Special interview
Written by: Kwong Yueting
2020-09-28 08:30
Last update date: 2020-09-28 08:30
Hong Kong’s economic prospects are unclear, and citizens are more sophisticated in their consumption. Products require good quality and cheaper prices.
Changes in consumption patterns have created space for the development of stores that focus on cheap daily necessities.
Living PLAZA by AEON, a daily necessities store under AEON (0984), can sell most of its products at 12 yuan. It has successfully broken through the epidemic. This year, it plans to open 15 more stores. The reporter interviewed AEON Managing Director Nakagawa Yi Positive, understand the management of "12 Mosquito Shop".
The predecessor of Living PLAZA by AEON was JUSCO Living Plaza, a 10 yuan store, and now Living PLAZA by AEON is a "12 mosquito shop". However, 90% of the goods in this store are priced at 12 yuan; 10% of the goods are priced higher than 12 yuan , Mainly some large goods such as storage boxes.
Nakagawa Yizheng said that household products are the main products, accounting for 50%; stationery and boutique products are 20%; food, cosmetics and personal care, and other seasonal products each account for 10%.
The products mainly come from Japan and Malaysia. Additional costs include shipping, delivery and exchange rate. In order to provide high-quality and preferential products to customers, it was decided to set the price at 12 yuan.
"At present, people have a great demand for daily necessities. We will try our best to control costs and keep prices low."
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Review product mix every month
The ideal 12-yuan store has an area of 2,000 square feet, but with a wide variety of products, it is important to eliminate products with poor sales in time.
Nakagawa Yizheng said that the group will have internal meetings every month to review the product mix of the 12 yuan store, which can bring freshness to customers.
The product mix of each store is also adjusted according to the needs of the region. For example, the branch in the school district will focus on stationery and fine products.
As of September 1, Living PLAZA by AEON has 62 stores in Hong Kong, 11 of which are located in large general department stores (GMS) and independent supermarkets.
Nakagawa Yizheng revealed that the shops in the downtown area are more crowded, the shop area is larger, and the business will be relatively better.
In the future, if the rent level and shop area meet the requirements, it will also consider opening a shop.
During the visit, Nakagawa Yizheng also selected the ten most affordable products of Living PLAZA by AEON recently:
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