Table of Contents
Executive Summary
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- The market
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- Figure 1: China – Total convenience chain store retail sales revenue, 2009-19
- Companies and brands
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- Figure 2: China – Top-10 convenience store chains by number of outlets, 2013/14
- The consumer
- Shopping at convenience stores
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- Figure 3: Consumer use of convenience stores, January 2015
- Products bought at convenience stores
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- Figure 4: Products bought at convenience stores in the last 6 months, January 2015
- Services used at convenience stores
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- Figure 5: Services used at convenience stores in the last 6 months, January 2015
- Choice factors
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- Figure 6: Factors chosen by consumers when deciding which convenience store to shop at, January 2015
- Store feature preferences
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- Figure 7: Store features chosen by consumers as encouraging them to shop at a convenience store more often, January 2015
- Aspects of stores disliked
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- Figure 8: Aspects of convenience stores visited in the last 6 months that consumers dislike, January 2015
- Attitudes to convenience stores
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- Figure 9: Consumer attitudes to convenience stores, January 2015
- Key issues
- Make Me A Member! Focus on consumers and communities
- Let Me Linger! Convenience stores as hang-outs
- Give Me Space to Breathe! Make stores bigger, brighter and more inviting
- Build Me A Bridge! Convenience stores link online domains and physical doorsteps
- What we think
Issues and Insights
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- Make Me A Member! Focus on consumers and communities
- The facts
- The implications
- Let Me Linger! Convenience stores as hang-outs
- The facts
- The implications
- Give Me Space to Breathe! Make stores bigger, brighter and more inviting
- The facts
- The implications
- Build Me A Bridge! Convenience stores link online domains and physical doorsteps
- The facts
- The implications
Trend Application
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- Experience Is All
- Make It Mine
- Help Me Help Myself
- FSTR HYPR
Market Size and Forecast
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- Key points
- Slowing growth will force chains to focus on consumer needs rather than geographical spread
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- Figure 10: China – Total convenience chain store retail sales revenue, 2009-19
- Figure 11: China – Total convenience store chain number of outlets, 2009-19
- Industry trending towards bigger stores
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- Figure 12: China – Total convenience store market number of outlets, floor space, staff and retail sales value, 2008-14
- Bigger stores creating better efficiencies
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- Figure 13: China – Average convenience store outlet sales per outlet, per floor space, per staff member and per store per day, 2008-14
- Competition from petrol stations and rural cooperatives
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- Figure 14: China – Petrol station and rural cooperative retail chain store outlets, 2012-14
- Lower tier cities still offer great room for chain expansion
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- Figure 15: China – Total convenience store chain penetration per population, 2009-14
Market Share
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- Key points
- Increasing consolidation across the market
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- Figure 16: China – Top-10 convenience store chains by number of outlets, 2013/14
- Significantly different regional competitive landscapes
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- Figure 17: China – Leading convenience store chain percentage outlet growth, 2009-14
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- Figure 18: China – Top-10 convenience store chain percentage outlet growth, 2013-14
- Building brand now more important than ever
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- Figure 19: China – Brand Power Index for leading convenience store chains, 2014
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- Figure 20: China – Brand Promotion Index for leading convenience store chains, 30 January, 2015
Who’s Innovating?
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- Key points
- Getting online and going O2O
- Embracing mobile payments
- Offering self-service kiosks
- Extending catering options
- Improving loyalty schemes
- Sustaining consumer interest though promotions
- Expanding private label
- Experimenting with new formats
Companies & Brands
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- Dongguan Meiyijia
- Company Details
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- Figure 21: Dongguan Meiyijia convenience store chain number of outlets, 2008-14
- Dongguan Xiyangyang
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- Figure 22: Dongguan Xiyangyang convenience store chain number of outlets, 2008-14
- Guangdong Tianfu
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- Figure 23: Guangdong Tianfu Chain Business Group convenience store chain number of outlets, 2008-14
- Dongguan Sun High
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- Figure 24: Dongguan Sun High convenience store chain number of outlets, 2008-14
- Lianhua Quik
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- Figure 25: Lianhua Supermarket Holdings convenience store outlets by province, 2009-13
- Alldays & Kedi
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- Figure 26: Nong Gong Shang (Alldays & Kedi) convenience store chains combined number of outlets, 2008-14
The Consumer – Shopping at Convenience Stores
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- Key points
- There is still room for convenience stores to increase their appeal
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- Figure 27: Consumer use of convenience stores, January 2015
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- Figure 28: Consumer use of convenience stores, by demographics, January 2015
- Older women a key opportunity for customer growth
- Too low-end for the wealthy; too expensive for those on lower incomes?
- Not all cities, or city districts, are the same!
The Consumer – Products Bought at Convenience Stores
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- Key points
- Opportunities to widen product, and price-point, variety
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- Figure 29: Products bought at convenience stores in the last 6 months, January 2015
- Product purchasing by gender and age group
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- Figure 30: Products bought at convenience stores in the last 6 months, by gender and age group, January 2015
- Regional product mix adaptation shows potential for development
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- Figure 31: Products bought at convenience stores in the last 6 months, By tier one cities, January 2015
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- Figure 32: Products bought at convenience stores in the last 6 months, By tier two and three cities, January 2015
The Consumer – Services Used at Convenience Stores
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- Key points
- Much scope for widening service offerings
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- Figure 33: Services used at convenience stores in the last 6 months, January 2015
- Uptake of service offerings by gender and age group
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- Figure 34: Services used at convenience stores in the last 6 months, by gender and age group, January 2015
- Uptake of service offerings by city
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- Figure 35: Services used at convenience stores in the last 6 months, By tier one cities, January 2015
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- Figure 36: Services used at convenience stores in the last 6 months, By tier two and three cities, January 2015
The Consumer – Choice Factors
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- Key points
- Beyond convenience and quality, product range and service quality are key consumer demands
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- Figure 37: Factors chosen by consumers when deciding which convenience store to shop at, January 2015
- Key consumer demands by gender and age group
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- Figure 38: Factors chosen by consumers when deciding which convenience store to shop at, by gender and age group, January 2015
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- Figure 39: Factors chosen by consumers when deciding which convenience store to shop at, By tier one cities, January 2015
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- Figure 40: Factors chosen by consumers when deciding which convenience store to shop at, By tier two and three cities, January 2015
The Consumer – Store Feature Preferences
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- Key points
- Consumers want more quality, range and competitive prices
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- Figure 41: Store features chosen by consumers as encouraging them to shop at a convenience store more often, January 2015
- Demographics matter in convenience store business strategy
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- Figure 42: Store features chosen by consumers as encouraging them to shop at a convenience store more often, by gender and age group, January 2015
- The richer consumers get, the more they want
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- Figure 43: Store features chosen by consumers as encouraging them to shop at a convenience store more often, by monthly household income group, January 2015
- For convenience stores, no two cities are alike
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- Figure 44: Store features chosen by consumers as encouraging them to shop at a convenience store more often, By tier one cities, January 2015
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- Figure 45: Store features chosen by consumers as encouraging them to shop at a convenience store more often, By tier two and three cities, January 2015
The Consumer – Aspects of Stores Disliked
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- Key points
- Poor customer service, poor hygiene and high prices are major put-offs
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- Figure 46: Aspects of convenience stores visited in the last 6 months that consumers dislike, January 2015
- Younger consumers are those hardest to please
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- Figure 47: Aspects of convenience stores visited in the last 6 months that consumers dislike, by gender and age group, January 2015
- The higher the income, the harder consumers are to please
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- Figure 48: Aspects of convenience stores visited in the last 6 months that consumers dislike, by monthly household income group, January 2015
- Long queues an issue in tier one cities
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- Figure 49: Aspects of convenience stores visited in the last 6 months that consumers dislike, By tier one cities, January 2015
- Staff attitude and store hygiene more a lower tier issue
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- Figure 50: Aspects of convenience stores visited in the last 6 months that consumers dislike, By tier two and three cities, January 2015
The Consumer – Attitudes to Convenience Stores
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- Key points
- More options, more ambience and more loyalty schemes in demand
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- Figure 51: Consumer attitudes to convenience stores, January 2015
Appendix – Market Size and Forecast
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- Figure 52: China – Total convenience store industry retail sales revenues and number of outlets, 2009-19
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