家乐福视频系统排面陈列指导原则

1、appliance implementation 44 dept.china merchandise division 1appliance division44 department (tv & video)appliance implementation 44 dept.china merchandise division 2appliance divisionfamily codefamily namepage*440tv- 4*4412/4413vcd/dvd-21*4414camcorder-32appliance implementation 44 dept.china m

2、erchandise division 3appliance divisionvideo entertainment0.10%ctv63.06%lcd3.66%video tape0.87%plasma1.49%camcorder4.89%video accessory0.63%vcd/dvd22.06%ptv3.24%2004 ytd family participation in 44 department 2004年年44部门各分类销售占比部门各分类销售占比 appliance implementation 44 dept.china merchandise division 4appl

3、iance divisionappliance implementation 44 dept.china merchandise division 5appliance divisionplasma2.1%142.2%2139.4%2930.1%345.8%2510.8%ptv4.6%lcd5.1%plasma0.2%144.5%2159.4%2920.9%342.4%2510.9%ptv0.8%lcd0.9%tv sales partition by type (market v.s. carrefour)04 carrefour sales value partition by type0

4、4 carrefour sales qty. partition by type04 market sales value partition by type04 market sales qty. partition by typetv 71.5%04年各分类市场销售额百分比年各分类市场销售额百分比04年各分类家乐福销售额百分比年各分类家乐福销售额百分比04年各分类市场销售量百分比年各分类市场销售量百分比04年各分类家乐福销售量百分比年各分类家乐福销售量百分比partition in 44 dept.市场和家乐福电视机各分类销售占比市场和家乐福电视机各分类销售占比appliance impl

5、ementation 44 dept.china merchandise division 6appliance divisionmarket status: 市场状况市场状况conventional tv develops to pure flat and digital model, ptv market is decreasing slowly, lcd and plasma enjoy rapid growth普通电视纯平化普通电视纯平化, , 数字化数字化; ; 背投市场缓慢下降背投市场缓慢下降; ; 液晶和等离液晶和等离子快速增长子快速增长strategy: 策略策略1. fami

6、ly strategy: 中分类策略：中分类策略： 1) keep 21” and 29” tv sales 保持保持21”和和29寸电视机的销售寸电视机的销售 2) push pure flat and hdtv to fit the market 推动纯平和数字高清电视以适应市场推动纯平和数字高清电视以适应市场 3) introduce more plasma&lcd to show the image 扩大等离子和液晶电视的陈列以显示形象扩大等离子和液晶电视的陈列以显示形象2. sub-family display share: 小分类陈列份额小分类陈列份额： 21”: 20%

7、25”: 10% 29”: 35% 34”: 10% ptv: 10% lcd / plasma: 15%family strategynumber of the elements :typology :number of the items :element/typology电视机（策略与分类数量）电视机（策略与分类数量）中分类策略中分类策略货架货架 /分类数量分类数量tv strategy and typologyabcd182631426389108144appliance implementation 44 dept.china merchandise division 7applia

8、nce divisiontv wall (2.8m gondola) - general viewcustomer flow顾客流向顾客流向expensive高价高价use bevel shelf at bottom level底层使用斜层板底层使用斜层板电视墙电视墙 (2.8(2.8米货架米货架)- )- 总体视图总体视图cheap低价低价expensive高价高价cheap低价低价appliance implementation 44 dept.china merchandise division 8appliance divisiontv wall plannogram89108ligh

9、ting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theater89108lighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theater25” tvlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting bo

10、xlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlight

11、ing boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting bo

12、xlighting box dvd home theater dvd home theater29”tvlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterl igh tin g b oxl igh tin g b oxl igh tin g b oxl igh tin g

13、b oxl igh tin g b ox d v d h om e theater d v d h om e theater891 08l igh tin g b oxl igh tin g b oxl igh tin g b oxl igh tin g b oxl igh tin g b ox d v d h om e theater d v d h om e theaterptv34”tvdouble display at level 4第第4层重复出样层重复出样89108lighting boxlighting boxlighting boxlighting boxlighting bo

14、x dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater

15、 dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterl

16、ighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theater89108lighting boxli

17、ghting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterdd at level 4dd at level 5电视墙平面示意图电视墙平面示意图14&21”tvexpensive高价高价customer flow顾客流向顾客流向cheap低价低价appliance implementation 44 dept.china merchandise division 9appliance division14”14”21”real flat21”real flat21”real flat21

18、”real flat21”super flat21”super flat21”super flat21”super flat21”square21”square21”square21”square21”real flat21”real flat21”real flat21”real flat21”real flat21”real flat21” pureflat21寸纯屏寸纯屏14”21”square21寸寸平面直角平面直角21” super flat21寸超屏寸超屏double display at level 5第第5层重复出样层重复出样expensive高价高价customer flow

19、顾客流向顾客流向cheap低价低价14” and 21”tv wall (2.8m gondola) - display rules in detail14”14”和和21”21”电视机电视机(2.8(2.8米货架米货架)- )- 详细陈列规则详细陈列规则appliance implementation 44 dept.china merchandise division 10appliance division1300mm2800mm55cm55cm55cm55cm60cm710mm(d) bevel shelf710mm(d)斜层板斜层板710mm(d) middle shelf710mm

20、(d)中层板中层板710mm(d) middle shelf710mm(d)中层板中层板710mm(d) middle shelf710mm(d)中层板中层板710mm(d) middle shelf710mm(d)中层板中层板14” and 21”tv (2.8m gondola) - assets14”14”和和21”21”电视机电视机(2.8(2.8米货架米货架) - ) - 资产资产appliance implementation 44 dept.china merchandise division 11appliance divisionplug on 10th panel在第十层背

21、板上安装插座在第十层背板上安装插座plug on 8th panel在第八层背板上安装插座在第八层背板上安装插座plug on 6th panel在第六层背板上安装插座在第六层背板上安装插座plug on 4th panel在第四层背板上安装插座在第四层背板上安装插座plug on 2nd panel在第二层背板上安装插座在第二层背板上安装插座14” and 21”tv (2.8m gondola) - plug14”14”和和21”21”电视机电视机(2.8(2.8米货架米货架)- )- 插座插座appliance implementation 44 dept.china merchandi

22、se division 12appliance division25”real flat25”real flat25”real flat25”real flat25”super flat25”super flat25”super flat25”super flat25”square25”square25”square25”square25”square25寸寸平面直角平面直角25”superflat25寸超屏寸超屏25”pureflat25寸纯屏寸纯屏double display at level 4第第4层重复出样层重复出样25”tv (2.8m gondola) - display rul

23、es in detail25”25”电视机电视机(2.8(2.8米货架米货架)- )- 详细陈列规则详细陈列规则expensive高价高价customer flow顾客流向顾客流向cheap低价低价appliance implementation 44 dept.china merchandise division 13appliance division1300mm2800mm65cm70cm70cm75cm710mm(d) bevel shelf710mm(d)斜层板斜层板710mm(d) middle shelf710mm(d)中层板中层板710mm(d) middle shelf710

24、mm(d)中层板中层板710mm(d) middle shelf710mm(d)中层板中层板25”tv (2.8m gondola) - assets25”25”电视机电视机(2.8(2.8米货架米货架)- )- 资产资产appliance implementation 44 dept.china merchandise division 14appliance divisionplug on 10th panel在第十层背板上安装插座在第十层背板上安装插座plug on 7th panel在第七层背板上安装插座在第七层背板上安装插座plug on 4th panel在第四层背板上安装插座在第

25、四层背板上安装插座plug on 2nd panel在第二层背板上安装插座在第二层背板上安装插座25”tv (2.8m gondola) - plug25”25”电视机电视机(2.8(2.8米货架米货架)- )- 插座插座appliance implementation 44 dept.china merchandise division 15appliance division29”tv (2.8m gondola) - display rules in detail29”29”电视机电视机(2.8(2.8米货架米货架)- )- 详细陈列规则详细陈列规则expensive高价高价custom

26、er flow顾客流向顾客流向cheap低价低价29”square29”super flat29”square29”square29”square29”super flat29”super flat29”super flat29”real flat29”real flat29”real flat29”real flat29” super flat29寸超平寸超平double display at level 4第第4层重复出样层重复出样29” pure flat29寸纯平寸纯平29” square29”平面直角平面直角appliance implementation 44 dept.china

27、 merchandise division 16appliance division1300mm3000mm65cm70cm70cm75cm710mm(d) bevel shelf710mm(d)斜层板斜层板710mm(d) middle shelf710mm(d)中层板中层板710mm(d) middle shelf710mm(d)中层板中层板710mm(d) middle shelf710mm(d)中层板中层板29”tv (2.8m gondola) - assets29”29”电视机电视机(2.8(2.8米货架米货架)- )- 资产资产appliance implementation 4

28、4 dept.china merchandise division 17appliance divisionplug on 10th panel在第十层背板上安装插座在第十层背板上安装插座plug on 7th panel在第七层背板上安装插座在第七层背板上安装插座plug on 4th panel在第四层背板上安装插座在第四层背板上安装插座plug on 2nd panel在第二层背板上安装插座在第二层背板上安装插座29”tv (2.8m gondola) - plug29”29”电视机电视机(2.8(2.8米货架米货架)- )- 插座插座appliance implementation 4

29、4 dept.china merchandise division 18appliance divisionblue lightening boxblue lightening box34”real flat34”super flat34”squareptv34”superflat34寸超平寸超平34”square34寸寸平面直角平面直角34”real flat34寸纯平寸纯平34”tv & ptv (2.8m gondola) - display rules in detail34”34”和背投电视机和背投电视机(2.8(2.8米货架米货架)- )- 详细陈列规则详细陈列规则expe

30、nsive高价高价customer flow顾客流向顾客流向cheap低价低价appliance implementation 44 dept.china merchandise division 19appliance division1300mm3000mm130cm150cm710mm(d) normal shelf710mm(d)普通层板普通层板710mm(d) middle shelf710mm(d)中层板中层板blue lightening box34”tv & ptv (2.8m gondola) - assets34”34”和背投电视机和背投电视机(2.8(2.8米货架

31、米货架)- )- 资产资产appliance implementation 44 dept.china merchandise division 20appliance divisionplug on 7th panel在第七层背板上安装插座在第七层背板上安装插座plug on 2nd panel在第二层背板上安装插座在第二层背板上安装插座34”tv & ptv (2.8m gondola) - plug34”34”和背投电视机和背投电视机(2.8(2.8米货架米货架)- )- 插座插座appliance implementation 44 dept.china merchandise

32、 division 21appliance divisionappliance implementation 44 dept.china merchandise division 22appliance divisionvcddvdvcd21%dvd79%vcd12%dvd88%vcd10.0%dvd90.0%vcd4.3%dvd95.7%04 carrefour sales value partition by type04 carrefour sales qty. partition by type04 market sales value partition by type04 mark

33、et sales qty. partition by typedvd&vcd 22%partition in 44 dept.04年各分类市场销售额百分比年各分类市场销售额百分比04年各分类家乐福销售额百分比年各分类家乐福销售额百分比04年各分类市场销售量百分比年各分类市场销售量百分比04年各分类家乐福销售量百分比年各分类家乐福销售量百分比vcd/dvd sales partition by type (market v.s. carrefour)市场和家乐福市场和家乐福 vcd/dvd销售占比销售占比appliance implementation 44 dept.china mer

34、chandise division 23appliance divisionmarket status: sales unit quantity increased but turnover and average price decreased, vcd market is dropping市场销售量增长但销售额及平均单价下降市场销售量增长但销售额及平均单价下降,vcd市场持续下滑市场持续下滑strategy:1. family strategy: 中分类策略：中分类策略： 1) enlarge assortment to give customers more choice 增加单品以提供

35、消费者更多的选择增加单品以提供消费者更多的选择 2) introduce the high-end product to show the image and gain the margin 引进高档型号产品以显示形象和获取利润引进高档型号产品以显示形象和获取利润2. sub-family display share:小分类份额小分类份额： 1) reduce vcd display within 3 items 减少减少vcd的陈列比例，控制在的陈列比例，控制在3个单品之内个单品之内 3) introduce dvd recorder 1-3 item 引进引进dvd刻录机刻录机1-3单品单

36、品 number of elements :typology :number of items :中分类策略中分类策略货架货架/分类数量分类数量vcd/dvd strategy and typologyvcd/dvd( (策略与分类数量策略与分类数量) )family strategyelement/typologyabcd6791030354448appliance implementation 44 dept.china merchandise division 24appliance divisiondvdvcdvcd/dvd - general viewvcd/dvd -总体视图总体视

37、图expensive高价高价cheap低价低价customer flow顾客流向顾客流向expensive高价高价cheap低价低价wave-shape price range波浪状价格排列波浪状价格排列dvd recorderappliance implementation 44 dept.china merchandise division 25appliance divisionsample 1stock 2e影碟机影碟机 vcd/dvdstock 3sample 3sample 2stock 13 dvd are connectedto one demo tv一台演示电视机连接一台演示

38、电视机连接三台三台dvd.演示电视机演示电视机vcd/dvd(1.4m gondola) - display rules in detailvcd/dvd(1.4(1.4米货架米货架)- )- 详细陈列规则详细陈列规则demo tv样品样品1 1库存库存3 3库存库存2 2库存库存1 1样品样品2 2样品样品3 3eeeeeappliance implementation 44 dept.china merchandise division 26appliance division400mm(d) glass shelf with light400mm(d)打光玻璃层板打光玻璃层板550mm(

39、d) normal shelf550mm(d)普通层板普通层板550mm(d) glass shelf with light550mm(d)打光玻璃层板打光玻璃层板550mm(d) middle shelf550mm(d)中层板中层板400mm(d) glass shelf with light400mm(d)打光玻璃层板打光玻璃层板450mm(d) glass shelf with light450mm(d)打光玻璃层板打光玻璃层板550mm(d) middle shelf550mm(d)中层板中层板1300mm1400mm15cm25cm20cm15cm10cm20cm20cm15cmvc

40、d/dvd(1.4m gondola) - assetsvcd/dvd(1.4(1.4米货架米货架) - ) - 资产资产 easy choice holder功能牌托架功能牌托架code: 70524eq23n024appliance implementation 44 dept.china merchandise division 27appliance divisionadd small promotion podium 加上小型促销台加上小型促销台code: 72404eq23n075add small new item podium加上小型新产品台加上小型新产品台code: 7240

41、4eq23n075vcd/dvd - display of promotion and new itemvcd/dvd - - 促销品和新产品陈列促销品和新产品陈列appliance implementation 44 dept.china merchandise division 28appliance division customer information board size: 130*42.5 cmlocation: top center of gondolaassets code to be createddvd (3m gondola) - customer informati

42、on boarddvd(3(3米货架米货架) - ) - 顾客信息板顾客信息板appliance implementation 44 dept.china merchandise division 29appliance divisionappliance implementation 44 dept.china merchandise division 30appliance divisionnumber of elementstypology market status: continuous and big growth in past 2 years and dv camcorder

43、is taking more than 98% market市场在过去的两年中持续快速增长，数码摄像机已占市场在过去的两年中持续快速增长，数码摄像机已占98%以上以上strategy:1. family strategy 中分类策略：中分类策略：1) focus on sony, panasonic and samsung 注重于注重于sony, panasonic 和和 samsung三大畅销品牌三大畅销品牌2) provide demo tv and promoter to show function 提供演示电视机并有促销员讲解提供演示电视机并有促销员讲解3) introduce latest model to store 引进最新型号引进最新型号 2. sub-family share 小分类份额小分类份额： 1) keep dv camcorder display more than 90% 数码摄像机的陈列比例保持在数码摄像机的陈列比例保持在90%以上以上 number of itemsfamily strategy中分类策略中分类策略element/typology货架货架/分类数量分类数量camcorder strategy and typology摄像机摄像机(