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1、MST2004 COPYRIGHTRREPORTOFZHENGZHOUSURVEY郑州前期市场调研报告郑州前期市场调研报告08-March-2004-MST MST2004 COPYRIGHTR具具 体体 时时 间间 表表Contents工作内工作内容容Staff负负 责责 人人Time时间时间Target对对 象象 Place地地 点点02/16-02/17-Overall ZZ market 郑州整体市场-Have an overview of the city and competitors了解郑州城市概况及竞争对手总体情况MST-2PersonsBJMST3PersonsZZ 郑州02
2、/18-02/28-DannisZhongyuanStore丹尼斯中原店-SurveyDryitems详细Dry商品调研MST - 2P/BJ MST-3P /Local Buyer-3P02/18-02/2802/18-02/2803/01-03/08-DannisZhongyuanStore 丹尼斯中原店-CenturyMartJingsanStore世纪联华经三店-SurveyHLitemsHL商品调研 MST-2PLocalBuyer-2P- DannisZhongyuanStore 丹尼斯中原店-CenturyMartJingshanStore世纪联华经三店-SurveyAppare
3、lmarket服装市场调研MST - 1PLocalBuyer-1P-Overallsurveyproject整个郑州前期市场调研调项目-Dealwithdataandconclude资料归纳整理MST - 2PBJ MST 3PZZ 郑州ZZ 郑州ZZ 郑州ZZ 郑州MST2004 COPYRIGHTR目目 录录Layout/Section信息信息CompetitorsInformation竞争对手信息竞争对手信息宏观信息宏观信息CommoditiesFeatures商品特征商品特征Comparison&Conclusion商品比较结果商品比较结果MacroInformation宏观信息宏观
4、信息MST2004 COPYRIGHTRZZ ZZ 郑郑 州州GNP国内生产总值 Population人口AverageGDP人均GDPServingIndustry第三产业Totalretailingvolumeofconsumable社会消费品零售总额单位：亿元MacroInformation宏观信宏观信息息EconomicSituationofZZ,BJ,TJ&XAin2003郑州郑州Vs 北京、天津、西安北京、天津、西安2003年经济总体情况年经济总体情况BJ BJ 北北 京京TJ TJ 天天 津津3,13027,746元1,920.11,744.822,068元1,423.2万919
5、.05万2,022.6XA西西 安安823.511,786元403.8409.4702.6万9601,744.21926.8687.7万13,584元427430.9MST2004 COPYRIGHTRMacro Information宏观信息宏观信息Overview of the City城市整体概况城市整体概况ConsumingAbilitiesofLocalPeopleDowntown城镇居民消费力城镇居民消费力Infrastructure&Transportation城建交通城建交通Location城市地位城市地位-ZZ,ofgreatimportance,islocatedinthe
6、centerofHenanProvince郑州为河南省省会，中原重镇。-LonghaiandJingguangRailwaysintercrossinZZ,enablingittobeoneofthemostimportanttransferringstops.地处陇海、京广铁路交汇处，贯通东西南北，是中国铁路线重要中转站之一.-ThetotalpopulationofZZis6.877million,2.752milliondowntown.Establishedareasinthedowntownoccupy156.4km2郑州市总人口687.7万，市区人口275.2万，市区建成区面积 1
7、56.4平方公里。-Thedowntowninfrastructureiscommon.MosttaximodelsareFukang,XialiandJieda,pricedatRMB7andRMB1.2/km.中心城区基础建设一般，出租车型以富康、夏利、捷达为主，起步价7元，每公里1-1.2元。ThedowntownemploymentinZZis1.358millionandaverageavailableincomeRMB7772.郑州城镇从业人员135.8万人，城镇人均可支配收入：7772元 AverageannualincomeisRMB11966.在岗职工年平均工资11966元
8、MST2004 COPYRIGHTRMacroInformation宏观信息宏观信息Overviewofthecity城市整体概况城市整体概况Business商业商业Takingadvantageofitslocationandtransportation,ZZenjoysastrongwholesalingindustry,hasvariouswholesalingmarketsandkeepshighcommodityvelocity.借助中原枢纽交通优势，郑州批发行业发达，拥有各类专业批发市场，且商品周转率较高。Retailing,especiallychainsupermarketin
9、dustryisimmature.Themajorcompetitors,suchasDannis,ShiJiMartandBeijingMartkeephighdensityofdistributioninthedowntown,mostincombinationwithdepartmentstores,basicallyindisorderedcompetition.CarreforeandTianjinHomeWorldhaveplansinimplementationtopenetratethemarket.零售业特别是连锁超市业不成熟，主要竞争对手为：丹尼斯、世纪联华、北京华联。在市
10、中心分布密度较高，且多为超市结合商厦形式。它们之间基本形成无序竞争的局面。家乐福和天津家世界在郑州已有开店计划且已进入具体实施阶段。ConsumingHabitsofDowntownPeople城镇居民城镇居民消费习惯消费习惯Thelocalresidentshavecasualconsuminghabits.当地居民消费习惯随意。With the entrance of chain malls, local people have accepted them gradually.随着大型连锁超市的相继进入，居民开始逐渐接受连锁卖场形式MST2004 COPYRIGHTRMST2004 COP
11、YRIGHTR目目 录录Layout/SectionLayout/Section信息信息竞争对手信息竞争对手信息MacroInformation宏观信息宏观信息CommoditiesFeatures商品特征商品特征Comparison&Conclusion商品比较结果商品比较结果CompetitorsInformation竞争对手信息竞争对手信息MST2004 COPYRIGHTR易初莲花紫荆山店易初莲花紫荆山店竞争对手分布图竞争对手分布图 世纪联华世纪联华丹尼斯丹尼斯北京华联北京华联凯利农凯利农思达买思达买诺玛特诺玛特家世界（筹建中）家世界（筹建中）家世界（筹建中）家世界（筹建中）家乐福（筹
12、建中）家乐福（筹建中）MST2004 COPYRIGHTRCommonFeaturesofCompetitors竞争对手共同特点竞争对手共同特点 1.Keephighdensityofdistributionindowntown在市中心分布密集；在市中心分布密集；2. Salesperstoreeverydayisnothigh.Takesupermarketof7000spmasexample,theordinarysalesis160-250thousandperday.单店日销售额普遍不高，平时约为单店日销售额普遍不高，平时约为1625万万/天（以天（以7000sqm卖场为例）；卖场为例
13、）；3. AveragesalesperconsumerinordinarytimeisaboutRMB15-25.客单价平时约为客单价平时约为1525元；元；4.Supermarketsincombinationwithdepartmentstoresarebroadlyacceptedbylocalconsumers.商厦结合卖场的模式受到当地消费者的认同；商厦结合卖场的模式受到当地消费者的认同；5.Consumerspaymuchattentiontopromotedandlowerpricedcommodities.消费者对低价促销商品关注程度较高；消费者对低价促销商品关注程度较高；M
14、ST2004 COPYRIGHTRCommonFeaturesofCompetitors竞争对手共同特点竞争对手共同特点 6.Freshcommodities,sugarcanesforexample,oftenattractalargenumberofconsumerswheninpromotedprice.生鲜（如甘蔗）低价促销通常吸引大量顾客；生鲜（如甘蔗）低价促销通常吸引大量顾客；7.FamousbrandsofDrycommoditiessuchasP&GandUnileverkeephighprice.Dry部门的知名品牌如宝洁、联合利华等产品价格偏离严重（偏高）部门的知名品牌如宝
15、洁、联合利华等产品价格偏离严重（偏高） ；8.MajorappliancesinHLcanbarelyfoundinthesupermarkets.HL大家电在各大卖场几乎绝迹。大家电在各大卖场几乎绝迹。9.Mostapparelcommoditieskeeplowprice,havenogoodbrandandhardlyguaranteequality,butmostsupermarketsconsumersacceptthem.服装以低价导入为主，忽略品牌性，品质难以保证，但迎合大部分在卖场选购服装顾客的服装以低价导入为主，忽略品牌性，品质难以保证，但迎合大部分在卖场选购服装顾客的需求。
16、需求。MST2004 COPYRIGHTR丹尼斯分布图丹尼斯分布图 丹尼斯花园店丹尼斯花园店丹尼斯中原店丹尼斯中原店丹尼斯人民路店丹尼斯人民路店丹尼斯京广店丹尼斯京广店MST2004 COPYRIGHTR1324Picture1:ExteriorsofDannisZhongyuanStore图片1：丹尼斯中原店外景Picture2:Undergroundcarpark图片2:地下停车场Picture 3:Internal display in Zhongyuan Store图片3：中原店内部陈列Picture 4: Dannis Huayuan Store 图片4：丹尼斯花园店MST2004
17、COPYRIGHTRCompetitorsInformation-Dannis竞争对手情况丹竞争对手情况丹尼斯尼斯-Display 陈陈 列：列：Ordinary shelves普通货架陈列-OpeningTime营业时间：营业时间：9:00-21:00-NumberofCashiers收银台数量：收银台数量：2740-ConsumerFlow客流情况客流情况: : HuayuanStore,locatedintheresidencezoneofadministrators,enjoysthebestsituation,whiletheothersjustso-so.花园店地处行政人员居住处，
18、客流情况最好,其余一般-Freebus班班 车车：No无 -Background:FundedbyTaiwan,itenteredZZinformofdepartmentstoresin1996anditsfirstsupermarketwasopenedin1998,introducingtheideasofsupermarkets.Bynow,ithasopened4supermarketsinZZand6intheothercitiesinHenan,suchasLuoyang,Anyang,XinxiangandJiyuan. -公司背景公司背景：台资企业，96年以百货业态进入郑州，首
19、家卖场98 年开业，为郑州引入卖场相关理念。至今在郑州有4家卖场，河南省别市有6家卖场，分别位于洛阳、安阳、新乡、济源等。-Promotion促销活动：促销活动：Freemedicalinstrumentsatentranceattractmanyseniorcitizens.进场处有免费治疗仪试用，吸引众多中老年顾客-Area面积：面积：7,000-12,000sqmMST2004 COPYRIGHTR世纪联华分布图世纪联华分布图 世纪联华经三店世纪联华经三店世纪联华金博大店世纪联华金博大店世纪联华碧波园店世纪联华碧波园店MST2004 COPYRIGHTR1324Picture1:Shij
20、iMartJinsanStore图片1：世纪联华经三店Picture2:JinBodaStore图片2：金博大店Picture3:BiBoyuanStore图片3：碧波园店Picture4:InteriorofCenturyMart图片4：世纪联华内部情况MST2004 COPYRIGHTRCompetitorsInformation-CenturyMart竞争对手情况世纪竞争对手情况世纪联华联华- DisplayDisplay陈陈 列：列：Ordinary shelvesOrdinary shelves普通货架陈列- OpeningTime营业时间：营业时间：8:30-21:30- Numb
21、er of CashiersNumber of Cashiers收银台数量：收银台数量：38-4438-44- ConsumersFlow客流情况：客流情况：JinBodaStoreenjoysbestsalesinZZ.金博大店为郑州销售最好的卖场- FreeBus班车班车：OnlyJinsanStorehasfreebus.仅经三店有购物班车- Background公司背景公司背景：TheheadquatersisShanghaiCenturyMartwhichhas32storesdomestically.总部即上海世纪联华，在全国有32家门店- PromotionPromotion促销
22、活动：促销活动：Promotionisseldomstrong促销商品促销力度通常不大- AreasAreas面面 积：积：8,000-10,0008,000-10,000sqmsqmMST2004 COPYRIGHTR北京华联二七店北京华联二七店北京华联中孚店北京华联中孚店MST2004 COPYRIGHTRPicture1:BeijingHualianErqiStore图片1：北京华联二七店Picture2:BeijingHualianZhongfuStore图片2：北京华联中孚店12MST2004 COPYRIGHTR-Background公司背景公司背景：Headquarteredin
23、Beijing,ithas2storesinZZ.Becauseoflowqualityofconsignment,commoditiesofHLandApparelareoflowqualityandlowpriced-总部在北京，在郑州有2家卖场，由于当初招商质量较低，导致百货（特别是服装）质低价廉-Openingtime营业时间：营业时间： MondaytoThursdayandonSunday周一至周四、周日：9:0022:00Friday&Saturday:周五至周六：9:0022:30-Area面面 积：积：4,500-6,0004,500-6,000sqmsqm-Numberof
24、Cashiers收银台数量：收银台数量：21-2221-22-ConsumersFlow客流情况：客流情况：MostconsumersofZhongfuStorearenearbyresidentsandstudents-中孚店主要客源为附近小区居民及学校学生-Display陈陈 列：列：Ordinary Shelves普通货架陈列-Promotion促销活动：促销活动：Promotedcommoditiesinlowpriceenjoygoodsales低价促销商品好销-FreeBuses班车：班车：No No 无 CompetitorsInformation-BeijingHualian竞
25、争对手情况竞争对手情况北京华联北京华联MST2004 COPYRIGHTR凯利农凯利农MST2004 COPYRIGHTRPicture1:ExteriorsofCailinong图片1：凯利农外景Picture2:Freebuses图片2：免费班车12MST2004 COPYRIGHTR-Background 公司背景公司背景：Asafarmingenterpriseinitially,itenteredtheretailingfieldinrecentyears,openingonlyonestoreinZZ.ManagersfromCarreforearerecruitedfortheo
26、peration.原为农牧企业，近年涉及零售领域，在郑州仅有一家卖场。聘请家乐福管理人员参与营运。- Openingtime营业时间：营业时间：Monday to Friday周一至周五：8:3021:30; -Saturday & Sunday周六至周日：8:3022:00- AreaArea面面 积：积：11,00011,000sqmsqm- Number of CashiersNumber of Cashiers收银台数量：收银台数量：2222- Consumers FlowConsumers Flow客流情况：客流情况：Mostcustomerscomefromnearbyreside
27、ncezone,soitisthenearestcompetitorofLotusZiJinshanStore.主要客源为附近小区居民,是Lotus紫荆山店最近的竞争对手- DisplayDisplay陈陈 列：列：OrdinaryShelves普通货架陈列- PromotionPromotion促销活动：促销活动：ObviouslyresemblesthatofCarrefore明显借鉴家乐福- Free BusesFree Buses班车：班车：Yes Yes 有购物班车CompetitorsInformation-Cailinong竞争对手情况凯竞争对手情况凯利农利农MST2004 CO
28、PYRIGHTR思达买思达买MST2004 COPYRIGHTRExteriors of Si Damai思达买外景思达买外景MST2004 COPYRIGHTR-Background公司背景公司背景：theonlysupermarketofthebiggestchainsupermarketenterprise,SidaGroupinZZ.郑州最大连锁超市企业思达集团的唯一大卖场。-Openingtime营业时间：营业时间：Monday to Thursday & on Sunday周一至周四、周日：8:0021:30Friday&Saturday 周五至周六：8:00-22:00-Area
29、面面 积：积：8,0008,000sqmsqm-NumberofCashiers收银台数量：收银台数量：2525-ConsumersFlow客流情况：客流情况：Mostconsumerscomefromnearbyresidencezone.主要客源为附近小区居民。-Display陈列：陈列：Ordinaryshelves;broadshoppingenvironmentbecauseofbigspace;characterizedfreshsector普通货架陈列，由于空间较大，购物环境宽敞，生鲜较有特色-Promotion促销活动：促销活动：Becauseoftherichsupplier
30、sresources,somecommoditiesareattractiveinprice.利用思达超市的供应商资源，部分上架商品价格有竞争优势。-FreeBuses班车：班车： No No 无CompetitorsInformation-SiDamai竞争对手情况竞争对手情况思达买思达买MST2004 COPYRIGHTR诺玛特诺玛特MST2004 COPYRIGHTRNuoMart诺玛特诺玛特Dreary Exteriors冷清的门面冷清的门面MST2004 COPYRIGHTR- Background公司背景公司背景：WhenitopenedonDec.202002,theupstai
31、rsdepartmentstoreBaishengsuddenlydrewback.Nowthedepartmentstore,Sanherunsbadlyandfewcustomersgotothesupermarket.Itsuffersfrombadbusiness.-诺玛特郑州店02年12月20日开业。楼上的三和百货原为百盛，百盛突然撤出，百货店惨淡经营，超市客流稀少勉强维持至今。-Area面面 积：积：7,0007,000sqmsqm- CustomersFlow客流情况：客流情况：Asmallnumberofcustomers;residencezoneoftheHuiNation
32、ality客流稀少附近多回民聚集区。- Display陈陈 列：列：Becauseoflowvelocity,commoditiesareindisorder,formingaviciouscircle由于商品周转率极低，导致陈列凌乱，形成恶性循环。- Promotion促销活动：促销活动： Freemedicalinstrumentsatentranceattractmanyseniorcitizens进场处有免费治疗仪试用，吸引众多中老年顾客-FreeBuses班车：班车：No No 无CompetitorsInformation-NuoMart竞争对手情况诺竞争对手情况诺玛特玛特MST2
33、004 COPYRIGHTRCompetitorsComparison竞争对手竞争对手比较比较Advantages优点：优点：AsthefirstenteringZZ,itintroducedtheideaofsupermarket.Ithasbecomequitefamouslocallyafteryearsofoperation.ThemethodsofdisplayandbuyingresembleLotus.最早进入郑州市场，引入卖场理念。经过数年经营在当地树立相当知名度。卖场标准与采购方式与Lotus最为相近。Disadvantages缺点：缺点：theoneofbestdispla
34、yisinbadsalesbecauseofimproperlocation标准最高的卖场由于选址原因销售不佳。MST2004 COPYRIGHTRCompetitorsComparison竞争对手竞争对手比较比较Advantages优点：优点：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 grade
35、d commodities经三店销售不错，其标准为世纪联华最高。金博大店为当地销售最好的卖场。其地理位置的优越性和中低档商品种类的齐全功不可没。Disadvantages缺点：缺点：Allthecommoditiesareinconsignment,RMB700everyshelfpermonth.Qualityishardtoguaranteeandrepeateddisplayisserious.全部为租赁形式（每节货架700/月），商品质量难以保证。场内重复陈列情况严重。MST2004 COPYRIGHTRCompetitorsComparison竞争对手竞争对手比较比较Advantag
36、es优点：优点：Supermarkets combined with department stores attract many customers.Another small one near residence store has low consuming volume per person but enjoys good sales of promoted commodities百货商厦同大卖场结合的经营模式，借助商厦带来不少客源。另一家为社区店性质，客单价较低，促销商品热销。Disadvantages缺点：缺点：underground location makes one feel
37、 oppressed. Becauseoflowqualityofconsignment,commoditiesofHLandApparelareoflowqualityandlowpriced地下结构，略显压抑。由于当初招商质量较低，导致百货（特别是服装）质低价廉。MST2004 COPYRIGHTRSurveyTargetConfirmation调研对象确调研对象确定定Majorsurveytarget 主要调研对象主要调研对象 Minor survey Target 次要调研对象次要调研对象丹尼斯中原店丹尼斯中原店世纪联华经三店世纪联华经三店MST2004 COPYRIGHTRMajor
38、SurveyTarget-DannisZhongyuanStore主调研对象丹尼斯中原店主调研对象丹尼斯中原店-Environment周围环境：周围环境：Manyresidencezonesnearbybutneighboringtraditionalwesternindustryarea-多居民小区，但紧邻西部传统工业区多居民小区，但紧邻西部传统工业区-Area面面 积：积：11,00011,00012,00012,000sqmsqm-Display陈陈 列：列：Ordinaryshelves;ofthebestdisplaylocally普通货架陈列，标准是当地诸卖场中最好普通货架陈列，标
39、准是当地诸卖场中最好的的-Openingtime营业时间：营业时间：9:00-21:00-NumberofCashiers收银台数量：收银台数量：2727-Customersflow客流情况：客流情况：Fewcustomerinordinarytimebutlotsinholidays平时与节假日客平时与节假日客流相差较大流相差较大-Transportation交交 通通：undergroundparkandconvenienttransportation有地下停车场，附近交通有地下停车场，附近交通便利便利-Recreation休闲美广：休闲美广：snackstoreDecos有快餐二有快餐二
40、线品牌线品牌 德克士德克士The first entering ZZ首先进入郑州的卖场品牌首先进入郑州的卖场品牌MST2004 COPYRIGHTRMinorSurveyTarget-CenturyMartJinsanStore次调研对象世纪联华经三店次调研对象世纪联华经三店-Environment周围环境：周围环境：many residence zones of many residence zones of top grade nearbytop grade nearby周围分布较多中高档居民小区周围分布较多中高档居民小区-Area面面 积：积：10,00010,000sqmsqm-Dis
41、play陈陈 列：列：ImitatingCarrefore;seriousrepeateddisplay模仿家乐福，重复陈列情况严重模仿家乐福，重复陈列情况严重-Openingtime营业时间：营业时间：8:30-21:30-NumberofCashiers收银台数量：收银台数量：4444-CustomersFlow客流情况：客流情况：Mostcustomerscomefromnearbyresidencezones主要客源为附主要客源为附近小区居民近小区居民-Transportation交通交通：slightlylocatedinNorth;nearbuses;manytaxisavaila
42、ble选址偏北，选址偏北，但有公交线路。但有公交线路。TaxiTaxi等候较多等候较多-Recreation休闲美广：休闲美广：McDonalds有有麦当劳麦当劳MST2004 COPYRIGHTR目目 录录Layout/SectionLayout/Section信息信息竞争对手信息竞争对手信息宏观信息宏观信息商品特征商品特征商品比较结果商品比较结果Layout/SectionLayout/Section信息信息MST2004 COPYRIGHTR丹尼斯中原店丹尼斯中原店LayoutMST2004 COPYRIGHTRMST2004 COPYRIGHTRSectionCountofDannis
43、ZhongyuanStore-Dry丹尼斯中原店丹尼斯中原店Section数统计数统计DryMST2004 COPYRIGHTR丹尼斯中原店丹尼斯中原店Section数统计数统计HDMST2004 COPYRIGHTR世纪联华经三店世纪联华经三店LayoutMST2004 COPYRIGHTR世纪联华经三店世纪联华经三店LayoutMST2004 COPYRIGHTR世纪联华经三店店世纪联华经三店店Section数统计数统计DryMST2004 COPYRIGHTR世纪联华经三店店世纪联华经三店店Section数统计数统计HDMST2004 COPYRIGHTR目目 录录Layout/Sect
44、ionLayout/Section信息信息竞争对手信息竞争对手信息宏观信息宏观信息商品特征商品特征商品比较结果商品比较结果商品特征商品特征MST2004 COPYRIGHTRTheoverviewofcommoditiesinDannisZhongyuanStore丹尼斯中原店商品概况丹尼斯中原店商品概况TheoverviewofcommoditiesinCenturyMartJinsanStore世纪联华经三店商品概况世纪联华经三店商品概况- rich assortment of brands高中低档品牌较全-good display商品陈列标准较高-promotion of HL D no
45、t attractive Hardline D商品促销力度对顾客无诱惑力-Price of Dry higher than that of LotusDry 商品价格普遍高于Lotus-commodities and price cant indicate local consuming trends商品选择和定价不能完全体现当地消费趋势-free medical treatment attractive to senior citizens以免费治疗活动吸引大量中老年顾客，集聚不少人气-Disordered display because of lending shelves由于货架租赁原因
46、，陈列标准很难控制，给人凌乱的感觉-rich assortment of brands and commodities; improper price fluctuation品牌和商品种类相对较全，但定价无法在合理区间内运行-hard to identify promoted commodities; even more than 6 items on one shelf很难区分促销商品，存在一个端架上六种以上商品的情况-good display of Fresh while not attractive to consumers生鲜部门标准较高，但似乎消费者对此不感兴趣-consignmen
47、t on the ground floor obviously advantageous, of many brands底层联营优势明显，品牌较多MST2004 COPYRIGHTRCommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征Dry A-Most sauces and hot pot sauce brand from Sichuan, of strong flavor-火锅底料、调料品牌以四川为主，口味偏重-Local people prefer strong flavor, so sauces enjoy good sales, but evid
48、ently dark sauces surpass light sauces in quantity -当地人口味偏重，酱油等调料比较好销，但老抽酱油绝对多于生抽-Pickled vegetables of local brands are seldom and most come from other places such as Sichuan-酱菜当地品牌很少，主要来自四川等地MST2004 COPYRIGHTRCommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征Dry A-Iodic salt of only one brand 只有一个品牌的加碘
49、盐-few sugar 食用糖很少-Mature vinegar from Shanxi and Hengshun from Zhenjiang are two main brands; another two local brands are Shuangshou and Yuanxing -醋以山西陈醋、镇江恒顺为主，有两个当地品牌：双收、源星-No pickled seafood on sales无黄泥螺等海鲜腌制品出售MST2004 COPYRIGHTRDry B-Commodities of Health Beauty Aids are frequently displayed ac
50、cording to brands洗化、护肤美容用品有按品牌陈列的习惯-Domestic renowned brands such as P&G and Unilever are higher-priced by 6% than that of Lotus 宝洁、联合利华等全国性知名品牌价格较Lotus高6%以上-Many powder detergent without phosphor洗衣粉无磷居多CommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征MST2004 COPYRIGHTRDry B-No cut tissue on sales. Toil
51、et tissue two times higher than common ones(about 20 cm)郑州不用刀切的卫生纸，使用普通卷筒纸两倍高的卷纸（有芯、无芯），且有单卷和双卷出售-Many are unknown brands of competitive price不知名品牌较多，价格上比较有优势-Commodities of pet food and pet supply are in small quantity because of weak demand宠物食品、用品很少，消费者对此类商品需求不大-Fabric clean agent, fabric cleaner
52、and liquid soap in bad sales洗手液、洗衣液、柔顺剂、衣领净少有人问津CommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征MST2004 COPYRIGHTRDry C-display as brands 有按品牌陈列的习惯-milk powder of various brands occupy wide space-奶粉品牌齐全，经营区域较大-most biscuits, chocolates and candies are of national brands, slightly higher priced than tha
53、t of Beijing Lotus-饼干、巧克力、糖果大多是全国性商品，价格略高于北京Lotus-No wedding candies on sales没有喜糖CommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征MST2004 COPYRIGHTRDry C-snacks such as nuts, crackers snack and meat snack are in small package坚果、膨化、肉脯类小吃小包装商品很多-special local products such as big Chinese dates and sliced
54、Chinese dates can be found in all supermarkets-郑州特产大枣、枣片、油茶在各大卖场均有销售-no shoppe for drugs in supermarkets but drug stores are available everywhere in ZZ-卖场没有药品专柜，但郑州药房随处可见CommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征MST2004 COPYRIGHTRDry D-gin of low price, no more than RMB8, are in good sales低价白酒销量最
55、好，一般价格在不超过8元-local residents prefer gin of 45or higher-当地居民偏好高于45度的白酒-gin of gift are in small quantity and less imported wine, whiskey and brandy礼盒酒较少，洋酒更少-promotion of liquor are not strong, with often unvalued presents酒类的促销力度不大，一般赠品为低价值饮料CommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征MST2004 COPYRI
56、GHTRDry D-rice wines are rarely seen 米酒、黄酒在当地较少见-Cocacola is absolutely competitive locally and Pepsi only has cola on sales-可口可乐在当地占绝对优势，百事仅有可乐一种产品在挣扎-price of drink is higher than that of Lotus, by 5-10%-饮料价格较Lotus高，一般高510个百分点CommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征MST2004 COPYRIGHTRCommoditi
57、esfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征HL A-No major appliances such as televisions on sales 当地大卖场无电视机、家庭影院等大家电出售-Local people tend to go professional appliances store for shopping. They wont buy major appliances in the supermarkets当地居民习惯去专业家电卖场选购商品，没有在大卖场购买大型影 音家电的习惯-Famous brands of 059 Audio such as
58、 Sanyo, Xinke and Qisheng occupy 30%, of small SKU count, in low price fluctuation and most in mid or low price. 059Audio部门一线品牌占30，如三洋、新科、奇声等。但Sku数较少，价格带分布相近，中低档价位为主-Commodities of HL A occupy small space in display(about 2%-3%)because no major appliances on sales. HL A 由于没有大家电商品的销售，陈列区域占比很小，一般仅为2%-
59、3%MST2004 COPYRIGHTRCommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征HLB-TheassortmentofHLBisnotcomplete,sincenowesterndishwareormultilayercasesonsale.Theassortmentofsomesubclasscommoditiessuchaswheeledcases,clothesracksanddishclothisobviouslylessvariousthanthatofBeijingLotus.Furthermore,theirdisplayisn
60、arrow.HLB商品品种不全，没有西式餐具，多层整理箱。滑轮整理箱，衣架，抹布等细分类的商品品种比北京Lotus明显偏少，陈列面也小-MostarefromShanghai,ZhejiangandGuangdong,withunknownbrandsoflowgradeasmajorparts.NationalbrandsarelessthanthatofLotus.产地主要是上海、浙江、广东，且全国性品牌较北京Lotus少，以不知明的二，三线中低档品牌为主-ComparedwithLotus,samecommoditiesonsalearenotcompetitivebecauseofhi
61、gherprice.相同商品的零售价与Lotus相比无竞争优势，零售价普遍偏高-Commoditiesoflowandmidpriceoccupymorethan60%.HLB的中低档价位商品占比超过60%-SuBoerandAiShida,twokitchenwarebrandsaredisplayedonspecialshelvesbysuppliers.Instead,theotherpromotionsarerelevantlyweak.HLB苏泊尔，爱仕达有厂家专柜促销，其它的商品促销的力度较弱MST2004 COPYRIGHTRCommoditiesfeaturesinZZmark
62、et郑州卖场商品特征郑州卖场商品特征HLC-Themajorpartsofstationeryareofnationalbrands,butofsolebrandandnotcompetitiveinpricecomparedwiththatofLotus.However,someoflowpricewithoutqualityguaranteecanattractcustomers.文具经营以全国性品牌为主，但品牌单一，价格与Lotus相比无优势，但有部分低价商品迎合消费者，品质无保证-Bikesandelectricbikesareinsmalldisplay,becausefirstly
63、thereareprofessionalbikemarketlocally,secondlysalesofelectricbikeshasnotpeaked.自行车和电动自行车在卖场内陈列很少，当地有集中的专业自行车及电动自行车市场，电动自行车在郑州还未到销售高峰期，街上很少看到骑电动自行车的人-Theassortmentofsportinggoodsisincomplete.Thedisplayisnarrowandmostareofunknownbrands体育用品的品种不全，陈列面小且多为二，三线的中低档品牌-Fitnessequipmentoflargespacearealmostex
64、tinct,notonlyinsupermarketsbutalsoinboutiques.大型健身器材几乎绝迹，专卖店也很少MST2004 COPYRIGHTRCommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征HL D-No major appliance on saleHardline D无冰箱、洗衣机、空调等大家电出售-Consumers tend to buy large white goods in professional appliances stores.消费者没有在卖场购买大型白色家电的习惯，倾向于去专业家电卖场选购商品-Small a
65、ppliances are of various brands. Those in good sales are microwave, electric pan of Gelanshi, Meide, Hailing, in either low or high price.小家电品牌较多，销售好的品牌有：格兰仕、美的、海菱等；销售好的品类是：微波炉、电热锅等，高中低价均有分布MST2004 COPYRIGHTRCommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征HLE-ComparedwiththatofBeijingLotus,mostareofunk
66、nownbrands,suppliedbywholesalingmarket.HLE与北京Lotus比，相同品牌很少，主要是不知名二、三线品牌，货源主要借助郑州发达的批发市场-Commoditiesof026havenotfamousbrandsexceptHengYuanxiang.Mostareoflowgradeinhighprice.026部门没有杜邦、红富士、松田等知名品牌，最好的是恒源祥，以中低档商品为主，但价位偏高-Commoditiesof027areofunknownbrands.ThemostfamousoneisJinfeng.Mostpatternshavebeenwa
67、shedoutbyfamousbrandsandkeephighprice.027部门多为杂牌，最好的是金凤，款式花型多半是一类市场已经淘汰的，且价位很高，一条素色缎边缎档90克面巾（杂牌无产地），零售价为11.90-theassortmentofcommoditiesof028isevidentlyincomplete.Ofsolebrandandinnarrowdisplay,therearenoblanketsortop-gradedtableclothonsale.028部门的品类较北京Lotus明显不全，品牌单一，陈列面较小，没有地毯，高级桌布销售MST2004 COPYRIGHTR
68、CommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征HLF-Commoditied of 024 are in narrow display. Most are of low grade in poor quality, inattractive at all.024部门陈列面小，商品中低档为主，质量较差，很少有人光顾-Most hardwares and car accessories are of national brands, but far less than that of Beijing Lotus. No electric tools, m
69、otocycle oil of helmet on sale.五金工具、汽配以全国性品牌为主，但比北京Lotus的品牌少很多，没有电动工具，机油，摩托车油，头盔等品类的商品销售MST2004 COPYRIGHTRCommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征HL G-MostcommoditiesareinconsignmentsuchasPhillipes,Bolang,SonyandWenQuxing.此区域经营方式以联营为主，以飞利浦、博朗、索尼、文曲星等品牌为主-NotcompetitiveinpricecomparedwiththatofL
70、otus.商品价格相对Lotus无竞争优势-Nocommunicationdevicesuchasmobilephonesonsale.Localresidentstenttobuytheseinprofessionalmarkets.卖场内几乎无手机等通信设备出售。当地专业通信市场较多，居民没有在卖场消费此类商品的习惯。-NoITproductsofhighpriceonsale.卖场内没有高价值IT产品出售MST2004 COPYRIGHTRCommoditiesfeaturesinZZmarket郑州卖场商品特征郑州卖场商品特征-APPAREL-Generally,ZZislocated
71、inthecentralpartofthecountry,enjoyconvenienttransportationanditsproducingareasofapparelarewidelylocated.AppareloftopgradearemostlyfromShanghaiandBeijing,andthatoflowgradefromZejiang,FujianandWenzhou.总体来看，郑州地处中原，交通发达，服装产地分布很广，中高档以上海，广州为主。中低档以广州，浙江，福建，温州为主。-Localpeoplepaymuchattentiontopriceandhavelow
72、demandonquality.郑州市民比较注重价格，对商品的品质要求不高。-Brandsinconsignmentinsupermarketareseldom.大卖场服装区联营品牌很少。-ApparelSectorinsupermarketsoccupiesabout20%ofthewholesalesarea.大卖场服装区域大概占整个卖场面积的20%。-ApparelinsupermarketsareoflowgradeandmuchmoreinexpensivethanthatofBeijingLotus.大卖场服装档次较低，价格点与北京LOTUS相比明显偏低。-Thedisplayof
73、promotedcommoditiesisalwaysonmainareasinformoftables,includingtopandbottom大卖场服装促销陈列多在主通道，堆码形式出现，包括上衣和下装。-Commoditiesinformationisorderlyprintedintheshowbills.Thatofapparelandunderwearoccupyspaceofthewholepagerespectivelybecauseofthelargenumberofitems.Partsofthepromotedcommoditieshavenotdetaileddescr
74、iptionandtheactualcommoditiesarenotinlinewiththepictures.各大卖场的海报商品穿差有序，而且服装和内衣各占一个版面，单品较多。有一部分促销商品海报上不打商品的详细描述，实际促销商品与海报图片不相符。-Shoesin supermarketsaredisplayedwithoutboxes,so moreitemscanbeplacedonthesameshelves.Promotedonesaremainlysetattheendcups.大卖场鞋类商品采用无鞋盒式陈列，相同货架的情况下，增加了可陈列的商品品种，促销品主要放在货架的端头陈列
75、。MST2004 COPYRIGHTRAnOverviewoftheWholesalesMarketandOtherProfessionalMarkets批发及其它专业市场概况批发及其它专业市场概况-Apparel服装服装YinjiWholesalesMarket银基商贸批发城 TianrongWholesalesMarket天荣商贸批发城QiantangApparelMarket钱塘衣城 JinRongWholesalesMarket锦荣批发城 Shunhewholesalesmarketofknitunderwearandsocks 顺和针织内衣袜批发市场 Marketofcasesand
76、bags(incitycenter)箱包城（市中心）ShoesMarket(inSoutherncity)鞋城（城南） -FoodandDryB食品、洗化食品、洗化 HuaZhongfoodmarket华中食品城 NewHuazhongfoodmarket新华中食品城 WanKelai万客来 SidefoodmarketonHuangheRoad黄河路副食品城-Hardline硬货硬货ApplianceswholesalesmarketonZhenbianRoad郑汴路家电批发市场 Zhongbocookwares 中博厨具WorldofbeddingonNanyangRoad 南阳路床品大世
77、界MST2004 COPYRIGHTRWholesalesMarket批发市场批发市场Wholesales market of gifts ,toys and stationery礼品、玩具、文具批发市场Yinji wholesales market银基商贸城QiaoJiamenApparelMarket乔家门服装城MST2004 COPYRIGHTR目目 录录Layout/SectionLayout/Section信息信息竞争对手信息竞争对手信息宏观信息宏观信息商品特征商品特征商品比较结果商品比较结果商品比较结果商品比较结果MST2004 COPYRIGHTR SKU Summary Dry (Department)MST2004 COPYRIGHTR SKU Summary Dry (Division)MST2004 COPYRIGHTR BRAND Summary Hardline (Department)MST2004 COPYRIGHTR BRAND Summary Hardline (Division)MST2004 COPYRIGHTR郑州市调项目参与人员郑州市调项目参与人员北京商品筹建部北京商品筹建部：林敏、许东侠、强明、王丹郑州采购：郑州采购：翟建伟、冯益洁、张清云、麻利、宋伟斌、沈丽上海商品筹建部：上海商品筹建部：徐冰、郭玥洁、陆晓熙、陈玮
