Case C

I. Competitor Analysis
 

In recent years, Asian supermarkets have become increasingly popular in the UK. In London and many other cities, Chinese supermarkets have sprung up, providing timely logistics support for the rapid development of Chinese cuisine. Chinese supermarkets are not only favored by the Chinese community but also enjoy popularity among many locals. As of 2022, there are approximately 1,200 Chinese and Asian supermarkets across the UK, many of which have adopted a hybrid online and offline sales model. Here, we analyze two of the larger and earlier entrants to the market as typical competitors.

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1. Wai Yee Hong
   From the website style, it is evident that Wai Yee Hong is an "old brand" Asian supermarket. They claim to offer over 3,000 Asian products, including groceries, appliances, cookbooks, gifts, and even ritual items, effectively covering all aspects of life for the Chinese community. Wai Yee Hong has both physical stores and online ordering services. This type of family-run "old brand" Chinese supermarket is numerous and similar in style, primarily serving the Chinese community in the UK, including Chinese restaurants.

2. Tian Tian Market
   Established in 2016, Tian Tian Market focuses on providing high-quality and niche Asian foods. They offer over 10,000 food, beverage, and daily necessities from more than 25 Asian countries, including Chinese, Japanese, Korean, Thai, and Vietnamese products. The supermarket is designed as a one-stop shopping destination for daily needs, featuring modern East Asian décor and focusing on traditional and popular street foods. Tian Tian Market has eight physical locations in London, covering diverse populations with high demand for Asian products in heavily trafficked areas. The market mainly targets the Asian community and local consumers interested in Asian cuisine. They operate under a hybrid model, providing product displays, online ordering, and delivery services to meet diverse shopping needs while offering customers in-store shopping experiences and pickup options.
    

In comparison to Tian Tian Market, which was established a year later, Starry Asian Market is not just a Chinese supermarket but an Asian supermarket offering a variety of snacks from China, Japan, Korea, Indonesia, Malaysia, Singapore, Vietnam, and the Philippines. Its uniqueness lies in its extensive selection of spices, including goji berries, ginseng, star anise, and cinnamon.

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