Market Research Report 1 I. Survey Sample Information
In this malt market survey, Tiandi.com Chinese Herbal Medicine Information Center * * collected 30 market questionnaires, including 5 invalid samples and 25 successful samples, with an effective rate of 84%. Effective samples can reflect the overall actual situation of the survey.
Two. Detailed investigation results
1, the spread of malt management ideas
Of the 25 valid samples obtained in this survey, *** 1 sample was selected, accounting for 4%; 23 samples were selected for "normal operation", accounting for 92%, and/kloc-0 samples were selected for "warehousing", accounting for 4%. For the management idea of malt, the number of people who choose "normal management" accounts for the largest proportion. On the whole, the proportion of people who choose "sales-oriented" is higher than that who choose "warehousing-oriented", which shows that the variety is currently in Bozhou market, and the respondents prefer the management mode of "sales-oriented" except those who choose "normal management".
2. Logistics distribution in the current malt market.
The movement of commodities in the market segment reflects the changing trend of malt market to some extent. In this survey of commodity flow in the market, it is considered that the merchants with fast commodity flow rate account for 0%; 92% of merchants think that the current commodity flow is average; 8% of merchants believe that the current flow of goods is slow. As for the current delivery speed of goods in the market, most of the respondents think that the current delivery speed of goods is at a general level, and there is no obvious difference between the ratio of "fast" and "slow". It can be inferred that the current delivery speed in Bozhou market is at a normal level compared with the same period last year.
3. Current market evaluation of malt
In this survey of the current malt market, 8% of merchants think that the current market is better than expected; 4% of the merchants think that the current malt market is worse than expected; 88% of the merchants think that the current market of malt is similar to that expected. Among the merchants dealing in malt in the market, the respondents in Bozhou market think that the current market is almost the same as expected, and the proportion of "better than expected" and "worse than expected" is not much different, so the overall evaluation of the current market tends to be general.
4. Expectation of malt market prospect
In this malt market outlook survey, merchants who are optimistic about malt market outlook account for 8%; Businessmen who have a flat attitude towards the market outlook account for 88%; Businesses that are bearish on the market outlook account for 4%. The expectation of the market outlook of this variety is the most important factor to determine the market behavior of middlemen. The survey results show that the respondents in Bozhou market hold the most optimistic view about the future market, and most people think that the future market will be the same as the current one, and there will be no significant fluctuations in the market.
Market research report 2 Through the market research report of China professional clothing project, manufacturers and investment institutions can fully understand the product market, raw material supply, sales methods, effective customers and potential customers, and provide decision-making basis for studying competitors' market positioning, product characteristics, product pricing, marketing model, sales network and enterprise development. Analysis on the basic situation of sampling survey;
1. In the choice of clothing types, modern college students pay more attention to the comfort of clothing, not just the trend. Among them, 63.4% boys and 65.59% girls prefer sports and leisure, while only 16.3% boys and 2 1.5 1% girls pursue fashionable clothes.
2. As far as places to buy clothes are concerned, 58.6% of girls and 47.37% of boys choose to buy clothes in specialty stores. In Xiamen, more than half of the boys and girls choose to buy clothes on Zhongshan Road. On the streets of Xiamen University, the number of shoppers in Wal-Mart and Laiya Department Store decreased in turn.
Price is another important factor in buying clothes. More than half of the buyers are only willing to accept the clothing price of 5- 1 yuan/. It can be seen that the wind of comparison has gradually spread on campus, but most young students have not gone with the flow.
4.33.59% of men and 43. 12% of girls choose styles as the first choice for buying clothes. The quality factor ranked second with 29.58%, and the brand factor ranked last with 7.5%. Therefore, manufacturers should pay attention to novelty in style design to cater to the different tastes and styles of modern college students' clothing.
Finally, through this survey, we found that students' satisfaction with school uniforms is low. I hope that all departments can refer to students' opinions more when choosing school uniforms.
The survey shows that people generally believe that the common problems in today's clothing wholesale market are incomplete product grades, low product quality and poor sanitary conditions. These problems are urgent to be solved in the clothing market. This also shows that the requirements of buyers are constantly improving, hoping to buy clothes in the clothing wholesale market with full product grade, high product quality, sound financial facilities and comfortable environment.
Market research report 3 The product layout of Master Kong instant noodles is based on braised beef noodles, and a variety of sub-brands with different positioning are developed to attract different people. "Fumanduo" series is positioned as rural market, "Asian election" as young people, and "Fuxiangsu" as primary and secondary school students and consumers. "
1. Market Overview and Marketing Environment Analysis
The data shows that Master Kong's market share is about 42%, occupying this leading position in the instant noodle market.
It can be seen from the sales trend chart of instant noodles in recent years that the consumption of instant noodles has maintained a continuous growth trend this year, reaching 55.63 billion packets in 20XX, with a per capita consumption of 42 packets. According to Japan's experience, the development of the instant noodle market will stabilize after the annual per capita consumption reaches 4 bags. From the perspective of industrial cycle, the growth rate of an industry is maintained at around 1%, indicating that the industry has entered a mature stage. At present, the growth rate of instant noodle industry is about 1%, which has entered a slow growth stage. Moreover, instant noodles are a highly market-oriented and mature industry, and the threshold itself is high. Coupled with the meager profits inherent in the industry, the industry pattern is stable. The market is mainly concentrated in several large instant noodle production enterprises. The market share of instant noodle manufacturers such as Master Kong, Uni-President, Baixiang, Hualong and Huafeng exceeds 7%, and the industry concentration is very high.
The competition in the instant noodle market is increasing day by day;
1: The price competition is fierce, and the channel competition is increasingly fierce.
2. Brand image competition and investment in advertising promotion are increasing.
3. The competitive advantages of regional brands are gradually formed (scale, quality, equipment and cost).
4. The first-line brands (Master Kong and Uni-President) extend downward, while the second-line brands (Hualong and Baixiang) develop upward.
5. The factory layout is increased and rationalized.
6. Pursuing economies of scale and profit maximization.
Two: product and competitor analysis
Judging from the overall competition pattern, the concentration of the instant noodle market is very high, and only two brands, Master Kong and Uni-President, account for 7% of the total market share. In terms of loyalty, Master Kong reaches 76%. Uni-President is the only brand that has the strength to compete with Master Kong, but there is still a big gap between its brand loyalty and Master Kong.
From the perspective of regional differentiation, the strong areas of Master Kong are mainly concentrated in the northern region, while the unification is concentrated in the southern region. However, at present, Master Kong has also established dense outlets all over urban and rural areas in the southern region, effectively ensuring market share.
In terms of brand differentiation, each brand conducts differentiated management, which is mainly reflected in product differentiation. Master Kong's strong launch of "Asian Selection" with ethnic flavor is also a manifestation of the differentiation of the product itself. An analysis of competitors' advertisements.
Master Kong's future advertising goals are:
1, conveying the future development concept of instant noodles-the taste will not be limited by region.
2. Quickly enter the target market, maintain a high share and increase the number of heavy consumers.
3. Improve the naming purchase rate and shape the leading position of instant noodles.
4. Improve the overall brand awareness of Master Kong.
The advertisement of Master Kong is deeply rooted in people's hearts.
Three: consumer analysis
1. The mainstream consumers of instant noodles are young people aged 15-35. They are loyal consumers of instant noodles. White-collar workers with full-time fixed jobs account for 46% of the total consumers, and students account for 17% of the total consumers.
2. If the people who consume 1 1 bag every month are heavy consumers, the male group accounts for 53.3%. Correspondingly, female consumers account for 46.7%.
3. With the increase of income, consumers' demand for instant noodles has developed from full stomach to paying attention to nutritional ingredients now. Master Kong keenly noticed this change. After investigation, it was found that 70% of consumers were interested in nutritious instant noodles.
Four: summary of market analysis
Through analysis, we can locate the product first:
1, variety of tastes
2, suitable for enjoyment, demand
3. Pay attention to product quality and commodity benefits.
4, packaging form and material innovation
5. Establish a product sales channel mechanism, and operate the channel by establishing a product sales channel mechanism, so that products can meet retailers and consumers in the shortest time. At the same time, through this channel, we can establish a benign feedback mechanism and constantly listen to the feelings and opinions of consumers, which is also the driving force for our continuous innovation.
Five: swot analysis:
Student:
1, with high market share.
2, the product range is complete, and the taste is diverse, which can meet the needs of all walks of life.
3. The price of products depends on different levels, and the packaging and design are fashionable, which is in line with the aesthetic preferences of the public.
Female:
1, the market share in rural areas is not high, and the price advantage is not obvious.
2. The concept of product environmental protection is not obvious enough, and there is a lack of competition rate in this respect.
3. Because this product is in its mature stage, the domestic market demand for this product has reached saturation, so it is difficult to further develop the sales of this product in China market.
4. The terminal of the product is not humanized enough.
o:
1, while maintaining the original position of the product, increase the brand image.
2. It can be combined with new communication modes such as green marketing and conceptual marketing in the current market. Highlight the dominant position of this product in this respect.
3. Divide the market into smaller segments, mainly targeting at the main consumer groups, that is, high schools and college students, as well as young people who have just worked. Grasp their characteristics and preferences.
4. Strengthen the brand promotion of products in other countries, and make products become international brands.
5, pay attention to public welfare undertakings, reflect the sense of responsibility to society. Further strengthen consumers' brand image of products.
t:
1. For today's consumers, they pay more attention to the concepts of nutrition, health and environmental protection, and think that this is an unhealthy product without nutrition.
2. Competition from other enterprises in the same industry (including Uni-President, White Elephant, Jinmailang, etc.). ) combined with the above analysis report, I will make a comprehensive summary.
I think what we have to do now is mainly as follows:
1, grasping the main consumer groups is the key. Grasp the characteristics that they prefer pleasure, freshness and fashion stimulation, implant this concept reasonably and advertise.
2. Use conceptual marketing to change the current consumption concept. Effectively combine green marketing in brand packaging.
3. Increase the research and development of new products. Expand the variety of products.
4. The terminals and services of products should be humanized and community-oriented. In other words, it is necessary to improve the relationship with middlemen and wholesalers.
For a mature brand, we should also increase advertising efforts and increase advertising costs. The other is to develop other foreign markets.
Market Research Report 4 I. Background Analysis
With the arrival of the third baby boom, the children's wear market, as one of the components of the clothing market, has become a new competitive focus for enterprises. According to the latest demographic data, at present, the number of children under 14 accounts for 25.4% of the national population, and there are about XX thousand new babies every year. Coupled with the rapid growth and development of children, every child has a new demand for clothing every year. This shows how amazing the market potential of children's wear in China is. However, in the whole children's wear industry in China, the children's wear market can not be well combined with the expanding consumer demand, and there are still some disadvantages in the children's wear market. Mainly in the following aspects: 1. The product structure of children's wear is unreasonable; 2. The design level of children's wear is relatively low; 3. Domestic children's wear brands lack competitiveness.
Second, the research object: 0 to 12 years old children.
Three. Investigation time: 20xx years 1 ~2 months.
Fourth, the enterprise profile
Little Angel Clothing Co., Ltd. is a professional children's clothing company: a comprehensive company integrating design, research and development, production, marketing promotion and market management. With perfect product structure and excellent after-sales service, the company actively explores and develops the children's wear market in China, and brings the best and most novel products to consumers with a brand-new feeling. With its serialized, specialized and refined products, let children spend a happy childhood with them.
The company's flagship brand xx adheres to the corporate purpose of promoting children's happy childhood and actively advocates the new concept of children's healthy wearing. We adhere to the enterprise tenet of "treat people with sincerity, take faith as the foundation, and work hard". Looking forward to the future, we will devote ourselves to the comprehensive appreciation of xx brand!
Verb (abbreviation of verb) investigation purpose
Through the detailed market investigation of xx brand, this paper analyzes the characteristics, competitive advantages and disadvantages of xx children's wear, and puts forward some reasonable suggestions.
Six, brand competitor analysis
With the improvement of people's living standards, children's wear consumption has increasingly become one of the important expenses of domestic family life consumption, especially high-end children's wear, so xx children's wear faces many competitors, such as xx children's wear, red, yellow and blue children's wear, Doctor Frog children's wear and Ta-da children's wear, among which xx children's wear is the most competitive, but under this fierce competition, xx children's wear can also occupy a certain market, which shows that xx children's wear has its own unique side in the competition.
1, product serialization: xx children's wear not only meets the aesthetic function of children's wear, but also suits children's wear required for various dressing occasions. There are many series of children's wear on different occasions, such as fashion, casual wear, sportswear and campus wear.
2, advocating nature: to cater to consumers' psychology of returning to nature and advocating nature, xx children's wear adopts natural style to design nature, combining art with practicality.
3. Rich styles and colors: to meet the natural combination of various fashions and personalities of consumers. Xx children's clothes are not only in many styles, but also in many colors. Many novel styles, pure and bright colors, and accurate grasp of popular elements have created a sudden emergence of xx in the field of children's wear.
4. Accurate positioning: With the improvement of consumption level and the development of modern information technology, parents are particularly keen on branded children's wear. Xx brand children's wear is positioned in the middle and high-end consumption, with certain cultural connotation, stable family income and pursuit of fashion and personality.
5. Environmental protection: Environmental protection is a brand-new topic of children's wear production technology, which reflects people's attention to the living environment and safety. Xx brand children's wear advocates the new concept of healthy children's wear, and the fabrics and accessories have passed the inspection of AQSIQ to create the most intimate children's wear brand.
Seven, brand strategic planning
In order to build xx children's wear into a well-known brand, our company has carried out the strategic planning of xx brand from the following aspects:
First, create a market. Market competition is like sailing against the current. Enterprises should always aim at the commanding heights of the market, constantly innovate around the market, and stimulate and maintain competitive advantages. Secondly, brand building runs through all aspects of R&D, including design, production, sales and service. Through scientific macro-control, we will form an operation mode of unified image, unified price and unified service, so that the brand "xx" will always be one step ahead in the ever-changing fashion field; Thirdly, establish a team of designers with their own characteristics to comprehensively enhance brand image, product design, market expansion, sales service and information management.
Eight. conclusion
Children's wear will further strengthen the introduction and operation of brands, seek the market by quality, seek development by service, expand the scale, and strive to become an internationally renowned brand. Stay tuned!