毕业论文外文文献以及中文译文.docx
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毕业论文外文文献以及中文译文.docx
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毕业论文外文文献以及中文译文
毕业论文外文文献以及中文译文
毕业论文
外文文献以及中文译文
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ReadyforWarfareintheAisles
Aug3rd2006,TheEconomist
Forbothdomesticandforeignretailers,Chinaisamarketofunprecedentedopportunity.Butitisturningintoabattleground.
TIREDafteralongdayhelpingtopropeltheworld'smostdynamiceconomytonewheights?
Thenrelaxunderaluxuryduvet,filledwiththechestfluffpluckedfrom3,000Icelandicwigeon,pricedatamere110,000yuan($14,000)andlighterthanthebagitcomesin.Sam'sClubinShenzhen,China'srichestcity,solditsentirestockofthree(only50aremadeeachyear)duringtheChineseSpringFestival.Orchooseasolidgoldbottleofbaijiuliquorfortheequivalentof$11,000ora65-inchtelevisionfor$15,000.Itisnotsomuchthehighpricesthataresurprising,butthattheShenzhensuperstoreispartofAmerica'sgiantWal-Mart,whichisfamousforsellingWesternconsumerscheapgoodsmadeinChina.
LuxuryputstheshineonChineseretailing,althoughthebusinessismostlyaboutsellingmoremundanethings.HencetheShenzhenSam'sClubalsostocksgallondrumsofcookingoil,plasticcupsandothereverydayitemsatrock-bottomprices.ThesprinklingofexpensivestuffamongthebargainssaysmuchabouttheaspirationsofmodernChineseconsumers,aswellastheheroiceffortsoftheworld'sretailerstowinashareoftheirwallets.ThescrambletoopenstoreshasmadeChinaaparadiseforshoppers,butforshopkeepersithasbecomeabrutallycompetitivemarketinwhichonlythestrongwillsurvive.
EnormousnumbersareluringglobalretailerstosetupshopinChinaandtakeonagrowingbandoflocaloperators.China'sretailsalesaresettoexpandby13%totheequivalentof$860billionthisyear,makingthemainlandtheworld'sseventh-largestretailmarket.Annualcompoundgrowthratesof8-10%willpushthistoanenormous$2.4trillionby2020.
Herecomesthemiddleclass
Therearemorethanonemillionaffluenturbanhouseholds,earningmorethan100,000yuanayear,whoregularlybuyluxurygoods.Buttheirspendingpoweris
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rapidlybeingdwarfedbyavastemergingmiddleclass.Thesehouseholdsearnbetween25,000yuan(thethresholdforbecomingaseriousconsumerinChina)and100,000yuan,saysMcKinsey.Theconsultancyestimatesthatthenumberofsuchhouseholdswillrisefrom42min2005to200mby2015(seechart1).
StoresliketheoneinShenzhenshowhowmuchhaschangedinChineseretailing.Justtwodecadesago,shopshadsurlystaffofferingafewdrabitems,oftenlockedsafelyawayinglasscases.Yetthereisstillalongwaytogo.Eventoday,muchofthepopulationbuysfromdailymarketsordirectlyfromproducers.Organisedretailingremainsrelativelynew.MostChinesestoresaretiny,family-runoutfits.China'stop100chainsaccountforjustatenthoftotalretailsales.
WhenChina'seconomicreformsbegan,state-owneddepartmentstores,suchasDalianDashangandWangfujing,dominated.Onlyinthelate1990sdidspecialistsupermarketsandelectronicsandhome-decorchainsemerge.Yeteventhelargestisnotnational.Localprotectionismraisedbureaucratichurdlestomovinggoodsacrossprovincialborders.Manyconstraintsremain,saysJoeHatfield,thepresidentofWal-MartAsia,whohasspent12yearsworkinginChina.Withfewnationalretailersandnationalbrands,economiesofscalearehardtoachieve.Mostretailersuseamyriadofsmallsuppliersoperatingthroughwholesalers.Thisraisescostsandlowersefficiency.
Yetthearrivalofforeignretailersischangingthings.ApartfromWal-Mart,othersuccessfulgiantshavesetupshop,includingFrance'sCarrefour,Britain'sB&QandMalaysia'sParkson.Foreignfirmsnowaccountfor23%ofthesalesofthetop100foodretailersinChina.Morearearrivingwiththeliftingofrulesrestrictingforeignchainstoahandfulofbigcities.In2005,over1,000newretailersreceivedapproval,ofwhichmorethanhalfhadforeigninvestors.Therearenowover1,000foreignretailersinChinacomparedwithjust314twoyearsago.
Localrivalshaverespondedferociously.Cripplingpricediscountscanbeaccompaniedbydirtytactics:
somestoressendfake―customers‖torivals'newstorestosnapupallthepromotionsbeforegenuinecustomerscangetthem.Anothertrickistojamthedoorsofthelockersusedbyshopperstostoretheirpurchases.Meanwhile,
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retailingcostsarerising.AsChinaurbanises,commercial-propertypricesaresoaringandretailersfaceadoublingortriplingofrentsonrenewal.Marketingexpensesarealsogrowing.Between2002and2004,advertisingspendingroseby50%ayearacrossallcategoriesofconsumerproductsinChina.Andwagegrowthisoutstrippingproductivitygains.
Productprices,bycontrast,arehardlygrowing.Severeovercapacitymeansthatpricesforelectronicgoodsaredecliningandevenfood-priceinflationhaseasedsignificantly.Lastmonth,Suning,China'ssecond-biggesthome-appliancechain,announceda25%cutinthepricesofairconditionersinresponsetodiscountsofferedbyGome,themarketleader,andChinaParadise.StoredensityisalreadyhighinurbanChina:
Shanghai'sGubeidistricthassevenhypermarkets—onefor34,000
peoplecomparedwithonefor48,000inFrance,whereCarrefourinventedthehypermarket.Yetcustomerscanspendlittle.TheaveragespendpervisitinShanghaiistiny,just50-70yuan($6.30-8.80).
MicheleMak,aChinaretailinganalystatCreditSuisseFirstBoston,saysthesemountingpressuresarealreadyshowingintheindustry's2005financialresults.Storeproductivityisdeclining,salespersquarefootarefallingandprofitmarginsareshrinking.OperatingmarginsatGome,China'ssecond-largestretailerbysales(seechart2),declinedfrom6.2%in2004to4.4%lastyear.ThoseatLianhuaSupermarket,themaingroceryarmofBailianGroup,thedomesticmarketleader,fellfrom2.4%to1.9%.
Yettheheadlongexpansioncontinues,eitherthroughtheopeningofyetmorenewstoresorthrougharashoftakeovers.HongKong-listedGomerecentlyofferedHK$5.3billion($680m)tobuyChinaParadise(alsoknownasShanghaiYongle),whichearlierthisyearswallowedBeijingDazhong.ThedealwillgiveGome,whichdominatesBeijingandthenorth,aleadingpositioninShanghaiandontheprosperouseastcoast.Itsnationalmarketshareinapplianceswillrisetomorethan10%.
Gome'smoveisaswiftreactiontothearrivalinChinaofAmerica'sBestBuy,whichinMayboughtJiangsuFiveStarAppliance,China'sfourth-biggestappliance
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chain.Infood,Wumart,ahypermarketoperator,istakingoverBeijingMerryMart.Carrefour,Wal-Mart,TescoandLianhuaareallsaidtobemullinganofferforTrust-Mart,aTaiwanese-controlledchain.
However,mostofthegrowthinChineseretailingiscomingfromtheopeningofnewoutlets.Gome'sheadofoperations,XiangweiWeng,sayshiscompanyopensashopevery30hours.Lianhuaaimstoadd500shopsacrossallitsformats.Wal-Mart'splansfor14morestoresinthesecondhalfofthisyearseemmodestbycomparison.Carrefourwantstoopen40-50morestoresinBeijingaloneby2008,fromitsexistingeight.Parksonwilltripleitsnumberofstorestoalmost90withinfouryears.
Thereasonbehindtherushispartlytosnapupprimelocations.Butthereisanothermotive.InChina,supplierscanpayheavilytoplacetheirgoodsonretailers'shelves.Theyalsoleasespaceforin-storedisplays,helppayforpromotionsandgiverebates.So,eachtimearetaileropensanewstore,itcandemandmorepayments.Thismeansnewshopscanbeprofitableintheirfirstyear.Butwithoutworkinghardertoimprovesalesatexistingshops,someChineseretailerscanbecomehighlydependentontheirsupplierstofinanceexpansion.Lastyear―otherincome‖(mainlyfeeschargedtosuppliers)madeup64%ofgrossprofitatWumart;45%atChinaParadise;44%atLianhuaand31%atGome,calculatesMerrillLynch.
Distractedbyexpansion,mostlocalretailersaredoinglittletocontrolcostsandboostsame-storesales—vitalfortheirlong-termsuccess.Butforeignretailersareprovidingamodelforthosewhowanttolearn.AtLianhua'sCenturyMarthypermarketinShanghai'swealthyGubeidistrict,managerWangYueisborrowingideasfromCarrefour'sprofitablehypermarket,just2.5km(1.6miles)downtheroad.Carrefour'sgleamingstoreishugeand,with30,000differentproducts,hasarangethatwouldbeimpressiveintheWest.Athalfitssize,MsWang'sstorestrugglestocompeteandlooksemptybycomparison.Butthingsarepickingup.MsWanghascopiedCarrefour'slargershoppingcartsandraisedherspendingpercustomerbyafifth.Carrefour'suseofconsumerresearchhasalsopersuadedhertooffershoppersmorethanjustlowprices.
Quality,cleanlinessandsafety,forinstance,arestillrareinacountrywhere
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storiesaboundoffakebabymilkandwasheddiaperssoldasnew.MsWangemploys30cleaners(10%ofherstaff)tocounterlocalprejudicethatChinese-ownedshopsaredirtierthanforeignones.B&Q,meanwhile,triestodispelsuspicionaboutthelowqualityofChinese-madeproductsbylettingcustomerstoucheverythingitsells.Supermarketscatertothesameinstinctbylettingcustomersnettheirownlivefishfromtanksinthestore.
Specialistchainsarefastcashinginonmiddle-classpreoccupations:
B&QandIKEAreflectChina'sgrowinglevelofhomeownershipandapassionforinteriordecorating.ParksonandHong-Kong-ownedWatsonareexpandingonthebackofgrowinginterestinhealthandbeauty.
AttheShenzhenSam'sClub,60%ofthefoodisnowimported,saysDuanLixia,thedeputymanager,pointingtoChileangrapes,Germanchocolateandalligator
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