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电商巨头纷纷布局线下便利店

2017-05-24 16:16:23   经济参考报

据波士顿咨询公司总经理吕晃介绍,国内很多便利店目前一天的营业额普遍只有三四千块钱,和国际水平相比明显偏低。同时,便利店行业还面临巨大的房租、人工成本上涨压力,这也要求便利店的销售和毛利增长必须要比成本涨得快。“总体来说,许多连锁便利店的单店销售、利润水平虽历年有所改善,但与国际领先企业差距仍然较大,盈利性依然存在较大提升空间。”吕晃称。

在专家看来,中国便利店的销售单店产出偏低,其中一大原因在于生鲜、半加工食品的占比偏低。在国外,目前生鲜、半加工食品占比约为30%至50%,而在国内,生鲜类占比非常低。另外,和国外相比,国内便利店的自有品牌商品占比也普遍偏低,而自有品牌商品对盈利的提升非常有效。

在“互联网+”浪潮下,国内许多便利店也开始尝试拓展线上业务,实现线上线下融合。据波士顿咨询对37家样本门店调研发现,其中有45%的门店引入了所谓的O2O模式,但是销售占比仍不多。

严重同质化是中国便利店行业普遍面临的另一大难题。上海海鼎连锁零售事业部总经理吴昭松说,到目前为止,便利店行业的同质化现象非常普遍,从商品、陈列、门店布局等来看,各家便利店的差异性其实并不大。由于同质化竞争严重,很多便利店在商业模式上更多地依赖于上游厂商的营销费用返还,或者通过账期的管控来增加营收。但这种商业模式的议价能力非常有限。

急需加快转型升级步伐

“中国的便利店行业接下来要解决四大平衡问题”。王洪涛表示,首先是利润增长和成本增长的平衡,过去一年中一线城市房租、人力成本增速已超过利润增速,这是行业要面对的一个现实问题;第二是快速开店与管理幅度的平衡;第三是同行竞争与跨界竞争的平衡,第四是拥抱变化与抵制诱惑的平衡,既要持开放态度与合作方合作,同时又不能被诱惑带跑偏方向,背离便利店行业初衷。

吕晃认为,未来中国便利店行业要关注六大要素:一是终端模式,要贴近目标客户群的生活方式,细分商品或子业态;二是商品组合,要紧密围绕自有品牌和鲜食和半成品,建立商品差异性;三是业务延伸,要整合复合业态和增值业务,提供一站式体验;四是数字化,要提高新技术应用能力,打造全渠道模式;五是供应链模式,要不断提高供应链精益性;六是拓展模式,要建立合理的加盟模式,提高拓展效率。

“精益管理+供应链布局”被视为中国便利店的升级之路。吴昭松表示,现在电商巨头正在将货流和渠道下沉,抢占线下流量入口。在此形势下,便利店行业不妨利用信息化手段,将自身打造成服务实体商户的区域零售产业链综合服务平台。

现在,国内很多连锁便利店的月营业额普遍只有15万至30万的规模。卫哲认为,便利店可以利用互联网,在实体便利店的基础上搭建虚拟店,从而大幅扩充商品品类。

而电商巨头的强势进入,也给便利店行业带来了更多的革新和关注。在业内人士看来,目前便利店市场正逐渐向全新的复合型便利店方向迈进。随着电子商务的蓬勃发展,便利店开始结合大量的服务,成为电商倚赖的对象。未来,便利店将扮演一个多元的角色,并随着消费者需求的变化调整自己的盈利模式。

(责编:孙博洋、夏晓伦)

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