2008年3月3日星期一

澳洲ALDI超市在两大垄断巨头夹缝里生存壮大


ALDI超市在澳洲发展得越来越好,至少我家已经成了ALDI的常客,仔细向下功能其实力和经营理念方式绝对非同小可。

事实上,ALDI是德国的零售业巨头,其创始人Theo Albrecht今年快86岁了,其个人身家175亿美元,在2007年的富比士杂志(Forbes magazine)全球富豪排行榜上列在第20位,比华人首富李嘉诚还要靠前两位。ALDI的名字就是这个家族的姓氏前两个字母,再加上折扣的前两个字母,(Albrecht Discounter),其核心经营理念非常简单,那就是:

最好的质量,最低的价格。
"When you can go in to any store, and get the best quality and you're guaranteed the lowest prices, there's no reason not to go there,"
ALDI超市确实价廉物美,价格虽然便宜,但质量就一定不如Coles & Woolie吗?我个人的亲身经验是未必如此。

ALDI走的既是国际化又是本地化战略,蔬果奶制品之类的新鲜食物尽量本地化,而其它耐用消费品一般是全球配给,统一发货,大批量进货,以降低成本,而质量控制也做得很好。

而且ALDI的单位定价也是和其它两家超市巨头有所不同,在量价上非常透明,不做手脚。

据2007年7月,澳洲著名消费者杂志《Choice》曾做过一次调查,发现同样的食品,在Coles花费额$97.47元,在Woolworth花费$105.4元,而在Aldi只需$55.70元!

Choice sent out secret shoppers to buy a basket of 33 specific items at 111 supermarkets across the country. The basket at Coles cost $97.47, where 10 of the items were on special, while at Woolworths, where only two or three of the items were on sale, the basket came in at $105.43 - 8 per cent more than Coles.

The basket contained 28 branded products and five staples. At Aldi, which only sells products under its own brand, the cost of the basket dropped to $55.70, almost half the price of the major chains.
澳洲人被Coles和Woolworth这两家垄断的时间太久,盘剥的利润太多,似乎都已经麻木了。

好在有了ALDI,在这两大绝对垄断的巨头夹缝里竟然生根发芽,并且有越来越蓬勃之势,这本身就说明了问题,就是最好的例证。

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