上海超市市场份额分析ppt课件

1、 To ingeminate our objective: 以消费者以消费者/购物者为中心的生意决策购物者为中心的生意决策 与领先零售商共同致胜与领先零售商共同致胜购物者研讨的运用购物者研讨的运用品类的目的品类的目的/ /时机时机产品种类定价战略促销货架陈列补货效力宣传、沟通以购物者为根底的生意方案以购物者为根底的生意方案整个商店的目的整个商店的目的/ /目的客群目的客群/ /时机时机消费企业的目的消费企业的目的/ /战略战略1 1、结合营销、结合营销2 2、品类管理、品类管理共同的中心，沟通协作的根底Value share市场份额市场份额=Number of wallet(Penetrati

2、on)浸透率浸透率Share of wallet(Loyalty) 忠实度忠实度 Size of wallet(Spending index)消费指数消费指数 % 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Whats the shoppers spend

3、ing ability on FMCG vs. the average Households spending ability in the city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

4、.8811.82103.55HM4欧尚/Auchan3.2819.0717.4198.82HM2主要的生意增长来自于忠实度的提高。零售商市场份额门店数渗透率忠诚度消费指数 2019201920192019201920192019201920192019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/Lian Hua7.29.638037077.682.49.011.4102.9101.8上海华联/SHHL4.76.236046566.773

5、.66.98.3102.5101家乐福/Carrefour4.54.26639.04010.89.7107.0108.2大润发/RT-Mart3.84.14330.929.611.812.8103.6106.8欧尚/Auchan3.32.92219.11717.417.298.8100.8 Loyal shopper (忠实购物者): =50% of their spending on FMCG was spent at Lotus; Hopper shopper (腾跃购物者): 20-50% of their spending on FMCG was spent at Lotus. Ret

6、ailer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, how can Lotus drive the loyalty of shoppers?怎样提高购物者的忠实度?Auchan and GMS are the biggest competitors, esp. Auchan. RetailerNGS NGS LianhuaHyma

7、ll CF Auchan superhyper联华乐购家乐福欧尚Overall rating (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172221444127VALUEPRICE 性价比度163016384529ExchangeNo fakeQuality productClean packageGood assort