The history of the development of retail trade. Development of Russian retail chains - abstract
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It may be too bold to say that retail was the earliest form of commerce. However, historical documents mention itinerant traders who, during the time of the Saxons, traveled around the country and sold various goods. Trade fairs were an important part of Northern England's way of life, and the Domesday Book records markets in many non-urban areas, such as royal or church estates. In it, for example, there is a mention of "ten merchants outside the monastery gates" in Abingdon (Berkshire).
At the beginning of the Middle Ages, the structure of society continued to change. Cities were founded by local landlords, they were usually planned around the center, where a bazaar was held weekly and fairs annually. These "new" cities were often located in convenient places - on the main trade routes, and their prosperity depended on the success of the markets. There is a record that in Thame, Oxfordshire, the Archbishop of Lincoln rented out a trading place in the central market, "for a high rent was offered," an unmistakable indicator of the city's prosperity. In ancient times, many of the "rents" were paid in goods and services rather than money. In pre-Saxon times, barter trade was active in the market, when one type of product was exchanged for another. However, the difficulties with which such a business was associated, as well as the wider use and preference for banknotes as payment, caused the gradual decline of this kind of trade.
The Anglo-Saxon Chronicle indicates that by the beginning of the tenth century the main street in Winchester was called Ceep Street (Market Street), its location due to the need to serve both the Roman and the medieval city. In many ancient cities, other similar street names have survived, such as Cornmarket street (Bread Market Street), indicating the concentration of a certain type of trade in one place. Although there is no record of the marketing activities undertaken by individual merchants, it is clear that in an area with a concentration of, say, grain merchants, something more than premises and merchandise was needed to succeed in comparison with their neighbors.
Trade, of course, was not without competition, and the growth of one place's success often came at the expense of another's decline. Rival markets had to be located "six and two-thirds of a mile" apart to avoid conflicts of interest, but people didn't necessarily go to their local market. A record dated 1416 notes that the villagers from Caxham went to Abingdon's market instead of going to the closer market at Wellingford. Therefore, the interest of buyers was by no means limited to the nearest market. It is interesting to speculate on the reasons for this.
Medieval markets depended on local sources for perishable food, as travel at that time was too time-consuming to allow long-distance transport of food. However, buyers traveled considerable distances in order to purchase certain goods. For example, they went on a trip across England to buy horses and sheep, they went to a suitable place to bring millstones, in one of the ports, for example, in Southampton, it was possible to purchase glassware imported from Italy before how in the fourteenth century they began to be made in England. The development of trade over the centuries can be viewed as a process closely connected with the events of social life.
Over the past thousand years, retail trade has continued to develop. No matter what new goods appeared, there were always merchants who could sell them. With the opening of new international trade routes, the range of goods increased, specialized retail establishments were opened selling highly valued imported goods such as tea, spices and silks. At the same time, local production of basic commodities has also grown, and the importance of the retailer's function of linking producer to consumer has become more evident.
Over the past 150 years, retail has changed even more. The impact of the industrial revolution came in two directions. First, the growth of urbanization meant that more consumers were congregating in a small area, which means that stores in cities became a necessary source for serving the local population. J. Dawson noted that "urban centers have become the main focus of retail comparison, as the number of consumers with an average income has increased and mass transport has concentrated in city centers."
Second, the massive increase in manufacturing output has not only taken people away from agriculture, it has also made it possible to produce a large number of goods in the manufacturing industry. Therefore, in order for the product to reach the buyer, longer distribution channels were required. In addition, significant changes in the field of transport and transportation have increased the speed and convenience of trade links for all types of goods. J. Jeffries described "the origins of national marketing directed by large enterprises to retailers, and bulk purchases by large retailers directly from manufacturers." B. Lancaster and J. Ferry studied the development of department stores and noted that at the beginning of the twentieth century, the sources of goods were international, although their number was very limited. Meanwhile, the development of technologies for the storage of perishable products has made it possible to increase the length of food distribution channels without losing their efficiency.
J. Dawson argued that "although the market was dominated by retail businesses owned by one independent family, by 1900, both in the consumer cooperative sector and in the capitalist sector, larger organizations appeared." According to J. Jeffries, by that time in the UK there were 94 firms with more than 25 branches. These were mainly enterprises specializing in the shoe industry, in the sale of newspapers and food products. The places of their localization changed with the development of "urban transit style" shopping centers and shopping arcades at suburban railway stations. In fact, such places were everywhere where there was an opportunity to approach a large number of potential buyers. retail marketing
During the twentieth century, retailing has evolved in many directions. One of the big changes was the introduction of retail in the mid-1950s. self-service. It started in grocery stores but then spread to other sectors. The move brought about a major change in how retail transactions were made, and also enabled the rapid growth of low-margin retail ("start high and sell low!"). The focus has shifted to display and merchandising, as the challenge to present the product in the most attractive way possible to ensure its selection from the shelves has taken on greater importance. Successful retailers never forget the importance of customer satisfaction, but S. Levy and G. Zeitman assumed that marketing is a tool for significant social change. "Further application of marketing principles led to the development of new retail formats, such as large hypermarkets and small retailers. small niche businesses that understand the importance of focusing on a position rather than trying to satisfy the needs of a standard, undifferentiated market.
Recently, the need for territorial placement in close proximity to the buyer has become less urgent. Thanks to the growth in the number of car enthusiasts and those who use personal vehicles, retailers no longer need to follow on the heels of the migration of buyers. Retailers have been able to divert the attention of shoppers away from urban centers to locations outside the city, giving a new impetus to retail and marketing in this area. A significant number of consumers are ready to go shopping in the mall and consider such activities as a form of leisure. Plus, a more efficient communications system helps ensure that shoppers are much more informed about both the placement and the availability of a wide range of products. In addition, retail marketing has developed, especially through the benefits of branding and the ability to extend branding rights to other areas, such as Sainsbury's Bank Boots Opticians.
Through the use of new technologies, retailers have been able to learn more about the products their customers actually buy, as well as increase efficiency - especially the introduction of barcodes and scanning has provided valuable data. Recently, retailers have resorted to more advanced information and communication technologies to run their business. Database management, the use of loyalty cards and other ways of obtaining information can lead to a higher level of personalization of offers; to this we can also add successes in the field of direct marketing.
In addition, both retailers and customers are now able and willing to seek suppliers around the world. This is reflected in the range of food supermarkets, where fresh fruits and vegetables once considered seasonal are now available all year round. Many exotic products are now appearing in UK retail outlets. And with the growth of the World Wide Web ( www. any retail. org- there really is too much data to include any specific links here) consumers can go to thousands of additional places and benefit from offers that were previously unavailable. Therefore, the role of marketing in the retail industry needs to be looked at in a new way as we enter the twenty-first century.
BIBLIOGRAPHY
1. Malcolm Sullivan and Dennis Adcock. Retail marketing. St. Petersburg. Publishing house "Niva". 2004
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The first retail chains (network retail) began to appear in the 15th-16th centuries in Germany. The wealthy shopkeepers who sold meat, expanding their trade, open a network of meat trading shops selling the same type of assortment, under a single sign.
This business development model was fundamentally different from the models widely practiced in those years and later:
- expanding the range of goods sold in one place and offered by a retail outlet;
- purchase and development of unrelated or complementary businesses.
The rapid development of retail, in fact, began in the first half of the twentieth century, when the barrier between the consumer and the product disappeared. Prior to this, all world trade was carried out exclusively "over the counter", and the current variety of formats was represented only by small shops and bazaars.
Since 1901, the drugstore chain Walgreens, founded by Charles R. Walgreen Sr., has been writing its history from a pharmacy in Chicago, Illinois. By 1913, the network already consisted of 5 pharmacies.
The first two stores with direct access to the goods were opened independently of each other in 1912 in California. Around the same time, a chain of six stores called Humpty Dumpty Stories, owned by the Bay Cities Merchantile Co., began operating.
The first, a supermarket, in the modern sense of retail technology, which laid the foundation for chain retail, opened in 1916. The beginning of a new, at that time, technology of network retail was laid by an entrepreneur from Memphis, Clarence Saunders. The Piggly Wiggly supermarket chain he created, seven years after the opening of the first supermarket, consisted of 2,800 stores.
Marketing specialists usually associate the emergence of self-service with the "Great Depression" that broke out in the United States and it is customary to date it to 1929. Then the merchants of Cincinnati, in order to reduce the prices of products for the poor, decided to minimize the costs of organizing the trade itself. The goods were laid out on the shelves, and the staff of sellers was reduced, leaving only one or two at the exit of the store.
The official date of birth of the mass-market chain retail industry based on self-service technology is considered to be 1930, when King Kullen opened a store in New York that became the prototype of the modern supermarket. Further, the process took on an avalanche-like character; by the end of the 30s, there were already several thousand self-service outlets in the country.
In 1957, in France, near the city of Annecy in eastern France, at a crossroads, the first store of the Carrefour SA chain (French crossroads, pronounced Carrefour) opened. However, in the 50s, the technology of reaching the general population and the priority of "traffic" over the profitability of each check became dominant only in the United States. Western European post-war network retail was built on the predominance of independent stores united in small chains. In countries such as Italy, Germany or the UK, the technology of network retail focused on consumer "traffic" has not taken root. There, retail continues to develop mainly according to the old principle of “flow” trade - stores are mainly based in the center of the movement of buyers from nearby areas.
In the mid-70s, in France, for the first time, goods under the private label of these stores (STM, private label) appeared in retail chains. The Carrefour retail chain has become a pioneer in the creation of private labels. The experience of the French was so successful that private labels quickly gained popularity in other countries. Now the range of European chain stores on average 30% consists of products under their own trademarks. At the same time, it is not uncommon for such brands to occupy 80-90% of the turnover, and individual retailers, for example, the British network Marks & Spencer, sell goods only under their own brands.
In the 1980s, chain retail began to dominate the consumer goods retail market. A few years later, Dutch retail felt the "dead grip" of the Albert network, the British one was under the power of Tesco (now its annual profit before taxes reaches a billion pounds), and the Metro network began to assert itself in Germany. French retailers in the early 80s tried to move their "traffic" to the United States. But Carrefour, Auchan, and Leclerc soon became convinced that it was useless and left America.
The end of the 20th century was marked by a large-scale offensive by large European network retailers in Eastern Europe and Latin America. At the same time, the first domestic chain retailers Perekrestok (1995), Azbuka Vkusa (1997), Pyaterochka (1999) appeared in Russia.
Chapter 1 Russian Federation.
Retailing is a broader concept than just the sale of goods, since it is accompanied by services - financial, hairdressing, payment for mobile phone services, dry cleaning of clothes, delivery of goods. The term "retailer" (retailing) - retail trade - comes from the old French word "retailer", meaning "part of something", "cut something into pieces". That is, the retailer divides a large quantity of goods into small portions for sale to consumers.
For the past seven years, retail trade has been one of the fastest growing sectors of the Russian economy. In 2003, Russia entered the top three consumer markets in developing countries that are attractive to international retail chains. A massive entry of foreign firms into our market was expected in 2004-2005. However, since December 11, 2004, the Chinese government, fulfilling its obligations assumed in 2001 when joining the WTO, allowed foreign companies to open any number of supermarkets with 100% foreign ownership. The opening of such large-scale markets drew many retailers to themselves and pushed back plans for the development of Russia.
Despite the fact that in 2005 a third of all foreign direct investment in Russia came into trade (less than a quarter into the extractive industry), foreign retailers did not occupy an overwhelming position in the Russian market. Domestic companies still have chances for independent development and retention of national control over the retail market.
Stages of development of retail trade in Russia.
Until the 1960s, trade was not paid much attention. The situation has changed with the increase in its apparent importance in the economies of developed countries, with the growth of its contribution to the gross domestic product (GDP). Thus, in the United States, after the removal of legislative restrictions on monopolies, the era of the WalMart hypermarket began, which was founded in 1962, rapidly captured half of the American market and began transnational expansion. Hypermarkets have taken over the world.
In the USSR, the first large department store - "Frunzensky" - was opened in Leningrad on September 3, 1970 as a self-service store. Prior to that, trade was practiced exclusively through the counter. On 370 meters of counters - “hills” equipped with refrigeration units, the products were in the public domain, the area of the trading floor was 1200 square meters. m, there were 15 cash registers of the latest design, Italian and American equipment - all this made it possible to serve up to 17 thousand customers per day. By 1980 there were 30 supermarkets in Leningrad.
Another format is a department store (non-food items). In Moscow, these were GUM, TSUM, Pervomaisky, Krasnopresnensky, etc. To date, only a few department stores do not rent out their space. The rest have turned into shopping malls, consisting of many independent shops. Specialized stores also developed in the USSR: "Children's World", "Sports Goods". Successfully worked "Posyltorg". Soviet trade collapsed along with the collapse of the system that created it.
In the 1990s, the development of modern retail in Russia repeated the experience of Western countries in the 1960s. There, as retailers realized the need to promote their own brands, industry consolidation accelerated. But the Western countries took about 40 years to achieve this (we are less than 20), it took another 30 years to achieve the maximum concentration. Now in Germany, the 5 largest retail operators control 65% of the market, in the UK 4 chains - more than 70%, in France the 5 largest chains - 85%, in Denmark the two leading chains - 60%. In Russia in 2007, the share of modern formats in food retail was only 32.6%, while the share of the five largest companies was about 5%.
Food retailing remains largely a national or even local industry. Only about 10% of the global retail market is occupied by transnational corporations.
Until November 1, 1990, the dollar in the USSR officially cost 63 kopecks, although citizens and commercial organizations could not buy it at this price. In April 1991, at the first market auction, 32.35 rubles were given for the dollar, on January 3, 1992 - 150 rubles, and on December 24, 1992 - already 414.5 rubles. The fall of the ruble reflected the severe financial crisis that led to the collapse of the USSR, the former Soviet republics had to rebuild the market economy.
The arrival of a new life for the Russians was marked by the liberalization of consumer prices, which was carried out on January 2, 1992 according to the Decree of the President of the Russian Federation "On measures to liberalize prices" dated December 3, 1991 No. 297. As a result, 90% of retail and 80% of wholesale prices were exempted from the state regulation, with the exception of the most socially significant consumer goods and services (bread, milk, public transport, etc.).
Prices in stores grew inexorably, according to experts: in 1991 - by 160%, in 1992 - already by 2500%. Inflation destroyed the savings of the population, left enterprises without working capital. In addition, the collapse of the USSR led to the rupture of many economic ties. There were difficulties both with raw materials and with the sale of products. Wage delays have become the norm. Hidden unemployment appeared, when enterprises did not fire workers, but sent them on unpaid leave. People were forced to look for odd jobs.
The desire of the government to curb inflation ran into a huge state budget deficit, which could only be covered by the issue of money. The Central Bank issued cheap loans to enterprises in huge volumes. With the right to issue non-cash rubles, the central banks of other former Soviet republics actively lend to their governments and enterprises. The inflation generated by such emission was imported into Russia.
The situation was aggravated by the fact that state-owned enterprises that had not yet been privatized simply did not know how to trade in a free market and did not respond to changes in market demand. Out of habit, their directors waited for government subsidies. The structure of the Russian economy, inherited from the USSR, had monstrous distortions towards the production of means of production and military equipment. And small business, relatively recently legalized, was in its infancy.
Market reforms were initiated at the federal level, while price controls were traditionally exercised at the local level. In many cases, local authorities have tried to maintain this control despite the government's refusal to provide subsidies to such regions. Using the fact that the land, buildings and utilities were still in the hands of the state, they put pressure on the privatized stores, forbade the export of food to other areas.
In accordance with the Decree of the President of the Russian Federation "On freedom of trade" dated January 29, 1992, enterprises and citizens were granted the right to engage in trade, intermediary and procurement activities(including for cash) without special permits, except for the trade in weapons, ammunition, medicines, etc. Customs payments for goods imported into Russia were abolished. Initially, trade was allowed in any convenient places, except for roadways, metro stations and government buildings, but after six months it was limited to "places designated by executive authorities."
The country was divided into sellers and buyers. In the minds of the people, the concepts of “speculation” and “fartsovka” were legalized, for which, under the Soviet regime, one could go to jail. Many, despite the acute hostility to the "traders", went into trade - out of hopelessness, because there was nowhere to work, and they had to feed their families.
The "Iron Curtain" fell, and our fellow citizens realized how poor they live compared to the population of Western countries. They were eager to quickly satisfy the commodity hunger that tormented people in the conditions of total shortages in the 1980s. Everything was swept off the shelves. Small-scale wholesale, clothing and food retail markets appeared, where you could buy almost everything. In 1994, a place in an open clothing market in Moscow cost 10-30 dollars a day, the turnover of one outlet averaged 17.5 thousand dollars a month, in the regions - about 7 thousand. The mark-up did not fall below 100-200%.
Commercial tents ("lumps") of 3x4 meters flourished, with an assortment from ballpoint pens to household appliances and flowers. They were placed in any free places in areas of maximum human flow. And the shelves of state stores, accustomed to the distribution system, remained mostly empty or the assortment in them was very poor.
Prices rose, but the population had money. The market demanded commodity content. And only a quick turnover was able to bring start-up capital to the beginning capitalists. For many now successful entrepreneurs, the experience and connections of those times determined the format of their future business. Industry was not yet capable of producing modern goods.
I. Theoretical part.
1. Essence and functions of retail trade.
2. Classification of retailers.
3. Formats of retail networks in the Russian market.
4. Competition in the market of retail chains.
5. Main strategies for the development of retail chains.
6. List of Russian retail chains according to AKORT - Association of Retail Companies.
7. Mergers and acquisitions in the retail chains segment.
8. The history of the development of Russian retail chains on the example of the Tander network.
Conclusion.
Bibliography.
Introduction.
Trade is the most important sector of the country's economy, the state and efficiency of which directly affect both the standard of living of the population and the development of the production of consumer goods. It is about 27% of the gross domestic product of the Russian Federation; In terms of tax revenues to the federal budget, trade ranks second among the main sectors of the economy.
Significant changes in the economic and political life of the country that have occurred in recent years have led to significant changes in the nature and conditions of functioning of all sectors of the national economy, including retail trade. Currently, the retail trade in the Russian Federation is undergoing dramatic changes. These changes are associated, first of all, with a sharp reduction in unorganized trade, the rapid and large-scale development of Russian retail chains, the emergence of intense competition between large domestic and global international retail chains.
Retail trade network - a set of retail trade enterprises and other trade units located in a certain territory for the purpose of selling goods and serving customers. Functions of the retail trade network: purchase of products; product transportation; product storage; sorting, processing, preparation of products for sale; sale of products; risk acceptance; financial activities; informing the market, obtaining information about the market. The financial condition of a retail trade enterprise is characterized by a system of indicators reflecting the state of capital in the process of its circulation, and the ability of a business entity to finance its activities at a fixed point in time. Retail trade is still one of the most dynamic and highly profitable branches of the Russian economy. In the context of economic stabilization in recent years, the situation here is only getting better. The dynamics of retail trade turnover is determined by two main factors - the growth of real monetary incomes of the population and the consumer price index. Both indicators demonstrate a positive (from the point of view of the population) dynamics - incomes are growing, prices are slowing down.
A few years ago, a conversation about expanding the network of stores would have been irrelevant. But today the process of differentiation of domestic trade ends and the establishment of integral ties begins. And as the share of Russian retail chains in the total volume of sales grows, the problem of their development will become paramount, so the topic of this course work is relevant at the present time. In developed countries, retail chains account for 60 to 90% of the volume of retail trade. The emergence of such networks in Russia is a sign that trade is becoming more civilized. True, the very future of domestic retail chains raises concerns: only when they are born, they face intractable problems.
The main goal of the current stage of economic transformations carried out in trade is the creation of favorable conditions for the effective operation of commercial enterprises.
Essence and functions of retail trade.
Retail trade is a type of entrepreneurial activity in the field of trade associated with the sale of goods directly to the consumer for personal, household, family, home use. This is the most common definition of the concept of retail, contained in regulatory documents.
This type of activity is contractual in nature, and its legal basis is enshrined in the Civil Code of the Russian Federation.
According to Art. 492 of the Civil Code of the Russian Federation, under a retail sale and purchase agreement, a seller engaged in entrepreneurial activities for the sale of goods at retail undertakes to transfer to the buyer goods intended for personal, family, home or other use not related to entrepreneurial activity. The buyer, in turn, is obliged to accept the goods and pay for them at the price declared by the seller.
The functions of retail trade are determined by its essence and are as follows:
meeting the needs of the population in goods;
Bringing goods to buyers by organizing their spatial movement and supply to the points of sale;
maintaining a balance between supply and demand;
impact on production in order to expand the range and increase the volume of goods;
· Improving trade technology and improving customer service.
Therefore, the retail process is made up of the purposeful sale of goods, customer service, sales and after-sales services.
The retail service is the result of the interaction between the seller and the buyer, as well as the seller's own activities to meet the needs of the buyer when buying and selling goods.
The classification of trade services and general requirements for them are established by GOST R 51304-99 “Retail trade services. General requirements".
Retail services include:
1. sale of goods;
2. assisting the buyer in making a purchase and using it;
3. information and consulting services;
4. creating convenience for customers.
The process of selling goods services consists of the following main stages:
formation of assortment;
acceptance of goods;
provision of storage;
· pre-sale preparation;
display of goods;
offer of goods to the buyer;
settlement with the buyer;
release of goods.
Classification of retail trade enterprises.
The classification of retail trade enterprises can be based on the following features:
· Features of the device;
· Trade service form;
· Type of building and features of its space-planning solution;
Functional features of the enterprise;
· Type of ownership;
The type of enterprise.
By device features retail trade enterprises are divided into shops, pavilions, kiosks, auto shops, tents, vending machines, etc.
Shop - a specially equipped stationary building or part of it, intended for the sale of goods and the provision of services to customers and provided with trading, utility, administrative and amenity premises, as well as premises for receiving, storing and preparing goods for sale.
A pavilion is an equipped building with a trading floor and a room for storing goods. It can be designed for one or more jobs.
A kiosk is a building equipped with commercial equipment that does not have a trading floor and a room for storing goods. Designed for one workplace of the seller, on the area of which a working stock of goods is stored.
The small-scale retail network also includes mobile delivery and peddling vehicles (car shops, carts, trays), tents, and vending machines.
Car shops and other means of mobile trade are used to serve residents of small settlements, as well as agricultural workers in field camps, distant pastures, etc. They are widely used by manufacturing enterprises to sell their products in cities.
Tent – an easily erected collapsible structure, equipped with a counter, without a trading floor and premises for storing goods. Inventory, designed for one day of trading, is placed on the area of one or more workplaces of the seller.
Vending machines are installed in stores, in the territories adjacent to them, as well as in crowded places (in parks, train stations, etc.)
Trade Service Form- an organizational technique, which is a combination of service methods. The following forms of trade services are distinguished: self-service, sale of goods by samples, sale of goods by catalogs, individual service through the counter.
Self-service is a form of trading service in which the buyer independently inspects, selects and delivers the selected goods to the settlement node.
The social and economic effect of self-service lies in the fact that this form makes it possible to significantly reduce that part of the consumption costs associated with the purchase of goods and, consequently, increase the free time of buyers.
Sale of goods by samples is a form of service in which the buyer has the opportunity to independently or with the help of the seller choose goods according to the samples displayed on the trading floor, and after paying for the purchase at the checkout, receive the goods corresponding to them directly in the store or arrange for their delivery for an additional fee on house.
The peculiarities of this form of service are that only samples of goods offered for sale are exhibited on the trading floor, and working stocks of these goods can be located in the pantries of stores, in the warehouses of the manufacturer or wholesale supplier. This allows you to present goods in a wide range on a relatively small trading area.
Selling goods by catalogs is a form of service in which the buyer has the opportunity to make a purchase by selecting goods from the catalog in a store, in a post office, at a wholesale enterprise. Catalog sales can be used for both non-food and food products.
The economic benefit of stores from the sale of food products through catalogs is determined by the receipt of additional turnover on the same retail space, the ability to rationally use the labor of store employees.
The sale of goods with individual service, including open display, is a form of trade service in which buyers get acquainted with the range of goods on their own or with the help of a seller, and the seller checks the quality, gives advice, packs and releases the goods.
Stores that use a form with individual service significantly slow down the trading process, increase the time spent by the population on the purchase of goods, and have a lower throughput. They use the retail space less efficiently, the costs of manual labor are higher, and a large number of sellers is required.
Taking into account the type of building and the features of its space-planning solution retail trade enterprises are divided into free-standing, built-in, built-in-attached, attached and shopping malls, they are also single-storey, multi-storey, with or without basements.
Built-in store - a store, all the premises of which are located in the dimensions of a residential building with a ledge beyond its limits by no more than 1.5 m from the side of the longitudinal facade and no more than 6 m from the side of the ends (when arranging covered loading rooms).
Built-in-attached store - a store, the premises of which are located in the dimensions of a store of a residential building and in volumes taken out of the dimensions of a residential building by more than 1.5 m from the side of the longitudinal facade and by more than 6 m - from the ends (when arranging covered loading rooms) .
Attached shop - a shop, the enclosing wall (or walls) of which are common or adjacent to the walls of a residential building.
Taking into account the functional features There are the following types of retailers:
1. trading through a stationary trading network;
2. trading through a mobile trading network;
3. trade in shipping (paid, ordered) goods.
The stationary trading network is the basis of retail trade. It represents retail premises located in buildings and structures specially equipped and intended for trading, firmly connected by a foundation to a land plot and connected to engineering communications. The entire stationary network consists of retail and small retail trade facilities.
Stationary retail facilities:
1. shops;
2. pavilions with a trading floor.
Stationary objects of small retail trade:
1. tents;
2. kiosks;
3. vending machines.
Mobile trade is non-stationary and represents retail facilities installed without deep foundations, regardless of accession to city utilities, building structures and dimensions.
Mobile means of peddling and delivery trade:
1. carts;
2. car shops;
3. vans;
5. shops-wagons and shops-ships
By form of ownership, retailers are divided into independent retailers, distribution network, retail franchises, rental departments and cooperatives.
Independent retailers. They own, as a rule, one store and provide personal customer service. These stores are usually conveniently located and include grocery stores, convenience stores, gas stations, etc. This is the most numerous part of the retailers. There is considerable competition in this area of trade in many countries.
Commercial network. This is one of the notable phenomena in the retail industry of recent decades. They involve the joint ownership of two or more retail outlets and carry out a centralized purchase and distribution of products.
retail franchises. These are legal agreements between privilege holders, which can be manufacturers, wholesalers, service providers, and privilege holders, retailers. Such agreements allow retailers to carry out certain business activities under a well-known brand and in accordance with the relevant rules.
Leased department. This is usually a department in a retail store (usually a deli, department store, or specialty store) that is rented out. The head of such a department is fully responsible for its economic activities within the framework of the rules established by the lessor. The tenant gets his benefit from working in a well-known place, from a larger number of visitors and the prestige of the trading enterprise itself. This form of trade has found wide application in our country. Many store visitors use the services of rented departments - newspaper and book kiosks, stalls, kiosks selling perfumes, photographic products, medicines, etc.
Retail cooperatives. They can be created by both merchants and consumers. The association of independent retailers in a cooperative allows you to significantly reduce many of the costs associated with the purchase, transportation and storage of goods, to carry out joint planning and advertising.
Under type of retail business should be understood as an enterprise classified according to the range of goods sold. With this in mind, a distinction is made between department stores, specialized stores, as well as stores with a combined and mixed assortment.
Universal - selling a universal range of food or non-food products.
Specialized, the basis for the construction of the assortment of which are products of one product group or part of it ( highly specialized)
Combined - selling several groups of goods related by a common demand and satisfying individual needs (meat-fish, knitwear-haberdashery), as well as specializing in the sale of consumer complexes (goods for women, for children, for the home, etc.)
Mixed, trading in a narrow range of food products , unrelated to the common demand.
Retail chain formats in the Russian market.
The main formats of online trading:
Discounter -(works with minimum trading extra charge, area 300–1000 sq. m, assortment - up to 2000 items).
Supermarket - (3000 - 10000 sq.m, 7000 - 20000 items).
Hypermarket -(over 10,000 sq.m, 20,000 - 40,000 items).
There are varieties such as shop " at home" or " walking distance" (the margin is close to the level supermarket, 300–500 sq. m, up to 1000 items), wholesale hypermarket (cash & carry, from 20,000 sq. m., 20,000–40,000 items), grocery boutique(offers exclusive products, markup can exceed 100%), etc.
In contrast to the Western retail market, which was formed gradually under the influence of changes in consumer demand, Russian retail chains began active operations using the established world practice in the field of established retail chain formats. This contributed to the fact that virtually all Russian retail chains present on the market in a fairly short time were clearly positioned in terms of format and were able to create their image in the eyes of customers.
Currently, the following formats of retail chains have developed, differing in pricing, area, assortment and target contingent: supermarket, grocery store, discounter, supermarket, hypermarket, cash & carry. However, it should be noted that, unlike Western retailers, there is a blurring of clear boundaries between the formats within which Russian chains are represented.
Competition in the retail market.
Today, the Russian retail market is experiencing high competition between retail chains offering a wide range of goods of the same assortment within the same format. Serious competition forces retail chain owners to pay more attention to new trade formats, consumer demands in different regions, and attracting investors to their business. The entry of an even greater number of Western operators into the Russian market will only intensify competition among existing participants in Russian retail.
It is also worth noting that in big cities there is an outflow of customers from cheaper discount stores to more comfortable hypermarkets. This is especially evident in Moscow and St. Petersburg: consumers tend to choose stores for themselves, the image of which is closest to them.
A serious and differentiated approach to consumer demand, an increase in the level of service, quality control, and the presence of entertainment components in retailers' policies significantly influence the choice of buyers.
Over the past two years, the number of retail trade enterprises has increased by more than 27%, while the number of large and medium-sized enterprises has decreased by almost 10%. This fact testifies to ongoing merger-acquisition processes in the industry. Larger players (as a rule, federal retail chains) enter the regions and acquire local retailers.
The main strategies for the development of retail chains.
Due to the peculiarities of the economic development of various regions of Russia, the following situation has developed: both large Western and Russian retail chains initially went to Moscow, and then developed in regions where demand for them was gradually forming.
Currently, regional policy stands out among the main strategies for the development of retail chains. Large retail chains are actively entering not only large million-plus cities with developed infrastructure, but also smaller cities; this is especially true for such a retail format as a discounter.
There is also a trend towards multi-formatness on the market, when players start working in different formats, choosing the most suitable one for certain regions. For example, one of the largest Russian retail companies, X5 Retail Group, is exploring a new format for itself - cash & carry. If the company develops small wholesale stores, it will have all existing retail formats in its assets: discounter, supermarket, hypermarket and cash & carry.
It should be noted the growth in consumption of private label products of large retail chains. The share of visitors who buy products under the exclusive brand owned by the chain in Moscow and St. Petersburg is about 50%.
List of Russian retail chains according to AKORT - Associations of retailers .
1C Interest - a network of software and multimedia stores
36.6 - pharmaceutical network
38 parrots - a chain of pet stores
585 - jewelry chain
5 KarmaNov - a network of youth clothing stores
Bosco di Ciliegi - a chain of clothing and luxury stores
Glance - a network of designer clothing stores
Divizion - network of mobile electronics salons
DIXIS - a network of cellular communication salons
DOMO - retail network of home appliances and electronics
DyukHolding - a network of car dealerships
· FixPrice - a network of shops of one price
Palatin - chain of shoe stores
POLARIS - a network of computer centers
Re:Store - a network for the sale of Apple products
Real - a network of hypermarkets
Symphony - a network of mobile electronics salons
Sunrise (Sunrise) - a network of computer stores
Avtomir - a network of car dealerships
Azbuka vkusa - premium supermarket chain
Alpi - retail company
Arbat Prestige - perfume network
Fragrant world - a network of wine supermarkets
Atlant-M - a network of car dealerships
Banana-mom - a network of hypermarkets for children's goods
Banzai - a network of mobile phone shops
Begemot - a network of hypermarkets of children's toys
White Wind - a network of digital technology stores
· Betalink - a network of cellular communication salons
Vester - retail and small wholesale network
Thing - chain of clothing stores
Victoria - a network of food stores
Globus - a network of discounting hypermarkets
Gloria Jeans - clothing retail chain
Jinn Stroy - a network of interiors of finishing materials
· Dixy Uniland - food retail chain
Euroset - a network of mobile phone stores
Green country - a network of hypermarkets
Empire of bags - a network of shops selling bags
ION - a network of mobile electronics stores
Kairos - a chain of self-service food stores in Sochi
Karusel - a network of hypermarkets
Komus - office goods
Kopeyka - Trading house
・Copy Service
· Basket - retail network in Lipetsk
Cosmos Gold - a network of jewelry boutiques
Red cube - a chain of gift and souvenir shops
Kitchens of Russia - a chain of furniture stores
· Tape, hypermarket
Letual - a network of perfumery and cosmetic stores
Easy step - a network of shoe stores in the central part of Russia
Line - a network of food hypermarkets in the Central Black Earth region
M.Video - retail network of household appliances and electronics
McDonald's - catering network (restaurants)
Magnet - retail food chain
· MAN - a network of self-service stores in Volgograd and the Volgograd region. Includes two premium Gurman stores in Volgograd and a chain of convenience stores Plus
Maria-Ra - a network of food stores in Siberia
MEGA - network of malls
Furniture of Russia - a chain of furniture stores
Furniture of the Chernozem region - a network of furniture stores
· Mercado Supercenter - a chain of hypermarkets of the X5 Retail Group N.V. group of companies.
Metis - a chain of bookstores
WORLD - retail network of home appliances and electronics
Moscow time - a network of watch stores
Mosmart - retail network
Muir and Meriliz - trading house of ladies' hats and haberdashery
Nakhodka - a network of grocery stores
Our quarter - a chain of supermarkets in the Samara region
NIKS - a network of computer stores
O'KEY - a network of hypermarkets
Park House - a network of malls
Paterson - supermarket chain
Perekrestok - supermarket chain
Purchase - a network of supermarkets in the Lipetsk region
Polyana - a network of retail stores in Western Siberia
Posadsky - a network of retail stores in the Samara region
Pyaterochka - supermarket chain
Radezh - a chain of supermarkets in Volgograd, Volzhsky, Volgograd and Rostov regions
Ramstore - a network of grocery stores
Rive Gauche - a network of cosmetics and perfumery stores
Rolf - a network of car dealerships
Rosinka - a network of grocery stores in Lipetsk
Rostik - a network of public catering (restaurants)
Russian bistro - a network of public catering (restaurants)
SantaHouse - a network of hypermarkets for home goods
SBS - chain of furniture stores
The Seventh Continent - a network of food stores
Svyaznoy - a network of mobile phone stores
Sibvez - a network of trade and service firms of household appliances
SkoroMama - a network of clothing stores for expectant mothers
Sportmaster - retail network of sporting goods
Starik Hottabych - a network of stores of building and finishing materials
Stroymaster - a network of construction hypermarkets
Telephone.Ru - a network of cellular communication salons
Technosila - retail network of home appliances and electronics
Point - a network of cellular salons
Three fat men - a chain of clothing stores in large sizes
Ultra - a network of cellular salons
· Ultra Electronics - a network of stores of household appliances and digital electronics.
· Utkonos - a network of shops of industrial goods for home use.
· Holding Center - clothing retail network.
· TsentrObuv - a network of shoe stores.
· Tsifrograd - a network of cellular communication salons.
Chaconne - a chain of bookstores.
· Chance (household appliances stores) - a network of household appliances and electronics stores.
· Champion - a network of sports shops.
· Economy - a network of self-service food stores in Volzhsky (Volgograd region). They also work under the Family 24 brand.
· Expert - retail trade in consumer electronics.
· Electronics - Nizhny Novgorod regional holding uniting a network of household appliances and electronics stores, a food store, as well as a network of cinemas, fitness centers, beauty salons, nightclubs and entertainment centers.
· Eldorado - sale of consumer electronics.
· Enthusiast - a network of shops for tools and construction equipment, Samara.
Enthusiast - chain of supermarkets for tools and construction equipment, Moscow
· ESSEN - a network of hypermarkets in the Republic of Tatarstan and the Kirov region.
· Jasper Gold - a network of jewelry stores.
Mergers and acquisitions in the retail chains segment.
Many large Western retailers, such as the well-known Wal-Mart , look at Russia. They evaluate any opportunity to enter a promising market, including in partnership with local players.
Moscow retailers are actively investing in the development of regional chains. In turn, the most successful regional chains - Victoria, Magnit, Kvartal - come to Moscow and St. Petersburg from the regions.
The table below shows the statistics of transactions in the retail network segment for 2007. Total for the past period of 2007. deals were concluded for the amount of 2.38 billion dollars. The food segment of retail chains attracts the greatest investment interest (more than 87% of the total amount of deals for 10 months of 2007). M&A transactions in pharmacy chains account for 4.7% of the total amount of concluded transactions. The volume of investments in the segment of trade in household appliances and electronics - 8.5% of the total investment in January-October 2007. Retailers themselves are the most actively investing in retail chains, implementing their own development policy. Experts note that the return on investment in retail trade is 15-40% on invested capital.
Table. Mergers and acquisitions in the retail chains segment.
| Buyer | Deal object | Package size | Region | Description of the object of the transaction | the date | Price, mln USD |
| Pharmacy chain 36.6 | Atoll Farm | 100,0% | Southern Federal District, Volga Federal District, Siberian Federal District | Network of pharmacies | Jan. 2007 | 15 |
| Holiday Classic | Economical (265 stores) | 100,0% | Omsk | Supermarket chain | Jan. 2007 | 8 |
| Direct Investment Fund | Samokhval | 25% +1 share | CFD | Supermarket chain | Jan. 2007 | 100 |
| Unicor | Ephedra (four pharmacy chains) | 100,0% | Volga Federal District | Network of pharmacies | Jan. 2007 | 17 |
| Seventh Continent | 000 Citymarket (Traffic Light Network) | 51,0% | CFD | Discounter network | Feb. 2007 | 10 |
| DOMO | BigMag (100 stores) | 100,0% | UFO | Apr. 2007 | 31 | |
| Uralsib | Kopeyka (328 stores) | 50,0% | Central Federal District, Volga Federal District | Retail network - discounter | March 2007 | 650 |
| UFB Private Equity Fund 1 | miracle house | 50,0% | Siberian Federal District (Novosibirsk) | Supermarket chain (household goods), discounter | March 2007 | 10 |
| Seventh Continent | Consolidated retail property (29 properties) | 100,0% | Central Federal District (Moscow) | Commercial real estate objects | March 2007 | 150 |
| Holding "Marta" | Forget-me-not (104 stores) | 100,0% | Chelyabinsk | Network of discounters, hyper- and supermarkets | Apr. 2007 | 50 |
| Holding "Marta" | "Planet" (five stores) | 100,0% | Kaluga | Supermarket chain | Apr. 2007 | 10 |
| OJSC New Trading Systems | 000 Region, managing 12 Pyaterochka stores | 100,0% | Altai region | Supermarket chain | May 2007 | 12 |
| Holding "Marta" | Three stores of the food network "Intensivnik" | 100,0% | Sverdlovsk region. | Supermarket chain | May 2007 | 8 |
| SPAR Retail | Verona (21 stores operating under the Pyaterochka brand) | 100,0% | CFD | Supermarket chain | June 2007 | 14 |
| Volga River One Capital Partners L.P. and 000 Domo-Finance | Chain of stores "White Wind - Digital" | 100,0% | Moscow | Network of household appliances and electronics stores | June 2007 | 14 |
| Pharmacy chain 36.6 | Zdravnik (48 pharmacies) | 100,0% | UFO (Yekaterinburg) | Network of pharmacies | June 2007 | 20 |
| URSAbank | Regionmart (Polyana chain of hypermarkets) | 19,0% | Siberian Federal District (West Siberia) | Hypermarket chain | July 2007 | 8,5 |
| Doctor Stoletov | Network pharmacy (five pharmacies) | 100,0% | Krasnodar | Network of pharmacies | July 2007 | 6 |
| Natur Product Retail | 33 pharmacies | 100,0% | Russia | Network of pharmacies | July 2007 | 29 |
| Pharmacy chain 36.6 | Pharmacy chain (four pharmacy chains, 78 pharmacies) | 100,0% | Central Federal District / Southern Federal District | Network of pharmacies | July 2007 | 24 |
| REWE Group | Grossmart (130 stores) | 100,0% | Central Federal District, Southern Federal District, Volga Federal District, Ural Federal District, Northwestern Federal District | Network of hyper- and super-markets | Sen. 2007 | 500 |
| Grossmart | Privoz (9 stores) | 100,0% | SFD (Stavropol) | Supermarket chain | Sen. 2007 | 6 |
| Yepka | Migros M (Ramstore), 10 shopping centers + 55 hyper- and super-markets | 50,0% | Russia | Network of hyper- and super-markets | Sen. 2007 | 542,5 |
| United Capital Partners | fashion continent | 16,3% | CFD | Retail chain of clothing stores | Oct. 2007 | 3 |
| Total: | 2379 | |||||
The history of the development of Russian retail chains on the example of the Thunder network.
Company's mission- We work to improve the well-being of our customers by reducing their cost of purchasing quality consumer goods, conserving company resources, improving technology and adequately rewarding employees.
Development strategy- Achieving the maximum coverage area of the Magnit chain of stores:
· Strategic direction - opening stores in cities with a population of less than 500 thousand people - where 73% of the urban population of Russia lives;
· The target audience of the "convenience store" is buyers with an average income level, which makes it possible for the "Magnit" network to penetrate into small towns and settlements.
Further development of the network focuses on strengthening the positions of the Magnit network in the Urals and Central regions:
· Price reduction strategy for regional expansion;
· Availability of sufficient funds to ensure the opening of at least 250 stores per year.
Maintaining industry leadership in cost control:
· Further improvement of the efficiency of the logistics system.
The Tander company, the main operating company of the Magnit group, began its activities in 1994 as a supplier of perfumes, cosmetics and household chemicals.
In the summer of 1995, the formation of the company's branches in the South of Russia began: Sochi; city of Stavropol; Pyatigorsk.
By the end of 1996, Tander firmly took its place in the top ten Russian distributors of perfumes, cosmetics and household chemicals. In the same year, branches of the company were opened in Volgograd, Novorossiysk, Armavir and Saratov.
By April 1997, the concept of the development of Tander as a grossery distributor was formulated. The company has begun to develop the food segment of the market.
In 1997, branches were opened in Nizhny Novgorod and Rostov-on-Don.
In the spring of 1998, the southern branches of the Tander company were transferred from the warehouse work system to the cross-docking system.
The August crisis of 1998 slowed down development for some time, the company was forced to close the Nizhny Novgorod branch. At the same time, during the crisis, in a short period of time, a complete restructuring of the company's activities was carried out, the latest forms and technologies of work were introduced, which made it possible by August 1999 to reach pre-crisis sales volumes.
In 1998, work began on the development of the retail market: the first self-service store was opened in Krasnodar.
In 1999, Tander opened 2 more branches: Moscow and St. Petersburg. In 1999, stores were opened in all major cities of the Krasnodar Territory and even in some villages.
In 2000, the management decided to focus on the development of the retail network. All stores operating at that time were converted into discounters. The network was named "Magnet" and under this name continued its quantitative and qualitative growth.
In 2001, the Magnit chain became the largest retail chain in Russia in terms of the number of stores.
In 2002 branches were opened in Voronezh, Lipetsk and Orel.
In 2003, she won the all-Russian competition "Golden Networks 2003" in the "Regional Networks" nomination.
In 2004, according to the results of the "Hyperestate awards 2004" competition, which is held annually among chain companies in the field of trade, catering and services, the Magnit chain of stores won in the nomination "The largest national discounter in terms of the number of stores."
In December 2005, the company's management received gratitude from the President of the Russian Federation V. V. Putin "For a great contribution to the development of the Russian economy."
In January 2006, the reorganization of the Magnit group of companies was completed, as a result of which OJSC Magnit became a holding company.
The capital investments of OAO Magnit in 2010 were "the largest in the company's history," said Sergey Galitsky, CEO of the company.
According to S. Galitsky, funds raised during the placement of an additional share issue in November 2009 were invested in business development. As reported, then the company raised $369.2 million by selling 5.68 million shares (6% of the increased share capital). In addition, the existing shareholders of the company bought out $3.2 million worth of securities by pre-emptive right.
CAPEX 2010 was the largest in the history of the company and is focused on traditional destinations for the Thunder network. The priorities continue to be the development of logistics through the construction of new distribution centers, an increase in its own fleet and work on improving efficiency, which will provide the company with a significant part of the resource for price interventions aimed at increasing the attractiveness of the network, "the words of the General Director of OAO Magnit are quoted in company message.
"Magnet" by the end of September 2009 opened 399 new stores, expanding the network to 2.98 thousand retail outlets.
In 2010, the company took a strong position in the sector due to the following development factors:
· Flexible pricing policy and assortment matrix, regulated in accordance with the income level of the consumer.
· Large-Scale Investment Program for 2010: capital expenditure plan of about $1 billion.
· Opening 450 - 550 convenience stores during 2010.
· Opening of 25-30 hypermarkets in 2010.
· Working to improve efficiency.
At the moment, the Magnit chain of stores is:
· Market leader in terms of the number of retail facilities and their coverage area in Russia - 64 branches, 1 representative office, more than 3,658 convenience stores and 35 hypermarkets in more than 1,156 cities and towns. Currently, several dozen stores are opening per month;
· About 100,000 employees who, through their work, provide customers with the opportunity to purchase high-quality everyday goods at affordable prices;
· The latest methods and technologies in the field of product distribution, sales, finance and personnel policy, allowing you to effectively manage the company and reduce the price of goods for the end consumer;
· A network of distribution centers throughout the European part of Russia, receiving goods from major suppliers and preparing them for shipment to stores;
· An enterprise with a large fleet of vehicles and carrying out long-distance transportation of goods throughout the European part of Russia;
· Approximately 620 private label items.
Conclusion.
Network trading in Russia has confirmed its viability. This was achieved as a result of the centralization of the management of procurement and marketing systems; equal partnership of all network participants; using market penetration strategies; marketing forms and methods of trade organization and sales promotion.
The main task today is the training of qualified personnel in the field of network trade, capable of raising the national economy to a higher level.
FMCG retail chains in the Russian Federation are one of the fastest growing retail segments in the Russian Federation. FMCG retail chains are developing modern retail formats (hypermarkets, supermarkets, discounters, etc.). According to the analysts of IA "INFOLine", their share is about 30% of retail food retail, and in cities with a million population exceeds 40-50%. Trends in the development of FMCG retail chains are decisive for the entire retail trade in the Russian Federation.
An important point in attracting customers and increasing product sales is merchandising, which is actively used by key market players. Today, almost any shelf in a supermarket is a micro model of the market. The better the product is presented on the shelf, the more likely it is to buy. For this, it is necessary to take into account that: The product must have a presentable appearance, must face the buyer, the brand logo must not be covered by a price tag, excise stamp, etc. (in general, any information useful to the consumer placed on the packaging of the product should not be sealed), the product must be at the level of the consumer's eyes, the product must be placed in the appropriate product group, within the product group the product must be in the appropriate price group, i.e. if it is an expensive washing powder for washing in a washing machine, then it should be located in the place where the washing powders are laid out, among other automatic powders, and at the same price level. The more facings of goods on the shelf, the better.
List of used literature.
1. Retail networks: strategies, economics and management: strategies, economics and control. : [training. allowance for universities /E. V. Karpova and others]; under the editorship of A. A. Yesyutin, E. V. Karpova.-M .: KnoRus, 2007.
2. Ivanovich, M. Retail networks of transnational companies /M. Ivanovich, M. Ososova //Russian economy on new paths: [actual economics. problems, corporate ex. and ex. company, banks and investments, real sector of the economy, social. problems: Sat. Art. / Institute of business and economics.-M., 2005.
3. Valevich R.P., Davydov G.A. The economics of a commercial enterprise. - Minsk: Higher School, 2006
4. The website of the retail chain of stores "Magnit" http://magnit-info.ru/.
5. Internet encyclopedia "Wikipedia"
http://ru.wikipedia.org/wiki/%D0%A2%D0%BE%D1%80%D0%B3%D0%BE%D0%B2%D0%B0%D1%8F_%D1%81%D0 %B5%D1%82%D1%8C.
6. Vabryutova N.Yu.; Margonenko A.A. Product quality control// "Economics and Life", 2007.- No. 11.
7. Systems for the development of commercial enterprises. Collection of normative- technical documents. M., 2005.
Introduction
Chapter 1. Peculiarities of activity of retail chains
1 Concepts of retail chains
2 Main characteristics of Russian retail chains
3 Types of retail chains
4 The history of the creation of retail chains in the world
5 History of retail chains in Russia
6 Russian retail chains today
7 Forecasts for the development of Russian retail chains
Chapter 2. Analysis and research of Russian retail chains
1 The main trends in the development of retail chains in the world
2 Main retail market trends in Russia
3Analysis and comparison of the top ten retail chains
4 Analysis and comparison of the three largest Russian retail chains
Introduction
In modern conditions, the successful expansion of the Russian economy is impossible without the expansion of the service sector. These services include all types of legal services, transport, banking and insurance activities, trade, tourism, construction, education, medicine. Russian trade is characterized by active growth in recent years of retail trade. Retail trade is one of the fastest growing sectors of the Russian economy.
A distinctive feature of the domestic retail trade over the past 20 years is the birth and active distribution of retail chains. The creation of retail chains is one of the ways to manage retail capital, which allows you to save on the size of retail activities.
In 32 constituent entities of the Russian Federation, part of the network trade structures in the total retail trade turnover provides about 10% of the total retail trade turnover.
Dynamics, great competition, constant updating of the product line, as well as seasonality of sales are considered to be the hallmarks of the market.
In order to organize an effective commodity distribution system in the Russian Federation based on the basics of logistics, it is necessary to greatly increase the number of modernized outlets, the share of modern formats, the level of consolidation, and the share of distance selling.
The Russian food retail market is characterized by a relatively low volume of sales, which is accounted for by modern trade channels, which leads to a low quality of retail services.
The main formats for domestic retail chains are discounters and hypermarkets, while the supermarket format has undergone significant changes, as a result of which the share of fresh products has increased and the share of non-food products has decreased
It should be noted that all food retail network formats imply a fairly high level of development of intranet trade logistics.
The object of the study is Russian retail chains.
Subject of research - Modern trends and the state of Russian retail chains.
To achieve this goal, it is necessary to solve the following tasks:
Consider the concept and main features of retail chains.
To study the main trends of Russian retail chains.
Analyze the largest Russian retail chains and study their development in the Russian market.
The structure of the study is determined by the tasks set. The work consists of an introduction, two chapters, and a conclusion.
Chapter 1. Peculiarities of activity of retail chains
.1 Retail chain concepts
The retail industry is developing in many directions. For the country's economy, retail trade is a large area of employment and a source of wealth; it offers many opportunities for the consumer, not only products, but experiences and impressions. In a changing world, retailers are becoming an increasingly common part of the daily landscape, and retail brands are constant, if sometimes frustrating, landmarks in life.
Recently, due to increased competition in the consumer market, there has been a tendency for organizations to move towards more flexible network structures.
To date, there is no single approach to the definition of the concept of "retail trade network". There are a number of definitions by various authors regarding the concept of "retail trade network". In the economic literature, along with the concept of "retail trade network", the concept of "trading network" is found. For a more complete understanding of the term "retail trade network", let's analyze the approaches to its definition given by various authors.
Definitions of "trade network", "retail trade network", given by modern authors
GOST R 51303-99 “Trade. Terms and definitions» - Trade network - a set of trade enterprises located within a specific territory or under common management.
Retail trade network - a trade network represented by retail trade enterprises.
Federal Law - No. 381 "On the Basics of State Regulation of Trading Activities in the Russian Federation" - Trading network - a set of two or more trading facilities that are under common management, or a set of two or more trading facilities that are used under a single commercial designation or other means of individualization .
Berman, Barry, Evans, Joel, R. - A retail chain is a company that operates several outlets (shops) that have one owner; as a rule, the purchase of goods and decision-making in the network occur centrally.
Varley R., Rafik M. - A retail chain is an organization that has a central office and a certain number of its own stores.
Gorodnov A.G. - Retail trade networks - a certain set of elements, the interconnection of which determines the integral property of this set.
Zykova 0. - The retail trade network is a collection of various trading enterprises and trading units that sell goods to the public
Ivanov GG. - Trading network - a set of functionally related trading enterprises.
Ivashkin M.V. - Trading networks are a special case of open complex dynamic multipolar production and economic systems, including wholesale and retail trade enterprises and coordinating their commercial activities within one or more territorial or target markets.
Kovalev K., Uvarov S., Shcheglov P. - A retail chain is a trade organization based on logistics principles that combines specialized stores into a single structure in the form of separate buildings, stores in the territory of large shopping centers or rented department stores.
Radaev V.V. - A trade network is formed if trade facilities managed by one owner use similar trade formats and operate under a single trademark. From this point of view, it is clear that the same company can use different trading formats and develop several networks in different formats at the same time.
Turkovsky O.A. - Retail network - a set of retail trade enterprises and points of sale of goods: shops, tents, pavilions, stalls, kiosks, which differ in device, assortment of goods sold, forms of service organization located in a certain territory (village, city, region, republic).
Hasms L.A. - A retail chain is a trading company that simultaneously operates a specific set of retail stores in one or more retail formats.
The analysis shows that there is currently no single approach
to the definition of "retail trade network". The authors differently understand the essence of the retail trade network. Having studied various points of view, we can distinguish the following approaches to the definition of retail chains
Researchers who adhere to the first approach associate the concept of "retail trade network" with the location of the enterprises of this network in a certain area, for example, a city or a village, i.e. administrative education. This group of scientists includes L.A. Bragin, A.G. Gorodnov, O. Zykova, O.A. Turkovsky.
As part of the second approach, reflected in the State Standard of the Russian Federation 51303-99 “Trade. Terms and definitions, a retail trade network is understood as a set of retail trade enterprises in a certain territory or under common management. Here, in one definition, two aspects are combined at once: the first is consideration of a specific territory as a retail trade network, and the second is a set of trade objects under common management
Within the framework of the third approach, a retail trade network is understood as a set of retail trade enterprises connected by a single control center and a single name.
From the foregoing, it can be seen that all experts disagree due to the fact that "Retail Network" is a very broad meaning, but from the words it can be seen that they speak of it as one large trading organization that has branches throughout the country or even around the world, controlled by one center.
1.2 Main characteristics of Russian retail chains
The retail network device is determined by the following indicators:
) Compliance of enterprises selling food and non-food products.
) The isolated weight of the permanent network in the total volume of trade enterprises.
) The share of narrow-profile stores in the total volume of trade enterprises.
) Applicable forms of sale and methods of service.
) The ratio of retail space used for the sale of certain groups of goods.
) Comparison of retail and non-retail spaces of the store.
) The duration of the use of trading spaces during the day, in other words, the mode of operation.
) Comparison of the common spaces of a commercial enterprise based in detached, as well as built-in and attached buildings.
) The share of stores with refrigeration equipment, in addition to enterprises selling perishable products.
) The average statistical footage of the retail space of one store.
Looking at the main characteristics, you can see that such indicators as retail space, warehouse footage, forms of sale are compared with the size of the store. It also matters what type of trade the network is engaged in.
AT modern market, depending on various factors, such as the conditions of customer service, the arrangement of equipment and technology of trade and operational services, experts distinguish three main types of retail trade network: mobile, stationary and parcel
Mobile retail chain.
A mobile retail network provides an opportunity to quickly work with customers where there are no branches of a stationary distribution network, as well as in crowded places. The mobile trading network can be divided into two groups.
) A mobile network with the functions of a retail network (shops, car shops, ship shops, tonars, tents, etc.), which serves customers where it is not possible to create stationary trading enterprises. A mobile network that performs the functions of small retail (trays, carts, scooters, etc.), which serves customers in places of their temporary accumulation during exhibitions, festivities, holidays, other crowded events, etc. Today, in addition to the main stationary network, the sale of industrial goods through tents, which are based near shops and at public transport stops, is widespread.
) In the trade of large cities in industrial goods, the peddling trade in various goods (haberdashery, perfumery, small-piece religious goods, etc.) is becoming more common. Home-delivered goods are sold at a premium, as there are additional costs for delivery of the goods.
Parcel retail network.
Parcel trade is carried out in special stores, online stores, as well as individual retailers.
The mail order method sells a large number of goods, such as radios, sporting goods, photographic goods, books and musical instruments, household items, souvenirs, household appliances and a huge number of other things. Given the rapid development of the material and technical base, this type of retail will expand systematically. The main reason for this is convenience for buyers.
Parcel retail network.
The stationary network, in turn, is subdivided into shops and a small retail network.
The store is one of the main varieties of retail trade enterprises. More than 80% of all goods are sold through a chain of stores. The store must have well-equipped and well-equipped sales premises and auxiliary warehouses that allow for cultural treatment of customers.
Small retail trade enterprises (tents, stalls, kiosks, pavilions) are an addition to the main store network. They are geographically closer to the consumer. However, they have fewer facilities for customer service and a relatively narrow range of goods.
Retail chains are divided into 3 categories: a mobile retail chain - a chain that can change its location at any time, a mail-order retail chain that operates on the Internet and the most common format of chains - a stationary one that operates through supermarkets, stores, counters and other retail outlets installed on the premises.
1.4 The history of the creation of retail chains in the world
The birth of retail chains is considered to be the birth of the American retailer Wal-Mart in 1962. Since then, Wal-Mart has been the largest retail chain in the world. From the conclusions of practice, it can be seen that the best way to develop is an elementary takeover, than Wal-Mart achieved its goals, namely to become the largest retail chain in the world.
The dominance of retail chains in the circulation of services and goods is a global trend. In the most developed countries, retail chains have already completely absorbed the entire market space, evenly distributed equally among the three chains, namely: discount chains, supermarket chains and hypermarket chains. For example, in Germany, 34.30.3 and 31.7 percent of the market, respectively, are under control. All other retail outlets are small shops, "shops" occupying no more than 4 percent of the market.
In England, the majority of chain retail stores are publicly owned, but some, such as Clarks, are still privately owned. However, in Europe this type of property is quite rare. Family control and mutual ownership of shares in several corporations create strong foundations for the growth of property, but may impose certain restrictions on access to investments. Manufacturers and wholesalers also have the right and ability to establish tight surveillance over distribution channels by organizing chain retail stores as part of a vertical marketing device.
As you can see, retail chains abroad already have a fairly long history and have long captured the local market, which contributed to the growth and stabilization of the economy.
Most of the foreign retail chains expanded through acquisitions and the construction of new branches.
1.5 History of retail chains in Russia
In the early 2000s, one of the foundations of retail trade in Russia was traditional stores, but soon the situation changed dramatically. Today, retail trade networks of modern formats are in a state of active development.
Organized trade in food products is gradually increasing its turnover, and the number of grocery chain outlets is increasing by 35-50 percent every year, depending on the format. Food markets and stalls are losing their share of the retail turnover in all major regions of Russia, and this process will increase in the future, which is predictable due to the natural development of the market.
The base of the Russian market of formed trade in food products, today, is more than a hundred federal and regional networks. Federal networks have their offices mainly in Moscow and St. Petersburg, while regional networks are located in regional centers.
According to the results of 2006, the following companies were among the largest food retail chains operating in Russia: Х5 Retail Group (USD 3.55 billion), Metro С&С (USD 2.56 billion), Magnit (2. 51 billion dollars), Auchan-Russia (2.02 billion dollars), Lenta (1.02 billion dollars), Uniland Holding company (1 billion dollars), Kopeyka (979 million dollars) , The Seventh Continent (957 million dollars), etc.
The food retail of the Russian market is still far from being saturated, since most regions of Russia are at different levels of trade. Moreover, the material well-being of various regions and the incomes of the electorate vary markedly. At the moment, 83 percent of the food resale market is owned by the European part and the Urals. Only 12 percent belongs to Siberia. Other regions account for only 4 percent.
Unlike large cities, where chain retail trade has an advantage, the situation in the regions is described by the share of retail chains in the retail trade turnover of no more than 30 percent. At the same time, the income distribution and retail trade turnover per person in the regions are noticeably lower, sometimes more than twice, which explains the high level of competition among chain stores for a certain number of solvent customers.
Retail chains began to emerge in Russia in 1993. The largest of them originate in Moscow, after that they began to spread throughout the country and even enter remote regions. The main control centers are located in Moscow and St. Petersburg. Today, retail chains occupy a significant share of the Russian market.
1.6 Russian retail chains today
A special feature of the last three years has been the regional expansion of federal retail chains. In 2006, another trend began to add to the growth: regional chains began to actively grow through acquisitions, while mastering both those near and far from the main region for the campaign. Thanks to these two trends, the level of competition between federal and regional players in 2007 increased markedly.
If before that federal and global networks paid attention only to large cities, then in 2005-2006 stores began to open in small towns with a population of 100-200 thousand people. The rate of opening of new shopping centers in the regions has increased at a noticeable speed, which also helps the network trade to flourish.
Supermarkets are currently leading the way in Russia, but discounters are growing the fastest, increasing their market share from 1 percent in the first half of 2002 to 6 percent in the same period of 2005.
With all this, it must be remembered that in Russia there is a unique situation related to different levels of economic development of the regions. This forces corporations, on the one hand, to conduct a difficult struggle with competitors in developed markets, and to all this, try to join the struggle for developing regions. In this case, additional advantages are received by large companies that can work in a competitive environment, as well as outside regions.
Because of this, most often young companies and regions cannot respond to large established competitors in any way except as an administrative resource.
Network structures show higher efficiency due to the advantages of a network organization:
) A single procurement policy provides economies of scale own distribution centers partially crowd out intermediaries.
) Modern software, improves accounting systems for commodity and financial flows.
Many areas of primary processing of raw materials and production of products have declined, but the distribution of products is still important. There has been a simple shift in emphasis. However, the field of product distribution itself has become much more complex, requiring the expansion of existing areas of research and offering a look into other areas. A number of new interesting aspects have been identified. The development and use of information technology has become a key driver of change in the most important areas of customer service and management of the supply and sale of goods. Brand management has become a complex field, as has planning for the location of retail outlets themselves.
One of the most significant changes in retail is the long-standing trend of increased sales in chain stores selling similar products at the expense of sales in other types of retailers, in particular in independent stores. Online retail stores have a number of significant advantages over independent ones.
) The ability to standardize trading operations and gain economies of scale.
) Access to more diverse media, so these stores can advertise on national channels as well as the Internet.
) Opportunity to obtain economies of scale in the process of distribution and organization of the information system. A large chain store, for example, can cut costs by supplying, storing, and shipping in-house, thereby reducing dependence on wholesalers.
) Have significant advantages when negotiating with suppliers.
Judging by the materials of the subtitle, one can see that despite the difference between the level of development and the differences in the levels of the economy in different regions, retail chains have already fully expanded throughout the country and are beginning to strengthen. The pace of sales is gradually growing, the level of service and work with clients is constantly increasing.
1.7 Forecasts for the development of Russian retail chains
The retail market in Russia is growing: in 2015 it should become the largest in Europe. Market consolidation continues and will intensify. Mergers and acquisitions will lead to an increase in the share of federal networks.
The growth of competition will lead to a revision of the strategies of trading companies that are looking for new markets, segment their formats into retail outlets, open new formats for specific consumer groups, and improve trading technologies.
The entry of new market participants will intensify the struggle for business profitability. Starting from 2014, the strategies of rapid chain growth will cease to dominate, they will be replaced by strategies of stable growth with an emphasis on profit.
Further development of networks is associated with strengthening their positioning and differentiation. Along with the application and implementation of innovations in the form of the acquisition and use of new equipment, technologies, retail chains are also looking for business ideas. This allows retail chains to find their own place in the market, different from others.
Retail chains can also be considered as a way to create a whole range of offers, combining goods and services together to present the consumer with ready-made diverse price and assortment solutions.
The logical consequence of the arrival of large foreign trading structures will be fundamental changes in the relationship between producers and trading structures. Improving the quality and assortment raises the competitiveness of Russian goods in relation to imported ones. After all, the introduction of modern technologies in production entails a decrease in selling prices with an increased quality of products,
Healthy competition only contributes to the acceleration of the formation of viable business structures. The market lives from the initiative and energy of its operators. Changes in their composition are an essential attribute and prerequisite for the functioning of any market economy.
Growing competition and an abundance of product offerings oblige market operators to increase the quality of their services and find new, innovative forms of working with clients. It is also necessary to introduce new distribution channels. Among them, one can especially single out such promising areas as catalog and Internet sales, club systems or purchasing associations.
Objectively, the positive aspects of the arrival of large foreign trade structures on the Russian market clearly outweigh the negative ones. At this stage of development, the pace of the invasion of foreigners "slowed down", they are trying to analyze the experience gained and predict the development of the situation in our unpredictable country.
Over the past few years, the volume of trade through supermarkets, department stores, hypermarkets has increased by as much as 2 times. And the replacement of stores with specialized, multi-profile, narrow-profile stores will continue for a long time. Therefore, as a result of such changes, several priority areas for the development of retail chains are being organized:
) Creation and coordination of the consumer market management system for absolute satisfaction of demand for all services and goods.
) Partial or in some places complete modernization and reconstruction of premises in accordance with modern urban planning requirements using modern scientific and technical technologies.
) Further development of retail chains, improvement of supermarkets and hypermarkets, as well as small retail markets
) Development of networks aimed at serving needy families.
) Providing local access to goods for all kinds of community groups of residents. Creation of targeted projects to improve the trading network, location of new premises in areas with their deficit.
) Improvement of small retail outlets.
) Transition to the prevailing types of trade in the market in order to join the growing majority.
) Accounting for consumer preferences, namely their focus on saving money, time and other resources. Preference for the mobility of the shopping center, for example, cultural and entertainment events.
) Improving the quality of goods, methods of working with customers and their service, as well as taking care of their health.
Russian retail chains have almost reached their peak in the central regions of the country and are beginning to spread to the regions. The economic situation will improve and, as a result, the development of retail chains will also continue to grow. Moreover, the constant growth of competition will push companies to increase quality and service.
In this chapter, we have studied the theory of both Russian and foreign retail chains. We have seen that they do not have one single definition and groups of scientists and specialists differ in their opinions.
We saw that retail chains are divided into three types: stationary, parcel and mobile.
An analysis was made of the history of foreign and Russian retail chains and it was revealed that abroad the movement of retail chains was formed and began to develop more than half a century ago, in turn, it began to unwind in our country about 15-20 years ago.
Thus, we have completed task number 1, namely, we have considered the concepts and main features of retail chains.
Chapter 2. Analysis and research of Russian retail chains
One of the main features of the second half of the 20th century in the consumer market was the emergence and development of retail chains. The main motive for this process was the desire of retail operators to obtain an economic effect from the integration of funds and the consolidation of forms of business organization, which means a transition to the network provisions of the organization of business structures.
The processes of formation of business structures that had a network organization have acquired a vast increase in retail trade, and the size of the trading activities of the largest corporations and the trends of their progress in the consumer market allow us to speak of them as the main elements of a modernized organization of commodity circulation, and it is necessary to constantly pay attention to modernization their activities.
The trend towards the merging of the economy leads to increased competition in international markets, where both national companies and foreign corporations start their activities, in fact, completely erases the boundaries between national economies and the creation of a single world market. Business combinations lead to increased efficiency of corporations operating in various industries, an increase in the quality of the goods and services they sell, as well as a change and diversity in the economy as a whole.
Extensive operators have access to cheap long-term loans and have the ability to make large one-time investments. They can also work in large time volumes with extremely low profitability or even with predicted losses. One of the methods used by them is the use of low prices with their subsequent increase to an average or even increased level of profitability after the conquest of a given market area.
The financial resources of large operators provide a wide range of activities. They prefer to build several shopping centers at once, trying to absorb the market. Hypermarkets are also being built, which are immediately built larger than any domestic supermarkets. Hypermarkets of this type attract customers with a wide range of goods offered from 40 to 60 thousand items, and low prices, which allow them to compete with open markets.
Increasingly, advanced sales technologies have begun to be used, such as:
open shelves,
Combination of trading floors with entertainment and training centers,
Stimulation of consumer loyalty,
Increase zones of spontaneous purchases,
Using the possession effect.
Also, the advantages of large operators can be used outside the trading floors, for example, more modern technologies in logistics and management can be used.
In addition, the largest network brands allow them to enter into major contracts with global manufacturers and set their own conditions for suppliers. All this also strengthens the financial capabilities of all major operators.
Within the bounds of insane competition, overseas retail chains continue to grow in the markets. They are trying to do everything to eliminate competitors or survive in their niche, for example, some chains are going to merge to fight the main competitor, moreover, retailers are ready to take temporary losses in order to receive further profit.
2.2 Main retail market trends in Russia
At present, the Russian trading industry has become one of the largest budget-supporting systems in the country. Its share of the country's total GDP is estimated at as much as 22%. More than 900 thousand economic trading units are involved in the industry, as well as more than 15 million people are involved, and this, in turn, is as much as 15% of the working population of our country.
Basically, the retail trade in Russia is focused on the development of trade in cities with a highly developed market economy, where the latest achievements of science and technology are being introduced to the full extent, or the latest achievements of science and technology are already being used, as well as human resources are being concentrated on a large scale and financial resources are being introduced in significant quantities.
The main trend of the Russian retail network is the development of network formats, supermarkets, hypermarkets, discounters.
Today, Russian retail chains are undergoing large-scale changes. Significant changes in both economic and political life entail changes in retail trade. First of all, these changes are associated with a sharp reduction in unorganized trade and a sharp emergence of competition between international retail chains.
However, it is worth noting that, despite the huge jump in domestic retail chains, they can do nothing to counter the competition in the form of foreign retailers. Neither the quantity nor the quality of Russian retail chains can catch up with the level of developed countries from all over the world.
Today, most large retailers are trying to modernize their networks in the regions. First of all, this is due to the growth in incomes of the population in the provinces and lower operating costs, in addition to rent payments. Unfortunately, the outdatedness and imperfection of the local infrastructure does not allow the rapid growth and further regional expansion of Western networks to continue. Moreover, in remote areas Western retailers have to deal with corruption more often than in Moscow.
Moreover, Western networks that have already entered the Russian market already have the ability to gradually develop infrastructure, shape work in the regions and build relationships with local government and suppliers. Thus, the Metro chain of stores has outlets in twenty-five Russian cities, "Auchan" has a representative office in Nizhny Novgorod, Yekaterinburg, Rostov, Samara, Krasnodar. Therefore, the conquest of regions by foreign retailers is just a matter of time.
Thus, Western networks have the following competitive advantages in the Russian market:
) Clear marketing strategy,
) Uniform store format
) High standard after-sales service.
) Developed logistics system.
) Operational efficiency.
) Access to international funding sources.
) Own brands.
The active appearance of foreign trade operators on the Russian consumer markets quite often puts Russian entrepreneurs, and especially often from the environment of small and medium-sized businesses, into initially unfavorable economic conditions. Immediately there are problems in the areas of entrepreneurial activity adjacent to trade, for example, the transportation and storage of goods. The use of foreign technologies reduces the demand for the services of domestic companies serving the retail trade.
It becomes clear that the winner will be the one who will have real competitive advantages in this fight.
One of the main advantages is the huge financial power, which can be compared with the financial resources of all domestic networks when they are added together. They have great financial opportunities for the construction of new outlets and their technical equipment, for organizing their own production in Russia, for the production of goods from Russian raw materials, which minimizes their customs taxes.
But still, in Russia it is much more difficult for foreign retailers than for Russian ones, because it is much more difficult to overcome administrative laws, take loans from banks and gain access to land areas even due to the lack of experience in working with Russian business, because, acting by the usual methods, Western chains often provoke regional authorities to sabotage.
Some foreign retailers are trying to introduce different formats at each subsequent stage of expansion, capturing a new market niche. For example, the German company Metro, after its foundation, adhered to the small wholesale format Metro Cash & Carry, and today it is developing the format of the Real supermarket and the MediaMarkt chain, specializing in the sale of electronics and household appliances.
One of the main directions of expansion of foreign retailers are those segments where there are no large players that occupy a large market share, mainly food, home goods and clothing retail.
Of course, domestic grid corporations also have certain competitive advantages, many of which have been on the Russian market for about ten years. Therefore, Russian analysts, managers and statisticians, first of all, attribute temporary advantages to such.
Domestic retailers have a very noticeable trend. It is supposed to install outlets in certain places of a geographical location. It is believed that the time for shopping centers moved outside the city has not yet come in Russia. Shops are mainly located in the center of residential areas and quarters, sometimes they are built at the intersection of major traffic flows leading to them, for example, at metro stations.
The expectations of the experts turned out to be correct. The focus on the niche of the store at hand turned out to be correct, since many of the large exit shopping centers that have appeared in large cities of Russia do not quite justify the hopes of tenants. This is due to the fact that the Russian buyer is not yet ready to specially go somewhere to buy something. Oddly enough, most purchases, both small and large, occur completely spontaneously.
Domestic retailers are well aware of the need to stay ahead of foreign competitors, and for this it is necessary to develop in all areas, even the most remote ones, and especially where foreign retailers cannot yet compete. Due to the nature of retailing and format, chains prefer more or less centralized approaches to regional distribution. But today, Russian large retail chains are developing for the most part only in millionaire cities, for example, in Moscow, St. Petersburg, Nizhny Novgorod, Yekaterinburg, Novosibirsk and other large cities of Russia, as evidenced by the very low degree of concentration of retail chains remote regions. The highest growth rates of the retail trade network are observed in the Central and North-Western regions. Basically, the indicators of the Central region of the country are formed due to the predominant share of Moscow in the all-Russian commodity circulation. In the future, the situation with the leading regions will remain at the same level. The most lagging region of the country is the Southern region, which needs constant investment. Because of this, the trade network of the region practically does not develop.
In this regard, domestic retail chains need the constant development of store chains, plans for deeper penetration and consolidation of their positions in the regions. Companies annually, if not monthly, resort to the help of statisticians and the deepest analysis of all actions and operations taking place within them. The constant measurement of not only financial achievements, corporate performance and non-financial indicators, for example, customer satisfaction, brand trust allows you to develop a business without losing control over the situation.
Under the current conditions, the most promising direction is the merger of Russian networks, which allows for a rapid concentration of resources. It can be produced in the form of strategic alliances among companies that do not consider each other direct competitors.
Also, one of the next interesting trends in the Russian market of retail chains is that Russian retailers sometimes not only compete, but also work with foreign competitors, thereby creating joint ventures or strategic associations. In addition, a joint project can be created with the entire subsequent sale of the business to a foreign partner in the future. In this scenario, Russian retailers are thinking in advance about increasing the value of their business. Foreign partners are interested not only in a developed network of stores and an abundant geographical presence, but also in the presence of an effective management, reporting, control and customer base.
Whether domestic retailers like it or not, they have to rebuild their business on a large scale in order to withstand the competition of foreign chains. This requires them to invest heavily in their projects and time. Foreign business comes fundamentally, eliminating all competitors in its path. Given the long-term prospects for building a business, getting positive results in the long run is just a matter of time for overseas retailers.
However, the emergence of foreign global networks in Russia has not only purely negative aspects, in addition to this, the following positive trends can be emphasized.
First of all, it is necessary to emphasize direct investments, besides, these are new well-paid jobs.
The arrival of foreign trade networks is a true proof of the topic that the political and economic situation in the country today and the near future is stable. By investing more than tens of millions of dollars in the Russian market, foreign retailers implicitly hint at their belief in the long-term development of the Russian economy and the absence of dangerous emergence or return of old and new political and economic upheavals.
Together with investments, large chain operators bring with them their technologies, which have been built and improved in the international markets of the world since the formation of retail chains. And since every major entrepreneur tries to modernize his activities as often as possible in order to be able to compete directly. This gives a huge impetus to Russian enterprises in becoming a modern global company.
Today, you can see that Western retailers are beginning to penetrate the Russian market in large quantities. Domestic retail chains must overcome competition not only in the domestic market, but also with foreign competitors. And, despite all the inconvenience for foreign retailers, Russian networks have already lost part of the market due to the huge financial power and experience of foreign competitors.
2.3 Analysis and comparison of the top ten retail chains
Flagest Company implementation in 2011, million rubles sales increase in the year,% net profit in 2011, million rubles1x5 Retail Group3595881 7.95% 420,432magnet319000023.64% 78,53 dixy149397416,03% 609,784133214515,48% 92,9251646475012,64 %-49.26Pharmacy chain 36.685379720.16%9.727Polaris80844513.75%44.738Sportmaster6493620-7.39%260.659Monetka56120227.74%72.910Rolf50116428.16%7.84
) X5 Retail Group - Russian retailer corporation - the owner of the Pyaterochka, Perekrestok, Kopeyka retail chains.
In 2007, X5 Retail Group Acquires Korzinka, the largest retail chain in Lipetsk. In 2009, X5 Retail Group acquires a controlling stake in Paterson, whose brand name is later changed to Perekrestok and Pyaterochka. When concluding subsequent transactions, such retail chains as A5, Economical Family, Simbirka, Semya, Yarmarka, Troika and Mir Produkty are acquired.
) "Magnit" is one of the largest Russian retail chains, owned by the closed joint-stock company "Tender". It has the format of grocery stores.
The first Magnit store opens in 1994 and begins to develop rapidly by opening new outlets and absorbing competitors, at such a pace in ten years the store has 1,500 outlets, and in 2007 it opens the first hypermarket. In 2010, Magnit begins to open branches of Magnit-cosmetics. In 2012, Magnit opens the energy sales company Magnit-electric.
3) DixyUniland Company (the former name of the Dixy group of companies) was founded in 1993 at the source of the company, which was mainly engaged in wholesale trade, was a Russian entrepreneur Oleg Leonov<#"justify">X5 Retail GroupMagnitDixyTotal number of stores (30.09.11)12172981509Number of hypermarkets (30.09.11)552114Number of stores (neighborhood) (30.09.11)9522960487Number of supermarkets (30.09.11)210768Selling area of stores sq.m ( 30.09.11)962967197Market share (2011)4%2.4%0.9%Revenue (million USD)889253471994Gross margin 201125.6%21.68%26%Margin /EBITA 20119.03%7.51%5.8Net margin -0.42%
Forecasts came true, investments in shares of retail companies have become one of the most profitable investments. On the one hand, turning a blind eye to the regression of the macroeconomic situation and the decrease in household incomes, consumer spending on essential products is reduced at the last moment. On the other hand, X5 Retail Group, Magnit and Dixy are the most stable companies in Russia today. Moreover, thanks to the acquisition of Pyaterochka, X5 was able to strengthen its position in the discount store format and support consumer traffic in supermarkets. "Magnet", in turn, due to energetic contributions to promotions. The management of Dixy managed to optimize the scope of logistics in the enterprise, which had a positive impact on the company's financial results. The future of these companies looks more than optimistic, moreover, a large exaggeration of their financial performance is expected due to the stability of the exchange rate.
In Chapter 2, we examined the main trends in retail chains in the world and in Russia. It was noted that in the world market, retail chains have swallowed up all the advanced countries of the world and that the market has practically been mastered.
In Russia, retail chains are only just beginning to explore the regions due to their relative youth and the weak economy of the regions themselves.
A similar trend was also noticed in the Russian market: foreign retail chains are beginning to cover the domestic market and Russian chains are losing this competition in competitive niches.
Thus, we have completed the task of work number two, which was the study of the main trends of foreign and Russian retail chains.
We also analyzed the 10 largest Russian retail chains and came to the conclusion that the best method for expansion is the absorption of competitors.
Moreover, we studied the history and ways of expanding the activities of the three largest retail chains in Russia, which are X5 Retail Group, Dixy and Magnit. The most successful of the networks turned out to be the X5 Retail Group trading network due to the absorption of competitors in the market, which once again proved that the best method is absorption and merger.
Thus, we have completed the last task number 3.
List of used literature
1. Federal Law No. 381-FZ of December 28, 2009 (as amended on December 30, 2012) “On the Basics of State Regulation of Trading Activities in the Russian Federation” // Rossiyskaya Gazeta. - 2009. - December 30.
GOST R 51303-99. "Trade. Terms and definitions” // Collection of normative documents regulating the provision of retail trade services / Ministry of Trade of Russia. - M.: Light industry and consumer services, 2000.
Nikulina T.A. Concept, signs and classification of retail trade networks // marketing in Russia and abroad. - 2011. - #5 issn 1028-5849.
Ryzhova O.A. Logistic format of the retail trade network // Scientific and informational journal "Economic sciences". - 2012. - #2 issn 2072-084X.
Ksenia Polyak. Retail: Boom during the plague. // Big Business. - 2010. - #2 issn 1992-609X.
Kent, Tony Retailing: a textbook for university students / T. Kent, O. Omar; per. from English. - M.: UNITY-DANA, 2007. -719 p. - (Series "Foreign textbook") ISBN 0-333-99769-7.
Rudenko Marina Nikolaevna Resource approach to modeling the marketing potential of a company//Marketing. - 2012. - #1 issn 0869 3722
Sam, Walton., Introduction // Made in America. How I Built Wal-Mart.15c 2011 - isbn - 978-5-9614-1121-2.
Kent, Tony Trends in the World Economy // World Retail Trade. 76 p. Issn - 1549-3718.
Yu.V. Vasilyeva Russian market//Finance and statistics. 2009 Page 13 issn-1294-4819.
12.AUP.Ru http://www.aup.ru/news/2006/08/16/205.html Article // Russian retail market.
HSE.Ru // http://www.hse.ru/pubs/lib/data/access/ticket/ Article// Economy of Russia.
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