Chen Siqi

vankochensq@163.com

LAWSON Inc., a globally renowned convenience store chain, aims for high-quality development in Guangdong Province. During an interview with Shenzhen Daily ahead of the Guangdong Provincial High-quality Development Conference, Takashi Fujihara, Lawson’s general representative in southern and western China, said that Lawson aims to meet the diverse needs of its customers.

Lawson has seen rapid growth in Guangdong, with around 300 stores currently operating in the province, following the debut of its first Guangdong stores in Shenzhen in March 2022. The company, which originated from the same-named U.S. brand and is headquartered in Japan, has established a significant presence in China since 1996, boasting over 6,300 stores in the country and more than 21,000 worldwide.

“Guangdong presents opportunities due to its high population density, strong consumer purchasing power, and strong market potential,” Fujihara told Shenzhen Daily, adding that Lawson has set its sights on Guangdong as a key market for expansion.

“We plan to further expand the number of Lawson stores in Guangdong in 2024. Leveraging the province’s strengths, Lawson will look to open stores in partnership with local businesses in smaller cities in the province and select prime locations in business districts,” he said.

Lawson’s products have gained popularity among young consumers.

“Targeting the younger demographic is important for future growth, and especially in Shenzhen, where the average age of the population is 32.5,” Fujihara said.

Apart from visual appeal of products, Fujihara emphasized the importance of prioritizing food safety and quality.

“The cornerstone of the retail business lies in offering products that instill a sense of safety and trust in customers,” Fujihara said. In November 2023, five Lawson stores in Shenzhen received recognition from the city government for their food safety management.

To improve consumer convenience, Lawson has made efforts to optimize its services by installing intelligent machines, implementing digital purchasing, allowing customers to perform self-checkout, and offering select products online before they arrive in stores. In the future, Lawson plans to deploy AI robots to guide customers to their desired products and remind store assistants to replenish stock.

Fujihara also lauded Guangdong as an advanced region in China’s reform and opening up, acknowledging the favorable environment for foreign investors and efforts to streamline administration procedures and strengthen protections for intellectual property rights.

He believes the Guangdong Provincial High-quality Development Conference will bring new opportunities to Guangdong Province and contribute to the nation’s socioeconomic development.