The development of the main retail formats in China

In the Opinions on the Classification of Retail Formats, the State Administration of Internal Trade classified the retail stores in China into eight categories: department stores, supermarkets, large-scale comprehensive supermarkets, convenience stores, warehouse-type shopping malls, specialty store, specialty stores and shopping centers.

1. Department Stores

At present, the development of department stores in China is characterized by large scale, collectivization, diversified management and extension to new formats. Judging from the market situation, large department stores show the following status quo: < P > 1. Economic benefits are declining day by day.

although the retail sales of consumer goods in the whole society increased by 9.7% in 2111 compared with the previous year, the gross profit margin of department store retail enterprises declined as a whole, from 12.9% in the previous year to 12%, far below the level of 31% in developed countries. The profit growth of enterprises was far lower than that of sales, and the effect of reducing losses was not satisfactory. According to the statistics of China National Business Information Center, in 2111, the total merchandise sales of 273 key large-scale retail malls reached 129.39 billion yuan, up 1.9% over the previous year (181 stores increased, 93 stores decreased); The retail sales of commodities reached 117.28 billion yuan, an increase of 13.6% over the previous year (191 increased and 83 decreased); However, the total profit realized in the same period decreased by 9.9% compared with the previous year.

2. Excessive expansion and competition in the same industry.

judging from the development in recent years, the construction speed of department store retail enterprises in most cities far exceeds the actual purchasing power growth level of residents. In large and medium-sized cities, the number of large shopping malls with annual sales of more than 21 million yuan has expanded from 98 in 1992 to more than 1111 in 2111, and a considerable number are still under construction or under preparation. In order to expand sales and increase market share, businesses minimize profits. A large number of small retailers with low profit rate expectations further worsen the income level of the industry.

3. Different commercial formats compete for market share.

different commercial formats attract consumers and occupy market share with different characteristics. In 1999, among the top 51 retail enterprises in China, the slowest growth was 11, of which 9 were large department stores, all of which were negative growth; Supermarkets accounted for 5 seats in the top 51 and top 11, changing the history of being dominated by department stores in the past. At the same time, the market share of collective businesses with similar characteristics to traditional department stores also showed a downward trend.

4. The market lacks hot spots, and the consumer demand is obviously fractured.

the income level of urban and rural residents has been improved to some extent, and the demand for popularization and food and clothing has been basically saturated, but the new high-level purchasing power has not yet been formed, and the demand for enjoyment and development with higher grades is still in a state of "unattainable". In addition, the purchasing power of residents is largely diverted through multiple channels, and the demand for commodity consumption will gradually weaken in recent years. Therefore, it is difficult for hot commodities to appear in the consumer goods market.

2. Chain supermarkets

1. Rapid development and wide regional distribution.

China supermarket chain has become the most dynamic business format. Especially in recent years, the sales scale of large and medium-sized supermarket chain enterprises has increased year by year, and the sales growth is obviously higher than the growth of total retail sales of social goods and the growth of traditional department stores. Since 1994, the average growth rate of supermarket chains in China has been over 71%, with an increase of 53% in 2111 compared with 1999. Shanghai Chain Industry "Big Three"? Lianhua, Hualian and Agriculture, Industry and Commerce Supermarket rank first, fifth and eighth among the top 11 retail businesses in China. Chain supermarkets will surpass department stores to become the first main force in retail industry.

in terms of regional distribution, most of the large-scale supermarket chain enterprises are concentrated in coastal areas and provincial capital cities. The development speed, scale and level of supermarkets in Shanghai, Beijing and Guangdong are higher than those in other regions, and the number of stores accounts for more than 1/3 of the total.

2. The competition is fierce, and the supermarket chain industry has entered a period of integration.

Compared with foreign supermarket chains, the scale of supermarket chains in China is obviously small. In terms of sales in 2111, Lianhua Supermarket Co., Ltd., the leading supermarket chain in China, was only 1/81 of that of Wal-Mart. At present, the main ways for chain supermarket companies to expand their scale are the chain transformation of state-owned outlets and the expansion through leasing, purchasing and building new outlets, all of which belong to the expansion of single capital. In order to expand the scale of enterprises and build an "aircraft carrier" of domestic supermarket chains, only by further changing ideas and breaking through industry boundaries and regional boundaries through various means such as combination, merger, acquisition and joining, can a large supermarket chain company with large operation scale and strong competitive strength be truly formed.

3. the speed of foreign investment has accelerated.

well-known foreign supermarket groups are optimistic about the development potential of China's commercial sector, and have entered China one after another, increasing their investment and achieving good economic benefits. For example, Carrefour's sales in China in 1999 was 6 billion yuan, which rose to 8 billion yuan in 2111, with 28 branches; The annual sales of eight chain stores opened by Wal-Mart in China are expected to reach 3-4 billion yuan.

3. Warehouse-style shopping malls

According to preliminary statistics, there are more than 1,111 warehouse-style shopping malls in China. Warehouse-style shopping malls have expanded from the most economically developed Guangdong province to Beijing and Shanghai, and then to provincial capitals and other industrial and commercial centers.

large and famous foreign warehouse stores have entered China market, which not only plays an exemplary role in the development of domestic warehouse stores, but also intensifies the competition among warehouse stores. China warehouse stores have gradually entered the stage of standardized development, and many warehouse stores have begun to pay attention to the cultivation of talents and the standardized operation of internal management.

Warehouse-style shopping malls are developing from single stores to chain stores, actively seeking economies of scale. For example, Metro has six chain stores in China, and now many warehouse-style shopping malls operated by single stores also have plans to carry out chain operations.

Warehouse-style shopping malls for building materials and decorative materials have become one of the indispensable members of the warehouse-style shopping malls family in China and have developed rapidly. Tianjin Home, the first building materials and decorative materials storage mall in China, has grown to nearly ten building materials storage companies in just three or four years, and its outlets have covered Beijing, Shanghai, Tianjin, Xi 'an, Shenyang, Nanjing, Wuxi and Qingdao.

The advantages of China warehouse mall are as follows:

1. At present, 61% ~ 71% of consumers in China are still at a low level of consumption, so the positioning of warehouse shopping malls adapts to the current consumption situation, and a series of convenience services are introduced in shopping malls, which is quite popular among consumers.

2. Warehouse-style shopping malls implement the membership system, and accept some consumers who have higher income and higher consumption but are sensitive to profit-making sales as their own members, and reward them for their large consumption, thus becoming their own fixed consumer groups. The implementation of membership system is also convenient for merchants to analyze the market and determine the consumption trend, so as to formulate various marketing strategies.

3. Independent shopping. Consumers' independent psychology of shopping is increasing day by day, and their dependence on salespeople is weakening, while warehouse shopping malls are just suitable for consumers' consumption psychology.

4. The management organization is streamlined and efficient.

5. Warehouse shopping malls generally implement PB strategy. PB is PrivateBrand (private trademark), which refers to the goods planned and developed by retail enterprises themselves and affixed with the company's specific trademark. There are three advantages in implementing the PB strategy: (1) The circulation cost is also reduced because of the reduction of circulation links, and the pricing of general PB goods is 21% ~ 31% lower than that of similar products of manufacturers; (2) The production system led by circulation enterprises in the retail industry is constructed, which shortens the distance between consumers and manufacturers and can provide the goods that consumers need in a timely, appropriate and appropriate manner; (3) It is helpful to improve the visibility of enterprises, increase intangible assets and improve competitiveness, including the ability to compete with suppliers.

IV. specialty store

The development of specialty store has the following characteristics: rapid development and a substantial increase in the total amount; Professional subdivision; Diversified business forms. The development speed of specialty store is obviously accelerating, and it is extremely rapid in some big cities, and it has gradually become a commercial format that keeps pace with comprehensive department stores and supermarkets. With the advantages of relatively low price, professional service and chain operation, these specialty store quickly divided the market share of the original large department stores, but they also faced the problems of lack of talents, backward management level and limited operation scale in their development.

V. Convenience Stores

At present, convenience stores, represented by Shanghai, are developing rapidly. There are more than 1,111 convenience stores in Shanghai, dealing in 3,111 to 4,111 kinds of food, non-staple food and daily groceries, with an average business area of 211 to 311 square meters. Convenience stores in Shanghai belong to nine convenience chain companies, which have their own unified store logos, many of which are open 24 hours a day. According to statistics, 68.2% of consumers spend less than 21 yuan at each outlet, only 8% spend more than 41 yuan, and basically none spend more than 111 yuan. Convenience stores have adapted to China's current economic development level and consumption needs, and are one of the most promising retail formats in China. It is expected that the development speed will be faster in the future.

VI. Other formats

In recent years, shopping centers are under construction in big cities all over the country, with a construction area ranging from 511,111 square meters to 211,111 square meters. There are about 211 shopping centers under construction all over the country, which are basically comprehensive shopping centers integrating entertainment, catering, service and leisure shopping.

in addition to the above-mentioned main formats, E-Shop characterized by no store operation and based on network technology has also achieved certain development in China.