某公司市场调查分析报告.ppt

MST2004 COPYRIGHTRREPORT OF ZHENG ZHOU SURVEY郑州前期市场调研报告郑州前期市场调研报告0808-March-2004March-2004-MST MST MST2004 COPYRIGHTR具具 体体 时时 间间 表表Contents工作内容工作内容Staff负负 责责 人人Time时间时间Target 对对 象象 Place地地 点点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-2PersonsBJMST3PersonsZZ 郑州02/18-02/28-DannisZhongyuanStore丹尼斯中原店-SurveyDryitems详细Dry商品调研MST-2P/BJ MST-3P/Local Buyer-3P02/18-02/2802/18-02/2803/01-03/08-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-2PBJ MST 3PZZ 郑州ZZ 郑州ZZ 郑州ZZ 郑州MST2004 COPYRIGHTR目目 录录Layout/Section信息信息Competitors Information竞争对手信息竞争对手信息宏观信息宏观信息Commodities Features商品特征商品特征Comparison&Conclusion商品比较结果商品比较结果Macro Information宏观信息宏观信息MST2004 COPYRIGHTRZZ ZZ 郑郑 州州GNP国内生产总值 Population人口AverageGDP人均GDPServingIndustry第三产业Totalretailingvolumeofconsumable社会消费品零售总额单位：亿元Macro Information宏观信息宏观信息Economic Situation of ZZ,BJ,TJ&XA in 2003郑州郑州Vs Vs 北京、天津、西安北京、天津、西安20032003年经济总体情况年经济总体情况BJ BJ 北北 京京TJ TJ 天天 津津3,13027,746元1,920.11,744.822,068元1,423.2万919.05万2,022.6XA 西西 安安823.511,786元403.8409.4702.6万9601,744.21926.8687.7万13,584元427430.9MST2004 COPYRIGHTRMacro Information宏观信息宏观信息Overview of the City城市整体概况城市整体概况Consuming Abilities of Local People Downtown城镇居民消费力城镇居民消费力Infrastructure&Transportation城建交通城建交通Location城市地位城市地位-ZZ,ofgreatimportance,islocatedinthecenterofHenanProvince郑州为河南省省会，中原重镇。-LonghaiandJingguangRailwaysintercrossinZZ,enablingittobeoneofthemostimportanttransferringstops.地处陇海、京广铁路交汇处，贯通东西南北，是中国铁路线重要中转站之一.-ThetotalpopulationofZZis6.877million,2.752milliondowntown.Establishedareasinthedowntownoccupy156.4km2郑州市总人口687.7万，市区人口275.2万，市区建成区面积 156.4平方公里。-Thedowntowninfrastructureiscommon.MosttaximodelsareFukang,XialiandJieda,pricedatRMB7andRMB1.2/km.中心城区基础建设一般，出租车型以富康、夏利、捷达为主，起步价7元，每公里1-1.2元。ThedowntownemploymentinZZis1.358millionandaverageavailableincomeRMB7772.郑州城镇从业人员135.8万人，城镇人均可支配收入：7772元 AverageannualincomeisRMB11966.在岗职工年平均工资11966元 MST2004 COPYRIGHTRMacroInformation宏观信息宏观信息Overviewofthecity城市整体概况城市整体概况Business商业商业Takingadvantageofitslocationandtransportation,ZZenjoysastrongwholesalingindustry,hasvariouswholesalingmarketsandkeepshighcommodityvelocity.借助中原枢纽交通优势，郑州批发行业发达，拥有各类专业批发市场，且商品周转率较高。Retailing,especiallychainsupermarketindustryisimmature.Themajorcompetitors,suchas Dannis,ShiJiMartandBeijingMartkeephighdensityofdistributioninthedowntown,mostincombinationwithdepartmentstores,basicallyindisorderedcompetition.CarreforeandTianjinHomeWorldhaveplansinimplementationtopenetratethemarket.零售业特别是连锁超市业不成熟，主要竞争对手为：丹尼斯、世纪联华、北京华联。在市中心分布密度较高，且多为超市结合商厦形式。它们之间基本形成无序竞争的局面。家乐福和天津家世界在郑州已有开店计划且已进入具体实施阶段。Consuming Habits of Downtown People城镇居民消费习惯城镇居民消费习惯Thelocalresidentshavecasualconsuminghabits.当地居民消费习惯随意。With the entrance of chain malls,local people have accepted them gradually.随着大型连锁超市的相继进入，居民开始逐渐接受连锁卖场形式MST2004 COPYRIGHTRMST2004 COPYRIGHTR目目 录录Layout/SectionLayout/Section信息信息竞争对手信息竞争对手信息Macro Information宏观信息宏观信息Commodities Features商品特征商品特征Comparison&Conclusion商品比较结果商品比较结果Competitors Information竞争对手信息竞争对手信息MST2004 COPYRIGHTR易初莲花紫荆山店易初莲花紫荆山店竞争对手分布图竞争对手分布图 世纪联华世纪联华丹尼斯丹尼斯北京华联北京华联凯利农凯利农思达买思达买诺玛特诺玛特家世界（筹建中）家世界（筹建中）家世界（筹建中）家世界（筹建中）家乐福（筹建中）家乐福（筹建中）MST2004 COPYRIGHTRCommon Features of Competitors竞争对手共同特点竞争对手共同特点 1.Keep high density of distribution in downtown在市中心分布密集；在市中心分布密集；2.Sales per store everyday is not high.Take supermarket of 7000spm as example,the ordinary sales is 160-250 thousand per day.单店日销售额普遍不高，平时约为单店日销售额普遍不高，平时约为1625万万/天（以天（以7000sqm卖场为例）；卖场为例）；3.Average sales per consumer in ordinary time is about RMB15-25.客单价平时约为客单价平时约为1525元；元；4.Supermarkets in combination with department stores are broadly accepted by local consumers.商厦结合卖场的模式受到当地消费者的认同；商厦结合卖场的模式受到当地消费者的认同；5.Consumers pay much attention to promoted and lower priced commodities.消费者对低价促销商品关注程度较高；消费者对低价促销商品关注程度较高；MST2004 COPYRIGHTRCommon Features of Competitors竞争对手共同特点竞争对手共同特点 6.Fresh commodities,sugarcanes for example,often attract a large number of consumers when in promoted price.生鲜（如甘蔗）低价促销通常吸引大量顾客；生鲜（如甘蔗）低价促销通常吸引大量顾客；7.Famous brands of Dry commodities such as P&G and Unilever keep high price.Dry部门的知名品牌如宝洁、联合利华等产品价格偏离严重（偏高）部门的知名品牌如宝洁、联合利华等产品价格偏离严重（偏高）；8.Major appliances in HL can barely found in the supermarkets.HL大家电在各大卖场几乎绝迹。大家电在各大卖场几乎绝迹。9.Most apparel commodities keep low price,have no good brand and hardly guarantee quality,but most supermarkets consumers accept them.服装以低价导入为主，忽略品牌性，品质难以保证，但迎合大部分在卖场选购服装顾客的服装以低价导入为主，忽略品牌性，品质难以保证，但迎合大部分在卖场选购服装顾客的需求。需求。MST2004 COPYRIGHTR丹尼斯分布图丹尼斯分布图 丹尼斯花园店丹尼斯花园店丹尼斯中原店丹尼斯中原店丹尼斯人民路店丹尼斯人民路店丹尼斯京广店丹尼斯京广店MST2004 COPYRIGHTR1324Picture1:ExteriorsofDannisZhongyuanStore图片1：丹尼斯中原店外景Picture2:Undergroundcarpark图片2:地下停车场Picture 3:Internal display in Zhongyuan Store图片3：中原店内部陈列Picture 4:Dannis Huayuan Store 图片4：丹尼斯花园店MST2004 COPYRIGHTRCompetitors Information-Dannis竞争对手情况丹尼斯竞争对手情况丹尼斯-Display 陈陈 列：列：Ordinary shelves普通货架陈列-Opening Time营业时间：营业时间：9:00-21:00-Number of Cashiers收银台数量：收银台数量：2740-Consumer Flow客流情况客流情况:HuayuanStore,locatedintheresidencezoneofadministrators,enjoysthebestsituation,whiletheothersjustso-so.花园店地处行政人员居住处，客流情况最好,其余一般-Free bus班班 车车：No无-Background:FundedbyTaiwan,itenteredZZinformofdepartmentstoresin1996anditsfirstsupermarketwasopenedin1998,introducingtheideasofsupermarkets.Bynow,ithasopened4supermarketsinZZand6intheothercitiesinHenan,suchasLuoyang,Anyang,XinxiangandJiyuan.-公司背景公司背景：台资企业，96年以百货业态进入郑州，首家卖场98 年开业，为郑州引入卖场相关理念。至今在郑州有4家卖场，河南省别市有6家卖场，分别位于洛阳、安阳、新乡、济源等。-Promotion促销活动：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-Area面积：面积：7,000-12,000sqmMST2004 COPYRIGHTR世纪联华分布图世纪联华分布图 世纪联华经三店世纪联华经三店世纪联华金博大店世纪联华金博大店世纪联华碧波园店世纪联华碧波园店MST2004 COPYRIGHTR1324Picture1:ShijiMartJinsanStore图片1：世纪联华经三店Picture2:JinBodaStore图片2：金博大店Picture3:BiBoyuanStore图片3：碧波园店Picture4:InteriorofCenturyMart图片4：世纪联华内部情况MST2004 COPYRIGHTRCompetitors Information-Century Mart竞争对手情况世纪联华竞争对手情况世纪联华-DisplayDisplay陈陈 列：列：Ordinary shelvesOrdinary shelves普通货架陈列-Opening Time营业时间：营业时间：8:30-21:30-Number of CashiersNumber of Cashiers收银台数量：收银台数量：38-4438-44-Consumers Flow客流情况：客流情况：JinBodaStoreenjoysbestsalesinZZ.金博大店为郑州销售最好的卖场-Free Bus班车班车：OnlyJinsanStorehasfreebus.仅经三店有购物班车-Background公司背景公司背景：TheheadquatersisShanghaiCenturyMartwhichhas32storesdomestically.总部即上海世纪联华，在全国有32家门店-PromotionPromotion促销活动：促销活动：Promotionisseldomstrong促销商品促销力度通常不大-AreasAreas面面 积：积：8,000-10,0008,000-10,000sqmsqmMST2004 COPYRIGHTR北京华联二七店北京华联二七店北京华联中孚店北京华联中孚店MST2004 COPYRIGHTRPicture1:BeijingHualianErqiStore图片1：北京华联二七店Picture2:BeijingHualianZhongfuStore图片2：北京华联中孚店12MST2004 COPYRIGHTR-Background公司背景公司背景：HeadquarteredinBeijing,ithas2storesinZZ.Becauseoflowqualityofconsignment,commoditiesofHLandApparelareoflowqualityandlowpriced-总部在北京，在郑州有2家卖场，由于当初招商质量较低，导致百货（特别是服装）质低价廉-Opening time营业时间：营业时间：MondaytoThursdayandonSunday周一至周四、周日：9:0022:00Friday&Saturday:周五至周六：9:0022:30-Area面面 积：积：4,500-6,0004,500-6,000sqmsqm-Number of Cashiers收银台数量：收银台数量：21-2221-22-Consumers Flow客流情况：客流情况：MostconsumersofZhongfuStorearenearbyresidentsandstudents-中孚店主要客源为附近小区居民及学校学生-Display陈陈 列：列：Ordinary Shelves普通货架陈列-Promotion促销活动：促销活动：Promotedcommoditiesinlowpriceenjoygoodsales低价促销商品好销-Free Buses班车：班车：No No 无 Competitors Information-Beijing Hualian竞争对手情况北京华联竞争对手情况北京华联MST2004 COPYRIGHTR凯利农凯利农MST2004 COPYRIGHTRPicture1:ExteriorsofCailinong图片1：凯利农外景Picture2:Freebuses图片2：免费班车12MST2004 COPYRIGHTR-Background 公司背景公司背景：Asafarmingenterpriseinitially,itenteredtheretailingfieldinrecentyears,openingonlyonestoreinZZ.ManagersfromCarreforearerecruitedfortheoperation.原为农牧企业，近年涉及零售领域，在郑州仅有一家卖场。聘请家乐福管理人员参与营运。-Opening time营业时间：营业时间：Monday to Friday周一至周五：8:3021:30;-Saturday&Sunday周六至周日：8:3022:00-AreaArea面面 积：积：11,00011,000sqmsqm-Number of CashiersNumber of Cashiers收银台数量：收银台数量：2222-Consumers FlowConsumers Flow客流情况：客流情况：Mostcustomerscomefromnearbyresidencezone,soitisthenearestcompetitorofLotusZiJinshanStore.主要客源为附近小区居民,是Lotus紫荆山店最近的竞争对手-DisplayDisplay陈陈 列：列：OrdinaryShelves普通货架陈列-PromotionPromotion促销活动：促销活动：ObviouslyresemblesthatofCarrefore明显借鉴家乐福-Free BusesFree Buses班车：班车：Yes Yes 有购物班车Competitors Information-Cailinong竞争对手情况凯利农竞争对手情况凯利农MST2004 COPYRIGHTR思达买思达买MST2004 COPYRIGHTRExteriors of Si Damai思达买外景思达买外景MST2004 COPYRIGHTR-Background公司背景公司背景：theonlysupermarketofthebiggestchainsupermarketenterprise,SidaGroupinZZ.郑州最大连锁超市企业思达集团的唯一大卖场。-Opening time营业时间：营业时间：Monday to Thursday&on Sunday周一至周四、周日：8:0021:30Friday&Saturday 周五至周六：8:00-22:00-Area面面 积：积：8,0008,000sqmsqm-Number of Cashiers收银台数量：收银台数量：2525-Consumers Flow客流情况：客流情况：Mostconsumerscomefromnearbyresidencezone.主要客源为附近小区居民。-Display陈列：陈列：Ordinaryshelves;broadshoppingenvironmentbecauseofbigspace;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：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。-Free Buses班车：班车：No No 无Competitors Information-Si Damai竞争对手情况思达买竞争对手情况思达买MST2004 COPYRIGHTR诺玛特诺玛特MST2004 COPYRIGHTRNuoMart诺玛特诺玛特Dreary Exteriors冷清的门面冷清的门面MST2004 COPYRIGHTR-Background公司背景公司背景：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面面 积：积：7,0007,000sqmsqm-Customers Flow客流情况：客流情况：Asmallnumberofcustomers;residencezoneoftheHuiNationality客流稀少附近多回民聚集区。-Display陈陈 列：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：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-Free Buses班车：班车：No No 无Competitors Information-NuoMart竞争对手情况诺玛特竞争对手情况诺玛特MST2004 COPYRIGHTRCompetitors Comparison竞争对手比较竞争对手比较Advantages优点：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：缺点：theoneofbestdisplayisinbadsalesbecauseofimproperlocation标准最高的卖场由于选址原因销售不佳。MST2004 COPYRIGHTRCompetitors Comparison竞争对手比较竞争对手比较Advantages优点：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 location 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：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。MST2004 COPYRIGHTRCompetitors Comparison竞争对手比较竞争对手比较Advantages优点：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：缺点：underground location makes one feel oppressed.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。MST2004 COPYRIGHTRSurvey Target Confirmation调研对象确定调研对象确定Majorsurveytarget 主要调研对象主要调研对象 Minor survey Target 次要调研对象次要调研对象丹尼斯中原店丹尼斯中原店世纪联华经三店世纪联华经三店MST2004 COPYRIGHTRMajor Survey Target-Dannis Zhongyuan Store主调研对象丹尼斯中原店主调研对象丹尼斯中原店-Environment周围环境：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多居民小区，但紧邻西部传统工业区-Area面面 积：积：11,00011,00012,00012,000sqmsqm-Display陈陈 列：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普通货架陈列，标准是当地诸卖场中最好的-Opening time营业时间：营业时间：9:00-21:00-Number of Cashiers收银台数量：收银台数量：2727-Customers flow客流情况：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平时与节假日客流相差较大-Transportation交交 通通：underground park and convenient transportation有地下停车场，附近交通便利有地下停车场，附近交通便利-Recreation休闲美广：休闲美广：snack store Decos有快餐二线品有快餐二线品牌牌 德克士德克士The first entering ZZ首先进入郑州的卖场品牌首先进入郑州的卖场品牌MST2004 COPYRIGHTRMinor Survey Target-Century Mart Jinsan Store次调研次调研对象世纪联华经三店对象世纪联华经三店-Environment周围环境：周围环境：many residence zones of top many residence zones of top grade nearbygrade nearby周围分布较多中高档居民小区周围分布较多中高档居民小区-Area面面 积：积：10,00010,000sqmsqm-Display陈陈 列：列：Imitating Carrefore;serious repeated display模仿家乐福，重复陈列情况严重模仿家乐福，重复陈列情况严重-Opening time营业时间：营业时间：8:30-21:30-Number of Cashiers收银台数量：收银台数量：4444-Customers Flow客流情况：客流情况：Most customers come from nearby residence zones主要客源为附近小区居民主要客源为附近小区居民-Transportation交通交通：slightly located in North;near buses;many taxis available选址偏北，但有公交线路。选址偏北，但有公交线路。TaxiTaxi等候较等候较多多-Recreation休闲美广：休闲美广：McDonalds有有麦当劳麦当劳MST2004 COPYRIGHTR目目 录录Layout/SectionLayout/Section信息信息竞争对手信息竞争对手信息宏观信息宏观信息商品特征商品特征商品比较结果商品比较结果Layout/SectionLayout/Section信息信息MST2004 COPYRIGHTR丹尼斯中原店丹尼斯中原店LayoutLayoutMST2004 COPYRIGHTRMST2004 COPYRIGHTRSection Count of Dannis Zhongyuan Store-Dry 丹尼斯中原店丹尼斯中原店SectionSection数统计数统计DryDryMST2004 COPYRIGHTR丹尼斯中原店丹尼斯中原店SectionSection数统计数统计HDHDMST2004 COPYRIGHTR世纪联华经三店世纪联华经三店LayoutLayoutMST2004 COPYRIGHTR世纪联华经三店世纪联华经三店LayoutLayoutMST2004 COPYRIGHTR世纪联华经三店店世纪联华经三店店SectionSection数统计数统计DryDryMST2004 COPYRIGHTR世纪联华经三店店世纪联华经三店店SectionSection数统计数统计HDHDMST2004 COPYRIGHTR目目 录录Layout/SectionLayout/Section信息信息竞争对手信息竞争对手信息宏观信息宏观信息商品特征商品特征商品比较结果商品比较结果商品特征商品特征MST2004 COPYRIGHTRThe overview of commodities in Dannis Zhongyuan Store丹尼斯中原店商品概况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 HL 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 shelves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-consignment on the ground floor obviously advantageous,of many brands底层联营优势明显，品牌较多MST2004 COPYRIGHTRCommodities features in ZZ market郑州卖场商品特征郑州卖场商品特征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 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MST2004 COPYRIGHTRCommodities features in ZZ market郑州卖场商品特征郑州卖场商品特征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 vinegar 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MST2004 COPYRIGHTRDry B-Commodities of Health Beauty Aids are frequently displayed according to brands洗化