Lex專欄被寵壞的中國超市顧客教程文件

1、Good is good, but better carries it.精益求精，善益求善。Lex專欄被寵壞的中國超市顧客-Lex_Chinesesupermarkets:spoiledInamodernsupermarkettheproblemisoftenanexcessofchoice,notashortage.InChina,theconsumerisspoiltforchoiceamongretailersthemselves.Thepromiseofa$640bngrocerymarket,whichEuromonitorthinkswillgrowbyaquarteroverth

2、enextfiveyears,hasvendorsliningup.在現代化超市里，問題往往在于選擇太多而不是商品短缺。在中國，對零售商本身的選擇就已把消費者寵壞了。6400億美元食品市場的誘人前景令銷售商排起了長隊。而按照歐睿(Euromonitor)的預測，今后五年期間該市場規(guī)模還將增長四分之一。Thefuturemaybebright.Thepresentisanastyfightinwhichlocalandforeignretailersaresuffering.Thisweek,ChinaResourcesEnterpriseannouncedthatitwillsellitsno

3、n-beerbusinessesbacktoitsstate-ownedparent,ChinaResourcesHoldings.Retailandtheassociatedpropertymakeuptwo-thirdsofrevenuesoutsideofbeer.Thislookslikeanadmissionofdefeat.Justlastyear,CREconsolidatedTescosChinesesupermarketbusiness,formingajointventureinwhichtheUKfoodretailerstillownsone-fifth(astakei

4、trecentlypartlywrotedown).Thecombinedentityisthemarketleader,withshareofjust3percent,accordingtoEuromonitor.Still,theventuresperformancewasweakenoughtodragdownCREssubsequentresults.前景或許是光明的。然而眼下本土和外國零售商正處于痛苦的激烈競爭之中。就在本周，華潤創(chuàng)業(yè)(ChinaResourcesEnterprise)宣布將把其非啤酒業(yè)務賣給其國有母公司華潤控股(ChinaResourcesHoldings)。在啤酒

5、業(yè)務以外，零售業(yè)務及與之相關的物業(yè)占了華潤創(chuàng)業(yè)營收的三分之二。該公司此舉似乎是在零售業(yè)認輸。就在去年，華潤創(chuàng)業(yè)還曾整合樂購(Tesco)的中國超市業(yè)務，組建了一家合資企業(yè)。合并后這家英國食品零售商仍然持有該合資企業(yè)五分之一的股份（最近樂購對其所持股份進行了部分減記）。根據歐睿的數據，合并后的實體雖然是市場領軍企業(yè)，卻也只有3%的市場份額。話雖如此，該合資企業(yè)的疲弱業(yè)績仍拖累了華潤創(chuàng)業(yè)后來的業(yè)績。Carrefour,inChinafortwodecades,hasalsostruggled.Thecountryscontributiontothecompanystoplinehasdoubled

6、from3to6percentoverthepasteightyears.Still,lastyeartheFrenchfoodretailerhaditsfirstyear-on-yeardrop(2percent)inChineserevenuessinceatleast2008.Organicsalesfell6percent.Inthefirstquarterthisyear,thetrendworsened,like-for-likesalesdropping13percentinanenvironmentthecompanydescribedas“frugal”.進入中國市場已有2

7、0年的家樂福(Carrefour)也處境艱難。在過去8年里，中國對家樂?？偁I收的貢獻比例已經從3%增長一倍至6%。然而，去年這家法國食品零售商遭遇了至少自2008年以來的首次在華營收同比下滑（跌幅為2%）。其中有機銷售額下滑了6%。今年第一季度，這一趨勢進一步惡化，同店銷售額下滑13%。家樂福稱，當前中國處于一種“節(jié)儉”的大環(huán)境。Thesituationisunlikelytoimprove.Tescomayhavebowedout,buttheremainingplayersareexpanding.Euromonitorforecaststhatoverthenextfiveyearssupermarketswillincreasetheirnumberofoutletsbyathird.Meanwhile,internetoperatorssuchasAlibabaandJD.comarefacilitatingthedeliveryoffreshproductsfromNewZealandmilktoAmericancherries.Theretailenvironmentisspoiling.局面不太可能出現改善