Which is the most famous convenience store in Beijing subway?

At the end of last year, Beijing Metro opened 130 convenience service facilities, of which more than 90% were brand convenience stores. Recently, Beiqing Daily reporter visited a number of subway convenience stores and found that light food, drinks and other commodities are most popular among office workers. During the visit, the reporter also found some phenomena. For example, some subway stations have a large passenger flow, but not many people enter the store. In this regard, the subway company is also "racking its brains" to help businesses, hoping to make the goods and services provided by convenience stores more popular with passengers. It is estimated that 20 convenience service facilities will be added to Beijing Metro this year to further meet the needs of passengers.

Light food and drinks are the most popular among office workers.

Bread, sandwiches, coffee, yogurt ... At the JD.COM convenience store in Laiguangying Station on the subway 14 line, light snacks that are deeply loved by office workers fill the whole shelf. At about 7 o'clock every morning, with the arrival of the morning rush hour, office workers passing by convenience stores will quickly choose their favorite food and then walk into the nearby office building to go to work.

This convenience store is the first convenience store opened by carefully selected lines and stations of Beijing-Hong Kong subway. Located in Wangjing area, there are many shopping malls and office buildings, and there are also many office workers. The reporter of Beiqing Daily noticed that the stations and shops were carefully designed for office workers. In order to save commuters' time and facilitate them to find the subway convenience store in Laiguangying Station on 14 line, the Jinggang subway is specially marked with the vivid cartoon image of "Ajie, the little housekeeper of Jinggang subway", which provides intimate "guidance" for passengers in the best visual area at the entrance and exit of the station. Passengers can see eye-catching guide signs when getting off the train and leaving the station, whether they take the escalator or the stairs, to attract passengers to the convenience store.

Convenience stores have snack and catering areas, daily light food areas, daily department stores and other areas. Food and drinks with high passenger demand are placed in the most conspicuous position in the store. In addition, you can also choose care products such as masks, cotton swabs, paper towels and convenient washing bags, and office supplies such as data cables and stationery, which can basically meet the daily work and life needs of office workers around you.

Huang Weilun, general manager of the non-ticketing revenue department of Jinggang Metro, introduced that the convenience store of Laiguangying Station on line 14 opened at the end of February last year. After 1 several quarters of cultivation and promotion, the store is now operating well as a whole, and food sales account for a relatively large proportion, among which bread products are the most popular, followed by cold meals, fresh food and snack food. However, due to the influence of subway commuting characteristics, sales are better during peak hours, and there are relatively few customers during peak hours.

The reporter of Beiqing Daily learned that there are many convenience stores like this in the Beijing subway network, most of which are for subway commuters. For example, the subway dongdan station, Jing Qing convenience store focuses on old-fashioned foods such as Yili bread and Arctic Ocean drinks; In Goldfish Hutong and Happy Valley Station, D+ convenience stores launched prepackaged foods for tourists; A number of Rosen convenience stores mainly focus on online celebrity goods, such as frozen moon cakes, which are very popular with consumers.

Qi Yan, deputy director of the value-added service management department of Beijing Metro, said that in July last year, Beijing Metro Company tried to open three convenience stores in Hepingli North Street Station, Qingnian Road Station and caishikou station, ending the history that there were no convenience stores in Beijing Metro for more than ten years. By the end of February last year, 65438+, Beijing Metro had opened more than 30 convenience service facilities 130, covering lines 5, 6, 7, 8 and 9, 10, 15, changping line, Yizhuang and S65438+. Among them, Jing Qing, D+, Rosen and Duodian account for a relatively high proportion, supplemented by a small number of convenience stores such as flower shops, pharmacies and bookstores. The convenience stores mentioned above, as well as vending machines, flower devices, cultural and creative machines, mask machines and so on. In recent years, it has been laid out on Beijing subway lines, which has built a convenient service cluster for subway passengers. From the operation of subway convenience stores alone, light food in the morning is popular, and high-quality dessert in the evening is popular, and the overall satisfaction of passengers is high.

"Rack one's brains to make convenience stores profitable"

In the actual investigation, the reporter of Beiqing Daily also found that unlike the ground convenience stores, most of the subway convenience stores are subway passengers, and they also show completely different ecological characteristics from the ground convenience stores. For example, in some subway stations with large passenger flow, if the convenience store is not located in the only place where passengers pass, not many passengers actually enter the store for consumption.

Qi Yan told the reporter of Beiqing Daily, "Due to historical reasons, the Beijing subway has experienced an empty window period of convenience stores for more than ten years. 202 1 the municipal government issued a practical project to benefit the people, of which 13 is to set up convenience service facilities such as convenience stores, bookstores and pharmacies in the subway. With the strong support and guidance of the municipal government and various commissions and bureaus, Qi Xin, the Beijing Metro Company, made concerted efforts to integrate the strength of the whole company, and conscientiously did a good job in passenger demand survey, market research, resource investment promotion and project implementation, and successfully completed all tasks assigned by the municipal government. However, after more than a quarter of operation, we found that there are still many practical problems to be solved if we want to move the convenience store of Beijing subway from "opening" to "opening". "

Qi Yan introduced that on the one hand, the large passenger flow of the subway cannot be effectively converted into the passenger flow into the store. However, in practice, they found that the subway station with large passenger flow does not necessarily go to convenience stores, and the design of "moving line" in the diversion of convenience stores is very important. "At the beginning of the design, Beijing Metro did not consider the needs of commercial development as a whole, so the reserved commercial space is not necessarily on the passenger flow line, which can not really play the role of convenient service, resulting in the inability to effectively convert the inbound passenger flow into the inbound passenger flow, resulting in unsatisfactory business results." Qi Yan said.

According to Miao Dong, from the operational point of view, the top convenience stores are located in Xiyuan Station, Jinyu Hutong Station, Happy Valley Station, Yonghegong Station and Dongsi Station, which are not big passenger flow stations in the traditional sense. Among them, the operation before Dongsi Station was not very good. The survey found that the setting of security equipment affected the convenience stores where passengers could "see and touch". After adjusting the passenger flow, the turnover increased significantly.

Convenience stores in many stations have turned stations with large passenger flow into stations with strong management ability through "micro-surgery". For example, change the station facilities such as diversion fence and redesign the passenger flow line to make it easier for passengers to enter convenience stores and really enjoy convenient and fast services.

The other is to supplement the service functions of "above ground" and "underground". "You think about it, the flower shop at Wangjing Station in Chaoyang District is definitely better than the flower shop at Yangzhuang Station in Shijingshan District, but the actual business effect shows that the flower shop at Yangzhuang Station is more popular and has higher turnover. It is because the flower service on the ground near Yangzhuang subway is relatively scarce, and the flower shop in the subway station just makes up for this vacancy. " Qi Yan said.

Similarly, Haojiafu's convenience store is also very popular because there are not enough convenience facilities on the ground nearby.

Beijing Metro Company has taken great pains to further improve the operating environment of convenience stores. Qi Yan said that in order to facilitate the daily transportation of various businesses, the subway company has developed a special plan to allow merchants to use elevators at designated times, which not only ensures operational safety, but also provides convenience for merchants; In order to help businesses expand publicity and let more passengers know about convenience stores, a special broadcast was recorded in the subway station to remind passengers of the location and business hours of convenience stores.

Qi Yan said that through all efforts, although there are still some difficulties in the operation of some subway convenience stores, the overall trend is still good, and everyone is full of confidence.

This year, Beijing will add another 20 subway convenience commercial facilities.

Not only will the existing convenience stores be adjusted, but Beijing Metro will continue to add 20 convenience service facilities to provide passengers with more categories and more intimate convenience services.

The 2022 Beijing Traffic Work Conference made it clear that this year Beijing will strengthen the value-added services of subways and continue to add 20 convenience service facilities at stations. Qi Yan introduced that at present, Beijing Metro Company is carrying out a new round of preparatory work such as passenger demand survey, and related store opening matters are progressing in an orderly manner.

Huang Weilun, general manager of the non-ticketing revenue department of Beijing-Hong Kong Metro, said that in the future, Beijing-Hong Kong Metro will gradually open convenience stores on the lines under its jurisdiction, and fully consider the passenger flow characteristics and location characteristics of the site before opening. At present, a passenger survey is being conducted on Daxing Line, Line 4 with a large passenger flow. Besides convenience stores, Jinggang Metro is also exploring other business forms, such as pharmacies, flower shops and bookstores. To meet the diversified convenience needs of passengers.

Huang Weilun said that taking Laiguangying Station on 14 line as an example, in addition to convenience stores, the subway will also introduce commercial facilities such as doll vending machines, vending machines, self-service camera machines and automatic mask vending machines to create a corner of the subway business, cultivate passengers' consumption habits and provide passengers with more convenient living services. At the same time, Jinggang Metro is still exploring the commercial interaction between "above ground" and "underground", and actively conducting research with the governments and merchants along the 14 line to jointly build a commercial belt relying on the subway. In the future, a series of exciting subway and commercial activities will be launched one after another, and the offline subway media, online Weibo, WeChat and other platforms will be used to interact with the business circle along 14.