China Food

Starbucks, Rosen and Jiaxing zongzi have long been interested in the trillions of business hidden in the high-speed service area

In the future, the business in the service area of
will be more fragmented and more opportunities will be opened in the process of fragmentation. In a word, the spatial dimension of the service area does seem limited, but it can fill an infinite number of gaps.
As soon as I wake up, more than half of the holiday has passed. There are more people going out to play in this holiday than I thought, so many of them are on hot search

Let’s take a look at the flow of people in major scenic spots this year

On October 2, the West Lake Bridge was broken

October 1, Shanghai Nanjing East Road Pedestrian Street

October 1, Yellow Crane Tower Park
The Ministry of culture and tourism said it expects 550 million domestic tourists to be received during the eight day National Day Mid Autumn Festival holiday.
It’s really a dynamic golden week of the national day. From these data, we can see that people are eager to travel after this special period.
As a result, the congestion on September 30 and October 1 in key cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and Chengdu far exceeded the level in recent two years.

Figure: comparison of congestion in some key cities
According to the big data of Baidu map road conditions, on October 1, the national highway congestion mileage increased by 50.1% compared with the same period in history, and the congestion mileage reached 9109.28km.

Picture: Highway congestion across the country on October 1
Shanghai, Hangzhou and Shenzhen once “blocked” hot searches
Although it is a kind of “happiness”, it is also a kind of “happiness”. We should not forget how much we yearn to be let out when we are choking at home for the Spring Festival this year, and how eager we are to return to the “noise” of such a sea of people, and finally, everything goes back to the usual.
According to the travel forecast report of 2020 National Day & Mid Autumn Festival holiday released by Baidu map, the small peak of population migration will appear today and gradually return to a stable state before the construction starts on October 9.

Prediction of population migration trend during the national day and Mid Autumn Festival in 2020

And in the high-speed service area we have to pass through, there is actually an unknown trillion business experience
This is a 6000 word article written in the 24-hour coffee shop in Meicun service area of Huning Expressway after driving around nearly half of China and spending more than two months investigating service areas.

Service area has been very important since ancient times.
In ancient times, “Post Road” can be regarded as the highway of agricultural economy, and the corresponding ancient service area is called “post station”.
At the end of Ming Dynasty, the young emperor Chongzhen first ascended Dabao. In order to save money, one of the suggestions he adopted was to abolish the post station. But he should not have expected that there were two jobs in China that could not be touched, except for the librarian, who was the postman.
According to the history of Ming Dynasty, “Li Zicheng is good at walking, can ride and shoot, and his family is poor as a post book.”. In short, the staff of Yinchuan service area, who was laid off later, turned the old employer from the brink of bankruptcy into a complete bankruptcy.
The post road is smooth and the world is safe.
With the opening of the world’s most famous transnational Expressway in the early days, the Silk Road with a total length of nearly 8000 km was opened, and the post station began to rise.
“No one knows it’s lychee when the imperial concubine laughs in the world of mortals.” later generations moved to the love of Emperor Ming of Tang Dynasty and often neglected. Why can the lady eat fresh lychees that “don’t change color in a day”.
Behind this is the system of service areas with high efficiency and high speed, which was formed in 1643 stations and more than 20000 staff in post stations throughout the country in the prosperous Tang Dynasty.
A service area with high appearance value is the standard configuration of Shengshi. In the Tang Dynasty, there were post houses, stables, storehouses, halls, bedrooms, etc. some of the local tyrants had gardens and pools. The taste of the ancients can be seen.
However, they like to say that the present is not the same as before. It is a common whitewash to cover up one’s own shortcomings. But in the service area, I’m afraid we have to recognize this.

What you can’t avoid during the long holiday is that you can’t escape from the high-speed highway, and the high-speed service area will meet you. The toilet with urine over your ankle will remind you of the meals in the school canteen and the noodles sprinkled with gold powder
In fact, there is no problem with self-cultivation in this area.
By the end of 1984, China’s first truly high-speed connection broke through the Shanghai Jia expressway linking Shanghai’s central city and Jiading satellite city. Even so, China’s modern highway construction started nearly half a century later than western countries.
Japan was the first teacher in China’s high-speed service area. China’s current service area specification was first formulated according to the principles pointed out in “design essentials of Japanese expressway” published by Japan Road Corporation in 1980.
Although Japan had an updated version at that time, the consideration of adopting this version was mainly based on the actual proportion of freight cars. In the early years, the proportion of small cars, buses and trucks in China was about 52%, 13% and 35%. In a word, from the beginning of the design, our service area is the simplest function for the sake of running large goods, such as getting off the bus and getting on the bus to soak noodles.  

That’s not all.
As we all know, McDonald’s is one of the largest catering brands in the world, and also the most vicious commercial real estate operator.
But McDonald’s is not allowed to join in the American highway service area. Because in McDonald’s view, the highway service area is a game, customers eat and leave, the quality control is often easy to lose control, and the final damage is the brand.
What brand is, is a kind of repeated game, in which consumers have the opportunity to punish themselves. The opposite of this brand is a game. For example, don’t buy expensive souvenirs of any scenic spot easily, because the seller knows you will never come back.  

However, I drive all over China’s large and small service areas, even in the remote mountainous areas of Liupanshui, Guizhou Province, I can find the same brand, Jiaxing zongzi.
Why does Jiaxing zongzi appear on almost every high-speed service area in China?
The high-speed part was opened to private capital in the form of contracting.
The first to smell the fishy smell was Tongxiang people in Jiaxing.
In the 1990s, the 320 National Highway from Shanghai to Ruili, Yunnan Province, was opened. Along the way, Tongxiang people everywhere began to sell Hangzhou White Chrysanthemum in passing vehicles.
On May 1, 1999, a notice board with the words “opening toilets for the first time to serve drivers and passengers” appeared in Jiaxing service area of Shanghai Hangzhou Expressway, which has not yet officially opened.
In one morning, more than 100 buses poured into the service area. Lively popularity, huge demand, but also let Tongxiang people keenly smell the taste of money.
In 2000, Li Dongmei, together with several fellow villagers, had long been looking beyond Jiaxing. Anhui section of he’an Expressway and Hubei section of Beijing Zhuhai expressway are contracted not only for business, but also for greening and sanitation.
A new continent appeared in front of Tongxiang people. There are no competitors, no bidding, as long as the director of the service area management office nods; the rent cost is low, and it does not need to be paid in a lump sum, but also can be paid quarterly;
In short, Tongxiang people, who are flocking to Tongxiang, also bring Jiaxing zongzi to almost every service area in China.
In that year when large trucks dominated the highway, private capital participation in Tongxiang was a win-win situation for both state-owned and private-owned enterprises, and also opened the golden age of China’s high-speed service area 1.0.
In this wave, there is a busy young man named Shen Jianqiang among those who sell chrysanthemum in Meicun service area of Wuxi. At the moment, he should have never thought that in more than ten years, a service area 3.0 iterative upgrade and business with infinite opportunities will be opened by him.

The direct Expressway from Shanghai to Nanjing is called Nanjing Shanghai expressway.
If you drive past this highway, you will be most impressed. Besides the dense high-speed advertisements along the road, there is also a service area called Mei Village.
In July 2018, after I wrote the article “a place that is not qualified to be called a service area”, a service area that was upgraded and transformed on November 8, 2017 was transformed into an Internet red punch in place overnight. When night falls, it’s like this:
Of course, maybe it’s not how well the article is written, but a service area with too many iterations. It’s so eye-catching that in the comment area, you’ve gained a lot, surpassing, rather than catching up with the evaluation of Japanese service areas.
Eight months later, I sat in the office of the project leader of Meicun village and asked the question, “why is it Meicun?”
Looking at the colorful curtain wall lighting show of Meicun service area outside the window, “more than ten years ago, our chairman Shen Jianqiang made his first pot of gold by selling snacks in Meicun service area. This is a place he can’t get around.”
Of course, what is more practical than feelings is that Meicun is the bridgehead of Beijing Shanghai Expressway from Jiangyin bridge to Huning Expressway. Even if it is not a holiday, every time I drive through this section, I always realize that there is a traffic jam in 4 lanes.
In 2017, an average of 91000 vehicles ran on the Shanghai Nanjing Expressway every day. According to CICC’s calculation, in fact, the Shanghai Nanjing expressway can carry the operation of 150000 vehicles.
I don’t know when the Shanghai Nanjing Expressway will reach 150000 vehicles per day, but this direct run bypasses 2.0 and enters the service area of the 3.0 era. The income is amazing, which is no worse than the product strength. After the transformation, the average daily turnover of Meicun increased by 60%, and the income of a small target was completed ahead of schedule.
Frankly speaking, I have said that too many exist in PPT to “revitalize stock” and “flow transformation”, while China’s largest physical flow channel has been ignored for a long time. Frankly speaking, I have also tried to imagine whether a booming service area can retain people in the service area or even become a part of the destination.
Mei Village, according to a certain reality, is supported by the daily average of 100000 people, even 120000 to 130000 people on holidays.
For such strong data, the concept of the public may not be clear, so to speak, the bustling shopping mall in the city around you, the approximate passenger flow is about 50000 person times.
As I said in that article, the design of the Meicun service area, which is characterized by meticulous humanization and reasonable prices for unified operation, has greatly enhanced this transformation and viscosity. Let Meicun become a preferred service area, or in their own terms, called travel complex.
This kind of passenger flow is more likely.

If Shen Jianqiang, a native of Tongxiang, still had some feelings of returning before he transformed Mei Village, he was a foreign monk as a pioneer of service area in version 2.0.
Driving around the service area of Zhejiang Province, you will find that no service area can bring you the visual impact of Meicun, but all of them can give you a rather good sense of high-level. Because most of them see a chain coffee brand, Starbucks.
Photo source: Internet
Starbucks, a commercial form that should not appear in the service area in theory, first appeared in Jiaxing service area in 14 years.
Starbucks is known in the industry for its strict addressing. Although the traffic in the service area is good, due to years of business inertia, people come and go in a hurry in the service area. To enjoy a cup of coffee is not necessarily the most expensive service area for passengers, but it must be the most luxurious service area.
A survey report from Hunan Expressway is very interesting. More than 90% of the passengers stay in the service area for more than 10 minutes. It means that besides Shhh, passengers are in the service area and are now used to doing something else.
Facts have proved that the Buddhist scriptures of foreign monks are not crooked. At present, the average monthly revenue of Starbucks in China is about 500000 yuan. The average daily turnover of Starbucks in the service area is 17000 yuan, and the monthly revenue is equivalent to that of urban stores. If it is the golden channel node of Beijing Hangzhou Expressway, such as Jiaxing service area, the daily average turnover will directly double to 38000 yuan.
What about the service area? Before the arrival of Starbucks, the overall daily average number of consumers in Chang’an service area of Jiaxing was 3000. After the introduction of new formats, the number of consumers increased by nearly 40%, and the average daily turnover increased by about 20%.
You can’t decide whether it is Starbucks and other KFC formats that retain more passengers or whether the iteration of service area has made these businesses successful. In short, they have completely integrated into this new service area ecology, giving those who are speeding on the highway, one more reason to stay here.

What’s more, what can be done is not only the iteration of traditional formats.
Back to the Shanghai Nanjing Expressway, from east to west, there are six service areas. Meicun is like a catfish, which thoroughly activates the acupoints of this capillary.
Fangmao mountain, Changzhou, is the first dinosaur themed service area in China. If you enter this service area unexpectedly, you will wonder if you have run into the wrong playground.
It’s hard to know how long adults want to stay here. I’ve been here for three hours. Seeing every child, I’m eager to stay here longer. To keep children is to keep a car of people’s time.
Photo source: Internet
Also immeasurable value, there is city marketing.
When my friend went to Tibet for self driving, he made such a circle of friends. Few people realize that service area is the first face of a city.
There is more to be done on the face. Changzhou, in the Yangtze River Delta with fierce competition in tourism resources, mainly plays the game card of dinosaur park, which is not a day or two. As the newly upgraded fangmaoshan service area, the revenue will be confirmed by time, but Changzhou has saved a lot of city marketing expenses.
Also worth looking forward to is the transformation of Yangcheng Lake in Suzhou. Friends from Huning company told me what kind of experience it would be like to imagine the service area as a Suzhou garden.
Douzhuang upgrade… Xianrenshan upgrade… Now you drive in Jiangsu, Jiangsu service area iteration, more urgent than you think.
And this wave does not stop in the East, and it is not empty talk to travel to the service area.
In Liuzhi, Guizhou, you can hardly find a place on the map. In this service area on the hillside, I look at the beautiful scenery of the Grand Canyon at the foot of the mountain.
Changzhou Gehu service area has the best view of the second largest lake in Jiangsu Province, and it has become a fresh lake market in the service area according to local conditions.
Photo source: Internet
To the west, Chongqing cold water, covering an area of 281 mu, has such a sign, “China’s first high-speed self driving camp”. I am not the foil of the scenic spot, I am the scenic spot itself.
Photo source: Internet
In Henan, in Shandong, in Fujian, in Guangdong… I see more and more, are looking for a new possibility.

The iteration is in progress, and the trend tends to reflect faster. In the future, the business in the service area will be more fragmented, and more opportunities will be opened in the fragmentation.
In the brand-new Xuanbao service area of Taizhou, it is found that the small individual supermarket that allows passengers to think twice before entering the store has disappeared. Instead, it is Rosen, the first well-known chain convenience store brand that I may see.
With the help of Rosen’s developed supply chain system in East China, the cost of distribution to high-speed service areas has not exceeded much. At present, the average gross profit of convenience stores in China is between 25% and 30%, and I understand that the new supermarket format of high-speed can also be maintained at 30%. The daily turnover of convenience stores in service areas with a deeper degree of iteration can even exceed about 40% in urban areas.
Lushan service area at 2 a.m. is full of parking lots, not imaginary tourists, but rows and rows of trucks overnight. To be honest, I didn’t want to go to the city far away and look for a hotel. If there was a bed in the service area, I would accept the premium and go to sleep.
In 1939, when John Steinbeck imagined Highway 66 as a “flying road,” the prototype of motels began to appear in the United States.
Twelve years later, a builder named kemon Wilson invested in the construction of the first decent motels. Motels sprang up at a high speed and eventually evolved into a symbol of American automobile culture.
On December 28, 2014, Quzhou service area Motel, the first expressway service area Motel in China, officially opened with the same price as chain hotels in urban areas.
It is Sumitomo Group that eats this crab. In business, there are often more subtle details.
Compared with the hard demand for overnight, the main score is to rent the rest box “five sleeps”. According to the founder’s estimation, there are 200000 office buildings, 218 airports and more than 3000 high-speed service areas in China. The stock market of short-term rest is immeasurable, and the service area will be a very important part of their future.
Photo source: Internet
And the latest favorite of the capital market, intelligent car washing, service area is also an unavoidable market. This time, I saw more shared products appear in Meicun. I once asked Mr. Xie why not do a quick massage.
“Already talking.”
In a word, the spatial dimension of the service area does seem limited, but it can fill an infinite number of gaps.

At present, the total length of China’s expressway network ranks first in the world. Even if the first expressway was built in 1988, it has only taken 24 years.
Behind this is the fruit of China’s amazing economic growth.
From the first golden week, only 28 million people traveled, to 386 million people during the Spring Festival in 2018 19 years later, with nearly 50% of them traveling by car.
According to the latest statistics of the Ministry of public security, by the end of 2018, the number of cars in China had reached 240 million. Among them, there are 201 million small passenger cars and 189 million private cars. And the proportion is also changing astonishingly, the proportion of trucks has been less than 10%.
In the future, we need at least 4000 service areas to cope with such a torrent. In this regard, Japan, the teacher of our service area, has gone further.
In Japan, there is a service area open only this one’s net red bakery, there is a service area can bubble on the signboard hot spring.
Photo source: Internet
According to a survey, 49.8% of Japanese people visit more than 700 service areas in Japan when they travel by car.
In this regard, I have no intention of praising anything. China is far more vast and deep than Japan. I have driven across the mountains and seas of this vast land, saw the open and open central plains of Henan Province, and saw the winding mountain roads of Yunnan Province. Everything is waiting.
But opportunities often imply uncertainty.  
From Nanjing to Huangshan, there is a golden self driving line, but every winter, the flow of people is so rare that two of the three service areas along the way may be closed.
From Fuzhou, Jiangxi Province, to Huizhou, Guangdong Province, there are more than 700 kilometers of high-speed vehicles, which may not be as many as the parking lot of Meicun service area, but each service area along the way is full of real goods.
For those challengers who are willing to participate in it, there are no best times or worst times, but in each era, they find the position they want to go.
At least, everybody’s fed up with the toilet service area, isn’t it?

Author: Lu Jun; source: real name Lu Jun (ID: zhenjialujun0426), reprinted with authorization.
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