基于跨界融合的“千店千面”零售模式研究——以超市发的创新实践为例

Research on the Retail Mode of“Thousands of Stores with Thousands of Images”Based on Cross-border Integration--Take the Innovation Practice of “Beijing CSF Market” as an Example

在连锁超市企业纷纷向全渠道零售转型升级的同时,一些超市企业通过生活性服务功能集成的跨界融合,实现了“千店千面”的零售模式创新。以超市发为例,利用2019年的访谈数据,采用探索性案例研究法,对门店资源丰富但单店空间资源有限的超市企业跨界融合并助力“千店千面”零售创新的驱动因素、实现路径、跨界服务功能模块选择、价值创造等进行了探讨。通过案例分析发现:跨界融合是超市企业实现差异性营销的重要途径,能够更好地满足社区居民的差异性、多样性、便捷性需要;超市企业跨界融合的一般路径是“商品组合精简—商圈分析—门店主客群选择和特色定位—跨界功能模块选择—商业集聚”,其中商品组合精简为跨界融合提供了空间条件。超市企业在跨界服务功能模块选择中,不仅要坚持便利性导向,还应分析生活性服务在市场关联性和购买频率两个维度上的特征,进而围绕高频刚需型服务构建零售组合。这样有助于平衡连锁经营中“变”(差异化)与“不变”(标准化)的关系,并为连锁超市企业提升效率和树立统一形象提供保障。

While chain supermarket enterprises have been transforming and upgrading to omni-channel retail,some supermarket enterprises have realized the retail mode innovation called“thousands of stores with thousands of image”through cross-border integration of living services function.Taking“Beijing CSF Market”as an example,through the exploratory case study,this paper discusses the driving factors,implementation path,cross-border service function module selection and value creation of supermarket enterprises with rich store resources but limited single store space resources adopting cross-border integration to facilitate the implementation of retail innovation called“thousands of stores with thousands of image”.The case study shows that:cross-border integration is an important way for supermarket enterprises to realize differentiated marketing which can better meet the needs of community residents for difference,diversity and convenience;the general path of cross-border integration of supermarket enterprises is“simplification of commodity mix-business circle analysis-main customer group selection and characteristic positioning of stores-selection of cross-border functional modules-business agglomeration”,simplification of commodity mix provides spatial conditions for cross-border integration.In the selection of cross-border service function modules,supermarket enterprises should not only adhere to convenience-oriented,but also analyze the characteristics of living services in the two dimensions of market relevance and purchase frequency,and then build a retail mix around high-frequency and rigid demand services,which can help balance the relationship between“changed”(differentiation)and“unchanged”(standardization),and guarantee the improvement of efficiency and the establishment of a unified image in the cross-border integration of supermarket enterprises.