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1、ProposalforYonghuiSupermarketFinaldocumentMay5th,2013Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quotedorreproducedwithoutpriorwrittenapprovalfromAurora&companyYonghui Supermarket Execu&ve Summary ForeseenindustrydynamicsRationale
2、sanddatasupports▪AChinesegroceryretailmarketisabigand▪The“otherretailchannel”accountsfor76%ofretailmarket,therecomplicatedone.Localgrocerystoremarketarearehugeamountsofsmalllocalgrocerystoresthebigandseparatewhilesupermarketindustry▪Thesuperandhypermarketin
3、dustryisconcentratedduetolargearehighlyconcentratedmarketshareoftop5players(forsupermarkets,thenationalstatisticisnotthathighbuttop5players’sharewithincityislarge)▪BAsofregions,2,3tiercitiesareveryattractive▪Largechainstoresareentering2,3tiercitymarketsandc
4、onqueringduetotheircurrentcondition.Asofchannels,localgrocerystores,thereareopportunitiesforchainstorestoentermodernretailchannelsandspecialiststores▪Datasupportreflectsthetrendofconsumers’transferringfromarepreferred.Asofproducts,therearetraditionalretailc
5、hanneltomodernchannelsuchassupermarkets.opportunitiesforsupermarketstocreatenew▪Supermarketprivatebrandgoodsarewelcomedfortheirbetterpriceshoppingstylestomeetconsumerdemandandbrandimage(themarketitselfhasgoodreputation)▪CDuetoYonghui’skeyadvantageofFreshFoo
6、d▪Dataindicatesthatpeoplebuymorefoodfrommodernchannels,centraldirectprocurementandself-operating,weandresearchhasshownthatpeopletendtoshopatthesamestorethinkYonghui’sexpandingstrategyistaking▪Duetoconsumer’sincreasingdemandonfoodquality(freshness,advantageo
7、ftheFreshFoodmode,establishinghealth),theFreshFoodmodewouldenhancecustomervisits,anda“FreshFood2.0Mode”thuspromoteothersalessectionsaswell▪Centraldirectprocurementandself-operatingfreshfoodmodearestrongbarrier,FreshFoodmodeishardtocopy▪D“Freshfood2.0”modein
8、cludesinnovationsof▪Introducingprivatelabeledfoodproductspositionedonhigh-quality,privatelabeledproducts,centralizedmarketsafety-ensuredproducts,tomeetincreasingdemandofhealthfoodexpansionandappropriat
