In order to enhance the fundamental role of consumption in economic development, promote consumption upgrades and supply-side structural reforms in service consumption, better meet the people’s growing service needs, and improve the people’s quality of life, 2018 In April, the Ministry of Commerce issued the "Guiding Opinions on Accelerating the Construction of Convenient Consumption Service Centers in Urban and Rural Areas" (Shangfumaohan [2018] No. 157), striving to promote the construction of a number of community convenience service centers in major cities across the country during the 14th Five-Year Plan period. , neighborhood life service aggregation centers, build a number of rural life comprehensive service centers in rural areas, and build an urban and rural convenience service system with complete functions, high quality and convenience, orderly management, and efficient operation to basically meet the daily service needs of urban and rural residents, and significantly improve urban and rural areas. residents’ quality of life. A new round of community convenience service improvement and construction work has also been launched across the country.
1. Excellent construction cases
1. Shanghai - gathering high-quality services to create a new model of community service
Shanghai Wanyou Market is known as "the food market is With the concept of "continuation of home", we create a community service space that integrates the smell of fireworks, human touch and good taste. In addition to serving as a model standardized vegetable market, Wanyou Market also provides an activity venue for surrounding residents. People can not only buy vegetables here, but also eat authentic snacks, and interact, communicate and learn here. The community store area requirement is 100-1000, the service radius is 0.1km-1km, and the service population is 0.2w-2w; the standard store area requirement is 1000-3000, the service radius is 1km-3km, and the population is 2w-5w.
Wanyou Market features three major functions: fresh food market, convenient dining, and neighborhood center. It strives to lead the lives of people in the community with a new service method and become a "small home" in the community. "Everyone", the community's first living room, a community service center with warmth.
In terms of operation management, we first focus on modular development, which can adapt to local conditions and provide practical service content based on different service radii, different target audiences, and different forms of existence. Secondly, focus on integrated development. After professional positioning and combination of single service formats, the traditional leasing model is transformed into a cooperative operation model, and channel optimization is achieved through standardized product quality control systems, management processes, service requirements and screening mechanisms. Third, focus on smart development, build a "Wanyou" online platform for merchants to go online, use the support of big data to accurately grasp customer needs, and improve customer loyalty and user stickiness. Fourth, focus on innovative development, graft community business operation concepts into the "market operation system", unified management, break the traditional second-landlord model, optimize and combine various models such as joint ventures and incubations, and strive to create the most innovative business Win, on this basis, Wanyou Market has also added an online operation system of "Wanyou Members", integrated the marketing system and pop-up model into marketing, and upgraded "commercial operations" to "community operations" ” to make it more sticky and approachable.
2. Lanzhou City—Standard characteristics first, showing ethnic flavor
Lanzhou Nanguan Ethnic Flavor Night Market started trial operation in August 2018, and now has more than 50 shops along the street. Set up 180 fixed stalls selling famous snacks, drinks, fruits, local specialties, tourist souvenirs, etc. At the same time, the night market renovates and improves supporting facilities in accordance with the principle of "seven unifications", and strives to create a catering and convenient consumption complex integrating food, folk culture display, leisure and entertainment. Among them, the "seven unifications" refer to unified water supply and drainage, unified power supply, unified decoration, unified pavilions and sheds, unified clothing, unified garbage collection containers, and unified installation of oil fume purification facilities.
In terms of management and operation, the Nanguan Ethnic Flavor Night Market project proposed a night market transformation concept in 2013. After study and approval by the municipal and district governments, it was invested by the municipal and district governments and Gansu Miku Ethnic Trade and Culture Co., Ltd. The architectural design style of the Ming and Qing Dynasties is mainly used. The road pavement, underground pipe network, shop fronts, north and south archways, and old building facades on the east and west sides of Old Jiuquan Road have been comprehensively renovated, covering an area of ??more than 50,000 square meters.
The night market combines various surrounding business districts and local characteristics, combines special snack products bred from the colorful geography, history, and folk cultural resources of the northwest region with modern civilized management models, integrating food, folk culture display, leisure and entertainment , striving to become a model of famous and high-quality specialty snack catering models inside and outside Gansu Province.
In terms of functional services, the Nanguan Ethnic Night Market Service Center provides night market merchants and surrounding community owners with the most comprehensive and high-quality convenient information services such as surrounding shopping malls and supermarkets through an online and offline parallel development model. Implement unified procurement, unified distribution, and unified safety service standards to provide merchants and surrounding residents with convenient services covering all aspects of life, including direct supply of rice, noodles, grains, oil, and fresh food. Create a "community service station" that will be stationed in each community with a unified trademark, a unified door, and a unified decoration style. In combination with the characteristics and actual conditions of each community, a variety of business models will be adopted to meet the convenience service needs of different communities.
3. Jurong City - Implementing Internet chain development to facilitate urban and rural residents
Through the "self-operated" and "joint-operated" models, Jurong City enterprises in Jurong urban and lower areas More than 10 chain stores have been opened in Shu Town, Xiangji Town, Tianwang Market Town, Gecun Market Town and other places, integrating offline stores and online malls to build an "O2O" omni-channel direct transaction platform for consumers and suppliers, becoming Jurong's first commercial retail open platform with deep integration of online and offline development.
In terms of management, the company has established a composite team that is deeply integrated with Beijing Beiquan and Jurong Convenience Supermarket Co., Ltd., with Chairman Huang Jinli personally serving as the leader of the leadership group. Jurong Convenience Supermarket Co., Ltd. is mainly responsible for store expansion, supply chain management and physical store operations. Beijing United Beiquan is mainly responsible for providing Internet technology, Internet talents, Internet marketing and the operation and maintenance of online malls. In accordance with the principle of "implementing one store (about 100 square meters) per community and identifying one partner", the company introduces a partnership mechanism to stimulate the enthusiasm of employees. And implement the "four unifications" system of unified decoration, unified distribution, unified marketing, and unified management; the partners invest 40 (not more than 200,000 yuan) and are mainly responsible for operation and management. At the end of the year, the company conducts assessments based on store performance, and the partners share 60% of the store's profits and the company shares 40%.
In terms of sales, Jurong City gave full play to the "small and fast" advantages of small and medium-sized retail enterprises and strengthened cash purchases. For general commodities, the company adopts a "one-stop" procurement method and strengthens direct procurement and joint procurement. For specialty products, the company adopts factory customization, exclusive agency, and product underwriting methods to purchase. For highly seasonal products, the company adopts long-term cooperation with farmers in the form of "Bao Base" and "Bao Shantou". For high-frequency products, the company relies on the National Purchasing Alliance and cooperates with other small and medium-sized retail companies in the region to purchase, reduce costs, and grow together.
2. Main Development Trends
After the development and exploration of various cities across the country in recent years, the urban convenience service system has been continuously optimized and improved, and rich development experience and ideas have been accumulated, and are roughly presented as follows Development trend:
1. Combination of online and offline services
Online shopping has become a part of people’s daily life. Customers can save shopping time and enjoy platform discounts and promotions. Likewise, The shopping price is 10% and you can also get door-to-door delivery service, which greatly improves the convenience of shopping. At the same time, the development of online shopping has also prompted the continuous optimization and innovation of offline shopping, and the continuous upgrading of customer experience and online shopping shortcomings. Offline shopping is still an indispensable part of the convenient service system. In the future, the combination of online and offline services will be an inevitable development trend.
2. Integrated, standardized, modular and intelligent development
Integrated development meets the one-stop shopping requirements of residents, and at the same time facilitates unified management of merchants and improves channel efficiency; standardization, Modular development means that after finding a relatively mature model of business combination, ratio, and management services, the relatively fixed combination model and management model can be replicated and promoted throughout the region, which will also facilitate management and unified transformation and improvement in the later period; smart development is for While providing customers with more convenient services, it can also reflect market dynamics in a timely manner, guide merchants to make corresponding adjustments to future development plans, and improve market efficiency. Integration, standardization, and modular development will become the main principles that should be grasped in the future construction of community convenience service systems.
3. Build a 15-minute (walking) living circle
In recent years, creating a “15-minute living circle” has become a highlight in the construction of civilized cities across the country. In the future, the community will focus on basic service needs such as comprehensive shopping malls, catering, housekeeping, maintenance, laundry, medicine, beauty salons and other basic services. Through rational development of functional distribution, the community will improve the convenience service format and gradually open up the "full life of residents" within the 15-minute living circle. chain". Continuously improve the online service platform system, establish merchant alliances, and realize "consumption card" to enjoy discounts in alliance stores, stabilize the store consumer group and also bring benefits to surrounding residents.
4. Intensify efforts to promote national innovation and entrepreneurship
The current global economic slowdown, the spread and recurrence of the new crown epidemic around the world, the continuous Sino-US trade frictions, and the domestic and international economic situation are under heavy pressure. In this context, it is particularly important for individuals and society to encourage innovation among all people and to tap more wealth growth points and jobs. The convenient service system provides more opportunities for the public to innovate and start businesses by continuously improving network construction and service forms, increasing residents' income through part-time jobs, side jobs, etc., while also promoting the development of the regional service industry and improving residents' living standards and quality.
3. General construction measures
1. Increase the density of convenience service points
As cities continue to expand, a large number of urban residential areas, especially newly built residential areas, provide convenience services. There are few facilities, and residents can only drive to concentrated shopping districts on weekends, and daily shopping is greatly restricted. In the future, livable cities should meet the daily needs of residents within a 15-minute walk, reduce unnecessary driving trips, and thereby reduce urban traffic congestion and environmental pollution problems. Therefore, increasing convenient service outlets is a key measure that most large and medium-sized cities should take.
2. Diversified business model
Traditional convenience service facilities usually have single functions, outdated forms, low utilization of space and time, few types of services provided, and lack of user experience and business attraction. Therefore, in the process of building a new round of convenient service facilities, we should focus on business model innovation, increase opportunities for operators and consumers to reach transactions, promote urban business development, and improve the convenience of residents' lives.
3. Improve the quality of convenience service points
Generally, the urban convenience service system consists of local original shops, supermarkets, farmers' markets and other business formats. Shops showing natural growth often have facilities. Problems such as obsolescence, aging business formats, and lack of unified management of business services. In the process of upgrading and constructing a new round of convenient service facilities, on the premise of respecting the existing business atmosphere and residents' shopping habits of the community, innovative measures such as community merchant evaluation, regular business festivals, and store decoration improvements should be used to stimulate and enhance the commercial vitality of the community. and community popularity.
4. Establish a convenient big data service platform
Introduce online business platform companies or governments to take the lead in building an online operations team to improve online service levels. Integrate information on specialty shops and community convenience service outlets into the platform, update data in a timely manner, and provide convenient information services to Hongshan District residents and passing merchants through WeChat official accounts, mini programs, and life service apps. Residents can use the online platform to search for convenient services provided nearby, recent discounts and event information released by merchants, and events held in the streets.
Use the Internet to strengthen the supervision and management of convenience points, highlight the role of citizens in supervising and complaining, promptly respond to and handle citizens' reasonable demands, and build a fair, just and open convenience service management system.
5. Optimize the business environment of convenience stores
Implement "prudent and inclusive" supervision. Respect the existing shopping habits of residents, avoid large-scale cleanup and relocation of existing markets as much as possible, meet the actual needs of local residents and vendors, implement scientific and humane management, and build a civilized, harmonious and convenient service system.
Improve office efficiency. The time for business start-up is shortened; the time for construction land approval is shortened; the average processing time for general transfer registration of real estate and mortgage registration is shortened; the time for completing gas supply and installation, new water supply business, expansion, and modification business is shortened.
Increase policy support. Priority will be given to small loans for entrepreneurial projects of needy families, and support such as rent exemptions and tax exemptions will be implemented within a certain period. Carry out convenience store rental price monitoring and study and formulate rent control policies.
Strengthen the construction of monitoring and early warning systems. Establish normalized business risk monitoring and a four-level early warning mechanism of green, yellow, orange and red. Guide convenience store companies and individual shops to enhance risk prevention awareness, strengthen risk investigation, and resist vicious competition and industry monopoly behaviors.
6. Expand the social service functions of convenience stores
In addition to general commercial functions, further enrich the social functions of convenience service points, such as adding public welfare publicity, notice release, assisting emergency management organizations, Assist in the distribution of supplies and other functions, establish volunteer service organizations or convenience stations, conduct regular discussion meetings with representatives of street convenience service outlets to reflect the living difficulties of community residents, and negotiate solutions with government departments such as street offices and police stations, so that residents can Enjoy living and living conditions with more complete services and a better humanistic environment.