The rise of warehousing malls
After three major changes and innovations global business operations in the 20th century, it has successively launched the operation method of department stores, supermarket operation methods, and chain retail operation methods. Western countries can be called a developed modern business system, which is gradually formed in the process of these three commercial revolution. With the ups and downs of the Western economy in the past 20 years, the production and consumption methods have also been adjusted and changed accordingly, and new business forms have emerged endlessly. Storage chain sales are one of the chain retail industry, and its emergence and rapid development trend is particularly noticeable.
Warehousing shopping malls, also known as warehouse stores, warehouse -style shopping malls, super shopping malls, etc., are a retail form that integrates commodity sales and goods stored in a space. This kind of shopping mall is large, low in investment, and low prices. Most of them use idle warehouses and factory buildings. There are very few luxury decorations on the court, and everything is characterized by simplicity and nature. The product adopts the opening of the shelf, which is selected by the customer’s own shopping. There are many varieties of goods, and there are few staff on the venue. The control not only facilitates people’s shopping, but also greatly improves the sales management level of the mall.
Storage malls originated in the Netherlands in 1968. The most representative of the SHV Group’s “Makro”. The “Wankelong” warehouse -type wholesale and retail optional shopping malls are mostly due to the urban -rural combination of urban and rural areas. The operating area can reach 20,000 square meters, and large parking lots are attached. The shopping mall only makes simple decoration, opens on sale, mainly operating practical products. Its business has now expanded to Europe and Southeast Asia, with an average annual export sales of 40 to 500 million US dollars.
Business analysis of warehousing malls
Storage malls are a type of batch store with wholesale, also known as warehouse -style malls. A mass -sale shops often mentioned in Japan and Hong Kong and Taiwan, that is, batch -selling stores, refer to warehousing shopping malls. Warehousing shopping malls are the main sales formats that are mainly operating living materials, integrated storage and sales, low -cost sales, and providing limited services (some of which adopt a member system to provide services only for members). The storage -type business model does not need to be stored, but directly put the goods on the shelves. In this way, it eliminates the storage of goods and the second transportation of the goods, saving a lot of costs. In the sales of goods, customers are encouraged to buy in batches, and the price discounts are implemented on batch purchases, which has expanded product sales and accelerated capital turnover. As a result, it has attracted much attention from society. There are thousands of “hypermarkets” sales, and there are thousands of types of business. The same product is not only complete in various brands, but also large and medium -sized packaging. It pushes the car to freely choose the goods, which is convenient for consumers to shop and is welcomed by the public. Especially the large packaging products they sell, the entire large -pack sales, and some special products that are obviously lower than the market price, which are favored by the “dual -job households” families and most of the students in schools. This part of consumption Due to time, the group cannot go shopping frequently, and even if you buy such a “large piece”, customers can also enjoy discounts. Therefore, the “large” type of purchase has become more and more popular. A new advantage of warehousing shopping malls.
Unlike the retail format such as supermarkets, warehousing shopping malls have simple and practical characteristics and low prices. Most of the warehousing shopping malls are located at the junction of public transport convenience. Due to the cheap rental of the suburbs, and the renewal of the stores, the market and storage venues are one place. , Build the most practical large -scale shopping mall with the least investment, and fully implement unmanned goods, low cost costs, and large sales, which can get great discounts from manufacturers. At the same time Entry, reduced the circulation link, saved the cost of circulation, and created the price competition advantage. Storage malls have many unparalleled advantages of large department stores, which attracted a large number of customers. The manufacturer is because of the middle link of sales, and the price can naturally make benefits to consumers. The manufacturers also have to make money, and both buyers and sellers are happy.
Although these shopping malls are simple, they are equipped with air conditioners, equipped with shopping carts, computer billing, free packaging, and three packages. Large -piece goods can also be delivered to the door. The service grade is not inferior to large shopping malls. On weekdays, the shopkeeper is invited to get in the car at any time and take a free shuttle bus to solve the problem of inconvenient traffic. The shuttle bus has been sent to the door of the residents who has returned to the community. As a result, warehousing shopping malls have maintained a group of loyal customers. We know that for goods with low demand for food, family daily necessities, because consumers’ consumption is limited, small profits and low prices are means to attract customers, and more importantly, attract and cultivate more loyal customers. Without a relatively stable consumer group, the mall cannot survive. Because the target customer of the storage mall is positioned in the low and medium -income consumer groups, starting from the actual situation of our country, as long as the business policy of “low price, low price, low price and low profit” can attract consumers and maintain market competitive advantages.
Marketing characteristics of warehousing shopping malls
The operation method of warehousing shopping malls is to avoid the focus of competition with large department stores, and instead engaged in a characteristic operation of small profits and sales. Compared with large shopping malls and comprehensive department stores, warehousing malls have their own advantages and business characteristics, mainly in the following aspects:
Sub -profit marketing strategy. This is the main feature of warehousing malls. The sales price of foreign warehousing malls is generally lower than the market price of more than 20 %, and the gross profit margin is about 8 %. Low -priced sales undoubtedly given strong competitiveness of warehousing shopping malls, which has attracted many customers and won more profits with a large turnover. During the operation, the mall deliberately created conditions to minimize operating costs and various expenses, and achieve a low -profit strategy through low costs to achieve low prices. With its cheap characteristics, warehousing malls attract customers and form their own business characteristics. General warehousing malls reduce costs and prices through the following channels. First, the mall is built on the suburban suburbs with cheap land prices or far from the urban area. Due to the low land price, the operating cost is reduced. Buy, omit the intermediate link, and reduce the purchase cost; fourth, the product opening display, self -service sales, many varieties, fewer personnel, and the whole box of the goods is stacked, and the quantitative packaging is convenient for customers to buy in batches, thereby saving a lot of labor costs; Fifth, the warehouse is combined, that is, the warehouse is combined with the mall to save warehousing costs. Sixth is that it generally does not do commercial advertisements, but attracts consumers with its marketing characteristics and service quality. In short, warehousing shopping mall allows consumers to truly experience real, preferential and convenient, and meet the needs of consumers’ realistic shopping consumption living standards. Storage malls are running like this. Although the price of the goods is low and the profit is thin, the consumer group is large, the operating is fast, the number of shopping times is frequent, and the interest can still have considerable benefits.
Establish a stable marketing relationship with consumers. In the 1990s, in the face of the increasingly fierce market competition and the diversification of consumer demand characteristics, companies generally feel that it is more difficult to provide consumers with satisfactory products and services. Challenges believe that enterprises and consumers may and it is necessary to establish a cooperative relationship. This cooperation is multi -faceted, and the member system is one of them. Most foreign warehousing shopping malls operate the membership system, that is, issue a member card to a specific consumer. Generally, pay a small amount or not pay for the meeting. Members can enjoy information, goods, and prices. This organization can stabilize basic customers and backbone customers. At the same time, the member card system is also a price promotion system. my country is different from Western consumers because consumers’ purchase psychology and habits are different from Western consumers. In the effective way of the relationship, some shopping malls are also actively seeking the purchase and sale system that can be generally accepted by Chinese consumers.
Implement scientific and standardized chain management. Warehousing shopping malls have multiple functions of department stores, supermarkets and chain stores, integrating wholesale and retail. Computer control management is conducive to the realization of scale operations. As a large -scale modern business, the basic lead of warehousing shopping malls is large -scale and chain. The scale can be purchased by large quantities to enjoy the price discounts, quantity discounts, and preferential conditions given by the manufacturer, which can penetrate at low prices, thereby greatly saving mobile funds and increasing the turnover of funds. Chain is through the “eight unifications” in business activities to decompose complex commodity circulation activities into relatively simple links, and to achieve professionalization of procurement, delivery, sales, and operation to improve operating efficiency and reduce operating costs. Realize scale benefits. After many warehouse -type shopping malls use chain operations, their scale has expanded rapidly, and sales and profits have also risen, which shows that the operation methods of warehousing malls contain the objective mechanism of chainization. Today, some of the strong warehousing malls, most of which are operated by the implementation of chain operations, open a number of branches in a city or other regions of the same country, and have improved the economy and efficiency of the scale by chain. To increase the popularity of the enterprise.
Select popular best -selling daily products. Compared with large department store stores, there are not many types of warehousing shopping malls, but it has formed its own product characteristics. The first is to screen the best -selling Volkswagen to operate from the best -selling popularity from the commodity category. In the process of business, it is continuously adjusted according to the changes in the needs of the mass consumer to ensure that the products they sell have a large market share and continuously accelerate the products. The speed of circulation. The second is the good quality of goods. By buying directly from the manufacturer, strictly control the quality of the goods, prevent counterfeit and shoddy goods from mixed with it, and ensure that the authentic and good quality products are sold to customers. Third, new products appearing in the market, warehousing malls must lead in other shopping malls to operate and sell to meet consumers’ pursuit of new products.
Features of warehousing malls
(1) Generally selected in the urban -rural binding department and transportation road;
(2) The target customers are mainly consumers with small and medium retailers, restaurants, group purchases and transportation;
(3) The store’s business area is large, generally about 10,000 square meters;
(4) It is mainly food (some fresh products), family supplies, sports products, clothing fabrics, stationery, home appliances, automotive supplies, indoor supplies, etc.
(5) Take a warehouse display;
(6) Carry out optional sales;
(7) There is a large -scale parking lot