Purpose: To investigate and compare the product types, product prices, service attitudes and shopping mall environment of several types of supermarkets in Changzhou

Investigation objects: Changzhou Xint Supermarket, Changzhou Auchan Supermarket, Kede Supermarket , Suguo Community Store

Survey time: National Day holiday

Location: Changzhou Xint Supermarket, Changzhou Auchan Supermarket, Kedi Supermarket, Suguo Community Store

Survey points: Supermarket product types, product prices, service attitudes, shopping mall environment and main consumer groups

Questions to be answered: Are there differences in product prices? How big is it? Why do these differences exist? What exactly do these supermarkets rely on to stay in the market? How should consumers choose? How should supermarkets improve?

1. Is there any difference in product prices? How big is it? Why do these differences exist?

There are differences in product prices, and some products are even 84% higher from one store than from another. See the table below for details:

Unit (yuan)

Kraft Oreo milk-flavored biscuits

Kraft Quduoduo chocolate chip cookies

Shuanghui Q Quer Spicy Sausage

Auchan

5.7

3.5

1.9

Xinte

6

4.7

2.2

Suguo Convenience Store

6

No

good convenience stores

7.5

6

3.5

Let’s analyze these supermarkets respectively:

Auchan: a large international brand supermarket with the cheapest prices and the largest variety. Because they are generally far away from residential areas and are very large except in the suburbs, consumers consume a larger amount at one time, but they do not go there often. But Auchan is an international brand with abundant purchase channels and large quantities, so it can make small profits but quick turnover, and the price is very cheap.

Introduction: In 1961, the first Auchan store was born in France, becoming one of the pioneers of supermarket operations in the world. Currently, as one of the top ten retail groups in the world, Auchan has developed into an annual turnover of 33.6 billion euros (in 2005) and an investment of 1.045 million euros. It owns 370 large supermarkets and supermarkets in 13 countries and regions around the world. There are 718 companies in the market, and it is also involved in the real estate and financial fields (as of January 31, 2007), and is one of the world's top 500 companies. By the end of 2006, Auchan had more than 175,000 employees and 977 million customers. It is currently one of France's major large-scale multinational business groups and one of the world's top 500 companies. By the end of 2006, Auchan China had 16 large supermarkets.

Xint: A local supermarket in Changzhou with moderate prices and a rich variety. Basically, they are opened next to residential areas. It is more convenient for ordinary residents to buy there, and the prices are moderate. There are not as many items as large supermarkets, but they are also relatively rich, especially some local products, which can be bought.

Introduction: Established in 1996, there are currently 35 chain stores, more than 100 franchise stores, and about 1,000 employees

Suguo: a famous supermarket in Jiangsu Province, with moderate prices and average varieties. . The situation of convenience supermarkets is roughly the same as that of Xint, but there are not as many varieties as Xint, and the prices are basically the same, slightly cheaper. The location is usually near residential areas to facilitate people's purchase.

Introduction: Suguo Supermarket was established in July 1996. In 2005, its sales reached 18.12 billion yuan. Sales in the first half of 2005 reached 9.5 billion yuan, ranking sixth in China's retail chain industry. So far, it has been ranked among the top ten chain enterprises in China for seven consecutive years and ranked among the 176th among China's top 500 enterprises. In 2005, Suguo's brand value was assessed at 1.032 billion. In Nanjing, Suguo Supermarket occupies more than 50% of the market share of the supermarket format and is the largest commercial circulation enterprise in the supermarket retail industry in Jiangsu Province. It has now become a large-scale chain enterprise integrating wholesale, distribution, logistics, processing and retail. At present, there are 1,503 stores in total, covering six provinces including Jiangsu, Anhui, Shandong, Henan, Hubei, and Hebei, employing nearly 50,000 people, and offering more than 20,000 kinds of products.

Yes: Shanghai Supermarkets are more expensive and have a richer variety.

Because they are basically opened in prosperous areas in the city center, store rents are expensive, and they are Shanghai brands, so prices are relatively expensive. Although the stores are small, they have rich varieties and the prices of the brands are basically relatively high.

Introduction: Shanghai Kedi Convenience Store Co., Ltd. was established in 1996. It is now a holding subsidiary of Agricultural, Industrial and Commercial Supermarket (Group) Co., Ltd. and is a member of the family of Bright Food (Group) Co., Ltd. a member of. The company has more than 1,200 professional convenience stores integrating three business models: direct operation, entrustment and franchising, distributed in 21 cities including Shanghai, Hangzhou, Suzhou, Wujiang, Kunshan, Zhangjiagang, Changshu and Changzhou, forming a " With Shanghai as the center and Jiangsu and Zhejiang as the two wings, the company's scale and sales have continued to maintain steady growth over the years, with total sales in 2007 of 2.831 billion. Service As one of the earliest established enterprises among existing convenience store companies, Kedi has been rated as one of the top 100 chain enterprises in the country for several consecutive years. It ranked 65th in 2006 and was selected into the TOP100 enterprises in Shanghai for four consecutive years from 2003 to 2006. powerful. In 2006, it won the title of Shanghai Famous Brand. In March 2008, it won the title of "Shanghai Famous Trademark".

2. What do these supermarkets rely on to stay in the market?

Auchan: As a representative of large international supermarket chains, it relies on low prices and good services to maintain its foothold in the market. Cheap and good quality is what consumers want when shopping. The prices of Auchan's products are indeed lower than those in ordinary supermarkets. Secondly, Auchan Supermarket sells a wide variety of products, which can meet people's needs to a greater extent. Auchan Supermarket's service is indeed very good, very standardized and polite. Service level not only affects customer consumption, but also reflects the culture of a shopping mall. Of course, Auchan, which occupies a large area, is confident in the market by relying on convenience and low prices. Xint is a local trademark in Changzhou. It has been developed for many years and has a certain customer base. Moreover, before this, many large supermarkets had not entered. Xinte occupies a good geographical location, with convenient basic transportation and is close to residential areas.

Suguo: As the leading supermarket chain in Jiangsu Province, Suguo’s delivery and quality are highly guaranteed, and its brand effect is also a factor that cannot be ignored. As a large chain, the price is naturally cheaper. .

Desirable: The products are of high quality, rich in items except in crowded areas, and open 24 hours a day, providing convenience for some people who come home late. Jike's brand awareness is very strong, and the product prices are high, but they are all brands that I have heard of, so I can buy with confidence and have a guaranteed reputation.