Chain supermarket project planning book

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First, the supermarket format is developing rapidly and the market opportunities are huge.

1, supermarkets in China are developing rapidly.

Supermarket is a retail format that implements self-service, centralized one-time payment, and professionally transforms business processes with the mechanism of industrial division of labor.

The retail industry in China is undergoing great changes. Modern retail formats represented by supermarkets have sprung up. According to the data, the development speed of supermarkets in China is the fastest in the world. By the end of February, there were more than 1 150 state-owned supermarket chains with 2 1000 stores. Even during the economic downturn after the Asian financial turmoil, the growth rate of supermarkets still reached 68%. In a short period of six years, various supermarket models that have been developed abroad for decades have appeared in China market.

The rapid development of supermarkets is not only the impetus of China's economic development, but also due to its own advantages? Create consumer benefits. Compared with traditional commercial forms, supermarkets have the advantages of convenience, cheapness, comfort and time saving. Because of these advantages, supermarkets have even replaced traditional businesses, leading to the decline of department stores and small grocery stores.

2. Supermarket is an ideal investment opportunity.

What needs to be seen is that compared with foreign countries, China's current supermarket form is still in the primary stage, far from mature.

Reflected in: a, individual and private grocery stores still exist in large numbers. The common characteristics of these grocery stores are: less kinds of goods, poor shopping environment, backward management methods, high procurement costs and retail prices, decentralized management, and so on. This has long been replaced by modern large supermarkets in developed countries abroad.

B, most of the domestic large supermarket chains also have some problems, such as the lack of modern theoretical guidance in supermarket management, backward commodity management and financial management, inflated stores, out of proportion to sales, inaccurate store selection, inconsistent service, display and distribution of goods, etc.

These problems enlighten us that the supermarket field is a field with great potential but not effectively occupied, and Winbond's involvement in the supermarket field is a huge market opportunity.

How to seize this opportunity? The general idea is to choose the supermarket form according to the market consumption and market competition in this area; Cultivate and train managers with modern supermarket management theory, and formulate a scientific and systematic management system that is in line with foreign countries; Equipped with modern business facilities and management equipment; Implement chain operation, unified identification, unified accounting, unified distribution of goods, unified display, unified management, and unified service standards. In short, with foreign supermarket management standards, focus on the domestic market, and make use of the advantages of management concepts and methods to achieve competitive success.

Second, Winbond Company's idea of operating a supermarket

1, the overall idea

Winbond Investment Management Co., Ltd. plans to establish a supermarket chain, headquartered in Xiamen.

Our goal: the near-term goal is 2? Within 4 years, it has grown into a provincial supermarket chain with branches all over the province and 50-60 chain stores, which is further operated across provinces. The medium-term goal is, 5? /kloc-opened stores in more than 20 provinces and regions in China in 0/0, and became a national supermarket chain company with nearly 1,000 stores, and tried to list overseas; The long-term goal is to further enter the Southeast Asian market, become a supermarket company with branches in some parts of Asia, and further operate across continents.

The operating characteristics of our enterprise are not only rich in goods and cheap in price, but also reflected in creating a relaxed and comfortable shopping environment and providing more high-quality and diverse services. At the same time, adopt a more scientific management model, create a distinctive corporate image, and strive to make the capital turnover smoother and faster, with higher credit reliability and better reputation.

Our business strategy is to avoid the direct competition between big cities, especially big cities and large international chain enterprises, and concentrate on expanding the markets of small and medium-sized cities and rural towns with relatively developed economies to become the leaders of such markets.

The form of our supermarket is mainly small chain stores. Specifically, we divide branches into three types:

A, a first-class store, with an area of about 300? 500 square meters. It has the function of promoting corporate image, and can be used as the flagship store or head office of regional market to undertake certain management and coordination functions;

B, second-class stores, with an area of about 200 square meters. Mainly used to provide rich commodities to large communities, regional commercial centers and rural urban markets in small and medium-sized cities to meet the various needs of customers;

C. Class III stores, with an area of about 100 square meter. As a community store in small and medium-sized cities, its main function is to provide convenient and fast shopping places for residents in living areas and meet their daily needs for general food and daily necessities.

Generally speaking, in small and medium-sized cities, we will open a few first-class and second-class stores in commercial areas, transportation hubs, regional commercial centers and large community commercial streets; Choose a large number of residential entrances and exits, public buildings and commercial streets with market space to open three types of stores. This not only promoted the corporate image, but also firmly attracted local residents and became the market leader in the region.

In small towns, first-class and second-class stores are the mainstay, and the advantages of capital and management are used to open up the level of local scattered operators and provide goods and services to all customers in towns. First, the market leader position of such towns is established;

2. Plan the market conditions and business ideas of the main target markets in the near future.

(1), Xiamen

A. Market conditions:

The total population is 1.3 million, of which the urban population is about 600,000. Another migrant population is about 500,000. The per capita income is about 1 1,000 yuan/month, and the per capita consumption expenditure of food and consumer goods is about 500 yuan/month.

In business, the old commercial street is Zhongshan Road; The rapid expansion of the new urban area has formed a new regional commercial center and residential commercial street, with a large market space.

In terms of transportation, highway transportation is very convenient, bus is the main means of transportation, and bicycles and minibuses exist as auxiliary means of transportation.

B. competition:

The city's competitors (that is, Class A competitors) are Minkelong and Beishun Supermarket. The former is a private enterprise with 12 branches with a total area of more than 7000 square meters. The area of each branch varies greatly, from 1.090 square meters to about 260 square meters. The latter is a chain store opened by the French, and its corporate image and management style are relatively foreign. There are 9 branches, 10 and 1 1 branches are under planning. The branching area is generally 100? 200 square meters.

Regional competitors (Class B competitors) are supermarkets in the community, with an average area of 50? 100 square meter, traditional management, similar goods. There are many such competitors.

C, business philosophy:

While doing a good job in corporate image publicity, we will vigorously develop three types of stores and concentrate on expanding the residential market.

Specifically, there is a 1 first-class store in the urban transportation hub area, which is the head office and also the window and stage for promoting and displaying corporate image; The focus of enterprise management is to open three types of stores in residential areas, public buildings and commercial areas in the region, firmly attract customers in residential areas and become market leaders in retail industry in the region.

(2) Zhangzhou City

Zhangzhou has a total area of12,600 square kilometers and a total population of about 4.5 million. Agriculture and forestry are the main industries of rural population, while small enterprises are the main industries of urban residents. The per capita monthly income is 300? 400 yuan, but there are great differences between regions.

The administrative divisions of Zhangzhou are divided into xiangcheng district, longwen district (the second district constitutes the urban area of Zhangzhou), Longhai City, Changtai County, Nanjing County, Pinghe County, Zhangpu County, Zhao 'an County, Yunxiao County and Dongshan County, with 8 counties and two districts of 1 city.

Take Xiangcheng District and Longhai as examples to analyze.

Xiangcheng District:

A. Market conditions:

Xiangcheng district is the main body of Zhangzhou and a prefecture-level city. The population is about 500,000, including 230,000 urban residents and 654.38+10,000 migrants. The per capita income is around 600? 700 yuan/month, the per capita consumption expenditure is about 480 yuan/month.

In business, the old business district is located on both sides of Shengli West Road, between Xinhua North and South Road and Yan 'an North and South Road. At present, the urban area is expanding to the southwest and southeast, and the first floor of new residential buildings is used to build small shops, which makes the streets around new residential areas form new small commercial streets.

In terms of transportation, about 70% people use bicycles and motorcycles as the main means of transportation, followed by walking or riding tricycles. Buses are very underdeveloped.

B. competition:

The competition in similar supermarkets is fierce. Among the A-level competitors, Xiangkelong is the largest supermarket chain with 7 branches, with an area of 160? Between 300 square meters. At present, we are preparing to open Changtai and Nanjing branches. Followed by Jima Shopping, there are three branches, and the area varies greatly, ranging from 380 square meters to 1 more than 1,000 square meters. Xinyi Supermarket (2) and Xinyu Supermarket (2) followed.

Class B competitors include Wanxin, Baixin, Bai Hua, Xinghua and Department Store.

The commodity prices of ab rivals are generally lower than those of Xiamen.

Another Cadiz convenience chain store currently has more than 70 branches, and plans to reach 80 in 5438+ 10. The branching area is generally 10? Some products of 20 square meters are self-owned brands.

In addition, there is the Minnan Small Commodity Wholesale Market, which faces the rural market.

C, business philosophy:

Zhangzhou city is small, there is no large residential area, and personal purchasing power is relatively low. Bicycles and motorcycles are the main types of travel, and the competition between similar supermarkets is fierce.

In view of these characteristics, we plan to intervene in the market with first-class stores, choose the location of stores in urban transportation hubs or commercial areas, attract customers with modern corporate image and relatively low prices, and gain a firm foothold; With the development of new urban areas, three types of shops have been expanded to attract customers in residential areas and eventually become the main market leaders in the city.

Longhai city

A. Market conditions:

Longhai is a county-level city with an urban population of about 6? 70 thousand, plus the foreign population 3? 40,000, accounting for more than 654.38+10,000 people. Residents are mainly engaged in small businesses, with a per capita income of about 500 yuan/month and a per capita consumption expenditure of food and daily necessities of about 300 yuan/month.

In terms of business, the business circle is relatively concentrated. At present, Longhai City is in the transition stage from the old business model to the new business model. State-owned commercial enterprises, such as department stores, textile companies and people's shopping malls. Subject to the old system, it loses its vitality, but controls the best stores in the city; However, the new supermarket enterprises in the modern sense are still in their infancy.

The main business district of Longhai City is preparing for comprehensive demolition and reconstruction.

B. competition:

The influential competitor is Xinghua Supermarket, with an area of about 320 square meters (two floors), with few products, high price, high credibility and lax management, and its corporate image is similar to that of Class B stores in Xiamen.

On the other hand, the supermarket has a large passenger flow (20: 00? 2 1: 00, the number of customers entering the market is 294), which shows that the market space is very large.

C, business philosophy:

Enter the market in the form of a first-class supermarket, located in downtown areas. With the modern atmosphere of the supermarket, rich and cheap goods and relatively comfortable shopping environment, it attracts consumers all over the city and becomes the market leader.

This method is suitable for other similar small towns.

(3) Quanzhou City

The total population of Quanzhou is about 6.5 million, and the floating population is about 6.5438+0 million. The population density is high and uneven, with 70% concentrated in coastal areas such as Licheng District, shishi city, Jinjiang City, Nan 'an City and Hui 'an County.

The administrative divisions of Quanzhou are divided into Licheng District, Fengze District, Luojiang District, Jinjiang City, Nan 'an City, shishi city, Hui 'an County, Anxi County, Yongchun County and Dehua County.

Judging from the market situation and competition, Quanzhou, Shishi, Jinjiang and Zhangzhou are similar, while other cities and counties are similar to Longhai. Therefore, we can adopt roughly the same business philosophy.

(4) Other regions

Future plans 2? In three years, by learning the experience of Quanzhangxia supermarket chain, we will open up regional markets such as Putian and Fuzhou along the coast.

3. Preliminary plan.

At this stage, our basic ideas are as follows:

Target customers: Xiamen, Quanzhou and Zhangzhou? Urban residents aged 500 meters around the store (or within 5- 10 minutes) 15-40, especially white-collar workers and singles;

At school? College students;

Xiao Yun, Zhao 'an and other county-level cities? City 14? A 40-year-old resident

Commodity type: necessities that customers think are most convenient and commonly used, such as:

All family food and fast food;

Laundry cleaning supplies;

Personal hygiene and beauty products;

Alcohol and tobacco;

Socks and underwear;

Low-priced daily necessities;

Hardware;

Newspapers and magazines, stationery, etc. , about half of the store area is engaged in non-food,

Business features: fast and convenient, meeting the needs of regular purchase or convenient purchase; It is different from the general traditional grocery store, its products are of high quality, friendly service and modern equipment.

Maury: Strive for 18? 25% gross profit;

Management principle: On the basis of good division of labor, we should:

Simplify, that is, simplify operating procedures and reduce unnecessary reports and procedures;

Institutionalization, that is, the operation process of the system manual is clear, and novices can take over smoothly;

Specialization, that is, professional division of labor, each performing its duties;

Standardization, that is, procurement, ordering, receipt and payment, display and layout have standard processes.

According to the above ideas of the enterprise and the analysis of the market situation, the development plan of the supermarket in the next few years is preliminarily formulated:

The first year (July XX 1? On July 3, XX, the total area of the supermarket is planned to reach 6,000 square meters, and the network operation will be initially carried out to train a large number of management talents. Specifically:

1. downtown Xiamen: first-class stores 1 home, 8 third-class stores. 10;

Surrounding towns such as Jimei, Xinglin and Tongan: Class II store 1? 3;

2. Zhangzhou City: 1 first-class store;

Economically developed coastal towns such as Longhai, Xiao Yun, Zhaoan, Zhangpu, Dongshan, Nanjing and other counties: Class I stores 3? 5;

3. Shishi and Jinjiang in Quanzhou: first-class stores 2? 3;

Nan 'an, Hui 'an, Anxi, Dehua, Yongchun and other economically developed coastal towns. : first-class store 3? 5;

The second one? 3 years, according to the actual market situation, or further expand other markets in the province except Fuzhou. Or take the road of inter-provincial development, choose provinces with better market conditions and repeat the business experience of Fujian Province.

The second part: the planning content of Winbond Supermarket.

Rules and regulations planning:

Management system planning

Management system planning

1, headquarters management

1) organizational structure and job description of the headquarters

I. Organization chart of headquarters

B, department responsibility statement

2) Human resource management

I. Management regulations

B. Salary management

C, employee evaluation

D, employee rewards and punishments

E, employee promotion

F. Recruitment, appointment, dismissal and resignation of employees

3) Management

I. Document management

B, stationery management

C, file management

D, business trip management

E. Report management

4) Staff training management

I. Training objectives

B. Training courses

C, training content

D, training process

5) Meeting management

A. Type of meeting

B, meeting control

Rules and regulations planning

Rules and regulations planning

2. Store management

6) Shop opening management

First, the shop opening process

B, store opening control

7) Business circle survey

First, the definition of business circle

B. Investigation items

C, survey methods

D. Investigation report

8) Business management of shopping malls

A. Business processes

B, personnel management

C. Service management

D, commodity management

E, sales management

F, safety management

G, equipment management

9) Corporate Relations and Crisis Management

I. Crisis Project

B. Crisis management

10) single store evaluation

A. Investment amount

B, cost items

C, operation evaluation

1 1) store performance evaluation

I. Evaluation project

B. Evaluation methods

C, improvement measures

12) store financial management

I. Cashier Management

B, cashier management

C. Financial statements

3. Commodity management

1), warehouse management

I. Commodity procurement

B, commodity inventory

C, delivery of goods

D, commodity packaging

2), commodity distribution management

A. Mode of delivery

B, distribution process

3), commodity procurement management

First, the mode of procurement

B. Procurement procedures

C. Procurement authority

4), inventory management

I. Inventory method

B, inventory processing

2. Corporate image planning.

Corporate image planning must be completed by a professional planning company.

Corporate image planning must meet the following requirements:

A, clearly show that it is a supermarket selling food and daily necessities, not any other enterprise;

B, give people the feeling of high quality, reliability and trustworthiness;

C, the image is concise and in line with the trend, so it has long-term vitality, at least to ensure that it will not fall behind in the next decade;

D, can stimulate customers' desire to buy;

Can highlight the convenience, speed and service of our supermarket.

Image planning needs to include corporate logo, facade design, internal space layout design, clothing and so on.

3. Assumption of corporate culture construction.

A little.

Attachment: Market research

Investigation report on supermarket market in Xiamen

order

From June 7th, XX, we conducted a market survey on the basic situation of existing supermarkets in Xiamen and the potential areas selected by 16. By June 22nd, the first stage of work had been basically completed. Due to the continuous rain, the work was finished one day later than planned.

This report will report the results of this stage. The report is divided into two parts: the first part is the investigation and evaluation of existing supermarkets, so that we can clearly understand our competitors; The second part reflects our investigation on the primary selection area and provides reference for site selection decision. This part is mainly in the form of schematic diagram.

It should be noted that this kind of market research is an open work and will not end with this report. On the contrary, this is just the beginning. There is a second or even a third stage of investigation to answer more in-depth questions or solve new situations; More importantly, with the continuous emergence of new residential areas or further investigation of existing areas, there will be many such investigations and demonstrations.

The first part is the basic situation of existing supermarkets in Xiamen.

I. Classification and characteristics

Supermarkets in Xiamen can be divided into three categories:

Class A includes supermarkets with the influence of the whole city, which refers to Minke Longbeishun; Unpleasant.

Minkelong has been the largest traditional food chain supermarket in the city since it opened its first supermarket 1995 in the lake in August, with 12 chain stores. The supermarket was first erected in Xiamen? Is it also wholesale price to buy one? The low gross profit of some commodities attracts customers, which has dealt a fatal blow to traditional department stores in Xiamen (such as Baibai and Hualian), and has also had a great impact on the business philosophy and market position of Xiamen retail industry.

As far as attack is concerned, the rising star Beishun Supermarket is more emboldened and aggressive. Since 1997 entered Xiamen, Beishun has opened nine chain stores, and 10 and1stores are preparing to open. The location of the latter two stores shows that as long as it takes a fancy to a location, it will not hesitate to enter the first business district of Minkelong for direct competition.

Class B stores include regional supermarkets, such as Xiamen Kelon, Zhongshun and Ronglilai. Fragile and dangerous

Because of the limited resources, the influence of this kind of supermarket can only be limited to one or two areas, and it is difficult to develop into a class A store. Their only advantage is to occupy the favorable position in the region first; The disadvantages are high cost, backward management and uncharacteristic products, which make it backward in the competition with Class A stores and easy to close down.

It should be noted that in the area of Class B stores, individual supermarkets have considerable influence, which may intercept tourists and cause damage to the operation of other stores. Therefore, its influence must be considered in the site selection work.

Class C stores include thousands of small convenience stores in the city; It is tenacious.

This kind of shops have low operating costs, and many of them are rebuilt by residents with some of their own houses. As long as there are a certain number of residents or passengers, they will survive. This kind of shop will do us no harm.

I recommend it carefully.