| Retail industry is an important part of commerce,and the development trend of retail industry in some extent reflects the trend of a country’s overall economy.With the continuous development of china’s economy,retail industry has also made tremendous achievements.In terms of traditional retailing,retailers have increased their investment in physical stores to increase market share and increase profits.In terms of emerging online retail,with the development of technology and mobile payment,the market share of e-commerce giants such as Ali,JD and Suning continues to expand.The e-commerce platforms for various specialty categories and personal overseas purchasing have also begun to flourish.Traditional brand retailers continue to expand the network scales to seize market shares,as well as the rise of emerging brands,which makes the market competition fierce;At the same time,the traditional retailer’s profit margins are constantly squeezed by the double-strike of e-commerce and rising high costs(such as rent,labor).Traditional retail enterprises generally face the aging of product categories,unable to keep up with the individualized and diversified needs of consumers.Lack of innovation of consumption scenarios and service awareness,the willingness of the shopping attitudes of consumers,the old shopping environment,etc.all are the problems that is an urgent need to solve for traditional retail companies.Different retailers have adopted different strategies to increase sales and improve services.For example,Hippo Fresh created the business model of combination of catering plus boutique supermarket;Haidilao opened a new smart technological restaurant to enhance the service experience of consumers;Then Watsons,as China’s largest owned chain retailer of health and beauty brands,is also facing the dilemma of shrinking sales and falling operating profits.This thesis will take Watsons China Personal Care Store as an example.By collecting the first-hand data from company for descriptive statistical analysis,using the ways of charts and graphs to analysis step by step Watsons how to optimize the product assortment when facing the fierce marketing competition environments and the habit changes in consumer shopping behavior to achieve the goal of saving the adverse situation of continues decline of same-store sales growth rate through a series of optimization of product categories,such as reduce the proportion of private brands and local brands,increase the proportion of imported brands and cosmetics category.Secondly,sampling survey is taken in the thesis at random principle from a part of consumers in Watsons,and the descriptive statistics analysis method with chart and graphs,which based on the data collecting from valid survey questionnaires,is used to analysis consumers’ satisfactions degree after Watsons products mix optimization strategy has been implemented The conclusions found in the thesis would provide some guidance for Watsons to follow up the product assortment strategy adjustment in the other stores. |
