内容文稿教案adidas city tiering

1、City tiering2013 UpdateCatherine GaoRetail ExpansionAgendaMethodologyCity Tier 2010 vs. 2013City Tier Changes OverviewTier Changes by RegionsImpact & Launch TimeChanges between T3 & T4Appendix - city changes by admin level3MethodologyCriteriaSource of dataWeightAffordability(70%)2013 market size (SP

2、+SS)Sports market growth (15 vs. 13)2010 retail sales/capitaCity Ranking25%30%15%Practicality(20%)Current adidas business (2012)Adjacency to covered citiesadidas internal database10%10%Strategic importance(10%)Capital cityStrategic adjustment Government city definitionRegion feedback5%5%TierScore654

3、2317XXXXXXXXXXXXXXXXXXXXX14/03/2012Footer4City Tier 2010 vs. 20132010 TierTotal130%2171%3472%41476%549622%661727%795842%Grand Total2,285100%2013 TierTotalChanges vs. 201013 0%0218 1%1352 2%54159 7%125504 22%86676 30%597867 38%-91Grand Total2,279100%-6MajorChanges14/03/2012Footer5Jinan promoted from

4、T3 to T210 cities promoted from T4 to T3, while 4 demoted from T3 to T4 Major changes are in low tier citiesCity Tier Changes overview2010 city tier2013 city tier1234567newGrand Total13 3 217 1 18 342 10 52 44 95 59 1 159 539 29214825 504 62 120 312 242 676 722 155 688 2 867 Grand Total3 17 47 146 4

5、93 616 955 2 2,279 14/03/2012Footer6By region Changes overviewChangesEastNorthSouthWestGrand Totalpromote105 232 48 101 486 demote57 20 93 172 342 no change282 279 212 676 1,449 new2 2 Grand Total444 531 355 949 2,279 East: 80% of city promotions are in T4 & T5North: more than half of the city promo

6、tions are in T614/03/2012Footer714 cities have been adjusted between T3 & T4, 10 upgraded and 4 downgradedSuggest to launch on Apr. 1stImpact & launch TimeTeamImpactEffect TimeSales OperationShipment PrioritiesApr. 2014Mandatory Product Range14Q4 TMLow tier OTB14Q4 TMRetail ExpansionNew Store Openin

7、g Support SchemeApr. 2014Originals target cityApr. 2014POS Lifecycle Database UpdateApr. 2014Franchise OperationRetail Excellence ProgramApr. 2014MSP ProgramApr. 2014MarketingCampaignsApr. 2014BIVarious ReportsApr. 201425 Market Key City* Only Jinan is impacted, upgraded from T3 to T2Apr. 2014SalesL

8、ow tier POS list & program14Q4 TM城市CityAdmin levelRegion2013 Market size (SP+SS) - city rankingSP MHC growth city ranking 2010 retail sales /capita adi biz 2012 - L1 dataAdjacencyCapital City包头市BaotouPrefecture CityNorth981,061,313 250,221,263 32,116 36,051,857 tradingTRUE威海市WeihaiPrefecture CityEas

9、t402,078,065 169,952,177 31,123 32,756,347 tradingTRUE台州市TaizhouPrefecture CityEast511,276,506 111,945,910 21,575 34,139,424 tradingTRUE吉林市JilinPrefecture CityNorth564,745,754 161,598,795 23,855 37,592,271 tradingTRUE昆山市KunshanCounty CityEast579,733,788 163,829,020 21,682 26,496,256 tradingFALSE保定市B

10、aodingPrefecture CityNorth433,960,551 160,973,054 23,584 51,463,435 tradingTRUE抚顺市FushunPrefecture CityNorth371,531,951 107,592,908 20,242 53,430,096 tradingTRUE惠州市HuizhouPrefecture CitySouth648,797,815 126,559,144 15,175 25,120,788 tradingTRUE常熟市ChangshuCounty CityEast435,702,857 102,619,522 23,846

11、 15,772,549 tradingFALSE张家港市ZhangjiagangCounty CityEast330,598,697 135,593,529 21,484 16,934,545 tradingFALSE810 cities promoted from t4 to t394 cities demoted from t3 to t4城市CityAdmin levelRegion2013 Market size (SP+SS) - city rankingSP MHC growth city ranking 2010 retail sales /capita adi biz 2012

12、 - L1 dataAdjacencyCapital City襄阳市XiangyangPrefecture CityWest474,560,951 86,126,506 13,185 22,315,005 tradingTRUE常德市ChangdePrefecture CityWest286,472,843 54,829,721 12,929 11,292,301 tradingTRUE南阳市NanyangPrefecture CityEast325,743,815 87,608,211 13,354 14,985,424 tradingTRUE马鞍山市MaanshanPrefecture C

13、ityEast179,569,447 45,894,186 15,260 21,742,566 tradingTRUEAppendix14/03/2012Footer11City changes admin levelcity 2010change tocity 2013ChineseEnglishChineseChange ReasonChineseEnglish呈贡县Chenggong呈贡区county to district昆明市Kunming大足县Dazu大足区county to district重庆市Chongqing江都市Jiangdu江都区city to district扬州市Y

14、angzhou荔蒲县Lipu荔浦县incorrect word荔浦县Lipu潞西市Luxi芒市name change芒市Mangshi蒙自县Mengzi蒙自市county to city蒙自市Mengzi汩罗市Miluo汨罗市incorrect word汨罗市Miluo名山县Mingshan名山区county to district雅安市YaAn南溪县Nanxi南溪区county to district宜宾市Yibin普洱哈尼族彝族自治县Puer宁洱哈尼族彝族自治县name change宁洱哈尼族彝族自治县Ninger綦江县Qijiang綦江区county to district重庆市Chongqing唐海县Tanghai曹妃甸区county to district唐山市Tangshan铜山县Tongshan铜山区county to district徐州市Xuzhou通州市Tongzhou通州区city to district北京市Beijing望城县Wangcheng望城区county to d