[Keywords:] retail format demand profit model innovation retail format is a different business form formed by retail enterprises in order to meet different consumer needs and combine corresponding factors. The retail formats in China can be divided into grocery stores, convenience stores, discount stores, supermarkets, large supermarkets, warehouse member stores, department stores, specialty stores, home building materials stores, shopping centers, factory outlets, TV shopping, postal services, online stores, automatic kiosks, telephone shopping and so on. Retail format is the product of the increasingly fierce competition of retail enterprises to adapt to the market economy, and it is the embodiment of the principle of survival of the fittest in the field of commodity circulation. What is the current situation of retail format development in China? How should it develop? This paper will make a concrete analysis of this.
First, the analysis of the development status of retail formats in China.
1. Traditional retail format-department stores have lost their position as the first format. Since the mid-1990s, the sales performance of department stores has fallen sharply. From the commercial format, the industrial activity units of department stores accounted for only 29.4% in the comprehensive retail industry at the end of 2004. In sharp contrast, various new formats began to appear in large numbers and occupied an increasingly important position in the retail market. The situation that department stores monopolize the retail market in China no longer exists. At the same time, the proportion of department stores in the retail industry is high in the west and low in the east, which shows that in relatively backward areas, department stores still occupy a dominant position, the development of formats is relatively backward, and the process of diversification of formats is relatively slow. The decline of department stores is mainly due to the following reasons: (1) supermarkets and hypermarkets have taken away fast-moving consumer goods with few services in general department stores, which are close to people's lives, with large sales volume and low cost, and are especially suitable for fast-moving consumer goods with low selectivity and few services. To this end, customers initially buy soap, toothpaste, shampoo and so on. Buy in general department stores, not supermarkets and hypermarkets. (2) Large specialized stores crowded out many hard department stores. Professional hypermarkets deal in furniture, decorative materials, lamps, household appliances, medicines, etc. Because of its specialty, complete variety, large quantity, low price and convenient selection, it has attracted a large number of customers. General department stores have reduced the operation of many hard department stores. (3) Specialty stores and specialty stores have influenced many soft department stores. A large number of shops in specialty stores attract customers to buy clothes, shoes, hats and bags. , robbed some soft department stores in general department stores. 2. The supermarket format with chain development has become the main format. In the past ten years, supermarkets have always maintained an increase of more than 30%. Such as Wal-Mart, Carrefour and other international supermarket chains, as well as domestic Shanghai Hualian and Lianhua supermarket groups, have achieved incomparable sales and profits. From the overall development of the format, the sales growth of domestic and foreign supermarket chains is the highest. Statistics show that in comprehensive retail, the sales of supermarkets (including large supermarkets and warehouse-type member stores) occupy a considerable market share, the number of stores increases rapidly, and the sales scale of single stores continues to increase. In 2004, there were 17000 industrial activity units in supermarkets, accounting for 17 1% of the total retail sales. The number of employees is 79 1 000, accounting for 33.7%; Sales reached 262,654.38 billion yuan, accounting for 40.3%. At the same time, supermarkets are also developing in various forms (such as hypermarkets, large supermarkets, professional supermarkets, community supermarkets, convenience supermarkets, etc.). ), which also makes the retail format more colorful. Convenience stores and discount stores have great development space in China. The development trend of convenience stores is a retail format that mainly meets the consumption of teenagers, office workers and single families. Convenience stores generally cover an area of about 65,438+000 square meters, mainly dealing in convenience foods, such as bread, instant noodles, newspapers and popular magazines. The radiation surface is 300 meters to 500 meters. The functional orientation of convenience stores is to meet the requirements of customers' instant consumption, mainly engaged in fast-moving consumer goods. According to the statistics of China Chain Store Association, among the top 30 retail chain enterprises in 2004, the sales and quantity of convenience stores increased by 4 1.6% and 18.2% respectively over the previous year. The main reasons are as follows: (1) Industrialization makes urban population more dense. Consumers' consumption habits have changed, and consumers' demand for personalized and convenient services has gradually emerged. (2) Economic development. According to international practice and practical experience, the per capita GDP of $3,000 is the birth soil of convenience stores. The per capita GDP of many big cities in China has exceeded $3,000, people's consumption patterns and consciousness have changed, nightlife has become rich, and some people are insensitive to price and attach great importance to convenience. So convenience stores came into being. Its most striking feature is convenience. Discount stores are self-help retail formats that sell daily necessities, clothing and other industrial products at low prices or discounts. These two formats can cater to the convenience of consumers in China. The frugal consumption psychology is "suitable for the consumption level of China", which well satisfies the consumption habits of consumers who pursue high quality and low price and spend less money on famous brands. It is a format that is properly connected with the market situation in China. 4. The emergence of large shopping centers and hypermarkets means that retail formats are integrated and combined. A large shopping center is a comprehensive service body that integrates shopping, catering, entertainment, leisure, tourism, social and business functions and provides consumers with one-stop services. It is a regional commercial center. Nowadays, large shopping centers have become the mainstream format in European and American countries and developed regions. In China, many regions now have the necessary factors for the survival of this format. Mainly includes:
First, economic factors. The annual GDP growth rate of China is over 65,438+00%. For example, the per capita GDP in the Pearl River Delta region has reached 4,000 US dollars, and the national savings deposits have reached 10 trillion yuan. With the improvement of residents' consumption level, the "one-stop" consumption demand combining leisure and shopping will surely grow rapidly. Consumers are no longer just shopping when buying goods, but need more entertainment and other factors to work together. Consumers began to pursue high grade, high level and high enjoyment. Therefore, people's demand for consumption patterns and lifestyles of large shopping centers has increased. Second, the improvement of traffic conditions and urbanization level. At present, in some developed cities, the transportation system is developed, the urbanization process is accelerated, and urban residents extend to the suburbs. The level of urbanization in some areas of China has reached 72.4%, which caters to the requirements of large shopping centers in site selection. At the same time, with the improvement of people's living standards, the number of private cars has increased, which provides an important prerequisite for the development of suburban shopping malls. According to statistics, from 2003 to 2006, private cars in China will expand, and the radius of people going out will reach 60 km to 130 km. Private cars have become a means of transportation for a considerable number of people, making it possible for people to shop, entertain and relax in the suburbs. Thirdly, the influence of introducing the concept of urban planning. China introduced the concept of "use zoning control" from abroad, divided land use into "use zoning" of commercial area, residential area and industrial area, and regulated the use of buildings in each zoning, which led to the emergence of large commercial spaces (such as department stores and shopping centers). Fourth, the embodiment of retail accordion theory. According to the theory of retail accordion, in the development of retail formats, there is a cycle of product varieties from synthesis to specialization to integration, and each cycle is not a repetition of the past, but a new connotation, resulting in different retail formats. According to this theory, the development process of American retail format can be regarded as: grocery store (integration)-specialty store (specialization)-department store (integration)-convenience store (specialization)-shopping center (integration). The development of retail formats in China also presents the development trend of retail accordion theory. 5. Storeless retail model has quietly entered the daily life of urbanites. Store-free retail format refers to the retail format in which goods are directly distributed to consumers by manufacturers or merchants without being sold through stores. At present, the main retail formats in China are TV shopping, mail order, online shopping, automatic kiosks and telephone shopping. At present, the store-free retail model has the ability to challenge the traditional business model. According to statistics, the total sales of Dangdang, one of the largest online retailers in China, was 654.38+0.2 billion yuan in 2005, of which online sales accounted for 80 million yuan, and the gross profit margin of the whole business was 25%. In the first half of 2006, the company's total sales exceeded 1 100 million yuan, 0.8 times that of the same period last year, and the annual sales target of 240 million yuan can be achieved. According to Shao Yibo, Chairman and CEO of Yi Bei, there are currently 3 million people shopping in Yi Bei every day and 35,000 items are sold. According to statistics, sellers in Yi Bei sell a Chinese painting every five minutes, a brand-name lighter every four minutes, a watch every three minutes, a stamp album every 1 minute, a mobile phone every 1 minute, a pair of sports shoes every 30 seconds, a piece of jewelry every 10 second. There are some inherent advantages in the development of the retail format without shops, as follows: (1) There is no limit to lots. Compared with traditional tangible stores, there is no restriction on store location, location and commercial network resources. (2) Save operating costs. With the development of network technology, shopless retailing usually orders first and then purchases, which can save transaction costs from production to sales and bring win-win for consumers and businesses. (3) Less risk. For individuals, there is no retail format such as online stores, the entry threshold is relatively low, and the operation is flexible. Even if you encounter risks, you have the advantage of turning around. (4) Adapted to the needs of people's convenient shopping in the network era. The 19th Statistical Report on Internet Development in China shows that by the end of 2006, the number of netizens in China had reached 654.38+37 billion, accounting for 654.38+00.5% of the total population. This data also shows that the number of netizens in China has exceeded 654.38+00% of the total population for the first time. The number of netizens in China has reached170,000. The number of Internet users and broadband Internet users ranks second in the world, second only to the United States. Young people are mainly willing to try all kinds of new shopping methods, hoping to get more convenient and fast shopping methods. (5) The development of online payment means facilitates people's shopping payment. (6) There is another great feature of store-free sales-you can introduce the products in great detail. Whether it is TV or Internet, you can introduce a product in detail from multiple angles, which is impossible for traditional store channels. At the same time, however, there are still fatal defects in the store-free sales model: (1) Restricted by the development of logistics, the development of China's logistics industry lags behind, and the store-free sales need higher logistics distribution functions. (2) The problem of online payment has not been effectively solved. There are many cash transactions and postal remittances, and the application and security of electronic money need to be improved. (3) Lack of commercial credit. Many enterprises and individuals have no business ethics and lack credit in pursuit of short-term interests. (4) Influenced by traditional consumption habits and consumption psychology, most customers still believe that seeing is believing when buying goods, especially when choosing big items. They all like to shop around, but they are worried about the quality of goods sold without stores and the reliability of payment. According to the 14th Statistical Report on Internet Development in China issued by China Internet Network Information Center, 16.7% of netizens often visit shopping websites. 32.5% netizens sometimes visit shopping websites; 37.8% netizens have had online shopping experience in the last year. The main reasons why netizens choose online shopping are saving time, saving expenses, convenient operation and looking for rare goods. The top commodities in online shopping are books and periodicals, computers and related products, audio-visual equipment and products, daily life, household goods, services and communication products. In terms of payment methods, cash on delivery accounts for 24.4%; Online payment accounted for 37.9%; Post office remittance accounts for18.9%; Bank remittance accounts for 18. 1%. This information also fully shows the good status quo and potential development prospects of store-free sales. The development of no-store can adopt new technology, reduce transaction cost, have price advantage and promote a win-win situation for merchants and consumers; Provide personalized goods and services, even customization, to attract customers to buy; Increase information and reduce information asymmetry between merchants and customers; Improve the credit of merchants through the supervision of third-party enterprises and individuals.
6. The entry of foreign retail enterprises has intensified the competition of retail formats, and the pace of foreign investment entering the domestic retail market has accelerated. According to the census data, by the end of 2004, the number of foreign retail enterprises in China had increased to 65,438+0,669, accounting for 0.5% of all retail enterprises. Among foreign-funded retail enterprises, Hong Kong, Macao and Taiwan businessmen invested in retail enterprises accounted for 40.4%, and foreign-invested enterprises accounted for 59.6%. There are 63 12 foreign-invested industrial activity units, of which 42.3% are retail enterprises invested by Hong Kong, Macao and Taiwan businessmen and 57.7% are foreign-invested enterprises. According to statistics, by the end of 2004, Wal-Mart had established more than 40 large chain stores in China and an Asian international distribution center in Shenzhen. Carrefour has established more than 50 chain stores in China, and now it is expanding to the western region and South China. Among the top 50 retailers in the world, more than a dozen retail giants, such as Metro, Ito Yokado, Auchan, B&Q, Rong Da and Max Spencer, have entered China, and most of the entrants have passed the recognized running-in period of about 5 years and entered the stage of rapid expansion. International retail giants initiated and developed supermarkets, shopping malls, warehouse stores, discount stores, convenience stores and neighborhood stores, and constantly improved and innovated existing formats according to changes in consumer demand. It can be seen that China's retail formats have shown a diversified development trend of prominent main formats, coexistence of multiple formats and mutual penetration and integration. According to the data of the first national economic census, at the end of 2004, there were 353,000 corporate enterprises in China retail industry, of which 99.5% were domestic-funded enterprises and 0.5% were foreign-funded enterprises. From the commercial format, in the comprehensive retail, department stores account for 39.3%, supermarkets account for 14.8%, and other comprehensive retail accounts for 45.9%, which completely changes the previous relatively single business model and forms a new pattern of multi-level and open format competition and development. The main reason is: (1) The business activities of retail enterprises are restricted by various factors in a limited business circle, and even the most competitive format is difficult to exclude the existence of other formats, which is determined by the fact that non-mainstream formats have their own competitive advantages more or less. (2) China has a vast territory, a large population, unbalanced economic development, great differences in residents' consumption habits, stratified consumer groups, diverse preferences and diversified consumption behaviors, which also determines that the trend of diversification of retail formats in China will exist for a long time. (3) The retail formats such as supermarkets, specialty stores and convenience stores are developing rapidly, and the types of retail formats are gradually enriched. With the further development of China's market economy, the emergence and popularization of new technologies, new retail formats will continue to emerge. With the diversified development of retail formats, the competition of various retail formats will be intensified. It is the key for retail enterprises to obtain competitive advantages and good benefits in a competitive environment, and to choose a strategy suitable for the development of retail enterprises.
Second, the future development strategy analysis of China's retail industry.
1. Retail enterprises should choose their formats from a strategic perspective. Today's retail industry is facing the final consumers in the market, in order to provide high-quality goods and satisfactory services to gain the loyalty of consumers. Faced with a large number of consumers, their consumption needs are diversified and complicated, such as people's requirements for shopping choices in various formats, such as shopping department stores, shopping centers, hypermarkets and other important items, and general items pay attention to shopping convenience. It is difficult for retailers to meet the needs of consumers. Successful retail enterprises should choose an effective breakthrough direction, that is, take a certain target consumer group as the service object and meet their needs with corresponding goods and services. That is to say, retail enterprises should do a good job in market research (the analysis of retail environment includes the analysis of industry status, competition, market opportunities, consumer purchase demand, cultural customs and so on). ), market segmentation, target market determination and market positioning, to determine their position in the market. The choice of target customers and the orientation of operation will determine the format and operation of retail enterprises. Only around this strategy can we plan and design other elements, including geographical positioning, commodity organization planning, price strategy, service policy, technical support and so on.
2. The development of retail enterprises should be transferred from urban commercial centers to urban communities or suburbs, and from the primary market in big cities to the secondary and tertiary markets in small and medium-sized cities. With the fierce competition and saturation of retail formats in commercial centers in big cities, market opportunities are gradually decreasing, but there are still greater market opportunities in urban communities or suburbs and small and medium-sized cities. In order to obtain more reasonable profits, retail enterprises should speed up the development of new markets, choose different formats to transfer from urban commercial centers to communities, and transfer from primary markets in big cities to secondary and tertiary markets in small and medium-sized cities.
3. Retail enterprises should increase the innovation of retail methods. In order to meet the needs of the target market more accurately, retail enterprises should constantly adapt to market changes, adjust product structure accordingly, form the focus and characteristics of commodity management, attach importance to the application of modern science and technology, and increase the innovation of retail methods to better attract consumers.
(1) Adjusting commodity structure to form commodity management characteristics and establishing main commodities will form new profit growth points. For example, the focus of supermarket management has changed, such as "fresh enhanced" supermarkets and "food enhanced" supermarkets. (2) Modern retail industry should have high-tech characteristics to improve its own quality and the core competitiveness of enterprises. High-tech technical means and management means should be adopted to improve the internal resource allocation and external relations, facilitate the calculation of management indicators, sensitively detect market changes, and improve the market adaptability and expansion ability of retail industry. 4. Transformation of profit model of retail enterprises. Retail enterprises should actively change their profit model from "asking for profits from manufacturers" to "earning a premium by optimizing supply chain and upgrading brands". With the expansion of retail enterprises from the primary market to the secondary and tertiary markets, from regional to national development, global procurement, and the establishment of a sound high-level and efficient distribution system, the control of logistics costs will become a new profit growth point for enterprises. Retail enterprises should explore their own supply chain system and distribution mode, such as self-building, building distribution centers with upstream enterprises or other partners, renting third-party logistics distribution facilities, or simply outsourcing all distribution business to strategic partners. Optimizing the time, space and variety structure distribution of inventory among manufacturers, suppliers and sellers, and accelerating and quickly seizing the commanding heights of logistics links will be the key to the sustainable development and profit model transformation of retail enterprises. At the same time, retail enterprises should have brand awareness, improve their reputation, build commercial enterprise brands to drive commodity sales, increase the added value of commodities, and enhance their attractiveness to target customers.
To sum up, China's retail formats have shown a diversified development trend, and the healthy and harmonious development of each retail format will depend on the strategic awareness of retail enterprises and the choice of correct competitive strategies.
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