2004年中国零售业态发展调查.ppt

ChinaRetailMarketDevelopment,,Objectives,2004RetailCensusFindingsDoesRetailuniversecontinuetoexpand?Howbigisourkeychannel(moderntrade)asoftoday?Anychangestothecompositionofmoderntradeoutlet?,RetailDevelopmentAsof2004RetailMarketStudy(Census),ChinaRetailMarketDynamics,Chinaexperiencedstrongeconomicgrowthin2004vs.2003;GDPclimbed9.5%RetailSalesgrewby10.2%RetailGroc/KioskStillSizeableButDecliningTrendApparent,ModernTradeincludesHypermarket,supermarket,minimarketDevelopmentOfCVSAdverselyImpactedNotOnlyOnTraditionalG/KButAlsoMini-markets,,,TraditionalStoresBecameMore“Specialized”…InOrderToSurviveUnderSeverePressureFromMT,#FMCGStores,MonthlyFMCGACV,FMCGACVperstore,Loyaltytospecificbrandsremainsloworindeclineexceptcigarettes,Base:Randomsamples-Allwhobuytheproductsregularly,Ref:Q16,18,20,22,24,(26,28,30),PurchaseBehaviorinEventofUnavailability,Q.Ifyouwerebuyingfromyourusualstoreandit’snotavailable,wouldyou…..”,%,Conclusion,IntherecentACNielsenRetailMarketStudy,retailuniversereportedamarginaldecline(-4%)instorecountresultedbytheshrinkageofGroc/Kiosk(-8%)inwhichModernTrade(+35%)rapidexpansionisbelievedtobekeydrive.Asaresult,transformationfromTraditionalTradetoModernTradecontinues.Moderntradeaccountsfor1%ofstorecountwhile33%oftotalFMCGsalesvalueturnover.ModernTradeaggressivenessobservedacrosscitylayersevenShanghaiwhichisperceivedaspioneercity,moderntradeexpansionisstillevidencedanddidn’tseemsaturated.Atthesametime,polarizationappearsinmoderntrade:Instorecount,H’mkt&CVSledthegrowthConsumerstudy(2004ShopperTrend)illustratestheincreasedfrequencyofvisitsandalsotendencytospendmostH’mkt/CVSLastly,chineseconsumersarehavinglowbrandloyaltythatmajoritywillswitchtootherbrandwhentheidealoneisout-stock.,