Core Insights - The convenience store industry in Japan is facing a significant shift in consumer behavior, particularly in the evening hours, as the traditional late-night demand is declining [1][3][10] - The collaboration between 7-ELEVEn and Netflix is a strategic response to reclaim the evening consumer traffic that has shifted towards content platforms [2][19] - The concept of "0.5 meals" reflects a new consumer behavior where food consumption is integrated into screen time, indicating a need for convenience stores to adapt their offerings [5][8] Consumer Behavior Changes - The post-pandemic lifestyle has led to a decrease in late-night outings, with consumers preferring to return home earlier and engage in at-home entertainment [1][3][11] - The peak shopping hours for convenience stores have shifted to early evening, but this time is now dominated by streaming services and online content [3][4][10] - Consumers are increasingly making purchasing decisions at home rather than stopping at convenience stores on their way back [11][15] Strategic Responses - Convenience stores must find new reasons for consumers to visit in the evening, focusing on emotional and experiential needs rather than just convenience [4][19][21] - The collaboration with Netflix aims to create products that cater to the evening relaxation routine, positioning convenience stores as essential for enhancing the at-home experience [2][8][20] - The industry is moving towards integrating products that fit into the "screen consumption" lifestyle, emphasizing convenience and ease of use [5][6][19] Market Positioning - The competition for convenience stores is no longer just from other retailers but increasingly from the home environment, which offers alternatives for food and drink consumption [10][15][16] - Convenience stores are redefining their role from mere supply points to emotional companions in consumers' lives, focusing on unique offerings that cannot be easily replicated at home [19][21][22] - The future of convenience stores lies in their ability to embed themselves into the daily routines of consumers, particularly during the newly defined "golden hours" of evening relaxation [18][24][23]