The operation of supermarkets has its own characteristics different from the traditional retail model: it adopts the self-service and one-time purchase sales model, mainly deals with middle and low-grade goods such as food and daily necessities, and implements the management policy of low profit rate, high turnover and cheap sales, which is generally large in scale. Although the operation mode of supermarket chains has not been introduced to China for a long time, under the background of economic globalization, domestic chain enterprises have improved their core competitiveness and improved their efficiency by learning the advanced experience and business philosophy of some well-known multinational chain enterprises abroad. This new format has been widely recognized by enterprises and consumers, developed extremely rapidly, achieved remarkable industry growth performance, and gradually formed new characteristics different from the traditional retail model in the development process. The management concept of chain supermarkets has gradually changed from "self-centered" to "customer-centered". They should learn from the advanced business philosophy of world-renowned chain enterprises such as Wal-Mart and Carrefour, and implement the business strategy of low cost, low price, high quality and high service, so that consumers can get tangible benefits, change the previous practice of excessively pursuing high profits of enterprises, and pay more attention to consumer satisfaction. Using marketing theory and customer value theory, we should abandon the traditional sales concept, provide consumers with all-round services and customer delivered value, and strive to make consumers complete shopping with the least expenditure, the shortest time, the fastest speed and the lowest price under the best service. In order to change the situation of small scale, limited business scope and incomplete business varieties of traditional retail industry, it is necessary to build new supermarkets and hypermarkets by expanding the scale of single stores, that is, expanding the area of stores. Chain supermarkets will expand the width and depth of goods in each store, expand the business scope of goods, provide products with high quality and low price, effectively prevent the phenomenon of out of stock, and take ensuring the supply of goods, improving logistics efficiency, reducing logistics costs and improving logistics services as the direction and goal of perfecting the supermarket logistics system.

20 10 under the action of a series of policies to promote consumption, such as invigorating circulation and expanding consumption, the domestic consumer market has maintained steady and rapid development. Total retail sales of social consumer goods 15.45 trillion yuan, up 18.4% year-on-year, 2.9 percentage points faster than that in 2009. After deducting the price factor, the actual growth was 14.8%, which was 2. 1 percentage point lower than that in 2009. Consumption has played an important role in economic growth. In economic growth, consumption drives economic growth by 3.9 percentage points, with a contribution rate of 37.3%. The main characteristics of the consumer market are: First, the coordinated development of regional consumption. From the perspective of provinces and cities, the consumption growth rate of 83.9% provinces and cities exceeds 18%. Among them, consumption in moderately developed areas such as Tianjin, Hainan, Anhui, Jiangxi, Guizhou, Heilongjiang and Hunan grew rapidly, with the growth rate above 19%. Second, the pace of upgrading the consumption structure has accelerated. The demand of urban and rural residents for transportation, communication, housing, education, culture and entertainment has increased significantly, and the upgrading of consumption structure has accelerated. In 20 10, the retail sales of gold, silver and jewelry of enterprises above designated size nationwide was 126 1 100 million yuan, up 46.0% year-on-year, 30. 1 percentage point higher than that in 2009. The demand for cars is growing steadily. According to the statistics of China Automobile Industry Association, in 20 10, the national automobile sales reached18.06 million, up 32.3% year-on-year. Third, the sales of large circulation enterprises are strong. With the gradual improvement of the development environment of circulation enterprises and the deepening of the mechanism reform of circulation enterprises, the demand for middle and high-grade consumption has steadily rebounded, and the sales of large circulation enterprises have increased rapidly. In 20 10, the retail sales of enterprises above designated size nationwide reached 5.8 trillion yuan, up 29.9% year-on-year, accounting for 37.6% of the total retail sales of social consumer goods, up 3.4 percentage points from 2009. According to the monitoring of the Ministry of Commerce, the sales of 3,000 key retail enterprises nationwide increased by 18. 1% year-on-year, and the growth rate was 10.6 percentage point higher than that in 2009. Fourth, the new consumption pattern has developed rapidly. Changes in the structure of consumer groups and consumption concepts have promoted the transformation of consumption patterns, and online shopping, group buying and credit card consumption have developed rapidly. In 20 10, the transaction scale of China's online shopping market reached 523 1 100 million yuan, up by 109.2% year-on-year, equivalent to 3.4% of the total retail sales of social consumer goods. In this case, the chain supermarket industry in China is facing great development opportunities.

This research report was written by Puhua Consulting Company of China Research Institute. Based on a large number of thorough market research, mainly based on the basic information of National Bureau of Statistics, Ministry of Commerce, National Development and Reform Commission, the State Council Development Research Center, China Business Federation, China Chain Store & Franchise Association, China Economic Prosperity Monitoring Center, China Industrial Research Network, various domestic and foreign related newspapers and magazines, and a large number of detailed and statistically accurate materials and data published and provided by professional research units, this paper makes an analysis of China's retail industry, chain store industry, supermarket market structure, supermarket enterprise competition and chain store operation hotspots. The report comprehensively shows the present situation of the chain supermarket industry, reveals the future development trend and corresponding development strategy of the chain supermarket industry, and is an important decision-making basis for chain supermarket enterprises to accurately understand the current development trend of the chain supermarket industry, grasp their own positioning and formulate strategies.