Community convenience store: the next step of chain store revolution



Chain home, founded in 2001, began to carry out a “revolution” in its old “base area” – stores while welcoming its 20th birthday. After landing the first store convenience store in Beijing in December last year, Beijing chain home said that it would show up to 100 such community convenience stores in Beijing this year and store them in 500 stores in the next few years.

Li Fengyan, general manager of Beijing chain home, said in an exclusive interview with Beijing Business Daily that “the logic and cognition of chain home to be a community convenience store is to share the most valuable area of the store with the common people in the community. We believe that some real estate needs of community residents in the future will also think of us at the first time.”.


社区便利店:链家门店革命下一步

Quantity: 500 planned in Beijing

At the scene of mercury garden, one of the eight pilot stores of chain home convenience store, Beijing Business Daily reporter saw that according to the principle of “meeting the needs of surrounding residents”, the commodity structure of chain home convenience store includes fast food, beverages, snacks, rice, noodles, cereals and oils and other daily consumer goods. Shopping belongs to unmanned management mode, and self-service code scanning payment.

“There will be more or less deficiencies in the trial operation stage. Message boards will be set up in the store immediately, and the commodities most reflected by the surrounding residents will be supplemented one by one on the shelves.” This is what the store agent said.

According to the public information of chainhome, as of September 30 last year, chainhome had 8000 stores nationwide, including 1400 in Beijing. At present, the general consensus is that chain stores basically have such characteristics: close to the community, more outlets, good relationship between brokers and the community.

“All actions are moving towards the” urban supply station “mode. We have a friendly name called community link inside. We can have many life scenes linked with community residents. In the future, we also hope to have more stores in Beijing to do more scene applications in this area.” In an exclusive interview with Beijing Business Daily reporter, Li Fengyan gave the store a new definition of “urban supply station”.

Combing the development context, the identity transformation of intermediary stores is not sudden, but a gradual process. For the service industry, there has always been a long-standing topic of “grasp the customer”, to grasp the customer demand is to grasp the market direction. In recent years, more and more intermediaries begin to attach importance to the advantages of community stores, giving more roles to the original pure workplace, “city supply station” has become a more suitable identity, which is “grasping customers” in their view.

As early as a few years ago, Lianjia tried to provide convenient services for the community in Beijing, bringing more friendly community link services and experiences to the community residents. Community convenience stores also came into being to meet the new needs.

“At present, chain home has the ability to really integrate into the community and become a member of the community.” After experiencing the epidemic, it is more urgent to solve the problem of “last mile” service in community.

According to Li Fengyan, at present, 8 community convenience stores of chain home in Beijing have gained positive feedback, and the next step is to launch a comprehensive plan in Beijing: about 100 of them will be updated in 2021, and it will take about 2-3 years for them to land in Beijing as a whole. “The whole chain here does not refer to more than 1000 stores in Beijing, but refers to the landing that meets the demand.”

Li Fengyan said frankly that all the “incremental” services of chain stores, including community convenience stores, are derived from demand. Combined with the needs of different regions, for example, the service of community convenience stores will not be fully integrated into more than 1000 chain stores in Beijing, but will be comprehensively promoted according to the demand and radiation. According to the current assumption, in the next few years, Beijing chain home will have about 500 stores to carry out community convenience store services, so as to solve the “last mile” problem of most residents as far as possible.

Positioning: only platform, not operation

Now every time the chain home decorates a store, the designer will find the business district manager to investigate – what functions do you need the store to have in the future?

In recent years, more and more stores on the chain home platform began to provide free convenient services to community residents, such as free printing, express collection and other services. Through these interactions, chain home brokers can establish high-frequency contact with community owners.

Beijing Business Daily reporter noted that different from other “value-added” services, chain home’s community convenience stores are still in the trial stage. But including the surrounding residents, peers and partners, the most concerned point is nothing more than – does the real estate agency want to “cross border” business?

In response, Li Fengyan said that this speculation is understandable. What is certain is that the chain home community convenience store will be a platform concept, not a “cross-border” concept. According to Li Fengyan, in the future, the chain operators of community convenience stores will not participate. That is to say, chain operators only provide places instead of independent operation, and will officially launch a matching platform this year.

“If we don’t participate, we can’t participate either, which adds more manpower, material resources and financial costs in disguise.” Li Fengyan said that in the future, the community convenience store of chain store will be an open mode. Chain store will become an offline commodity open platform, and there will be a screening procedure for commodity supply, which can be understood as the main role of chain store as a “bridge”.

“If they want to settle in, we will provide such a convenient platform, and the relevant fees will be very low. On the one hand, it will improve the enthusiasm of the partners to settle in, and on the other hand, it will let the community residents experience better services and more preferential prices. In addition, chain stores also reduce the burden of purchasing, management and operation. After all, chain stores’ main business is not to open convenience stores, so they don’t want to be coerced by such “sidelines” in the future. ” Li Fengyan said.

Beijing business daily learned that according to the overall strategic planning, Beijing chain home community stores will become an open offline platform in the future, which is also a new attempt and exploration. In addition to the community convenience store business, its offline stores will be more diversified in the future, and the opening of the platform will be more in-depth, aiming to attract more excellent “partners” from various industries and fields, and the service will be closer to the needs of the communities and residents where the stores are located.

Future: store service expansion

In order to grasp the development opportunity of new consumption, intermediary agencies need to change their thinking mode, change the original business form, cater to and shape the new business model. In the digital era, more and more real estate agents move their services to the online, and the offline layout was once regarded as the “big head” of cost consumption.

When it comes to the coming digital era, Li Fengyan believes that “online development is the trend, but offline stores also have their value, which will never disappear.”. It can also be seen from the current development that the functions of offline stores are constantly bringing forth new ones, producing all kinds of new changes, but they are not replaced.

In Li Fengyan’s cognition, there is no pure distinction between online and offline intermediary services. Online and offline services are interdependent, or the future will be more and more blurred. They all have their own scenes and values, and no one can replace anyone. “In the future, the offline scene of chain stores, that is, the service scene of intermediary stores, will be more and more heavy, even heavier than before the arrival of digitization.”

“In the future, the form of offline stores will be more diversified, and the service will be closer to the needs of the communities and residents where the stores are located.” In the process of the interview, Li Fengyan repeatedly mentioned this concept, and said that this is also the direction for all intermediary stores to change. It says that there is a business logic of “looking at the long and looking at the short”. It is also called “fast and slow” business in chain home. The effect of early investment may be very slow, but if you can get along with the common people and really integrate with the community, you will find that “slow” payment will eventually lead to “fast” profits. Chain home has a saying called “altruism, self-interest”, the premise of demand is also derived from the depth of service.

“Everything we do is for long-term consideration, just like the telephone free marketing proposed by Beijing chain home before, there may be” pain “in the short term, but it will be good in the long term.” Li Fengyan said frankly that in the past, the community stores of chain stores were called “shoupan”, but now they are called community service, advocating quality contact. Communitization is the future development trend of Beijing, becoming an indispensable part of the community and the future development trend of the industry.

In terms of chain home, offline stores still have an unshakable position, which is also its frontier. At the end of the interview, a reporter from Beijing business daily asked a question: how do you view offline community stores? “It’s an offline traffic platform, a trading infrastructure, a city supply station, and a place to shape professional brokers.” Li Fengyan replied.

Beijing Business Daily reporter Lu Yang and Wang Yinhao

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