1、 To ingeminate our objective: 以消費者以消費者/購物者為中心的生意決策購物者為中心的生意決策 與領先零售商共同致勝與領先零售商共同致勝購物者研討的運用購物者研討的運用品類的目的品類的目的/ /時機時機產(chǎn)品種類定價戰(zhàn)略促銷貨架陳列補貨效力宣傳、溝通以購物者為根底的生意方案以購物者為根底的生意方案整個商店的目的整個商店的目的/ /目的客群目的客群/ /時機時機消費企業(yè)的目的消費企業(yè)的目的/ /戰(zhàn)略戰(zhàn)略1 1、結合營銷、結合營銷2 2、品類管理、品類管理共同的中心，溝通協(xié)作的根底Value share市場份額市場份額=Number of wallet(Penetrati

2、on)浸透率浸透率Share of wallet(Loyalty) 忠實度忠實度 Size of wallet(Spending index)消費指數(shù)消費指數(shù) % 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 (營業(yè)額營業(yè)額Market size 市場容量市場容量 x Value Share市場份額市場份額Whats the shoppers spend

3、ing ability on FMCG vs. the average Households spending ability in the city零售商市場份額滲透率忠誠度消費指數(shù)商店類型門店數(shù)樂購/Hymall7.3337.5518.46105.73HM10農(nóng)工商/Nong Gong Shang7.2467.310.47102.71HM/SM163聯(lián)華超市/Lian Hua7.1577.578.95102.93SM380上海華聯(lián)/SHHL4.7166.746.89102.45SM360家樂福/Carrefour4.538.9810.79106.99HM6大潤發(fā)/RT-Mart3.7830

4、.8811.82103.55HM4歐尚/Auchan3.2819.0717.4198.82HM2主要的生意增長來自于忠實度的提高。零售商市場份額門店數(shù)滲透率忠誠度消費指數(shù) 2019201920192019201920192019201920192019樂購/Hymall7.37.310637.637.418.518.2105.7107農(nóng)工商/NongGongShang7.27.416316867.365.810.510.9102.7103.6聯(lián)華超市/Lian Hua7.29.638037077.682.49.011.4102.9101.8上海華聯(lián)/SHHL4.76.236046566.773

5、.66.98.3102.5101家樂福/Carrefour4.54.26639.04010.89.7107.0108.2大潤發(fā)/RT-Mart3.84.14330.929.611.812.8103.6106.8歐尚/Auchan3.32.92219.11717.417.298.8100.8 Loyal shopper (忠實購物者): =50% of their spending on FMCG was spent at Lotus; Hopper shopper (騰躍購物者): 20-50% of their spending on FMCG was spent at Lotus. Ret

6、ailer樂購/Hymall家樂福/Carrefour大潤發(fā)/RT-Mart歐尚/Auchan 人數(shù)比例生意比例人數(shù)比例生意比例人數(shù)比例生意比例人數(shù)比例生意比例Loyal忠誠購物者13393164211554Hopper跳躍購物者2546164516411629兩類購物者總和3885196120623183Then, how can Lotus drive the loyalty of shoppers?怎樣提高購物者的忠實度?Auchan and GMS are the biggest competitors, esp. Auchan. RetailerNGS NGS LianhuaHyma

7、ll CF Auchan superhyper聯(lián)華樂購家樂福歐尚Overall rating (OAR) 總體評價485346555549ASSORTMENTCHOICE 商品選擇度243624444937CONVENIENCECOMFORT 舒適方便度272539364029EMOTIONAL 情感認同度212824364025PRESENTATIONLAY-OUT 陳列優(yōu)化度273329424534QUALITYRELIABILITY 質(zhì)量信任度333738454938SERVICE 服務滿足度172221444127VALUEPRICE 性價比度163016384529ExchangeNo fakeQuality productClean packageGood assort