7-11 Is Already The Fifth Largest Electricity Supplier In Japan. The Whole Channel Strategy Is Not A Castle In The Air.

Recently, Japan's Seven&I holding company (Japan's 7-11 parent company) announced to the outside world that the all channel strategy should be further strengthened.

7-11 director Tian Jing held a press conference in Tokyo, announcing that the business part of the Seven&I group should be reintegrated. The new website name is "full channel 7" which was fully launched in November 2015.

The goal of Seven&I is to increase the sales volume of 160 billion yen in 2014 to 1 trillion yen in 2018.

In 2014, the sale of 3 million kinds of goods sold by Seven&I, such as Ito, Yang Hua Tang, 20 convenience stores, supermarkets and stores in 7-11, was also sold online.

Previously, 7&I invested 100 billion yen to build an integrated inventory information system to achieve all stores accepting orders, and then unified distribution, the same commodity consumers can buy in stores and online.

According to the latest official website data, 7-Eleven has 47700 stores worldwide and 1105 in mainland China, more than 700 of which are in Guangzhou. The family has 16059 stores in the world and 1094 in the mainland of China, mainly in Shanghai.

Seven&I group, which is expanding its market and sales growth all over the world, regards the whole channel as a new revolution in circulation service, and publicly states that this innovation is just as important as the second venture of the company.

In the retail industry for 40 years, the "convenience" almost the ultimate goal, providing 360 degrees of life without death 7-11 of the turn in the Internet age is a case worth pondering.

People always tend to think that when society is

With the expansion of the sales volume of e-commerce, customers will gradually move from physical stores to virtual shops, which will eventually lead to a sharp decline in the volume of physical stores.

But this is not always the case.

Seven&I group is most familiar with the entity's 7-11 convenience stores, in fact, in Japan, the retail entity store Internet started very early, and 7-11 is not our traditional store.

As early as 2000, Seven&I relied on the power of the whole group to develop e-commerce business on the basis of 7-11 convenience stores and Ito's products and logistics system.

Until 2014, it has grown to be the fifth largest electricity supplier in Japan (the top four are Japan Amazon, Lotte, Japan YAHOO, ASKUL).

According to the survey of Japan's Nomura comprehensive research institute, the online shopping market in Japan is expanding. The size of the online shopping market in 2013 is expected to reach 11 trillion and 500 billion yen, which is expected to reach 17 trillion and 300 billion yen in 2017.

Suzuki Minwen, the 7-11 founders of Japan, has made clear to the retail Internet that in today's era, controlling the operation of the Internet is equivalent to controlling the operation of the entity.

Observing the two aspects of the Internet and the physical store is a topic that businesses have to face directly.

The convenience stores offer services in Japan from the very beginning of the 24 hour business to the payment of all kinds of non-public utilities such as hydroelectricity, coal, even insurance, taxes, etc., as well as the opening of ATM machines, sending and receiving couriers.

Many Japanese enter the convenience store several times a day, because convenience stores can almost always meet all daily needs.

In 2014, the domestic market of Japanese convenience stores exceeded 10 trillion yen for the first time, far beyond the 6 trillion yen of department stores and drugstores, which was second only to supermarkets (18 trillion yen).

Among them, the sales volume of 7-Eleven was 4 trillion yen, and the family's sales of nearly 2 trillion yen exceeded Rosen for second for the first time. The total sales volume of the top three stores accounted for 80% of the total market share.

Even if the line is full bloom, insight.

And 7-11 of the changes in user demand clearly recognizes that the integration of retailers and manufacturers through the Internet and entities makes full use of all sales channels to link consumers' shopping experience in all kinds of channels with "full channel retailing", which has become an inevitable trend in today's market development.

Specifically, what is the difference between the 7-11 all channel strategy? Suzuki Minwen divides the distribution channel into four stages:

1, single channel sales: basically before 1995, retailers and customer service contacts were only physical stores, and the channels were very single.

2, multi-channel sales: in 1995 -2005, the characteristic of this stage is that although the popularity of the Internet has been growing rapidly, the target customers of different channels are very clear.

For example, the electricity supplier basically focuses on customers between 15-25 years old, and the entity stores are mainly customers aged 25-40 years old.

3, cross channel sales: in 2005 -2013, customers at this stage began to get used to new sales channels such as the Internet, so they would choose different retail channels for shopping according to the different commodities they purchased.

However, the shopping experience of each channel is relatively unitary. If it is not for the electricity supplier, it is not for the physical store, but for other channels, such as TV shopping, etc.

4.

After 2014, both department stores, supermarkets and 3C stores have made full preparations for their full channel sales.

Both PC and mobile Internet terminals have been able to operate accurately, giving customers more three-dimensional consumption experience.

Obviously, the channel strategy of 7-11 is always the same as its product strategy, which is centered around the experience and needs of customers. That is to say, from the point of view of customers, when the electricity supplier and the entity store can purchase the goods of the same quality is a more convenient shopping experience, 7-11 choose the full channel strategy.

For the whole channel, the 7-11 director, Mr Yam Tien Ching, said that what customers buy in the electricity supplier channel can be returned at 7-11 convenience stores. He said that unlike Amazon and Lotte, 7-11 is not a pure electricity supplier. The differentiated part is led by the shop assistants, and the salesperson sells the products that the customers are looking for to the home.

In order to achieve this strategy, 7-11 developed a dedicated tablet computer, distributed the computer to the shops, used to sell and sell goods that were not available in the store, and strengthened the two aspects of the electricity supplier and the physical store, which made the customers feel more convenient.

This kind of expression on the surface makes people feel a little dull, but this kind of understanding and satisfaction to customer experience is exactly the advantage of 7-11 making the whole channel. It is the ability accumulated over 40 years.

The whole channel or O2O is not a concept, but a customer experience. The on-site service force is the core competency of 7-11, and the key to win the whole channel because no matter what channel it is, customers still buy goods and services.

7-11 the bottom line of the implementation of the all channel strategy is to provide the ultimate experience of products and services under the line. Taking food as an example, the general impression of customers is "strong seasonal sense of food" and "quality never lose to professional restaurants". Even though most of the world's convenience stores provide food that is easy to preserve, Japanese convenience stores are keen to launch an endless stream of seasonal foods according to seasonal changes.

For example, every spring, convenience stores will offer Cherry Blossom benches, Sakurabana Zushi, cherry blossoms and rose ice cream.