Regional network trade - on the way to creating competitive advantages. Russian chain retail market trends

14.10.2019

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Introduction

Currently in the regions Russian Federation such sector of the economy as retail trade is in a stage of rapid growth. Behind last years Dozens of retail chains have appeared on the domestic retail market. Developing since 1994, network trading has covered a significant geographical area and has become almost driving force increase in the turnover of consumer goods throughout the country.

Analysts call the period 2007-2009 the most active period in the development of Russian network retail. It was during these years that the greatest revitalization of the activity of food companies in the Russian market was observed, a system of network economic ties was formed.

By the end of 2009, the formation of the main formats of Russian trade was completed, multi-format (operating in several formats at once) networks appeared. Initially trading only in Moscow and St. Petersburg, large retailers began active regional expansion, developing, improving their supply system, and by the beginning of the second decade of the 21st century, retail had become one of the most developed Russian trade industries.

So rapid development food chains in Russia, analysts associate, first of all, with the growth of the country's economy: high prices for crude oil and natural gas, the main export commodities, as well as high demand for them in the country. The growing economy is supported by the growth in the level of income and expenses of Russians. Now in Russia all chain grocery stores are divided into six formats according to the type of trade in them:

1. Supermarkets

2. Hypermarkets

3. Cash and Carry

4. Discounters

5. Convenience stores

6. Premium and super premium gastronomes

According to RBC estimates, in mid-2011 there were about 140 grocery chains of all formats operating in Russia with various supply systems. And now the number of networks continues to grow steadily. In addition, in addition to significant federal players in the industry, their intention to enter the Russian retail market in 2005-2009. announced several world leaders in retail http://inpit.ru/.

In other words, the Russian retail market today is in a state of dynamic development, there is high competition between retail chains. By rationally using existing commodity supply systems, they offer the widest range of goods for every taste, increasingly gaining consumer loyalty.

The essence of network trading and the dynamics of the development of retail networks

As you know, a trading network is a set of trading enterprises located in a certain territory, which are under general management. It is not surprising that networks have gained such popularity among buyers, because they provide the opportunity to make purchases of goods and receive services as quickly and conveniently as possible. This is achieved by providing a wide range of goods presented in the distribution network, as well as the proximity of the location of retail outlets included in the distribution network to the place of work or residence of consumers. A retail trade network is created to purchase, transport, store and sell goods, as well as to conduct financial and informational activities, including those related to advertising.

Merchants that are part of the network can carry out sales in the traditional form - through the counters, as well as in the form of self-service, sales by samples, sales with an open display, by phone, using vending machines, through catalogs, via the Internet.

A retail chain may include stores of various formats. In the Russian Federation, as noted above, the following formats are developed:

1) Supermarkets - large self-service department stores offering up to 35,000 items. Supermarkets sell mainly food products (virtually a full range of food and beverages) and a limited range of non-food products (usually household paper products, soaps, laundry and dish washing powders, sanitation and hygiene items, paperback books, indoor flowers and plants, etc.).

2) Hypermarkets - retail stores that combine the principles of a self-service store and a store divided into sales departments. A hypermarket is different from a supermarket big size retail space (from 10,000 m 2) and a significantly expanded assortment (from 40,000 to 150,000 items). Hypermarkets sell non-food products along with food products: non-food products in hypermarkets make up 35-50% of the total assortment.

3) "Cash and Carry" - self-service stores that provide customers with the opportunity to purchase various goods wholesale and retail, for cash. "Cash & Carry" offer customers a wide range of household goods. Stores operate on several price lists, depending on the volume of the purchase. The main customers of stores of this format are wholesale and small wholesale buyers, so making a purchase involves the conclusion of contracts.

4) Discounters - shops with a narrow assortment and a minimum set of services for customers, with fairly low prices. Discounters - economy class stores; the management of such a store is aimed at reducing costs due to the minimalist design of the trading floor, simplified display of goods, reducing the number of employees and limiting the assortment, which should be sold in large enough lots due to low prices.

5) Convenience stores - small stores designed to meet the current needs of nearby customers. Often they are located directly in the house itself, on its first floor. The assortment of such a store should be as balanced as possible and consist of consumer goods, since purchases "near the house" are made daily and include the main goods of the consumer basket.

6) "Premium" and "Super-premium" class stores - stores with an expanded range of goods High Quality, which includes gourmet and exotic goods sold at high prices. Stores of this format are distinguished by elite commercial equipment, trading floor with special design solutions and sometimes contain their own cafes, bars and stands for sampling Bragin L.A. products. Retail: modern tendencies and development prospects. - M .: GOU VPO "REA im. G.V. Plekhanov", 2009. - S. 100.

For 2006, the situation with store formats in the Russian Federation was as follows:

Rice. 1. The share of stores of various formats in the retail network market in the Russian Federation in 2006

Figure 1 shows that the most popular formats in 2006 were two formats: "hypermarket" and "discounter", their market shares are 39% and 33%, respectively. Significantly inferior to them "supermarkets", occupying 20% of the network market. And the share of other formats in the market share of network players accounted for only 8%. Convenience stores had a small area, which was very inconvenient for customers, and besides, there was a limited assortment. "Cash & Carry" and "Premium and Super Premium Deli" had very low level development, because they are the "youngest" network trading formats in Russia http://inpit.ru/.

It should be said that as of today, the situation has not actually changed.

Rice. 2. Dynamics and structure of retail space growth of 90 largest retailers in Russia.

At the end of 2010, discounters and hypermarkets continue to occupy the largest share in the structure of retail space. With regard to the supermarket format, the market is undergoing a process of changing the concept, the main elements of which are an increase in the share of fresh products and a decrease in the share of non-food products. In addition, some retailers refuse to develop this format and close or reformat their supermarkets into discounters. Opportunities for the development of the convenience store format for federal networks are practically absent, and franchising projects are still limited Burmistrov M. Retail trends // Opinion, 2011, No. 1.

Accordingly, the toughest competition unfolded in the field of discounters, supermarkets and hypermarkets, and its main participants are the retail chains presented in Table 1 - the most famous Russian retailers today.

Tab. 1. Ranking of the largest retail chains in Russia by citation in the media in 2010-2011

These companies are today leaders in the field of various economic indicators http://torgrus.com/.

In particular, in terms of the total number of stores, two players are leading in the country: the Krasnodar company Magnit LLC, operating in the format of discounters (Magnit stores) and X5 Retail Group, which develops various retail formats (Pyaterochka, Perekrestok, Mercado-Supercenter stores). The same networks are leaders in the field of revenue.

Rice. 4. Revenue of the TOP-10 networks, billion dollars Burmistrov M. Retail trends // Opinion, 2011, No. 1 .

That is, based on the data, we can say that at the top of the list of the largest networks are such market players as X5 Retail Group, Magnit, Auchan Group, Seventh Continent, selling food products. At the same time, according to the Federal State Statistics Service of the Russian Federation, the growth rate retail sales for food products in 2009 was significantly lower than in previous periods: the turnover of food products increased by only 12.3%, while the turnover of non-food products - by 17.6%.

The point is that, in line with the general growth of the Russian consumer market, the structure of the consumer basket of Russians is growing and changing towards Western consumption standards: the share of food products is decreasing, while the share of consumer services and the share of non-food products is growing. Share of food in consumer basket of the average Russian decreased from 45% in 2002 to 35% in 2010. It is no coincidence that almost half of the 14 largest networks in the Russian Federation are retailers in the field of non-food products http://torgrus.com/.

In connection with the acquisition of popularity among buyers, retail chains began active geographical expansion. However, now the main focus of network trade is still Moscow and St. Petersburg.

The capital remains the most important region for the development of network trade. It is from here that the main expansion of national networks is carried out, foreign networks began to work here for the first time, and new formats and technologies are tested here. Today in the capital there are about 60 food and 50 non-food retail chains of various sizes, over 70 shopping centers, more than half of which meet all modern requirements http://inpit.ru/.

St. Petersburg does not lag behind its fellow metropolis: the share of network grocery stores Lobanovsky A. trade networks: who controls St. Petersburg // Business Petersburg, 2010, no. 7. in the structure of retail retail in it is more than 60%.

As for the regions, according to RosBusinessConsulting analysts, despite the small number of chains so far, the development of food retail in them is faster than it once developed in Moscow and St. Petersburg. Experts explain this for a number of reasons: better business models; cheaper and longer loans; experience in the development of federal companies. This leads to the fact that the increase in the turnover of network trade in the regions is higher than in the capital cities, and the main growth is provided by companies operating in one or several regions of Russia. However, the pace of expansion of the trade "web" is constrained by a number of socio-economic and ethnic factors that are specific to individual regions of Russia and which make the national market extremely heterogeneous in terms of the level of urbanization of the population.

Therefore, in some parts of the country, the market remains discrete, while in cities small stores are quickly giving way to large-format retail, and the buying habits of citizens are becoming more and more “Western”. The trade expansion of chains has just begun, and, taking into account the vast geography of Russia, we can safely say that they have room to grow and where to improve Magomedova A. Retail chains conquer the regional market // Food Promotion. Prod & Prod, 2010, No. 2.

Retail network structures perform the following logistical functions:

1. Provide economies of scale by allowing all retailers in the network to bear a lower level of unit costs.

Replicate successful retail technologies developed for individual retailers, thus leading to increased efficiency of the entire network as a whole.

3. Through the creation of distribution center systems, the length of the supply chain from the manufacturer to the final consumer is shortened and thus more efficient.

4. Have the ability to build more advanced logistics systems than individual retail outlets.

5. Constantly fighting to reduce the level of retail prices, and, accordingly, to reduce the level of purchase prices, retail chains initiate the process of reducing the overall level of logistics costs in the supply chain.

An example of the implementation of one of the most important retail logistics functions is given in the box.

SHOULDER GET SHORTER

The problem is that retailers today are trying to move distributors and wholesalers out of the chain from production to the shelf in the store. Today, many manufacturers work with retail through intermediaries who take care of the delivery of products. Dealing with intermediaries means manufacturers will have to deal with logistical problems differently.

Almost all network retailers say that the time of intermediaries is a thing of the past. “We are very actively working to reduce the “shoulder” of food delivery,” says Dmitry Voznesensky, commercial director of the Victoria group of companies (chains of stores and supermarkets Deshevo, Kvartal, Victoria). “Today, we have a fifty-fifty ratio of direct supplies from manufacturers and supplies through distributors, but we are constantly working on changing this proportion in favor of direct supplies, as this is one of the ways for us to reduce the cost of the product.” In the Kopeyka supermarket chain, 80% of the goods are already purchased directly from manufacturers and, according to Andrey Nikolaev, director of the marketing department of the chain,

Accordingly, the company seeks to bring this figure to 100%: “We do not want and will not pay an intermediary 5-10% of the cost of goods only for rewriting invoices and creating an extra burden on our buyer’s wallet.”

In this regard, there is a problem of logistics, delivery of goods to the store. Today's logistical relationships between producers and traders are far from ideal. The first complain about the poor work of the receivers in the stores, too long the period of passage of goods from the store warehouse to the shelf. The second believe that manufacturers in general are not ready to establish effective logistics, and for the same reason as production as a whole: they live too fat and do not know how to count money. Oleg Vysotsky from Pyaterochka says: “We are faced with the fact that 90% of our suppliers simply do not know the cost of their own logistics. The decision to develop logistics on its own or outsource it often depends on the propensity of the manufacturer to one or another type of activity, but not knowing the cost of logistics is a crime against your own business.”

Today, manufacturers spend a lot of money to create their own transport divisions and logistics centers. According to Nikolai Agurbash, Mortadel has its own vehicles and delivery service. Evgeny Sidorov from the Moskovsky agricultural complex said that the company was forced to create a large transport workshop, purchase imported vehicles with a climate control system necessary for fresh greenery, organize round-the-clock work of this unit, etc. And this, according to Mr. Sidorov , "high costs and big headaches".

According to Dmitry Voznesensky from Victoria, developing their own logistics is not the right decision for manufacturers: it distracts personnel and financial resources, it is difficult to achieve efficient use of transport without special knowledge, so the bet should still be made on outsourcing. Although retail operators admit that the logistics services market lags behind the development of retail, and quite a lot.

However, according to Mr. Voznesensky, the situation will change: “The number of logistics companies will increase - I know examples when distribution companies change their direction of activity, turning into logistics companies, which is very important in the light of the actions of retail operators to exclude distributors from the chain ". For many wholesalers, this will be practically the only chance to stay on the market.

Source: Expert magazine. 03/13/2006. No. 10 (504).

As we have already shown in the introduction, logistics in a broad sense is understood by us not only as a chain management methodology

supply chain, but also as a tool to improve business efficiency by improving the process of supply chain management and cost control.

Thus, the formation and development of network structures in retail trade is the implementation of a logistics methodology - retail trade networks optimize the supply chain, reduce the overall level of logistics costs throughout the chain.

In the West, and in particular in the US, large retail corporations have long swallowed up individual retail outlets, and even small retail chains of 20-30 stores by Western standards.

Recently, retail trade networking has been taking place in the Russian Federation. Although initially the growth rate of the chains' market share did not allow them to hope for a quick capture of the retail market, the events of recent years show that the growth in the share of chain structures is far from being linear. This is due to the fact that the construction of network structures in the Russian Federation takes place not in an evolutionary way, as in the West, but in a revolutionary way. Once retailers realize the need for retail chains (otherwise they will not survive), they will use all possible ways to integrate their enterprises in order to create retail chains. In Russia, new types of retail chains appear, and will appear not gradually, as happened in the West, but almost simultaneously.

Network retail trade in the Russian Federation has passed the following main stages:

1. The emergence of non-state retail trade after the start of the development of market relations in the USSR. At this stage of development, the first commercial stores appeared - "lumps". Since the main initial capital was formed during this period in the field of import-export operations, in the financial sector and in the field of wholesale trade, retail trade was a set of disparate outlets, each of which belonged to different owners. A number of experts consider 1992 a milestone, after which the real development of modern retail trade in the Russian Federation began.

2. Emergence of store conglomerates. After several years successful functioning of modern retail enterprises, groups of enterprises belonging to one owner began to appear on the market. On the one hand, these quasi-networks were formed by the accession by the owners of successful

Chapter 3, Retail chains

retail outlets of those stores that were not very successful (example: a group of stores operating under the Cosmos-Market brand in St. Petersburg in 1995-1997, or a group of Ajax retailers that existed in the same period of time ). On the other hand, some large business structures have made a decision (as we now understand, a very far-sighted one) to enter the retail market. An example is Alfa-Bank, which invested in the creation of the Perekrestok company (translation of the French word carrefour - copywriters of Russian advertising agencies at all times were not so much creative as inventive). These conglomerates of stores (we call them that because chains in modern interpretation they were not of this term) were of various formats - these groups of trade enterprises, numbering no more than 8-10 outlets, included stores ranging from 100 to 2000 square meters. m. Also, these retail entities were characterized by disorganized procurement and management (often each of the trading enterprises that were part of the conglomerate carried out these operations without coordinating their actions with the leadership of the "brothers" in the association), different standards of customer service, etc. 3. The emergence of the first chains of stores created using Western technologies. The initiators of this process were specialists who understood the basic principles of the functioning of networks - standardization, unified management and centralized distribution of goods. Ramenka, the operator of the Ramstor supermarket chain, the first Western retail company to deploy a full-scale chain in Russia1 in St. Petersburg at ul. Savushkin in 1991. Unfortunately, the company continued further expansion only in 2005, opening a second store in one of the shopping centers in St. Petersburg. How can you not remember the phrase from the commercial: "We are Finns, we are not in a hurry ...".

1 Few people know that the very first Western retailer in the market of post-Soviet Russia was the Finnish company Tradeka, which opened the SuperSiva store (one of the largest retail chains in Finland). - Note. ed.

Retail logistics: how to build an efficient network

4. The first leaders of network trade were the Moscow troika - Ramstore, Seventh Continent and Perekrestok. In St. Petersburg, the first chain was the large-scale Mega-mart chain, which was developed by the large wholesaler Uniland. (Currently, the company's focus has shifted towards the development of the Dixy discounter chain. The number of stores in the Megamart chain has not changed since 2000.) Naturally, initial stage development, each of these networks lacked some signs (the presence of a distribution center, a relatively clear "format" of retail outlets, etc.) of modern retail chains.

5. Creation of fully functional networks in the Russian market. This process went in two ways - “from top to bottom” (accumulation of significant financial resources by a group of investors and implementation of a large-scale investment program in the retail market, the most a prime example- Pyaterochka) and evolutionarily (by expanding the activities of retail operators who started their operations with a local presence in one of the regions and gradually increased their presence in the market, examples are Lenta, Seventh Continent, Perekrestok). Of course, only with the beginning of this process did the Russian retail trade enter into modern stage development.

In the XX century. A chain of stores is two or more trading establishments under common ownership and control, selling goods of a similar range, having a common purchasing and marketing service, and possibly a similar architectural design.

Both world and Russian experience confirms that merging stores into a single network is the most effective way to develop retail trade.

Benefits of network trade are as follows:

taking into account the territorial segments of the target market, it is possible to place goods with a change in space;
in accordance with consumer preferences, it is possible to change the range of goods and form an attractive assortment at competitive prices;
the size of the networks allows them to purchase large quantities of goods. while receiving maximum discounts and saving on transport costs;
centralization and high level management of all commercial activities by attracting qualified specialists to avoid many of the shortcomings that are typical for a single store;
it is possible to diversify the types of activities, taking into account the increase in efficiency;
reduce unit costs by saving on promotional costs by purchasing advertising that benefits their stores and attributing costs to a large number of goods;
the ability to combine the functions of wholesale and retail trade;
chains give their stores a certain freedom so that they can compete successfully, taking into account local consumer preferences.

In developed countries, trading networks have captured the entire market space. All other retail outlets (small shops, shops) occupy no more than 4% of the market.

In Europe, network trading controls 70-75% of retail turnover, and in Russia - at the level of 20-30%.

In general, there is a tendency for the development of retail trade according to the European scheme, i.e. on consolidation of retail trade networks.

Trading networks with more than 10 stores are called in the world trade practice trade chains.

According to experts, a trading network can be effective when it includes 20 stores. Today, the well-known Pyaterochka chains include 69 economy-class supermarkets, the Perekrestok chain of stores includes 46 retail outlets, Kopeyka - more than 20 stores, Knaker, Seventh Continent - more than 15, Ramstor - more than 12. Other networks are also actively developing: Dixy, Avoska, Azbuka Vkusa.

Network trade market in Russia for the period 2002-2009. increased by almost 2 times. The most developed chain trade is in Moscow, where the degree of penetration of chain trade is now 45%, in Russia as a whole - 20%. However, in comparison with other countries, the level of concentration of network trade in Russia is quite low.

Main conditions for creating retail chains are:

concentration of the network management apparatus in single center;
centralization by ;
reduction of commercial functions in stores and their transfer to the managers of the center;
introduction of quantitative and cost accounting in the trading network; equipping the stores included in the network with modern cash registers and machines;
use of bar coding methods;
implementation of an information system corresponding to the tasks of the chosen management model.

Network trade is characterized by modern store formats, determined by the assortment, the size of the trading area, forms and methods of service. New store formats, modern and huge malls are developing. Retailers are equipped with advanced business technologies and modern premises. All this cannot but affect competition, which begins to intensify and is conducted not only in the price range.

Retail trade sets, its types, classification

Retail trade requires an appropriate material base. The basis of the material and technical base of retail trade is the trading network.

In GOST R 51303-99 “Trade. Terms and definitions”, which entered into force on January 1, 2000, defines the concept of a trading network.

Retail trade network - is a collection of retailers and other trade units located in a certain area for the purpose of selling goods and serving customers, or under common management.

This is the main organizational and technical link through which goods are brought to the consumer and their needs for a variety of consumer goods are satisfied.

The retail trade network provides an opportunity to quickly, conveniently, with a minimum expenditure of effort and time, purchase the necessary goods and services in conditions of free choice in a convenient quantity, not far from the place of work and housing.

Retail network structure characterized by the following indicators:

the ratio of food and non-food trade enterprises;
the share of the fixed network in the total number of trade enterprises;
the share of specialized stores in the total number of trade enterprises;
used forms of sale and methods of service;
the ratio of retail space used for the sale of certain groups of goods;
the ratio of retail and non-trade areas of the store;
the duration of the use of the retail space during the day (working hours);
the ratio of the total area of a trading enterprise located in detached, built-in and attached buildings;
the share of stores provided with refrigeration equipment, including enterprises selling perishable goods;
the average size of the sales area of one store.

The study of retail trade using the main classification features provides information on its quality, relative size and importance, on the impact external factors, as well as on the organization of sales at a separate enterprise.

The retail trade network can be classified according to various criteria.

depending on the conditions under which the sale is carried out, it can be stationary or non-stationary.

Fixed network located in specially equipped buildings and structures intended for sale and purchase.

Rice. 14.1. Types of retail network depending on the terms of sale

The stationary retail network is represented by a retail network (shops) and a small retail network (pavilions, kiosks, stalls, vending machines).

Retail network represents a set of trade enterprises interacting on the basis of a single coordination determined by the external environment. This network includes specially equipped buildings (shops) that sell goods and services to customers for their personal, family and home use.

Small retail trade network includes pavilions, tents, stalls, kiosks. The small retail trade network has great flexibility, the ability to quickly deploy and get as close as possible to customers, its construction and operation does not require large expenditures.

The development of a small retail trade network does not require large investments, it allows using cheap materials for its construction. Many outlets are open 24/7.

The small retail trade network sells food and non-food products of a simple assortment and everyday demand. It complements the network of stores during the seasonal sale of vegetables, fruits, flowers, drinks, and is also used as an independent trade in tobacco, confectionery, books and magazines, newspapers, ice cream.

The disadvantages of a small-scale retail network are the narrowness of the assortment, the lack of convenience for customers when choosing goods, the difficulty in creating proper conditions for storing goods and monitoring compliance with trade rules.

Pavilion - this is a closed, equipped building of light construction, having a trading floor and a room for storing inventory, designed for one or more jobs.

Unlike stores, it offers a narrower range of goods and fewer conveniences in customer service.

Kiosk - this is a closed building equipped with commercial equipment, which does not have a trading floor and premises for storing goods, designed for one workplace, on the area of \u200b\u200bwhich the inventory is stored.

Tent - this is an easily erected prefabricated structure that does not have a trading floor and premises for storing goods, designed for one or more workplaces. Inventory, designed for one day of trading, is located on the area of one or several workplaces of the seller. The work of tents is most often seasonal (the sale of vegetables, fruits, stationery by the beginning of the school year).

Stall - a building equipped with commercial equipment that does not have a trading floor and a room for storing goods, designed for one workplace of the seller.

A variety of small retail chains are vending machines("vending" - automatic trading) - are used to sell goods through automatic devices. They can be used for the sale of piece, packaged goods, drinks.

They install vending machines in stores, in the territories adjacent to them, as well as in crowded places (at railway stations, in parks, in cafes, on the streets, etc.). Through them they sell not only small piece packaged products, but also drinks - coffee, freshly squeezed juices, hot sandwiches, cigarettes, confectionery. In recent years, the sale of services has become widespread - payment cellular communication, charging mobile phones, etc.

Trade through vending machines is especially actively developing in the USA, Japan and China. The number of vending machines per 1000 inhabitants in these countries ranges from 2 to 14 units and exceeds 5 million units. This is one of the most impersonal forms of selling goods. Such a widespread use of vending machines abroad is associated with the possibility of using modern forms payment for goods (credit cards), the development of specialized production of goods for sale through vending machines (special packaging, disposable tableware, etc.).

The advantage of trading through vending machines is a significant acceleration of the process of selling goods, reducing the cost of maintaining staff, and unlimited working hours.

Despite the undeniable advantages, trading through vending machines in the CIS countries is developing extremely slowly (including due to the withdrawal of metal coins from money circulation).

Small retail trade is governed by the Model Rules for the Operation of Retailers.

Non-stationary trading network - This is a mobile trading network. It is mainly used to serve small and remote settlements where there is no stationary trading network. This form of trade organization is characterized by great mobility and the ability to bring goods as close as possible to consumers. Performed most often individual entrepreneurs or by any organizations in easily dismantled tents, car shops, tank trucks.

According to the standard GOST R 51303-99 “Trade. Terms and definitions” non-stationary trade functions in the form of delivery and peddling mobile trade.

Delivery trade carried out with the help of car dealerships, trailers, wagon stores, ship stores, i.e. using specialized or specially equipped vehicles.

The most widespread are autoshops, which are used for commercial services in rural areas; in places of agricultural work (sowing, harvesting), harvesting, mass events(fairs, bazaars, sales exhibitions) and recreation of the population; on farms and distant pastures.

More and more wide application receives trade through car dealerships and in large cities. It is carried out by enterprises producing dairy, meat and some other food and non-food products. Such trade is organized in the most lively and adapted places.

Delivery trade is very common abroad - signs are made in the same style, delivery trucks and trailers are painted the same way, and each manufacturer strives to deliver its goods directly to the consumer.

Pegging trade is carried out by direct contact of the seller with the buyer at home, in institutions, organizations, enterprises, transport or on the street. It is used for servicing in places of recreation, on railway platforms, stadiums, in trains, airplanes: confectionery, ice cream, flowers, newspapers, books and some other goods are often sold this way.

Overseas, this form of sales has evolved into a developed industry of personal selling by independent agents.

So, in the USA, peddling (at home, at the workplace, through specially organized presentations at the home of one of potential buyers) is widely used for the sale of cosmetics, jewelry, household appliances, jewelry, dietary and delicatessen food, encyclopedias, educational literature.

In France, the largest share of home sales is for cars, books, textile and beauty products, and fine wines.

This form of organization of trade ensures the maximum approximation of the goods to the consumer and direct contact between the seller and the consumer, which makes it possible to effectively carry out personal sales.

By business size, their number in the network is distinguished:

large (more than 150 m 3);
medium (up to 150 m 3);
small (up to 50 m 3).

Forms of integration:

horizontal:
- corporate,
- voluntary;
vertical:
- retailers with manufacturer,
- retail and wholesale businesses,
- mixed integration.

Horizontal networks unite enterprises that are at the same economic level. This is an association of two or more trading enterprises that are homogeneous in terms of functional significance and product profile and are owned by water. The largest horizontal retail chains are Magnit (operated by OAO Tander), Pyaterochka, Karusel, Dixy, Seventh Continent, Perekrestok, and Kopeyka.

Horizontal networks are a form of equal cooperation of enterprises that implement individual functions and activities. They can be corporate (they have one owner, a single controlling body, centrally purchase goods and offer a similar assortment) and voluntary (a group of independent retailers who have organized a trade association). Voluntary associations are retail chains"Old Man Hottabych", "M. Video", "Sportmaster", "The Seventh Continent".

Horizontal networks can be single-format, i.e. consist of enterprises of the same type (for example, the Krasnodar chain "Magnit" operates in the format of a discounter) or multi-format, which includes several formats (for example, CJSC Trading House "Perekrestok" includes a supermarket, hypermarket, store "U doma").

Vertical retail chains are based on the principles of subordination and command. They unite functionally dependent manufacturers, intermediaries, sellers and consumers of a given product. Such networks are formed on the basis of the subordination of adjacent links in the distribution of goods to one of the participants in the channel, which has the greatest potential and dominates in it. Such networks are also called intersectoral. They can be formed by:

associations of retail enterprises with manufacturers (company trade);
associations of retail and wholesale enterprises (large distribution companies create their own outlets);
diversification (formation of financial-industrial groups and large intersectoral complexes - concern "Babaevsky").

Retail trade networks are formed on the basis of franchising, buyout and construction of new stores.

There are transnational (international) and national networks.

Transnational (international) networks develop by opening trade enterprises in different countries (for example, German chains Aldi, Metro, Obi, Dutch Spar, French chains Auchan, Carrefouer, American WalMart, Russian Ramstore, Swedish Ikea).

Nationwide networks can be:

federal - they develop stores in several cities of Russia (for example, the Krasnodar network Magnit, St. Petersburg's O'Key, Moscow's Seventh Continent, Perekrestok, Karusel, Line, Kaliningrad "Victoria", "Quarter" );
local - they work on the scale of one city (for example, "Lightning" in Chelyabinsk, "Bakhetl" in Kazan, "Coin" in Magnitogorsk, "Kupets" in Yekaterinburg, "In 2 Steps" in Rostov-on-Don).

In a network retail organization, various management models can be applied.

So, "investment" the management model is based on the creation of an investing and unifying financial center with independent economic entities. With this model, management tasks at the center are simplified, and network enterprises can be more proactive in their commercial activities. However, the disadvantage of such management is the lack of coherence in procurement activities and dependence on the quality of the work of commercial services.

This shortcoming is devoid "holding" a model in which the center determines the procurement policy, but the objects of trade are independent in operational management. This model allows for more flexible store management. But with such management, the costs are high due to the excessive growth of the administrative apparatus.

Most effective model chain retailer is "centralized" model. It is based on the fact that a single control center delegates to stores the functions that are minimally necessary to participate in operations related to the order, inventory and repricing of goods. The use of such a model makes it possible to reduce costs and use the management apparatus more efficiently when it is concentrated in a single center, but at the same time, reliable communication with the stores that are part of the network must be ensured.

The greatest savings in technical and labor resources are achieved when using the "tray" management model, based on the complete concentration of management in the center and the almost complete absence of management functions in stores. The information system is located in the central office, the entire management apparatus is concentrated here. With such a system, direct deliveries of goods to stores are practically excluded.

In practice, a “hybrid” model can also be used, in which some stores are managed centrally, while the other part can work on a “tray” or “holding” principle.

Network trade is characterized by modern store formats, determined by the assortment, the size of the trading area, forms and methods of service. New store formats are developing, modern shopping centers and huge malls. Retailers are equipped with advanced business technologies and modern premises. All this cannot but affect the competition, which begins to intensify and is conducted not only in the price range.

Types of retail network by type of assortment

The range of goods is an important feature of the classification of a retail chain. The number of commodity items presented to the buyer is determined by the format of the store. One of the directions for improving the retail trade network is its specialization, which facilitates work and increases productivity, and has a positive impact on the quality of customer service.

On the basis of product assortment, they distinguish: universal retail chains, specialized chains, networks with a mixed assortment of goods, networks with a combined assortment.

Universal retail chains sell a universal assortment (all groups) of food or non-food products. Examples of such chains are supermarkets (Perekrestok, Magnit, Tabris), hypermarkets (Pyaterochka), department stores (Kalinka Stockmann, Moscow, Stylish City), Detsky Mir department stores.

Specialized retail chains(including highly specialized ones) sell one group of goods or part of a product group. This allows us to provide customers with a deeper and richer assortment, to have closer ties with suppliers, and to reduce paperwork. Specialized companies have Better conditions to explore customer demand, more opportunities to offer customer service. Representatives of specialized retail chains are M.Video, Eldorado, Vysshaya Liga, Sportmaster, Bibabo, Positronika, Mir, Ekonika, Technosila.

Specialization is influenced by scientific and technological progress, the needs of people, and the growth of monetary incomes of the population. In this regard, highly specialized retail chains for the sale of perfumery goods (L "Etoile, Ile de Beaute", "Arbat Prestige"), fine wines ("Fragrant World", "Delicate World. Wine and Cigar Gallery"), fashion clothes, cell phones("Euroset").

Chains with a mixed assortment of goods sell certain types of food and non-food products. This group includes enterprises in which specialization is not observed and other goods are sold along with the main assortment (Auchan, O "Ksy").

Chains with a combined assortment they sell several groups of goods connected by a common demand or satisfying any needs of buyers (“Products for repair”, “City of craftsmen”, “Diet”).

Today in Russia there is a universalization of trade enterprises, the number of mixed stores is growing. For food trade, the development trend is universalization, for non-food trade - an increase in specialized and highly specialized stores.

Characteristics of the retail trade network by the level of retail prices

The price performs an extremely important function, which is to receive income (profit) from the sale of goods. The achieved commercial results depend on the prices. The price serves as a means of establishing certain relations between the enterprise and buyers, it affects the competitiveness of the enterprise.

The retail trade network according to the pricing policy unites the following enterprises:

below the living wage discounter, "stock stores", store-warehouse, food markets, mini-marques - you, "second-hand", commission stores;
corresponding to the subsistence level - markets, consumer goods; Cash and Carry stores;
exceeding the cost of living (elite):
- grocery stores - supermarkets, specialized stores, hypermarkets;
- non-food stores - boutiques, showrooms, discount stores, specialty stores or specialty stores.

The market demands individual approach to the needs of buyers. Intensified competition in the retail market leads to the fact that the price factor remains the most important for the majority (60%) of Russians. A large differentiation in the level of consumers' incomes forces trading enterprises to focus their activities on certain market segments.

There are no more than 30 large retail chains in Russia (having not three or four stores, but several dozen, or several stores in more than five regions of Russia).

The easiest way to classify retail chains is by consumer segment; they differ not only in prices, but also in the choice of goods, the design of retail space and service.

Luxury/Premium Networks - classic gastronomes focused on premium products and consumers with incomes of "above average and high" ("Fashion Grand Laskala").

For wealthy buyers. offering high quality goods, with a high culture of service at appropriate prices. Boutiques, showrooms, discount stores, supermarkets, hypermarkets, department stores, specialized and highly specialized chains are opening. These include the Globus Gourmet, Stockmann, Azbuka Vkusa, and Seventh Continent - Five Stars chain stores.

Economy class stores - the most common and popular. The main promotions in stores in this segment are discounts. Therefore, discount stores, Cash & Carry stores, mini-markets, warehouse stores, manufacturer's branded stores, food markets are intended for economical buyers of the food chain, second-hand stores, commission stores, or "stock stores ”, retail outlets of manufacturers, TV store, consumer goods.

The largest economy class chains include Pyaterochka, Kopeyka, Dixy, Kaliningrad's Victoria, Kvartal, Deshevo, Krasnodar's Magnit, Kazan's Edelweiss.

Discounters - These are networks with a universal assortment, working on the self-service method and selling everyday goods at low prices, which are provided by minimizing maintenance costs, low-quality equipment, and cheap store decoration. As a rule, they are located not in the center of the city, but in "sleeping" areas and are aimed at all residents of nearby neighborhoods.

Studies show that there is an increase in the proportion of consumers who, when choosing a store, prefer the quality of goods and a wide range. Therefore, in order to increase the number of potential consumers, retail chains are actively developing multi-format: retail chains are characterized by the development simultaneously in several formats - "convenience store", supermarket and hypermarket. Auchan is developing a network of Auchan hypermarkets and Atak discounters. The Dixy chain initially focused on discounters, but now it has decided to open stores in other formats - hypermarkets and convenience stores. Seventh Continent develops three formats at once - a convenience store, a supermarket (Five Stars, Universam) and a hypermarket (Nash Hypermarket). The Magnit chain of stores opened Tander supermarkets and began to develop the hypermarket format. Lenta opens a chain of convenience stores called Norma. X5 Holding, created through the merger of Pyaterochka and Perekrestok, is developing a network of Pyaterochka economy supermarkets, as well as Perekrestok supermarkets and hypermarkets.

Regional network trade - on the way to creating competitive advantages. Russian chain retail market trends

Send your good work in the knowledge base is simple. Use the form below

Similar Documents

Send your good work in the knowledge base is simple. Use the form below

Similar Documents

Introduction

The essence of network trading and the dynamics of the development of retail networks

Retail trade sets, its types, classification

Types of retail network by type of assortment

Report a typo

Text to be sent to our editors:

Your comment (optional):