中财网校园文明调查报告:中国的零售业
来源：百度文库 编辑：中财网 时间：2024/04/30 02:03:46
中国的零售 所有目光聚集在中国渠道
谁将征服中国疯狂的零售市场？可能无人能征服。
在北京的物美超市，一堆生鸡肉映入顾客眼帘，堆积在购物台，没有任何包装及防止经过人的喷嚏的防护物。商店前台非常脏，装置破旧不堪且货物的陈列不带一丝美感。但是鸡肉的价格惊人的低。
中国是世界上增长最快速的零售市场，且有天可能是最大的。国外连锁企业例如家乐福、沃尔玛及乐购都已经进驻。但是没有一个国外企业或任何本土竞争者能接近于沃尔玛统领美国超市行业那样领导中国市场。最大的连锁企业，上海百联，也仅占据本地市场的11%及几乎为零的外地市场。
对比沃尔玛的中国运营与物美的运营——基于北京的连锁企业是非常有启发的。物美更便宜，因为堆积的生鸡肉。沃尔玛被认为是空想家，这个事实可能让美国购物者吃惊。它的商店采光好且非常干净。它的货物是安全可信赖的，且展示的非常美观，尽管与在阿肯色州的有些不同。盆子里放满活鱼和活海龟，顾客可以在家屠杀或现场屠杀。其他佳肴包括鸟巢、猪脚及海参（类似于长角的蛞蝓）。A comparison of Walmart’s Chinese operations with those of Wumart, a Beijing-based chain, is illuminating. Wumart is cheaper—hence that heap of raw chickens. Walmart is considered fancier, a fact that may surprise American shoppers. Its stores are well-lit and spotlessly clean. Its wares are safe, reliable and tastefully displayed, though they differ somewhat from those on offer in Arkansas. Basins brim with live fish and sea turtles that clients can kill at home or have slaughtered on the spot. Other delicacies include birds’ nests, pigs’ feet and sea cucumbers (which resemble foot-long aquatic slugs).
沃尔玛，美国连锁巨头，在1996年进入中国——于五年前加入WTO组织并逐步放宽它的零售领域的国家。然而沃尔玛尽管进入的很早，但进步很慢。2006年它收购了台湾的好又多超市，使在中国的运营店增加了100多个。现今沃尔玛在124个中国城市中拥有338家店，90，000雇工及年均大约70亿美元的销售额。这是不太差的数字，但是不及美国销售额总量的3%。
Walmart, the American giant, entered China in 1996, five years before the country joined the World Trade Organisation and liberalised its retail sector. Yet despite starting early, it has advanced slowly. In 2006 it took over Taiwan’s Trust-Mart, which added more than 100 shops to its Chinese operations. Today Walmart has 338 shops in 124 Chinese cities, with 90,000 employees and annual sales of some $7 billion. Not bad, but that amounts to less than 3% of its sales in America.
Wumart, the Beijing-based chain, was founded in the early 1990s by Zhang Wenzhong, who had developed an IT system for retailers while at Stanford University but found that retailers weren’t interested in it. He returned to China and opened his own chain of stores. By 2005 Wumart had more than 450 hypermarkets, supermarkets and convenience stores.物美超市，基于北京的连锁企业，于上个世纪90年代早期由张文忠成立，他曾经在斯坦福大学时就创立了一个零售商使用的IT系统，但是零售商对此不感兴趣。他返回中国且建立了自己的连锁商店。2005年物美拥有超过450家的巨型超市、超市及便利店。
He aimed to have 1,000 by 2010, but that did not happen. Wumart today has 469 shops with annual sales of 14 billion yuan ($2 billion). Mr Zhang, alas, is serving an 18-year prison sentence for bribery. His store is big in Beijing, tiddly elsewhere but still ambitious. “We dream about being the Walmart of China,” says Fu Yu, a Wumart spokesman.
他致力于2010年达到1000家，但这个目标没有实现。物美如今拥有469家店，年销售额为140亿人民币（约20亿美元）。张先生，可惜的是，他由于行贿正在监狱服刑，刑期18年。他的超市在北京是大超市，在其他地方是很小的，但是他仍有野心。“我们期望成为中国的沃尔玛，”付于（音译），物美超市的发言人提到。
Wu Jianzhong, Wumart’s chairman, thinks Chinese stores need to spruce up. “Foreign retailers wear suits when they welcome visitors, while the Chinese wear shorts because they feel they are familiar with their clients,” he sighs. Chinese executives should at least wear long trousers, he reckons. Otherwise foreigners might win the fierce fight for footfall (retail jargon for the number of shoppers).吴建中，物美超市的董事长，认为中国商店需要改善形象。“国外零售商们穿着套装欢迎来访者，然而中国人穿着短裤因为他们感觉同顾客非常熟悉，”他叹息道。他认为中国的主管们至少应该穿着长裤。否则国外的零售商们会赢得这场争夺客流量（footfall，商店数目的零售行话）的激烈竞争。
Retail sales in China are $1 trillion a year and growing by around 18% annually. China’s 1.4 billion people are rapidly urbanising and ravenous for all the goods they couldn’t have a generation ago. Their government is eager to promote domestic consumption. But the Chinese middle class is not nearly as rich as the middle class in developed countries. A mere 1.4% of urban households make more than $15,000 a year, and only 11% make $5,000-15,000. And all these people save furiously, because unless they work for the state they are unlikely to receive much of a pension.在中国零售行业的销售额是一年一万亿美元，且以每年18%的增长率递增。中国14亿人口正在迅速城市化并急切渴望他们一代人之前没有拥有的所有商品。他们的政府期望提升国内的销售能力。但是中国的中产阶级不如发达国家的中产阶级富有。仅仅1.4%的城市家庭一年能挣超过15000美元的收入，且仅11%的城市家庭收入在每年5000-150000美元之间。且所有这些人都拼命存钱，因为除非他们是为政府工作否则他们不可能拿到大量的养老金。
Small wonder that they love low prices. Small wonder, too, that the government, which fears anything that might provoke unrest, fears inflation. Consumer inflation is officially 5.3% but probably higher. The central government has cranked up interest rates, banned the hoarding of staple foods, raised subsidies to low-income families and increased the minimum wage. It also takes a hard line against any private company suspected of stoking inflation. Unilever was fined $310,000 earlier this month for mentioning to reporters that it might raise prices—the news sparked panic buying of shampoo in March.少部分人表示他们喜欢低价格。少部分人也表示期望政府——害怕任何能引起不安局面的事物，能害怕通货膨胀。官方的通货膨胀指数达5.3%但可能更高。中央政府继续对利率施压，禁止囤积主要食品，提升低收入家庭的补助金及增加最低工资。中央政府也继续对私有企业疑似加强通货膨胀采取强硬路线。联合利华在这个月初期被罚款31万美元，是因为对记者提及公司可能涨价，这个消息引起三月洗发水的恐慌性购买。
Supermarkets could cut prices if their supply chains were better-oiled. Moving food from farm to fork is a nightmare. China has few big farms. More than four-fifths of the rural population of 675m work on tiny plots. “Logistics, warehousing and shipping are still very inefficient,” says Chiang Jeongwen of the China-Europe International Business School in Shanghai.超市可能会减价如果他们的供应链更顺畅。把食品从农场运至餐桌是个噩梦。中国几乎没有大农场。多于五分之四的农村人大概675万耕种在非常小块的土地。“物流、仓储和运送仍然非常低效，”上海中欧国际商学院的蒋教授提到。
The next big thing for retailers in China will be the less-developed cities of the country’s interior. It’s a “land-grab”, says a Chinese executive. Everyone is vying for first-mover advantage. Yet although no one wants to arrive too late, no one wants to be too early, either. Those who open stores when locals are still too poor to shop there can lose a packet.中国的零售商们下一件大事是进入中国内陆地区的不发达城市。“这是一次土地侵占，”一位中国主管提到。每一个人都在为先行者利益竞争。然而尽管没有人想要太迟进入这个市场，但也没有人想要过早进入。那些在当地人还仍然太穷而无法购物的地方开商店的人可能会丢失一个包。
The market has a Wild West feel. Huge areas of China are wide open, and it helps if you are chums with the local lawman. Retailers depend on local government for a licence and a place to operate. “The prime space always goes to local players,” says Sunny Wong, the boss of Lifung Trinity, a retailer. Tellingly, the Bailian Group, China’s biggest retailer, is state-owned.这个市场有种狂热的西方情怀。中国的巨大市场是敞开的，且如果你同当地的执法者有密切关系会很有帮助。零售商们倚赖当地政府给予营业执照和场所去运营。“最好的地点通常都会给当地竞争者”，利邦男装的老板，零售商王光（音译）提到。显然的，百联集团，中国最大的零售商是国有企业。
通亚公司（一家咨询公司）的MC提到，“如果国外的零售商太大或太占优势，可能会有政治压力”。似乎没有什么风险。无论是家乐福或是沃尔玛都没有超过这个市场的6%。省政府支持省级零售商。中央政府支持所有中国连锁企业。国外的零售商靠自己。在他们面前都矗立着中国的防火墙。