Compare the Aldi Shanghai Jing’an store with the Heidelberg store in Germany.
Editor’s note: This article is from WeChat public account “1,200 words” ( ID: word1200), author keykey7.
Baby strollers are common in Jing’an Aldi supermarkets
All said that the Germans are straight boys, and they are not flexible. Americans are relatively flexible, but they are stereotyped in the case of foreign retailers Aldi and Costco entering the Shanghai market. It was subverted.
This week I wanted to go to the store Costco, but the scene reported by the media scared me away, I want to wait for this wave of madness and calm down, and this is not too far away from me, more than 30 kilometers, now The wage earners may not have the physical strength of the aunts.
The article before “1,200 words” has analyzed the mode and financial status of Costco in more detail. It is no problem and excellent. Laomei also tried to move Costco to the mainland as much as possible. But like the United States and Australia, half of the biscuits can be returned without reason (not heard, friends have tried), in the Chinese market can not pass, you can make up for it. After all, Costco North America has a membership rate of more than 90%, and the service factor is decisive.
So yesterday I switched to the Aldi Detective Shop in Germany’s cheap supermarket next to Jing’an Sports Center. This store opened a few months earlier than Costco, not so strong aura and snapped.
I went to Aldi in Heidelberg, Germany two years ago. This time I feel that Jing’an Aldi is not like Heidelberg Aldi. You can’t find the shadow of the “poor supermarket” in Jing’an store. The main force is the fashionable old lady, the fitness lady, the full-time housewife pushing the high-end baby stroller, and the foreigners who are dragging their families. This store has obviously been modified and improved. Please follow Mr.Key’s camera below to see Jing’an Aldi’s pricing strategy, compare the difference with Heidelberg stores, and analyze how competitive it is in the Chinese market through commodities.
Fresh and sensational, wine out of choice
Although Jing’an Aldi puts fruits and vegetables in a place like Boxima Fresh and Yonghui Life, I have not seen the competitive advantage of this category. The quality is undoubtedly good, the packaging is also exquisite, but the price is a bit high, 650 grams of imported bananas 7.9 yuan, 200 grams of passion fruit 9.5 yuan, durian 99 yuan one, a pound of cherry 58 yuan, a box of 125 grams of blueberries 11.9 yuan, The same specifications of red raspberry 24.9 yuan, 550 grams of bitter gourd 6.8 yuan, 400 grams of tomatoes 5.5 yuan.
Jing An Aldi
I estimate that the turnover rate of these fresh foods may not be high, and the leafy vegetables are basically not found, and the roots and stems are easy to preserve fruits and vegetables. On the bread shelf next to the checkout counter, there is a 30% discount on the bread that expires on the same day. There is no baking room in the store. These breads are delivered. Explain that these foods may not be universally popular, and the street bakeries and fruit shops divert the purchase demand, which is not Aldi’s strength.
Jingan Aldi
The clerk said that the good sellers are imported snacks, alcohol and so on. Aldi is a feature of Aldi and is an internationally award-winning category. These are generally owned by Aldi’s own brand, which is specially designed for custom cans in wineries around the world. Heidelberg Aldi’s red wine can be sold for 1.99-5.99 euros. The South African red wine like the giraffe icon below is the lowest price red wine in Heidelberg, 1.99 euros, Jingan store sells 69 yuan, a lot of premium.
Heidelberg Aldi (both prices two years ago)
Jing An Aldi
I think there may be several factors here: import and transportation costs have to be considered; in addition, Aldi has its own brand aura, and it has a “German-made” hat, which has a brand premium space in some people’s hearts; With national factors, these standardized food and daily necessities are very cheap in Germany. The Swiss people who are known for their high prices in neighboring countries will drive to Germany for a weekend purchase.
Aldi has lowered the price of its own brand suppliers with a high degree of selection, very low SKU, and large shipments, and has the right to flexibly change prices for these private brands. Aldi has its own brand in this respect. More thorough and radical than that done by Costco. Therefore, it is called the “poor supermarket”.
Jing’an Aldi’s own brand
But this is why I say it is embarrassing or smart. On the one hand, it is very difficult for consumers to face the price of their own brand. In addition to alcohol, I saw many snacks, drinks, personal care products and kitchen supplies in Jing’an Aldi store marked “This product is sold by Aldi” at the trademark. Many of them also have a sub-brand name that is not in the ocean, just like the products in Decathlon.
These are products that are custom-made and found outside the factory. Like a bottle of 1 yuan of standard bottle of pure water, Aldi is looking for