HOLA G3策略报告-090506(NXPowerLite).pptVIP

HOLA G3 策略报告 ——MD / OP / MK / TP April, 2009 HOLA G3 Store Category Proposal ——MD 市場細分及目標顧客- 因應立地位置,選擇最佳組合 Objectives- 發展長期獲利模組. GMROF 1,000 To develop a new concept store that Enhance HOLA awareness by opening at high traffic areas Meet customers’ shopping behavior in the shopping mall Become a profitable store model for future licensing GMROF 1,000 GM% 55% Gaps and Strategy Destination shopping behavior Project shopping category mix Category orientate layout Passive display Become a profitable store model for future licensing GMROF 529 to 1,000 GM% from 40% to 55% Enhance category mix by Adjust project oriented to frequent impulse mix Increase high GMROF ranges Initiate unique solutions Design solution like layout Develop in-active display model Category坪效分析 by Store Type- Optimaize category mix by effectiveness Consumers Purchase Behavior - Project or impulse Consumers Purchase Behavior - Project or impulse Consumer Shopping Behavior- High frequency category Category 坪效分析 by Concession vs HOLA- If concession w HOLA into G3 Develop unique solutions- HOLA Live for natural 綠色部落 Develop unique solutions- HOLA Gift Gondola Solution concept 每個重要時刻, 幸福分享 結 婚, 新居, 生日 節 慶 (新年,情人節, 萬聖及聖誕) Category mix (phase 1) Window Bedding (wedding set) Bath (set) Dinner ware Deco. Card (new class) Stationary Display 品類區域中固定位置 按時節,輪動式操作 Recommend ion – Draft Option Simulation: G3- 以正大店2009年為標準,進行GMROF試算 Store Cluster- 以空間為分區主軸- Deco.及dinner ware作為購物中心anchor categories Solution Cluster 群組式關聯銷售- Dinner ware- 以主要品類操作Solution, 帶動相關品類銷售- 以gourmet為亮點,塑造飲食文化 Cluster 群組式關聯銷售- Bedding - Bedding 帶動 33%+銷售- 以 style and store操作Indulge Solution Display- 陳列生活提案,mix/match及禮品故事 Display- 陳列生活提案,mix/match及禮品故事 Store Cluster- Optimalize mix% of concession, collection and PL Space and category mapping HOLA G3 营运策略 ——OP HOLA G3 品牌策略 ——MK G3 Store對HOLA品牌的意義 應不應該使用副品牌溝通？ HOLA G3 规划概念 空间条件 ——TP HOLA特力屋品牌目標 在上海與北京兩大超級城市提升品牌知名度 上海從2008年: 8.8% ?