Masitolo "Pyaterochka" mu Moscow: adiresi, maola ntchito, kuchotsera ndipo zotsatsa

"Pyaterochka" ali m'gulu la kuzindikira ndi waukulu kwambiri mawu a zolowa kuti zopangidwa ritelo mu Russia. bungwe ili, limene linayamba kukhalapo mu msika ritelo ku St. Petersburg, ndi akupangidwa mbali mu Moscow, ndi zina zambiri mizinda ya ku Russia. Mwa ubwino waukulu mpikisano - mtengo wochepa kwa katundu, mlingo wabwino wa utumiki, ndi zikuluzikulu Hrs mayikidwe a ogulitsira ritelo. "Pyaterochka" - bwana wokongola oyembekezera franchisor.

mtundu uwu wa likhale X5, lomwe mwini angapo mabizinesi ena akuluakulu mu gawo la ritelo ndipo ali chochitika kukhala misika ntchito njira zosiyanasiyana Kukwezeleza. ali kwambiri lodziwika "Pyaterochka" mbiri mfundo za kampani zimene? Kodi dziŵani okha ndi zogwirizana mfundo kukhudzana masitolo, komanso kuchotsera ndi kukwezedwa anapereka kampaniyo?

General zokhudza maukonde "Pyaterochka"

masitolo unyolo "Pyaterochka" (Moscow, St. Petersburg ndi mizinda ina ikuluikulu aphatikizidwa pamaso Hrs a mtunduwu) ndi mmodzi wa mabungwe otchuka dera la malonda ritelo. "Pandendera" umaimiridwa ndi oposa 7 zikwi. Masitolo ndi X5 ndi pakati bizinesi ya likhale kukhala maukonde. The gawo la ndalama zake - za 76% mu makampani gulu ziwalo.

Osiyanasiyana mankhwala kupereka ogula masitolo "Pyaterochka" mu Moscow ndiponso mizinda ina, pafupifupi 4,500 maudindo. M'dera avareji ogulitsira amene amaperekedwa ndi maukonde ndi za 394 sq. meters. M'pofunika kukhala bwino ndi mfundo zikuluzikulu za likhale X5, amene ali ndi "Pyaterochka".

Kugwizana X5: za kukhazikitsidwa kwa unyolo ritelo ndi kupititsa mtundu

X5 Ndagwira chaonekera msika Russian mu 2006. Koma ndi nthawi maukonde "Pyaterochka" kale ntchito. The malonda mtundu woyamba, m'manja mwa adayambitsa makampani gulu ziwalo, anali "mphambano."

Mu 1995 anatsegula sitolo woyamba wa maukonde ritelo mu Moscow, mu 1996 analowa m'gulu lonse Food Business Forum.

zopezera "Pyaterochka" anakhazikitsidwa mu 1999. Pankhaniyi, sitolo choyamba pansi pa mtundu ziwalo chinatsegulidwa ku St. Petersburg. Pofika kumayambiriro kwa 2000, mzinda opareshoni masitolo 17 watsopano yogawa maukonde.

Monga tanenera womkanikizawo, "Pyaterochka" wakhala mmodzi wa zopangidwa woyamba osauka mu mtundu discounter, latsopano ndithu chifukwa msika Russian. Akamanena za chitsanzo yoyenera malonda ndi ntchito za ubwino 3 lalikulu mpikisano:

• kuphatikizidwa wa wokometsedwa kasamalidwe ntchito zomangamanga;
• kukhazikitsa njira zisathe zogula;
• kupereka liwiro lalikulu pa malo ogulitsira yeniyeni ritelo.

dongosolo lino amapereka wogulitsa mwayi kwambiri kuchepetsa ndalama loyang'anira ndi kuchepetsa ndalama zogula. Komabe, nthawi zambiri amakonda zogwirizana zimatheka ndi kuchepetsa osiyanasiyana mankhwala poyerekeza ndi sitolo muyezo golosale.

The malonda latsopano mfundo akufuna ndi amene anayambitsa "Pyaterochka" wakhala koposa zonse, mpikisano wa chipiku misika mu ulemu wa ogulitsira onse, njira kuti m'masitolo odula kwambiri, choncho wokongola kwa anthu. Mu "Pyaterochka" mitundu ya mankhwala otchuka - monga tiyi ndi khofi anagulitsidwa ngakhale mtengo kuposa msika. Nthawi zambiri, ntchito chitsanzo cha unyolo ritelo sanali idzagwiritsa ntchito masamba wapatali mankhwala, motero kuonetsetsa mitengo mpikisano.

Monga ananenera, mabwana a bungweli mu kuyankhulana ndi atolankhani, "Pyaterochka", pa dzanja limodzi, kupalasa njinga zinachitikira Western monga discounter, iwo anatha kupereka onse osiyanasiyana katundu poyerekezera discounter yachilendo. Mwachindunji, zokolola atsopano anali kuperekedwa mokwanira lonse pa maalumali. Mbali imeneyi, chochititsa chidwi, chifukwa limatchula za ogula khalidwe la Russia: ngati nzika za mayiko Western anagulidwa mwa amagulako golosale pafupifupi 1-2 nthawi sabata, ndi Russian ogula - zina kangapo patsiku.

"Pyaterochka" monga chizindikiro, pamodzi ndi luso kupereka mankhwala pa zotchipa wabweza apamwamba zopezera malonda ndi mlingo mokwanira mkulu wa utumiki. Chifukwa chaichi, a bungweli ali anayambitsa wapadera dongosolo ndodo kusankha.

Kukula bwino ndi watsopano chinathandiza mmene chuma chikuyendera m'dzikolo - mu 2000s oyambirira, anayamba kusintha, kusowa ogula anakhala wamphamvu kwambiri. Pa nthawi yomweyo, mu ndalama mwachilungamo mtengo achilendo pa udindo n'kopindulitsa mu kukhazikitsa gawo la ritelo analandira nthawi zambiri katundu zoweta. Zimenezi zathandizira, pamodzi ndi Mumakonda discounter malonda kukula mphamvu pa zinthu zogwirizana ndi chitukuko cha ulimi wa kumeneko ku Russia.

Mu 2001 anaonekera "Pyaterochka" masitolo mu Moscow. Mu 2003, mtundu anayamba kukhala pa maziko a chilolezo ndi - Patapita m'nkhani tikambirana maonekedwe a mapulogalamu Othandizana ziwalo. Mu 2004, "Pyaterochka" masitolo anatsegula mu Ukraine ndi Kazakhstan. Mu 2005, mtundu analowa IPO, kutsegula mindandanda pa London Stock Kusinthanitsa.

Mu 2006, maukonde "Pyaterochka" ndi "zofunika" anali amaphatikizidwa mu likhale X5. Pa nthawi imene ogulitsira zambiri 600 pansi mayina ziwalo mtundu anatsegula.

Mu 2007, "Pyaterochka" masitolo anatsegulidwa dera Nizhny Novgorod. The mtundu anayamba kukhala mu zigawo Russian. Mu 2010, "Pyaterochka" anaonekera mu dera Tambov, mu 2011 - mu Karelia, mu Bryansk, Ivanovo ndipo Smolensk zigawo. X5 tsopano atagwirana wa zopangidwa waukulu mu malonda ritelo la Chitaganya cha Russia.

Masitolo "Pyaterochka" mu Moscow ndiponso mizinda ina Russian apeza kutchuka apamwamba. Komabe, iwo ndi chidwi osati kwa ogula: amalonda ambiri amakonda kuyamba bizinesi pa chilolezo chitsanzo akufuna X5. Taganizirani mbali yake.

Development "Pyaterochka" mtundu: franchising

Kugwizana X5 oyambitsa kukhala franchising pulogalamu, monga taonera pamwambapa, kuyambira 2003. Malinga ndi mfundo yamakono ya Kukwezeleza zopangidwa cha gulu ili la makampani, wazamalonda, amene walemba ndi X5 chilolezo mgwirizano amapatsidwa mwayi mu nthawi yochepa kuyamba bizinesi ndi turnovers lalikulu. The mwayi waukulu chitsanzo ichi ndi mgwirizano malonda kwa mwiniwake wa shopu - okhudzidwa wa bwino ukugwirira ntchito chitsanzo cha kasamalidwe malonda.

Choncho, "Pyaterochka" chilolezo apereka wazamalonda mwayi:

• X5 mothandizana ndi alangizi pamene kuyambira bizinesi;
• ntchito-zomangamanga a mtundu;
• ntchito kutsimikiziridwa ogwira malonda chiwembu, Kukwezeleza malonda;
• ntchito ndikungowononga logistic dera;
• ndodo ya sitima ku malo osiyanasiyana.

Ubwino wina ofunika a franchising X5 - mwayi kukatenga katundu zogulitsa. Komanso Dziwani kuti kampani atagwira simalilitsa abwenzi ake chaulemu franchising.

Makamaka zikomo ubwino anthu, masitolo "Pyaterochka" mu Moscow ndiponso mizinda ina Russian atsegulidwa kotero pompopompo. Wazamalonda ndi mwayi kukhala bizinesi Chizolowezi, komanso kugwiritsa ntchito zomangamanga wa zopangidwa yaikulu kulandira chiyembekezo mogwirizana ndi chilungamo. Ndipo osati izo, koma Mwachitsanzo, ndiponso co-ndalama kapena obwereketsa.

Imodzi mwa mfundo zina zabwino ndi lodziwika la malonda maukonde ankaona - rebranding. Onani mbali yake.

Kukula kwa maukonde malonda "Pyaterochka": rebranding

Zikuluzikulu kukonzanso kutentha kwa maukonde "Pyaterochka" yagwiridwira mu 2013. Zolinga kasamalidwe anali kusinthidwa maonekedwe a masitolo, uthunthu ndi kuwongolera katundu anagulitsa, komanso kukonza. Monga mbali ya njira yatsopano ya chitukuko Intaneti poyera ndi mawu franchising. Zakhala kusinthidwa ndi chizindikiro "Pyaterochka".

Kusintha maganizo chitukuko cha mtundu wakhala kugwirizana ndi mumaganiza latsopano mu msika. Ogula akhala wovuta unyolo ritelo anayamba kuyembekezera utumiki khalidwe ndi mankhwala osiyanasiyana. Chifukwa cha kukonzanso kutentha mu "Pyaterochka" anaonekera zambiri mankhwala atsopano, anawonjezera zosiyanasiyana zipatso ndi ndiwo zamasamba. M'madera ambiri, gawo la kupanga m'dera la katundu adakulabe mu maukonde malonda. chidwi linaperekedwa kwa kukula kwa malo ritelo "Pyaterochka".

Rebranding, malinga ndi akatswiri, kampani zikufunikanso chifukwa cha mpikisano mkulu. M'mizinda pamene bungwe amagwira ntchito zinachitika ina yaikulu makampani malonda amene akhoza kupereka makasitomala mitengo mpikisano ndi utumiki wabwino.

Jobs "Pyaterochka" masitolo mu Moscow kunatanthauzanso kuti dzi: onse malipiro mbali, ndi mawu a chiyembekezo ntchito. The Tinganenenso chimodzimodzi a mizinda ina mtundu kukhalapo. Yobu Moscow mu "Pyaterochka" masitolo akhoza kukhala mwayi wokongola kulowa malonda mfundo ili pafupiko ndi ndodo nyumba - zikomo ku madera zikuluzikulu a bungweli. Ndithudi, zofunika ofuna maudindo ena mu "Pyaterochka" kungakhale ndithu mkulu - kuchokera nthawi m'masitolo woyamba pansi mtundu uwu, monga taonera pamwambapa, Corporation zagwiridwa ndi pulogalamu yapadera asilikali.

Kupatula rebranding, ankaona malonda maukonde zipangitsa mpikisano mu msika mwa kupereka makasitomala mapulogalamu kuchotsera zosiyanasiyana ndi zochita umalimbana kuwonjezeka kukhulupirika makasitomala. Tidzaphunzira makhalidwe awo mwatsatanetsatane.

Brand "Pyaterochka" mu msika wa ritelo: kuonjezera kasitomala kukhulupirika

Kuchotsera mu "Pyaterochka" masitolo mu Moscow ndiponso mizinda ina Russian, pamene pali mtundu, komanso amachita mwa zimaperekedwa kwa makasitomala nthawi zonse.

Mwa zoperekedwa kwambiri chidwi mtundu yoyenera - ". Zikomo" kanthu chimene wogula akadzabweranso wa 0.5% ya zogula onse khadi banki, ngati wosindikiza "Sberbank" mu chimango cha Kuchuluka koyenera kwa munthu wakuti kuthera pa kubwereketsa aliyense ritelo kukhala ndi "ndalama Bank" mgwirizano pangano.

wina pulogalamu chidwi kukopa makasitomala pa "Pyaterochka" - kuchotsera kuchuluka kwa rubles 55 pa cheke. Zimenezi anali akuyendera April 2016. Kwenikweni ake kwagona kuti munthu wopereka kugula sitolo iliyonse "Pyaterochka" kuchuluka kwa rubles 555 ndipo pamwamba, analandira Pepala yapadera ndalama cheke. Mu kugula wotsatira, m'zochita pa magawo zochita, munthu pa ulaliki wa Pepala analandira kuchotsera kuchuluka kwa rubles 55 pa 1 ndipa. Pa nthawi yomweyo Komabe, kunali kosatheka kulipira kugula kudzera Timitengo, ndi kuchotsera sanali zingapo mwachidule. Ndalama iwo monga kunali kosatheka. Ndiponso, ulaliki uliwonse Pepala anagwidwa ndi anawapatsa ndalama pa.

mankhwala malonda

Kumene, mawaya ndi zochita za makolo mu "Pyaterochka" shopu. Moscow ndiponso mizinda ina ambiri mu kukhalapo kwa mtundu yodziwika ndi mkulu mlingo wa mpikisano mu msika ritelo, kotero Intaneti kugula kuti zonse kupikisana kupereka ogula mitengo m'munsi. Chifukwa kuwasunga pansipa-msika bwana kovuta, makampani amakonda kuonetsetsa kuchuluka zina za uthunthu wa malonda mankhwala - wina akugulitsa pa kuchotsera mu nyengo zina za nthawi. mtengo wake ndi makumi peresenti.

Zina mwa zinthu zofunika kwambiri kuti angachititse munthu kukaona shopu "Pyaterochka" - magawo lero. Moscow, ngakhale kuti ndi chimodzi mwa misika kwambiri zosungunulira, ndi mzinda umene mitengo wotsikitsitsa - ndi wosatsutsika mpikisano ntchito mtundu uliwonse kupezeka pa msika ritelo. About kukwezedwa chakuti ena "Pyaterochka" mankhwala imatiuza wogula m'njira zosiyanasiyana - kudzera akalozera online, mwa kugawa zipangizo kusindikizidwa m'masitolo kapena kudzera mabungwe okondedwa.

Brand "Pyaterochka": ntchito maola

Yabwino maola ntchito kwa wogula kufika zogulitsa - ina yofunika kupikisana mwayi kwa mtundu zamakono msika ritelo. Munthu ndandanda kugula zonse, ndikofunika kudziwa limene lili pafupi ndi nyumba sitolo yake "Pyaterochka" opareshoni. Moscow - mzinda kumene kugula ntchito amayamba ndi oyambirira zimatha mpaka maola mochedwa. N'zosadabwitsa kuti ku likulu la "Pyaterochka" masitolo ndi lotseguka kwa maola 8 mpaka 22.

Muscovite, Motero angathe kukhala nthawi kuthamanga kwa katundu ngati kuti ntchito - ngati Mwachitsanzo, tsiku lake akugwira akuyamba pa 9, ndipo pa mapeto a tsiku ndi ntchito, mu malo ili mu shopu "Pyaterochka" yabwino. opareshoni (Moscow, lingaliro limeneli, ndithudi, si mzinda wapadera) ndi chidwi mpikisano ntchito mtundu, pano mu msika ritelo, koma palibe chinthu zochepa kwambiri kukopa makasitomala kwa sitolo chidwi - madera ake. Malo mfundo inayake ya malonda mu chiwerengero cha milandu, wakhala mfundo yofunika kwambiri yokhudza maonekedwe kufuna munthu kukaona sitolo inayake.

Geography ogulitsira mtundu

Tiyeni kuphunzira, ali "Pyaterochka" masitolo mu Moscow. Amawaitana, tiona zizigwirizana zigawo zosiyana za likulu Russian. Choncho, luso kugula mu "Pyaterochka" ali okhala akutali a Moscow. Mwachitsanzo, mfundo zimene anam'gulira pansi mtundu dzina pansi kulingalira uko pa msewu. Biruliovsky, 13 1. Ngati ife kulankhula za kumpoto kwa likulu -. Store "Pyaterochka" mu Bibirevo apo, pa msewu. Muranowski, 12. Strogino mfundo zimene anam'gulira mkati maukonde zogwirizana ali pa up. Tallinn, 26. Ngati ife kulankhula za malo mwa likulu, kuti ili pafupi ndi pakati, shopu "Pyaterochka" ali Mwachitsanzo, m'dera mtanda dziko, pa up. Raskova 14.

Ndithudi, izi ndi mbali yaing'ono chabe ya ogulitsira ritelo anali chizindikiro. Pali masitolo kuti zili pafupi ndi pakati, pali iwo amene ali pafupi ndi Moscow mphete Road. Lolingana ogulitsira ndi onse malonda ndi m'madera a likulu ogona. Muscovites angathe kugula zinthu mwachindunji za ntchitoyo ndipo sadali kutali ndi nyumba.

Malo ogulitsa "Pyaterochka" yabwino kwambiri ndi maganizo a kugula galimoto, onse mawu zoyendera kugula ndi okwerera sitima kapena Mwachitsanzo, pa basi. Choncho tikhoza kunena kuti pa mndandanda wa masitolo "Pyaterochka" mu chimango cha madera kwambiri zikuluzikulu mu Moscow. Adliesi anthu kapena malo ogulitsira zinanso zambiri angapezedwe mwa malowo bungwe kapena powatchula alangizi kampani.

Contact "Pyaterochka" Kugwirizana kwa Mafoni

Ndendende pamene kuitana? N'zochititsa chidwi kuti anapereka osati ngati zosiyanasiyana lalikulu, maadiresi masitolo "Pyaterochka" masitolo foni manambala. Moscow, Saint Petersburg kapena mzinda wina akhoza kuganiziridwa kuti malo ogulitsira zenizeni ponena za thandizo mzere wa bungweli kudzera umodzi foni ndi Mipikisano mzere ndi ufulu. Wogula akhoza kuyitana "Pyaterochka" pa + 7800555 55 05 ndi kufunsa alangizi ake. Ngati ndi kotheka, kuitana adzakhala kunam'sintha anthu luso. The makampani foni mzere akhoza kuyesa kupeza Mwachitsanzo, ali pafupi ndi malo atsopano a m'masitolo wogula "Pyaterochka" mu Moscow, momwe kwa iwo ndi galimoto kapena kugwiritsa ntchito mathiransipoti.

Tikumbukenso kuti mudziwe anapempha akhoza kwa mwamuna, osati ndi nkhani masitolo ku likulu, komanso m'mizinda ina Russian.

chidule

Choncho, tinaphunzira ndizosowa mmodzi wa mabungwe wotchuka wa ritelo Russian - mtundu "Pyaterochka". Shopping maola (Moscow, kumene, amakhala ndi nthawi yawo kuposa mizinda ina yambiri), malo mfundo zenizeni zimene anam'gulira, makamaka malangizo iwo ali poyera zilipo online, Catalogs, shopu kufalikira, ndipo ngati n'koyenera, mudziwe akhoza apempha wogula pa Mipikisano njira foni kampani.

, The X5 ndi kampani atagwira, "Pyaterochka", komanso mtundu ogulitsa malonda ena odziwika "mphambano." Pa msika, kampani kusiyana ritelo ntchito njira zosiyanasiyana, kuphatikizapo - franchising. Mosapatuka wa zogwirizana amalonda m'madera mgwirizano ndi mwayi kukhala bizinesi ntchito mokambilana ndi zinthu zogwiritsidwa nchito ya akugwira.

"Pyaterochka" mtundu zipangitsa mpikisano ake kudzera mapulogalamu osiyanasiyana kukopa makasitomala. Kuchotsera mu "Pyaterochka" shopu lero mu Moscow ndiponso mizinda ina ya la Russia zoperekedwa kwa makasitomala a ogulitsira ritelo zonse. Kukwezedwa - wina wogwira zida okhulupirika kaŵirikaŵiri imene kampaniyo. Information za chinkhoswe kasitomala Ngopambana pulogalamu kufala mtundu m'njira zosiyanasiyana. Wogula angathe kutenga mabuku m'ndandanda "Pyaterochka" masitolo mu Moscow kapena mudzi wina aliyense pamene kugula malonda, kugwiritsa ntchito zinthu online, omwe amasonyeza zambiri pa kuchotsera ndipo pantchito.

mtundu pamaso madera lalikulu kwambiri. Ngati ife kulankhula za Moscow, ndi "Pyaterochka" masitolo angapezeke pafupifupi aliyense gawo la likulu.