First, the origin of the project
With the development and maturity of supermarket enterprises, supermarkets have gradually become one of the most important places for consumers to buy daily consumer goods. The quantity and variety of fresh food handled by supermarkets have developed rapidly and expanded. Nowadays, the enrichment of life, driving the development of the fresh market is also diversified, according to the needs of modern people to pursue fashion and convenience, many supermarkets carry out the development model of chain characteristics, so that shopping becomes a kind of enjoyment, ushered in the third revolution of the modern retail industry.
As a new type of business, fresh supermarkets are increasingly encroaching on the status of traditional formats such as farmers' markets, street shops, and department stores. Its functions are becoming more and more diversified and comprehensive, and fresh supermarket chains have sprung up. Fresh chain operation is known as the third revolution of commercial retail, because it applies the organizational principles of modern large industry and large production to the field of commodity circulation, improves the ability to coordinate operation, realizes the efficiency of scale operation, and becomes the most potential circulation mode in China.
Chain management has shown strong vitality and explosiveness in China, and has played an important role in many aspects. With China's accession to the WTO, there will be an unprecedentedly fierce competition in the retail market, and in the face of severe forms, speeding up the development of China's chain operation will play an extremely important role and significance in improving the circulation structure, further enhancing the degree of organization and modernization of the circulation industry, adapting to the new situation of China's accession to the WTO, and promoting the healthy development of the national economy. Among the five major trends predicted by experts for the development of China's retail market, "supermarkets and specialty stores that mainly deal in fresh food will replace farmers' markets" bear the brunt, and it is conceivable that fresh food management will be another new market contention point.
In recent years, with the adjustment of the agricultural structure and the improvement of residents' consumption level, the output and circulation of fresh agricultural products in China have increased year by year, and the whole society has put forward higher requirements for the safety and quality of fresh agricultural products. Accelerating the development of chain fresh supermarkets is of great significance for promoting farmers' continuous income increase and ensuring consumer safety. Vigorously develop fresh supermarket chains, ensure the quality of vegetables, and facilitate and benefit the people, which will play a more significant role in ensuring the daily life of citizens.
In line with the law and situation of market development, it is also a strong support for the development of the fresh market. At present, China's first has determined the development of fresh chain management as the main position in commercial development, to the end of the "Twelfth Five-Year Plan", the national chain enterprise stores will develop to 100,000, sales of 700 billion yuan. It can be seen that the fresh market has great potential on the road of franchise development.
2. Project background
1. The terminal beneficiaries of the construction of fresh food and supermarket chains are the consumers, and the purpose is to facilitate the people and benefit farmers. In recent years, the consumption structure and consumption mode of residents in Haibei Prefecture have undergone great changes, and the main form of modernization is the "agricultural reform super" and "fresh supermarket into the community", and the opening of fresh food supermarket chain can provide great convenience and good quality assurance for the general public in daily procurement.
2. This project is the need for the construction and development of modern service industry. Promoting the development of the service industry is to transform the mode of economic growth, is to expand consumption, stimulate the economy of a major measure, and the construction of a fresh supermarket chain is a convenient and beneficial measure, the fresh supermarket outlets all over the place, so that consumers can buy fresh food at home, to a large extent to improve the level of commercial services.
3. The construction of this project has a good foundation for development. After several years of efforts, its fresh supermarket chain and distribution center have begun to take shape, and Qinghai Duoaijia Business is mainly engaged in fresh food distribution. Fresh food supermarket chains and distribution centers play a leading role in modern circulation.
4. In recent years, with the rapid development of China's economy, the living standards of residents have been continuously improved, the pace of life has been accelerating, and people's consumption concepts have changed from the traditional single mode to the modern diversification and rapidity, requiring fresh agricultural products to be fresh, hygienic, safe and nutritious, and also requiring a variety of varieties, thus promoting the rapid increase in the demand for major agricultural and sideline products such as meat, eggs, milk, fish, vegetables and other major agricultural and sideline products for domestic consumption, which has rapidly stimulated the consumption of fresh food and brought a broad market for the development of fresh food supermarket chains.
5. The construction of this project can stimulate employment and create income, which is conducive to the sustainable and healthy development of the national economyIt is conducive to the rational allocation and effective utilization of local resources;It is conducive to the improvement of people's living standards and the development of productive forces.
3. Market analysis
Fresh goods will continue to be the largest single item of national consumers, and at a rate of 2The growth rate of 6% is greater than the national population growth rate. In the future, not only will the per capita consumption of fresh goods increase in China, but also the number of consumers will soon increase.
Fresh agricultural products are the most important food nutrition for Chinese consumers in addition to grain, and they occupy a very important position in daily consumption. However, at present, China has not yet formed an efficient and smooth circulation system of fresh agricultural products, and the circulation of fresh agricultural products mainly depends on the farmers' market, according to the current national fresh consumption market survey, more than 70% of consumers buy more than half of the total amount of vegetables and fruits purchased in the farmers' marketCumulatively, only 14%-15% of consumers buy more than half of their consumption of vegetables and fruits in supermarkets. With the acceleration of the pace of life and the improvement of living standards of urban residents in China, people increasingly hope to have more convenient shopping places and pleasant shopping environment.
To this end, many cities have successively implemented the measures of "agricultural reform and super", but people have found that there are still many difficulties and obstacles in the process of promoting "agricultural reform and super". This also determines that China's fresh agricultural products market circulation for a long time will also maintain the pattern of coexistence of farmers' markets and supermarkets, these two forms of circulation channels to gain an advantage in the competition, it is necessary to have an in-depth understanding of the changes in consumer purchase behavior, and then provide guidance for the construction of the circulation system of the main body of business.
Most of the research on the factors influencing the selection of purchase channels of fresh agricultural products at home and abroad adopts empirical methods. They concluded that the factors influencing consumers' purchase decisions were, in order: freshness, origin, advertising, and the introduction of the salesperson. In addition, after the study of the influencing factors affecting the terminal choice of fresh agricultural products, it is concluded that among the consumers who want to buy more types of fresh agricultural products and pay more attention to the cleanliness, safety and quality of retail goods, the number of people who choose retail stores to buy fresh products far exceeds the number of people who choose farmers' markets to buy, which is a significant factor affecting consumers' choice of fresh agricultural products purchase channels, and economic factors also have an impact on consumers' choice of purchase places. Previous studies have suggested that driving distance or convenience have no significant impact on retail store selection, as most stores are located in a location that is relatively close to most target households. Recent studies have found that retail store choices are significantly influenced by driving distance and ease of buying fresh food. The main factors that residents consider when choosing supermarkets to buy fresh agricultural products are the hygiene, safety and security of agricultural products in the supermarket, the quality of agricultural products is better, the service and reputation are better, and the shopping environment is cleaner and more comfortable, while the main considerations for choosing the farmers' market are that the farmers' market is more convenient and convenient, the freshness of agricultural products is higher, and the agricultural products are cheap, affordable and a wide variety of agricultural products. The survey of vegetable consumption of urban residents concluded that middle-aged and elderly people are more inclined to buy agricultural products in farmers' markets, while young people are more inclined to buy agricultural products in supermarkets. Income, occupation and education level are individual factors that affect consumer behavior, income is the most important factor, high income, engaging in mental work, and high education are the main characteristics of "supermarket buyers", and the behavior of different consumer groups is quite different, and the "storage" purchase method has become the main way of shopping for "supermarket buyers". Quality, freshness, household income of consumers, whether there is a place to buy near the consumer's residence, and whether the consumer takes the shopping shuttle bus are all significant factors that affect the purchase of fresh food by consumers in the supermarket. On the basis of the steady increase in the income of urban residents, more and more consumers will choose to shop in supermarkets and buy vegetables in franchised stores. The freshness of fresh products, safety, convenience of purchase, and the demographic and family characteristics of consumer groups (mainly including gender, age, education, family size, etc.) are all factors that may affect consumers' choice of different terminal purchase channels.
With the rapid development of the economy and the continuous improvement of people's living standards, the demand for fresh food supermarkets has also increased dramatically. Fresh food supermarkets have huge market potential at the same time, but also face fierce competition. Therefore, we must continue to innovate in operation and management in order to take the lead in the fierce market competition. After the development of the chain business model, how to continue to expand the scale of operation and seize market share is a problem that must be considered for future development.
For the fresh food industry, having its own distribution center can quickly achieve the goal of grabbing market share. The distribution center can enhance the reprocessing capacity of primary agricultural products, fully tap the added value of products, and improve the profit level of fresh goods in stores through homemade and processed food sales, and realize the differentiation of supermarket stores. With the development of China's supermarket free brand commodity management strategy, fresh reprocessed products can gradually form their own brands and improve the competitiveness of enterprise goods.
If the fresh supermarket chain has its own distribution center and forms the integration of processing and sales, it can reduce the intermediate links of operation, reduce capital consumption, obtain greater profits for enterprises, and provide high-quality and effective guarantee for consumers' daily purchases.
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Feasibility study report