Stores "Pyaterochka" eMoscow: idilesi, iiyure zokusebenza, izaphulelo nokwenyusa

Eyona nto ibonakalayo kwaye inkulu ngokwemali yokuthengiswa kweemveliso zentengiso eRashiya yiPyterochka. Le nkampani, eyaqala ukubonakala kwayo kwimarike yokuthengisa eSt. Petersburg, ngoku iqulunqa ngokuqhubekayo eMoscow nakwezinye iidolophu ezininzi zaseRussia. Phakathi kweenzuzo zayo eziphambili zokukhuphisana-intengo ephantsi yeempahla, inqanaba leenkonzo ezintle, i-geography enkulu yokubeka izithuba. "Pyaterochka" - umqeshi okhangayo, kunye nomntu oza kuhamba nge-franchisor.

Eli bhanki linge-X5 yokubamba iqela, elinezinye iinkampani ezinkulu kumashishini athengisa kwaye unamava amaninzi ekufumaneni iimarike usebenzisa iindlela eziphambili zokukhuthaza. Ziziphi iimbali eziphawulekayo zembali malunga nePyaterochka? Ndingazifumana njani iinkcukacha zoqhagamshelwano zezo zitolo, kunye nezaphulelo kunye nokukhushulwa kwenkampani?

Ulwazi olubanzi malunga nenethiwekhi yasePyterochka

Inethwekhi yeevenkile iPyterochka (eMoscow, eSt. Petersburg nakwezinye izixeko eziphambili ziyinxalenye yendawo yokuhlala kwolu hlobo) phakathi kweenkampani ezidumileyo kwi- industry. "I-Pyaterochka" imelwe ivenkile ezingaphezu kwe-7 zeevenkile kwaye yile shishini eliphambili le-X5 elibambayo, elinomnatha. Isabelo semali yaso si malunga ne-76% kwiqela leenkampani.

Ukuxhaswa kwempahla enikezela izitolo zasePyterochka eMoscow nakwezinye iidolophu zingama-4,500. Umyinge weendawo zokungenisa ezifake umnethweli malunga neekhilomitha ezili-394 zeemitha. Amitha. Kuya kuba luncedo ukuqhelana nolwazi oluyisiseko malunga nokubamba i-X5, enePyaterochka.

Ukubamba iX5: ukuqaliswa kweetyunithi zokuthengisa kunye nokukhuthazwa kweempawu

Ukubamba i-X5 kubonakala kwimarike yaseRussia ngo-2006. Kodwa ngelo xesha inethiwekhi yasePyterochka yayisele isebenza. Uphawu lokuqala loorhwebo lwabaxhasi beqela elilodwa leenkampani zasePerekrestok.

Ngo-1995, wavula isitolo sokuqala sale ntanethi yokuthengisa eMoscow, ngowama-1996 wajoyina i-International Business Organ Forum.

Ngo-1999, inethiwekhi yasePyterochka yasungulwa. Ngelo xesha, isitolo sokuqala phantsi kwe-brand efanelekileyo yavulwa eSt. Petersburg. Ekuqaleni kuka-2000, ii-17 zezitolo zentengiso entsha esetyenziswa kulo mzi.

Njengoko kuphawuliwe kumaphephandaba, uPyterochka uye waba ngowona wokuqala weemveliso ezikhulayo kwifom ye-discounter, into entsha kwimarike yaseRussia. Inqobo yesimo soshishino elihambelanayo kukusebenzisa izibonelelo ezi-3 eziphambili zokukhuphisana:

• Ukusetyenziswa kweziseko zophuhliso lwezoshishino;
• Ukuseka izithuthi ezizinzileyo;
• Ukubonelela ngemali ephezulu kwizinga lezicwangciso ezithile.

Le nkqubo inika umthengisi ithuba lokunciphisa kakhulu indleko zolawulo, kunye nokunciphisa iindleko zokuthenga. Enyanisweni, kwiimeko ezininzi, ukhetho oluhambelanayo lufezekiswa ngokunciphisa ukuhlanganiswa kweempahla ngokuthelekiswa nesitolo sokutya.

Ingcamango entsha yokuthengisa, ecetywayo ngabacebisi basePyterochka, ibe ngaphezu kwayo yonke into, ukhuphiswano ngokubhekiselele kwiimarike zithengiswa njengezitolo zokuthengisa, ezinye izinto ezithengisa izakhiwo kwaye zikhangelekile kubemi. Kwi "Pyaterochka" ezininzi iintlobo zeempahla ezifunwayo - umzekelo, itiye kunye nekhofi zaqala ukuthengiswa nokuba zithengise ngaphezu kweemarike. Ngokuqhelekileyo, imodeli yoshishino ye-intanethi yezoshishino ayizange ibonise ukusetyenziswa kwemida ephakamileyo kwimpahla, eyavumela ukubonelela ngexabiso lokuncintisana.

Njengoko abaphathi bequmrhu baqaphele ngendlebe nodliwano-ndlebe kunye namajelo, iPyterochka, ngakwesinye icala, usebenzisa amava aseNtshona njengemikhankaso, wayenako ukubonelela uluhlu olubanzi lweemveliso ngaphandle kwe-disconnect yangaphandle. Ngokukodwa, iimveliso ezitsha zanikezelwa ngokubanzi ngokwaneleyo kwii-shelf. Lo mbandela, ophawulekayo, wawungenxa yokuziphatha kwabathengi baseRashiya: ukuba ngabahlali bamazwe aseNtshona ba thengiswa kwivenkile zokutya ngokwemitha 1-2 ngamaxesha ngeveki, abathengi baseRashiya - ngamanye amaxesha ngamaxesha amaninzi ngosuku.

"Pyaterochka" njengelwimi, kunye nokukwazi ukunikela ngemveliso ngamanani aphantsi, kwaziwa ngokuba yintanethi yokuthengisa kunye nenqanaba eliphezulu lenkonzo. Ngenxa yale njongo, inkqubo ekhethekileyo yokukhethwa kwabaqeshwa yafakwa kwinkampani.

Imeko yezoqoqosho kweli lizwe nayo yabangela ukuphuhliswa kwempumelelo entsha ye-brand-ekuqaleni kwee-2000s yaqala ukuphucula, ukufunwa kwabathengi kwanda ngakumbi. Ngelo xesha, kwiimeko zexabiso langaphandle elibizayo, indawo ephezulu ekuthengiseni kwiivenkile ezifunyenwe kwiimeko ezininzi zasekhaya. Oku kwafaka isandla, kunye nomgaqo-mali wexabiso lokuphuhlisa, ukukhula kwemveliso yokuthengisa yemveliso ehambelanayo kunye nophuhliso lwemveliso yasekhaya eRashiya.

Ngo-2001 kukho iivenkile "iPyterochka" eMoscow. Ngo-2003, lo mqondiso kwakhona waqala ukuphuhlisa ngokomgaqo-nkqubo wokuthengisa ngemali - apha kwinqaku esiza kuluqwalasela iimpawu zeenkqubo zenkwenkwelelwano ezihambelanayo. Ngo-2004, izitolo zasePyterochka zavulwa e-Ukraine naseKazakhstan. Ngo-2005, uphawu luya kwi-IPO, luvula uluhlu kwi-London Stock Exchange.

Ngo-2006, amanxibelelwano iPyaterochka kunye nePerekrestok babandakanywa kwi-X5. Ngelo xesha, ama-600 angaphandle avuleka phantsi kweempawu.

Ngo-2007, izitolo zasePyterochka zivuliwe kwindawo yaseNizhny Novgorod. I-brand yaqala ukuphuhlisa ngokubanzi kwimimandla yaseRussia. Ngo-2010, iPyterochka yabonakala kwingingqi yaseTambov, ngo-2011 - eKarelia, kwiindawo zaseBryansk, Ivanovo, naseSmolensk. Ngoku iirhafu ze-X5 Holding ziphakathi kwezona zinto zinkulu kwiirhweba zokuthengisa zaseRashiya.

Stores Pyaterochka eMoscow nakwezinye iidolophu zaseRashiya ziye zafumana ukuthandwa kakhulu. Ngexesha elifanayo abanomdla nje kuphela kubathengi: abaninzi abasomashishini banqwenela ukuvula ishishini kwimodeli ye-franchise eyenziwa yi-X5. Makhe siqwalasele iimpawu zayo.

Uphuhliso lwegama elithi "Pyaterochka": i-franchising

Abasunguli be-X5 abambe iiprogram ze-franchising, njengoko sibonile ngasentla, ukususela ngo-2003. Ngokuhambelana neengcamango zanamhlanje zokuphakanyiswa kweentengiso zeli qela leenkampani, usomashishini osayine isivumelwano se-franchise kunye ne-X5 ufumana ithuba lokuqalisa ishishini ngenzuzo ephezulu ngexesha elifutshane. Inzuzo ebalulekileyo yalo mzekelo wobubambiswano bezoshishino kuba umnini-mveliso uyisebenzise imodeli yolawulo loshishino olusebenza kakuhle.

Ngoko, i-franchise "iPyterochka" inika umrhwebi ithuba:

• Sebenzisa uncedo lwabacebisi be-X5 xa uqala ishishini;
• Ukusebenzisa i-IT-infrastructure ye-brand;
• Sebenzisa izicwangciso zokuthengisa ezibonakalisiweyo, ukukhuthazwa kweentengiso;
• Ukubandakanya izicwangciso zendlela zokuzalisa;
• Ukuqeqesha abasebenzi kwiindawo ezahlukeneyo.

Enye inzuzo ebalulekileyo yokuthengisa i-X5 yithuba lokufumana iimpahla ezithengiswayo. Kukwafanelekile ukuba uqaphele ukuba ukubamba akuthathi imbuyekezo kwiintsebenziswano zama-franchise.

Ngeendlela ezininzi kubonga kwizibonelelo ezinokuthi uPyterochka ugcina eMoscow nakwezinye iidolophu zaseRussia zivule ngokukhulu. Usomashishini onethuba lokuphuhlisa ishishini kusetyenziswa amaqulunqwa amiselweyo, kunye nokusebenzisa izibonelelo zoncedo zoshishino olukhulu, uya kwamkela kuphela amathemba okusebenzisana nenkampani. Akunjalo kuphela, kodwa, umzekelo, ababolekisi bakhe okanye abatshali-mali-ntsebenziswano.

Enye yezinto eziphawulekayo zokuphuhliswa kwenethwekhi yorhwebo ngokubhekiselweyo. Masifunde iimpawu zayo.

Ukuphuhliswa kwenethiwekhi yokurhweba uPyterochka: ukuphindaphinda

Ukubuyiselwa okukhulu kwenethiwekhi yePyterochka kwaqaliswa ngo-2013. Umsebenzi wabaphathi bekukuhlaziya ukubonakala kwezinto zokugcina izakhiwo, ukuxhaswa, ukuphucula umgangatho weempahla ezithengiswayo, kunye nokugcinwa. Kwisakhelo seendlela ezintsha zokuphuhliswa kwenethiwekhi, amaphulo e-franchising nawo avulwe. I-logo "Pyaterochka" yahlaziywa kwakhona.

Utshintsho kwingcamango yophuhliso lwezentengiso luhlanganiswe neendlela ezintsha kwiimarike. Abathengi baba nzima kakhulu kwiintambo zokuthengisa, baqala ukulindela ukulungelelanisa okulungileyo kunye nenkonzo. Ngenxa yokubamba kwakhona, iPyterochka inemveliso emitsha, kwaye uluhlu olwandisiweyo lwezityalo nemifuno. Kwimihlaba emininzi, isabelo sezinto ezivelisiweyo zendawo kwi-intanethi yorhwebo yanda. Ingqalelo enkulu yahlawulwa kwandiswa kwendawo yokuthengisa iPyaterochka.

Ukuxubusha, ngokweengcali, kwakuyimfuneko ukuba inkampani ibe ngenxa yokukhuphisana okukhulu. Kwizixeko zobungqina benkampani, ezinye iinkampani ezinkulu zokurhweba ziqalise imisebenzi yazo, ezikwazi ukunikela abathengi amaxabiso okukhuphisana kunye nenqanaba elifanelekileyo lenkonzo.

Imisebenzi yasePyterochka eMoscow nayo yayifuna ukukhangela ngakumbi: kokubili ngokwemali yokuhlawula, kwaye ngokwemigqaliselo yamathuba emisebenzi. Kuyafana okunye nangamanye amadolophu apho kukho uphawu. Ukusebenza eMoscow kwiivenkile zePyterochka kunokubakhokelela ngokukwazi ukuhlala kwindawo esecaleni elisondeleyo kwikhaya lomqeshwa - ngenxa yendawo enkulu yemisebenzi yenkampani. Kakade, iimfuno zabaviwa kwiindawo ezithile kwiPyaterochka zingaba ziphakamileyo kakhulu - kwanaxesha lokugcina izantsi ngaphantsi kwesi sibonakaliso, njengoko sikhankanywe ngasentla, i-corporation isebenzisa iinkqubo ezikhethiweyo zokukhetha abasebenzi.

Ngaphandle kokurhoxiswa, inethiwekhi yokuthengisa embuzo iqinisekisa ukhuphiswano kwimarike ngokunikela izaphulelo kunye nokukhushulwa kwabathengi ukunyaniseka kwamakhasimende. Masifunde iimpawu zabo ngokubanzi.

I-brand "Pyaterochka" kwimarike yokuthengisa: ukunyaniseka kokunyaniseka kwabathengi

Izaphulelo kwiivenkile zasePyakochka eMoscow nakwezinye iidolophu zaseRussia, apho kubakho uphawu, kunye nokukhushulwa kubathengi rhoqo.

Phakathi kwezibonelelo eziphawulekayo zohlobo oluhambelanayo nento, apho i-0.5% yazo zonke izinto ezithengiweyo kwikhadi lebhanki libuyiselwa kubaxumi, ukuba likhutshwa nguSberbank ngaphakathi kweso sikhokelo "Siyabonga". Isixa esifanelekileyo somntu sinelungelo lokuchitha kuyo nayiphina isithuba esinesivumelwano sobambiswano kunye neSberbank.

Enye inkqubo ephawulekayo yokutsala abaxhasi kwiPyaterochka iyisaphulelo sama-ruble angama-55 ngetshekhi. Eli nyathelo laphunyezwa ngo-Apreli 2016. Isiseko salo senziwa kwinto yokuba umntu, xa athengile kwisitoreji sasePyterochka ngokumalunga nama-ruble angama-555 nangaphezulu, wafumana isithuba esikhethekileyo kwisheke. Ngethuba lokuthenga okulandelayo, ngexesha lokubambisana kwezenzo ezibhekiselwe kumbuzo, umntu, ekubonisweni kwesi slip, wathola isaphulelo sama-ruble angama-55 ukusuka kwirekhi yoku-1. Kule meko ke, kwakungenakwenzeka ukuhlawula ukuthengwa kuphela ngoncedo lwezihlwitha, kwaye izaphulelo ezivela kwiintlobo zingabonakali. Kwakungenakwenzeka kwakhona ukukhipha imali. Ukongezelela, emva kokuvela kwesalathisi ngasinye kwaxothwa ngumqeshi.

Imveliso yokukhuthaza

Ewe, imicimbi yendabuko nayo ibanjwe kwisitolo sasePyaterochka. EMoscow nakwezinye iidolophu ezininzi ezikhoyo kubhenkco zibonakaliswe ngophakamileyo ophezulu ukhuphiswano kwimarike yokuthengisa, ngoko ke amanethiwekhi amaninzi kufuneka athathwe ngokukhawuleza ngokunikezela abathengi abancinci. Ekubeni kunzima ukugcina rhoqo phantsi kweentengiso zemveliso, iinkampani zikhetha ukunika ipesenti ethile yeemveliso zentengiso kwi-assortment, ethengiswa kwisaphulelo ngexesha elithile. Ixabiso layo linokuba ngamashumi epesenti.

Phakathi kwezinye izinto ezibalulekileyo ezingabangela abantu ukuba batyelele ivenkile "Pyaterochka" - izabelo namhlanje. UMoscow, nangona kuthathwa njengenye yeemarike ezithengiswayo, ngumzi apho amaxabiso aphantsi awanakho ukufumana ukhuphiswano olungabonakaliyo lwalo naluphi na uphawu olukhoyo kwimarike yokuthengisa. I-Pyaterochka ikwazisa umthengi malunga nokukhushulwa kwezinto ezithile kwiindlela ezahlukeneyo-ngee-khathalogu ze-intanethi, ngokusasazwa kwezinto eziprintwayo kwiivenkile okanye ngemibutho yabalingani.

Brand "Pyaterochka": iiyure zokuvula

Ukulungelelanisa amaxesha okuvula umthengi ngenye inzuzo ebalulekileyo yokhuphiswano lwebhanki yanamhlanje kwimarike yokuthengisa. Umntu ocwangcisa ukuthenga rhoqo, kubalulekile ukwazi ukuba uluphi uhlobo lwesitolo olukufuphi kwindlu yakhe "iPyterochka" yokusebenza. UMoscow ngumzi apho umsebenzi wabathengi uqala ngokukhawuleza kwaye uhlala kude kube seyure. Ngako-ke akumangalisi ukuba kwi-capital, i-Pyaterochka izitolo zisebenza ukusuka kwiiyure eziyi-8 ukuya kwezi-22.

UMoskvich, ngaloo ndlela, unokufumana ithuba lokuqhuba ukutya njengoko ngaphambi komsebenzi - ukuba, umzekelo, usuku lwakhe lokusebenza luqala ngo-9, kwaye emva kokuphela komsebenzi wosuku, kwivenkile "iPyterochka" ehlala kwindawo efanelekileyo kuye. Indlela yokusebenza (ngale ndlela, iMoscow ngokuqinisekileyo ayiyona idolophu ekhethekileyo) inzuzo enkulu yokuncintisana yoshishino ekhoyo kwimarike yokuthengisa, kodwa i-geografi yayo ayiyona nto ebalulekileyo ekukhange umdla wabathengi. Indawo yendawo ethile kwinani lamabakala iba yinto engundoqo malunga nokubonakala komnqweno womntu wokutyelela ivenkile ethile.

IJografi yezibhengezo

Siza kufunda apho izitolo zasePyterochka ziseMoscow. Iidilesi zabo, siya kuqaphela, ziyahambelana nemimandla eyahlukileyo ye-Russian capital. Ngoko, ithuba lokuthenga kwi "Pyaterochka" liphakathi kwabemi beendawo ezikude eMoscow. Ngokomzekelo, kukho indawo yokuthengiswa phantsi kwebhendi ekubhekiselwe kuyo. Biryulyovskaya, 13 K. 1. Ukuba sithetha malunga nomntla we-capital - isitolo "Pyaterochka" seBibirevo, kwisitalato. UMuranovskaya, 12. E-Strogino, indawo yokuthengisa ngaphakathi kwintanethi echaphazelekayo ikhona kwi-ul. Tallinn, 26. Ukuba sithetha ngezithili zemali ezikufutshane nakwiziko, i-store Pyaterochka ifumaneka, ngokomzekelo, kwisithili saseBevovoye, ngo-ul. Raskovoy, 14.

Ngokuqinisekileyo, eli liyingxenye encinci yeevenkile ezisekhontrakthi. Kukho iivenkile ezikufutshane nakwiziko, zikhona ezo zikufutshane nomzila weMoscow. Iindawo ezihambelana nazo zifumaneka kwiindawo zoshishino kunye neendawo zokuhlala zengxowa-mali. Iimveliso zeMuscovites zingathengwa ngokuthe ngqo kufuphi nomsebenzi kwaye kungekude nekhaya.

Indawo yokugcina izithuthi zasePyterochka zilungelelene zombini ukusuka kwindawo yokujonga ukuthenga kwimoto, kwaye ngokubhekiselele kwizothutho nge-metro okanye, ngokomzekelo, ngebhasi. Ngaloo ndlela, kungathiwa kwisakhelo se-geography enkulu, i-Pyaterochka izitolo eMoscow zimele. Iile dilesi zale ndawo okanye ezinye izitishi zinokufumaneka ngokuthe ngqo kwi-website ye-corporation okanye ngokuqhagamshelana nabacebisi beenkampani ngefowuni.

Ifowuni yePyaterochka: iifowuni

Kuphi ngokuthe ngqo ukubiza? Kuyaphawuleka ukuba ayimelwe kuloluhlu olubanzi njengedilesi yePyterochka, iifowuni zeefowuni. UMoscow, iSt. Petersburg okanye omnye umzi unokufundelwa indawo yeendawo zokuthengisa ngokuqhagamshelana nenkxaso yenkampani ngokubhekiselele kumnxeba omnye kunye nefowuni engenamacala. Umthengi angabiza uPyterochka kwi + 7 800 555 55 05 kwaye abuze imibuzo enomdla kubacebisi. Ukuba kuyimfuneko, ikhwelo lakhe liya kuhanjelwa kwiingcali ezifanelekileyo. Ngomnxeba wefowuni, ungazama ukufumanisa, umzekelo, apho izitolo zasePyterochka eziseduze nommandla okhoyo wamthengi zikhona eMoscow, indlela yokufikelela kubo ngemoto okanye ngokusebenzisa izithuthi zikawonkewonke.

Kufuneka kuqatshelwe ukuba ulwazi olufunekayo lunokuthi lunikezwe kumntu ongekho kuphela ngokubhekiselele kwiivenkile kwinkunzi, kodwa nakwezinye iidolophu zaseRussia.

Isishwankathelo

Ngoko ke, safunda kwiziseko enye imibutho edume kakhulu kwintengiso ngemiyinge emincinci Russian - brand "Pyaterochka". leeyure zokuthenga (Moscow, kakade, luphawulwa ubude lwabo ngaphezu kwezinye izixeko ezininzi), indawo iingongoma ezithile zentengiso, ingakumbi ndlela kuba kubo esidlangalaleni iyafumaneka kwi-intanethi, iikhathalogu, lahamba ivenkile, yaye ukuba kuyimfuneko, ukuze ulwazi olucelwe umthengi kwi inkampani yefoni multi-channel.

, I X5 yinkampani ephethe, "Pyaterochka", kwakunye nezinye ezaziwayo-kakuhle Iivenkile brand "Crossroads." Kwimarike, ezi nkampani ekuphuhliseni neevenkile usebenzisa iindlela ezahlukeneyo, kuquka - lwegama. Phakathi sikhokelo echaphazelekayo iindawo yentsebenziswano oosomashishini babe nethuba lokuphuhlisa ishishini usebenzisa thethwano kunye nezibonelelo okwakhiwe ebambe.

"Pyaterochka" brand kuqinisekisa ukhuphiswano yayo ngeenkqubo ezahlukeneyo ukutsala abathengi. Izaphulelo ku "Pyaterochka" shop namhlanje eMoscow nakwezinye izixeko Russian Federation wacela abathengi of kwakunye neevenkile rhoqo. Unyuselo - esinye olusebenzayo izixhobo ukunyaniseka kwakhona rhoqo egcinwe yinkampani. Ulwazi malunga ukuzibandakanya lwabathengi abaphathi inkqubo twa uphawu ngeendlela ezahlukeneyo. Umthengi kungathatha ikhathalogu "Pyaterochka" kwiivenkile eshicilelwe eMoscow okanye nasiphi na esinye isixeko xa uthenge imveliso, yenza ukusetyenziswa kwemithombo online, ebonisa iinkcukacha malunga ngezaphulelo nokwenyusa.

phambi brand geography mkhulu kakhulu. Ukuba sithethe eMoscow, i "Pyaterochka" kwiivenkile inokufunyanwa phantse nayiphi na inxalenye ingqukuva.