【正文】 ation 人口 Average GDP 人均 GDP Serving Industry 第三產(chǎn)業(yè) Total retailing volume of consumable 社會消費(fèi)品零 售總額 單位：億元 Macro Information宏觀信息 ?Economic Situation of ZZ, BJ,TJ amp。 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)。 The downtown infrastructure is mon. Most taxi models are Fukang, Xiali and Jieda, priced at RMB7 and 中心城區(qū)基礎(chǔ)建設(shè)一般，出租車型以富康、夏利、捷達(dá)為主，起步價(jià) 7元，每公里 。 － 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)。它們之間基本形成無序競爭的局面。 Consuming Habits of Downtown People城鎮(zhèn)居民消費(fèi)習(xí)慣 － The local residents have casual consuming 。Conclusion商品比較結(jié)果 Competitors Information競爭對手信息 MST 2020 COPYRIGHT R 易初蓮花紫荊山店 競爭對手分布圖 世紀(jì)聯(lián)華 丹尼斯 北京華聯(lián) 凱利農(nóng) 思達(dá)買 諾瑪特 家世界（籌建中） 家世界（籌建中） 家樂福（籌建中） MST 2020 COPYRIGHT R Common Features of Competitors 競爭對手共同特點(diǎn) high density of distribution in downtown 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 160250 thousand per day. 單店日銷售額普遍不高，平時(shí)約為 16－ 25萬 /天（以 7000sqm賣場為例）； 3. Average sales per consumer in ordinary time is about 15－ 25元； in bination with department stores are broadly accepted by local consumers. 商廈結(jié)合賣場的模式受到當(dāng)?shù)叵M(fèi)者的認(rèn)同； pay much attention to promoted and lower priced modities. 消費(fèi)者對低價(jià)促銷商品關(guān)注程度較高； MST 2020 COPYRIGHT R Common Features of Competitors 競爭對手共同特點(diǎn) modities,sugarcanes for example, often attract a large number of consumers when in promoted （如甘蔗）低價(jià)促銷通常吸引大量顧客； brands of Dry modities such as Pamp。 apparel modities keep low price, have no good brand and hardly guarantee quality, but most supermarkets consumers accept them. 服裝以低價(jià)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。至今在鄭州有 4家賣場，河南省別市有 6家賣場，分別位于洛陽、安陽、新鄉(xiāng)、濟(jì)源等。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(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。 Opening time營業(yè)時(shí)間： Monday to Friday周一至周五： 8:30－ 21:30。 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。 on Sunday周一至周四、周日： 8:00－ 21:30 Fridayamp。 Display陳列： Ordinary shelves。characterized fresh sector普通貨架陳列，由于空間較大，購物環(huán)境寬敞，生鮮較有特色 Promotion促銷活動： Because of the rich suppliers resources,some modities are attractive in 市的供應(yīng)商資源，部分上架商品價(jià)格有競爭優(yōu)勢。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。 residence zone of the Hui Nationality客流稀少附近多回民聚集區(qū)。 Promotion促銷活動： Free medical instruments at entrance attract many senior citizens進(jìn)場處有免費(fèi)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(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。賣場標(biāo)準(zhǔn)與采購方式與 Lotus最為相近。 MST 2020 COPYRIGHT R Competitors Comparison競爭對手比較 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)三店銷售不錯，其標(biāo)準(zhǔn)為世紀(jì)聯(lián)華最高。其地理位置的優(yōu)越性和中低檔商品種類的齊全功不可沒。場內(nèi)重復(fù)陳列情況嚴(yán)重。另一家為 社區(qū)店性質(zhì)，客單價(jià)較低，促銷商品熱銷。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。 of the best display locally普通貨架陳列，標(biāo)準(zhǔn)是當(dāng)?shù)刂T賣場中最好的 Opening time營業(yè)時(shí)間： 9:0021:00 Number of Cashiers收銀臺數(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有地下停車場，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)入鄭州的賣場品牌 MST 2020 COPYRIGHT R Minor Survey Target Ce