Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Excluded
- Methodology
Executive Summary
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- The market
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- Figure 1: Best- and worst-case retail sales forecast of total convenience chain stores, 2011-21
- Companies and brands
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- Figure 2: China – Top-10 convenience store chains by number of outlets, 2015-16
- The consumer
- Products bought
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- Figure 3: Products bought by consumers from convenience stores in the previous 6 months, January 2015 & February 2017
- Services used
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- Figure 4: Services used by consumers at convenience stores in the previous 6 months, January 2015 & February 2017
- Choice factors
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- Figure 5: Factors important to consumers when choosing which convenience store to shop at, February 2017 and January 2015
- Consumer preferences
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- Figure 6: Consumer preferences when visiting convenience stores, February 2017
- Services sought
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- Figure 7: Services sought by consumers not yet offered by convenience stores they have used, February 2017
- Key consumer groups
- What we think
Issues and Insights
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- Building loyalty in a competitive market
- The facts
- The implications
- Being on the right side of ‘new retail’
- The facts
- The implications
- Translating Japanese/Korean service culture into China
- The facts
- The implications
The Market – What You Need to Know
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- Convenience stores enjoy strong growth period
- Building convenience and integrating online
Market Size and Forecast
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- Strong sales and outlet growth
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- Figure 10: Best- and worst-case retail sales forecast of total convenience chain stores, 2011-21
- Figure 11: Best- and worst-case forecast of total convenience chain store numbers, 2011-21
- Average store sales also in positive growth
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- Figure 12: China – Total convenience store chain number of outlets, sales revenue and average sales per outlet, 2011-21
Market Drivers
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- Convenience stores benefit from ‘new retail’
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- Figure 13: China – Grocery retail sales value, by sector, including online grocery retail, 2012-16
- Supermarkets and hypermarkets fight back
- Being there for a top-up
- Location and the ‘last mile’
Key Players – What You Need to Know
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- Standing out in a fragmented/regionalised market
- Plugging service gaps to compete with other grocers
- Location, loyalty and new tech integration
Market Share
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- Leading company share by number of outlets
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- Figure 17: China – Top-10 convenience store chains’ share of total outlets, 2015/16
- Strategic differentiation whilst growing outlets
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- Figure 18: China – Leading convenience store chains by number of outlets, 2013-16
Competitive Strategies
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- Filling-in the gaps
- Expanding value-added services
- Expanding foodservice
Who’s Innovating?
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- Location-based selling
- Loyalty rewards
- Cash/checkout-less
The Consumer – What You Need to Know
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- Widening food purchasing
- Going cashless and online
- Quality and proximity reign supreme
- Bigger stores with more basic products
- Offering more customer convenience
- Becoming more localised and personalised
- More convenience, localisation and variety
Products Bought
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- Ready-to-eat/drink rules!
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- Figure 21: Products bought by consumers from convenience stores in the previous 6 months, January 2015 & February 2017
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- Figure 22: Products bought by consumers from convenience stores in the previous 6 months, January 2015 & February 2017
- Working mothers vs relaxing men
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- Figure 23: Products bought by consumers from convenience stores in the previous 6 months, by gender and age group, February 2017
Services Used
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- Mobile-friendly convenience
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- Figure 26: Services used by consumers at convenience stores in the previous 6 months, January 2015 & February 2017
- The vanguard of ‘new retail’
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- Figure 27: Services used by consumers at convenience stores in the previous 6 months, January 2015 & February 2017
- Stressed 25-39-year-olds most likely using services
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- Figure 28: Services used by consumers at convenience stores in the previous 6 months, by age group, February 2017
- No clear regional pattern
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- Figure 29: Services used by consumers at convenience stores in the previous 6 months, by tier one city, February 2017
Choice Factors
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- Wider ranges, more services
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- Figure 32: Factors important to consumers when choosing which convenience store to shop at, February 2017
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- Figure 33: Factors important to consumers when choosing which convenience store to shop at, January 2015 & February 2017
- Choice factors influenced by demographics
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- Figure 34: Factors important to consumers when choosing which convenience store to shop at, by gender and age group, February 2017
- Different cities see different choice factors
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- Figure 35: Factors important to consumers when choosing which convenience store to shop at, by city, February 2017
Consumer Preferences
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- Both in-store and online
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- Figure 36: Consumer preferences when visiting convenience stores, February 2017
- Age a key preference factor
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- Figure 38: Consumer preferences when visiting convenience stores, by age, February 2017
- Being family-friendly
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- Figure 39: Consumer preferences when visiting convenience stores, by family status, February 2017
Services Sought
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- Making life’s needs easier
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- Figure 40: Services sought by consumers not yet offered by convenience stores they have used, February 2017
- Services sought by key consumer groups
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- Figure 41: Services sought by consumers not yet offered by convenience stores they have used, by key consumer groups, February 2017
- Services sought by demographics
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- Figure 44: Services sought by consumers not yet offered by convenience stores they have used, by gender and age group, February 2017
Consumer Attitudes
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- Building loyalty as an integral local service
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- Figure 45: Consumer attitudes towards shopping at convenience stores, February 2017
- Are men really loyal, or just lazy?
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- Figure 47: Consumer attitudes towards shopping at convenience stores, male by age group, February 2017
- Working mums the biggest enthusiasts
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- Figure 48: Consumer attitudes towards shopping at convenience stores, female by age group, February 2017
Key Consumer Groups
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- Figure 49: Key consumer groups, February 2017
- The Convenience Seekers
- Who they are
- What they like
- How to market to them
- The Variety Seekers
- Who they are
- What they like
- How to market to them
- The Localizers
- Who they are
- What they like
- How to market to them
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- Figure 37: Consumer preferences when visiting convenience stores, by key consumer groups, February 2017
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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