Despite the decline in income and, consequently, consumer demand, supermarkets premium segment is not complaining about the decrease in sales and attendance. Who and what makes a good appetite Ukrainians?
idea of opening a supermarket delicatessen came from Ilya Grinberg, the owner of Mark, during the regular trips abroad. I'm not the only person who drove suitcases delicacies from abroad. It is, in fact, prompted me to think of these products to open a supermarket in Ukraine, - shared an enterprising businessman.
While large Ukrainian network nedoschityvayutsya lose customers and profits, he, together with Belgian partners, opened in the capital account is the second house delicatessen Delight in the near future intends to extend the network into regions. Dynamics of attendance at our shops at the time of their discovery is not falling, - says Ilya Grinberg. How and through which the money the owners of shops, luxury goods for the economy in difficult times?
Thirst gain
Interested in opening food supermarket delicatessen experts for several reasons. First, the niche of premium food stores in Ukraine currently remains undeveloped. Now, here presented are not so many players. Old in this segment is Cocktail, the network of premium-class supermarket Gourmet Dinner. Also in this work of Mark (supermarket Delight), PP Reardi (Supermarket Market Plaza in Krivoy Rog), Tavria V ( Cosmos in Odessa TC Victory Gardens ). This major effort directed at the company's capital and are poorly represented in the regions. Therefore, in this segment has enough space for the development and growth of other players, says Eugene Oksha, analyst IR Astrum IM. In the premium segment are also specialty shops (wine, fish). Among them - Lavinia (two stores - in Kiev and Odessa), GoodWine, Paradis du Vin (on a shop in Kyiv) and others are represented in Ukraine and gastronomic shops: bakery, confectionery, Volkonsky, reprise, a chocolate boutique in the Atelier restaurant, etc.
Also note that some networks provide a bonus products separate shelves or even room. For example, in the centers of wholesale METRO works department Hyumidor wine and cigar room, which offers a unique assortment of more than 140 types of wines of premium class. In some rooms equipped meat products of premium class. At the moment we are carrying out a full analysis assortment of groups and in September there will be new positions of the premium segment. This applies in particular to wine, cheese, - explained Tatiana Babenko, Head of the Corporate Communications Metro Kesh & Carry Ukraine . The same situation in the Fozzy Group. Vice President of Marketing Group of Companies Michael Dudnik noted that elite items no longer buy those for whom it has always been a luxury. The same consumers who actually create the demand for bonus products, continue to buy such products in the previous volumes. And since the foundation buyers premium segment is preserved, the network group, we do not reduce the range of premium products, - he emphasized.
The second reason of interest in opening stores delicatessen that profitability in this segment than in the traditional food retail. Experts argue that it is higher by 60-70%. In addition to the quality and exclusivity of the products on offer, the buyer pays an additional high-quality service, convenient location for the supermarket, decoration, etc., - told Mr. Oksha. And with a relatively small area of the supermarket sales in the premium segment in the retail market may be a good four to five times greater than sales of traditional retailers.
Another part of the appeal of gourmet food stores - the availability of food. Premium shop for products in their manufacture is often times more than the cost of their production.
In addition, the opening of supermarkets premium class beneficial effect on the brand, increasing its cost. Moreover, the choice of premium segment - is the care of a price niche, where the focus on relatively narrow categories of consumers, people with high income enables less dependent on the number of visitors compared to supermarkets operating in other segments, - added Olga Andrienko -Bentts, head of the center branch specializing in consumer goods and retail trade in Ukraine consulting company Roland Berger Strategy Consultants.
Overall, the annual turnover of the store delicatessen is measured not less than $ 10 million per year, with investments in a range from $ 2 million, in turn, the proceeds of a shop in the traditional area network 2,5-3 thousand square meters. m in Kiev does not exceed $ 3 million a year. As pointed out by Director of the Russian network of supermarkets ABC taste Vladimir Sadovin, plan to enter the Ukrainian market, the average earnings of his business is 12 million euro per year, which allows you to recoup the entire investment for 2,5-3 years. Advertising Magazine, according to the director and principal owner of the Bureau of wine (boutique GoodWine) Vladimir Shapovalov costs in the amount of about 1 mln. (Radio and work with the target audience), for shares in the store takes 5-10 times less.
work in close conjunction
To attract customers gastronomic boutiques and upmarket shops are forced to look for the most unusual and exclusive items in terms of ingredients, and mix of products and packaging. Their business card - unusual proposal. In doing so, up to 80% of products sold at premium supermarkets - goods imports and domestic production. Much of the goods at home delicacies Delight - exclusive products imported by Mark, which made a hand to the opening of shops. The same applies to the shops Lavinia, where the importer provides alcoholic beverages. 60% of products presented in the store GoodWine, we import the remaining 40% - other importers. We buy directly from manufacturers - this is a big part of the volume, - told Vladimir Shapovalov.
By the way, on the suppliers. The existence of direct links with importers unique products - an advantage which is very difficult to obtain. To collaborate with suppliers, should be more or less significant amounts of purchases. Meanwhile, in order to get to the counters of shops Ukrainian delicacies, too, need to conform to standards. Thus, Ilya Grinberg told that his shop is always a preference for the products of private family companies with a good history and traditions. Also, great attention is paid to the size of the company, because they are too small firms can not cope with the timely delivery and provision of necessary goods. Another requirement in the selection - an analysis of where the product is represented abroad, which stores its offer to its visitors. For example, many look to it, whether the manufacturer delivers the French gallery Lafayette, in Geneva Gourma Globe, or in Moscow Gourma , choose whether this product suppliers, which make Catering for the royal family, etc.
solve the problem of the realization of surplus commodities in most cases helps to availability at the premises of the restaurant business. Thus, the owners are also gourmet boutiques and restaurants owners who work in close conjunction with the retail business. If products are not sold until the point where before the end of life remains a matter of days, they are sent to the restaurant. Products that do not manage to get to the table of customers or visitors to the restaurant, destroyed. At least, so argued the market participants.
narrow segment for wide pocket
company Roland Berger Strategy Consultants are confident that the deteriorating economic situation is unlikely to facilitate the emergence of new players in the premium segment in the near future. This is attributed to the fact that in an effort to avoid problems with liquidity retail companies to reduce expansion plans, focusing on organic growth and the strengthening of already entrenched positions. Nevertheless, in spite of temporary difficulties, the Ukrainian market development potential remains and will remain attractive to investors, says Olga Andrienko-Bentts.
already in the medium term it may cause new entrants. In addition to Ukrainian retailers, that segment may be of interest and foreign, in particular Russia, the operators have considerable experience in this field. Among the Russian companies can be City supermarket, which is developing a network of The Alphabet of taste (in 2007 the operator had already stated on the ambitious plans to enter the Ukrainian market, which was scheduled for 2008, but have not implemented them. - Ed.) as well as The Seventh Continent supermarket chains with a network of elite five stars. Among the European investors, previously Ukraine asked the operators of Germany Sky and Kaizer, told Eugene Oksha.
Experts predict that the players of premium retail, to a lesser extent, will feel the impact of the crisis than the economy, supermarkets and mass segments. In addition, higher profitability will help them survive the economic downturn. Meanwhile, Ms. Andriyenko-Bentts noted that regardless of the segment, liquidity problems and high debt burden of companies jeopardize an opportunity to continue their normal functioning and development. Despite the fact that market conditions for the players of the premium segment are generally more favorable than for other supermarket chains, the future of company depends on their financial condition, action to support liquidity and availability of development strategy. The Russian experience shows that most successful of the elite supermarkets successfully survived the crisis of 1998. One of the common steps taken at the time, was the reduction of trade margins to the main categories of products that reduce profitability, but avoids the closure or sale of businesses. It is likely that similar methods will be used and a few Ukrainian operator. Otherwise, fans of tasty meals again come back to practice and carry sovdepovskoy favorite delicacies from abroad in suitcases.
not less than $ 2 mln.sostavlyayut investment in opening the store premium segment and pay for 3-5 years
$ 10 million to annual sales gourmet food shop in Ukraine
8-10% reach profitability in the premium segment, while the economy for supermarkets and mass segment with favorable economic conditions, this figure does not exceed 5%.
Irina Chernyavskaya
Polymetal estimated the amount of kapzatrat to develop Albazin deposit of $ 238 million
Tenders for the main couple will be mostly in the range 1,3912-1,4060 dollars per euro
The course has increased the dollar - the morning review of cash markets
NBU: the Ukrainian banks Revenues in January-June amounted to 72 billion UAH, expenses - 82.2 billion UAH
Ukrainian rental markets in the world might appreciate by 20%
Kommersant: Nabucco is inevitable
The upward trend of Russian stock market may be limited to 920-930 area for items on an index of MICEX
Better the market today may look like banks and securities shares GMK Norilsk Nickel
The reason for the growth of Russia's main index is a positive closure of the trading in United States
Expensive habit to eat
Despite the decline in income and, consequently, consumer demand, supermarkets premium segment is not complaining about the decrease in sales and attendance. Who and what makes a good appetite Ukrainians?
idea of opening a supermarket delicatessen came from Ilya Grinberg, the owner of Mark, during the regular trips abroad. I'm not the only person who drove suitcases delicacies from abroad. It is, in fact, prompted me to think of these products to open a supermarket in Ukraine, - shared an enterprising businessman.
While large Ukrainian network nedoschityvayutsya lose customers and profits, he, together with Belgian partners, opened in the capital account is the second house delicatessen Delight in the near future intends to extend the network into regions. Dynamics of attendance at our shops at the time of their discovery is not falling, - says Ilya Grinberg. How and through which the money the owners of shops, luxury goods for the economy in difficult times?
Thirst gain
Interested in opening food supermarket delicatessen experts for several reasons. First, the niche of premium food stores in Ukraine currently remains undeveloped. Now, here presented are not so many players. Old in this segment is Cocktail, the network of premium-class supermarket Gourmet Dinner. Also in this work of Mark (supermarket Delight), PP Reardi (Supermarket Market Plaza in Krivoy Rog), Tavria V ( Cosmos in Odessa TC Victory Gardens ). This major effort directed at the company's capital and are poorly represented in the regions. Therefore, in this segment has enough space for the development and growth of other players, says Eugene Oksha, analyst IR Astrum IM. In the premium segment are also specialty shops (wine, fish). Among them - Lavinia (two stores - in Kiev and Odessa), GoodWine, Paradis du Vin (on a shop in Kyiv) and others are represented in Ukraine and gastronomic shops: bakery, confectionery, Volkonsky, reprise, a chocolate boutique in the Atelier restaurant, etc.
Also note that some networks provide a bonus products separate shelves or even room. For example, in the centers of wholesale METRO works department Hyumidor wine and cigar room, which offers a unique assortment of more than 140 types of wines of premium class. In some rooms equipped meat products of premium class. At the moment we are carrying out a full analysis assortment of groups and in September there will be new positions of the premium segment. This applies in particular to wine, cheese, - explained Tatiana Babenko, Head of the Corporate Communications Metro Kesh & Carry Ukraine . The same situation in the Fozzy Group. Vice President of Marketing Group of Companies Michael Dudnik noted that elite items no longer buy those for whom it has always been a luxury. The same consumers who actually create the demand for bonus products, continue to buy such products in the previous volumes. And since the foundation buyers premium segment is preserved, the network group, we do not reduce the range of premium products, - he emphasized.
The second reason of interest in opening stores delicatessen that profitability in this segment than in the traditional food retail. Experts argue that it is higher by 60-70%. In addition to the quality and exclusivity of the products on offer, the buyer pays an additional high-quality service, convenient location for the supermarket, decoration, etc., - told Mr. Oksha. And with a relatively small area of the supermarket sales in the premium segment in the retail market may be a good four to five times greater than sales of traditional retailers.
Another part of the appeal of gourmet food stores - the availability of food. Premium shop for products in their manufacture is often times more than the cost of their production.
In addition, the opening of supermarkets premium class beneficial effect on the brand, increasing its cost. Moreover, the choice of premium segment - is the care of a price niche, where the focus on relatively narrow categories of consumers, people with high income enables less dependent on the number of visitors compared to supermarkets operating in other segments, - added Olga Andrienko -Bentts, head of the center branch specializing in consumer goods and retail trade in Ukraine consulting company Roland Berger Strategy Consultants.
Overall, the annual turnover of the store delicatessen is measured not less than $ 10 million per year, with investments in a range from $ 2 million, in turn, the proceeds of a shop in the traditional area network 2,5-3 thousand square meters. m in Kiev does not exceed $ 3 million a year. As pointed out by Director of the Russian network of supermarkets ABC taste Vladimir Sadovin, plan to enter the Ukrainian market, the average earnings of his business is 12 million euro per year, which allows you to recoup the entire investment for 2,5-3 years. Advertising Magazine, according to the director and principal owner of the Bureau of wine (boutique GoodWine) Vladimir Shapovalov costs in the amount of about 1 mln. (Radio and work with the target audience), for shares in the store takes 5-10 times less.
work in close conjunction
To attract customers gastronomic boutiques and upmarket shops are forced to look for the most unusual and exclusive items in terms of ingredients, and mix of products and packaging. Their business card - unusual proposal. In doing so, up to 80% of products sold at premium supermarkets - goods imports and domestic production. Much of the goods at home delicacies Delight - exclusive products imported by Mark, which made a hand to the opening of shops. The same applies to the shops Lavinia, where the importer provides alcoholic beverages. 60% of products presented in the store GoodWine, we import the remaining 40% - other importers. We buy directly from manufacturers - this is a big part of the volume, - told Vladimir Shapovalov.
By the way, on the suppliers. The existence of direct links with importers unique products - an advantage which is very difficult to obtain. To collaborate with suppliers, should be more or less significant amounts of purchases. Meanwhile, in order to get to the counters of shops Ukrainian delicacies, too, need to conform to standards. Thus, Ilya Grinberg told that his shop is always a preference for the products of private family companies with a good history and traditions. Also, great attention is paid to the size of the company, because they are too small firms can not cope with the timely delivery and provision of necessary goods. Another requirement in the selection - an analysis of where the product is represented abroad, which stores its offer to its visitors. For example, many look to it, whether the manufacturer delivers the French gallery Lafayette, in Geneva Gourma Globe, or in Moscow Gourma , choose whether this product suppliers, which make Catering for the royal family, etc.
solve the problem of the realization of surplus commodities in most cases helps to availability at the premises of the restaurant business. Thus, the owners are also gourmet boutiques and restaurants owners who work in close conjunction with the retail business. If products are not sold until the point where before the end of life remains a matter of days, they are sent to the restaurant. Products that do not manage to get to the table of customers or visitors to the restaurant, destroyed. At least, so argued the market participants.
narrow segment for wide pocket
company Roland Berger Strategy Consultants are confident that the deteriorating economic situation is unlikely to facilitate the emergence of new players in the premium segment in the near future. This is attributed to the fact that in an effort to avoid problems with liquidity retail companies to reduce expansion plans, focusing on organic growth and the strengthening of already entrenched positions. Nevertheless, in spite of temporary difficulties, the Ukrainian market development potential remains and will remain attractive to investors, says Olga Andrienko-Bentts.
already in the medium term it may cause new entrants. In addition to Ukrainian retailers, that segment may be of interest and foreign, in particular Russia, the operators have considerable experience in this field. Among the Russian companies can be City supermarket, which is developing a network of The Alphabet of taste (in 2007 the operator had already stated on the ambitious plans to enter the Ukrainian market, which was scheduled for 2008, but have not implemented them. - Ed.) as well as The Seventh Continent supermarket chains with a network of elite five stars. Among the European investors, previously Ukraine asked the operators of Germany Sky and Kaizer, told Eugene Oksha.
Experts predict that the players of premium retail, to a lesser extent, will feel the impact of the crisis than the economy, supermarkets and mass segments. In addition, higher profitability will help them survive the economic downturn. Meanwhile, Ms. Andriyenko-Bentts noted that regardless of the segment, liquidity problems and high debt burden of companies jeopardize an opportunity to continue their normal functioning and development. Despite the fact that market conditions for the players of the premium segment are generally more favorable than for other supermarket chains, the future of company depends on their financial condition, action to support liquidity and availability of development strategy. The Russian experience shows that most successful of the elite supermarkets successfully survived the crisis of 1998. One of the common steps taken at the time, was the reduction of trade margins to the main categories of products that reduce profitability, but avoids the closure or sale of businesses. It is likely that similar methods will be used and a few Ukrainian operator. Otherwise, fans of tasty meals again come back to practice and carry sovdepovskoy favorite delicacies from abroad in suitcases.
not less than $ 2 mln.sostavlyayut investment in opening the store premium segment and pay for 3-5 years
$ 10 million to annual sales gourmet food shop in Ukraine
8-10% reach profitability in the premium segment, while the economy for supermarkets and mass segment with favorable economic conditions, this figure does not exceed 5%.
Irina Chernyavskaya
Polymetal estimated the amount of kapzatrat to develop Albazin deposit of $ 238 million
Tenders for the main couple will be mostly in the range 1,3912-1,4060 dollars per euro
The course has increased the dollar - the morning review of cash markets
NBU: the Ukrainian banks Revenues in January-June amounted to 72 billion UAH, expenses - 82.2 billion UAH
Ukrainian rental markets in the world might appreciate by 20%
Kommersant: Nabucco is inevitable
The upward trend of Russian stock market may be limited to 920-930 area for items on an index of MICEX
Better the market today may look like banks and securities shares GMK Norilsk Nickel
The reason for the growth of Russia's main index is a positive closure of the trading in United States