上海超市市场份额分析

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1、以购物者为基础的生意回顾与计划上海Toingeminateourobjective:以消费者/购物者为核心的生意决策与领先零售商共同致胜购物者研究的应用品类的目标/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整个商店的目标/目标客群/机会生产企业的目标/策略1、联合营销2、品类管理共同的核心，沟通合作的基础Valueshare（市场份额）=Numberofwallet(Penetration)渗透率Shareofwallet(Loyalty)忠诚度Sizeofwallet(Spendingindex)消费指数%ofhouseholdsbought

2、aFMCGatleastonceattheretailerinthatyear%oftheirtotalspendingonFMCGhavebeendoneattheretailerXXTurnover(营业额）＝Marketsize（市场容量）xValueShare（市场份额）What’stheshopper’sspendingabilityonFMCGvs.theaverageHousehold’sspendingabilityinthecityWhat’sstoreoverallsituationandopportunity?市场基本状况和机会零售商市场份额渗透率忠诚度消费

3、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/SHHL4.7166.746.89102.45SM360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’sstoreoverallsit

4、uationandopportunity?市场基本状况和机会(以2002-2003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/LianHua7.2↓9.6380↑37077.6↓82.49.011.4102.9↑101.8上海华联/SHHL4.7↓6.2360↓46566.

5、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↓100.8Loyalshopper(忠诚购物者):>=50%oftheirspendingonFMCGwasspentatLotus;Hoppershopper(跳跃购物者):20-50%oftheirspendingonFMCGwasspentatLotus.Shop

6、per’sloyaltyonLotuscomesfrom: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3885196120623183Then,howcanLotusdrivetheloyaltyofshoppers?怎样提高购物者的忠诚度?Todriveloyalty:Whoattractsmyshoppers谁在吸引我的购物者Au

7、chanandGMSarethebiggestcompetitors,esp.Auchan.Todriveloyalty:howshoppersperceiveRetailer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