Over the weekend, many people lined up outside a Rosen convenience store outside Chongqing's Dominyuan Plaza on Tianjin's Fifth Avenue.

The People's Park Plaza, formerly the Tianjin English Concession Stadium, which began in 1920, was converted into today's sports park in 2012.

It's usually a great place for locals to relax and bend, running on the rubber track of the British-style stadium, and couples taking wedding photos.But on this day, the focus of the queue was on a bear.

This is a Teddy from England, with round ears and eyes, but always taut mouth, no smile, as if there are many things to do.In The door shop in Rosen, Tianjin, you can see the image of this raccoon, as well as a variety of peripheral products.

But Tianjin Rosen's shop assistant's face is full of smiles, certainly happy in the heart of the flowers.On October 19th the convenience store's Japanese merchants broke through Rmb200,000, setting a new high for Mr Rosen's new store, which opened on October 16th.

The previous mainland record should have been a record of 110,000 yuan for a single day when The N.H. Rosen opened in Nanjing."Until 22 p.m. on the 19th, the store was still on the limit.A Rosen employee at the scene told Tiger Sniffer.

There is no doubt that teddy bears are the most attractive to children.Many girls will also be in the store clocking photos, this theme store from the original design, is running to the online red store to go, quite social elements.

In the eyes of the outside world, Rosen is very good at using IP to develop new types of convenience stores, in the East China market, HELLO Kitty theme stores, Teddy theme stores have appeared in the market.

Rosen even developed a detective Conan's theme store.Rosen has been very active in using pop culture elements.In terms of positioning and function, convenience stores are also outposts of trend culture.

But for Teddy, the world-famous super IP, the number is limited.From the convenience store day-to-day operation, this form is often a special case, can not be large-scale replication.

On the other hand, in fact, convenience stores and well-known IP cooperation to open theme stores, there are also cooperation period restrictions.As a result, Rosen also said that this KIND of IP cooperation theme stores will often be used for new cities, new markets to open up, to quickly attract users, the formation of topic spread.

"In the early days of opening, sales at such stores will be higher, but then they will return to normal.""Rosen Beijing General Manager Mr. Hansa, in the face of the tiger sniffing and other media, frankly talked.

While the sensation of big IP will fade away, the stores return to the calm of their day-to-day operations.But the use of young people's preferences, and constantly explore the market hot spots, and constantly form the network red goods, but Rosen wants.

Only the continuous emergence of "net red" goods stores, will be truly prosperous net red stores.

So what other "secret weapon" does Rosen have to maintain the existence of the online red shop?

The factory behind the "net red" of the food industry

Tianjin's Teddy theme store on the 19th, Rosen's fist product "sweets" sold a total of more than 20,000 yuan, that is, the day's sales of desserts have reached the Beijing convenience store ordinary one-day sales of the best level.

On the 20th, the sale of desserts hit another 15,000.Among Rosen's desserts, the most popular online is the iced moon cake.It's also the main stay of two-day dessert sales over the weekend.

Desserts are also low-temperature short-term products, in order to maintain the taste, it is unlikely to be through low-temperature freezing in advance of large quantities of stock.So how did Rosen's supply chain prepare for such a large volume of sales?

Tianjin Bridge Road Food Co., Ltd., located in the City's Shuanggang Industrial Park, had been working overtime before the Teddy-themed store opened.This is also Rosen's new co-operative fresh food factory in North China.

Bridge Road Food Co. , Ltd. is an established food enterprise in Tianjin, its production of soup round, snacks in Tianjin is very famous, they also have retail stores.Excellent deep processing of food.

About three years ago, Chairman Li and Rosen Beijing were in contact.At the time, Rosen had not yet entered the Tianjin market.

About a year ago, Rosen opened his first store in Tianjin.Generally speaking, the Japanese convenience store and local brand has a difference is that the Japanese brand pay more attention to the balance of the front and back, the so-called terracom is not moving, grain and grass first.

The question is where the grain and grass are? In fact, Rosen has long been consulting with the Bridgeway company to start conspiring with the construction of fresh food factories.

Fresh food factory has been regarded by the industry as one of the core competitiveness of convenience stores.Some Japanese convenience store brands come to the mainland market to open stores and transplant their supply chain directly in Japan.

But in the convenience store system, the factory is not a passive recipient of orders, but it is also part of the whole fresh food research and development system.

Therefore, the more localized fresh food factories, the easier it is to help brands integrate into the local market, research and development to produce new products that meet local tastes.

Being Rosen's fresh food factory means not only having big customer orders, but also being able to accept Rosen's standards and be able to keep up with Rosen's development requirements.

After all, at the end of the market, Rosen has always been a young store image and a face-to-face online red dessert.In other words, Rosen's network red image is strongly linked to the processing and research and development capabilities of its own fresh food factories.

Recently, the author and Rosen staff together visited the Bridge Road Rosen fresh food production workshop.The first feeling of the visit was that the original convenience store fresh food is so expensive! Those on the shelves for less than 20 yuan of small food, many are worth millions of machines produced.

An automatic fried rice machine imported from Japan, worth nearly one million yuan.We lamented that the original every grain of rice is "a lot of family", the staff told us, there are also domestic machines, more than 10 million yuan can be done.

However, the difference between the two is that the domestic fried rice machine only a single "frequency", and imported machines in addition to the large pot can be "public turn", the pot can also "turn around".And the domestic machine only the rotation does not turn.

Similarly, the cutting machine used to cut ham slices is worth hundreds of thousands of dollars, and the use of a good machine is to cut the ham slices thinner, can be folded in multiple layers, the ham sandwiches and burgers made with a more taste.

The hardware equipment of the Tianjin Fresh Food Factory in China is also the largest in the whole of Rosen China.Chairman Li said the goal of the Tianjin plant is to be as close as possible to the level of the Japanese plant."Fresh food factories are new.He stressed that he had not seen it in the country before, and had only been more in the past few years."

So we think the only best way is to ask the Japanese consultant.So we not only have to learn from Japan in planning, but more importantly to produce all the management processes, we put the Japanese management philosophy and culture to bring him in, but also to land well.”

In the area of "take-it-or-leave-it", although it was Rosen who worked together, the bridge was "ambitious" and wanted to achieve the highest level of fresh food factories in China.

Therefore, the Japanese experts brought in by Bridge Road have different working backgrounds in the same industry.Bridge Road company is very cheap, because "can not let the children can not cover the wolf."

But the real gap between China and Japan is not just about equipment.In addition to highly automated equipment, it is the dismantling of production operating process specifications.

The food processing industry can also become "lean manufacturing".Throughout the fresh food factory, different products have different production lines, there are specialized bread production lines, vertical and side cutting also have different assembly lines.

And each category of the production process, will be broken down into several steps, such as the van is divided into "metering, face, molding, freezing, thawing, hair, baking" many links, in addition, there is deep processing and packaging workshop.

Each link has a rare outside automation equipment, each step has a standardized operating requirements.

If Chinese ancient talk of Ding de-ox, then the bridge road workshop is the modern version of the "Ding Ding solution bread."

The root cause of detail is to be able to make the most discerning consumers also impeccable fresh food.Some people may wonder why some sandwiches have a skin so hard and bad to eat!That may be because the embryo of the skin is not good enough, good need to be fermented with natural yeast.

In addition, fermentation also because of different equipment, fermentation is not good no fluffy feeling, whether the bread is soft, and processing when exposed in the air time inversely proportional, so to reduce the production process of bare time;

For exampleChinese like to eat hot food, many food needs to be heated, how to heat the food is not excessive dehydration, also need to study.

In addition to the craft, the ingredients themselves are also important, flour is the base material, the price of flour used in the bridge road, than the same industry materials a bag of 8 yuan more expensive.

It is understood that the bridge road factory's entire ground design, is invited to The Japanese expert staff after the design in accordance with Japanese standards.The author visit the biggest feeling is the division of labor is very detailed, many steps have been dismantled to the disassembly of artificial "minimum action."

For example, at a convenience store, a sandwich is sometimes sandwiched together as a "stuffing".But in the factory, meat, eggs, vegetables each have an independent cleaning workshop, and in the "assembly" sandwich link, a row of workers, but also division of labor and collaboration, someone specifically added eggs, someone specifically responsible for adding lettuce, a sandwich behind, but also the result of multi-person relay collaboration.

In the words of the bridge's high-rise, the process is correct, and the result may be correct.

The breakdown of this division of labour can also be seen in the distribution of Japanese experts.There are 8 Japanese experts at the Bridge Way factory.

Chairman Li introduced that some of these experts are responsible for the overall management of a large category, from technology to technology to product development.Some experts also have personal patents.In other words, in Japan, a person who studies bread for the rest of his life can also become an expert.

Chairman Li said that working with Japanese experts, the greatest experience is not how strict the Japanese standards, but how people who implement the standards are refined, the pursuit of the extreme."the habit of Chinese is often the same.

And at the request of Japanese experts, Chairman Li believes that behind this is the "artisan spirit" advocated by Premier Li Keqiang.

"Artisan spirit" guarantees quality, but the pressure of fresh food factories comes not only from quality, but also from the pressure of research and development.This means that the plant's fresh food production line must be flexible.

That's why sandwiches require a lot of handwork, as tastes and "content" change frequently.What doesn't change is the operating specification.

On the one hand, the overall trend is already clear, says Bridgeway, with modern people increasingly looking for freshness.On the other hand, research and development requires producers to observe changes in market consumption habits.

Maintaining research and development capabilities also includes opening your eyes to good products from abroad.For example, at first some people in the factory thought that, towards winter, low-temperature sweets should be on the market, but in fact orders continued to go up.

This is actually related to the heating of the northern office market.

Chairman Li even suggested that in the future, perhaps the box of rice in convenience stores, more without rice and a platter made up of several dishes.Nowadays, many young people who want to lose weight don't eat staples for dinner.

In this Teddy theme shop, we see that the original best-selling iced moon cake now has a richer variety of flavors.Plum, chocolate, strawberry, mango, and chocolate are best sold.

Moreover, the factory can now accept the same-day delivery of the same-day order.That is to ensure the "freshness" of the store, but also to ensure that the loss of the reduction, reduce waste.

With the new fresh food factory, sales of fresh food products in Tianjin Rosen increased by more than 130%.The highest desserts grew by 300%.

Now there is plenty of grain and grass, but the fresh food factory itself has a little "complaint" about Rosen, who has too few stores in North China.

For the author saw, sandwich production process mainly rely on manual practice.Chairman Li told Tiger That sandwich production sits on the pipeline in Japan, but only if you have 1,000 stores.

But for now, Rosen has 128 stores (116 in Beijing).

Rosen discovers Tianjin

In fact, Rosen came to Tianjin, it is also to accelerate the development of the market size.However, Rosen, who has always been flexible, did not die in the highest competitive and expensive Beijing market in the country.

A year ago, Rosen Beijing was hesitant to open a store in Tianjin, which already has its Japanese counterparts 7-Eleven and another beijing-branded full-time convenience store.

But after the first store opened near the Haiguang Temple subway station on Nanjing Road, Rosen regretted not coming to the Tianjin market earlier, and the daily merchants could reach more than 20,000 yuan, and even 30,000 yuan at the weekend.

Some people attribute the reason to the upstairs training school, usually can do business, one to the weekend is also people come and go.

But I also saw the neighborhood of this store, there are 7-11 and full-time, there are also from Beijing's convenience bee.The author walked around also found that we all have business to do.Including full-time convenience stores that have experienced the storm, the display is also neat.

From a convenience store perspective, Tianjin may be a surprise blue sea market.

In general, the average single-store sales in Beijing are the highest for Mr. Shinsa, general manager of Mr. Hansa, general manager of Beijing Rosen, told Tiger Sniff.But from current data, Sales in Tianjin can be on par with Beijing's.

Over the next year, Rosen Beijing will also increase its efforts to open stores in the Tianjin market, making the number of stores in Tianjin likely to be the same as that of Beijing Rosen.

In his view, tianjin market is a very good value depression because it is directly under the central government, the overall market consumption power is not weak, at the same time, the Tianjin market rent and labor costs are lower than the Beijing market.

That means that in Beijing it may just be a barely flat store model, and you can make a profit by getting to Tianjin.

In fact, from the general environment, Tianjin for convenience stores such as the commercial circulation industry is indeed a good market.There is a demographic dividend to support.

According to the current population planning of major cities, Tianjin's population plan by 2020 is about 18 million.There is still a population gap of more than 2 million.

Therefore, in recent years, Tianjin also with many second-tier cities together, the liberalization of preferential policies began a war of people.For example, a very loose settlement policy.

Generally speaking, the new population of cities such as Tianjin comes from the high-tech talents introduced by enterprises on the one hand, on the other hand, from the stay of local college students, and whether college students can stay, will also be closely related to housing prices and other factors.

However, in The Handown's view, the increase driven by fresh food factories and the opportunity to market the low-lying market will not make Rosen radical at once.

Mr. Shinsa points out that Mr. Rosen will still carefully account for the possibility of each new store opening, and that blindopening is never Mr. Rosen's style.

On the one hand, Tianjin's market potential is exciting, and many people have expressed a desire to join in Tianjin, said Che Wen-hwan, deputy general manager of Rosen Beijing.This is much better than beijing.

Rosen, on the other hand, also needs to estimate sales in advance and make a profit and loss account for new stores, which would not be approved if a store was measured to assume that it would be a profitable store.Insist on a bit of franchisee responsibility.

In the view of Han, in general, China's convenience store market is still on the rise, is a sunrise industry.Many people will compare the Chinese market with the Japanese market, which in his view is not comparable.

Because Japan has entered an aging society, many of the convenience stores are used by the elderly, so a trendy IP-themed store like Teddy may not be popular in Japan, and young Chinese are very fond of convenience stores, which is an opportunity for the convenience store industry.

So don't worry about the market being dominated by competitors.Hansa said that the development of the Tianjin market has given Rosen new ideas, the future will consider the construction of a new logistics center in Tianjin.

Although I hope Rosen store more, but convinced of the "artisan spirit" of the Bridge Road Li surname chairman also pointed out that a lot of things can not be urgent, because slow is fast, "walk too fast, you will make a lot of mistakes, the end result, is really slow."”