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Source: ioicitymall
ITOCHU has 140 years of history when “taking over” the family from Seiyu. In 1858, the founder Itochuhei started as a trafficker. During World War II, ITOCHU merged with Marubeni, another large Japanese trading company, to form Dajian Industry.
Then Dajian disintegrated, and the split ITOCHU Corporation gradually became a Japanese trading giant, with 103 bases in 62 countries around the world, with business projects spanning textiles, machinery, metals, food, finance, retail, logistics, and real estate, etc. .
Accepting the whole family, for ITOCHU, intends to improve the retail terminal industry layout. The whole family is the winner. Relying on ITOCHU’s advantages in the industrial chain of food raw materials, manufacturing and processing, and intermediate distribution, it can resist 7-11 and Lawson in Japan, and can continue the uncompetitive “dream of going to sea” in the Seiyu era. .
Source: Wikipedia
At that time, in the late 1990s, Japan was in a recession after the burst of the real estate bubble and the financial crisis, and the market was in a downturn. As the country is opening, a large number of foreign retailers have poured into China, and Japanese companies have entered China collectively.
7-11, Lawson, Ito Yokado, and Uniqlo settled in China in 1992, 1996, 1997, and 2002. The whole family has been slow for a few shots and needs acceleration, but it’s hard to do it with just one person. great cause.
For this, ITOCHU found it>
Zhu Hongtao disclosed in 2017 that the post-80s generation accounted for 92.2% of the family member consumers, among which about 30% of the “post-90s to 95s” were the core target group, “because they are in a sense of wealth and security The strongest era”.
Using Double Twelve as the inspiration cut, the whole family began to “make festivals” aggressively to stir the hearts of members.
Starting from January 2015, The second Friday of every month has been designated as “Crazy Family Day”. Family consumption data shows that Friday is the highest day of visits in a single day.
In response to the “fun” psychology of post-90s, customized themed activities related to IP and movies, and sell “fun products” that can only be bought in the whole family.
Later, the monthly “Crazy Family Day” became a weekly “Crazy Wednesday”. The purpose of increasing the frequency of membership days is to increase the frequency of visits to the store and increase the customer unit price.
Source: halafoodiemy@IG
Premium card, OAO: catching paid members is true love
At the same time as the launch of “Crazy Wednesday”, the whole family began to deepen the demand for members. The core is to develop more sticky paying members.
In January 2016, FamilyMart launched the “Premium Card” with an annual fee of 100 yuan, with more than 1 million members in the first year. Zhu Hongtao disclosed that the monthly consumption of exclusive members is approximately 2.66 times that of ordinary members; the unit price is 1.14 times that of ordinary members and 1.66 times that of non-members; and the frequency of visits to stores is 2.33 times that of ordinary members. Up to now, there are more than 7 million paid members for the whole family.
To sum up, it is not difficult to see several key points of the Chinese family membership system: Relying on stores and membership stratification; grasping higher-viscosity exclusive members, points and cashback are increased to store frequency and customer unit price; Be restrained and increase the unit price of 2 yuan per customer is success. Source: FamilyMart’s official website In this way, after 16 years, the family has been at the forefront of the membership system of Chinese convenience stores. On Zhihu, search for “Family Family Convenience Store” and open the first post. The beginning is this paragraph: The whole family, the cinnabar mole in the heart of office workers, the white moonlight in the heart. In countless early mornings when we get up earlier than chickens, at noon when there is no time to eat as a cow or a horse, and at midnight when we are hungry like a dog, we silently use its classic green, white and blue light sign to say: Forget the takeaway Right, I’ll steal the rice ball to raise you. The number of likes displayed at the bottom is 1478. Among the 118 comments, some people suspect that this is an official advertisement, but more people share their experiences of spending with the whole family. The two most humorous ones are: “7-11 please make money immediately” and “Rosen expresses dissatisfaction.”