Translated material
How the Russians fell in love with "Auchan"
By his fifteen years, Auchan opened the flagship store at the Kremlin. The rental of three floors in the center of Moscow is more a symbolic application for a domination in the retail market than economic considerations. Samizdat found out how “Auchan” captured Russia and a place in the heart of everyone: the children are taken there as a museum, poems and songs are dedicated to him, rappers are filmed clips against his background, and political activists use hypermarket as a platform for performances. We collected all the work that existed around Auchan, learned from Pyotr Verzilov and the singer of the coin, what this store means for them, photographed them there, investigated every theft for 2017, prepared their own art project and now explain why Auchan became a meme.
All Auchan stores in Russia occupy 1,200,000 square meters. These are about three Vaticans or Monaco. Residents of large cities are lobbying for the opening of a hypermarket for years: in 2018, two hundred Auchan stores work in Russia. For any Auchan shopping center, this is an anchor that can pull the entire area to itself.
Before entering the Russian market, the French company settled its researchers in Moscow families. There, they studied the taste addictions of citizens, learned, for example, that we adore glazed cheeses. Auchan came to Russia in 2002. The four out of the first five stores were built outside the Moscow Ring Road: in Mytishchi, Kommunarka, Marfino and Krasnogorsk. There were no other shopping centers here, the complex from Auchan, Meghi and Ikei, built at the intersection of the Moscow Ring Road with the Kaluga highway (Mega Teply Stan) was the only truly large project on the highway. Auchan managed to stake the most interesting transport interchanges, after which other developers also went on the road.
Under twenty future hypermarkets, Auchan reserved land in the suburbs, the project “Provincial Ring”, the Governor of the Moscow Region, Boris Gromov, went to coordinate to Paris. But after a couple of years, it became clear to the French that it was possible to build closer to the center: in accordance with the general plan of development, part of the industrial zones located next to the third ring was given to shopping centers. The company decided to go to Moscow in 2004. Auchan was ready to build a shopping center for himself, co -investing projects, so he received the best points. So he repulsed the territory of the Ordzhonikidze machine -building plant on Leninsky Prospekt (Gagarinsky shopping center) near the German network “Marctefuf”, which soon after that he left Russia forever. The Turkish “Ramstor” - “Auchan” replaced his main competitor from the market a little later. In 2007, the company absorbed all their hypermarkets: fourteen stores were rebranded, which allowed Auchan to double its presence in the market. By that time, he had already opened in St. Petersburg, Nizhny Novgorod, Yekaterinburg, Krasnodar and Rostov-on-Don.
In the same years, Auchan, which initially did not plan the expansion into the regions, captured several megacities, and in large cities he launched the Atta supermarket chain. The new neighbor reduced the sales of stores nearby by 15 %: no one could compete with a hard discounter. The Director of M. Video even called the “price killer” “Auchan”, accusing the foreign retailer of trade in prices below the cost due to great investment capabilities. For ten years, the company built fifty hypermarkets: Russia has become the second “home” for the company, more turnover only in native France. By his decade, “Auchan” finished the redistribution of the market by buying a Real Metro network from Metro. Last year, the company celebrated his fifteenth -year score and opened a flagship store opposite the Kremlin. In the coming years, Auchan is going to open several more supermarkets within the garden ring.
Therapy after scoop
Hypermarkets are similar to markets where disparate manufacturers are combined under one roof. But the shopping center is cleaned from crime, clashes with incomprehensible and alien. “It is otherwise organized by the communication of the buyer and the seller: they are actually isolated from each other,” explains Oksana Frost, culturologist, associate professor of the RANEPA and MVSHSEN. - Until the nineties, the seller was a guardian of goods, but here the buyer is found either with a cashier who is not attached to the trade in specific products, or with a consultant to one of the departments that does not break through the goods. You are no better and no worse than anyone else who is here. In the hypermarket, it is impossible to experience the pressure of the distribution system: for example, do not get the goods or get the wrong product. People understand the scenario of interaction and leave with a sense of complete dignity. Auchan is therapy after the “scoop”. ” The culturologist notes: it is not possible to configure trusting relationships with sellers here.
The frost divides the “Auchanes” into two groups: those that are behind the Moscow Ring Road, “special -purpages”, which can only be “traveling”, and hypermarkets in the city, which have become part of “normal”, everyday routes, an element of a weekend walk. Both types of shops program the purchase scenario - a weekly supply of products for the whole family. “Abundance gives rise to something like a missed benefit syndrome: it seems that it was necessary to buy only bread and milk, but I don’t want to lose the opportunity to buy this sausage or cheese at a discount,” says Frost.
In addition, a shopping center is a full -fledged recreational area in which people spend several hours. “For many families, a campaign in Auchan replaces expensive and complicated leisure practices,” explains Frost. - Here you can see closer anything: larch or skis, wander like a museum. The history of “Auchan” is similar to Ikeevskaya, but “Ikea” in Russia feels better: it cannot generate a symbol of the culture of comfort, which the grocery “Auchan” cannot give rise to. ” Nevertheless, from these stores, Instagram users put almost an equal number of photos: 120,000, if you look at hashtags. From the Pushkin Museum - four times less.
More than a thousand VKontakte groups are dedicated to Auchan, among them: a group for those *** who worked or works in Auchan *** , looking for you Auchan Podolsk (“by seeing only once in Auchan, you can remember for a long time and never find, but our community will help you correct it”), “Sergey Smirnov and prices from Auchan” . The joint purchases communities are especially popular: residents of cities nearby to a hypermarket order from each other the delivery of goods for a commission of 10-15 percent.
The review of the sausages “every day” on YouTube has 14 thousand views. Many filmed video tests, but only Valentin Godin does not seem to do this regularly. He started the channel in the "Crisis background of 2014-2015." Now Valentine is buying two or three new items from the “every day” line for a week. He thought that in a couple of years he would test everything, but “where is there, the products“ every day ”are an immense universe!” It is easier for him to record from the second double, having already tried the product: it is necessary to prepare an opinion, moreover, by his admission, there were failures, for example with a paste.
Biennale every day
"Auchan" pulled the train of meanings. For fifteen years, he did not take root only in Russian literature, although with easily he could be used by Pelevin. Buyers write to him as a living: “Hello, my beloved Auchan is on a ruble. For the fourth year now you have been feeding, dressing and taking care of me! And your Fitness cookies are better than in other branches. I congratulate you again. Be healthy and pleasant in everything for everyone! With gratitude, only yours are still. ” The rudiments appear on poetry.ru:
Happy birthday, Auchan,
The hypermarket is incomparable!
The soul warms up
I’ll just enter your room spacious!
Eyes scatter:
So rich in assortment,
What climbs into the cart itself!
To your applause!
All goods are like a selection,
Do not bite prices!
On your holiday, it should be proud:
Do not find a replacement for you!
Hold the brand one hundred percent -
There are no equal to you in the market!
It does not threaten you simple -
Both in the capital and in the outback.
Your service is on top
The staff is always amiable.
You let the dream come to life -
And the soul dreams of you!
I will step over the threshold again -
How is it not to succumb to the temptation?!
Having purchased products for the future,
Paying the cashier to the hostess,
I dragged like a burla
In two hands I will luggage bags ...
Prosperity, all the best,
Execution of ideas!
Rejoice your eyes in all its glory
Gaining momentum
So that in the circle of their friends
The anniversary celebrated the hundredth!
Oh, how I hate this word!
But five minutes walk, as if in trouble -
And I do not see another way out,
Let me fucking, I still go ...
I will run in a break, and Basta.
I will buy products, and again peace ...
But I abruptly stop smiling:
Nice? On a cart with a foot?!
I move, as if in prostration ...
Thinking about the meaning of being,
I start to look around anxiously:
My cart? Or not mine?!
Coming here for sugar and tea,
In addition, I am typing "Karkade" ...
Nobody is responsible for himself!
Everything here is for everyone:
From bread to bidet!
And in the crowd, in the middle of mass captivity,
You will be swallowed by commodity worlds ...
Where is the girl, with a guinlet smile,
It will offer you to try cheeses ...
Here is a Russian rebellious nature:
Faced! Cork. There is no way to the ticket offices.
And Verzila yells at me: “Fool!
Did you fall asleep? Come on! "
Here in the apogee is barbaric Rush!
Here it rises into the weekend.
Auchan, you are our joy and annoyance ...
And really - ours! .. On the contrary.
Auchan often announces contests in official groups. For the poem below, Anton Samartsev won 30 thousand rubles. He told Batenka that he was confident in victory, otherwise he would "not create a poem for two days." The win "hoped to drink, but the family is against it." Now they are together "form an order for different needs such as bedding, clothes, household appliances and, perhaps, some kind of delicious."
I can’t believe it! Imagine brothers,
But today Auchan is fifteen in Russia!
And by the way, it is doubly amazing to me -
After all, fifteen and our family soon!
Together and I were still my beloved then,
When two Auchanes in Russia were opened.
Now there are not two of us, now there are five,
Although, of course, we can’t catch up with Auchan.
After all, hundreds of sites opened in the country,
Auchan steps, Auchan on a horse!
Another fifteen years will pass - and then
Auchan will get to all cities!
And if such a layout takes place
Honestly, I will be sincerely glad.
After all, he grows clearly not in vain -
Great network! Agree, friends?!
When everything is at once and with a low price,
Just the store we need this:
Simple and comfortable, spacious, large,
With the cordiality of the Russian, with the French soul!
He will be the same in the thirty -second,
I hope it will not change much in it!
Of course, he will contribute to Hi-Tech,
But I want like a simple person,
So that after the outcome of the fifteen years,
The French baguette would still be crunching.
For home, for a summer residence, garage and on the table
All the same in Auchan, I easily found.
The seller will run on the videos again,
And I (by that time grandfather and father)
I will plant a granddaughter in an electric tender
And with him along Auchan, as a row, I look like.
And maybe I will hear at the checkout again
Living cashier: "We will wait for you!"
Or maybe ... yes, by the way, what to guess there
Fifteen - to wait a little completely!
It is better to deal with music. The coin sang about the cheese from the “Every Day” line, the fans replaced the Gucci store on “Auchan” in the song “Burger” in the song “Burger”, and the PHARAOH ranger opened his first clip “SKR TFR”. He refused to communicate with the "friend" on this topic, but we have collected a playlist for you and talked in detail with a coin.
Monetka
Photo: Maxim rawAverage check: 2000 rubles
Last visit: two weeks ago
Hypermarket: “Auchan. Maryino "
Last winter, Monetochka’s mother brought her Mascarpone from the Yekaterinburg “Auchan”. Lisa was surprised that elite cheese was included in the budget line of goods “every day”. In her opinion, primary necessity should be sold under this brand. Monetochka devoted a song to the cheese:
Offers you
Fasting the illusion in captivity of your poverty!
Buy two hundred fifty grams
The paradox of our time!
You are just cheese from the "every day" line,
But I see millions of people for you:
With taste, without taste, not very rich,
Pensioners, hipsters, students.
She needed a half -kilogram of Mascarpone for her beloved cake "Red velvet", which she makes for friends. Lisa explained to Batenka that she loves simple food and does not cook: in large quantities she needs kefir, bread, prunes and mineral water. After moving to Moscow, she began to purchase these products and household chemistry in Auchan in Maryino. “A year ago, I did not understand such people, but if you are a student from the province, it is easier to start an independent life with Auchan. In addition, because of filming and lectures, I can’t go to the store every evening. ”
A coin says that in “Auchan” near Yekaterinburg, where we took it off, the entire region rides. She likes that here you can forget and "feel Tybler-Gerl." They don’t recognize Lisa here, but “you don’t look like a taste of taste, of course: my listeners come there more often.” At the same time, she admits that “Auchan as a symbol of the era of consumption is brighter and closer to Goshi Rubchinsky,” and believes that this song should be made more technical.
The Ukrainian brand Whoisit sells cotton shirts that mimic packages with the Auchan logo. They can be ordered for 3000 rubles. Feelosophy concept products are cheaper: a case on the phone and a T-shirt “Well”, repeating the design of the packages “every day”, 900 and 1400 rubles, respectively. Our hero believes that you can dress ironically and stylish even in clothes from Auchan.Alexander Ardabyev
Middle check: 4000 rubles
Last visit: A week ago
hypermarket: "Auchan" Gagarinsky ""
Sasha collects solid images from Auchan clothing no more than 3,000 rubles, is photographed among the shelves of the hypermarket and laid out them on Cheap_Sasha Instagram. So he demonstrates that in cheap clothes you can look good. While Sasha drags a gyro scooter from the neighboring department into our filming corner, a man nearby tries to measure training pants on jeans: neither those nor the other suits him. Sasha returns, pulls a black turtleneck, almost the same as that of a man, jeans and rushes on a “props” gyro scooter to the television department, will portray Steve Jobs. Not a very honest project: everything suits him because he looks like a young Jim Kerry.
Sasha’s account has been leading for more than a year, during which time four and a half thousand people signed up. For each element of clothing, he indicates the price: subscribers often ask which “Auchan” these sneakers remained in. Now he is looking for clothes only here: I used to post pictures from Sportmaster and Decatlon, but there is a bad light and you cannot leave the fitting room. And this is important, because Sasha is looking for a space in which he would look appropriate: in the image of his father, for example, he stood at the shelves with baby food, and for Mexican onions printed a package with a small guitar. He says that “Auchan” has “almost Ikeev’s attitude”: he had never made comments, even if he occupied large territories and dragged outsiders there.
Sasha believes that clothes from Auchan resemble things from UNIQLO and sometimes not inferior in quality. He is only upset that "in women's beautiful patterns, stars, prints, and men have only a sweater with sad deer." “I took a yellow raincoat for myself, which I found on one of the filming, and a warm bilateral vest. I recommend buying pants and T -shirts to subscribers. ” Now he comes to Auchan for steaks, herbs, cheeses, wine and take a picture - these are idle campaigns.
Peter Verzilov
Location of shooting: flagship "Auchan" by the Kremlin
in "Auchan" does not go
Last visit: six months ago
Vladimir Putin retold this action in Auchan Angel Merkel in 2012 to talk about Pussy Riot. Four years earlier, on the day of the city of Moscow, the “war” hung five people in the department of “Auchan” lighting devices: migrant workers and gays. One of them was a Jew - Putin pressed this. Verzilov, sipping the orange juice on the second floor of Auchan at the Kremlin, explains: “The one who brought Putin the endurance very carefully read the text of the action-it really said that one of the LGBT activists is a Jew. Putin played the action in front of Merkel with sincere indignation. He wanted her to believe that these people [Pussy Riot. - approx. Ed. ] cannot be protected. This is one of our best actions, the only performance that Putin really missed through himself.
For the action, they chose "Auchan. The White Dacha ” - Verzilov calls him“ pearl ”and says that“ the Muscovite of the formation of zero on the weekend to the store is connected in the mythological consciousness with “Auchan”, and not with “intersection” or Metro. ” Before the trip, Verzilov on the printer printed on the official form of the Department of Social Policy the document “Permission to Execution” - with it the ritual convoy went freely. Activists brought fasteners and ropes with them, the stairs took right there, the “corpses” hung on a grille in the department of lighting devices - between chandeliers. Verzilov was surprised by the reaction of the buyers: some continued to demolish between the hanged Tajiks, pushing them away to reach the goods, "nothing could lead them away from the goal." Twenty minutes later, the main guard changed in the face came to the department. As a result, no one was detained.
At the end of last year, the shareholder Katrin Nenasheva opened the Center for Stable Art “every day” in a panel house in a sleeping area. Регулярно у касс в «Ашане» прикидываются мёртвыми активисты организации «Правда о еде». В прошлом году больше ста людей легли на пол в «Ашане „Гагаринский“», протестуя против введения акцизов на сахар и пальмовое масло, так называемого «налога на бедность». Об ещё одном случае, возможно, протестного акционизма рассказывает , со слов друга, пользователь фейсбука. Тому на собеседовании на должность охранника в «Ашан. Андреевка» показали видеозапись, на которой «несколько старушек быстрым шагом подходили к молочке и заглатывали творожные сырки». Действие пресекли охранники: «Поедание стариками продуктов, не доступных по цене для пенсионеров, уже приняло массовый характер, и такие „банды пенсионерок“ стараются засекать на входе».
Что крали из «Ашана» в 2017-м
За прошлый год из всех «Ашанов» вынесли товаров на сумму меньше 200 тысяч рублей. Эти данные, собранные нами по базам судебных дел, не отражают реальности, потому что украденный товар предлагают оплатить сразу в магазине. Тем не менее это исследование отлично демонстрирует, чего именно не хватает россиянам для комфорта. Результаты представлены на нашей инфографике.
Чаще всего люди пытались стянуть шоколад, колбасу, кофе и пену для бритья. Самую большую категорию украденного составили средства гигиены: гели для душа, шампуни, косметика. Многие приходили в «Ашан» за нижним бельём и носочками. Спрос на алкоголь — низкий, примерно такой же, как на выпечку к чаю. Бóльшую часть краж совершали зимой, потому что продукты удобнее выносить под одеждой. Интересный всплеск был зарегистрирован нами накануне 1 сентября: перед началом нового учебного года взрослые «собирали» детей в школу, похищали школьные принадлежности и, что немаловажно, игрушки.
Заметно, что люди крадут наборами: по пять-шесть предметов; кроме того, выбирают товары качественных брендов. Алексей Белянин, заведующий лабораторией экспериментальной и поведенческой экономики НИУ ВШЭ, объясняет это с помощью теории игр: «Их ситуации можно рассматривать как рациональное принятие решений в условиях риска, так как тут есть место для решения, максимизирующего полезность. Любые потери воспринимаются ими сильнее, чем выигрыш той же величины. Поэтому попасться на краже трёх вещей сразу, а не на каждой поочерёдно — это меньший стресс».
Bonus
В качестве бонуса «Батенька» представляет собственный арт-проект: эти пять наборов когда-то были украдены из «Ашана» и куплены нами повторно. Мы уверены, что при выборе продуктов люди руководствовались особой логикой.
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