Chain Store diversified services industry is increasingly competitive. How 7-ELEVEn wins the business with creative Retractable Banner marketing. We have more than 8,000 convenience stores, including the well-known supermarkets the 7-ELEVEn, the whole family FamilyMart, Hi-Life and OK. These distributors along with a strong shelves and marketing advantages, with the rapid expansion of the store strategy, first grab the corner grocery store business, then also extends tentacles in various fields, in an attempt to secure more business opportunities, including office workers meals, drinks, shopping, bill payment, stationery, and other services.
All convenience stores began diversifying his business, providing catering or payment services have been a rare, 7-ELEVEn What are the unique creativity to the results of $ 100 billion in annual revenue, the path in the ever-changing battlefield stand out?
Insight into the business opportunities to grab breakfast 100 billion market
8:00 in the morning, the sound of the cash register switch prevalent, this 7-ELEVEn staff are busy checkout, because "eating family" who rush to work after another influx of supermarkets, helped myself a best-selling sandwiches to go go out into the counter . You will find that these people are usually not only pay for a product, they would choose to checkout with soy milk, juice or coffee.
Zhou Lixing, the PCSC Fresh Food Ministry commodity manager, said: "Through the the limit periods favorable combination of retractable banner stand promotional strategy, the breakfast they grow up a sandwich alone performance growth than in 2008 more than doubled." Every morning 6:30 to 10:30 in the morning, as long as the consumer purchase the 7-ELEVEn designated products, you can enjoy the lowest discount price of 39 yuan, this promotional strategy makes a lot of eating out family choose to go to supermarkets to buy breakfast. Zhou said Rick, when the competitors are doing the same thing, we should try to make the segments, in order to develop new business opportunities.
So they began to observe the eating out market demand, coupled with the integration of internal goods, before introduction of the combination of promotional meal. According the 7-ELEVEn statistics, US outside food market of up to $ 200 billion size, light breakfast market accounted for $ 100 billion, of which more than 8 percent of consumers would choose outsourcing. Meanwhile, they found that office workers Breakfast spend an average of $ 41, a combination of the most popular breakfast sandwiches with tea.
Zhou Lixing further, 7-ELEVEn alone marketing a commodity, despite the performance is good, but to maintain a seesaw effect, often one of the main commodities sold well, another kind of commodity sales decreases, so the promotion integration program of cross-category, as well as improve the overall performance is also a great help.
Despite the 7-ELEVEn revenue in July than the same period last year also reduced by 6.44%, but through the set menus innovation this year, driven the whole fresh Ministry the 7-ELEVEn revenue accounted up to 15%, may increase monthly 1.3 billion The above income, but even more important in a recession.
Integration Retractable Banners Promotions grab breakfast market
? 7-ELEVEn cross-category integrated up to dozens of commodities, will be the complex price separated into two promotional price, and then with the consumers' favorite drinks, attract a lot of eating out ethnic purchase. [Click to enlarge]
The own brand parity coffee undercutting
Retractable Banner Stand Promotional activities in the breakfast, sandwiches Although the magnitude of the growth is much higher than other commodities, but the sharp-eyed will surely find that many office workers have with a cup of coffee, this cup price less than Starbucks third Genoa iron, grab 85 degrees C, One cheap brand coffee business, not only so many who dine out develop habit to supermarkets to buy coffee, also teamed Family Mart convenience store with Mr. Brown Coffee, to join together this year of about 13.5 billion element of the battlefield.
Began selling coffee the 7-ELEVEn 2004 CITY CAFÉ brand advertised cheap and fast characteristics allow them to sell a total of $ 30 million cups of coffee in 2008, CITY CAFÉ service outlets, and also quickly increased to more than 2,000 .
In addition to the clear demands of the parity, CITY CAFÉ at least annually invest thousands of yuan on brand management and marketing activities, the business model has also taken a very different approach with the other general parity coffee, refined cultural atmosphere packaging coffee brand. For example, got a fresh style of the artist Gui Lun magnesium as spokesperson, "The whole city is my coffee shop" in television commercials as a spindle, trying to "coffee" and "urban", so that consumers in a cup of coffee when, for the brand to have more room for imagination.
Moreover, CITY CAFÉ Eslite with the promotion of the city life lectures, in nearly field seminars, invited the participation of people in the arts field, such as travel bloggers of artificial head Caine, Haruki Murakami, translated by Lai Pearl et al; After the event can also obtain a copy of the Green Card stickers to redeem the coupon, CITY CAFÉ. But also because of the unique brand image and segmentation outlets in close to popular shopping district or metropolitan area, the parity CITY CAFÉ day down, some of the shop can even sell more than 100 cups. Zhou Lixing believe that only by constantly developing new products, and other industrial consumers have a chance to grab the entire market reallocation, so no problem, as long as the supply chain convenience stores, service will be more.
A platform provides 60,000 kinds of services
If the said promotional the ,7-ELEVEn launch affordable meals grabbed outside food market since 2006 ibon, is to break the original convenience store catering services, develop more sources of revenue, attract more people walked into the 7-ELEVEn.
In fact, placed on the 7-ELEVEn front of the store this advertised service up to more than 10 kinds of virtual store "ibon", many people questioned, with supermarkets competitors HiLife, introduced back in 2004 "Life-ET", with the nature of this of units ibon what opportunities at all?
PCSC digital service manager, LI Ying financial admits, beginning ibon number of users is not coupled with system-on-investment is too large, the volume of business was insufficient, resulting in steadily increasing the amount of the loss. He believes that the launch of the new service, the most difficult is the process of beginning to educate consumers.
However, over time, growth, ibon combination of services more and more, including tickets, print-for vehicle registration, driver's license, payment, called a taxi, tourism, and download music closer to the daily lives of consumers feature launched The number of users will also increase. Tickets like NBA warm-up match first time in ibon sales within half an hour, 4,000 tickets were sold out, there were many consumers just to grab exclusive tickets, all crowded around the convenience store.
LI Ying finance, now a daily average of 30 million people use ibon traffic therefore grow more than doubled, while the past ibon ticketing ethnic distribution, the proportion of the southern North District is often far less. However, since the combination of the World Games, the usage is beginning to change, the closing of the World Games in the 1,000-seat open, almost all concentrated in the south store sales, and further expand the 7-ELEVEn consumer groups.
In fact, in a recession, the competition between the convenience store is more intense, diversification seems to have become the basic conditions; However, the first people to see the opportunities will not necessarily become the leader behind followers will not always behind, only use the value-added of the creative, these services will truly into the business!
Alone I can make one billion!
Hard to imagine that such a heads 3 colors the alien dogs OPEN teenager, actually be able for 7-ELEVEn bring 1 billion revenue. Actual situation integrated marketing strategy, whether it is real life or on the network, let the OPEN teenager become super popular spokesmen.
7-ELEVEn breakfast promotion how to do?
Traditional Marketing 4P (product, price, place, promotion) analysis the 7-ELEVEn breakfast promotional activities, can be found the 7-ELEVEn is not only a unique marketing strategy, and also attaches great importance to the improvement of product strength.
1 Improve sales, improve the quality of the good even if the marketing tactics, propaganda pipeline more, if the product is not good is useless. Fact the ,7-ELEVEn internal investigation, the store selling the best rice balls, bread and other products; toast taste bad, too little stuffing sandwich the other hand, in 2009, resulting in sales performance is not rosy . So the 7-ELEVEn this year, especially in the sandwich force efforts, not only toast trimming also developed export soft sense Roux toast, adding a lot of lettuce to last more than twice as expensive as the price of imports from Japan to introduce packaging , and she is so popular with consumers.
2 low-cost retractable banner stand strategy
Week to exercise, no matter what kind of marketing practices, the price reduction is the most immediate strategy. Therefore, if consumers choose the price of 35 yuan sandwiches in 7-ELEVEn promotional period, and then with a $ 25 coffee, a total of able to save $ 11, but also cost-effective than the breakfast shop.
3 Integration Strategy
After investigation the 7-ELEVEn found a combination meal is the most familiar consumer sales. So, their original duty belong to different departments burgers, sandwiches and beverages category integration, the development of the 39 promotional price of 49 yuan two strategies. This combination meal promotion, not only let the 7-ELEVEn product sales growth has also led to cooperation merchandise sales. New listing whipped like Quaker oatmeal with breakfast promotions, sales more than doubled.
4 OTC marketing in the the 7-ELEVEn store, in addition to the most significant of ad impressions, in order to make consumers want to be able to inform and to remind promotional activities, in a sandwich or rice balls, a candidate can get faster with drinks critical moment They also specifically changes the position of the intermediate cold noodles with salad and fresh area of ??two-tier cabinet merchandise away to be replaced by drinks, to increase the probability of a combination meal purchased.