the proportion of domestic consumption in GDP is 38.8%, while that of the major developed countries in the world is above 50%. The proportion of the tertiary industry in China is 53.9%, which is still far from the major developed countries in the world and there is huge room for improvement.

The report also mentioned that in 20 19, the number of convenience stores in China increased from 9 10000 in 20 15 to 132000, with a compound growth rate close to 10%. In terms of the proportion of stores, the top three are Yi Jie, Kunlun Hospitality and IKEA. Among them, Yi Jie and Kunlun Hospitality are oil convenience stores, which are distributed throughout the country with the help of gas station network, with high industry concentration.

Traditional convenience stores, as a small retail format mainly selling fast food products, naturally have the advantage of being highly close to customers through offline scene layout. Coupled with convenient shopping and long business hours, it constitutes the unique advantages of offline convenience stores.

Lazy convenience stores focus on the cultural atmosphere and fresh sounds of young people's lives, seize key elements such as "laziness" and "fashion", and create new products and new consumption scenes. Show life attitude through IP, transplant highly concise and representative life scenes, and create an alternative convenience store with high differentiation between online and offline. From the perspective of enhancing competitiveness, on the whole, Xiaomi's innovative experiment may inspire traditional convenience stores.