KFC vs. McDonald's, Home Inn vs. Hanting, how do these mortal enemies fight each other in close combat in the city?

In this world, there are some brand names that, as soon as you mention them, you will think of its competitors.

Are there a few groups starting to pop up in front of your eyes now? Let Xinyijiang guess: Coca-Cola vs Pepsi , KFC vs McDonald's , Home Inn vs Hanting , Jiaduobao vs Wanglaoji , Gome vs Suning - all of these, right?

Xinyijiang has been paying attention to these "rival brands" for some time. From the perspective of data analysis, it is easier to analyze the degree of competition between brand groups that have store layouts in cities. For example, the following three brands:

Xinyijiang compiled the store data of three groups of brands, namely, KFC and McDonald's, Home Inns and Hanting, and Gome and Suning, in 19 first-tier and new first-tier cities. Their total number is basically the same, and they can truly be regarded as "dead rivals."

Then Shinichi thought that he had to go into the city to see in detail how they fight in close combat.

Here, Xinyijiang used a slightly complicated geographical analysis method: in each pair of brands, Xinyijiang chose the one with more stores as the "main brand" and the other became the "sub-brand". Then, a radiation circle with a radius of 1 km is drawn with each main brand store as the center. If there are sub-brand stores within the radiation circle, they will be recorded as being located in the same business district as the main brand store. Moreover, when two main brand stores radiate to the same sub-brand store at the same time, these two main brand stores will also be considered to be located in the same business district. Through the analysis of geographic data, all the above stores that meet the conditions of being in the same business district become a "business district group".

For example, the following three business district groups are the areas where three pairs of rival brands compete most strongly.

Tip: The "Business District Index" in the upper right corner indicates the overall richness of commercial resources within the business district group.

Within an area of ​​about 2 km x 2 km, there are 12 KFCs and 9 McDonalds in Shenzhen's Dongmen-Renmin South business district. Most of these stores are only two to three hundred meters apart. The closest ones are McDonald's Guanghua branch and KFC Xinyuan restaurant, which are only 174 meters apart.

In almost the same area, the east line of Hangzhou West Lake Scenic Area is packed with 20 Home Inns and 8 Hanting Hotels. At the intersection of Yan'an Road and Qingchun Road alone, there are three Home Inns and one Hanting. The competition here is even more intense than that in fast food restaurants.

Gome and Suning, which have relatively low consumption frequencies, have not yet participated in the fight so intensively. But in the Shenglimen area of ​​Wuxi, you will also see the strategy of Gome and Suning opening stores almost next to each other, and they appear in pairs only 1 kilometer apart.

Seeing this, would you like to remind Xinyi that he missed two important rival brands? Well, Starbucks vs. COSTA, and Watsons vs. Mannings, right?

Yes, Xinyi also thinks that everyone will recognize that they are also "rival brands". But after checking the total number of their stores, it seems that the competition is not as fierce as you imagined:

Among these two pairs of brands, one has an absolute overwhelming advantage in the total number of stores in 19 cities, and the difference in order of magnitude is even 10. So the question is, why do these two brands, which seem to be in direct competition with each other, actually have such a clear gap?

Xinyijiang found two business district groups of Starbucks and COSTA in Shanghai and compared them.

These are two business district groups with obvious differences in levels. You can see this by paying attention to the business district index in the upper right corner. In the Nanjing Road-People's Square area, Shanghai's top business district, there are 51 Starbucks stores, outnumbering 7 COSTA stores; while in the community commercial center of Weining Road, the number of COSTA and Starbucks stores differs by only one.

This is obviously different from the competitive relationship between KFC and McDonald's:

In the Songjiang Zhongshan area, which has a comparable business district index to Weining Road, the ratio of KFC and McDonald's is exactly the same as that of Starbucks and COSTA, both at 2:1. But back in the People's Square business district, the gap between KFC and McDonald's has not yet widened - 12:8.

Xinyi-chan did not choose a special case to observe. If you do a correlation analysis on the business district index and store quantity difference of all stores of these two pairs of brands in 19 cities, you will see a more obvious difference:

When the business district index is higher, the difference in the number of stores between Starbucks and COSTA will be greater, and there is an obvious positive correlation between them. However, when comparing KFC and McDonald's, such a positive correlation is not obvious. No matter how strong the business district is, the gap between the two fast food brands' stores is controlled within 10 stores. In other words, the reason why COSTA is so much weaker than Starbucks is that the number of its stores in high-value business districts cannot keep up with Starbucks' strong expansion.

The gap between Watsons and Mannings lies more in city distribution. The competition between these two drugstore chains from Hong Kong in Guangdong is even more intense. However, when expanding from South China to other cities in the mainland, Mannings has clearly fallen behind, so you can only see them as competitors in cities such as Guangzhou.

Therefore, true rival brands must be two equally matched brands of the same type.

Since rival brands like to open stores in a cluster, Xinyi thinks the other way around. The more these brands gather in a city and fight each other in close combat, it means that there are more resources in the city that they want to compete for, which means that the city itself has greater commercial resources and potential.

Therefore, Xinyijiang counted how many pieces of territory the three pairs of brands, KFC vs. McDonald's, Home Inn vs. Hanting, Gome vs. Suning, have in various cities. The "brand battleground" here refers to the grids where a pair of "rival brands" have opened stores when the city is divided into grids of 1 square kilometer in size.

Above you can see how many locations are must-fight locations for brands in the 19 first-tier and new first-tier cities. They are related to the commercial appeal of the city itself. Of course, industry characteristics will also have some impact. For example, the competition between Home Inns and Hanting is more intense in tourist cities such as Chengdu, Hangzhou, Nanjing and Xi'an, while Chongqing is an important battlefield for Gome and Suning.

The differences between industries are also reflected in how closely the brands compete with each other. Xinyijiang conveniently analyzed the distances between 5 pairs of brand stores. The catering industry obviously needs to confront its opponents head-on within a range of 500 meters. The distance between home appliance and drugstore retail and its opponents cannot be too far. Hotel brands can launch attacks in any space within a range of 1 kilometer.

But what Xinyi doesn’t quite understand is that this distance strategy seen in the 19 cities as a whole, when broken down into specific cities, is very different. For example, in Shenyang and Dalian, 70 to 80 percent of KFC and McDonald's are within 250 meters of each other, while in Xiamen and Wuxi, Home Inn and Hanting Hotels basically do not open stores right next to each other. As smart as you are, can you tell Xinyi how the differences between these cities occurred?

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