The prosperity of German discount stores "Aldi" "Riddle" which dominates Europe

Drinking water 1.5 L is 0.17 euro (about 24 yen), pasta 500 g is 0.44 euro (about 61 yen), fruit juice of 100% fruit juice is 0.99 euro (about 140 yen), fish canning is 0.75 euro (about 105 yen) When raising an example with Italian Riddle, even now with the depreciation of the yen, the groceries were cheaper than the price of Japan or the same price. Even the set of McDonalds for dining out is momentum beyond 1000 yen ... ....

Hello,Takuya Sudo @ circle around the world bicycle @ Charridermanis. I ran from Italy to Ireland this summer, but like everyday running in 2010, I rely on a discount store everyday. When we ask for cheapness, we conclude that we will arrive at this year's Riddle and Aldi.I also made an article in August 2011However, this time again I tried summarizing the discount circumstances in Europe.

Price price destruction
A strong comparison advertisement of ALDI (Ardi) found in the UK.


For traditional brand products "£ 34.55 (approx. 6200 yen)", but ALDI brand products only take "£ 18.82 (approx. 3400 yen)", 45% appeal to their appeal such as price down It was.

... But please wait. I'd like to buy a famous manufacturer, preferably Coca-Cola for Coke, Nestle for Chocolate, Kellogg for Serial, Heinz for Ketchup, if you do not understand well. "No, its theory is wrong," when looking at the usual supermarket, it is expensive and it can not be reached. I lowered my head to "I was cognizant", and at any rate I used cheap ALDI. It is an advertisement that makes me somehow moyamoya.

UK standard supermarket Tesco.


At Lidl (Riddle) in Dublin, the capital of the Irish capital, it was as busy as to have a cash register. Lidl takes the same store management as ALDI, but the visitor's entry and exit is never interrupted. Meanwhile, the interior of Tesco who stopped by suddenly was quiet and seemed lonesome. At the site of general retailing in Europe, the light and dark are breaking apart.

Tesco has dropped its share in the news reporting the supermarket market share fight in the UK,

Tesco loses market share as Aldi and Lidl continue UK assault | City A. M.
http://www.cityam.com/1409129242/tesco-loses-market-share-aldi-and-lidl-continue-uk-assault

◆ store style
The deployment of supermarkets in Europe is easy to understand, considering four forms, a huge type hypermarket, a regular supermarket, an urban mini super, a low price discount store. Some companies stick to a discount store and one form like a hypermarket like a French-type Auchan (Ashan), a German-style ALDI, but also like a French-type Carrefour from a hypermarket to a mini supermarket Some companies take multipolar store operation.

French hypermarket Auchan.


This is also a French-based, E.Leclerc large store.


Carrefour is the world's leading supermarket chain.


Within such Europe, discount stores that run through low-cost routes by thorough cost reduction are increasing their share in the overall retail industry. The representative companies are German Lidl and ALDI, I felt overwhelming momentum even this year's trip as it was four years ago. Not limited to German, discount store type companies are seen in various countries.

Here is also German PENNY Market.


British style Iceland.


Leader Price in French series.


Eurospin in Italian style.


Dia in the Spanish line. Here also there was a store in Brazil.


◆ Reduce all costs
So what is the discount store different? This is particularly prominent in Lidl and ALDI, but I will give you some examples.

In the discount store, there are few shelves for cost reduction, part of the box containing the product is cut out and arranged in a form that can be taken out. Large-sized items such as drinking water and toilet paper were displayed in a state stacked on a pallet. Transfer the pallets with goods from the warehouse into the store using the hand lift. Compared with supermarkets, the range of products is not rich. It is also important to focus on efficiency that the items to be handled are narrowed down. However, we deal with fresh foods such as vegetables and fruits, fish and meat, and we need all the things we need.

A standard Lidl store that I saw in Italy.


"Retailer of the Year 2013"Italian store that appeals to have received the award.


Lidl was also in the UK.


A new store of ALDI who had refrained from opening in Austria.


ALDI had also advanced to Switzerland that is not EU.


Although it was Switzerland with high prices, there was no hardship as much as Norway. I think that the difference is the existence of ALDI and Lidl.


And most of the items in Lidl and ALDI,Private brandis. If big supermarkets try similar displays, shopping will be boring with only the items in the same package. In that respect, Lidl and ALDI products are branded by beverage, snacks, daily necessities and categories, so it is an illusion that consumers choose it as well. I choose private brands from a financial point of view, but I was devised not to feel poverty.

Lidl's private brand that was branded by category.


Even if you look at the leaflets, they will appear to be dealing with products of various brands.


Food that appealed domestic product at Italian Lidl.


Lidl also has an outdoor brand called "Crivit Sports", which also comes with cycle supplies.


Do not forget the overwhelming fastness of the cash register. The belt conveyor on which the goods are placed is long, and if it is a shopping cart, five people can be superiorly placed. By arranging items in advance, you can save time and effort to take out when accounting. And the bar code of the item was also devised, just reading from the right to the left was reading the price. I will not bother to look for a barcode. Even if the customers who pushed the shopping cart full of products are lining up in front, just wait for a while and replace themselves in turn.

Bar code on the side and top of the box.


Printing of a bar code which is greatly extended.


How to use such a bar code helped to improve the efficiency of cash register speed.


◆ Actual price
When shopping at ALDI in the UK,
· Nectarine 0.79 pounds (about 140 yen)
· Tomato 0.59 pounds (about 105 yen)
· Shrimp Mayo taste sandwich 1.29 pounds (about 230 yen)
· Snickers 0.33 pounds (about 60 yen)
· Yogurt 0.31 lb (approx. 55 yen)
· 8P cheese 0.59 lb (approx. 105 yen)
· Tortilla 0.85 pounds (about 150 yen)
It was a feeling.


Energy drink in ALDI in Switzerland is cheap at 0.59 franc (about 70 yen).


Although I did not see it last time, I baked some bread in the shop at some Lidl who visited this time. 0.30 pounds with two breads (about 55 yen). Unlike products mass-produced at the factory, the texture of plump bread does not accumulate.


Although German discount stores such as Lidl and ALDI may enter other than Germany, discount stores in other countries rarely enter Germany. Only in DenmarkNETTOIs it about? The goodness of the German economy in Europe was also a glimpse at the discount store.

However, there is no weak point. After all, the essence was "inexpensive and bad," and the canned fruits I got at ALDI in Switzerland were efficient until harvest, or they tasted like vegetables. I feel that disadvantages are not enough. Actually, in France, local capital such as Auchan and Carrefour are confronted with price competition, and if the price is close, I wanted to shop in the latter. Existing supermarkets are not just doing their hands, such as introducing self-registration.

We can not keep an eye on future developments, including the offensive of German discount stores. The distribution war in Europe was extremely fierce.

(Sentence / photo: Takuya S. Narou Charriderman
Cycling around the world for a bicyclehttp://shuutak.com
Twitter@ Shuutak)