After several years¡¯ development, China¡¯s retail trade has entered into a chaining time. The characteristics of this period are as follows: the rising of various marketplaces, such as large-scale chain supermarkets, chain specialized stores, monopolistic shops and victualing houses; the construction of a great lot of walking streets and the appearance of shopping malls in the near future. During this period, huge amount of international retail groups have entered into China and set up shops; privately owned chain stores developed at speed; all kinds of commercial forms are managed concatenatedly.
And other commercial forms are also developing quickly, all the commercial forms compete increasingly drastically.
Large-scale integrated supermarkets and storage marketplaces meet the need of people for convenience shopping. They show great competition ability by taking advantage of their plenty products and low price. And they will be the focus of the competition among the domestic and oversea enterprises.
The department stores will become fractionized and individualized. The traditional deparment stores will lose their market share. And shopping malls will be popularized.
Through the professional investigation in this field, the leading commercial forms in the near future are chain conveniences and all kinds of supermarkets. The traditional commercial forms will stand back.
¡¡¡¡¡¡Service Objects
To the end of 2004, China¡¯s retail trade market will open up fully. While the Chinese retail enterprises still drop behind oversea enterprises in the aspect of financing, services and form structure. Therefore, it is meaningful for the enterprises to do some researches, such as to get know their competitors¡¯ business situation, to analyze the supply and demand situation and consumers¡¯ preference, as well as to study the development trends of the vocation.
IMC Co will take lots of means to get the important market information that affects the development of China¡¯s retail trade, and further analyze the information, thereby provide clients with full and accurate consultant services.
We have some suggestion for the enterprises that want to enter into domestic retail trade market: Retail trade is an old and rising vocation. Weather it will be managed successfully largerly depends on the choise of the form. At present, to choose a scal form is comparatively suitable. The key to success is to conform bot the superior industry and inferior industry.
¡¡¡¡Commercial Circle
When many enterprises change their traditional commercial forms into catenation form, a great amount of them have neglected the effect caused by market capacity and market attribute on this reform. Consequently, many chain stores are built blindly and redundantly. At present, many chain enterprises are in face of deficit; some of them have met with bankruptcy. No doubt the main reason may be that the scale is too small to get the scale effect, and another reason we shall pay attention is that the distribution of chain stores is not reasonable.
Commercial center research is to use specialized market investigation method to analyze construction, range and characteristic of certain centers, as well as to analyze the factors that cause the change of center. This research can provide scientific reference for the site selection or the constitution of marketing strategy. Shopping center research has become a necessary means for the present-day management of retail stores. And it has been attached importance by enterprises at large.
To help clients locate the commercial site for investment and identify the commercial center around the site.
To assist clients analyze the environment of commercial center, and evaluate the competition structure, market opportunity and developable potential of this center.
To get know the purchasing power and purchasing potential of the consumers in the commercial center, as well as offer basis for setting marketing strategy.
The content and steps of commercial center analysis for locating commercial sites
Reference factors for locating commercial sites:
Stream flow of consumers (the stream flow of passerby)
Traffic situation (the stream flow and types of vehicles, the traffic congestion situation)
Parking lots situation (the number and equipments of parking lots, the distance between parking lots and shops)
Traffic condition (the large-scale public traffic system and main stem situation, the convenience for delivering goods, the number of the buses near the shop)
The structure of shops in shopping center (the number and scale of shops, mutual benefit between shops, reasonable distribution of retail stores)
Detail of commercial site (visibility, the location in shopping center, the scale and shape of the marketplace, the fixed number of year in commission)
The condition of impropriation (privately owned and hired condition, cost for laboring and maintenance, the rent, limitation by the layout of the marketplace, the regulation)
All things considered (the location and detailed address of the shop)
The decision-making thought for sales work net distribution
The initial thoughts for sales work net distribution: to maturely consider the objective of enterprises and its long-term benefit, to correctly deal with the relation between site location and work net distribution.
The principle for sites distribution: The location of chain stores should suit the development of commercial center. It should be convenience for the enterprises to deliver their goods, be propitious to set new stores and make large profit.
The think progress for sites distribution: Firstly, to work on the map and find out the feasible sites for chain stores distribution; basing on the enterprises¡¯ characteristic, to sort the reference factors by their importance; then to numeralize these factors and evaluate these sites; do further analysis on the sites come out top; and finally make a decision on the site location.
¡¡¡¡Competition
In the process of commercial market research, IMC Co grasps the competitors¡¯ recent situation and development trends from different aspects.
¡¡¡¡Industry Entry
Cities in China can be classified into 4 types, each type has different growing space and entrance risk in retail trade.
Synthetically speaking, when an enterprise want to enter into a market, it will be suggested to choose an affluent city as the preferred market. One of the reasons is that people in such cities have a mature consumptive habit. Another reason is that competitors in the market have comparatively weak strength, and other enterprises can take advantage of their financial strength relatively easily to achieve scale-up and chain mode.
China¡¯s retail trade has no regulation before. The seller's market is not reasonable and favorable for the healthy development of retail trade.
Now retail trade has had requirements of many coexistent competences, such as strategy management, marketing strategy, delivery chain management and so on. It has been necessary to introduce advanced management idea and running skill into the market.
¡¡¡¡Business Module
Business Module Analysis--"Information System of Delivering Center"
Business Module Analysis-Analysis of Supplying Chain Management Module
Business Module Analysis-Analysis of Stock Management Module
Business Module Analysis-Analysis of Freight Operation Module
Background of IMC Group
Background
Real Estate
New Product
Domains
Working Principle
Professional Research Models