Today we take you to visit a brand-new convenience store—Jingxi Convenience Store (cooperation channel available via 'Read Original' at the end of the article). It's not just a convenience store; it hides many details and surprises that serve consumers. What makes it special? Let's find out together!
-01- A shopping experience that saves money and worry On May 17, the first Jingxi Convenience Store officially opened in Jinan. The opening activities, including a variety of products, big discounts, and multiple rounds of lucky draws, made the scene lively. Many consumers from nearby communities brought their families and children to visit and shop. Consumer Ms. Chen said, "Everything here is really affordable, especially the various vegetables and fruits. I can buy daily necessities right downstairs, which is really convenient."
▲ Jingxi Convenience Store Jinan store opening
According to the head of Jingxi Convenience Store business, "This is also the first Jingxi ecological community landing project nationwide. Jingxi Convenience Store is a life service store under JD.com, focusing on life and home scenarios, providing community residents with diverse consumption experiences such as instant purchase, pre-sale pickup, home delivery, and life services, creating a shopping atmosphere that is affordable, worry-free, and warm."
▲ Inside Jingxi Convenience Store
In the 100-square-meter store, a rich assortment of leisure snacks, household daily necessities, grain, oil, and seasonings greatly meets the shopping needs of community residents. Through precise positioning of the store and research on local consumer needs, the Jingxi Convenience Store team selected a rich variety of products to satisfy consumers' desire for a shopping experience that saves money and worry.
In addition, Jingxi Convenience Store fully considers the diverse life needs of community residents, dividing the store into functional zones such as fresh fruit and vegetable area, convenience service area, children's play area, and health check area, which not only meets residents' daily product needs but also provides thoughtful and convenient services.
▲ In-store agricultural product sales area and fruit and vegetable supply
Based on Jingxi's strong supply chain capabilities, the Jinan store not only sells vegetables, fruits, and other products but also sets up a special sales area for local specialty agricultural products, helping to promote agricultural products from various regions and providing more sales channels for farmers and agricultural products. During the opening period, through direct sourcing from production areas, the peelable pearl red watermelon from Shanghe, Shandong, attracted many consumers to buy.
In addition, the store has integrated the Jingxi Pinpin mini-program, bringing all categories of platform products into the store. Consumers only need to order online and pick up their desired items in-store the next day. For the store, this pre-sale new model not only introduces platform products at no cost but also increases consumer visit frequency and stickiness. For consumers, Jingxi Convenience Store provides a one-stop service that is full-category, fast, and more affordable and worry-free.
-02- A digital solution connecting online and offline While introducing rich livelihood products into the store, Jingxi Convenience Store has also built a digital solution that connects online and offline, increasing store traffic and helping the store reduce costs and increase efficiency.
▲ In-store Jingxi Pinpin pickup point
In addition to introducing the Jingxi Pinpin mini-program to the store, using ultra-high cost-performance products and ultra-affordable prices to drive traffic and increase revenue, Jingxi Convenience Store can also introduce multiple traffic sources such as the JD.com app and JD Daojia. This not only enhances interaction and stickiness between consumers and the store, achieving all-scenario customer acquisition, but also meets consumers' various shopping needs such as "buy in store," "pick up in store," and "deliver to home."
Furthermore, the store uses the JD Manager intelligent management system to achieve digital operation. The store can not only achieve convenient checkout and intelligent product selection but also set up various marketing activities to accumulate more users.
-03- A convenient and warm community life circle If the rich and diverse products are to meet the shopping needs of community consumers, and the online-offline integration is to meet consumers' shopping needs in different scenarios, then the life services and convenience services provided by Jingxi Convenience Store bring more warmth to community residents.
▲ Jingxi community ecosystem
In terms of community life services, focusing on community scenarios, Jingxi Convenience Store not only integrates JD Service+ to meet residents' various life service needs such as housekeeping, clothing cleaning, and home appliance repair, but also incorporates convenience services such as hot water and hot meals, lottery services, and printing services, providing more convenience for residents.
In addition, considering that there are many elderly people and parents in the community, the store has also set up a children's play area, allowing consumers to shop with peace of mind while providing entertainment space for children. It is worth mentioning that a JD health testing device is also placed at the side of the store, allowing community residents to conduct self-tests in the store, with test reports generated immediately, and online consultation services are also provided.
▲ Community life services at Jingxi Convenience Store
The head of Jingxi Convenience Store business said, "Jingxi Convenience Store is not just a community convenience store; we want to make it a fulcrum for community life services, incorporating all services related to community residents' lives. In the future, we will continue to iterate and work with upstream and downstream partners to achieve a win-win situation for brand owners, stores, and consumers."
It is understood that the Jingxi business group is JD.com's strategic emerging business targeting the lower-tier market, with the value proposition of "Save for a new life," aiming to become the preferred platform for people's daily consumption, providing users with high-quality, low-price, and worry-free shopping experiences, while helping partners significantly reduce operating costs and improve operational efficiency.
In the view of New Distribution, Jingxi Convenience Store is striving to build a "half-hour service circle" for community life. In the past, a traditional small store might have been just a place to sell products, only selling goods. But perhaps in Jingxi's view, a community small store is not only a place to sell products but also a base for surrounding life services. Where community people gather, not only products are needed to solve corresponding needs, but also more diverse services are needed to satisfy them.
Jingxi has recognized this point, adding more community life-related services to the convenience store's previous pure product sales, such as convenience service areas, children's play areas, and health check areas. On the product level, it not only provides daily necessities such as fresh fruits and vegetables but also integrates Jingxi Pinpin in the store to provide full-category product satisfaction, with online ordering and next-day in-store pickup, rather than the traditional convenience store's usual 1500 SKUs.
By gaining insights into community residents' habits online and offline, combined with the full-chain consumer supply chain capabilities accumulated in the past, and with the support of digital tools, Jingxi can meet all product consumption and service consumption needs of community consumers.
Upgrading the traditional single store centered on product transactions into a modern store with a diversified business system centered on life services, integrating so many online and offline formats and services, is almost a first in the industry. We look forward to seeing more innovative practices in such livelihood formats as "traditional small stores."
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