以购物者为基础的生意回顾与计划以购物者为基础的生意回顾与计划 上海上海 To ingeminate our objective: 1. 1.以消费者以消费者/ /购物者为核心的生意决策购物者为核心的生意决策 2.与领先零售商共同致胜与领先零售商共同致胜 购物者研究的应用购物者研究的应用品类的目标品类的目标/ /机会机会•产品种类•定价策略•促销•货架陈列•补货•服务•宣传、沟通•……以购物者为基础的生意计划以购物者为基础的生意计划整个商店的目标整个商店的目标/ /目标客群目标客群/ /机会机会生产企业的目标生产企业的目标/ /策略策略1 1、联合营销、联合营销2 2、品类管理、品类管理共同的核心，沟通合作的基础 Value share（市场份额）（市场份额）=Number of wallet(Penetration)渗透率Share of wallet(Loyalty) 忠诚度 Size of wallet(Spending index)消费指数 % of households bought a FMCG at least once at the retailer in that year% of their total spending on FMCG have been done at the retailerXXTurnover (营业额）营业额）＝＝Market size （市场容量）（市场容量） x Value Share（市场份额）（市场份额）What’s the shopper’s spending ability on FMCG vs. the average Household’s spending ability in the city What’s store overall situation and opportunity?市场基本状况和机会市场基本状况和机会零售商市场份额渗透率忠诚度消费指数商店类型门店数乐购/Hymall7.3337.5518.46105.73HM10农工商/Nong Gong Shang7.2467.310.47102.71HM/SM163联华超市/Lian Hua7.1577.578.95102.93SM380上海华联/SHHL4.7166.746.89102.45SM360家乐福/Carrefour4.538.9810.79106.99HM6大润发/RT-Mart3.7830.8811.82103.55HM4欧尚/Auchan3.2819.0717.4198.82HM2 主要的生意增长来自于忠诚度的提高。
What’s store overall situation and opportunity?What’s store overall situation and opportunity?市场基本状况和机会市场基本状况和机会市场基本状况和机会市场基本状况和机会( (以以以以2002-20032002-2003举例举例举例举例) )零售商市场份额门店数渗透率忠诚度消费指数→ ← ↑ ↓ 2003200220032002200320022003200220032002乐购/Hymall7.37.310↑637.6↓37.418.5↑18.2105.7↓107农工商/NongGongShang7.2↓7.4163↓16867.3↑65.810.5↓10.9102.7↓103.6联华超市/Lian Hua7.2↓9.6380↑37077.6↓82.49.011.4102.9↑101.8上海华联/SHHL4.7↓6.2360↓46566.7↓73.66.9↓8.3102.5↑101家乐福/Carrefour4.5↑4.26639.0↓4010.8↓9.7107.0↓108.2大润发/RT-Mart3.8↓4.14↑330.9↑29.611.8↓12.8103.6↓106.8欧尚/Auchan3.3↑2.92219.11717.4↑17.298.8↓100.8 • Loyal shopper (忠诚购物者): >=50% of their spending on FMCG was spent at Lotus; • Hopper shopper (跳跃购物者): 20-50% of their spending on FMCG was spent at Lotus. Shopper’s loyalty on Lotus comes from:忠诚度来源于忠诚度来源于: : Retailer乐购/Hymall家乐福/Carrefour大润发/RT-Mart欧尚/Auchan 人数比例生意比例人数比例生意比例人数比例生意比例人数比例生意比例Loyal忠诚购物者13393164211554Hopper跳跃购物者2546164516411629两类购物者总和3885196120623183 Then, how can Lotus drive the loyalty of shoppers?怎样提高购物者的忠诚度? To drive loyalty: Who attracts my shoppers谁在吸引我的购物者谁在吸引我的购物者•Auchan and GMS are the biggest competitors, esp. Auchan. To drive loyalty: how shoppers perceive Retailer购物者怎样评价购物者怎样评价?RetailerNGS NGS LianhuaHymall CF Auchan superhyper联华乐购家乐福欧尚Overall rating (OAR) 总体评价485346555549ASSORTMENT\CHOICE 商品选择度243624444937CONVENIENCE\COMFORT 舒适方便度272539364029EMOTIONAL 情感认同度212824364025PRESENTATION\LAY-OUT 陈列优化度273329424534QUALITY\RELIABILITY 质量信任度333738454938SERVICE 服务满足度172221444127VALUE\PRICE 性价比度163016384529 To drive loyalty: Understand more on price, value and loyalty进一步研究价格、形象、忠诚度之间的关系进一步研究价格、形象、忠诚度之间的关系 PRICE PRICE IMAGEIMAGE(VAR)(VAR)商店的商店的商店的商店的总体价格形象总体价格形象总体价格形象总体价格形象Price Honesty (12% vs.17% in PY)Price Honesty (12% vs.17% in PY)价格风险形象价格风险形象价格风险形象价格风险形象Price-Quality (49% Price-Quality (49% vs.43% in PY)vs.43% in PY)价格回报形象价格回报形象价格回报形象价格回报形象Price Advantage (39% Price Advantage (39% vs.40% in PY)vs.40% in PY) 价格成本形象价格成本形象价格成本形象价格成本形象ExchangeNo fakeQuality productClean packageGood assortmentEasy shoppingSales staffNews updateProduct informationPrice levelNumber of promotional offersLoyalty program 。