客流量分析報告

1、2009年2-5月客流量分析報告2009年2-5月，營銷部組織各片區(qū)實施開展了為期4個月的客流 量調(diào)查，營銷部和各專賣店作了大量細致的工作，得到全國專賣店的 積極配合。在有限樣本量下，我們匯總分析了四個月的人流量、成交 率、客單價（均指單店單天平均值），現(xiàn)將有關(guān)情況報告如下：1.2-5月人流量分析：四個月人流量統(tǒng)計顯示，節(jié)假日的進店人流量遠高于日常進店人 流量，節(jié)假日全國人流量48人，日常全國人流量30人，高出60%。瑚寸間 片區(qū)2月人流量3月人流量4月人流量5月人流量平均人流節(jié)假日常節(jié)假日常節(jié)假日常節(jié)假日常節(jié)假日常北京49305632512817374332成都片區(qū)2101576539643

2、011375東北19232518221646272821福建66408337543330245834廣東海南47234021321827183720河北天津47286826402429204625河南安徽46274526452633214225湖北32252515272027202820湖南41278818393037245125江蘇29278545734353256035晉豕寧31213021232124232722山東32205920281925193619陜甘新藏48354835312629243930上海613012247804148257836四川重慶5040753744223321

3、5030萬州片區(qū)39233232483818203428云貴廣西34213819301516123017浙江30264325292534253425重慶片區(qū)89587641594254367044全國平均442966354328342448302.2-5月成交率分析:片區(qū)2月 節(jié)假2月 日常3月 節(jié)假3月 日常4月 節(jié)假4月 日常5月 節(jié)假5月 日常節(jié)假 平均日常 平均北京45.81%42.38%41.07%46.88%33.67%44.33%64.71%43.24%46.32%44.21%東北70.92%65.57%76.00%66.67%62.18%61.88%58.70%48.15%66

4、.95%60.57%福建17.55%15.94%21.69%16.22%21.23%22.51%33.33%25.00%23.45%19.92%廣東海南25.53%30.43%37.50%33.33%39.27%37.04%35.95%37.06%34.56%34.47%天津河北26.27%29.04%29.41%30.77%31.50%31.41%34.48%35.00%30.42%31.56%河南安徽20.64%24.36%60.00%42.31%31.11%38.46%30.30%28.57%35.51%33.43%湖北50.42%50.40%80.00%66.67%77.78%77.5

5、0%77.87%75.00%71.52%67.39%湖南28.95%34.42%47.73%72.22%47.51%45.30%31.56%40.83%38.94%48.19%江蘇49.00%43.00%36.47%33.33%26.72%30.23%28.14%32.33%35.08%34.72%晉豕寧32.61%37.00%53.33%42.86%43.48%38.10%40.68%36.14%42.53%38.53%山東54.84%51.82%52.54%50.00%69.33%72.33%40.00%41.84%54.18%54.00%陜甘疆藏24.45%18.21%25.00%18.

6、60%34.10%22.66%34.48%20.83%29.51%20.08%上海20.77%25.07%21.70%20.17%22.33%19.87%27.08%28.00%22.97%23.28%川渝29.89%28.44%35.65%26.81%26.65%30.15%27.27%28.57%29.87%28.49%云貴49.82%42.73%60.53%57.89%43.33%46.67%64.06%61.85%54.44%52.29%浙江54.74%45.30%37.59%39.10%72.41%44.00%31.28%29.35%49.01%39.44%成都18.62%22.84

7、%33.46%27.16%26.56%30.00%26.21%26.67%重慶32.87%32.93%63.16%60.98%25.44%25.40%25.93%30.56%36.85%37.47%萬州25.73%33.24%50.00%31.25%36.82%33.33%33.33%30.00%36.47%31.96%全國平均36.71%36.13%44.63%40.99%40.96%39.39%39.25%36.96%40.39%38.37%全國成交率節(jié)假日、日常成交率分別為40.39%和38.37%,成交 率相差不大。成、渝、萬片區(qū)節(jié)假日和日常的成交率均低于全國平均 平均水平。下圖為2-

8、5月份各片區(qū)節(jié)假日、日常成交率平均值柱狀圖:口節(jié)假平均口平常平均除成渝萬外，全國節(jié)假日、日常成交率最低的只有22.97%、19.92%（上海片區(qū)、福建江西片區(qū)），最高的成交率有71.52%、67.39% （的 湖北片區(qū)），節(jié)假日、日常分別相差48.55和47.47個百分點。3.2-5月份客單價分析：四個月客單價統(tǒng)計顯示，全國平均客單價在節(jié)假日低于日常水 平。節(jié)假日人流量大，購買人數(shù)多，節(jié)假日低價值產(chǎn)品銷售量大，容 易成交，成交時間短，服務(wù)人員不能在短時間內(nèi)推薦高價值產(chǎn)品，從 而導(dǎo)致客單價比日常低。片區(qū)2月 節(jié)假2月 日常3月 節(jié)假3月 日常4月 節(jié)假4月 日常5月 節(jié)假5月 日常節(jié)假平均日常平

9、均北京109.14123.10127.43123.02110.61142.23107.73125.7513.73 128.53東北81.0088.00104.3787.4286.5888.4067.15126.3884.7797.55福建125.75125.21139.07159.19154.27141.26111.76119.5732.71 136.31廣東海南105.00106.00137.13134.95135.59137.57113.01124.7822.68 125.83河北天津95.1489.53175.8794.6285.81114.0792.7499.27112.3999.37

10、河南安徽113.56133.3895.2193.2692.5095.0597.64129.4699.73112.79湖北80.0076.0099.1487.20108.0492.92107.4896.0098.6788.03湖南100.5498.6076.6894.60113.7688.2193.6383.4696.1591.22江蘇95.1692.1494.6094.8298.1291.0994.89112.3195.6997.59晉豕寧96.5778.1396.7780.5576.8777.2088.1082.8089.5879.67山東95.32104.0892.1185.7497.84

11、79.49125.00105.43102.5793.69陜甘新藏92.2590.36169.99128.44109.14127.1596.9099.60117.07111.39上海151.76113.42130.50142.77131.04168.81133.92141.0036.80 141.50川渝77.0579.6184.2384.7474.3473.6477.0081.8378.1679.96云貴廣西76.6377.6677.2480.0670.7585.3580.6489.8876.3283.24浙江76.7194.86_成108.78114.01132.70113.04128.41

12、135.5692.4790.65渝86.93138.4980.6993.73128.36130.47138.35212.91108.58143.90萬117.22305.8679.49111.83284.63228.49190.24142.46167.89197.16全國平均93.46106.02103.6599.52110.05109.18102.35110.97102.38106.42從上表可以看出，成都片區(qū)由于團購業(yè)務(wù)少，客單價明顯低于重 慶、萬州片區(qū)及全國平均水平。重慶片區(qū)、萬州片區(qū)由于包含團購， 客單價遠高于全國水平。促進專賣店團購業(yè)務(wù)的開展，是直接提高全 國客單價的有效途徑。2-5

13、月份節(jié)假日、日常客單價平均值柱狀圖：除成渝萬片區(qū)外，節(jié)假日全國客單價最低的是四川重慶片區(qū)的 76.32元，最高的是上海片區(qū)的136.8元；日常全國客單價最低的是 山西內(nèi)蒙寧夏片區(qū)的79.67元，最高的是上海片區(qū)的141.5元。節(jié)假 日、日常全國客單價分別相差60.48元、61.83元，懸殊較大，一方 面是各地的消費能力差異，另一方面專賣店的銷售水平也存在一定的 差距。4.2月-5月全國人流量、成交率、客單價平均值:項目2月3月4月5月平均值全國節(jié)假日均進店人數(shù)4466433448全國日常日均進店人數(shù)2935282430全國節(jié)假日均成交率36.71%44.63%40.96%39.25%40.39

14、%全國日常日均成交率36.13%40.99%39.39%36.96%38.37%全國節(jié)假日均客單價93.46103.65110.05102.35102.38全國日常日均客單價106.0299.52109.18110.97106.42綜合1.2.3的人流量、成交率、客單價分析，我們可以得出：全國專賣店雖然人流量存在較大差異，但成交率參差不齊， 相差較大，是作為連鎖專賣店一大不足之處。加強專賣店培訓(xùn)尤為迫 切，提升成效成交率，縮小差距，從而提升全國專賣店成交達到相對 統(tǒng)一高度。全國專賣店的成交率較為穩(wěn)定，有近40%成交率，說明我們 的專賣店服務(wù)水平、銷售水平具有一定優(yōu)勢；/我們專賣店在節(jié)假日時客單

15、價低于日?？蛦蝺r。節(jié)假日在進 店人數(shù)大幅上升的情況下，成交率并沒有大幅提升，只是略有提升， 客單價反而比日常略有降低，全國絕大多數(shù)專賣店都體現(xiàn)出此現(xiàn)象。 這是我們專賣店的不足，針對以上不足，我們在今后的工作中應(yīng)將如何提高客單價作為我 們提高銷售的重點工作。一是要加強專賣店店員的培訓(xùn)工作，復(fù)制成 功經(jīng)驗，提升整體水平，不斷縮小差距；二是重視節(jié)假日銷售，提升 店員的服務(wù)水平，提升客單價；三是加大團購力度，發(fā)展團購，從而 有力促進專賣店的業(yè)績。5.省級經(jīng)理站店、店主或店員站店客流量對比分析，詳見下表:站店人員2月3月4月5月平均值成交率客單價成交率客單價成交率客單價成交率客單價成交客單價陳思廷64.

16、71%107.7364.71%107.73北京店員43.24%125.7543.24%125.75周玉雙23.81%124.7333.03%149.7828.42%137.26成都店員31.68%126.3127.00%125.629.34%125.96杜仕彬75.00%68.8871.88%85.1375.00%117.6061.00%7770.72%87.15東北店員77.14%76.2277.14%136.5961.79%86.4357.00%7468.27%93.31朱軼28.21%123.4542.35%134.8831.51%147.1335.78%7834.46%120.87廣東

17、海南店員26.56%104.3534.95%138.6238.82%135.8136.48%12334.20%125.45張勇26.02%118.0632.34%95.4633.19%106.7837.78%107.0432.33%106.84河北天津店員27.29%92.9230.55%94.1631.46%99.9434.69%98.2331.00%96.31畢仟元44.20%155.3552.38%83.4551.52%89.5937.70%81.1746.45%102.39河南安徽34.90%104.4954.17%97.2946.26%95.3030.54%71.0141.47%92

18、.02王輝51.47%119.7771.88%85.1375.61%92.6574.00%92.6568.24%97.55湖北店員50.75%95.6371.43%147.5276.67%101.7077.00%101.768.96%111.64田滴48.00%121.7449.27%122.1539.26%103.1229.92%89.5741.61%109.15湖南店員43.66%99.2750.57%144.5244.02%98.3530.40%96.442.16%109.64曾佑英55.00%89.6836.97%107.3245.16%119.2943.00%517.3645.03%

19、208.41江蘇店員46.05%93.8835.13%95.2827.12%98.1329.00%93.5234.33%95.20先強17.78%226.6339.29%118.3652.17%116.7936.41%153.93福建江西店員19.57%200.3921.02%149.9831.46%99.9424.02%150.10陳凱66.93%103.2857.69%89.3368.97%117.4547.44%116.2260.26%106.57山東店員51.62%97.8051.65%90.4970.83%89.1540.57%116.3653.67%98.45唐雄軍47.83%79

20、.4857.14%87.5929.11%76.7441.00%83.7343.77%81.89山西內(nèi)蒙店員46.15%105.3338.89%72.5729.63%70.3438.00%85.738.17%83.49曾傳露11.54%120.3328.89%90.5827.27%249.6362.00%13032.43%147.64陜西新疆店員27.16%88.7730.30%81.7728.96%128.9056.00%13435.61%108.36張洪26.67%142.9431.20%122.3116.90%66.9220.00%14423.69%119.04上海店員22.32%138.

21、3341.35%134.7421.50%142.8928.00%16628.29%145.49李朝暉25.89%80.2735.65%84.2330.17%54.4950.00%72.8335.43%72.96四川重慶店員36.00%71.6526.81%84.7427.74%75.7148.05%67.8934.65%75.00胡在容25.00%229.825.00%229.80萬州店員32.07%164.0532.07%164.05熊昕73.68%96.0061.29%70.7947.06%79.4438.89%10455.23%87.56云南貴州廣西店員47.11%76.9971.32%78.9644.28%76.2763.40%84.3756.53%79.15徐升璽55.56%178.0047.83%68.97%28.74%50.28%178.00浙江店員50.00%100.0050.28%75.00%30.39%51.42%100.00向宏婧42.50%96.0011.76%110.7927.13%103.40重慶店員25.00%131.1830.11%164.8127.56%148.00省級經(jīng)理平均值