零售自营与降本增效:以北京超市发为案例

Cost Reduction and Efficiency Enhancement in Retail Enterprises:A Case Study of CSF Market

长期以来,我国零售企业普遍采用高比例联营模式,但在近年遭遇消费需求波动、行业竞争激烈、利润空间被压缩等诸多挑战。重拾商品自营的基本功、打造具有竞争力的自营体系,成为零售企业降本增效所必须面对的课题。本文基于对知名连锁企业超市发的追踪调研,梳理了其通过不断深化商品自营实现降本增效的经验和机制。具体而言,案例企业立足社区消费需要强化对商品品类的选择,以大生鲜品类为切入口转型高比例自营模式,发挥连锁自营组织化采购的优势并严控采购品质,提升产品性价比,实现快买快卖。在此基础上,案例企业通过基地直采、自建物流、自有品牌等方式实现供应链逆向整合,优化对核心品类的质量控制,进一步凸显自营商业的质效担保。渠道布局方面,案例企业始终发挥线下门店的需求洞察优势,并以联合线上平台为辅助方式打破经营场域的限制,根据不同商圈特点打造千店千面,依据消费者反馈不断完善商品经营策略,有效降低自营的滞销风险。总结而言,通过把控商品所有权、逆向整合供应链和打造差异化门店,有助于持续增强零售企业的商品自营能力,在不断变化的外部宏观经济环境下实现自身的降本增效。上述结论为其他零售企业的经营和相关政策的制定提供借鉴。对企业而言,应当始终以商品为核心、以消费为导向发展自营能力,找准重点品类和核心领域持续深化自营,结合线下门店优势合理选择数字化转型策略,围绕自营环节培养专业人才。对政府而言,应当培育有竞争力的自营零售商,推动零售企业和供应链的组织化,加强人才梯队建设,维护零售业的公平竞争环境。

For a long period,Chinese retail enterprises have widely adopted a high proportion of joint operation models;but in recent years,they have encountered numerous challenges such as fluctuating consumer demand,intense industry competition,and compressed profit margins.Re-emphasizing the basic skills of product self-operation and building a competitive self operating system have become essential issues for retail enterprises to reduce costs and enhance efficiency.Based on tracking research of the well-known chain enterprise CSF Market,the authors organizes its experience and mechanisms in achieving cost reduction and efficiency enhancement through the continuous deepening of product self-operation.Specifically,the case enterprise,based on community consumption needs,has strengthened the selection of product categories,transformed into a high proportion of self-operation model with fresh products as the entry point,leveraged the advantages of chain self-operation in organized procurement,and strictly controlled procurement quality to enhance product cost-effectiveness and achieve quick buying and selling.On this basis,the case enterprise has achieved reverse integration of the supply chain through direct procurement from bases,self-built logistics,and private-label brands,optimized quality control of core categories and further highlighted the"quality and efficiency guarantee"of self-operated businesses.In terms of channel layout,the case enterprise has always leveraged the demand insight advantages of offline stores and used online platforms as a supplementary method to break the limitations of the business field,create a"thousand stores with a thousand faces"according to different business circle characteristics,continuously improve product management strategies based on consumer feedback,and effectively reduce the risk of proprietary trading.In summary,by controlling the ownership of commodities,integrating the supply chain in the reverse direction and creating differentiated stores,retailers can continue to enhance their proprietary trading capabilities and achieve cost reduction and efficiency enhancement in the ever-changing external macroeconomic environment.For enterprises,they should always develop self-operation capabilities with products at the core and consumption as the guidance,accurately identify key categories and core areas for continuous deepening of self-operation,reasonably choose digital transformation strategies in combination with the advantages of offline stores,and cultivate professional talents around the self-operation link.For the governments,they should cultivate competitive self-operating retailers,promote the organization of retail enterprises and supply chains,strengthen the construction of talent echelons,and maintain a fair competitive environment in the retail industry.