Make an analysis report on the development prospect of Wal-Mart in Jiujiang.

Bai Gushan: Wal-Mart has been in Jiujiang for one year. Please have a look!

Management reminder: This post has been cancelled by the founder (2009-11-14).

Purchasing power, purchasing motivation and consumer groups are the three major factors that constitute the market; Product, management and advertising are the three elements of sales. Market is the innate factor of success or failure, and sales volume is the key factor of success or failure (acquired factor). The local economic level determines the purchasing power, and consumption habits and living needs form the purchasing motivation. Jiujiang, a commercially developed city, has always had a strong purchasing power, and many rich people are mixed in any shopping mall. Jiujiang Wal-Mart mainly sells food and daily necessities, which are necessities of life. However, commercial times in Jiujiang is changing, so people's consumption habits are also changing. Therefore, the purchasing power and power of Jiujiang Wal-Mart are equivalent to those of Liansheng and Paramount Supermarket.

Next, let's look at the consumer groups, products, advertising, management and invisible value-added of Jiujiang Wal-Mart.

Consumer: Next to the double building of Hu Ming Plaza, known as the tallest building in Jiujiang, the owner has moved in. The 65438+5000-square-meter Times Mansion (each building has more than 10 floors) is about to be completed, and it is expected that the owners will move in one after another next year. Li Jingwan is under construction, and the owner will move in within two years. All three communities contain high-level people. Coupled with the huge lakeside community, Jiangxi Vocational College of Finance and Economics opened a school gate next to Wal-Mart (number of students 1 000), and buses No.5, 15, No.25 and Jiujiang Railway Station transported mobile consumers from all over the world. Wal-Mart will obviously become the most popular and crowded supermarket in Jiujiang.

Commodities: The variety of commodities is the highest in Jiujiang supermarket. On the second floor, fresh fruits and vegetables, fish, meat, eggs, rice, oil, salt, sauce, vinegar and tea are the main products. The third floor is mainly composed of household appliances, household clothes, daily necessities, beauty products, sports equipment and sports books. Wal-Mart has a keen sense of smell this season. The last time I went to see it was on September 1, but the clothing area was all changed into autumn and winter clothes, and the electric oven was put in the home appliance area long ago. At that time, there were few oranges on fruit stalls. There are many kinds of oranges and oranges in Wal-Mart, and some fruits can't be seen in other supermarkets, such as peaches and plums, gala apples and so on. Wal-Mart's discount method is amazing. Miss Huang, who sold 6.86 kg last month, became 3.44 yuan this month, which is exactly half of the price of finished products plus a penny. From the consumer's point of view, this discount is the purchase price of the goods, but Wal-Mart has to add 1 cent symbolically, telling itself never to do business at a loss! In a word, Wal-Mart's products are a little cheaper than other supermarkets, which is enough to attract those petty bourgeoisie citizens. Wal-Mart has more kinds of goods than other supermarkets, which is enough to attract people who are wandering around, greedy and curious.

Advertisement: Wal-Mart's products are cheaper than other supermarkets, which has been implanted into the consumption habits of China people. Jiujiang Wal-Mart still offers discounts every day, and advertising and promotion methods emerge one after another. In supermarkets, it is often heard that the clerk in charge of a product marketing is promoting his own products, which is lacking in other supermarkets. Wal-Mart takes turns to implement a protracted war. External advertising, mainly bus and wall advertising, bus platform, bus body, crowded intersection wall advertising. During the opening period, these advertisements were explosive. The whole city is Wal-Mart, and all other counties are, almost dressing up the opening as a festival in Jiujiang. Their advertising campaign let everyone in Jiujiang know that Wal-Mart opened in a few months, and then let people spread it among them. Unfortunately, we don't know when some supermarkets in Liansheng will open. Of course, Jiujiang Wal-Mart will also use its reputation to speculate. When it first opened, gunmen were everywhere on the Internet asking if Jiujiang Wal-Mart was open. In advertising, Jiujiang Wal-Mart's efforts and benefits are unmatched by any other supermarket. In other words, now someone will ask where Liansheng Octagonal Stone Store is. But no one will ask, where is Jiujiang Wal-Mart? Wal-Mart will also hype itself. At the exit of the supermarket and the elevator, it always sticks a thank-you letter praised by "people", sticks photos of various donations and articles on various charitable activities to win people's favor.

Management: Jiujiang Wal-Mart has a set of methods from product circulation to employee training and consumer protection. This is what I saw: Jiujiang Wal-Mart has an iron law to recruit employees, and they must have a high school education or above. Employees have a star rating once a month. Star employees, star executives and star cashiers will compete with each other for rewards, not employees of Liansheng Supermarket. We are all brother and sister, and we are all fooling around. In addition, there are specific human resources managers who are responsible for training and educating employees. When I visited the third floor of Wal-Mart, I found cult books left by cultists, so I asked to see the person in charge of the supermarket. Soon their non-food manager came out to deal with things and politely said a lot of apologies to me. It turns out that the product management of Jiujiang Wal-Mart Supermarket has been modularized, divided into food, fresh food and non-food categories, and the managers are so professional. The telephone number of Zhang Yanling, general manager of Jiujiang Supermarket, is hung at every cashier's office, and the telephone number of the regional manager is hung at the exit on the second floor. I believe many citizens don't know who the boss of Liansheng is, but everyone already knows that the general manager of Jiujiang Wal-Mart is Zhang Yanling, and she also has her own phone number. It can be seen that Wal-Mart's procedures for handling things are very simple. It is this simplicity that makes consumers trust and rest assured. Of course, Wal-Mart also promises to be cheaper than other supermarkets, otherwise it will be returned. We also set up a special consumption channel for bulk customers, aiming at improving the service quality and making the rich feel that shopping at Wal-Mart is more dignified than shopping at Liansheng. In addition, Wal-Mart often changes the import and export and regulates the flow of personnel, with the aim of guiding consumers to visit all the products in the store and arousing consumers' desire to buy.

Intangible value-added: When we are all talking about the loss of Wal-Mart's merchandise sales, we seem to have forgotten another function of Wal-Mart-brand management. Who knows what the contract is for Hu Ming Plaza to recruit Wal-Mart? 1 What is the agreement between the shops on the floor, KFC, Baodao Optical, Bank of China, China Mobile and Hu Ming Plaza? No matter how the agreement is reached, Wal-Mart will be indispensable because it is a place that can continuously attract people's attention. If Wal-Mart doesn't want to see KFC, I'm sure Hu Ming Square won't let KFC open on the first floor ... If it wants to open here, it must be profitable. There are also many outdoor advertisements on Wal-Mart's head, and the surrounding walls are covered with advertisements. I believe these are the chips in its early negotiations with Hu Ming Square! Then look at the products in the store. Many goods are printed with the words "exclusively for Wal-Mart". Although these words are only used, there is a hidden rule that products must be printed with the words "exclusively for Wal-Mart" if they want to enter major cities in China. Wal-Mart has obviously become an advertising stage for "big brands". If it is profitable, it will let you in. Who knows how much the words "exclusively for Wal-Mart" are worth? Having said that, we have to talk about Wal-Mart's stores in stores, such as Jiujiu Pharmacy and Hu Ming Mobile Supermarket, which will be exposed, and Wal-Mart will also take the opportunity to make profits. There are some brands in the store on sale. I have seen some products that need to be advertised, such as Midea Electric Appliances, Changyu Wine and Jikang Bird's Nest. I will hold an activity in a week. I think the best thing Liansheng can do is to let these product agents set up stalls at the door and distribute leaflets. Needless to say, the square in front of Wal-Mart often holds some activities. These are intangible value-added tools and earn a lot of money.

From the point of view of survival, Wal-Mart is the aggressor who defeated local retail. From the perspective of development, Wal-Mart is a booster to strengthen local business. Wal-Mart has been in Jiujiang for almost a year. I hope we can see more and learn more from Wal-Mart.

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