【正文】 mpetitors Comparison競爭對手比較 Advantages優(yōu)點(diǎn)： As the first entering ZZ, it introduced the idea of supermarket. It has bee quite famous locally after years of operation. The methods of display and buying resemble Lotus. 最早進(jìn)入鄭州市場，引入賣場理念。 Display陳列： Ordinary shelves。Saturday: 周五至周六： 9:00－ 22:30 Area面 積： 4,5006,000sqm Number of Cashiers收銀臺(tái)數(shù)量： 2122 Consumers Flow客流情況： Most consumers of Zhongfu Store are nearby residents and students 中孚店主要客源為附近小區(qū)居民及學(xué)校學(xué)生 Display陳 列： Ordinary Shelves普通貨架陳列 Promotion促銷活動(dòng)： Promoted modities in low price enjoy good sales低價(jià)促銷商品好銷 Free Buses班車： No 無 Competitors Information Beijing Hualian競爭對手情況－北京華聯(lián) MST 2020 COPYRIGHT R 凱利農(nóng) MST 2020 COPYRIGHT R Picture1: Exteriors of Cailinong 圖片 1：凱利農(nóng)外景 Picture2: Free buses 圖片 2：免費(fèi)班車 1 2 MST 2020 COPYRIGHT R Background 公司背景 ： As a farming enterprise initially, it entered the retailing field in recent years,opening only one store in from Carrefore are recruited for the 為農(nóng)牧企業(yè)，近年涉及零售領(lǐng)域，在鄭州僅有一家賣場。 Consuming Habits of Downtown People城鎮(zhèn)居民消費(fèi)習(xí)慣 － The local residents have casual consuming 。 Transportation城建交通 Location城市地位 ZZ, of great importance, is located in the center of Henan Province 鄭州為河南省省會(huì)，中原重鎮(zhèn)。 Longhai and Jingguang Railways intercross in ZZ, enabling it to be one of the most important transferring stops. 地處隴海、京廣鐵路交匯處，貫通東西南北，是中國鐵路線重要中轉(zhuǎn)站之一 . The total population of ZZ is million, million downtown. Established areas in the downtown occupy 鄭州市總?cè)丝?，市區(qū)人口 ，市區(qū)建成區(qū)面積 。 － With the entrance of chain malls, local people have accepted them 鎖超市的相繼進(jìn)入，居民開始逐漸接受連鎖賣場形式 MST 2020 COPYRIGHT R MST 2020 COPYRIGHT R 目 錄 Layout/Section信息 競爭對手信息 Macro Information宏觀信息 Commodities’ Features商品特征 Comparisonamp。聘請家樂福管理人員參與營運(yùn)。broad shopping environment because of big space。經(jīng)過數(shù)年經(jīng)營在當(dāng)?shù)貥淞⑾喈?dāng)知名度。 MST 2020 COPYRIGHT R Competitors Comparison競爭對手比較 Advantages優(yōu)點(diǎn)： Supermarkets bined with department stores attract many small one near residence store has low consuming volume per person but enjoys good sales of promoted modities 百貨商廈同大賣場結(jié)合的經(jīng)營模式，借助商廈帶來不少客源。 many taxis available選址偏北，但有公交線路?；喺硐?，衣架，抹布等細(xì)分類的商品品種比北京 Lotus明顯偏少，陳列面也小 Most are from Shanghai, Zhejiang and Guangdong, with unknown brands of low grade as major parts. National brands are less than that of 、浙江、廣東，且全國性品牌較北京 Lotus少，以不知明的二，三線中低檔品牌為主 Compared with Lotus, same modities on sale are not petitive because of higher 與 Lotus相比無競爭優(yōu)勢，零售價(jià)普遍偏高 Commodities of low and mid price occupy more than 60%. HL B的中低檔價(jià)位商品占比超過 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蘇泊爾，愛仕達(dá)有廠家專柜促銷，其它的商品促銷的力度較弱 MST 2020 COPYRIGHT R Commodities’ features in ZZ market 鄭州賣場商品特征 HL C The major parts of stationery are of national brands, but of sole brand and not petitive in price pared with that of Lotus. However, some of low price without quality guarantee can attract 主，但品牌單一，價(jià)格與 Lotus相比無優(yōu)勢，但有部分低價(jià)商品迎合消費(fèi)者，品質(zhì)無保證 Bikes and electric bikes are in small display, because firstly there are professional bike market locally, secondly sales of electric bikes has not ，當(dāng)?shù)赜屑械膶I(yè)自行車及電動(dòng)自行車市場，電動(dòng)自行車在鄭州還未到銷售高峰期，街上很少看到騎電動(dòng)自行車的人 The assortment of sporting goods is inplete. The display is narrow and most are of unknown brands 體育用品的品種不全，陳列面小且多為二，三線的中低檔品牌 Fitness equipment of large space are almost extinct, not only in supermarkets but also in boutiques. 大型健身器材幾乎絕跡，專賣店也很少 MST 2020 COPYRIGHT R Commodities’ features in ZZ market 鄭州賣場商品特征 HL D No major appliance on saleHardline D無冰箱、洗衣機(jī)、空調(diào)等大家電出售 Consumers tend to buy large white goods in professional appliances 白色家電的習(xí)慣，傾向于去專業(yè)家電賣場選購商品 Small appliances are of various brands. Those in good sales are microwave, electric pan of Gelanshi, Meide, Hailing, in either low or high price. 小家電品牌較多，銷售好的品牌有：格蘭仕、美的、海菱等；銷售好的品類是：微波爐、電熱鍋等，高中低價(jià)均有分布 MST 2020 COPYRIGHT R Commodities’ features in ZZ market 鄭州賣場商品特征 HL E Compared with that of Beijing Lotus, most are of unknown brands, supplied by wholesaling E 與北京Lotus 比，相同品牌很少，主要是不知名二、三線品牌，貨源主要借助鄭州發(fā)達(dá)的批發(fā)市場 Commodities of 026 have not famous brands except Heng Yuanxiang. Most are of low grade in high 部門沒有杜邦、紅富士、松田等知名品牌，最好的是恒源祥，以中低檔商品為主，但價(jià)位偏高 Commodities of 027 are of unknown brands. The most famous one is Jinfeng. Most patterns have been washed out by famous brands and keep high ，最好的是金鳳，款式花型多半是一類市場已經(jīng)淘汰的，且價(jià)位很高，一條素色緞邊緞檔 90克面巾（雜牌無產(chǎn)地），零售價(jià)為 the assortment of modities of 028 is evidently inplete. Of sole brand and in narrow display, there are no blankets or topgraded table cloth on Lotus明顯不全，品牌單一，陳列面較小，沒有地毯，高級(jí)桌布銷售 MST 2020 COPYRIGHT R Commodities’ features in ZZ market 鄭州賣場商品特征 HL F Commoditied of 024 are in narrow display. Most are of low grade in poor quality, inattractive at all. 024部門陳列面小，商品 中低檔為主， 質(zhì)量較差，很少有人光顧 Most hardwares and car accessories are of national 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 全國性 品牌 為主，但比北京 Lotus的 品牌 少很多，沒有電動(dòng) 工具 ， 機(jī)油，摩托車油，頭盔等品類的商品銷售