P a g e 1

Changes in Chinese supermarkets are accomp

anied by changes and opportunities

A B O U T U S

A B O U T U S

賀芳茹 鄭萍萍 查雨婷 舒雨欣 蔡震

P a g e 2

1.超級市場定義

Supermarket definition

2.超級市場在中國的

發(fā)展和挑戰(zhàn)

Supermarket development and

challenge in China

3.超級市場的未來

The future of supermarkets

Changes in Chinese supermarkets are acco

mpanied by changes and opportunities

Catalogue

目

錄

P a g e 3

超 級 市 場

（ Supermarket ）

是一種大型的零

售業(yè)商店，以現(xiàn)

代化的方式經(jīng)營，

力求有效率的物

流，達至薄利多

銷，通常是連鎖

式的。

店內(nèi)一般有大量

的不同品牌、價

格、種類的貨品，

有序地排列，以

方便顧客可以在

同所商店購買所

有所需。

Supermarket definition

A B O U T U S

A Supermarket is

a type of large

retail store oper

ated in a modern

fashion, aiming a

t efficient logistic

s, achieving small

profits and large

sales, usually in

chains.

Stores generally

have a large num

ber of different b

rands, prices,

types of goods,

orderly arranged

so that customer

s can buy all the

need in the same

store.

P a g e 4

In 1978, the retail fo

rm of supermarket

was introduced to C

hina, then called self

service mall. This w

as followed by the es

tablishment in Guan

gzhou in 1981 of a s

elfselected superstor

e, the Friendship Sto

re. There was a great

deal of interest in t

his novel way of sho

pping, and supermar

kets were considered

a rare species at that

time.

1978年，超

級市場的零

售業(yè)態(tài)被引

入于中國，

當時稱作自

選商場。隨

后1981年在

廣州成立了

自選超級商

場，即友誼

商店，人們

對于這種新

奇的購物方

式都表示了

很大的興趣，

在當時，超

市被視為稀

有物種。

A B O U T U S

超級市場在中國的發(fā)展和挑戰(zhàn)

Supermarket development and challenge in China

P a g e 5

1984年，北京首

家超市——四季

青蔬菜自選市場

在海淀中關(guān)村開

業(yè)。這是全國首

家蔬菜超市，主

要經(jīng)營自選蔬菜、

副食品等。

1985年7月3號，

上海首開了一家

自選式的超市。

作為普通的上海

市民，需要持外

匯券才能購買貨

品。

.

A B O U T U S

A B O U T U S

1984, Beijing's fi

rst supermarket, Sijiqin

g Vegetable Market, op

ened in Zhongguancun

, Haidian District. This

is the first vegetable su

permarket in China, ma

inly dealing with option

al vegetables, nonstaple food and so on.

On July 3, 1985, the fir

st selfselected superma

rket opened in Shangha

i. As an ordinary Shang

hai citizen, you need to

hold foreign exchange

certificates to buy good

s.

P a g e 6

1990年12月，在廣東東莞

虎門鎮(zhèn)誕生了我國第一家

超市--美佳超級市場，隨

后國內(nèi)超市如雨后春筍般

涌現(xiàn)。東莞市糖煙酒公司

美佳超級商場從1990年底

只一間店開業(yè)以來，一年

來發(fā)展了8家分店，形成

網(wǎng)絡。

In December 1990, China&a

pos;s first supermarket, Meiji

a Supermarket, was born in

Humen town of Dongguan,

Guangdong Province. Then

domestic supermarkets mush

roomed like mushrooms. Sin

ce the Meijia supermarket of

Dongguan Sugar, Tobacco a

nd Alcohol Company opene

d with only one store at the e

nd of 1990, it has developed

a network of 8 branches in

one year.rebeat

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7

First, through the optiona l sales of open shelf sales , reduce the staff of sales

people, reduce direct cost

s, and reduce the friction

between salespeople and

customers, so that custo

mers have more time and

greater scope to choose

t

heir own goods.

The second is to maximiz e the use of space throug h decoration, increase the

variety of business, suita

ble for different levels of

consumption requirement

s, so that customers have a greater choice.

Third, some supermarket s implement chain operati

on, which is conducive to

pooling funds to play the

group advantage. Among

them, the unified purcha

se quantity can enhance

p

urchase bargaining power,

reduce the purchase pric e and freight.

優(yōu)點

一是通過開架售

貨的自選式銷售，

減少營業(yè)員人手，

降低直接費用，

同時減少售貨員

與顧客之間的摩

擦，讓顧客有更

多的時間和更大

限度地自行選擇

商品。

二是通過裝修最

大限度地利用空

間，增加經(jīng)營品

種，適合不同層

次的消費要求，

讓顧客有更大的

選擇余地。

三是一些超市實

行連鎖經(jīng)營，有

利于集中資金發(fā)

揮群體優(yōu)勢。其

中，統(tǒng)一進貨則

進貨量大可以增

強進貨議價能力，

降低進價和運費。

Advantages

P a g e

8

零售商業(yè)一

貫是采用柜抬

封閉式經(jīng)營的

，

一些商場曾嘗

試開架售貨辦

超級商場

，

但

是由于超市的

購物模式還未

滲入到國人的

認知之中

，

經(jīng)

常會出現(xiàn)顧客

隨意拆開包裝

、

未付款直接品

嘗甚至出現(xiàn)偷

盜的行為

。

也

正是因為這些

原因

，中國真

正意義上的第

一家超市

，

就

這么草草的落

下了帷幕

。

Disadvantages 缺點

Stateowned retail

business always ad

opts closedend op

eration. Some sho

pping malls have

t

ried to open shelv

es to run super

m

alls. However, bec

ause the shopping

mode of superm

arkets has not pen

etrated into the co

gnition of Chines e people, custome

rs often open the

packaging at will,

directly taste with

out payment and

e

ven steal. Just bec

ause of these reas

ons, the first super

market in the real

sense of China, so

hastily closed the

curtain.

P a g e 9

20世紀80年代，“超級市

場”的零售業(yè)態(tài)被引入中

國，1983年中國第一家超

市于北京海淀開業(yè)，拉開

了中國超市行業(yè)的序幕。

歷經(jīng)39年的發(fā)展，我國超

市行業(yè)經(jīng)歷了萌芽-高速

擴張-電商沖擊-新零售融

合四大階段，其中2011年

之前行業(yè)維持10%以上的

快速增長，2011年之后受

電商沖擊行業(yè)增速下滑，

2017-2021年基本維持1-

4%的穩(wěn)定增長。

中國超市行業(yè)發(fā)展歷程

Development history of Chinese s

upermarket industry

Development history

In the 1980s, the retail fo

rmat of \"supermarket\" w

as introduced to China. I

n 1983, China's fir

st supermarket opened in

Haidian, Beijing, which

was the prelude to the su

permarket industry in Ch

ina. After 39 years of dev

elopment, Chinese super

market industry has expe

rienced four stages: germ

ination . rapid expansion

- e-commerce impact -

new retail integration. B

efore 2011, the industry

maintained a rapid growt

h of more than 10%, but

after 2011, the industry

growth declined due to t

he impact of ecommerce

, and basically maintained

a stable growth of 1-

4% from 2017 to 2021.

P a g e 1 0

--1983-2003年，

由于外資零售

業(yè)的市場準入

受到嚴格控制，

而中國本土超

市剛剛起步，

超市行業(yè)整體

處于萌芽階段。

From 1983 to 20

03, the supermar

ket industry as a

whole was in the

embryonic stage,

as the market acc

ess of foreign ret

ail industry was st

rictly controlled a

nd Chinese local s

upermarkets just

started.

--2004-2011年，

我國超市行業(yè)

全面對外開放，

迎來高速擴張

期。2001年中

國正式加入WTO，

承諾三年內(nèi)放

開國內(nèi)零售市

場。2004年6月

商務部發(fā)布

《外商投資商

業(yè)領(lǐng)域管理辦

法》，伴隨著

三年過渡期的

結(jié)束，我國零

售業(yè)正式開啟

了全面開放的

時代。家樂福、

沃爾瑪?shù)韧赓Y

超市受益于稅

收、租金等超

國民待遇，憑

借成熟的管理

經(jīng)驗和強大的

資本支持贏得

消費者青睞，

實現(xiàn)高速增長；

而國有超市受

益于政策支持

和網(wǎng)點優(yōu)勢也

實現(xiàn)了快速發(fā)

展，同期民營

超市由于資本、

人才和經(jīng)驗的

匱乏，發(fā)展較

為緩慢。

From 2004 to 20

11, Chinese super

market industry o

pened to the outs

ide world, ushere

d in the rapid exp

ansion period. Ch

ina formally joine

d the WTO in 20

01, promising to l

iberalise its dome

stic retail market

within three years

. In June 2004, th

e Ministry of Co

mmerce issued th

e \"Measures for t

he Administratio

n of Foreign Inve

stment in Comme

rcial Fields\", with

the end of the th

reeyear transition

period, the Chine

se retail industry

officially opened t

he era of full ope

ning-up.

P a g e 1 1

Carrefour, WalMar

t and other foreign

supermarkets bene

fit from tax, rent a

nd other super nati

onal treatment, wit

h mature managem

ent experience and

strong capital supp

ort to win the favo

r of consumers, to

achieve rapid grow

th; While stateowned supermarke

ts have also achieve

d rapid developme

nt due to policy su

pport and network

advantages, while p

rivate supermarket

s have developed sl

owly due to lack of

capital, talents and

experience

——2012-2016

年，電商崛起沖

擊標品銷售，民

營超市逆勢崛起。

2012年微商成為

“通過個人社交

平臺發(fā)布產(chǎn)品”

的一種零售模式，

同時隨著互聯(lián)網(wǎng)

的普及，電商規(guī)

模爆發(fā)式增長，

線上消費蓬勃發(fā)

展。電商的低成

本、選擇多等因

素對外資超市的

供應鏈優(yōu)勢產(chǎn)生

了巨大沖擊，同

時國有超市受到

電商沖擊和人力

成本高雙面夾擊，

盈利情況惡化。

From 2012 to 2016

, the rise of ecom

merce impacted th

e sales of standard

goods, and private

supermarkets rose

against the trend. I

n 2012, wechat bus

iness became a reta

il mode of \"releasi

ng products throug

h

h personal social pl

atforms\". At the sa

me time, with the p

opularity of the Int

ernet, the scale of

ecommerce explod

es and online cons

umption flourishes.

Factors such as lo

w cost and multipl

e choices of ecom

merce have had a h

uge impact on the

supply chain advan

tages of foreign su

permarkets. Mean

while, stateowned supermarke

ts have been hit by

the impact of ecommerce and hig

h labor costs, and t

heir profitability ha

s deteriorated.

P a g e 1 2

——2017年至今，超市進

入線上線下融合的新零售

時代。2016年阿里率先提

出了新零售概念，盒馬鮮

生北京首店的開業(yè)意味著

中國超市行業(yè)正式進入新

零售時代。電商巨頭的入

局，加碼了供應鏈和物流

等基礎(chǔ)建設(shè)投資，市場迎

來盤整洗牌期，越來越多

的線下傳統(tǒng)商超擁抱互聯(lián)

網(wǎng)。此外，這一階段會員

店的模式也逐步興起，主

要由于消費者生活水平提

升、消費理念發(fā)生變化、

消費分層現(xiàn)象凸顯。而商

家端借付費會員制幫助自

己鎖定目標客群，通過精

細化服務來挖掘消費者潛

力，為自身尋找新的增長

點。

From 2017 to now, supermar

kets have entered a new retail

era integrating online and offl

ine. In 2016, Alibaba took the

lead in putting forward the n

ew retail concept. The openin

g of Hema's first store

in Beijing means that China&

apos;s

supermarket industry has offi

cially entered the new retail er

a. The entry of ecommerce gi

ants has increased the invest

ment in supply chain, logistics

and other infrastructure cons

truction. The market has ush

ered in a period of consolidat

ion and reshuffling, and more

and more traditional offline r

etailers have embraced the Int

ernet. In addition,mainly due

to the improvement of consu

mers' living standards,

changes in consumption conc

ept and prominent consumpti

on stratification. And the mer

chant side through the paid m

embership to help them lock

the target customer group, th

rough refined services to tap

the potential of consumers, t

o find new growth points for

themselves.

.

P a g e 1 3

Since reform and opening up, the go

vernment has vigorously promoted r

eform and implemented a variety of

policies and measures, such as imple

menting reform and opening up poli

cies, implementing fiscal stimulus po

licies, investing large amounts of fun

ds to support scientific and technolo

gical innovation, etc., resulting in sig

nificant changes in the economic str

ucture of our country. Second, chan

ges caused by scientific and technolo

gical progress and industrial restruct

uring. In recent years, China's

scientific and technological level has

been improving, and the adjustment

of industrial structure and economic

structure has been pushing forward,

which has greatly slowed down the

output growth of the heavy industry,

and increased the growth of the ser

vice industry and the scientific and t

echnological industry, thus causing c

hanges in the GDP structure. Third,

the impact of economic developme

nt stage. The development of Chine

se economy is in transition period,w

hich makes the corresponding chang

e in GDP structure.

改革開放以來，政府大力推進改革，

實施多種政策措施，如實施改革開放政

策、實施財政刺激政策、投入大量資金

支持科技創(chuàng)新等，使我國經(jīng)濟結(jié)構(gòu)發(fā)生

了重大變化，服務業(yè)和科技產(chǎn)業(yè)在GDP中

的比重不斷提高。二是科技進步和產(chǎn)業(yè)

結(jié)構(gòu)調(diào)整引起的變化。近年來，我國科

技水平不斷提高，產(chǎn)業(yè)結(jié)構(gòu)和經(jīng)濟結(jié)構(gòu)

的調(diào)整也在不斷推進，這使得重工業(yè)的

產(chǎn)出增速大大減緩，而服務業(yè)和科技產(chǎn)

業(yè)的增速得到提升，進而使得GDP結(jié)構(gòu)發(fā)

生了變化。三是經(jīng)濟發(fā)展階段影響。我

國經(jīng)濟發(fā)展處于轉(zhuǎn)型期，從低端制造業(yè)

向中高端制造業(yè)和服務業(yè)轉(zhuǎn)變，這使得

GDP結(jié)構(gòu)也發(fā)生了相應的變化。

The future of supermarkets

超級市場的未來