[教育]戰(zhàn)略咨詢入門—消費品零售-行業(yè)

1、CG & Retail,,,,David Luo,未經CareerVenture許可，任何個人或機構不得用于商業(yè)目的,1,,Content,Consumer Good,Retail,Practice,Summary,2,Raw material – Manufacturer – Distributor – Retail – End customer,Definition: CG & Retail,CG is Goods,

2、Retail is one piece of value chain,CG category,3,ChanelPricingCost,Product-oriented,MarketingBrandingDesign,If in this category, think again!,All CG varies in this spectrum,Dynamics,Key of prioritization: always st

3、art with customer demand,4,DEMAND,How to find these people?What do they care most?How much can they afford?,,Change in demand volumeChange in demographic groupsChange in preference,You,A,A,A,A,Is there other players

4、who can meet the demand?IF NO: Upper right cornerIF YES: How do you differentiate?,Case practice,Our company just developed a kind of eye-drop that can cure short-sightness within 6 month. What should we do about the p

5、roduct?,5,6,,Content,Consumer Good,Retail,Practice,Summary,7,Shopping mallDepartment storeWarehouse storeHypermarketSupermarket (SM)Specialty storeHealth & BeautyPharmaceuticalEtc.Exclusive shopConvenience

6、store (CVS)Traders Vending Machine - VEMOnline storesB2CC2CO2O,Retailers,8,憑什么顧客到你這兒買東西？（而不是“買你的東西”）,Retail: Key Question,9,SizePricePromotionRangeCategoryLocationServiceBrand of retailerQuality of goodsEn

7、vironmentLayoutEtc.,What are the key buying factors?,10,Shopping mallDepartment storeWarehouse storeHypermarketSupermarketSpecialty storeExclusive shopConvenience store (CVS)Traders Vending Machine Online sto

8、res,SizePricePromotionRangeCategoryLocationServiceBrand of retailerQuality of goodsEnvironmentLayoutEtc.,Class competition: difference retailers have different focus points,11,Change facts and influence the pe

9、rception,Perception or fact?,12,WholesaleDirect purchase,Substitutes,13,How many suppliers do we need?Warehousing fee/ Out of stock,Suppliers,14,Online storesLocal vs. MNC,Possible entrants,15,A new Yonghui hypermarke

10、t just entered Changzhou for one year, close to a Rtmart hyper. The revenue per square meter in Yonghui is much smaller than Rtmart. Why and how?,Practice: Yonghui hyper,16,What is SKU?What is facing?What is franchisin

11、g?What is Front margin/ Back margin?What is wastage ?,More concepts,Meet their needs better than othersWho are they?What needs? Who are others?,17,Sum-up,CG,Retail,Why should they buy your product?,Why should they c