Regional network trade - on the way to creating competitive advantages. Logistic functions of network trading

Retail network structures perform the following logistics functions:

1. Provide economies of scale by allowing all chain retailers to bear a lower unit cost.

They replicate successful retail technologies developed for individual retailers, thereby increasing the efficiency of the entire chain as a whole.

3. Through the creation of distribution center systems, the length of the supply chain from the manufacturer to the final consumer is shortened and thus made more efficient.

4. Have the ability to build more advanced logistics systems than individual retail outlets.

5. Constantly fighting to reduce the level of retail prices, and, accordingly, to reduce the level of purchase prices, retail chains initiate the process of reducing the overall level of logistics costs in the supply chain.

An example of one of the most important retail logistics functions is shown in the sidebar.

SHOULDER GETS SHORTER

The problem is that retailers today are looking to remove distributors and wholesalers from the production-to-shelf chain. Today, many manufacturers work with retail through intermediaries who take over the delivery of products. The rejection of intermediaries by traders means that manufacturers will have to deal with logistics problems differently.

Almost all network retailers say that the time of intermediaries is a thing of the past. “We are very actively working to reduce the“ shoulder ”of food delivery,” says Dmitry Voznesensky, commercial director of the Victoria group of companies (the Deshevo, Kvartal, Victoria chain of stores and supermarkets). “Today we have a fifty-fifty ratio between direct deliveries from manufacturers and deliveries through distributors, but we are constantly working to change this proportion in favor of direct deliveries, since for us this is one of the ways to reduce the cost of the product.” In the Kopeyka supermarket chain, 80% of goods are purchased directly from manufacturers and, according to Andrey Nikolaev, director of the chain's marketing department,

sky, the company seeks to bring this figure to 100%: "We do not want and will not pay the intermediary 5-10% of the cost of the goods only for rewriting invoices and create an extra load on the wallet of our buyer."

In this regard, there is a problem of logistics, delivery of goods to the store. Today's logistics relationships between manufacturers and traders are far from ideal. The first ones complain about bad job acceptors in stores, the transit time of goods from the store warehouse to the shelf is too long. The second believe that manufacturers as a whole are not ready to establish efficient logistics, and for the same reason as the whole production: they live too fat and cannot count money. Oleg Vysotsky from Pyaterochka says: “We are faced with the fact that 90% of our suppliers simply do not know the cost of their own logistics. The decision to develop logistics on its own or outsource often depends on the propensity of the manufacturer to engage in a particular type of activity, but not knowing the cost of logistics is a crime against your own business. "

Manufacturers are spending a lot of money today to set up their own transport divisions and logistics centers. Mortadel has its own vehicles and delivery service, according to Nikolai Agurbash. Evgeny Sidorov from the Moskovsky agricultural complex said that the company was forced to create a large transport shop, purchase imported vehicles with a system of climate control necessary for fresh greenery, organize round-the-clock work of this unit, etc. And this, according to Mr. Sidorov , "High costs and a big headache."

According to Dmitry Voznesensky from Victoria, developing your own logistics is not the most the right decision for manufacturers: this diverts human and financial resources, it is difficult to achieve efficient use of transport without specialized knowledge, so the stake should still be made on outsourcing. Although retailers admit that the logistics services market lags behind retail development, and quite a lot.

However, according to Mr. Voznesensky, the situation will change: “The number of logistics companies will increase - I know examples when distribution companies change the direction of their activities, turning into logistics, which is very important in light of the actions of retailers to exclude distributors from the chain ". For many wholesalers, this will be almost the only chance to stay on the market.

Source: Expert magazine. 03/13/2006. No. 10 (504).

As we have shown in the introduction, logistics in a broad sense is understood by us not only as a methodology of chain management

supply chain, but also as a tool to increase business efficiency by improving the supply chain management process and fighting costs.

Thus, the formation and development of network structures in retail is the implementation of a logistics methodology - retail chains optimize the supply chain, reduce general level logistics costs along the entire chain.

In the West, and in the United States in particular, large retail corporations have long since swallowed up individual retail outlets, and even small retail chains of 20-30 stores by Western standards.

AT recent times and in the Russian Federation there is a networkization of retail trade. Although initially the growth rates of the chains 'market share did not allow hoping for a quick capture of the retail market by them, the events of recent years show that the growth of the network structures' share is far from linear. This is due to the fact that the construction of network structures in the Russian Federation does not occur in an evolutionary way, as in the West, but in a revolutionary way. Once retailers understand the need to create retail chains (otherwise they won't survive), they will use everything possible ways integration of their enterprises in order to create trade networks. New types of retail chains appear in Russia, and will appear not gradually, as happened in the West, but practically simultaneously.

Network retail trade in the Russian Federation has gone through the following main stages:

1. The emergence of non-state retail trade after the start of development market relations in USSR. At this stage of development, the first commercial stores - "lumps" appeared. Since the main initial capital was formed during this period in the field of import-export operations, in the financial sector and in the field of wholesale trade, retail trade was a set of disparate retail outlets, each of which belonged to different owners. A number of specialists consider 1992 a milestone after which the real development of modern retail trade in the Russian Federation began.

2. The emergence of store conglomerates. After several years of successful operation of modern retail enterprises, groups of enterprises belonging to one owner began to appear on the market. On the one hand, these quasi-networks were formed by joining successful owners

Chapter 3, Retail chains

retail outlets of those stores that were not very successful (for example: a group of stores operating under the Cosmos-Market brand in St. Petersburg in 1995-1997, or a group of Ajax retail enterprises that existed at the same time ). On the other hand, some large business structures have made a decision (as we understand now, very far-sighted) to enter the retail market. An example is Alfa-Bank, which invested in the creation of the Perekrestok company (translation french word carrefour - copywriters of Russian advertising agencies at all times were not so much creative as inventive). These conglomerates of stores (we call them that because chains in modern interpretation This term they were not) were of different formats - these groups of trade enterprises, numbering no more than 8-10 outlets, included stores ranging from 100 to 2000 sq. m. Also, these retail entities were characterized by disorganization of purchases and management (often each of the trading enterprises that were part of the conglomerate carried out these operations, completely without coordinating their actions with the leadership of the "brothers" in the merger), different standards of customer service, etc. 3. The emergence of the first retail chains created using Western technologies. This process was initiated by specialists who understood the basic principles of the operation of networks - standardization, unified management and centralized distribution of goods. Some impetus to the development of efficient retail chains was given by Ramenka, the operator of the Ramstore supermarket chain, the first Western retail company to deploy a full-scale network in Russia1 in St. Petersburg at ul. Savushkin in 1991. Unfortunately, the company continued its further expansion only in 2005, opening a second store in one of the shopping centers of St. Petersburg. How can you not remember the phrase from the commercial: "We are Finns, we are in no hurry ...".

1 Few people know that the very first Western retailer in the post-Soviet Russian market was the Finnish company Tradeka, which opened the SuperSiva store (one of the largest retail chains in Finland). - Note. ed.

Retail logistics: how to build an efficient network

4. The first leaders of the network trade were the Moscow troika - Ramstore, Seventh Continent and Perekrestok. In St. Petersburg, the first network was the large-format Mega-Mart chain, which was developed by a large wholesaler Uniland. (At present, the company's focus has shifted towards the development of the Dixy discounter chain. The number of Megamart stores has not changed since 2000) Naturally, initial stage Each of these chains lacked some signs of development (the presence of a distribution center, a relatively clear "format" of retail outlets, etc.) of modern retail chains.

5. Creation of fully functional networks in the Russian market. This process proceeded in two ways - "top-down" (the accumulation of significant financial resources by a group of investors and the implementation of a large-scale investment program in the retail market, the most striking example is Pyaterochka) and evolutionary (by expanding the activities of retail operators that started their operations from a local presence in one of the regions and gradually increasing their presence on the market, examples are Lenta, Seventh Continent, Perekrestok). Of course, only with the beginning of this process did Russian retail trade enter the modern stage of development.

According to official data from Rosstat in 2014, the turnover of retail chains in our country has grown significantly. The share of retail trade turnover of retail trade networks in the total retail trade turnover in the Tambov region in 2009 was 12.4%, in 2013 - 22.2%. It is difficult to ignore the active growth in our area.

Chain retail shows high growth rates, being one of the fastest growing sectors of the domestic economy. It should be noted that there is an outpacing dynamics of retail chain sales compared to the all-Russian dynamics of goods turnover. Strengthening of the dominant of network retail, intensification of sales of retail chains are due to the activation of network technologies of business, the trend towards an increase in the concentration of trading capital and integration interactions of the business environment, which corresponds to global trends. At the same time, the level of saturation with retail chains in Russia lags behind foreign countries, in which the share of retail chains is about 60-90% of the industry's turnover.

The number of constituent entities of the Russian Federation is increasing, in which the share of retail chains accounts for over 20% of trade turnover, and in 28 constituent entities in 2011 the share of network structures exceeded the average Russian level; the number of regions where retail chain stores are not present is decreasing, which indicates a trend towards a confident and consistent growth in the networkization of the consumer market in the regional context. The indisputable leaders in the development of retail chains and the provision of the population with modern trade formats among the constituent entities of the Russian Federation are still the cities of federal significance - Moscow and St. Petersburg, where retail chains in 2012 formed 21 and 50% of the retail trade turnover, respectively. They are followed by million-plus cities - Novosibirsk, Yekaterinburg, Omsk.

The maximum number of chains opened their stores in Moscow - 93% of federal and 97% of international chain retailers. It should be noted that the capital of our country at the end of 2012, according to experts from a leading international consulting companyCBRE , entered the top five cities in the world in terms of the number of presented global brands - over 43% of their total number. The second place in the number of chain brands in Russia belongs to the cities of St. Petersburg and Yekaterinburg. The representation of brands of retail chains is also high in cities with a smaller population - Krasnodar, Voronezh, and this is not so far from our region, which, accordingly, suggests an idea of \u200b\u200bimminent filling of our region. But is it as good as it seems at first glance?

The process of trade networkization led to the concentration of the trade industry. Leading companies have appeared, their financial power and influence on the subjects of the consumer market are increasing.

The globalization of retail trade has led to significant changes in the relationship between retail chains and manufacturers, the essence of which is a tough confrontation between retailers and manufacturers of goods for the redistribution of profits. Chain retail in Russia has reached a level of consolidation that allows it to dictate its terms to suppliers. There is an active struggle for shelf space, since it is the shelf space of a retail trade operator that determines the manufacturer's market share. This enables network retailers to dictate conditions for suppliers to “enter the network”.

And so, retail chain - a network of single-format (less often multi-format) stores united by one owner, a single system of logistics, procurement, and a single product policy. All this makes it possible to further reduce costs, and therefore offer the buyer prices for products significantly lower than in non-chain retail outlets. With a low price and constant availability of the main assortment, availability of outlets, chain retail attracts a large number of consumers and makes a big profit due to turnover. As practice shows, these are not all the methods of earning money used by networkers.It seems to you, as consumers, that you yourself choose the goods you need on the shelves of supermarkets. But this is by no means the case. And it's not even about the layout, merchandising and other systems for promoting goods. And the fact is that on the shelves, not the best product in terms of quality and characteristics began to appear, but the one that paid for its presence on the shelves of this particular chain. And we want to tell you that manufacturers spend huge sums of money to buy shelf space in chains, which leads to an increase in the cost of the product, and hence to its final rise in price. This is especially evident in the alcohol segment. Why don't manufacturers refuse the services of "networkers"? Yes, because the chains make in fact 80-90% of the sales of the manufacturer's goods, because there are practically no other distribution channels, retail outlets. It is the networks that dictate their terms.

But the troubles of manufacturers (suppliers) do not end there. There is also some competition between the networks, and therefore the networks are still puzzled by how to lure customers from their opponents. How to do it? Yes, it is with price reduction promotions (remember the yellow and red price tags) for the key products in demand this season. Do you think networks are losing profit on this? You are wrong. Manufacturers are also exposed to conditions under which they are required to participate in these promotions and promote their product, otherwise the sales of a competing manufacturer will be many times higher and your product will have to be removed from the shelves as unclaimed by consumers. As a result, for the duration of the campaign, the manufacturer (supplier) cuts its markup. Knowing in advance that he will have to participate in the race for the client at his own expense, the manufacturer initially includes “funds for marketing” in the cost of the product, which again contributes to the rise in price of the product.

The racket of networks does not end there. There is also such a "tax" which is called "network entrance". That is, you, as a supplier, can later separately redeem shelf space for yourself so that the consumer can see you, but before that you must also pay (annual) to submit for being present in the product matrix of the network, and so that local buyers could in principle order these items ... In some regions, they tried almost at the legislative level to abolish these "entrance taxes on the network", but they failed to eradicate them.

In addition, contracts between chains and suppliers are written in such a way that almost all responsibility for the goods on the shelves is borne by the supplier, and payment from the network occurs only after the sale of the goods from the shelf. In general, the networks have almost no risks.

This is how the networks put suppliers in an extremely complex framework and dictate their terms. But in the structures of the networks there are still “buyers” (buyers) who are responsible for some particular direction (for example, grocery or alcohol). And they are people too and want to live well. For a fee, many (yes, almost all) agree to lobby for your interests as a supplier in their network and seek certain privileges. And here it is necessary to "shut up" so that sales are successful. Do not be surprised, corruption in our country has gone too far and has filled almost all spheres of activity.

Taking the food market as an example, it becomes clear why trading in our country is more interesting than producing something.

There is one more important nuance - markup of the network itself. If we take large cities, in which almost all grocery chains are present, and hence there is high competition, then the markups in the chains hold each other back. For example, this happens in Moscow, St. Petersburg, Veliky Novgorod and many other cities. For example, in the Tambov region such chain stores as Magnit, Pyaterochka, Begemot coexist, and Auchan has appeared not so long ago.But there are large cities, which large federal chains still cannot fully enter, since they are hindered by individual people in power who have their own interest in selling local chains. In such cities, these very local networks become impudent also at their margins. A striking example is Perm, where essentially only two main networks dominate: "Family" (the interest of the former governor of the region Chirkunov OA) and "Vivat" (the owners of the network are quite authoritative people in certain circles).

Do not forget that tothe key point of retail is publicity and accessibility: anyone can make a purchase, receive a service. But is it right that the product that reaches the store shelves is not determined by the demand of the customers, but by the amount of the bribe?

Imagine now what super costs lie in the cost of the product on the shelves in the chains. I think you understand whose pocket in the end it affects in the first place.

At the request of the main performance indicators of medium-sized enterprises in January - December 2014, the Territorial Body of the Federal State Statistics Service for the Tambov Region provides the following data dated March 17, 2015:

Wholesale and retail trade; repair of vehicles, motorcycles, household goods and personal items
Shipped goods of own production	Non-own production goods sold

So it turns out that own production in the Tambov region is not developed, and financial income does not allow getting on the shelves of chain stores. And the further, the more this abyss will grow. It is possible that soon there will be no place for small business at all. And this is not a small problem, since in addition to the bankruptcy of entrepreneurs, many people will be left without work. The regional budget will also have big financial losses.

There are still solutions, for example, withnetwork retail can actively involve regional producers in their logistics schemes based on best practices, including those that have not been widely developed in global chain retail. One such example is the experience of the Altai retail chain "Maria Ra", which implements private labels as part of the "brand at home" strategy, attracting regional commodity producers for their production, as well as in order to expand the distribution of goods and independent retailers. This strategy allows, to some extent, to preserve production on the territory, ensuring the sale of goods of local producers not only in its network, but also on trading platforms that are not part of it. Also, using the example of "Ogonyok" and "Economy", entrepreneurs can unite and develop their network in the region.

It is quite possible that Russia will still be able to find its way out of this difficult situation, relying on the experience of the West, but taking into account the interests of the regions.

Vitaly Vutnans,
president of TRO Sobiz Invest Foundation

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Retail trade networks, its types, classification

For retail trade, an appropriate material base is required. The basis of the material and technical base of the retail trade is the trade network.

GOST R 51303-99 “Trade. Terms and definitions ", which came into force on January 1, 2000, the definition of the concept of a trading network is given.

Retail trade network - it is a collection of retailers and other trade units located in a specific area for the purpose of selling goods and serving customers or under common management.

This is the main organizational and technical link through which goods are brought to the consumer and their needs for various consumer goods are satisfied.

The retail trade network provides an opportunity to quickly, conveniently, with a minimum expenditure of effort and time, to purchase the necessary goods and services in conditions of free choice in a convenient quantity, not far from the place of work and housing.

Retail network structure are characterized by the following indicators:

the ratio of food and non-food trade enterprises;
the share of the stationary network in the total number of trade enterprises;
the share of specialized stores in the total number of trade enterprises;
forms of sale and service methods used;
the ratio of retail space used for the sale of certain groups of goods;
the ratio of retail and non-retail areas of the store;
the duration of the use of the retail space during the day (working hours);
the ratio of the total area of \u200b\u200ba trading enterprise located in detached, built-in and attached buildings;
the proportion of stores provided with refrigeration equipment, including enterprises selling perishable goods;
the average size of the retail space per store.

The study of retail trade using the main classification signs allows you to obtain information about its quality, relative value and importance, about the impact of external factors, as well as about the organization of sale in a separate enterprise.

A retail chain can be classified according to various criteria.

Depending on on the conditions in which the sale is carried out,it can be stationary and non-stationary.

Stationary network located in specially equipped buildings and structures intended for sale and purchase.

Figure: 14.1. Types of retail network depending on the terms of sale

The stationary retail network is represented by retail (shops) and small-scale retail chains (pavilions, kiosks, stalls, vending machines).

Retail network is a set of trade enterprises interacting on the basis of a single coordination determined by the external environment. This network includes specially equipped buildings (shops) that buy and sell goods and provide services to customers for their personal, family and home use.

Small retail chain includes pavilions, tents, stalls, kiosks. Small-scale retail chain has great flexibility, the ability to quickly deploy and maximize the proximity to customers, its construction and operation does not require large costs.

The development of a small-scale retail network does not require large investments, and it allows the use of cheap materials for its construction. Many points work around the clock.

The small-scale retail network sells food and non-food products of a simple assortment and daily demand. It complements the chain of stores during the seasonal trade in vegetables, fruits, flowers, drinks, and is also used as an independent store for the sale of tobacco, confectionery, books and magazines, newspapers, ice cream.

The disadvantages of a small-scale retail chain are the narrowness of the range, the lack of convenience for buyers when choosing goods, the difficulty in creating proper conditions for storing goods and monitoring compliance with trade rules.

Pavilion - it is closed, equipped light structure structures, which has a trading floor and a storage room for stock, designed for one or more workplaces.

Unlike stores, it offers a narrower range of products and less convenience in serving customers.

Kiosk - it is a closed building equipped with commercial equipment, which does not have a trading floor and premises for storing goods, designed for one workplace, on the area of \u200b\u200bwhich a commodity stock is stored.

Tent - it is an easily erected collapsible structure that does not have a trading floor and premises for storing goods, designed for one or several workplaces. A commodity stock calculated for one day of trade is placed on the area of \u200b\u200bone or more workstations of the seller. The work of tents is most often seasonal (selling vegetables, fruits, stationery by the beginning of the school year).

Stall - a building equipped with retail equipment, without a trading floor and premises for storing goods, designed for one seller's workplace.

A variety of small retail chains are vending machines ("Vending" - automatic trade) - are used to sell goods through automatic devices. They can be used for the sale of piece, packaged goods, drinks.

Vending machines are installed in shops, in the adjacent territories, as well as in crowded places (at train stations, parks, cafes, on the streets, etc.). They sell not only small piece packaged products, but also drinks - coffee, freshly squeezed juices, hot sandwiches, cigarettes, confectionery. In recent years, the sale of services has become widespread - payment for cellular communications, charging mobile phones, etc.

Trade through vending machines is especially active in the USA, Japan and China. The number of vending machines per 1000 inhabitants in these countries ranges from 2 to 14 and exceeds 5 million. This is one of the most impersonal forms of selling goods. Such widespread use of trade through machines abroad is associated with the possibility of using modern forms payment for goods (credit cards), the development of specialized production of goods for sale through machines (special packaging, disposable tableware, etc.).

The advantage of trading through vending machines is a significant acceleration of the process of selling goods, reducing the cost of maintaining service personnel, and unlimited working time.

Despite the undeniable advantages, trading through machines in the CIS countries is developing extremely slowly (including due to the withdrawal of metal coins from the money circulation).

Small-scale retail trade is governed by the Model Retail Business Rules.

Non-stationary trading network - it is a mobile trading network. It is used primarily for servicing small and remote settlementswhere there is no stationary trade network. This form of trade organization is characterized by great mobility and the ability to bring goods as close as possible to consumers. It is carried out most often by individual entrepreneurs or any organizations in easily disassembled tents, truck stores, tank trucks.

According to GOST R 51303-99 “Trade. Terms and definitions "non-stationary trade operates in the form of distribution and distribution mobile trade.

Delivery trade carried out with the help of car dealerships, trailers, wagon shops, ship shops, i.e. using specialized or specially equipped vehicles.

The most widespread are auto shops, which are used for trade services in rural areas; in places of agricultural work (sowing, harvesting), procurement, mass events (fairs, markets, sales exhibitions) and recreation of the population; on farms and distant pastures.

Trade through car dealerships and in large cities is gaining wider application. It is carried out by enterprises producing dairy, meat and some other food and non-food products. Such trade is organized in the busiest and most suitable places for this.

Abroad, distribution trade is very common - signs are made in the same style, delivery trucks and trailers are painted in the same way, and each manufacturer seeks to deliver his goods directly to the consumer.

Miscellaneous trade is carried out through direct contact between the seller and the buyer at home, in institutions, organizations, enterprises, transport or on the street. It is used for service in recreation areas, on railway platforms, stadiums, on trains, planes: confectionery, ice cream, flowers, newspapers, books and some other goods are often sold this way.

Overseas, this form of trading has developed into a developed industry of personal sales, carried out by independent agents.

So, in the United States, retail trade (at home, at the workplace, through specially organized presentations at home from one of the potential buyers) is widely used to sell cosmetics, jewelry, household appliances, jewelry, dietary and gourmet food, encyclopedias, educational literature ...

In France, the largest share of home sales falls on cars, books, textiles and beauty products, and vintage wines.

This form of trade organization ensures the maximum approximation of the goods to the consumer and direct contact between the seller and the consumer, which allows effective personal sales.

By the size of the business, their number in the network is distinguished:

large (more than 150 m 3);
medium (up to 150 m 3);
small (up to 50 m 3).

By forms of integration:

horizontal:
- corporate,
- voluntary;
vertical:
- retailers with a manufacturer,
- retail and wholesale enterprises,
- mixed integration.

Horizontal networks unite enterprises that are at the same economic level. This is a union of two or more homogeneous functional value and the product profile of water-owned traders. The largest horizontal retail chains are Magnit (operator of OJSC Tander), Pyaterochka, Karusel, Dixy, Seventh Continent, Perekrestok, Kopeyka.

Horizontal networks are a form of peer-to-peer cooperation of enterprises that implement separate functions and work. They can be corporate (they have one owner, a single regulatory body, they buy goods centrally and offer a similar range) and voluntary (a group of independent retailers who organized a trade association). Voluntary associations include the retail chains "Starik Hottabych", "M.Video", "Sportmastsr", "The Seventh Continent".

Horizontal networks can be single-format, i.e. consist of enterprises of the same type (for example, the Krasnodar chain "Magnit" operates in a discounter format) or multi-format, which includes several formats (for example, CJSC Trade House "Perekrestok" includes a supermarket, a hypermarket, a store "U Doma").

Vertical retail chains are built on the principles of subordination, management. They bring together functionally dependent manufacturers, resellers, sellers and consumers of a given product. Such networks are formed on the basis of the subordination of adjacent links of commodity circulation to one of the channel participants who has the greatest potential and dominates in it. Such networks are also called cross-industry. They can be formed by:

associations of retailers with manufacturers (branded trade);
associations of retail and wholesale enterprises (large distribution companies create their own retail outlets);
diversification (formation of financial and industrial groups and large intersectoral complexes - the Babaevsky concern).

Retail trade networks are formed on the basis of franchising, buyout and construction of new stores.

Distinguish between transnational (international) and national networks.

Transnational (international) networks develop by opening trade enterprises in different countries (for example, German chains Aldi, Metro, Obi, Dutch Spar, French chains Auchan, Carrefouer, American WalMart, Russian Ramstore, Swedish Ikea).

National networks can be:

federal - developing stores in several cities of Russia (for example, Krasnodar chain Magnit, St. Petersburg O Kay, Moscow Seventh Continent, Perekrestok, Karusel, Liniya, Kaliningrad Victoria, Kvartal );
local - they work on the scale of one city (for example, "Lightning" in Chelyabinsk, "Bakhetle" in Kazan, "Monetka" in Magnitogorsk, "Merchant" in Yekaterinburg, "Two steps" in Rostov-on-Don).

In a networked retail organization, different management models can be applied.

So, "Investment" the management model is based on the creation of an investment and uniting financial center with independent economic entities. With this model, central management tasks are simplified and network enterprises can be more proactive in their business activities. However, the disadvantage of such management is the lack of consistency in procurement activities and dependence on the quality of work of commercial services.

It is devoid of this disadvantage "Holding" a model in which the center determines the procurement policy, but trade objects are independent in operational management. This model allows for more flexible store management. But with such management, the costs are high due to the excessive growth of the management apparatus.

The most effective model of a networked retail organization is "Centralized" model. It is based on the fact that a single control center delegates to stores the functions that are minimally necessary to participate in operations related to ordering, inventory and revaluation of goods. The use of such a model allows one to reduce costs and more efficiently use the management apparatus when it is concentrated in a single center, but at the same time reliable communication with the stores that are part of the network must be ensured.

The greatest savings in technical and labor resources provided when using a "tray" management model based on the complete concentration of management in the center and almost complete absence of management functions in stores. Information system is located in the central office, where the entire management apparatus is concentrated. With such a system, direct deliveries of goods to stores are practically excluded.

In practice, a "hybrid" model can also be used, in which part of the stores is managed centrally, and the other part can operate on a "tray" or "holding" principle.

Chain trade is characterized by modern store formats, determined by the assortment, the size of the retail space, the forms and methods of service. New store formats, modern shopping centers and huge malls are developing. Retailers are equipped with advanced business technologies and modern premises. All this cannot but affect the competition, which is beginning to intensify and is being conducted not only in the price range.

Types of retail chains by type of assortment

The range of goods is an important feature of the classification of a retail chain. The number of items presented to the customer is determined by the store format. One of the directions of improving the retail trade network is its specialization, which contributes to the ease of labor and the growth of productivity, has a positive impact on the quality of customer service.

By product and assortment, they are distinguished: universal retail chains, specialized chains, chains with a mixed assortment of goods, chains with a combined assortment.

One-stop retail chains sell a universal assortment (all groups) of food or non-food products. Examples of such chains are supermarkets (Perekrestok, Magnit, Tabris), hypermarkets (Pyaterochka), department stores (Kalinka Stockmann, Moscow, Stylish City), Detsky Mir department stores.

Specialized retail chains (including highly specialized ones) sell one product group or part of a product group. This allows us to provide customers with a deeper and richer assortment, to have closer ties with suppliers, and to reduce paperwork. In specialized enterprises there are better conditions for studying consumer demand, more opportunities for offering services to buyers. Representatives of specialized retail chains are M.Video, Eldorado, Vysshaya League, Sportmaster, Bibabo, Positronika, Mir, Econika, Technosila.

Specialization is influenced by scientific and technological progress, people's needs, and the growth of the population's income. In this regard, highly specialized retail chains for the sale of perfumery products (L "Etoile," Il de Bote "," Arbat Prestige "), fine wines (" Aromatny world "," Delicate world. Gallery of wines and cigars "), fashionable clothes, cell phones (Euroset).

Mixed product chains sell certain types of food and non-food products. This group includes enterprises in which specialization is not observed and, along with the main assortment, other goods are sold ("Auchan", "O" Ksy ").

Combined assortment chains sell several groups of goods related by a common demand or satisfying any needs of customers ("Goods for repair", "City of craftsmen", "Diet").

Today in Russia there is a universalization of trade enterprises, the number of mixed stores is growing. For food trade, the development trend is universalization, for non-food trade - an increase in specialized and highly specialized stores.

Characteristics of the retail network by the level of retail prices

Price performs an extremely important function, which is to generate income (profit) from the sale of goods. The achieved commercial results depend on prices. Price serves as a means of establishing a certain relationship between the enterprise and customers, it affects the competitiveness of the enterprise.

According to the pricing policy, the retail trade network unites enterprises:

below the subsistence level - discounter, "stock stores", warehouse store, food markets, mini-brands - you, "second-hand", second-hand stores;
corresponding to the living wage - markets, consumer goods; Cash and Carry stores;
surpassing the living wage (elite):
- grocery stores - supermarkets, specialty stores, hypermarkets;
- non-food stores - boutiques, boutiques, discount stores, specialty stores or highly specialized stores.

The market requires an individual approach to customer needs. Tougher competition in the retail market leads to the fact that the price factor remains the most important for the majority (60%) of Russians. Large differentiation in the level of consumer incomes forces trade enterprises to focus their activities on certain market segments.

There are no more than 30 large retail chains in Russia (they have not three or four stores, but several dozen, or several stores in more than five regions of Russia).

It is easiest to classify retail chains by consumer segment, they differ not only in prices, but also in the choice of goods, design of the retail space and service.

Luxury / Premium networks - classic grocery stores targeting premium and upper-middle-to-high income consumers (Fashion Grand Laskala).

For wealthy buyers... offering goods of high quality, with a high culture of service at appropriate prices. Boutiques, showrooms, discount stores, supermarkets, hypermarkets, department stores, specialized and highly specialized chains are opening. These include the chain of stores "Globus Gourmet", "Stockmann", "Azbuka Vkusa" and "Seventh Continent - Five Stars".

Economy class shops - the most common and demanded. Discounts are the main promotions in stores in this segment. Therefore, discounters, Cash and Carry stores, mini-markets, warehouse stores, manufacturer's brand stores, food markets, in the non-food chain - Second-hand stores, commission stores, or "stock stores », Retail outlets of manufacturers, a TV store, consumer goods.

Most large networks economy class includes "Pyaterochka", "Kopeyka", "Dixie", Kaliningrad "Victoria", "Kvartal", "Deshevo", Krasnodar chain "Magnit", Kazan "Edelweiss".

Discounters - These are self-service chains with a universal assortment of FMCG low prices, which are ensured by minimizing maintenance costs, low quality equipment, cheap decoration of shops. As a rule, they are located not in the city center, but in "sleeping" areas and are targeted at all residents of nearby neighborhoods.

Studies show that there is an increase in the share of consumers who, when choosing a store, give preference to product quality and a wide range of products. Therefore, in order to increase the number of potential consumers, retail chains are actively developing multi-format: the chains are characterized by the development of several formats simultaneously - “convenience store”, supermarket and hypermarket. The Auchan company develops a network of Auchan hypermarkets and Atak discounters. The Dixy chain initially focused on discounters, now it has decided to open stores in other formats - hypermarkets and “convenience stores”. Seventh Continent is developing three formats at once - a convenience store, a supermarket (Five Stars, Universam) and a hypermarket (Our Hypermarket). The Magnit chain of stores opened Tander supermarkets and started developing the hypermarket format. Lenta opens a chain of convenience stores called Norma. The X5 holding, created by the merger of Pyaterochka and Perekrestok, is developing the chain of cost-effective Pyaterochka supermarkets, as well as Perekrestok supermarkets and hypermarkets.

As a result of studying Chapter 6, the student should

theoretical foundations of marketing development in the retail sector;
theory and practice of retailing system management;
structure, mechanism and content of franchising technology.

carry out a modern classification of the retail industry in the context of market globalization;
analyze the real state of marketing in various segments of the retail chain;
develop the concept of interaction between retail, partners and consumers in the marketing system.

The specifics of the organizational structure of the retail chain management system.

Network trade and retail technology. Franchising

Network forms of trade organization based on modern communications and information technologyallowing for the rapid incorporation of knowledge and their use in the most profitable market segments are beginning to displace traditional forms of economic relations in society. Already now, network forms of organizing retail trade are inherent in almost all levels of economic systems, and their influence is increasing. However, the emerging system of network relations of business entities does not yet fully take into account the interests and expectations of society and the state. It is poorly focused on the innovative development of the real sector of the economy and does not ensure the effective implementation of the social interests of the population. Its target settings are more focused on maximizing benefits for business entities.

Networked forms of trade organization (now called retailing) are a product of the information age.

They are characterized by the simultaneous transformation of the economy, labor, employment, corporate culture, politics, and government institutions. The networked society is largely based on a new, virtual economy, in which innovative knowledge and information become key factors of quality, productivity and competitiveness. They are the most important components that form the quality of human resources, their ability to use modern technologies and manage the latest information and economic systems.

Here are some definitions of retail.

Retail trade is a social process aimed at meeting the needs of people through the free exchange of goods and services that are of value to the customer.

Retail is any business that focuses its marketing efforts on the satisfaction of the end consumer through a distribution medium such as organizing the sale of goods and services.

Retail trade is a business activity related to the sale of goods and services to end consumers for personal, home and family use. The final part of the distribution channel.

Term retailing - comes from an old French word retailler (hence the pronunciation in Russian "retailer"), meaning "part of something", "cut something into pieces." In other words, the retailer acts as a division a large number of the product he sells into small portions for the purpose of selling to individual consumers.

The concept of "retail trade" is more capacious than the concept of "sale of material products", since it is also accompanied by financing services, pre-sale and post-sale, information, delivery, support, etc.

Retail functions:

due to the large number of retailers, the needs of the end customer are met at the place of his residence or work. At the same time, large volumes of supplies from the supplier are divided into small portions of goods that correspond to the wishes and needs of the end customer;
through the retail trade, the manufacturer receives information about the demand for the product, being the most sensitive indicator of the regulation of production volumes;
through retail trade, new markets are developed and new products are promoted;
retail trade performs the advertising functions of the goods of the manufacturer and seller.

Retail (retail) - the totality of all retail outlets in a particular market in a particular industry that sell goods to the end consumer through their own network of stores (retail).

A retailer is a specific retail trade network of an enterprise under a single brand, as well as a trade unit in the network.

Retailing is the process of selling a product through the distribution network of a single brand of one enterprise to the end consumer [ibid.].

Thus, retail chains are created in the interests of both sellers and, first of all, in the interests of manufacturers seeking to occupy their market share and ensure a guaranteed sale of their products. The main criterion for efficiency is the volume of products sold through a particular retail network. Two additional criteria play an important role: market share and brand awareness. It is they who provide and most directly affect the sales volumes.

Chain retailers can be classified according to different criteria: price category, specialization, scale and scope of activity, origin, format, etc.

Depending on the price category, food retail chains can be subdivided into premium, middle class, mass-market and lower segment.

By specialization, chain retailers are divided into department stores and professional stores.

In terms of the scale of their activities, regional (local), national (federal) and international trade networks are distinguished.

The main difference between federal retail chains and regional ones is the planning of the all-Russian expansion in federal districts country. The federal network assumes large sales volumes, a sufficient number of stores, representation in several Russian cities, as well as a certain level of work standards.

Depending on the origin, retail chains are foreign and domestic.

As a rule, for the purpose of segmentation, the classification of retail chains according to such a criterion as format is most often used. The format is an integral characteristic of retail outlets, combining various attributes: sales area, location, assortment, price, services offered, physical attributes of the store, the internal atmosphere of the store, after-sales service, etc.

When creating a retail network, you should correctly combine various forms of trade, defining each its own place depending on its specifics. All goods are ultimately sold through retail (or online stores with delivery to the client), which is the basis of trade. A retail network should be considered as a single channel of commodity movement with all its attributes - a certain type of product, its advertising support and channel participants promoting the product to the end consumer market.

At the heart of network marketing is the franchising system, which has almost two hundred years of history. Its appearance dates back to the beginning of the 19th century. Initially, franchising was carried out under the so-called linked house system used by British brewers. Companies have been operating under the franchise system for many years Singer (1860), Coca-Cola (1886), General motors (1911), Spar (9b2).

Network trade marketing management is an integral system of management decisions on the company's market participation through a separate network of independent merchants under the sign of a single brand. Network marketing management is schematically shown in Fig. 6.1. The consolidation of stores is carried out in order to create maximum convenience for consumers when buying everything they need in one place.

Discounters,

supermarkets

Integration strategies

Communication policy

Brand trade: boutiques

Shopping

technology

Pricing policy ~ W-

Senior management of the parent network marketing company

marketing

Distribution centers

Market penetration strategies

Commodity

politics

POS Marketing Team: Regulating the Market Positions of Chain Trading

Figure: 6.1 ... Network trade marketing management scheme

Network marketing management from a single center allows you to increase revenue as a result of reducing the total cost of marketing communications, optimizing traffic routes and economical use of mobile transport, organizing RY campaigns in order to successfully position and strengthen your reputation. Uniform standards of prices and quality service create a circle of regular customers and attract new ones. As a result, the network grows and develops. The main thing in the network marketing management system is the consistency of the goals of the main business partners, the understanding of mutual interests and the desire to strengthen competitive positions.

The concept of network marketing is aimed at increasing the effectiveness of commercial activities of retail participants using the principles of market participation, advanced forms and methods of logistics in order to maximize the satisfaction of society's needs.

The goal of network trade marketing is to maximize customer satisfaction and achieve a strong position in the sales markets and as a result of the well-coordinated work of the corporate chain of stores.

The concept of network trade marketing aims to attract buyers with different incomes through flexible pricing policy, convenience of territorial location, effective communications, corporate service standards.

The main risks of the network trading format are expansion in the seizure of a profitable territory for the opening of new outlets, negligence of trading technologies, dilution target audiences buyers as a result of the desire to satisfy simultaneously the needs of the middle class and low-income buyers. Within the framework of the implementation of network trade marketing, all participants in the market turnover have obvious advantages.

The target for network marketing management focuses on distribution strategies, successful promotion and positioning of goods and services. The solution to this problem largely depends on the purchasing power of the population, the competitiveness of goods and services, the breadth and attractiveness of the assortment, the affordable price threshold and the competence of the marketing team, which is responsible for the quality and service of customer service.

Recently, franchising as a way to create a stable and flexible network of retail stores has attracted more and more interest from manufacturers and trading companies. Russian companies are especially attracted by the opportunity to open new stores within the framework of franchising without diverting their own funds. The first results of the work of franchising projects in the retail market indicate that the most successful companies have passed part of the way in this direction, and the attempts of many others have not yet been crowned with success.

a system of connected houses used by British brewers. Companies have been operating under the franchising system for many years Singer, Coca-Cola, General motors, Spar. In modern conditions, a franchise agreement is an independent object of legal regulation in more than 80 countries around the world.

The word "franchising" is translated from English as a privilege, a privilege granted by the firm to any person to sell his goods. Franchising is a form of long-term commercial cooperation between firms, in which the franchisor company transfers the rights to sell its goods and services to the franchisee company, which simultaneously receives the rights to use the trademark, marketing technologies, service standards, corporate design and business reputation of the franchisor.

In general, a favorable situation has developed for the development of franchising in the country, contributing to the improvement of civilized forms of trade, as well as a clear focus on customer requests.

Franchising is one of the forms of network trade and business entry into the international market.

The general principles of organizing enterprises within a network are relatively simple. Two legally independent partners enter into a contract containing a certain number of mutual obligations.

The franchisor (or any legal entity using a similar close-linking scheme) is usually an entrepreneur who has successfully verified the action a certain formula organization of production or trade, and who concluded that success can be reproduced in the future.

The franchisor brings into the business his business concept, know-how and experience, organizational structure, provides regular assistance, and can also supply exclusive goods or services. A franchisor can be a manufacturer, developer, wholesaler, owner of a company for the centralized purchase of goods, importer, inventor, owner of a unique technology. He offers to sell his franchisee (or partner) the right to train, use his trade mark (s), use his technologies, as well as distribute his goods. This right may or may not be associated with full or partial exclusivity. In exchange, the franchisor requires a monetary reward, the size and shape of which may change when moving from one network to another, depending on the observance of certain rules, on the method of protecting the brand image. All this should be fixed in the agreement.

The essence of franchising is that a large parent company (franchisor) grants a small enterprise (franchisee) the right to conduct business for a certain period of time and in a certain place. entrepreneurial activity using its trade mark, production technologies, know-how in a form determined by the terms of the contract.

The goal of franchising is expansion by large firms while entering new markets with minimal risks.

The most widespread franchising is in retail and wholesale trade, service industry, beverage industry. Restaurants and eateries, construction firms, car service, delivery services, grocery stores, gas stations, consulting firms providing audit, legal and other services are being created.

Franchising can be applied to almost all types of business - from small eateries to mini-bakeries, from manufacturing goods to service industries, from mobile trade with vans to a huge network of stationary branded supermarkets.

Not every company has all the necessary prerequisites for successful development on the basis of franchising. There are already examples of this in the domestic practice of creating retail sales networks.

The main criteria that allow us to give a preliminary assessment of the success of a franchise project are as follows:

1. The network company must have a brand in one form or another (trade mark, trade names, trade symbols, logo, etc.). A brand is that intangible asset that this company cherishes most of all.
2. The business of a network company must have essential distinctive features, image, method, system that allow consumers to accurately distinguish it from peers and give it uniqueness and value in their eyes. This is often forgotten by "newly minted" franchisors.
3. Another condition for successful business development in the form of franchising is a well-calculated economic model of the franchisee. The amount of his income should be sufficient to return the initial and operating costs of both the network company and the franchisee, to provide the latter with acceptable earnings that compensate for the work of its employees, and also to cover all types of payments from the franchisee to the parent company. The presence of a brand and a refined system of doing business forms the basis of franchising.
4. The last of the considered criteria of readiness for the introduction of franchising is the approbation of replicated technologies and business methods. Their success must be demonstrated in practice.

In the field of trade, two different types of franchising networks are used, different in terms of organization principles: commodity franchising and business format franchising. The division between them is not always obvious, but some characteristic features of each of them can be cited.

In accordance with the terms of commodity franchising, the franchisee becomes the only seller of this product in the assigned territory and the exclusive representative of the franchisor's trademark. The main condition of this transaction is that the franchisee undertakes to purchase products only from its franchisor and completely refuses to sell similar goods from other companies that may compete. This type of franchising is actively used by manufacturers and wholesalers. Among the Russian retail chains are the networks "Monarch", "Econika Obuv", "Krasny Kub", "For soul and soul". As a rule, there are no other strict conditions governing the organization of a business, except for the requirement of a network company to work only with a range of its products. Franchisees receive general advice on store design, outdoor advertising and product display. For commodity franchising is characterized by a relatively low degree of regulation of duties due to the homogeneity of activities.

More costly and complex from the point of view of the organization of the network structure, the time required to launch the system, as well as money investment and human resources is the business format franchising, which is used for the development of food retail chains. The Pyaterochka, Kopeyka, and Seventh Continent networks are developing according to this type. Distinctive feature this type of franchising relationship is the standardization and regulation of all operations, from finding a place for a store and ending with descriptions of work processes, such as opening point of sale, the actions of personnel in the event of problems (broken glass, power outages, etc.), the process of moving goods from the warehouse to the sales area, etc.

Note that the division of retail chain franchising into two types is often conditional. In practice, commodity franchising systems have powerful business formats that ensure the reproducibility of not only the product range, but also the basic rules for organizing a sales area, zoning, equipment placement and placement, automation, commodity distribution schemes, warehousing, staff motivation and the formation of a recognizable store appearance.

To replicate technology and the way a grid company does business, effective training programs are needed. Most franchise networks have their own training centers, which provide various courses and programs. The training of a sales assistant is usually carried out within three to five days and includes the rules of calculation, the basics of customer service, mastering the program for accounting for goods. Training is most often free of charge, as its cost is included in the franchise package.

In some cases, network forms of trade organization are higher in terms of potential and management efficiency. traditional forms trading systems. The latter are based on a formal institution, while the network organization has a personality. Former institutions are based on a formal hierarchy, staffing table, stable role functions, and stereotyping procedures. Network forms of organizing trading activities are based on conceptual unity, autonomy of parts, maximum and personal sharing of risks, expressed creativity.

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