尊敬的麦德龙的合作伙伴，
“同一商品3件95折”、“精选商品6件最低8折”、“买更多价更低”……从1月8日开始，在麦德龙中国所有商场内，顾客将看到这样的宣传标语。新价格政策将会从2015年1月1日开始实施，并在麦德龙中国所有门店得到长期执行。麦德龙希望借助新颁布的价格政策，吸引更广泛的客户群，打造作为批发行业领导者的全新价格形象。现在，50余名城市价格经理已经到岗并已接受培训，他们将负责新价格政策在各城市的推广工作。
价格项目的目标，是增强货架价格的竞争力，提升麦德龙的价格形象：把价格和折扣标准化，透明化，对所有顾客都采用统一的政策，无论客户类型，购买数量越多，价格就越低。价格项目也致力于简化门店的销售工具：为此价格管理部设计了一套针对所有顾客的折扣政策，不再区分客户类型，而是基于采购数量和金额提供折扣。
从2014年7月开始，麦德龙价格管理部开始在西安和南京两地的四家门店开展新价格政策试点。经过5个月的测试，效果十分显著。四家门店的现购自运业务，在四个月内比去年同期增长了15.8%。南京两家门店现购自运的业务增长率比试点之前提高了6到10个百分点。麦德龙的价格形象在两个城市有了明显提高。因此，中国管理委员会决定从2015年1月开始，在全国推广以“南京模式”为范本的新价格政策。
新价格政策的核心是提供以数量为基础的全场折扣。全场大部分商品将适用“3件95折”的折扣，对于称重商品，实行“3公斤95折”的折扣。“精选商品”（“精选商品”是指主要针对目标客户群的主打品项）还将享受第二层次的折扣，即“6件9折/85折/8折”。大部分的非食品商品都能享受“6件9折”的折扣。
此政策实施之后，大部分过去的价格工具将会融入到新的价格体系里。比如，过去的“餐饮人气商品”会更名为“生鲜产品批发价清单”，调整价格后将不单单针对餐饮顾客，而是适用于所有顾客。
而这些价格工具能充分发挥其作用，必须有赖于正确的货架价格。在新的定价体系中，门店的货架价格必须贴近于市场——包括同城市的、极具竞争力的商超甚至批发市场的价格。为此，公司不仅已经开始通过第三方调查公司对2000多种核心商品的价格进行常规维护，也将通过城市价格经理对几百种专项产品（主要包括生鲜、主要民生产品）进行定期的价格收集，以确保这些价格敏感度高、购买量大、满足核心需求的商品具备价格竞争力。
同时，公司将通过多种渠道宣传新价格政策：将通过邮报、官网、官方微信等对顾客与大众沟通；也将通过门店装潢与直接到店的客户沟通，装潢不仅包括常规的海报、刀旗、货架标识等，特别要求在每项适用折扣政策的商品价签旁边，都安放折扣标识。
作为专业的批发商，新价格政策的实施离不开和供应商的配合。充分理解新价格体系并真正执行到位，将决定新价格政策的成败。新价格政策的推行，将吸引更广泛的客户来麦德龙购物，从长远来看将巩固了麦德龙在关键品类上拥有的显著专业优势。“南京模式”的成功范本也让我们更有信心做到现购自运业务的销售增长，这将有助于与供应商建立长久稳定的合作关系，也很好验证了我们的合作愿景：我们的商业合作伙伴取得成功也就是我们取得成功。
商祺！
锦江麦德龙现购自运有限公司
二零一五年一月
January, 2015
Dear METRO Business Partners,
"Buy 3 of the same item, get 5% off", "buy 6 of the same on selected items, get up to 20% off", "buy more, pay less"… Starting from January 8, customers will see such slogans at all METRO stores across China. The new pricing scheme will come into effect from January 1, 2015 and will continue to be implemented in the long run at all METRO stores across China. With the new pricing scheme, METRO hopes to attract a wider range of customers and build a brand new price image as the leader in the wholesale industry. The over 50 city pricing managers are in position and get trained. They will go back to their cities and make sure that the new pricing scheme is implemented properly.
METRO launched the pricing project with the aim of enhancing the competitiveness of the shelf price and improving METRO's price image by making prices and discounts more standardized and transparent and applying a consistent pricing and discounting scheme to all customers. No matter what types of customers they are, the more they buy, the lower the prices they pay. Another objective of the pricing project is to simplify the sales tools at METRO stores. To achieve this goal, the Pricing team has designed a set of discount policies applicable to all customers, providing customers with discounts based on their purchase quantity and amount.
The new pricing schemes has been piloted in four stores respectively in Xi'an and Nanjing since July 2014, and achieved a positive result after five months of implementation. Within four months, the Cash & Carry business of the four stores grew by 15.8% year on year, while the growth rate of the Cash & Carry business of the two Nanjing stores increased by 6-10 percentage points compared to that before the pilot. METRO's price image improved significantly in the two cities; therefore, the MCC China Board has decided to promote the new pricing scheme based on the "Nanjing model" to the whole country from January 2015.
The core of the new pricing scheme is to provide quantity-based discounts for almost all categories. Customers buying most of the goods at METRO stores can enjoy "buy 3, get 5% off" and weighed goods can enjoy "buy 3 kg, get 5% off". Customers buying the "selected items" (mainly refer to TGM Battle Categories) will enjoy a deeper discount, that is, "buy 6, get 10%/15%/20% off". Furthermore, customers buying most of the non-food goods can enjoy "buy 6, get 10% off".
Following the implementation of the pricing scheme, most of the previous pricing tools will be integrated into the new pricing scheme. For example, the "HoReCa Hot Offers" will be renamed as "Weekly Fresh Express" in Chinese (English name remains the same), and will target at all customers rather than HoReCa customers only.
To give full play to their roles, these pricing tools must rely on the correct shelf price. In the new pricing scheme, the shelf price at stores must be set close to the market. The market here refers to hypermarkets as well as the wholesale market in the same city. To achieve this goal, METRO has not only invited a third-party research firm to conduct price collection of more than 2,000 key items, an alreadyset up a pricing manager role at each city to regularly collect price information of several hundred types of selected products (mainly including fresh goods and key commodities), so as to make sure that these goods, which are highly price-sensitive, boast for large purchase volume and are able to meet core demands, can enjoy competitive prices.
Besides the efforts made by city pricing managers, METRO are also promoting the scheme through multiple channels: communicating with the customers and the public through MMs, official website, and official WeChat account, and with customers visiting the stores through store decoration. Apart from general decorations such as posters, banners, and shelf signage, METRO has also asked each store to place discount signage next to the price tags of each item applicable to discount policy in order to make sure customers catch the discount information.
As a professional wholesaler, the new pricing scheme cannot be successfully implemented without the joint efforts of the METRO and our business partners. Whether everyone involved can fully understand and implement the new pricing scheme will determine the success of the new pricing scheme. In the long run, the new pricing implementation will attract all customer groups, and consequently, demonstrate expertise in key categories. Most importantly, the success of “Nanjing Model” makes us confident of Cash & Carry business growth, which is capable of enhancing the sustainable long-turn partnerships with suppliers in order to realize the Win-win outcome. This well elaborated our cooperation vision: “We win when our business partners win”.
Your sincerely,
METRO JinJiang Cash & Carry Co., Ltd.
galiztb
