mercredi 14 août 2013


Store-check is a tool widely used in marketing research as to review the merchandises in a retail store by non-sales researchers whose responsibilities are to perform such field examinations. Store, in marketing research, means to put one’s products into others’ distribution canals in China. It’s a method often applied to launch new products or to explore new markets. Store-check, together with retail studying, aims to know the final markets through market share and the competition on the shelves. Store-checks are done from a micro angle to see how the products are displayed and how they are sold.

In a store-check, we can get much information as below.

l  Brand visibility. It means how often we can see a band on the basis of the sample. For example, if 100 out of the sample size 200 can be seen, the brand visibility is 50%(100/200).
l  Product visibility. Taking the sample size as the base, we come to know how many of them have presented the products. For instance, if 50 out of the sample size 200 can be seen, the product visibility is 25%(50/200).
l  Category visibility. Taking the sample size as the base, we come to know how many categories can be seen in a retail store. Attention, here, brand is not taken into account. For example, if 120 out of  the sample size 200 can be seen, the category visibility is 60%(120/200).
l  Relative visibility. It means what the product visibility is within the category visibility. For instance, if the sample size is 200, the category visibility is 60%, the product visibility is 50%, then the relative visibility is 83.3% (50%/60%).
l  Weighting visibility. The product visibility is based on the weighting allowance made by the company itself. For instance, the visibility of product X of Brand P near schools is 50%(0.2 weighting allowance), the visibility in restaurants is 60% (0.3 weighting allowance), the visibility in supermarkets is 90%(0.4 weighting allowance).So , the weighting visibility is 50%×0.2+ 60%×0.3+90%×0.4=64%
l  Compared with store rate, the visibility considers the products that are displayed on the shelves.

For the most of time, a company which performs such a studying attempts to compare its products with those of the competitors, as the following charts shows. 

When we set about to a store-check, we should pay attention to :

l  We should select the targeted stores in different regions of a city so that the results will be representative.
l  We should ensure that the researcher’ role is not recognised by the sellers so that the results will be authentic.
l  We can reexamine the check with a few samples to make sure of the check’s credibility.
l  The researching statistics should be logged accurately as soon as possible.

Before we start our operation, we should be clear about the objective, define the researching contents and draw up an outline. Then we should be care of the date , regions and the sample size. At last, it comes to write the report after the research is over.

jeudi 1 août 2013

Distribution of wine in China

China’s wines history start of Envoy Zhang Qian in the Han Dynasty.Zhang brought back the grapes and wine brewing process.From thisChinese people grasp the wine brewing process.In 1915,China’s wine appears in the 1915 Panama Pacific International Exposition.And it won the gold medal.Chinese wine was commended in the world wide.

In the past few years, China, the world's second largest economy, has risen to become one of the world's most important wine markets, offering both high growth potential and generous profit margins. By volume, the country is currently the seventh-largest consumer of wine, with expected sales of 1.6 billion bottles in 2011. In contrast, the U.S. and France, the first and second largest consumers of wine, are expected to consume 4.0 billion and 3.9 billion bottles, respectively. Since 2006, the Chinese market has experienced more than 20% annualized growth, and experts predict it will further double by 2014 to become the world's sixth largest.

Collectively, three major domestic producers account for nearly half the total wine sales in China. The largest brand, Changyu Pioneer Wine, is a unit of the major state-owned conglomerate China National Cereals, Oils, and Foodstuffs Corporation (COFCO). Changyu and the other two primary producers, Great Wall Wine and Dynasty Wine, focus on domestic consumption, with 98% of their production remaining in China.
Foreign wine imports are also growing rapidly. In 2010, imports grew to more than 20% of total wine consumption, a four-fold increase since 2005. Reductions in tariffs following China's accession to the WTO have been one factor in this growth. Currently, an estimated 20 million adults drink imported wines on at least an occasional basis. Given that this figure is a fraction of the overall estimated 200 million plus people who have the purchasing power to buy imported wine, the future for foreign wine appears bright.

Chinese wine market survey

Based on the Baidu index,currently,wine in the degree of concern of Chinese cities,Beijing, Shanghai, Guangzhou which three China's most economically developed cities are the top three.We found Zhengzhou, Chengdu, Xian, Wuhan which four Chinese inland cities in the top ten .Chinese wine market is developing. This shows , in china’s inland cities , more and more people focus on wine.According to information related to wine search. How to homemade wine? This is the top question.More and more people understand the knowledge of wine and willing to try drinking wine.China has a huge wine market .It is rising phase.

China’s wine market :Domestic wine vs Imported wine

We compared the wine, imported wine, domestic wine these three keyword search data. The data of Concerns imported wines shows ,Beijing, Shanghai and Guangzhou are still among the top three.And Zhengzhou, Xiamen which Chinese second-tier cities have high concern.The data of domestic imported wines has some changes.Zhengzhou, Taiyuan, Xian and other second-tier cities in China are the top 10.Compare the imported wine and domestic wine .These second-tier cities is also Concerns imported wines.And these cities, concern for imported wines is also an increasing trend.