Australia-Momwe sitolo yayikulu yaku Germany Aldi idasinthira msika wazogulitsa ku Australia mzaka makumi awiri zapitazi-Chinatown Australia

Tulutsani maso anu, valani mahedifoni, ndipo mverani ~!
Chiyambireni kutsegulidwa kwa msika woyamba wama supermarket ku Australia pa Januware 2001, 1, msika wogulitsa supermarket waku Germany Aldi wakhudza kwambiri msika wama supermarket wamba.

Njira ndi malingaliro a Aldi apambana "mafani azitsulo" ambiri ku Australia ndi kutsidya lina.

Njira ndi malingaliro a Aldi apambana "mafani azitsulo" ambiri ku Australia ndi kutsidya lina.

Nkhani za ABC: Kay Steadman

Zaka 20 zapitazo, pa Januwale 2001, 1, sitolo ina yosadziwika ku Germany idatsegula mwakachetechete masitolo awiri akuluakulu ku Australia.

Magolosale awiriwa ali ndi malo ogulitsira ang'onoang'ono, imodzi ili ku Marrickville, kumadzulo kwa Sydney, ndipo inayo ili kunja kwa kumadzulo chakumadzulo, pafupi ndi Bankstown Airport.Malo ogulitsa masitolo akuluakulu awiriwa ndi pafupifupi kotala limodzi mwa malo ogulitsira ambiri.Pali zinthu 900 zokha m'mashelufu m'sitolo iliyonse, 90% yake ndi mayina osatchulidwa.

Otsatsa ayenera kunyamula matumba awo ndi kugula katundu wawo.Kuti mugwiritse ntchito trolley, muyeneranso kuponya "ndalama zagolide" (ndalama yokhala ndi mtengo wapa dola imodzi kapena ziwiri zaku Australia).Panthawiyo, malo ogulitsira awiri a Aldi sanayese kukopa ogula kudzera mu mphotho ya "kukhulupirika" kapena zinyengo zina.

Panthawiyo, oyang'anira masitolo ambiri aku Australia sanaganize kuti Aldi atha kukhala wopambana.Sangalingalire kuti Aldi angakhudze kwambiri malonda aku Australia komanso zizolowezi zogula anthu.

Mbiri ya Aldi supermarket

Mbiri ya Aldi idayamba mu 1913, pomwe Anna Albrecht adatsegula golosale yaying'ono ku Essen kumadzulo kwa Germany mu 1913.

Pambuyo pa nkhondo yachiwiri yapadziko lonse, ana ake aamuna awiri a Karl ndi Theo adayamba bizinesiyo.Ajeremani omwe adagonjetsedwa analibe ndalama, ndipo Carl ndi Theo adalimbikira kuchepetsa mitengo ndi mitengo.Imodzi mwa njira zawo ndikugulitsa zinthu zokhazokha zotchuka ndikupewa zomwe zimawonongeka.

Pakutha kwa ma 1940, anali ndi masitolo opitilira khumi ndi awiri, ndipo pofika kumapeto kwa zaka za m'ma 1950, anali ndi masitolo akuluakulu oposa 300.

Chithunzi chakale chakuda ndi choyera cha golosale
Mmodzi mwa malo ogulitsa Karl Albrecht ku Essen, 1958.
(Alfred Wagg Zithunzi / Wikimedia, CC BY-SA)

Mu 1958, Karl Albrecht anali ndi golosale ku Essen.

Abale awiriwa adatchedwa Aldi mu 1961 (chaka chiti, anthu ali ndi malingaliro osiyana), omwe ndi Albrecht (Albrecht, dzina la abale awiriwa) Diskont ("kuchotsera" m'Chijeremani, kutanthauza shopu yotsitsa)) Zilankhulo ziwiri zoyambirira.

Pafupifupi nthawi yomweyo (kachiwiri, chaka chomwe chinali, malingaliro osiyana), abale awiriwa anali ndi kusagwirizana kwakukulu pankhani yoti agulitse ndudu.Adathetsa vutoli pogawa bizinesiyo m'magawo awiri: Theo (yemwe amalimbikitsa kugulitsa ndudu) amagwiritsa ntchito Aldi Nord ("Kumpoto", dera lakumpoto).Carl amayang'anira Aldi Süd ("South", dera lakumwera).Gawolo lidachitika mwamtendere, ndipo onse awiriwa adayang'anira nthambi ziwiri.

Kuyambira chakumapeto kwa zaka za m'ma 1960, Aldi adayamba kupeza golosale waku Europe Hofer (Hofer), motero anayamba kukulitsa bizinesi yake ku Europe. Aldi anatsegula sitolo yoyamba ku United States ku Iowa City mu 1976 ndipo adatsegula sitolo yoyamba ku United Kingdom ku Birmingham mu 1990.

Chifukwa chake, Aldi atatsegula sitolo yake yoyamba ku Australia zaka 20 zapitazo, inali kampani yopanga mayiko ambiri kale.Tsopano, Aldi ali ndi malo ogulitsira oposa 20 m'maiko XNUMX kuphatikiza China.

Mapu a mayiko omwe amadziwika ndi lalanje ndi buluu
Aldi amagulitsa padziko lonse lapansi.Dera la Aldi Nord lili ndi buluu, Aldi Süd lalanje.
(LnG91 / Wikimedia Commons, CC NDI-SA)

Mapu ofalitsa padziko lonse amisika yayikulu ya Aldi.Aldi kumpoto ndi buluu, ndipo Aldi kumwera ndi lalanje.

Mbiri ya Aldi ku Australia

Atafika ku Australia, Aldi adagwira malo opanda kanthu mumsika wogulitsa.

Masitolo akuluakulu a Franklins omwe atha tsopano komanso (a Coles) Bi-Lo nthawi ina amalamulira mtundu wa "chakudya chochepetsedwa".Komabe, kumapeto kwa zaka za m'ma 1990, maunyolowa adayesa kukweza magiredi awo, ndipo chifukwa chake, mtundu wawo "wopanda-frills" udawonongeka.Zimakhala zowopsa. Franklins anali kusimidwa. Coles adasiya mtundu wa Bi-Lo mu 2006.

Aldi anakula mofulumira.Pofika pakati pa 2003, inali itatsegula malo ogulitsa 38 ku NSW ndi masitolo asanu ndi limodzi ku Victoria.Pofika chaka cha 2011, Aldi anali ndi maunyolo 251 ogulitsa. Kumayambiriro kwa chaka cha 2013, idali ndi masitolo opitilira 280 ndipo idakulira ku likulu la Canberra.

Pakutha kwa 2013, Aldi anali atadutsa gulu la IGA ndikukhala supermarket yachitatu yayikulu kwambiri ku Australia, kuwerengera 10.3% ya ndalama zonse zogulira (Coles anali ndi 33.5%, a Woolworths anali 39%). Aldi adatsegulanso malo ogulitsira oyamba ku South Australia ndi Western Australia ku 2016.

Malinga ndi zomwe zaposachedwa kwambiri kuchokera kwa Roy Morgan, Aldi tsopano ali ndi masitolo akulu opitilira 1100 ndi 500% yamakampani azakudya ndi kugulitsa aku A $ 12.4 biliyoni ku Australia.

Woolworths and still dominate the supermarket mix in Australia.
(CC BY-ND)

Woolworths ndi Coles amalamulirabe msika wamagulosale aku Australia.

2020年,Aldi被消费者评论网站Canstar Blue十年内第七次评为澳大利亚最佳超市,并被Roy Morgan评为仅次于五金连锁店Bunnings的第二受信赖品牌。

Njira ya Aldi yakhudza momwe masitolo ena akuluakulu amagwirira ntchito.Makamaka, imakakamiza ochita mpikisano kuti azichulukitsa zawo "mtundu wawo" (kapena mtundu wawo), adziwitse "zododometsa", ndikupitiliza kukhazikitsa mndandanda wazogulitsa "wapadera".

Mwini ndi Mirage Brand

Mu 2004, zolemba zachinsinsi zinali pafupifupi 9% yazogulitsa m'mashelufu a Coles ndi Woolworths.Pofika 2019, zolemba zachinsinsi zimakhala 30% yamalonda a Coles.Zachidziwikire, chifukwa chakukakamizidwa komwe kudabwera kubwera kwa Aldi ndikukula kwamabizinesi ake, Woolworths yakulitsa mtundu wake.

Tiyenera kudziwa kuti Aldi sagulitsa malonda a "ALDI", koma amagulitsa zinthu za Mirage, monga "Belmont" ayisikilimu, "Radiance" zopukutira ndi "Lacura" zopangira zosamalira khungu.Kutuluka kwa mitunduyi ndikuti kuthetsere malingaliro a ogula zakusatsika kwa zinthu zomwe zimakhala ndi supermarket.

Mu 2016, Woolworths adakhazikitsa mtundu wake wa Mirage. Coles adatsatiridwa mu 2020, akuyambitsa zopangidwa zatsopano kuphatikizapo "Wild Tides" brand tuna ndi "KOI" zimbudzi.

Malo osamalira khungu a Coles, KOI.

KOI, mtundu wosamalira khungu wa Coles.

特卖

Masitolo akuluakulu ku Australia amakakamizidwanso kutsatira "kugulitsa kwapadera" kwa Aldi sabata iliyonse, kuyambitsa zinthu zotsika mtengo zomwe sizimagulitsidwa m'misika yayikulu.Kuphatikiza ma TV, makina otchetchera kapinga, zotsukira, ma jekete amoto, masutikesi ndi (zodabwitsa kwambiri mdziko la Australia) zida zouluka.

Otsatsa pamzere panja pa sitolo ya ALDI
Otsatsa ALDI pamzere wodziwika bwino "wogula wapadera".

Makasitomala a Aldi adadikirira pamzere kuti agule zinthu zotchuka "zogulitsa zapadera".

Zinthu zapaderazi nthawi zonse zimakhala zochepa, ndipo makasitomala nthawi zambiri amakhumudwa chifukwa sangathe kugula.Ngakhale izi, makasitomala azibwerabe pamzere ndikuchezeranso.Izi zodabwitsa zanyengo komanso zogulitsa zochepa zadzetsa makasitomala chisangalalo ndikudandaula kuti adzaphonya (FOMO, mantha akusowa).

Mu Juni 2020, a Coles adzakhazikitsa malonda awo "apadera" milungu iwiri iliyonse.

Aldi akuchita gawo langa

Ngakhale ochita nawo mpikisano atengera Aldi m'njira zambiri, malo ogulitsira akuluakulu aku Germany amalimbikira kutenga njira yapadera, yotsika mtengo.

Aldi sanagwiritse ntchito ndalama kuti azigulitsa okha, zomwe zikupezeka m'masitolo ena ambiri, ndipo akupitilizabe kupereka malamba onyamula katundu ataliatali komanso okhala ndi ndalama.

Aldi alibe malingaliro ofuna kugula zinthu pa intaneti komanso ntchito za khomo ndi khomo.Zimphona zina ziwiri zazikuluzikulu zagulitsa ndalama zambiri mderali.

Ulalo Wakunja: Kanema wa YOUTUBE: Chotsatsa "Chosagonjetseka" cha Aldi.

Aldi sayenera kuthana ndi kusakhutira kwamakasitomala mwamphamvu potulutsa matumba apulasitiki omasuka omwe angawonongeke.Chifukwa sichinaperekeko matumba aulere, nthawi zonse amalipiritsa makasitomala masenti 15 matumba apulasitiki.

Chifukwa chake, Aldi akadali chitsanzo chapadera pamsika wogulitsa ku supermarket waku Australia. Mbiri ya Aldi ikuwonetsa kuti ichi ndichimodzi mwazinsinsi zopitilira kuchita bwino.

Gary Mortimer ndi pulofesa wa zamalonda ndi zamalonda ku Queensland University of Technology.Louise Grimmer ndi mphunzitsi wamkulu pazogulitsa zamalonda ku University of Tasmania.Nkhaniyi idasindikizidwa koyamba Kukambirana.

Chiyanjano choyambirira
"Chinatown" Fb amagawana nkhani zaku Australia tsiku lililonse, kuti muthe kudziwa zaku Australia nthawi iliyonse komanso kulikonse @Play, @Immigration, @ 生活 信息: https://www.fb.com/news.china.com.au/

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