Rebirth of the Strongest Tycoon

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

Although the latter currently has only 100 convenience stores, it cannot even enter the top ten in the convenience store industry in the island country, and the operation system and management system are still in the period of running-in, but it has the most famous brand in the island country.

For the first-class convenience store chain companies such as Lawson Convenience Store, FamilyMart Convenience Store, Ministop Convenience Store, Daily Convenience Store, New Day Convenience Store, Mass Convenience Store, and Convenience Store, these two have huge threats.

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

Tokyo, Lawson Convenience Store Co., Ltd.

President Aoki Hao, who was originally the vice president of the Daei Group, the largest retail group in the island country, was appointed by the group in April 1975 as the president of the newly formed subsidiary Lawson Convenience Store Co., Ltd. It has been eight years since then. It's time.

Thanks to his efforts, although the strength of the Lawson convenience store is not as strong as the original 7-11 convenience store, it has also successfully squeezed into the top three convenience stores in the island country, ranking after the 7-11 convenience store and the Family Mart convenience store.

The base of Lawson convenience store is actually in the Kansai region of the island country, that is, in the past three years, after thinking that the base is stable, it expanded to the Kanto region.

As Tokyo is the most central city in the Kanto region, Aoki Hao naturally regards Tokyo as a commanding height for the company's expansion strategy.

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

In the past few years, there have been a total of 75 Lawson convenience stores in Tokyo and the surrounding areas. In terms of the number, it is not much different from the FamilyMart convenience store, and the original 7-11 convenience store (later unified to Ito-Yokado convenience store) The gap has also narrowed.

It's just that the Rosen convenience store has just entered the market in recent years, but it has successfully established a firm foothold. There is still a certain gap between the first two in terms of passenger flow and revenue.

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

It's just that the Ito-Yokado convenience store is competing with the 7-11 convenience store these days.

There are another 100 convenience stores in Tokyo, raising the overall market competition intensity to a new level.

The population in Tokyo fluctuates in that range, and the consumer demand is almost fixed. There are more than 100 convenience stores, and the two companies are also engaged in marketing. For companies such as Lawson Convenience Store 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 turnover of our 75 stores in the Tokyo area dropped by more than 20%. On the 14th, our turnover rebounded, but compared with the normal period. , or an 11.3% drop…”

"We must do something!"

"First, to address the crisis we are facing right now."

"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 past few days with a grim look, and emphasized the theme of this meeting.

"President, for the stores in the Tokyo area, our turnover has 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 the Ito-Yokado convenience store will definitely not be small."

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

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

But just after she sat down, another executive stood up and expressed a different opinion: "The Ito-Yokado convenience store is going to be suppressed, but I think we have to suppress the 7-11 convenience store first, and now it is The best opportunity is now, we must make great efforts to suppress it, and it is best to make 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 Xiangjiang can achieve the single-store customer flow that we have only had in the past six or seven years, just relying on the brand of the 7-11 convenience store. This is undoubtedly very scary, which shows that consumers have a very high degree of brand recognition of 7-11 convenience stores."

"Now that the 7-11 convenience store has not yet established a firm foothold, Toshibu Suzuki will definitely target the 7-11 convenience store. If we also suppress it, then the 7-11 convenience store is very likely to collapse, even if it does not collapse, It is impossible for them to expand rapidly, and the outflow customers are the cakes we can compete for.”

As soon as he finished speaking, the manager in charge of the operation department put forward another opinion: "I have a different opinion, I don't think it is necessary to deliberately suppress the 7-11 convenience store, because even if we don't do it, the Ito-Yokado convenience store will do it. , and it will kill, we don't need to focus on this, and it will also attract the hatred of 7-11 convenience stores."

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

"I always think that the most important thing we should do is to be ourselves, as long as we are ourselves, whether it is a customer of Ito-Yokado convenience store, 7-11 convenience store, or customers of other convenience stores, we will Our target."

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

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

...

At this time of coexistence of crisis and opportunity, everyone is very excited and expresses their attitudes enthusiastically.

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

The first, a month-long marketing campaign to snatch new customers while expanding brand awareness.

Second, take the opportunity to expand, mainly choose to expand the location of the Ito-Yokado convenience store, which has not yet set foot in the Lawson convenience store, to snatch the lost customers of the Ito-Yokado convenience store.

Third, take the opportunity to suppress the Ito-Yokado convenience store, carry out poaching operations for it, and after digging back the talents, fully integrate with the internal talents and assign them to ensure the stability of the management system.

The fourth, and pending action plan, is to crack down on 7-Eleven 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 self-growth as possible.

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

Of course, if the analysis and research are wrong, and the Ito-Yokado convenience store does not suppress the 7-11 convenience store, then bye bye.

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

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

This instead caused Aoki Hao and others to feel uneasy and suspicious.

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

The parent company of Lawson Convenience Store in the island country is Darong Group, a company that rose from a mom-and-pop shop in 1957 and grew rapidly, surpassing Mitsukoshi Department Store to become the retail hegemon of the island country in 1972.

Daei Group saw that the 7-11 convenience store introduced by Ito-Yokado Group from the United States had a bright future, so it also introduced the Lawson convenience store from the United States one and a half years after the 7-11 convenience store entered the island country.

The Rosen convenience store in the United States was formerly known as the Rosen Milk Company. Like the American Southern Company, it all started out by operating milk distribution, but the distribution areas of the two are different.

The American Southern Company rose in the southern state of Texas, while the Rosen Milk Company was based in Ohio in the east-central United States.

This time, the sudden interruption of the contract renewal of the American Southern Company has caused the Ito-Yokado Group to suffer heavy losses. The brand that has been cultivated for ten years has become someone else's wedding dress. After the island country Daei Group got the news, it was very nervous, so it sent someone there immediately. U.S.

There is only one purpose, to get a permanent regional franchise!

Even Darong Group has made a backup plan. Once the progress is not smooth, it will acquire the Lawson Convenience Store as soon as possible, and even in special circumstances, it can acquire the Consolidated Food Company, the parent company of the Lawson Convenience Store.

Anyway, no matter what, this time the hidden danger must be solved!

...

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

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

For a time, the convenience store industry in the island country was surging, and as long as there were ambitious companies, they were fighting hard.

As the "number one anti-king" 7-11 convenience store that jumped first, it only took a firm footing and ushered in a thunderous revenge from the Ito-Yokado Group.

Fu Kai, who had just received the good news and was not happy for two days, was overwhelmed by the bad news that flew in like pieces of paper.