Tianhong Mall Enters Convenience Store

< p > the leading store of Shenzhen local department store, Tianhong malls, should enter into the convenience store business in a big way. Since the end of last year, the domestic commercial retail industry began to spread such news, but a href= "//www.sjfzxm.com/news/index_c.asp" > Tianhong < /a > has not responded positively. Many inquiries confirm that such rumours are not groundless. There are well-informed sources that the convenience store format is the business area that this year's Rainbow mall focuses on, and it carries the vision of achieving full channel marketing, opening up barriers to online and offline, and becoming a new profit growth point. < /p >
< p > compared with the convenience stores such as 7-Eleven, Vango, Barrison and FamilyMart existing on the market, the gold content of convenience store built by rainbow will be higher. At the same time, it will make strategic deployment based on the thinking of the electronic business platform, hoping to become a "community life center". There are people in the industry who believe that department stores in recent years have suffered from undue pressure and are operating under pressure. Under the current situation of rapid rise of electricity providers and shopping centers, we must strive to change this decline. Entering the convenience store format is an important measure to enhance the comprehensive strength. It also coincides with the trend of the development of community commerce. At the same time, convenience stores have begun to attract the attention of large retail enterprises. In the next few years, they will become the focus areas for all parties to compete for the market and strategic competition. < /p >
< p > but there are also commercial observation analysts. Although the move of Tianhong into convenience stores has released some signal for enterprises to implement the transformation strategy, such a transformation will bring pressure to the organization and personnel composition, commodity channels, logistics system, inventory management and so on, which is a powerful test for the whole enterprise operation, and must be determined and moved. < /p >
< p > < strong > Tianhong convenience store first appeared in June < /strong > < /p >.
< p > just as many retail business employees are doubtful about Tianhong Department Store's entry into convenience stores and have been asking for all kinds of gossip, there are two things that make them understand the determination of enterprises: first, Gao Shulin, director and general manager of rainbow mall, recently made clear at the 2013 annual performance briefing of the company that the company is developing a convenience store. It will first develop a direct convenience store and then implement a franchise plan. At the same time, logistics and distribution will rely on the existing distribution system to build and integrate the business requirements of the convenience store, and make dynamic planning and construction according to the development of the business. Secondly, Nandu journalists have seen many job recruitment websites in China. Tianhong mall has begun to recruit the "convenience store development director" post. One of the duties is to "complete the company's convenience store business expansion plan and expand the work". This series of actions has made the outside world have no objection to the business ambition of the new business format, and the most curious thing is when to open and how many to open? What are the gimmicks and selling points? < /p >
< p > according to an authoritative source inside Tianhong, the leadership of the enterprise has attached great importance to the convenience store format. The Department has set up a business unit and all the work is advancing. The management hopes that all factors will be considered more thoroughly. So far, it is still in the state of specific business planning and commodity allocation, but the first convenience store will be opened in Shenzhen this year, and it will probably start in June. In addition, there are many uncertainties due to factors such as location, rent, deployment and so on. Therefore, it can only be opened according to the way of a mature family, but it will eventually spread across the country. Shenzhen is the main base of Tianhong mall, and its supporting facilities are relatively mature. In addition, the company has high hopes for the new form of convenience store, so it is possible that more than 10 rainbow stores will appear in Shenzhen this year. As to how to distribute, it is necessary to match the overall business plan of the rainbow. However, there will be a significant difference between the types and functions and the traditional convenience store formats. "There are many high-tech elements in the convenience store, including the design of the electricity supplier, and the store will bear the responsibility of" last mile ". < /p >
< p > strong > convenience stores will become the focus of business competition: < /strong > /p >
< p > Huarun Wanjia, year old treasure store, Guang Bai, and more famous commercial brands in China have begun to set foot in the convenience store format in recent years. This time, rainbow has entered low-key when the domestic retail industry is in a downturn. The business motive behind it has caused various speculation in the industry. Liu Botao, a famous brand marketing expert in China, believes that in the retail industry, convenience stores are less affected by e-commerce. Although it is becoming more and more difficult to find good store resources, convenience stores are a very important step in the transformation of retail industry. Take Suning as an example, because of the more than 1000 offline stores, Suning has the important foundation for realizing the layout and transformation of O 2O. In the future, a large number of convenience stores will be a key link for O2O. More importantly, if the convenience store is combined with the mobile Internet, it will extend many new products, new services and even new business models including virtual products. Tianhong marches into convenience stores. It is based on the convenience store O2O and the declining online retail industry. Transformation is a common trend. O2O is an important force. Before the launch of WeChat mall, Tianhong is an important attempt, and the convenience store will make the O 2O strategy of Tianhong more landing. From this point of view, Tianhong has a forward-looking strategic vision. < /p >
Wang Junbiao, another famous commercial personage in China, gave his views from the perspective of the whole channel and the industrial chain. P He believes that Tianhong's involvement in convenience stores is a very effective way for enterprises to get through the electricity providers and stores. It is an effective complement, equivalent to "walking on two legs in business". From the point of view of the convenience store's function, we must combine the characteristics of Tianhong in many domestic stores and widely distributed, so this kind of new store is more a community store with the function of "receiving station". Prior to that, Shun Feng had planned to set foot in the convenience store industry, hoping that such a format could become a transit station for the logistics industry, but the whole enterprise did not know the operation of the commercial entity store. But the choice of rainbow to implement its multi format strategy on this node is well thought out. On the one hand, it must have a foothold and a bearing point for its electronic business development, such as Tianhong and micro store. The convenience store is undoubtedly an ideal format and an integral part of the whole channel marketing. Secondly, in today's department stores and shopping centres can not expand rapidly today, the use of convenience stores to achieve the extension of the entire industry chain, expand brand influence, increase the purpose of cash flow. He said: "according to my observation, not only is the rainbow, including Huarun Wanjia, Vanke, many business enterprises are also aware of the role of convenience stores in the future business competition, has begun to layout, but because everyone has different strengths, so the entry point is different, but this format will become an area of commercial competition in the next few years, we will wait and see." < /p >
< p > < strong > three conjectures < /strong > < /p >
< p > < strong > the convenience store to be opened at < a href= "//www.sjfzxm.com/news/index_c.asp" > Shenzhen < /a > will be named after "Tianhong"? < /strong > /p >
< p > possibility is relatively small. Because the implementation of multi format and multi brand strategy is already a relatively mature business model for the development and growth of enterprises. It is estimated that Tianhong will name the convenience store in the new name. Last year, the first shopping mall in China used the name of "Rainbow", which is the brand spillover function and absorbing effect that it saw in its large-scale investment. It is expected that the enterprise will still build its own brand of MALL format, just like the previous monarch, Tian you, Fei Fu, and Bo Si. < /p >
What are the potential competitors after the implementation of < p > < strong > Tianhong implementation of < a href= > //www.sjfzxm.com/news/index_c.asp > channel marketing < /a > < /strong > /p >
< p > a lot of opponents, but the biggest opponent is undoubtedly Huarun. Business veteran analysis, in fact, in the domestic, such as rainbow rainbow from the entity store to enter the electricity supplier, and then to seek greater development of the combination of many examples, but from the scale, form, development trend, Huarun Wan is undoubtedly the most powerful channel of rainbow marketing. Huarun's VANGO supermarket has been a pioneer in the whole country, and since the second half of last year, "wanmoore" website has been suspended, it is said that there will be an upgraded version this year. If Huarun is going to enter the electricity business in a big way, it will basically have no rivals in the domestic commercial retail sector under the brand combination of Huarun's various formats. Therefore, Huarun's similar business models must be the biggest potential rival of the whole channel marketing war. < /p >
What problems will be encountered in Tianhong's convenience store format? < p > < strong > < /strong > < /p >
< p > at this stage, convenience stores such as 7-Eleven, Vango and Barrison have been deeply rooted in Shenzhen and even in China. How to make a sudden rise and occupy the market quickly is a problem that management must think about. Although it is a very attractive business concept to take the hi-tech route, make use of WeChat payment and undertake online shopping functions, how to put it into practice and turn it into reality is a difficult problem to test the wisdom of decision-makers. The last important factor is talent. The retail business in China has always been short of creative talents, and this is not a normal way to enter the convenience store format. Therefore, talents may be a short board for enterprises to implement multiple formats and advance strategies. Although Tianhong has set up a business school within the enterprise, and has prepared for the reserve of talents, but for convenience stores, such short, flat, fast, and short competition and fierce competition, enterprises seem to need more time to prepare. < /p >