Directory
a market analysis
two business analysis (SWOT analysis)
three shop exhibition laundry marketing opportunity to point and subject point
four of XX shop exhibition laundry marketing objectives
five, XX No shop exhibition laundry target market analysis
positioning strategy
the seven XX no shop exhibition laundry mode operating strategy
eight listed promotion strategy
9 to promote Planning
a market analysis
(a) macro-environment
, the national economy to continue growth at a steady speed, the residents’ disposable income into advances, advances the quality of life, an increasingly accelerated pace of life, progress of the consumer, clothing, shelter, OK, play, leisure and other needs of life to a higher level and depth; after Chongqing became a municipality in the center of policy support in the Western Development, the construction of a large wave in the Three Gorges migrants, resulting in rapid changes, the residents incorporated into the standard of living accelerated progress, consumption is amazing and complicated changes.
, social and cultural diversification, personalized incorporated into progress at the same time, polarization, leading to demand for the product diversification, development of personality in the public price Lian Wumart convergence of consumer attitudes context of the groups in high income into the demand for high-level alarming.
, Chongqing urbanization, the urban population grew faster than urban households with three home; the process of urbanization is the inevitable birth of a new market opportunities and strengthen various sectors of environmental protection and remediation efforts.
4, the party’s round well-off strategy, the economic situation is gratifying that the consumer the ability and confidence is unprecedented.
, Chongqing hilly areas spectacular nature and the two rivers converge, showing regional differences with district effect of economic and consumer marketing strategies taken by the different regions must be differentiation.
the 6, the recent SARS pneumonia health, hygiene awareness (b) industry environment
1, the renovation of the laundry industry and standardize governance efforts to increase the pace to accelerate.
2, Chongqing laundry industry relative, Guangzhou and other eastern region and backward.
3, Chongqing laundry industry, community / neighborhood small laundry-oriented, there is scattered, small, poor; chains and high-grade laundry increasing number of demand to speed up; field (in the main ) chain of laundry into a large scale in Chongqing; laundry industry will be the chain and the development of front shop, small shops to the convenience and price the upper hand over an extended period living space.
4, according to this survey, the current laundry market size 2.5m3 billion, compared to the eastern cities and developed countries. the pod winter market potential is amazing.
5, the market concentration is not obvious, the majority of market share to carve up shop; even if the market chain is currently only accounted for about 10% share.
6, the industry’s major topics: credibility is not high (承诺不兑现 / escaped and evaporation), poor customer a sense of security (to wash the bad clothes / clothing lost), laundry quality needs to be progress, level of service to be progress , take / send the clothing is not convenient (operating time is not fair / outlets far from home), health and environmental worrying clothing (disinfection / residual toxic and hazardous substances / emissions pollution), and obsolete equipment (PCE dry cleaning machines dominant / poorly equipped ), the industry is not optimized specification (the leading store / brand-name businesses or chain stores dominate the market), the interests of customers security system is not perfect (the lack of compensation system, or difficult to implement or difficult to identify) Reference (c) the competitive situation
A market competition format:
, intense competition hunting given survey shows that customer family a radius of about three laundry) within 10 minutes walk; divided into competing groups: First, the chain (including local chain field in the chain, national chain is currently in single shop), community / neighborhood shops, three hotels laundry department, the four groups (schools, military-based) internal laundry.
, B, XX main competitor identification and analysis of
XX is currently self-employed and franchise chains, major outlets located in the traffic routes and major residential, medium price, and wide market coverage, and share adjacent first but unstable, the main competitors (four classes) are analyzed as follows:
1, the shop class:
mainly distributed in the neighborhoods and communities, the private nature, to 2 or mom and pop, a large number of single shop in the main area of 10m15 square meters, the turnover of approximately 3m5 million / gross profit of approximately 1.5m3 million /.
the upper hand: Reference (1) investment capital is low: less equipment, low grade, about 20 000 the investment
(2) customer base stability: the surrounding residents prefer
(3) Low price: to suit, for example, dry cleaning less than 8 / sets the majority
(4) Fast and easy: from the customer nearly open longer, the laundry cycle is shorter (1m2-based)
(5) business flexible: the free service more, additional living product sales, according to customer requirements targeted to provide the urgent the laundry
disadvantage
(1) Laundry quality can not be guaranteed, inconsistent quality, poor sanitation and disinfection measures Reference (2) Laundry relatively backward technology, and staff to grasp the technology is not enough place
(3) store the image is poor: the smaller display is not neat and orderly, beautiful-poor
(4) some of the stores reputation : a sudden evaporation, Dry Cleaning variable washing
2 high-grade mm franchising is only a single store in Chongqing class (Ilsa,, Fornet etc.)
shop in front and a factory belonging to a national chain franchise franchise, Italy imported equipment, investment, targeting the upscale market
upper hand: Reference (1) brand image: National Top Ten, the chain of signs, is complete: imported Italian the equipment
(3) store image: business area is large, clean, beautiful, spacious, the specification
(4) Laundry quality and good service
(5) the demands of the concept is good: environmentally friendly laundry, quality of life regional single shop, affecting the smaller
(4) higher prices, the Customer smaller capacity
(5) convenience is not enough: a single shop effectively narrow coverage, send / take, unchanged
, high-grade mm nationwide chain in Chongqing have a certain number of chain class (Japan, Kawashima, Kaplan too)
, Japan is concentrated laundry mode, the distribution network in the new century department store category, Japanese background;
Kawashima front shop mode (80%) and direct (20%) both joined the main city of the surrounding counties located point, about 150 left glaze winter background;
Kaplan’s direct mode of the front shop, about 30 pod winter Italian equipment and technology.
upper hand
brand image (1): The concept of Laundry quality and effectiveness of
(4) has a network the upwind
(5) the profit margins
disadvantage: (1) higher prices of the
smaller capacity of the target group
(2 need to progress) large-scale: insufficient network coverage, convenience not obvious
to (3) with the visibility is relatively low
, middle and low chain class (Seville, Jai Thai, Seduction, etc.)
Seville is the formation of by selling equipment stores, like shops, mainly in Nanping, about 10m20 the pod pox
Jie Thailand to join the main, mainly in Nanping, about 15 pods in winter and Seville soon after;
Seduction is second only to the XX local chain, concentrated laundry mode and about 40 chains, joining Direct half and half, mainly in upscale communities.
upper hand:
( 1) less investment
(2) outlets more certain network upwind
(3) close to residential, convenience higher
disadvantage:
(1) with the visibility is relatively low < br> (2) (d) consumer trends in general
equipment in general, laundry store image enough good
the difference soon after
(4) (3) Laundry quality is relatively poor, and the general store
of (1) family go out to the laundry: female; Reference (2) Age: Youth-oriented, 18m25 up to 33%, Second 30m40 accounted for 24%, again 25m30 accounted for 20% and together accounted for 77%;
(3) Education: High School over the main college, up to 48%, followed by high school accounted for 33%, together accounted for 81%;
(4) Occupation: General staff in the dominant (more than 50%);
(5) incorporated into: even slightly higher than the market currently Laundry incorporated into the working-class and high class as the main body;
(6) Marriage: Married main, accounting for 62 percent, followed by the unmarried, 33%;
(7) of household: 3m4 human subject, more than the 70% uniform number is consistent with the City;
, Laundry motivation
forced, followed by the enjoyment of which they can not wash up 72%, followed by convenience save 51%, again do not have time to wash accounted for 25%, and finally laundry and high quality accounted for 17% the.
, consumer -customary
(1) the main laundry varieties: a suit (69%), coats (56%), heavy clothing (42 percent), sweaters (36%), leather products (30%) is the subject;
(2 ) Laundry frequency: the uniform monthly 1 left glaze winter is relatively low, laundry 3m4 times accounted for 33 percent highest in the last three months, followed by 1m2 times accounted for 30%;
(3) Laundry number: uniform every 3 left the glaze of winter up to 1m2 (50%), followed by 3m4 accounted for 40%; laundry amount
(4): uniform each winter to spend 15 left glaze is mainly concentrated in the 5m20 / 78%, 10 proxy pages m15 up to 30%, followed by 5m10 accounted for 28%, to 15m20 accounted for 20%;
(5) Laundry Price: relative is willing to accept low-price dry cleaning suits, for example, even priced at nine left glaze of winter which 8m11 / 50%, a maximum proportion; and more than 50 percent of consumers want to see prices fall;
(6) laundry away from home interval: convenience-based, that left home on foot within 5 minutes accounted for 55%, followed by the 5m10 minutes accounted for 36%;
(7) laundry cycle: oriented (but not paid much attention), 2 days as the mainstay, accounting for 95%, which is 24 hours 34%, the highest, followed by 48 hours (31%), and again 12 hours accounted for 25% and 7% in the last three hours, visible with a small amount of some customers are very fancy laundry;
(8) Payment: prefer to take clothing and payment (accounting for the highest proportion of 70%), while only 6 percent willing to pay after laundry, showing the customer the laundry does not have great confidence and poor sense of security;
(9) Laundry ways: send / take the mainstream, accounting for 92% , there have been home services (5%), and site service is not yet fully customer needs (one of the most satisfied with the home time and time accounted for 52, followed by a business reputation and price, 23% of each);
(10 low) brand loyalty: the course in 12 months, 6 months, often in the same business designated laundry basically the same, but more than 70% of customers may be replaced, the reason most customers in the family shops around the laundry, limited choice of business, no essential difference between businesses, not satisfied but very reluctantly.
4 Laundry considered main factors
of rational choice, a lot of ideas can be summed up as quality price comparison to high-value, service, convenience is the key to corporate reputation and strength is to protect, store clean and tidy specification is very important, no less sanitation and disinfection, Laundry their bottom line, specific data are as follows:
quality accounted for 87%, at reasonable prices accounted for 83%, good service accounted for 74% to facilitate accounting for 70%, good reputation, 62%, and store neat specification accounted for 51%, sterilization accounted for 51%, enterprise strength usurped by 47%, laundry time accounted for 37% faster.
5 to information for the main means of laundry the select
(1): stores, newspapers, television and dominant;
(2) are often concerned about the media: television (90 percent), newspapers (75%) of the mainstream, radio little attention and the network (less than 18%);
(3) are most concerned about newspapers: Evening (56%), Morning (48%) is the mainstream, followed by Daily (23%) reported green (22 percent), women reported (17%), the Yuzhou Herald (17%), daily newspaper (14%), Economic News (12%);
(4) are most concerned about television (): TV ( 50 percent), wired in four (47%) is the mainstream, followed by a single cable (38%), wired in six (20%), two sets of cable (19%),, Wired seven (18%);
(5) hours of watching TV: 20:00 m22: 00 (53%), 6:00 p.m. m20: 00 (39%), 22:00 (32%), other periods were lower than 20%;
business analysis (SWOT analysis)
XX shop exhibition chain with 200 outlets, turnover of approximately 16 million, even each store daily turnover of approximately 200m250 $, ie laundry of 20m25 items / stores.
(a) the upwind
1, corporate image, reputation the:
brand the highest national top ten washing and dyeing enterprises, top ten chain, National Top Ten Xiran brand, famous trademarks, the basic negative reports;
enterprise strength strong: advanced equipment
, laundry capacity, market share, the network up to;
3 laundry better quality and more stable:
advanced equipment and laundry technology to ensure the laundry better quality, health and environmental clean;
, service project more
(b) the disadvantage
1, brand reputation is not established;
2, the price is relatively shops higher;
3 outlets farther away from the customer and the customer thought the price and value is not quite business a short time, customers to send / take not convenient;
, store image is poor: the small size and appearance is not clean;
5, poor staff attitude;
laundry cycle longer;
7, the service is not flexible: constrained by the efficiency of delivery is difficult to provide dispatch services;
aftermarket subject has not been meet to resolve the negative effects: wash the bad clothes, easily go wrong, the lack of compensation system security;
9, the network gradually reduce, and misled customers XX poor management;
10, laundry decline in the quality.
(c) the opportunity to
1, the market potential large quantity;
2 shops can not effectively meet customer demand (Laundry effects, the credit is not good);
3, the market concentration is low, the market is not yet large chain enterprises constitute the a serious threat;
4 customer brand loyalty is low;
5, the customer needs to the . Reference (c) threat
1, foreign and local chain growth is compelling, and some of the big brand strength, strong, better image;
2, the price decline (the customer thought the price should be reduced or so that prices reflect the value);
3, the store is more convenient, reasonable prices, management is very flexible, hard win;
, the customer is more willing to accept the > 5, large laundry number, Starfall spread all over the place, and fierce competition.
shop exhibition laundry marketing opportunity to point with the subject-the point
(a) the opportunity to point (upwind and opportunities)
1, enterprises strength and good reputation help to dispel the no-store show better). Reference (b) subject points (weaknesses and threats)
1, new laundry format, user acceptance is limited, very slow to accept, especially in the old customers of their safety, timely service and sexual suspected weight;
to 2, new business models, companies do not can learn warning of industry experience, completely on my own, it is applied (especially early) the feasibility, operational efficiency is difficult to achieve the desired effect;
XX the current negative image (laundry decline in the quality, bad service) make customer hesitates for a new home QOS;
4, the new model into the into the barriers to low: If the new model. competitors to imitate, to follow very easy to launch a similar site services (in particular the increase in community / neighborhood store site service of capital is very low).
5, in the near future market demand for the limited size (mm)
four, XX shop exhibition Laundry marketing objectives
When the marketing objectives are as follows: (a) sales
target
to achieve break-even point sales to become profitable, and fight for the members to achieve 3m5 000 market share of about 5% of glaze given urban );
(b) the goal of building brand visibility and reputation of both
with the establishment of the Health and Environmental Protection laundry expert br> 1, the mode of operation initially established
2, the basic governance process straightened out,
, staff training and standardize governance in place,
4, driven by chain extension of the shop exhibition.
five, XX shop exhibition laundry target market (home users) the
venture />
(a) The overall objective of the market
high income into the household (monthly income of more than 4000 ) / individual (single person monthly income into the more than 1500 ) Reference (b) milestones market
early customer (innovation and customer) (listing two months, leading into the first phase)
incorporated into a higher health awareness, busy with work, convenience and save the lighter customer (under 35 years old, single and married shortly consumers)
2 mid-term customer (Gold customers) (listing four months, leading into the second phase)
upper class in high-income entrants, such as enterprises and institutions stem above the boss, etc.
late customer (follow the customer) (listing six months, grew up period)
in high-income entrants, age (listed on a relatively large (35m50-based) of
late customer (behind the customer), the maturity to)
a salaried employee, incorporated into the relatively low but not the lowest level, are listed on a pioneering the supply market, when their price is not very sensitive to the laundry more attention to value for money, rather than do low price
six, positioning strategy
(a) of XX group brand positioning
; experts on health and environmental protection laundry
1, support: XX core competitiveness:
firm size and strength, the largest laundry groups;
high brand name degree, a good reputation;
environmental health and state-of-the-art laundry equipment, professional technology and service levels, better washing quality;
2 points of interest: to meet the core needs of consumers: the health
from consumers to choose the laundry to see: corporate reputation, convenience, laundry quality, good service, price is the most important factor; from the competition was: store the quality of laundry and sanitation is poor, chain stores, laundry quality;
see from the consumer trends: health environmental protection is inevitable trend;
the 3 barrier: to set the threshold for competitors, difficult to follow up easily imitate. clear a laundry the
industry demands or consumers of the cognitive the
XX position br> First, close to home, to send / take to facilitate;
reduce their input of energy (time / physical) mm more easily, such as site service free to customers rushing,
operating time fair, convenient and take / send.
most direct competitors mm community / neighborhood store, compared to XX convenience is the meaning of the previous three convenient concentrated focus on the demands of its disadvantages mm customer may have to wait at home can not go out may think that the shop to maintain conditions of high washing quality and better service quality, the price to store laundry price to the user to bring premium services to enjoy.
seven of XX-free shop in Exhibition mode the operations the strategy
(a) XX-free shop Exhibition mode and chain store exhibition mode strategic relationship
the difference of dislocation competition bigger overall market share: at
of XX shop exhibition (referred to as shop) located in the middle and high income into the high frequency of laundry number of heavy and high consumers, faced with domestic chain (such as Japan, Ilsa, Pu Lande, Fornet, LDK), the fierce competition of the chain (such as margin and color), hotel laundry turbotax, high quality of laundry and the image of the convenience of home services, peace of mind available to shape and enhance the XX corporate image, promote the access to low-income into the shop prices are roughly equal) and high-quality laundry, the preference of the number of salaried employee of the frequency of the low Laundry and laundry. two legs go hand in hand to capture the market.
2 staggered complementary upgrade:
store network help to shape the number and the image of shop safety, reputation, and is conducive to quickly enter into the market; shop high-end image help to improve the shop Laundry value for money business.
3, consistent with the core image:
, fully inherited the XX (b) the organizational structure and governance model
1, organizational structure
2, governance structure and staff with
new XX washing and dyeing company implementing the chairman of the board under the leadership of general manager responsibility system, is self-financing, self- operated by an independent legal entity. flat, flat, short linear functions of the system using three of the governance structure to facilitate the rapid interactive communication of information, progressive governance efficiency and market responsiveness. consists of two Deputy
general manager (in charge of marketing and logistics), QC Department, an assistant general manager; in charge of vice president of marketing under the Marketing and customer management centers; in charge of logistics, vice president under the administration of the Ministry of Personnel and the Ministry of Finance.
QC Department to oversee the , check each part of the work (including organizations laundry center, laundry quality and efficiency of the Inspector), responsible for consumer complaints handling; set a Minister, and three inspectors, customer relationship management member of a number of (3m5 name).
Chief of Personnel (by the group part-time) is responsible for staff recruitment, training, payroll management, document management, transaction control, set a Minister (concurrently by the vice president), staff 4m6 name; Finance Department is responsible (by groups of part-time) cashier, financial establishment, a minister of staff 3m5 name the
marketing department set up the Market Division and the Sales Section, Marketing Division is responsible for marketing planning, advertising and promotion, marketing, based chief (Minister of part-time) and a staff of 3m4 people; Sales Section responsible for the XX membership card sales, develop new customers, set up the chief of a back office of a sales representative of a number of (6m8).
customer management center is located a Minister, the Deputy Minister of a back office of a. the next set up information centers, distribution and transportation functions of the Centre in part, directly govern the regional service center (about 10 early left glaze winter since the sales adjustment).
information center is responsible for recording the user ordering / shipping the phone, and the development of justice plans scheduling and distribution transportation center, laundry centers, regional service center to perform the appropriate tasks, record customer complaints and transferred to the processing of the QC Department; positions of director of a member of information governance (4m8 name) quicken 2012, two plans dispatcher
Transport and distribution center is responsible for corporate users to send / take clothes, responsible for the transport of clothes in between laundry center and a regional service center; shall have a director of a driver of a number of (of 6m8 name), shipping work a number of (6m8).
regional services center and responsible for the home user, the information center issued directly to the home service command and timely follow-up services. one of each regional center director, an assistant two information specialists, drivers 2m3, service staff 4m6
The notice
of a total of about 143 people
2011 night section party host lines opening
Sheng cash register software startup must-see 24 small story
of
