Can anyone tell me the characteristics and advantages of the subway model?

Metro warehouse supermarket is a retail format that combines supermarkets and warehouses. The independent warehouse and distribution center of traditional retail enterprises are omitted, which realizes the rapid replenishment in operation and ensures the low-cost and efficient operation of supermarkets. There are obvious differences between warehouse supermarkets and ordinary supermarkets in overall planning and design. (1) Location of business premises Metro Supermarket is usually located near expressway or the main road in the urban-rural fringe of big cities. This not only avoids the traffic congestion in downtown and urban areas, but also reduces the investment risk because the land price is relatively cheap. At the same time, the site selection also conforms to the development trend of urban-rural integration and occupies the location advantage in advance. Its business circle usually has a radiation radius of 50 kilometers. (II) Architectural Design of Supermarket Metro Warehouse Supermarket looks like a modern big warehouse from the outside, and its business area is generally 15000 ~ 20000 square meters. There is a parking lot almost equal to the business area outside, and the internal structure is relatively simple, usually using large industrial shelves with a height of 4.5 meters. The lower part of the shelf is used to display goods, just like ordinary supermarkets; The upper part is used to store the corresponding goods, which acts as a warehouse, thus integrating sales and warehousing. The shelf spacing is large, which is convenient for forklift trucks to access goods and complete rapid replenishment. (III) Product Positioning Products are rich in content and complete in variety, usually more than 20,000 kinds, which can meet the "one-stop shopping" needs of customers. For example, in Metro, food accounts for 40% and non-food accounts for 60%. Food commodities are mainly seasonal fruits and vegetables, fresh meat, fresh fish, dairy products, frozen products, canned food, beverages and desserts, and the varieties are relatively stable. Non-food products are regularly adjusted according to seasons and customer needs, covering a wide range, not only daily necessities, office supplies, but also small mechanical tools. The vast majority of goods displayed in warehouse supermarkets are sold in bundles or whole boxes. Except for household appliances and mechanical products, there are few single items.

In this section, edit the marketing strategy of Metro Storage Supermarket.

Warehouse supermarket is actually engaged in wholesale business in the form of retail. Supermarkets are both service centers and distribution and wholesale centers. This differentiated market positioning makes Metro a super warehouse for professional customers. (1) The target customers are limited. There is no difference in the target consumer groups of most ordinary supermarkets, that is, the service targets are all ordinary consumers, and consumers have a high rate of repeated purchases in the short term, but each purchase is not large, and most of them are temporary and random consumption behaviors. However, the target consumer groups of warehouse supermarkets are relatively clear. Metro implements a membership system for "limited" customers, that is, only for operators and group consumers in the industrial and commercial fields, and members must be enterprises and institutions with legal personality. (2) Direct mail advertising promotion Metro Supermarket generally does not advertise through mass media, but uses direct mail advertising for promotion. They send a "subway mail" to all members every two weeks. Post is a detailed full-color catalogue, which introduces the latest prices, new products and information of recently promoted products in half a month. Postal service can not only help members to know commodity information in time, but also help enterprises to effectively reduce procurement costs and improve the transparency and fairness of customer procurement. (III) Marketing of Characteristic Commodities Faced with the increasing competitive pressure of the retail industry, Metro does not simply attract customers with low prices, but starts with commodities and attracts customers with exclusive commodities, characteristic commodities and self-owned brand commodities. In every Metro store, there are some unique imported goods, such as cheese, cheese, butter, coffee, curry powder and some cross-regional specialty goods. For example, Qingdao Metro is the first supermarket in the city to sell southern flavor foods such as mud snails, preserved ducks and glutinous rice lotus root. In addition to daily necessities, Metro's own brand products also involve hardware tools. (IV) Enterprise Package Service Metro Company used the "Customer Festival" to show that enterprises attach importance to small industrial and commercial households and reiterated the service concept of taking customers as partners and developing together with customers, thus winning the goodwill and trust of customers. In April, 2000, at the "Customer Festival" held in Shanghai Metro, 10 set of professional "package" was launched for industrial and commercial households-helping them choose the most suitable products and let them "match the most complete products with the least money"; Among them, there is a list of commodity suggestions for the small decoration team to match the required power tools and hand tools; There are various sets of tableware prepared for small catering industry; There is a suggested catalogue of welfare packages for enterprises and institutions, and so on. (V) Sales Mode The retail formats of Metro Group are: cash &; Carry is C & ampC) Metro C& Maikro Company. c； Galeria, a large department store; Supermarket discount chain stores. , Extra and specialty store media /Saturn Praktiker. Before entering China, Metro Group had conducted market research on China market for six years, and finally chose the pay-as-you-go system only on the basis of market analysis and forecast. Pay-as-you-go system means that customers can choose goods freely in the supermarket, and they can only use cash when checking out, not credit cards or credit cards. Supermarkets do not provide customers with payment terms, and customers will ship the goods back after shopping. This model meets the needs of fast and efficient sales and greatly reduces the operating costs of supermarkets.

In this section, edit the sales management of Metro Storage Supermarket.

The successful implementation of subway C & ampC marketing system in China should be attributed to its perfect internal management system and high management informationization. After more than 30 years of business development, Metro has created a set of commodity information management system and member information management system of C & ampC system, and successfully realized the informationization of internal management. (1) Customer Management Initially, the service personnel of Metro entered the customer registration card information filled in by members into the microcomputer to create the initial information of customers. The member information management system automatically records every purchase of customers, and accurately analyzes the dynamic development trend of customer demand according to the purchase frequency and consumption structure of various customers, so that Metro can quickly respond to changes in customer demand, adjust product structure and business strategy in time, and meet customer demand to the greatest extent. Metro classifies customers into "ABC" according to their size and purchase volume, and its specially established "Customer Advisory Group" analyzes the consumption structure of customers and provides specialized consulting services for customers (especially small and medium-sized enterprises). At the same time, communicate with major customers and give them purchasing advice to help customers reduce purchasing costs. By providing all-round services, Metro not only has a large number of stable customers, but also keeps abreast of market demand trends, thus improving the initiative and flexibility of commodity management. (II) Commodity Management Metro's commodity procurement management implements the central procurement system, that is, the chain headquarters purchases uniformly, and chain stores around the country have no independent purchasing decision-making power. After unified procurement by the headquarters, the distribution plan is determined according to the sales situation of each chain store for unified distribution. Unifying large-scale procurement not only strengthens the control of procurement by the headquarters, but also reduces the procurement cost. Metro grasps all the information of commodity purchase, sale and storage through the commodity information system, and every link from commodity selection, placing an order, placing an order again, receiving goods to sales and cashier is completed by computer. According to the historical data, the information system automatically predicts the sales volume, makes the purchase plan, generates the order, and controls the inventory in the most reasonable range. (III) Supplier Management As a multinational chain retail group, Metro has high requirements for the stability of product quality and supply capacity provided by suppliers. Therefore, when establishing a purchase and sale relationship with suppliers, they generally do not sign a written purchase and sale contract, but obtain stable and high-quality goods through a set of systematic operation procedures in accordance with established and complete trade practices to ensure reliable supply. Metro has a "Metro Supplier Manual" specially made for suppliers, which includes every link in the process of voucher, data filling, ordering, supply, price change, bill management and payment, as well as the trading rules and operating procedures that both parties should follow. Upon confirmation by both parties, Metro has formed a long-term cooperative relationship with suppliers and will no longer sign a single purchase contract. Through this standardized procurement operation, Metro incorporated suppliers into its own management system and merged suppliers' transportation system into its own commodity distribution system, which greatly reduced the investment of enterprises and realized low-cost operation. In order to maintain the partnership with suppliers, Metro will help suppliers choose the most economical delivery route during the procurement process, help suppliers accept orders through the Internet, reduce the cost of order processing, and provide market demand information to suppliers in time. (IV) Sales Plan Management In order to realize the integration of purchasing and marketing, Metro's sales plan is implemented by the purchasing department. This is different from ordinary retail enterprises. Metro's sales plan is mainly based on promotional activities, so it is also called program sales plan. The plan should be formulated quite in advance so as to have enough time to make overall arrangements. The key to the success of the plan is the consistency between the sales plan and the purchase plan and the organic combination of the purchase and sale plan and the supplier's commodity promotion plan. (V) Financial Management Metro uses the R/3 system provided by German SAP, the largest enterprise management software supplier in the world, and adopts centralized and unified financial management. In China, the daily sales data of chain stores around the world are transmitted to the Shanghai headquarters through the network, and the Shanghai headquarters conducts unified accounting. The payment for goods is also controlled by the Shanghai headquarters, and the financial personnel of chain stores around the country are only responsible for daily cashier summary and daily expense reimbursement within the scope of the use of the reserve fund approved by the Shanghai headquarters. This management mode makes the financial management of enterprises highly transparent, and keeps the financial cost at a low level.