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The World of Opportunities for Yonghui: A Rising Star in China’s Grocery Retail MarketApril 26, 2013This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consentThe Assignment• Your team has been invited by the management of Yonghui to participate in a preliminary discussion on the company’s strategy in the next 5 years. The quality of your proposal and presentation will largely determine whether you can get into real discussions on a potential 3-month consulting project • To propose Yonghui’s strategy in the next 5 years, your team will need to tell a story, supported by data and analyses, that addresses the following questions:-How will the China grocery retail market evolve in the next 5 years? -Given this market, how should Yonghui think about growth and expansion? -What will be the biggest opportunities and challenges for Yonghui?• This proposal will be due by the end of May 5th, and you may be asked to present these materials to a small group of senior management in the following week • To ensure that your presentation hits the most important points, you have agreed with your team to produce a maximum of 15 slides (not including agenda pages or additional data analyses in backup materials) • To help you quickly get up-to-speed, Yonghui management has kindly shared some reference materials. Though these materials seem to be outdated, the management trusts your team will be able to gather updated and additional data from publicly available sources, such as annual reports, analysis reports, etc. • Good luck!This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consentHKG2013 Bain Cup Case Competition (Round 1)2Reference Materials• China grocery retail market trends identified by Bain & Company • Yonghui story and CEO interview reported by China Business NewsThis information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consentHKG2013 Bain Cup Case Competition (Round 1)3China grocery retail market has witnessed six major trends in the past decade1 2 3Rapid market growth• Market growing fast with modern trade outgrow traditional • Main drivers are urbanization and income increase4Varied consumer behavior• Consumers generally concerned about freshness, price, safety and health • But specific preferences/ behavior differed by regions and city tiers5Major regional differences• Different regions have significant socio-economic distinctions • City tiers also contribute varied market realities6Fierce competition• All world leading MNC retailers are in China • Chinese retailers are all aggressively expanding beyond home baseHypermarkets taking share• New store openings concentrate on hypermarkets • But some cities also reach saturation of hypermarkets, e.g. SH & BJMulti-format store coverage• MNC hyper players entering community store/ CVS, e.g. Tesco Express • Local players entering hyper/ general merchandising storeHKG 2013 Bain Cup Case Competition (Round 1)This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent41Strong grocery retail market growth, modern grocery retail outgrowing traditionalNote: Modern grocery retail includes Hypermarket, Supermarket and CVS (Convenience Stores) Source: Planet Retail; Bain analysis; Lit-research; Annual reports; Access Asia; Euromonitor; Statistical Yearbook of China Chain StoresThis information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent HKG 2013 Bain Cup Case Competition (Round 1)52Chinese consumers have specific concerns towards grocery consumptionPURSUIT OF FRESHNESS • Chinese consumers seek fresh foods to use in their cooking • Largely shop for fresh foods at wet markets on a daily basis • Mixed attitudes towards packaged fresh food as they like to pick up the products themselves PRICE SENSITIVITY • Price more important than brands or services“Brand loyalty is much lower than in the West. A price cut or good instore promotion can often sway shoppers.” Financial TimesFOOD SAFETY AND HEALTH PRODUCTS • Food safety is a major concern, especially after2008 melamine scandal• Thorough price comparison before purchase, no matter how small • Promotion seekers (e.g. coupons)• Increasing awareness on food processes (e.g. cold chain) and provenance- Largest modern retailers trusted for meat and deli products traceability• In health categories, Chinese consumers believe the higher the price the better qualitySource: Planet Retail; Lit searchThis information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent HKG 2013 Bain Cup Case Competition (Round 1)63China is not one market: significant socio-economic differences across regionsNorthwest # of provinces 5 246 19% 97 2,539 North/ Northeast # of provinces GDP （US$ B) GDP growth (04-09) Population (M) GDP/capita (US$) 10 1,907 18% Heilongjiang 454 4,199 JilinLiaoning Gansu Inner Mongolia Beijing Tianjin HebeiChina Overall • # of provinces: 31 • 2009 GDP: US$5.0T • 04-09 GDP growth: 17% • Population:1.31B • GDP/capita: $3,783 • Regions could differ widely onClimate Cultural tradition Dialect Consumer behavior Minority nation mix Logistics infrastructure - Etc.GDP （US$ B) GDP growth (04-09) Population (M) GDP/capita (US$)XinjiangEast 6 1,392 16% 288 4,834 （US$ B) growth (04-09) (US$)QinghaiNingxia# of provincesShanxiShaanxi HenanGDP Shandong GDP JiangsuTibetPopulation (M)Anhui GDP/capita Shanghai Zhejiang Jiangxi Fujian TaiwanSichuan ChongqingHubei HunanSouthwest # of provinces GDP （US$ B) GDP growth (04-09) Population (M) GDP/capita (US$) 5 409 17% 196 2,087YunnanGuizhou Guangxi GuangdongSoutheast 5 994 18% 273 3,6217# of provinces GDP （US$ B) GDP growth (04-09) Population (M) GDP/capita (US$)HKGHainanNote: All data is for 2009, GDP is measured at current price level. China region allocation is based on empirical evidence. Different sources may have different allocation; exchange rate is 6.83 Source: CEIC, National Bureau of StatisticsThis information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent2013 Bain Cup Case Competition (Round 1)3Different market realities across city tiersTier 1 cities (4) • Highest average household income and large urban population • Economy and political centers • • • • Beijing Shanghai Guangzhou Shenzhen Selecting criteria Tier 2 cities (33) • 2 Municipality cities • 26 Provincial capitals • Other 5 wealthiest cities • • • • • • • Tianjin Chongqing Foshan, Guangdong Qingdao, Shandong Ningbo, Zhejiang Wuxi, Jiangsu Shantou, Guangdong Tier 3 cities (~310) • All other prefecturelevel cities Tier 4/5 cities (~2K) • County cities • CountiesShare of retail sales (est.)Example cities• • • • • •Baoding, Hebei Anshan, Liaoning Nantong, Jiangsu Siping, Jilin Yantai, Shandong Mianyang, Sichuan• Jiaozhou, Shandong • Jimo, Shandong • Changhai Xian, Liaoning • Benxi, Liaoning • Longjiang, Heilongjiang • Raohe, Heilongjiang • Tonghua, Liaoning • Zunhua, Hebei36%64%HKG 2013 Bain Cup Case Competition (Round 1)Source: Lit search; NielsenThis information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent84Foreign and local players have different strengths/ strategy focusesFOREIGN PLAYERS • National footprint • Largely focused on hypermarket format • Attractive commercial model leveraging operating know-how • Formerly benefitted from privileged treatment by local authorities-Low rent -Forbearance vs. regulation infringementLOCAL PLAYERS • Regional footprint • Largely focused on supermarket format • Knowledge of local market • Strong relationship with local authoritiesSource: Lit searchThis information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent HKG 2013 Bain Cup Case Competition (Round 1)95In China, hypermarket is taking share from supermarketSource: Lit-research; Annual reports; Access Asia; Euromonitor; Statistical Yearbook of China Chain Stores; Bain analysisThis information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent HKG 2013 Bain Cup Case Competition (Round 1)10Domestic players are moving towards HM format, while MNCs began to try formats beyond HMWHILE DOMESTIC PLAYERS ARE MOVING TOWARDS HM FORMAT…… MNCS BEGAN TO TRY FORMATSBEYOND HM6Reference Materials•China grocery retail market trends identified byBain & Company•Yonghui story and CEO interview reported byChina Business News永辉超市：生不要碰，熟不要放•下午3点钟，还是上班族的办公时间。
