阿爾迪的商業模式
楊惟雯
今天介紹一家全球一流的超市巨頭——德國超市阿爾迪（ALDI）。
2016年，全球超市巨頭沃爾瑪迎來35年來最差業績，全球關店269家，裁員1.6萬。但是阿爾迪卻勢頭良好，最近的目標是每年在美國新開100家分店。
阿爾迪曾在德國市場與沃爾瑪正面對決，在阿爾迪極致低價和強大的品牌忠誠度的壓力下，沃爾瑪毫無招架之力，在虧損數億美元後於2006年退出德國市場。
反而在沃爾瑪的大本營——美國，到2014年，阿爾迪已拓展了1300餘家門店。在美國一項名為“超市在消費者中受歡迎程度”的調查中，阿爾迪得票數遠超過沃爾瑪，斬獲第一名。
在德國，雖然阿爾迪屬於廉價超市，但是無論窮人、富人都對這家超市有很高的品牌忠誠度，開著豪車到阿爾迪排隊購物是經常能看到的景象。
阿爾迪的前身是1913年Albrecht夫婦開的一個小賣部。二戰結束後，Albrecht兩兄弟接管了家族生意。這家商店成為戰後物質匱乏時期，廣大民眾賴以生存的不可缺少的食品供應店。此後他們的生意越做越大。如今，阿爾迪在全球有超過10000家超市，能取得如此好的成績，只是因為阿爾迪抓住了零售的本質：在保證高品質的前提下堅持低價，並將低價二字做到了極致。
舉幾個阿爾迪低價的例子：
在阿爾迪購物，不可以使用信用卡付款，因為他們認為，刷信用卡用戶容易超前消費。又如阿爾迪大罐飲料價格低至0.59美元，而且能做到20年不漲價。
想盡一切辦法為顧客省錢，是阿爾迪一直秉承的理念，也是阿爾迪克敵制勝的極致一招。沃爾瑪打的是“天天平價”，阿爾迪也是將低價做到極致，ALDI是如何做的？
一、顛覆沃爾瑪的狠招
1.超低SKU
阿爾迪超市其他的大型超市有著很不同的經營理念，放棄經營全面豐富多的商品範圍，只經營最需要最基本的日常食物和用品，且每種商品的品牌少而固定。雖然ALDI不斷增加新產品，仍然只有大約900的SKU，（Stöckle，2012），幾乎是競爭對手沃爾瑪的1/150（2005年沃爾瑪大約為140,000的SKU）。
你如果認為阿爾迪採購的是商品，那就大錯特錯了，阿爾迪採購的是產能。阿爾迪的採購者從來不會跟供應商討價還價，他們討論的是這件商品的成本到底是多少？加工費用是多少？原料是多少？然後由此推算出商品價格。
另外，阿爾迪的採購對商品有很深的認識。在他們的眼裡，世界上的洗髮水用不著二十種，衛生紙用不著七八種，牙膏用不著五六種。當你認識到產品的本質以後，產品本身便沒有那麼多花樣了。所以對於阿爾迪的600SKU，並不是強行刪減下去的，而是在阿爾迪眼裡，商品的品項最多只有600SKU。
阿爾迪與有品質信譽的供應商建立了固定互信的良好關係，可以得到最優惠的進貨價。
2.員工多能工
在過去，阿爾迪全部使用現金結算，每件商品上不列印價碼，因為商品種類非常少，方便收銀員牢記商品價目表﹔訓練有素的員工都是多面手，客多時做收銀員，客少時整理貨物。
阿爾迪對人才極端重視，平均阿爾迪商店有6-8名員工。普通收銀員時薪在13美元左右，遠高於超市行業平均水準（沃爾瑪為9美元）。部門主任的年薪可達到20萬馬克（約合人民幣95萬元），每個員工都有充分的醫療保險。
如今，阿爾迪在自有商品的多個面上都打上條碼，這樣避免了掃很多遍掃不上，從而耽誤結帳速度的事情。
3.購物車付費
在阿爾迪購物，使用購物車需要花費25美分，但是購物結束後只要將購物車退還原位，就可以拿回25美分。這樣一來，阿爾迪根本不需要專人管理購物車，只用25美分就節省了大量人力成本！
4.包裝箱只用一半
很多超市的商品包裝箱都是嚴嚴實實的，阿爾迪的紙箱只有一半，半截商品露在外面，不用花人工時間去打開紙箱，而且箱子只有一半，所以更節省成本。
5.售後服務–直接無條件退換貨
在阿爾迪，在麵包過期前5天，超市就會進行打折處理。過期日期會特別加大加粗，確保顧客一目了然。
阿爾迪所有的售後問題可以用一個字解決，這個字就是：退。品質不過關？退。口味不喜歡？退。無論任何理由，阿爾迪會直接無條件退換貨，這樣可以避免沒有意義的糾纏，節省大量的人力成本。諸如此類的省錢細節還有很多，阿爾迪可謂將精打細算做到了極致，讓人不得不服。
阿爾迪還有一個原則，就是禁止公司所有人接受媒體的採訪，它認為接受採訪的時間還不如去理貨，“我浪費了兩三個小時，這都會增加到商品的成本上”。阿爾迪不打廣告，拒絕上市，因為這些都需要成本，而最終為這些成本埋單的還是顧客。
阿爾迪將運行成本低﹑進貨價優惠的優勢轉化成低廉物價，直接惠顧給顧客，以物美價廉的打動顧客，從而與消費者建立起強大的品牌黏性。
6.逗比的廣告策略
在自己的老家德國，阿爾迪從來不打廣告，唯一的宣傳手段是放在店裡消費者可以隨手拿的小彩頁。
最近兩三年，阿爾迪在美國大規模擴張時候遇到了沃爾瑪的狙擊，由此阿爾迪開始做一些戶外廣告和DM海報。阿爾迪的廣告創意來源於美國國父佛蘭克林自我激勵的人生哲理，稱之為“阿爾迪真理”，每條都做的很精彩。獨特的設計和巧妙的文字搭配彰顯德式幽默。
“阿爾迪真理”：翻譯過來就是，減價不減品質。
其中一條廣告大意就是：如果還想找到比我們更便宜的蔬菜，你只好自己去種了。
阿爾迪的視頻廣告：場景大意是小夥子兜裡有5塊錢，在沃爾瑪買了果醬抹到麵包上，咽的時候噎的直翻白眼。而同樣是有5塊錢的小女孩去阿爾迪買其自由品牌的果醬，還能買一瓶水。沃爾瑪被這樣涮了一把，這是典型的德國式幽默。
從來不只為賺錢，永遠心繫顧客，在這方面阿爾迪堪稱業界良心，此店不火，天理難容。
目前Aldi已正式進軍中國，電商先行開路，欲在中國部署門店。面對這樣牛叉的品牌，只能默念，快點來吧。
二、阿爾迪，為什麼堅持不上市?
除了以上的絕活，再談一下股東分紅。當經營者、股東為了將顧客的一罐飲料售價降下來，都願意把屬於自己的分紅砍一半，這時競爭對手幾乎是絕望的。絕大多數商人絞盡腦汁去想省錢，其實是為了自己多賺錢。
ALDI是為了給顧客真正省錢，將自己的分紅也省了。省到最後就是省自己。這不是商業上的問題，這是價值觀和哲學的問題。
ALDI的創始人本身就不追求名，不追求利，但是到最後在市場競爭中能力越來越強，反而給他們帶來了更多的財富。
這是清教徒在做企業的時候所表露出來的苦行禁欲的操行。
上帝把那些財富交給我，這個財富終究回歸給大眾，而不是花天酒地耗費在自己的身上。誠如比爾.蓋茨最終會把財富全捐出去，巴菲特比比爾蓋茨更牛，他也將畢生的財富捐給蓋茨基金會。他們都有著非常樸素的價值觀。這些樸素的價值觀，使得有內在的持續的力量在驅動他們去奮鬥，而不僅僅是拼命賺錢拼命消費。
相同的，這樣的觀點在ALDI得到了很好的貫徹。ALDI公司從來不上市，不想上市。因為上市以後，個人財富可以倍增很多，但是他認為上市會增加成本。上市是要成本的，要有無休止的會計費用、法律費用、公告費用等等，他覺得這都增加了成本。
反過來說，一個商品最終的零售價格能不能降下來，也包括你的股東是不是一個好的股東，是不是一個願意為顧客去犧牲的股東。如果你是這樣的股東，你是這樣的創業者，企業的市場競爭能力是非凡的。
有很多的創業者都以獲得風險投資為驕傲。事實上，對這些風險投資，你也要判別他是不是好股東。這些風險投資需要回報，過高的股東回報一定會增加到這罐飲料的零售價格上去。一個不好的股東就會使你的零售價格漲上去，這樣你的競爭能力就會下降。所以從這個意義上講引入貪婪的風險投資，長遠而言不僅無助於企業的競爭能力的建立，可能還削弱。
一個真正有競爭能力的企業，從採購到運營，到創業者內心的價值心願，都堅持著服務使用者回饋大眾，最後就做出一流企業來。
ALDI文化是它最核心的競爭能力。ALDI文化所有的關注點都在於最好的品質，最低的價格。企業文化跟樸素真理不應該是背道而馳的。顧客到店裡，就是要優質的東西，更低的價格，企業文化也應該是服務於這個，而不要講那麼虛的東西。ALDI沒有那些標語式的企業文化，一切就是首先確保物美，然後盡可能的價廉。他們老闆開會做的第一件事就是把燈關掉，看看在關燈的情況下，是否還能開會。
所以，無論你是做零售商，還是互聯網公司，還是開一個路邊的小攤，本質上都是一樣的。
參考資料來源：互聯網，物流指聞整理發佈
微信 
留言列表（568条）
Your blog is a true gem in the vast expanse of the online world. Your consistent delivery of high-quality content is truly commendable. Thank you for consistently going above and beyond in providing valuable insights. Keep up the fantastic work!
I’ve discovered a treasure trove of knowledge in your blog. Your unwavering dedication to offering trustworthy information is truly commendable. Each visit leaves me more enlightened, and I deeply appreciate your consistent reliability.
I’ve discovered a treasure trove of knowledge in your blog. Your unwavering dedication to offering trustworthy information is truly commendable. Each visit leaves me more enlightened, and I deeply appreciate your consistent reliability.
I wanted to take a moment to express my gratitude for the wealth of invaluable information you consistently provide in your articles. Your blog has become my go-to resource, and I consistently emerge with new knowledge and fresh perspectives. I’m eagerly looking forward to continuing my learning journey through your future posts.
Hey! This post could not be written any better! Reading through this post reminds me of my old room mate! He always kept talking about this. I will forward this article to him. Pretty sure he will have a good read. Many thanks for sharing!
I wanted to take a moment to express my gratitude for the wealth of invaluable information you consistently provide in your articles. Your blog has become my go-to resource, and I consistently emerge with new knowledge and fresh perspectives. I’m eagerly looking forward to continuing my learning journey through your future posts.
Your dedication to sharing knowledge is unmistakable, and your writing style is captivating. Your articles are a pleasure to read, and I consistently come away feeling enriched. Thank you for being a dependable source of inspiration and information.
Another important aspect is that if you are a mature person, travel insurance for pensioners is something you ought to really take into consideration. The old you are, the greater at risk you happen to be for permitting something bad happen to you while in most foreign countries. If you are not really covered by many comprehensive insurance cover, you could have a number of serious challenges. Thanks for revealing your guidelines on this blog.
Your positivity and enthusiasm are truly infectious! This article brightened my day and left me feeling inspired. Thank you for sharing your uplifting message and spreading positivity to your readers.
This article resonated with me on a personal level. Your ability to emotionally connect with your audience is truly commendable. Your words are not only informative but also heartwarming. Thank you for sharing your insights.
This article is a true game-changer! Your practical tips and well-thought-out suggestions hold incredible value. I’m eagerly anticipating implementing them. Thank you not only for sharing your expertise but also for making it accessible and easy to apply.
I have learned newer and more effective things by means of your web site. One other thing I would like to say is always that newer pc operating systems tend to allow a lot more memory to get used, but they additionally demand more memory simply to function. If a person’s computer can’t handle much more memory plus the newest software requires that storage increase, it can be the time to buy a new Computer. Thanks
Please let me know if you’re looking for a author for your blog. You have some really great posts and I feel I would be a good asset. If you ever want to take some of the load off, I’d really like to write some articles for your blog in exchange for a link back to mine. Please send me an email if interested. Regards!
I’ve been browsing on-line greater than 3 hours nowadays, but I never found any fascinating article like yours. It?s pretty value sufficient for me. Personally, if all website owners and bloggers made excellent content material as you did, the net will likely be a lot more helpful than ever before.
Your dedication to sharing knowledge is evident, and your writing style is captivating. Your articles are a pleasure to read, and I always come away feeling enriched. Thank you for being a reliable source of inspiration and information.
Your unique approach to addressing challenging subjects is like a breath of fresh air. Your articles stand out with their clarity and grace, making them a pure joy to read. Your blog has now become my go-to source for insightful content.
In a world where trustworthy information is more crucial than ever, your dedication to research and the provision of reliable content is truly commendable. Your commitment to accuracy and transparency shines through in every post. Thank you for being a beacon of reliability in the online realm.
Your storytelling prowess is nothing short of extraordinary. Reading this article felt like embarking on an adventure of its own. The vivid descriptions and engaging narrative transported me, and I eagerly await to see where your next story takes us. Thank you for sharing your experiences in such a captivating manner.
This article is a true game-changer! Your practical tips and well-thought-out suggestions hold incredible value. I’m eagerly anticipating implementing them. Thank you not only for sharing your expertise but also for making it accessible and easy to apply.
Your passion and dedication to your craft radiate through every article. Your positive energy is infectious, and it’s evident that you genuinely care about your readers’ experience. Your blog brightens my day!
Thanks, I’ve recently been hunting for details about this subject matter for ages and yours is the best I’ve discovered so far.
I can’t help but be impressed by the way you break down complex concepts into easy-to-digest information. Your writing style is not only informative but also engaging, which makes the learning experience enjoyable and memorable. It’s evident that you have a passion for sharing your knowledge, and I’m grateful for that.
Your blog has rapidly become my trusted source of inspiration and knowledge. I genuinely appreciate the effort you invest in crafting each article. Your dedication to delivering high-quality content is apparent, and I eagerly await every new post.
I simply wanted to convey how much I’ve gleaned from this article. Your meticulous research and clear explanations make the information accessible to all readers. It’s abundantly clear that you’re committed to providing valuable content.
I’ve come across that these days, more and more people are now being attracted to cameras and the issue of photography. However, being photographer, you should first commit so much of your time deciding which model of video camera to buy plus moving via store to store just so you may buy the least expensive camera of the trademark you have decided to settle on. But it would not end generally there. You also have to contemplate whether you should obtain a digital video camera extended warranty. Many thanks for the good ideas I accumulated from your web site.
Wow that was unusual. I just wrote an incredibly long comment but after I clicked submit my comment didn’t show up. Grrrr… well I’m not writing all that over again. Anyways, just wanted to say great blog!
This article is a true game-changer! Your practical tips and well-thought-out suggestions hold incredible value. I’m eagerly anticipating implementing them. Thank you not only for sharing your expertise but also for making it accessible and easy to apply.
I must applaud your talent for simplifying complex topics. Your ability to convey intricate ideas in such a relatable manner is admirable. You’ve made learning enjoyable and accessible for many, and I deeply appreciate that.
I have noticed that car insurance companies know the vehicles which are susceptible to accidents as well as other risks. Additionally, these people know what kind of cars are given to higher risk along with the higher risk they’ve the higher a premium rate. Understanding the basic basics involving car insurance will help you choose the right form of insurance policy which will take care of your requirements in case you get involved in an accident. Thanks for sharing a ideas on your own blog.
I just added this website to my rss reader, great stuff. Cannot get enough!
Your writing style effortlessly draws me in, and I find it nearly impossible to stop reading until I’ve reached the end of your articles. Your ability to make complex subjects engaging is indeed a rare gift. Thank you for sharing your expertise!
Your writing style effortlessly draws me in, and I find it difficult to stop reading until I reach the end of your articles. Your ability to make complex subjects engaging is a true gift. Thank you for sharing your expertise!
I couldn’t agree more with the insightful points you’ve made in this article. Your depth of knowledge on the subject is evident, and your unique perspective adds an invaluable layer to the discussion. This is a must-read for anyone interested in this topic.
I’d like to express my heartfelt appreciation for this insightful article. Your unique perspective and well-researched content bring a fresh depth to the subject matter. It’s evident that you’ve invested considerable thought into this, and your ability to convey complex ideas in such a clear and understandable way is truly commendable. Thank you for sharing your knowledge so generously and making the learning process enjoyable.
This article is a true game-changer! Your practical tips and well-thought-out suggestions hold incredible value. I’m eagerly anticipating implementing them. Thank you not only for sharing your expertise but also for making it accessible and easy to apply.
What I have always told men and women is that when evaluating a good internet electronics shop, there are a few variables that you have to remember to consider. First and foremost, you should make sure to get a reputable and in addition, reliable shop that has picked up great testimonials and classification from other customers and marketplace advisors. This will make certain you are dealing with a well-known store to provide good service and help to it’s patrons. Thanks for sharing your notions on this web site.
Your enthusiasm for the subject matter shines through every word of this article; it’s infectious! Your commitment to delivering valuable insights is greatly valued, and I eagerly anticipate more of your captivating content. Keep up the exceptional work!
Your storytelling prowess is nothing short of extraordinary. Reading this article felt like embarking on an adventure of its own. The vivid descriptions and engaging narrative transported me, and I eagerly await to see where your next story takes us. Thank you for sharing your experiences in such a captivating manner.
Your blog is a true gem in the vast expanse of the online world. Your consistent delivery of high-quality content is truly commendable. Thank you for consistently going above and beyond in providing valuable insights. Keep up the fantastic work!
I’m really enjoying the design and layout of your blog. It’s a very easy on the eyes which makes it much more pleasant for me to come here and visit more often. Did you hire out a designer to create your theme? Outstanding work!
This article is a real game-changer! Your practical tips and well-thought-out suggestions are incredibly valuable. I can’t wait to put them into action. Thank you for not only sharing your expertise but also making it accessible and easy to implement.
I simply wanted to convey how much I’ve gleaned from this article. Your meticulous research and clear explanations make the information accessible to all readers. It’s abundantly clear that you’re committed to providing valuable content.
I’d like to express my heartfelt appreciation for this enlightening article. Your distinct perspective and meticulously researched content bring a fresh depth to the subject matter. It’s evident that you’ve invested a great deal of thought into this, and your ability to articulate complex ideas in such a clear and comprehensible manner is truly commendable. Thank you for generously sharing your knowledge and making the process of learning so enjoyable.
Hola! I’ve been following your website for a while now and finally got the courage to go ahead and give you a shout out from Atascocita Texas! Just wanted to tell you keep up the fantastic job!
Your enthusiasm for the subject matter shines through every word of this article; it’s infectious! Your commitment to delivering valuable insights is greatly valued, and I eagerly anticipate more of your captivating content. Keep up the exceptional work!
I’m truly impressed by the way you effortlessly distill intricate concepts into easily digestible information. Your writing style not only imparts knowledge but also engages the reader, making the learning experience both enjoyable and memorable. Your passion for sharing your expertise is unmistakable, and for that, I am deeply grateful.
Your unique approach to addressing challenging subjects is like a breath of fresh air. Your articles stand out with their clarity and grace, making them a pure joy to read. Your blog has now become my go-to source for insightful content.
That is the proper weblog for anyone who needs to search out out about this topic. You understand so much its virtually exhausting to argue with you (not that I actually would need?HaHa). You definitely put a new spin on a subject thats been written about for years. Great stuff, just nice!
One thing I would like to say is the fact car insurance cancellations is a feared experience and if you are doing the correct things like a driver you simply will not get one. A number of people do obtain the notice that they have been officially dumped by their insurance company and many have to scramble to get supplemental insurance from a cancellation. Low-priced auto insurance rates tend to be hard to get after the cancellation. Knowing the main reasons regarding auto insurance cancellation can help individuals prevent completely losing in one of the most significant privileges obtainable. Thanks for the suggestions shared by your blog.
Hello There. I found your blog using msn. This is an extremely smartly written article. I will be sure to bookmark it and return to read extra of your helpful info. Thanks for the post. I will definitely return.