“Chizhik” peck: the chain of discounts of the capital spreads over Novosibirsk – which supermarkets had to make place

The first store of the Chizhik chain opened in Novosibirsk last October. Then the company said it planned to open about 40 sales centers here. The NGS observer looked at how far discounts have come on the Novosibirsk market, who else can be expected in Novosibirsk, and which chains have started to lose ground. Details are in the material by Stas Sokolov.

The first Chizhik opened in an unexpected place: in the atrium of the Fedoseevsky shopping center, which never succeeded in becoming a farmer’s market. Then the X5 Group (which owns this brand) discreetly said that they planned to open about 40 stores in Novosibirsk.

A year after the start of the work, the number of chain stores in the 2GIS database for “Bolshoi Novosibirsk” (with a distant environment up to Suzun in the southwest and Bolotnoye in the northeast) reached 48, and there are 28 of which are located within the administrative boundaries of the city.

The chain’s stores are still unevenly distributed throughout the city. Most of them are in Kalininsky and Kirovsky districts (7 and 5, respectively), while there is not one in Central, Zheleznodorozhny and Sovetsky districts. So there may be even more outlets in the chain in the future.

Judging by the places in which the stores of the chain are opening, its owner still does not set the goal “to eliminate anyone from the market.” It’s more about a kind of “filling in the blanks”. Many stores are opened where, in principle, there are enough other supermarkets (including Pyaterochka from the same X5 group), but there are buildings in which it is unprofitable to open another Pyaterochka. But there will still be customers for Chizhik.

An illustrative example of this type is the source on Boris Bogatkova, 266/2. By the time it opened, Maria-Ra, Pyaterochka, Yarche!, Dobryanka and Monetka (in the same building) were already operating within a five-minute walking distance.

Another discount store on this street (at house No. 194/11) is flanked on both sides by Magnit, and Pyaterochka works across the street. To top it off, the store is open in part of the old Gorozhanka building – the Tomsk Lama tried to replace it with a SPAR supermarket, but it closed very quickly. But “Chizhik” works, there are enough customers.

Almost every store in the chain has neighbors of this type. That is, they are open where, it seems, there was no more room for new supermarkets.

The only big producers of the discount format before the arrival of Chizhik were the chains Svetofor and Mayak (with the same owner). It was their type of organization of space in the store and the display that largely led to the appearance of the offensive term “beggar markets.”

“Svetofor” stopped developing a long time ago: the number of stores has remained almost unchanged for more than a year, and over the past three months one point has even closed (now there are 35 of them ). True, Mayak, on the other hand, the number of hypermarkets increased by one (there were eight).

The main competitor of X5, the company Magnit, is still far from bringing its hard discount project B1 here. The easternmost point where this series has reached is Nizhny Novgorod, and in Moscow and the Moscow region there are still less than 70 of these stores (Chizhik has more than 400 in the one region).

But gradually this year the company began to open a smaller version of its main format: “Magnit My Price.” This format differs from the standard “Magnit” in smaller size and smaller selection. Only three stores operate within the boundaries of the administrative town (the other ten are outside the town).

In fact, “My Price” works as the same “vacuum filling”: all sales centers have appeared in places with little traffic, where there may not be room for a full supermarket -comprehensive. On Mira Street, this store is next to Maria-Ra and Pyaterochka, and this area is built with three-story buildings, the population density is low, and the Auchan supermarket is a 15-minute walk from here. Another retail center (which started working this year in the winter) is located in the private sector of the Oktyabrsky district, on Dubravy Street.

No other candidates are visible yet. The Dobrotsen chain never returned to the Novosibirsk market: its nearest store operates in the city of Ob, the rest are even further away. Omsk “Nizkotsen” is also slowly developing the area, stopping at the distant routes to Novosibirsk (in Iskitim and Kochenevo).

When Chizhik discounters first began to open, some experts said that the new format could significantly reduce the number of regular supermarkets. Until now, nothing of the kind has been noticed: almost all large networks have even increased significantly in size.

The leader in the number of retail stores is still Pyaterochka (325 supermarkets, 12% growth over the year). Magnit also continues to grow actively (263 supermarkets, an increase of 22%) – this growth is partly explained by the boldness of the chain in choosing properties. This year, for example, Magnit opened its doors on the second floor of the GRANI shopping center, which until now seemed unthinkable: supermarkets are almost everywhere working on the ground floor

The network grew Brighter! (currently 223 stores). But the fastest growing chain (besides Chizhik) unexpectedly became Monetka: 135 supermarkets – an increase of 38%. This shows why the company is the best Lenta bought this chain last fall.

Barnaul’s “Maria-Ra” appears to be the only one affected so far. The number of stores of this chain, which was the leader of the Novosibirsk market for several years, stopped growing in the summer, and now it has started to decline completely. In June, the network almost reached the level of 300 sales points in Novosibirsk, but then it started to gradually move back and now there are already 291 points in the network (there were 297). Of course, reducing the network by six stores is still not a reason to say that “the company is coming back from the market.” But the movement itself, against the background of overall growth, is indicative.

The Forbes year assessment of the situation of one of the founders of the Svetofor network Sergei Schneider at $1.4 billion.