中国食品零售业年度报告

RequiredReport-publicdistributionDate:1/5/2005CH4838China,PeoplesRepublicofRetailFoodSectorMainlandChinaFoodRetailAnnualReport2005ReportHighlights:China'sfoodretailsectorcontinuestogrowanddevelopashypermarketandconveniencestorechainsexpandacrossthecountry.Foreign-investedhypermarketsarelikelytocontinuegrowingasrestrictionsontheiractivityandownershiparescheduledtobeloosenedin2005.Page2of27TableofContentsI.MarketSummary...............................................................................................3I.A.OverviewoftheRetailFoodMarketinChina........................................................3I.BMajorFoodRetailChainsinChina........................................................................6I.C.AdvantagesandChallengesforU.S.ExportersinChina.........................................7I.D.RegionalMarketProfiles....................................................................................8II.RoadMapforMarketEntry............................................................................18II.AHypermarkets,SupermarketsandWarehouseOutlets.........................................23II.BConvenienceStores.......................................................................................23II.CTraditionalMarkets,WetMarketsand“MomandPop”(Xiaomaibu)Stores.............24III.Competition.................................................................................................25IV.BestProductProspects.................................................................................26IV.AProductsPresentintheMarketWhichHaveGoodSalesPotential.........................26IV.BProductsNotPresentinSignficantQuantities,WhichHaveGoodSalesPotential.....26V.PostContactandAdditionalResources........................................错误!未定义书签。Page3of27I.MarketSummaryI.A.OverviewoftheRetailFoodMarketinChinaThetransformationofChina’sretailsectoriscontinuing,andallthreeoftheleadingcities,Shanghai,GuangzhouandBeijing,arenowhometomultiplehypermarketsandconveniencestorechains.Supermarketscontinuetobethemostcommonretailformat,buthypermarketsaregaininginpopularity,andarenowpresentinmostmediumandlargesizedcities.HavingreachedsaturationlevelsinShanghaiandGuangzhou,conveniencestorechainshaveturnedtheirattentiontoothercities.Althoughprogresshasbeenslow,Beijinghasfinallybecomehometoseveralconveniencestorechains.Meanwhile,manychainshavefoundfertilegroundintheboomingcitiesthatdotthelandscapearoundShanghaiandGuangzhou.GrowthinthecitiesofShanghaiandGuangzhoumayslowsomewhat,asbothmarketsareclosetosaturationlevels,particularlywithhypermarkets.Beijingshowsmorepotentialfornear-termgrowth,butthefastestdevelopmentislikelytotakeplaceintwoareas:satellitecitiesnearShanghaiandGuangzhou,andthelargesecondandthird-tiercitiesfurtherinland.Mostforeign-investedretailersalreadypresentinChinahaveopenedstoresintheseareasandhaveambitiousplansforfurtherexpansion.Intheleadingthreecities,theemphasisappearstobeshiftingtowarddifferentiation,withchainspursuingdifferentstrategiestodistinguishthemselvesfromthecompetition.Somewithlongstandingreputationshopetocashinbyofferingmorehouse-brandproducts,whileothersofferextendedstorehoursormoreready-to-eatproducts.Inallcases,competitionisdrivingdownmarginsandforcingstorestosupplementtheirrevenuefromothersources.Oneofthemostwidelyfavoredsourcesofincomeareever-higherlistingfeeschargedtosuppliersofnewproducts.Thesearebecominganobstacletoinnovation,assuppliersareunwillingtotakethechancethatanewproductwillnotbeabletorecoverthesubstantiallayoutforthelistingfee.Inthepost-SARSenvironmentconsumershavebecomemoresensitivethanevertofood-safetyconcerns.Thishasbeenreinforcedbyacontinuousdrumbeatoffoodadulterationandfoodpoisoningscandalsthatreceivewidecoverageinlocalpapers.Thisheightenedawarenesshashelpedtodriveconsumerstothemajorchainstores,whicharegenerallyseenaslesslikelytocarrycounterfeitorunsafeproducts.Ontheotherhand,atleastonemajorforeign-investedchaininShanghaiwasitselfcaughtproducingfoodunderunsafeconditions.Ifrepeated,suchincidentscouldunderminethereputationoftheentirechain.0500010000150002000025000300003500040000Wholesale&RetailCateringOther*Figure1:RetailSalesofConsumerGoods,bySector,1990-2003Source:ChinaStatisticalYearbook,2004,Table17-3*Beginningin2002,directsalesofcommoditiesbyfarmerswereexcludedfromthisfigure.Page4of27TheChinesegovernmenthasexpressedconcernovertherapidexpansionofforeign-investedchains,andismakingeffortstoensurethatdomesticchainsareabletocompete.Theseeffortshavetakenanumberofdifferentforms.Latein2003,thegovernmenthintedthatitwouldpursueviolationsofthecomplexlicensingrulesmoreaggressively.Carrefourwasthemostprominentvictim,havingitsexpansionplanssuspendeduntilissuesrelatedtotheshareofforeignownershipwereresolved.Thecentralgovernmentalsowarnedlocalandprovincialgovernmentsthatapprovalsforforeign-investedretailprojectswouldbecontingentontighterlicensingprocedures.Atthesametime,thegovernmentisattemptingtomakeChinesechainsmorecompetitivebyencouragingmergers.ThelargestofthesewasthemergerofChina’stwolar