某公司市场调查分析报告.ppt

1、,REPORT OF ZHENG ZHOU SURVEY 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,Overall ZZ market 郑州整体市场,Have an overview of the city and competitors了解郑州城市概况及竞争对手总体情况,MST - 2 Persons BJ MST 3 Persons,ZZ 郑州,02/18-02/28,-Dannis Zhongyuan Store 丹尼斯中原店,

2、Survey Dry items 详细Dry商品调研,MST - 2P/BJ MST-3P /Local Buyer-3P,02/18-02/28,02/18-02/28,03/01-03/08,-Dannis Zhongyuan Store 丹尼斯中原店 -Century Mart Jingsan Store世纪联华经三店,Survey HL items HL商品调研,MST - 2P Local Buyer - 2P,- Dannis Zhongyuan Store 丹尼斯中原店 -Century Mart Jingshan Store 世纪联华经三店,Survey Apparel mar

3、ket 服装市场调研,MST - 1P Local Buyer - 1P,Overall survey project整个郑州前期市场调研调项目,Deal with data and conclude资料归纳整理,MST - 2P BJ MST 3P,ZZ 郑州,ZZ 郑州,ZZ 郑州,ZZ 郑州,目 录,Layout/Section信息,Competitors Information竞争对手信息,宏观信息,Commodities Features商品特征,Comparison Saturday broad shopping environment because of big space;c

4、haracterized fresh sector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：Because of the rich suppliers resources,some commodities are attractive in price.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。,Free Buses班车： No 无,Competitors Information- Si Damai竞争对手情况思达买,诺玛特,NuoMart诺玛特,Dreary Exteriors冷清的门面,Background公司背景：When it op

5、ened on Dec.20 2002,the upstairs department store Baisheng suddenly drew back.Now the department store,Sanhe runs badly and few customers go to the supermarket.It suffers from bad business. 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,Customers Flow客流情况：A small number

6、of customers; residence zone of the Hui Nationality客流稀少附近多回民聚集区。,Display陈 列：Because of low velocity,commodities are in disorder,forming a vicious circle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： Free medical instruments at entrance attract many senior citizens进场处有免费治疗仪试用，吸引众多中老年顾客,Free Buses班车：No 无,Com

7、petitors Information- NuoMart竞争对手情况诺玛特,Competitors Comparison竞争对手比较,Advantages优点：As the first entering ZZ, it introduced the idea of supermarket. It has become quite famous locally after years of operation. The methods of display and buying resemble Lotus. 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

8、Lotus最为相近。 Disadvantages缺点：the one of best display is in bad sales because of improper location 标准最高的卖场,由于选址原因销售不佳。,Competitors Comparison竞争对手比较,Advantages优点：Jinsan Store, of best display among Century Mart, is in good sales. Jin Boda Store enjoys best sales locally, attributed to its excellent loca

9、tion and various kinds of low graded commodities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：All the commodities are in consignment, RMB700 every shelf per month. Quality is hard to guarantee and repeated display is serious.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。,Compe

10、titors Comparison竞争对手比较,Advantages优点：Supermarkets combined with department stores attract many customers.Another small one near residence store has low consuming volume per person but enjoys good sales of promoted commodities 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：undergr

11、ound location makes one feel oppressed. Because of low quality of consignment,commodities of HL and Apparel are of low quality and low priced 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。,Survey Target Confirmation调研对象确定,Major survey target 主要调研对象,Minor survey Target 次要调研对象,丹尼斯中原店,世纪联华经三店,Major Survey Targe

12、t- Dannis Zhongyuan Store 主调研对象丹尼斯中原店,Environment周围环境：Many residence zones nearby but neighboring traditional western industry area 多居民小区，但紧邻西部传统工业区,Area面 积：11,00012,000sqm,Display陈 列：Ordinary shelves; of the best display locally普通货架陈列，标准是当地诸卖场中最好的,Opening time营业时间：9:00-21:00,Number of Cashiers收银台数量

13、：27,Customers flow客流情况：Few customer in ordinary time but lots in holidays平时与节假日客流相差较大,Transportation交 通：underground park and convenient transportation有地下停车场，附近交通便利,Recreation休闲美广：snack store Decos有快餐二线品牌 德克士,The first entering ZZ 首先进入郑州的卖场品牌,Minor Survey Target- Century Mart Jinsan Store次调研对象世纪联华经三店

14、,Environment周围环境：many residence zones of top grade nearby周围分布较多中高档居民小区,Area面 积：10,000sqm,Display陈 列：Imitating Carrefore; serious repeated display模仿家乐福，重复陈列情况严重,Opening time营业时间：8:30-21:30,Number of Cashiers收银台数量：44,Customers Flow客流情况：Most customers come from nearby residence zones主要客源为附近小区居民,Transpo

15、rtation交通：slightly located in North;near buses; many taxis available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,Section Count of Dannis Zhongyuan Store-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Lay

16、out,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,The overview of commodities in Dannis Zhongyuan Store 丹尼斯中原店商品概况,The overview of commodities in Century Mart Jinsan Store 世纪联华经三店商品概况,rich assortment of brands高中低档品牌较全 good display商品陈列标准较高 promotion of H

17、L D not attractive Hardline D商品促销力度对顾客无诱惑力 Price of Dry higher than that of LotusDry 商品价格普遍高于Lotus -commodities and price cant indicate local consuming trends商品选择和定价不能完全体现当地消费趋势 -free medical treatment attractive to senior citizens 以免费治疗活动吸引大量中老年顾客，集聚不少人气,Disordered display because of lending shelve

18、s由于货架租赁原因，陈列标准很难控制，给人凌乱的感觉 rich assortment of brands and commodities; improper price fluctuation品牌和商品种类相对较全，但定价无法在合理区间内运行 hard to identify promoted commodities; even more than 6 items on one shelf很难区分促销商品，存在一个端架上六种以上商品的情况 good display of Fresh while not attractive to consumers生鲜部门标准较高，但似乎消费者对此不感兴趣 c

19、onsignment on the ground floor obviously advantageous, of many brands底层联营优势明显，品牌较多,Commodities features in ZZ market 郑州卖场商品特征,Dry A Most sauces and hot pot sauce brand from Sichuan, of strong flavor 火锅底料、调料品牌以四川为主，口味偏重 Local people prefer strong flavor, so sauces enjoy good sales, but evidently dark

20、 sauces surpass light sauces in quantity 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 Pickled vegetables of local brands are seldom and most come from other places such as Sichuan 酱菜当地品牌很少，主要来自四川等地,Commodities features in ZZ market 郑州卖场商品特征,Dry A Iodic salt of only one brand 只有一个品牌的加碘盐 few sugar 食用糖很少 Mature vineg

21、ar from Shanxi and Hengshun from Zhenjiang are two main brands; another two local brands are Shuangshou and Yuanxing 醋以山西陈醋、镇江恒顺为主，有两个当地品牌：双收、源星 No pickled seafood on sales无黄泥螺等海鲜腌制品出售,Dry B -Commodities of Health Beauty Aids are frequently displayed according to brands 洗化、护肤美容用品有按品牌陈列的习惯 -Domestic

22、renowned brands such as P&G and Unilever are higher-priced by 6% than that of Lotus 宝洁、联合利华等全国性知名品牌价格较Lotus高6%以上 -Many powder detergent without phosphor洗衣粉无磷居多,Commodities features in ZZ market 郑州卖场商品特征,Dry B -No cut tissue on sales. Toilet tissue two times higher than common ones(about 20 cm)郑州不用刀切

23、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 -Many are unknown brands of competitive price不知名品牌较多，价格上比较有优势 -Commodities of pet food and pet supply are in small quantity because of weak demand宠物食品、用品很少，消费者对此类商品需求不大 -Fabric clean agent, fabric cleaner and liquid soap in bad sales洗手液、洗衣液、柔顺剂、衣领净少有人问津,Commoditie

24、s features in ZZ market 郑州卖场商品特征,Dry C display as brands 有按品牌陈列的习惯 milk powder of various brands occupy wide space 奶粉品牌齐全，经营区域较大 most biscuits, chocolates and candies are of national brands, slightly higher priced than that of Beijing Lotus 饼干、巧克力、糖果大多是全国性商品，价格略高于北京Lotus No wedding candies on sales没

25、有喜糖,Commodities features in ZZ market 郑州卖场商品特征,Dry C snacks such as nuts, crackers snack and meat snack are in small package坚果、膨化、肉脯类小吃小包装商品很多 special local products such as big Chinese dates and sliced Chinese dates can be found in all supermarkets 郑州特产大枣、枣片、油茶在各大卖场均有销售 no shoppe for drugs in super

26、markets but drug stores are available everywhere in ZZ 卖场没有药品专柜，但郑州药房随处可见,Commodities features in ZZ market 郑州卖场商品特征,Dry D -gin of low price, no more than RMB8, are in good sales低价白酒销量最好，一般价格在不超过8元 local residents prefer gin of 45or higher 当地居民偏好高于45度的白酒 gin of gift are in small quantity and less im

27、ported wine, whiskey and brandy礼盒酒较少，洋酒更少 promotion of liquor are not strong, with often unvalued presents酒类的促销力度不大，一般赠品为低价值饮料,Commodities features in ZZ market 郑州卖场商品特征,Dry D rice wines are rarely seen 米酒、黄酒在当地较少见 Cocacola is absolutely competitive locally and Pepsi only has cola on sales 可口可乐在当地占绝

28、对优势，百事仅有可乐一种产品在挣扎 price of drink is higher than that of Lotus, by 5-10% 饮料价格较Lotus高，一般高510个百分点,Commodities features in ZZ market 郑州卖场商品特征,Commodities features in ZZ market 郑州卖场商品特征,HL A -No major appliances such as televisions on sales 当地大卖场无电视机、家庭影院等大家电出售 -Local people tend to go professional appli

29、ances store for shopping. They wont buy major appliances in the supermarkets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 -Famous brands of 059 Audio such as Sanyo, Xinke and Qisheng occupy 30%, of small SKU count, in low price fluctuation and most in mid or low price. 059Audio部门一线品牌占30，如三洋、新科、奇声等。但Sku数较少，价格

30、带分布相近，中低档价位为主 -Commodities of HL A occupy small space in display(about 2%-3%)because no major appliances on sales. HL A 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%,Commodities features in ZZ market 郑州卖场商品特征,HL B -The assortment of HL B is not complete, since no western dishware or multi layer cases on sale. The

31、 assortment of some subclass commodities such as wheeled cases, clothes racks and dishcloth is obviously less various than that of Beijing Lotus. Furthermore, their display is narrow. HL B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 -Most are from Shanghai, Zhejiang and Guangdong, with

32、 unknown brands of low grade as major parts. National brands are less than that of Lotus.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 -Compared with Lotus, same commodities on sale are not competitive because of higher price.相同商品的零售价与Lotus相比无竞争优势，零售价普遍偏高 -Commodities of low and mid price occupy mo

33、re than 60%. HL B的中低档价位商品占比超过60% -Su Boer and Ai Shida, two kitchenware brands are displayed on special shelves by suppliers. Instead, the other promotions are relevantly weak. HL B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,Commodities features in ZZ market 郑州卖场商品特征,HL C -The major parts of stationery are of natio

34、nal brands, but of sole brand and not competitive in price compared with that of Lotus. However, some of low price without quality guarantee can attract customers.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 -Bikes and electric bikes are in small display, because firstly there are profession

35、al bike market locally, secondly sales of electric bikes has not peaked.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 -The assortment of sporting goods is incomplete. The display is narrow and most are of unknown brands 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 -Fitness equipment of large

36、space are almost extinct, not only in supermarkets but also in boutiques. 大型健身器材几乎绝迹，专卖店也很少,Commodities features in ZZ market 郑州卖场商品特征,HL D -No major appliance on saleHardline D无冰箱、洗衣机、空调等大家电出售 -Consumers tend to buy large white goods in professional appliances stores.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

37、购商品 -Small appliances are of various brands. Those in good sales are microwave, electric pan of Gelanshi, Meide, Hailing, in either low or high price. 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,Commodities features in ZZ market 郑州卖场商品特征,HL E -Compared with that of Beijing Lotus, most are o

38、f unknown brands, supplied by wholesaling market.HL E 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 -Commodities of 026 have not famous brands except Heng Yuanxiang. Most are of low grade in high price.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 -Commodities of 027 are of unknown brands. The most

39、 famous one is Jinfeng. Most patterns have been washed out by famous brands and keep high price.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 -the assortment of commodities of 028 is evidently incomplete. Of sole brand and in narrow display, there are no blankets or top-grad

40、ed table cloth on sale.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,Commodities features in ZZ market 郑州卖场商品特征,HL F -Commoditied of 024 are in narrow display. Most are of low grade in poor quality, inattractive at all. 024部门陈列面小，商品中低档为主，质量较差，很少有人光顾 -Most hardwares and car accessories are of national

41、brands, but far less than that of Beijing Lotus. No electric tools, motocycle oil of helmet on sale. 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,Commodities features in ZZ market 郑州卖场商品特征,HL G -Most commodities are in consignment such as Phillipes, Bolang, Sony and Wen Quxing. 此区域经营方式以

42、联营为主，以飞利浦、博朗、索尼、文曲星等品牌为主 -Not competitive in price compared with that of Lotus. 商品价格相对Lotus无竞争优势 -No communication device such as mobile phones on sale. Local residents tent to buy these in professional markets.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。 -No IT products of high price on sale. 卖场内没有

43、高价值IT产品出售,Commodities features in ZZ market 郑州卖场商品特征-APPAREL,-Generally, ZZ is located in the central part of the country, enjoy convenient transportation and its producing areas of apparel are widely located. Apparel of top grade are mostly from Shanghai and Beijing,and that of low grade from Zejia

44、ng, Fujian and Wenzhou.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。 -Local people pay much attention to price and have low demand on quality.郑州市民比较注重价格，对商品的品质要求不高。 -Brands in consignment in supermarket are seldom.大卖场服装区联营品牌很少。 -Apparel Sector in supermarkets occupies about 20% of the who

45、le sales area.大卖场服装区域大概占整个卖场面积的20%。 -Apparel in supermarkets are of low grade and much more inexpensive than that of Beijing Lotus.大卖场服装档次较低，价格点与北京LOTUS相比明显偏低。 -The display of promoted commodities is always on main areas in form of tables, including top and bottom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。 -Commodities information is orderly printed in the show bills.That of apparel and underwear occupy spa