Shop Research Report Example
As the quality of individuals continues to improve, reports are not new to us, and usually, they are large in content and long in length. In fact, writing a report is not as difficult as you think, the following is my collection of store research report sample, welcome to share.
Store Research Report 1
Capture the vision of a unique personality of the designer, he / she has a strong design concept to catch some of the elements of the fashion trend, and then into the clothing design, which will not only give people a bright feeling, but also can bring a strong visual impact, which in turn increases product sales.
Summary of the research process:
I. Tide industry market and development trend:
Tide industry has a large scale of crowd coverage, a high proportion of services and service users, a huge market scale, tight market sales, a surge in the use of services, a high compound growth rate, a large market size and demand.
Under the background of global fashion consumption upgrade, tide brand consumption has been growing continuously in recent years. According to multiple data, China's tide brand apparel market scale reached 350 billion yuan in 2019, with an expected year-on-year growth of 19.6%, maintaining a double-digit growth trend year after year. Behind the tide brand is the next trillion-dollar market.In 2019, 62 companies in the tide brand industry*** completed 70 financing rounds, totaling 23.193 billion yuan. Compared with 2018, the enterprises and the amount of financing have risen sharply, and the total amount of financing has increased by 766.1%. It is also reported that the U.S. consumer spending on hip brands in 2019 is as high as $100 billion, of which 55% are male consumers, and the main consumers are still the post-90s and millennials. Even if the product premium is as high as 20% to 30% or even higher, there are still consumers willing to pay for it. Whether it is a star creating its own tide brand in the fashion media, magazines are hot, or the Internet era of celebrity models of tide brand single rapid explosion of popularity, out of stock has become the norm for online and offline stores, every time the release of new products are often faced with a difficult to find a piece of the situation. The subculture related to tide brand, is attracting a large number of core users at all costs to compete to buy, and even collection, tide brand spending accounted for the majority of these enthusiastic degree of high core user personal expenditure. Tide brand is becoming a hot favorite in the market According to the user big data analysis in the report, the growth rate of tide brand consumption is 3.7 times that of non-tide brand, with a growth rate of 62%, while the growth rate of non-tide brand consumption is 17%. And because the domestic and foreign supply and demand situation is difficult to reach a balance in the short term, the tide brand industry market demand is strong.
Second, the layout of the industry and competition:
Street culture, sneakers and other early influence, as early as ten years ago or even earlier, magazines appeared in the tide has become the focus of the first and second tier cities, foreigners in Beijing's gathering areas also directly promote the popularity of tide, the last two years consumers are mainly through the circle of friends, microblogging focus on tide. To this day, the tide brand market consumption in the first and second tier cities is steadily high.
The coverage of pop culture in different cities has had varying impacts on trendy brands; Tier 1 and Tier 2 cities have a good consumption base, and the amount of trendy brand consumption is at a leading height in the country, with a relatively stable growth rate. As for the third-tier and following cities, although the consumption amount is lower, the growth rate is higher than that of the first-tier cities. Due to the relatively developed economy and avant-garde consumption concepts around Jiangsu, Zhejiang and Shanghai, the tide brand industry has a bright future. Through the visit can be found, Huzhou local stores related to the tide brand industry is almost no, but there are still a lot of tide brand consumers, most of them through the online purchase, if our store opened, will attract a large number of customers, after all, through the real in front of the sensory experience of the product is completely different, through the try to know the clothes are good or bad, and we can also provide customers with high quality service as well as wearing We can also provide customers with excellent service and wear recommendations. Nowadays, the tide of the industry is really rising and growing, in line with the characteristics of the young people to pursue their own personality, fashion and not mass, personality and not peculiar, there is a great prospect for development.
Third, their own product features and price positioning:
1, focus on the style of real-time updates, and towards the direction of diversification, not only clothing, but also auxiliary bags, accessories and shoes. This does not expand the market, but also to meet more customer needs, good match can also enhance the customer's temperament and desire to buy.
2, our products compared to the general public clothing may be a little higher price, but its value is reflected in the novelty and novelty of the experience, as well as clothing designers ahead of the design concept.
Fourth, the brand entrepreneurship store skills:
1, choose to open the store address: low-cost, but the flow of people is relatively large, so that the accumulation of a certain amount of traffic, and store decoration to do as much as possible to personalize.
2, hospitality: when guests come, we must be warm and sincere, so that customers have a sense of respect and welcome, so that we will have a good mood, and naturally will be very happy to buy goods in the store.
3, grasp the trend dynamics and direction: always pay attention to the market fashion trends, which is conducive to help choose some fashionable tide brand clothing and trend elements, to provide more design ideas, which will also bring good sales.
4, to capture the vision of the unique personality of the designer, he / she has a strong design concept to catch some of the fashion trend elements, and then integrated into the clothing design, which will not only give people a bright feeling, but also can bring a strong visual impact, and then increase product sales.
Store Research Report 2I. Background
There are many foreign fast food brands in China, such as KFC, McDonald's, Pizza Hut, Wallace, Pai Dong, etc., but KFC's operation, whether it is its total revenue, the total number of chain stores and the rate of expansion and even averaged to the operating power of each single store and the yield, the Chinese market is far superior to other fast food brands. China's market are far better than other brands.
And "McDonald's and KFC are both fast food brands from the United States. In the US, McDonald's is much larger than KFC, with more than 30,000 stores worldwide and a turnover of more than $40 billion, while KFC has only one-third of McDonald's stores in the world, about
11,000 stores.
But in China, KFC entered the Chinese market earlier than McDonald's, and the scale is much larger than the scale of McDonald's, by the 2010 statistics show that the total number of KFC's restaurants is 1,500, while McDonald's is only 700." It can be seen that the development of KFC in the Chinese market has been far better than McDonald's.
Against this backdrop, our group investigated why KFC has done so well in China. We analyze the current state of its business development in China.
Second, the survey overview
1, the purpose of the survey
Through the market survey, to understand the business strategy adopted by KFC in China; through the market survey, to understand the development of KFC in China;
Through the market survey, to understand the advantages of the development of KFC.
2, the survey object
KFC at Longdongbao Airport in Guiyang
Students of Guiyang College
3, the content of the survey
3.1 Investigation of the operating brand: consumer preference for "foreign fast food" brands;
3.2 Investigation of the consumer The survey: the reasons why consumers choose KFC: food quality, service attitude, speed of delivery;
3.3 on the product survey: consumer preference for the type of product: food combination form, the introduction of new products;
3.4 on the target customer purchasing behavior survey: why consumers buy, when to buy, how to buy;
3.5 on the KFC This brand survey: KFC awareness survey, recognition, satisfaction survey;
4. Survey time
May 3, 20**
Third, the survey method
1. Observation method:
1.1 in the preparation of the content to be surveyed, including the survey mission , main duties and tasks, workflow.
1.2 After informing the supervisor in the KFC store, our team members observe the consumer behavior in the store, and make records at the right time
1.3 According to the observation, we interview with the supervisor of the store, as well as some of the staff in the KFC at the airport, to understand the customer's purchasing situation in depth. To find out what kind of food customers preferred and the average consumption price.
1.4 Consolidation of information: the consolidation of information, the various information collected into a comprehensive description of the survey, after determining the content of the questionnaire, the results of the visit to supplement the observation.
2. Questionnaire method: we chose this time to visit the observation and questionnaire survey method, in order to make the results more convincing.
2.1 Development of the questionnaire. After organizing the results of the visit survey and data, we developed a network questionnaire in accordance with the survey content of the visit survey, *** there are 15 questions.
2.2 Questionnaire placement. After five days of filling out, we total*** collected 107 valid samples.
2.3 Questionnaire data analysis. Based on the statistical analysis of the respondents' answers to the questions, we
distilled the deep consumer behavior behind the questions and drew the corresponding statistical data charts, with list charts, pie charts and bar charts.
IV. Findings and Analysis
Why is KFC so successful, and what are its strategies for business development? At present, KFC's development experience in China's strategy and the advantage lies mainly in both food quality and service quality to implement a standardized system, dining environment labeling and unannounced visits to the system standardization and so on
In the fast food brand selection, consumers choose KFC reasons, KFC product surveys, target customer purchasing behavior surveys, and KFC the brand after the survey we found its Behind the business approach.
1, the implementation of localization strategy
1.1 talent localization: in the field survey, we found that both service personnel, or senior management are local personnel, giving full play to its familiar policy environment and market characteristics of the advantage.
1.2 Product localization. Combined with traditional Chinese food culture and demand-oriented, we effectively remove the barriers to adaptability of fried chicken products in the Chinese market, and continue to introduce new products to improve the satisfaction of local consumers. In Longdongbao airport branch, we found through the investigation, want to "Old Beijing chicken rolls", "wings" and so on is specifically for the Chinese consumer tastes launched new products, and is one of the best-selling products.
2, the implementation of standardized system
KFC management system is divided into scientific, standardized system to ensure reliable. Make KFC's . Food quality and service quality is widely known by consumers in China, becoming the "customer most often patronized" well-known brands.
2.1 Food quality standardization. Focus on the control of three links: First, the quality of raw materials. In the process of talking with the staff in the store we learned that KFC is very strict on raw materials. All the raw materials of the store are air transported from Chengdu, the head office of the Southwest Region, and the second is the process specifications. All products have standardized and digital production procedures. Such as "Sucking Finger Original Flavor Chicken" in the deep-fried before the powder coating action in accordance with the "seven, ten, seven" method of operation is strictly enforced. Third, product shelf life. Such as fried chicken out of the pot 1.5 hours after the sale is not out, must be discarded; burger shelf life
15 minutes; french fries have a shelf life of only 8 minutes; bread shelf life of 3 days.
2.2 Service quality standardization. Emphasize that service is an extension of product quality, always pay attention to let customers feel the warmth and courtesy of the waiter and thoughtful service and fully experience the feeling of being respected by KFC. Whether to have a sense of service with a smile as an important assessment of the hiring of employees, and nearly 200 hours of training for new employees to ensure that employees have a high level of service awareness and service skills.
2.3 Reasons for target customers to choose KFC survey we found that in 107 questionnaires in which there are 29 people because of safety and security and choose KFC, there are 51 people because of good service and choose KFC, accounting for 47.66% of the sample space, nearly half.
Even in this special period of avian flu, 13 people, accounting for 12.15% of the sample, said they would not give up eating at KFC. This shows that KFC has built up some credibility over time.
3. Programs and their characteristics
KFC is the world's largest fried chicken fast-food chain, which has become a famous brand with a global reputation. Spicy chicken wings, original chicken nuggets, chicken thigh burger ...... delicious, crispy, tasty fried chicken makes people relish and never get tired of eating. In the Chinese market, KFC caters to the food culture characteristics of Chinese consumers, has launched the "Old Beijing Chicken Wrap", "Four Seasons Fresh Vegetables", barbecued wings and so on. The "Hibiscus Fresh Vegetable Soup" is served with KFC's staple chicken food, which is carefully blended with nutritious ingredients such as vegetables, egg, mushrooms, wakame and carrots. This deliberately take care of the Chinese consumer taste, and even the name is also very Chinese characteristics of the soup food company is the implementation of a series of service business philosophy.
4, the target market and market positioning
KFC family members as the main target consumers. The focus of the promotion is more receptive to foreign cultures, fresh things of the youth, all the food, service and environment are designed in a targeted manner. This is because young people prefer Western-style fast food light dining atmosphere, and hope to influence other age family members to visit.
In addition, KFC also spends a lot of energy on children's customers, many stores dedicated to children's dining area, as a children's birthday celebration area, arranged to meet the children's preferences for colorful decorations, holidays and toys as a gift, on the one hand, we hope to cultivate the habit of small children to eat fast food from childhood, on the other hand, we also hope that through the small children's drive to attract the whole family to the store! The company's website has been updated with the latest information on the company's website, including its website.
Among the 107 people surveyed, 30 people, or 28.04% of the sample space, said they would go to KFC with their children.
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