[Observation] Harbin Furniture has closed the two stores and Wal -Mart's withdrawal ... How can the "latecomers" in the supermarket industry retain consumers?

Author:Harbin Daily Time:2022.08.30

The news of Carrefour's closed in Harbin stores has become one of the "hot topics" of many people in recent times. Some people think that the era of "foreign monks read the scriptures" is gone. "Highlights". In recent years, some physical supermarkets have gradually declined and exited, and some people think that physical supermarkets may gradually be eliminated by the retail market ...

The community supermarket and convenience stores with "Sparrows are small and five internal organs". The consumption purpose is clear and the professional supermarket that can save shopping time. ... On one side, in the B -end retail market, various types of new consumer channels have emerged endlessly, constantly squeezing the living space of traditional supermarkets; on the other hand, C -terminal consumers' demand has continued to evolve and upgrade, which has also gradually faded out of the supermarket out of some people’s people’s. High -frequency consumer scene. At present, how can the "latecomers" of the supermarket industry retain consumers?

Graduation of large supermarkets "exit"

The end of being regarded as "a era"

"The shopping card in my hand is spent. Although the rest of the store can be used, it is far away from home. There is no need to pay the fuel fee." A few days ago, Ms. Qiu, a citizen, "search" in the Carrefour State Shop. Ms. Qiu did not show reluctance to the closure of this large supermarket near the home. "The shopping card at hand is more than half a year, and now there are more than 300 yuan." For the money, Ms. Qiu said, Ms. Qiu said that the sinking things do not like to go to the supermarket to "move" And fresh products with low purchase frequency and high purchase frequency, they are not sufficient to sell in supermarkets and are not fresh.

The staff is organizing the shelves

A few days ago, the reporter visited the Carrefour State Shop. Although it was the morning on the working day, the shop was crowded, and the cashiers lined up. "Most of them are for clearing the card." A staff member told reporters that since the news of the store is about to be closed, the passenger flow of some time is more than usual. The reporter saw in the Carrefour Store that many shelves have been vacant, and some areas have pulled up the isolation zone of "this area forbidden to pass". Some staff may be busy transporting the exhibition rack in the middle of the supermarket, or clean up and place the remaining products. "We will return to the manufacturer without selling products." For some of the remaining products, the supermarket did not give a "back cut" discount to clear the position.

Some areas of Carrefour Store have been "limited"

Public information shows that in 2002, Harbin's first Carrefour store opened in Taiping Bridge, and at most, it opened 7 stores in the city. This time, the two stores were shut down, and it was "regrettable" for some consumers. "I went on the first day of opening the door of the Carrefour Exhibition Store. The citizens who came to shop could really use the" Renrenren Sea "to describe it for at least half an hour to check out." One of the projects is to visit the supermarket. This week, I went to Carrefour to "sweep the goods" and eat it. Next week, I took a free shuttle bus next week to Wal -Mart to walk around. "At that time, there were many supermarket floors, and the eyes were full of goods, giving a lot of impact." Ms. Zuo felt that it is difficult to find large traditional supermarkets with three or four floors. It's right.

The dilemma of "Carrefour"

Recently, the news of large supermarkets including Carrefour's large supermarkets in foreign stores has emerged endlessly. Relevant media reports said that the last store (Zhonghua City Store) of Carrefour Xiamen will also be closed on August 31, which will completely withdraw from Xiamen; Yonghui Supermarket is located in Puxin Store and Xiyuan Store in Fuzhou, Fujian, on August 22 and 24 respectively. Japan officially stops business; Wal -Mart's Wuhan Zhongjia Village Branch will be closed in the near future ... In recent years, the supermarket format represented by the hypermarket model seems to have come to the "cliff edge".

According to relevant news, the reason why Carrefour's closure in Harbin was affected by factors such as operating strategic adjustment, venue rent, and market changes. After the two stores were closed, the original site was newly opened. For the reasons for these supermarkets, most of the operating entities are attributed to the lease period of the venue. "The rental period of general stores is 10 to 20 years. In the past 20 years, it is the 'golden age' of large supermarkets. Now the leases have begun to expire one after another." A retail industry practitioner revealed to reporters that with 20 years ago, 20 years ago, 20 years ago Compared with the current rent of the site three to four times higher, plus the significant growth of labor costs and poor operating conditions, the status quo of "old stores" cannot be rented. The fundamental reason for "cannot afford to rent" is caused by the "business depression" of large supermarkets in recent years.

Some of the Carrefour Stores have been empty, and a customer is still looking for available products.

According to the "2021 Supermarket Survey Express" issued by the China Chain Operation Association, in 2021, 67.1%of supermarket companies' sales decreased year -on -year, 72.2%of the net profit of enterprises decreased year -on -year, and 68.39%of corporate passenger flows decreased year -on -year. From the financial reports announced by major chain supermarkets, you can also see the dilemma encountered in the "Carrefour". Public data shows that Yonghui Supermarket suffered a loss of performance in 2021, and revenue decreased by 2.29%year -on -year; the current loss of 3.944 billion yuan, encountered the first loss since listing, the asset -liability ratio also climbed significantly to 84.47%year -on -year; after being acquired by Suning, it was acquired by Suning. Carrefour lost 770 million in the first half of 2021; Gaoxin Retail, which has RT -Mart and Ou Zhan, has fallen by 86%of the half -year profit as of the end of September 2021. 03

"Department Store as King", extensive operation

Let the "Old Store Store" fall down the altar

In the 1990s, it was the "highlighting moment" of the "old hypermarket". Carrefour officially entered the Chinese market and quickly "blooming everywhere", bringing a new format of "hypermarket". "At that time, the retail industry was based on" Department Store as the king '. Consumers have never seen a variety of business sales models that have accumulated into mountains'. It is like visiting the scenic spots. " According to industry insiders, in the mid -1990s, the retail industry is more of a department store model. Large supermarkets have channel advantages. On the one hand, their commodity prices are cheaper than traditional shopping malls. Experience, at that time, traditional supermarkets were favored by many consumers; on the other hand, traditional supermarkets set up fees such as admission fees and leisure fees to further increase profit margin from commodity suppliers.

"The hypermarket model is to stimulate consumers 'senses with quantity, and bring people to walk through all corners. Everything wants to buy', so as to satisfy its own curiosity and 'possessiveness'." It is said that because a large number of products are placed in the store, it gives people a sense of visual impact. At that time, the large supermarket covers an area of 1 to 30,000 square meters, just like the Wal -Mart supermarket at the time, the business area covered it. Four floors. This hypermarket -style and extensive business model will inevitably allow the operating entity to pay more rent, hire more staff, consume more water and electricity, and other costs, and then operating costs will inevitably be higher. At the same time, in the past, there were fewer retail market formats, and there were relatively few room for people to choose from. The hypermarket is equivalent to creating a business district. Large supermarkets can often cover a community with a few kilometers of a few kilometers, so that the "free bus" to the surrounding communities has become the standard for "big stores".

After the consumption of the Carrefour Store is about to be closed, consumers come to "sweep the goods"

"Who will enter the supermarket in order to buy small appliances, and will also visit the hypermarket to satisfy curiosity. The greatest attraction was complete. Consumers can buy all the products on the purchase list at one time, and these commodities are affordable and the quality is guaranteed. After the online consumption is popular, the above advantages have been lost. Nowadays, the advantages of channel advantages, high cost performance, and convenient shuttle make large supermarkets "proud" have gradually lost, and online retail has replaced some offline needs of "shopping in supermarkets+shopping". In recent years, online retail has developed rapidly, and online consumption models such as fighting, community group purchase, and live broadcast have emerged endlessly, allowing many consumers, especially young people to gradually transfer shopping positions to online. Especially the occurrence of the epidemic, on the one hand, has caused a serious hit of the retail industry, and on the other hand, it also promotes the further development of online retail such as e -commerce and community group purchases. The e -commerce economy has allowed some supermarkets to "retreat" in supermarket formats.

At the same time, the community fresh stores near the community, opened in the convenience store in the office building, comprehensive warehouse buying downstairs ... In recent years, it has been constantly eating the market of large supermarkets. The land -changing consumer pattern of "Carrefour", the destination of consumer shopping changes from "centralized" to "decentralized". The dividend period that will be a good store to make a good manager who can make money has already passed. The extensive business model of hypermarkets is already "honest and old", and it is no longer suitable for market demand.

Talk about "human effect", seeking "rice effect",

The "latecomer" of the supermarket learns to "carefully calculate"

The attractiveness of goods, weak service capabilities, the disadvantages of the traditional profit model of the hypermarket, the backwardness of the selection management of the selection management, is exposed one by one, and the extensive business model is no longer spiritual. On the contrary, some supermarkets saw the lesson of the "old store", and began to learn "consideration".

"Big Youtian stores is only three or four thousand square meters, but it does not delay the growth of sales in the supermarket." Speaking of the use of "small area to do large -scale business", Liu Wenliang, assistant to the chairman of Heilongjiang Biyut Commercial Group, told reporters that the store Although the area is half smaller or more than the hypermarket, the supermarket does not reduce the product category, but reduces the number of items. "In the past, people have never seen a hypermarket model, so a large number of products give people a visual impact. With the development of the market and the upgrading of consumption, the sales model of a large number of goods occupying a large amount Youte works on "rice effects" and "human effect", attaches importance to the planning area and manual management. Although the store's operating area is small, sales are twice as much as some hypermarkets. Supermarket operating area is small, but the goods are rich

From "making bigger, stronger" to "small and fine", local supermarkets have continued to explore in "small" and "fine" in recent years. The "community supermarket" that covers the supermarket at the doorstep of the residents, covering services such as payment, sales of semi -finished products, and collecting express delivery will better meet the needs of surrounding consumers. Zhang Qingguo, general manager of Jiadele Group, said in an interview with this reporter that when the large retail industry expands the territory, it transforms the large supermarket into a small community store. While reaching into the community, the viscosity of supermarkets and consumers has been enhanced. The "Report of the Chain Supermarket Operation (2021)" released by the China Chain Operation Association shows that 70 % of the top 100 companies in the supermarket are small community stores in the top 100 companies in the supermarket. In addition, more and more new stores in physical supermarkets are increasingly transformed into small community stores that are mainly engaged in fresh food. The area ranges from two or three hundred square meters to one or two thousand square meters, with an average area of about 900 square meters.

Supermarket operating area is small, but the goods are rich

On the other hand, the physical supermarket is also "decentralized", from "self -centered" to "interacting with the market formats". "In the past, the hypermarket would choose large commercial buildings when selecting the site, and adopted the overall lease and then leased it to department stores, catering and other formats, and now they choose the" entry "model." Industry insiders told reporters that in the past, traditional hypermarkets were one of them. In the center of the business district, people will often visit the supermarket "to the" other formats in the building, and these formats depend on the survival of supermarkets. Once the supermarket exits, other formats are difficult to escape. Now, many supermarkets choose to settle in large shopping malls and interdependence with other formats within the supermarket. "After visiting the mall and shopping in the supermarket, we will eat after shopping. We and other formats in the mall drainter." Relevant persons in charge of many supermarkets in the mall in Harbin said that "decentralization" allows supermarkets to see more passenger flow and sales Essence

In the market, the market occupies an advantageous position, allowing Wal -Mart and Carrefour to take the lead in collecting admission fees, shelf fees, display fees, and pile fees to suppliers in the Chinese market. Since then, China ’s local supermarkets have basically used this charging method. This model of charging costs is also called "upstream profit model". Regardless of the sales of the product, first charges, and eventually you can return the unable to sell the inventory to the supplier. This has led to the high profit of the product, which suppliers charged to which suppliers, and which product has "priority" when entering the store. In the first place.

The introduction of intelligent titles of Biyoute supermarkets to enhance experience.

At present, many supermarkets have seen this disadvantage, and turned to the "downstream profit model", not charging admission fees, listing fees, etc., which is responsible for the sales of all goods. Adopting the "buyer system", the choice of products is more harsh. According to market trends and consumer preferences and needs, carefully choose products. At all stages of the development of the retail market, grasping the needs of consumers is to grasp the market.

"Born" towards consumers

The lack of its own profit model, the suppression of online channels, and under the "inside and outside pinch", some "old -fashioned hypermarkets" choose to close the store or even withdraw from the Bingcheng market. Essence

In recent years, some physical supermarkets have continued to explore the business methods. In addition to "throwing", they also seek "open source" and seek innovation in the marketing model. Use WeChat private domain traffic attracting passenger flow, carry out online and down order -to -line goods pick -up mode, multi -person grouping to reduce consumption expenditure, small program online and down single -to -home delivery ... Consumers like to buy, where to buy, what to buy, supermarkets to sell Where to sell and sell. In some "small and fine" supermarkets, the busy brothers will always be seen; on the shelves, the basic products of people's livelihood, Internet celebrity explosive products, and seasonal products are also constantly updated. Consumers are back.

Traditional supermarkets work on the product "novelty", so that young consumers "return"

The reason why consumers come back are not only because some physical supermarkets see the future roads "responsible for goods" and "responsible for consumers", but also see that the supermarket format is "department store as king" to "fresh fresh as king" king. " Change. "A variety of categories that support hypermarket profits have gradually been diverted by other channels. The only high -frequency products left in the store are only fresh." In the industry's view, physical supermarkets have an absolute advantage in sales of fresh products, and they can touch it. To, smell, and taste, this is not realized by online channels. Fresh freshness is to build a "moat" for physical supermarkets. In the public comments, many consumers' evaluation of some fresh products of the hypermarkets is "bad fruits and good fruits are piled together, and clerks do not sort them in time" "Hidden in poor quality of vegetables." The extensive operation of the hypermarket sounds the alarm for the "latecomers". Saber purchase teams, adopting real estate direct mining models, fresh freshness, not only fresh, but also rich variety and variety ... Fresh business has become a "life -saving straw". Traditional supermarket investment in fresh and food is becoming an industry consensus. Supermarkets "do articles" on fresh freshness, both are fresh and rich

Nowadays, some supermarkets insist on "born" towards consumers, glowing with new vitality. They let consumers see not only the market development and the preferences of consumers, but also let them see the "fireworks" in the supermarket. The goods moved from the assembly to the shelves, and the upper layer of the shelves that may not be able to get up. Only the "industrialized" atmosphere was only bought and sold in the hypermarket. Now, the supermarket is more willing to "family -time" with you, a pot of hot buns just out of the pot, you choose seafood, I can help you cook, and you can put what you say. After the physical supermarket embarked on the road of "small and fine", he began to "live" with you. These "latecomers", which are always "close" with consumers, are telling "stories" that are different from "old stores".

Source: Bingcheng+Client