Not only retail merchandise, but also simple meals, laundry and changing clothes, collection and delivery services, etc.——

"One Store, Multiple Functions" Convenient for the Citizens

  In the first half of this year, my country’s total retail sales of consumer goods reached 21.2 trillion yuan, an increase of 23% year-on-year, and an average growth rate of 4.4% in two years. The contribution rate of final consumption expenditure to economic growth reached 61.7%.

Consumption plays a prominent role in the "stabilizer" of the economy.

  How to further unblock the economic "microcycle" and release consumption potential?

Not long ago, the Ministry of Commerce, the National Development and Reform Commission and other departments issued the "Opinions on Promoting the Construction of a Quarter of an hour Convenient Living Circle in the City", "The Pilot Plan for the Construction of a Quarter of an Hours Convenient Living Circle in the City" and "Guide to the Construction of a Quarter of An hour Convenient Living Circle in the City", aiming to solve commercial problems. Issues such as uneven distribution of outlets, outdated facilities, and inadequate development of new business formats, new technologies and new models.

Among them, innovative service capabilities, enhanced service convenience, and encouragement of "one store with multiple capabilities" are placed in an important position.

Merchants also take the initiative to expand the breadth and depth of store services, and consumers are generally optimistic about "one store for multiple functions" and "one store for multiple wins".

Create more "sparrow-shaped" stores

  At 6 o'clock in the morning, the Beijing subway ushered in the morning peak.

Many office workers passing by the Qingnian Road subway station of Line 6 found that there was a convenience store called "DELIGOGO" on the west side of the station hall, selling hot breakfast.

On the right side of the store, there is an extra row of self-pickup cabinets.

Passengers who are too late to eat in the store can place an order in advance through the mobile phone applet, and pick it up when passing by.

"It's so convenient to be able to buy things in the subway station!" As soon as the store opened, people came to shop in an endless stream.

  The addition of convenience stores in crowded subways can effectively fill the "blank" of uneven distribution of outlets and enhance the convenience of urban commercial services.

In addition, more effort lies in how to revitalize existing resources and improve store functions.

  In Wuchang District of Wuhan City, Hubei Province, there is a small community shop called "Bobo Tea". It was originally an ordinary grocery store selling tobacco, alcohol and non-staple food. The purchase of goods was contacted by manual telephones, and the turnover of goods was also slow.

Nowadays, this store is connected to the one-stop purchase platform of Ali Retail. Through online purchase and one-click to the store, the operation efficiency has been improved a lot.

Not only the variety of goods is more complete, but also many convenient services such as washing and changing clothes can be provided.

After the realization of "one store with multiple functions", Popo Tea Convenience Store will increase revenue by more than 2,000 yuan per month.

  "An ordinary community retail store, with the support of various characteristic services of Ali community e-commerce, can become a comprehensive community service point of'one store, multiple functions'. It can be a convenience store with'small sparrow but complete with all internal organs' , It can be a “cloud food market” supported by Hema Bazaar business, or a rookie station that assists residents in sending and receiving express delivery.” said Li Biaoya, Hubei Operations Director of Alibaba Community E-commerce (MMC) business group, through digital upgrades, one On the one hand, merchants can form instant insights into community consumption, and after gathering demand on a large scale, they can purchase from the upstream, realize sales-based production, reduce transaction costs, and allow consumers to buy fresher and higher-quality products; on the other hand, small stores can Relying on higher frequency and more stable online transactions, combined with offline pickup, attract a large number of users back into the store, and ultimately achieve a win-win situation for all parties.

  Du Yingxin, an associate researcher at the China World Trade Organization Research Institute of the University of International Business and Economics, believes that in the case of a limited number of stores that can be accommodated around the community, the multi-functionalization of the original stores can meet the needs of community residents at more levels and more diversification.

In addition to facilitating young people and office workers, in communities with more elderly people, “sparrow-type” stores can further improve aging services, taking into account the convenience of the elderly and special groups, and reflecting the convenience of the community.

Improve the quality of "nearby consumption"

  Gao Feng, a spokesperson for the Ministry of Commerce, said that the construction of a convenient life circle will currently highlight four characteristics: first, highlight the matching of business development and residents’ needs, promote the convenience of life circle commercial network system, scientific layout, commercial facilities and public facilities linkage, business Operation and community governance are connected; the second is to renew the integration of new technologies, new business forms and new models, and make full use of new technologies to promote business and model innovation; third, focus on the systemic transformation and improvement of shortcomings and weaknesses of existing commercial outlets, and strive to enhance the vitality of commercial outlets ; Fourth, focus on practical results by combining points and areas, improving and optimizing the layout of urban commercial outlets as soon as possible, expanding the coverage of convenient living circles, and allowing residents to truly experience convenient and high-quality commercial consumption services.

  How do consumers think about the nearby consumption scene brought about by "one store, more power"?

  Most people praise the convenience of the store.

Lu Xiaoxi, who is engaged in marketing in Shanghai, said that offline supermarkets and retail play an irreplaceable role, and “consumption nearby” can bring tangible benefits to consumers.

"For young people, although online shopping has become very popular, there is still a certain delay in online shopping if they buy urgent daily necessities. For middle-aged and elderly people, many people are not used to operating mobile phones or computers. You can buy more things you want nearby, and even get multi-level, personalized products and services, and life will definitely be more convenient." Lu Xiaoxi said.

  There are also concerns that "one store, multiple functions" will affect the quality of service.

Ms. Wang lives near the Yinchuan Joy City business district in Ningxia. Basically, life needs can be met nearby. What she values ​​is the quality of goods and services.

"Skills has a specialization. Can the store take on a multi-functional operation without being familiar with it? Selling cosmetics and fruits at the same time, it is possible that various products are arranged too messy, which is easy to bring bad to consumers. Experience. I personally prefer those franchised stores."

  In general, consumers are still open and optimistic about "one store, multiple capabilities".

  "Actually, university campuses are a typical quarter of an hour life circle. In order to meet all the life needs of students on campus as much as possible, many colleges and universities have a finer campus layout and also provide some personalized services. Although it is impossible for urban residential communities Operating in a unified manner like a campus, the development of “one store, multiple capabilities” is obviously conducive to providing convenience and diversified services to community residents.” Huang Yiqin, who majored in economics at Jiangxi University of Finance and Economics, said, “One store, multiple capabilities” To achieve "one store, multiple wins", it is necessary to always be guided by consumer demand and improve the quality of goods and services.

In this process, it is especially necessary to avoid the phenomenon of homogenized competition of "one thousand stores on one side".

Seeking business opportunities in "fireworks"

  From carrying withholding and payment, collecting and issuing, door-to-door services, leasing and other projects, to encouraging the application of advanced information technologies such as 5G, big data, artificial intelligence, and the Internet of Things, to providing peripheral goods and services search, information query, and life Free services such as payment, geographic navigation, online voucher issuance, and offline exchange, etc., have made detailed deployments by the Ministry of Commerce and other departments on how to release the consumption potential of "fireworks".

  Many companies aim at business opportunities and take the initiative to deploy.

Ren Zhongwei, partner of Multipoint Dmall, said that consumers can place orders on takeaway platforms such as Multipoint APP, Multipoint Mini Program, Meituan, and Ele.me, and deliver them to their homes in 30 minutes.

In addition, services such as community group grouping and live broadcast e-commerce have shortened the distance between consumers and stores, and consumption scenarios have become more diverse.

In the second half of last year, with the help of digital upgrades provided by Dmall, Wumart convenience store omni-channel sales increased by 41%, and online order sales rose nearly 9 times.

  "One of the specific construction goals mentioned in the "Guide to the Construction of a Convenient Living Circle in a Quarter of an Hour in the City" is that the level of intelligence continues to improve, new technologies, new formats and new models are more widely used in convenient living circles, and online and offline are deeply integrated. The pace of digital transformation is accelerating. This undoubtedly provides strong policy support for digital service providers such as multi-point Dmall. Next, we will continue to consolidate the basic capabilities of retail joint cloud in convenience stores and community stores, and create high-quality global Channel consumption experience." Ren Zhongwei said.

  "In the next 30 years, the community will be an important soil for the growth of China's retail industry. In the next step, we will actively respond to policies and create a digital supply chain system for community stores through the new model of community e-commerce, so as to realize offline people, goods, and markets. At the same time, it will promote the digitalization and intelligent transformation of physical community businesses, and make small shops a space for more innovative life services.” Li Biaoya said.

  Du Yingxin believes that for merchants, to achieve survival and profitability, they need to consider costs and benefits.

Therefore, the development of new functions often requires more upfront investment in fixed assets and skills, and achieving "multi-function" will face considerable risks and challenges.

For small operators, due to lack of funds and skills, they can often only expand small functions or similar functions with low thresholds. Therefore, a "bazaar" type store group composed of multiple independent stores is also one. Feasible realization of "multi-win" form.

  "The rents can be shared among various shops, mutual drainage, win-win cooperation, and at the same time can meet more consumers' needs. For businesses capable of achieving'multiple wins', preliminary planning and research need to be done to ensure that they can connect with the community. Residents demand, and give priority to expanding the functions of their own strengths, and then produce synergistic effects." Du Yingxin suggested.

  Wang Junling Kang Zhengyue


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