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Supermarkets and Hypermarkets - China - November 2015

“The supermarket and hypermarket sector is trending more towards smaller, community supermarkets at the same time that online grocery shopping is seeing rapid growth and strong consumer uptake. Retailers must significantly adjust their business models to adapt to these changes, and integrate both physical store and online channels better suited to quickly changing consumer shopping habits. These changes should be seen as an opportunity to enter new geographical markets, including in lower tier cities, and to develop more private label products, as private label is now gaining consumer interest.”
– Matthew Crabbe – Director of Research, Asia-Pacific

This report looks at the following issues;

  • Getting local
  • Facing the online challenge
  • Who needs stores?

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Table of contents

  1. Introduction

    • Definition
    • Executive Summary

        • The market
          • Figure 1: China – Total supermarkets, hypermarkets and online grocery retail sales value, 2010-20
          • Figure 2: China – Online grocery retail sales value, 2010-20
        • Companies and brands
          • Figure 3: China – Top-10 supermarket & hypermarket retailers’ value market shares, 2014
        • The consumer
          • Frequency of Shopping
            • Figure 4: Frequency of shopping by type of outlet, July 2015
          • What we think
          • Issues and Insights

            • Getting local
              • The facts
                • The implications
                  • What’s next?
                    • Facing the online challenge
                      • The facts
                        • The implications
                          • What’s next?
                            • Who needs stores?
                              • The facts
                                • The implications
                                  • What’s next?
                                  • The Market – What you need to know

                                    • Slowing growth heating up competition
                                      • Smaller, locally convenient stores winning sales
                                        • The disruptive rise of online grocery retail
                                        • Market Size and Forecast

                                            • Figure 5: China – Total supermarkets, hypermarkets and online grocery retail sales value, 2010-20
                                        • Market Drivers

                                          • Online: a boon to new growth?
                                            • Figure 6: China – Value of online retail sales by broad sector, 2011-15
                                            • Figure 7: China – Total period growth in retail sales of supermarkets & hypermarkets, by broad sector, 2011-15 (est)
                                            • Figure 8: China – Online grocery retail sales value, 2010-20
                                            • Figure 9: Frequency of shopping by type of outlet, by consumer classification, July 2015
                                        • Market Segmentation

                                          • Large format stores weakening
                                            • Figure 10: China – Total retail sales of supermarkets & hypermarkets, by broad sector, 2011-15 (est)
                                            • Figure 11: China – Large-scale supermarkets and hypermarkets retail sales value, 2010-20
                                          • Small and medium-size formats continue to dominate
                                              • Figure 12: China – Total number of outlets of supermarkets & hypermarkets, by broad sector, 2011-15 (est)
                                              • Figure 13: China – Medium-scale supermarkets retail sales value, 2010-20
                                          • Key Players – What you need to know

                                            • Market fragmentation hindering shares
                                              • Investigating new formats; building new partnerships
                                              • Market Share

                                                • Aggressive growth in a fragmented market
                                                  • Figure 14: China – Top-10 supermarket & hypermarket retailers’ value market shares, 2014
                                                  • Figure 15: China – Top-10 supermarket & hypermarket retailers ranked by value market shares, 2013/14
                                                • Competition from online creating more casualties
                                                  • Shanghai supermarket chains struggle
                                                      • Figure 16: China – Top-10 supermarket & hypermarket retailers’ ranked by number of outlets, 2013/14
                                                    • Sales per outlet show significant declines
                                                      • Figure 17: China – Top-10 supermarket & hypermarket retailers’ ranked by average sales per outlet, 2013/14
                                                  • Competitive Strategies

                                                    • Competition forcing more mergers and joint ventures
                                                      • CRE & Tesco
                                                        • Yonghui
                                                          • Suning & Wanda
                                                            • Reaching deeper through convenience stores
                                                              • Are high-end supermarkets getting it right?
                                                                • Do foreign retailers even need stores in China?
                                                                  • Cash-and-carry seeing new growth
                                                                    • Non-grocers entering grocery retail
                                                                      • Meeting demand for mobile online payments
                                                                      • The Consumer – What you need to know

                                                                        • Supermarkets and online show higher frequency shopping
                                                                          • Different formats suit different products
                                                                            • Quick and often, rather than infrequent bulk shopping
                                                                              • Safety, convenience and ambience all beat low price
                                                                                • Preference for local, convenient and delivery options
                                                                                  • Great potential for private label and mobile shopping
                                                                                  • Mintropolitan Shoppers

                                                                                    • Mintropolitans make the best shoppers!
                                                                                      • Figure 18: Percentage of survey respondents, by consumer classification, July 2015
                                                                                      • Figure 19: Frequency of shopping by type of outlet, by consumer classification, July 2015
                                                                                      • Figure 20: Products bought at online grocery websites in the past 6 months, by consumer classification, July 2015
                                                                                      • Figure 21: Reasons for shopping at supermarkets/hypermarkets in the past 6 months, by consumer classification, July 2015
                                                                                  • Frequency of Shopping

                                                                                    • Supermarkets and online show higher frequency shopping
                                                                                      • Figure 22: Frequency of shopping by type of outlet, July 2015
                                                                                    • Young women lead the online grocery shopping trend
                                                                                      • Figure 23: Frequency of shopping from online shopping websites selling food and groceries, by age group and gender, July 2015
                                                                                    • As more competitors seek to bridge the online-to-offline gap, differentiation will get harder.
                                                                                      • Figure 24: Frequency of shopping by type of outlet, by monthly household income, July 2015
                                                                                  • Products Bought

                                                                                    • Different formats suit different products
                                                                                      • Figure 25: Products bought at supermarkets/hypermarkets in the past 6 months, July 2015
                                                                                    • Online grocery development begins with higher income consumers
                                                                                      • Figure 26: Products bought at supermarkets/hypermarkets in the past 6 months, by monthly personal income group, July 2015
                                                                                      • Figure 27: Products bought at online grocery websites in the past 6 months, by consumer classification, July 2015
                                                                                      • Figure 28: Products bought at supermarkets/hypermarkets in the past 6 months, by city based on significance, July 2015
                                                                                  • Reasons for Shopping

                                                                                    • Quick and often, rather than infrequent bulk shopping
                                                                                      • Figure 29: Reasons for shopping at supermarkets/hypermarkets in the past 6 months, July 2015
                                                                                    • Reasons for shopping by gender and age group
                                                                                        • Figure 30: Reasons for shopping at supermarkets/hypermarkets in the past 6 months, by gender and age group, July 2015
                                                                                      • Reasons for shopping by income group
                                                                                        • Figure 31: Reasons for shopping at supermarkets/hypermarkets in the past 6 months, by monthly personal income group, July 2015
                                                                                    • Choice Factors

                                                                                      • Safety, convenience and ambience all beat low price
                                                                                        • Figure 32: Important choice factors when deciding which supermarkets/hypermarkets to visit, July 2015
                                                                                        • Figure 33: Important factors ranked first when choosing which supermarket and/or hypermarket to buy from, April 2013 and February 2014
                                                                                      • Choice factors by gender and age group
                                                                                        • Figure 34: Important choice factors ranked first when deciding which supermarkets/hypermarkets to visit, by gender and age group, July 2015
                                                                                      • Choice factors different by city
                                                                                          • Figure 35: Important choice factors ranked first when deciding which supermarkets/hypermarkets to visit, by selected city, July 2015
                                                                                      • Shopping Preferences

                                                                                        • Preference for local, convenient and delivery option
                                                                                          • Figure 36: Consumer preferences when choosing where to do their shopping, July 2015
                                                                                        • Shopping reasons by demographics
                                                                                          • Figure 37: Consumer preferences when choosing where to do their shopping, by gender and age group, July 2015
                                                                                          • Figure 38: Consumer preferences when choosing where to do their shopping, by city (A), July 2015
                                                                                          • Figure 39: Consumer preferences when choosing where to do their shopping, by city (B), July 2015
                                                                                      • Attitudes to Shopping

                                                                                        • Great potential for private label and mobile shopping
                                                                                          • Figure 40: Consumer attitudes to shopping from supermarkets/hypermarkets, July 2015
                                                                                        • Shopping attitudes by demographics
                                                                                          • Figure 41: Consumer attitudes to shopping from supermarkets/hypermarkets, by gender and age group, July 2015
                                                                                        • Shopping attitudes by city
                                                                                          • Figure 42: Consumer attitudes to shopping from supermarkets/hypermarkets, by city (A), July 2015
                                                                                          • Figure 43: Consumer attitudes to shopping from supermarkets/hypermarkets, by city (B), July 2015
                                                                                      • Appendix –Market Size and Forecast

                                                                                          • Figure 44: China – Value sales of supermarket & hypermarket retailers by segment, 2010-20
                                                                                      • Appendix – Methodology and Definitions

                                                                                        • Methodology
                                                                                          • Fan chart forecast
                                                                                            • Mintropolitans
                                                                                              • Abbreviations

                                                                                              Supermarkets and Hypermarkets - China - November 2015

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