1、ChinaRetailMarketDevelopment,,Objectives,2004RetailCensusFindingsDoesRetailuniversecontinuetoexpand?Howbigisourkeychannel(moderntrade)asoftoday?Anychangestothecompositionofmoderntradeoutlet?,RetailDevelopmentAsof2004RetailMarketStudy(Census),ChinaRetailMarketDynamics,Chinaexperiencedstrongeconomicgr
2、owthin2004vs.2003;GDPclimbed9.5%RetailSalesgrewby10.2%RetailGroc/KioskStillSizeableButDecliningTrendApparent,ModernTradeincludesHypermarket,supermarket,minimarketDevelopmentOfCVSAdverselyImpactedNotOnlyOnTraditionalG/KButAlsoMini-markets,,,TraditionalStoresBecameMore“Specialized”…InOrderToSurviveUnd
3、erSeverePressureFromMT,#FMCGStores,MonthlyFMCGACV,FMCGACVperstore,Loyaltytospecificbrandsremainsloworindeclineexceptcigarettes,Base:Randomsamples-Allwhobuytheproductsregularly,Ref:Q16,18,20,22,24,(26,28,30),PurchaseBehaviorinEventofUnavailability,Q.Ifyouwerebuyingfromyourusualstoreandit’snotavailabl
4、e,wouldyou…..”,%,Conclusion,IntherecentACNielsenRetailMarketStudy,retailuniversereportedamarginaldecline(-4%)instorecountresultedbytheshrinkageofGroc/Kiosk(-8%)inwhichModernTrade(+35%)rapidexpansionisbelievedtobekeydrive.Asaresult,transformationfromTraditionalTradetoModernTradecontinues.Moderntradea
5、ccountsfor1%ofstorecountwhile33%oftotalFMCGsalesvalueturnover.ModernTradeaggressivenessobservedacrosscitylayersevenShanghaiwhichisperceivedaspioneercity,moderntradeexpansionisstillevidencedanddidn’tseemsaturated.Atthesametime,polarizationappearsinmoderntrade:Instorecount,H’mkt&CVSledthegrowthConsumerstudy(2004ShopperTrend)illustratestheincreasedfrequencyofvisitsandalsotendencytospendmostH’mkt/CVSLastly,chineseconsumersarehavinglowbrandloyaltythatmajoritywillswitchtootherbrandwhentheidealoneisout-stock.,
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