7-ELEVEN
IN TAIWAN
Yuko Matsumuro
Introduction
Convenience stores in Taiwan
A total of 9,184 stores around the
country
Taiwan convenience store chains have become
the densest market in the world
7-Eleven is the most popular one
The history
1980
1984
1987
2010
2011
The first 7-Eleven opened in Taiwan
27 stores
NTD 1.2 billion
7-Eleven grew 62 stores
33 stores had been closed in this year
Started to work 24 hours
168 stores
4733 stores
NTD1017.6 billion
4757 stores
Questions
Why 7-Eleven is so successful in
Taiwan?
Does 7-Eleven’s parent’s company
the Uni-President Enterprise
Corporation (UPEC) role relates to
the success of 7-Eleven?
What kinds of strategies 7-Eleven
has?
What is UPEC?
&
Food
What is UPEC?
Food is important role in
convenience store
1
E-IPC, the research of Taiwanese people
whose frequency to visit convenience stores
which stated from 1988
1995 Answered once a week was 53.1%
2009, Answered once a week was 84.7%
among them…
50% : three times a week and once a week
34% : everyday
7.3%: over twice a day
Food is important role in
convenience store
 Answered more than twice a day
mostly working class
they buy two takeout meals at
least per day (mostly breakfast and
lunch)
 Example:7-Eleven,
Drinks ＋ breakfasts ＝39 NTD
2
The Private Brand of four big
convenience stores in Taiwan (2008)
Company
Brands
Main products
Notes
7-11
做選素材
7-Eleven
原味覺醒
CITY CAFÉ
Drinks
Fresh food
Snacks
Coffees
Daily
commodities
Family
Mart
Fami
Drinks
Fresh food
Hi-life
Hi-life
Drinks
Daily
commodities
OK
OK
Fresh food
All products come
from UPEC
company or their
own 7-Eleven
brands
Fresh food comes
from their own Fami
brand
Fresh food comes
from their own Hilife brand
Fresh food comes
from their own OK
brand
Personal
management
Personnel management 1
The research shows consumers are satisfied
by 7-Eleven’s services
How 7-Eleven’s service performances are
evaluated by consumers?
What kinds of managements do they
have?
Personnel management 2
Detailed and specific personal
management
i.
Work refinement
Example: Cleaning
ii.
Core value
 Example: 7-Eleven’s staff cannot answer
“I don’t know” for their consumers’
question.
Seven technical words
Staff training and evaluation
Staff training
 Doing retail sales practice
 Training materials are renewed in
every six months
Marketing
Geographical
&
Advertisement
Marketing Geographical 1
Geographical condition
“According to the Statistic suggested
that the condition of location
influences the store’s success of 60%”
(Chen, 2006).
1. Confirmation of business place
2. Choosing the right place
Marketing Geographical 2
Central construction
1.Decreasing the budget of advertising
2.Increasing the image of the business
3.Being controlled better and the
quality would be better
4.Increasing the efficiency of delivery
and decrease the amount of money
and time spend on it
The rank of Advertisement in May to
October, 2009
(Unit: a thousand dollars)
The rank of Advertisement effect in May to October, 2009
Rakin
g
Products
1
7-11President Convenient
Store
2
Family Convenient Store
3
Airing
times
Seconds
Times on
the screen
Effect of ad
29,460 626,140 1,057,96
9
16,804 262,650 524,102
70,208
7-11Slurpy
15,109 247,160
485,738
30,341
4
7-11 CITY CAFE
11,162 242,160
414,309
28,442
5
Welcome Supermarket
7,098
141,960
290,317
19,631
6
7-11OPENchan recharge
card
5,398
134,950
240,821
16,729
7
7-11general lunch box
9,002
139,100
256,977
16,417
8
7-11Onigiri
6,734
148,795
261,237
16,117
9
Family fabulous bread
8,900
119,840
229,083
13,659
10
7-11SMOOTHIE
photosynthesis
3,218
96,510
184,137
13,005
32,250
Conclusion
7-11 is still increasing
Keys to Success:
Understand
Analyze
Strategic thinking
Thanks!!