Analysis on foreign hypermarket shopper groups in Beijing [Excerpt]
在北京，大卖场已经成为现代零售市场中最重要业态之一，其市场份额在零售各业态中首屈一指。本报告基于对沃尔玛、家乐福、卜蜂莲花、大润发、乐购、乐天玛特、欧尚、永旺超市等外资大卖场顾客群体的人口统计特征及其支出分析，对北京外资大卖场业态进行初步研究。
In Beijing, hypermarket has become one of the most important format in modern retail market, with leading market share in retail formats. Based on the analysis on demographic characteristics and expenditure of customer groups in foreign hypermarkets such as Wal-Mart, Carrefour, Lotus, RT-Mart, Tesco, Lotte Mart, Auchan, Aeon and other foreign hypermarkets, this report conducted preliminary research on foreign hypermarket format.
外资大卖场购物者的性别特征
Gender characteristics of foreign hypermarket shoppers
在北京全部实体店中，男女性别比例为51.5%和48.5%，男性购物者人数高于女性3个百分点。而在外资大卖场，购物者的性别表现相反：男性47.9%、女性52.1%。男性购物者比例低于女性4.2个百分点。
In all physical stores in Beijing, shoppers’ gender ratio was 51.5% male and 48.5% female. The ratio of male shoppers is 3 percent higher than that of female shoppers. Gender ratio of shoppers in foreign supermarkets has opposite performance: male 47.9% and female 52.1%. The ratio of male shoppers is 4.2 percent lower than that of female shoppers.
在全部实体店中，男性客单价为229元，女性为167元，二者相差62元。而在外资大卖场，男性购物者客单价却比女性低10元：外资大卖场的男性购物者客单价为204元，女性客单价为214元。
In all physical stores, male shoppers’ average transaction amount is 229 yuan, female shoppers’ is 167 yuan. The gap between them is 62 yuan. In foreign hypermarkets, male shoppers’ average transaction amount is 10 yuan lower than female shoppers’. In foreign hypermarkets, male shoppers’ average transaction amount is 204 yuan, female shoppers’ is 214 yuan.
客单价的差距，导致男性购物者在外资大卖场的购物总金额比女性差6个百分点。而在全部实体店购物总额中，男性占61%，女性占39%，男性购物者高出女性购物金额22个百分点。
Caused by average transaction amount gap, male shoppers’ expenditure’s proportion in foreign hypermarkets is 6 percentage points lower than female shoppers’. While male shoppers’ expenditure proportion in physical stores is 22 percentage points higher than female shoppers’, reaching 61% and 39% respectively.
外资大卖场男女购物人次、金额比例及客单价
Number, expenditure’s proportion and average transaction amount of male and female shoppers in foreign hypermarkets

在外资大卖场，女性购物群体的规模、购物总金额和客单价均高于男性购物群体，这种状况与女性购物群体关注家庭、关注基本生活必需品的生活习性密不可分。而关注居民家庭、关注基本生活必需品供应，也正是外资大卖场追求的顾客价值和基本经营理念。
In foreign hypermarkets, number, total expenditure and average transaction amount of female shopper groups are higher than that of male shopper groups’. This situation is closely and inseparably related to female shopper groups’ living habit of paying attention to family and the basic necessities of life. While paying attention to households and the supply of basic necessities of life is just the foreign hypermarkets’ pursuit of the customer value and the basic business philosophy.

外资大卖场购物者的年龄结构特征
Age structure characteristics of foreign hypermarket shoppers
与全部实体店相比，外资大卖场的购物群体更为年轻。25-34岁年龄段的购物者，占比高达58%。25－34年龄段之后，由高到低依次为18-24岁、35-44岁、55-64岁、45-65岁、65岁以上和15-17岁年龄段。
Compared to all physical stores’ shoppers, foreign hypermarket shopper groups are younger. The share of foreign hypermarket shoppers aged 25-34 reaches up to 58%, followed by shares of shoppers aged 18-24,35-44, 55-64, 45-65, above 65 and 15-17 sorted in descending order.
在外资大卖场，客单价最高的是45-54岁的购物者，客单价为382元；然后是55-64岁，客单价284元；之后依次是35-44岁、25-34岁、18-24岁和65岁以上的购物者，客单价分别为214元、213元、185元、55元。
In foreign hypermarkets, shoppers aged 45-54 has the highest average transaction amount, reaching 382 yuan. Shoppers aged 45-54 has the second- highest average transaction amount, reaching 382 yuan, followed by shoppers aged 35-44, 25-34, 18-24 and above 65, whose average transaction amount reach 214 yuan, 213 yuan ,185 yuan and 55 yuan respectively.
购物人次和客单价水平，决定了各个年龄段购物者在外资大卖场的购物支出金额占比。调查期，在外资大卖场支出金额最多的是25-34岁的购物者，支出金额占比接近60%。其次是18-24岁，支出金额占比19%；35-44岁，支出金额占比12%；45-54岁，支出金额占比6%；55岁以上支出金额占比5%。其中，25-34岁、18-24岁和35-44岁购物者支出金额占比接近90%，是外资大卖场的主要购买者群体。
Number of shoppers and average transaction amount level determine the share of the expenditure of foreign hypermarkets shoppers in various age ranges. During the survey period, expenditure share of shoppers aged 25-34 is the highest one, reaching nearly 60%, followed by the expenditure share of shoppers aged 18-24, 35-44,45-54 and above 55, reaching 19%, 12%, 6% and 5% respectively. Among those, share of expenditures of shoppers aged 25-34,18-24, and 35-44 is close to 90%, which are the major shopper groups of foreign hypermarkets.
外资大卖场男女购物者人次、支出金额比例及客单价
Numbers, proportion of expenditure and average transaction amount of foreign hypermarkets shoppers of different genders
 

外资大卖场购物者的居住区域特征
Regional characteristics of foreign hypermarkets shoppers
北京外资大卖场购物者主要分布在城市功能拓展区，占比为64.9%；其次是城市发展新区，占比为22.8%，之后为首都功能核心区和生态涵养发展区，占比分别为8.5%和0.5%。同全部实体店比较，外资大卖场购物者的居住区域相对集中许多。
Beijing foreign hypermarket shoppers mainly reside in Urban Function Extended Districts, which accounts for 64.9%; then the shoppers residing in New Districts of Urban Development, accounting for 22.8%, followed by shoppers residing in Core Districts of Capital Function and Ecological Preservation Development Districts, accounting for 8.5% and 0.5% respectively. Compared with physical store shoppers, foreign hypermarkets shoppers’ residential regions are relatively more concentrated.
外资大卖场客单价由高到低分别为：城市功能拓展区（222元）、首都功能核心区（207元）、城市发展新区（187元）和生态涵养发展区（130元）。在外资大卖场购物者中，城市功能拓展区购物者支出金额占比71%，城市发展新区占比20%，二者之和达到91%，构成了外资大卖场主要购物群体。
Districts foreign hypermarkets shoppers reside in with average transaction amount sorted in descending order are as follows: Urban Function Extended Districts (222 yuan), Core Districts of Capital Function (207 yuan), New Districts of Urban Development (187 yuan) and Ecological Preservation Development Districts (130 yuan). Among expenditures of shoppers in foreign hypermarkets, Urban Function Extended Districts’ accounting for 71%, New Districts of Urban Development’s accounting for 20%, totaled up to 91%. Shoppers in these two districts constitutes the major shopping group of foreign hypermarkets.
外资大卖场购物者人次、支出金额和客单价最高的区域均为城市功能拓展区。尽管首都核心功能区的购物者支出金额和购物人次比例不高，但是其客单价却仅次于城市功能拓展区。
Foreign hypermarkets shoppers in Urban Function Extended Districts have the highest number, expenditure and average transaction amount. Although number and expenditure proportion of shoppers in Core Districts of Capital Function are not high, but its average transaction amount rank second only to Urban Function Extended Districts shoppers’.
外资大卖场各居住区域购物者人次、支出金额比例及客单价
Number, expenditure and average transaction amount of foreign hypermarkets shoppers residing in various Regions

外资大卖场购物者的职业特征
Occupational characteristics of foreign hypermarkets shoppers
在外资大卖场，购物人次最多的是办事员群体，占总购物人次的57%。其次为商业服务业人员和其他类人员，占12%。之后是单位负责人、专业技术人员，占比分别为10%和7%。
Number of foreign hypermarket shoppers employed in clerical work is the largest one, its share reaches 57%, followed by the foreign hypermarket shoppers in business and services occupation, its share reaches 12%, then followed by foreign hypermarket shoppers employed in person in charge work and professional technical work, reaching 10% and 7% respectively.
外资大卖场客单价最高的是单位负责人，为278元。其次是生产、操作人员及军人，为225元。之后是其他类消费者，219元；商业服务业人员206元；办事员201元，专业技术人员162元。
Foreign hypermarket shoppers employed in person in charge work has the highest average transaction amount, reaching 278 yuan, followed by the shoppers in production, operation and military occupation, reaching 225 yuan; then followed by shoppers employed in other works, reaching 219 yuan, shoppers employed in business and services work, reaching 206 yuan, shoppers employed in clerical work, 201 yuan, shoppers employed in professional technical work, 162 yuan.
外资大卖场购买支出部金额比例最高的是办事员类人员，占比达54%。其次分别为是单位负责人13%；商业服务业人员和其他类消费者12%、专业技术人员5%。
In foreign supermarkets, customers engaged in clerical work has the highest proportion of expenditure, 54%. Followed by shoppers employed in person in charge work, accounting for 13%; business services and other works, accounting for 12%, professional technical work, accounting for 5%.
外资大卖场不同职业购物者人次、支出金额比例及客单价
Number, expenditure proportion and average transaction amount of foreign hypermarket shoppers in different occupations

外资大卖场购物者的收入水平特征
Income characteristics of foreign hypermarkets shoppers
外资大卖场购物人次最多的是月收入3-5千元的消费者，占购物总人次的45%。其次是月收入0-3千元的消费者，占购物总人数的31%。月收入5-7千元的消费者占购物总人数16%。三者之和为92%，占据了外资大卖场购物群体的绝大部分。
In foreign hypermarkets, shoppers in 3-5 thousand yuan income range has the largest number, accounting for 45% of all shoppers, followed by shoppers in 0-3 thousand yuan income range, accounting for 31%, shoppers in 5-7 thousand yuan income range, accounting for 16% of all shoppers. Three of them total up to 92%, accounting for the vast majority of the foreign hypermarkets shopping groups.
外资大卖场客单价最高的是月收入1-2万元的购物者，金额为308元。之后依次为月收入7千-1万元、3-5千元、5-7千元、0-3千元的购物者，客单价分别为260元、240元、214元和158元。
In foreign hypermarkets, shoppers in 10-20 thousand yuan income range has the highest average transaction amount, 308 yuan, followed by shoppers in 7-10 thousand yuan, 3-5 thousand yuan, 5-7 thousand yuan and 0-3 thousand yuan income ranges whose average transaction amounts are 260 yuan, 240 yuan, 214 yuan and 158 yuan respectively.
一般情况下，收入水平与单次购物金额接近同比例增长态势。在全部实体店的购物者中，可以看到明显看到这种趋势。但是，由于外资大卖场的商品经营范围以需求钢性很强的基本生活必需品为显著特征，其不同收入水平购物者客单价差距相对小了很多。
Under normal circumstances, the growth trends of shoppers’ income levels and average transaction amount have nearly the same growth proportion. This trend is very obvious of the Physical shoppers’. But, because of the scope of commodity business activities in foreign hypermarkets characterized remarkably by basic necessities of life with more rigid demand, gaps between average transaction amounts of shoppers in various income ranges are relatively much smaller.
外资大卖场不同收入水平购物者人次、支出金额比例及客单价
Number, expenditure proportion and average transaction amount of foreign hypermarkets’ shoppers in different income ranges