Mayelana nokuthi yiziphi izidingo ezibekwa kwikhwalithi nokupakishwa kwamazambane namuhla, zingakanani izilimo eziyizigaxa ezincane ezifunwa ngabathengi, futhi yini inzuzo yohlelo lwezinkontileka zezolimo abafundi bephephabhuku elithi "Potato System" batshele Pavel Rozhkov, inhloko yomnyango wezinkontileka zezolimo we-chain retail "Magnit".
- Ingabe inkampani yakho ibe nobunzima ekuthengeni imifino namazambane akhiqizwe kuleli eminyakeni emibili edlule (ukuntuleka kwenani lokukhiqiza, izinkinga zekhwalithi)?
I-"Magnit" inesethi yeziteshi ezithembekile zokuhlinzeka ngemifino nezithelo, kufaka phakathi amabhizinisi ayo. Ngaphezu kwalokho, singabanye abaqhubi abakhulu bezokuthutha eRussia abanoxhaxha lwamaloli acishe abe izinkulungwane ezi-4,5. Lokhu kusivumela ukuthi sinikeze abathengi ngemikhiqizo yekhwalithi emisha unyaka wonke futhi sinciphise umthelela wezimo zemakethe, izimo zezulu kanye nobunye ubunzima. Ngakho-ke, inethiwekhi isebenzisa iphakethe lamaphrojekthi okuxhasa abalimi. Kusukela ngo-2016, besithuthukisa ukubambisana nabakhiqizi bezolimo ngaphansi kohlelo lwezinkontileka zesikhathi eside zesikhathi esizayo, noma, ngamanye amazwi, izinkontileka zezolimo. Umgomo wethu uwukusungula ukunikezwa okuqondile kwemifino nezithelo, kungabandakanyi abaxhumanisi, ukulawula lonke uchungechunge kusukela ekushintsheni kwezitshalo kuye ekuthunyelweni, futhi ngaleyo ndlela sinikeze abathengi imikhiqizo yekhwalithi ephezulu ngamanani akholekayo. Ngithanda ukuqaphela ukuthi sinentshisekelo yokwandisa ububanzi futhi sihlala sivulekele ukubambisana nabakhiqizi abasha.
Kodwa-ke, iminyaka emibili edlule (2020 kanye no-2021) ibinzima. Okokuqala, i-geography yabalingani benkontileka yezolimo ibanzi kakhulu, kusukela kuma-republic aseNyakatho yeCaucasus futhi iphetha ngezihloko zezifunda zikahulumeni zase-Ural naseSiberia (izifunda zaseTyumen, Kurgan naseNovosibirsk). Ngokuvumelana nalokho, ukuthengwa kuthonywe izimo zezulu ezindaweni eziningi. E-Stavropol, ekupheleni kwehlobo elidlule nasekuqaleni kwekwindla, kwaba nesomiso, esagcina sibangele umonakalo omkhulu wemishini ngesikhathi sokuvuna nokulungiswa kwamazambane, inkinga efanayo yayisendaweni yaseTambov. Esifundeni sase-Dmitrovsky esifundeni saseMoscow, abalimi bakwazi ukubhekana cishe nayo yonke isethi yezinhlekelele zemvelo, kusukela ezikhukhuleni, isomiso kanye nokuphela kokushaywa yimimoya. Zonke lezi ziqephu zaba nomthelela ophawulekayo kumazambane. Nokho, ekugcineni, sakwazi ukugcina inani elidingekayo lamazambane afuywayo emashalofini.
Ngaphezu kwalokho, ngoFebhuwari-Mashi walo nyaka, amaketanga e-federal abhekana nobunzima bokugeza ngaphambi kwesikhathi "ukugeza izinsalela" zika-anyanisi wasekhaya kubakhiqizi. Saphoqeleka ukuthi "sixhumanise" ngokushesha ukuthengwa kwamanye amazwe ukuze amakhasimende ethu angazizwa entula imikhiqizo.
Kodwa ngokuvamile, asiziboni izinkinga ezibalulekile ngokunikezwa kwemifino manje.
- Ingabe izidingo ze-intranethi zekhwalithi yemifino namazambane ezikhiqizwe eRussia zibuyekeziwe kumasizini amabili edlule? Futhi uma kunjalo, kanjani?
Isigaba esithi "Izithelo Nemifino" kunethiwekhi yethu sikhiqiza ithrafikhi. Ngokuqondene namazambane, kufakwe ekuthengeni kwe-TOP-10. Sibeka izidingo eziphakeme zemifino nezithelo. Ngesikhathi esifanayo, sihlala sizama ukusiza ozakwethu ukuthi bahlele kahle ukukhiqizwa, ukupakishwa nokulethwa kwemikhiqizo ukuze umthengi aneliseke.
Zonke izidingo zomkhiqizo zisobala futhi zitholakala esidlangalaleni. Ngeke ngibhale isethi yemibandela, njengoba kuzothatha isikhathi esiningi. Yiqiniso, sizama ukuphendula isimo embonini ngangokunokwenzeka, ngoba isizini entsha ngayinye icacile. Sisebenza nabakhiqizi, abaphathi besigaba sethu, umnyango wesistimu yokuphathwa kwekhwalithi futhi, uma kunesidingo, silungisa izimo. Isibonelo, uma kwesinye sezifunda isimo sezulu sithinte isivuno, khona-ke sihlangabezana nohhafu futhi sithambisa izidingo ngaphandle kokubandlulula abathengi.
- Kungenzeka yini ukusho ukuthi ikhwalithi yemifino yaseRussia namazambane ngokuvamile iye yaba phezulu / ephansi eminyakeni yamuva?
Izinga lemikhiqizo esigabeni esithi "Izithelo nemifino" emashalofini enethiwekhi yethu iba ngcono, futhi lokhu kuwumphumela womsebenzi odidiyelwe wenethiwekhi nabakhiqizi. Ezitolo ngokwazo, kusukela ngonyaka odlule, sethule iphrojekthi “Yomsizi Wekhwalithi,” imisebenzi yesisebenzi esizinikele ihlanganisa ukuqapha nsuku zonke isimo sesitolo nezimpahla ukuze sinikeze izivakashi isevisi engcono kakhulu. Akuyona imfihlo ukuthi ukuthengiswa esigabeni Sezithelo Nemifino kungenye yezinkomba eziyinhloko zokwethembeka kwamakhasimende. Ngokunikela ngemikhiqizo yekhwalithi eshalofini, singathembela ekuvakasheni okuphindaphindiwe ngabathengi ezindaweni zethu zokudayisa phakathi nesonto. Sihlaziye ukuthi uma isivakashi sinelisekile ngalo mkhiqizo, khona-ke, njengomthetho, ufika esitolo kuze kube kathathu ngesonto.
Mayelana nalokhu, thina, kanye nabalingani bethu, senza imisebenzi evamile ukuthuthukisa izici zempahla enikeziwe.
Kwezolimo, impumelelo nokuncintisana kwemikhiqizo ekhiqiziwe incike kakhulu ekwandiseni izinqubo, ukuthuthukiswa kwengqalasizinda yokukhiqiza, ukuthuthukiswa okuqhubekayo kwabasebenzi kanye, yiqiniso, izinto zembewu yekhwalithi ephezulu, ngakho-ke abalingani bethu bahlala bethuthuka kulezi zindawo, kufaka phakathi ukukhokha kusengaphambili okuhlosiwe, okuhlinzekwa yizinkontileka zonyaka nenethiwekhi yethu.
Ukuze kube lula kumakhasimende nokuxhumana okungcono nawo, ngo-2019, inkampani yethu yethula uhlobo lwayo oluthi "Magnet Freshness", lapho manje kukhiqizwa izikhundla ezingaphezu kwe-100 ngezigaba zemifino nezithelo, futhi kusukela ngo-2020 - imikhiqizo yobisi nenyama. . Akuwona kuphela amabhizinisi we-chain asebenza ngaphansi kwalolu phawu, kodwa futhi namaphrojekthi ahlanganisiwe. Senza ukulawulwa kwekhwalithi okuhlanganyelwe, kunenketho yokulethwa kwemikhiqizo ngezokuthutha zethu ukuhlanganisa izindawo ezinkulu endaweni eyinkimbinkimbi. Isiqubulo salo mkhiqizo: "Kusuka engadini kuya eshalofini ngejubane lokusha"! Ngendlela, umkhiqizo waqashelwa kakhulu futhi wathola idiploma ethi "Breakthrough of the Year" kuma-Pivate Label Awards - umcimbi obaluleke kakhulu emkhakheni wamalebula angasese.
Ukwenyuka kwezinga lekhwalithi kufakazelwa nawukuthi ngo-2020 sinyuse umthamo wokuthengwa kubakhiqizi bendawo ngo-5,4%, kuhlanganisa namazambane. Ngithanda ukuqaphela ukuthi okuhamba phambili unyaka wonke kithi yimifino nezithelo ezitshalwe eRussia, kodwa ngeshwa, umthamo wemikhiqizo emakethe yethu usalinganiselwe. Esinye sezizathu eziyinhloko zalokhu ukuntuleka kwenani elanele lezindawo zokugcina izinto zesimanje, okusho ukuthi leli yindawo enhle yokukhula kubalimi. Njengesibonelo, singakhetha abakhiqizi bama-apula kumariphabhulikhi aseNyakatho yeCaucasus, ikakhulukazi eKabardino-Balkaria. Eminyakeni yamuva nje, ijubane lokwakhiwa kweziqandisi ezintsha liye lakhuthaza.
- Ingabe izidingo ze-on-chain zokupakishwa komkhiqizo ziyashintsha? Ingabe ikhona imikhawulo ekusetshenzisweni kwezinto ezingaqhubeki (ezingaphinde zisetshenziswe)?
Ngonyaka odlule, i-Magnit yamukela Isu Lokuthuthukiswa Okuqhubekayo kuze kube ngu-2025, elihlanganisa yonke imikhakha yemisebenzi yenkampani. Lo mbhalo uqukethe indawo ebalulekile ehlukile "Ukuthengwa kwempahla eluhlaza". Manje siyaqhubeka nokuthuthukisa amathuluzi okukhethwa kozakwethu ngendlela efanele, sithuthukisa amaphrojekthi ahlanganyelwe okukhiqizwa kwezimpahla ze-eco kanye nokusetshenziswa kwe-eco-packaging. Ngakho-ke, ezitolo zefomethi enkulu, isikhundla samazambane esikhwameni sephepha lobuciko senziwe, futhi ukwethulwa kwezaqathe no-anyanisi esikhwameni sephepha le-craft kuthuthukiswa.
Futhi ngo-2020, indawo yokukhiqiza yakwaMagnit ikwazile ukwehlisa ukusetshenziswa okuphelele kwezinto zokupakisha ngo-9,5% ngokwenza kahle imingcele yokupakishwa komuntu ngamunye, futhi ezitolo sashintshela ekusebenziseni izikhwama eziqukethe amapulasitiki angama-30%.
- Ezimweni zamanje, ingabe inkampani yakho inesithakazelo esikhulu ekuthengeni amazambane asayizi amancane (izinga eliphezulu) noma amazambane "angcolile" ekilasi "lomnotho"? Ngokuvamile, i-assortment yamazambane ezitolo zamaketanga ishintshile kanjani eminyakeni yamuva? Ingabe liya liba banzi? Ingabe kufanele kuhlale kunempahla eminingana eshalofini (sisho, amazambane afuywayo nathengwa kwamanye amazwe, abomvu namhlophe, okupheka nawokuthosa, emaphaketheni nangenqwaba)?
Uma eminyakeni emithathu edlule ku-"Magnet" umthengi wahlangana namazambane amaningi angageziwe kuphela eshalofini, manje i-assortment iye yanda kakhulu futhi kunezikhundla zezidingo ezihlukahlukene. Sibona impendulo yamakhasimende enhle futhi siyaqhubeka nokuthuthukisa isigaba. Ezitolo, ngokuya ngeqoqo (indawo yephuzu, inani lezakhamuzi zendawo, izintandokazi zamakhasimende, njll.), izinhlobo ezahlukene zamazambane zinikezwa: i-caliber encane noma "ingane", enkulu; zigeziwe, ezingageziwe; i-premium; ukupakishwa okuhlukahlukene.
Yiqiniso, isidingo esiyinhloko semikhiqizo emikhulu ye-caliber, okulula ukuyilungisa. Saze senza nokuhlolwa kweqembu okugxilwe kulo amakhasimende, okwabonisa ukuthi amazambane amancane awawona umkhiqizo wempahla. Nokho, lesi sikhundla sihlanganisa izidingo ezithile ngakho-ke simelelwa kunethiwekhi.
Ngaphezu kwalokho, sihlukanise ukupakishwa: ngaphezu kwamazambane abilisiwe (ngesisindo), kukhona ukupakishwa kwamanetha angama-2,5 kg, izinto ze-premium zipakishwe ku-extrusion mesh futhi zengezwe nge-tape, zihluke ngemibala (ngokwesibonelo, obomvu - ngoba ukuthosa, okumhlophe - ukupheka, okukhulu kakhulu okokugcoba).
Sinaka kakhulu lesi sigaba futhi size sethule neworkshop yethu yokupakisha ngokusekelwe kwesinye sezikhungo zethu zokusabalalisa.
- Sitshele kabanzi mayelana nezinkontileka zezolimo. Yiziphi izinzuzo ozibonayo ekubambisaneni okunjalo nabakhiqizi bemifino namazambane?
Njengoba ngike ngasho, indlela yokusebenza ngokohlelo lwenkontileka yezolimo enkampanini yethu igubhe unyaka wayo wokuqala kulo nyaka, ngokokuqala ngqa sinikeze lezi zimo zokubambisana kubalimi baseRussia emuva ngo-2016. Sijabule kakhulu ngale phrojekthi, ngesizini entsha ngayinye inkampani iphindaphindeka ngevolumu yokulethwa kwemikhiqizo yasekhaya kunethiwekhi.
Sisebenza nabahlinzeki abangaphezu kuka-60, bathumela imifino ehlukahlukene (amazambane, iklabishi, izaqathe, u-anyanisi, ama-beet) nezithelo (ama-apula, amakhabe - amakhabe), endaweni eyinkimbinkimbi - izinto ezingaphezu kuka-50. Ngo-2020, ngaphansi kwezinkontileka zezolimo, inkampani yathenga amathani ayizinkulungwane ezingama-300 emifino nezithelo. Uma sikhuluma ngqo ngamazambane, yisigaba esenza ivolumu kule phrojekthi, esibalelwa ku-50% wezimpahla.
Izinzuzo eziyinhloko zenkontileka yezolimo, okokuqala, ukuzinza kanye nokuzethemba esikhathini esizayo kubakhiqizi kanye nenethiwekhi, okuvezwe ekuthengisweni okuqinisekisiwe kanye nempahla kuyo yonke isizini. Akubalulekile kangako izinga elizinzile lemikhiqizo enikeziwe, efinyelelwa ngesethi yezinyathelo, ukuxhumana njalo phakathi kwabamele inethiwekhi nabasebenzi bezindawo zokukhiqiza, ukuvakashelwa njalo kwezazi zezolimo namahlathi emabhizinisini phakathi nenkathi yonke - kusukela ngesikhathi sokulungiselela. ukuhlwanyela nokuphetha ngokuvuna nokugcina. Siphinde futhi sihlele ukuhlola kwekhwalithi (umshwalense) endaweni yomkhiqizi, okubuye kunciphise amathuba okubuyisela impahla, ngaleyo ndlela kwehlise izindleko ezingaba khona kokubili umkhiqizi wezolimo kanye nenethiwekhi.
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