(03)MTinChina现代渠道在中国

1AlookatRetailDevelopment零售业发展一览WhathappenedinEurope/US?在欧洲/美国发生了什么?WhatarenowthemajortrendsinEurope/US?在欧洲/美国,现在的主流趋势是什么?“KA”TrendsinChina“KA”在中国的趋势Whowillwinthegame?(GlobalorChineseRetailers?)谁将赢得这场游戏?（全球零售商还是中国零售商?）2WhatareKeyAccounts?什么是关键客户？ThedefinitioncomesfromEuropeandUS这一定义来自于欧洲和美国Inthe70sand80ssuppliersnoticedthatsomecustomersbecameverybig(mainlythroughmergers)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）Thesuppliershadtochangetheirsalesorganizationstomanagethesecustomers(SeparateStoreandHeadquarterManagement)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）3Nationallevel全国层面Shoplevel门店层面Regionallevel区域层面90’s80’s70’s•Logistics物流•Range产品线•Promotions促销•Pricing价格•Invoicing发票France法国AlookatFrance:ModernTradeCustomerhavechangedtheirbusinessoperationsanddecisionprocesses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4WhatareKeyAccounts?什么是关键客户？ThedefinitioncomesfromEuropeandUS这一定义来自于欧洲和美国Inthe70sand80ssuppliersnoticedthatsomecustomersbecameverybig(mainlythroughmergers)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）Thesuppliershadtochangetheirsalesorganizationstomanagethesecustomers(SeparateStoreandHeadquarterManagement)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）Becausethesecustomerswereveryimportant,theywerecalled“Keycustomers”or“Keyaccounts”因为这些客户非常重要，他们被称为“关键客户”Thewholeprocessofdealingwiththesecustomerswascalled“KeyAccountManagement”与这些客户做生意的全部过程被称为“关键客户管理”5KeyAccountsinChina关键客户在中国BecauseoftheirroleasKeyCustomersinEurope/USCarrefour,Walmart,Metro…wereallcalled“KA”whentheycametoChina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”ThiswasnotreallycorrectbecausetheyarestillsmallinMarketshare他们的市场份额仍较小，所以称之为“KA”并非完全准确。TodayKAisnotonlyCarrefour,WalmartorHypermarkets目前，KA不仅指家乐福、沃尔玛或大卖场TodayKAManagementmainlymeansModernTradeManagement(selfservicestoresthatmayormaynotbelongtoachain)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）6ModernTrade:AlookatEuropeandUS/Summary现代渠道：欧洲和美国一览/概述BigStoreformatsontherise大卖场业态处于增长状态Retailconcentrationontherise零售集中化处于增长状态Privatelabelontherise自有品牌处于增长状态Discountformatsontherise折扣店业态处于增长状态Useofsophisticatedtechniquesontherise(IT/Internet/logistics/consumerknowledge/categorymanagement/ECR-EfficientConsumerResponse)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）7ModernTrade:WhatwillhappeninChinainthecomingyears?现代渠道：未来几年，中国将发生什么？BigStoreformats大卖场业态Retailconcentration零售集中化Privatelabel自有品牌Discountformats折扣店业态Useofsophisticatedtechniques先进技术的运用?8ModernTradeDefinition(ACNielsen)现代渠道定义（AC尼尔森）StoreTypeDefinitions:ModernTrade门店类型定义：现代贸易Hypermarket大卖场Supermarket超级市场Minimarket小型超市ConvenienceStores便利店StoreTypeDefinition:TraditionalTrade门店类型定义：传统贸易GroceryStores食品杂货店Kiosk售货亭OtherFMCGStores其他快速消费品商店9Hypermarkets大卖场（AC尼尔森）Selfservicewithshoppingcartsandbasketsprovidedforcustomers自助服务，为消费者提供购物车和购物篮Salesareaisatleast6000m2销售区域至少6000平方米Atleast30checkoutswithcashregisters至少30处具备收银机的结算处HandlesElectrical(includingtelevisions),HouseholdGoods(includingwashingmachinesandrefrigerators)andFreshproducts经营电器（包括电视），日用商品（包括洗衣机和冰箱）和生鲜产品Storebelongstoachain连锁经营Storeisairconditioned门店配置空调设备Storehasproductsthatareinarefrigerator门店售卖放在冰箱里的产品Productsarepricemarkedeitherontheproductorontheshelf产品明码标价，价格标示在产品或货架上Productsarearrangedinaisles产品开架陈列10SupermarketsandMinimarkets超级市场和小型市场（AC尼尔森）Supermarket超级市场Selfservicewithshoppingcartsorbasketsprovidedforcustomers自助服务，为消费者提供购物车或购物篮Salesareaisatleast1000m2销售区域至少1000平方米Checkoutcounterwithcashregisters结算柜台有收银机Storehasproductsthatareinarefrigerator门店售卖放在冰箱里的产品Productsarepricemarkedeitherontheproductorontheshelf产品明码标价，价格标示在产品或货架上Minimarket小型超市SameasSupermaket除店内面积外，其他和超级市场相同Salesareaislessthan1000m2销售区域小于1000平方米11ConvenienceStore便利店（AC尼尔森）Selfserviceandmayhavebasketsprovidedforcustomers自助服务，可能为消费者提供篮子Salesareaisupto500m2销售区域不超过500平方米Checkoutcounterwithcashregisters结算柜台有收银机Storeispartofachaine.g.7-11,Lawson,Kedi连锁经营，如7-11、罗森、可的Storehasproductsthatareinarefrigerator门店售卖放在冰箱里的产品Productsarepricemarkedeitherontheproductorontheshelf产品明码标价，价格标示在产品或货架上Productsarearrangedinaisles产品开架陈列Storegenerallyopensfor24hours门店通常24小时营业12ModernTrade:WhatwillhappeninChinainthecomingyears?现代渠道：未来几年，中国将发生什么？BigStoreformats大卖场业态?135024in-homeinterviewsinSeptember2005usingrandomhouseholdselectioninSEVENcities.2005年9月，在七个城市随机选择了5024个家庭进行入户访问Channelcoverage:渠道覆盖范围Hypermarkets,Supermarkets,ConvenienceStores,DepartmentStore大卖场、超级市场、便利店、百货商店TraditionalGroceryStore,Wetmarkets,Wholesalemarkets传统食品杂货店、水产市场、批发市场Namechainsinformationacross7cities通过7个城市访问获得系列信息WhatwillhappeninChinainthecomingyears?AlookattheChineseconsumerbehavior现代渠道：未来几年，中国将发生什么？中国消费者习惯一览ShanghaiChengduGuangzhouBeijingHarbinShenzhenWuhan14AlookattheChineseconsumerbehavior:Wheredotheyspendmostoftheirmoney?中国消费者习惯一览：他们大部分的钱花费在哪里？39416101043436311HypermarketsSupermarketsSupermarketsinDeptStoresWetmarketsTraditionalGroceryConvenienceStores2004200593%ofshoppersspendmostmoneyinModernTradeStores%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1520755411975431WetMarketsSupermarketsTraditionalGroceryHypermarketsConvenienceStoresPersonalCareStores20052004TradeSectorAverageNu