"Hard discounters" are now in the trend

We will remind that X5 Retail Group opened the first store of this format "Chizhik" on Thursday (October 29). Next year, the retailer plans to open 40-50 "hard" discounters, and then develop the network "on a larger scale." We wrote about this earlier.

Suren Obayan, General Director of the Dairy plant Myasnikovsky, commented on this situation.

Based on own experience and data fr om international and Russian analytical agencies, the expert said that the segment of buyers who choose premium and economy is increasingly divided. At the same time, the average price segment is not so expressed now. In his opinion, in this sense, taking into account the fact that quite a large number of consumers go to the economy segment, the Chizhik brand is likely to be in demand. According to Suren Obayan, this is the format of discounters like Svetofor, where everything is cheap and there are long queues of customers.

- It would be great if at the same time honest goods were sold there, not to mention high-quality ones. That there was no falsification in these shops, otherwise the whole picture collapses, - noted the General Director of the Dairy plant Myasnikovsky.

He also noted that the discounters offer classic dairy products in low-cost packaging.

- It is clear that Parmesan and its analogues will not be sold here. But the point is that if this is a sour cream product, then please call it a sour cream product and sell it in "Chizhik", in "Perekrestok" or in" VkusVill", - said Suren Obayan.

In addition, he said that any manufacturer is interested in new sales points.

‘If we talk about whether we would like to present our products in “Chizhik”, we do not limit ourselves in the sales segment, we are interested in all areas. How profitable they will be is another matter. We have great doubts, and there are grounds for these doubts. We think that discounters have a high probability of dishonest products appearing on the shelves. Of course, it is good if this is not the case. Then we will be interested in this direction, and we will be ready to go there with the economy segment. If there is a lot of falsification, we have nothing to do there,’ the expert concluded.

At the same time, Suren Obayan noted that this format of stores would certainly be in demand among Russian consumers, due to the fact that quite a lot of people buy products of this segment. Purchasing power of many people is declining, and they are lowering their average receipt.

Elena Kondrashova, Marketing Director of Umalat, believes that the new chain of Chizhik stores is an excellent point of sales growth. Since we expect a similar format today.

- For us, the X5 Chizhik discounter is an additional point of sales growth, a retail point wh ere the customer is ready to buy the product quickly and efficiently. In this format, we see a trend towards making a conscious purchase. Our company is ready to join the development of the project and offer a range that will fit into the concept of the retail chain, - said Elena Kondrashova.

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