The Year Of China'S Retail Industry Fission -- 2014

In the twinkling of an eye, 2014 will soon come to an end.

Looking back on this year,

It can be said that it has gone through hardships.

For example, the "closed shop tide" that makes the entity retailer feel painful, the negative growth of the whole industry and the intensification of merger and acquisition between enterprises.

For example, giants like WAL-MART have begun to lay off workers to cope with future uncertainties.

If winter comes, can spring be far behind? In the cold winter, we also find some encouraging new signs: more and more physical retailers are trying to operate in different ways.

Regional retail business grew well, big mart, Carrefour, Metro and other big stores began to try to run convenience stores; cross border business trend emerged among the physical retailers.

And Accenture's latest survey also shows that consumers have signs of returning to the store.

Therefore, we might as well define the upcoming 2014. This is the fission year of China's retail industry: it is the end of the traditional retail business mode, and also the beginning of the new mode of retail business.

Since then, the old mode, the old face and the old circle have gradually fade out of the historical stage; the new mode, new face and new pattern have come to the front stage, and China's retail industry has opened a new era.

Being broken, the new order is being established. "If you still talk about Carrefour and WAL-MART, it will be laughed at."

A regional retail entrepreneur told the third retail business.

Not long ago, the regional retailer went to the us to study. He learned not WAL-MART, Taghit and other well-known retail giants, but Costco and HEB, who were not familiar with local retailers.

This is especially true in the local retail market.

In recent years, you will find those examples frequently mentioned by the industry, not WAL-MART, Carrefour, but big fat, Yonghui, and even fat east and locheng supermarket.

In the early years, when WAL-MART and Carrefour entered China, local retailers appealed for "wolf."

Behind the collective fear of local retail enterprises is more admiration and admiration for Carrefour, WAL-MART and other foreign giants.

In 2008, a dark horse named da Yun FA suddenly entered the industry's line of sight.

Its single store sales surpassed Carrefour for the first time in the scale of 350 million yuan to become a single store profit champion.

Since then, big business has become an example for the industry.

In the past two years, Yonghui has been regarded as the benchmark of the industry with the successful listing of Yonghui and its continuous expansion throughout the country.

Especially in the aspect of fresh, Yonghui is far ahead of the industry.

In the past 2014, we found that some new stars were constantly mentioned by the industry.

For example, Le Cheng supermarket, which won the Innovation Award at the chain meeting this year, for example, the Xiangjiang department store in Hengyang, Hunan, the Fujian and Nanning expansion supermarkets, and their innovative practices have opened up new ideas and perspectives for the industry.

Known as the "bottom fishing" of the retail industry, the fat Dong Lai is widely known.

A Amway Corp executive even asked me, "have you ever heard of fat east?"

From the pfer of the focus of public opinion, we can see that the 2014 is the turning point of the old order of the retail industry and the reconstruction of the new order.

Some of the big guys in the past seem to be very old, facing new environments and new forms of consumption, but some small businesses can be more sensitive to the touch of the market and make adjustments in time.

Therefore, 2014 is the first year of innovation.

Under the impact of the Internet wave, the whole information chain and supply chain have been compressed, and the original channel value has shrunk. At the same time, in the Internet era, consumers' shopping behavior has undergone drastic changes.

Under such a background, the existing rules of the game have changed, but it has provided a fair competition platform for all of us: who is able to seize the next opportunity in the starting line, and who will become the next big guy in the rivers and lakes.

In the process of building the new order, equal opportunities exist.

The driving force of innovation is in the three or four line.

"If I didn't go abroad to investigate and see how foreign regional retailers could innovate in WAL-MART's step by step, I might not find their way out.

I even thought about pferring all the stores to do something else.

Wu Jinhong, chairman of Henan Jin Hao Lai Group, told the third retail sales.

Jin Hao Lai is a business group in Gongyi, which has many formats including department stores, supermarkets, restaurants, etc., with annual sales of 500 million yuan.

For a retailer of such a size, any large shopping mall like WAL-MART and Carrefour is enough to pose a great threat to it.

In fact, Jin Hao Lai's situation is even more difficult. Kim Hao Lai's best performing shop, Jin Hao Lai life hall, is facing such a beset face: the golden hall is opposite to Huarun's Wan family, and the 100 meters ahead is the powerful moon Plaza in the region.

Not far away, there was Denis, a native of Henan.

A few years ago, Wu Jinhong even wanted to sell Jin Hao Lai, the buyer was very pleased, the price had already been discussed, and the agreement was signed. "In fact, Jin Hao Lai was still the best in Gongyi. I felt that I could not find the direction and shake it."

Wu Jinhong said.

But later, Wu Jinhong gave him a lot of inspiration by visiting and studying abroad, especially the retail trade abroad.

He began to break the ego and make a big adjustment in the traditional store management mode: for example, modular operation reduced the traditional supermarket category to 1/4.

Other categories appear in the form of similar shops.

Such as Jin Yanmei makeup hall, household goods Museum, Jinbao baby hall, golden big mouth snacks hall and fresh house, and so on.

Own brand is a great secret weapon of Kim Ho Lai.

Taking paper as an example, Kim Hao Lai has contracted two production lines of a paper mill to develop 6 single paper products including facial tissue, toilet paper and wipes.

Jin Hao comes from a brand name paper with gross margin of up to 40%.

Jin Yanmei makeup hall is a cosmetics store owned by Kim Ho Lai for many years.

The sixteen words "famous brand low price, fashionable fashion, self brand and customer experience" summarize all the secrets of Kim Yan Mei makeup hall.

The so-called "low price" refers to the relevant brands of some well-known brands; fashion trends refer to fast fashion make-up brands such as beauty mask, Han Hou and so on; self brand refers to the brand of Jin Hao Lai's cash collection; customer experience refers to extended service categories such as hairdressing, nail and so on.

Because cash is straight, Jin Hao often can provide branded goods for consumers at a very low price.

Take 200ML's Head and Shoulders shampoo as an example, Jin Hao Lai sells 17 yuan, while Jingdong sells nearly 24 yuan, can be called "spike electricity supplier".

After adjustment, the golden hall life hall reversed the previous unfavorable situation: the golden hall life hall grew against the trend in the harsh competition environment, and the 10000 Huarun families had to lose more than ten million a year.

Jin Hao Lai is just an ordinary member of Chinese entity retailers.

In fact, many regional retailers, especially three or four line retailers, have forced themselves to constantly adjust their formats and innovate their stores in coping with the invasion of foreign giants.

Children without umbrellas must strive to run. Because of this, they face calmly in the face of great changes in the industry.

Take Xiangjiang department store in Hengyang, Hunan as an example. Although it is called department store, it actually only makes supermarkets.

13 stores, 1 billion 700 million yuan sales, accounting for 70% of the local market share, 4 stores of 10000 square meters or more, the annual sales of single stores are 2.5~3 billion yuan, the average price of passengers is about 80 yuan, the highest price of the store is 92 yuan.

The supermarket surprised Wang Wei, the knowledgeable general manager of Le City.

"When I look abroad, I know that the gap is big, but I do not feel urgent and frustrated because we can naturally find an excuse that it is caused by the advanced society. We see Ito as a city and scale effect.

However, Hengyang is only a three tier city, but Xiangjiang is an unknown private enterprise.

This makes us no excuses and really feels the impact. "

Wang Wei said.

In the gloom, if the current retail environment is a dark one, the innovative ideas and cases of the retailers in these regions are as bright as the gloom, and they are inspiring the physical retailers who encounter the cold winter.

In terms of the environment, although China's retail industry is unlikely to meet the golden age of more than a decade ago, the difficult environment may be alleviated in the future.

According to the latest survey, the proportion of consumers who plan to shop through physical stores will increase to 26% from 18% a year ago.

Surprisingly, the survey found that 40% of Chinese consumers believe that retailers most need to improve the shopping channel is online shopping, significantly higher than other channels; at the same time, said that physical store shopping "very convenient / convenient" customers reached 93%, far higher than the network and mobile devices.

Because the electricity supplier channel is full of fake goods, the platform competition is aggravated, and the cost of drainage is too high, the electronic business platform finally gets along with the entity store in a rational way.

In the future, there is no question of replacing each other on the first line, but who can better satisfy the needs of consumers?

Therefore, 2014 will also be a new era of retail industry.

The new format and mode are created, and the entity stores usher in new life.

What is the difference between the old and the real store business models? As the president of the China Chain Store Association Guo Geping summed up, the retail stores are not the same as stores, and the classification of the formats is becoming increasingly blurred.

The trilogy of physical stores began to be staged: first, the promotion of goods, environment and personnel services; the two is the increase of service functions; the three is the combination of virtual and reality, and completes digital matching.