KPI report for retail chain stores in China

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21 Q1 KPI report for retail chain stores in China Foreword About the KPI report The and the have collaborated and established the Key Performance Index System (hereafter the KPI system ) for retail

1 21 Q1 KPI report for retail chain stores in China Foreword About the KPI report The and the have collaborated and established the Key Performance Index System (hereafter the KPI system ) for retail chain operators in China since 27 and published reports on a quarterly basis. The system aims to collect key performance indices of different format retail stores in China. In 29, the data collection system are further upgraded and revised, and more store samples have been added. The revised KPI report covers over 1 retail stores in China of 5 major formats, including convenience stores, supermarkets, hypermarkets, department stores and home electronics appliance chains, of which supermarkets and hypermarkets are further divided into several categories by operating area for easier references. We hope this report can shed some light on the key development trends of China's retail chain stores. About the indicators Data of the following is collected in the KPI system 1. Monthly sales ( 月度銷售額 ) Pre-tax monthly sales value 2. Total operating area ( 總營業面積 ) Including self-operating area and leasing area 3. Leasing area ( 對外租賃面積 ) Area leased to other operators 4. Total staff number ( 員工總數 ) Total number of staff including dispatched employees hired by labor agents ( 勞務派遣人員 ) 5. Total number of contract staff ( 正式員工數 ) Total number of staff hired directly by the retailers 6. Total operating cost ( 成本及費用總額 ) 7. Total salaries and wages ( 工資總額 ) 8. Total number of SKUs ( 單品總數 ) 9. Number of SKUs distributing directly through the distribution centre ( 統一配送單品數 ) 1. Average daily number of transactions ( 平均日交易數 ) 11. Inventory turnover days ( 庫存周轉天數 ) 12. Non-operating income ( 營業外收入 ) Income derived from activities other than sales of goods 1

2 21 Q1 Survey results by retail formats Format Monthly sales (million yuan) Average sales per m 2 Average sales per staff Average customer spending Gross margin (%) Convenience stores , Supermarkets (3-999 m 2 ) , Supermarkets (1,-1,999 m 2 ) , Supermarkets (2,-3,999 m 2 ) , Supermarkets (4,-5,999 m 2 ) , Hypermarkets (6,-9,999 m 2 ) , Hypermarket (1,-14,999 m 2 ) , Hypermarket (over 15, m 2 ) , Department stores , Home electronics appliance chains , \ Format Cashier efficiency 1 (yuan/machine/day) Cashier efficiency 2 (number of transaction/ machine /day) % of damaged goods Inventory turnover (Days) Average operating area per employee (m 2 /employee) Convenience stores Supermarkets (3-999 m 2 ) 13, Supermarkets (1,-1,999 m 2 ) 12, Supermarkets (2,-3,999 m 2 ) 19, Supermarkets (4,-5,999 m 2 ) 19, Hypermarkets (6,-9,999 m 2 ) 16, Hypermarket (1,-14,999 m 2 ) 17, Hypermarket (over 15, m 2 ) 22, Department stores 76, Home electronics appliance chains 92, \ \

3 21 Q1 I. Convenience stores Average operating area: 112m 2 Average number of cash registers: 1 (i.e. 1 cash register for every 112 m 2 ) Monthly sales Average sales per m 2 (million yuan) Average sales per staff Average customer spending 2, 1,5 1, ,69 1,26 1,263 1,433 1,449 1,164 1, Cashier efficiency Gross margin (number of transaction/ Jul Aug Sep Oct Nov Dec Jan Feb Mar 15, 1, 5, Efficiency 2 (number of transaction/ Efficiency 1 (yuan/machine/day) (yuan/machine/d ay) (%)

4 21 Q1 Jan 1 Feb 1 Mar 1 Average Qoq % 1. Monthly sales (million yuan) % 2. Average sales per m2 (yuan/ m2/day) 3. Average sales per staff 4. Average customer spending 5. Cashier efficiency 1 (yuan/machine/day) 6. Cashier efficiency 2 (number of transaction/ % % % % % 7. Gross margin (%) % 8) % of damaged goods:.14% 9) Inventory turnover days: 15 days 1) Average operating area per employee ( 員工配置 ): 14 m 2 /employee 4

5 21 Q1 II. Supermarkets (divided into 4 groups according to operating area) 1. Supermarkets (3-999 m 2 ) Average operating area: 526 m 2 Average number of cash registers: 4 (i.e. 1 for every 132 m 2 ) Monthly sales Average sales per m 2 (million yuan) Average sales per staff Average customer spending 2,5 2, 1,5 1, 5 2,94 1,495 1,579 1,629 1,443 1,429 1,41 1,376 1, Cashier efficiency Gross margin (number of transaction/ Jul Aug Sep Oct Nov Dec Jan Feb Mar 2, 15, 1, 5, Efficiency 2 (number of transaction/ Efficiency 1 (yuan/machine/day) (yuan/machine/d ay) (%)

6 21 Q1 Jan 1 Feb 1 Mar 1 Average Qoq % 1. Monthly sales (million yuan) % 2. Average sales per m % (yuan/ m2/day) 3. Average sales per staff % 4. Average customer spending % 5. Cashier efficiency % (yuan/machine/day) 6. Cashier efficiency % (number of transaction/ 7. Gross margin (%) % 8) % of damaged goods:.2% 9) Inventory turnover days: 19 days 1) Average operating area per employee ( 員工配置 ): 2 m 2 /employee 6

7 21 Q1 2. Supermarkets (1,-1,999 m 2 ) Average operating area: 1,37 m 2 Average number of cash registers: 8 (i.e. 1 for every 171 m 2 ) Monthly sales Average sales per m 2 (million yuan) Average sales per staff Average customer spending 2, 1,5 1, ,2 1,281 1,3 1,321,46 1,13 1,848 1, Cashier efficiency Gross margin (number of transaction/ Jul Aug Sep Oct Nov Dec Jan Feb Mar 2, 15, 1, 5, Efficiency 2 (number of transaction/ Efficiency 1 (yuan/machine/day) (yuan/machine/d ay) (%)

8 21 Q1 Jan 1 Feb 1 Mar 1 Average Qoq % 1. Monthly sales (million yuan) % 2. Average sales per m % 3. Average sales per staff % 4. Average customer spending % 5. Cashier efficiency % (yuan/machine/day) 6. Cashier efficiency 2 (number of transaction/ % 7. Gross margin (%) % 8) % of damaged goods:.19% 9) Inventory turnover days: 23 days 1) Average operating area per employee ( 員工配置 ): m 2 /employee 8

9 21 Q1 3. Supermarkets (2,-3,999 m 2 ) Average operating area: 2,738 m 2 Average number of cash registers: 14 (i.e. 1 for every 196 m 2 ) Monthly sales Average sales per m 2 (million yuan) Average sales per staff Average customer spending 3,5 3, 2,5 2, 1,5 1, 5 2,884 1,784 1,269 1,5261,578 1,42 1,444 1,367 1, Cashier efficiency Gross margin (number of transaction/ Jul Aug Sep Oct Nov Dec Jan Feb Mar 3, 2, 1, Efficiency 2 (number of transaction/ Efficiency 1 (yuan/machine/day) (yuan/machine/d ay) (%)

10 21 Q1 Jan 1 Feb 1 Mar 1 Average Qoq % 1. Monthly sales (million yuan) % 2. Average sales per m % 3. Average sales per staff % 4. Average customer spending % 5. Cashier efficiency % (yuan/machine/day) 6. Cashier efficiency % (number of transaction/ 7. Gross margin (%) % 8) % of damaged goods:.2% 9) Inventory turnover days: 28 days 1) Average operating area per employee ( 員工配置 ): 21.8 m 2 /employee 1

11 21 Q1 4. Supermarkets (4,-5,999 m 2 ) Average operating area: 4,64 m 2 Average number of cash registers: 24 (i.e: 1 for every 193 m 2 ) Monthly sales Average sales per m (million yuan) Average sales per staff Average customer spending 3,5 3, 2,5 2, 1,5 1, 5 3,9 1,429 1,793 1,911,967 1,553 1,55 1,463 1, Cashier efficiency Gross margin (number of transaction/ Jul Aug Sep Oct Nov Dec Jan Feb Mar 3, 2, 1, Efficiency 2 (number of transaction/ Efficiency 1 (yuan/machine/day) (yuan/machine/d ay) (%)

12 21 Q1 Jan 1 Feb 1 Mar 1 Average Qoq % 1. Monthly sales (million yuan) % 2. Average sales per m % 3. Average sales per staff % 4. Average customer spending % 5. Cashier efficiency % (yuan/machine/day) 6. Cashier efficiency % (number of transaction/ 7. Gross margin (%) % 8) % of damaged goods:.16% 9) Inventory turnover days: 34 days 1) Average operating area per employee ( 員工配置 ): m 2 /employee 12

13 21 Q1 III. Hypermarkets (divided into 3 groups by operating areas) 1. Hypermarkets (6,-9,999 m 2 ) Average operating area: 7,723 m 2 Average number of cash registers: 35 (i.e. 1 for every 221 m 2 ) Monthly sales Average sales per m 2 (million yuan) Average sales per staff Average customer spending 3,5 3, 2,5 2, 1,5 1, ,143 1,455 1,385 1,451 1,687 2,915 1,329 1, Cashier efficiency Gross margin (number of transaction/ Jul Aug Sep Oct Nov Dec Jan Feb Mar 3, 2, 1, Efficiency 2 (number of transaction/ Efficiency 1 (yuan/machine/day) (yuan/machine/d ay) (%)

14 21 Q1 Jan 1 Feb 1 Mar 1 Average Qoq % 1. Monthly sales (million yuan) % 2. Average sales per m % (yuan/m 2 /day) 3. Average sales per staff % 4. Average customer spending % 5. Cashier efficiency % (yuan/machine/day) 6. Cashier efficiency % (number of transaction/ 7. Gross margin (%) % 8) % of damaged goods:.2% 9) Inventory turnover days: 25 days 1) Average operating area per employee ( 員工配置 ): m 2 /employee 14

15 21 Q1 2. Hypermarket (1,-14,999 m 2 ) Average operating area: 1,676 m 2 Average number of cash registers: 29 (i.e. 1 for every 368 m 2 ) Monthly sales Average sales per m 2 (million yuan) Average sales per staff Average customer spending 3, 2,5 2, 1,5 1, 5 2,419 1,199 1,434 1,612 1,38 1,36 1,456 1,393 1, Cashier efficiency Gross margin (number of transaction/ Jul Aug Sep Oct Nov Dec Jan Feb Mar 3, 2, 1, Efficiency 2 (number of transaction/ Efficiency 1 (yuan/machine/day) (yuan/machine/d ay) (%)

16 21 Q1 Jan 1 Feb 1 Mar 1 Average Qoq % 1. Monthly sales (million yuan) % 2. Average sales per m % 3. Average sales per staff % 4. Average customer spending % 5. Cashier efficiency % (yuan/machine/day) Cashier efficiency % (number of transaction/ 6. Gross margin (%) % 8) % of damaged goods:.22% 9) Inventory turnover days: 38.5 days 1) Average operating area per employee ( 員工配置 ): 35 m 2 /employee 16

17 21 Q1 3. Hypermarket (over 15, m 2 ) Average operating area: 18,431 m 2 Average number of cash registers: 43 (i.e. 1 for every 429 m 2 ) Monthly sales Average sales per m 2 (million yuan) Average sales per staff Average customer spending 2,5 2, 1,5 1, 5 2,19 1,48 1,5281,528 1,417 1,511 1,437 1,526 1, Cashier efficiency Gross margin (number of transaction/ Jul Aug Sep Oct Nov Dec Jan Feb Mar 4, 3, 2, 1, Efficiency 2 (number of transaction/ Efficiency 1 (yuan/machine/day) (yuan/machine/d ay) (%)

18 21 Q1 Jan 1 Feb 1 Mar 1 Average Qoq % 1. Monthly sales (million yuan) % 2. Average sales per m % (yuan/m 2 /day) 3. Average sales per staff % 4. Average customer spending % 5. Cashier efficiency % (yuan/machine/day) 6. Cashier efficiency % (number of transaction/ 7. Gross margin (%) % 8) % of damaged goods:.23% 9) Inventory turnover days: 27 days 1) Average operating area per employee ( 員工配置 ): m 2 /employee 18

19 21 Q1 IV. Department stores Average operating area: 31,79 m 2 Average number of cash registers: 49 (i.e. 1 for every 634 m 2 ) Monthly sales Average sales per m 2 (million yuan) Average sales per staff Average customer spending 3,5 3, 2,5 2, 1,5 1, 5 3,191 1,93 2,97 2,8 2,377 2,434 1,961 1,356 1, Cashier efficiency Gross margin (number of transaction/ machine /day) Jul AugSepOctNovDecJan FebMar 12, 1, 8, 6, 4, 2, Efficiency 2 (number of transaction/ (yuan/machine/day) (%) Efficiency 1 (yuan/machine/day) 19

20 21 Q1 Jan 1 Feb 1 Mar 1 Average Qoq % 1. Monthly sales (million yuan) % 2. Average sales per m % 3. Average sales per staff % 4. Average customer spending % 5. Cashier efficiency % (yuan/machine/day) 6. Cashier efficiency % (number of transaction/ 7. Gross margin (%) % 8) % of damaged goods:.8% 9) Inventory turnover days: 61 days 1) Average operating area per employee ( 員工配置 ): 2.15 m 2 /employee 2

21 21 Q1 V. Home electronics appliance chains Average operating area: 697m 2 Average number of cash registers: 9 (i.e. 1 for every 774 m 2 ) Monthly sales Average sales per m 2 (million yuan) Average sales per staff Average customer spending 1, 8, 6, 4, 2, 3,154 3,27 4,44 5,3 2,926 8,77 3,692 3,18 2,54 2,5 2, 1,5 1, 5 2,6 1,461 1,669 1,737 1,739 1,4 1,5531,497 1,44 Cashier efficiency (number of transaction/ Jul Aug Sep Oct Nov Dec Jan Feb Mar 2, 15, 1, 5, Efficiency 2 (number of transaction/ Efficiency 1 (yuan/machine/day) (yuan/machine/d ay) 21

22 21 Q1 Jan 1 Feb 1 Mar 1 Average Qoq % 1. Monthly sales (million yuan) n.a. 2. Average sales per m 2 (yuan/m 2 /day) 3. Average sales per staff 4. Average customer spending 5. Cashier efficiency 1 (yuan/machine/day) 6. Cashier efficiency 2 (number of transaction/ n.a n.a n.a n.a n.a. 7) % of damaged goods: n.a. 8) Inventory turnover days: n.a. 9) Average operating area per employee ( 員工配置 ): m 2 /employee 22

23 21 Q1 Recent highlights of the retail chain operators (Press release from the Top 1 retail chain operators, 29 of the ) 1. Top 1 retailers accounted for around one-tenth of total market share in 29; sales growth was the slowest in a decade Every year the China Chain Store and Franchise Association (CCFA) released the the top 1 retail chain operators (the Top 1s) in March. According to the CCFA, the Top 1s achieved total sales revenue of 1,36 billion yuan, up by 13.5% yoy in 29; it was the slowest since records by the CCFA began in According to the National Bureau of Statistics, total retail sales of consumer goods reached 12,534.3 billion yuan in 29, up nominally by 15.5% yoy. The real growth was 16.9% yoy, 2.1 ppt. higher than that in 28. Growth of total retail sales of consumer goods was faster than that of the Top 1s in 29; however, it should be noted that automobile, furniture, and building and decoration materials demonstrated the most impressive growth among all retail sales categories in 29; sales grew by 32.3%, 35.5% and 26.6% respectively. Meanwhile, sales of grain was up only by 13%; and sales of meat, poultry and eggs grew only by 8.3%. Taking the fact that consumer staples have a big proportion of goods sold by the Top 1s into account, the Top 1s continued to outperform industry counterparts in 29. In 29, the total sales revenue of the Top 1s accounted for 1.9% of the total retail sales of consumer goods. Share of sales of the Top 1s in total retail sales of consumer goods in China slightly declined and China s retail landscape remains highly fragmented. The total number of stores of the Top 1s in 29 was 137,, rising by 18.9% yoy. Retailers generally remained cautious in respective capital expenditure in 29. Exhibit 1 demonstrates the Top 1 retail chain operators in China in 29. Suning Appliances Co. Ltd overtook Gome Electrical Appliance Group to top the list in 29. Gome came in second and was followed by the Bailian Group, the Dashang Group and the China Resources Vanguard Co. Ltd. 23

24 21 Q1 Exhibit 1: Top 1 retail chain operators in China, 29 Ranking Enterprise Suning Appliance Co., Ltd. 蘇寧電器集團 Gome Electrical Appliance Group 國美電器集團 Of which: Sanlian Commercial Co., Ltd Sales volume (million yuan) yoy growth (%) Number of stores yoy growth (%) Place of origin 117, Chinese 16, Chinese 其中 : 三聯商社股份有限公司 Bailian Group Co., Ltd (Brilliance Group) 百聯集團有限公司司 Of which: Lianhua Supermarket Holdings Co., Ltd. (Include Shanghai Hualian Supermarket Co., Ltd. ) 其中 : 聯華超市股份有限公司 ( 含 : 華聯超市股份有限公司 ) Hualian Group GMS Shopping Center Co.,Ltd. 華聯集團吉買盛購物中心有限公 Homemart Decoration Co., Ltd. 好美家裝潢建材有限公司 Dalian Dashang Group Co., Ltd. 大連大商集團有限公司 China Resources Vanguard Co., Ltd. 華潤萬家有限公司 of which: Suguo Supermarket Co. Ltd. 其中 : 蘇果超市有限公司 Chinese 97, Chinese 67, Chinese 3, Chinese 2, Chinese 7, Chinese 68, Chinese 33, Chinese Major formats in China Electronics specialty Electronics specialty Electronics specialty, real estate, telecommunications, Hospitality, media Supermarket, department store, specialty store, shopping mall, convenience store Hypermarket, supermarket, convenience store Hypermarket, Supermarket Home improvement specialty Department store, shopping mall, hypermarket, supermarket, specialty store, real estate, catering and entertainment Hypermarket, supermarket, convenience store Supermarket, convenience store 6 RT-Mart Shanghai 康誠投資 ( 中國 ) 有限公司 ( 大潤發 ) Carrefour China Inc. 7 家樂福 ( 中國 ) 管理諮詢服務有限公司 4, Taiwan Hypermarket, supermarket, convenience store, shopping mall 36, France Hypermarket 24

25 21 Q1 Ranking Enterprise Anhui Huishang Group Co.,Ltd. 安徽省徽商集團有限公司 Of which: Shangzhidu Co. ltd. 安徽商之都股份有限公司 Huishang Nongjiafu Co. Ltd. 安徽徽商農家福有限公司 Wal-Mart (China) Investment Co., Ltd. 沃爾瑪 ( 中國 ) 投資有限公司 Wumart Group 物美控股集團有限公司司 * Estimated value of which: Beijing MerryMart Chainstores Development Ltd. 其中 : 北京美廉美連鎖商業有限公 ZheJiang Gongxiao Supermarket 浙江供銷超市有限公司 Sales volume (million yuan) Source: China Chain Store and Franchise Association (CCFA) yoy growth (%) Number of stores yoy growth (%) Place of origin Major formats in China 34, Logistics Chinese 7, Department store 1, , United States 32,7.* Chinese 4, Chinese 2, Chinese Agricultural store Hypermarket, shopping mall Hypermarket Supermarket Supermarket 2. Foreign retailers achieved more impressive performance According to the CCFA, there were 2 foreign retailers among the Top 1s in 29. In 29, growth rates of the foreign retailers among the Top 1s in terms of sales and number of stores were 2.4% yoy and 15.7% yoy respectively, improving from 17.6% yoy and 13.1% yoy in 28. Besides, the top foreign retailers achieved more remarkable same-store-sales in 29 than their domestic counterparts. In 29, Taiwan-based RT-Mart replaced Carrefour to become the largest foreign retailer in China; it ranked sixth in the Top 1s. Foreign retailers tend to adopt a more focused approach in their operations in China. For instance, TESCO, Carrefour and Wal-Mart, operate mostly hypermarkets in China; and 7-Eleven focus on convenience stores businesses. According to the CCFA, most of the foreign retailers among the Top 1s focused on the hypermarket format. On the other hand, a large number of domestic retailers among the Top 1s, such as Dalian Dashang Group Co., Ltd., Wuhan Zhongbai Group Co., Ltd., Wuhan Wushang Group Co., Ltd. and the Bailian Group Co., Ltd., adopt multi-format business operations - many operate a variety of retail formats such as supermarkets, department stores, specialty stores and convenience stores, etc. Besides, it is not uncommon to find domestic retailers engage in other business activities in China such as hospitality and catering, trading, logistics and real estate businesses. 25

26 21 Q1 About the Organizations The 中國連鎖經營協會 Founded in 1997, the (CCFA) is an official representative of the retailing and franchise industry in China. Currently, there are 8 enterprise members with 16, outlets, including domestic & overseas retailers, franchisers, suppliers, and relevant organizations. The total sales of China s Top 1 retail chain operators, which are part of the members of the CCFA, exceeded RMB 1.2 trillion in 28, with more than 12, stores in total. CCFA participates in policymaking and coordination, safeguards the interests of industry and members, provides a series of professional trainings and industry information and data for its members and establishes platforms for exchange and cooperation. Li & Fung Group 利豐集團 The Li & Fung Group is a Hong Kong-based multinational company with three distinct core businesses: export sourcing, distribution and logistics, and retailing. Founded in Guangzhou in 196, the Li & Fung Group achieved an annual turnover of around US$16.7 billion in 28. Today, the Li & Fung Group operates in some 4 countries and regions and employs over 35, people worldwide. One of its core competencies is Supply Chain Management (SCM). 利豐研究中心 is the research institute of the Li & Fung Group. It serves as a knowledge bank on China's economy, industries, logistics and distribution sector, with its research scope covering the whole spectrum of the entire supply chain, from ideas, production, distribution, retailing to consumers. It also offers research analyses and consulting services to colleagues and clients to assist them in their day-to-day decision-making. Copyright 21 and the (CCFA). All rights reserved. Though and CCFA endeavor to have information presented in this document as accurate and updated as possible, it accepts no responsibility for any error, omission or misrepresentation., CCFA and/or their associates accept no responsibility for any direct, indirect or consequential loss that may arise from the use of information contained in this document. Reproduction or redistribution of this material without and CCFA s prior written consent is prohibited. 26

KPI report for retail chain stores in China

211 Q1 KPI report for retail chain stores in China Foreword About the KPI report The and the have collaborated and established the Key Performance Index System (hereafter the KPI system ) for retail chain