Metro Opens Third Stores In Ningbo.

Haishu Metro mall, which has a business area of nearly 5000 square meters, has opened in Heng Mao commercial plaza. This is the third brand of metro, a foreign supermarket brand that first entered the Ningbo market. Before the opening of Metro supermarket, 4 supermarket chains, such as Tesco Jiangbei Wanda store, Century Lianhua Jiangbei store, had been opened in the vicinity of 4 kilometers, and the distance from Metro's new shop in Haishu store was less than 1 kilometers straight.

The 5 chain stores in the 4 km radius are "close to each other" and form the most competitive and intensive supermarket pattern in the northwest of the city. When a large supermarket gets together, is it a "crowded shop" or a "shop disturbing the market"? Under the commercial background of the current weakening consumption of the line, the remaining sound of the Carrefour supermarket bridge shop is not yet finished, and the network layout is too dense.

　　 indigenous as well as foreign Supermarket Door to door competition

"I used to complain about the fact that the supermarket nearby is too little and too far away to buy things conveniently. Now metro, Sanjiang and Auchan have opened several stores. We can also buy goods for three stores." Watching more and more nearby supermarkets, Ms. fan, who lives in Qinglin Bay community, feels very happy.

From the nearest supermarket store to Ms. fan's house, the flagship store of Auchan supermarket opened in January last year, the business area of 17 thousand and 500 square meters is known as the largest and most comprehensive store in Auchan. The opening of the supermarket once broke the pattern of no large supermarkets in the west of the city. Before the opening of the supermarket, the nearest supermarket supermarket is the Tesco supermarket located in Jiangbei Wanda Plaza, with a business area of 13 thousand square meters. But not far from Tesco supermarket, there is also a Century Lianhua Jiangbei store located near Tianhe home, with a business area of 12 thousand square meters.

It is not only the Auchan supermarket, but also the supermarket chain of the local supermarket giant Sanjiang supermarket, which opened 2150 square meters of chain stores in December last year.

On the 8 of this month, Metro supermarket also opened stores in the west of the city. Metro Haishu store has a business area of 4855 square meters, only about 1 kilometers from the new store of Auchan supermarket.

What is the distance between these large supermarkets? Yesterday, the reporter estimated roughly by using Baidu map. The Lianhua Jiangbei store in the century is less than 2 kilometers away from the Jiangbei Wanda store in Tesco, and the distance from the shop in Jiangbei Wanda store is 3 kilometers away from the new star store. The distance between Auchan and Xindian store is 3 kilometers from the North liandian shop.

That is to say, although the 5 supermarkets are distributed in two districts of Haishu and Jiangbei, they are all located around 4 kilometers around the total area, with a total business area of nearly 40 thousand square meters. This makes the northwest of the city seem to constitute the most intense and intensive supermarket competition pattern in Ningbo.

　　 Lot and Consumption power Is the key to supermarket location.

It is understood that the city's northwest commercial facilities are relatively scarce, but it has a large number of new residential areas, so it has been favored by all kinds of capital. Take the West Ring Road in Haishu as an example, it has already formed an important residential circle in Ningbo. The population is very dense, and it already has strong consumption demand. The northwest part of the whole city has more than ten communities, such as Qinglin Bay, VICCO water bank, Tianyi home, Tianshui homeland and so on. With the opening of Metro Line 1, the voice of Ningbo's urban development is getting higher and higher. The northwestern part of the northwestern city, which has never been noticed before, is becoming a hot spot for businesses and enterprises to rush out for gold.

There is a jargon in the business world called "shop in crowded markets", but sometimes it is not entirely applicable to large supermarkets. At the beginning of last month, the Carrefour supermarket bridge shop, which opened for more than 6 years, was closed. Although the shop was closed for business owners and the overall downturn of the supermarket industry, the fatal injury of the site was unavoidable. The distance between Qin Qiao shop and Tesco supermarket is less than 500 meters. In the past few years, the business of Tesco supermarket has been booming, but the Carrefour supermarket bridge shop across the street has never been able to gather enough popularity. Its sales situation is quite different from that of Carrefour Jiangdong store.

　　 The overall downturn of the supermarket industry is not optimistic.

How large is the distance between large supermarkets? According to generally accepted business rules, the radiation range of large supermarkets is 3 kilometers, that is to say, the construction of large supermarkets can not be repeated within 3 kilometers.

"According to the relevant requirements of large supermarkets, it is necessary to demonstrate and evaluate the introduction of large commercial outlets including large supermarket projects. However, in the specific implementation process, the establishment of some large commercial outlets often consider the need to complete the investment evaluation indicators, while ignoring the planning of commercial outlets." The relevant person in charge of the market system construction office of the City Trade Bureau said that unlike other shopping malls and other formats, the large general supermarkets mainly operated mass consumer goods, and the difference between them was very small. The repetition rate of commodities was very high and it was difficult to carry out dislocation competition, so they needed a reasonable spatial layout.

On the one hand, the unreasonable supermarket layout may cause the hidden danger of excessive competition. On the other hand, this year, the overall performance of the supermarket chains in our city is depressed due to the impact of new consumption patterns such as online shopping, which also brings worries to the layout of the supermarket industry in the northwest of China. According to the monitoring data from Ningbo Trade Bureau, the Ningbo supermarket industry has been in a downturn for 2 consecutive years in 2012 and 2013. The statistics just released in April this year show that the 9 supermarket chains listed in our city have achieved a retail sales volume of 680 million yuan, down 1.3% from the same period last year, and 4 of the chain supermarkets have negative growth.

　　 Expert opinion

Supermarkets have advantages and disadvantages.

Is it advantageous or bad for supermarkets to get together?

"From bad points, the large supermarkets in the business circle are too dense, which can lead to vicious competition and squeezing effect, highlighting the embarrassing position of the commercial network planning, but we can also view the matter from a good perspective."

Guo Jian, an associate professor of Zhejiang Wanli University, thinks that there is a view that has recently been concerned about the industry. That is, "the market has the final say in the market". Capital is profit driven. Large supermarkets gather in the northwest of the city, indicating that this is a very commercial value and prospect. "After all, supermarkets are now able to make money as soon as they open a store. The situation is over. Just because of the similar formats of several supermarkets, it is very likely that the supermarkets will change their management ideas and innovative thinking and take the road of differential development." Guo Jian believes that Metro supermarket has been making intensive efforts in the field of professional customers. Its development in recent years has also been steady and steady. Its experience of subdividing customers and differentiated competition is worth learning from other supermarkets. In addition, from the experience of some first tier cities, there are supermarket intensive layout like Beijing and Shanghai. Although several supermarkets are back to back competition, they all grow together. Therefore, the pattern of intensive supermarkets in the northwest of the city will lead to the pattern of "crowded shops", or the consequences of "shops disturbing the market more", and it remains to be tested by time.