The Suning store is still accelerating the staking, but the market seems to have been unable to understand it.

Suning then sacrificed the acquisition of the flag.

After Wanda Department Store and Carrefour China, the OK convenience store was packaged by Suning. The main body of the acquisition is Suning Xiaodian. After the equity transfer agreement with Fengshi Retail, more than 60 OK convenience stores in the Guangzhou area operated by Liahua South will become 100% franchise stores of Suning Store.

This is another move by Suning in the field of big fast consumption. Judging from the location of the OK convenience store, they are all located in the core area of ​​the traditional commercial district of Guangzhou. The surrounding communities are mature and have a large passenger flow, which will serve as an important carrier for the expansion of Suning stores in South China.

In the first three days of the announcement of the acquisition of the OK Convenience Store, Suning Store opened its first 3.0 model store in Nanjing Zijin Jiayue Community. This store is larger and more functional than a regular store. It is a new species that evolved on the 2.0 version of Suning Store.

Suning store is still accelerating the staking, but the market seems to have been reading it.

Suning store is immersed in “increasing fat”

The Suning store, which swallowed 60 OK convenience stores in one breath, also had more than 300 Dia Tiantianmen stores in April 2018.

In order to complete the KPI of “up to 20,000 stores by 2020”, the expansion of Suning’s store is simple and rude – “eat a fat man”, the acquired stores have been or are being transformed into Suning’s small shop. For the two acquisitions, Suning’s attitude is to “substantially reduce the time cost and resource investment of Suning’s development stores.” In short, it’s just a matter of saving.

Today, the version of the Suning store has been iterated to the third generation. But looking at the entire convenience store industry, it is still difficult to find a leaf that is exactly the same as the Suning store.

Suning store seems to be the existence of “four unlike”: the same is the e-commerce convenience store, Tmall store, Jingdong convenience store have adopted the franchise mode to transform the husband and wife shop, solve the problem of small business supply chain, only Suning store Choose direct sales and make assets heavy. In the queue of direct-operated convenience stores, the convenience bee site is mostly in the business district and office building area, but the Suning store likes to open the store into the community. The “offline entity + App” mode, one hour in the three-kilometer range, seems to be in the fresh raw e-commerce box.

Suning store is not just a convenience store. For the community group purchase business Su Xiaotuan charge the current position, become the offline entry of home appliance repair, second-hand housing, finance and other services, but also the Suning food field from the point of mention, express delivery on behalf of the sending and receiving points, like a “community service hodgepodge platform”.

In the 3.0 model store, the Suning store has added more features – restaurants and bars.

Focus analysis 丨 Suning store

All aspects of the dining area, shooting

Compared with the 80-200m2 2.0 Suning Community Store, the 3.0 model store has an area of ​​300m2, and the single-catering area accounts for more than 150m2. The dining area includes a kitchen, dining area, water bar, self-service counter and cashier. The kitchen and the checkout counter form a processing and processing area, which can process staple foods such as noodles, pizza, fried rice, steamed buns, as well as sausages, egg tarts, kebabs, tempura baked fried products, and nearly 60 food and beverage SKUs.

Focus analysis, Suning store

Checkout Processing Area, Shooting

The cashier counter is directly opposite the water bar, selling juices, wine, coffee and other drinks. At night, after the bar chandeliers are all turned on, it will be turned into a bar for customers to drink and talk, open until 24 o’clock.

Focus analysis, Suning store

Bar Desk, Shooting

Convenience stores are not new to dining.

7-11 As the first person to eat crabs, the sales of catering will be 30% of the total sales volume, driving a lot of turnover. The whole family, Rosen and convenience bees are followers of catering convenience stores. However, the dining area of ​​Suning Xiaodian 3.0 is not like the 7-11. On the basis of space saving, only the floor-standing dining bar is set up. Dayu emphasizes the kitchen and dining area, and the measures to increase the dining SKU are more like box horses. And 7FRESH.

In addition, in the 3.0 model store, the convenience commodity area is reduced, and the SKU is reduced from 1600-1700 to 1200,Multi-position has given life to help, Suning has a room and Suning Finance. These services exist in the form of flat propaganda in the 2.0 stores, and the clerk may have to assume multiple roles at the same time. Now each business has a separate point of operation and is stationed by a dedicated business person.

Focus analysis, Suning store

Life helps with housekeeping, sports lottery, express delivery, etc., shooting

Suning’s small-storey products, which are simply placed on the shelves and have a slow-moving problem, have a single display wall in the 3.0 model store, which is more beautiful and saves space than before.

Focus analysis, Suning store

Overall, the 3.0 model store has complex structure and perfect service. It has many functions such as convenience store, restaurant, community comprehensive service platform, scene experience store, etc. It is regarded as a functional “fat increase” based on 2.0 stores. .

How to digest too much?

The problem of loss was once the sword of Damocles hanging over the top of Suning store.

Bao Junwei, president of Suning Store, once revealed that the single-store cost of Suning store is about 1 million yuan. According to the market, Suning will bear a loss of about 330,000 yuan for every small store. Before the divestiture of listed companies, the loss of Suning store has always been a difficult page for listed companies. In order to make the financial report not too ugly, Suning Tesco will give a net profit after deducting the operating loss of Suning store. .

But at least for now, Suning’s shop can be relieved and even capricious. At the end of June 2019, Suning Store completed the equity transfer to Suning Smart Life Holding Limited. This means that since the second half of the year, Suning’s small store performance is no longer included in the listed company’s financial report, Suning Tesco is expected in the announcement, which will increase the company’s 2019 annual net profit of about 3.428 billion yuan.

The acquisition of OK Convenience Store by Suning Store happened after the divestiture. The financial pressure from listed companies is no longer reflected in the Suning store, and