商业地产开发欧尚家居建材国际北京二店商圈调查_95P（英文）.pdf

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1、Beijing Kexing StorePage 1Auchan China Marketing Research DepartmentJune.2004Final ReportFinal ReportBEIJING AUCHAN#2BEIJING AUCHAN#2Quantitative SurveyQuantitative SurveyAuchanAuchan China MRDChina MRDPDF created with pdfFactory trial version Beijing Kexing StorePage 2Auchan China Marketing Researc

2、h DepartmentJune.2004I.Background .3II.Methodology 9III.Sample structure.14IV.Analysis on Hypermarket Shopper 21V.Compare with competitor(5 stores).73VI.Recommendation.89IndexIndexPDF created with pdfFactory trial version Beijing Kexing StorePage 3Auchan China Marketing Research DepartmentJune.2004I

3、.BackgroundI.BackgroundPDF created with pdfFactory trial version Beijing Kexing StorePage 4Auchan China Marketing Research DepartmentJune.2004I.BackgroundI.Background1.1 Beijing(geography)Beijing is situated at 40 degrees north latitude and 116 degrees of longitudes.It is 43 meters above sea level a

4、nd 183 kilometers from the sea.Beijing covers an area of 16,800 square kilometers,38%of it is flat land and 62%mountains.Beijing has a continental climate.Annual rainfall averages nearly 700 millimeters,most of it comes in July and August.Winter is dry and has little snow.The frost-free period is 18

5、5 days.Beijing,the capital of the Peoples Republic of China,is the center of the nations politics,culture and international exchanges and a modern metropolis full of vitality.PDF created with pdfFactory trial version Beijing Kexing StorePage 5Auchan China Marketing Research DepartmentJune.2004I.Back

6、groundI.Background1.2 Beijing(economy)-GDP:361,190 million RMB(2003)-Average dominative income per family:13883 RMB(year 2003)-Total Retail Sales of Consumer Goods:191,670 million RMB(2003)-The Engler Index:31.7%(year 2003)-Permanent Population of Beijing:14,564,000(year 2003)PDF created with pdfFac

7、tory trial version Beijing Kexing StorePage 6Auchan China Marketing Research DepartmentJune.2004I.BackgroundI.Background1.2 Auchan in Beijing-Located in the southwest corner of West Fourth Ring Road(Southwest of Beijing)-10 kilometers away from Beijing Golden Season Store-326,044 inhabitants living

8、within the catchments area of AuchanBeijing Kexing store-Within the catchments area:There is no hypermarket in a real sensewithin No.3 Catchments.A store called CRC located in YihaiGarden,which is in theeast of No.2 catchments.In the north,about 5 mins walk fromAuchan,there are two stores,repectivel

9、ycalled Yangguang Siji shopping mall andShanghai Hualian.In the north of No.3 catchments,there are two Shuntianfu supermarkets,which are local brand supermarkets.In the north of No.4 catchments,two realhypermarketsare located,whichare Shoulian and Itoyokado.1234PDF created with pdfFactory trial vers

10、ion Beijing Kexing StorePage 7Auchan China Marketing Research DepartmentJune.2004I.BackgroundI.Background1.3 Definition of Catchments Area for Beijing KeXing Store-Zone1:an area within 2 minutes riding-bicycle distance from the location-Zone2:an area within 2 to 6 minutes riding-bicycle distance fro

11、m the location-Zone3:an area within 6 to 12 minutes riding-bicycle distance from the location-Zone4:an area within 12 to 20 minutes riding-bicycle distance from the locationPDF created with pdfFactory trial version Beijing Kexing StorePage 8Auchan China Marketing Research DepartmentJune.2004I.Backgr

12、oundI.Background1.3 Definition of Catchments Area for Beijing StoreZone 4Zone 1Zone 2Zone 3PDF created with pdfFactory trial version Beijing Kexing StorePage 9Auchan China Marketing Research DepartmentJune.2004II.MethodologyII.MethodologyPDF created with pdfFactory trial version Beijing Kexing Store

13、Page 10Auchan China Marketing Research DepartmentJune.2004II.MethodologyII.Methodology2.1 Objective-To identify our target customers and their purchasing behavior;-To understand the customer expectation of a hypermarket in termsof products portfolio,price and promotion,tangible&intangible service;-T

14、o analyze the competitors and the whole market.PDF created with pdfFactory trial version Beijing Kexing StorePage 11Auchan China Marketing Research DepartmentJune.2004II.MethodologyII.Methodology2.2 Principle-About 15minutes face-to-face field or home interview through a structured questionnaire;-Fi

15、eldwork:08.06 21.06 2004-Sample Size:1,008 questionnaires-Interview Area:within the catchments area of Beijing Kexing StorePDF created with pdfFactory trial version Beijing Kexing StorePage 12Auchan China Marketing Research DepartmentJune.20042.3 Interview AreaSpot of interviewingTotal 8 spots of in

16、terviewing,distribution as follows:Zone 1:1 spot of interviewingZone 2:2 spots of interviewingZone 3:3 spot of interviewingZone 4:2 spot of interviewingII.MethodologyII.MethodologyPDF created with pdfFactory trial version Beijing Kexing StorePage 13Auchan China Marketing Research DepartmentJune.2004

17、(#)(%)(#)(%)Zone1160964.94%19118.95%Zone2321929.87%36936.61%Zone310543332.34%27927.68%Zone417232352.85%16916.77%TOTAL326044100.00%1008100.00%PlacePopulationInterviewII.MethodologyII.Methodology2.3 Interview Area74.87%Beijing citizen81.69%Beijing citizen93.48%Beijing citizen65.68%Beijing citizenBase:

18、1008 respondsPDF created with pdfFactory trial version Beijing Kexing StorePage 14Auchan China Marketing Research DepartmentJune.2004III.Sample structureIII.Sample structurePDF created with pdfFactory trial version Beijing Kexing StorePage 15Auchan China Marketing Research DepartmentJune.200437%63%M

19、aleFemale262821157 3153126169 3653.1 Gender&Age III.Sample structureIII.Sample structureDatabase:973 respondentsDatabase:359 respondentsDatabase:614 respondentsPDF created with pdfFactory trial version Beijing Kexing StorePage 16Auchan China Marketing Research DepartmentJune.20043.2 Occupation&House

20、hold incomeIII.Sample structureIII.Sample structure283933LowMidHigh18163971541PMEBWorkerEmployeeStudentNot workingCivilservantOthersPMEB=Professional/Technician/Teacher/EntrepreneurLow-RMB4000OCCUPATIONHOUSEHOLD INCOMEDatabase:999 respondentsDatabase:911 respondentsPDF created with pdfFactory trial

21、version Beijing Kexing StorePage 17Auchan China Marketing Research DepartmentJune.20043.3 Education&Family PersonIII.Sample structureIII.Sample structureEDUCATIONSIZE OF FAMILY 213242437PrimarySecondaryHigh schoolJunior collegeUniversity andabove418521791 person2 persons3 persons4 personsOver 4 pers

22、onsDatabase:976 respondentsDatabase:966 respondentsPDF created with pdfFactory trial version Beijing Kexing StorePage 18Auchan China Marketing Research DepartmentJune.20043.4 Residency&InhabitantIII.Sample structureIII.Sample structureRESIDENCYINHABITANT15841Old flat houseApartmentVilla8020Beijing c

23、itizenFloating populationDatabase:1002 respondentsDatabase:991 respondentsPDF created with pdfFactory trial version Beijing Kexing StorePage 19Auchan China Marketing Research DepartmentJune.2004Floating population comes from:%of total floatingpopulation20%of floating population come from other distr

24、icts of Hebei province 35XDatabase:187 respondents32277635110211112041415113PDF created with pdfFactory trial version Beijing Kexing StorePage 20Auchan China Marketing Research DepartmentJune.2004Possession of durable consumer goods in Beijing#2(per 100 households)Durable comsumergoodsnper 100househ

25、oldsDurable comsumergoodsnper 100householdsTV98297Walkman,MP3,MD49349Refrigerator94994Hi-Fi49049Washing machine81381Microwave oven46947Air conditioner76476Radio32332Mobile phone75175Digtal camera21021Wired phone74674Printer18618Electric pot68568Private car16917Camera64564Video camera13313Computer622

26、62Fruit juice machine13213Water fountain60460Scanner11011VCD&DVD59559Sports devices10210Electric shower56956PDA626Electric fan52252Electric bicycle515Electric iron50050Moto-bike475Database:1008 respondentsPDF created with pdfFactory trial version Beijing Kexing StorePage 21Auchan China Marketing Res

27、earch DepartmentJune.2004IV.IV.Analysis on Analysis on Hypermarket ShoppersHypermarket ShoppersPDF created with pdfFactory trial version Beijing Kexing StorePage 22Auchan China Marketing Research DepartmentJune.20041212316322332663Local groceryCVSWholesale marketDepartment storeHypermarketSupermarke

28、tFloating populationBeijingIn the market of Beijing#2In the market of Beijing#2Spend most Database:980 respondentsPDF created with pdfFactory trial version Beijing Kexing StorePage 23Auchan China Marketing Research DepartmentJune.200411142226651234442162Wholesale marketLittle kioskselling groceryLoc

29、al groceryCVSDepartment storeStreet marketHypermarketSupermarketFloating populationBeijingIn the market of Beijing#2In the market of Beijing#2Database:978 respondentsVisit most PDF created with pdfFactory trial version Beijing Kexing StorePage 24Auchan China Marketing Research DepartmentJune.200428%

30、36%41%14%11%20%48%2%BeijingFloating people28%46%44%18%12%4%16%32%In the market of Beijing#2In the market of Beijing#2Spend most store Vs.Agesupermarket54hypermarketDatabase:962 respondentsPDF created with pdfFactory trial version Beijing Kexing StorePage 25Auchan China Marketing Research DepartmentJ

31、une.2004In the market of Beijing#2In the market of Beijing#2Visit most store Vs.Age27%37%44%15%10%3%45%19%BeijingFloating peoplesupermarket32%40%40%18%13%4%15%38%hypermarketDatabase:960 respondents54PDF created with pdfFactory trial version Beijing Kexing StorePage 26Auchan China Marketing Research

32、DepartmentJune.2004Competitor in Beijing#2Competitor in Beijing#2Most well-known store(Beijing Total)2337465169100LotusShoulian#LZItoyokadoShuntianfuYangguangsijiShanghaiHualianDatabase:1000 respondentsPDF created with pdfFactory trial version Beijing Kexing StorePage 27Auchan China Marketing Resear

33、ch DepartmentJune.2004Competitor in Beijing#2Competitor in Beijing#211151718192041100BeidadiCarrefour#MLDLotusItoyokadoYangguangsijiShoulian#LZShuntianfuShanghai HualianFloating population Most well know store14171920242634100LotusItoyokadoCRC#YHHYCarrefour#MLDYangguangsijiShoulian#LZShuntianfuShang

34、hai HualianBeijing citizenDatabase:789 respondentsDatabase:208 respondentsPDF created with pdfFactory trial version Beijing Kexing StorePage 28Auchan China Marketing Research DepartmentJune.2004Competitor in Beijing#2Competitor in Beijing#2Importance of factors on hypermarkets shopping05101520253035

35、404550556065707580TotalBeijing citizenFloating populationLarge range of choice Good priceGood qualityNear to homeEnjoyable purchasing environmentPromotionReputationloyaltyConvenience bus routeDatabase:995 respondentsGood serviceFree parkingAttractive DMFloating population pay attention to“near to ho

36、me”more than Beijing citizens do.Compared with floating population,Beijing citizens are influenced more by“good quality”,“enjoyable purchasing environment”and“promotion”.PDF created with pdfFactory trial version Beijing Kexing StorePage 29Auchan China Marketing Research DepartmentJune.2004Evaluation

37、 of Auchan main competitors Floating peopleCompetitor in Beijing#2Competitor in Beijing#2MostLeastDerived Importance020406080Near to homeGood qualityLarge range of choiceGood priceEnjoyable purchasing enviromentLoyaltyReputationPromotionShanghai HualianShuntianfuDatabase:207 respondentsPDF created w

38、ith pdfFactory trial version Beijing Kexing StorePage 30Auchan China Marketing Research DepartmentJune.2004020406080Near to homeGood qualityLarge range of choiceGood priceEnjoyable purchasingenviromentPromotionLoyaltyConvenient bus routesReputationGood serviceFree parkingHualianShuntianfuShoulianYan

39、gguangsijiItoyokadoEvaluation of Auchan main competitorsBeijing Local populationCompetitor in Beijing#2Competitor in Beijing#2MostLeastDerived ImportanceDatabase:787 respondentsPDF created with pdfFactory trial version Beijing Kexing StorePage 31Auchan China Marketing Research DepartmentJune.2004Pur

40、chasing BehaviorPurchasing BehaviorFrequency716261536440341118211721312591522103836131015105619Beijing#2Beijing#1Nanjing Jia DingMinhangTianjinChengduRandomNot oftenOccasionallyRegularly72.068.711.411.114.118.32.51.9Beijing citizenFloating peopleRegularlyOccasionallyNot oftenRandomCompare with other

41、 citiesDatabase:999 respondentsRegularly=above once every week;Occasionally=2-3 times every month;Not often=less than once a monthPDF created with pdfFactory trial version Beijing Kexing StorePage 32Auchan China Marketing Research DepartmentJune.2004TransportWhen do consumers usually purchase in hyp

42、ermarket?Purchasing BehaviorPurchasing Behavior8.718.39.742.057.322.519.911.2Beijing citizenFloating peoplePrivate carTaxiBycicleOn footMotobikeBusElectric bicycleFree Bus8.86.314.117.932.138.641.634.8Beijing citizenFloating peopleMorningNoonAfternoonEveningRandomDatabase:998 respondentsDatabase:993

43、 respondentsMorning=Before 10:00a.m.;Noon=10:00a.m.-14:00p.m.;Afternoon=14:00p.m.-18:00p.m.;Evening=After 18:00p.m.PDF created with pdfFactory trial version Beijing Kexing StorePage 33Auchan China Marketing Research DepartmentJune.2004Time spent on the wayPurchasing BehaviorPurchasing BehaviorTime s

44、pent in the hypermarket59.268.131.027.58.72.9Beijing citizenFloating peopleWithin 15 min15-30 min30-45 minover 45 min2.23.130.739.352.840.814.316.8Beijing citizenFloating peopleWithin 10 min10-30 min31-60 minover 60 minDatabase:998 respondentsDatabase:966 respondentsPDF created with pdfFactory trial

45、 version Beijing Kexing StorePage 34Auchan China Marketing Research DepartmentJune.2004Average basket-Comparison within different storesPurchasing BehaviorPurchasing Behavior1959929999.51001658909899100RMB 50RMB 100RMB 200RMB 300 RMB 400AllJiading84075919510012488596981002466939899100Beijing#1Minhan

46、gTianjinChengdu2156859497100Nanjing2664909699100Beijing#2Database:995 respondentsPDF created with pdfFactory trial version Beijing Kexing StorePage 35Auchan China Marketing Research DepartmentJune.2004Average basket Comparison Beijing citizen with Floating peoplePurchasing BehaviorPurchasing Behavio

47、rRMB 50RMB 100RMB 200RMB 300 RMB 400All2664899698100Floating PopulationBeijing citizen3066959999.8100Database:789 respondentsDatabase:206 respondentsPDF created with pdfFactory trial version Beijing Kexing StorePage 36Auchan China Marketing Research DepartmentJune.2004ProductProductSections in hyper

48、markets37778293100ElectricalapplianceBazarTextileFP productsMCPThese two sections attract most customers.3.83.33.94.83.23.12.8Beijing#2Beijing#1NanjingJiadingTian JinCheng DuMin HangAverage number of sectionsfrequented by every customersDatabase:1000 respondentsPDF created with pdfFactory trial vers

49、ion Beijing Kexing StorePage 37Auchan China Marketing Research DepartmentJune.2004Sections:comparison within citiesProductProduct920212426510102550Jia DingBeijing#1 MinhangTianjinChengdu41211155831210215458131955MCPFPBAZARTXTEMNanjingBeijing#2 1112211838413152147There is little difference in the pos

50、sibilities of purchasing products of MCP,FP,TXT and BAZAR.It shows that consumers of Kexing store are possible to buy any products except EM.The possibility of purchasing TXT and BAZAR in Kexing store is more than that of other cities.PDF created with pdfFactory trial version Beijing Kexing StorePag