On October 22, two days after the double 11 pre-sale this year, Carrefour’s first member store opened, and there was a “rush to buy” on the same day. It’s just that this “snap-up” is not “snap-up”. The rush-buyer is not the consumer, but the “scalper” that the supplier finds to buy the goods. For this reason, Carrefour urgently put up “Each membership card can only buy two pieces of the same item.” The “commodity” brand still failed to prevent some categories of goods from being sold out, leaving only empty shelves.
To this end, Carrefour sued its competitors for exerting pressure on suppliers and asked them to prohibit supplying Carrefour.
The competitors Carrefour said were obviously aimed at Sam. According to media reports, Hema also intends to report Sam to relevant departments in conjunction with Carrefour, saying that the supplier of a member store of its Hema is under pressure from Sam to impose pressure on Hema.” Cut off the supply”. However, Sam responded to this and found no “choose one” behavior after self-examination.
What is the alternative? “Anti-Monopoly Law” Article 17, paragraph 1, item (4) clearly stipulates that “without justified reasons, the counterparty of the transaction can only be traded with it”.
Although the final conclusion of this matter has yet to be investigated by relevant departments, the conflict reflects that the confrontation between new and old players in membership-based supermarkets has shifted from secret fights to open fights.
This track is constantly influx of new players, Sam, Costco, Metro, etc. have accelerated their strategic layout this year.
Compared with general supermarkets, member store users are more sticky. After all, if you look for a member store, consumers have to pay several hundred yuan in membership fees every year. Since they are willing to pay membership fees, consumers want nothing more than cheap, high-quality and trustworthy products that ordinary supermarkets do not have. There are rumors that if you don’t know what to buy when you enter the Sam’s Club for the first time, look for the MM trademark and you will almost never buy it wrong. In other words, the special feature of Sam’s Club, which advertises “up to 3000 to 4000 differentiated products”, is that it provides consumers with unique user experience and products through large-scale self-owned MM brand products, such as Sam’s Internet celebrity. Commodity-Little Limejuice, Durian Melaleuca cake, etc. This is also the reason why there are so many people in Sam during the holidays.
Sam’s Durian Mille Cake
The differentiated products of member stores cannot be surpassed by ordinary supermarkets, but there must be a strong supply chain system behind them. If all member stores start to sell roast chicken and Swiss rolls, member stores will inevitably not “roll up”.
What are the consequences of “rolling up”? Consumers can shop around and go to whichever is more cost-effective. Member stickiness will weaken and member stores will gradually lose their appeal to consumers. Even if Sam did not move to “choose one of the two”, if companies continue to homogenize, they will end up in vicious competition for resources.
Therefore, a high-quality supply chain is the lifeblood of member stores, and it is not easy to build a high-quality supply chain. The membership store not only sells membership cards and collects membership fees, but also relies on the ability to operate differentiated products, which is the biggest constraint for most domestic supermarkets.
This reminds me of the competition among some video platforms such as Ayuteng. Their exclusive video resources, viewing experience, self-made drama content, etc. are similar to the current competition in member stores.
Currently, most member stores are expanding on a large scale. Carrefour plans to upgrade 100 hypermarket stores in the Chinese market into member stores in the next three years. But can demand keep up with the expansion? If it is over-laid, the final result can be imagined. In this market, there is no shortage of companies or industries that have perished due to the rapid and brutal scale of the shop.
The “2021 New Middle Class Crowd Insight Report” shows thatThere are 200 million new middle-class people in China, scattered all over the country. Such a number can only support a small number of warehouse supermarkets, and the market will become saturated quickly..
Of course, it cannot be denied that the upgraded consumption of member stores is the general reform direction of China’s physical retail industry, especially after the explosion of Costco in 2019.
When will the next hot spot be born? “Choose one between two” can not solve the various problems faced by the development of the industry. The quality of service and goods is the most reliable guarantee.
Author/IT Times reporter Pan Shaoying
Editor / Sean Junhui Kicked sister