武汉市调报告-Thomas (1)

百安居武汉合资公司B&QWuhanJV1WuhanMarketSurveyReport-2002.12.百安居武汉合资公司B&QWuhanJV2002.12武汉市调报告WuhanMarketSurveyReport百安居武汉合资公司B&QWuhanJV2WuhanMarketSurveyReport-2002.12.武汉市调介绍—张峰（武汉合资公司总经理）IntroductionofWuhanMarketSurvey—Thomas(WuhanJVGM)商品、供货商调查介绍—蒋四海（见习地区高级采购经理）IntroductionofProduct&SupplierInvestigation—Johnson(RegionalSeniorRangingSelector-Designated)市场、服务、物流、库存调查介绍—包学知（见习副店长）IntroductionofMarket,Service,Logistic&StockInvestigation—Sunny(ASMTrainee)房地产、家装调查介绍—周键（营运教练组组长）IntroductionofRealEstate,HomeDecorationInvestigation—Alan(OperationCoreTeamLeader)团购调查介绍—王维（见习副店长）IntroductionofTradeInvestigation—Hill(ASMTrainee)消费行为、促销调查介绍—彭艳（见习市场经理）IntroductionofCustomerBehavior&PromotionInvestigation—Alice(MarketingManagerTrainee)Top100商品调查介绍—孙中军（副店长）IntroductionofTop100ProductsInvestigation—Cerwin(AssistantStoreManager)汇报内容PresentationTopics百安居武汉合资公司B&QWuhanJV3WuhanMarketSurveyReport-2002.12.工程进展Construction6月动工ConstructionbeganinJune20029月完成基础FoundationcompletedinSept.200212月结构封顶RoofingcompletedinDec.2002百安居武汉合资公司B&QWuhanJV4WuhanMarketSurveyReport-2002.12.我们的建议OurProposalGoodBetterBest35%15%50%Ourkeytosuccess!百安居武汉合资公司B&QWuhanJV5WuhanMarketSurveyReport-2002.12.分析模式AnalysisModelGoodBetterBest0%40%60%20%100%35%50%15%80%BenchmarkStatisticsorProductBenchmarklevellineBenchmarklevellineAdjustingScalePositiveInfluencingFactorsPositiveInfluencingFactorsNegativeInfluencingFactorsBenchmarkStatisticsorProductGoodBetterBestBenchmarklevellineBenchmarklevellineAdjustingScalePositiveInfluencingFactorsNegativeInfluencingFactorsNegativeInfluencingFactors35%50%15%百安居武汉合资公司B&QWuhanJV6WuhanMarketSurveyReport-2002.12.市调内容InvestigationTargets经济环境调查EconomicEnvironmentInvestigation市场供给调查MarketSupplyInvestigation市场需求调查MarketDemandInvestigation消费行为调查ConsumerBehaviorInvestigation地理位置和特点LocationandCharacteristics宏观经济和比较Macro-economy&Comparison房地产调查Realestateinvestigation家装调查Homedecorationinvestigation团购需求调查Tradedemandinvestigation独立顾客需求调查Individualcustomerdemandinvestigation竞争对手调查Competitorinvestigation商品和供货商调查Products&suppliersinvestigation服务市场调查Serviceinvestigation促销调查Promotioninvestigation对建材市场认知度调查RecognitionofDIYmarket决策过程调查Decisionmaking目标顾客群调查Targetcustomeridentification物流、库存调查Logistic&StockinvestigationTop100调查Top100investigation百安居武汉合资公司B&QWuhanJV7WuhanMarketSurveyReport-2002.12.代理执行人张峰助理佟靖指导刘永铭协调孙中军协调周键团购王维商品/供货商吉国强数据库存物流郁哲执行负责人蒋四海市场/服务包学知概况/促销/行为总负责：彭艳房地产家装赵振宇后勤服务童贻春执行负责人丁雪林执行负责人刘琼执行负责人余敏执行负责人叶伟执行负责人刘煜执行负责人徐晏莉执行负责人吴军执行负责人安琦执行负责人周玉凤包学知组织Organization百安居武汉合资公司B&QWuhanJV8WuhanMarketSurveyReport-2002.12.武汉简介FactsaboutWuhanWuhanShanghaiHangzhouGuangzhouShenzhenKunmingChengduBeijing1000km•湖北省会CapitalCityofHubei•位于华中腹地LocatedinthecenterofChina•东南西北距各主要城市1000公里1000kmtomajorcitiesinalldirections•土地面积8494km2，城区面积3963km2Landarea8494km2,Cityarea3963km2•城市总人口7百50万，城区人口4百50万Totalpopulation7.5mil.,downtown4.5mil.地理位置、人口、面积Location,Population&Area百安居武汉合资公司B&QWuhanJV9WuhanMarketSurveyReport-2002.12.ShanghaiHangzhouGuangzhouShenzhenKunmingChengduBeijingWuhan•水、陆、空交通的十字路口Crossroadofwater,land&airtransportation•华中商品集散地Commoditydistributioncenter•零售、批发合二为一Retailmixedwithwholesale•重销量，轻毛利，以价格竞争为主Volumeovermargin,severepricecompetition武汉简介FactsaboutWuhan交通、物流、零售和批发Transportation,Logistic,Retail&Wholesales•建材货源主要来自华东和华南MajorbuildingmaterialsarefromtheEastandtheSouth百安居武汉合资公司B&QWuhanJV10WuhanMarketSurveyReport-2002.12.武汉简介FactsaboutWuhan•长江、汉水横贯城市中央YangtzeandHanRiverrunthroughthecity•汉口、汉阳、武昌Hankou,WuchangandHanyangYangtzeRiverHanRiverHanyangHankouWuchangB&Q•汉口：金融、商业区Hankou:Financial&Commercial•汉阳：工业、开发区Hanyang:Industry&DevelopmentZone•武昌：政府、高教、科研Wuchang:Government,Universities&Science•百安居武汉店位于武昌B&QWuhanStoreislocatedinWuchang武汉城区WuhanDowntown百安居武汉合资公司B&QWuhanJV11WuhanMarketSurveyReport-2002.12.宏观经济Macro-economyGDPRMBbil.PerCapitaGDPRMB国民产值只有上海的27%，和青岛持平GDPisonlyof27%ofShanghai,equaltoQingdao人均产值只有深圳的41%，略高于青岛PerCapitaGDPisof41%ofShenzhen,slightlyhigherthanQingdao134.8131.6195.6495.1050100150200250300350400450500WuhanQingdaoShenzhenShanghai17,88217,58143,35537,38205,00010,00015,00020,00025,00030,00035,00040,00045,000WuhanQingdaoShenzhenShanghai百安居武汉合资公司B&QWuhanJV12WuhanMarketSurveyReport-2002.12.宏观经济Macro-economy人均年可支配收入PerCapitaAnnualDisposableIncome(RMB)城市人均居住面积PerCapitaLivingArea(m2)人均年消费性支出PerCapitaAnnualConsumptionExpenditure(RMB)只有深圳的31%，上海的56%31%ofShenzhen&56%ofQingdao只有深圳的55%，和青岛、上海持持平55%ofShenzhen,equivalenttoQingdao&Shanghai只有深圳的35%，和青岛持持平55%ofShenzhen,equivalenttoQingdao7305873123,54412,8830500010000150002000025000WuhanQingdaoShenzhenShanghai9.659.8217.49.3024681012141618WuhanQingdaoShenzhenShanghai6,342667617,8098,86802,0004,0006,0008,00010,00012,00014,00016,00018,000WuhanQingdaoShenzhenShanghai百安居武汉合资公司B&QWuhanJV13WuhanMarketSurveyReport-2002.12.WuchangJiaJiaXinXiaodongmenMarketHomemartNo.1ShundaojieMarketHanxiMarketHomemartNo.4Openin2003HanyangTimberMarketMyHomeNo.1HankouHomemartNo.3MyHomeNo.2FurnitureMarket5km5kmHomemartNo.2B&Q市场概况MarketBriefing好美家店Homemart建材超市DIYMarket•建材市场•StreetMarket木材市场Timbermarket家具市场Furnituremarket核心商圈CoreCircle