Xu Xiongjun: Can "change coach" help Carrefour China to reverse losses?

Zhongxin Jingwei, September 25th. Question: Can "change coach" help Carrefour China to reverse losses?

Author Xu Xiongjun Strategic Positioning Expert and founder of Jiuder Positioning Consulting Company

In recent years, hypermarket formats have experienced declining, passenger flow, poor performance, and continuous closing stores have become the norm in the industry. Carrefour China is also facing difficulties. Data show that from 2019 to 2021, Carrefour's net losses continued to expand, with 304 million yuan, 795 million yuan, and 3.337 billion yuan, respectively. The number of closing stores also increased year by year, 3, 20 and 26, respectively. According to media reports, Carrefour China has recently changed coaches. Can you solve the problem of losing money in Carrefour in China?

First of all, what is the reason for Carrefour China in recent years? The author believes that two aspects are mainly involved. The first is the influence of the oversized environment. Affected by factors such as epidemics, the online and offline dividends of the supermarket industry are gradually fading. Not only Carrefour, but their opponents Wal -Mart and RT -Mart are also facing the same environment. The second is that market competition has intensified. Whether it is offline competition with Wal -Mart, or to compete with e -commerce such as Taobao and Jingdong online, Carrefour China has not reflected strong competitiveness. At the same time, in 2019, Suning Tesco acquired 80%of the shares of Carrefour China by 4.8 billion yuan, but from the current point of view, Carrefour China and Suning Tesco have not yet reflected the true resource complementarity and the synergy of "OnePlus One Great".

Secondly, the storefront of Carrefour's Chinese store also reflects certain problems. From the perspective of the industry, its super -competitors, especially the front -line brands, are basically "fine soldiers and simplified administration" to reduce stores. The dividends of online traffic have gradually declined in 2019. At the same time, due to factors such as epidemic conditions, offline retail has also slowed down, reducing stores may also be a last resort. However, the supermarket company is not irrelevant. Since the epidemic, business supermarkets such as Yonghui Supermarket have been trying to change in the form of fresh freshness in order to enhance brand competitiveness. Although the store is reduced, the commercial super -enterprise can be used by providing more cheap products for consumers to buy. On the other hand, it can strengthen the management and control of the industrial chain, improve efficiency, and reduce costs as much Competitiveness makes reduction of stores truly active "sophisticated administration".

In the end, can the coach change help Carrefour China to reverse losses? The author believes that it is relatively difficult to reverse losses in the short term when the major environment of the supermarket industry is weakening. Consumer consumption capacity is improved and expected to improve consumption, and the overall improvement of offline retail environment is the basic aspect of the supermarket industry. But from the perspective of Carrefour China or other supermarkets, it is still necessary to actively respond to digging the needs of consumers. For example, fresh and vegetables such as consumers, such as consumers, and other products, which are affected by the overall economic environment and the industry's environment, which are less influential. How to tap these demand and serve consumers, how to provide products with real, cheap, and competitive and competitive and competitive. Thinking.

From the perspective of the overall trend of the supermarket industry, the combination of online and offline is the general trend. The competitive pattern will be the survival of mainstream brands, and other second -tier and third -line brands will gradually disappear or be acquired. In the entire retail industry, how the supermarket enterprises have spent this difficulty, testing whether companies can provide consumers with pain points and provide truly cheap products. Only by improving their unique competitiveness can we truly survive and develop. (Zhongxin Jingwei APP)

This article was selected by the Sino -Singapore Jingwei Research Institute. The copy of the work produced by the selected work, the copyright of the work, is not authorized by any unit or individual. The views involved in the selected content only represent the original author and do not represent the view of the Sino -Singapore Jingwei.

Editor in charge: Zhang Yan

Pay attention to the official WeChat public account of JWVIEW (JWVIEW) to get more elite financial information.

- END -