国产运动服饰品牌在经历了 2000年开始的黄金十年的快速发展,成就了诸如李宁、

安踏、361、特步、匹克、鸿星尔克、GRN等规模体量大、发展态势良好的品牌,截至

2010年年底,李宁店数约8000家,安踏约7500家,361度和匹克都约7000家,特步

也达到6500家,其中鸿星尔克和GRN也维持在5000家的体量。然而从2011年开始,

整个行业面临渠道饱和、租金成本上涨、产品同质化、及过度竞争等现象,国产各运动

品牌进入了大规模缩减渠道数量,大力度的降解库存,同时销售规模、利润也开始下滑,

在这种情况下,过去十年中的“黄金时代”已经悄然离去。

面临激烈的竞争,那么国产运动品牌如何才能够在残酷的行业洗牌中得以生存,在

渠道规模缩减的情况下,只有从单店效益着手进行提升,这是国产运动服饰品牌要进行

经营思路上的一大转变,那就是从粗放型经营,向精细化运作转变,通过单店运营能力

的提升,从而提升店铺的坪效。

提升销售额就是提升坪效,销售额主要由客单价和客单量两部分组成,本文从影响

这两个版块的因素出发,以GRN (上海)公司作为分析案例,重点分析渠道优化、形象

提升、促销调整、数据化营销等提升策略,并通过组织架构、物流效率、激励制度等后

台支持系统的优化来间接推动单店业绩的提升,希望在推动该企业零售店坪效提高,盈

利能力改善方面提供一些帮助。

关键词:零售店;坪效;客单价;客单量

第II页
华东理工大学硕士学位论文

GRN (Shanghai) Company retail store effect Promotion Strategy

Abstract

Domestic sportswear brands in experienced rapid development since 2000 years of

achievement, such as Lining, Anta, 361 Xtep, Peak, Erke, GRN scale such as large scale, a

good development trend of the brand, by the end of 2010, Lining shop number about 8000,

about 7500 Anta, 361 and Peak have 7000 stores, Xtep also reached 6500,the Erke and GRN

remained at 5000 volumes. However, from the beginning of 2011, the whole industry is facing

the channel saturation, rental costs rise,product homogenization and excessive competition,

domestic sports brand to enter the number of the scale to reduce channel inventory of great

strength, degradation, while sales of scale, profit also begins to decline, in this case, Over the

past decade ’,golden age are already gone.

Faced with fierce competition,so domestic sports brand how to survive in the cruel

industry reshuffle, in the channel scale down, only from a single store efficiency to proceed

with the upgrade, this is domestic sportswear brands are have a big change business ideas,

that is,from extensive management to fine changes in the operation, through the single store

operation ability promotion, so as to enhance the shopping effect.

To promote the sales volume is to promote sales Ping effect,mainly by the guest unit

price and customer single volume is composed of two parts, this article from the factors

affecting these two section embarks, to GRN (Shanghai) Company as a case analysis, focuses

on the analysis of channel optimization, image promotion, sales promotion,the adjustment

data of marketing promotion strategy and through the organization structure, logistics

efficiency, incentive system background support system optimization to indirectly promote

the store performance improvement, in the hope to promote the enterprises to effectively

improve the retail shop ping, profitability improvement to provide some help.

Keywords: retail store,;Ping effect,;the guest unit price,;the amount of a single customer