【正文】 Shoes in supermarkets are displayed without boxes, so more items can be placed on the same shelves. Promoted ones are mainly set at the end ， 相同貨架的情況下 ， 增加了可陳列的商品品種 ， 促銷品主要放在貨架的端頭陳列 。 Apparel in supermarkets are of low grade and much more inexpensive than that of Beijing ， 價格點與北京 LOTUS相比明顯偏低 。 中低檔以廣州 ， 浙江 ， 福建 ， 溫州為主 。但 Sku數(shù)較少，價格帶分布相近，中低檔價位為主 Commodities of HL A occupy small space in display(about 2%3%)because no major appliances on sales. HL A 由于沒有大家電商品的銷售，陳列區(qū)域占比很小，一般僅為 2%3% MST 2020 COPYRIGHT R Commodities’ features in ZZ market 鄭州賣場商品特征 HL B The assortment of HL B is not plete, since no western dishware or multi layer cases on sale. The assortment of some subclass modities such as wheeled cases, clothes racks and dishcloth is obviously less various than that of Beijing Lotus. Furthermore, their display is narrow. HL B商品品種不全，沒有西式餐具，多層整理箱。 even more than 6 items on one shelf很難區(qū)分促銷商品，存在一個端架上六種以上商品的情況 good display of Fresh while not attractive to consumers生鮮部門標(biāo)準(zhǔn)較高，但似乎消費者對此不感興趣 consignment on the ground floor obviously advantageous, of many brands底層聯(lián)營優(yōu)勢明顯，品牌較多 MST 2020 COPYRIGHT R Commodities’ features in ZZ market 鄭州賣場商品特征 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，但老抽醬油絕對多于生抽 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?，主要來自四川等? MST 2020 COPYRIGHT R Commodities’ features in ZZ market 鄭州賣場商品特征 Dry A Iodic salt of only one brand 只有一個品牌的加碘鹽 few sugar 食用糖很少 Mature vinegar from Shanxi and Hengshun from Zhenjiang are two main brands。near buses。由于當(dāng)初招商質(zhì)量較低，導(dǎo)致百貨（特別是服裝）質(zhì)低價廉。場內(nèi)重復(fù)陳列情況嚴(yán)重。 MST 2020 COPYRIGHT R Competitors Comparison競爭對手比較 Advantages優(yōu)點： 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)三店銷售不錯，其標(biāo)準(zhǔn)為世紀(jì)聯(lián)華最高。 Promotion促銷活動： Free medical instruments at entrance attract many senior citizens進(jìn)場處有免費治療儀試用，吸引眾多中老年顧客 Free Buses班車： No 無 Competitors Information NuoMart競爭對手情況－諾瑪特 MST 2020 COPYRIGHT R Competitors Comparison競爭對手比較 Advantages優(yōu)點： 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。樓上的三和百貨原為百盛，百盛突然撤出，百貨店慘淡經(jīng)營，超市客流稀少勉強(qiáng)維持至今。 Display陳列： Ordinary shelves。 Sunday周六至周日： 8:30－ 22:00 Area面 積： 11,000sqm Number of Cashiers收銀臺數(shù)量： 22 Consumers Flow客流情況： Most customers e from nearby residence zone,so it is the nearest petitor of Lotus Zi Jinshan ,是 Lotus紫荊山店最近的競爭對手 Display陳 列： Ordinary Shelves普通貨架陳列 Promotion促銷活動： Obviously resembles that of Carrefore明顯借鑒家樂福 Free Buses班車： Yes 有購物班車 Competitors InformationCailinong競爭對手情況－凱利農(nóng) MST 2020 COPYRIGHT R 思達(dá)買 MST 2020 COPYRIGHT R Exteriors of Si Damai思達(dá)買外景 MST 2020 COPYRIGHT R Background公司背景 ： the only supermarket of the biggest chain supermarket enterprise,Sida Group in 市企業(yè)思達(dá)集團(tuán)的唯一大賣場。Saturday: 周五至周六： 9:00－ 22:30 Area面 積： 4,5006,000sqm Number of Cashiers收銀臺數(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： Promoted modities in low price enjoy good sales低價促銷商品好銷 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。 apparel modities keep low price, have no good brand and hardly guarantee quality, but most supermarkets consumers accept them. 服裝以低價導(dǎo)入為主，忽略品牌性，品質(zhì)難以保證，但迎合大部分在賣場選購服裝顧客的需求。 Consuming Habits of Downtown People城鎮(zhèn)居民消費習(xí)慣 － The local residents have casual consuming 。 － Retailing, especially chain supermarket industry is major petitors,such as Dannis,Shi Ji Mart and Beijing Mart keep high density of distribution in the downtown,most in bination with department stores,basically in disordered and Tianjin Home World have plans in implementation to perate the market. 零售業(yè)特別是連鎖超市業(yè)不成熟，主要競爭對手為：丹尼斯、世紀(jì)聯(lián)華、北京華聯(lián)。 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，中原重鎮(zhèn)。MST 2020 COPYRIGHT R REPORT OF ZHENG ZHOU SURVEY 鄭州前期市場調(diào)研報告 08March2020 MST MST 2020 COPYRIGHT R 具 體 時 間 表 Contents工作內(nèi)容 Staff負(fù) 責(zé) 人 Time時間 Target 對 象 Place地 點 02/1602/17 Overall ZZ market 鄭州整體市場 Have an overview of the city and petitors了解鄭州城市概況及競爭對手總體情況 MST 2 Persons BJ MST – 3 Persons ZZ 鄭州 02/180