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Around August 28th, the Family Convenience Store launched a new convenience store in Kaohsiung, Taiwan, a convenience store that combines shopping, laundry, coffee, and baking.

The reason why it is said to be “anti-convenience” lies in the convenience of the convenience store in the standard definition, allowing people to enter the store everywhere, fast purchase, instant and convenient functions, but this store has to do the opposite. I hope that people can stay longer and can complete one-stop life service and shopping and leisure experience within one hour in the store.

The picture shows the in-store coffee sale scene

This convenience store, which features the “Small Market” brand theme of Kaohsiung True Love Store (the name of the store), is a very radical store innovation on the surface. Not only the surprisingly “anti-convenience” experience design, but also the multi-composite features of daily multi-category shopping, self-service laundry (non-dry cleaners), coffee casual experience (third space). But when you have a little understanding of the store innovations in Taiwan, you may feel that this store is innovating.

In-store creatives for the whole new store

The new convenience store of the whole family is located in the vicinity of Kaohsiung 85 Building in the Lingya District of Kaohsiung City (near Qijin Tourist Island). It is still in the downtown area of ​​Kaohsiung, surrounded by a large number of commercial white-collar workers and strong businesses.Industry atmosphere. It has a subway station, a residential area, a department store, an office building, and a library. It belongs to a comprehensive business district with a very typical business and a complete life package.

The new convenience store of the whole family, all the new ideas, especially the configuration of the built-in washing machine, is based on this kind of business district and is designed and innovated. The large-scale business district that integrates comprehensive commercial and residential integration, and the prototype of convenience store should be upgraded in the future.

The interior of the store presents a distinctive “anti-convenience store” style. Mid-to-high-end physical store decoration design, warm tone store atmosphere. Most of the area is furnished as a table and chair lounge area with over 40 tables and chairs to sit down. Only the coffee cashier counter, the general household consumer goods shelf, and the wall-mounted cabinet washing machine are reserved.

The coffee counter area named Let’s Cafe is the first time that the whole family has arranged the coffee function of the cashier counter, from coffee in the convenience store to coffee in the reverse design of the convenience store. That is, the entire cashier counter is a counter layout of a standard coffee shop. Take the German WMFespresso coffee machine and introduce the well-known “Fang Master” in Kaohsiung City to bake fast food (bread, dessert, sandwich, etc.). That is, the coffee + fast food configuration in the entire store has a full standard coffee shop function.

The picture shows the coffee cashier counter on the right side of the store (see photo source for LOGO watermark)

Compared with a quasi-supermarket of more than 300 square meters, the store shelves are less pitiful. Only the cashier counter (coffee console) extends to the rows of wall shelves at the bottom of the store. However, although the shelves are small, the merchandise configuration is very ambitious.

The goods on the shelves are not only general convenience stores, but also daily fresh food, water drinks, snacks and other emergency dry goods (toilet paper towels, stockings, toiletries, etc.). Full of food, fresh vegetables, fruits, vegetables, eggs, rice, fruits, bagged seasonings, etc. can be cooked fresh.

The picture shows the shelf of the store in the store (see the LOGO watermark for the image source)

The self-service laundry area in the store is the biggest highlight of this store. There are 4 self-service laundry and drying machines in the store, 1 large and 3 medium-sized, and equipped with a separate dryer. The washing machine is not a general household style, but a foreign standard professional laundry store layout style (specifically, the Japanese Dongjing TOSEI brand), and has a “family convenience” mobile APP, to know the inquiry function of the washing machine operation status in advance.

The picture shows the laundry self-service scene in the store

The feeling of the whole store is a one-stop, just-needed service station for young singles or simple couples. Accompanied by a person, or a partner, come to the store, change clothes and throw them into the washing machine to wash. During the washing time, order a cup of quality coffee with a vegetarian meal. Or casual chat, or work alone, or other free time. After the clothes are washed and baked, buy some fresh ingredients for cooking ingredients and go home. The experience process of the entire store is the personal home service service station.

Innovation of the convenience of the whole family convenience store

The one-stop service station that just needs to be served at home is probably the biggest business model design that the Taiwanese family has innovated in Kaohsiung City.

It’s no exaggeration to say that this store has too many “anti-convenience” places. In order to create a good sense of the “third space”, a large number of areas in the store have been “white”. The relaxed store layout design, a large number of areas belong to the leisure area. The part that really serves consumer shopping, at least from the usual concept of ping, does not dominate the mainstream.

However, the Taiwanese family’s explanation to Taiwan’s local media is to make this store more than 20-30% of the increase in general stores.

There is no store that has no effect, where is the increase in performance?

The answer, “Retail boss internal reference” APP (WeChat ID: lslb168) boldly guess, to re-enter the passenger flow from the store, and let the passenger flow to be willing to stay quietThe experience of the state, thus increasing the new consumer habits of the convenience store with a typical customer price of less than 20 yuan (RMB).

Therefore, the new store in Taiwan, which we have seen, is completely different from the three convenience stores in Japan, which is convenient, emergency and fast. Instead, it highlights a quiet, slow, settling time function. Let the convenience store, the “first choice to go out”, be converted into “one-stop service station that just needs service at home”.

That is to say, the function design of this convenience store completely subverts the concept of the scene of the convenience store “going out”, but explores the scene shifting function of “home life”. Interestingly, the whole family is the three major convenience store brands in Japan. According to the Japanese family and Taiwan’s Dingxin Group’s share of the whole family in Taiwan, this innovative experiment of the whole family in Taiwan does not rule out the joint creative planning of the Japanese management team and the Taiwanese local team.

I don’t know why, the whole family has always had a very strong sense of innovation in mainland China and Taiwan.

In mainland China, the innovation of the whole family is not awkward. With a new and powerful product development and manufacturing capabilities, we have a comprehensive list of our own products. There are also hackers who try to synchronize the consumption of freshly ground coffee in the country and lead the coffee culture in the community shop.

In Taiwan, the innovation of the whole family is actually more radical. In the past few years, the whole family has tested Korean-style fried chicken-based convenience stores in Kaohsiung (perhaps influenced by the Korean drama “You from the Stars”), as well as convenience stores that focus on family meals and fresh food. Even today, the self-service laundry function of this new store, in fact, before the Spring Festival this year, the whole family has launched a “convenience store + laundry” composite store.

The picture shows the location of the laundry convenience store in Taiwan.

This is a convenience store that has a clear “Fami Self Laundry” brand in the store. This laundry-style convenience store design can be said to be very Taiwanese. In view of the rise of Taiwan’s growing professional self-service laundry service in the past few years, the whole family has introduced this service to the store in a timely manner. Meet the characteristics of singles, young couples, renters, because of living habits, regular work schedules, and narrow houses. And it will make it easy for you to bring your sunny day and summer peak performance, and form a good guest complementarity with the rainy days and winters required for laundry.

The picture shows the interior of the laundry convenience store in Taiwan.

There is coffee. The whole family’s coffee has always been one of the core competencies of the whole family as being different from other convenience stores, and it has its own intentions for the standard Starbucks. Ruixing’s high-profile marketing momentum in this area is far from being the first player to eat crabs. The whole family’s coffee is not the kind of self-service coffee machine designed in Japan like the three major convenience stores in Japan, but the standard coffee shop configuration in the full sense of the existing coffee (fast food + fast food + leisure space).

This is the family’s innovative logic in convenience stores. They are always good at changing the living habits of social groups, the value chain division of community integrated services, and designing matching store types based on one’s 24-hour behavioral inertia.

No matter what kind of store this collection has, it doesn’t belong to the convenience store. But isn’t this the value of retailing innovation that convenience stores should have?

So, the whole family Kaohsiung really loves the store, the surface is everywhere in the “anti-convenience.” In fact, its “anti-convenience” is precisely the logic of the nature of innovation in the convenience store.

Anything that helps customers solve their daily needs, whether it’s previous bank ATM withdrawals, postal delivery, ticket purchases, etc.; or today’s new store that specializes in coffee and laundry.

There is no need for these innovations in areas where the mobile Internet is underdeveloped. In China’s mainland, where the mobile Internet is developed, why not consider it?