New opportunities for mobile internet and e-commerce
Vending machines and telephone booths were once the most common public facilities
Vending machines have entered the Chinese market since 1999. At present, China has about 45,000 vending machines, which is almost insignificant compared to China's huge population base. Why is the development of vending machines in China so slow? In the face of the coming mobile internet and e-commerce boom, how vending machines should respond has become a problem facing Chinese vending machine manufacturers.
National conditions determine business model differences. As the vending machine business is more developed in Japan, small retail is one of the mainstream consumption methods. Widely distributed vending machines have become an effective supplement to large supermarkets and convenience stores. The high floating space of vending machines relative to the price of convenience stores has contributed to the formation of a benign business model. Therefore, Japan has reached a per capita sales of 56,000 yen (about 3,500 yuan) of vending machines.
However, compared with Japan, China has different national conditions in this market. The first is the inconvenience of small consumption. The traditional coin-based vending machine for small consumption is more in line with Japanese consumption habits. Coins covering the range of 1-500 yen (500 yen is approximately RMB 31) and coin purses carried by many people Provides great convenience for small consumption. With the denomination of coins capped at 1 yuan in China, the people's habit of carrying and using change, as well as the wide distribution of various domestic small shops, kiosks and other retail places, have created many obstacles to the popularization of vending machines.
Secondly, the sensitivity of Chinese consumers to prices also makes vending machines an important reason why it is difficult to enter the lives of ordinary people. As a device that provides convenience for consumption, the traditional profit model of vending machines is to use the difference between the supplier and the actual selling price for profit. In countries where the vending industry is relatively developed, such as the United States and Japan, the commodity prices of vending machines fluctuate highly, which are closely related to the location of the machine and the surrounding business environment. In some places in Japan, the price of vending machine products can even reach twice the price of similar products in convenience stores. In the Chinese market, ordinary consumers are more sensitive to the price difference between vending machines and convenience stores or supermarkets. It is difficult for vending machines to form sufficient profit margins through the price difference, which further hinders the promotion of vending machines.
While the rise of e-commerce is putting tremendous pressure on the traditional retail industry, the vending machine industry sees new opportunities in the fields of intelligence, Internet of Things, and mobile payment.
As early as the 2010 Taipei Computer Show, a large-screen vending machine with integrated digital sign was exhibited. In addition to being able to display the weather, play advertisements, and conduct consumer interactions through the large-size LCD touch screen, the biggest feature of this vending machine is that the built-in camera recognizes the consumer's gender, age, and distance from the vending machine, and enters its sight Play targeted product advertisements when in range. When consumers watch advertisements and make consumption, their data will also be recorded and transmitted to the control center to make statistics on consumption tendency and revise product marketing strategies.
Domestic vending machine manufacturers have chosen a strategy that is more suitable for the Chinese market. In view of the lack of obvious advantages of vending machines in public places in China, office buildings, factories, schools, hospitals and other places were chosen as the main areas for vending machines, and mobile payment and smart card payment (work cards, bus Payment methods such as card, etc.) and sonic payment have eliminated the cumbersome cash payment, and moved the offline transaction based on cash payment to online, and opened up a larger business space.
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