Selected market research report

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Market research report

On April 15, our classmates went to Sheng Mao Decoration Materials Market in Taiyuan. After meeting, we started a tour of the Material City. Many different materials that we have never seen before have opened our eyes.

Let's talk about wallpaper first. I was deeply impressed by those exquisite wallpapers. General wallpaper around 300 yuan, flocking wallpaper more than 400 yuan. Have a plenty of three-layer flocking, there are more varieties above 600 yuan, and the styles are not only baroque patterns, but also the combination of circles, vertical lines and curves, which feels simple, fashionable and modern. The wallpaper of the first mate's colorful fish pie was introduced by the store and used in the dining space of the hotel. There are also golden ancient calligraphy and painting, which we have seen, and I think there is a great market. The shopkeeper said that the above two kinds are of high grade. There are also antique European-style embossed and wood-like wallpaper, which is also very emotional and low in price.

Let's talk about those dazzling and beautiful lights. Those exquisite big crystal lamps are exquisite and luxurious, and the price is above 1000. There is a fashionable square ceiling lamp, crystal and mirror glass, which is very beautiful for one or two thousand yuan. Relatively speaking, a ceiling lamp is also square, but it is cheaper 100 yuan and has an antique taste. There are also 800 European ceiling lamps, which are also very beautiful. I remember that my aunt used this kind of lamp at home. All kinds of beautiful small chandeliers are dizzying, and some students say, it's so beautiful. It's good to buy that one in the future.

There are several kinds of downlights in the lighting shop, which are very beautiful. There is a transparent layer inside and a thin emery cloth outside. There are ancient Chinese characters and countless patterns on this cloth. I think it's best to use it in classical home decoration. There are also several antique lanterns that are also very emotional. A lamp made of thin strips of wood and rattan is simply a work of art, and the price tag of the lamp far exceeds the purchase price. There is a chandelier with a price tag of 350, and the owner said 170.

The floor, the most touching is the Yilin cork floor, on which there are patterns of Banbang. The floor is like a painting. In the Ou Lin Shengde floor of Bayer store, the white-gray crystal floor is like a floor tile, which is crystal clear and exquisite at close range.

When I used to draw renderings, I didn't know what the materials I marked were like. This is really an eye-opener. It turns out that cherry wood is like this, white pine is so beautiful, and the familiar names teak, sandalwood, Chinese fir, walnut and Fraxinus mandshurica are presented on the renderings one by one. I feel ashamed of my lack of material knowledge.

The floor of a shop is particularly bright and beautiful, and the price is 1 19. I really don't know what effect it will have at home.

Carpets and floor cabinets. Carpets starting from 1 meter cost more than 100 yuan, and some carpets with 1 meter times 3 meters cost more than 800 yuan. Dark blue is very beautiful.

Finally, we went to a Japanese paint shop, where we bought Yashili paint. Because teacher Chen asked me what color paint was used in their house on the first floor, I decided to go in and have a look. Go in silly, the shopkeeper took out the color map. The color difference is too subtle, I don't know what to choose. I don't know how big the area is.

Model essay on market research report

At present, there are more than 3,000 denim clothing and related supporting enterprises in the town, with more than 80,000 employees and more than 0,000 registered denim clothing brands/kloc-0. Products are exported to China, Hongkong, Russian, American, European Union and dozens of other regions. Xintang Town is known as the famous town of cowboy clothing in China. Xintang International Cowboy City is mainly engaged in denim clothing and textile trade, and is designed as a trading center, an information center and a logistics center. Innovation and Technology Center is a large commercial city. Xintang International Cowboy City covers an area of 500,000 square meters and has more than 3,000 shops. It is the most complete trade city of denim garments and textiles in China at present. Xincheng international cowboy city shopping mall is an ideal large shopping mall for denim clothing and textiles. The two shopping malls cover an area of 65,438+00000 square meters, and the berths on the first and second floors are * * 800. The third floor is the business office center, and the fourth floor is the berth tenant warehouse. The shopping mall has spacious passages, equipped with central air conditioning, escalators, freight elevators, telephone communication and perfect fire fighting system. There are large parking lots and large freight yards near the shopping mall, which provide customers with a good business environment.

Advantages of xintang international denim clothing city shopping mall;

1. Marketing major. China denim clothing professional wholesale market.

2. Policy support. Zengcheng government gives priority support.

3. the price is cheap. Factory direct sale

4. Reasonable planning, beautiful market environment, integrating production, trade, scientific research, residence and tourism.

5. Large scale, with a business area of 500,000 square meters and more than 3,000 shops.

The disadvantage of Xintang International Jeans Clothing City Shopping Mall;

1. The traffic is geographically biased. Located in Xintang Town, Zengcheng.

2. The operation time is late and the popularity is not high. The market began to be built in XX and opened in August of XX. Due to the lack of advertising communication, the market awareness is not high.

Zengcheng Xintang Plate: Focus on Xintang International Denim Clothing Textile City

The reason why the shopping mall of Xintang International Jeans Clothing City is still depressed;

1. This project started in a hurry. Xintang International Jeans Clothing City Shopping Mall was built in XX. As XX held the cowboy clothing festival, the government forced all Zengcheng clothing enterprises to enter the shopping mall. At this time, the clothing city has not been renovated, and only some simple wooden boards were used to separate the pavement during the clothing exhibition, which affected the image of the clothing city. After the exhibition, Clothing City forced all business households to move out of Clothing City and carried out renovation for two months. At this point, the government no longer enforces clothing.

2. The advertising is not strong enough and the popularity is not high. Xintang International Jeans Clothing City Shopping Mall only made a small number of investment advertisements in Zengcheng and other places, and made a small number of advertisements in a foreign TV station, and the time was 10 in the evening, which led to poor communication effect. Therefore, the advertising communication effect of the whole clothing city is very poor and has not played its due role.

3. The operation mode is special. Xintang international cowboy clothing city shopping mall mainly looks at the sample list, and the clothing products of the clothing city owners are mainly used to show customers. There is only one set of clothes, which is not available from stock. Customers only need to choose the format they need, and then place an order with the business owner. After the garment enterprises produce them, the business operators will consign them to customers by car and train. Therefore, in

There are few lively scenes of cargo handling in shopping malls.

Fourth, Humen clothing wholesale market plate.

Humen Town is located on the east bank of the Pearl River, adjacent to Guangzhou, Shenzhen, Hong Kong, Zhuhai and Macau, and bordered by Lingdingyang in the south, with an area of 170 square kilometers, a permanent population of 1 1.5 million and a foreign population of more than 500,000. Humen has more than 1 000 clothing enterprises, as well as weaving. Embroidery and other supporting factories 100. The annual output of clothing in this town exceeds 1 100 million pieces/set, and the annual sales exceed 654.38+0 billion yuan. Humen is not only a solid production base, but also a huge clothing market. There are Fumin Commercial Building, Longquan Commercial Plaza, Yellow River Fashion City, etc. 17 Modern Fashion Mall and more than 8,500 shops, which are well-known. It has formed a one-square-kilometer fashion city in Fiona Fang. Humen has not only become the most active clothing wholesale center in China, but also an important base for exporting to Southeast Asia, Europe, America and West Asia. China Textile Industry Association and China Garment Association awarded China the title of famous town for women's wear. Humen's clothing market is a boutique. Up to now, eight China (Humen) International Fashion Exposition and four Humen Cup International Youth Design (Women's Wear) Competition have been successfully held, enjoying a good reputation in the clothing industry.

(A) Fumin clothing wholesale market

Market overview: Fumin clothing wholesale market is invested and built by Humen Fumin Service Company, focusing on the development and management of the wholesale market. After investing in Fumin clothing wholesale market, Fumin children's clothing city, Fumin agricultural and sideline products wholesale market, Fumin shoes market, Fumin cloth wholesale market, Fumin second market, Fumin night market, Fumin leather goods wholesale market, Fumin import and export company and Fumin fashion network have been developed successively. Fumin Service Company plans to build a Fumin Logistics Center covering an area of 3,000 mu, including a Fumin Trade City covering an area of 500 mu with an initial investment of 2 billion yuan, so as to make Fumin a commercial aircraft carrier combining traditional logistics with modern logistics in South China.

Advantages of enriching people's clothing wholesale market;

1. Excellent geographical location and convenient transportation;

2. The business variety is complete;

3. Rich market resources. Clothing City is located in Humen Town, a famous clothing production base in China. There are more than 1000 garment enterprises in Humen, and there are also more than 100 supporting factories for weaving, setting, bleaching and dyeing, zipper and embroidery. The annual output of clothing in this town exceeds 1 100 million pieces/set, and the annual sales exceed 654.38+0 billion yuan. These are all.

I learned a lot after traveling in the morning. My feeling is that I know too little, and my anxiety about material knowledge is more about the future. It's a long way to go, Xiu Yuan.

In addition to the above-mentioned decoration materials market, there are also large and small hardware stores and decoration materials stores, which are widely distributed and the products are commonly used, which are suitable for minor repairs at home.

Hardware has a doorway.

Door locks: There are many styles of door locks. Simply put, the locks in supermarkets are basically around 100 yuan, which is not cheap; Building materials city is much cheaper, and you can buy beautiful and practical locks for fifty or sixty yuan.

Hinge: Hinge materials are divided into copper and stainless steel. In order to open the hinge conveniently and noiselessly, it is best to choose a hinge with a ball bearing in its middle shaft, generally 16 yuan -24 yuan.

Drawer guide rail: the guide rail is divided into two sections and three sections. Attention should be paid to the brightness of exterior wall painting and electroplating, the gap and strength of load-bearing wheels, which determine the flexibility and noise of drawer opening and closing. Wear-resistant and evenly rotating load-bearing wheels should be selected.

Lock: According to the manufacturing material of lock core, the locks on the market at present can be divided into all-copper locks and ordinary locks. You can compare the weight of the lock by hand when you buy it. The heavier it is, the thicker the material used for the lock core is, and the more wear-resistant it is. At the same time, open it repeatedly to see the sensitivity of the lock core spring.

Selected market research report

1. Market competition information

Product price retail price hotel price remarks

52 degrees treasure Yellow Crane Tower118120-125168188 The outer box of the Yellow Crane Tower is silver.

42 Du Bao Yellow Crane Tower108105-10148158 The outer box of Yellow Crane Tower is copper, and the purchase price is 88.

Fifteen years Bai Yunbian158155-16018842 degrees, 500ml.

Aromatic type

Nine-year Bai Yunbian 6259-608898

Five years, Bai Yunbian, 282527, another bottle.

Wunian Kouzijiao 81.885-8811813846 degrees, 400ml.

Yuzun Kouzijiao128/168188

Treasures Kouzifang 58/88-98

Welcome to Venus/148. It has been promoted for half a year, and it is only a hotel for the time being, which is very general.

Welcome Silver Star //88

Wang Zhijiang 2826294839 degrees, 500ml, huge circulation.

Jin Ban Wang Zhijiang 44404358

2. Characteristics of market consumption

1. Mainstream products and their mainstream prices (hotel prices)

188288 Special offer Yellow Crane Tower, Bai Yunbian for 20 years, 10 Kouzi cellar, five-star welcome.

148 188 Treasures: Yellow Crane Tower, Yuzun Kouzi Pit, Five-Star River, fifteen years in Bai Yunbian.

108 138 Five-year Kouzijiao, welcome to Venus.

1989, Bai Yunbian, welcoming Silver Star, treasured Kouzifang.

King of the River in 4868 gold edition, five years in Bai Yunbian.

4. Mid-range liquor is mainly 42 degrees and 46 degrees, high-grade liquor is mainly 50 degrees and 52 degrees, and half a catty of liquor accounts for about 35% of liquor sales. Bai Yunbian introduced the concept of 53% alcohol this year, and the market responded well. Luzhou-flavor and dual-flavor are the mainstream flavor types, and little attention is paid to packaging and color. Almost all of them are packed in cartons, and the inner bottles are mainly glass bottles.

5. The consumption level of liquor in Wuhan is relatively high, and most banquets between friends and relatives are at the price of 8898. Bai Yunbian has worked at this price for seven or eight years in nine years. With its healthy flavor and good liquor quality, it has occupied about 80% of the market share at this price. Most government business banquets are 168 188, and this price has developed well in the past two years.

6. The unbalanced economic development of the three towns in Wuhan makes liquor consumption present different consumption characteristics. Hanyang has the lowest level of economic development, with automobile manufacturing, bridge facilities, modern machinery and other heavy industries as the main population. Therefore, low-grade barreled wine, Zhijiang, Daohuaxiang and Jiugui Liquor Guqintai have the most sales in this area, and the sales of liquor above Bai Yunbian price in nine years are very few. Wuchang is dominated by scientific research institutes and party and government organs, and liquor consumption has a strong real estate color and administrative color. Bai Yunbian in the ninth year and Bai Yunbian in the fifteenth year sold the most treasures of the Yellow Crane Tower. Moreover, consumers in this region pay less attention to prices, and the prices of mainstream products are more than those in other regions 1020 yuan. Hankou is dominated by commerce, with a large floating population, and the property barrier is lower than that of the other two towns. Therefore, Hankou was chosen as the breakthrough point of foreign wine such as five-year cellar and welcome driving.

7. Wuhan 1030 yuan liquor, accounting for about 40%; 4060 yuan liquor accounts for about 30%, and 88 108 accounts for about 20% (channel price).

8. Wuhan citizens have serious consumption psychology and high interest in promotional activities, which are easily influenced by advertisements. Various forms of advertisements, such as TV advertisements, car bodies, buildings, shops and other advertisements can be seen everywhere. But so far, no liquor company has adopted the advertisement of taxi posts (according to the survey, the advertising cost of a taxi is about 100, including 2030 yuan for taxi driver 20 yuan, the administrative bureau and taxi company 40 yuan, and other expenses 10 yuan).

9. Because Wuhan has a serious psychology of taking advantage, there is almost no promotion inside the liquor box. All brands promote sales outside the box, send cash, send small gifts and so on.

Three. Characteristics of market channels

A. The main channels of Hankou Wuchang are hotels, large shops and convenience stores; The second batch of Hanyang accounts for a larger proportion. Bai Yunbian specialty stores and famous cigarette hotels began to rise.

C. Wuhan has developed catering channels, with more than 300 large hotels, more than 500 medium-sized hotels/kloc-0, and more than 4,000 other hotels, all of which are mainly chain-operated.

D. Entrance fee for large stores 1.530 yuan/store, and stacking fee is about 1.000 yuan per month. All brands are long-term promoters, and the average salary of promoters is 800900.

E. Newly-emerging cigarette hotels and convenience stores have higher requirements for profits, and the profit around 108 is around 12 yuan; The profit requirement of retail 60 is around 8 yuan.

F. Wholesale markets mainly include Hanzheng Street Market and He Bin Wholesale Market; Among them, there are more than 100 liquor wholesalers in Binjiang market, mainly middle and low-grade liquor, which mainly radiates to the counties around the suburban river in Wuhan, and some of them are sold back to the urban area.

Four. Brand analysis

Zhijiang series

1997 entered the Wuhan market, and the early distribution was almost free. 1999 became the first brand in Wuhan market at the beginning of 1999 through various forms of advertising, such as car body advertising, power cars and airships. Zhijiang series is mainly middle and low grade, with maturity, the profit space is very small. In XX, with a group of senior officials in Yichang transferred to Hubei Provincial Party Committee Secretary, Zhijiang was taken care of, and Zhijiang wine industry developed five-star Zhijiang and four-star Zhijiang. However, because the advantages of Zhijiang series are too concentrated in the middle and low price of 1030 yuan, the extension to the high end has not achieved substantial success. In the second half of XX, we vigorously promoted the Golden Edition Wang Zhijiang and the Centennial River, and these two products were very successful. At the beginning of XX, Zhijiang also developed the early modest Taji Zhijiang (239 yuan/bottle) and the twenty-year Chen Zhijiang (158 yuan/bottle). In the second half of XX, Zhijiang increased its advertising efforts and published a series of full-page advertisements in Wuhan Evening News to publicize the social value and production technology of the enterprise. In short, the advantages of Zhijiang series are concentrated in the price of 1030 yuan, with large quantity, thin profit and many problems.

Baiyunbian

The main products are 9-year Bai Yunbian, 3-year Bai Yunbian and 5-year, which are positioned at the low end. The truly outstanding market is only nine years in Bai Yunbian. 1999 The advantage of Bai Yunbian lies in the price positioning of Retail 60, and the low competition at that price at that time. The product reputation and fragrant taste created by long-term brand accumulation have brought special consumption experience. 1999, Bai Yunbian sold well for eight years, but faced with problems such as fake wine, commodity smuggling, small profits but quick turnover, etc., with the upgrading of consumption. The price of 60 is embarrassing. In the past fifteen years, Bai Yunbian's sales in high-end hotels have also been good.

In XX years, in order to solve the disadvantage of products entering the late mature stage and occupy the market share of Luzhou-flavor, Bai Yunbian developed four products: Jin Erxing to Jin Wuxing, Wuxing 65,438+058 yuan/bottle, four-star 60 yuan/bottle and Samsung 38 yuan (45 degrees, 500ml, Luzhou-flavor). This product supplements the product line of vintage wine production, makes up for the lack of channel profit by making profits and buying gifts, and enriches the channel profit at the same time. But it still hasn't solved the embarrassing situation of consumption upgrading agent's products. Generally speaking, Bai Yunbian can't be old and strong.

Yellow Crane Tower

It rose again in the second half of XX, and the price was positioned in the price space between Bai Yunbian and Jiannanchun. The three varieties entering the market in advance are special yellow crane tower, rare yellow crane tower and fine yellow crane tower. The price of 52 degrees Yellow Crane Tower is 268 yuan, which is an image product. The precious Yellow Crane Tower (52-degree and 42-degree products) is the main product, and the boutique Yellow Crane Tower is positioned as a circulating product. The sales volume of Wuhan in XX is 78 million, and it is estimated in XX 1 100 million. The best-selling products of Yellow Crane Tower are mainly 52-degree products, and the sales of 42-degree products are very few.

The reasons for the success of the Yellow Crane Tower are as follows:

A: By making great efforts in public relations with hotel owners in A and B, we set a precedent by selling to consumers at the terminal;

B: The price positioning comparison number avoided the fierce competition, promoted the market in the new price space, and won the strong support of the waiter through the form of high price and high bottle opening fee;

C: By sponsoring Wuhan Tourism Festival to carry out interactive public relations activities such as drinking Yellow Crane Tower wine and sending tickets and lighters to the Tourism Festival, and interacting with Tianlong Yellow Crane Tower football team, it opened up its popularity;

D: The support and protection of the local government is very important. For example, in the early days of the Yellow Crane Tower, the Wuhan Municipal Bureau of Commerce came forward to help negotiate with the local core chain stores to settle in, and the catering association used administrative power to help them settle in the A and B hotels with booming business;

F: Great efforts have been made in public relations with power organs. The Yellow Crane Tower itself is the product of administrative intervention.

Behind the great success, the Yellow Crane Tower is faced with serious puzzles such as commodity smuggling, fake wine, group buying wine returning to the market and company turmoil. In a word, the Yellow Crane Tower has achieved short-term success, and how to develop in the later period remains to be tested by time.

Wunian kouzijiao

Wuhan market has been operating for five or six years, mainly as a hotel terminal, which is still successful for foreign wine, but there is no way to achieve breakthrough growth. The reasons for personal analysis are as follows:

A: 1 18 138 The sales volume at the price level is small, and it will take a long time to guide and cater to the arrival of local consumption upgrading;

B: 400 ml is not acclimatized in Wuhan, paying more attention to capacity, and accepting liquor below 450ml.

Low;

C: Advertising efforts and hotel investment are relatively small;

Other brands

Guqintai can be sold in Hanyang, but the overall sales in Wuhan have not yet formed a climate; Yanghe Group's brand Hanjiu has five products, and the main channel is Shang Chao, where it is purchased and given away. Because there are too many deviations from Yanghe, there is no way to share Yanghe's brand resources, and the marketing has failed.

After years of development, the capacity of Hubei liquor industry is now more than 6 billion yuan, of which the market capacity of Wuhan is more than 2 billion yuan. The huge market capacity has attracted many liquor brands to seek gold in Hubei market, and the competition focus of Hubei liquor market is still focused on Daohuaxiang, Zhijiang and Bai Yunbian liquor enterprises.

Judging from the main markets in Hubei, Wuhan, as the capital city, has strong consumption power and the most fierce competition in liquor. Yichang is an important wine producing area in the province, with mainstream brands such as Zhijiang, Daohuaxiang and Jinliufu. Shiyan is a gateway city in northwest Hubei, and its mainstream brands are Zhijiang and Jinliufu. Huangshi in the east is located at the junction of Anhui, Jiangxi and Hubei, and the mainstream brand is Bai Yunbian. From the consumption pattern, middle and low-grade liquor occupies the mainstream of consumption in Hubei market, and its consumption habits and overall characteristics tend to be conservative. General business entertainment is mainly based on the hotel price of 30-80 yuan real estate; Real estate brands between 10-30 yuan are the main brands drinking together, showing the consumer psychology of pursuing benefits; The more important entertainment is mainly the hotel price1national famous wines above 60 yuan.

In recent years, Hebei liquor industry has developed rapidly, and the strategy of Hubei liquor going out has achieved remarkable results. Bai Yunbian has achieved good sales in Jiangxi, Henan and other places, and the sales outside the province exceeded 1 100 million yuan for the first time. Zhijiang Liquor successfully hit the national market with CCTV and other publicity channels, and blossomed everywhere in Anhui, Jiangsu and other places. Daohuaxiang opened the Guangdong market very early and occupied a place in the local area.

Hubei is not only a big province of liquor consumption, but also a big province of liquor production, and liquor is becoming one of the key pillar industries in this province. Liquor production in Hubei Province is concentrated in Yichang, Jingzhou and Xiangfan. The liquor production of Daohuaxiang, Bai Yunbian and Zhijiang Daqu accounts for more than 70% of the whole province, while the liquor consumption is mainly in Wuhan market. Sichuan and Guizhou famous wines continue to seize the Hubei liquor market.

Facing the present situation of Hubei liquor, Hubei liquor production enterprises and management industries should establish consciousness, give full play to their own advantages, and take the road of national characteristics: promoting national liquor treasures with different characteristics and styles; Take the road of large-scale, diversified and collectivized wine industry. In this way, Hubei wine industry can develop and grow in the fierce market competition.