AC尼尔森：在中国低线城市取得成功的秘密
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Where to build new stores?
7
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
需关注的主要挑战……
Key challenges to focus on…..
• 如何选择最具潜力的城市？ How to select the highest Potential Cities?
Population & demographic composition
• 人口密度
Population density
• 零售销售及增长
Retail sales & growth
• 现代渠道发展趋势
Modern trade development trend
• 竞争现状，尤其是外资零售商
Competition, esp. multinational player
Peter Gale 尼尔森亚太、中东及非洲区零售服务 总经理 Peter Gale Managing Director – Retailer Services Asia Pacific, Middle East & Africa The Nielsen Company
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
China has led the region in retailing growth in the last decade, driven by growth in store numbers of over 1000%...
92 94 74
86 86 63
自助服务现代渠道的门店份额
Share of trade for modern self-service outlets
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
960万平方公里 9.6 million square kilometers 34个省份 34 provinces 13亿人口 1.3 billion people
10
城市潜力的区分需综合考虑各重要因素
Classify city potential based on combination of key factors
零售需求
Retail Demand
• 国民生产总值 GDP • 居民可支配收入
Personal disposal income • 人口 Population • 市区范围 Urban area • 潜力商业网点数量
• 基建配套的完善 Infrastructure improvements
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
13
零售商应运用一个系统的方法来高效地选择城市
To make the effective decision, retailers should use a systematic approach for city selection
• 合适的地产开发商
Right Property Developers
• 符合零售商定位的物业形象
Mall Image fit to retailer positioning
• 清晰的发展规划
Clear development plans
• 具备良好的行业协会或当地零售联盟支 持
Available support from trade association & local retailer alliance
五线 Tier 5
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
乡镇 TG/TS
5
领先零售商慢慢转移发展Biblioteka Baidu心，60%的门店已进军较低 线城市
The leading chains have already switched their attention and more than 60% of their stores are in city tiers 3 to 5
2
Title of Presentation
中国的机遇
Opportunities in China
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
3
Title of Presentation
过去十年，中国零售现代渠道门店增长超过10倍推动零售的高 速发展，同时更引领区域零售增长……
尼尔森中国论坛 － 零售商分论坛： 在中国低线城市取得成功的秘密
Nielsen China Forum – Retailer Session: Myths to Success in China Lower Tier City
1
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Understanding shopper behavior?
供应链效率？
Supply chain effectiveness?
合适的产品组合： 本土/全国品牌
的占比？
Assortment mix：
local vs. national brands?
主要挑战
Key Challenges
哪些门店类型？
09年对比08年，各城市级别的门店数量增长比率
Store Number Growth Rate by City Tier 09 Vs 08
1.11
1.08
1.08
1.04 0.99
0.95
一线 Tier 1
Source: The Nielsen Company
二线 Tier 2
三线 Tier 3
四线 Tier 4
• 提供物流、物业资源及知识的共享和交 流
Support on supply chain, resource & knowledge sharing
• 具备强大的当地供应链支持
Strong local chains to partner with or acquire
• 城市发展规划 City development plans
What store format?
如何有效差异化经营？
How to effectively differentiate your stores?
使用哪些营销战略？
What retail marketing strategies to use?
人才发展？
Talent development?
在哪里开店？
8
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
如何选择最具潜力的城市？
How to select the highest potential cities?
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
9
Title of Presentation
中国是一个庞大且多元的市场
China is a BIG and DIVERSIFIED market
欧洲
EUROPE
中国
CHINA
七小时 7 hours
1016万平方公里 10.16 million square kilometers 45个国家 45 countries 7亿3千万人口 0.73 billion people
如何选择潜力城市？
How to select a potential city?
战略合作伙伴
Strategic Partnership
城市发展规划
Future Development Plan
商业竞争环境
Trade & Competition Environment
购买力
Shopper Purchasing Power
印度 India
*
4
低线城市成为中国经济发展的新动力，同时零售商正 在这些城市投资更多的店铺
The new growth opportunities are now the lower tier cities and this is where retailers are investing more on new stores
+140% +340%
基于尼尔森快速消费品核查数据 Based on FMCG categories tracked by Nielsen
现代渠道门店对比十年前的增长百分比 10 year % change in MT store numbers
越南 Vietnam
*
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
• 租金费用
Rental costs
• 基础设施配套，如电信、物流供应 链支持等
Infrastructure development e.g. Telecommunications, Supply Chain Logistics…
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
在低线城市的高速拓展的同时，将会面对的挑战是？
What are the challenges in expanding to lower tier cities?
哪些价格策略合适？
What pricing strategy?
有效的促销？
How to promote effectively
了解购物者习惯？
63 64 34
52 53 34
45 46 36
2000
2008
2009
43 43 37
37 38 22
10 11
55
台湾 Taiwan
+50%
韩国 Korea
+140%
中国 China
+1000%
马来西亚 Malaysia
+130%
泰国 Thailand
+120%
菲律宾 印度尼西亚 Philippines Indo
Four Considerations for City Selection..
购买力 Purchasing Power
商业竞争环境 Trade and Competitive Environment
• 国民生产总值
GDP
• 家庭可支配收入
Household disposal income
• 人口及人口构成
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
11
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
选择城市的四个考虑因素……
• 如何赢得低线城市购物者的芳心？ How to win Shopper Loyalty in lower tier cities?
• 采取哪些业态策略？ What Store Format strategy to adopt?
• 哪些市场营销策略组合最有效？ What are the most effective Marketing Mix strategies?
领先零售商门店分布
Location of stores for leading grocery retail chains
51%
56%
49%
一二线 Tier 1&2 三到五线 Tier 3to5
44%
61% 39%
2006
2008
2009
Source: The Nielsen Company
6
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
12
选择城市的四个考虑因素……
Four Considerations for City Selection..
战略合作伙伴
Strategic Partnership
城市发展蓝图
City Blueprint
• 当地政府对零售业的支持
Local Government Support for Retail
7
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
需关注的主要挑战……
Key challenges to focus on…..
• 如何选择最具潜力的城市？ How to select the highest Potential Cities?
Population & demographic composition
• 人口密度
Population density
• 零售销售及增长
Retail sales & growth
• 现代渠道发展趋势
Modern trade development trend
• 竞争现状，尤其是外资零售商
Competition, esp. multinational player
Peter Gale 尼尔森亚太、中东及非洲区零售服务 总经理 Peter Gale Managing Director – Retailer Services Asia Pacific, Middle East & Africa The Nielsen Company
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
China has led the region in retailing growth in the last decade, driven by growth in store numbers of over 1000%...
92 94 74
86 86 63
自助服务现代渠道的门店份额
Share of trade for modern self-service outlets
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
960万平方公里 9.6 million square kilometers 34个省份 34 provinces 13亿人口 1.3 billion people
10
城市潜力的区分需综合考虑各重要因素
Classify city potential based on combination of key factors
零售需求
Retail Demand
• 国民生产总值 GDP • 居民可支配收入
Personal disposal income • 人口 Population • 市区范围 Urban area • 潜力商业网点数量
• 基建配套的完善 Infrastructure improvements
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
13
零售商应运用一个系统的方法来高效地选择城市
To make the effective decision, retailers should use a systematic approach for city selection
• 合适的地产开发商
Right Property Developers
• 符合零售商定位的物业形象
Mall Image fit to retailer positioning
• 清晰的发展规划
Clear development plans
• 具备良好的行业协会或当地零售联盟支 持
Available support from trade association & local retailer alliance
五线 Tier 5
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
乡镇 TG/TS
5
领先零售商慢慢转移发展Biblioteka Baidu心，60%的门店已进军较低 线城市
The leading chains have already switched their attention and more than 60% of their stores are in city tiers 3 to 5
2
Title of Presentation
中国的机遇
Opportunities in China
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
3
Title of Presentation
过去十年，中国零售现代渠道门店增长超过10倍推动零售的高 速发展，同时更引领区域零售增长……
尼尔森中国论坛 － 零售商分论坛： 在中国低线城市取得成功的秘密
Nielsen China Forum – Retailer Session: Myths to Success in China Lower Tier City
1
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Understanding shopper behavior?
供应链效率？
Supply chain effectiveness?
合适的产品组合： 本土/全国品牌
的占比？
Assortment mix：
local vs. national brands?
主要挑战
Key Challenges
哪些门店类型？
09年对比08年，各城市级别的门店数量增长比率
Store Number Growth Rate by City Tier 09 Vs 08
1.11
1.08
1.08
1.04 0.99
0.95
一线 Tier 1
Source: The Nielsen Company
二线 Tier 2
三线 Tier 3
四线 Tier 4
• 提供物流、物业资源及知识的共享和交 流
Support on supply chain, resource & knowledge sharing
• 具备强大的当地供应链支持
Strong local chains to partner with or acquire
• 城市发展规划 City development plans
What store format?
如何有效差异化经营？
How to effectively differentiate your stores?
使用哪些营销战略？
What retail marketing strategies to use?
人才发展？
Talent development?
在哪里开店？
8
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
如何选择最具潜力的城市？
How to select the highest potential cities?
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
9
Title of Presentation
中国是一个庞大且多元的市场
China is a BIG and DIVERSIFIED market
欧洲
EUROPE
中国
CHINA
七小时 7 hours
1016万平方公里 10.16 million square kilometers 45个国家 45 countries 7亿3千万人口 0.73 billion people
如何选择潜力城市？
How to select a potential city?
战略合作伙伴
Strategic Partnership
城市发展规划
Future Development Plan
商业竞争环境
Trade & Competition Environment
购买力
Shopper Purchasing Power
印度 India
*
4
低线城市成为中国经济发展的新动力，同时零售商正 在这些城市投资更多的店铺
The new growth opportunities are now the lower tier cities and this is where retailers are investing more on new stores
+140% +340%
基于尼尔森快速消费品核查数据 Based on FMCG categories tracked by Nielsen
现代渠道门店对比十年前的增长百分比 10 year % change in MT store numbers
越南 Vietnam
*
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
• 租金费用
Rental costs
• 基础设施配套，如电信、物流供应 链支持等
Infrastructure development e.g. Telecommunications, Supply Chain Logistics…
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
在低线城市的高速拓展的同时，将会面对的挑战是？
What are the challenges in expanding to lower tier cities?
哪些价格策略合适？
What pricing strategy?
有效的促销？
How to promote effectively
了解购物者习惯？
63 64 34
52 53 34
45 46 36
2000
2008
2009
43 43 37
37 38 22
10 11
55
台湾 Taiwan
+50%
韩国 Korea
+140%
中国 China
+1000%
马来西亚 Malaysia
+130%
泰国 Thailand
+120%
菲律宾 印度尼西亚 Philippines Indo
Four Considerations for City Selection..
购买力 Purchasing Power
商业竞争环境 Trade and Competitive Environment
• 国民生产总值
GDP
• 家庭可支配收入
Household disposal income
• 人口及人口构成
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
11
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
选择城市的四个考虑因素……
• 如何赢得低线城市购物者的芳心？ How to win Shopper Loyalty in lower tier cities?
• 采取哪些业态策略？ What Store Format strategy to adopt?
• 哪些市场营销策略组合最有效？ What are the most effective Marketing Mix strategies?
领先零售商门店分布
Location of stores for leading grocery retail chains
51%
56%
49%
一二线 Tier 1&2 三到五线 Tier 3to5
44%
61% 39%
2006
2008
2009
Source: The Nielsen Company
6
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
12
选择城市的四个考虑因素……
Four Considerations for City Selection..
战略合作伙伴
Strategic Partnership
城市发展蓝图
City Blueprint
• 当地政府对零售业的支持
Local Government Support for Retail