Analysis On The Competitive Advantages Of Sungiven Foods

In recent years,the new retail supermarket,based on Internet technology,was developing rapidly.The profits of traditional supermarkets were under constant threat.With the proceeding of supply side reform in circulation domain,entity retail sale accelerates its pace in upgrading and restructuring.Despite fiercer competition in chain stores and supermarkets under the background of upgrading of consumption,a bath of potential emerging companies.Xiamen Sungiven Foods Holding Ltd.(hereinafter referred to as "Sungiven")was founded in March 28,2011.In the past seven years,Undergoing the revolution from the taditional supermarket to the new retail supermarket,Sungiven remained strong and sustained expansion.By now,Sungiven Foods has opened up 51 retail stores,including 38 in Xiamen and 13 in Dalian,.The size of the business income reached 550 million Yuan in 2017,has occupied the leading position of the community retail chain supermarkets in Xiamen.In this paper,by consulting literature books,media reports,public information,as well as interviews and field research,introduce the founder of the Sungiven,the establishment of the enterprise's predecessor,supermarket,commodity structure,store operations,personnel management,supply chain management and so on.The article try to dig out the myth of the thriving of companies in Sungiven.This paper analyzes the competitive advantages of the Sungiven from the perspective of retail supermarket chains industry in China,financial performance and value chain of Sungiven,And draw the following conclusion:first,in the future,online sales and offline retail will mutually benefit,not replace each other.Second,The competitive advantage of Sungiven is obvious in the short run.Third,the persistence of competitive of Sungiven should be strengthened in the future.This paper is divided into six chapters.The first chapter is the introduction,which comprehensively describes the research background,research significance,research methods and research framework of this paper.The second chapter is the related theoretical summary,including Five Forces model,financial data analysis index,value chain and other theories.The third chapter describes the development and business model of Sungiven.The fourth chapter analyses the industry competition environment,which reveals the industry facing challenges and threats.Meanwhile it evaluates the financial performance of Sungiven and the data basis for the further analysis of the competitive advantage.In the fifth chapter,the value chain analysis theory is applied to clarify the competitive advantage at the beginning of Sungiven and measure the sustainability of the competitive advantage.Chapter 6 draws the conclusions.