Wednesday, December 19, 2012

華潤「創業」敗走香江


聖誕臨近,是零售業最大重頭戲,因為消費者在這段時間的購物意欲高,零售商紛部署年尾一博,不過,在熱浪席捲過來之前,有公司經已消失。

華潤創業(291)旗下本港零售品牌多多,單是超市都有兩個,除了大家熟悉的華潤萬家,還有個Voi.la!,後者走較高檔路線,實行同百佳和惠康抗衡。在另一條戰線的便利店方面,則有Vango便利店,據資料話都有70間,與7仔和OK競爭,總之有個「V」字做品牌名稱的首個英文字母,贏完再贏,無論在超市和便利店方面,實行與對手鼎足而立。

可惜,該集團另一個品牌VivoPlus,即「采名」不知不覺已在香港消失,原來早於7月底經已全線結業,15間門市悉數關門,數數手指,自2010年10月香港開首間門市計,短短兩年不足便壯士斷臂,場面相當恐怖。

VivoPlus賣藥物和化妝產品業務,業務性質與萬寧及屈臣氏相似,也有可能成為第三隻腳,但市場還有無數街坊藥房,競爭也頗激烈。不過,望望華潤創業於9月底份第三季業績報告,卻隻字未提,究竟是報喜不報憂,還是濕濕碎,不值一提?

有趣的是,該品牌於去年10月開設太子分店後,於今年3月初又開設上水分店,反映採取積極擴展策略,但怎也料不到在短短4個月後便結束?可知道,開設一間門市需投資裝修、存貨和人手等,一下子在短時間內結業,裝修的折舊、存貨撇帳,及遣散費等均無法再按時間攤銷,需即時反映在帳目內,成本非同小可。

禤中怡知道華創過去從百佳拉攏一批猛將加盟,協助打江山,畢竟兩者的薪酬差距近年有拉近之勢,況且百佳部分經理據聞被調往內地打仗,故他們或許樂於轉工留港拓展新戰線。

不過,聽聞華創於年中罕有地委派內地管理高層空降至香港做總指揮,自然是一朝天子一朝臣,況且新官要整頓業務,特別是一些大花筒項目,最快見效的做法當然是省錢,未知這個是否VivoPlus「死因」。

雖然該品牌業務退出香港市場,但負責的高層竟能留下來,調往超市部門做頭頭,而部分VivoPlus分店高級管理人士也未被裁掉,反而能夠在華創超市的分店經理之上多設「高級經理」職位作安撫,認真識做。

連藍籌中資大企業也要敗走香江,可見市場競爭之激烈,試問外資,或中小企業能生存下來的又有幾人。

VivoPlus今日已集中火力拓展內地市場,於9月曾一口氣連開7間位於天津、武漢和南京等地分店,但戰線如此遼闊,究竟怎樣有效管理呢?

聖誕將至,禤中怡祝大家聖誕快樂。

(12月19日刊於《am730》)

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