{"id":10878,"date":"2017-07-24T16:49:24","date_gmt":"2017-07-24T09:49:24","guid":{"rendered":"https:\/\/thitruongsi.com\/kinh-nghiem\/?p=10878"},"modified":"2017-07-24T16:50:52","modified_gmt":"2017-07-24T09:50:52","slug":"cua-hang-tap-hoa-van-dang-chien-thang-trong-cuoc-tranh-dua-ac-liet","status":"publish","type":"post","link":"https:\/\/thitruongsi.com\/kinh-nghiem\/cua-hang-tap-hoa-van-dang-chien-thang-trong-cuoc-tranh-dua-ac-liet\/","title":{"rendered":"C\u1eeda h\u00e0ng t\u1ea1p ho\u00e1 v\u1eabn \u0111ang chi\u1ebfn th\u1eafng trong cu\u1ed9c tranh \u0111ua \u00e1c li\u1ec7t"},"content":{"rendered":"
\n

S\u1ef1 c\u00f3 m\u1eb7t c\u1ee7a 7-11 r\u00ecnh rang th\u00e1ng 6 v\u1eeba r\u1ed3i, khi\u1ebfn cho kh\u00f4ng \u00edt ng\u01b0\u1eddi d\u1ef1 \u0111o\u00e1n s\u1ebd c\u00f3 \u0111\u1ee3t b\u00f9ng n\u1ed5 th\u1ee9 2 v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng thu\u1ed9c k\u00eanh b\u00e1n h\u00e0ng hi\u1ec7n \u0111\u1ea1i (\u0111\u1ee3t th\u1ee9 nh\u1ea5t v\u00e0o kho\u1ea3ng n\u0103m 2007 \u2013 2010), \u0111\u01b0\u1ee3c cho l\u00e0 s\u1ebd l\u00e0m thay \u0111\u1ed5i c\u0103n b\u1ea3n b\u1ed9 m\u1eb7t th\u1ecb tr\u01b0\u1eddng b\u00e1n l\u1ebb Vi\u1ec7t Nam.<\/strong><\/p>\n

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Th\u1eadm ch\u00ed c\u00f3 m\u1ed9t s\u1ed1 \u00fd ki\u1ebfn n\u00f3i r\u1eb1ng vi\u1ec7c ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd c\u1ee7a h\u1ec7 th\u1ed1ng c\u1eeda h\u00e0ng ti\u1ec7n l\u1ee3i c\u0169ng nh\u01b0 m\u1ed9t s\u1ed1 m\u00f4 h\u00ecnh nh\u1ecf l\u1ebb chu\u1ed7i kh\u00e1c, s\u1ebd l\u00e0 h\u1ed3i c\u00e1o chung cho t\u01b0\u01a1ng lai c\u1ee7a c\u00e1c c\u1eeda h\u00e0ng t\u1ea1p ho\u00e1 truy\u1ec1n th\u1ed1ng. Trong khu\u00f4n kh\u1ed5 b\u00e0i vi\u1ebft n\u00e0y, ch\u00fang t\u00f4i s\u1ebd ph\u00e2n t\u00edch s\u00e2u c\u00e1c s\u1ed1 li\u1ec7u v\u00e0 b\u1eb1ng ch\u1ee9ng th\u1ef1c t\u1ebf, \u0111\u1ec3 th\u1ea5y c\u1eeda h\u00e0ng t\u1ea1p ho\u00e1 \u0111ang ph\u00e1t tri\u1ec3n ra sao trong \u201cc\u01a1n l\u1ed1c\u201d n\u00e0y.<\/p>\n

Th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam ph\u00e1t tri\u1ec3n r\u1ea5t \u0111\u1eb7c th\u00f9<\/strong><\/p>\n

V\u00e0o kho\u1ea3ng n\u0103m 2005, h\u1ea7u nh\u01b0 t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ty nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng trong n\u01b0\u1edbc v\u00e0 qu\u1ed1c t\u1ebf \u0111\u1ec1u th\u1ed1ng nh\u1ea5t \u1edf d\u1ef1 b\u00e1o, cho r\u1eb1ng Vi\u1ec7t Nam s\u1ebd c\u00f3 s\u1ef1 ph\u00e1t tri\u1ec3n b\u00f9ng n\u1ed5 c\u1ee7a th\u1ecb tr\u01b0\u1eddng b\u00e1n l\u1ebb hi\u1ec7n \u0111\u1ea1i (MT), \u0111\u1ebfn n\u0103m 2015 \u2013 2020 k\u00eanh MT s\u1ebd c\u00e1n m\u1ed1c 50%. Con s\u1ed1 \u201c\u1ea5n t\u01b0\u1ee3ng\u201d khi \u1ea5y nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 t\u00e1n \u0111\u1ed3ng c\u1ee7a h\u1ea7u h\u1ebft c\u00e1c doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng. K\u1ebft qu\u1ea3 t\u1ea5t y\u1ebfu l\u00e0 c\u1ed9ng \u0111\u1ed3ng doanh nghi\u1ec7p (m\u00e0 m\u1ea1nh m\u1ebd nh\u1ea5t l\u00e0 kh\u1ed1i ti\u00eau d\u00f9ng nhanh FMCG) \u0111\u1ec1u l\u00ean chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i v\u00e0 ngu\u1ed3n l\u1ef1c \u0111\u1ea7u t\u01b0 \u0111\u1ec3 \u0111\u00f3n \u0111\u1ea7u.<\/p>\n

K\u1ebft qu\u1ea3 3 \u2013 5 n\u0103m sau \u0111\u00f3, ch\u1ee9ng ki\u1ebfn d\u00f2ng \u0111\u1ea7u t\u01b0 m\u1ea1nh m\u1ebd c\u1ee7a c\u00e1c nh\u00e0 b\u00e1n l\u1ebb v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng si\u00eau th\u1ecb m\u1edf m\u1edbi, s\u1ef1 c\u1ea1nh tranh m\u1ea1nh m\u1ebd c\u1ee7a c\u00e1c nh\u00e0 cung c\u1ea5p v\u1edbi hy v\u1ecdng m\u00ecnh kh\u00f4ng thua thi\u1ec7t. M\u00e3i v\u1ec1 sau, khi \u0111\u00e1nh gi\u00e1 l\u1ea1i, th\u00ec \u0111\u00e2y ch\u00ednh l\u00e0 th\u1eddi k\u1ef3 ph\u00e1t tri\u1ec3n bong b\u00f3ng c\u1ee7a k\u00eanh MT v\u1edbi t\u1ed1c \u0111\u1ed9 lu\u00f4n \u1edf m\u1ee9c 2 con s\u1ed1, c\u00e1 bi\u1ec7t kh\u00f4ng \u00edt n\u0103m tr\u00ean 20%.<\/p>\n

Sau m\u01b0\u1eddi n\u0103m, nh\u00ecn l\u1ea1i m\u1edbi th\u1ea5y nh\u1eefng d\u1ef1 b\u00e1o tr\u01b0\u1edbc \u0111\u00e2y \u0111\u00e3 kh\u00f4ng \u0111\u00fang, th\u1eadm ch\u00ed \u0111\u1ebfn n\u0103m 2020, t\u1ef7 l\u1ec7 \u0111\u00f3ng g\u00f3p c\u1ee7a k\u00eanh hi\u1ec7n \u0111\u1ea1i c\u0169ng kh\u00f3 l\u00f2ng \u0111\u1ea1t n\u1ed5i 25%, qu\u00e1 xa so v\u1edbi con s\u1ed1 50%.<\/p>\n

B\u00ean c\u1ea1nh vi\u1ec7c \u201c\u0111\u1ed5 th\u1eeba\u201d cho nguy\u00ean nh\u00e2n l\u00e0 d\u1ef1 b\u00e1o m\u01b0\u1eddi n\u0103m tr\u01b0\u1edbc h\u1ea7u nh\u01b0 m\u00f4 ph\u1ecfng ch\u1ee7 quan theo quy tr\u00ecnh ph\u00e1t tri\u1ec3n t\u1ea1i c\u00e1c n\u01b0\u1edbc ch\u00e2u \u00c2u, ho\u1eb7c g\u1ea7n h\u01a1n l\u00e0 Th\u00e1i Lan, Malaysia\u2026 \u0111\u1ec3 quy k\u1ebft cho Vi\u1ec7t Nam, th\u00ec ng\u01b0\u1eddi ta ph\u1ea3i c\u00f4ng nh\u1eadn r\u1eb1ng, th\u1ecb tr\u01b0\u1eddng b\u00e1n l\u1ebb Vi\u1ec7t Nam c\u00f3 nh\u1eefng n\u00e9t r\u1ea5t \u0111\u1eb7c th\u00f9, kh\u00f4ng gi\u1ed1ng b\u1ea5t k\u1ef3 qu\u1ed1c gia n\u00e0o, trong \u0111\u00f3 ph\u1ea3i k\u1ec3 \u0111\u1ebfn s\u1ee9c s\u1ed1ng b\u1ec1n b\u1ec9 v\u00e0 kh\u1ea3 n\u0103ng th\u00edch nghi, ph\u1ee5c v\u1ee5 ng\u01b0\u1eddi ti\u00eau d\u00f9ng r\u1ea5t t\u1ed1t c\u1ee7a k\u00eanh b\u00e1n h\u00e0ng truy\u1ec1n th\u1ed1ng.<\/p>\n

Con s\u1ed1 \u1ea5n t\u01b0\u1ee3ng nh\u1ea5t ph\u1ea3i n\u00f3i \u0111\u1ebfn l\u00e0 trong n\u0103m n\u0103m, t\u1eeb 2010 \u2013 2015, th\u1ecb ph\u1ea7n k\u00eanh b\u00e1n l\u1ebb truy\u1ec1n th\u1ed1ng r\u01a1i v\u00e0o tay k\u00eanh hi\u1ec7n \u0111\u1ea1i ch\u1ec9 kho\u1ea3ng 3%. Ri\u00eang nh\u00f3m c\u00e1c c\u1eeda h\u00e0ng b\u00e1ch ho\u00e1 (hi\u1ec3u n\u00f4m na l\u00e0 c\u00e1c c\u1eeda h\u00e0ng l\u1edbn, t\u1ed5 ch\u1ee9c t\u1ed1t, tr\u00ean c\u00e1c tuy\u1ebfn \u0111\u01b0\u1eddng ho\u1eb7c ven ch\u1ee3) c\u00f3 s\u1ef1 b\u1ee9t ph\u00e1, c\u00f3 ba n\u0103m li\u00ean ti\u1ebfp t\u0103ng tr\u01b0\u1edfng tr\u00ean 10%, cao h\u01a1n m\u1ee9c b\u00ecnh qu\u00e2n chung c\u1ee7a to\u00e0n ng\u00e0nh.<\/p>\n

Tr\u00e1i ng\u01b0\u1ee3c v\u1edbi nh\u1eadn \u0111\u1ecbnh c\u1ee7a nhi\u1ec1u n\u0103m tr\u01b0\u1edbc, k\u00eanh truy\u1ec1n th\u1ed1ng v\u1eabn \u0111ang s\u1ed1ng \u1ed5n, n\u1ebfu t\u00ednh tr\u00ean doanh thu to\u00e0n ng\u00e0nh th\u00ec v\u1eabn t\u0103ng, cho d\u00f9 th\u1ecb ph\u1ea7n c\u00f3 gi\u1ea3m v\u00e0i ph\u1ea7n tr\u0103m.<\/p>\n

S\u1ed1ng t\u1ed1t v\u00ec ph\u1ee5c v\u1ee5 t\u1ed1t ng\u01b0\u1eddi mua<\/strong><\/p>\n

\u0110\u1ec3 l\u00fd gi\u1ea3i v\u00ec sao k\u00eanh truy\u1ec1n th\u1ed1ng kh\u00f4ng b\u1ecb \u201cch\u1ebft\u201d khi MT ph\u00e1t tri\u1ec3n c\u00f3 th\u1ec3 k\u1ec3 ra r\u1ea5t nhi\u1ec1u nguy\u00ean nh\u00e2n, k\u1ec3 c\u1ea3 vi\u1ec7c ph\u00e1t tri\u1ec3n bong b\u00f3ng, thi\u1ebfu b\u1ec1n v\u1eefng c\u1ee7a k\u00eanh MT. Tuy nhi\u00ean, ch\u00ednh x\u00e1c nh\u1ea5t th\u00ec n\u00ean \u0111\u00e1nh gi\u00e1 xem s\u1ef1 chuy\u1ec3n bi\u1ebfn c\u1ee7a nhu c\u1ea7u mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, v\u00e0 kh\u1ea3 n\u0103ng k\u00eanh truy\u1ec1n th\u1ed1ng th\u00edch nghi v\u00e0 ph\u1ee5c v\u1ee5 nhu c\u1ea7u n\u00e0y ra sao. Ch\u1eafc ch\u1eafn ph\u1ea3i l\u00e0m t\u1ed1t th\u00ec m\u1edbi s\u1ed1ng t\u1ed1t.<\/p>\n

Trong c\u00e1c nghi\u00ean c\u1ee9u v\u1ec1 h\u00e0nh vi ng\u01b0\u1eddi mua h\u00e0ng, khi \u0111\u01b0\u1ee3c h\u1ecfi l\u00fd do ch\u1ecdn k\u00eanh mua s\u1eafm, nghi\u00ean c\u1ee9u n\u0103m n\u0103m li\u00ean ti\u1ebfp, t\u1eeb 2010 \u2013 2015, c\u1ee7a c\u00e1c c\u00f4ng ty nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, c\u0169ng nh\u01b0 c\u00e1c doanh nghi\u1ec7p FMCG l\u1edbn \u0111\u1ec1u \u0111\u01b0a ra n\u0103m l\u00fd do gi\u1ed1ng nhau khi kh\u1ea3o s\u00e1t \u00fd ki\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng:<\/p>\n

\u2013 S\u1ef1 ti\u1ec7n l\u1ee3i khi mua s\u1eafm;<\/p>\n

\u2013 G\u1ea7n nh\u00e0 ho\u1eb7c tr\u00ean \u0111\u01b0\u1eddng \u0111i v\u1ec1;<\/p>\n

\u2013 C\u1eeda h\u00e0ng ng\u0103n n\u1eafp g\u1ecdn g\u00e0ng;<\/p>\n

\u2013 S\u1ef1 \u00e2n c\u1ea7n th\u00e2n thi\u1ec7n c\u1ee7a nh\u00e2n vi\u00ean\/ch\u1ee7 c\u1eeda hi\u1ec7u; v\u00e0<\/p>\n

\u2013 S\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng.<\/p>\n

Qua m\u1ed7i n\u0103m th\u1ee9 t\u1ef1 (\u0111\u1ed3ng ngh\u0129a v\u1edbi m\u1ee9c \u0111\u1ed9 quan tr\u1ecdng) c\u00f3 th\u1ec3 thay \u0111\u1ed5,i nh\u01b0ng \u0111\u00e2y v\u1eabn th\u01b0\u1eddng l\u00e0 n\u0103m l\u00fd do ch\u00ednh. R\u00f5 r\u00e0ng c\u1eeda h\u00e0ng t\u1ea1p ho\u00e1 c\u00f3 l\u1ee3i th\u1ebf \u0111\u1ec3 khi\u1ebfn nh\u1eefng ng\u01b0\u1eddi tr\u01b0\u1edbc kia t\u1ea1m r\u1eddi b\u1ecf h\u1ecd \u0111\u1ec3 \u201cti\u00eau th\u1eddi gian\u201d t\u1ea1i c\u00e1c k\u00eanh b\u00e1n h\u00e0ng kh\u00e1c nh\u01b0 si\u00eau th\u1ecb\/\u0111\u1ea1i si\u00eau th\u1ecb, s\u1ebd quay tr\u1edf l\u1ea1i. Th\u1eadm ch\u00ed trong 2015 \u2013 2016, c\u00e1c nghi\u00ean c\u1ee9u \u0111\u1ec1u ch\u1ec9 ra r\u1eb1ng k\u00eanh truy\u1ec1n th\u1ed1ng c\u00f2n l\u00f4i k\u00e9o kh\u00e1ch h\u00e0ng trung th\u00e0nh c\u1ee7a k\u00eanh hi\u1ec7n \u0111\u1ea1i v\u1ec1 ph\u00eda m\u00ecnh. L\u00fd do \u201cg\u1ea7n nh\u00e0 ho\u1eb7c tr\u00ean \u0111\u01b0\u1eddng v\u1ec1\u201d v\u00e0 \u201cs\u1ef1 \u00e2n c\u1ea7n c\u1ee7a nh\u00e2n vi\u00ean\/ch\u1ee7 c\u1eeda hi\u1ec7u\u201d, kh\u1ecfi ph\u1ea3i n\u00f3i c\u0169ng bi\u1ebft l\u00e0 l\u1ee3i th\u1ebf truy\u1ec1n th\u1ed1ng c\u1ee7a c\u1eeda h\u00e0ng t\u1ea1p ho\u00e1. \u201cS\u1ef1 ti\u1ec7n l\u1ee3i khi mua s\u1eafm\u201dv\u00e0 \u201cc\u1eeda h\u00e0ng ng\u0103n n\u1eafp\u201d g\u1ecdn g\u00e0ng \u0111\u00fang l\u00e0 tr\u01b0\u1edbc \u0111\u00e2y thu\u1ed9c l\u1ee3i th\u1ebf c\u1ee7a MT, nh\u01b0ng v\u1edbi s\u1ef1 xu\u1ea5t hi\u1ec7n ng\u00e0y c\u00e0ng nhi\u1ec1u c\u1ee7a m\u00f4 h\u00ecnh b\u00e1ch ho\u00e1 th\u00ec cu\u1ed9c ch\u01a1i \u0111\u00e3 kh\u00e1c.<\/p>\n

B\u00e1ch ho\u00e1 th\u1ef1c t\u1ebf kh\u00f4ng ph\u1ea3i l\u00e0 k\u00eanh m\u1edbi, m\u00e0 l\u00e0 s\u1ef1 n\u00e2ng c\u1ea5p c\u00f3 t\u00ednh xu h\u01b0\u1edbng c\u1ee7a c\u00e1c c\u1eeda h\u00e0ng t\u1ea1p ho\u00e1 c\u00f3 di\u1ec7n t\u00edch trung b\u00ecnh \u0111\u1ebfn l\u1edbn, n\u1eb1m tr\u00ean c\u00e1c tuy\u1ebfn \u0111\u01b0\u1eddng. T\u1eeb n\u0103m 2010, c\u00f3 th\u1ec3 kh\u00f4ng ngoa khi n\u00f3i r\u1eb1ng c\u00f3 m\u1ed9t \u201cphong tr\u00e0o b\u00e1ch ho\u00e1\u201d di\u1ec5n ra \u00e2m th\u1ea7m t\u1ea1i k\u00eanh truy\u1ec1n th\u1ed1ng, tuy kh\u00f4ng \u1ea7m \u0129 nh\u01b0 s\u1ef1 c\u00f3 m\u1eb7t c\u1ee7a m\u1ed9t nh\u00e0 b\u00e1n l\u1ebb hi\u1ec7n \u0111\u1ea1i n\u00e0o \u0111\u00f3, nh\u01b0ng \u0111\u1ee7 \u0111\u1ec3 c\u00e1c c\u00f4ng ty nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, c\u00e1c doanh nghi\u1ec7p FMCG ngay l\u1eadp t\u1ee9c ph\u00e2n lo\u1ea1i v\u00e0o m\u1ed9t k\u00eanh ri\u00eang v\u00e0 c\u00f3 c\u00e1c k\u1ebf ho\u1ea1ch ph\u1ee5c v\u1ee5 chuy\u00ean bi\u1ec7t. \u0110\u1ebfn n\u00e0y sau n\u0103m n\u0103m, k\u00eanh n\u00e0y \u0111\u00e3 chi\u1ebfm h\u01a1n 30%, con s\u1ed1 r\u1ea5t l\u1edbn.<\/p>\n<\/div>\n

<\/div>\n
Theo Phan T\u01b0\u1eddng Anh (Th\u1ebf Gi\u1edbi Ti\u1ebfp Th\u1ecb)<\/strong><\/div>\n<\/div>\n

\u00a0<\/strong><\/p>\n

\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

S\u1ef1 c\u00f3 m\u1eb7t c\u1ee7a 7-11 r\u00ecnh rang th\u00e1ng 6 v\u1eeba r\u1ed3i, khi\u1ebfn cho kh\u00f4ng \u00edt ng\u01b0\u1eddi d\u1ef1 \u0111o\u00e1n s\u1ebd c\u00f3 \u0111\u1ee3t b\u00f9ng n\u1ed5 th\u1ee9 2 v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng thu\u1ed9c k\u00eanh b\u00e1n h\u00e0ng hi\u1ec7n \u0111\u1ea1i (\u0111\u1ee3t th\u1ee9 nh\u1ea5t v\u00e0o kho\u1ea3ng n\u0103m 2007 \u2013 2010), \u0111\u01b0\u1ee3c cho l\u00e0 s\u1ebd l\u00e0m thay \u0111\u1ed5i c\u0103n b\u1ea3n b\u1ed9 …<\/p>\n","protected":false},"author":4,"featured_media":10879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46,50,52],"tags":[],"class_list":["post-10878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ban-le","category-kinh-doanh","category-thi-truong-ban-le"],"yoast_head":"\nC\u1eeda h\u00e0ng t\u1ea1p ho\u00e1 v\u1eabn \u0111ang chi\u1ebfn th\u1eafng 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