Create a "second freezer on the side of the house"
So where is the opportunity? The first is the residential area. In the past, residents in residential areas relied on grocery stores in the community, but many of these grocery stores were built illegal buildings. With the demolition of illegal buildings, the demand for convenience stores in residential areas is even greater. At the same time, in order to coexist with the take-away and online shopping, Rosen is building a second freezer on the side of the house, mainly promoting cold food from 0 to 10 degrees.
Zhang Wei explained: “The refrigerated food from 0 to 10 degrees is the most difficult for competitors. The take-away company mainly makes hot food, the online shopping food is frozen and normal temperature, then it is delivered to the convenience store from 0 to 10 degrees. Now Rosen is still making breakfast and staying up late. After all, the delivery staff of the takeaway cannot provide services 24 hours a day."
Second, the target customer base is younger. In recent years, Rosen has targeted customers in the 12-19 year old consumer group. Because consumers at this stage have just started to control their own pocket money and have not yet developed online shopping habits, they can cultivate their habit of shopping at convenience stores. For example, teenagers like to eat desserts, Rosen will put some special desserts, such as soy milk cake, ice skin moon cake series, etc., many have become net red desserts. Rosen also cooperated with different IP to open theme IP stores, including teddy bear theme stores, bilibili theme stores, etc., which attracted a large number of fans.
recommend