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1、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Val
2、ue 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(Spendingindex)消费指数%ofhouseholdsboughtaFMCGatleastonceattheretailerinthatyear%oftheirtotalspendingonFMCGhavebeendoneattheretailerXXTurnover (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）Whatst
3、heshoppersspendingabilityonFMCGvs.theaverageHouseholdsspendingabilityinthecityWhats 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/NongGongShang7.2467.310.47102.71HM/SM163联华超市/LianHua7.1577.578.95102.93SM380上海华联/SHHL4.7166.746.8
4、9102.45SM360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。Whats store overall situation and opportunity?Whats 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
5、门店数渗透率忠诚度消费指数2003200220032002200320022003200220032002乐购/Hymall7.37.310637.637.418.518.2105.7107农工商/NongGongShang7.27.416316867.365.810.510.9102.7103.6联华超市/LianHua7.29.638037077.682.49.011.4102.9101.8上海华联/SHHL4.76.236046566.773.66.98.3102.5101家乐福/Carrefour4.54.26639.04010.89.7107.0108.2大润发/RT-Mart3.8
6、4.14330.929.611.812.8103.6106.8欧尚/Auchan3.32.92219.11717.417.298.8100.8Loyalshopper(忠诚购物者):=50%oftheirspendingonFMCGwasspentatLotus;Hoppershopper(跳跃购物者):20-50%oftheirspendingonFMCGwasspentatLotus.Shoppers 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
7、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3885196120623183Then,howcanLotusdrivetheloyaltyofshoppers?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AuchanandGMSarethebiggestcompetitors,esp.Auchan.To drive loyalty: how shoppers per
8、ceive Retailer购物者怎样评价购物者怎样评价?RetailerNGSNGSLianhuaHymallCFAuchansuperhyper联华乐购家乐福欧尚Overallrating(OAR)总体评价485346555549ASSORTMENTCHOICE商品选择度243624444937CONVENIENCECOMFORT舒适方便度272539364029EMOTIONAL情感认同度212824364025PRESENTATIONLAY-OUT陈列优化度273329424534QUALITYRELIABILITY质量信任度333738454938SERVICE服务满足度172221
9、444127VALUEPRICE性价比度163016384529To 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-Qualit
10、y (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ExchangeNofakeQualityproductCleanpackageGoodassortmentEasyshoppingSalesstaffNewsupdateProductinformationPricelevelNumberofpromotionaloffersLoyaltyprogram
