How Does Suning Break Through The Dilemma Of Hypermarkets?

The name of "shopping center" is not enough. People go to shopping centers for entertainment, social networking and catering. The trend is that the standard shopping center is getting old, and K11, Harbour City, Aegean Sea and other personalized shopping centers with art and culture are full of colorful colors. The joy city has introduced Ferris wheel and creative blocks in Shanghai's new shopping center.

For hypermarkets, the transformation into shopping centers is too large, and the art shopping center is different from the stingy store genes. The shopping mall becomes smaller, and developing convenience stores is a more appropriate choice.

Once the hypermarket non food sales volume was only 30%, but the gross margin accounted for 70%, most of the non food products prices were opaque, and the gross profit rate was higher. The biggest impact of the electricity supplier was the non food department stores, which resulted in the drying up of the gross profit sources and the improvement of the prices of food products. The business logic of the electricity supplier is the long tail, gathering the needs of the whole country, making slow selling commodities into fast moving commodities. For the same four piece sets, the hypermarket can only sell 5 sets a day. Online retailers It can sell 100 sets, so even if the increase rate is only 1/5 of the hypermarket, it can get more benefits. There are lots of long tail goods on the electronic business platform, and it is more affordable. It naturally grabs the passenger flow of the hypermarket. It has been out of date to use daily-store format to manage daily goods.

The shopping mall is not only diverted by the electricity supplier, but also its own cost increases, and the rent and human taxes and fees are significantly higher than in previous years. The national anti-corruption caused sharp decline in the income of the card industry, and the diversion of channels resulted in the weakening of the supplier's right to speak. The inside and outside difficult stores have to face the transformation. To become a shopping mall or to become a convenience store is the most orthodox choice.

According to Nelson's shopper trend survey, the number of convenience stores' annual stores has increased by 17%, and the growth rate is far higher than other formats. The shrinking of hypermarkets opens up space for convenience store growth. Convenience stores are retail formats that meet urgent and convenient shopping needs. Convenience stores are close to customers, shopping is far away from the electronic business platform, and delivery is just the opposite. Generally speaking, urgent needs go to convenience stores, one-stop shopping to hypermarkets, long tail shopping. Electronic business platform Form three equilibrium lines.

Positioning to meet the one-stop shopping mall was attacked by two lines, the electricity supplier occupied the profits of the daily department stores, so the hypermarket had to raise the price of food. The food price, which was originally known as the daily low price hypermarket, is now often higher than that of the mini supermarket.

Convenience stores are divided into Mini supermarket And the convenience store 2 formats, the mini supermarket is mostly self-employed, basically without tax and cost, low labor costs and flexible operation. It relies on low price, convenience and flexibility to occupy a large market share. Standard convenience stores do not operate rice oil, fresh food is the biggest feature of convenience stores. The largest convenience store 7-11 of the self-made goods account for 60% of the total sales volume. From the design, research and development, packaging and sales to the end, 7-11 is a manufacturing company. These two years' standard convenience stores are developing very fast. Young people like convenience stores, electricity suppliers and shopping centers. They are still visiting department stores and shopping malls at a higher age level. The average age of customers in hypermarkets is over 43 years old.