【正文】 ntury Mart Jinsan Store次調(diào)研對象－世紀聯(lián)華經(jīng)三店 Environment周圍環(huán)境： many residence zones of top grade nearby周圍分布較多中高檔居民小區(qū) Area面 積： 10,000sqm Display陳 列： Imitating Carrefore。near buses。 Taxi等候較多 Recreation休閑美廣： McDonald’s有 麥當勞 MST 2020 COPYRIGHT R 目 錄 Layout/Section信息 競爭對手信息 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－ Dry MST 2020 COPYRIGHT R 丹尼斯中原店 Section數(shù)統(tǒng)計－ HD MST 2020 COPYRIGHT R 世紀聯(lián)華經(jīng)三店 Layout MST 2020 COPYRIGHT R 世紀聯(lián)華經(jīng)三店 Layout MST 2020 COPYRIGHT R 世紀聯(lián)華經(jīng)三店店 Section數(shù)統(tǒng)計－ Dry MST 2020 COPYRIGHT R 世紀聯(lián)華經(jīng)三店店 Section數(shù)統(tǒng)計－ HD MST 2020 COPYRIGHT R 目 錄 Layout/Section信息 競爭對手信息 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商品陳列標準較高 promotion of HL D not attractive Hardline D商品促銷力度對顧客無誘惑力 Price of Dry higher than that of LotusDry 商品價格普遍高于 Lotus modities and price can’t indicate local consuming trends商品選擇和定價不能完全體現(xiàn)當?shù)叵M趨勢 free medical treatment attractive to senior citizens 以免費治療活動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，陳列標準很難控制，給人凌亂的感覺 rich assortment of brands and modities。 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生鮮部門標準較高，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?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?shù)仄放坪苌伲饕獊碜运拇ǖ鹊? 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。G and Unilever are higherpriced by 6% than that of Lotus 寶潔、聯(lián)合利華等全國性知名品牌價格較 Lotus高 6%以上 Many powder detergent without phosphor洗衣粉無磷居多 Commodities’ features in ZZ market 鄭州賣場商品特征 MST 2020 COPYRIGHT R Dry B No cut tissue on sales. Toilet tissue two times higher than mon ones(about 20 cm)鄭州不用刀切的衛(wèi)生紙，使用普通卷筒紙兩倍高的卷紙（有芯、無芯），且有單卷和雙卷出售 Many are unknown brands of petitive price不知名品牌較多，價格上比較有優(yōu)勢 Commodities of pet food and pet supply are in small quantity because of weak demand寵物食品、用品很少，消費者對此類商品需求不大 Fabric clean agent, fabric cleaner and liquid soap in bad sales洗手液、洗衣液、柔順劑、衣領凈少有人問津 Commodities’ features in ZZ market 鄭州賣場商品特征 MST 2020 COPYRIGHT R Dry C display as brands 有按品牌陳列的習慣 milk powder of various brands occupy wide space 奶粉品牌齊全，經(jīng)營區(qū)域較大 most biscuits, chocolates and candies are of national brands, slightly higher priced than that of Beijing Lotus 餅干、巧克力、糖果大多是全國性商品，價格略高于北京 Lotus No wedding candies on sales沒有喜糖 Commodities’ features in ZZ market 鄭州賣場商品特征 MST 2020 COPYRIGHT R Dry C snacks such as nuts, crackers snack and meat snack are in small package堅果、膨化、肉脯類小吃小包裝商品很多 special local products such as big Chinese dates and sliced Chinese dates can be found in all supermarkets 鄭州特產(chǎn)大棗、棗片、油茶在各大賣場均有銷售 no shoppe for drugs in supermarkets but drug stores are available everywhere in ZZ 賣場沒有藥品專柜，但鄭州藥房隨處可見 Commodities’ features in ZZ market 鄭州賣場商品特征 MST 2020 COPYRIGHT R Dry D gin of low price, no more than RMB8, are in good sales低價白酒銷量最好，一般價格在不超過 8元 local residents prefer gin of 45176。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。當?shù)貙I(yè)通信市場較多，居民沒有在賣場消費此類商品的習慣。 中低檔以廣州 ， 浙江 ， 福建 ， 溫州為主 。 Brands in consignment in supermarket are 。 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 。 Commodities information is orderly printed in the show of apparel and underwear occupy space of the whole page respectively because of the large number of items. Parts of the promoted modities have not detailed description and the actual modities are not in line with the ， 而且服裝和內(nèi)衣各占一個版面 ， 單品較多 。 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