Fiona Kam 6A (19)
Carmen Lam 6A (20)

• http://thesun.on.cc/cnt/news/20111120/00407_040.html?pubdate=20
111120

20-11-2011
• 首間標榜平民化以服務草根階層為主的超級市場，昨在 新蒲崗開
業 ，超市大老闆強調所有貨品免收入場費及上架費，故售價可較
一般超市便宜一成，十分具競爭力，更計劃未來半年在港九新界
再開多間分店。
• 這間標榜是 「平民超市」 的 美家超級市場有限公司 ，其董事局主
席陳勇前透露，首間超市面積約七千平方呎，總投資額一千萬元，
服務對象以公屋住戶及中下層市民為主 ，雖然他們的消費能力比
較低，所需求的貨量卻非常龐大。因應市場所需， 所有貨品都不
收入場費，亦沒有上架費，出售貨品均大量入貨，每次一兩隻貨
櫃，故售價可較一般大型超市便宜約一成，部分自家品牌貨品折
扣高達三成，零售及批發兼備 。
• 他說從不擔心競爭力，本港存在多個中高價超市或標榜平價的連
鎖商號，美家的最大優勢是不收入場費及上架費， 得到大部分供
應商支持，貨品比別家便宜 。
• 場內貨品超過三千種，只要吸引足夠客源，便能將利潤降至最低，
讓草根階層受惠。

Stakeholders
Wholesaler
Retailer
Consumers
Example
Food supplier
( 糧油食品供應商 )
Small scale supermarket
( 美家超級市場有限公司 )
Middle and low income households

3
1
Wholesaler
Buy in bulk
2
Quantity discounts
 Buy at a lower price
Retailer
Sell at a lower price
Buy at a lower price
4

• Retailers receive larger discount from manufacturers or wholesalers when they buy good in bulk

Discounts are given to supermarket when it purchases in bulk (one to two container each time) with the same wholesaler

Effect on retailer (supermarket)
• Bring benefit to the supermarket
 Save information cost of searching for other low-price products in other wholesalers
 Enjoy purchasing economies of scale , when it buys products in bulk, lower average cost of production
 greater incentive to display and sell more of the product
(e.g. eggs, rice) from that wholesaler due to consumers’ greater demand for its goods
 Quantity discount causes a drop in selling price of products,
% rise in Qd > % drop in price,
TR rises

Effect on other retailers in the market
• Harm their business = earn less profit
 newly opened supermarket ( 美家超級市場 ) obtains quantity discount
 Sell its products at a lower price
 Attract more consumers to buy from this supermarket
 Other retailers cannot compete with this supermarket = lose consumers
= 美家超級市場 restrict competition

Effect on consumers
• Consumers benefit
 Products are purchased in bulk = lower production cost
 Supermarket will reduce selling price in most of its products
(evidence: in general, selling price is lower than other dominant supermarkets by 10% )
 Consumers can buy cheaper goods in this supermarket due to lower production cost (in purchase) from retailer
 Lower price raise their demand (=MB) for the goods in this supermarket