Chapter 1443： Small convenience store, university asked

Thailand's first 7-11 opened on July 1.

This is the day of Yin Junxuan.

However, it is not only one 7-11 that opened, but 100 in one breath.

When Xiangjiang's 7-11 just opened, there were only 50.

However, considering Thailand's current rapid economic development, and Bangkok is Thailand's largest city with a population of more than 8 million, the living standard of residents is no worse than that of Xiangjiang.

With the help of Pangu Bank, Jin Qiuwen made this decision after careful consideration.

Yin Jun has fully entrusted him to take charge of the development of Thailand 7-11. He also knows that Yin Jun is gambling with Japan. Ito Yohado, so he worked hard to bring the The entire team ran through the streets of Bangkok, and surveyed more than a dozen times before setting the addresses of 100 such 7-11 stores.

As we all know, many industries are profitable by intensive development.

The 24-hour convenience store is such an industry.

The opening of your family or two has no advantage against any supplier.

But if you have 50, 100, or 1,000 convenience stores, then you are the guest of the supplier.

Not only can the goods get the best price, but also more guarantees in terms of quality, as well as cost savings, there are also advantages.

Even more exaggerated, in order to break into your convenience store, many suppliers do not hesitate to add more fees to make their goods available.

These were originally the rights and interests of supermarket giants such as Wal-Mart, Carrefour, and Ito Yoko.

Later, through the experience of 7-11, the whole family, Luo Song and other convenience stores, you can know that it is done. Small convenience stores can really counterattack and develop more than these big supermarkets.

Even Yin Jun knew.

The impact of JD.com, Tmall, and Amazon in the Internet age has caused Wal-Mart, Carrefour, and Ito Yokoto to be embarrassed, closing their supermarkets.

But the only 24-hour convenience chain store is not shrinking, but is growing stronger.

Because the consumption patterns and consumption objects of the two are completely different.

The crowd targeted by the supermarket happens to be a serious overlap with the consumer groups of JD.com, Tmall, and Amazon.

In the case where the price is cheaper than the supermarket and can be delivered to the door, do you say that young consumers are willing to go to the supermarket to shop for a long time to buy things, or lie at home and buy the things with the mobile phone?

Especially in the 80-90s young people who have begun to set up a family, and they completely like to use new network technology, this phenomenon is even more prominent.

But the 24-hour convenience store is different.

It is aimed at people who are "in desperate need" on weekdays.

To be more specific, when I walked down the street, I suddenly wanted to buy a bottle of water, a bento, and an ice cream ... then I couldn't open Jingdong and Tmall supermarkets and asked them to send them to me?

So I went to a 24-hour convenience store nearby and bought the small things I needed, which was convenient and fast.

The 24-hour convenience store plays this role.

Therefore, it is basically different from the ordinary supermarket crowd, but it is a complementary subsidy.

Then it developed rapidly, expanding its territory in the Internet age.

Thailand is a very special case.

Because travel in Southeast Asia is cheap, Yin Jun ’s boss once asked everyone where he would like to travel. The company opened a money, and Yin Jun said everyone would go to Thailand.

Then Yin Jun saw 7-11 all over the street in Thailand.

Moreover, Thailand has regarded 7-11 as a culture. Everyone likes to buy things in 7-11. Whether the convenience of living in a region is directly related to the number of 7-11 in this region.

In the end, Thailand made 7-11 compared to Japan. The local sales and profits are higher.

So Yin Jun ’s first choice was to develop 7-11 in Thailand.

Jin Qiuwen and their 100 7-11 stores opened together, which Yin Jun strongly agreed with.

The opening of 100 7-11 is not only the immediate layout of the bustling area of ​​Bangkok, but more importantly, with so many stores added together, 7-11 is eligible to provide conditions to major suppliers.

The content of the condition is not only the quantity, price and checkout requirements, but more important is the demand for 7-11 special products.

The special products of the 24-hour convenience store are the magic weapon for the future 7-11, the whole family and Luo Song.

They all have products that are only available in their stores, even products that are only available in this area.

For example, a 7-11 Hokkaido specific milk ice cream is only sold in Hokkaido.

The sakura cake of Luo Song is only sold in seasonal seasons from March to April in Japan.

This greatly increases the expectation of customers, making them feel that what they buy is not simply a hunger and coping, but a refined life choice.

In this way, they are willing to go to the convenience store to consume and see new things and they are willing to buy.

Then the sales naturally increased, and the profits increased.

However, this special product is only the most popular and thoroughly implemented in Japan and Thailand.

7-11 Entering China for several years, they have been losing money for a long time, probably because they have no way to take out this set of special products.

The sales model and products of the crowd cannot be liked by discerning Chinese customers.

Yin Jun understands where the success of 7-11 is.

While in Xiangjiang, Yin Jun told Jin Qiuwen these experiences and ideas.

After their experiment and success in Xiangjiang, they came to Thailand, but they did not take it lightly and arrogantly.

Smart people know that any successful model, if you want to copy it in another field, another place, or even another time period, is unrealistic and is likely to usher in defeat.

It is necessary to combine reality and local needs and habits at the time to be successful.

For example, Thailand is a typical tropical country. If you take the Japanese version to Thailand, it will not work.

Japan. I like to eat a light diet, but Thailand likes hot and sour, so the food in 7-11 should be biased towards this taste.

The weather in Thailand is very hot, and I especially like to eat something cold. This is also a point to pay special attention to.

Then because the weather is too hot, all kinds of sunscreen, mosquito repellent water, etc. in 7-11 need to be prepared a little more. This is a different place.

Jin Qiuwen They have been to Thailand for more than four months, but not just to choose a site.

They made a lot of surveys and statistical analysis on the living habits and needs of Thai people, and finally concluded that they wrote a planning book, started to negotiate with various businesses in Thailand, selected products, and began to customize what they needed. commodity.

7-11 is not well-known in Thailand, nor is Kirin Group.

But Pangu Bank is very famous in Thailand!

As the largest bank in Thailand, Pangu Bank's tentacles have reached all aspects of Thailand, especially the center of Thailand, Bangkok, is their home base.

Choose 100 places to buy land, facades, build and transform into 7-11 shops, all these contacts about Thailand are made by Pangu Bank, it is called a neat and tidy, it will be discussed in a week at most.

This is just one aspect.

Next, they also endorsed the Kirin Group and told the suppliers who negotiated with Jin Qiuwen that all funds and reputation guarantees of the Kirin Group were guaranteed by Pangu Bank.

Hearing this, all the negotiation difficulties are gone.

Those suppliers, with an unprecedented positive attitude, signed a supply contract with the Kirin Group Thailand Branch, and decided to produce all the goods they needed according to the requirements of 7-11.

The people in Thailand are generally lazy, but generally still passable, and companies and enterprises are not slow in production and research and development efficiency in order to survive.

It is also at this unprecedented speed, just over four months, from the location of the store to the selection of the production and preparation of the goods, all got it, and it rushed to open smoothly on July 1.

Most Thais are actually carefree, and because they are a country that believes in Buddhism, their mentality is better than people in many countries.

After seeing so many new and completely decorated shops ~ www.novelhall.com ~ they were curious and walked in to see what was sold inside.

As soon as I walked in, I could not come out empty-handed.

Seeing like this kind of thing, like that kind of thing ... As a result, several pockets came out.

Opening is only half a month away, and 7-11 has already announced that it has entered a profitable state.

It's not much worse than Xiangjiang.

You should know that Xiangjiang is Yin Jun ’s nest. As long as it is a product launched by Yin Jun, the people of Xiangjiang must be unconditionally supported, so 7-11 can do so well in Xiangjiang.

It is different in Thailand. 7-11 has no basis at all. Even advertisements are only posted on local TV stations and on the streets.

As a result, Thailand can still achieve profitability so quickly, and has established a good image in the minds of the people, which has made more and more repeat customers and more and more sales. Credit.

But Jin Qiuwen was not a little proud.

Because he and his team knew that the decision to come to Thailand was made by Yin Jun. Most of the marketing strategies and management models were also created by Yin Jun.

Although they have made a lot of improvements and changes in Thailand today, they are inseparable from each other, and most of the credit is actually made by Yin Jun.

Only Thailand 7-11 can cover most of Thailand in the fastest time, reach the scale of 1,000 betting against Ito Yoko, and the overall are all profitable stores, which can reflect their value.

For this goal, Kim Qiu-wen decided long ago that after stabilizing the basic set of Bangkok, he would expand into other big cities in Thailand!

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