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Abstract] supermarket as a new retail model, the rapid development in China, it's healthy development and living relationship has become closer. This paper discusses the development of exposure in our supermarkets, as well as specific measures.
[Key words] supermarket chain logistics

Since 1930, the Americans established the first supermarket in the world since the history of the development of this retail industry has been 70 years. Its appearance is a major change in circulation, after 70 years of development, the supermarket has developed into a multi-species system of series of retail formats, each species has its own characteristics. In China, this change occurred later, but once there would be loved by people living in shopping form in the recent 20 years of development, the supermarket retail industry has become China's important and indispensable component.
In the 20 years of the development process have achieved gratifying results, there are some problems. Only a clear understanding of the status of supermarket development in China, learn successful experience, come out of the supermarket development road with Chinese characteristics.
First, the connotation of the supermarket
Emergence and development of the supermarket, so that the completion of the retail business from manual labor to shift industrial production to be greatly improved business productivity. The reason is the traditional commercial labor, including sales of goods description, display, weighing, pricing, packaging, collection and other work, with customers buying activities simultaneously, commercial work is a series of labor services can not be saved. The emergence of supermarkets, to packaging, weighing, pricing and other commercial work in factories or stores can be completed in advance, this part of the labor cured and stored in commodities, labor and customers realize the business activities of the separation of purchase, thus greatly improving the efficiency of circulation ,
Reduce the distribution cost. Circulation area of the supermarket for the promotion of structural adjustment, structural reform is important to deepen business.
Second, the supermarket business issues
China's rapid local supermarket, but there are a number of supermarkets have been closed down as autumn leaves. Therefore, our supermarket chains in the development process a lot of problems:
First, market positioning fuzzy, no operating characteristics of general practice some foreign supermarket differentiated market position, and form their own characteristics, target customers with satisfactory service. For example, Carrefour customers locate the standard for urban office workers, mainly to provide them with daily living products, build more traffic than the convenience of the city business district; Metro's target customer orientation is a legal person units, the construction of more marginal land in the city; Wal-Mart take the form of discount stores in Shenzhen, the target market for the low-income consumers. Moreover, China's supermarket location ambiguity, the target market wants is not clear where all the residents of the region as their target customers,
Want to make everyone satisfied.
Second, the logistics management skill level of our supermarket chain in general lower, not form scale, and therefore would be very difficult to achieve true logistics management. Main features: the socialization of logistics and the low degree of specialization, due to a lower level of our supermarket chain, and many supermarkets each have their own suppliers and logistics, causing the spread of logistics activities, procurement volume is small, difficult procurement costs down. The coexistence of overstock and stock-outs, high inventory costs. Scattered, inefficient, high consumption of logistics organization, weakening the competitiveness of the entire supply chain. Logistics Technology backward.
Either hardware or software from the developed countries there are significant gaps. Slow development of China's third-party logistics, long divided by industry and geographical constraints affecting the third party logistics, distribution logistics network is not uniform, small, scattered, poor state of the more common, slow development of third party logistics, logistics, low degree of specialization is directly affect the supplier costs.
Third, the staff of the quality chain stores generally low, not really "home shop" In addition to the general manager of the supermarket staff, no college diploma, many of them use their experience to do things; with no "to shop home ", it may not comply with company policy, not due diligence. This will definitely affect the quality of service and reputation of the supermarket, thereby affecting operating efficiency. Third, improving the policy
Supermarket is a revolution in the field of commodity circulation, the general trend of the future retail development. For the supermarket development in China over the key of the measures as follows:
First, choose the right target market, the implementation of differentiated market position as China's economic development, people's income level increases, people's consumption demand, consumer behavior have undergone tremendous changes, is no longer the previous simplification, mass, while diversified, personalized features. Such differences in the characteristics of the consumer demand, the current business, any business can not meet all the needs, can not meet all the needs of a person. This requires companies doing business can not, all the consumers as its target customers,
Can only according to their business objectives to meet some part of the customer needs and market it as a target to carry out proper market positioning, target customers for the provision of satisfactory service.
Secondly, to improve logistics management to strengthen the supermarket chain, supermarket chain to prevent the low level of level of development of logistics constraints, for strong-strong alliance. Supermarkets should choose a large integrated producers such as P & G, Haier, logistics management enterprise of strong-strong high level of strategic alliance, through the aid of a computer in the form of alliances to achieve the information there.
Third, the headquarters human resources department should increase its efforts to introduce high-quality personnel, and systematic professional training to enable them to participate in high-level decision-making discussions and decision-making level to improve management efficiency. One of the successful experience of foreign supermarkets is its generally high quality of personnel management, can objectively and scientifically predict the market outlook, seize opportunities, make fewer mistakes in the expanding supermarkets. "Maiden voyage power" in recent years, more than 10 students enrolled each year distributed to all aspects of the development for better human resource base.
The 21st century is China's century, the 21st century will be the chain stores in China by the growing maturity of the century. As long as we can seize the opportunity to forge ahead, China's chain stores will flourish, the other from one victory to victory.

References:
[A] district each Jie Deng Xiao-Juan: "chain and Countermeasures" [J]. "Economic Forum", 2000 4
[2] Li: "retail body hanging Four Vital" [J]. "China Business", 2002, No. 2
[3] Jin Yongsheng: "the transition into the analysis of China's Circulation Industry" [J]. "MARKET", No. 5, 2002
Reference

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