Tuyt chiu ca vua siu th Trung Quc RT-Mart

Ai l vua siu th Trung Quc? Nhiu ngi ngay lp tc ngh n Wal-Mart hay Carrefour. Nhng ngi theo ch ngha dn
tc ca Trung Quc th h vang cc thng hiu ni a nh Vanguard, Yonghui.
Nhng khng. Tt c u sai. Theo s liu thng k v cc siu th Trung Quc nm 2011 v 2012, chui siu th RT-Mart
n t i Loan 2 nm lin tc ng u bng doanh thu ca h thng cc siu th bn l Trung Quc, ngay c nhng nh
bn l hng u th gii nh Wal-Mart, Carrefour cng ng sau thng hiu ny.
Don Din Lng sng lp RT-Mart i Loan nm 1996 v n nm 1997 hng ny Bc tin v m siu th u tin Thng
Hi. Tnh n cui nm 2012, RT-Mart s hu tng cng 219 siu th bn l. Trung bnh mi nm Hng m rng thm 20
siu th mi. Nm 2013, tc c y ln nhanh hn, ch thng 1 c 4 siu th c khai trng v trong thng 5 ny,
siu th Ty Chu H Bc cng sp c m ca.
Bn cnh s siu th tng ng kinh ngc, doanh s bn hng ca RT-Mart cng c bc nhy vt trong vi ba nm tr li y.
Trong 2 nm 2010 v 2011, doanh thu mi nm u vt mc 60 t nhn dn t. T l tng trng doanh thu hng nm t
nm 2000 u cha khi no thp hn 15%; 219 siu th cng cha tng phi gin on hot ng ln no.

4 chnh sch ct li
Doanh nghip bn l ca Trung Quc rt kh thot khi cuc chin gi c. Vy RT-Mart c c gi siu r bng cch no?
Th nht l chnh sch "bo dng" n u cui ngun cung hng ha. RT-Mart kt ni trc tip cc nh sn xut nh
h c gi bn v tng cht lng. V d c gi r v c th kim sot cht lng sn phm, RT-Mart sn sng mua c
vng ni trng l, hay c trang tri nui heo. Cch mua hng ny tuy cn vn ln, nhng RT-Mart chp nhn v ci li ln nht
Hng thu c chnh l s tn nhim v ng h ca ngi tiu dng.
Th hai, RT-Mart kho dng chnh sch "bia n". Trong mi nhm sn phm, bao gi cng gm 2 mn, 1 mn ng vai tr
ch cht thu ht s ch , mn cn li ng vai tr sn phm tn cng v y l ngun gc tht s ca li nhun. Hng
da vo h thng qun tr ti nguyn doanh nghip ERP chun xc ca cc siu th thnh vin o lng tnh ton chnh xc
hng ha hin c, sau hiu c c im ca cc nhm khch hng, cung cp cho h nhu yu phm khng li; cn nhng
sn phm khc th kim c khon li cao hn.
Th ba l c ch mua t, bo m gi thp n y ca th trng. i vi sn phm cn lng hng ln, RT-Mart s tm n
nh sn xut ri mua t hng mnh cn v thanh ton mt ln. Nh vy RT-Mart lun ch ng, khng phi b tr nhn vin
quan st gi c ton th trng, hay ca i th.
Th t, RT-Mart c b phn ngn nga tn tht chuyn nghip. Mi nhn vin phi t chu trch nhim v nhng tn tht b
phn mnh ph trch.
Nhng im ct li gip cho ton b h thng ca RT-Mart c th kinh doanh khi sc l chnh sch nh cung ng n ha
vi 3 tiu ch: thanh ton nhanh, bt bc lt v thm chuyn nghip.
RT-Mart l cng ty c mi quan h tt him thy vi cc nh cung ng. duy tr mi quan h tt p vi nh cung ng, Hng
tun th 3 gim 1 tng. l gim bc lt, gim chi ph thc y bn hng, gim mu m trong quan h v tng nhanh tc
thanh ton. Lu lng khch hng v doanh s bn tt khin cho t sut xoay vng dng vn ca Hng lun trng thi
u vit v nh cung ng cng c thanh ton y .

Hng v nng thn

H thng cc siu th ca RT-Mart khng theo kiu ging li khp ni. Mi u cc siu th ca RT-Mart tp trung khu vc
Hoa ng, chim u th tuyt i khu vc ny. Sau khi ng vng ti y, Hng bt u pht trin ra cc vng ph cn.
Trong khi cc thng hiu mnh rm r u t vo cc thnh ph ln nh Bc Kinh, Thng Hi, Qung ng, Thm Quyn,
Thnh , V Hn - nhng ni cnh tranh n mc khng th khc lit hn c na, RT-Mart li tin nhng bc di vng
chc nhng th trng hng ba, hng t thm ch l hng nm.

RT-Mart lun t cc siu th xa trung tm ln hoc trung tm cc tnh l, ch yu l khu ng dn c, c khng gian rng
ln. Mi siu th RT-Mart u c bi u xe; ring v im ny, rt nhiu siu th Trung Quc cn cha th lm c.
RT-Mart khng bao gi t mnh vo v tr mt mnh mt ch; bao quanh siu th ca hng ny lun c cc hnh thc thng
mi b tr. Chng hn, cc ca hng n ung, thi trang, cu lc b gii tr ph hp vi nhng ngi i siu th. Trong siu th,
hng ha cng c sp xp hp l. c bit m nhc nn trong khu mua sm rt hp vi tp qun ca khch hng trong
vng, to nn bu khng kh vui v thoi mi.
Cc chin dch truyn thng qung co cng hp l. l qung co trn truyn hnh a phng vi thi lng cao trc khi
khai trng siu th. Th hai, cc cm nang mua sm c pht hnh n tng h gia nh; cch lm ny va gn gi va ph
hp vi thi quen sinh hot v mua sm cc thnh ph nh.
Giao thng thun tin cng l cha kha gip RT-Mart thnh cng. Xe but min ph ca RT-Mart tr thnh h thng giao
thng cng cng to c nhiu thin cm. Nhng chic xe ny c v y logo ca RT-Mart tr thnh hnh thc qung co di
ng hiu qu.

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