The Pformation Of Traditional Stores Must Pay Attention To Differentiation.

In contrast, the pain of traditional hypermarkets is that there is no difference in the products they operate. They are one-stop shopping, though they are readily available, but at the same time, they can not be very professional in one aspect.

The subdivision of industry actually requires the pformation of traditional stores, which requires differentiated products, clear business objectives and clear customer groups.

The decline of traditional Shang Chao has certain inevitability in the view of suppliers such as Meng Xinghua. "They only study profits and do not study products."

Not only are the foreign supermarkets facing the test, but also the domestic supermarket giants are pforming. Last year, Huarun Wan family, which had closed all 727 stores, closed 68 stores again this year, and shifted its focus to convenience stores and community businesses.

In fact, consumers are abandoning traditional large supermarkets.

Reporters learned in the interview that many young people can not patronize a large supermarket once a year, and the customers of large supermarkets are being eaten up by the emerging community supermarkets, electricity providers and vertical supermarkets.

Although a store has been closed in Ji, large supermarkets, Jia Shi Ke and metro are coming. This will undoubtedly aggravate the killing of supermarkets in Ji'nan market.

However, Metro is mainly based on warehousing and wholesale, and only receives large quantities of procurement and membership customers, forming a differential competition with the traditional big RFA and Hualian.

The performance of Jia Shi Ke in Qingdao has been good, its fresh is very strong, and this choice and local giant Luneng cooperation is obviously prepared.

Although some big supermarkets are stepping up their layout in Ji'nan, many housewives are getting farther and farther away from them.

In the name of Ji'nan Hao Ting District, Hualian fresh community supermarket has become the preferred shopping choice for many residents. "The price is basically the same as that of the big supermarket, and the variety is also abundant," she said.

Since 2014, Hualian Supermarket, which belongs to Ji'nan Hualian, has entered various districts in the form of Hualian fresh super convenience store. It has developed to 25 and is expected to break even next year.

These convenience stores have adapted to the replacement of people's consumption habits in time. Many young people do not like to go far to big supermarkets to buy things. The convenience stores around the corner help them solve big problems. They do not like cooking, and convenience stores offer convenience food.

Besides, supermarkets in the vertical field are also popular.

Ms. Han said that buying cosmetics can go to Watsons, buy mother and child products, go to the mother and child chain stores, and buy snacks to go to cross-border bonded stores.

Especially in recent two years, professional supermarkets have sprung up in Ji'nan.

For example, South Korea's Korean supermarket, operates South Korea's imported products, mainly to small food and beverages, the same Korean imports of daily necessities.

The emergence of such supermarkets has made the shopping choices more diversified and no longer needed to buy or buy in supermarkets.

In contrast, the pain of traditional hypermarkets is that there is no difference in the products they operate. They are one-stop shopping, though they are readily available, but at the same time, they can not be very professional in one aspect.

The subdivision of industry actually requires the pformation of traditional stores, which requires differentiated products, clear business objectives and clear customer groups.

More and more young consumers are giving up shopping in large supermarkets.

Zhang Nan, a single white collar worker in Ji'nan who lives in Min Zi Qian Road, has not been to Honglou in the past two months. She said, "vegetables in the vegetable market are fresher than big supermarkets. There is also a unified Ginza convenience store to buy enough daily necessities, and other shopping providers will solve them."

In 2015, McKinsey's research showed that

Only 16% of Internet users spend shopping in physical stores.

The number of young people going to the supermarket in the Internet age is getting fewer and fewer.

For example, in the peak period, Ji'nan's Hong Lou Rd. has set up a record of 33 thousand passengers per day, and the current passenger volume is less than half of that time.

These traditional supermarket built e-commerce platform has not won the favor of online shoppers.

By the end of April 29th, there were 441349 Sina micro-blog fans who had been authenticated as "WAL-MART (China) Investment Limited". In April 28th, one of its micro-blog's participation activities was able to get the news of 40 sets of Lovers movie tickets in Beijing's encounter with Seattle's love letters, only 154 people pferred, 3 people commented, 6 people praised.

Micro-blog, another traditional supermarket, is equally embarrassed.

The cold winter in the supermarket industry is far from over.

From the 2015 pcripts of several large supermarkets and other companies, the supermarket business is widespread and the performance is generally under pressure. Many giants continue to shop and help themselves.

Although big rfat is booming in Ji'nan, Gao Xin retail, which has big RT mart and Auchan supermarket, achieved a turnover of 96 billion 414 million yuan last year, a slight increase of 5% over the same period last year, while net profit fell by 15.7% to 2 billion 443 million yuan.

Ginza share with Ginza supermarket, net profit in the first quarter of this year was 50 million yuan, down 54.48% compared to the same period.

Data statistics show that more than 50 enterprises on Tmall platform started the IPO plan internally. In late March, 10 electric business enterprises jointly suggested that Alibaba set up an "office to assist businesses listing" to pave the way for their listing.

Zhu Dan Peng, a researcher in the food and beverage industry of China Brand Research Institute, believes that there is a certain relationship between large supermarket outlets and electricity suppliers, but the electricity supplier is not the main reason, but more because consumer demand has changed.

"When the big supermarket was just emerging, Chinese people had different shopping experiences, where they could buy goods with high quality and low price, and the environment was good, the products were full, and some could still eat.

However, China's commodity economy has developed until now.

The demand and taste have changed a lot. Now we go to the supermarket to see that the products are still sold a few years ago, and the business form has not changed much.

Meng Xinghua, who had been exporting cod business for 20 years, was distressed that his products could not be sent to domestic supermarkets.

Meng Xinghua is the general manager of Qingdao AI yuan food limited company. Over the past 20 years, the company has been producing cod products for consumers in Europe and America.

Since last year, he was intent on pushing his products to domestic supermarkets.

Because of the high-end positioning of the COD, he turned his sights on the middle and high-end supermarkets which import imported food, and he interviewed many supermarkets in Qingdao, such as OLE, Yong Mao and mackle, but the negotiations were not smooth.

"Traditional large supermarkets are very rigid in their business ideas. They do not study consumers' demands and do not find hot spots in the market. They are still sticking to which products are more profitable and rebate more business ideas."

Meng Xinghua said that his products belong to new products in the domestic market, and most supermarkets believe that the risk of new products is high, so they are not interested. Some supermarkets have given him very harsh conditions. "I want my products to meet the required sales volume, otherwise they will buy them back."

Unable to enter the traditional business super, Meng Xinghua simply opened his own supermarket. Now he has opened five stores in Qingdao, with annual sales volume of twenty million yuan, and plans to expand the terminal retail channel to 50. "So it is not a commodity, but the attraction of the supermarket is declining."

Another typical example is that these big supermarkets are hard to find Zhangqiu green onions.

Zhangqiu Yongsheng vegetable professional cooperative is the largest main body of Zhangqiu green onion management, Zhang Hua told the Qilu Evening News reporter that he did the green onion business for many years, Zhangqiu onion has not been able to enter Ji'nan's traditional large supermarket, "big supermarkets sell low price, high profit, Zhangqiu onion itself wholesale price, and then go to the supermarket, the price is high, the price is low, so the supermarket does not consider me at all."

Zhu Dan Peng, a researcher in the food and beverage industry of the Chinese Brand Research Institute, told the Qilu Evening News reporter that before, the traditional shopping centers had the absolute right to speak in the terminal retail market. They were accustomed to this attitude that overcame the suppliers, so they were more willing to sell products that were low in price, large in volume and high in profits.

Zhu Danpeng said that large supermarkets should break through the current difficulties, shutting down shop stops, pforming mergers and acquisitions, speeding up touches and cross-border cooperation is the main way to save themselves.

Either turn into a large commercial complex, or become a 24 hour convenience store, and the living space of BC stores (which refers to the mid size supermarket usually 300-1000 square meters) is further compressed, because it is more and more difficult to meet consumer demand for food, drink and entertainment, and can not satisfy modern people's pursuit of a convenient lifestyle.