In sweet networks "Alyonki"

The large -scale development of branded confectionery stores changes the domestic market

When it comes to domestic production, the words “state” and “import substitution” are most often found. There are not many large private companies that have proven themselves in the food market before the sanctions period, while those who lead in their industry are units. At the sight of the shelves of Russian supermarkets with confectionery goods, it seems that domestic manufacturers are not able to impose competition for foreign giants. Nevertheless, statistics are inexorable: for almost 20 years, the United Confectioners holding has been leading in sales and production in the main segments and continues to increase the share in the total volume of the market. At the same time, introducing non -standard decisions, often, the first in Russia. One of them is the development of their own chain of Alyonka retail stores, which grew out of a pilot project to an all -Russian scale. In a series of materials “New”, he understands in detail whether the statistics really reflect reality and how the largest confectionery association conquers buyers.

It must be understood that the search for other ways and moves is contrary to generally accepted, characteristic of the holding. Even at the dawn of the formation of the company, when the wide demand for a foreign confectionery gave rise to the mass opening of the Mars or Nestle franchise plants, the United Confectioners made a bet on Soviet traditions and systematically revived the production of focus and chocolate familiar to Russians from childhood. And, as it turned out, they did not lose - the sweets of the Babaevsky factories, Red October and the Rot Front have been holding leadership for many years, according to customer reviews and sales.

The decisive role in the choice here was played by the traditional quality of raw materials and finished products, coupled with an affordable price.

In the long run, this rate played not only to strengthen the holding brand, but also influenced further development.

The decision to create its own retail network, by the way,, too, partly, tribute to traditions - earlier, branded stores existed at every Soviet factory. Nevertheless, the pilot launch of the project in 2007, on the eve of the financial crisis, looked very controversial. Moreover, at that time, practice was established when the company store was rather the detail of the general image, a window, a business card of the company, which had a very mediated attitude towards sales and customers.

But then the difference in the approach played the role and difference, as the head of the Alyonka retail network Yevgeny Shinkarev noted in the conversation: “A company store should be the most important tool for promoting products.”

The statement is very controversial, despite the fact that in the nearest supermarket you can easily find sweets for every taste. But already at the entrance to the Alyonka company store, all doubts disappear. In addition to the long-favorite “squirrels” and “kara-kum”, the ranks of the shelves have almost 500 products, and in general, their number reaches 3000 positions on the network. Including, including the goods of all 19 holding factories, and often not even presented anywhere else in the region, as well as completely new exclusive products.

In addition, Alyonka stores offer the buyer an attractive price for sweets. Up to a third of the positions presented in the assortment, they are involved in various promotions and are sold with significant discounts, but outside the shares they can compete with such well -known access to their prices as “Pyaterochka” or “Auchan”.

At the same time, the Alyonks also deployed its own loyalty program.

Another competitive advantage that Alyonki is proud of is the maximum freshness of products, which is also surprising at first. After all, the shelf life of sweets or cookies is often measured for years. But, as it turned out, this feature played into the hand to the manufacturer. Perhaps the older generation of buyers, also remembers the alluring aroma from the paramedic confectionery stores, where the goods were shipped directly from the assembly line, and today it can again plunge into this atmosphere of the past. And the younger generation pulled after, evaluating the trend for freshness.

Given such a dense connection with Soviet traditions, it is not necessary to expect much from the service of company stores. But here is just the opposite - the staff is ready to politely advise the buyer in composition, taste, and even the history of the product. And the eternal issue with queues is solved by the self -service system. Under the maximum service, cozy coffee houses are adapted and built into some stores, and in Sochi - even a full -fledged restaurant. In addition to the place of comfortable relaxation for buyers, the promotion tool is also implemented here - a candy as a gift will be offered to the buyer for each cup of the drink.

Today, the Alyonok network has over 100 stores in Russia, more than 40 in Moscow. Despite the pandemic and a complex economic situation, the project continues to remain a priority and will expand in the future. And this, it seems, is no longer a risky decision, but the rate justified by the indicators and proven by buyers.