现代渠道在中国中英文教学PPT.ppt

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1、1,A look at Retail Development 零售业发展一览,What happened in Europe/US?在欧洲/美国发生了什么?What are now the major trends in Europe/US?在欧洲/美国,现在的主流趋势是什么?“KA”Trends in China“KA”在中国的趋势Who will win the game?(Global or Chinese Retailers?)谁将赢得这场游戏?（全球零售商还是中国零售商?）,2,What are Key Accounts?什么是关键客户？,The definition comes f

2、rom Europe and US 这一定义来自于欧洲和美国In the 70s and 80s suppliers noticed that some customers became very big(mainly through mergers)在70和80年代，供应商察觉到一些客户变得非常强大（主要通过合并方式）The suppliers had to change their sales organizations to manage these customers(Separate Store and Headquarter Management)供应商必须改变销售组织来管理这些客

3、户（区分门店和总部管理）,3,Carrefour,Auchan家乐福,欧尚,National level全国层面,Shop level门店层面,Regional level区域层面,Degree of centralisation,90s,80s,70s,Logistics 物流 Range 产品线 Promotions 促销 Pricing 价格 Invoicing 发票,Cora,Leclerc科拉,勒克莱尔,France 法国,A look at France:Modern Trade Customer have changed their business operations and

4、 decision processes法国一览：现代渠道客户已改变了他们的商业运营方式和决策过程,权力集中程度,4,What are Key Accounts?什么是关键客户？,The definition comes from Europe and US 这一定义来自于欧洲和美国In the 70s and 80s suppliers noticed that some customers became very big(mainly through mergers)在70和80年代，供应商察觉到一些客户变得非常强大（主要通过合并方式）The suppliers had to change

5、their sales organizations to manage these customers(Separate Store and Headquarter Management)供应商必须改变销售组织来管理这些客户（区分门店和总部管理）Because these customers were very important,they were called“Key customers”or“Key accounts”因为这些客户非常重要，他们被称为“关键客户”The whole process of dealing with these customers was called“Key

6、 Account Management”与这些客户做生意的全部过程被称为“关键客户管理”,5,Key Accounts in China 关键客户在中国,Because of their role as Key Customers in Europe/US Carrefour,Walmart,Metro were all called“KA”when they came to China 因家乐福/沃尔玛/麦德龙等在欧洲/美国扮演了关键客户的角色，所以在他们进入中国时被统称为“KA”This was not really correct because they are still small

7、 in Marketshare 他们的市场份额仍较小，所以称之为“KA”并非完全准确。Today KA is not only Carrefour,Walmart or Hypermarkets 目前，KA不仅指家乐福、沃尔玛或大卖场Today KA Management mainly means Modern Trade Management(selfservice stores that may or may not belong to a chain)目前，KA管理主要是指现代渠道管理（指连锁或非连锁的自助式销售商店）,6,Modern Trade:A look at Europe an

8、d US/Summary现代渠道：欧洲和美国一览/概述,Big Store formats on the rise 大卖场业态处于增长状态Retail concentration on the rise 零售集中化处于增长状态Private label on the rise 自有品牌处于增长状态Discount formats on the rise 折扣店业态处于增长状态Use of sophisticated techniques on the rise(IT/Internet/logistics/consumer knowledge/category management/ECR-Ef

9、ficient Consumer Response)先进科技的运用处于增长状态（IT/互联网/配送/消费者知识/品类管理/有效用户反应）,7,Modern Trade:What will happen in China in the coming years?现代渠道：未来几年，中国将发生什么？,Big Store formats 大卖场业态Retail concentration 零售集中化Private label 自有品牌Discount formats 折扣店业态Use of sophisticated techniques 先进技术的运用,?,8,Modern Trade Defin

10、ition(AC Nielsen)现代渠道定义（AC尼尔森）,Store Type Definitions:Modern Trade 门店类型定义：现代贸易Hypermarket 大卖场Supermarket 超级市场Minimarket 小型超市Convenience Stores 便利店Store Type Definition:Traditional Trade 门店类型定义：传统贸易Grocery Stores 食品杂货店Kiosk 售货亭Other FMCG Stores 其他快速消费品商店,9,Hypermarkets 大卖场（AC尼尔森）,Self service with sh

11、opping carts and baskets provided for customers 自助服务，为消费者提供购物车和购物篮Sales area is at least 6000m2 销售区域至少6000平方米At least 30 checkouts with cash registers 至少30处具备收银机的结算处Handles Electrical(including televisions),Household Goods(including washing machines and refrigerators)and Fresh products 经营电器（包括电视），日用

12、商品（包括洗衣机和冰箱）和生鲜产品Store belongs to a chain 连锁经营Store is air conditioned 门店配置空调设备Store has products that are in a refrigerator 门店售卖放在冰箱里的产品Products are price marked either on the product or on the shelf 产品明码标价，价格标示在产品或货架上Products are arranged in aisles 产品开架陈列,10,Supermarkets and Minimarkets 超级市场和小型市场（

13、AC尼尔森）,Supermarket 超级市场Self service with shopping carts or baskets provided for customers 自助服务，为消费者提供购物车或购物篮Sales area is at least 1000m2 销售区域至少1000平方米Checkout counter with cash registers 结算柜台有收银机Store has products that are in a refrigerator 门店售卖放在冰箱里的产品Products are price marked either on the produc

14、t or on the shelf 产品明码标价，价格标示在产品或货架上Minimarket 小型超市Same as Supermaket 除店内面积外，其他和超级市场相同Sales area is less than 1000m2 销售区域小于1000平方米,11,Convenience Store 便利店（AC尼尔森）,Self service and may have baskets provided for customers 自助服务，可能为消费者提供篮子Sales area is up to 500 m2 销售区域不超过500平方米Checkout counter with cas

15、h registers 结算柜台有收银机Store is part of a chain e.g.7-11,Lawson,Kedi 连锁经营，如7-11、罗森、可的Store has products that are in a refrigerator 门店售卖放在冰箱里的产品Products are price marked either on the product or on the shelf产品明码标价，价格标示在产品或货架上Products are arranged in aisles 产品开架陈列Store generally opens for 24 hours 门店通常24

16、小时营业,12,Modern Trade:What will happen in China in the coming years?现代渠道：未来几年，中国将发生什么？,Big Store formats 大卖场业态,?,13,5024 in-home interviews in September 2005 using random household selection in SEVEN cities.2005年9月，在七个城市随机选择了5024个家庭进行入户访问Channel coverage:渠道覆盖范围Hypermarkets,Supermarkets,Convenience St

17、ores,Department Store 大卖场、超级市场、便利店、百货商店Traditional Grocery Store,Wet markets,Wholesale markets 传统食品杂货店、水产市场、批发市场Name chains information across 7 cities 通过7个城市访问获得系列信息,What will happen in China in the coming years?A look at the Chinese consumer behavior现代渠道：未来几年，中国将发生什么？中国消费者习惯一览,Shanghai,Chengdu,Gua

18、ngzhou,Beijing,Harbin,Shenzhen,Wuhan,14,A look at the Chinese consumer behavior:Where do they spend most of their money?中国消费者习惯一览：他们大部分的钱花费在哪里？,93%of shoppers spend most money in Modern Trade Stores,%,93%的购物者将他们大部分的钱花在了现代渠道的商店里,大卖场 超级市场 百货商店 菜市场 传统食杂店 便利店,15,Trade Sector Average Number of Visits Per

19、 Month-2004 vs 20052004VS2005年，每月平均消费次数,A look at the Chinese consumer behavior:How often do they spend their money?中国消费者习惯一览：他们多久消费一次？,菜场 超级市场 传统食杂店 大卖场 便利店 个体经营店,16,A look at the Chinese consumer behavior:For what do they spend their money?中国消费者习惯一览：他们花钱购买什么？,Trade Sector Used Regularly for Purcha

20、sing Food Items-2004 vs 20052004 VS 2005，购买食品的规律,Fruit 水果,Superm.Hyperm.SM in Dept.Trad.GroceryWetmarkets,Vegetables 蔬菜,%,Fresh Meat/Chicken 生鲜类,Confectionery糖果食杂类,Laundry Detergent 洗化类,超级市场,大卖场,百货商店内的超市,传统食杂店,菜场,17,Development of China FMCG Channel/AC Nielsen中国快速消费品渠道的发展（AC尼尔森）,FMCG Market grows ve

21、ry fast 快速消费品市场增长非常迅速Modern Trade sales and storenumber grows fastest 现代渠道销售和门店数量增长非常迅速Traditional Trade:Growth of specialty stores 传统渠道：专业店有所增长Modern Trade still has a big potential in second and third tier cities 二、三级城市的现代渠道仍有较大的潜力Traditional Trade decrease,but is still the biggest channel 传统渠道销售逐

22、渐下降，但仍是最大规模的销售渠道,18,Storenumber in China(MT still small)中国的门店数量（现代渠道仍然较少）,G/K,MT,Others,其他杂货店现代渠道,19,Total FMCG Sales Average per Month(MT already quite big)快速消费品月平均销售（现代渠道已有较大规模）,G/K,MT,Others,(Million RMB),其他杂货店现代渠道,单位：百万元,20,MT increases sales-share by 4%every year现代渠道的销售份额以每年4%的速度增长,Stores 门店,Sa

23、les 销售,现代渠道 食杂店售货亭 其他,21,Storenumber increase since 2000:2000年以来,门店数量激增,Stores门店,Sales销售,HM:400%,SM:700%,CVS 2300%!大卖场增长了400%,超级市场700%,便利店2300%,大卖场超级市场小型超市便利店,22,But Sales per store still dropping!但是,单店销售却在下降!,FMCG monthly storesales in RMB 月均 快速消费品门店销售(单位：元),大卖场超级市场小型超市便利店,23,Marketshare of Hyper（大

24、卖场）,Super（超市）,Mini（小型超市）and CVS（便利店）quite stable各种业态的市场份额相当稳定,24,A look at Europe:Big retail formats are preferred欧洲一览:大卖场业态是首选,欧洲:业态发展演变(销售份额),大卖场大型超市小型超市 无自助服务商店,25,What will happen in China in the coming years?未来几年，中国将会发生什么?,Big Store formats 大卖场业态,However:然而 The decline of Wet Markets and Tradit

25、ional Grocery gives good opportunities to smaller formats!菜场和传统食品杂货店的下降,给小型超市带来了好的机会,26,What will happen in China in the coming years?未来几年，中国将会发生什么?,Big Store formats 大卖场业态Retail concentration?零售集中化,27,A look at Europe:Retailer concentration is a fact欧洲一览：零售商集中化成为事实,在多数市场，前3名零售商占有将近或超过50%的市场,瑞典挪威荷兰芬

26、兰丹麦奥地利瑞士法国比利时英国德国爱尔兰葡萄牙西班牙意大利希腊,28,Top 20 retailers in China:Bio RMB FMCG per month中国前20名零售商:月均快速消费品销售(单位:10亿元),百联万佳大商北京华联物美农工商家乐福大润发好又多新一佳百盛易初莲花江苏文峰沃尔玛家世界利群武汉武商武汉中百乐购麦德龙,29,Top 20 customers only cover 8%of total FMCG sales前20名零售商仅占快速消费品8%的销售份额,前20名的客户,其他,30,Retail concentration still low 零售集中化仍然较低,

27、However 然而More mergers like Bailian or Vanguard will happen 将会发生更多的合并,象百联或万佳Intl retailers like Auchan/Rt-Mart,Carrefour,Walmart,Tesco have aggressive expansion(merger?)plans 国际零售商如欧尚/大润发、家乐福、沃尔玛、乐购等会有侵略性的扩张计划SIZE MATTERS!规模问题!Very often not total China is relevant 全国性的集中化程度较低,区域性的集中化经常发生,31,The fas

28、test growing customers in 20052005年增长最快的客户,利群百胜物美新一佳易初莲花大润发武汉中百沃尔玛江苏文峰北京华联大商家世界农工商万佳家乐福麦德龙乐购好又多百联武汉武商,销售增长,32,2005:Some customers sales do not grow fast enough2005:一些客户的销售增长不够迅速,利群百胜物美新一佳易初莲花大润发武汉中百沃尔玛江苏文峰北京华联大商家世界农工商万佳家乐福麦德龙乐购好又多百联武汉武商,销售增长 门店增长,33,For which categories is Modern Trade important?现代渠

29、道哪个品类最重要?,Volume share contribution by Modern Trade现代渠道销量贡献份额,即饮咖啡,巧克力,谷物类早餐,兴奋性饮料,婴幼儿用品,婴儿谷物类食品,饼干,液态牛奶,成人牛奶,能量饮料,果汁,酸奶/酸奶饮料,包装水,34,Modern trade will move into smaller cities现代渠道向小城市发展,4,8,24,25,4,16,31,27,95,76,45,47,%by Number of Cities城市数量%,(1),Population%人口%,(2),ACV%(among Auditing Cat.)日用品销售占可

30、所有品类销售的%,(3),%of Modern Trade Store Count现代渠道门店数量%,(4),BCD cities商业中心城市,A cities A类城市,Key cities关键城市,35,MT will move into smaller cities(example Biscuits)现代渠道向小城市发展(举例:饼干),National全国,A CityA类市场,4 key cities4个关键城市,BCD商业中心城市,大卖场/超级市场 食杂店/售货亭,36,What will happen in China in the coming years?未来几年，中国将会发生

31、什么?,Big Store formats 大卖场业态Retail concentration 零售集中化,37,What will happen in China in the coming years?未来几年，中国将会发生什么?,Big Store formats 大卖场业态Retail concentration 零售集中化Private label?自有品牌?,38,No.1-below hard discount 第1层级-超低价产品（低品牌关注度）Products Carrefour International-competes with hard discount 与低价产品竞

32、争的产品（关注品牌的）Carrefour-standard priced range 正常价格范围的产品Premium specialist ranges 高附加值产品,38,Private Label-Carrefour Tiered Approach 自有品牌-家乐福产品层级,39,How private labels have developed自有品牌如何发展?,“Economy grade”own labelsTo counter hard discount“经济类”自有品牌：高折扣,1st generation第一代,2nd generation第二代,3rd generation

33、第三代,Image problem:confusion with economy grades问题：易与同类产品混淆,”Me-too”own labelsTo counter brands“跟随类”自有品牌：品牌,“3rd generation”own labelsA brand in their own rightwith a personality“第3代”自有品牌：自主的自有品牌,Image problem:opportunistic and non-anchored loyalty问题：机会主义的、无忠诚度,40,Private label:Retailers(will)try自有品牌

34、：零售商（将会）涉足,Attractive margins!利润趋动!However 然而Can they manage consumer needs?他们能左右消费者需求吗？Many examples of failure!众多失败案例！Private label most successful in countries with high concentration or strong discount formats!在一些国家多数成功的自主品牌，来源于高度集中的业态或强大的折扣店业态,41,What will happen in China in the coming years?未来

35、几年，中国将会发生什么?,Big Store formats 大卖场业态Retail concentration 零售集中化Private label 自有品牌,42,What will happen in China in the coming years?未来几年，中国将会发生什么?,Big Store formats 大卖场业态Retail concentration 零售集中化Private label 自有品牌Discount formats?折扣店业态,43,迪亚,Discount formats 折扣店业态,44,Discount formats:Dia is trying in

36、 SHG and BJ折扣店业态：迪亚正在涉足上海和北京,However 然而Discount is a marketing concept:折扣是一个营销理念Consumer perception 消费者认知Management of private labels 自有品牌的管理Discount is most successful,where operation and people cost can be saved 折扣店在运营及人员费用节约方面相当成功,45,What will happen in China in the coming years?未来几年，中国将会发生什么?,Bi

37、g Store formats 大卖场业态Retail concentration 零售集中化Private label 自有品牌Discount formats 折扣店业态,46,What will happen in China in the coming years?未来几年，中国将会发生什么?,Big Store formats 大卖场业态Retail concentration 零售集中化Private label 自有品牌Discount formats 折扣店业态Use of sophisticated techniques?先进技术的运用,47,Use of sophistic

38、ated techniques先进技术的运用,InformationTechnology 信息技术Internet 互联网Logistics 物流Consumer knowledge 消费者方面的知识Category management 品类管理 ECR 有效用户回应Important:techniques have to be practical!重要：技术必须是切实可行的！,48,What will happen in China in the coming years?未来几年，中国将会发生什么?,Big Store formats 大卖场业态Retail concentration

39、零售集中化Private label 自有品牌Discount formats 折扣店业态Use of sophisticated techniques 先进技术的运用,49,Who will win the race?谁将赢得比赛？Local Chinese retailers 国内本土零售商or 还是Foreign invested companies 外资公司,What will happen in China in the coming years?未来几年，中国将会发生什么?,?,50,Who will win the race?谁将赢得比赛？Strength and Weaknes

40、ses of Chinese retailers中国零售商的优势和劣势,Strength:优势Proximity(Consumer,Authorities.)本土优势(消费者/政府方面)Flexibility/Adaptation 弹性/适应性Execution Speed 执行速度,Weakness:劣势Strategy 战略Organization 组织Innovation 创新,Opportunities:机会Mergers 合并new markets 新市场new formats 新业态,Threats:威胁WTO 世界贸易组织cash flow/margins 现金流/利润losin

41、g on home-turf 本土市场的损失,51,Who will win the race?谁将赢得比赛？Strength and Weaknesses of Foreign retailers外国零售商的优势和劣势,Strength:优势Know how 专业知识Financial resources 资金来源Innovation 创新,Weakness:劣势Proximity 本土化Culture 文化Flexibility 适应性,Opportunities:机会WTO/Mergers WTO/合并new markets/formats 新市场/新业态Marketing 营销,Thr

42、eats:威胁cash flow/margins 现金流/利润Human resources 人力资源Economic development 经济发展,52,What will happen in China in the coming years?未来几年，中国将会发生什么?,Big Store formats 大卖场业态Retail concentration 零售集中化Private label 自有品牌Discount formats 折扣店业态Use of sophisticated techniques 先进技术的运用Who will win the race?谁将赢得比赛？,?,