After the SPC event, the impact of the Tous Les Jours reflective profit does not appear to be significant
Number of stores nationwide Parva 3463 against Tous Les Jours 1350
Tous Les Jours Store Owners Advice “Go to cafes and convenience stores”
The influence of expansion options on platforms like Baemin
A month has passed since the SPC boycott campaign spread in earnest due to a series of events, but no significant change has been found in CJ Foodville’s ‘Tous Les Jours’, which is predicted to have a positive profit. In light of the precedent that Maeil Dairies has benefited from the Namyang Dairy Products boycott in the past, some Tous Les Jours shop owners expressed mixed expectations, but the repercussions seem to be minimal.
This is interpreted as the fact that the number of Tous Les Jours shops of Paris Baguette is only one third, and that the boycott of SPC is weakening towards the end of the year, which is the main focus of bakery products. In addition, the variety of alternatives, such as the easy purchase of bakery products from online platforms and nearby coffee shops and convenience stores, is also a factor in Tous Les Jours’ failure to turn the Paris Baguette crisis into an opportunity.
The number of Tous Les Jours stores is a third of Parva… “Go to a cafe or a convenience store”
According to the data of the local administrative licenses of the Ministry of Public Administration and Security which opens on the 4th, a total of 3,463 Paris Baguette shops nationwide are open until November. On the other hand, there are 1,350 Tous Les Jours branches across the country, accounting for around a third.
Out of 19,587 bakers operating throughout the country, Paris Baguette’s share is 17.7%. Tous Les Jours only accounts for about 7%. According to statistics, there are 140 Dunkin’, SPC affiliate, but according to the Dunkin’ Franchise Owners Association, the number of Dunkin’ franchises across the country is about 650, far fewer than Paris Baguette or Tous Les Jours. There are only 160 Shinsegae Food chains, including e-Bakery and Boulangerie.
Apart from this, it is a franchise store with a small number of chain stores or local bakeries. After all, about 70% are local bakeries.
In the case of the Namyang Dairy Products boycott in the past, there was an attitude that the boycott move was easy because you could directly choose Maeil Dairies products, which are alternatives, in convenience stores or markets. Since Namyang Dairy Products was on the cutting board due to past abuse of dealers and false / exaggerated publicity of Bvlgari, many consumers started to choose Maeil Dairies products. As a result, until 2012, Namyang Dairy Products was second in terms of sales, but from 2013, Maeil Dairy, which was third, surpasses Namyang Dairy Products into second place.
However, in the case of Paris Baguette, the diagnosis inside and outside the industry is that it is difficult to be an alternative because Tous Les Jours is not always next to it, and instead the number of stores is amazingly small. In particular, bread is a low participation product and the willingness to pay is not high. Moreover, the price of regular bread from Paris Baguette and Tous Les Jours is the same at 3,200 won. Experts say it’s not a product range that requires you to travel further afield to buy the same bread at the same price. For this reason, if they want to buy bread immediately but want to avoid SPC affiliates, they will go to nearby cafes and convenience stores where they can easily find baked goods.
An official from the Tous Les Jours Franchise Owners Council also said, “Even after the SPC boycott, there has been no significant change in sales at Tous Les Jours stores.” People seem to be looking for a nearby cafe or bakery.”
An official from Tous Les Jours said, “The number of shops is almost three times different from Paris Baguette, and there are many bread buying channels these days, so there is no reflective benefit from the SPC crisis.” We work hard to make bread available.”
The demand for fava has been reduced offline, online
The online market also plays a role here. ‘Pokémon Bread’, the popular product of SPC affiliate Samlip, is still number 1 online since the October event. According to Naver Datalab Shopping Insight, ‘Pokemon Bread’ in the confectionery / bakery field has been ranked first in terms of search for 35 weeks since the last week of March. Recently, bread clicks on Naver Shopping are on the rise.
Baedal Minjok’s ability to order and eat Paris Baguette and other bakery products directly for delivery is also understood to be having an impact. At Baemin, reviews of users who bought SPC products from Paris Baguette or Bmart stores operated by Baemin continue to come up. Regarding this, an official from Baemin explained, “When you want to eat bread from a bakery that is not around your house but can’t, you can use it comfortably by paying the delivery fee.”
Lee Eun-hee, a professor of consumer studies at Inha University, said, “In the end, consumer convenience is important, whether it’s consumption or boycott.” It makes a profit,” he said.
Shin Hyun-bo/Kim Se-rin, Hankyung.com reporter greaterfool@hankyung.com
