supermarket [edit this paragraph] commercial organization form-the word supermarket comes from English supermarket, which is often referred to as supermarket. It refers to a large-scale comprehensive retail mall that mainly deals in food and household necessities by customers' choice. It is the main commercial retail organization form in many countries, especially in economically developed countries. Supermarkets first appeared in new york, USA in 1931. In August 1931, ＭichaelCullen, an American, opened the first supermarket in New York, USA-the Golden Cullen Joint Store. At that time, the United States was in the period of economic crisis, and Michael Coulomb accurately designed the low-price strategy based on his decades of food management experience, and initiated the pricing method of commodity categories. The average gross profit margin of its supermarkets is only 9%, which is surprising compared with the gross profit margin of 25-41% of ordinary stores in the United States at that time. In order to ensure the low selling price, the purchase price must be low, and only a large number of purchases can lower the purchase price. Michael Coulomb opened a semicolon in a chain way and established a sales system to ensure a large number of purchases. It pioneered the self-service sales method and adopted a one-time centralized settlement. After World War II, especially in the 1951s and 1961s, supermarkets developed rapidly in the world. In the supermarket, the main business was all kinds of food, and then the business scope became wider and wider, gradually expanding to sell clothing, household groceries, household appliances, toys, furniture and medical supplies. Generally, supermarkets have hand-held baskets or trolleys at the entrance for customers to use. Customers put the selected goods in baskets or carts and settle accounts at the checkout counter at the exit. In addition, the characteristics of supermarkets are mainly as follows: ① The goods in supermarkets are packed in advance in a mechanized way according to certain weights and specifications, and put on the shelves respectively, with the price clearly marked, and customers are self-serving and can choose at will. Electronic computers and other modern equipment are widely used in supermarkets. It is convenient for managers to quickly understand the sales situation, timely save, sort out and package goods, and automatically price and calculate prices, thus improving work efficiency and expanding sales volume. (3) The goods in the supermarket are complete in variety and easy to choose. People can buy most of the goods they need in daily life in a shopping mall, which saves a lot of trouble. Automatic pricing, pricing and settlement are efficient and save customers' time. Moreover, due to the good operating efficiency of the shopping mall, the cost is reduced, so the price of the goods is relatively low, which is welcomed by the majority of customers. American scholar M.M. Zimmerman pointed out in his book The Supermarket that a supermarket is a highly departmental retail store that deals in food and other commodities. It is either completely operated by the owner himself or entrusted by others; There are enough parking lots, and the annual turnover is not less than 251 thousand dollars. And dry food and daily groceries are self-service. Famous marketing expert Philip? 6? Kotler believes that the supermarket is a self-service organization with considerable scale, low cost, low gross profit and large sales volume, and its purpose is to meet all the needs of customers for food and household necessities. In our country, supermarket refers to a retail store that adopts the self-selection method, mainly sells food, and fresh products account for a certain proportion to meet people's daily needs. In China, supermarkets were introduced in 1978, when they were called supermarket. On October 3rd, 1983, the first supermarket in China opened in Haidian District, Beijing [1]. At that time, almost all the buyers were foreigners. Today, more than 21 years later, people's shopping in supermarkets has become an indispensable part of life. [Edit this paragraph] The development trend of supermarkets in China 1. Analysis from the perspective of the development of supermarket management concept in China 1. Transition from single selling goods to selling services and added value of consumers. The customer delivered value theory of sports marketing supermarkets clearly tells merchants: whoever can let consumers complete a happy shopping with the least expenditure, the shortest time, the fastest speed and the lowest price under the best service will maximize the competitive advantage in the market. This sentence not only looks cumbersome, but also is more difficult to do. In the competition stage of commodity homogenization, price homogenization and promotion homogenization, pears taste the same. How to attract as many customers, customer loyalty and sales profits as possible in a limited business circle? Under the situation that numerous top international business giants such as Wal-Mart, Puma, Carrefour, Metro and Parkson are flooding the supermarket economy in Chinese mainland, how do China supermarkets respond? With the gradual expansion of consumers' wallets in China, people's consumption consciousness and consumption ability have undergone almost earth-shaking changes. How to satisfy consumers' psychological desires and consumption needs as quickly as possible, and how to keep this satisfaction going? Consumers are demanding higher and higher quality of life, and the overall consumption pattern of consumers has developed from good quality and low price to the height of personalized shopping, healthy shopping, happy shopping and even enjoying shopping, experiencing shopping and feeling shopping today. From the moment when consumers receive the DM orders from the merchants, and from the moment when consumers are "full of expensive feet", they ask the merchants for a kind of service and satisfaction all the time. Simple commodity fullness, simple price comparison, simple discount purchase and gift, and simple membership points can no longer meet the requirements and expectations of consumers for businesses. In this situation, supermarkets should abandon the traditional sales concept and focus on all-round sales services before, during and after sales. 2. The transition of price from the competitive concept of winning by price to the complex competitive concept of integrating price, culture, service, brand and other factors is indeed a sword. For consumers, it can make supermarkets realize the ideal ratio of passenger flow and market, and for competitors, it can effectively enhance their competitive advantage. This extremely lethal price means can really play a tangible and tangible short-term effect. However, this effect is only an immediate benefit after all, and the increase of market ratio and the size of passenger flow do not mean that supermarkets can make a lot of money while making a lot of popularity. Looking at the current commercial development momentum in China, gratifying phenomena abound: the logistics distribution system is gradually taking shape, and the concepts of big logistics and big circulation have been deeply rooted in people's hearts; E-commerce (B2B) based on the development of computer application and Internet technology is increasingly showing its mature charm after the rebound of Nasdaq index. With the combination of manufacturers and the continuous development of supply chain, scale production and scale sales have been able to reduce control costs; A sound marketing network and a perfect supply and marketing organization are no longer the exclusive skills of a supermarket enterprise ... A series of phenomena will eventually make all kinds of goods in the supermarket embark on the stage of homogenization, same price and synchronization. At this point, the simple price advantage is gone, and the concept of compound competition, which integrates various sales factors such as culture, price, service, communication and added value, will flood into China and major cities with the international supermarket giants, and finally "take root" in the minds of large and small supermarkets in the name of reshuffle. Second, from the perspective of the development of supermarket format in China, the "supermarket" itself is an important part of the commercial retail format, and "supermarket" is a format. However, the business in the 21st century is a big business era that advocates resource integration, advantage linkage and information sharing. In this era, the "survival of the fittest" that we have always prevailed is still at work. However, the combination of supermarkets, the blending of supermarkets and department stores, and the integration of supermarkets with other formats and other business fields will eventually make simple supermarkets and department stores look weak in the big market environment of "internationalization of domestic competition". In the next few years, there will be fresh blood in the format of "supermarket", either the re-integration of traditional formats or the marriage of "new ideas" and "old stores". 1. The emergence and development of large-scale shopping and consumption centers in the form of "selling goods and luxuries" have reached the stage of intense market competition. At this stage, some supermarkets will face "life and death choices" due to management, manpower, marketing and other problems; Some supermarkets will blindly act as "petty bourgeoisie" to serve the urbanites in the community; There are also some supermarkets, especially those comprehensive supermarkets that have thrived in the competition, which have been unable to satisfy the desire to become "supermarket giants", so the appearance of "selling goods and Mao" is bound to break the original single format of supermarkets, and the business pattern is facing another reshuffle. Maopin Mao is a commercial foreign language that is not used too frequently in China at present. Its English name is Shopping Mall, and Chinese can be translated as Shopping Mall. Appearing in the United States in the late 1971s and early 1981s, it refers to a huge single building, where various retail formats are gathered, and it is a confluence of different goods and commercial service functions. Generally, department stores and hypermarkets are the leading stores, with specialty store and specialty stores for shopping, leisure, entertainment, catering and other projects. Foreign "Merchandise Mao" is often built according to expressway, aiming at the target market of 111,111 people. In Lujiazui, Shanghai, a large shopping center known as China's "retail carrier" and the largest "selling goods" in China and Asia have quietly parked in Lujiazui Financial and Trade Zone. This "Merchandise Mao" with a building area of 241,111 square meters is no longer a simple shopping place, but a center integrating entertainment, leisure, catering, education and other activities. Although fine works of art from China to world-class famous brands can be bought here, it still claims to adhere to the civilian line and "serve all local seasons and all people". According to reports, consumers can do "one-stop" shopping by visiting "Pinmao" and enjoy more kinds of commodity choices and multi-functional services than visiting single stores or supermarkets. Coincidentally, in Wuhan and Zhengzhou, the two capital cities with the most prosperous business in Central China, the so-called "regional sales products" have appeared one after another. The reason why it is called regional is that according to international standards, the building area of the two companies has not reached 111,111 square meters, and the so-called service and concept have not yet reached the real "shopping mall" height. At present, many domestic marketing scholars are still confused about this imported business model. For example, can China's current consumption environment, consumption awareness, consumption level and consumption structure be suitable for the "living habit" of "selling goods and luxuries"? What is the measure of "selling goods and luxuries", how big the store area needs, how full the goods are, what the service level is, what the price is, and which groups are targeted at? So on, it is necessary for our domestic supermarket enterprises and supermarket people to consider more when they are transforming or investing in construction, and do a good job in market research. 2. Small and medium-sized supermarkets have gradually evolved into "big chain" convenience stores and supermarkets with community-oriented and wide-area expansion, and large enterprises have made great business and breakthroughs. Small and medium-sized supermarkets can't just sit still, but will pursue transcendence in the cracks. Take Zhengzhou, the birthplace of commercial warfare in China, as an example, at this stage, small and medium-sized supermarket chains, represented by Sida, Jiutouya and Shuanghui, are gathering strength and carefully planning their own strategies to defend against the enemy in order to welcome the arrival of new friends such as Beijing Hualian, Puls Matt and Kelly Nongwanhuo. As a developing Zhengzhou, the consumption level and demand are constantly increasing, and consumers' consumption consciousness and concept are constantly changing. The market potential is great, but "how do eggs touch stones" and "how do you share cakes"? How can small and medium-sized supermarket chains avoid the "law of the jungle" situation? This is just the beginning. When Wal-Mart, Puma, Carrefour and Metro once occupied the supermarkets in Zhengzhou a few years later, I'm afraid the supermarkets like Starr and Jiutouya will have more to deal with. How to develop? The only way out is to achieve dislocation management, winning details and local gravity with hypermarkets. And its core lies in "chain is power". On the one hand, supermarket enterprises further improve the existing chain model and sales network, and enhance their ability to resist risks in the big competition situation through the dynamic training of personnel, the application of modern commercial retail technology and the dual operation of brands and capital. On the other hand, the chain planning implemented by supermarket enterprises around communities, scenic spots, stations, universities, hospitals, etc. will gradually extend its mouthpiece from the narrow urban area of this city to the surrounding cities. Enterprises with capital strength and development ambitions will look far into the whole domestic territory and often expand according to the provincial capital cities. 3. The membership marketing of a broad-based member supermarket, which is mainly in the form of clubs and has multi-service functions, has always been the highlight of supermarket management, and it will often become the exclusive skill of some supermarkets in the competition. Puls Matt is an example. At present, there are few supermarkets in China, large and small, without membership system, but few supermarkets really bring sustained and stable sales profits through membership cards. I can't help asking, why is "Puma" so profitable, while domestic supermarkets are so frustrated in the membership system? Do domestic supermarkets still have the confidence to implement the membership system? When the author discussed the membership system with the planning director of a well-known comprehensive supermarket in Beijing, she said to me: "If we can find an effective mode of developing membership system in China, we will not only implement it in a store, but also apply it to all its stores." Since the development of membership system based on relationship marketing theory, "membership card" as the carrier and "membership system" as the default rules of the game between supermarkets and customers are not only conducive to cultivating customer loyalty and improving brand share, but also a good medicine for market expansion and market aggression. The current membership system of supermarkets in China stays at the price level of discounts, points and participation in promotional activities. Our supermarkets "use the price as the amulet of the membership system" instead of "using the membership system as a killer weapon to resist price aggression, strengthen service functions and enhance core advantages". In my humble opinion, a membership card the size of a business card should not only be used as a "price pass" for consumers to shop, but there are many articles that can be done. Multifunctional membership cards and a multifunctional membership system that meets the needs of most people are bound to replace the simple price cards in the past. Philip kotler, a famous American marketing scientist, pointed out: For the future market, the first problem is to win the trust of customers by helping them solve practical problems, understanding their psychology, reducing management costs and doing a good job in sales and service, and establishing the credibility of our store. It is worth noting that while winning new customers, don't lose old customers. It is not easy to keep customers together now. Customer satisfaction does not mean trust in the business. As long as there are a group of loyal customers, the financial resources can be abundant. Therefore, whether now or in the future, to succeed, we must establish a complete set of customer files, including all his historical materials, resumes and even personal hobbies, in order to strengthen contact with him. Third, from the perspective of the development of supermarket marketing planning in China, 1. Paving the way for brands, the development of cultural marketing supermarkets has entered the era of homogenization. The category and quality of goods are almost the same, and the promotion activities and sales prices are similar; You have a self-service locker and I have an electronic locker in chartered flight. You flaunt cheap and good quality, and I promote the real price; You have a quick cashier.