【文章內(nèi)容簡(jiǎn)介】 dea 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(chǎng)，引入賣(mài)場(chǎng)理念。經(jīng)過(guò)數(shù)年經(jīng)營(yíng)在當(dāng)?shù)貥?shù)立相當(dāng)知名度。賣(mài)場(chǎng)標(biāo)準(zhǔn)與采購(gòu)方式與 Lotus最為相近。 Disadvantages缺點(diǎn)： the one of best display is in bad sales because of improper location 標(biāo)準(zhǔn)最高的賣(mài)場(chǎng) 由于選址原因銷(xiāo)售不佳。 MST 2020 COPYRIGHT R Competitors Comparison競(jìng)爭(zhēng)對(duì)手比較 Advantages優(yōu)點(diǎn)： 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 modities經(jīng)三店銷(xiāo)售不錯(cuò)，其標(biāo)準(zhǔn)為世紀(jì)聯(lián)華最高。金博大店為當(dāng)?shù)劁N(xiāo)售最好的賣(mài)場(chǎng)。其地理位置的優(yōu)越性和中低檔商品種類(lèi)的齊全功不可沒(méi)。 Disadvantages缺點(diǎn)： All the modities are in consignment, RMB700 every shelf per month. Quality is hard to guarantee and repeated display is （每節(jié)貨架 700/月），商品質(zhì)量難以保證。場(chǎng)內(nèi)重復(fù)陳列情況嚴(yán)重。 MST 2020 COPYRIGHT R Competitors Comparison競(jìng)爭(zhēng)對(duì)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(mài)場(chǎng)結(jié)合的經(jīng)營(yíng)模式，借助商廈帶來(lái)不少客源。另一家為 社區(qū)店性質(zhì)，客單價(jià)較低，促銷(xiāo)商品熱銷(xiāo)。 Disadvantages缺點(diǎn)： underground location makes one feel oppressed. Because of low quality of consignment,modities of HL and Apparel are of low quality and low priced 地下結(jié)構(gòu)，略顯壓抑。由于當(dāng)初招商質(zhì)量較低，導(dǎo)致百貨（特別是服裝）質(zhì)低價(jià)廉。 MST 2020 COPYRIGHT R Survey Target Confirmation調(diào)研對(duì)象確定 Major survey target 主要調(diào)研對(duì)象 Minor survey Target 次要調(diào)研對(duì)象 丹尼斯中原店 世紀(jì)聯(lián)華經(jīng)三店 MST 2020 COPYRIGHT R Major Survey Target Dannis Zhongyuan Store 主調(diào)研對(duì)象－丹尼斯中原店 Environment周?chē)h(huán)境： Many residence zones nearby but neighboring traditional western industry area 多居民小區(qū)，但緊鄰西部傳統(tǒng)工業(yè)區(qū) Area面 積： 11,000－ 12,000sqm Display陳 列： Ordinary shelves。 of the best display locally普通貨架陳列，標(biāo)準(zhǔn)是當(dāng)?shù)刂T賣(mài)場(chǎng)中最好的 Opening time營(yíng)業(yè)時(shí)間： 9:0021:00 Number of Cashiers收銀臺(tái)數(shù)量： 27 Customers flow客流情況： Few customer in ordinary time but lots in holidays平時(shí)與節(jié)假日客流相差較大 Transportation交 通： underground park and convenient transportation有地下停車(chē)場(chǎng)，附近交通便利 Recreation休閑美廣： snack store Decos有快餐二線品牌 ‘ 德克士 ’ The first entering ZZ 首先進(jìn)入鄭州的賣(mài)場(chǎng)品牌 MST 2020 COPYRIGHT R Minor Survey Target Century Mart Jinsan Store次調(diào)研對(duì)象－世紀(jì)聯(lián)華經(jīng)三店 Environment周?chē)h(huán)境： many residence zones of top grade nearby周?chē)植驾^多中高檔居民小區(qū) Area面 積： 10,000sqm Display陳 列： Imitating Carrefore。 serious repeated display模仿家樂(lè)福，重復(fù)陳列情況嚴(yán)重 Opening time營(yíng)業(yè)時(shí)間： 8:3021:30 Number of Cashiers收銀臺(tái)數(shù)量： 44 Customers Flow客流情況： Most customers e from nearby residence zones主要客源為附近小區(qū)居民 Transportation交通： slightly located in North。near buses。 many taxis available選址偏北，但有公交線路。 Taxi等候較多 Recreation休閑美廣： McDonald’s有 麥當(dāng)勞 MST 2020 COPYRIGHT R 目 錄 Layout/Section信息 競(jìng)爭(zhēng)對(duì)手信息 宏觀信息 商品特征 商品比較結(jié)果 信息MST 2020 COPYRIGHT R 丹尼斯中原店 Layout MST 2020 COPYRIGHT R MST 2020 COPYRIGHT R Section Count of Dannis Zhongyuan StoreDry 丹尼斯中原店 Section數(shù)統(tǒng)計(jì)－ Dry MST 2020 COPYRIGHT R 丹尼斯中原店 Section數(shù)統(tǒng)計(jì)－ HD MST 2020 COPYRIGHT R 世紀(jì)聯(lián)華經(jīng)三店 Layout MST 2020 COPYRIGHT R 世紀(jì)聯(lián)華經(jīng)三店 Layout MST 2020 COPYRIGHT R 世紀(jì)聯(lián)華經(jīng)三店店 Section數(shù)統(tǒng)計(jì)－ Dry MST 2020 COPYRIGHT R 世紀(jì)聯(lián)華經(jīng)三店店 Section數(shù)統(tǒng)計(jì)－ HD MST 2020 COPYRIGHT R 目 錄 Layout/Section信息 競(jìng)爭(zhēng)對(duì)手信息 宏觀信息 商品特征 商品比較結(jié)果 商品特征MST 2020 COPYRIGHT R The overview of modities in Dannis Zhongyuan Store 丹尼斯中原店商品概況 The overview of modities in Century Mart Jinsan Store 世紀(jì)聯(lián)華經(jīng)三店商品概況 rich assortment of brands高中低檔品牌較全 good display商品陳列標(biāo)準(zhǔn)較高 promotion of HL D not attractive Hardline D商品促銷(xiāo)力度對(duì)顧客無(wú)誘惑力 Price of Dry higher than that of LotusDry 商品價(jià)格普遍高于 Lotus modities and price can’t indicate local consuming trends商品選擇和定價(jià)不能完全體現(xiàn)當(dāng)?shù)叵M(fèi)趨勢(shì) free medical treatment attractive to senior citizens 以免費(fèi)治療活動(dòng)吸引大量中老年顧客，集聚不少人氣 Disordered display because of lending shelves由于貨架租賃原因，陳列標(biāo)準(zhǔn)很難控制，給人凌亂的感覺(jué) rich assortment of brands and modities。 improper price fluctuation品牌和商品種類(lèi)相對(duì)較全，但定價(jià)無(wú)法在合理區(qū)間內(nèi)運(yùn)行 hard to identify promoted modities。 even more than 6 items on one shelf很難區(qū)分促銷(xiāo)商品，存在一個(gè)端架上六種以上商品的情況 good display of Fresh while not attractive to consumers生鮮部門(mén)標(biāo)準(zhǔn)較高，但似乎消費(fèi)者對(duì)此不感興趣 consignment on the ground floor obviously advantageous, of many brands底層聯(lián)營(yíng)優(yōu)勢(shì)明顯，品牌較多 MST 2020 COPYRIGHT R Commodities’ features in ZZ market 鄭州賣(mài)場(chǎng)商品特征 Dry A Most sauces and hot pot sauce brand from Sichuan, of strong flavor 火鍋底料、調(diào)料品牌以四川為主，口味偏重 Local people prefer strong flavor, so sauces enjoy good sales, but evidently dark sauces surpass light sauces in quantity 當(dāng)?shù)厝丝谖镀?，醬油等調(diào)料比較好銷(xiāo)，但老抽醬油絕對(duì)多于生抽 Pickled vegetables of local brands are seldom and most e from other places such as Sichuan 醬菜當(dāng)?shù)仄放坪苌?，主要?lái)自四川等地 MST 2020 COPYRIGHT R Commodities’ features in ZZ market 鄭州賣(mài)場(chǎng)商品特征 Dry A Iodic salt of only one brand 只有一個(gè)品牌的加碘鹽 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 醋以山西陳醋、鎮(zhèn)江恒順為主，有兩個(gè)當(dāng)?shù)仄放疲弘p收、源星 No pickled seafood on sales無(wú)黃泥螺等海鮮腌制品出售 MST 2020 COPYRIGHT R Dry B Commodities of Health Beauty Aids are frequently displayed according to brands 洗化、護(hù)膚美容用品有按品牌陳列的習(xí)慣 Domestic renowned brands such as Pamp。G and U