People's grocery stores in Russia, located within walking distance, "Pyaterochka", "Kopeyka", "Narodny", etc. belong to ... foreign companies.

Perhaps this information will provide new insights into why prices are rising, why supermarkets are not supporting the Russian producer, why a chain of small retail grocery stores is being destroyed everywhere, and where the money is going.

Products and prices for them are more serious, more painful and more important for every person in the country than distant and incomprehensible politics, economics and finances.

Here is a list of countries where the largest grocery chains are registered, with hundreds of thousands of stores throughout Russia

1. "Auchan" (France),

2. "OK" (Luxembourg),

3. "Pyaterochka" (Netherlands),

4. "Crossroads" (Netherlands),

5. "Carousel" (Netherlands),

6. MetroCash&Carry (Germany),

7. "Tape" (British Virgin Islands),

8. "Globe" (Cyprus),

9. "Billa" (Austria),

10. "Selgros" (Germany),

11. "Leroy Merlin" (France),

12. "Magnet" (Cyprus offshore Lavreno Ltd.),

13. "Penny" (Netherlands),

14. "We" (Netherlands),

15. Mercado Supercenter (Netherlands),

16. "Basket" (Netherlands),

17. "Paterson" (Netherlands),

18. "People's" (Netherlands),

19. Simbirka (Netherlands),

20. "Provision" (Netherlands),

21. "Fair" (Netherlands),

22. "Troika" (Netherlands),

23. "Family" (Netherlands),

24. "Thrifty family" (Netherlands),

25. World of Products (Netherlands),

26. "A5" (Netherlands),

27. "Spar" (Netherlands),

28. "Universam" (Netherlands),

29. "Tamerlane" (Netherlands),

30. "Purchase" (Netherlands).

“A very large percentage of the market and a considerable segment of our wallet falls on essential goods that we must support every day.

This is personal hygiene products. This is detergents. This and other household chemicals that we use almost automatically. But you go to the store and what do you see? foreign brands. Endless high cost,

- reports Gleb Veshaev, director of the information and analytical center for social technologies "Krass".

“It turns out that foreign capital has penetrated with its tentacles into every cell Russian business. And here, on the spot, chain hypermarkets take a protective position precisely in relation to Western manufacturers.

The chain closes, turning Russia into a tool for pumping money out of the Russian population and sending it to third countries.

Chain stores are the main striking force of Western business. It is they who, like huge vacuum cleaners, suck up cash flows and withdraw the currency abroad. While hypermarkets are openly working against Russia.

Yes, hypermarkets have destroyed the Russian retail network. Yes, they left a large part of the population without work and without the opportunity to support their families. Then at least give normal service in return.

But he is not. Lobbying the interests of Western brands, lowering the cost, playing with the prices of currencies - everything is aimed at supporting the foreign market on Russian territory and drowning Russian manufacturers. While hypermarkets function like huge factories for the export of profits from Russia.

“Despite all the chains' political statements that, they say, they keep their prices, the entire burden in fulfilling this statement fell on the producers. The networks themselves have not reduced their costs. They passed it on to the manufacturer.

It's the producers who keep the prices normal. And not only keep, but even reduce.

Networks, instead of the announced reduction or retention of prices, also raised prices for manufacturers.

If earlier the manufacturer returned 5 percent to the network, now it is 10 percent in the form of, so to speak, internal bonuses. And here we also need to add a variety of fees, marketing fees, etc. Even logistics, which was also reduced today, and it laid an additional burden on the shoulders of the manufacturer.”

We can’t really talk about any import substitution, Veshchaev believes, because the West does not intend to negotiate with Russia. And grocery store chains are “the striking force of Western business.” They suck money out of the population and take it abroad at a tremendous pace. It has become quite obvious that grocery chain stores are now part of the political system.

Lobbying the interests of Western brands, lowering the cost, playing with the prices of currencies - everything is aimed at supporting the foreign market on Russian territory and drowning Russian manufacturers.

But each of us, for his part, is able to choose the place where to buy and the goods. Even in Western chain stores, we can choose a domestic product or a product instead of an imported one and, thus, “vote with a ruble”.

november
2015

Of course, these networks are segmented, but the wealth of the target audience is not the only principle of segmentation. If you pay attention to the location of Karusel stores, you will notice that, most often, they are located closer to the outskirts or in the Moscow region and in fairly large shopping malls. These are hypermarkets and their main target audience are families who come to buy for a few days. That is, in fact, Karusel is a competitor of Auchan and Metro hypermarkets. "Pyaterochka" is an inexpensive supermarket near the house. Their network is quite extensive and Pyaterochka accounts for up to 75% of X5 sales. Here the target audience is people who need to buy or buy something for dinner, who do not have a special attachment to status brands and do not believe that the price difference between two types of pasta of 100 rubles can be objective. Let's call this target audience conditionally: "practical". There, even the average check indicated on the site is 456 rubles. Those. people do not collect food, but go to an inexpensive store to buy food for 1-2 dinners per family. "Crossroads" itself is segmented. It has a "Perekrestok-express" (a typical street vendor, target audience: people who need to buy 1-2-3 goods, and they are just passing by such a store). The main purchases in it, I think, are water, beer, cigarettes, chewing gum, chocolates. No wonder they are located in Moscow on most pedestrian central streets: if you want some water - Perekrestok-express is happy to sell it to you. There is a "Green Crossroads" - where the positioning is close in meaning to the phrase "We are like the "Azbuka Vkusa" in terms of product quality, but much cheaper." Those. the target audience is a "demanding" public who wants to buy fresh sliced ​​melon in February and "natural" yogurt, for which they are willing to pay 150-200 rubles. Of course, the service and assortment of goods is inferior to the "Azbuka Vkusa", but, as they say, "there is fish for fishlessness and cancer." Well, the last option is the usual "Crossroads". This is an ordinary supermarket competing with Magnolia, Almi, etc. This is what they started with. The supermarket is designed for 10-12 nearby high-rise buildings. Target audience: people who buy for a few days, but for their own reasons (there is no time, laziness, do not think that it is cheaper there), do not go to hypermarkets. Naturally, the prices and assortment of products in all these stores are different, since any target audience has stereotypes about what prices and goods should be in the store they need. No sane marketer would go against these stereotypes. Moreover, all these stores are part of the same group, but this does not mean that they have a common management. Each network, trying not to harm the group as a whole, is fighting for its market share

For what episode in your life were you wildly ashamed? Why are the products of firms cooperating with supermarkets (First Business, Every Day) so cheap, although they are not inferior in quality to more expensive competitors?