Investigation report (2)

Chapter 4: The most practical industry survey report 1. Brief introduction and development of lighting market in Zou district;

Zouqu Lighting Market was established in 1993. After more than ten years' development, Zouqu Lighting City (1993), Guanghui Lighting Market (1997) and Franco-German Lighting Plaza (2005) have been established successively. China Lighting Association awarded "Lighting City of China". Zouqu lighting market is a large-scale professional lighting market mainly focusing on wholesale and retail. Now Zouqu lighting market has become the largest lighting wholesale in East China, and it is also among the best in the country, mainly radiating the professional lighting markets in Jiangsu, Zhejiang, Shanghai, Anhui, Henan and other places. In the survey, some merchants reported that customers were as far away as Heilongjiang and Shenyang.

Zouqu Lighting is located in Zouqu Town, the western suburb of Changzhou, in the center of the Yangtze River Delta, 8 kilometers away from Changzhou Airport and the exit of Shanghai-Nanjing Expressway. 3 12 national highway runs through the market, and the traffic is very convenient. It is one of the three lighting distribution centers in China (Guzhen, Linyi and Zouqu, Changzhou).

After more than ten years' efforts, Zouqu Lighting City has successfully embarked on a pioneering road of cultivation, development, consolidation and prosperity, and achieved considerable economic and social benefits. The lamp manufacturing industry has also begun to take shape, forming obvious regional advantages. Relying on the advantages of the existing large-scale lamp sales market will strongly promote the development of the lamp production industry. Changzhou Zouqu is a miracle of lighting industry in China, creating a successful model of lighting stores in China.

As early as 1980s, Zouqu Town had the reputation of "the hometown of lamps in China". At that time, it was nothing more than some small-scale manual workshops to make lamps. Zouqu Lighting City started construction, and the lighting manufacturing industry was born with the city and moved with the market. This is a unique model for the development of Zouqu lamps market. Without strong industrial support, the market is bound to be subject to people. While the lighting market is booming, the lighting manufacturing industry in Zouqu has also entered the track of rapid development.

The lighting production enterprises in Zouqu have developed from the original imitation lamps and accessories to independent development, design and production of various lighting products, initially forming the industry characteristics of producing outdoor lamps, ceiling lamps, energy-saving lamps, various light sources and lighting accessories. However, compared with the leading position of Zouqu Lighting City in China, the development of local lighting industry in Zouqu is relatively backward.

The successful operation and demonstration effect of Zouqu Lighting City also promoted the rise of Zouqu Guanghui Lighting City and Zouqu Fade Lighting Plaza. At present, Zouqu Lighting Market has completed the upgrading of the boutique building of the old lighting city and the boutique building of Glory Phase II (20 1 1.9), and Glory Phase III is currently under construction and is expected to be completed and opened next year.

At present, Zouqu lighting market covers an area of 260 mu, with nearly 2,000 shops and 700 enterprises. It is a large-scale professional lighting market focusing on wholesale.

Second, convenient logistics:

At first, it was a godsend for the lighting market in Zouqu to rely on the newly-built 3 12 national highway, and the unique strategic position and convenient transportation hub in the economically developed coastal areas undoubtedly became the advantages for the successful development of Zouqu. National Highway 3 12 passes through the market gate, and Provincial Highway 32 1, Shanghai-Nanjing Expressway, Changzhou Airport, Beijing-Hangzhou Grand Canal and Changzhou Port are all close at hand, which enhances the core influence and radiation of Zou District.

The logistics service in Zouqu is based on a certain stage of market development, which further embodies the market characteristics of wholesale distribution in Zouqu. At present, there are more than 40 lamp consignment departments and more than 300 lines in the market, which mainly radiate in most parts of East China and all parts of the country. The field of lighting distribution in Zouqu is constantly subdivided, which makes the online and offline businesses truly experience the advantages of fast and convenient logistics.

The perfect logistics system makes Zouqu the largest distribution center for lamps and lanterns, supplemented by "green channel", which greatly facilitates the circulation of goods.

Third, the supply of lamps and lanterns.

In this professional market of lamps, the sales of civil lamps account for 65% of the sales of the whole lamps city, and industrial lamps account for 35%. Industrial and mining lamps, outdoor lamps and energy-saving lamps are mainly produced locally, mainly in Wujin and Jintan, and some products enter the market from Yancheng, Wuxi, Yangzhou and Danyang. Civil lamps are mainly produced in Guangzhou, Shanghai and Zhejiang, and some low-voltage crystal lamps are produced in Changzhou.

Fourth, market visibility.

Now Zouqu Lighting City is the second largest distribution center in China, and all dealers in China know it. In addition, Changzhou Lighting Electrical Appliances Association was established, and merchants exchanged information. In 2006, the internal magazine "Changzhou Lighting" was published, and the information of the national lighting industry was available to merchants for the first time. The market has also been promoted in major newspapers and television, making its reputation constantly expanding.

Suggestion of verb (abbreviation of verb) on Xuzhou He Shili Lighting City

① During the pilot period, the merchants did not know about Beijing He Shili Lighting City, and most of them had never even heard of it. It is suggested that the company expand its publicity efforts, and it would be better if the head office also did publicity activities.

② The information of Xuzhou Store in Beijing He Shili Lighting City is not clear on the leaflet, so the merchants can't know what we are doing at the first time, and they have to explain it in detail every time. It is suggested to redo the leaflet, clarify the investment promotion information and preferential policies, and determine the time of the investment promotion meeting.

③ Merchants are worried that Xuzhou stores are mainly wholesale, especially about logistics, transportation and customers. It is suggested to negotiate with some well-known logistics companies, set up field offices in the project, and increase the publicity of lighting operators in the surrounding cities of Xuzhou.

Sixth, sum up experience.

During the adjustment period in Changzhou, I also learned more about the lighting industry, more directly about the varieties and categories of lamps, and also learned about the operation mode of lighting city and the management mode of market lamps, which enriched my knowledge and played a reference role in the management of Xuzhou store in the later period.

Chapter five: the most practical standard children's wear market survey report: the current situation and development analysis of children's wear market in China

With the arrival of the third baby boom in China, the children's wear market, as a part of the clothing market, has become a new competitive focus for enterprises. This paper analyzes some disadvantages of domestic children's wear market, and looks forward to the development trend of children's wear market, in order to provide some reference for children's wear enterprises to correctly locate brands and choose market segments.

The Research Report on the Development of Children's Wear Industry in China shows that the consumption of children's wear by urban residents in China has been on the rise, with an annual growth rate of 26.5%. The consumption grade of children's wear has also changed from middle and low-grade demand to middle-grade demand, and the middle and high-grade demand has grown rapidly. In recent years, with the further improvement of the living standards of urban residents, the consumption demand of children's wear market in China has shifted from satisfying the practicality of basic life to pursuing aesthetic fashion. In some economically developed cities, consumers' demand for children's wear tends to be fashionable and branded. According to the report, the children's wear market will become one of the fastest growing markets in China.

First, the current situation of children's wear market

With the arrival of the third baby boom in China, the children's wear market, as a part 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 20 million new babies every year. In addition, with the rapid growth and development of children, every child has a new demand for clothing every year, which 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. According to the age of children, children's clothes should be divided into five categories: baby clothes, children's clothes, children's clothes, children's clothes and children's clothes. However, at present, the product structure of children's wear market in China is not reasonable enough. Most of the children's clothes sold in the market are children's clothes, children's clothes, baby clothes, medium-sized children's clothes and big children's clothes, especially big children's clothes. Last year, the author made a survey of children's wear brands in Shanghai, and the survey results also showed the same problem, as can be seen from the analysis results (see table 1).

The garment industry report in 2004 has pointed out that the population aged 10- 14 accounts for 44% of the total population under 14, and the demand for children's wear accounts for 48% of the total demand for children's wear. It can be seen that the market demand for children's wear is great.

According to different consumers, the price of clothing can be divided into three grades: low, medium and high. At present, the general feature of children's wear price in China is polarization. It is not difficult to buy low-grade and high-priced children's clothes, but there are fewer middle-grade children's clothes with novel styles and high cost performance. However, in the survey in Shanghai, many parents said that their children's physical development changes rapidly, so it is impossible to wear clothes for a long time, there is no need to buy high-priced clothes, and the quality and style of low-priced clothes are not satisfactory, so they still want middle-priced clothes. (See Table 2 for the results of investigation and analysis)

From the above two points of view, it shows that China's children's wear production enterprises do not pay enough attention to the real demand of the target market, which leads to the unreasonable product structure of children's wear.

2. The design level of children's wear is relatively low. Liu Sha, designer of French Shawa Design Center, said that the lack of professional designers and the need to improve the overall design level are the main reasons for the current situation of children's wear market. It is understood that at present, the number of full-time children's wear designers in China is very limited, and many designers mainly focus on adult clothing design and only invest little energy in children's wear.

The key to the success of children's wear market lies in the ability of design and marketing. At present, the design and layout of domestic children's wear industry is relatively in the primary stage. Children's wear design mainly stays on the surface of imitating the colors and styles of similar foreign products, without paying attention to the study of foreign children's wear design concepts and marketing models. Therefore, many new brands are difficult to develop well due to the strength of enterprises and marketing strategies. There are also foreign children's wear fashion trends published at least twice a year, including professional children's wear books and famous children's wear designers, while there are almost no professional children's wear research institutions in China, and there is a lack of professional and technical personnel to study and publish children's wear fashion styles.

These have caused the design quality of children's wear in China is not high, the size of clothes is far from that of children of the same age, the style of clothes is adult, and the phenomenon of "thousand brands" appears. It can be said that children's wear that truly forms brand culture and design style is rare.

According to the survey, children nowadays are very sensitive to the fashion and personalization of clothing styles. More than 80% parents are willing to let their children buy clothes, and children have a high influence on parents' decision to buy children's clothes. Therefore, the collision between "thousand brands" and "fashion and personality" in design has caused a shortage of supply, which has an impact on both supply and demand, giving foreign children's wear brands more market space.

3. Domestic children's wear brands lack competitiveness. Wang Zhuo, deputy secretary general of China Garment Association, said that common problems such as outdated design concept, lack of brand culture and market positioning deviation have become bottlenecks restricting the development of children's wear market, and brand segmentation will become an important way for China children's wear market to get out of the "small market".

Insiders pointed out that China has a huge consumer group of children, but there is no professional brand children's wear manufacturer, and there are only a handful of famous teachers who design clothes for children. Most domestic children's wear enterprises have a weak sense of responsibility, chaotic market competition and mixed brands.

At present, the overall consumption characteristics of China children's wear market are: the market demand is large, but it is difficult for new brands to meet the requirements of the market for their brands. Many enterprises often put money first and simply don't realize brand building. For example, in Zhili Town, Huzhou City, Zhejiang Province, there are nearly 5,000 registered children's wear enterprises, but most of the production enterprises pay attention to short-term interests and ignore brand building. The products produced are mainly middle and low grade, which are mainly sold in the wholesale market. Compared with foreign children's wear brands, their products lack brand competitiveness. According to statistics, imported brands have occupied 50% of the domestic children's wear market, while 70% of domestic children's wear manufacturers are in a state of non-brand competition, and branded children's wear only accounts for 30% of the market. From the market sales results, overseas and joint venture children's wear brands have achieved good results in major shopping malls.

Second, the children's wear market development trend analysis

Some experts predict that the annual birth rate of newborns will maintain a high growth rate in the future, and the number of newborns will reach its peak in 20 10. In the next decade, the consumer demand of children's wear market will show a steady upward trend. Therefore, the domestic children's wear market has huge capacity and attractive development prospects. If children's wear enterprises want to find a foothold in the fierce competitive market and continue to grow and develop, they must grasp the changing trend of consumer market, resources and culture, change their concepts, adjust their behavior patterns in time, tap their own potential and improve their competitive strength. According to the development trend of children's wear market, the author summarizes some views on children's wear, hoping to help domestic children's wear enterprises to develop better.

1. Fashion design requires more and more children's wear. Although the children's wear market is still dominated by leisure sports, with the development of social economy, children's sense of autonomy has gradually increased and they have more and more say in buying clothes, so the market space for fashionable children's wear will grow. Compared with the traditional practical functions such as warmth and comfort in the past, children's wear now has higher design requirements. Because children participate in the purchase, good children's wear design should be able to fully consider the physiological and psychological characteristics of children of different ages, and can closely combine design elements such as fabrics, colors and decorations with fashion trends. Qualified children's wear should be practical and ornamental, so that it can be accepted by children and their parents who demand more and more specific dress styles.

2. Brand building is imperative. From the problems faced by children's wear industry in China, we can see that what children's wear industry in China lacks most is the awareness of brand building. Brand consumption of children's wear will become the mainstream, especially brands with high popularity or mature market will become the first choice for children and parents to buy. However, compared with imported brands, China children's wear brands lack competitiveness. So, how do domestic children's wear brands get out of the predicament and stand out? The author believes that enterprises should first establish their own brand image and product market positioning, and then conduct market research according to their own brand positioning, grasp the fashion trend, understand the consumer demand, and design characteristic products that integrate the fashion elements, meet the demand and reflect the brand culture. The main goal should be brand building and development, rather than blindly pursuing short-term interests, so as to conform to the brand market trend of children's wear trend.

3. Children's wear requires higher health and hygiene. Safety is the first element of children's clothing. More than 65% of the respondents are very concerned about the health of children's wear and put the safety of children's wear fabrics in the first place. At present, the safety qualification rate of children's wear in China is not very high, and many colorful children's wear fabrics contain many chemical raw materials that are irritating to the skin. Therefore, manufacturers should pay great attention to safety issues when choosing fabrics for children's wear. They should choose fabrics that are sweat-absorbent, breathable, comfortable, non-irritating to the skin and have extremely low formaldehyde content as children's wear fabrics. Because quality is the basis to ensure the better development of the brand.

4. The product structure is more reasonable. Faced with fierce market competition, children's wear enterprises must fully investigate the market, find their own market positioning, understand the details of market segments, implement differentiated marketing methods and use flexible competition strategies. For example, if there are no big children's clothes on the market, then enterprises will take this market segment as their development goal; The national standard size of children's wear is relatively lagging behind, and enterprises will study on their own and formulate appropriate enterprise standards for market segments. In this way, the product structure of children's wear will become more and more reasonable.

In a word, it is fundamental for China children's wear enterprises to constantly revise and establish their own development strategies in the process of constantly tapping their own advantages, finding and opening up market opportunities.

Chapter VI: Computer Market Survey Report 1. Have you ever bought a laptop?

Among the 77 15 readers surveyed, 46 18 have bought laptops, accounting for 59.86%. The figure close to 60% shows that the development of notebook computer market in China has reached a relatively deep stage, which is no longer suitable for manufacturers to continue to use simple distribution to achieve the purpose of sales. They must take personalized and differentiated treatment to meet the needs of different consumer groups at present and understand their requirements for product configuration, appearance design and function.

Among the 77 15 readers surveyed, 1460 chose to buy recently, accounting for18.92%; 1250 people choose to buy within one year, accounting for 16.20%. The above two parts together account for 35. 12%, which is also the group that manufacturers need to focus on at present.

There are 387 people who choose the option of "not going to buy in the last year", accounting for 5.02%.

Second, brand impression.

Nowadays, domestic computer brands are not as "10,000 Ma Benteng" as they were ten years ago, but there are many brands. There are more than 30 brands of notebook computers that ordinary users can see. If some little-known local brands are added, the total will reach about 150. If you count some domestic brands close to cottage manufacturers, I am afraid the total number will reach thousands.

In this notebook computer market survey, Bitnet chose the most famous brands in China, such as Lenovo, thinkpad, Dell, Hewlett-Packard, Asus, Sony and Acer. And the total number is very small. Only seven brands are involved, and an "other" option is added. There are not many options because we are worried that too many segments will affect the quality of the survey data-users may choose the product manufacturer they are using instead of listing their favorite laptop brands.

In the 77 15 questionnaire, 1808 people chose Lenovo, accounting for 23.43%. We have to admit Lenovo's great success in China. Whether it's a desktop computer or a notebook computer, Lenovo's brand is in a slump in the market, and there is a spirit of giving up everything. Lenovo's success is not accidental. The company has made great efforts to grasp the needs of users in the domestic market. For various user groups with different application needs, Lenovo has launched carefully customized products, supplemented by corresponding marketing strategies and means, and carried out all-round and wide-ranging publicity. No wonder so many users are Lenovo's subordinates.

Note: In this survey, 1468 people separated Lenovo from thinkpad, accounting for 19.03. This number is not surprising at all. After all, thinkpad was once the most desirable notebook computer brand in the market, and "Big Black" and "Little Black" became eternal classics. After being acquired by Lenovo, thinkpad has been well inherited and developed, and its influence in the domestic market is increasing day by day, becoming one of the first choices for most users before buying laptops.

Lenovo brand and thinkpad brand accounted for 42.46%, nearly half of the country. This shows the power of "Big Lenovo" in the domestic notebook computer market, and Lenovo's brand management in China is very successful.

Dell ranked third in this brand influence evaluation with 1 196 votes and 15.50% votes. In recent years, Dell's actions in the domestic notebook computer market are getting bigger and bigger, and the launch of product series is also painstaking. We can clearly see Dell's determination to cater to domestic notebook computer users, and a number of products with "China characteristics" are constantly pushed to the market, which has won great recognition from users.

This survey accounted for 13.90%, and a total of 1072 people chose HP as the most impressive laptop brand. I believe that for a well-known brand like HP, this result is inevitable: Although HP is the largest notebook computer manufacturer in the international computer market, Lenovo and thinkpad are insurmountable barriers in the current China market. As for Dell, and HP are evenly matched rivals, and the gap of 1.60% cannot fully prove the competition between the two brands.

Since the advent of ASUS notebook computer, it has become famous in the market. Its exquisite workmanship and excellent industrial design are comparable to the manufacturing technology of Japanese products, and it has really won a large number of loyal fans. Therefore, in this survey, * * * 825 people chose ASUS as the most impressive notebook computer brand, accounting for 10.69%, which should be a good result for ASUS.

Sony, a veteran manufacturer, ranked sixth in this survey, with 562 people choosing Sony, accounting for 7.28%. Japanese brands represented by Sony have always given people a noble impression. Exquisite design and fashionable workmanship all embody the concept of Excellence, especially Sony vaio series. However, due to high prices, limited users and slightly conservative marketing strategies, Japanese brands have been lagging behind domestic brands and American brands in the domestic market for many years.

In recent years, Acer's share in the international notebook computer market has been rising, even threatening international manufacturers such as Hewlett-Packard and Dell. In China, Acer's laptops have also been attacking the city, making other competitors look askance. However, from this brand survey, only 4.87% of the total 376 people chose Acer as the most impressive notebook computer brand, which surprised us a little, but it also showed that despite the impressive marketing and sales of Acer, Acer still had a lot of work to do in the maintenance and promotion of domestic brands.

In addition to the above seven brands, there are 408 people, accounting for 5.29%, and "Other" is chosen as the most impressive notebook brand. This involves dozens or even more manufacturers, and the difficulty of brand management is not difficult to imagine, but after all, brand is an important weight for manufacturers' market competition, and no manufacturer will ignore it. For these manufacturers, a smaller share means that they will have a broader growth space, and perhaps a correct brand and marketing strategy can help them greatly improve their brand awareness.