Aldi is a small discount supermarket chain in Germany.

Formerly known as 19 13, Anna albrecht opened a food retail store in the mining area on the outskirts of Essen.

Later, in 1948, it was taken over and expanded by her sons Carl and Special Olympics.

1962 The store was reorganized, and the first food supermarket named after Aldi was born in Dortmund.

In the mid-1960s, the albrecht brothers disagreed on whether the company should sell cigarettes. In order to settle the dispute, they separated the company. The brothers then divided the chain into two stores, Aldi Nord and Aldi Sud, which operated different retail industrial chains under the same simple principle and expanded on a global scale.

Up to now, Aldi still belongs to Carl and Teo brothers of Albrecht family, who operate Aldi's North Store in North Germany and South Store in South Germany respectively.

Aldi in Germany:

There are more than 4000 stores in Germany.

North and South enterprises have been operating independently since 1966.

The two companies have a good relationship, use the same brand and sometimes deal with suppliers together.

North Aldi belongs to brother Carl, 35 independent regional subsidiaries and more than 2,500 branches; South Aldi belongs to his younger brother Special Olympics, with 25 independent subsidiaries and more than 1600 branches.

There is an Aldi in an area with an average population of 25,000 in Germany, with a population of more than 80 million. 75% of the population often go shopping in Aldi, of which 20 million are regular customers.

Global distribution of Aldi:

Aldi operates more than 10000 stores in 20 countries around the world, and the rest are in 17 countries in Europe, America and Oceania.

1979, Aldi Nord acquired Trader Joe's, a fashion discount chain. At present, the company operates 475 branches in the United States. In addition, Aldi Nord is also responsible for managing Aldi stores in northern Germany, France, Spain, Denmark, Poland, Portugal, Belgium and Luxembourg.

AldiSub is responsible for Aldi stores in southern Germany, Britain, Ireland, Australia, Switzerland and the United States, as well as Hofer chain stores in Slovenia.

Aldi in Belgium is called Lansa, Aldi in the Netherlands is called Combi, and Aldi in Austria is called Hofer.

Aldi was named Oleqi in China. In order to control the quality, they chose to enter the largest cross-border import e-commerce platform in China. On March 20th, 20 17, Aldi flagship store was officially launched in Tmall.

Aldi with high quality and low price:

The early Aldi was called: the poor man's shop. Trying to save money for customers by all means is Aldi's philosophy all the time, and it is also its ultimate move to defeat the enemy.

Under the condition of ensuring quality, Aldi's products are 30% to 50% lower than ordinary supermarkets, ranking third among the most respected corporate brands in Germany, second only to Siemens and BMW.

Carl said in a rare public speech: "Our business is based on only one thing: the lowest price". This principle has been used to this day.

Aldis has grasped the essence of retailing: carrying out the low-price strategy to the end on the premise of ensuring high quality.

Aldi supermarket features:

Without shelves, goods are packed in cartons and stacked on bare shelves, and the congestion of accumulation is beyond measure.

There is no modern supermarket equipment in the store, and there is no label on the goods, but the price list is hung directly above the head.

Insist on using the simplest cash register, only accepting cash (not accepting bank cards), saving Aldi a lot of office equipment investment, management and maintenance costs.

Aldis adopts an intelligent shopping cart rental system. Before using it, customers must put a coin into the shopping cart to unlock it. If customers want to get back the money they used to put in the coin, they must return to the shopping cart, which is why shopping carts in Aldis chain stores are always so neat.

Aldi sells three products:

1) products with high quality and low price: higher quality and lower price.

2) Intimate service (there is no reason to return the goods, and the package size required by the individual is provided, not the package size based on the family).

3) Simple selection (only focusing on more than 700 kinds of products, each product only provides one choice, that is, the best brand in the same kind of goods, although there are few types and complete categories, enough to meet the needs of life)

Sales management of Aldi:

1) no advertising sales

2) Simplify unnecessary services and save manpower.

3) The price mantissa returns to zero

4) local sales

5) Regular supply of non-food products (kitchen utensils, stationery, radios, computers, etc. will be provided to consumers regularly every week or every two weeks, and the income of these products accounts for 20% of the total income).

6) Update products at any time, reject high-priced brands, focus on building low-priced private brands, and sell a series of free-brand products. 90% of the products sold by ALDI are their own brands.

Aldi purchasing habits:

1) champion of single product procurement: Warmart, the world's largest retail chain, has an annual sales of 200 billion yuan and Aldi has an annual sales of 33 billion yuan. However, Aldi is the world's largest wholesaler, and the total value of the unit price goods it buys each year exceeds 50 million euros. In contrast, Walmart is only1500,000 euros, which is only one twentieth of that of Aldi. Therefore, the goods handled by Aldi are generally cheaper than other supermarkets 10%-20%, and some are even 50% cheaper.

2)Aldi's products are the least in similar stores, limited to 700 kinds.

3) Because there are few kinds of goods, the sales volume of a single kind of goods is large, and the purchase volume of this kind of goods is much more than that of ordinary supermarkets. Suppliers can't resist the sales channels and scale response provided by Aldi without competitive brands.

4) A single kind of goods greatly reduces the logistics cost, saves the shelf scale, and gives Aldi and suppliers an absolute advantage in quality control and price negotiation.

Aldi procurement criteria:

1) sales volume, if a commodity is not sold well, it will be removed from the list. Only the goods whose sales exceed a certain standard can stand in the store.

2) Quality: The food brands sold in Aldis may not be brands, but most of them are products of famous brand manufacturers, only with an unknown trademark, which not only ensures the quality of Aldi products, but also maintains the image and value of famous brand products. For non-food products, Aldi pays more attention to cost performance. The computers sold by Aldi are all rated the highest by experts, but the prices are almost always the lowest. Many electronic goods and other non-food goods operated in Aldis are among the best in German sales, even exceeding those of professional sellers. For example, 60% of Germans have bought computers in Aldi.

The way of Aldi procurement:

1) global procurement: where the goods are competitive, they are purchased from the country of origin, and large quantities of goods are purchased all the year round to ensure low prices.

2) Quality assurance shall be provided by importers or foreign manufacturers.

? Importers' requirements for suppliers are generally:

? A. Large-scale producers are preferred

? B can accept large orders and the price is very competitive.

? C. Experience in exporting to Europe, especially Germany.

? D. FOB payment terms: L/C at sight

? E. factories that have passed the (social responsibility) audit are preferred.

3) Control the stable supply of goods.

4) Produce and sell some products.

Comparison between Aldi and Lidl;

Although the positioning of Lidl and Aldi is basically the same in the eyes of most people, according to the evaluation of German media, the quality of Lidl is much higher than that of Aldi. According to a blind test by German TV channel ARD-Discounter Check, most people who participated in the test thought that Lidl's products were better.

Compared with Aldi, Lidl is a little more expensive. Aldi's principle is to price first, and then find the best supplier at this price, so Aldi? All the prices are fixed, and the salesperson can directly hit the price without scanning the code at all, and the checkout speed is fast.

Comparison between Aldi and Walmart: