客流量分析报告

1、2009年2-5月客流量分析报告2009年2-5月，营销部组织各片区实施开展了为期4个月的客流 量调查，营销部和各专卖店作了大量细致的工作，得到全国专卖店的 积极配合。在有限样本量下，我们汇总分析了四个月的人流量、成交 率、客单价（均指单店单天平均值），现将有关情况报告如下：1.2-5月人流量分析：四个月人流量统计显示，节假日的进店人流量远高于日常进店人 流量，节假日全国人流量48人，日常全国人流量30人，高出60%。瑚寸间 片区2月人流量3月人流量4月人流量5月人流量平均人流节假日常节假日常节假日常节假日常节假日常北京49305632512817374332成都片区2101576539643

2、011375东北19232518221646272821福建66408337543330245834广东海南47234021321827183720河北天津47286826402429204625河南安徽46274526452633214225湖北32252515272027202820湖南41278818393037245125江苏29278545734353256035晋豕宁31213021232124232722山东32205920281925193619陕甘新藏48354835312629243930上海613012247804148257836四川重庆5040753744223321

3、5030万州片区39233232483818203428云贵广西34213819301516123017浙江30264325292534253425重庆片区89587641594254367044全国平均442966354328342448302.2-5月成交率分析:片区2月 节假2月 日常3月 节假3月 日常4月 节假4月 日常5月 节假5月 日常节假 平均日常 平均北京45.81%42.38%41.07%46.88%33.67%44.33%64.71%43.24%46.32%44.21%东北70.92%65.57%76.00%66.67%62.18%61.88%58.70%48.15%66

4、.95%60.57%福建17.55%15.94%21.69%16.22%21.23%22.51%33.33%25.00%23.45%19.92%广东海南25.53%30.43%37.50%33.33%39.27%37.04%35.95%37.06%34.56%34.47%天津河北26.27%29.04%29.41%30.77%31.50%31.41%34.48%35.00%30.42%31.56%河南安徽20.64%24.36%60.00%42.31%31.11%38.46%30.30%28.57%35.51%33.43%湖北50.42%50.40%80.00%66.67%77.78%77.5

5、0%77.87%75.00%71.52%67.39%湖南28.95%34.42%47.73%72.22%47.51%45.30%31.56%40.83%38.94%48.19%江苏49.00%43.00%36.47%33.33%26.72%30.23%28.14%32.33%35.08%34.72%晋豕宁32.61%37.00%53.33%42.86%43.48%38.10%40.68%36.14%42.53%38.53%山东54.84%51.82%52.54%50.00%69.33%72.33%40.00%41.84%54.18%54.00%陕甘疆藏24.45%18.21%25.00%18.

6、60%34.10%22.66%34.48%20.83%29.51%20.08%上海20.77%25.07%21.70%20.17%22.33%19.87%27.08%28.00%22.97%23.28%川渝29.89%28.44%35.65%26.81%26.65%30.15%27.27%28.57%29.87%28.49%云贵49.82%42.73%60.53%57.89%43.33%46.67%64.06%61.85%54.44%52.29%浙江54.74%45.30%37.59%39.10%72.41%44.00%31.28%29.35%49.01%39.44%成都18.62%22.84

7、%33.46%27.16%26.56%30.00%26.21%26.67%重庆32.87%32.93%63.16%60.98%25.44%25.40%25.93%30.56%36.85%37.47%万州25.73%33.24%50.00%31.25%36.82%33.33%33.33%30.00%36.47%31.96%全国平均36.71%36.13%44.63%40.99%40.96%39.39%39.25%36.96%40.39%38.37%全国成交率节假日、日常成交率分别为40.39%和38.37%,成交 率相差不大。成、渝、万片区节假日和日常的成交率均低于全国平均 平均水平。下图为2-

8、5月份各片区节假日、日常成交率平均值柱状图:口节假平均口平常平均除成渝万外，全国节假日、日常成交率最低的只有22.97%、19.92%（上海片区、福建江西片区），最高的成交率有71.52%、67.39% （的 湖北片区），节假日、日常分别相差48.55和47.47个百分点。3.2-5月份客单价分析：四个月客单价统计显示，全国平均客单价在节假日低于日常水 平。节假日人流量大，购买人数多，节假日低价值产品销售量大，容 易成交，成交时间短，服务人员不能在短时间内推荐高价值产品，从 而导致客单价比日常低。片区2月 节假2月 日常3月 节假3月 日常4月 节假4月 日常5月 节假5月 日常节假平均日常平

9、均北京109.14123.10127.43123.02110.61142.23107.73125.7513.73 128.53东北81.0088.00104.3787.4286.5888.4067.15126.3884.7797.55福建125.75125.21139.07159.19154.27141.26111.76119.5732.71 136.31广东海南105.00106.00137.13134.95135.59137.57113.01124.7822.68 125.83河北天津95.1489.53175.8794.6285.81114.0792.7499.27112.3999.37

10、河南安徽113.56133.3895.2193.2692.5095.0597.64129.4699.73112.79湖北80.0076.0099.1487.20108.0492.92107.4896.0098.6788.03湖南100.5498.6076.6894.60113.7688.2193.6383.4696.1591.22江苏95.1692.1494.6094.8298.1291.0994.89112.3195.6997.59晋豕宁96.5778.1396.7780.5576.8777.2088.1082.8089.5879.67山东95.32104.0892.1185.7497.84

11、79.49125.00105.43102.5793.69陕甘新藏92.2590.36169.99128.44109.14127.1596.9099.60117.07111.39上海151.76113.42130.50142.77131.04168.81133.92141.0036.80 141.50川渝77.0579.6184.2384.7474.3473.6477.0081.8378.1679.96云贵广西76.6377.6677.2480.0670.7585.3580.6489.8876.3283.24浙江76.7194.86_成108.78114.01132.70113.04128.41

12、135.5692.4790.65渝86.93138.4980.6993.73128.36130.47138.35212.91108.58143.90万117.22305.8679.49111.83284.63228.49190.24142.46167.89197.16全国平均93.46106.02103.6599.52110.05109.18102.35110.97102.38106.42从上表可以看出，成都片区由于团购业务少，客单价明显低于重 庆、万州片区及全国平均水平。重庆片区、万州片区由于包含团购， 客单价远高于全国水平。促进专卖店团购业务的开展，是直接提高全 国客单价的有效途径。2-5

13、月份节假日、日常客单价平均值柱状图：除成渝万片区外，节假日全国客单价最低的是四川重庆片区的 76.32元，最高的是上海片区的136.8元；日常全国客单价最低的是 山西内蒙宁夏片区的79.67元，最高的是上海片区的141.5元。节假 日、日常全国客单价分别相差60.48元、61.83元，悬殊较大，一方 面是各地的消费能力差异，另一方面专卖店的销售水平也存在一定的 差距。4.2月-5月全国人流量、成交率、客单价平均值:项目2月3月4月5月平均值全国节假日均进店人数4466433448全国日常日均进店人数2935282430全国节假日均成交率36.71%44.63%40.96%39.25%40.39

14、%全国日常日均成交率36.13%40.99%39.39%36.96%38.37%全国节假日均客单价93.46103.65110.05102.35102.38全国日常日均客单价106.0299.52109.18110.97106.42综合1.2.3的人流量、成交率、客单价分析，我们可以得出：全国专卖店虽然人流量存在较大差异，但成交率参差不齐， 相差较大，是作为连锁专卖店一大不足之处。加强专卖店培训尤为迫 切，提升成效成交率，缩小差距，从而提升全国专卖店成交达到相对 统一高度。全国专卖店的成交率较为稳定，有近40%成交率，说明我们 的专卖店服务水平、销售水平具有一定优势；/我们专卖店在节假日时客单

15、价低于日常客单价。节假日在进 店人数大幅上升的情况下，成交率并没有大幅提升，只是略有提升， 客单价反而比日常略有降低，全国绝大多数专卖店都体现出此现象。 这是我们专卖店的不足，针对以上不足，我们在今后的工作中应将如何提高客单价作为我 们提高销售的重点工作。一是要加强专卖店店员的培训工作，复制成 功经验，提升整体水平，不断缩小差距；二是重视节假日销售，提升 店员的服务水平，提升客单价；三是加大团购力度，发展团购，从而 有力促进专卖店的业绩。5.省级经理站店、店主或店员站店客流量对比分析，详见下表:站店人员2月3月4月5月平均值成交率客单价成交率客单价成交率客单价成交率客单价成交客单价陈思廷64.

16、71%107.7364.71%107.73北京店员43.24%125.7543.24%125.75周玉双23.81%124.7333.03%149.7828.42%137.26成都店员31.68%126.3127.00%125.629.34%125.96杜仕彬75.00%68.8871.88%85.1375.00%117.6061.00%7770.72%87.15东北店员77.14%76.2277.14%136.5961.79%86.4357.00%7468.27%93.31朱轶28.21%123.4542.35%134.8831.51%147.1335.78%7834.46%120.87广东

17、海南店员26.56%104.3534.95%138.6238.82%135.8136.48%12334.20%125.45张勇26.02%118.0632.34%95.4633.19%106.7837.78%107.0432.33%106.84河北天津店员27.29%92.9230.55%94.1631.46%99.9434.69%98.2331.00%96.31毕仟元44.20%155.3552.38%83.4551.52%89.5937.70%81.1746.45%102.39河南安徽34.90%104.4954.17%97.2946.26%95.3030.54%71.0141.47%92

18、.02王辉51.47%119.7771.88%85.1375.61%92.6574.00%92.6568.24%97.55湖北店员50.75%95.6371.43%147.5276.67%101.7077.00%101.768.96%111.64田滴48.00%121.7449.27%122.1539.26%103.1229.92%89.5741.61%109.15湖南店员43.66%99.2750.57%144.5244.02%98.3530.40%96.442.16%109.64曾佑英55.00%89.6836.97%107.3245.16%119.2943.00%517.3645.03%

19、208.41江苏店员46.05%93.8835.13%95.2827.12%98.1329.00%93.5234.33%95.20先强17.78%226.6339.29%118.3652.17%116.7936.41%153.93福建江西店员19.57%200.3921.02%149.9831.46%99.9424.02%150.10陈凯66.93%103.2857.69%89.3368.97%117.4547.44%116.2260.26%106.57山东店员51.62%97.8051.65%90.4970.83%89.1540.57%116.3653.67%98.45唐雄军47.83%79

20、.4857.14%87.5929.11%76.7441.00%83.7343.77%81.89山西内蒙店员46.15%105.3338.89%72.5729.63%70.3438.00%85.738.17%83.49曾传露11.54%120.3328.89%90.5827.27%249.6362.00%13032.43%147.64陕西新疆店员27.16%88.7730.30%81.7728.96%128.9056.00%13435.61%108.36张洪26.67%142.9431.20%122.3116.90%66.9220.00%14423.69%119.04上海店员22.32%138.

21、3341.35%134.7421.50%142.8928.00%16628.29%145.49李朝晖25.89%80.2735.65%84.2330.17%54.4950.00%72.8335.43%72.96四川重庆店员36.00%71.6526.81%84.7427.74%75.7148.05%67.8934.65%75.00胡在容25.00%229.825.00%229.80万州店员32.07%164.0532.07%164.05熊昕73.68%96.0061.29%70.7947.06%79.4438.89%10455.23%87.56云南贵州广西店员47.11%76.9971.32%78.9644.28%76.2763.40%84.3756.53%79.15徐升玺55.56%178.0047.83%68.97%28.74%50.28%178.00浙江店员50.00%100.0050.28%75.00%30.39%51.42%100.00向宏婧42.50%96.0011.76%110.7927.13%103.40重庆店员25.00%131.1830.11%164.8127.56%148.00省级经理平均值