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The Russian FMCG market continues to actively develop, despite the crisis period for retail. The largest players are actively expanding their networks, including due to the particularly difficult situation in the non-food retail market. In 2016, major retail chains invest in development, enter new markets and increase their shares through the acquisition of small regional networks.
As of early 2016, the seven largest food retailers control 22.5% of the Russian market and this figure continues to grow steadily. Another 26% is accounted for by smaller network players.
By the end of 2016, the largest grocery retailers will open a total of about 2,500 stores in Russia. At the same time, more than 2000 were announced by the market leaders - Magnit and X5 Retail Group, which ended the first half of the year with the best indicators on the market.
For the first time in recent years, the revenue gap between the two leaders reached the lowest level of 6%. Experts expect that by the end of 2016 X5 Retail, which is completing the campaign to renew its main chain Pyaterochka, for the first time since the end of 2013 may regain its leadership in the market.
In the wake of big changes and active growth in the FMCG market, Molla.Ru analyzed the data of the largest players in Russia for 2015. Today we publish our own rating of the top 10 leading companies in the market.
Magnet
Market share: 7,0%
Volume of sales: 950.6 billion rubles.
Shareholders: Sergey Galitsky - 38.67%, in free circulation - 54%.
First store in Krasnodar: 1998.
Number of stores: 12434.
Basic formats: Magnit (convenience store), Magnit Family (compact hypermarket), Magnit Cosmetic (drogerie).
Network geography: 2385 settlements. Most of stores opened in the South, North Caucasian, Central and Volga Federal Districts. The network is also present in the North-West, Ural and Siberian districts. About two thirds are in cities with a population of less than 500,000.
Number of employees: 260,000 people.
Krasnodar "Magnit" is the leading retail chain in Russia in terms of the number of stores, specializing in the development of convenience stores in small settlements. The main format accounts for 9,715 stores, which corresponds to about 78% of retail outlets. Since the end of 2013, it has also been the leader among all retailers in Russian market in terms of sales revenue. The permanent direct manager and main shareholder of the company is its founder, Sergei Galitsky.
X5 Retail Group
Market share: 6,2%
Volume of sales: 808.8 billion rubles.
Shareholders: Alfa Group - 47.86%, founders of Pyaterochka - 14.43%, in free circulation - 37.64%.
First "Crossroads" in Moscow: 1995. Merger with Pyaterochka and formation of X5 Retail: 2006.
Number of stores: 7936.
Basic formats: Pyaterochka (convenience stores), Perekrestok (supermarket), Karusel (hypermarket), Express.
Network geography: 53 constituent entities of the Russian Federation in five federal districts. 54% of the proceeds come from the Central District, 15% - from the North-West.
Number of employees: 147,000 people.
X5 Retail Group is one of two leading public companies in the market. The main format is the Pyaterochka chain of stores (over 6,300 stores), the renewal of which throughout the country has largely provided the company with the best sales dynamics on the market (+ 27.6%). The chain's comparable store sales increased 14%. At the end of 2015, the company managed to increase its retail space by 30% at once, to 3.3 million square meters, and its market share - from 5.2% to 6.2%.
Auchan Retail Russia
Market share: 2,5%.
Volume of sales: 410 billion rubles.
The first hypermarket in Moscow: 2002.
Number of stores: 272.
Basic formats: Auchan (classic hypermarket), Auchan-City, Nasha rainbow (compact hypermarket), Atak (supermarket).
Network geography:"Ashan" - 30 cities with a population of over 500,000 inhabitants. The Nasha Raduga and Attack networks are developing, including in small towns with a population of less than 150,000 inhabitants.
Number of employees: 147,000 people.
The Russian division of the Auchan Group, the company "Auchan Retail Russia", starting from November 16, 2015, unites three areas - hypermarkets "Auchan", supermarkets "Attack" and online trade. Today "Auchan Retail" is the largest foreign player in Russia in the food retail market, as well as the leader among major chains in such an important indicator as revenue from 1 sq. M. retail space... In 2016, the company is increasing the growth rate of the network in the Russian market - investments in development are expected to amount to 17 billion rubles.
Dixie
Market share: 2,1%
Volume of sales: 272 billion rubles.
Shareholders: GC "Mercury" - 54.4%, the former owners of "Victoria" - 13.1%, in free circulation - 35.3%.
First store in Moscow: 1999.
Number of stores: 2758.
Basic formats: Dixie convenience stores (81% of revenue), Victoria supermarkets (13%), Megamart and Minimart compact hypermarkets.
Network geography: 774 settlements in the Central, Northwestern, Ural and Volga Federal Districts.
Number of employees: 60,000 people.
The Dixy Group of Companies, which develops a chain of discounters of the same name in four districts of Russia, has moved into third place among public grocery retailers after purchasing the Moscow supermarket chain Victoria in 2011. Two years later, the company completed a large-scale rebranding of the main Dixy chain, and in 2015 opened a record 513 stores. The net sales area of the stores managed by Dixy Group is approaching 1 million sq. M.
ribbon
Market share: 1,9%
Volume of sales: 253 billion rubles.
Shareholders: TPG Capital - 35.55%, EBRD - 15.32%, free float - 48%.
First store Petersburg: 1999.
Number of stores: 189.
Basic formats: hypermarkets and supermarkets "Lenta".
Network geography: hypermarkets - 72 cities of Russia, leading positions in the St. Petersburg market (21 stores). Supermarkets - Moscow (33) and Petersburg (9).
Number of employees: 38,000 people.
Lenta is the largest operator in the hypermarket segment in Russia and the fifth largest grocery chain in the market in terms of sales. Initially, it developed exclusively in a large format, since 2014 it has also been operating in a supermarket format in Moscow and St. Petersburg. It has been present on the Moscow market since 2013. It occupies a leading position in St. Petersburg. Lenta actively promotes its loyalty program and relies on regular customers who make 90% of all purchases. The number of program participants exceeds 8 million.
Metro Cash & Carry
Market share: 1,6%
Volume of sales: 230 billion rubles.
First store in Moscow: year 2001.
Number of stores: 88.
Basic formats: small wholesale hypermarkets Metro Cash & Carry, compact hypermarkets Metro Point,franchise project "Beans".
Network geography: 84 cities of Russia with a population of 500 thousand inhabitants. The largest representative office in Moscow and Moscow region - 17 hypermarkets. In small towns, the Metro Punkt chain of stores is also developing in a format of about 2000 sq. M.
Number of employees: 20,000 people.
Metro Cash & Carry is a chain of small wholesale hypermarkets, part of the German Metro Group, the third largest retailer in Europe and the fourth largest in the world. On the Russian market - the second in terms of sales foreign company after Auchan Group. The specificity of the presented Cash & Carry format is that the network is focused mainly on professionals - HoReCa representatives, small and medium format retailers, commercial and government organizations... Access to hypermarkets is carried out only with Metro C&C client cards, which are issued on legal entities.
OK
Market share: 1,2%
Volume of sales: 162 billion rubles.
Shareholders: Luxembourg O "Key Group - 100%, beneficiaries - Dmitry Korzhev (32%), Dmitry Troitsky (32%), Boris Volchek (25%), Hillar Teder (11%).
First store Petersburg: 2002.
Number of stores: 157.
Basic formats: compact hypermarkets (average area - 5000 sq.m) and supermarkets (1300 sq.m) "O" Key ", discounters" Yes! ".
Network geography: the largest cities of the country in the North-West, South, Central, Ural and Siberian regions.
"O" Kay "is the second largest retail chain of hypermarkets in St. Petersburg and one of the leading players in a large format in Russia. Originally developed in St. Petersburg, since 2005 launched regional expansion, since 2009 - presented in Moscow, since 2015 is engaged in online trade.In 2015, a new retail project "Yes!" was also launched, which is represented by 49 discounters in Moscow and cities Central Russia... The strongest positions in St. Petersburg and Leningrad region.
Intertorg
Market share: 0,6%
Volume of sales: 74 billion rubles.
Shareholders: Intergroup - 100%, the main beneficiary is Mushvig Abdullaev.
First store Petersburg: 2004.
Number of stores: 451.
Basic formats: supermarkets "Narodnaya 7Ya SemyYa", supermarkets "Ideya" and Spar (franchised).
Network geography: St. Petersburg and the Leningrad region, Moscow, Veliky Novgorod, Murmansk, Arkhangelsk and Vologda regions, the Republic of Karelia.
Number of employees: 16,000 people.
Intertorg, which operates a multi-brand chain of grocery stores in various formats, remains one of the fastest growing on the market. The main asset of the company is a chain of supermarkets “near the house” under the brand “Narodnaya 7Ya Semya”, since 2011 the company has been developing a chain of Spar supermarkets, and in 2012 it has been managing “Norma” supermarkets. The 7Ya Semya chain occupies a strong position in the market of St. Petersburg and the Leningrad Region, where more than 250 stores are open.
the globe
Market share: 0,5%
Volume of sales: 71 billion rubles.
First store in the suburbs: 2006.
Number of stores: 11.
Basic formats: full-format Globus hypermarkets.
Network geography: Moscow and Moscow region, cities of the Central Federal District of Russia.
Number of employees: 8400 people.
The Russian hypermarket chain Globus is part of an international network that also covers Germany and the Czech Republic. Globus is the youngest and fastest growing retailer in the top 10 on the Russian market. Having opened the first store in the Moscow region in 2006, 9 years later the company entered the ranks of the leaders for the first time, operating only 11 shopping facilities... Globus operates only in the format of a classic hypermarket and presents 45,000 items of goods with an average attendance of each store of 12-20 thousand people a day.
Coin
Market share: 0,5%
Volume of sales: 70 billion rubles.
Shareholders: RM Group - 99.9%.
First store in Yekaterinburg: 2001.
Number of stores: 821.
Basic formats: Monetka discounters (788 stores), supermarkets, Monetka-Super hypermarkets, Wright hypermarkets and supermarkets.
Network geography: Sverdlovsk, Chelyabinsk, Tyumen, Kurgan, Tomsk regions, Perm Territory, Republic of Bashkortostan, Siberian Federal District, Khanty-Mansi and Yamalo-Nenets Autonomous Okrugs.
The Monetka retail chain is the only retailer in the top 10 not represented in the Central and Northwestern Federal Districts. Founded in 2001, the company today operates a network of more than 800 retail outlets, the main driving force of the retail network is the Monetka chain of discounters within walking distance. Yekaterinburg, where 70 stores are open, and the Sverdlovsk Region remain the key markets for the chain's 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 assortment, having a common procurement and sales service, and possibly a similar architectural design.
Both world and Russian experience confirm that the store consolidation in single network- the most effective way of development retail.
Networking advantages 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 assortment 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 transportation costs;
- centralization and a high level of management of all commercial activities by attracting qualified specialists make it possible to avoid many of the shortcomings characteristic of an individual store;
- diversification of activities is possible taking into account efficiency gains;
- reducing unit costs by saving on sales promotion costs by purchasing advertising that is beneficial to their stores and attributing the costs to a large number of goods;
- the ability to integrate the functions of wholesale and retail;
- Chains give their stores some freedom to compete successfully based on local consumer preferences.
In developed countries, trade 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 commerce controls 70-75% 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 enlargement of retail trade networks.
Trade networks with more than 10 stores, in the world trade practice are called trading chains.
According to experts, a retail chain can be effective when it includes 20 stores. Today, the well-known Pyaterochka chains include 69 supermarkets. economy class", The chain of stores" Perekrestok "includes 46 retail outlets," Kopeyka "- more than 20 stores," Knaker "," Seventh Continent "- more than 15," Ramstore "- more than 12. Other chains are actively developing: Dixy, Avoska, ABC of taste.
The network trading market in Russia for the period 2002-2009 increased almost 2 times. The most developed network trade is in Moscow, where the degree of network trade penetration 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.
The main conditions for creating retail chains are:
- concentration of the network management apparatus in a single center;
- centralization of software;
- reduction of commercial functions in stores and their transfer to center managers;
- introduction of quantitative and cost accounting in the trading network; equipping stores included in the chain with modern cash registers and machines;
- use of bar coding methods;
- implementation of an information system corresponding to the tasks of the selected management model.
Chain trade is characterized by modern store formats, determined by the assortment, the size of the retail space, the 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 the competition, which is beginning to intensify and is being conducted not only in the price range.
Retail trade networks, its types, classification
To carry out retail trade, an appropriate material base is required. The basis of the material and technical base of the retail trade is the trade network.
GOST R 51303-99 “Trade. Terms and definitions ", which came into force on January 1, 2000, the definition of the concept of a trading network is given.
Retail trade network - it is a collection of retailers and other trading units located in a specific 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 various consumer goods are satisfied.
The retail trade network provides an opportunity to quickly, conveniently, with a minimum expenditure of effort and time, to 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 are characterized by the following indicators:
- the ratio of food and non-food trade enterprises;
- the share of the stationary network in the total number of trade enterprises;
- the share of specialized stores in the total number of trade enterprises;
- forms of sale and methods of service used;
- the ratio of retail space used for sale individual groups goods;
- the ratio of the retail and non-retail 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 annex buildings;
- the proportion of stores provided with refrigeration equipment, including enterprises selling perishable goods;
- the average size of the selling space of one store.
The study of retail trade using the main classification signs allows you to obtain information about its quality, relative magnitude and the importance of the impact external factors, as well as the organization of the sale at a separate enterprise.
A retail chain can be classified according to various criteria.
Depending on on the conditions in which the sale is carried out, it can be stationary and non-stationary.
Stationary 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 retail (shops) and small-scale retail chains (pavilions, kiosks, stalls, vending machines).
Retail network is a set of trade enterprises interacting on the basis of a single coordination, determined external environment... This network includes specially equipped buildings (shops) that buy and sell goods and provide services to customers for their personal, family and home use.
Small retail chain includes pavilions, tents, stalls, kiosks. A small-scale retail chain has great flexibility, the ability to quickly deploy and get as close to customers as possible; its construction and operation does not require large costs.
The development of a small-scale retail network does not require large investments; it allows the use of cheap materials for its construction. Many points are open around the clock.
The small-scale retail network sells food and non-food products of a simple assortment and daily demand. She complements the chain of stores during the period seasonal trade vegetables, fruits, flowers, drinks, and is also used as an independent trade in tobacco, confectionery, books and magazines, newspapers, ice cream.
The disadvantages of small-scale retail chains are the narrowness of the assortment, the lack of convenience for buyers 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, which has a sales area and a storage room for stock, designed for one or more workplaces.
Unlike stores, it offers a narrower range of products and less convenience in serving customers.
Kiosk - it is closed, equipped trade equipment structure without trading floor and premises for storing goods, designed for one workplace, in the area of which the inventory is stored.
Tent - it is an easily erected collapsible structure that does not have a trading floor and premises for storing goods, designed for one or several workplaces. Commodity stock, calculated 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 (selling vegetables, fruits, stationery by the beginning of the school year).
Stall - a building equipped with commercial equipment, without a trading floor and premises for storing goods, designed for one seller's workplace.
A variety of small retail chains are vending machines("Vending" - automatic trade) - are used to sell goods through automatic devices. They can be used for the sale of piece, packaged goods, drinks.
Vending machines are installed in shops, in the adjacent territories, as well as in crowded places (at train stations, in parks, in cafes, on the streets, etc.). 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, charger mobile phones and etc.
Trade through vending machines is especially active in the USA, Japan and China. Number 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 widespread use of trade through vending machines abroad is associated with the possibility of using modern forms of payment for goods (credit cards), the development of specialized production of goods for sale through vending machines (special packaging, disposable dishes, etc.).
The advantage of trading through vending machines is a significant acceleration of the process of selling goods, reducing the cost of maintaining service personnel, and unlimited working time.
Despite the indisputable advantages, trade through machines in the CIS countries is developing extremely slowly (including due to the withdrawal of metal coins from the circulation of money).
Small-scale retail trade is governed by the Model Retail Business Rules.
Non-stationary trading network - it is a mobile trading network. It is used primarily for servicing small and remote settlements where there is no stationary trade network. This form of trade organization is characterized by great mobility and the ability to bring goods as close as possible to consumers. Most often performed individual entrepreneurs or by any organizations in easily disassembled tents, caravans, tank trucks.
According to the standard GOST R 51303-99 “Trade. Terms and Definitions" nonstationary trade operates in the form of a delivery and distribution mobile trade.
Delivery trade carried out with the help of car dealerships, trailers, wagon shops, ship shops, i.e. using specialized or specially equipped vehicles.
The most widespread are car dealerships, which are used for trade services in countryside; in places of agricultural work (sowing, harvesting), procurement, mass events (fairs, bazaars, sales exhibitions) and recreation of the population; on farms and pastures.
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 busiest and most suitable places.
Abroad, distribution trade is very common - signs are made in the same style, delivery trucks and commercial trailers are painted in the same way, and each manufacturer seeks to deliver his goods directly to the consumer.
Miscellaneous trade is carried out through direct contact between the seller and the buyer at home, in institutions, organizations, enterprises, transport or on the street. It is used for service in recreation areas, on railway platforms, stadiums, on trains, airplanes: confectionery, ice cream, flowers, newspapers, books and some other goods are often sold this way.
Abroad given form trade has evolved into a developed industry of personal sales, carried out by independent agents.
So, in the USA, retail trade (at home, at the workplace, through specially organized presentations at home from one of the potential buyers) is widely used for the sale of cosmetics, jewelry, household appliances, jewelry, dietary and gourmet food, encyclopedias, educational literature ...
In France, the largest share of home sales is accounted for by cars, books, textiles and beauty products, and vintage wines.
This form of trade organization ensures the maximum approximation of the goods to the consumer and direct contact between the seller and the consumer, which allows effective personal sale.
By the size of the commercial enterprise, 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).
By 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 a union of two or more similar in terms of functional value and product profile of trade enterprises that are water-owned. The largest horizontal retail chains are Magnit (operator of OJSC Tander), Pyaterochka, Karusel, Dixie, Seventh Continent, Perekrestok, Kopeyka.
Horizontal networks are a form of peer-to-peer cooperation of enterprises that implement individual functions and work. They can be corporate (they have one owner, a single regulatory body, they buy goods centrally and offer a similar assortment) and voluntary (a group of independent retailers who organized a trade association). Voluntary associations include the Starik Hottabych, M.Video, Sportmastsr, and Seventh Continent retail chains.
Horizontal networks can be single-format, i.e. consist of enterprises of the same type (for example, the Krasnodar chain "Magnit" operates in a discounter format) or multi-format, which includes several formats (for example, CJSC Trade House "Perekrestok" includes a supermarket, a hypermarket, a store "U Doma").
Vertical retail chains are built on the principles of subordination, management. They bring together functionally dependent manufacturers, resellers, sellers and consumers of a given product. Such networks are formed on the basis of the subordination of adjacent links of commodity circulation to one of the channel participants who has the greatest potential and dominates in it. Such networks are also called cross-industry. They can be formed by:
- amalgamations retailers with manufacturers (brand trade);
- associations of retail and wholesale enterprises(large distribution companies create their own outlets);
- diversification (the formation of financial and industrial groups and large intersectoral complexes - the Babaevsky concern).
Retail trade networks are formed on the basis of franchising, buyout and construction of new stores.
Distinguish between transnational (international) and national networks.
Transnational (international) networks develop by opening trading enterprises in different countries (for example, German chains Aldi, Metro, Obi, Dutch Spar, French chains Auchan, Carrefouer, American WalMart, Russian Ramstore, Swedish Ikea).
National networks can be:
- federal - they develop stores in several cities of Russia (for example, Krasnodar chain Magnit, St. Petersburg O Kay, Moscow Seventh Continent, Perekrestok, Karusel, Liniya, Kaliningrad Victoria, Kvartal );
- local - they work on the scale of one city (for example, "Lightning" in Chelyabinsk, "Bakhetle" in Kazan, "Monetka" in Magnitogorsk, "Merchant" in Yekaterinburg, "Two steps away" in Rostov-on-Don).
In a networked retail organization, different management models can be applied.
So, "Investment" the management model is based on the creation of an investment and uniting financial center with independent economic entities. With this model, management tasks in the center are simplified, and enterprises in the network can be more proactive in commercial activities... However, the disadvantage of such management is the lack of consistency in procurement activities and dependence on the quality of the work of commercial services.
This disadvantage is deprived "Holding" a model in which the center determines the procurement policy, but trade objects 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 management apparatus.
The most effective model of a networked retail organization 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 ordering, inventory and revaluation of goods. The use of such a model allows one to reduce costs and more efficiently use the management apparatus 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 provided when using a "tray" management model based on the complete concentration of management in the center and almost complete absence of management functions in stores. Information system is located in the central office, where the entire management apparatus is concentrated. With such a system, direct deliveries of goods to stores are practically excluded.
In practice, a "hybrid" model can also be used, in which part of the stores is managed centrally, and the other part can operate on a "tray" or "holding" principle.
Chain trade is characterized by modern store formats, determined by the assortment, the size of the retail space, the forms and methods of service. New store formats, modern shopping centers and huge malls are developing. Retailers are equipped with advanced business technologies and modern premises. All this cannot but affect the competition, which is beginning to intensify and is being conducted not only in the price range.
Types of retail chains by type of assortment
The range of goods is an important indicator of the classification of a retail chain. The number of items presented to the customer is determined by the format of the store. One of the directions for improving the retail trade network is its specialization, which contributes to the ease of labor and the growth of productivity, has a positive impact on the quality of customer service.
By product-assortment, they are distinguished: universal retail chains, specialized chains, chains with a mixed assortment of goods, chains with a combined assortment.
One-stop 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 commodity group. This allows us to provide customers with a deeper and richer assortment, to have closer ties with suppliers, and to reduce paperwork. Specialized enterprises have Better conditions for studying customer demand, more possibilities to offer to buyers service... Representatives of specialized retail chains are M.Video, Eldorado, Vysshaya Liga, Sportmaster, Bibabo, Positronika, Mir, Econika, Technosila.
The 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 products (L "Etual," Il de Bote "," Arbat Prestige "), fine wines (" Aromatny Mir "," Delicate World. Gallery of clothes, cell phones(Euroset).
Mixed product chains implement certain types food and non-food products. This group includes enterprises in which specialization is not observed and, along with the main assortment, other goods are sold ("Auchan", "O" Ksy ").
Combined assortment chains sell several groups of goods connected by a common demand or satisfying any needs of buyers ("Goods 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 network by the level of retail prices
Price fulfills exclusively important function, which consists in receiving income (profit) from the sale of goods. The achieved commercial results depend on prices. Price serves as a means of establishing a certain relationship between the enterprise and customers, it affects the competitiveness of the enterprise.
According to the pricing policy, the retail trade network unites enterprises:
- below the subsistence level - discounter, "stock stores", warehouse store, food markets, mini-brands - you, "second-hand", second-hand stores;
- corresponding to the subsistence level - markets, consumer goods; Cash and Carry stores;
- superior living wage(elite):
- grocery stores - supermarkets, specialty stores, hypermarkets;
- non-food stores - boutiques, salon stores, discount stores, specialty stores or highly specialized stores.
The market requires an individual approach to customer needs. Tougher competition in the retail market leads to the fact that the price factor remains the most important for the majority (60%) of Russians. Large differentiation in consumer income levels is forcing trade enterprises focus its activities on individual market segments.
There are no more than 30 large retail chains in Russia (with not three or four stores, but several dozen, or several stores in more than five regions of Russia).
It is easiest to classify retail chains by segment of consumers, they differ not only in prices, but also in the choice of goods, design of the retail space and service.
Luxury / Premium chains - classic grocery stores targeting premium and upper-middle-to-high income consumers (Fashion Grand Laskala).
For wealthy buyers... offering goods High Quality, 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 network of stores "Globus Gourmet", "Stockmann", "Azbuka Vkusa" and "Seventh Continent - Five Stars".
Economy class shops - the most common and demanded. Discounts are the main promotions in stores in this segment. Therefore, discounter stores, Cash and Carry stores, mini-markets, warehouse stores, manufacturer's brand stores, food markets, in the non-food chain - Second-hand stores, commission stores, or "stock stores », Retail outlets of manufacturers, a TV store, consumer goods.
To the most large networks economy class includes "Pyaterochka", "Kopeyka", "Dixie", Kaliningrad "Victoria", "Kvartal", "Deshevo", Krasnodar chain "Magnit", Kazan "Edelweiss".
Discounters - These are self-service chains with a universal assortment that sell FMCG products according to low prices, which are ensured by minimizing maintenance costs, low quality equipment, cheap decoration of shops. As a rule, they are located not in the city center, but in "sleeping" areas and are aimed at all residents of nearby neighborhoods.
Studies show that there is an increase in the share of consumers who, when choosing a store, give preference to product quality and a wide range of products. Therefore, in order to increase the number of potential consumers, retail chains are actively developing multi-format: the chains are characterized by the development of several formats simultaneously - “convenience store”, supermarket and hypermarket. The Auchan company is developing a network of Auchan hypermarkets and Atak discounters. The Dixy chain initially focused on discounters, now it has decided to open stores in other formats - hypermarkets and “convenience stores”. Seventh Continent is developing three formats at once - a convenience store, a supermarket (Five Stars, Universam) and a hypermarket (Our 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. The X5 holding, created through the merger of Pyaterochka and Perekrestok, is developing the chain of cost-efficient Pyaterochka supermarkets, as well as Perekrestok supermarkets and hypermarkets.
The strategic basis of the assortment of retail stores "Chicken House" is over 350 items of products from high-quality natural meat (chilled meat of all types of poultry, meat delicacies, offal, semi-finished products, sausages, smoked meats, canned food and much more).
The company works with leading domestic producers of meat, poultry, all types of meat delicacies and semi-finished products, forming the range of its stores exclusively from the freshest, selected products.
The key values of the Kuriny Dom brand are:
High quality of selected meat;
Freshness, provided by direct regular supplies of leading domestic producers of meat, poultry, delicacies and semi-finished products;
Environmental friendliness of a natural and healthy food product;
Consumer care;
Reliability, confidence in the quality of the supplied products;
A well-deserved reputation as a leading retailer in the poultry and meat delicacies segment, marked by numerous diplomas and awards at all-Russian and interregional exhibitions. Continuous development, network growth and expansion of the assortment have become the key to the stability of the Kuriny Dom brand. The network of specialized meat boutiques covers the widest audience of modern consumers, for whom meat and poultry are an integral part of their diet.
In order to make your home, office, summer cottage or car safe, you don't have to be a specialist! And to make this statement true, NPO Fire Safety "Pulse" created in 2003 the first specialized trade network in Russia with a friendly and understandable name "Shop 01". The shops of the "Store 01" trade network operate in a unified standard of customer service, the relationship with which they value. Trading system"Shop 01" is not just shops where they buy fire extinguishers - it is, first of all, a qualified complex product, which includes:
10 specialized stores in Moscow and the Moscow region (including our own warehouse store and a fire extinguisher recharge station)
More than 3500 product names:
- fire hoses and fittings
- means and systems of automatic fire protection
- posters, literature, safety signs, light indicators and other equipment
Service and product quality guarantee: Shop 01 specialists constantly study products and suppliers, products own production selecting the best for our clients.
Free Consulting on Ensuring fire safety object - both by phone and on-site to the customer.
After-sales service: maintenance and recharging of any fire extinguishers.
Consultations of leading specialists of NPO Pulse.
Possibility of professional development and training of your company's employees in Learning Center NPO Pulse.
Delivery and installation of your chosen products.
"Shop 01" is a unique complex of goods and services that combines everything you need to ensure fire safety!
We are interested in purposeful, responsible, proactive employees who are able and ready to work in a team, focused on professional and career growth. If you want to become a part of an energetic, young, friendly team, we invite you to familiarize yourself with the available vacancies of the TS "Shop 01".
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