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商超们遇网购冲击 便利店为何大肆扩张线下?

摘要: 最近南京发生了一件有意思的事儿:便利店罗森入驻南京,5店齐开,排队的人特别多,各类食物被一抢而空,以至有人觉着这是排队营销策略。不管真相如何,这个在上海大街小巷再普通不过的便利店品牌,在南京是一炮而红了。

ZUIJINNANJINGFASHENGLEYIJIANYOUYISIDESHIER:BIANLIDIANLUOSENRUZHUNANJING,5DIANQIKAI,PAIDUIDERENTEBIEDUO,GELEISHIWUBEIYIQIANGERKONG,YIZHIYOURENJUEZHEZHEISHIPAIDUIYINGXIAOCELVE。BUGUANZHENXIANGRUHE,ZHEIGEZAISHANGHAIDAJIEXIAOXIANGZAIPUTONGBUGUODEBIANLIDIANPINPAI,ZAINANJINGSHIYIPAOERHONGLE。

ZAISHANGHAIDEJIETOU,YITIAOBUGUOBAIMIDEJIEDAO,JIETOUXIANGWEIGEYIJIABIANLIDIAN;GEZHESHIMIKUANDEMALU,YIBIANYIJIA,BIANLIDIANDESHULIANGZHENDEHENDUO。ERQIEXUANZEFANWEIYEHENGUANG,RUGUOLUOSENNIBUAI,YOUQUANJIA,QUANJIAYEBUAI,HAIYOU7-11,RUGUOZHEIXIENIDOUBUAI,MEIGUANXI,HAODE、KUAIKE、KEDENIDOUKEYIYOU。

是什么在支撑便利店的大举扩张?

RANGRENQIGUAIDESHI,ZAIGELEISHANGCHAOZAOYUWANGGOUCHONGJISHI,WEISHENMEBIANLIDIANDASIKAIZHANXIANXIAKUOZHANGZHILUNI?

YISHANGHAIWEILI,BIANLIDIANKUOZHANGZUIKUAIDEDANGSHUQUANJIA。HAIJIDE2010NIANBIZHEDAXUEBIYESHI,SHANGHAIGEPINPAIBIANLIDIANDESHULIANGSIHUHAISHIJUNLIDI,2013NIANDAJIEXIAOXIANGYIJINGBEILVSEXINGMUlogoDEQUANJIAZHANLINGLE,MUQIANSHANGHAIDIQUYOU1213JIAQUANJIA,XIANGBILUOSENZAISHANGHAIDE561JIAMENDIAN,YIJI7-11ZAISHANGHAIDE90JIAMENDIAN,QUANJIAZAISHULIANGSHANGYOUJUEDUIYOUSHI。

QISHI,BIANLIDIANYUYIBANSHANGCHAOXIANGBIYOUSANFANGMIANTESHUYOUSHI,ZHEIXIEYOUSHIJUEDINGLEBIANLIDIANBUTAISHOUWANGGOUDEYINGXIANG。JUTIRUXIA:

广东11选5SHOUXIAN,BIANLIDIANYINGYESHIJIAN7×24XIAOSHIHENFANGBIAN。BULUNHESHI,ZHIYAONIYOUGOUWUXUQIU,JISHISHILINGCHENYILIANGDIAN,YENENGKANDAOHUNANDEJIEJIAOSHANZHEMINGLIANGDEZHAOPAI。LINGWAI,YIBANBIANLIDIANLIHUIYOUYIPAIMIANJIBUDADEZHUOZIHEDENGZI,KEGONGGUKECHITANGSHI。

QICI,PINLEIQIQUAN,SHESHIWANSHAN。BIANLIDIANSUIXIAO,CHANPINZHONGLEIKESHIFEICHANGDUODE,GELEISHUSHI、LINGSHI、YANJIU、SHENGHUOYONGPIN、ZAZHI、YUSANDENGDENG。TEBIESHIDUIYUNVSHENGERYAN,BIANLIDIANZHENDEHENTIEXIN,CHUANZHEGAOGENXIEMOPOLEHOUJIAOGEN,KEYIQUBIANLIDIANMAIBAOCHUANGKETIE;YAOQUJIANKEHUTURANSIWAGOUPOLE,BUYAODANXIN,QUBIANLIDIANMAIYISHUANGYINGJI;CHUCHAWANGDAIMAOJINXIMIANNAI,QUBIANLIDIANMAIYIFEN,ZHENDEHENFANGBIAN。SHUODAOCHI,BIANLIDIANGENGSHIFENGFU,GUANDONGZHU、SHOUSI、SHALA、YIMIAN、JITUIFAN,HAIYOUYABOHEDOUGAN,KANCHENGQUANFANGWEIMANZUNIDEWEI。CIWAI,BIANLIDIANHAIPEIYOUWEIBOLU、RESHUI。

广东11选5ZAICI,TIGONGZENGZHIFUWU。BIANLIDIANLIKEYIDAISHOUSHUIDIANMEIQIFEI,KEYICHONGZHIJIAOTONGKA,KEYIZIZHUHAIXINYONGKA。TONGSHI,BIANLIDIANHAINENGDAISHOUKUAIDI,TEBIESHIDUIHENDUOBAITIANSHANGBANJIALIMEIRENDESHANGBANZULAISHUO,SHIFENBIANLI。TONGGUOBIANLIDIANDAISHOU,WANSHANGXIABANHUILAIQUJIUHAO,ZAIYEBUYONGDANXINBEIKUAIDIXIAOGEHOULE。

DANGRAN,BIANLIDIANTIGONGZHEIMEDUOBIANLI,24XIAOSHIQUANNIANWUXIUDEYINGYESHIJIAN,MENDIANFUGAIDAJIEXIAOXIANGHECBD,YINGYUNCHENGBENBUHUIDI,TADESHANGPINJIAGEYEHUIBITONGLEICHANPINZAICHAOSHIHUOWANGSHANGMAIDEGAO,DANSHENGZAIBIANLIXINGHAO,JIEJUEBUSHIZHIXU,ZHEIZHONGQINGKUANGXIA,YIBANRENYEJIUHUIDUIGAOCHULAIDENEIYIDIANDIANJIAGESHIERBUJIAN。SUOYI,BIANLIDIANDEKUAISUKUOZHANG,CONGBENZHISHANGSHUOSHICHENGSHIXIAOFEISHENGJIDEJIEGUO。

便利店扩张的地域选择具有差异性

广东11选5BUGUO,BIANLIDIANZAIGEDACHENGSHIDEXIAOFEISHENGJIYESHIYOUDIYUTESEDE。CONGBIANLIDIANDEBUJUKAN,ZHUYAOJIZHONGZAIYIERXIANCHENGSHI,QIENANFANGDUOYUBEIFANG。

广东11选5TONGGUOTONGJIQUANJIA、LUOSEN、7-11DENGSANJIAGUIMOBIJIAODADEBIANLIDIAN,FAXIANQIBUJUDEQUYUZHUYAOJIZHONGYUZHANGSANJIAO、ZHUSANJIAO、XIBUHUOBEIFANGDEYIERXIANCHENGSHI,QIEZHUYAOYIZHANGSANJIAOHEZHUSANJIAODIQUWEIZHU(CANJIANBIAO1)。YOUCIKEJIAN,SUIRANBIANLIDIANDESHULIANGKUOZHANGHENKUAI,DANZAICHENGSHIDEXUANZESHANGHAISHIBIJIAOJINSHENDE。

YIFANGMIAN,NANFANGCHENGSHIDEBIANLIDIANSHULIANGHEMIDUYUANGAOYUBEIFANGCHENGSHI。YIQUANJIA、LUOSEN、7-11SANJIABIANLIDIANDESHULIANGZONGHEBIJIAO,BEIJING、SHANGHAI、GUANGZHOU、SHENZHENSIDIDEBIANLIDIANDEMENDIANSHUFENBIESHI294JIA、1864JIA、408JIA、206JIA,BEIJINGDEMENDIANSHULIANGJINLVEGAOYUSHENZHEN。RUGUOTONGGUOBIJIAOBIANLIDIANDEMIDU,ZAIKAOLVCHENGSHIMIANJIHOU,BEI、SHANG、GUANG、SHENSIDIDANWEIMIANJINEIDEMENDIANSHULIANGFENBIESHI0.02、0.29、0.05HE0.10,JIBEIJINGBIANLIDIANDEMIDUYUANXIAOYUQITASANDACHENGSHI,SHANGHAIBIANLIDIANDEMIDUYAOYAOLINGXIAN,SHIBEIJINGDIQUDE14.5BEI。

LINGYIFANGMIAN,BIANLIDIANBUJUCHENGSHIDUOWEIYIERXIANJINGJIFADACHENGSHI,XIANYOUBUJUSANSIXIANCHENGSHIDE。CONGQUANJIA、LUOSENHE7-11DEBUJUCHENGSHIKAN,JINYOULUOSENZAISUNANDIQUDEXIANJISHIJIANGYINSHEYOUMENDIAN。JIANGYINSUIWEIXIANJISHI,DANWEIJUBAIQIANGXIANZHISHOU,JINGJISHILIBURONGXIAOQU,2016NIANQIGDPDADAO3083.3YIYUAN,RENJUNKEZHIPEISHOURU4.63WANYUAN,ZHEISHISHENMEGAINIANNI?DUIBIJIANGSUSHENGHUICHENGSHINANJING,2016NIANDEGDPDADAO1.05WANYIYUAN,RENJUNKEZHIPEISHOURU4.4WANYUAN,SUOYI,JIANGYINJUMINDERENJUNKEZHIPEISHOURUSHIGAOYUNANJINGJUMINDE。TONGSHI,JIANGYINDIQUMINYINGJINGJIFADA,LAODONGRENKOUZHANBIYEBIJIAOGAO,ZHEIXIEDOUWEIBIANLIDIANTIGONGLEJINGJIJICHUHEKEHUJICHU。

为什么北方便利店覆盖率远小于南方?

广东11选5NEIME,WEISHENMEPINPAIBIANLIDIANZAINANFANGGENGYOUPUJILVNI?SHINANBEIJUMINPIANHAODECHAYIMA?DANGRANBUSHI!RUGUOYAOZONGJIEYUANYIN,DAGAIYOUYIXIASANGEFANGMIAN:

YISHIBEIFANGDEQIHOUTIAOJIANBUTONGYUNANFANG。BIANLIDIANDEYIDAYOUSHISHI24XIAOSHIYINGYE,BEIFANGYEWANHANLENGDEJIJIEZHANLEJIHUQUANNIANDEYIBAN,SHENQIU、DONGJI、CHUCHUNDEWANSHANGDOURANGRENSESEFADOU,MEINIAN11YUEDAO3YUEDEGONGNUANQI,RUGUOSHIWO,WANSHANGKENDINGBUYUANYIGUOGEMIANYICHULAIQUBIANLIDIANMAIDONGXIDE,DANZAISHANGHAI、SUZHOU、SHENZHENDENGNANFANGCHENGSHI,MEIYOUGONGNUAN,JISHIDONGTIAN,SHINEIWAIWENCHAYEBUHUITAIDA。

广东11选5ERSHIBEIFANGDEDAOLUSHEJIHENANFANGYOUHENDAQUBIE。YIBEIJINGWEILI,DAOLUSHIBIZHIDE,ZONGJUEZHEYIYANWANGBUDAODI,FANGFANGZHENGZHENGDEMALUYEHENSHAOHUIRAOWAN,HUOZHEYOUCHALU;TONGSHI,BEIJINGDEMALUHENKUAN,GUOMALUBINGBUSHIYIJIANHENRONGYIDESHI,GUOTIAOMALUWANGWANGYAOXIADIDAO、SHANGTIANQIAO,ZHAOGEDIDAOTIANQIAOKENENGJIUDEXIAZHUANYOUHAOJIFENZHONG,YOUSHIHOUKANDAOBIANLIDIANJIUZAIJIEDUIMIAN,DANZOUGUOQUDEHUAGESHIJIERSHIFENZHONG,WUNAIJIUZUOBALE。DANSHANGHAIDENGNANFANGCHENGSHIBUYIYANG,MALUWANWANRAORAO,ERQIEDAOLUBIJIAOZHAI,GUOGEMALU,YEJIUYIFENZHONGBUDAODESHIJIAN。SUOYI,ZAIBEIFANGCHENGSHI,YIJIABIANLIDIANKENENGZHINENGZUOBANBIANJIEDESHENGYI,YESHIYOUDIANGANGA。

广东11选5SANSHINANFANGDERENKOUMIDUMINGXIANGAOYUBEIFANGCHENGSHI。BIANLIDIANHUIXUANZEZAIRENKOUMIDUGENGGAODEDIQUBUJU,ERZHANGSANJIAO、ZHUSANJIAODIQURENKOUMIDUMINGXIANGAOYUBEIFANGCHENGSHI。2016NIAN,RENKOUMIDUPAIMINGQIANSHIDECHENGSHIZHONG,CHULEBEIJING,QITADOUZAIZHANGSANJIAOHEZHUSANJIAODIQU,SHENZHEN、SHANGHAI、DONGGUANDERENKOUMIDUFENBIEWEI5963REN/PINGFANGGONGLI、3816REN/PINGFANGGONGLIHE3351REN/PINGFANGGONGLI,ERBEIJINGPAIMINGDISHI,RENKOUMIDUWEI1324REN/PINGFANGGONGLI。

为什么便利店品牌很少覆盖三四线城市?

ZHEIGESHIJISHANGBIJIAOHAOLIJIE,YINWEIBIANLIDIANZAIYIERXIANCHENGSHIHUIGENGYOUSHICHANG,ERXIAOFEISHENGJIYESHICONGJINGJIFADAHERENJUNSHOURUSHUIPINGJIAOGAODEDIQUZHUBUXIANGQIANFADADIQUMANMANGUODU,XUYAOYIGEGUOCHENG。

广东11选5SHENRUDIANSHUO,YIERXIANCHENGSHISHENGHUOJIEZOUBIJIAOKUAI,CHENGSHIYEJIAODA,TONGQINSHIJIANLAIHUIKENENGJIUYAO2GEDUOXIAOSHI,HENDUOSHANGBANDERENZHONGWUDOUZAIGONGSIFUJINJIEJUEWUCAN,BIANLIDIANLIDEGELEIBIANDANGSHIBUCUODEXUANZE;LINGYIFANGMIAN,XIANGDUIYUCBDZHOUWEIDEGELEIFANDIAN,BIANLIDIANLIDEWUCANGENGYOUJIAGEYOUSHI,BIRUZAIQUANJIAYIFENHEIJIAONIUPAIFANDAYUE20DUOYUAN,DANRUGUOZAIFUJINDEFANDIANLICHILEISIDETAOCANJIUYAO30DUOYUAN。

DANZAIZHONGXIAOCHENGSHI,ZHEIYANGDEQUWEIYOUSHIHEJIAGEYOUSHIBINGBUMINGXIAN。ZAIZHONGXIAOCHENGSHI,TEBIESHISANSIXIANXIAOCHENG,YIBANCONGGONGSIDAOJIADECHECHENGZAIBANXIAOSHIYINEI,SHENGHUOJIEZOUYEBIJIAOMAN,GENGDUODERENYIRISANCANDOUSHIZAIJIAJIEJUE。JISHIZHONGWUBUHUIJIA,DUIYUWUCANYEYOUXINGJIABIGENGGAODEXUANZE,YINWEIWUJIABIJIAODI,SUOYIBIANLIDIANDEJIAGEYOUSHIYEJIUBUCUNZAILE。

ZUIHOU,WOMENBUFANGDADANYUCEYIXIA:LUOSENBIANLIDIANZAINANJINGNENGHUOBAODUOJIUNI?CONGXIANZAIDEHUOBAOLAIKAN,YIFANGMIANSHIQIANQIXUANCHUANDAOWEI,DAJIABAOZHECHANGXIANDEXINLIDOUQUCOUCOURENAO,HAODUORENKENENGDOUMEIGAOQINGCHULUOSENSHISHA,JIUGENZHEPAILEDUI;LINGYIFANGMIAN,LUOSENDEYIDAMAIDIANSHIBIANLIDIANLIDEFANSHIBIJIAOMEIWEI,DANBIJINGNANJINGYESHIYIGELEIXIAOCHIWENMINGQUANGUODE,CHIGUOYIDUANSHIJIANHOUYINGGAIYEJIUHUIGUICHANGTAILEBA。

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