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業(yè)內(nèi)分析人士指出，自2008年席卷全球的經(jīng)濟危機爆發(fā)以來，外資零售巨頭們在經(jīng)濟增速放緩、人口紅利減退、消費能力下降、要素成本提高的現(xiàn)實面前，利潤空間不斷受到擠壓。
關(guān)店、裁員，大賣場模式生存難
商務部研究院國際市場研究部副主任、研究員白明在接受國際商報記者采訪時指出，沃爾瑪、家樂福等跨國零售巨頭進駐中國市場較早，伴隨國民生活水平的提高，其營銷模式、產(chǎn)品都具有競爭力，迎來了長時期的高利潤增長期。“但任何的繁榮期都不是永續(xù)的，而是階段性的。隨著中國本土品牌市場不斷發(fā)展，競爭力不斷增強，這些跨國公司優(yōu)勢減弱。”白明指出。
誠然，跨國零售巨頭頻現(xiàn)“關(guān)店潮”存在一定的客觀因素。近年來，大賣場模式正經(jīng)歷寒冬。以中國市場為例，2013年連鎖百強企業(yè)的門店增長率只有7.6%，創(chuàng)15年來最低。今年預計徘徊在5%左右。
電商，自我救贖的最后稻草？
這種背景下，眾多零售企業(yè)選擇了布局電商作為“自救”良方。沃爾瑪旗下的1號店2013年銷售額已過百億元，國美、蘇寧易購也都在電商布局上下足功夫和本錢，家樂福選擇轉(zhuǎn)戰(zhàn)便利店市場。
專家預計，超級市場“小型化”未來或成趨勢。電子商務的便利和快捷，使得消費者沒有必要在周末去超市做一次性采購，這使有著社區(qū)化、靈活度高、可提供個性化服務等特點的便利店成為未來具備增長潛力的重要業(yè)態(tài)。
無論是戰(zhàn)略調(diào)整還是布局電商，商務部研究院美大部研究所副主任周密建議在華外企，“采取本地化運營，全球化標準。關(guān)注市場特點和需要，調(diào)整營銷戰(zhàn)略，提升產(chǎn)品質(zhì)量，改善售后服務，避免水土不服。同時，還要注重人力資源的使用和管理，盡可能地讓當?shù)厣鐣?jīng)濟從該企業(yè)的發(fā)展中獲益”。（中國進出口網(wǎng)）
Industry analysts pointed out that since economic crisis swept the globe in 2008, foreign retail giants have been in face with the economic slowdown, the demographic dividend decline, spending power decline and factor costs increase, thus their profit margins continue to be squeezed.
Shop close, layoffs, hypermarkets difficult to survive
Bai Ming, deputy Director of the International Market Research Institute of Department of Commerce, said to International Business Daily in an interview, Wal-Mart, Carrefour and other transnational retail giants entered the Chinese market earlier, with the improvement of national living standards, their marketing model and products were with competitiveness, thus they leaded to high profit growth in a long term." But prosperity of any period is not sustainable but temporary. With the continuous development of China's domestic brand market, these giants’ advantage diminished."
Indeed, there are certain objective factors that multinational retail giants frequently closed shop. In recent years, supermarkets are in the chilly winter. In Chinese market, for example, in 2013 the growth rate of the chain stores was only 7.6 percent, which was the lowest in 15 years. The date of this year is expected to hover around 5 percent.
E-commerce, the last straw of self-redemption?
Against this background, many retail companies have chosen to enter e-commerce business as a method of self-redemption. Wal-Mart's store on the yihaodian in 2013 achieved over ten billion yuan in annual sales, Gome, Suning Tesco also entered e-commerce business, while Carrefour chose to enter the market of convenience stores.
Experts predict that supermarkets "downsizing" may be a trend in the future. The convenience of e-commerce makes it not necessary for consumers to go to the supermarket to do a one-time purchase, which makes the convenience store (with community-based, high flexibility and personalized service) become the important formats with potential growth in the future.
Whether the strategic adjustment or the layout of e-commerce business, deputy director of the US Department of Commerce Institute suggested most foreign companies to take localization operation and globalization standards, to focus on market characteristics and needs, to adjust marketing strategies, to improve product quality, to improve after-sale service and to avoid acclimatized. also, they should pay attention to the use and management of human resources and make the local social and economic benefit from the development of the enterprise as much as possible. "
關(guān)店、裁員，大賣場模式生存難
商務部研究院國際市場研究部副主任、研究員白明在接受國際商報記者采訪時指出，沃爾瑪、家樂福等跨國零售巨頭進駐中國市場較早，伴隨國民生活水平的提高，其營銷模式、產(chǎn)品都具有競爭力，迎來了長時期的高利潤增長期。“但任何的繁榮期都不是永續(xù)的，而是階段性的。隨著中國本土品牌市場不斷發(fā)展，競爭力不斷增強，這些跨國公司優(yōu)勢減弱。”白明指出。
誠然，跨國零售巨頭頻現(xiàn)“關(guān)店潮”存在一定的客觀因素。近年來，大賣場模式正經(jīng)歷寒冬。以中國市場為例，2013年連鎖百強企業(yè)的門店增長率只有7.6%，創(chuàng)15年來最低。今年預計徘徊在5%左右。
電商，自我救贖的最后稻草？
這種背景下，眾多零售企業(yè)選擇了布局電商作為“自救”良方。沃爾瑪旗下的1號店2013年銷售額已過百億元，國美、蘇寧易購也都在電商布局上下足功夫和本錢，家樂福選擇轉(zhuǎn)戰(zhàn)便利店市場。
專家預計，超級市場“小型化”未來或成趨勢。電子商務的便利和快捷，使得消費者沒有必要在周末去超市做一次性采購，這使有著社區(qū)化、靈活度高、可提供個性化服務等特點的便利店成為未來具備增長潛力的重要業(yè)態(tài)。
無論是戰(zhàn)略調(diào)整還是布局電商，商務部研究院美大部研究所副主任周密建議在華外企，“采取本地化運營，全球化標準。關(guān)注市場特點和需要，調(diào)整營銷戰(zhàn)略，提升產(chǎn)品質(zhì)量，改善售后服務，避免水土不服。同時，還要注重人力資源的使用和管理，盡可能地讓當?shù)厣鐣?jīng)濟從該企業(yè)的發(fā)展中獲益”。（中國進出口網(wǎng)）
Industry analysts pointed out that since economic crisis swept the globe in 2008, foreign retail giants have been in face with the economic slowdown, the demographic dividend decline, spending power decline and factor costs increase, thus their profit margins continue to be squeezed.
Shop close, layoffs, hypermarkets difficult to survive
Bai Ming, deputy Director of the International Market Research Institute of Department of Commerce, said to International Business Daily in an interview, Wal-Mart, Carrefour and other transnational retail giants entered the Chinese market earlier, with the improvement of national living standards, their marketing model and products were with competitiveness, thus they leaded to high profit growth in a long term." But prosperity of any period is not sustainable but temporary. With the continuous development of China's domestic brand market, these giants’ advantage diminished."
Indeed, there are certain objective factors that multinational retail giants frequently closed shop. In recent years, supermarkets are in the chilly winter. In Chinese market, for example, in 2013 the growth rate of the chain stores was only 7.6 percent, which was the lowest in 15 years. The date of this year is expected to hover around 5 percent.
E-commerce, the last straw of self-redemption?
Against this background, many retail companies have chosen to enter e-commerce business as a method of self-redemption. Wal-Mart's store on the yihaodian in 2013 achieved over ten billion yuan in annual sales, Gome, Suning Tesco also entered e-commerce business, while Carrefour chose to enter the market of convenience stores.
Experts predict that supermarkets "downsizing" may be a trend in the future. The convenience of e-commerce makes it not necessary for consumers to go to the supermarket to do a one-time purchase, which makes the convenience store (with community-based, high flexibility and personalized service) become the important formats with potential growth in the future.
Whether the strategic adjustment or the layout of e-commerce business, deputy director of the US Department of Commerce Institute suggested most foreign companies to take localization operation and globalization standards, to focus on market characteristics and needs, to adjust marketing strategies, to improve product quality, to improve after-sale service and to avoid acclimatized. also, they should pay attention to the use and management of human resources and make the local social and economic benefit from the development of the enterprise as much as possible. "
