big hypermarkets offer too much variety. for the majority of customers those products are not even on their radar.

whereas newer players like CS, Everwin, Farley and Unaco focus only on the products found in the basket of a typical consumer. they can focus on a small range of products, ordering more to negotiate for a better price, then pass that down to their customers.

that's why sometimes even the promo price of big hypermarket cannot even beat the normal price of these new players