As a new format, the supermarket will develop greatly, but before entering this format, we must know its population situation, otherwise blind investment will only lead to unreasonable network planning, redundant construction and waste of investment; At the same time, the inaccurate positioning of quick success and instant benefit will also cause enterprises to lack competitiveness and make consumers' needs not fully met.

1. From the development experience of supermarkets in developed countries, when the per capita GDP reaches 2000 US dollars, the focus of people's food demand shifts from quality to convenience; 3000 dollars, supermarkets began to appear; When the price is 6000-7000 dollars, the supermarket enters a period of rapid development.

2. From the price point of view, the price of supermarket goods is generally about 20% higher than that of supermarkets, and convenience stores generally do not use price reduction promotion methods, so the gross profit margin is higher. According to the general consumption law, only when the per capita income of a family reaches $65,438+$0,000, the consumption tendency begins to develop towards personalization and convenience, and people may be willing to spend 20% more on this convenience. In recent years, the annual per capita income of our city has exceeded $65,438+0,000, and supermarkets have a certain living space.

Judging from the location of the store, there must be ideal target customers in the business circle. Generally, the radius of supermarket business circle is 500m, and there must be at least 2,500-3,000 business circle population within 500m of Fiona Fang.

From the point of view of business hours, supermarkets should have the ability to operate 24 hours a day, almost all year round.

Judging from the speed of service provided, the average stay time of customers in convenience stores is only about 3-5 minutes.

Second, the supermarket location strategy

Generally, supermarkets should choose places with a large flow of people and places that can provide convenient shopping and services. Because the purchasing mode of supermarket target customers-timeliness, urgent need and convenience-can best be reflected among mobile customers, customer flow must be put in the first place when choosing the location of the supermarket. Judging from the current specific situation, when choosing a supermarket, we can consider the surrounding area of a new residential area, but it must be located in a crowded place, that is, there must be a certain flow of mobile customers. This is because the business circle of supermarkets is small and cross-distribution is common. After the stable customers are divided up, it is difficult for supermarkets to achieve ideal sales performance without the support of certain mobile customers.

Site conditions of the supermarket:

1. The business circle has enough residents. Under normal circumstances, the population living in the business district should be more than 3,000 (within 5-7 minutes' walk), which is beneficial to the convenience function of the supermarket.

2. Close to places where people gather. Places where people can gather mainly refer to government agencies, theaters, hospitals, schools and tourist attractions. They can bring many customers to the store.

3. Next to the station. The station here mainly refers to the subway station, or a bus station with a large number of buses and a large passenger flow. Being close to the station can bring more mobile customers to the supermarket.

4. The "return line" at the station. The so-called "return line" means that passengers who get on and off the bus must go through the moving line of the supermarket gate.

5. There are many lanes. The movement line of traffic flow refers to the movement route of vehicles when they are walking. If there are many mobile traffic lines in the location of the store, there will be more mobile customers in the supermarket.

6. There is an office building nearby. Where there are office buildings, there are passengers. Generally, the average person in an office building can bring the flow of 6 people.

7. There are single dormitories or single apartments nearby. Residents of single dormitory or single apartment have a particularly obvious pursuit of convenience.

8. The monthly rent should be within one day's sales. Excessive rent will hinder the expansion of supermarkets.

9. There are fewer competitors. Try not to have competitors in the business circle, because competitors will divert customers from the store, thus affecting economic benefits.

10. The shape rules of the store. Rectangular or square shopping malls are more suitable for the operation of supermarkets. The business area of convenience stores is generally 100 square meter, and the variety of convenience stores is generally 2000~3 000, and most of them are small packaged goods.

Third, the management orientation of the supermarket.

(1) operating characteristics

1. Convenient. Whether the supermarket can meet the immediate needs of customers is the most basic business orientation of the supermarket. As the target customers of supermarkets are mainly office workers, double-income childless people, singles, teenagers, some housewives, college students, white-collar workers or workers, most of them quickly choose what they want to buy and leave after buying.

2. urgency. When a guest suddenly visits, there is not enough food, drinks and ice cubes at home, or the usual seasonings and toilet paper are used up but you forget to buy them. You must replenish them immediately.

3. It's warm. In summer, you need iced drinks, which can quench your thirst immediately; In winter, you need hot food, such as soup, vegetables, coffee and milk. Can be heated immediately and eaten immediately.

4. Small capacity. Except for a few goods that usually need a lot of consumption, consumers are more inclined to go to the supermarket to buy in large quantities because of the price. Commodities with small capacity, diverse choices, or discarded after use and unnecessary storage belong to low-capacity commodities.

5. entertainment. When I am bored and lonely, I want to eat snacks and other hobbies, read mindless magazines, books and newspapers, or satisfy my desire to buy things and talk to someone.

(B) commodity positioning

The commodity structure of supermarkets can be roughly divided into three categories: food, non-food and service, mainly based on the convenience of customers and the advantages of the store itself. They are goods with high consumption, high purchase frequency, high brand awareness, simple sales method, consistent quality, high added value, high competitiveness, high gross profit margin and strong seasonality, and can be combined according to the needs of major customer groups in the business circle. Here we need to grasp the "breadth" and "depth" of commodity combination. The so-called "breadth" refers to the convenience of related purchases. The product breadth of a supermarket cannot be as comprehensive as that of a large supermarket. The product range of supermarkets is mainly to satisfy customers to buy related products by the way, such as bread and jam, butter, coffee and sugar, milk and so on. Depth means that there are more commodities in one category (such as beverages) and fewer commodities in other categories (such as edible oil). This depth is called the "depth" of beverages, which gives customers the impression that there are all kinds of beverages in supermarkets.

1. Structural orientation of food commodities. Supermarkets generally do not sell fresh livestock products and aquatic products, but food accounts for at least 50% of the goods sold in the whole store. When positioning the structure of food products, we should pay special attention to "fast food" and "beverage". It is difficult for supermarkets to compete with normal-temperature processed foods, but very warm fast food drinks can not only meet the convenience demand, but also be commodities with high gross profit margin and fast turnover, so supermarkets can be taken as the key development. Choose honest and reliable suppliers and consider their logistics and distribution capabilities; In addition, there are soft drinks, fruit juice, mineral water, tea, coffee, healthy drinks and so on. It is an indispensable commodity in the supermarket. Except for a few well-known brands whose sales volume can last for a long time, the products of other brands should be inspected regularly, and those with poor sales volume should be replaced with old ones immediately.

2. Orientation of non-food commodity structure. Although the sales amount of non-food commodities accounts for a small proportion of the total turnover of supermarkets, there are many items, which constitute an important aspect of supermarket commodity structure. Because of the long shelf life of this kind of goods, general operators often ignore the control of their quantity, or overstock or out of stock. The correct way is to know fairly well and ensure the supply of non-food necessities without shortage, otherwise it is not conducive to cultivating customers' loyalty to the enterprise.

3. Structural orientation of service goods. Service goods have great room for development, but when guiding service goods, market research and demand assessment should be carried out based on the combination of convenience and advantages. For example, collecting advertisements, express mail, and printing photos; Copy, telephone fax, automatic withdrawal; Information provision and family life consultation are both projects that can be developed.

4. Positioning of commodity structure in different business districts. The product structure of convenience stores in different business districts should also reflect the characteristics. If the supermarket built in the community is different from the supermarket located in the city center, its product structure should be different.

Fourth, the development strategy of supermarkets

In recent years, although the supermarket environment in our city has been greatly improved, the variety of business has also been greatly increased, but convenience goods are still relatively scarce. Most supermarkets operate goods and services in the same way as supermarkets, ignoring the characteristics of convenience stores when trying to compete with supermarkets. Although there are broad development prospects, if the organization, operation and management are not good, the long-term development strategy is lacking, and the immediate needs can not be met, and the special needs of specific consumers in terms of goods, time and space can not be met, there will be no good room for survival and development.

1. Focus on knowledge management

Knowledge management refers to the construction of a quantitative and qualitative knowledge system in the supermarket organization, so that the information and knowledge in the organization can be continuously fed back to the knowledge system through the processes of acquisition, creation, sharing, integration, recording, access, updating and innovation, and thus form uninterrupted accumulation. Knowledge management is to coordinate and unify the different aspects of human resources, information technology, market analysis and even business strategy of an enterprise, and * * * serves the development of the enterprise, thus producing the business effect that the whole is greater than the sum of its parts. The main contents of knowledge management include collecting, screening, sorting and analyzing information, tracking the latest scientific and technological trends, investigating the external environment of enterprises, and discussing and formulating business strategies. Actively develop new products, meet market demand, expand market share and win more opportunities for survival and development.

Knowledge management emphasizes intangible assets such as corporate image, corporate brand and intellectual property rights. Because with the development of the times, the competitiveness of supermarkets depends not only on the investment of equipment and funds, but also on the effective development and management of intangible assets. The main function of knowledge management is to create a good environment for intellectual capital and cultivate it vigorously, that is, to fully understand the unique role of people in the knowledge economy, to develop "people" as resources, to effectively manage human resources and to win more opportunities for survival and development.

2. Vigorously develop supermarket franchise

Supermarket is the most suitable retail format for franchising. Its advantages are reasonable resource allocation, rapid and accurate information communication, convenient financing and economies of scale.

Rational allocation of resources

Franchising can realize the rational allocation of resources, including capital resources, human resources and knowledge resources. Judging from the source of funds, in the franchise system, franchisers do not need to invest money to set up stores and expand their business scale. What he needs to do is to provide various technical support and services to the franchisee according to the relevant provisions of the franchise agreement. Franchise can be reused and its scale can be expanded once. At the same time, we can get more profits and realize rapid expansion with low cost and low risk.

Franchising can realize the effective allocation of human resources. In franchising, because the franchisee is the owner and manager of the franchisee, their vital interests are closely related to the franchisee's business performance. To this end, we will certainly manage the affiliated enterprises with great enthusiasm and strong sense of responsibility. Franchisees can focus on the development strategy, marketing plan and product research and development of the whole franchise system, and perform their respective duties.

Franchising can realize the effective allocation of knowledge resources. Management mode, brand, patent, trademark and marketing experience all belong to the category of knowledge resources. As long as we add the franchise system suitable for our own development, we can achieve the goal of borrowing chickens to climb stairs and lay eggs. You can not only fully enjoy the franchisor's brand advantage and operate according to its unified business model, but also enjoy the knowledge resources and reduce the risk of investing in the enterprise alone.

Information communication is rapid and accurate.

In modern enterprises, whoever has sufficient and reliable information can win a place in the fierce market competition. Franchise chain enterprises have a wide range of outlets and are deeply consumed by people. Enterprises can use the huge information network and advanced microcomputer management system to collect, process and process information quickly and accurately, so as to fully understand the market, make correct decisions and improve their chances of winning in the competition.

Financing advantage

The most difficult thing for enterprises to operate independently is financing. Enterprises are likely to lose opportunities because of insufficient funds, or get into trouble because of poor capital turnover and difficulty in obtaining bank loans. Franchising, because of its large scale and good reputation, is easier to obtain bank credit funds than ordinary enterprises. For franchisees with weak financial resources, the headquarters can negotiate with financing institutions and take the form of joint guarantee to guarantee franchisees.

Scale index

If many small shops can be organized by franchising, they can become "small giants", which can not only give play to the advantages of wide distribution of small shops and close to residents' lives, but also reduce various expenses and form economies of scale. First of all, franchisees must purchase goods from suppliers designated by the headquarters, and they can get more discounts and preferential conditions. Secondly, direct purchase reduces intermediate links, and the stable relationship with suppliers greatly saves negotiation costs; Franchising implements a unified management model, which reduces management costs; All affiliated enterprises enjoy the high value-added goods developed by the head office, which reduces the cost of technology development. In short, franchise chain operation can form a strong market purchasing power by virtue of the advantages of low price and economies of scale, thus gaining a monopoly position.

As we all know, location is one of the key factors related to the success or failure of retail stores. There used to be a famous saying that "there are three conditions for the success of chain supermarkets, that is, lots, lots or lots!" Therefore, site selection plays an important role in the daily operation of chain commerce. Because site selection is an important job of a store, every supermarket manager cares about and attaches importance to it.

Trust-Mart plans to build one or two large supermarkets in Nanchong, Sichuan Province. In order to better realize the maximization of income, the group entrusted the group to help it achieve the best location of the supermarket. Trust-Mart hopes that our site selection needs to meet the following two points:

1. Provide sufficient convenience for customers. The degree of convenience mainly refers to the length of the distance for customers to reach the supermarket, and try to choose the main road with relatively developed traffic.

2. When customers choose a supermarket according to the principle of convenience (shortest path principle), the passenger flow of the selected supermarket should be as large as possible, because the passenger flow of the supermarket directly affects the profit of the supermarket.

Basic hypothesis

(1) The supermarket to be built can accommodate all incoming customers and meet everyone's needs;

(2) The optimal address of the supermarket is only affected by the path length and has nothing to do with other factors;

(3) The residents in each district are evenly distributed in each district;

(4) Residents choose public transportation as their mode of travel, and set up bus stops at intersections of main roads; The time for residents to change buses at the intersection of main roads is ignored;

(5) There is no difference between any two established supermarkets, and their location is only affected by the total path length and has nothing to do with any other factors. People only choose the supermarket nearest to their location for shopping and consumption;