v3 Chapter 1271： Qin loses its deer, the world is chasing it

Latest website: The competition between Ito Yokado convenience store and 7-11 convenience store has attracted the attention of the entire convenience store industry in the island country.

The former is actually the leading convenience store chain with the most stores. Except for the brand change, the operating system and management system are the same, and the combat effectiveness is still strong.

Although the latter currently has only one hundred convenience stores, it can't even enter the top ten in the island country's convenience store industry, and the management system and management system are still in a running-in period, but it has the most famous brand in the island country.

For first-class chain convenience store companies such as Lawson convenience stores, FamilyMart convenience stores, ministop convenience stores, daily convenience stores, Xinyiyi convenience stores, popular convenience stores, and convenience stores, these two have a huge threat.

Especially in Tokyo and surrounding areas, the fierce competition between the two has made other convenience store companies intuitively feel the pressure.

Lawson Convenience Store Co., Ltd., Tokyo.

President Aoki Hao, who was originally the vice president of Daiei Group, the largest retail group in the island country, was appointed by the group in April 1975 to serve as the president of the newly formed subsidiary Lawson Convenience Store Co., Ltd. He has been the president for eight years. Time is up.

With his efforts, Lawson convenience store is not as strong as the original 7-11 convenience store, but it has successfully squeezed into the top three in the island country convenience store field, ranking behind 7-11 convenience store and FamilyMart.

Lawson convenience stores are actually based in the Kansai region of the island country, that is, in the past three years, after considering that the base is stable, it expanded to the Kanto region.

As Tokyo is the core city in the Kanto region, Hao Aoki takes Tokyo as a must for the company's expansion strategy.

To this end, after obtaining approval from the parent company Daiei Group, Hao Aoki moved the corporate headquarters of Lawson Convenience Store Co., Ltd. to Tokyo.

Over the past few years, there are a total of 75 Lawson convenience stores in Tokyo and surrounding areas. In terms of the number, they are no different from FamilyMart convenience stores, and the original 7-11 convenience stores (all later changed to Ito Yokado convenience stores) The gap has also narrowed.

It's just that the Lawson convenience store has just entered in recent years, but it has successfully established a foothold, and there is still a certain gap from the previous two in terms of passenger flow and revenue.

To this end, Hao Aoki has repeatedly convened executives and think tanks to discuss, and used many methods to try to improve various data.

It's just that the Ito Yokado convenience store competes with 7-11 convenience stores in the past few days, and there are 100 more convenience stores in Tokyo, which has raised the overall market competition intensity by another level.

The population within Tokyo fluctuates in that range, and consumer demand is almost constant. There are one hundred more convenience stores, and the two companies are also engaged in marketing. For companies such as Lawson convenience stores that do not do marketing, it is negative. The impact is self-evident.

"In the three days from September 11th to 13th, the average daily sales of our 75 stores in the Tokyo area dropped by more than 20%. On the 14th, our sales rebounded, but compared with normal times , There is still a 11.3% drop..."

"We must act!"

"First, resolve the crisis we are currently facing."

"Second, from this crisis, we have found opportunities to lead the company to a new level."

At the high-level meeting, Hao Aoki gave a detailed introduction to the operating data of the recent days with a stern look and emphasized the theme of the meeting.

"President, our sales of stores in the Tokyo area have fallen, but in other areas, our various operating data have generally increased. This part of customers must have been transferred from Ito Yokado convenience store."

"I believe that the lost customers of Ito Yokado convenience store not only come to us, but other convenience store brands are also beneficiaries."

"It is conceivable that the loss of Ito Yokado convenience store will never be small."

"For so many years, Suzuki Toshifumi and others have been pressing on our heads. I think we must not give up the opportunity. We must focus on the Ito Yokado convenience store and take this opportunity to reach the top in one fell swoop."

The only female executive in the venue stood up and proposed.

But just as she sat down, another executive stood up and expressed a different view: "Ito Yokado convenience store is going to suppress, but I think we have to suppress 7-11 convenience stores first. This is the best opportunity. We absolutely must make great efforts to suppress it. It is best to let the 7-11 convenience store brand disappear in China."

"I went to the field to investigate the operation of the 7-11 convenience store. This convenience store from Hong Kong, relying only on the 7-11 convenience store brand, can reach the single-store passenger flow that we have only had in the past six or seven years. This is undoubtedly very scary, showing that consumers have a high degree of recognition of the 7-11 convenience store brand."

"Now that the 7-11 convenience store has not gained a foothold, Suzuki Toshifumi will definitely target the 7-11 convenience store. If we also suppress it, then the 7-11 convenience store is very likely to fall, even if it does not fall, It’s impossible for them to expand quickly. The outflow of customers is the cake we can compete for."

As soon as the voice was over, the manager in charge of the operation department put forward another opinion: "I have a different view. I don’t think it is necessary to deliberately suppress 7-11 convenience stores, because even if we don’t do it, Ito Yokado convenience store will do it. , And it will kill you. We don’t need to focus on this, and also draw the hatred of 7-11 convenience stores."

"Ito Yokado convenience store and 7-11 convenience store both have strong capital support behind them. It is extremely difficult and time-consuming to make both of them fall."

"I always believe that what we should do best is to do ourselves well, as long as we do ourselves well, whether it is customers of Ito Yokado convenience store, 7-11 convenience store, or customers of other convenience stores, Our goal."

"Whether it is Ito Yokado convenience store or 7-11 convenience store, there are huge shortcomings. As long as we develop a long-term effective marketing strategy, we will be able to attract new customers continuously."

"Besides, I think now is the best time to expand. We should increase the pace of expansion..."

...

At this time of crisis and opportunity coexisting, everyone was very excited and expressed their attitude in full swing.

But in the end, the president Aoki Hao had more decision-making power, and after adding his personal thoughts, this meeting formed several action goals.

The first one is to conduct a one-month marketing campaign to grab new customers and expand brand awareness.

The second is to take the opportunity to expand. The main choice is to expand the location of the Lawson convenience store that has not yet been involved, but has the Ito Yokado convenience store to **** the lost customers of the Ito Yokado convenience store.

The third is to take the opportunity to suppress Ito Yokado Convenience Store and carry out digging operations on it. After digging up the talents, they will be fully integrated with internal talents and assigned to ensure the stability of the operating system.

The fourth, which is the pending action plan, is to crack down on 7-11 convenience stores.

The reason why the focus on suppressing 7-11 convenience stores is listed as pending is to save resources and focus as much resources and energy on their own growth as possible.

Anyway, after analysis, everyone thinks that Ito Yokado convenience store will definitely suppress 7-11 convenience stores. Even if Ito Yokado convenience store suffers, it will give priority to eliminating 7-11 convenience stores.

Of course, if the analysis and judgment made a mistake, and the Ito Yokado convenience store did not suppress the 7-11 convenience store, then goodbye.

At the end of the meeting, Hao Aoki also mentioned an extremely important thing, that is, the franchise period of Lawson convenience store.

With the lessons learned from the 7-11 convenience store, it is impossible for them not to worry. So some time ago they sent someone to the United States to negotiate, but because the American Consolidati Food Company also knew what happened in the island and knew Hao Aoki. The eagerness of the others, so I want to take this opportunity to knock on the Lawson convenience store.

This caused anxiety and suspicion among Aokihao and others.

Lawson convenience stores, like 7-11 convenience stores, are imported from the United States.

The parent company of the Island Lawson Convenience Store is the Daiei Group. This is a company that began to rise from a mom-and-pop store in 1957 and grew rapidly. In 1972, it surpassed Mitsukoshi Department Store and became the top retailer of the island country.

Daei Group saw that the 7-11 convenience store introduced by Ito Yokado Group from the United States has a promising future, so it introduced Lawson convenience store from the United States a year and a half after 7-11 convenience store entered the island country.

Lawson Convenience Store in the United States was formerly Lawson Milk Company. Like Southern Company, it all started with milk distribution, but the two distribution areas are different.

The American Southern Company grew up in the southern state of Texas, and Rosen Milk Company's base was Ohio in the central and eastern United States.

This time the U.S. Southern Company’s abrupt termination of the contract renewal caused heavy damage to the Ito Yokado Group. The brand that had been nurtured for ten years became someone else’s wedding gown. The island country Daiei Group was very nervous after receiving the news, so it sent someone there immediately. United States.

There is only one purpose, get permanent regional franchise right!

Even Darong Group has made a backup plan Once the progress is not smooth, it will acquire Lawson Convenience Store as soon as possible, and even under special circumstances, it can purchase Consolidadi Foods, the parent company of Lawson Convenience Store. The company makes an acquisition.

Anyway, this time the hidden dangers must be resolved!

...

Lawson Convenience Store, the third largest in the industry, has taken actions. As the second largest Family Convenience store in the industry, the management did not miss this opportunity. Also after a meeting and discussion, a similar action plan was made.

As for the convenience stores of other brands, there are more or less plans.

For a while, the island country's convenience store industry is under turbulent waves. As long as the ambitious companies are working hard, there is a "Qin loses its deer, and the world is chasing it".

As the first "No. 1 Anti-King" 7-11 convenience store, it just got a firm foothold and ushered in the thunderous revenge of Ito Yokado Group.

After receiving good news, Fu Kai, who had not been happy for two days, was overwhelmed by the bad news flying in like pieces of paper.