家樂福視頻系統(tǒng)排面陳列指導原則

1、appliance implementation 44 dept.china merchandise division 1appliance division44 department (tv & video)appliance implementation 44 dept.china merchandise division 2appliance divisionfamily codefamily namepage*440tv- 4*4412/4413vcd/dvd-21*4414camcorder-32appliance implementation 44 dept.china m

2、erchandise division 3appliance divisionvideo entertainment0.10%ctv63.06%lcd3.66%video tape0.87%plasma1.49%camcorder4.89%video accessory0.63%vcd/dvd22.06%ptv3.24%2004 ytd family participation in 44 department 2004年年44部門各分類銷售占比部門各分類銷售占比 appliance implementation 44 dept.china merchandise division 4appl

3、iance divisionappliance implementation 44 dept.china merchandise division 5appliance divisionplasma2.1%142.2%2139.4%2930.1%345.8%2510.8%ptv4.6%lcd5.1%plasma0.2%144.5%2159.4%2920.9%342.4%2510.9%ptv0.8%lcd0.9%tv sales partition by type (market v.s. carrefour)04 carrefour sales value partition by type0

4、4 carrefour sales qty. partition by type04 market sales value partition by type04 market sales qty. partition by typetv 71.5%04年各分類市場銷售額百分比年各分類市場銷售額百分比04年各分類家樂福銷售額百分比年各分類家樂福銷售額百分比04年各分類市場銷售量百分比年各分類市場銷售量百分比04年各分類家樂福銷售量百分比年各分類家樂福銷售量百分比partition in 44 dept.市場和家樂福電視機各分類銷售占比市場和家樂福電視機各分類銷售占比appliance impl

5、ementation 44 dept.china merchandise division 6appliance divisionmarket status: 市場狀況市場狀況conventional tv develops to pure flat and digital model, ptv market is decreasing slowly, lcd and plasma enjoy rapid growth普通電視純平化普通電視純平化, , 數(shù)字化數(shù)字化; ; 背投市場緩慢下降背投市場緩慢下降; ; 液晶和等離液晶和等離子快速增長子快速增長strategy: 策略策略1. fami

6、ly strategy: 中分類策略：中分類策略： 1) keep 21” and 29” tv sales 保持保持21”和和29寸電視機的銷售寸電視機的銷售 2) push pure flat and hdtv to fit the market 推動純平和數(shù)字高清電視以適應市場推動純平和數(shù)字高清電視以適應市場 3) introduce more plasma&lcd to show the image 擴大等離子和液晶電視的陳列以顯示形象擴大等離子和液晶電視的陳列以顯示形象2. sub-family display share: 小分類陳列份額小分類陳列份額： 21”: 20%

7、25”: 10% 29”: 35% 34”: 10% ptv: 10% lcd / plasma: 15%family strategynumber of the elements :typology :number of the items :element/typology電視機（策略與分類數(shù)量）電視機（策略與分類數(shù)量）中分類策略中分類策略貨架貨架 /分類數(shù)量分類數(shù)量tv strategy and typologyabcd182631426389108144appliance implementation 44 dept.china merchandise division 7applia

8、nce divisiontv wall (2.8m gondola) - general viewcustomer flow顧客流向顧客流向expensive高價高價use bevel shelf at bottom level底層使用斜層板底層使用斜層板電視墻電視墻 (2.8(2.8米貨架米貨架)- )- 總體視圖總體視圖cheap低價低價expensive高價高價cheap低價低價appliance implementation 44 dept.china merchandise division 8appliance divisiontv wall plannogram89108ligh

9、ting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theater89108lighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theater25” tvlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting bo

10、xlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlight

11、ing boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting bo

12、xlighting box dvd home theater dvd home theater29”tvlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterl igh tin g b oxl igh tin g b oxl igh tin g b oxl igh tin g

13、b oxl igh tin g b ox d v d h om e theater d v d h om e theater891 08l igh tin g b oxl igh tin g b oxl igh tin g b oxl igh tin g b oxl igh tin g b ox d v d h om e theater d v d h om e theaterptv34”tvdouble display at level 4第第4層重復出樣層重復出樣89108lighting boxlighting boxlighting boxlighting boxlighting bo

14、x dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater

15、 dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterl

16、ighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterlighting boxlighting boxlighting boxlighting boxlighting box dvd home theater dvd home theater89108lighting boxli

17、ghting boxlighting boxlighting boxlighting box dvd home theater dvd home theaterdd at level 4dd at level 5電視墻平面示意圖電視墻平面示意圖14&21”tvexpensive高價高價customer flow顧客流向顧客流向cheap低價低價appliance implementation 44 dept.china merchandise division 9appliance division14”14”21”real flat21”real flat21”real flat21

18、”real flat21”super flat21”super flat21”super flat21”super flat21”square21”square21”square21”square21”real flat21”real flat21”real flat21”real flat21”real flat21”real flat21” pureflat21寸純屏寸純屏14”21”square21寸寸平面直角平面直角21” super flat21寸超屏寸超屏double display at level 5第第5層重復出樣層重復出樣expensive高價高價customer flow

19、顧客流向顧客流向cheap低價低價14” and 21”tv wall (2.8m gondola) - display rules in detail14”14”和和21”21”電視機電視機(2.8(2.8米貨架米貨架)- )- 詳細陳列規(guī)則詳細陳列規(guī)則appliance implementation 44 dept.china merchandise division 10appliance division1300mm2800mm55cm55cm55cm55cm60cm710mm(d) bevel shelf710mm(d)斜層板斜層板710mm(d) middle shelf710mm

20、(d)中層板中層板710mm(d) middle shelf710mm(d)中層板中層板710mm(d) middle shelf710mm(d)中層板中層板710mm(d) middle shelf710mm(d)中層板中層板14” and 21”tv (2.8m gondola) - assets14”14”和和21”21”電視機電視機(2.8(2.8米貨架米貨架) - ) - 資產資產appliance implementation 44 dept.china merchandise division 11appliance divisionplug on 10th panel在第十層背

21、板上安裝插座在第十層背板上安裝插座plug on 8th panel在第八層背板上安裝插座在第八層背板上安裝插座plug on 6th panel在第六層背板上安裝插座在第六層背板上安裝插座plug on 4th panel在第四層背板上安裝插座在第四層背板上安裝插座plug on 2nd panel在第二層背板上安裝插座在第二層背板上安裝插座14” and 21”tv (2.8m gondola) - plug14”14”和和21”21”電視機電視機(2.8(2.8米貨架米貨架)- )- 插座插座appliance implementation 44 dept.china merchandi

22、se division 12appliance division25”real flat25”real flat25”real flat25”real flat25”super flat25”super flat25”super flat25”super flat25”square25”square25”square25”square25”square25寸寸平面直角平面直角25”superflat25寸超屏寸超屏25”pureflat25寸純屏寸純屏double display at level 4第第4層重復出樣層重復出樣25”tv (2.8m gondola) - display rul

23、es in detail25”25”電視機電視機(2.8(2.8米貨架米貨架)- )- 詳細陳列規(guī)則詳細陳列規(guī)則expensive高價高價customer flow顧客流向顧客流向cheap低價低價appliance implementation 44 dept.china merchandise division 13appliance division1300mm2800mm65cm70cm70cm75cm710mm(d) bevel shelf710mm(d)斜層板斜層板710mm(d) middle shelf710mm(d)中層板中層板710mm(d) middle shelf710

24、mm(d)中層板中層板710mm(d) middle shelf710mm(d)中層板中層板25”tv (2.8m gondola) - assets25”25”電視機電視機(2.8(2.8米貨架米貨架)- )- 資產資產appliance implementation 44 dept.china merchandise division 14appliance divisionplug on 10th panel在第十層背板上安裝插座在第十層背板上安裝插座plug on 7th panel在第七層背板上安裝插座在第七層背板上安裝插座plug on 4th panel在第四層背板上安裝插座在第

25、四層背板上安裝插座plug on 2nd panel在第二層背板上安裝插座在第二層背板上安裝插座25”tv (2.8m gondola) - plug25”25”電視機電視機(2.8(2.8米貨架米貨架)- )- 插座插座appliance implementation 44 dept.china merchandise division 15appliance division29”tv (2.8m gondola) - display rules in detail29”29”電視機電視機(2.8(2.8米貨架米貨架)- )- 詳細陳列規(guī)則詳細陳列規(guī)則expensive高價高價custom

26、er flow顧客流向顧客流向cheap低價低價29”square29”super flat29”square29”square29”square29”super flat29”super flat29”super flat29”real flat29”real flat29”real flat29”real flat29” super flat29寸超平寸超平double display at level 4第第4層重復出樣層重復出樣29” pure flat29寸純平寸純平29” square29”平面直角平面直角appliance implementation 44 dept.china

27、 merchandise division 16appliance division1300mm3000mm65cm70cm70cm75cm710mm(d) bevel shelf710mm(d)斜層板斜層板710mm(d) middle shelf710mm(d)中層板中層板710mm(d) middle shelf710mm(d)中層板中層板710mm(d) middle shelf710mm(d)中層板中層板29”tv (2.8m gondola) - assets29”29”電視機電視機(2.8(2.8米貨架米貨架)- )- 資產資產appliance implementation 4

28、4 dept.china merchandise division 17appliance divisionplug on 10th panel在第十層背板上安裝插座在第十層背板上安裝插座plug on 7th panel在第七層背板上安裝插座在第七層背板上安裝插座plug on 4th panel在第四層背板上安裝插座在第四層背板上安裝插座plug on 2nd panel在第二層背板上安裝插座在第二層背板上安裝插座29”tv (2.8m gondola) - plug29”29”電視機電視機(2.8(2.8米貨架米貨架)- )- 插座插座appliance implementation 4

29、4 dept.china merchandise division 18appliance divisionblue lightening boxblue lightening box34”real flat34”super flat34”squareptv34”superflat34寸超平寸超平34”square34寸寸平面直角平面直角34”real flat34寸純平寸純平34”tv & ptv (2.8m gondola) - display rules in detail34”34”和背投電視機和背投電視機(2.8(2.8米貨架米貨架)- )- 詳細陳列規(guī)則詳細陳列規(guī)則expe

30、nsive高價高價customer flow顧客流向顧客流向cheap低價低價appliance implementation 44 dept.china merchandise division 19appliance division1300mm3000mm130cm150cm710mm(d) normal shelf710mm(d)普通層板普通層板710mm(d) middle shelf710mm(d)中層板中層板blue lightening box34”tv & ptv (2.8m gondola) - assets34”34”和背投電視機和背投電視機(2.8(2.8米貨架

31、米貨架)- )- 資產資產appliance implementation 44 dept.china merchandise division 20appliance divisionplug on 7th panel在第七層背板上安裝插座在第七層背板上安裝插座plug on 2nd panel在第二層背板上安裝插座在第二層背板上安裝插座34”tv & ptv (2.8m gondola) - plug34”34”和背投電視機和背投電視機(2.8(2.8米貨架米貨架)- )- 插座插座appliance implementation 44 dept.china merchandise

32、 division 21appliance divisionappliance implementation 44 dept.china merchandise division 22appliance divisionvcddvdvcd21%dvd79%vcd12%dvd88%vcd10.0%dvd90.0%vcd4.3%dvd95.7%04 carrefour sales value partition by type04 carrefour sales qty. partition by type04 market sales value partition by type04 mark

33、et sales qty. partition by typedvd&vcd 22%partition in 44 dept.04年各分類市場銷售額百分比年各分類市場銷售額百分比04年各分類家樂福銷售額百分比年各分類家樂福銷售額百分比04年各分類市場銷售量百分比年各分類市場銷售量百分比04年各分類家樂福銷售量百分比年各分類家樂福銷售量百分比vcd/dvd sales partition by type (market v.s. carrefour)市場和家樂福市場和家樂福 vcd/dvd銷售占比銷售占比appliance implementation 44 dept.china mer

34、chandise division 23appliance divisionmarket status: sales unit quantity increased but turnover and average price decreased, vcd market is dropping市場銷售量增長但銷售額及平均單價下降市場銷售量增長但銷售額及平均單價下降,vcd市場持續(xù)下滑市場持續(xù)下滑strategy:1. family strategy: 中分類策略：中分類策略： 1) enlarge assortment to give customers more choice 增加單品以提供

35、消費者更多的選擇增加單品以提供消費者更多的選擇 2) introduce the high-end product to show the image and gain the margin 引進高檔型號產品以顯示形象和獲取利潤引進高檔型號產品以顯示形象和獲取利潤2. sub-family display share:小分類份額小分類份額： 1) reduce vcd display within 3 items 減少減少vcd的陳列比例，控制在的陳列比例，控制在3個單品之內個單品之內 3) introduce dvd recorder 1-3 item 引進引進dvd刻錄機刻錄機1-3單品單

36、品 number of elements :typology :number of items :中分類策略中分類策略貨架貨架/分類數(shù)量分類數(shù)量vcd/dvd strategy and typologyvcd/dvd( (策略與分類數(shù)量策略與分類數(shù)量) )family strategyelement/typologyabcd6791030354448appliance implementation 44 dept.china merchandise division 24appliance divisiondvdvcdvcd/dvd - general viewvcd/dvd -總體視圖總體視

37、圖expensive高價高價cheap低價低價customer flow顧客流向顧客流向expensive高價高價cheap低價低價wave-shape price range波浪狀價格排列波浪狀價格排列dvd recorderappliance implementation 44 dept.china merchandise division 25appliance divisionsample 1stock 2e影碟機影碟機 vcd/dvdstock 3sample 3sample 2stock 13 dvd are connectedto one demo tv一臺演示電視機連接一臺演示

38、電視機連接三臺三臺dvd.演示電視機演示電視機vcd/dvd(1.4m gondola) - display rules in detailvcd/dvd(1.4(1.4米貨架米貨架)- )- 詳細陳列規(guī)則詳細陳列規(guī)則demo tv樣品樣品1 1庫存庫存3 3庫存庫存2 2庫存庫存1 1樣品樣品2 2樣品樣品3 3eeeeeappliance implementation 44 dept.china merchandise division 26appliance division400mm(d) glass shelf with light400mm(d)打光玻璃層板打光玻璃層板550mm(

39、d) normal shelf550mm(d)普通層板普通層板550mm(d) glass shelf with light550mm(d)打光玻璃層板打光玻璃層板550mm(d) middle shelf550mm(d)中層板中層板400mm(d) glass shelf with light400mm(d)打光玻璃層板打光玻璃層板450mm(d) glass shelf with light450mm(d)打光玻璃層板打光玻璃層板550mm(d) middle shelf550mm(d)中層板中層板1300mm1400mm15cm25cm20cm15cm10cm20cm20cm15cmvc

40、d/dvd(1.4m gondola) - assetsvcd/dvd(1.4(1.4米貨架米貨架) - ) - 資產資產 easy choice holder功能牌托架功能牌托架code: 70524eq23n024appliance implementation 44 dept.china merchandise division 27appliance divisionadd small promotion podium 加上小型促銷臺加上小型促銷臺code: 72404eq23n075add small new item podium加上小型新產品臺加上小型新產品臺code: 7240

41、4eq23n075vcd/dvd - display of promotion and new itemvcd/dvd - - 促銷品和新產品陳列促銷品和新產品陳列appliance implementation 44 dept.china merchandise division 28appliance division customer information board size: 130*42.5 cmlocation: top center of gondolaassets code to be createddvd (3m gondola) - customer informati

42、on boarddvd(3(3米貨架米貨架) - ) - 顧客信息板顧客信息板appliance implementation 44 dept.china merchandise division 29appliance divisionappliance implementation 44 dept.china merchandise division 30appliance divisionnumber of elementstypology market status: continuous and big growth in past 2 years and dv camcorder

43、is taking more than 98% market市場在過去的兩年中持續(xù)快速增長，數(shù)碼攝像機已占市場在過去的兩年中持續(xù)快速增長，數(shù)碼攝像機已占98%以上以上strategy:1. family strategy 中分類策略：中分類策略：1) focus on sony, panasonic and samsung 注重于注重于sony, panasonic 和和 samsung三大暢銷品牌三大暢銷品牌2) provide demo tv and promoter to show function 提供演示電視機并有促銷員講解提供演示電視機并有促銷員講解3) introduce latest model to store 引進最新型號引進最新型號 2. sub-family share 小分類份額小分類份額： 1) keep dv camcorder display more than 90% 數(shù)碼攝像機的陳列比例保持在數(shù)碼攝像機的陳列比例保持在90%以上以上 number of itemsfamily strategy中分類策略中分類策略element/typology貨架貨架/分類數(shù)量分類數(shù)量camcorder strategy and typology攝像機攝像機(