Bestore: The king of offline snacks stores

Bestore: The king of offline snacks stores

Hubei Bestore food co., LTD. is a professional brand chain operation company dedicated to leisure food research and development, processing, packaging and retail services. The first store was opened in Wuhan, Hubei province on August 28, 2006.After more than 10 years of development, Bestore has become a well-known brand of leisure snack brand. Besstore was established in 2006, with sales of 6 billion yuan in 2016. The annual offline sales reched 4 billion yuan, and the online sales reached 2 billion yuan.

A snack business had achieved such results, by what? It is often said that snacks of Bestore are expensive. Why do people always buy them? By what does besstore continuously attract consumers?

Selection of products

The success of a company, or brand, first of all, must have a product recognized by consumers. In the early stage of entrepreneurship, Bestore chose to sell snacks and products with high consumption frequency and high profit margin.

The food industry's biggest problem in China is the safety problem, to solve this problem, we must strictly control every production line. Although Besstore adopts the asset-light mode and does not set up a factory for production, it integrates the systematic value chain and works with upstream and downstream enterprises to control food safety issues from the source.

From the shelf life of food, dry goods easy to preserve. In terms of the size of the products, they are packaged in small packages, which are convenient for consumption. In terms of category, once Bestore sold mainly nuts, but later it expanded to dried fruits, dried meat, imported snacks and so on. In order to make users repeat consumption continuously, they rely on abundant products.

Chain store expantion

The model of chain operation expands the popularity of Bestore and improves the brand value. At present, Bestore has more than 2,100 offline stores, covering Hubei, Hunan, Jiangxi and Sichuan provinces, with more than 8,000 employees. The company has more than 1,500 kinds of delicious snack, originating from 11 countries and regions in the world, and covering more than 20 provinces and autonomous regions in China.

Marketing campaigns

As a consumer, if there is a free tasting opportunity, then we will not miss this opportunity.

Free tastings at Bestore are a good way to promote it, as well as local food and seasonal snacks, such as a "candie festival" in March, when Chinese people like to eat sour food.

New products will be tested for 15 days after launching, which ensures that the inventory turnover of products on the shelves is high, thus reducing the occupation of capital.

Besides, Bestore combines online and offline well. On "double 11" in 2015, the sales volume of Bestore reached 183 million yuan in a single day, from 1 million yuan in the first year to 4.3 billion yuan in 2015. At present, there are only a handful of traditional enterprises successfully transforming into e-commerce. Bestore, the largest leisure and snack enterprise in China, is one of them.

Storefront upgrade

A good physical store has a comprehensive effect of promotion, tasting, lighting and merchandising. 

Bestore’s storefronts have been thoroughly modernized. Wi-Fi signal covers the whole store, and the cashier supports all kinds of online payment and code scanning interaction. At the same time, access to takeout and digital marketing, using O2O model to build store upgrade too.

Strategic brand management

The name Bestore is also derived from the co-founder's understanding of this brand. They hope to open a store with conscience and provide people with safe food through his own efforts. Therefore, quality has always been the core value of Bestore.

Bestore is Liang Pin Pu Zi in Chinese. "Liang Pin (Good Product)" is on behalf of an attitude and sense of responsibility of the company, "Pu Zi (shop)" means the traditional method: opening a shop.

At present, the advertising budget of Bestore will reach 100 million yuan this year. As the first brand in the industry to invite famous stars to be the spokesmen, Bestore paid more than 10 million yuan to Huang Xiaoming as its spokesman.

In addition, Bestore associates TV programs, "Dad, where are we going 3" and "The China Voice". When the crowd base is large enough, brand reputation is formed.

Bestore can obtain the position of the first sales volume in the segmented leisure snack industry, which is inseparable from its long-term industrial layout and experience accumulation, as well as the in-depth understanding of the concept and format of leisure snack products.

Adapted to the inherent law of industrial upgrading and consumer demand under the background of consumption upgrading, Bestore has explored a series of business models to lead the development of the leisure snack industry and also provide reference for other enterprises in the industry, so as to jointly promote the industrial upgrading of the leisure snack industry. Can the offline snack shops continue over the next decade?

Siqi SHA

Reference

http://blog.sina.com.cn/s/blog_4fd02c010102yn52.html

https://baike.baidu.com/item/%E8%89%AF%E5%93%81%E9%93%BA%E5%AD%90

http://www.bestmarketing.cn/sxcl/608.html