Store Opening Strategy of Japanese Convenience Store Chains in China

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  • 中国における日系コンビニエンスストアの出店戦略
  • チュウゴク ニ オケル ニッケイ コンビニエンスストア ノ デミセ センリャク

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Abstract

This study analyzed the store opening strategy of Japanese convenience store chains in China, including 7-Eleven, FamilyMart, Lawson, and Ministop, from the perspective of the franchise system. In a master franchise agreement, there is a trade-off between strong control of master franchisees and rapid store opening. As a result, it is important to utilize local business partners’resources. On the other hand, in sub- franchise agreements, relatively high franchising thresholds and low profitability have negative effects on business expansion. However, in the case of Japanese convenience store chains’business development in China, apart from the need to avert a trade-off, innovation in achieving both rapid store opening and a high operational level is also desired.

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