Sample store research report

As personal quality continues to improve, reports are no stranger to us. Usually, reports are rich in content and long in length. In fact, writing a report is not as difficult as imagined. The following is a sample store research report that I have collected and compiled. You are welcome to share it.

Store Research Report 1

Capture designers with unique vision and personality. He/she has a strong design concept to capture some fashion trend elements, and then integrate them into In clothing design, this will not only give people an eye-catching feeling, but also bring a strong visual impact, thereby increasing product sales.

Summary of the research process:

1. Market and development trends of the trendy brand industry:

The trendy brand industry has a large population coverage, and the proportion of services and service users High, the market size is huge, market sales are in short supply, service usage is surging, the compound growth rate is high, and the market size and demand are huge.

Against the background of the upgrading of global fashion consumption, the consumption of trendy brands has continued to grow in recent years. According to various data, China's fashion brand apparel market will reach 350 billion yuan in 2019, with an expected year-on-year growth of 19.6%, maintaining a double-digit growth trend year by year. Behind trendy brands is the next trillion-level market. In 2019, a total of 62 companies in the trendy brand industry completed 70 financings, with the total financing reaching 23.193 billion yuan. Compared with 2018, the number of companies and the amount of financing increased significantly, and the total financing increased by 766.1%. It is also reported that the consumer spending on trendy brands in the United States in 2019 reached US$100 billion, 55% of which were male consumers, and the main consumers were still post-90s and millennials. Even if the product premium is as high as 20% to 30% or more, there are still consumers willing to pay for it. Whether a star’s own trendy brand is popular in fashion media and magazines, or the same trendy brand item by a star in the Internet era quickly becomes popular, out of stock has become the norm for online and offline stores, and they are often faced with every new product launch. A rare situation. The subculture related to trendy brands is attracting a large number of core users to buy and even collect them at all costs. Spending on trendy brands accounts for the vast majority of the personal expenditures of these highly enthusiastic core users. Fashionable brands are becoming popular in the market. According to user big data analysis in the report, the consumption growth rate of fashionable brands is 3.7 times that of non-fashionable brands, with a growth rate of 62%, while the consumption growth rate of non-fashionable brands is 17%. Moreover, as the supply and demand situation at home and abroad is difficult to achieve a balance in the short term, the market demand in the trendy brand industry is strong.

2. Industry layout and competition:

Influenced by street culture, sneakers, etc. in the early days, as early as ten years ago or even earlier, the trendy brands that appeared in magazines were already in the first and second tiers. Cities have become the focus, and the foreign gathering areas in Beijing have also directly promoted the popularity of fashion brands. In the past two years, consumers have mainly followed fashion brands through Moments and Weibo. Today, the consumption of fashionable brands in first- and second-tier cities remains at a high level.

The coverage of popular culture in different cities has had different impacts on fashion brands; first- and second-tier cities have a good consumption foundation, and the consumption of fashion brands is at the leading level in the country, and the growth rate is relatively stable. Although consumption in third-tier and below cities is lower, the growth rate is higher than that in first-tier cities. As the economy in Jiangsu, Zhejiang and Shanghai is relatively developed and the consumption concept is avant-garde, the trendy brand industry has a bright future. Through visits, we can find that there are almost no local stores related to the fashion brand industry in Huzhou, but there are still many consumers of fashion brands, and most of them purchase online. If our store opens, it will attract a large number of customers. After all, through authentic In fact, the sensory experience of the products in front of you is completely different. Only by trying them on can you know the quality of the clothes, and we can also provide customers with high-quality services and outfit recommendations. Nowadays, the trendy brand industry is really rising and growing, which is in line with the characteristics of young people pursuing their own individuality. It is fashionable but not popular, individual but not unique, and has great development prospects.

3. Its own product characteristics and price positioning:

1. Focus on real-time updates of styles and styles, and develop in a diversified direction, including not only clothing, but also auxiliary bags, Accessories and shoes etc. In this way, more needs of customers can be met without expanding the market, and good matching can also enhance customers' temperament and purchasing desire.

2. Our products may be a little higher in price than the clothing of the general public, but their value is reflected in the unique and novel experience, as well as the advanced design concepts of fashion designers.

4. Tips for opening a store for brand entrepreneurship:

1. Choose a store address: a low-cost place with a large flow of people, so that a certain amount of people can be accumulated, and the decoration of the store should be Make it as personal as possible too.

2. Hospitality: When guests come, they must be warm and sincere, so that customers feel respected and welcomed. Only in this way can they have a good mood and naturally be happy to be there. Purchase items in store.

3. Grasp the trends and trends: Always pay attention to the market fashion trends. This will help you choose clothing and trend elements of some fashionable brands, provide more design ideas, and will also bring good results. of sales.

4. Capture a designer with unique vision and personality. He/she has a strong design concept to capture some fashion trend elements, and then integrate them into clothing design. This will not only give people The bright feeling can also bring a strong visual impact, thereby increasing product sales. Store Research Report 2

1. Topic Selection Background

There are many foreign fast food brands in China, such as KFC, McDonald's, Pizza Hut, Wallace, Payton, etc., but KFC's Whether it is its total operating income, the total number of chain stores and the expansion speed, or even the average operating power and profitability of each single store, it is far superior to other brands in the Chinese market.

And "McDonald's and KFC are both fast food brands from the United States. In the United States, McDonald's is far larger than KFC. McDonald's has more than 30,000 stores around the world and a turnover of more than 40 billion US dollars; and KFC has only 1/3 of McDonald's stores in the world, about 11,000 stores. However, in China, KFC entered the Chinese market earlier than McDonald's, and its scale is far greater. Exceeding the size of McDonald's, statistics from 2010 show that the total number of KFC restaurants is 1,500, while McDonald's has only 700. "It can be seen that KFC's development in the Chinese market has far surpassed McDonald's.

In this context, our team investigated why KFC performed so well in the Chinese market. Analyze its business and development status in China.

2. Survey Overview

1. Purpose of Survey

Through market research, understand the business strategy adopted by KFC in China; through market research, understand KFC in China The development status of KFC;

Through market research, understand the development advantages of KFC.

2. Survey objects

Guiyang Longdongbao Airport KFC

Guiyang University students

3. Survey content

3.1 Survey on operating brands: Consumers’ preferences for “foreign fast food” brands;

3.2 Survey on consumers: Reasons why consumers choose KFC: food quality, service attitude, meal delivery Speed;

3.3 Survey on products include: consumer preference type for products: food combination form, new product launch;

3.4 Survey on target customer purchasing behavior: why consumers Purchase, when to buy, how to buy;

3.5 Survey on the KFC brand: KFC popularity survey, recognition, and satisfaction survey;

4. Survey time

May 3, 20**

3. Investigation method

1. Observation method:

1.1 After preparing the items that need to be investigated The content includes the investigation mission, main responsibilities and tasks, and work processes.

1.2 After notifying the KFC store supervisor, our team members observed the consumption behavior of consumers in the store and made timely records

1.3 Based on the observation, we and Store supervisors and some KFC staff at the airport conducted interviews to gain an in-depth understanding of customers' purchasing situations. Understand what types of food customers prefer and the average consumer price.

1.4 Merge information: Merge information, combine the various information collected into a comprehensive survey description, and then determine the content of the questionnaire survey and supplement the results of interview observations.

2. Questionnaire method: This time we chose a survey method that combines interview observation and questionnaire survey in order to make the survey results more convincing.

2.1 Develop a questionnaire. After sorting out the interview survey results and data, we developed an online questionnaire based on the survey content, with a total of 15 questions.

2.2 Questionnaire delivery. After five days of filling in, we collected a total of 107 valid samples.

2.3 Questionnaire data analysis. Based on the statistical analysis of the respondents' answers to the questions, we

refined the deep consumption behavior behind the questions and drew corresponding statistical charts, including list charts, pie charts and bar charts. .

4. Survey results and analysis

Why is KFC so successful and what are its business development strategies? The current strategies and advantages of KFC's development experience in China mainly lie in the implementation of a standardization system for both food quality and service quality, the standardization of dining environment labeling and the standardization of unannounced visits.

In the selection and consumption of fast food brands After investigating the reasons why readers choose KFC, KFC products, target customer purchasing behavior and the KFC brand, we discovered the business philosophy behind it.

1. Implement localization strategy

1.1 Talent localization: During the field investigation, we found that both service personnel and senior management are local personnel, giving full play to their familiarity policy environment and market characteristics.

1.2 Product localization.

Combining traditional Chinese food culture and taking demand as a guide, we can effectively eliminate obstacles to the adaptability of fried chicken products in the Chinese market, constantly introduce new products, and improve the satisfaction of local consumers. In the Longdongbao Airport branch, we found through investigation that new products such as "Old Beijing Chicken Roll" and "Grilled Wings" are specially launched to cater to the tastes of Chinese consumers, and are among the best-selling products.

2. Implement the standardization system

KFC’s management system is scientifically divided, and the standardization system ensures reliability. KFC's food quality and service quality have been widely known by Chinese consumers, making it a well-known brand "most frequently patronized by customers".

2.1 Food quality standardization. Focus on three aspects of control: First, the quality of raw materials. During the conversation with the staff in the store, we learned that KFC is very strict about raw materials. All the raw materials of this store are airlifted from Chengdu, the main store in Southwest District. Secondly, the craftsmanship specifications are high. All products have standardized and digitalized operating production procedures. For example, the "suck-finger original chicken" breading action before frying must be strictly implemented according to the "seven, ten, seven" operation method. The third is product shelf life. If the fried chicken cannot be sold within 1.5 hours after being cooked, it must be discarded; the shelf life of hamburgers is 15 minutes; the shelf life of French fries is only 8 minutes; and the shelf life of bread is 3 days.

2.2 Standardization of service quality. We emphasize that service is an extension of product quality, and we always pay attention to letting customers feel the warm courtesy and thoughtful service of the waiters and fully experience the feeling of being respected by KFC. The awareness of service with a smile is regarded as an important assessment content for the recruitment of employees, and nearly 200 working hours of training are provided to new employees to ensure that employees have a high level of service awareness and service skills.

2.3 In the survey of the reasons why target customers choose KFC, we found that among the 107 questionnaires, 29 people chose KFC because of safety and security, and 51 people chose KFC because of the considerate service, accounting for 10% of the total. 47.66% of the sample space, nearly half.

Even during this special period of bird flu, 13 people said they would not give up eating at KFC because of this, accounting for 12.15% of the sample. It shows that KFC has established a certain credibility for a long time.

3. Project and its features

KFC is the world’s largest fried chicken fast food chain enterprise, and it has become a well-known brand with worldwide reputation. Spicy chicken wings, original chicken nuggets, chicken drumsticks...the delicious, crispy and delicious fried chicken is endless and you will never get tired of eating it. In the Chinese market, KFC caters to the food culture characteristics of Chinese consumers and has successively launched "Old Beijing Chicken Rolls", "Four Seasons Fresh Vegetables", grilled wings, etc. "Hibiscus Fresh Vegetable Soup" is paired with KFC's staple food - chicken. It is carefully prepared from nutrient-rich raw materials such as vegetables, egg blossoms, mushrooms, skirt vegetables, carrots, etc. This soup is specially designed to take into account the tastes of Chinese consumers. Even the soup food company with a very Chinese name has implemented a series of service management concepts

4. Target market and market positioning

KFC is based on family. Members are the main target consumers. The focus of promotion is young people who are more receptive to foreign culture and new things. All food, services and environment are designed in a targeted manner. This is because young people prefer the light dining atmosphere of Western fast food. , and hope to influence the visit of family members of other age groups.

In addition, KFC also spends a lot of energy on children's customers. Many stores have specially designed children's dining areas as areas for children to celebrate birthdays. In order to cater to children's preferences, we also provide toys as gifts during holidays. On the one hand, we hope to cultivate the habit of eating fast food in children. On the other hand, we also hope that through the guidance of children, we can attract the entire family members to come to the store to accept them. Warm service.

Among the 107 people surveyed, 30 said they would go to KFC with their children, accounting for 28.04% of the sample space.

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