I-Magnit retail chain ihlola imodeli entsha yokusebenza namapulazi - i-aggregator yokuthengwa nokuhlinzekwa kwemikhiqizo yasemapulazini enezinhlobonhlobo zezinsizakalo ezengeziwe zamapulazi amancane. Ngokusebenzisa i-aggregator, abalimi bazokwazi ukuhlinzeka ngemikhiqizo yabo hhayi ezitolo ze-Magnit kuphela, kodwa nakwamanye amaketanga okuthengisa, kanye namabhizinisi akwa-HoReCa nezinkampani ezikhiqizayo. Iphrojekthi yokuhlola "Magnit" isetshenziswa ngokubambisana noHulumeni Wesifunda SaseTula kusukela ngoNovemba 2022.
Imodeli ye-aggregator ehlosiwe ayithathi nje kuphela ubukhona bengqalasizinda ebonakalayo yokuhlinzekwa kwemikhiqizo yasemapulazini endaweni eyodwa, kodwa futhi nokuhlinzekwa kwezinsizakalo ezikhethekile. Imikhiqizo evela kubalimi ifika endaweni yesifunda, lapho icutshungulwa khona (iwashwa, ukupakishwa, ukupakisha, njll.), bese ithunyelwa esikhungweni esiseduze sokusabalalisa noma ngqo ezitolo.
Umehluko obalulekile phakathi kwemodeli ehlosiwe ye-Magnit aggregator kanye nezixazululo ezitholakala kabanzi emakethe namuhla, okuhlanganisa nezikhungo zokusabalalisa ama-wholesale, ukusekelwa abalimi kulo lonke uchungechunge "kusuka ensimini kuya eshalofini." Ngokungeziwe ekubekeni ndawonye ukuthenga nempahla, i-aggregator evivinywe yi-Magnit inikeza ukubonisana nabalimi ngezindaba zokukhiqiza nokudayiswa kwemikhiqizo, izinhlelo zokusekela nokwamukela uxhaso, inikeza idatha yokuhlaziya, ixhasa ngezimali ukuthengwa kwezinto zokusetshenziswa (imbewu, umanyolo, okuphakelayo). ) kanye nemishini, iqeqesha abasebenzi basemapulazini, ihlinzeka ngosekelo ekulebheni umkhiqizo, njll.
Namuhla, abalimi abangama-36 sebevele basebenza ngesisekelo se-aggregator yokuqala eyasungulwa yiMagnit esifundeni saseTula. Imikhiqizo yabo ihlanganiswa futhi icutshungulwe endaweni ekhethekile, emva kwalokho ithunyelwa ezitolo zamaketanga. Uhlu lwemikhiqizo ehlinzekwayo luhlanganisa ubisi nemikhiqizo yobisi, ideli yenyama, izinhlanzi ezintsha nemifino. Njengengxenye yomshayeli, iMagnit iphetha izinkontileka ezenziwe lula nabalimi. Ngaphezu kwalokho, inkampani idale izinqubo ezihlukene zokwamukela umkhiqizo esikhungweni sokusabalalisa kanye nasezindaweni zokudayisa. Ukufakwa kwemikhiqizo yepulazi kwenziwa yizokuthutha zenkampani, futhi amashalofu akhethekile abelwe wona ezitolo zesifunda.
Ikanye nabalimi bakwaTula, iMagnit isebenza ngezinqubo zebhizinisi ezigabeni zokuthutha, ukucubungula, ukugcinwa nokudayiswa kwezimpahla, futhi ithuthukisa amazinga emikhiqizo yasemapulazini. Umthengisi uhlola izixazululo ze-IT zokuhlela ama-oda, ukuphathwa kwezokuthutha, njll. Ngesikhathi esifanayo, i-Magnit isebenzela ukuhlanganisa ukuthengwa kwezinto ezingavuthiwe nemishini yabahlanganyeli be-aggregator, ukuhlela ukuthengiswa kwemikhiqizo ngaphandle komngcele wenkampani, ukudala izindawo zokucubungula imikhiqizo. , yethula izinqubo zokuphatha ezithuthukile kanye nobuchwepheshe obusha.
Ngenxa yale phrojekthi, abakhiqizi abancane abangakatholi ithuba lokukhiqiza imikhiqizo yekhwalithi ehlosiwe bazokwazi ukunikeza izimpahla zabo emashalofini e-Magnit, amanye amaketanga kanye ne-HoReCa. Esikhathini esizayo esiseduze, i-Magnit izofingqa imiphumela yomshayeli wendiza bese ithatha isinqumo sokukala iphrojekthi.
U-Alexey Stepin, uNgqongqoshe Wezolimo esifundeni saseTula:
“Amandla emakethe yaseRussia yemikhiqizo yasemapulazini makhulu kakhulu. Kodwa abalimi babhekana nobunzima obuningi obuhlobene nokuthola imigudu yokusabalalisa, izindleko eziphezulu zempahla kanye nemishini, ukushoda kwemali yokusebenza ngesikhathi esingasebenzi, ukuntuleka kwabasebenzi abaqeqeshiwe, nokulahlekelwa kwezitshalo ngenxa yokuntuleka kwamandla okugcina. I-Magnit inikeza isixazululo salezi zinkinga, ngokusekelwe ekuhlangenwe nakho kwayo okubanzi kokusebenza namabhizinisi amancane. Ngokungafani nemodeli yendabuko, i-aggregator, esiyihlola ndawonye esifundeni saseTula, izohlinzeka ngamapulazi amancane hhayi kuphela ngesiteshi sokusabalalisa, kodwa futhi nohlu oluphelele lwezinsizakalo ezihlobene - kusukela ekusizweni ekukhetheni imishini, ukuthuthukisa i-assortment, umkhiqizo. isitifiketi, sokuxhasa ngezimali ukuthengwa kwezinto ezingavuthiwe, izindlela zokukhiqiza nokunye.".
U-Egor Shumilin, umqondisi wezohwebo we-assortment yemikhiqizo emisha e-Magnit retail chain:
“Ucwaningo lwethu lwezimakethe lukhombisa intshisekelo enkulu emikhiqizweni yasemapulazini: u-90% wabathengi abahloliwe sebekulungele ukuyithenga. Ngesikhathi esifanayo, iningi labathengi liyaqaphela ukuthi selikulungele ukuthenga imikhiqizo yasemapulazini kaningi uma kubiza kancane futhi kuqinisekisiwe ukuthi ingeyekhwalithi ephezulu futhi iphephile. Yilezi zinkinga iphrojekthi yethu entsha ezoxazulula ngayo, umqondo esiwuhlolayo esifundeni saseTula. Iqondiswe emapulazini amancane ngempela adinga ukwesekwa okuphelele. Ngokusekelwe emiphumeleni yokuhlola, sihlela ukuthuthukisa imodeli yesevisi efanele ye-aggregator, ezokwenza lula kakhulu inqubo yokudayisa kubalimi, futhi okuzosiza ukwenza ibhizinisi labo lisebenze kahle futhi lizinze.”
U-Sergey Mitin, iPhini Lokuqala likaSihlalo weKomidi LoMkhandlu Wenhlangano Yenqubomgomo Yezolimo Nokudla Nokuphathwa Kwemvelo:
“Awukho umqondo njengokuthi “umlimi” noma “umkhiqizi wemikhiqizo yasemapulazini” emthethweni. Namuhla, umlimi angaba umkhiqizi otshale okuthile endaweni yakhe ngezandla zakhe, noma umthengisi olethe imifino evela emazweni angomakhelwane. Lokhu kulimaza ekuthuthukisweni kokulima futhi akuvumeli labo abakudingayo ukuthi basebenzise ngokugcwele izinyathelo zokusekela. Lokhu kubalulekile futhi kuphrojekthi yokuhlola ye-aggregator eyethulwe yi-Magnit. Abathengi bayaqiniseka ukuthi imikhiqizo yasemapulazini yenziwe ngezinto ezingavuthiwe zemvelo, imnandi kakhulu, inempilo, futhi ayihambisani nemvelo. Kodwa-ke, izindlela ezicacile “zemikhiqizo yasepulazini” azishiwo noma kuphi; abakhiqizi basebenzisa lokhu, besebenzisa amagama “amapulazi”, adukisa izakhamizi. Mayelana nalokhu, ngikholwa ukuthi ukunquma ukuthi “umlimi” ungubani nokuthi iyini imibandela “yemikhiqizo yasemapulazini” kuyinto esemqoka, umsebenzi ophuthumayo okufanele umbuso uwuxazulule maduze nje. Umsebenzi onjalo manje wenziwa endaweni yeKomidi LoMkhandlu Wenhlangano Yenqubomgomo Yezokulima Nezimboni kanye Nokuphathwa Kwemvelo.”
I-Magnit ithuthukisa ubudlelwano namapulazi nabahlinzeki bendawo. Ngo-2014, umthengisi wenza ifomethi yezindawo zokudayisa epulazini ezindaweni zezitolo zakhe. Namuhla, izindawo ezikhethekile ezinemikhiqizo yasemapulazini zethulwa ezitolo ezinkulu zenkampani kanye nama-hypermarkets. Kusukela ngo-2016, iMagnit ibisebenza nabakhiqizi bezolimo basekhaya ngohlelo lwezinkontileka zezolimo, bephetha izinkontileka zesikhathi eside ngamavolumu aqinisekisiwe. Isabelo semikhiqizo yasemapulazini kulezo zimpahla singama-45%. Ngo-2021, inkampani yasungula isivumelwano sokuhlinzeka ngemikhiqizo eyenziwe lula yabakhiqizi abancane bezolimo. Isivele isetshenziswe inqwaba yabalingani beMagnit kulo lonke elaseRussia.
Njengamanje, iMagnit ibambisana namapulazi angaphezu kuka-420 nabakhiqizi abancane bezolimo. Ngo-2022, inzuzo yemikhiqizo yasemapulazini kunethiwekhi yokudayisa inyuke ngo-35% futhi yaba ngama-ruble ayizigidi eziyizinkulungwane ezingama-23,5.
KwaMagnit, imikhiqizo yasemapulazini yethulwa ikakhulukazi ezigabeni zemikhiqizo emisha, kanye nezithelo nemifino. Amapulazi amancane ahlinzeka inethiwekhi ngobisi, ushizi neminye imikhiqizo yobisi, inyama nezinkukhu, inyama ewujuqu nezibiliboco zezinhlanzi, imifino ye-borscht, ama-apula, namajikijolo. Ingqikithi yenani lemikhiqizo yasemapulazini ekuhlanganisweni kweketango ekupheleni kuka-2022 lalicishe libe yi-1 SKU (+900% uma kuqhathaniswa no-54).