Subject: Changzhou Xinte Supermarket, Changzhou Auchan Supermarket, Ke's Supermarket, Sugo Community Store
Investigation time: 11th holiday
Location: Changzhou Xinte Supermarket, Changzhou Auchan Supermarket, Ke's Supermarket, Sugo Community Store
Key points to be investigated: the level of commodity prices, service attitude, the environment and the main consumer groups of the shopping centers. p>Survey Points: supermarkets, the variety of goods, the price of goods, service attitude, shopping mall environment and the main consumer groups
Questions to be answered: Is there a difference in the price of goods? How big is it? Why are there such differences? What do these supermarkets rely on to stay in the market? How should consumers choose? How should supermarkets improve?
1. Is there any price difference? How big is it? Why do these differences exist?
There is a difference in the price of goods, and some goods even reach 84% higher than the other. See the table below:
Units (yuan)
Kraft Oreo Milk Flavor Cookies
Kraft Funky Chocolate Chip Cookies
Shuanghui Q Funky Spicy Flavored Sausage
AuShang
5.7
3.5
1.9
Shintel
6
4.7
2.2
Sugo Convenience Store
6
4.6
No
Coco's Convenience Store
7.5
6
3.5
Below is the analysis of these supermarkets separately:
Auchan: international brand Big supermarket, the cheapest price, the most variety. As a result of the general except in the outskirts of the city, far away from the residential area and very large, so consumers once the consumption of larger, but will not often go. However, Auchan is an international brand, rich channels of purchase, large quantities, so you can sell at a small profit, the price is very cheap.
Introduction: In 1961, the first Auchan store was born in France, becoming one of the world's pioneers in supermarket operation. At present, as one of the world's top ten retail groups, Auchan has developed into a world's top five hundred enterprises with an annual turnover of 33.6 billion euros (2005), an investment of 10.45 million euros, 370 hypermarkets and 718 supermarkets in 13 countries and regions of the world, and also in the real estate and financial fields (January 31, 2007), which is involved in the world's top five hundred enterprises. By the end of 2006, Auchan had more than 175,000 employees and 977 million customers, making it one of the major French multinational business groups and one of the world's top 500 companies. By the end of 06, Auchan China*** had 16 hypermarkets.
Xinte: Changzhou local supermarkets, moderate prices, a wider variety. Basically are open in the neighborhood next to the main general residents to buy more convenient, affordable, things are not as much as large supermarkets, but also more abundant, especially some local products, you can buy.
Introduction: Founded in 1996, the existing chain of 35 stores, more than 100 franchises, the number of employees about 1,000 people
Sugo: Jiangsu Province, a famous supermarket, moderate prices, variety of general. Convenience supermarkets and letter to the situation is largely the same, but the variety is not letter to more, the price is basically the same, slightly cheaper. Site selection is also generally in the neighborhood, convenient for people to buy.
Introduction: Sogo supermarket was founded in July 1996, the sales scale in 2005 reached 18.12 billion yuan. 2005 first half of the sales reached 9.5 billion yuan, in China's retail chain industry ranked sixth. So far, it has been ranked among the top ten Chinese chain enterprises for seven consecutive years, and among the top 176 of China's top 500 enterprises. 2005 Sugo's brand value was assessed to be 1.032 billion yuan, and in Nanjing, Sugo Supermarket occupies more than 50% of the market share of the supermarket industry, and it is the largest commerce and circulation enterprise of Jiangsu Province's supermarket retailing industry. Now it has become a large-scale chain enterprise integrating wholesale, distribution, logistics, processing and retailing. At present, the total number of stores 1503, outlets covering six provinces such as Jiangsu, Anhui, Lu, Henan, Hubei, Hubei and other provinces, employing nearly 50,000 people, there are more than 20,000 kinds of commodities,
Can be: Shanghai supermarkets, the price is more expensive, the variety is more abundant. As basically opened in the center of the city in the busy place, store rent is expensive, and Shanghai brand, so the price is more expensive, although the store is smaller, but a rich variety of brand price is basically higher.
Introduction: Shanghai can of convenience stores Limited was established in 1996, now belongs to the agricultural and industrial supermarkets (Group) Limited subsidiary of the holding company, is a member of the family of bright food (Group) Co. The company has a collection of directly managed, commissioned and franchised three business models as one of the professional convenience stores more than 1,200, distributed in Shanghai, Hangzhou, Suzhou, Wujiang, Kunshan, Zhangjiagang, Changshu, Changzhou and other 21 cities, forming a "Shanghai as the center, Jiangsu and Zhejiang for the two wings of the" radiation situation, the company's scale and sales over the years continued to maintain a steady level of growth in the total turnover of 2.831 billion in 2007. 2.831 billion. Service as the existing convenience store company was established in one of the earliest enterprises, can be rated for several years as a national chain of top 100 enterprises, ranked sixty-five in 2006, 03-06 years for four consecutive years in the Shanghai enterprise TOP 100. 2006 won the Shanghai famous brand. 2008 March won the "Shanghai famous trademark".
2. What do these supermarkets rely on to stay in the market?
Auchan: As a representative of international large supermarket chains, Auchan relies on cheap price and service to stabilize the market. Auchan's commodity prices are indeed lower than those of general supermarkets, as cheap and good quality is the demand of consumers. Secondly, the variety of goods sold in Auchan supermarkets can satisfy people's needs to a larger extent. The service of Auchan supermarkets is really well done, very standardized and polite. The service level will not only affect the customer's consumption, but also reflect the culture of a shopping center. Of course, Auchan, which occupies a large area
Xinte: rely on convenience and low price to stabilize the market. Xinte is a local trademark of Changzhou, the development of more years, there is a certain customer base. Moreover, before this, many large supermarkets have not been stationed, Xinte occupies a very good location, the basic transportation is very convenient, and close to residential areas.
Sugo: as the premier supermarket chain in Jiangsu Province, Sugo distribution and quality have a high degree of assurance, and the brand effect is also a factor that can not be ignored, as a large chain, the price is also naturally cheaper.
Ke's: high quality of goods, in addition to the centralized area of the flow of people, rich in goods, and 24 hours of business, for some of the late return to provide convenience. And can of brand awareness is very strong, high commodity prices, but are heard of the brand, buy also assured that there is a credibility guarantee.