SQC，标准化的守门员 用标准化破解便利店"服务力"的主观难题。 当商品差异缩小，"服务力"成为便利店最后的胜负手。 在零售业快速变化的当下，便利店早已不只是"距离最近的店铺"这么简单。随着各大品牌纷纷投入鲜食、咖啡、PB商品（自有品牌商品），顾客能在不 同便利店买到相似商品、享受相近促销优惠，这意味着当"商品差异化"逐渐消失，"服务力"已成为便利店打动顾客、留存忠诚度的核心关键。 "服务力"既包含标准化作业流程，也蕴藏员工与顾客间的细腻互动。顾客进店瞬间，从招呼语气、环境整洁度到结账流程，皆为体验的一部分。这些细节 虽短期未必直接反映在营业额上，却深刻影响顾客对品牌的认同与复购意愿。 然而，"服务力"的衡量与保障并非易事。不同于财务报表或销售数据，服务质量带有较强主观色彩，既需标准化检核，也需顾客视角的验证。 在此过程中，两大工具扮演关键角色：SQC（Service Quality Check，服务质量检核）与MS（Mystery Shopper，神秘客）。前者如"守门员"，以制度化检 核确保流程与细节不出错；后者似"照妖镜"，以顾客身份走进门店，真实反映服务能否带来好感。 本文将基于笔者多年的便利店行业实 ...

Core Insights - The prepared food market in 2024 has reached a scale of 485 billion yuan, with a year-on-year growth rate of 33.8%, indicating a robust upward trend in the industry [2] - By 2026, the market size is expected to exceed 749 billion yuan, reflecting ongoing opportunities despite a shift in market dynamics from rapid expansion to a focus on product quality [2] - The industry is undergoing a structural transformation, emphasizing product freshness, taste restoration, and differentiated competitive advantages [2][3] Market Trends - The trend is shifting from traditional cold storage display to experiential consumption models, with new retail platforms like Hema and Sam's Club enhancing their offerings in fresh and ready-to-eat meals [3] - Convenience stores are focusing on ready-to-eat meals, leveraging cold chain systems to penetrate high-frequency consumption scenarios such as breakfast and late-night snacks [3] - The prepared food sector is evolving from a mere efficiency-driven business to a comprehensive upgrade battle centered around product quality and consumer trust [4] Innovation and Consumer Preferences - There is a growing consumer demand for not just convenience but also taste, health, and freshness, leading to a shift in market expectations from scale replication to quality breakthroughs [5][7] - The focus on "fresh food" is driving the industry towards new growth opportunities, with trends like short shelf life and regional flavors emerging [2][5] - Packaging innovations are crucial for enhancing consumer experience, with new solutions that facilitate immediate consumption without the need for thawing or unpacking [7] Event and Collaboration - An innovation event titled "New 'Taste' of Prepared Food" is scheduled for September 12, focusing on category innovation, packaging upgrades, and consumer scenario development [4][9] - The event aims to gather industry leaders to explore new growth paths and product innovations in the prepared food sector [4][9] - Collaboration with Amcor, a leader in packaging solutions, highlights the importance of packaging in meeting consumer needs and enhancing product experience [10]

Core Insights - The convenience store industry in China is facing significant challenges, with only 30.2% of surveyed companies reporting profit growth in the first half of 2025, a decline from 45.0% in 2024 [1][2] - Only 7 companies, representing 16.28% of the surveyed, achieved both sales and profit growth [2][4] - The majority of new store openings are concentrated among large enterprises, with 89.2% of new stores coming from companies with over 1,000 locations, indicating a trend of market consolidation [5][7] Financial Performance - The survey conducted by the China Chain Store & Franchise Association (CCFA) revealed that nearly 70% of convenience stores did not see profit growth in the first half of 2025 [1] - The number of stores increased by 4,093, but the growth is primarily driven by larger players, highlighting a disparity in performance between large chains and smaller stores [5][7] Market Dynamics - The convenience store sector is experiencing a "Matthew Effect," where resources are increasingly concentrated among top players, while smaller stores struggle to survive [5][12] - The introduction of a "ban on alcohol" has severely impacted sales, particularly for stores that relied on alcohol for profit margins, leading to a broader decline in the convenience store sector [9][10] Consumer Behavior - The convenience store's traditional value proposition of "convenience" is being challenged by new retail formats such as snack discount stores, instant retail platforms, and membership warehouse supermarkets, which are effectively capturing consumer traffic [15][16] - The definition of convenience is evolving from physical proximity to digital accessibility, as consumers increasingly prefer online shopping options [16][21] Strategic Responses - Convenience stores are exploring various transformation strategies, including "food service" and "supermarket" models, to adapt to changing consumer preferences [17][19] - However, these strategies often lead to increased competition and operational challenges, as many stores struggle with high levels of product homogeneity and supply chain complexities [19][21] Industry Outlook - The convenience store industry is at a critical juncture, needing to redefine its value proposition and identify its core competencies to survive [22] - The year 2025 is seen as a pivotal moment for the industry to find a "second curve" of growth, moving beyond traditional expansion and imitation of successful models [22]

Core Viewpoint - The emergence of "Mingming Busy" has created new opportunities in the snack and beverage retail industry, offering consumers a new shopping experience that emphasizes quality and price balance, while differentiating itself in a market characterized by brand homogenization and competition among various players [1] Group 1: Market Strategy - "Mingming Busy" adopts a comprehensive approach to meet diverse consumer needs, moving beyond traditional snack offerings to include a wide range of products such as healthy snacks, craft beers, and various beverages, thus creating a one-stop shopping experience [3] - The company has developed a product matrix that aligns with the increasingly diverse consumer demands, maintaining over 3,880 SKUs in total and more than 1,800 SKUs per store, which is double the average SKU count of similar-sized supermarkets [3][5] Group 2: Quality Control - The company emphasizes quality and safety by implementing a "direct sourcing + six inspections and six checks + quality assurance alliance" strategy, ensuring that products are both affordable and safe for consumers [5][7] - A professional quality inspection team of over 100 members, along with a self-operated quality control laboratory and third-party testing agencies, ensures rigorous quality checks from supplier qualification to in-store inspections [7] Group 3: Supply Chain Management - "Mingming Busy" has streamlined its supply chain by directly connecting with over 2,000 manufacturers, reducing costs and keeping most products within a single-digit price range, thereby enhancing consumer expectations for low prices and stable quality [7] - The company is constructing a large smart logistics warehouse, which will significantly increase its testing capacity and enhance its quality control measures across the supply chain [7] Group 4: Digital Transformation - The company has established a fully digital warehouse and transportation management system, improving supply efficiency from production to retail [8] - A partnership with Alibaba Cloud has enabled the transition from a traditional architecture to an agile cloud-native architecture, enhancing the company's ability to manage promotional activities and rapidly iterate business functions [10] Group 5: Consumer Experience - "Mingming Busy" focuses on evolving consumer experiences from merely having food to enjoying it, ensuring that comprehensive SKU coverage, stringent quality control, and digital efficiency transform snack purchasing into a pleasurable and reliable experience [12]

Core Insights - The retail market in Guangzhou shows stability with a slight increase in vacancy rates and a decrease in average rental prices, indicating a cautious but evolving landscape for retail properties [1][2]. Retail Market Overview - The retail property vacancy rate in Guangzhou for the first half of 2025 is reported at 12.7%, with a minor increase of 0.1 percentage points year-on-year and a decrease of 0.2 percentage points quarter-on-quarter, demonstrating better stability compared to the office market [1][2]. - Average rental prices in Guangzhou have decreased by 0.3% year-on-year, now standing at 619.1 yuan per square meter per month [2]. Changes in Consumer Behavior - The restaurant sector is experiencing significant changes, with major dining establishments adopting a more cautious approach due to declining profit margins, contrasting with the more optimistic outlook of upgraded dining brands [2]. - National retail innovation pilot policies are driving changes in consumer behavior, promoting trade-in programs and the integration of online and offline shopping experiences [5]. Retail Innovations and Trends - The first batch of 38 cities has been designated as national retail innovation pilot cities, reflecting a shift in consumer trends towards green and circular consumption [5]. - New retail formats are emerging, including second-hand stores and the integration of live streaming in physical retail, enhancing the online-offline fusion trend [5]. Supermarket Sector Developments - The supermarket sector is undergoing significant transformations, with a focus on enhancing the freshness of products and introducing new operational concepts [7][9]. - Notable changes include the introduction of a higher proportion of imported goods, an increase in fresh and baked goods, and the implementation of a "fresh" shopping experience in stores like Dailian [7][9]. - Dailian's recent store renovations aim to cater to younger consumers by expanding product offerings, including a significant increase in baked goods and ready-to-eat meals [9]. Challenges and Future Outlook - While many supermarkets are pursuing renovations, the success of these changes will ultimately depend on consumer acceptance and the ability to meet market demands while maintaining competitive pricing [11].

Group 1: Event Overview - The "Breaking Waves: Eurasia - Consumer and Market Insights Seminar" hosted by NielsenIQ (NIQ) focused on market trends in Europe and the Asia-Pacific region, discussing consumer behavior insights, market entry strategies, and brand internationalization strategies to aid companies in overseas expansion [1] - The seminar attracted nearly 100 senior executives from Chinese enterprises and included representatives from the Ministry of Commerce, the China Chamber of Commerce for Import and Export of Foodstuffs, and the Investment Promotion Service Center of Chaoyang District, Beijing [1] Group 2: Market Insights - NIQ's data indicated a 2.9% growth in global fast-moving consumer goods (FMCG) sales as of March 2025, with Europe accounting for 36% and Asia-Pacific for 17% of the global market [2] - The European market is characterized by increased price sensitivity among consumers and a growing demand for sustainable and health-oriented products, with significant growth potential in Eastern Europe and expansion opportunities in Western Europe [2][3] Group 3: Brand Strategies - Chinese brands are gaining a foothold in the technology and durable goods sectors by offering competitively priced and high-performance products, particularly in smart home ecosystems [3] - NIQ emphasized the need for brands to adapt to local cultures and innovate to capture consumer mindshare when entering international markets, particularly targeting the X generation through omnichannel marketing and personalized experiences [4] Group 4: Internationalization of Chinese Brands - Successful case studies of Chinese brands include Huaxizi, which achieved premium positioning through cultural elements, and Bawang Tea, which met European consumer needs through functional innovation [5] - NIQ highlighted the importance of transitioning from product advantages to model advantages for Chinese brands, focusing on supply chain optimization and localized operations for rapid market expansion [5] Group 5: Future Trends and Opportunities - NIQ's latest market monitoring data revealed that emerging consumer trends and digital transformation are driving the global FMCG market's expansion, with cross-border e-commerce channels growing at an annual rate of 28% [6] - NIQ aims to support Chinese brands in accurately understanding different market dynamics and building global competitiveness, facilitating the transition from "Made in China" to "Global Brand" [6]

Core Viewpoint - The collaboration between Zhongjiahui and Baidianban aims to revitalize Zhongjiahui's struggling operations through a "managed franchise" model, but the long-term success remains uncertain due to significant debt and market competition [1][11]. Group 1: Collaboration Details - Starting from July 8, 36 stores will begin trial operations under the joint management of Zhongjiahui and Baidianban, with the first eight stores opening [6][11]. - The products in these stores are supplied by Baidianban, and the operational systems have been integrated into Baidianban's framework [4][11]. - The partnership is described as a "managed franchise," meaning that while both brands will operate together, Zhongjiahui is not selling its stores outright [6][11]. Group 2: Financial Challenges - Zhongjiahui is facing severe financial difficulties, with over 100 stores closed and around 120 still operational [7][8]. - The company has accumulated debts exceeding 111.6 million yuan, with ongoing legal disputes and a significant number of suppliers reporting unpaid invoices [8][10]. - The company has seen a drastic reduction in staff, with over half of its employees leaving due to unpaid wages and social security [10]. Group 3: Market Context - Baidianban's interest in Zhongjiahui stems from its established locations in prime areas of Jinan, which are valuable for expanding its market presence [12]. - The convenience store market in Jinan is highly competitive, with established brands like Orange Convenience and 7-Eleven posing significant challenges to Baidianban's growth [14]. - The previous expansion efforts of Zhongjiahui, including the acquisition of Unified Yinzuo, led to its current financial troubles, highlighting the risks associated with aggressive growth strategies [15].

Core Insights - The report highlights that convenience stores have traditionally focused on "speed," "proximity," and "completeness," but as competition intensifies, these advantages have become baseline expectations for all brands [1][2] - The key question has shifted to how to advance beyond mere convenience, emphasizing the need for a deeper understanding of customer needs rather than simply increasing product offerings [2] Group 1: Changing Consumer Expectations - Consumers now expect convenience to mean "efficiently solving immediate needs" rather than just being close in distance, with a focus on high-frequency scenarios like ready-to-eat meals and late-night snacks [4][3] - The rise of discount stores and snack shops is diverting customers from convenience stores, challenging their traditional market position [3][4] Group 2: Redefining Convenience - Convenience stores need to shift from a "product collection" mindset to a "task-oriented" approach, focusing on specific customer needs rather than merely competing on price [5][6] - The sales share of strong scene-dependent categories like tobacco is increasing, while previously popular categories like coffee and fresh food are declining, prompting a reevaluation of product offerings [6][9] Group 3: Strategic Frameworks - Utilizing frameworks like the BCG matrix and Ansoff matrix can help convenience stores assess product categories and growth strategies effectively [10][12] - The BCG matrix categorizes products into "Stars," "Cash Cows," "Question Marks," and "Dogs," guiding resource allocation and product management [11] - The Ansoff matrix focuses on growth strategies, such as market penetration and product development, to stimulate consumption in declining categories [12] Group 4: Human Touch in Retail - The concept of "Human Touch" emphasizes the importance of customer experience and emotional connection, as exemplified by successful retailers like "胖东来" [13][15] - Creating a welcoming atmosphere and fostering genuine interactions can enhance customer loyalty and differentiate convenience stores in a competitive market [15][16] Group 5: Space Utilization and Customer Experience - Convenience stores are transitioning from a "quick purchase" model to creating reasons for customers to linger, thereby enhancing customer relationships [19][20] - Strategies for increasing "space stickiness" include providing comfortable seating, enhancing the dining experience, and maintaining a pleasant environment [23][24] Group 6: Evolving Membership Models - Membership programs in convenience stores are evolving from simple point collection to fostering deeper customer relationships [26][28] - The transition from membership to subscription models can cultivate regular customer interactions and enhance brand loyalty [30][31] - Effective membership management focuses on understanding customer behavior and creating meaningful engagement rather than merely expanding the membership base [29][33] Conclusion - The future of convenience stores lies in their ability to understand and respond to customer needs, creating emotional connections and enhancing the overall shopping experience [34]

Core Insights - The 2025 China Convenience Store Development Report indicates that the convenience store industry in China will maintain resilience in 2024 despite challenges such as declining foot traffic and rising operational costs. The number of stores continues to grow, with a focus on community-based outlets [1][9][12]. Economic and Consumer Trends - In 2024, the total retail sales of consumer goods in China reached 48.78 trillion yuan, with final consumption expenditure contributing 44.5% to economic growth. Policies promoting green consumption and trade-in programs are expected to stimulate market recovery [1][18][24]. - The convenience store sector is experiencing a shift towards food service, with many stores introducing freshly prepared meals and coffee offerings to enhance customer engagement and increase average transaction values [2][10][25]. Industry Development Overview - The top ten convenience store brands, including Meiyijia and Yijie, continue to expand, with community stores accounting for 59.6% of the market. However, the average daily revenue per store is 4,634 yuan, reflecting a 7.1% year-on-year decline in sales per square meter [1][45]. - The product mix is evolving, with an increase in the sales share of cigarettes and private label products, while the share of fresh food and coffee has slightly decreased. Private label products are gaining traction by offering high quality at lower prices [1][2][45]. Innovations and Challenges - The convenience store industry is accelerating its transformation towards a food service model, exploring "convenience store + cafeteria" concepts. Nearly 40% of companies have launched instant retail services, with sales from this segment increasing by 11.4% [2][10][45]. - To counter the impact of discount snack stores, convenience stores are enhancing membership operations and utilizing cloud-based technology for 24-hour service, while also focusing on regional specialty products [2][10][45]. Future Outlook - The industry is expected to seek breakthroughs through technological innovation, supply chain integration, and scenario fusion, balancing scale expansion with store efficiency to address rational consumption and competitive pressures [2][10][25].

Group 1 - The convenience store industry is evolving from traditional retail to food service, driven by increasing consumer demand for immediacy, convenience, and quality [1][3] - In 2024, despite facing challenges such as reduced foot traffic and declining average transaction value, the number of convenience stores continues to grow, with a slight decrease in daily revenue per store to 4,634 yuan [1] - The industry is focusing on enhancing product value and exploring differentiated strategies, including the development of private label products [1] Group 2 - Nearly 90.4% of convenience stores are now selling fresh food, integrating diverse food service offerings such as coffee and baked goods to strengthen their value proposition [3] - The convenience store sector is accelerating the layout of "instant retail," with around 40% of convenience store companies having launched instant retail services, resulting in a significant year-on-year sales increase of 11.4% [4]