RT Mart strategy 大润发零售战略.docVIP

大润发打败沃尔玛家乐福的十个秘诀 10 Tips for RT-Mart to beat Wal-Mart and Carrefour 2011-8-10 13:18:36 分享至: 关键字：大润发?黄明端?欧尚?高鑫零售?门店运营?大卖场 大润发中国区主席黄明端生来不喜欢制造声势。去年一个冰冷的冬日早晨，这位不爱张扬的超级买家悄然走进东北某个地级市的一处物业，几乎没有人注意到他。这是典型的黄氏风格。黄明端原本对该地兴趣不大，两三年前，当地地产商曾经向大润发推荐过一些地产项目，均被下属直接否决，但直觉告诉他，这可能是个错误的决定。为了了解该项目，他本人两度私访当地市场，而没有惊动任何人—甚至连地产商都不知情。 RT-Mart China, Wong Mingduan does not like to create a momentum born. Last year, a cold winter morning, this low-profile buyer quietly walk into a prefecture-level city property in Northeast, almost no one noticed him. This is typical of Huangs style. Huang Mingduan had little interest in this property, two or three years ago, local real estates ever recommended to the RT-Mart some real estate projects which are all direct rejected by his Subordinate, but intuition told him that this may be the wrong decision. In order to understand this project, he private visited local markets twice, but not disturb anyone - even the real estates are not aware of this. 结果是，黄很快拍板决定在此开设一间大润发大卖场。原因很简单：二三线城市的新兴消费者的消费能力正在追赶一线城市，任何抢先进入的零售商都更有机会成为本地顾客的购物天堂。从2004年开始，大润发利用其台资身份在二三线城市开了很多门店，位置都很绝版，这是其他外资门店无法做到的。 As a result, Mr. Huang made the final decision to open a RT-Mart hypermarket here. The reason is very simple: the new consumers’ consumer power in the second and third tier cities is catching up first-tier cities, any of the retailers who first entry has the opportunity to become a local customers shopping paradise. Start from year 2004, RT-Mart use its Taiwanese identity opened a lot of stores in the second and third tier cities, all location are very good, this is the thing that other foreign stores can not do. 事实证明，黄明端赌对了。7月27日，注入大润发和欧尚两个品牌在大陆所有门店资产的高鑫零售有限公司（06808.HK）在香港上市，一个中国最大的零售帝国庞然显形—以门店数计，两个品牌旗下共拥有197家门店，超过已有186家店的家乐福和沃尔玛；去年销售规模高达561.68亿元，占据大陆市场12%的市场份额，高于沃尔玛的11.2%、华润创业的9.8%以及家乐福的8.1%；它亦是国内单店赢利最强的大卖场，2010年单店销售额为3.23亿元。在过去三年，其营业额年复合增长率达21.8%。“家乐福以管理授权、区域灵活性制胜；沃尔玛起步很高，以程序政策导向为王，大润发则兼而有之。”吉盛伟邦集团总裁兼家具村总经理、前家乐福华东区总经理杨孝全对《环球企业家》说。 It is proved that Mr. Huang Mingduan got it