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1、,ART PRODUCTION 自拥品牌部门,First Price and Auchan Product are the Strategic issues to help Auchan to win The market in China大拇指和欧尚产品是欧尚在中国取得胜利 的一个重要策略,CURRENT SITUATION目前的市场状况,36 countries - 65 % of the the good domestic products hyper/super/mass merchandisers-Market shares in value end 1st quarter 2005
2、 36个国家65%优质家用产品大型百货超市-市场占有率评估至2007年第一季度,WORLD OWN LABEL MARKET SHARE 自拥品牌产品的市场占有率,25 %,The main retailers in China are launching their Own Label project 零售业巨头都在开发自拥品牌， 这是一种趋势。,OWN LABEL MARKET SHARE IN AUCHAN 欧尚自拥品牌产品的 市场占有率,1.03 %,FIRST PRICE,AUCHAN PRODUCT,0.68 %,SOME STRONG ITEMS IN AUCHAN 欧尚一些具有
3、很强竞争力的商品,Soya Oil 大豆油 Dongbei Rice 东北大米 Trash Bag 垃圾袋 Sugar 白砂糖 Acacia Honey 洋槐蜂蜜 Shaqima 沙琪玛 Toilet Paper 平板卫生纸 Toothbrush 牙刷 Wrapping Film 保鲜膜 Battery 电池,DEFINITION,First Price & Auchan Product are the product produced by the suppliers under the retailer specifications and quality control. 这两种类型的商
4、品是按照零售商对商品不同的质量需求由厂商生产的。The retailer manage all the quality elements of the product. 零售商控制商品的所有质量因素。,POSITIONING 定位,Acceptable 国家标准,Lowest price 最低价,Family margin 分类毛利,CompetitorsLowest prices 竞争者的最低价商品,High 高,Leader 20% 比领导品牌低20%,Family margin + 5% 分类毛利+5%,Leaders brands 领导品牌,COMPETITORS 竞争者,TARGET
5、 MARGIN 目标毛利,SELLING PRICE 零售价,QUALITY LEVEL 质量要求,20/ 80 products 分类20/80原则,No limit 无限制,RANGE 范围,POSITIONING定位,The Product are mandatory 这些商品是必订的。 The Product are no return no change except quality problem 这些商品在没有质量问题的前提下是不退不换的。 The selling price is fix and permanent and the same for each stores 零售
6、价在所有门店都是一样的，大拇指商品是不能变价的，自有品牌商品可以统一做促销。,FIRST PRICE PROJECT 最低价商品项目,Number of items increased sharplyFirst Price,4 divisions with answers 4个处,1067 items available end of 2007,TXT纺织品,532,The offer increase sharply销量直线上升,Our number of items is every month more important我们上市产品的数量逐月增长With a real TO poten
7、tial实实在在的销售额潜力,The Principle of Display陈列原则,First Price product should be displayed at the left side of the Shelf大拇指商品必须陈列于货架的左侧 Own Brand product should be displayed at the left side of its referent 欧尚商品必须陈列于其参照物的左侧 The faces should at least equal to its referent for the Own Brand 欧尚商品的陈列面至少等同于其参照物
8、The faces should at least 3 for the First Price大拇指商品的陈列面至少是3个,The Principle of Display陈列原则,Both First Price and Own Brand product should be displayed at the eye level 大拇指和欧尚商品须陈列于与视线齐平的位置 Label should be displayed at the left side of its price mark商品分类标识须在商品标价签的左侧 “New Arrival“ Label should be displ
9、ayed when the product just be launched“新品”标识 须在商品刚上市时出具 All the products be displayed on the shelf should be clean, clear and orbicular所陈列的商品必须是清洁、清晰并饱满的,A clear and simple display简单醒目的陈列,A clear and simple display简单醒目的陈列,A clear and simple display简单醒目的陈列,A clear and simple display简单醒目的陈列,A clear la
10、beling醒目的标识,NO,OK,A clean & clear display with remarkable labeling 醒目而整洁的陈列以及印象深刻的标签,Impressive TG Give Our Customer Very Strong Impact醒目而饱满的堆头给顾客以强烈的视觉冲击,The facing of the Auchan Product is not equal to its leading brand 欧尚产品的陈列面小于其参照物的。,Mistakes happened often容易发生的错误,Mistakes happened often容易发生的错误
11、,The product too high to get 陈列位置过高不易拿取。,Mistakes happened often容易发生的错误,The customer dont know what it is, should take it out 顾客不知道是什么产品，必须把产品取出陈列。,Before,After,Mistakes happened often容易发生的错误,The price labels are mixed up 产品标价签混淆。,Mistakes happened often容易发生的错误,Mass display, impossible to find First
12、 Price product 陈列混乱，无法识别定牌产品。,Mistakes happened often容易发生的错误,Mr. Muscle is displaying its premium product away from our Auchan Product and put its “first Price”product aside Auchan Product trying to trouble us and protect itself “威猛先生”把它们的高档产品陈列在远离欧尚产品的地方，而把它们的“低价”产品放在欧尚产品的边上以保护它们的高档产品并攻击欧尚产品。,Mista
13、kes happened often容易发生的错误,The First Price product are put at the corner, and difficult to get. “大拇指”产品被陈列于角落中，很难拿取。,Mistakes happened often容易发生的错误,Auchan Products are not put at the left side of its referent. 欧尚产品没有陈列在它们的参照物边。,Mistakes happened often容易发生的错误,Leakage, bad looking, the sales will never
14、 be happen, must take away from thr shelf. 产品渗漏，外观恶劣，无法实现销售，必须从货架撤离。,Mistakes happened often容易发生的错误,RT MART product. 大润发产品。,Mistakes happened often容易发生的错误,No price. 没有标价。,Mistakes happened often容易发生的错误,The First Price product must be displayed at the left side of the shelf with “Thum up” logo. “大拇指”
15、产品必须陈列于货架的左侧并有醒目的“大拇指”标签。,Mistakes happened often容易发生的错误,没有“大拇指”标签,没有“欧尚”标签,ABOUT FIRST PRICE FESTIVAL关于每年的大拇指节,ART Production manage the DM定牌部门统一规划海报,Two First Price Festival a year一年两次的大拇指商品节All the stores covered at same period所有的门店同时进行,Different topic不同的促销主题,Several times turnover几倍于平时的销量,SWOT A
16、NALYSISSWOT分析,Strong/优势：,More and more stores opened 门店数量越来越多,Support from the store become stronger and stronger 门店的支持越来越强,ART team is becoming more professional 定牌部门正变得越来越专业,More and more products available 越来越多的产品实现销售,SWOT ANALYSISSWOT分析,Weakness/劣势：,Some Packaging Design not attractive 某些包装的设计不够吸引人,The developing speed of new product not meet the needs 新品开发速度不够快,
