Post-holiday cigarette market research report

Model essay on post-holiday cigarette market research report (3 selected articles)

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Post-holiday cigarette market research report 1

According to the relevant requirements of the municipal bureau (company), in order to effectively grasp the cigarette market supply after the Spring Festival, accurately grasp the market demand and the social inventory of cigarettes, and improve the cigarette sales level, we recently conducted a survey on the cigarette market, and now we report the survey as follows:

1. The sales status of key brands

1. Affected by the economic environment, Compared with the past, customers' operating profit has declined to a great extent. For example, the provincial brand Golden Leaf (Hard Red Flag Canal) suggested the retail guide price of 11 yuan/box, but most customers sold it to 1 yuan/box, and the profit did not increase before the tax increase, which led to the decrease of customers' enthusiasm for cigarette purchase.

2. Before the Spring Festival, the promotion policy of saving cigarettes for customers is still affected. There is a game contest between customers and companies. They think that it is enough to sell cigarettes. If there is no policy, they will buy less. More cigarettes have little effect. They are not active in ordering cigarettes with the policy of "waiting and wanting".

3. The market price of high-priced and tight cigarettes such as Zhonghua is low. In the past, customers asked for them, but now no one cares.

second, the social inventory of the main selling brands

The main selling brands in the local market include three specifications: Golden Leaf (Hard Red Flag Canal), Golden Leaf (Hard Emgrand) and Red Flag Canal (Light of the Galaxy). During the pre-holiday promotion policy, most customers bought more cigarettes. From the post-holiday customer purchase situation, the sales situation of the main selling brands is not ideal, but the main reason is that customers hold the mentality of other policies and the overall inventory is not large.

third, the changes of consumer groups and the market reaction after the holiday

1. Nowadays, most consumers mainly consume cigarettes with a price of more than ten yuan, such as provincial gold leaf (hard red flag canal), gold leaf (hard emperor) and Liqun (new edition). During the Spring Festival, the sales of higher-priced cigarettes, such as Su Yan (soft gold sand), Yuxi (soft), Furong Wang (hard) and Yellow Crane Tower (soft blue), were higher than usual.

2. Affected by the economic environment, the consumption of cigarettes for weddings, funerals and group meetings has decreased compared with the past. In the past, the single cigarette consumption for weddings and funerals was at least 5 cigarettes, but now it is generally around 3 cigarettes.

3. Customers are not active in ordering cigarettes after the holiday. Up to 3-4 households don't report cigarettes every day before the holiday, but nearly half of customers don't buy cigarettes every day these days after the holiday. Informed by telephone and Fetion, there are two situations in which most people do not report cigarettes. One is that cigarettes are still in stock and do not need to be purchased; The other is that the Spring Festival is not over yet, and the shops are not open, and the cigarettes will be reported after the festival.

fourth, the next work plan

1, strictly regulate the operation. Always adhere to the guiding ideology of strict internal supervision and management and standardized operation, and be strict and standardized with a high degree of consciousness, and never let up.

2. Organize the supply of goods reasonably. Combined with the reality of Xiuwu jurisdiction, we should grasp the market changes, judge the tight balance between supply and demand, adjust the pace of supply, and rationally organize the supply of tight goods such as Shuangxi and Hongtashan, which should not only meet the local market demand, but also ensure the completion of monthly targets.

3. Continue to deepen the combination of exclusive marketing. Focus on the supervision of abnormal merchants, take on-the-spot follow-up visits, continue to pay attention to the situation of purchase, sale and storage, and cooperate with the "1-day action" of monopoly organizations to provide timely feedback when abnormalities are found, so as to maintain a healthy and orderly cigarette market environment.

4. Pay attention to the tourism market dynamics. With the gradual warming of the weather, the tourism market began to gradually resume business. In previous years, the number of tourists began to climb one after another since the "3.8" Women's Day, and then the holidays such as Qingming and May Day came, and the golden period of sales in the tourism market also came. We should always pay attention to the business dynamics of customers in the tourism market and seize the golden opportunity to lay the foundation for improving cigarette sales. Post-holiday cigarette market research report 2

In order to understand the consumption dynamics of the holiday market, grasp the post-holiday cigarette sales trend, and scientifically arrange the next cigarette marketing work, according to the unified deployment of the marketing center, from February 4 to 14, the regional marketing departments of Wuhu Municipal Bureau of Anhui Province organized a special survey on the post-holiday cigarette market in 2xx. The details of the investigation and analysis report are as follows:

1. Form and content of market investigation of Wuhu Municipal Bureau, Anhui Province

Considering the differences of retail customers' market types, business formats and business scales, 5 representative sample points were selected in the whole region, accounting for 3.6% of the sample points, and the total cigarette inventory, main inventory specifications, retail price execution, consumption of high-grade liquor and other related products of customers were deeply understood at retail terminals through the form of door-to-door visits by account managers and questionnaires.

II. Summary and Analysis of Market Research of Wuhu Municipal Bureau, Anhui Province

1. Market Dynamics of Festivals

From the sales data and market feedback, despite the adverse impact of the national macro-policy and the supercharged external environment of cigarettes, the sales of Class I and Class II cigarettes remained booming during the Spring Festival, with sales in January increasing by 29.7% and 3.9% respectively. The main reason is that there is a trade-off leverage effect between public funds for cigarettes and mass consumption. The improvement of residents' living standards and the enhancement of health awareness have greatly promoted the cigarette consumption structure, which makes the cigarettes presented by visiting relatives and friends in the Spring Festival this year mainly soft clouds and soft Yuxi in towns, and the newly-made Anhui cigarettes in Huangshan and the new edition of Liqun in rural areas. The consumption characteristics of cigarettes in the Spring Festival market are distinctive, the brands are concentrated and the prices are stable. Due to the small amount of high-priced cigarettes in the market, there is still a gap between supply and demand, and the downward pressure of the economy and the national policy ban have little impact on the sales of high-priced cigarettes. In January, a total of 95 boxes were sold, up 144% year-on-year, among which the top three sales were Cordyceps sinensis hard boxes, Huangshan (Tiandu) hard boxes and Nanjing (Ninth Five-Year Plan).

the consumption market of the four types of cigarettes has shifted to rural areas, and most of the consumers are middle-aged and elderly people with limited economic level, and most of them buy and smoke by themselves. Wedding cigarettes began to change the situation that China, Yunyan and Yuxi unified the market in the past. The market response of Huangshan Red Square Seal Series was good, with a total of 13 boxes sold in January, of which Huangshan (Happy Red Square Seal) sold 25.6 boxes.

In recent years, there are about 66, migrant workers in Wuhu, mainly in Wuwei County, with about 4, people. The labor export areas are mainly in Jiangsu, Zhejiang, Shanghai and Beijing. Due to the early arrival of the Spring Festival this year, migrant workers have basically returned home since January 15th, reaching the peak of returning home around January 2th. From the market feedback, it will be the peak of migrant workers' going out after February 14th (the 15th of the first month), and cigarette consumption.

2. Post-holiday market status

According to the survey and summary, the average inventory of households in the whole region after the holiday was 291, an increase of 63 compared with the same period of last year. The social deposit-sale ratio was .94, and the retail price index was 97.6%. Compared with the same period of last year, after the holiday, the social inventory was relatively large, and the sales of cigarettes were slow. The main reasons were as follows: First, the period of stopping visits at the end of December last year was reduced by one week compared with the same period of last year, and the social inventory was not fully digested. At the end of the year, the social inventory-to-sales ratio was .26, up .1 point year-on-year, which aggravated the pressure on cigarette inventory in January; Second, this year's Spring Festival is ahead of schedule, and the pre-holiday cigarette digestion cycle is reduced by 1 years year-on-year, and the social inventory needs to be accelerated; Third, this year's post-holiday visit date is obviously ahead of schedule. This year, the account manager went to work on the fifth day of the first month, and the post-holiday market research was advanced, resulting in a large cigarette inventory of customers.

in terms of sales area, Wuhu county has the smallest inventory per household (216 items), the lowest social deposit-sale ratio in urban areas (.69), and the highest retail price index in Wuwei county (98.1%). Among them, the social deposit-sale ratio of Fanchang County and Jiangbei County is greater than 1, which is 1.14 and 1.26 respectively, and the market sales are obviously sluggish, which brings pressure to the post-holiday market start-up and normal cigarette sales.

From the perspective of cigarette categories, the distribution of social inventory proportion after the holiday is rugby, which is different from the inverted pyramid distribution of sales volume in January. The inventory proportion of three types of cigarettes is the largest, reaching 39.6%, which is 8.1 percentage points higher than the sales volume. The inventory proportion of first-and second-class cigarettes is 23.5% and 2.4%, which are lower than the sales proportion by 9.9 and 4.4 percentage points respectively. The proportion of four or five kinds of cigarettes in stock was 13.9% and 2.6%, which were 5.2% and .9% higher than the sales volume respectively. After the holiday, the retail price index of five kinds of cigarettes was the highest (99.5%), 2.9% higher than the average level, and the price index of one kind of cigarettes was the lowest (96.8%), .8% lower than the average level.

from the specification of main storage, the top ten specifications of social inventory are basically consistent with the sales ranking except Soft Yuxi, Liqun New Edition and Hard China, with 8 cigarettes in the province and Furong Wang Hard Box and Yunyan Purple outside the province. The inventory quantity is 34 boxes, accounting for 52.4% of the total inventory of the sample, and the average retail price index is 95.5%, which is 2.1 percentage points lower than the retail price index of the whole region. Among them, Huangshan (new-made Anhui cigarettes) has the largest inventory (68.9 boxes), and Huangshan (VIP) has the lowest price index (93.9%). In the main sales specifications, the price indexes of Liqun New Edition, Yunyan Soft Box and Hard China are 99.3%, 92.2% and 96.% respectively. Although the social inventory of Yunyan Soft Box is not large, from the price index, retail customers have the behavior of selling at low prices, and the implementation of retail prices is poor.

3. The influence of policy environment on cigarettes and their related consumption

Since last year, the central government has successively issued eight regulations, such as prohibiting government agencies from using public funds to buy cigarettes, and prohibiting leading cadres from smoking in public places. On the one hand, the consumption of cigarettes in meetings of party and government organs decreased significantly in January, and special cigarettes were mainly purchased by enterprises and private individuals. On the other hand, affected by the improvement of residents' living standards, the level of cigarette consumption in the region has been continuously improved, and some high-end cigarettes, such as Chinese brands, have been converted into mass consumption and landing consumption.

Third, the next work plan of Wuhu Municipal Bureau of Anhui Province

In February and March after the festival, adjusting the market status will be the focus of marketing work. Specifically, we should start with "standardization, regulation and purification", that is, standardizing cigarette business, regulating the supply of goods, purifying the market order, and promoting the continuous improvement of the quality of economic operation.

First, carry out self-examination and self-correction, and standardize cigarette business. Organize all regional departments to strengthen the study and training of standardized cigarette operation, carry out self-examination and self-correction in view of the "six resolute prohibitions" such as collocation sales explicitly prohibited by the State Bureau, strengthen the basic management of key links such as source organization, source delivery and order collection, strictly work procedures, clarify business discipline, improve marketing management level, standardize cigarette operation order, and earnestly safeguard standardized operation as the "lifeline" for the sustained and healthy development of the industry.

the second is to strengthen market monitoring and highlight regulation. Through the post-holiday market research, we can grasp the post-holiday market dynamics, adjust the supply of goods in real time, and strengthen market regulation. First, the implementation of customer audit management, in February, except for large-scale commercial super-customers, the upper limit of other customers' audit is not allowed to exceed 8. By reducing the maximum limit, customers are guided to arrange cigarette purchases reasonably, and finally the balance between supply and demand in the market is realized; The second is to strengthen the management of supply, and further subdivide the classification standards of supply. In view of the cigarette specifications in the post-holiday market research, the marketing center will adopt the strategy of limited supply to ensure that its retail price remains stable and the brand ecology is optimized.

the third is to implement the linkage of exclusive marketing and purify the market order. Driven by the double factors that demand cannot be effectively met and the interests of illegal cigarette sellers, the post-holiday period will be a high incidence period for customers to buy cigarettes that are in short supply outside the province in disorder. Therefore, marketing will strengthen the information communication mechanism with monopoly departments, report customers with abnormal fluctuations in sales to monopoly departments in time, and strengthen market inspection and rectification in coordination to ensure the standardized and orderly market order after the holiday. Post-holiday cigarette market research report 3

In order to deeply understand the cigarette sales in the jurisdiction during the Spring Festival, grasp the current situation of cigarette sales and inventory of merchants after the Spring Festival, find out the problems, find out the correct countermeasures, and ensure the sustained and healthy development of the cigarette market in the county, our bureau (branch) conducted targeted research on cigarettes after the Spring Festival. The contents of this survey include: whether retail customers are satisfied with the varieties of cigarettes supplied by tobacco companies, the supply quantity, the supply distribution strategy and the service of account managers, the sales situation of key backbone brands, the social inventory situation, the profitability of customers, and which brands are out of stock; Whether the cigarette market price and market order are stable, whether tobacco companies have matching sales and large sellers, etc., and solicit opinions and suggestions from retail customers. The investigation is now reported as follows:

1. Basic information of the investigation

(1) Objects and methods of the investigation

This time, we went deep into the jurisdiction and the Inner Yellow Market for investigation. We chose three different areas with different consumption capacity, namely, the county town, the urban-rural fringe and the rural area, for investigation. During the investigation, we also asked the merchants about the consumption habits and inventory of the local market while looking at the situation of the merchants' brand listing, cigarette ordering and inventory.

(2) Investigating the sales of cigarettes during the holiday season

In the market research, we made an inventory of the retail formats and business scales of the urban areas, Pucheng oil region and Limaqiao market within our jurisdiction. The county oil region is relatively prosperous and has a high economic level, and mainly sells middle and high-grade cigarettes; There are more consumers in rural markets, mainly selling middle and low-grade cigarettes. In the survey, merchants generally reported that the sales of cigarettes and the net profit of this year's Spring Festival increased compared with previous years, especially the sales of cigarettes above 1 yuan increased the most, and the sales of Golden Leaf Hundred Yuan brand and Class I and II cigarettes increased greatly.

II. Investigation and analysis

(1) Characteristics and problems of local cigarette market

Through interviews and inquiries, it was found that there are the following characteristics in cigarette sales during the Spring Festival:

1. Cigarette brands are highly concentrated, and old brands are still the main sales varieties. From the sales data, some old brands still have a large sales share in the market, such as: Golden Leaf Hundred Yuan brand and Hongqi Canal series in the province, Hongtashan (hard century) and Hongtashan (soft classic) outside the province.

2. The sales volume and consumption grade of cigarettes increased significantly

The sales volume and consumption structure in January this year increased significantly compared with the same period last year.

Among them, 528 boxes of Golden Leaf Hundred Yuan brand series were sold, accounting for 16.38% of the sales volume, and 46.8 boxes of Class I and II cigarettes were sold in the province, accounting for 5.2% of all Class I and II cigarettes.

3. Retail customers' inventory is more reasonable, and retail customers' holiday stocking is more rational. In the survey, some large supermarkets ordered the best-selling cigarettes of different brands before the Spring Festival to ensure their normal sales during the Spring Festival, and still had a small amount of inventory for daily operation after the Spring Festival. However, according to some small stores, they only ordered a proper amount of best-selling cigarettes before the festival, and the inventory before the festival was only slightly more than usual.