Supermarkets how to compete to win

One, from the perspective of the development of China's supermarket business philosophy analysis 1, from the single sale of goods to the sale of services and consumer value-added transition Customer Transitional Value Theory clearly tells the business: who can make consumers with the least expenditure, the shortest time, the fastest speed, the lowest price in the best quality service to complete a happy shopping, who will be able to maximize the possession of the competitive advantage of the market.　　This sentence not only looks cumbersome, but also more difficult to do. In the stage of competition of homogenization of goods, same price, same promotion, the pears all taste the same. How do you ingest the ideal, maximum number of customers, customer loyalty and sales profits in a limited shopping area? In the Wal-Mart, Puma, Carrefour, Metro, Parkson and countless other top international business giants flooded the Chinese mainland supermarket economy, how do Chinese supermarkets respond? With the gradual bulging of Chinese consumers' pockets, the consumer awareness and consumption ability of the Chinese people have undergone almost radical changes, how to make the psychological desires and consumption needs of consumers as fast as possible, as far as possible to meet, and to be able to meet this has been sustained?　　Consumers' demand for quality of life is getting higher and higher, and the overall consumption pattern of consumers has developed from "good value for money" and "scrimping and saving" to today's "personalized shopping" and "healthy shopping". "Healthy shopping", "happy shopping" and even "enjoy shopping", "experience shopping", "feeling shopping". The height of "feeling shopping". From the moment the consumer receives the business DM single, from the consumer's "your foot in the door", they will be in all the time to the merchant for a momentary service and fulfillment. Simple product fullness or not, simple price comparison, simple discounts and gifts, simple membership points have been unable to meet the requirements and expectations of consumers on the business.　　In this situation, the supermarket should abandon the traditional sales concept, placed in the "sale of goods" on top of the focus on pre-sale, sale, after-sale sales service in all aspects.　　2, from the price to win the competition concept to set price, culture, service, brand and other factors such as the transition of the composite competition concept Price is indeed a sword, the consumers can make the supermarket to achieve the desired flow of customers and the market rate, the competitors can effectively enhance their own competitive advantage to this lethal price means can play a real, visible and tangible short-term! Effect. However, this effect is, after all, only a kind of immediate interests, and the increase in the market rate, the size of the flow of customers does not mean that the supermarket can earn popularity at the same time earn big money.　　Throughout the current stage of China's commercial development momentum, the happy phenomenon abounds: logistics and distribution system is gradually taking shape, large logistics, the concept of large circulation has been y rooted in people's hearts; computer applications and Internet technology development based on e-commerce (B2B) is following the Nasdaq index rebound, the more and more show the charm of maturity; manufacturers, the joint supply chain continues to develop, the size of the production and scale of the sale has been able to reduce the cost control; sound marketing network and the development of the supply chain, the scale of production and sales has been able to reduce the cost control; sound marketing network and the development of the supply chain. Control costs; sound marketing network and the increasingly perfect supply and marketing organization has not been a supermarket enterprise's exclusive ability ......, a series of phenomena will eventually make the supermarket a variety of commodities are on the homogenization, the same price, the synchronization of the business stage. So far, the simple price advantage is gone, a collection of culture, price, service, communication, value-added and other sales factors such as the concept of composite competition will be with the influx of international supermarket giants into China, the major cities, and ultimately in the name of reshuffling in the minds of large and small supermarkets, "rooted and sprouted".　　Second, from the perspective of China's supermarket industry development analysis of the "supermarket" itself is an important part of the commercial retail industry, "supermarket" is an industry.　　However, the 21st century business is advocating the integration of resources, advantages of linkage, information **** enjoy the big business era. In this era, we have always prevailed in the "survival of the fittest" is still at work. Only, supermarkets and supermarkets between the combination of supermarkets and department stores, supermarkets and other forms of business, other business areas of the unity, and ultimately will make the simple supermarkets, simple department stores in the "domestic competition in the international" market environment appears to be a single power.　　In the next few years, the "supermarket" business will have fresh blood to join, either the reintegration of traditional business, or "new ideas" and "old stores" of the old and new marriage. . 1, with the "Pin Pin", the "Pin Pin", the "Pin Pin Pin".　　1, to "Pin Pin Mao" as the main form of large-scale shopping and consumption center of the emergence and development of the degree of market competition has reached the stage of sizzling. In this stage, some supermarkets due to management, manpower, marketing and other aspects of the problem will be faced with "life and death decision"; some supermarkets will act as a "petit bourgeois" role to serve the community in the city people; there are some supermarkets, especially those in the competition Thrive in the competition, especially those who have grown up in the supermarket, it has been difficult to meet the desire to do "supermarket giant", so "Pin Pin Mao" is bound to break the supermarket's original single-format business pattern is facing a reshuffle.　　"Pin Pin Mao" is a Chinese at this stage of the frequency of use is not too high "commercial imported language", its English name is "shopping mall", the Chinese can be translated as It is "shopping mall" in English, which can be translated as "large-scale shopping and consumption center" in Chinese. It appeared in the United States at the end of the 1970s and the beginning of the 1980s in the last century, refers to a huge monomer building, gathered a variety of retail business, is a different commodity and commercial service functions of the aggregate. Generally department stores, hypermarkets as the leading stores, with specialty stores, specialty stores, shopping, leisure, entertainment, food and beverage projects.　　Overseas "Pin Pin Mao" is often built along the highway, targeting the target market of 100,000 people. In Shanghai Lujiazui, known as China's "retail aircraft carrier" of large-scale shopping centers, known as China's largest, Asia's largest "Pin Pin Mao" has been quietly moored in Lujiazui Finance and Trade Zone. The 241,000-square-meter "Pin Pin Mao" is no longer just a shopping place, but a center for entertainment, leisure, dining, education and other activities. Although everything from fine Chinese art to the world's top brands can be purchased here, it still claims to stick to a commoner approach and "serve all seasons and all people in the region. According to the report, consumers can do "one-stop" shopping at "Pinpinmao", enjoying a wider variety of products and multi-functional services than they would at a single store or supermarket. Coincidentally, in Wuhan and Zhengzhou, two of the most prosperous business in central China's capital city, also appeared one after another the so-called "regional Pin Pin Mao". The reason why it is called regional, is because according to international standards, the two building area are not up to 100,000 square meters, and the so-called services and concepts have not yet reached the height of the real "shopping mall".　　　At present, many domestic marketing scholars still have a lot of confusion about this imported business model. For example, China's current stage of the consumer environment, consumer awareness, consumption levels, consumption structure can be suitable for "Pinpin Mao" of the "habit of survival"? "Pin Pin Mao" what is the standard of measurement, the store area needs to be how big, full of goods to what degree, what level of service, the implementation of what price, for those groups? So on and so forth, including the need for our domestic supermarket enterprises and supermarkets in the transformation or investment in the construction of more consideration, do a good job of market research and study.　　2, small and medium-sized supermarkets are gradually evolving into a community-based, wide-area expansion of the "big chain" convenience stores large supermarkets, big business, big breakthroughs, small and medium-sized supermarkets can not sit back and wait for death, but will be in the cracks in the pursuit of transcendence.　　Take the birthplace of China's commercial war in Zhengzhou, at this stage, the small and medium-sized chain supermarkets represented by "Sida", "Jiutouyi", "Shuanghui", in order to meet the "Beijing Hualian", "Shuanghui", and "Beijing Hualian". "Beijing Hualian" "Pursmart" "Kelley Nongwan goods" the arrival of the "new friends" are Accumulation of strength, carefully planning their own strategy to defeat the enemy.　　On the one hand, the supermarket enterprises on the existing chain model and sales network to further improve and sound, through the dynamic training of personnel, the use of modern commercial retail technology and the double operation of the brand and capital, to enhance the ability of enterprises to withstand the risks in the competitive situation.　　On the other hand, supermarkets around the community, attractions, stations, universities, hospitals, etc., the implementation of chain planning will be from the narrow urban areas of the city will gradually extend the throat to the surrounding cities, with capital strength and development ambitions of the enterprise will look farther to the entire domestic map, often based on the provincial capital city expansion.　　3, club-based form, with multi-service functions of the broad membership supermarket Membership marketing has always been the main event in the supermarket business, but also tends to become a number of supermarkets in the competition in the exclusive ability, Pursmart is an example. Among the large and small supermarkets in China at this stage, there are few supermarkets without membership system, but there are few supermarkets that really bring sustained and stable sales profits through membership cards.　　Membership system relies on the development of relationship marketing theory, "membership card" as a carrier, "membership" as the default rules of the game between the supermarket and the customer, is not only conducive to cultivate customer loyalty, improve brand share, but also in the market expansion, market aggression are It is a good medicine for market expansion and market aggression.　　China's supermarket membership system stays too much in the discounts, points and participate in promotional activities on the price level, our supermarkets are "price as a membership system amulet", rather than "membership system as a defense against price aggression, strengthen the service function, enhance the core advantage of the killer mace ". In my humble opinion, a business card size membership card should not only as consumers shopping "price pass", can do a lot of articles, multi-functional membership card, adapted to the needs of the majority of multi-functional membership system is bound to replace the previous simple price card.　　Philip Kotler, the famous American marketing scientist pointed out that: for the future market, the primary issue is to help customers solve practical problems, understand the customer's psychology, reduce management costs and good sales service and other measures to win their trust, to establish the credibility of the store. It is worth noting that while winning new customers do not lose old customers. It is not easy to gather customers, customer satisfaction is not the same as trust in the business, as long as there is a group of loyal old customers to ensure that the financial resources. Therefore, both now and in the future, in order to achieve success it is necessary to establish a complete set of customer profile information, including his entire history, resume, and even personal preferences, in order to strengthen the connection with him.　　Third, from the perspective of the development of China's supermarket marketing planning analysis 1, brand paving the way for cultural marketing