中国的便利店之王，一年开店3900家，销售超百亿
在中国一些二三线城市的大街小巷中，我们常常会看到这样的杂货店：门店与普通的夫妻店无异，门头采用的是红色背景和白色粗体字写的招牌——美宜佳，中国连锁经营协会发布的2018年特许百强榜单，在便利店行业的分类中东莞的美宜佳高居榜首。
东莞作为制造业之都同时还有“便利店”之都的美誉，在中国市场，来自东莞的美宜佳因数量众多，经营方式接地气而被誉为中国便利店之王。从1997年第一家美宜佳便利店的诞生到2018年10月23日突破15000家店，美宜佳从无到有，20多年风雨兼程。目前，美宜佳的门店主要分布在广东、福建、湖南、湖北、江西等14个省份83个城市，形成了中国最大规模的连锁便利店，2018年，美宜佳实现销售额150亿元，同比增长30%，位列《2017年中国快速消费品连锁百强发布》第24位。
在本土便利店饱和的基础上，开拓外地市场成了美宜佳的发展之道。其中美宜佳2018年新增门店3900家，据中国连锁经营协会透露，218年，特许百强净增门店超过或接近千家的有9家连锁店，其中美宜佳净增3900个，仅广州地区今年初就达到2000家门店。
中国连锁经营协会发布分析称，目前中国市场服务业市场还很庞大，但是目前为止连锁化程度很低，特许经营为市场提供了一个非常好的整合方式，通过加盟可以快速形成一个集约化的规模，更加凸显规模和管理优势，获得更多市场空间。
成为中国最具本土特色的便利店行业成功典范是美宜佳的目标与愿景，未来美宜佳将采取S2B2C模式，意味着美宜佳要从一个渠道商向服务商转变，通过千店千面的服务，对消费者和会员起到价值传递的服务并提高整个平台的传递效率。美宜佳角色扮演的转变，最核心的就是要构建三大智能服务平台：通过数据推动生产端对消费者需要的满足，在基于数据的观察和分析反推生产；作为一个以数据为指导经营的平台，及时反推指导门店日常经营的决策；通过洞察千人千面的营销服务和数据的沉淀分析洞察，再通过智能的推荐系统把信息传递给消费者，实现千人千面的服务。
和高度标准化国际便利店相比，可能美宜佳还不够完善，但是美宜佳更接地气，更懂得抓住本土消费者的需要，逐渐成为中国本土特色便利店中成功的典范。
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