Bài học kinh nghiệm từ thành công của một số loại hình bán lẻ tại các khu vực thành phố ở Việt Nam

TRAO<br /> NGHllN Cliu-TRAO BfllO<br /> BOl<br /> <br /> <br /> <br /> Bai koc kinh njkiem tiif tkank cong eua mot so loai<br /> kink kan le tai eae kkn vtfe tkank pko i Viet ^ani<br /> • PGS-TS. AN THI THANH N H A N<br /> Dai hoc ThUdng mai<br /> <br /> <br /> hi trtfdng b i n 11 Viet<br /> <br /> T Nam dtfdc biet tdi nhtf<br /> mpt thi trtfdng b i n le<br /> hap d i n v i o loai n h a t the gidi,<br /> vdi tdc dp t i n g trtfdng binh quan<br /> 20% n i m . Danh gia nhflng<br /> t h i n h cdng cua mdt sd md hinh<br /> b i n 11 mdi hien nay, tfl do rut<br /> ra nhflng b i i hpc c i n thiet cho<br /> c i c md hinh b i n le trong tfldng<br /> lai l i dilu c i c DN b i n le c a n<br /> quan t i m .<br /> Khuynh hiidng bien doi<br /> chung cua cdc mo hinh bdn le<br /> Men dai<br /> Mdi loai hinh kinh doanh (chilu sau); (3) C i c dich vu cung dang thinh h i n h , dtfdc tfa<br /> b i n 11 cd k h i n i n g phuc vu c i c cap; (4) Mtfc g i i . D i y cung l i chupng, ldi thdi v i d i u l i nhflng<br /> nhdm ddi ttfdng k h i c h h i n g vdi c i c thdng sd chinh de p h i n biet md hinh se t h i n h cdng trong<br /> nhtfng nhu c i u mua s i m tren 4 c i c loai hinh b i n 11 vdi nhau, ttfdng lai de ltfa chpn cho minh.<br /> khia canh cd b i n (1) Chung loai (xem bdng).<br /> 2. Thu'c trang cdc mo hinh<br /> h i n g hda (chilu rpng) (2) stf da c a c n h a kinh doanh b i n le bdn le tai Viet Nam<br /> dang ve chung loai h i n g h d a c i n nhan ra nhflng md hinh n i o Sieu thi l i md hinh dtfdc tfa<br /> D&c trutag cua c i c loai hinh ban 16 phd bien chudng nhat trong 10 nam trd lai<br /> diy. Thi trtfdng TP. HCM vdi 19<br /> Loai hinh Chieu Chieu Gia V|trf quan va 5 huyen da dtfdc phfl<br /> nOng sau d|chvu kin t i m phuc vu vdi 20 sieu thi<br /> cfla Co.opMart, 6 dai sieu thi cua<br /> Trung tam T.M Ldn T B ^ Idn TB^cao TB-cao Khu b/ban Idn<br /> BigC v i Metro, cung h i n g chue<br /> Ciia hang giam gia Ldn TB^th^p Th^p Th^p Ddclap sieu thi k h i c . Thi trtfdng H i Ndi<br /> vdi chudi Hapro Mart gdm 1<br /> C H chuyin doanh ThSfp Ldn Cao Cao Khu thUdng mai<br /> trung tam thtfdng mai, 21 sieu<br /> Kho cOa hang TB ThSp Th«fp R&Mp Ddc ldp thi, 20 cfla h i n g tien ich v i 99<br /> Ldn Trung binh ThSfp ThSp<br /> cfla h i n g chuyen doanh, cung<br /> SJgu thj Ddc ldp<br /> c i c he thdng sieu thi k h i c nhtf<br /> Ddn hang tnJctiSp TB-thafp TB-thSp Trung binh TB Maximark, Citimart (Dairy<br /> TV Home shopping TB ThSp Tmng binh TB Farm)... C i c chudi sieu thi n i y d i<br /> p h i t trien nhanh chdng<br /> Bantri/cti^p ThSp Thfip Cao Cao rpng k h i p v i dang dat<br /> <br /> THOONG MV So 25/2011 1 7<br />  NGHllN cau-TRAOBOl<br /> <br /> •den mtfc b i o hda. Them Stf t h i n h cdng cua chudi d i m b i o ve sinh an toan thifc<br /> v i o dd, tinh tieu chuan hda cfla Co.op Food dtfa tren mpt sd pham vdi gii c i hdp ly.<br /> sieu thi cd xu htfdng I p c i c s i n diem cd b i n sau: Thdi gian md eda: tfl 6 gid<br /> pham va dich vu di theo nhflng Khdeh hdng muc tieu: l i s i n g den 9 gid tdi. Phuc vu tdt<br /> khudn khd nhi't dinh, l i m suy nhflng ngfldi npi trd. Nghien cflu n h a t nhu c i u ve thdi gian cho<br /> giim nghiem trpng k h i n i n g chuyen s i u cua Co.op Mart chia ngfldi di lam cung nhfl chi lam<br /> sang tao trong toan chudi cung hp thanh hai nhdm: Nhdm thuf npi trd tai n h i .<br /> flng. Dieu n i y cdn l i m cho md n h a t l i ngtfdi npi trd chuyen, E)dc trdng hinh thde: thiet ke<br /> hinh sieu thi khdng cdn thich thtfdng l i phu ntf ldn tudi, ky m i u sac, quiy ke, bd tri mat<br /> hdp vdi sfl p h i n hda kha manh n i n g nau ntfdng tdt, quan niem bang, danh muc h i n g hda, cac<br /> cua thi trfldng b i n 11 hien nay. btfa i n can p h i i ngon, dtfdc che phfldng tien truyin thdng den<br /> C i c chudi cufa h a n g t i f n ich bien tfl nhflng thifc p h a m tfldi, ngfldi tieu dflng.<br /> nhtf Shop & Go, G7 Mart, ngon. Nhdm thuf hai l i nhflng<br /> Dich vu vd ehinh sdeh khach<br /> Vmart, Best Buy, Speedy, Day & ngfldi ndi trd khdng chuyen,<br /> hdng: cung cap dich vu tfl van<br /> Night k h i phu hdp vdi xu htfdng thfldng l i phu nfl t r i , ky n i n g mdn i n h i n g ngiy, mdn ngon<br /> do thi hda d c i c t h i n h phd ldn nau nfldng khdng gidi, quan cudi t u i n , d i t h i n g qua dien<br /> do tinh linh hoat nhifng lai chfla niem chi c i n bfla i n dfl dinh thoai, gifl xe m i l n phi, chap<br /> dfldc ngfldi tieu dung c h i o ddn dfldng v i ngon mieng l i dfl, n h i n ddi t r i h i n g v i chap nhin<br /> vi g i i c i cdn k h i cao, it m a t khdng c i n q u i cau ky phfle tap. thanh toin b i n g phieu qui tang...<br /> h i n g v i khdng thtfc stf tien Nhdm n i y dang cd xu hfldng<br /> T h i n h cdng cua chudi cfla<br /> dung neu so vdi kieu mua b i n n g i y c i n g t i n g tren thi trfldng.<br /> h i n g n i y tnfdc het l i do sfl bao<br /> n h a n h chdng, t h u i n tien cua Co.op Food d i mang lai tien ich<br /> hda cua hinh thflc b i n 11 sieu<br /> c i c tiem tap hda. Trong 3 n i m mdi l i phuc vu ldi sdng quan<br /> thi v i thieu thich nghi cua cac<br /> gan diy, stf t h i n h cdng cua mdt t i m den sfle k h o i v i tiet kiem<br /> cfla h i n g tien ich hien nay. Mo<br /> sd chudi b i n le Co.op Food v i thdi gian. D i y l i hai yeu td dang<br /> hinh chudi cfla hang thifc pham<br /> Fooco Mart - Vissan dang cho dfldc c i c nhdm k h i c h h i n g<br /> an t o i n ra ddi da khic phyc<br /> thay stf bien ddi linh boat cua chinh quan t i m khi chat Itfdng<br /> dfldc nhflng ban che cfla hai mo<br /> c i c md hinh b i n 11 de thich tfng cudc sdng ngay c i n g n i n g cao.<br /> hinh tren. L i md hinh lai gifla<br /> trtfde xu htfdng p h a n hda phtfc Dien tich, dia diem: dia diem sieu thi cfla h i n g tien ich,<br /> tap cfla nhu c i u thi trfldng. dtfdc chpn lpc, sfl dung linh hoat chudi Co.op Food da tan dung<br /> Thdnh cong eua chudi Co.op c i c dien tich tfl 100 den 500 m^ dfldc ldi the v l tinh lmh hoat<br /> Food. Dilu n i y phfl hdp vdi stf khan cua cfla h i n g tien ich, gia cd<br /> Theo ket q u i do Ifldng Chi sd hiem v i d i t dd trong thue mtfdn phfl hdp cua silu thi, thtfa<br /> h i i long k h i c h h i n g (CSI) v i dia diem b i n h i n g hien nay. htfdng trinh dp, kinh nghiem,<br /> k h i o s i t thdi quen mua thtfc Ddng thdi cho p h i p c i c cfla cdng nghe v i thtfdng hieu cua<br /> pham cfla c i c hd dan trong b i n h i n g hien dien h i u k h i p trong sieu thi n e n ngay tfl khi xuat<br /> kinh phuc vu cua cac cfla h i n g c i c khu vflc d i n cfl hien, Co.op Food cd the nhanh<br /> Co.op Food do Saigon Co.op thflc Bdn kinh phuc vu: Khoing chdng tao dfldc nilm tin vdi<br /> hien n i m 2009, cd hdn 80% hp 500m, rat phu hdp vdi sif p h i n ngfldi tieu dung.<br /> dan chpn Co.op Food la ndi mua bd ddng dfle cfla c i c khu d i n cfl Nguyen n h i n t h i n h cong tilp<br /> thflc pham cho bfla a n h i n g tren dia b i n dd thi v i tien ldi theo cdn p h i i ke den sfl bit kip<br /> n g i y vdi t a n suat 20 21 cho viec mua sam hang hda cfla loai hinh n i y vdi nhu cdu<br /> l i n / t h i n g . Hdn 90% k h i c h h i n g Mat hdng vd gid cd: Thvfc tieu dflng cua ngfldi d i n do thi<br /> ntf ddng y r i n g Co.op Food d i pham da dang, tuy theo nhu c i u hien nay. Sfl p h i t trien din s6.<br /> giflp tilt kiem thdi gian v i giim cfla khu vflc d i n cfl cu the. sfl di d i n v i o do thi, tdc dp ting<br /> cdng sfle cho viec ndi trd mdt Thtfdng l i h i n g ttfdi sdng, sd trfldng thi trfldng b i n ll va thu<br /> c i c h d i n g ke. Dfl kien den n i m che, che bien, nau chin, thtfc n h i p binh q u i n d i u ngfldi ting<br /> 2012, Saigon Co.op s l cho ra ddi pham ddng lanh va cdng nghe, cao. Nhu c i u ngtfdi tieu dung<br /> 120 cfla h i n g Co.op Food tai c i c hda pham - do dflng hang ngiy. thay ddi theo htfdng tich ci/c cd<br /> khu vtfc d i n ctf. Phuc vu vdi tieu chi tfldi ngon. ve sd ltf(?ng, chung loai va chi*<br /> <br /> 8! THOONG Mfl 8525/2011<br />  NGHllN C6U-TRAO flOl<br /> [iJlaptflP ^tt: tnfdc den nay nen doanh thu<br /> b i n h i n g d mdi diem t i n g them<br /> 30%. Foocosa cd them Itfdng<br /> k h i c h h i n g tfl 60 diem b i n le,<br /> cdn Vissan cd them Itfdng k h i c h<br /> ttf 40 diem b i n 11.<br /> Ijdi the thildng hieu. Day l i hai<br /> thtfdng hieu ldn, d i cd mat lau<br /> n i m tren thi trtfdng, cd uy tin v i<br /> gat h i i dtfdc nhieu thanh cdng.<br /> Hien tai, s i n pham mang thtfdng<br /> hieu Vissan cd mat k h i p c i ntfdc<br /> thdng qua he thdng p h i n phdi<br /> vdi hdn 1.000 dai ly, 120 sieu thi<br /> ldn, khoing 700 bep i n cfla<br /> trtfdng hpc, Cty, xi nghiep.<br /> Itfdng. D i e biet ngtfdi tieu dflng canh tranh v i khan hiem mat I^i the sdn phdm vd ehi phi<br /> chu y nhieu den viec lieu minh b i n g b i n 11 hien nay. Trong bdi Foocosa thu mua gao ttf ngudn,<br /> d i sfl dung dflng loai thflc pham canh sieu thi d i g i n dat den td chflc xay x i t v i cung cap cho<br /> cd d i y dfl dfldng chat chtfa, c i c mfle bao hda, Co.op Food khdng nhu c i u ngtfdi d i n S i i Gdn. Vdi<br /> t h a n h p h i n v i c i c n h a n hieu chi mang lai ldi ich gia t i n g cho quy trinh thu mua, che bien<br /> vdi nhflng "him Itfdng chat beo tieu dung m i cdn bd sung rat tdt khep kin nhtf viy, chat Itfdng<br /> thap" hoac " h i m Itfdng choles- cho doanh thu va thi p h i n cua gao dtfdc d i m b i o , hdn ntfa chi<br /> terol thap" rat dtfdc quan t i m . cac kenh ban 11 hien hflu Co.op phi d i u v i o thap hdn it n h a t<br /> Mpt xu htfdng i n h htfdng nfla Mart. 30% so vdi mua gao qua trung<br /> l i sfl tham gia cua phu nfl nhieu Chudi eda hdng tien ich Fooco gian n e n gii h i n g Itfdng thtfc<br /> hdn v i o cdng viec x i hpi. Viet Mart - Vissan. thtfc pham khd cua Foocosa cd<br /> Nam cd k h o i n g 77,3% d i n sd Chudi cfla hang FoocoMart - the canh tranh dtfdc vdi c i c<br /> phu nfl di l i m v i hp cd the kiem Vissan hinh thanh cudi nam n h i n hieu cung loai k h i c . Trong<br /> tien du cho nhflng nhu ciu rieng. 2009, tfl stf hdp nhat 60 cfla khi dd, Vissan" l i n h i cung cap<br /> Hp da trd t h i n h nhflng ngfldi h i n g Vissan v i 40 cfla h i n g thtfc pham h i n g d i u d TP. HCM,<br /> tieu dung cd n h i l u quyin, chiu Fooco Mart cua Cty Ltfdng thtfc cd quy trinh s i n xuat kinh<br /> t r i c h nhiem chinh trong c i c bfla TP. HCM (Foocosa). Lien ket doanh khep kin ttf nguyen lieu,<br /> i n h i n g ngay v i c i c cfla hang dtfdi dang md hinh cfla h i n g che bien den p h i n phdi, vdi<br /> thtfc p h a m an t o i n tien ich l i tien ich cung cap c i c loai thtfc doanh thu tren 3.000 ti ddng, l i<br /> giii p h i p tdi tfu, d i p flng nhflng pham ttfdi sdng v i che bien, rau mdt trong c i c thtfdng hieu dd<br /> nhu c i u v l npi trd v i bfla i n cu q u i , thtfc pham khd, Itfdng hpp, thtfc pham che bien g i n vdi<br /> h i n g ngay cho gia dinh cua hp. thtfc an toan, ve sinh. Nhd lien thtfdng hieu thit heo ttfdi sdng<br /> ket tren, n i m 2009 tdng doanh ndi tieng d Viet Nam ttf sau nam<br /> Xet tren gdc dp n g i n h b i n 11,<br /> thu cua Vissan t i n g 2%, c i c mat 1975 den nay. Khi lien ket.<br /> day l i mdt hinh thflc chuyen<br /> h i n g thit heo, h i n g che bien, FoocoMart - Vissan se dpc<br /> doanh rpng v i Unh hoat v l mat<br /> rau, cu, q u i d i u t i n g tfl 6 8% quyin mpt sd mat h i n g Itfdng<br /> h i n g n e n sfl phu hdp vdi nhu<br /> so vdi n i m 2008. Tai c i c cfla thtfc, thtfc pham khd, thtfc pham<br /> c i u a m thflc hang n g i y cua<br /> h i n g thi diem md hinh lien ket, ttfdi sdng, ddng lanh, gia vl thiet<br /> ngfldi d i n d tflng khu vflc v i sfl yeu cho btfa cdm gia dinh.<br /> doanh thu cua c i hai ddn vi d i<br /> thay ddi theo mua vu ldn. Dilu<br /> t i n g den 30% so vdi tnfdc.<br /> n i y cho phep Co.op Food cd k h i Mang lUdi eda hdng phdn<br /> n i n g ttfdng t i c vdi k h i c h h i n g Thi trUdng muc tieu nhdm vdo phdi: He thdng Vissan cd 60 cfla<br /> r i t cao de g i i n h dtfdc sfl t h i n ngfldi lao ddng, chiem 2 / 3 d i n h i n g d c i c vl tri d i e dia nhfl<br /> thien v i flng hd. Md hinh Co.op sd Sai Gdn, cung la cac nhdm m i t tiln, trong chd, trong<br /> Food k h i thich nghi vdi mfle dp k h i c h h i n g chinh cua hai Cty tfl c i c khu d i n cfl, mdi cfla QT"<br /> THOONG MflSd 25/2011 19<br />  NGHllN cau-TRAOB(fl<br /> <br /> h i n g d i u dfldc trang bi<br /> c i c he thdng gifl lanh chuyen<br /> dung cho kinh doanh thflc pham<br /> ttfdi v i ddng lanh. Lien ket giup<br /> c i hai DN nhanh chdng md rpng<br /> mang Itfdi, cd them kenh p h i n<br /> phdi m i khdng can phai d i u ttf<br /> them chi phi cd dinh de thue<br /> mtfdn, mua b i n v i tim kiem cac<br /> vi tri thuan Idi.<br /> Nhiing bdi hqc rut ra tit hai<br /> md hinh chudi ciCa hdng Co.op<br /> Food, FoocoMart - Vissan<br /> trong phdt trien md hinh kinh<br /> doanh bdn le hien nay pham da dfldc sfl dung ket hdp Phdi hdp gifla chudi Co.op Mart<br /> Xde dinh dung khdeh hdng nham khai thac triet de cac yeu vdi Co.op Food cflng nhtf Fooco-<br /> muc tieu vd nhdn thiic diidc cdc xu ciu v i sd thich tieu dung v i thiet Mart - Vissan cho thay rat ro<br /> hudng bien doi nhanh chdng cua ke c i c d i e tnfng phuc vu thich c i c ldi ich ve cung flng, ngudn<br /> nhu cdu thi tnidng. Quan t i m den hdp. Vdi Co.op Food l i phuc vu n h i n life, v l mat h i n g v i thtfdng<br /> c i c xu htfdng bien ddi cua nhu ldi sdng quEin t i m den stfc khde hieu. Lien ket tao ra nhflng the<br /> ciu, ddn d i u c i c nhu ciu n i y va va tiet kiem thdi gian de t a n manh mdi, nhflng giii phip mdi<br /> d i e biet chu trpng tim kiem c i c htfdng gia tri cudc sdng; Phuc vu cho c i k h i c h h i n g v i DN; giup<br /> ke hd thi trtfdng de t i n dung nhu c i u tieu dung thtfc pham chfl dpng dfldc ngudn hang de<br /> chung t h i n h c i c tfu the rieng cd h i n g n g i y vdi giii p h i p thtfc hd trd danh muc mat hing tao<br /> cua minh. Dilu n i y the hien d stf pham an t o i n mang tinh tien ldi sfl phong phu cho cung flng; tan<br /> ket hdp gifla Vissan v i Foocosa, cao; D i p flng nhu c i u rieng cua dung dfldc tfu the vl mang lfldi<br /> cung nhtf mang Itfdi day d i e cua k h i c h h i n g trong dia b i n - giflp p h i n phdi h i n g hoa den<br /> thtfdng hieu Co.op Food giup t h o i ngudn d i n cfl tai chd; Phong cich gan ngfldi tieu dung hdn cung<br /> m i n c i hai yeu cau quan trpng phuc vu quan tam, thau bleu, chu nhtf gdp p h a n tao nen gia tri<br /> cua ngtfdi tieu dung l i p h i n phdi d i o v i than thien. tien ldi cho ca 2 thtfdng hieu,<br /> v i thtfdng hieu (theo nghien ctfu Thich nghi linh hoq.t cdc yeu td giup k h i c h h i n g an t i m hdn khi<br /> c i c yeu td i n h htfdng den quyet marketing: Mat hang, thfldng mua thtfc p h a m b i o dim an<br /> dinh chpn mua c i c mat h i n g bleu, gia, dich vu mang p h a n t o i n ve sinh, ddng gdp cho phat<br /> thflc pham thi p h i n phdi tien phdi. Day l i c i c n h i n td cd b i n trien n g i n h b i n 11.<br /> dung chiem tdi 31 - 3 3 , 1 % tuy giflp dinh vi hinh i n h DN can Tan dung triet de kinh nghiem<br /> mat hang, thfldng hieu 30 - dtfdc n h a n m a n h trong n h i n vd ndng lUc cd san de tao dflng<br /> 38,2%, gii chi chiem 21,3 - thtfc k h i c h h i n g . Hal chudi b i n ngudn life p h i n phdi va hinh<br /> 26,9%). Do ngfldi tieu dung ngiy le tren d i u cd dien m a t hang i n h thfldng hieu cho loai hinh<br /> cing quan tam v l chat lfldng ve s i u va rdng vdi hai nhdm m a t p h i n phdi mdi. Tao ra sfl hd trd<br /> sinh an t o i n thflc pham v i cd h i n g Itfdng thtfc va thtfc pham, tdi flu gifla c i c flu the cua he<br /> khujmh htfdng chpn ltfa nhtfng chat Itfdng d i m b i o , thtfdng hieu thdng hien tai vdi c i c hmh thflc<br /> diem b i n cd the giup hp an t i m l i u ddi v i uy tin. Chudi cung tfng mdi nhfl chudi Co.op Food.<br /> v l ngudn gdc xuat xfl, n h i n hieu dtfdc q u i n ly tdt d i giflp giim Trflde Slf p h i t trien nhanh<br /> v i chat Ifldng cdng bd. (Sd lieu chi phi n e n tao ra mfle gii phu chdng, manh me, n i n g dpng cua<br /> dilu tra h i n g Viet Ncim chat hdp, l i m t i n g tinh canh tranh thi trfldng b i n 11 Viet Nam giai<br /> Itfdng cao trong n i m cho thay cho DN. Dich vu k h i c h hang la doan hien nay thi tfl duy Ihih<br /> ngtfdi chpn mua thifc pham d cfla yeu td quan trpng h i n g d i u vdi hoat, sang tao v i thfldng xuyfin<br /> hang chuyen tang l i n Ifldt l i kinh doanh b i n 11 cung dtfdc ddi mdi se l i chia khda mang lai<br /> 8,27%, 11% v i 10,14%). Md hinh khai thifc triet de. t h i n h cdng cho c i c DN ban 1^<br /> sieu thi va cfla hang chuyen thifc Tdng cddng phdi hdp, lien ket. trong ttfdng lai •<br /> 1 0 ! THOONG MflSfi 25/2011<br />