"Original, thanks for tasting. Before reading, we sincerely invite you to click "Follow" in the upper right corner, so that you can continue to provide you with high-quality content, and it is also convenient for you to participate in discussions and exchanges, and your support is the source of power for our creation!
** Financial gossip
Author of Financial Gossip
Among them, convenience stores and supermarkets, as the two representatives of new retail, have always been the focus of attention from the outside world. In 2019, the size of China's convenience store fresh food market reached about 100 billion yuan, and it is expected to reach about 200 billion yuan by 2025. If I were to summarize the characteristics of new retail convenience stores in 2023, it would be that emotional value is paramount.
After all, hot spots in all walks of life tell us that emotional value is a marketing trend, such as the temple economy of swiping screens, dopamine dressing, crazy literature, city walk, etc., the essence of which is the phenomenon of relying on emotional experience to get out of the circle.
So how to combine convenience stores and emotional value, the author recently noticed that the rookie in the new retail industry - Youjia convenience store, Youjia convenience pro three generations of stores and eight stores opened at the same time in Wuhan, Nanchang, Shenzhen, Changsha four cities, opening a new brand upgrade, a new look of the store, and new products. Through the opening of Youjia Convenience Pro's new store, we can get a glimpse of Youjia Convenience Store's cutting-edge gameplay in exploring the "emotional value" in the new retail field, serving consumers with user thinking as the center, and realizing the transformation from a "sales-oriented store" to a "commodity marketing innovative store".
Behind a brand upgrade is not groundless, but the drive to embrace consumption upgrading and industry changes, and the same is true for a convenience store, which is an opportunity to capture emotional value from the development trend of the industry.
Nielsen analyzes the trends and purchasing behaviors of the convenience store fresh food market, which is divided into five major fresh food categories - Chinese dim sum, ready-to-eat staple food, ready-to-eat snacks, freshly made bread and desserts, and ready-made beverages. In addition, the 2023 China Convenience Store Development Report released by KPMG and the China Chain Store Association shows that the development of the convenience store industry is increasingly focusing on shaping the value chain around the four major conveniences of "distance, category, time and service" to provide more refined and in-depth products**.
It can be inferred from this that for consumers, even if they consume convenience store food, they have gradually upgraded from the single pursuit of food satiety itself in the past to emotional experience, health and nutrition, etc., and pay attention to "both want and more" - not only to eat conveniently but also to eat healthy and happy, and to pay for the value of the product and the emotional value.
As someone said, what Dong Yuhui sells in the live broadcast room is no longer a simple agricultural product, but a story related to agricultural products, the freedom of childhood, and his mother's coarse tea and light rice. At this time, everyone buys rice and corn, not just to fill their stomachs, but to pay for the empathy generated by the story.
When it comes to how to do a good emotional experience in convenience stores, the first thing to bear the brunt of is foodIn the final analysis, food can not only bring consumers the satisfaction of their taste buds, but also bring people a sense of relaxation and satisfaction, so that consumers can reap the happy feedback brought by dopamine secretion in the shortest possible time. This also means that emotional marketing with food as a carrier has a lot of room for imagination.
Convenience stores should put emotional food in place, test brands to dig deep into the unmet needs of users in terms of categories, time, services, etc., and provide rich and warm food, so that they can harvest the best sense of food at every moment in convenience stores.
Relying on its own 2023, there will be nearly 1,000 stores across the country, a sales scale of 2 billion +, a membership repurchase rate of up to 70%, and more than 5,000 SKUs in two categories, including standard products (NB) and pan fresh food (PB), providing food services with humanistic care.
On the one hand, it provides the emotional value of companionship in all times and all scenes. For example, providing "workers' home" services in office-based stores unlocks the physical and mental needs of migrant workers for nutritious breakfast, rich Chinese food, and afternoon supplies. The community store-type store is similar to the "household supply station", focusing on a diversified supply demand from fresh dairy products, snacks and beverages to daily household use; There are also commercial stores, which are more like "leisure stations for passers-by" for consumers, and are places for young people to take a break and go for a weekend citywalk. Youjia Convenience Store creates a 24-hour full-coverage food companion scene, so that tired young people can find a place to rest at different times and feel the company from the brand.
On the other hand, it provides the emotional value of ** cuisine. A convenience store also pays attention to grasping the needs of users, polishing ingenious formulas, matching advanced technology and cutting-edge packaging, providing healthy, delicious and pleasing food, and maintaining the freshness of young people's brand perception.
For example, in terms of breakfast, a convenience store has launched a bowl of authentic Nanchang fresh noodles with 7 kinds of ingredients, handmade bags made of soft and non-sticky teeth, and browned, crispy, tender and juicy fried dumplings, etc., to provide young people with a nutritious breakfast that is not the same every day and is often eaten new.
In terms of lunch, the signature three-cup chicken bento with a strong Taiwanese flavor was launched, and the Jiangxi crockpot soup with the "nourishing tank army" was launched; In the afternoon tea section, the baked desserts, freshly made tea coffee and non-fried healthy snacks upgraded and matched by the PRO third-generation store are even more eye-catching, the taste is amazing, and the quality and price are better than wow, so that young people can enjoy their personal time at the afternoon tea moment. It can be seen that there is a convenience store that accurately positions the majority of consumer customer groups and provides products and services for everyone.
As young consumers pay more attention to the social experience of emotional outlet, emotional outlet, and spiritual identity, they also value whether brand convenience stores can provide spiritual and emotional value beyond taste buds. This is also reflected in the 2023 China Convenience Store Development Report released by KPMG and the China Chain Store Association, which provides services that are intimate, warm and beneficial to the people, and meet the diverse and personalized needs of consumers.
Young people like to swipe the screen Loopy, Speechless Bodhisattva, Kapibala and other emojis, borrowing emojis to play the Internet mouth, this operation seems to be "crazy", but in fact it shows that young people use a playful way to express their emotions to the outside world, so emoji IP is undoubtedly one of the effective ways for brands to break into the circle of young people.
Based on this insight, a convenience store cooperates with big IPs that young people like to see, build convenience store consumption scenarios for Internet celebrity IPs, and create emotional consumption value for young people.
For example, in 2023, we will cooperate with the emoji IP Bu Duck to launch "No Duck! The theme of "Duck Comes to Have a Home" is co-branded, and the non-duck element and milk tea are deeply combined to create [Selected Fresh Milk Tea] co-branded products - Dahongpao milk tea, jasmine milk green, etc., with the help of homophonic stalks, the product function association of "Super Duck" is established, and the incarnation of young people's mouths shows concrete visual elements such as "no overtime, promotion and salary increase", and the attitude it conveys is also the emotion that the workers want to express; At the same time, pop-up cars were paraded in the four stores to create an immersive online testing space, providing Internet celebrity check-in points for young people to meet their emotional needs for social sharing.
In 2024, Youjia will continue to co-brand with IP Long Xiaobai to create Internet celebrity items such as "Fortune Big Red Envelope" and "Fortune Big Red Bowl", etc., which also reflects the brand's desire for a better life among young people, and pleases young people by providing co-branded products with beautiful meanings, providing them with an outlet to express their emotions, and giving convenience store consumption more added value.
It can be seen that Youjia convenience store concretizes the "warmth of home" through IP co-branded marketing and traffic IP as the communication carrier, establishes emotional communication contact points with young people, builds an interesting and informative dialogue space, and does a good job in brand socialization, further penetrates the brand into the lives of young people, and establishes an image of life and warmth.
The operation and marketing of convenience stores have always paid attention to both internal and external cultivation of the brand, and soft power and hard power are like the two legs of a convenience store.
Emotions are soft power, brand is hard power, only the brand is always user-centric, standing behind young people, and constantly providing emotional food and experience with certain emotional appeals and personality characteristics, so that they can have a sense of intimacy and identity with the brand, so as to cultivate users' loyalty to the brand. In this way, a convenience store with temperature can also create a differentiated competitive advantage for itself and let the brand go further.
Ladies and gentlemen, what do you think? Everyone is welcome to discuss and exchange in the message area