某公司市场调查分析报告

,REPORTOFZHENGZHOUSURVEY郑州前期市场调研报告,08-March-2004,MST,具体时间表,Contents工作内容,Staff负责人,Time时间,Target对象,Place地点,02/16-02/17,OverallZZmarket郑州整体市场,Haveanoverviewofthecityandcompetitors了解郑州城市概况及竞争对手总体情况,MST-2PersonsBJMST3Persons,ZZ郑州,02/18-02/28,-DannisZhongyuanStore丹尼斯中原店,SurveyDryitems详细Dry商品调研,MST-2P/BJMST-3P/LocalBuyer-3P,02/18-02/28,02/18-02/28,03/01-03/08,-DannisZhongyuanStore丹尼斯中原店-CenturyMartJingsanStore世纪联华经三店,SurveyHLitemsHL商品调研,MST-2PLocalBuyer-2P,-DannisZhongyuanStore丹尼斯中原店-CenturyMartJingshanStore世纪联华经三店,SurveyApparelmarket服装市场调研,MST-1PLocalBuyer-1P,Overallsurveyproject整个郑州前期市场调研调项目,Dealwithdataandconclude资料归纳整理,MST-2PBJMST3P,ZZ郑州,ZZ郑州,ZZ郑州,ZZ郑州,目录,Layout/Section信息,CompetitorsInformation竞争对手信息,宏观信息,CommoditiesFeatures商品特征,ComparisonSaturdaybroadshoppingenvironmentbecauseofbigspace;characterizedfreshsector普通货架陈列，由于空间较大，购物环境宽敞，生鲜较有特色,Promotion促销活动：Becauseoftherichsuppliersresources,somecommoditiesareattractiveinprice.利用思达超市的供应商资源，部分上架商品价格有竞争优势。,FreeBuses班车：No无,CompetitorsInformation-SiDamai竞争对手情况思达买,诺玛特,NuoMart诺玛特,DrearyExteriors冷清的门面,Background公司背景：WhenitopenedonDec.202002,theupstairsdepartmentstoreBaishengsuddenlydrewback.Nowthedepartmentstore,Sanherunsbadlyandfewcustomersgotothesupermarket.Itsuffersfrombadbusiness.诺玛特郑州店02年12月20日开业。楼上的三和百货原为百盛，百盛突然撤出，百货店惨淡经营，超市客流稀少勉强维持至今。,Area面积：7,000sqm,CustomersFlow客流情况：Asmallnumberofcustomers;residencezoneoftheHuiNationality客流稀少附近多回民聚集区。,Display陈列：Becauseoflowvelocity,commoditiesareindisorder,formingaviciouscircle由于商品周转率极低，导致陈列凌乱，形成恶性循环。,Promotion促销活动：Freemedicalinstrumentsatentranceattractmanyseniorcitizens进场处有免费治疗仪试用，吸引众多中老年顾客,FreeBuses班车：No无,CompetitorsInformation-NuoMart竞争对手情况诺玛特,CompetitorsComparison竞争对手比较,Advantages优点：AsthefirstenteringZZ,itintroducedtheideaofsupermarket.Ithasbecomequitefamouslocallyafteryearsofoperation.ThemethodsofdisplayandbuyingresembleLotus.最早进入郑州市场，引入卖场理念。经过数年经营在当地树立相当知名度。卖场标准与采购方式与Lotus最为相近。Disadvantages缺点：theoneofbestdisplayisinbadsalesbecauseofimproperlocation标准最高的卖场,由于选址原因销售不佳。,CompetitorsComparison竞争对手比较,Advantages优点：JinsanStore,ofbestdisplayamongCenturyMart,isingoodsales.JinBodaStoreenjoysbestsaleslocally,attributedtoitsexcellentlocationandvariouskindsoflowgradedcommodities经三店销售不错，其标准为世纪联华最高。金博大店为当地销售最好的卖场。其地理位置的优越性和中低档商品种类的齐全功不可没。Disadvantages缺点：Allthecommoditiesareinconsignment,RMB700everyshelfpermonth.Qualityishardtoguaranteeandrepeateddisplayisserious.全部为租赁形式（每节货架700/月），商品质量难以保证。场内重复陈列情况严重。,CompetitorsComparison竞争对手比较,Advantages优点：Supermarketscombinedwithdepartmentstoresattractmanycustomers.Anothersmallonenearresidencestorehaslowconsumingvolumeperpersonbutenjoysgoodsalesofpromotedcommodities百货商厦同大卖场结合的经营模式，借助商厦带来不少客源。另一家为社区店性质，客单价较低，促销商品热销。Disadvantages缺点：undergroundlocationmakesonefeeloppressed.Becauseoflowqualityofconsignment,commoditiesofHLandApparelareoflowqualityandlowpriced地下结构，略显压抑。由于当初招商质量较低，导致百货（特别是服装）质低价廉。,SurveyTargetConfirmation调研对象确定,Majorsurveytarget主要调研对象,MinorsurveyTarget次要调研对象,丹尼斯中原店,世纪联华经三店,MajorSurveyTarget-DannisZhongyuanStore主调研对象丹尼斯中原店,Environment周围环境：Manyresidencezonesnearbybutneighboringtraditionalwesternindustryarea多居民小区，但紧邻西部传统工业区,Area面积：11,00012,000sqm,Display陈列：Ordinaryshelves;ofthebestdisplaylocally普通货架陈列，标准是当地诸卖场中最好的,Openingtime营业时间：9:00-21:00,NumberofCashiers收银台数量：27,Customersflow客流情况：Fewcustomerinordinarytimebutlotsinholidays平时与节假日客流相差较大,Transportation交通：undergroundparkandconvenienttransportation有地下停车场，附近交通便利,Recreation休闲美广：snackstoreDecos有快餐二线品牌德克士,ThefirstenteringZZ首先进入郑州的卖场品牌,MinorSurveyTarget-CenturyMartJinsanStore次调研对象世纪联华经三店,Environment周围环境：manyresidencezonesoftopgradenearby周围分布较多中高档居民小区,Area面积：10,000sqm,Display陈列：ImitatingCarrefore;seriousrepeateddisplay模仿家乐福，重复陈列情况严重,Openingtime营业时间：8:30-21:30,NumberofCashiers收银台数量：44,CustomersFlow客流情况：Mostcustomerscomefromnearbyresidencezones主要客源为附近小区居民,Transportation交通：slightlylocatedinNorth;nearbuses;manytaxisavailable选址偏北，但有公交线路。Taxi等候较多,Recreation休闲美广：McDonalds有麦当劳,目录,Layout/Section信息,竞争对手信息,宏观信息,商品特征,商品比较结果,Layout/Section信息,丹尼斯中原店Layout,SectionCountofDannisZhongyuanStore-Dry丹尼斯中原店Section数统计Dry,丹尼斯中原店Section数统计HD,世纪联华经三店Layout,世纪联华经三店Layout,世纪联华经三店店Section数统计Dry,世纪联华经三店店Section数统计HD,目录,Layout/Section信息,竞争对手信息,宏观信息,商品特征,商品比较结果,商品特征,TheoverviewofcommoditiesinDannisZhongyuanStore丹尼斯中原店商品概况,TheoverviewofcommoditiesinCenturyMartJinsanStore世纪联华经三店商品概况,richassortmentofbrands高中低档品牌较全gooddisplay商品陈列标准较高promotionofHLDnotattractiveHardlineD商品促销力度对顾客无诱惑力PriceofDryhigherthanthatofLotusDry商品价格普遍高于Lotus-commoditiesandpricecantindicatelocalconsumingtrends商品选择和定价不能完全体现当地消费趋势-freemedicaltreatmentattractivetoseniorcitizens以免费治疗活动吸引大量中老年顾客，集聚不少人气,Disordereddisplaybecauseoflendingshelves由于货架租赁原因，陈列标准很难控制，给人凌乱的感觉richassortmentofbrandsandcommodities;improperpricefluctuation品牌和商品种类相对较全，但定价无法在合理区间内运行hardtoidentifypromotedcommodities;evenmorethan6itemsononeshelf很难区分促销商品，存在一个端架上六种以上商品的情况gooddisplayofFreshwhilenotattractivetoconsumers生鲜部门标准较高，但似乎消费者对此不感兴趣consignmentonthegroundfloorobviouslyadvantageous,ofmanybrands底层联营优势明显，品牌较多,CommoditiesfeaturesinZZmarket郑州卖场商品特征,DryAMostsaucesandhotpotsaucebrandfromSichuan,ofstrongflavor火锅底料、调料品牌以四川为主，口味偏重Localpeoplepreferstrongflavor,sosaucesenjoygoodsales,butevidentlydarksaucessurpasslightsaucesinquantity当地人口味偏重，酱油等调料比较好销，但老抽酱油绝对多于生抽PickledvegetablesoflocalbrandsareseldomandmostcomefromotherplacessuchasSichuan酱菜当地品牌很少，主要来自四川等地,CommoditiesfeaturesinZZmarket郑州卖场商品特征,DryAIodicsaltofonlyonebrand只有一个品牌的加碘盐fewsugar食用糖很少MaturevinegarfromShanxiandHengshunfromZhenjiangaretwomainbrands;anothertwolocalbrandsareShuangshouandYuanxing醋以山西陈醋、镇江恒顺为主，有两个当地品牌：双收、源星Nopickledseafoodonsales无黄泥螺等海鲜腌制品出售,DryB-CommoditiesofHealthBeautyAidsarefrequentlydisplayedaccordingtobrands洗化、护肤美容用品有按品牌陈列的习惯-DomesticrenownedbrandssuchasP&GandUnileverarehigher-pricedby6%thanthatofLotus宝洁、联合利华等全国性知名品牌价格较Lotus高6%以上-Manypowderdetergentwithoutphosphor洗衣粉无磷居多,CommoditiesfeaturesinZZmarket郑州卖场商品特征,DryB-Nocuttissueonsales.Toilettissuetwotimeshigherthancommonones(about20cm)郑州不用刀切的卫生纸，使用普通卷筒纸两倍高的卷纸（有芯、无芯），且有单卷和双卷出售-Manyareunknownbrandsofcompetitiveprice不知名品牌较多，价格上比较有优势-Commoditiesofpetfoodandpetsupplyareinsmallquantitybecauseofweakdemand宠物食品、用品很少，消费者对此类商品需求不大-Fabriccleanagent,fabriccleanerandliquidsoapinbadsales洗手液、洗衣液、柔顺剂、衣领净少有人问津,CommoditiesfeaturesinZZmarket郑州卖场商品特征,DryCdisplayasbrands有按品牌陈列的习惯milkpowderofvariousbrandsoccupywidespace奶粉品牌齐全，经营区域较大mostbiscuits,chocolatesandcandiesareofnationalbrands,slightlyhigherpricedthanthatofBeijingLotus饼干、巧克力、糖果大多是全国性商品，价格略高于北京LotusNoweddingcandiesonsales没有喜糖,CommoditiesfeaturesinZZmarket郑州卖场商品特征,DryCsnackssuchasnuts,crackerssnackandmeatsnackareinsmallpackage坚果、膨化、肉脯类小吃小包装商品很多speciallocalproductssuchasbigChinesedatesandslicedChinesedatescanbefoundinallsupermarkets郑州特产大枣、枣片、油茶在各大卖场均有销售noshoppefordrugsinsupermarketsbutdrugstoresareavailableeverywhereinZZ卖场没有药品专柜，但郑州药房随处可见,CommoditiesfeaturesinZZmarket郑州卖场商品特征,DryD-ginoflowprice,nomorethanRMB8,areingoodsales低价白酒销量最好，一般价格在不超过8元localresidentspreferginof45orhigher当地居民偏好高于45度的白酒ginofgiftareinsmallquantityandlessimportedwine,whiskeyandbrandy礼盒酒较少，洋酒更少promotionofliquorarenotstrong,withoftenunvaluedpresents酒类的促销力度不大，一般赠品为低价值饮料,CommoditiesfeaturesinZZmarket郑州卖场商品特征,DryDricewinesarerarelyseen米酒、黄酒在当地较少见CocacolaisabsolutelycompetitivelocallyandPepsionlyhascolaonsales可口可乐在当地占绝对优势，百事仅有可乐一种产品在挣扎priceofdrinkishigherthanthatofLotus,by5-10%饮料价格较Lotus高，一般高510个百分点,CommoditiesfeaturesinZZmarket郑州卖场商品特征,CommoditiesfeaturesinZZmarket郑州卖场商品特征,HLA-Nomajorappliancessuchastelevisionsonsales当地大卖场无电视机、家庭影院等大家电出售-Localpeopletendtogoprofessionalappliancesstoreforshopping.Theywontbuymajorappliancesinthesupermarkets当地居民习惯去专业家电卖场选购商品，没有在大卖场购买大型影音家电的习惯-Famousbrandsof059AudiosuchasSanyo,XinkeandQishengoccupy30%,ofsmallSKUcount,inlowpricefluctuationandmostinmidorlowprice.059Audio部门一线品牌占30，如三洋、新科、奇声等。但Sku数较少，价格带分布相近，中低档价位为主-CommoditiesofHLAoccupysmallspaceindisplay(about2%-3%)becausenomajorappliancesonsales.HLA由于没有大家电商品的销售，陈列区域占比很小，一般仅为2%-3%,CommoditiesfeaturesinZZmarket郑州卖场商品特征,HLB-TheassortmentofHLBisnotcomplete,sincenowesterndishwareormultilayercasesonsale.Theassortmentofsomesubclasscommoditiessuchaswheeledcases,clothesracksanddishclothisobviouslylessvariousthanthatofBeijingLotus.Furthermore,theirdisplayisnarrow.HLB商品品种不全，没有西式餐具，多层整理箱。滑轮整理箱，衣架，抹布等细分类的商品品种比北京Lotus明显偏少，陈列面也小-MostarefromShanghai,ZhejiangandGuangdong,withunknownbrandsoflowgradeasmajorparts.NationalbrandsarelessthanthatofLotus.产地主要是上海、浙江、广东，且全国性品牌较北京Lotus少，以不知明的二，三线中低档品牌为主-ComparedwithLotus,samecommoditiesonsalearenotcompetitivebecauseofhigherprice.相同商品的零售价与Lotus相比无竞争优势，零售价普遍偏高-Commoditiesoflowandmidpriceoccupymorethan60%.HLB的中低档价位商品占比超过60%-SuBoerandAiShida,twokitchenwarebrandsaredisplayedonspecialshelvesbysuppliers.Instead,theotherpromotionsarerelevantlyweak.HLB苏泊尔，爱仕达有厂家专柜促销，其它的商品促销的力度较弱,CommoditiesfeaturesinZZmarket郑州卖场商品特征,HLC-Themajorpartsofstationeryareofnationalbrands,butofsolebrandandnotcompetitiveinpricecomparedwiththatofLotus.However,someoflowpricewithoutqualityguaranteecanattractcustomers.文具经营以全国性品牌为主，但品牌单一，价格与Lotus相比无优势，但有部分低价商品迎合消费者，品质无保证-Bikesandelectricbikesareinsmalldisplay,becausefirstlythereareprofessionalbikemarketlocally,secondlysalesofelectricbikeshasnotpeaked.自行车和电动自行车在卖场内陈列很少，当地有集中的专业自行车及电动自行车市场，电动自行车在郑州还未到销售高峰期，街上很少看到骑电动自行车的人-Theassortmentofsportinggoodsisincomplete.Thedisplayisnarrowandmostareofunknownbrands体育用品的品种不全，陈列面小且多为二，三线的中低档品牌-Fitnessequipmentoflargespacearealmostextinct,notonlyinsupermarketsbutalsoinboutiques.大型健身器材几乎绝迹，专卖店也很少,CommoditiesfeaturesinZZmarket郑州卖场商品特征,HLD-NomajorapplianceonsaleHardlineD无冰箱、洗衣机、空调等大家电出售-Consumerstendtobuylargewhitegoodsinprofessionalappliancesstores.消费者没有在卖场购买大型白色家电的习惯，倾向于去专业家电卖场选购商品-Smallappliancesareofvariousbrands.Thoseingoodsalesaremicrowave,electricpanofGelanshi,Meide,Hailing,ineitherloworhighprice.小家电品牌较多，销售好的品牌有：格兰仕、美的、海菱等；销售好的品类是：微波炉、电热锅等，高中低价均有分布,CommoditiesfeaturesinZZmarket郑州卖场商品特征,HLE-ComparedwiththatofBeijingLotus,mostareofunknownbrands,suppliedbywholesalingmarket.HLE与北京Lotus比，相同品牌很少，主要是不知名二、三线品牌，货源主要借助郑州发达的批发市场-Commoditiesof026havenotfamousbrandsexceptHengYuanxiang.Mostareoflowgradeinhighprice.026部门没有杜邦、红富士、松田等知名品牌，最好的是恒源祥，以中低档商品为主，但价位偏高-Commoditiesof027areofunknownbrands.ThemostfamousoneisJinfeng.Mostpatternshavebeenwashedoutbyfamousbrandsandkeephighprice.027部门多为杂牌，最好的是金凤，款式花型多半是一类市场已经淘汰的，且价位很高，一条素色缎边缎档90克面巾（杂牌无产地），零售价为11.90-theassortmentofcommoditiesof028isevidentlyincomplete.Ofsolebrandandinnarrowdisplay,therearenoblanketsortop-gradedtableclothonsale.028部门的品类较北京Lotus明显不全，品牌单一，陈列面较小，没有地毯，高级桌布销售,CommoditiesfeaturesinZZmarket郑州卖场商品特征,HLF-Commoditiedof024areinnarrowdisplay.Mostareoflowgradeinpoorquality,inattractiveatall.024部门陈列面小，商品中低档为主，质量较差，很少有人光顾-Mosthardwaresandcaraccessoriesareofnationalbrands,butfarlessthanthatofBeijingLotus.Noelectrictools,motocycleoilofhelmetonsale.五金工具、汽配以全国性品牌为主，但比北京Lotus的品牌少很多，没有电动工具，机油，摩托车油，头盔等品类的商品销售,CommoditiesfeaturesinZZmarket郑州卖场商品特征,HLG-MostcommoditiesareinconsignmentsuchasPhillipes,Bolang,SonyandWenQuxing.此区域经营方式以联营为主，以飞利浦、博朗、索尼、文曲星等品牌为主-NotcompetitiveinpricecomparedwiththatofLotus.商品价格相对Lotus无竞争优势-Nocommunicationdevicesuchasmobilephonesonsale.Localresidentstenttobuytheseinprofessionalmarkets.卖场内几乎无手机等通信设备出售。当地专业通信市场较多，居民没有在卖场消费此类商品的习惯。-NoITproductsofhighpriceonsale.卖场内没有高价值IT产品出售,CommoditiesfeaturesinZZmarket郑州卖场商品特征-APPAREL,-Generally,ZZislocatedinthecentralpartofthecountry,enjoyconvenienttransportationanditsproducingareasofapparelarewidelylocated.AppareloftopgradearemostlyfromShanghaiandBeijing,andthatoflowgradefromZejiang,FujianandWenzhou.总体来看，郑州地处中原，交通发达，服装产地分布很广，中高档以上海，广州为主。中低档以广州，浙江，福建，温州为主。-Localpeoplepaymuchattentiontopriceandhavelowdemandonquality.郑州市民比较注重价格，对商品的品质要求不高。-Brandsinconsignmentinsupermarketareseldom.大卖场服装区联营品牌很少。-ApparelSectorinsupermarketsoccupiesabout20%ofthewholesalesarea.大卖场服装区域大概占整个卖场面积的20%。-ApparelinsupermarketsareoflowgradeandmuchmoreinexpensivethanthatofBeijingLotus.大卖场服装档次较低，价格点与北京LOTUS相比明显偏低。-Thedisplayofpromotedcommoditiesisalwaysonmainareasinformoftables,includingtopandbottom大卖场服装促销陈列多在主通道，堆码形式出现，包括上衣和下装。-Commoditiesinformationisorderlyprintedintheshowbills.Thatofapparelandunderwearoccupyspaceofthewhol