Stores "Pyaterochka" eMoscow: ikheli, amahora zokusebenzela, izaphulelo kanye ukukhushulwa

"Pyaterochka" aphakathi kwamazwi liyabonakala kakhulu futhi makhulu kunawo wonke ngokuya inzuzo brand okudayisa eRussia. Lokhu corporation, okwaqala khona emakethe kudayiswa Petersburg ayenziwa eMoscow nakwamanye amadolobha amaningi aseRussia. Phakathi zako ezisemqoka yokuncintisana - amanani aphansi izimpahla, ezingeni omuhle wenkonzo yokwethembeka, emikhulu ukubekwa ezindawo ka Izitolo okudayisa. "Pyaterochka" - umqashi ezikhangayo futhi franchisor bakuthathe.

Le brand kungokwalabo X5 eliyifa, engabanikazi bephephandaba eziningana kwamanye amabhizinisi ezinkulu emkhakheni okudayisa kanye has isipiliyoni kakhulu ekuthuthukiseni izimakethe usebenzisa amasu ahlukene ukukhuthazwa. Yiziphi enhle kakhulu "Pyaterochka" amaqiniso angokomlando mayelana inkampani? Kanjani yazi kungaba bebodwa kanye nemininingwane efanele yokuthinta abathile izitolo, kanye izaphulelo kanye ukukhushulwa olunikezwa inkampani?

ulwazi olujwayelekile mayelana inethiwekhi "Pyaterochka"

Chain izitolo "Pyaterochka" (eMoscow, eSt Petersburg nakwamanye amadolobha amakhulu zifakwe khona ezindawo ka the brand) ingenye edume kakhulu corporations sphere of ukuhweba iimfesi. "Roundabout" emelelwa ezingaphezu kuka 7 ayizinkulungwane. Izitolo futhi X5 yibhizinisi umnyombo eliyifa oluphethe inethiwekhi. I isabelo semali engenayo yayo - mayelana 76% e izinkampani iqembu abafanele.

Ububanzi imikhiqizo ezinikeza abathengi ezitolo "Pyaterochka" eMoscow nakwamanye amadolobha, cishe 4,500 izikhundla. Le ndawo isilinganiso Izitolo anikelwe inethiwekhi imayelana 394 sq. amamitha. Kuyasiza ukuba ujwayelene ulwazi oluyisisekelo mayelana X5 eliyifa, wobambiswano ophethe "Pyaterochka".

Sibambe X5: ukwethulwa amaketanga okudayisa kanye brand ukukhuthazwa

X5 Holding ubonakele emakethe Russian ngo-2006. Kodwa ngesikhathi inethiwekhi "Pyaterochka" kakade esebenza. Sha lokuqala commercial, enomnikazi abasunguli izinkampani iqembu abafanele, kwaba "Crossroads."

Ngo-1995 wavula isitolo lokuqala inethiwekhi okudayisa e Moscow, ngo-1996 yena wajoyina inhlangano yamazwe ngamazwe Ukudla Business Forum.

inethiwekhi "Pyaterochka" yasungulwa ngo-1999. Kulokhu, esitolo sokuqala ngaphansi brand abafanele wavulwa Petersburg. Ngasekuqaleni kuka-2000, idolobha eziqhutshwa 17 izitolo ukusatshalaliswa inethiwekhi entsha.

Njengoba kuye kwaphawulwa cindezela, "Pyaterochka" isibe omunye brand lokuqala ekuthuthukiseni ngefomethi discounter, ngempela entsha emakethe Russian. Ingqikithi imodeli elifanele yebhizinisi ukusetshenziswa izinzuzo ukuncintisana ezinkulu 3:

• ukubandakanywa elungiselelwe ukuphathwa kwebhizinisi ingqalasizinda;
• esungula iziteshi esimeme ekuthengweni kwempahla kahulumeni;
• ukuhlinzeka isivinini okukhudlwana Izitolo ethize okudayisa.

Lolu hlelo unikeza umthengisi ithuba kakhulu ukunciphisa izindleko zokuphatha kanye ukunciphisa izinto ezinhlelweni zokuthenga izindleko. Nokho, ezimweni eziningi izintandokazi olufanele ibangelwa ukunciphisa ezahlukene imikhiqizo liqhathaniswa ejwayelekile zokudla esitolo.

Entsha yokuthengisa umqondo ehlongozwayo ngu abasunguli "Pyaterochka" luye lwaba, ngaphezu kwakho konke, izimakethe wholesale yokuncintisana maqondana kokubili Izitolo, okunye ezitolo ezibizayo, futhi ngenxa yalokho ukuthi kukhanga kangakanani kuwo izakhamuzi. Esikhathini "Pyaterochka" izinhlobo eziningi imikhiqizo ethandwa - ezifana itiye nekhofi kwathengiswa eshibhile ngisho kuka emakethe. Ngokuvamile, imodeli yebhizinisi we chain iimfesi akazange ezihilela ukusetshenziswa eziseceleni phezulu imikhiqizo, ngaleyo ndlela ukuqinisekisa ngamanani ukuncintisana.

Njengoba kuphawuliwe abaphathi ale Nhlangano ngesikhathi enengxoxo abezindaba, "Pyaterochka", ngakolunye uhlangothi, ngebhayisikili isipiliyoni Western njengoba discounter, ke wakwazi ukunikeza ezahlukene ebanzi kwezimpahla kwesilinganiso discounter angaphandle. Ngokucacile, imifino banikezwe ngokwanele ububanzi emashalofini. Lesi sici, kuyathakazelisa ukuthi kwakubangelwa imininingwane ukuziphatha kwabathengi baseRussia: uma izakhamuzi zamazwe aseNtshonalanga ithengwa zokudla nezitolo ezinkulu ngokwesilinganiso izikhathi 1-2 ngesonto, abathengi Russian - ngezinye izikhathi kaningana ngosuku.

"Pyaterochka" njengoba brand, kanye nekhono ukunikela izinto ngamanani aphansi lwaduma njengoba inethiwekhi ekuhwebelaneni ezingeni ngokwanele eliphezulu of service. Ngenxa yale njongo, Nhlangano uye wasungula ekhethekile yokukhetha abasebenzi uhlelo.

Ukuthuthukiswa ngempumelelo brand new nomthelela isimo sezomnotho ezweni - kowezi-2000 ekuseni, waqala ukuthuthukisa, isidingo umthengi baba onamandla angaphezu. Ngesikhathi esifanayo, lwemali sasivumela kanokusho yakwelinye izwe ngaleso sikhundla kunenzuzo ukuqaliswa lo mkhakha wathola ezimweni eziningi izimpahla zasekhaya. Lokhu kuye kwaba negalelo, kanye Inqubomgomo Yemfihlo discounter yokuthengisa ukukhula Dynamics imikhiqizo efanele kanye nokuthuthukiswa ukukhiqizwa lendawo eRussia.

Ngo-2001 wabonakala "Pyaterochka" izitolo eMoscow. Ngo-2003, i-brand kwaqala ngesisekelo a Franchise - kamuva esihlokweni sicabangela izici lobulungu abafanele. Ngo-2004, "Pyaterochka" izitolo wavula e-Ukraine naseKazakhstan. Ngo-2005, i-brand wangena Ipo, ukuvula uhlu ku London Stock Exchange.

Ngo-2006, inethiwekhi "Pyaterochka" futhi "Crossroads" ahlanganiswa ibe X5 eliyifa. Ngesikhathi Izitolo ngaphezulu 600 ngaphansi abafanele amagama brand ivulekile.

Ngo-2007, "Pyaterochka" izitolo avuleka Nizhny Novgorod esifundeni. I brand kwaqala ukuthuthukisa ezindaweni Russian. Ngo-2010, "Pyaterochka" eziye zanyatheliswa kuyi Tambov esifundeni, ngo-2011 - e Karelia, ku Bryansk, Ivanovo futhi Smolensk izifunda. X5 manje ubambe omunye brand ngobukhulu e ukuhweba iimfesi we Russian Federation.

Stores "Pyaterochka" eMoscow nakwamanye amadolobha Russian sazuza udumo eliphakeme. Nokho, ziyisici interesting nje kuphela abathengi: osomabhizinisi abaningi bathambekele ukuqala ibhizinisi kwi imodeli Franchise X5 ezihlongozwayo. Cabangela izici zayo.

Development "Pyaterochka" brand: edayisa

Sibambe X5 Abasunguli ukuthuthukisa uhlelo edayisa, njengoba sibonile ngenhla, kusukela ngo-2003. Ngokuhambisana imiqondo yesimanje wokunyusa lemikhiqizo fanele kuze lo xuku izinkampani, usomabhizinisi, oye esayinwe X5 Franchise inkontileka, uthola ithuba ngesikhathi esifushane ukuqala ibhizinisi turnovers ezinkulu. Inzuzo enkulu yale imodeli kuyinto ubambiswano lentengiso umnikazi wesitolo - ukubandakanywa kahle model of ukuphathwa kwebhizinisi.

Ngakho, "Pyaterochka" Franchise unika usomabhizinisi ithuba:

• X5 esizwa consultant lapho ukuqala ibhizinisi;
• zisebenzisa IT-ingqalasizinda sha;
• ukusebenzisa kungase kutholakale ngempumelelo marketing scheme, ukukhangisa ukukhuthazwa;
• usebenzise imfucuza logistic wesifunda;
• abasebenzi Isitimela ezikhundleni ezehlukene.

Enye inzuzo obalulekile edayisa X5 - ithuba ukuthatha izimpahla ukudayiswa. Futhi uzinake wukuthi inkampani ephethe angambaleli nabalingani bayo ngoba edayisa imiklomelo.

Ikakhulu sibonga kulabo izinzuzo, izitolo "Pyaterochka" eMoscow nakwamanye amadolobha Russian zivulwa ngakho ngamandla. Usomabhizinisi nge ithuba ukuthuthukisa ibhizinisi iphethini ezimisiwe, kanye nokusetshenziswa kwezinsiza zengqalasizinda lemikhiqizo ezinkulu beyokwamukela amathemba ngokubambisana neNhlangano corporation. Kepha akusikho lokho kuphela, kodwa, isibonelo, nokubambisana nabatshali zimali noma ababolekisi.

Omunye umehluko wemisindo nemiqondo yamagama esiphawulekayo kubhekwe ukuhweba inethiwekhi - rebranding. Hlola izici zayo.

Ukuthuthukiswa inethiwekhi ukuhweba "Pyaterochka": rebranding

Ukubolekisa ngezindodla kabusha lomnini inethiwekhi "Pyaterochka" waqalwa ngo-2013. Izinjongo ukuphathwa zibuyekezwe ukubukeka ezitolo, ububanzi kanye nokwenza ngcono ikhwalithi yezimpahla ithengiswe, kanye nokugcinwa. Njengengxenye izindlela ezintsha ekuthuthukiseni amanethiwekhi ovulekile futhi edayisa imigomo. It ibuyekeziwe futhi ilogo "Pyaterochka".

Ushintsho nomqondo ukuthuthukiswa sha kuye kwahlotshaniswa izitayela ezintsha emakethe. Abathengi babé bazikhandle kakhudlwana ngamaketanga okudayisa beqale alindele isevisi ikhwalithi umkhiqizo uhla. Ngenxa kabusha yokubeka uphawu ku "Pyaterochka" ubonakele ngaphezulu imikhiqizo fresh, wandisa uhla izithelo nemifino. Ezindaweni eziningi, isabelo ukukhiqizwa lendawo kwezimpahla anda inethiwekhi ukuhweba. ukunakwa okuningi sakhokhwa ukunwetshwa isikhala okudayisa "Pyaterochka".

Rebranding, ngokusho kongoti, inkampani futhi kudingeka ngenxa umncintiswano omkhulu. Emadolobheni lapho corporation kuyinto ngenkuthalo imisebenzi zenzeka nezinye izinkampani ezinkulu zokuhweba ukuthi angaletha amakhasimende ngamanani ukuncintisana kanye service enhle.

Imisebenzi "Pyaterochka" izitolo eMoscow kuyadingeka ukwenza kukhanga kakhulu: kokubili isici amaholo, futhi ngokuya amathuba ama-career. I Kungashiwo okufanayo nakwamanye amadolobha umkhiqizo. Jobe eMoscow ngo "Pyaterochka" izitolo kungaba ithuba ezikhangayo ukuze singene iphuzu zokuhweba etholakala kolwesiNgisi abasebenzi endlini - ngenxa geography emikhulu ale Nhlangano. Yiqiniso, ukuthi ziyini izimfuneko abafundela izikhundla ezithile "Pyaterochka" kungaba ngempela high - kusukela ngesikhathi sika izitolo wokuqala ngaphansi kwalesi sha, njengoba sibonile ngenhla, lo Corporation waqalisa uhlelo olukhethekile ukunxenxa.

Ngaphandle rebranding, kubhekwe yokuthengisa inethiwekhi kuqinisekisa lokuncintisana emakethe ngokunikeza amakhasimende izinhlelo Isaphulelo ahlukahlukene nezenzo okuhloswe ngazo okwandisa ikhasimende ukwethembeka. Sizofunda ngezindlela zazo ngokuningiliziwe.

Brand "Pyaterochka" ezimakethe okudayisa: ukwandisa ikhasimende ukwethembeka

Izaphulelo e "Pyaterochka" izitolo eMoscow nakwamanye amadolobha Russian, lapho kukhona brand, kanye amasheya okunikwa amakhasimende njalo.

Phakathi iminikelo enhle kakhulu yohlobo olufanele - ". Ngiyabonga" isenzo lapho umthengi ukubuyiselwa 0.5% azo zonke ukuthenga ikhadi lasebhange, uma ekhishwa "Sberbank" e kohlaka Inani elifanele umuntu unelungelo ukuchitha ngasiphi esidayisa okudayisa kokuba ne "Savings Bank" isivumelwano sokuba nguzakwethu.

Olunye uhlelo emangalisayo ukuheha abathengi kusukela "Pyaterochka" - isaphulelo in inani ruble isheke ngalinye 55. Lesi senzo waqalwa ngo-Ephreli 2016. essence yayo itholakala iqiniso ukuthi umuntu uthenga ngo yisiphi isitolo "Pyaterochka" in inani ruble 555 nangaphezulu, wathola ukushelela ekhethekile imali isheke. Ngo ukuthenga okwalandela, esenzweni ngesikhathi ukwabelana ukucabangela, umuntu phezu isethulo se-ukushelela wathola isaphulelo in inani ruble ngayinye 1 irisidi 55. Nokho, ngesikhathi esifanayo, kwakungenakwenzeka ukuba ukhokhele kuthenga kuphela ngokusebenzisa ezigunyaza ukutholakala kwemithi izaphulelo kanye non eziningana ngokufingqiwe. Cash kubo njengoba kwakungenakwenzeka. Ngaphezu kwalokho, ngemva kokwethula ukushelela ngasinye ayethathe cashier.

imikhiqizo sokuheha

Yiqiniso, izintambo futhi isenzo bendzabuko "Pyaterochka" esitolo. EMoscow nakwamanye amadolobha amaningi khona sha zinezikhathi ezingeni lelisetulu umncintiswano emakethe okudayisa, ngakho yezitolo amanethiwekhi kufanele njalo ukuncintisana ukunikela abathengi amanani aphansi. Ngenxa ukuzigcina iziphakamiso ngezansi-emakethe kunzima, zinkampani zincamela ukwaba kumaphesenti athile uhla imikhiqizo yokukhangisa - omunye bathengisa at isaphulelo esikhathini esithile. Inani layo kungaba amashumi amaphesenti.

Phakathi izici ezibaluleke kakhulu ukuthi kungashukumisa umuntu ukuba uvakashele esitolo "Pyaterochka" - ukwabelana namuhla. Moscow, naphezu kweqiniso lokuthi ingenye izimakethe kuphela kakhulu, yidolobha lapho amanani aphansi - inzuzo elingenakuphikwa ukuncintisana yimuphi umkhiqizo etholakalayo phezu okudayisa emakethe. Mayelana ukukhushulwa zamanje ku "Pyaterochka" imikhiqizo ethile wazisa umthengi ngezindlela ezihlukahlukene - ngokusebenzisa lwemibhalo online, ngokusebenzisa ukusatshalaliswa okubhaliwe ezitolo noma ngokusebenzisa zinhlangano.

Brand "Pyaterochka": amahora ukusebenza

amahora Kalula wokusebenza iphuzu umthengi ukudayiswa - enye ebalulekile inzuzo yokuncintisana zomkhiqizo yesimanje kwi okudayisa emakethe. Umuntu Planner ukuthenga njalo, kubalulekile ukwazi esemgwaqweni eduze komuzi wakhe esitolo "Pyaterochka" msebenzi. Moscow - kwedolobha lapho ukuthenga umsebenzi iqala kuqhathaniswa ekuseni futhi kuthathe kuze amahora ngasekupheleni. Akumangazi ukuthi inhlokodolobha "Pyaterochka" izitolo evulekile kusukela amahora 8 kuya ku-22.

Muscovite, Ngaleyo ndlela bangaba isikhathi zidlale igilosa efana emsebenzini - uma, isibonelo, osukwini lwakhe ukusebenza uqala ngo 9, futhi ekupheleni kosuku zokusebenza, endaweni etholakala esitolo "Pyaterochka" esikahle. ukusebenza (eMoscow, ngalo mqondo, yebo, hhayi edolobheni esiyingqayizivele) kuyinzuzo enkulu ukuncintisana sha, elikhona emakethe okudayisa, kodwa akukho isici zincane ekuheheni amakhasimende esitolo ezithakazelisayo - yindawo elikuyo. Indawo iphuzu elithile kwendawo yokuthengisela eziningi izimo, isibe agumenti ukhiye mayelana nokubonakala isifiso umuntu ukuvakashela esitolo esithile.

Geography brand Izitolo

Masitadishe, ukuphi "Pyaterochka" izitolo eMoscow. Ikheli nabo, siphawula zivumelana izifunda yenhloko-dolobha yaseRussia. Ngakho, ikhono lokuthenga ku "Pyaterochka" has abakhileyo emaphethelweni eMoscow. Ngokwesibonelo, endaweni yokudayisa ngaphansi brand igama ngaphansi ukucatshangelwa khona emgwaqeni. Biruliovsky, 13 ukuze 1. Uma sikhuluma enyakatho yenhloko-dolobha -. Isitolo "Pyaterochka" e Bibirevo khona, emgwaqeni. Muranowski, 12. Strogino iphuzu ukuthengiswa ngaphakathi inethiwekhi olufanele ngezinye ul. Tallinn, 26. Uma sikhuluma izindawo enhlokodolobha, ukuthi zitholakala eduze isikhungo, isitolo "Pyaterochka" has, isibonelo, endaweni unqamule izwe, ngesikhathi ul. Raskova 14.

Yiqiniso, lena kuphela ingxenye encane Izitolo okudayisa ephethwe umkhiqizo. Kukhona izitolo ukuthi zitholakala eduze isikhungo, lapho yilezo eseduze eMoscow Ring Road. Izitolo Okufana babe kokubili ibhizinisi futhi elele izindawo yenhloko-dolobha. Muscovites ungakwazi ukuthenga imikhiqizo ngqo ngomsebenzi, hhayi engasekude nendlu.

Indawo ezitolo "Pyaterochka" kuyinto ngempela elula kusukela iphuzu Ngenxa yezitolo ngemoto, kokubili ngokoMthetho ezokuthutha ukufinyeleleka ngu kaMasipala noma, isibonelo, ebhasini. Ngakho, singasho ukuthi uhlu ezitolo "Pyaterochka" e kohlaka geography kakhulu emikhulu eMoscow. Ikheli zalabo noma nezinye izindawo ikakhulukazi zingatholakala ngokusebenzisa isayithi corporation noma ngokumemeza consultant yenkampani.

Imininingwane "Pyaterochka": Amafoni

Uqinisile lapho ukubiza? Kuyaphawuleka ukuthi ayetfulekanga yebanga elikhulu kangaka, njengoba amakheli ezitolo izinombolo zocingo "Pyaterochka" ezitolo. Moscow, Saint Petersburg noma kwelinye idolobha kungaba kucatshangelwe indawo Izitolo ethize ngokuhlwaya emithombolwazini emgqeni ukwesekwa ale Nhlangano ngokusebenzisa olulodwa multi-line amafoni kanye khulula. Umthengi Ungashayela "Pyaterochka" ku + 7800555 55 05 bese ucela nabeluleki bakhe. Uma kudingeka, ucingo uzobe uqondiswe kulabo skill. I corporations umugqa ifoni ungazama ukuthola, isibonelo, baphi eliseduze indawo wamanje we umthengi ezitolo "Pyaterochka" e Moscow, kanjani ukuze uthole kubo ngemoto noma usebenzisa izinto zokuthutha umphakathi.

Kufanele kuqashelwe ukuthi ulwazi oluceliwe kungenziwa eyethulwe indoda, hhayi kuphela mayelana izitolo enhloko-dolobha, kodwa futhi kwamanye amadolobha aseRussia.

isifinyezo

Ngakho, thina ngafunda omunye corporations edume kunayo okudayisa Russian - sha "Pyaterochka". Ukuthenga amahora (eMoscow, yebo, libhekene ubude babo okukhulu kunamanye emadolobheni amaningi), indawo amaphuzu eqondile ukudayiswa, ikakhulukazi izinkomba ngabo abonakala esidlangalaleni etholakala ku-intanethi, izinhlu, esitolo lisakazeka, futhi uma kudingekile, ulwazi angacelwa umthengi phezu inkampani yocingo multi-umzila.

, I X5 iyinkampani ebambe, "Pyaterochka", kanye nezinye brand abathengisi owaziwa "Crossroads." Emakethe, inkampani okhula okudayisa usebenzisa amasu ezahlukahlukene, kufaka phakathi - edayisa. Ngaphakathi kohlaka olufanele ngokubambisana izindawo osomabhizinisi nethuba ukuthuthukisa ibhizinisi usebenzisa kokubonisana nezisetshenziswa okwakhiwe ngayo imihlangano.

"Pyaterochka" brand kuqinisekisa sokukwazi ukuncintisana ezingeni lamazwe yayo ngokusebenzisa izinhlelo ezehlukene ukuheha abathengi. Izaphulelo e "Pyaterochka" esitolo namuhla eMoscow nakwamanye amadolobha we Russian Federation okunikwa amakhasimende Izitolo okudayisa njalo. Amaphromoshini - omunye ukwethembeka amathuluzi amahle futhi ngokuvamile egcinwe yinkampani. Ulwazi mayelana ikhasimende ukubandakanyeka abaphathi bamahlelo ukusabalala brand ngezindlela ezahlukene. Umthengi kungathatha onyathelisiwe ikhathalogi "Pyaterochka" izitolo eMoscow noma imuphi omunye umuzi uma uthenga umkhiqizo, ukusebenzisa ku-intanethi, elibonisa ulwazi izaphulelo kanye ukukhushulwa.

umkhiqizo geography likhulu kakhulu. Uma sikhuluma eMoscow, "Pyaterochka" izitolo ingatholakala cishe kunoma iyiphi ingxenye dolobha.