HK33 (Kiff C)

2008-07-30T12:09:00.000+08:00

Scooterboy

A scooterboy is a member of a specific subculture based around riding motor scooters.

The subculture originated in the United Kingdom in the 1980s among Vespa and Lambretta riders. It developed out of the mod, punk and skinhead cultures, becoming a separate and distinct group. Unlike the mods, who often customize their scooters with 1960s-style paint jobs and accessories (such as extra mirrors), scooterboys generally use a more modern style of paint work, sometimes adding murals depicting events or music, or in some cases turning them into cutdowns.

In the UK, scooterboys typically attended scooter rallies in seaside towns, with attendance numbers sometimes in the thousands. Rallies usually involve camping, watching bands, dancing to DJs and participating in various scooter-related activities. In the 1980s, scooterboys listened to various styles of music, including ska, 2 Tone, psychobilly, punk rock, Oi!, and northern soul. Favourite songs included "Surfin' Bird" by The Trashmen and "Tony Blackburn" by Binky Baker.

The huge number of scooter clubs that sprung up around this movement best identified the scooterboy movement. Gangs of scooterists who travelled in packs around Britain to indulge in alcohol- and drug-fuelled mayhem. The scooterboy movement came at a time when huge chunks of Britain’s youth where alienated by the establishment and Prime Minister Margaret Thatcher’s policies. New police powers meant to combat striking miners where sometimes used against scooterboys.

Fashion

There are no rigid fashion rules among scooterboys, although many have resembled punk-influenced-skinheads. However, many have had either normal hairstyles, psychobilly-style quiffs, flattops, or long hair. Scooterboys rejected the more formal clothing styles of the mods and traditionalist skinheads (such as suits). Scooterboys sometimes wear MA-1 bomber jackets, military surplus parkas, leather or denim jackets (or vests). It is common for scooterboys to sew patches commemorating the rallies they have attended onto their jackets. Some have sewed bar towels onto the seat of their jeans or combat trousers. Many scooterboys have worn Dr. Martens boots, Ben Sherman or Fred Perry shirts.

2008-07-30T12:03:00.000+08:00

Street fashion

Street fashion is a term used to describe fashion that is considered to have emerged not from studios, but from the grass roots. Street fashion generally associated with youth culture, and is most often seen in major urban centres. Japanese street fashion sustains multiple simultaneous highly diverse fashion movements at any given time. Mainstream fashion often appropriates street fashion trends as influences.Most major youth subcultures have had an associated street fashion. Examples include:

l hippies (denim, T-shirts, long hair, flower power and psychedelic imagery, flared trousers)

l Teddy Boys (drape jackets, drainpipe trousers, crepe shoes)

l punk fashion (ripped clothing, safety pins, bondage, provocative T-shirt slogans)

l Mods (short-cropped hair, fitted jeans, Ben Sherman button-up shirts, Fred Perry polo shirts, Harrington jackets, Dr. Martens boots)

l Goth subculture (black clothing, heavy coats, big boots, makeup).

l Hip hop fashion (501 Levis, ECKO, South Pole, Avirex, Sean Jean, NIKE)

Managing The Brand

2008-07-24T11:40:00.004+08:00

Managing The Brand

view presentation (tags: branding)

The Brand Identity Design

2008-07-24T11:09:00.000+08:00

Brand identity design is concerned with the visual aspects of a company or organization’s brand or identity. A brand identity design is the visual element that represents how a company wants to be seen; it is the company’s visual identity, and is how a company illustrates its ‘image.’ A company’s brand identity can be represented in terms of design through a unique logo, or signage, and is then often integrated throughout all the elements of a company’s materials such as business cards, stationary, packaging, media advertising, promotions, and more.

Brand identity design is also what helps consumers remember the company, and often what brings them back. The right brand identity design can be one of the company’s strongest marketing tools as it translates the values, and strategic vision of a company into a consistent image that consumers become familiar with. A brand identity design, like a logo, is a tangible concept that gives the company a visual identity. This is important, as imagery is often what attracts ‘visual’ thinkers who aren’t drawn in by words and numbers alone.

An effective brand design is also never static; instead a company’s brand should evolve as the company evolves. This may mean modernizing the visual image from time to time in terms of logo, tagline, typography, color palette, design, etc., but still staying close to the heart of the brand and what it stands for.

In order to maintain consistency in their values and company goals, but also evolve with trends in design, many organizations will hire an in house brand identity designer, or work with a brand identity design firm or advertising agency to come up with appropriate brand designs for the image they are trying to convey. The job of the brand designer is to provide new or innovative ways to combine words and images to express the key message of a company, and the goal of the brand designer is to show consumers that the company is concerned about how it looks.

Brand design is a creative and pragmatic approach that focuses on the needs of the client in areas such as identity, marketing communications, environment, product branding, packaging, and website design. A brand designer uses design and strategic thinking to help companies to find an appropriate brand identity that will help them prosper in competitive marketplace, and the ongoing task of a brand designer is to make sure the brand remains fresh and effective.

Top Performing Retail Brand in Europe

2008-07-15T18:38:00.001+08:00

From World Retail Congress: H&M is Top Performing Retail Brand in Europe
10 Apr, 2008

Forrester Research today unveiled its list of the Top Performing European Retail Brands at the World Retail Congress.

Jez Hampton, group chief executive, Interbrand, presented the list of 25 retailers, and also highlighted the specific features of operation that had led to each of these brands to perform as they did last year.

Leading the list is Swedish fashion retailer H&M, whose 2008 Brand Value, according to Interbrand, is an astounding 10,366 million euros. Among other retail performers are Ikea, Tesco, Carrefour, Spanish retailers Zara, Mango, Mercadona and El Corte Ingles, and German powerhouses Lidl, Aldi and Edeka.

How were the brands valued?

Speaking to Indiaretailing, Hampton said, "Well, we identified three broad models: The Aggregator, Branded Own label, and Product Brands."

"The first are brands that are primarily providers of manufacturer choice, environment and price to mass consumers. Examples include Tesco, Carrefour, Auchan and Asda. The second type includes brands that are primarily providers of a private-label proposition, environment and price. For instance, Zara, M&S, Mango and Aldi. And the third type of brands are primarily providers of a private-label proposition, with the majority of their products being distributed through third-party retail brands. For example, Adidas, Sony, and Levi's," he explained.

"However, the Top Performing Retail Brands study focuses on the first two models; it looks at brands as retailers, first and foremost," he added.

Below is the list of the top 25 brands as ranked by Interbrand, in descending order(with the three columns representing rank, name, and brand value 2008, in million euros):

1. H&M 10,336
2. Carrefour 6,620
3. Ikea 6,516
4. Tesco 5,617
5. M&S 5,100
6. ZARA 4,112
7. Aldi 2,675
8. Boots 2,003
9. El Corte Ingles 1,930
10. Auchan 1,860
11. ASDA 1,224
12. MediaMarkt 1,094
13. Lidl 910
14. Edeka 905
15. C&A 882
16. Sephora 767
17. The Body Shop 727
18. Argos 726
19. Mango 702
20. Sainsbury's 512
21. Kaufland 418
22. Mercadona 398
23. Fnac 379
24. Rewe 303
25. Carphone Warehouse 282

For any question or feedback, please write to editor@indiaretailing.com

Ogilvy Mindshare OBF ConsumersInRealChina

2008-07-14T09:50:00.000+08:00

Uploaded on authorSTREAM by abdullah

2008-07-14T09:31:00.000+08:00

创意公司，有关创意的网站
www.adworks.com
www.bertha.com
www.bcreative.com
www.jdgdesign.com
www.collierreps.com
www.lightpage.com
www.virtualaccesscorp.com

文案部分，有关文案的网站
www.copychef.com
www.copywriting.com
www.theslot.com

有关美术指导的网站
www.aiga.org 美国平面艺术学院
www.creativity.net 创意茶座
www.adcny.org 艺术指导俱乐部
www.dol.com 设计在线
www.graphic-design.com 设计与出版公司
www.digitaldirectory.com 数字名录
www.portpolios.com 在线公文箱
www.gocreate.com 智慧工作
www.ogilvy.com 奥美国际
www.saatchibuscomm.com 盛世广告
www.tbwachiat.com 夏/戴公司
www.jwtworks.com 智威汤逊
www.yandr.com 扬卢比凯
www.iaaglobal.org 国际广告协会
www.ara.net 全国性广告主协会
www.ifaa.com 国际广告公司联盟
www.aaaa.org 美国广告公司协会
www.ica-ad.com 加拿大广告学会
www.aaf.org 美国广告联盟
www.adage.com 《广告时代》
www.adweek.com 《广告周刊》
www.acnielsen.com a.c尼尔森
www.gallup.com 盖勒普
www.imcstratgic.com IMC战略发展公司
www.intmark.com 整合营销传播公司
www.medill.nwu.edu 西北大学
www.zenithmedia.com 实力媒体
www.creativemag.com 《创意杂志》
www.popmag.com 《POP杂志》
www.infogurn.com 900广告俱乐部
www.interpromo.com 相互促销公司

广告设计类网站列表
------------------------------------------------------------

国内：
中国广告人网： www.chinaadren.com
设计在线： www.dolcn.com
设计时代: www.design-era.com
全球设计资讯网： www.infodesign.com.tw
中国工业设计协会: www.uschinabusiness.com/union/design.htm
台湾工业设计协会： www.cida.org.tw
北京工业设计促进中心： www.bjidesign.com

国外：
美国： www.core77.com
美国工业设计师协会： www.idsa.org
意大利： www.designboom.com
德国： www.design-report.de
西班牙: www.designmp.com
比利时: www.designaddict.com
澳大利亚: www.m-pm.com
厄瓜多尔: www.trama.com.ec
瑞士: www.scandinaviandesign.com
荷兰: www.framemag.com
丹麦： www.ddc.dk
法国： www.designfrance.tm.fr
国际工业设计联合会官方网站： www.icsid.org
日本工业设计促进会： www.jidpo.or.jp
韩国工业设计促进研究会： www.kidp.or.kr

广告论坛讲义下载(PowerPoint文件)

名称：培养中国强势品牌
网址 http://www.ceoun.com/download/jiangyi/1-feng.ppt ;
语言：简体中文
类型：PowerPoint文件
提供者：天进广告有限公司总经理冯帼英
文件大小：520K
名称：企业和广告公司如何有效互动
网址 http://www.ceoun.com/download/jiangyi/2-jiayi.ppt ;
语言：简体中文
类型：PowerPoint文件
提供者：著名营销专家吴正吉吉
文件大小：62K
名称：电视广告策略和创意
网址 http://www.ceoun.com/download/jiangyi/3-lv.ppt ;
语言：简体中文
类型：PowerPoint文件
提供者：英扬传奇广告公司总经理吕曦
文件大小：202K
名称：营销策略和广告策略的转换
网址 http://www.ceoun.com/download/jiangyi/4-si.ppt ;
语言：简体中文
类型：PowerPoint文件
提供者：思源广告公司总经理何秉均
文件大小：155K
名称：销售关系管理
网址 http://www.ceoun.com/download/jiangyi/5-xiaoshou.ppt ;
语言：简体中文
类型：PowerPoint文件
提供者：世纪阳光顾问公司首席顾问师赵智敏
文件大小：113K
名称：品牌标杆理论
网址 http://www.ceoun.com/download/jiangyi/7-zhaohui.ppt ;
语言：简体中文
类型：PowerPoint文件
提供者：创维集团品牌总监总赵辉
文件大小：726K
名称：战略营销与广告策划
网址 http://www.ceoun.com/download/jiangyi/8-zhuhaisong.ppt ;
语言：简体中文
类型：PowerPoint文件
提供者：英扬传播集团客户总监朱海松
文件大小：391K
名称：工业设计的美的
网址 http://www.ceoun.com/download/lijinkui.ppt ;
语言：简体中文
类型：PowerPoint文件
提供者：美的工业设计董事长李锦魁
文件大小：2659K
名称：具竞争力的专业销售人员
网址 http://www.ceoun.com/download/jiangyi/comsales.ppt ;
语言：简体中文
类型：PowerPoint文件
提供者：新华信企业管理总经理张烜搏
文件大小：2827K
名称：关于营销战略的思考
网址 http://www.ceoun.com/download/jiangyi/11-HR.pps ;
语言：简体中文
类型：PowerPoint文件
提供者：新华信企业管理合伙人张江燕
文件大小：242K
名称：实施人力资源战略，创造持续佳绩
网址 http://www.ceoun.com/download/jiangyi/12-public.pps ;
语言：简体中文
类型：PowerPoint文件
提供者：新华信企业管理总经理许朝辉
文件大小：162K
名称：有效沟通技巧
网址 http://www.ceoun.com/download/jiangyi/13-ltgt.ppt ;
语言：简体中文
类型：PowerPoint文件
提供者：北京时代光华教育发展有限公司蓝天
文件大小：434K

2008-07-14T09:29:00.001+08:00

国内：
设计在线：www.dolcn.com
设计时代:www.design-era.com
全球设计资讯网：www.infodesign.com.tw
中国工业设计协会:www.uschinabusiness.com/union/design.htm
台湾工业设计协会：www.cida.org.tw
北京工业设计促进中心：www.bjidesign.com

德文网站：
1. ArchiMeDes www.archi-me-des.com
2. Artefakt industriekultur www.artefakt.de
3. www.art-kon-tor.de
4. www.ascom.ch/design
5. www.axenfeld.de
6. www.bf-design.de
http://www.jmdesign.com.cn 集美工业设计工作室
http://www.cida.org.tw 台湾设计协会
http://www.haier.com 海高设计公司
http://www.bestinfo.net.cn/bsti_sjss/ 北京工业设计中心
http://www.Chiangs-charity.com.hk 香港蒋氏基金
http://www.Chinamd.com 美的工业设计中心
http://www.novadesign.com.tw 浩瀚设计公司
http://www.chlnal00.neVhyh.ht 创华文苑平面设计中L1
http://www.desi8ncenter.org.tw 台湾设计中心
http://www.dunec.com 东北地区设计师联合网
http://www.design.museum.net 北京设计博物馆

国内设计院校
http://www.bit.edu.cn 北京理工大学
http://www.bjpu.edu.cn 北京工业大学
http://www.bjadc.edu.cn 北京市工艺美术学校
http://designnet.hunu.edu.cn/indexl.htm 湖南大学
http://www.Jmdesign.com.cn 广州美术学院
http://www.wxuli.edu.cn/wine/dept 无锡轻工业大学

国外设计机构
http://www.icsid.org 国际工业设计联合会
http://www.idsa.org 美国工业设计师协会
http://www.Cambabcn.es/bcd 西班牙巴塞罗那设计中心
http://www.design-council.org.uk 英国设计委员会
http://www.nsead.org 英国设计与艺术委员会
http://www.design_germany.de 德国北―威州设计中心
http://www.lgabw.de/BWL/LGA/HDW 德国斯图加特设计中心
http://www.jidpo.or.jp 日本产业设计振兴会
http://www.jidpo.or.jp/japandesign.jdf/index.html 日本国际设计交流协会
http://www.iri.metro.toky.jp 东京都立产业技术研究所
http://www.designfrance.tm.fr 法国设计
http://www.Ornamo.fi 芬兰设计协会
http://www.finnishdesign.fi 芬兰设计
http://www.kidp.or.kr 韩国设计协会
http://www.ddc.dk 丹麦设计中心
http://www.tdb.gov.sg/design/design_centre 新加坡设计中心
http://www.iida.com 国际室内设计师协会
http://www.dia.org.au 澳大利亚设计协会
http://www.agda.asn.au 澳大利亚图形设计协会
http://www.edf.edu.au EDF／ZCO设计基金会
http://www.edc.nl 欧洲设计中心
http://www.svid.se 瑞典工业设计基金
http://www.ada.com.tr/etmk 土耳其工业设计师协会国外设计公司
http://www.frogdesign.com 美国青蛙设计公司
http://www.eccoid.com 美国ECCO设计公司
http://www.plancreatif.fr 法国Plan crea+if设计公司
http://www.gk.design.co.jp 日本GK设计公司国外设计院校
http://www.id.iit.edu 伊利诺伊理工学院
http://www.ncl.ac.uk 钮卡斯尔诺森比亚大学
http://www.musabi.ac.jp 武藏野美术大学
http://www.ashigei.ac.jp 芦屋艺术学院

国内网站
http://touch3.easthome.net/news.htm 第三类接触
http://www.acc.com.cn/ 亚洲电脑顾问公司――影视特技专业站点
http://grwy.online.ha.cn/3dttdv/ 3D行者网站
http://www.tianfu.net/~siege 近期雷声很大的新站点
http://hot3d.126.com/ 一个有抱负的三维制作者
http://cgworld.163.net/ 失落的世界
http://space_studio.163.net/ 空间工作室
http://member.zz.ha.cn/grwy/snow 斯诺3D
http://www.zg169.net/~fbi 3D地带
http://max2000.163.net/ MAX为主题的站点
http://person.zj.cninfo.net/~jr3d 欢乐梦想MAX主页
http://member.zz.ha.cn/grwy/galaxy3 虚实SimReality（3DMAX）
http://home.baoding.cn.net/~shuai4d 3D魔法学院（MAYA）
http://home.baoding.cn.net/~max30 以3DMAX为主的优秀主页
http://www.hunanmcb.com/dreamlight 另类时空
http://member.zz.ha.cn/grwy/wjitstudio 较为全面的多媒体站点
http://grwy.online.he.cn/luckyvideo 不多见的3D动画+音乐创作的站点
http://grwy.online.he.cn/pline 红蚂蚁3D工作室
http://www.btc.sh.cn/ 上海影视节目制作中心
http://member.netease.com/~cloudwu 风云工作室
http://www.chinadv.jlonline.com/ 又一个3D技术基地！

国外网站
http://www.eyeonline.com 非常漂亮的插件站点
http://www.3dcafe.com 最大的三维教学、模型基地
http://www.habware.at 3DMAX的免费插件下载
http://www.ping.be/maya MAYA的教学站点
http://www.highend3d.com 好的三维站点（MAYA、ALIAS、RENDERMAN、SOFTIMAGE）
http://www.highend2d.com highend3d的子妹篇
http://www.3dinteractive.com 提供三维教程、模型
http://www.geocities.com 提供Lightwave教程
http://www.3d.co.yu 提供Lightwave教程
http://www.3d-design.com 3D综合站点（3D软件、杂志、链结...）
http://dlf.future.com.au 3d动画练习、教程
http://www.dagallery.com Rhino教学
http://home3.swipnet.se 3D Artist站点
http://www.3dark.com 综合3D商业网站
http://www.lumis.com 强烈推荐顶级3D教学介绍站点
http://www.3drender.com 非常好的3D渲染站点，含多种3D软件教学
http://hjem.get2net.dk/notaw Rhino教学
http://kotanezu.cup.com 教你如何做3D汽车的经典指南
http://www.ifrance.com 法国的3D制作指南(建模）
http://visualmagic.awn.com 全面的3D影象教学、观摩
http://www.max3d.com 3DMAX教程、插件大全
http://softimage.ancienfuture.net SOFTIMAGE教学网站
http://www.hollywoodfx.com 好来坞专业特效
http://www.afionline.org/ 美国电影学院
http://ymqworks.homepage.com/home.htm 3D艺术展示
http://www.max3d.com/plugins/download/r3/ MAX3的PLUG下载总站（100多个）
http://softimage.ancientfuture.net/ SOFTIMAGE的专业站点
http://www.3dluvr.com/fyrenurbs/ 3D技术论坛

官方网站
http://www.aw.sgi.com/ MAYA、ALIAS
http://www.ktx.com/ 3DMAX、3DVIZ
http://www.sidefx.com/ houdini、prisms
http://www.newtek.com/ Lightwave
http://www.formz.com/ Formz
http://www.softimage.com/ softimage
http://www.rhino3d.com/ Rhinoceros
http://www.hash.com/ animationmaster
http://www.viewpoint.com/ 全球最大的3D模型站点
http://www.animo.com/ animo
http://www.areteis.com/ SI专业插件制作商

2008-07-14T09:19:00.000+08:00

唐銳濤（Tom Doctoroff）為智威湯遜中喬廣告有限公司

搶佔品牌高點

2010 年，中國將有 2 億家庭的年收入達到 6 萬元人民幣，進入中產階級的行列，這意味著跨國公司需要迎合價值觀獨特的中國消費者，才能取得成功。

特約作者: Tom Doctoroff

如果看看北京、上海街頭林立的看板，電視中應接不暇的廣告片，還有辦公大樓大廳，甚至衛生間的電視螢幕，你就會知道在中國品牌競爭的激烈與無情。中國本土的品牌大多提供品質優異但無情感附加值的產品，因此，它們之間沒有形成明顯的差異和消費者對其的偏好度，而一些國際品牌已培養了消費者對其明顯的偏好度，這是因為它們擁有情感上的無形品牌資產。但是，如果這些國際品牌的產品定價過高，消費者還是不會因為其無形的品牌資產而購買它們。

面對蒸蒸日上的中國經濟及隨之產生的龐大中產階級群體，跨國公司如何塑造具有吸引力的品牌文化並培養意志堅定的消費者群？為此，它們必須建立關於中國市場的長遠品牌戰略:

（1）降低產品的成本；
（2）充分利用研發的優勢，使自己處在引領創新的前沿；
（3）依kao具洞察力的溝通和產品本身的優勢，創建一個強有力的品牌，並使其較中國的本土品牌有明顯的競爭優勢。

寶潔是其中的佼佼者。它們的許多產品都佔據了該產品類別的制高點，同時獲得了很好的市場佔有率。寶潔依kao“品牌向下延伸”的戰略，使得其高端產品創建了品牌形象，而低端產品創造了銷量。通用汽車的高層管理也受到啟發，他們推出的每一款型號的汽車都明確針對一個消費市場。肯德基也適當調整了其功能表，既迎合了中國消費者的口味，又保持了其國際化的形象。而鑽石交易中心（原戴比爾斯）也成功地創建了一個全新的理念，訂婚鑽石戒指成為戀人之間永久承諾的象徵。

由於中西方文化的差異，跨國公司在品牌行銷方面容易犯的兩個最大錯誤是: 誤以為中國消費者與西方消費者對產品有同樣的認知方式；高估了中國市場的容量和中國消費者對價格的接受度。西方人無法想像中國消費者對價格的敏感度。中國人生活在一個商業環境裏，但又受政府調控經濟的影響，商品都很便宜，並充斥著贗品。中國消費者並沒有很多錢，所以他們對如何花錢和花在哪里是很謹慎的。

那麼，成本高昂的跨國公司如何在中國市場激烈的價格競爭中打一場反擊戰？這裏有幾條後發制人的戰略: 產品特性本土化、佔領制高點以擴大市場份額、根據市場走勢預測未來、不惜重金投入研發、用視覺傳遞核心利益點等。

這裏我再次強調產品特性本土化，是想告訴所有進入中國的國外投資者，國際品牌當然是一個賣點，但卻遠遠不是促成交易的全部。大多數汽車公司不生產雙開門車型，因為此類車型主要出現在價格較高的大型或超大型車中。但是，中國有錢人卻常常喜歡擺闊，所以福特汽車針對這種心理，推出了總統式轎車林肯航海家，專門針對那些有權有錢族，以充分顯示他們的自信和尊貴。（體積大、品牌知名度高，是中國市場上越野車的特點。）

聯合利華的夏士蓮洗髮水推出了一款黑芝麻配方，將食物和洗髮結合起來，其效果是使頭髮更黑更亮。其他的本土化產品（如為發質較差的消費者配製的人參洗髮水，為油性發質配製的綠茶洗髮水）也收到了良好的效果。自從 1998 年進入中國市場，夏士蓮的定位可以說是 180 度大改變，從“自然安全”，到“自信”，再到“加固男女朋友關係”、“避免尷尬”，現在又回歸自然。與寶潔的飄柔品牌相比，夏士蓮的媒體投入少得多。它目前仍然屹立不倒的唯一原因，是其本土化舉措，能夠推出針對中國顧客的特別產品。

最後，我想分析一下中國中產階級與西方中產階級相比而獨有的特性。他們的典型特性，將決定跨國公司產品的行銷方式。

（1）他們常常設想自己的財富不被保護，隨時會失去。對於如何維護自己所擁有的東西，他們比西方人更擔憂，並非常恐慌，感到隨時會失去它們。

（2）他們把自己的地位作為一種工具。他們對成功的定義非常狹隘，而且由衷地不是個人主義者。地位不僅僅是用來向同族展示和炫耀的，更是幫助他們通向成功的狹小階梯。

（3）在毛主席時代，一塊手錶、一台收音機、一輛自行車和一台縫紉機，是當時中國人的追求，如果期望擁有其他的物品或財產，就會被認為是資產階級腐敗思想在作祟。而如今，中國的中產階級已可以購買金表、數碼攝像機和電動自行車等。

（4）中國的中產階級僅僅願意把錢花在可以在公眾場合被識別的物品上。你可以說服他們到餐廳吃比薩餅，但並不容易使他們外買比薩餅到家裏食用。

Ten Marketing Mistakes to Avoid in China

2008-07-14T08:01:00.001+08:00

middle class market

2008-07-14T08:00:00.001+08:00

Time, Tension and Ideas: Engagement Marketing in the PRC

2008-07-14T07:59:00.000+08:00

Promotional Mix # 推广促销组合

2008-07-14T07:57:00.000+08:00

Consumer Behaviour 市场消费者模式

2008-07-14T07:56:00.000+08:00

BreadTalk SGX

2008-07-14T03:37:00.002+08:00

BreadTalk Corporate Video

2008-07-14T03:30:00.000+08:00

BreadTalk IPO

2008-07-14T02:55:00.005+08:00

About

Each BreadTalk features contemporary artwork, design and architecture that command worldwide appeal. A trip to BreadTalk is indeed a bit of self-indulgence, a delight for the belly and soul!

Vision ： Establish BreadTalk as the foremost international, trend-setting lifestyle bakery brand

Mission : Leading a new lifestyle culture with new, innovative changes and creative differentiation to craft products with passion and vibrancy

BreadTalk has since brought about a renaissance in the bread business, with multiple awards testifying to its branding and business successes.

signature

Each BreadTalk bears the urban, clear glass, clean cut look punctuated subtly with detailing of contrasting colours of artworks, unique to each locale.

Our signature ‘see thru’ kitchens allow our chefs to showcase their expertise upfront, sharing the preparation of the freshly browned breads, each piece has a story to tell… so beautifully crafted, so heavenly in taste…

Our attention to details does not stop here. We strive to stay ahead constantly, making every effort to improve your BreadTalk experience because we want your trip to BreadTalk to be as deliciously rewarding as the buns you select!

At BreadTalk, we are totally committed to quality, innovation and customer service. Backed by our strong brand, successful retail concept and our shared commitment to continually whip up delicious range of breads that make your day, our franchisees will share rewarding careers while making a real difference to the people in their communities.

UPS

2008-07-14T02:39:00.001+08:00

Pegasus Footwear International Ltd.

2008-07-14T02:38:00.001+08:00

Strategic_Management

2008-07-14T02:35:00.000+08:00

Top Retailers in Europe

2008-07-14T02:23:00.002+08:00

Rank	Retailer	Turnover 2007 in Billion €	Headquarter
1	Carrefour	68.4	France
2	Metro	62.5	Germany
3	Tesco	55.3	UK
4	Schwarz	48e	Germany
5	Rewe	43.5	Germany
6	Edeka	37.2	Germany
7	Aldi	37e	Germany
8	Auchan	34.5	France
9	ITM	29.5	France
10	Leclerc	29.4	France
11	Sainsbury	23.5	UK
12	Wal-Mart	23.1	USA
13	Casino	18.5	France
14	Tengelman	18.3	Germany
15	Morrison	17.7	UK
16	El Corte Ingles	17.0	Spain
17	IKEA	14.8	Sweden
18	PPR	14.8	France
19	Système U	13.8	France
20	A.S.Watson	13.0	Netherlands
21	Marks&Spencer	12.6	UK
22	Mercadona	12.1	Spain
23	Kingfisher	11.7	UK
24	DSG International	10.6	UK
25	Migros	10.3	Switzerland
26	Ahold	11.7	Netherlands
27	Coop Italy	10.0	Italy
28	Euronics	9.8	Netherlands
29	Expert	9.6	Switzerland

Dr. Stephen Tai

2008-07-14T01:18:00.001+08:00

Dr. Stephen Tai, Chairman of The Four Seas Group will share his experience on marketing strategy, product strategy and human resources management of his company.

Mrs Betty Yuen

2008-07-14T01:01:00.001+08:00

Mrs Betty Yuen, Managing Director of CLP Power Limited will share her operations strategy and management philosophy in CLP Power.

Alfard Chan

2008-07-14T01:00:00.001+08:00

Alfard Chan, Managing Director of the China Gas Company Limited will talk about the importance of staff training and his management philosophy in business management.

Michael Chan

2008-07-14T00:57:00.003+08:00

Michael Chan, Chairman of Café de Coral Holdings Ltd, will talk about his pragmatic philosophy in business management and the trend of the Food & Beverages industry in Hong Kong.

Dance with Wolves 1

2008-07-14T00:04:00.000+08:00

Allan Wong

2008-07-13T23:56:00.002+08:00

Mr Allan Wong, Chairman of VTech Holdings Limited will share his product strategy and R&D personnel management.

Ogilvy Case study

2008-07-13T17:58:00.004+08:00

Luxury Brand Marketing Keynote - Brand Masterclass Week 3

2008-07-13T17:05:00.007+08:00

From: imootee,

Brand Gap

2008-07-13T16:58:00.008+08:00

by: coolstuff

How to bridge the distance between business strategy and design

2008-07-13T00:31:00.000+08:00

2008年1月25日

英國零售不景品牌服裝突圍


	品牌產品銷路不俗。

剛踏入 2008 年，英國服裝零售業前景黯淡。多家主要商號表示即使削價求售，年終銷路仍然欠佳。不過，品牌產品卻露出一線曙光。

在截至 12 月 29 日為止的 13 周內，英國馬莎 (Marks & Spencer) 的非食品生意下跌了 3.2%；百貨公司 Debenhams 和超市特易購 (Tesco)、J Sainsbury 等亦表示整體生意下滑。不過，重新裝修後的 House of Fraser 卻聲稱年終銷售強勁，尤以聖誕過後為然。該公司表示，受店舖翻新和新時裝系列推動，在截至 1 月 3 日為止的 5 周內，營業額上升了 2.4%。

服裝連鎖店 John Lewis 也逆勢而上，1 月銷情理想。該公司的網上商店向來頗受歡迎，最近以五折清貨，包括外衣、短身外套、針織衫、茄士咩和保暖衣裳等冬季斯文服裝，顧客反應熱烈。

John Lewis 表示，在截至 12 月 29 日為止的一周內，旗下 26 家店舖營業額較 2006 年同期上升 8%，達 1.34 億美元。同期，該集團 187 家 Waitrose 超市的營業額較 2006 年同期躍升 28.5%，達 1.52 億美元。


夏季時裝及童裝銷情樂觀。

以服裝而言，大減價和各種優惠固然可以吸引顧客購買，但款式仍是重要的賣點。今年，英國市場引入了一些新品牌的冬季童裝。來自美國的 Elephantino 專門提供優質舒適的日、午、晚間童裝；英國牌子 Poppy and Ned 提供帶有時尚氣息的經典高檔嬰幼兒服裝，特別之處是售出的服裝以棕色再造紙包裹，再用幼繩束好。

來自葡萄牙的 Dr Kid 有各種適合新生嬰兒、孩童和青少年穿著的梭織衣物；英國品牌 Nomads Clothing 推出的 Little Nomads 系列，提供以天然纖維製造，有  染和手工刺繡特色的鮮色服裝。

男裝方面，Jaeger 為旗下品牌 Tomalin ( 以公司創辦人命名 ) 及 Milton ( 以位於倫敦密爾頓街的舊總部命名 ) 推出新系列。兩個系列均採用了輕身意大利羊毛料，款式包括幼條子和大小犬牙格子花紋，風格簡潔利落。衣服口袋和翻領飾以有手縫效果的明線。此外，Jaeger 經典白、灰、藍條子針織衫則以精梳棉或美麗諾羊毛為質料。

據英國零售業聯會數字顯示，在 2007 年 12 月，服裝和鞋履銷路已連續下跌三個月。不過，零售面積卻有增長，對品牌產品在復活節的銷路或有幫助。

究竟市場對新時裝系列反應如何，尚待觀察。大減價或致送贈品有助促銷。兒童不斷成長，對嬰兒孩童服裝需求不絕，因此銷路應會較佳。

分析家預期，春夏新款時裝將以較低價格取勝。專門服裝方面，校服銷路靠穩。

不過，英國零售業聯會指出，整體零售市場須面對成本上漲約 4% 的挑戰，對香港和中國內地供應商構成更大的價格壓力。

倫敦辦事處　David Marsden、Paul Laundy 及
香港總辦事處　鍾馬田

聯絡資料 :

公司 / 聯絡人	電話 / 電郵 / 網址
Debenhams Plc	電話 : (44) 0844-561-6161 電郵 : head.office@debenhams.com 網址 : http://www.debenhams.com
Dr Kid	電話 : (351) 255-539-500 電郵 : dr-kid@dr-kid.com 網址 : http://www.dr-kid.com
House of Fraser Limited	電話 : (44) 0870-160-7270 電郵 : service@fraserline.co.uk 網址 : http://www.houseoffraser.co.uk
J Sainsbury Plc	電話 : (44) 0207-695-6000 網址 : http://www.j-sainsbury.co.uk
Jaeger Company Limited	電話 : (44) 0845-051-0063 電郵 : customer.services@jaeger.co.uk 網址 : http://www.jaeger.co.uk
John Lewis Partnership Plc	電話 : (44) 0207-828-1000 網址 : http://www.johnlewispartnership.co.uk
馬莎 (Marks & Spencer Plc)	電話 : (44) 0207-935-4422 電郵 : customer.services@marks-and-spencer.com 網址 : http://www.marksandspencer.com
Nomads Clothing	電話 : (44) 0845-130-6633 電郵 : enquires@nomadsclothing.com 網址 : http://www.nomadsclothing.com
Poppy & Ned Limited	電話 : (44) 0163-667-6005 電郵 : info@poppyandned.com 網址 : http://www.poppyandned.com
特易購 (Tesco Plc)	電話 : (44) 0800-505-555 電郵 : customer.service@tesco.co.uk 網址 : http://www.tesco.com
Waitrose Limited	電話 : (44) 0800-188-884 電郵 : customer_service@waitrose.co.uk 網址 : http://www.waitrose.com

Introductiuon of Fobazo

2008-07-12T17:04:00.002+08:00

2008-07-12T16:32:00.000+08:00

Top Sport Retailers in Europe

(European Turnover)

rank	retailer	turnover in million €
1	Intersport	7,700
2	Decatlon	3,700
3	JJB	1,200
4	Groupe GoSport	920
5	JD Group	800
6	Sport 2000	800
7	Footlocker	500e
8	Blacks Leisure	440

2008-07-12T15:12:00.001+08:00

Online retailers in Europe

The number of online retailers and their market share in Europe is increasing at a rapid pace. Consumers see clear advantages in buying at the Internet and especially products where retailer-service or garantee is hardly needed. Good manufacturer service and garantee is more effective then retailer service. And Internet retailing makes expensive shop investments obsolete and more choice and lower prices are the result. Household electricals, computers, music changed the consumers attitude and have taken away much of the fear for ordering online. Easy and reliable payment systems, a quick distribution, flexible exchange and return policy opened the consumers minds. A special role is played by the shop comparison sites where users can quickly see the offer that filts them best, be it on price or service or installation support etc. A surprisingly good tool is the possibility to read comments of buyers and consumer ratings on shops and service.

OnLine Retail

Top shopping comparison sites in Europe

Rank	name	countries
1	Kelkoo	10
2	Ciao	7
3	Shopzilla	3
4	Le Guide	7
5	Pricerunner	7
6	Nextag	3
7	Shopping.com	3
8	BuyCentral	5
9	AbCaz	3
10	Twenga	7

National shopping comparison sites in some European countries

France

MRPrix

ShoppingFR

AchetezMoinsCher

Touslesprix

AchetezFacile

Germany

Guenstiger

Idealo

PreisVergleich

Testeo

Preisinfo

Italy

Costameno

Doyoo

Trova Prezzi

Compralisto

Netherlands

Vergelijk

Kieskeurig

Beslist

Prijsvergelijk

Spain

Mercamania

Compra

PrecioMania

ComparaOfertas

2008-07-12T14:46:00.000+08:00

德国：Edeka计划收购折扣店企业Plus

据德国当地媒体的报道，Edeka计划收购Tengelmann旗下折扣店品牌Plus在德国的70%的网点，约3000家门店。Tengelmann将在店铺的营运上保持30%的股份，同时继续保持对大部分Plus网上商店的管理。通过此次收购，Edeka将把其在德国的折扣店数量从1900个扩张到4800个左右，2007-2008财年的联合销售额预计将达到171亿美元，Edeka将在德国白热化竞争的折扣店市场排名第三，虽然距第一名Aldi的销售额差距还较远，但已经和第二名Lidl的经营水平比较接近，据悉，Lidl本年度销售预期为194亿美元。

2008-07-12T14:45:00.000+08:00

德国著名超市ALDI介绍

原来，ALDI 并不是什么Alte Dinge ，也跟意大利人不沾边，而是ALbrecht Discount 各取其前两个字母的合成词。Albrecht 是ALDI 资产拥有者的姓氏，掌门人是至今仍然健在的Theo 和Karl 两兄弟。两兄弟的母亲在战后的埃森市郊煤矿工人居住区开了一家夫妻老婆店(Tante-Emma-Laden) ，1948 年，两兄弟接手经营，于1962 年在多特蒙德开了第一家ALDI 。
　　　　　　现在，ALDI 已是世界上数一数二的以经营食品为主的连锁商店，其分店遍布德国每一个有人间烟火的地方，共有3050 个分店，平均每两万七千名德国居民就拥有一个ALDI 分店，在欧洲其它国家和美国ALDI 也有数百家的分店。ALDI 的年经销额达280 亿马克，德国消费者的食品消费支出中，平均每四马克就有一马克是进了Albrecht 兄弟的腰包。虽然ALDI 的经营品种中纺织品只占很小的比例，但ALDI 仍是德国十大纺织品经销者之一。Albrecht 兄弟俩拥有私人财产达二百亿马克，在《资本家》杂志的世界首富排行榜中名列第十一位。德国,德国旅游,德国,留学,生活,情感,两性,德国科技,德国交友,德大家都对ALDI 从来都是一点几马克一盒的鸡蛋价格印象颇深，但你可能不知道，ALDI 两兄弟之一的Theo Albrecht 自己就养了12 万只鸡。为此，有动物保护激进分子还曾起诉他用惨无“鸡”道的方式大规模养鸡，把母鸡放在狭小的铁笼子里以流水线供食和取蛋作业，使母鸡真正成了下蛋的机器。
　　
　　　　ALDI 的经营哲学是薄利多销，简便实际。ALDI 不作花丽胡哨的表面文章，包装简便，就连塑料袋也是重容量重强度不重美观。价廉才薄利，薄利就得多销，多销导致规模效益，规模效益是保持价廉的实力后盾。同样的一瓶酸黄瓜，别的店卖39 分尼就得亏本，ALDI 卖就赚钱。物美价廉，是ALDI 横扫德国乃至欧美的王牌。德国,德国旅游把一个夫妻老婆店悄悄地发展成一个连锁店帝国，这是一个典型的美国梦式的发家奇迹，但Theo 和Karl 兄弟从来都是低姿态，他们韬光养晦，从不张扬他们的成功，尽最大的可能保守他们的商业秘密，从来不对外界宣传他们的生意，尤其是对他们的进货渠道更是三缄其口，好象他们熟知“树大招风”这一中国的人生智慧。
　　

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2008-07-12T14:44:00.001+08:00

Retailers UK

UK supermarkets have always been different from the stores in continental Europe. Retailers have clearly shown more marketing knowledge than in any other country. UK stores are better designed and provide better service than many others. They were the first to use private labels to differentiate from the competition and the quality of those private labels is higher than elsewhere. A very well known example is St Michaels, the best private label you can find and in fact a real A-brand in food and other articles. The leading retailer is Tesco. Tesco counts among its strengths the massive use of stored consumer data, generated by their loyalty card system. Tesco seems to be unbeatable, even by Asda, which is owned by Wal-Mart since a few years and which uses Wal-Mart’s knowledge and buying systems. Safeway used to be a serious competitor but was acquired in 2004 by the smaller Morrisons group, a strong and well-organized company. However, one might question whether it can compete with Tesco and Asda in the long term, since it lacks clear consumer focus. Discounting has had limited success so far in the UK, but Aldi and Lidl are an increasing and long-term threat for any retailer, including in the UK. Another famous retailer is Sainsbury, working in its own traditional way, but currently without a clear direction and rather stable in turnover. Beyond that, many smaller companies remain in existence, such as Somerfield, Booker, Waitrose, Iceland, Musgrave, and others.

Although most retailers focus on their food in supermarkets, there is a sharp increase in clothing sales by these larger groups, but other categories are also developing.

2008-07-12T14:43:00.001+08:00

Retailers Germany

The German retail market is without a doubt the toughest retail market worldwide. Even Wal-Mart realized that and lost a fortune on their German operations between 2000 and 2006. In that year, it decided to stop the losses and sold its 96 stores to Metro, who converted many in Real hypermarkets.

The reason was that the German phenomenon Aldi had "educated" the German consumer that shopping can be done differently and at surprisingly low prices. Aldi competed with the traditional German supermarkets by often selling at half the regular prices. It does so by using a "bare minimum system", very basic shops, concrete floors, products in cartons, an assortment of only 600 articles, low service, and efficiency in any possible way. While originally for the low-income consumers, you can be surprised by the number of brand-new Mercedes and BMW cars parked in front of the discounters’ stores. The weekly ads of Aldi and Lidl contain a very large variety of products and always include new surprises in products and prices. No category is off-limits; computers might be the best example. While the Aldi company seems to project one single image, in reality it consists of two very distinct companies, Aldi Nord and Aldi Süd, each covering their own regions and countries. While no one understood Aldi’s low prices in the beginning, it did appear to be highly profitable and the two Albrecht brothers are among the richest people in Europe.

The Lidl strategy approaches Aldi’s, which is no wonder since most of its top managers learned the business from them. They took the Aldi position as a starting point, but improved every element of the bare-minimum system starting with an assortment of 1200 products, cleaner shops, and slightly better service. It has proven to be successful because Lidl is now well on its way to becoming number one in most countries, due to a higher growth rate than Aldi.

However, the German market is huge and it still has lots of room for rather traditional affiliate systems such as Rewe and Edeka. They did learn from the hard discounters and offered their own discount banners. Their total position in turnover and number of shops is still unbeaten.
The more successful venture today appears to be Metro. Metro is not only successful internationally because of their strong international cash & carry banner, but is also successful in Germany with Real for food products and Mediamarkt/Saturn for consumer electronics.

Next to these aforementioned giants, many regional retailers still exist, although they try to balance between teaming up with the larger buying powers and retaining their own local name and image.

In general, Germany seems to have the most efficient and lowest cost operations but it must be said that shopping there is not a fun experience and the choice is often limited. This experience runs in sharp contrast with the supermarkets, for instance, in the United Kingdom.

2008-07-12T14:43:00.000+08:00

Retailers France

France was the first European country where hypermarkets developed. Many of them are the leading attraction in large "centres commercials" on the outskirts of many cities.

The largest French retailer is Carrefour with over 200 “hypers” often consisting of 10.000 square meters of selling space.

The second largest hypermarket chains are Leclerc with 400 hypermarket outlets, Géant (Groupe Casino) operating 126 major hypermarkets, followed by Auchan with 120.

The rise of the hypermarket has resulted in strong competition with local supermarkets, bakeries, butchers, and others, of which many disappeared.

However, the growth of the gigantic stores has stopped now and competition has shifted to discount store types. When Aldi and Lidl entered the French market, no one believed that discounting had great opportunities, but Lidl as well as Aldi have gained significant market share and they also caused a change in strategy for the major French retail groups. Each of them has strong discount banners today. Although hypermarkets were originally seen as merely large supermarkets, they swiftly took major shares in clothing, textile, footwear, consumer electronics, sport articles etc.

In many cases, separate DIY chains developed close to these superstores. Next to the large retail chains, France still has many local specialists in any retail sector.

2008-07-12T14:40:00.000+08:00

Retailers in Italy

Italian supermarkets are a rare collection, from the smallest local shops to the largest hypermarkets. Striking is the near-absence of discounters. This is likely caused by the very strong food traditions in Italy where taste seems the only decisive factor in food buying. In no other country do so many consumers have so many different suppliers for the local specialties, be they cheeses, sausage, ham, oil, wine, etc. Food is really an essential part of the Italian lifestyle and although many foreign brands are slowly penetrating, the major product categories still have real Italian market leaders.

No other country still has such a huge number of shops, as well as different banners. Looking at the top food retailers, you really see a top 20, whereas other countries are now closer to a top 5. That also means that there is no real leader in food and other retail. The leading theme is differentiation and character. The largest food groups are Coop, Conad, Interdis, and Selex, operating and delivering the amazing number of 10,500 stores. Coop and Conad are joining forces per January 2007. The main hypermarket knowledge in Italy is coming from participations or subsidiaries of Leclerc, Auchan, and Carrefour.

Several discount concepts exist but are still modest in performance. Lidl has currently 320 stores.

In addition, Italy is quite different in other segments. In most of today’s markets, the DIY outlets are growing and are of major importance, but not in Italy. Italians might not favor the DIY activities or are sticking to their preference for local specialists, in keeping with the Italian lifestyle in the traditional way.

For fashion, Italians do not need to follow the market because Italy has better known designers than any other country. This can be observed in many markets, but fashion is the most notable. The Benneton concept is well known worldwide but also other concepts have their roots in Milano. Italy is the only country with only one foreign fashion retailer in the top 10 (Zannier on position 9). In most other countries, groups like C&A, H&M, and Inditex dominate in the top.

2008-07-12T14:32:00.000+08:00

Retailers in The Netherlands

Unique in Europe is the complete absence of hypermarkets in the Netherlands, caused by local political resistance and over-regulation of industrial areas. Some hypermarkets were developed many years ago, but the lack of growth potential blocked the economies of scale needed for such superstores. So most supermarkets are still real grocery stores and hardly sell other product lines because of lacking shop space.

The largest Dutch retail chain is Ahold, with the banner Albert Heijn leading with one quarter of the food market. Albert Heijn has a strong market position due to consistent marketing, a large assortment including many quality private labels, and full coverage of all corners of the Netherlands. The second retailer used to be Laurus, partially owned by Casino. However, Laurus incurred huge losses during the price wars of 2004 and 2005, which were initiated and successfully pursued by Albert Heijn. The losses forced Laurus to sell two major chains and it fell back from 700 stores to currently just 350 stores with the Super de Boer banner. Next to a slow but constant increase of market share by Aldi and Lidl, the Dutch buying group Superunie maintained a strong position with, as members, very effective regional supermarket chains. One of them is the Van Eerd Groep, building the Jumbo banner and experiencing the fastest growth. The Van Eerd Groep also acquired a significant number of stores from Laurus when the latter sold two of its chains.

The Netherlands are also the birthplace of the successful fashion chain C&A, fully owned by the Dutch Brenninkmeijer family. C&A is now present in most European markets.

The third real Dutch retailer was Vroom en Dreesman / Vendex, but the company was acquired by KKR some years ago and the company will eventually be split and sold to others. The original V&D concept (department stores) lost a lot of their attraction, and the growth and certainly the profits are coming from many other banners today.

2008-07-12T14:31:00.000+08:00

Retailers in Poland

The country that has seen the most dramatic change in retailing in the last 15 years is certainly Poland. All major "western European” retailers jumped in this country and experienced high growth figures. The investments were also a major stimulus for the Polish economy and for private consumption, which had been at a very low level during the communist era. However, the competition is also fierce and several retailers have already backed out. The best performers seem to be Metro, Jeronimo Martins, Tesco, and Carrefour. Auchan, Casino, Ahold, and Rewe have lost their growth momentum. The entire economy profits from the entry of Poland in the EC, and the overall increase in expenditures as well as investments is likely to continue. The Polish government is aware of the positive development, but it is losing its focus because of internal political struggles and historic arguments.

2008-07-12T14:10:00.000+08:00

UK Tesco

历史
Tesco于1924年成立。在过去79年，随着零售市场环境的转变，公司不断发展、成长、推陈出新，以迎接每个新机遇。
现在她是英国的最主要零售商。

我们的业务
Tesco 英国第一大零售商，欧洲第二大，在全球排名前三。我们共有2629家分店（卖场面积总计达4500万平方英尺）。分店遍及14个国家及地区。每天有超过5亿人次惠顾。

我们位于全球的分店：

英国	1,909	亚洲	390
欧洲	330	泰国	190
匈牙利	82	台湾	6
波兰	47	韩国	52
捷克共和国	50	马来西亚	7
斯洛伐克	60	日本	102
土耳其	6	中国	33
爱尔兰共和国	84
法国	1

我们销售的地区分布如下：
2003－2004年度的总销售额达$604亿美元
2003－2004年度地区销售额分布，其中英国484亿美元，欧洲其他地区69亿美元，亚洲51亿美元，总计：$604亿美元。

企业的社会责任：
我们清楚明白对社会、经济和环境的影响。
我们致力于实践和推动企业的社会职责。
－建立环球化供应商操守等级资料库
－训练更多符合劳工准则的买手和供应商
－着手自家品牌的公平交易系列
－将80％的纸皮和85％的塑胶循环再用于我们的活动
－捐助$1,200万美元的电脑器材给学校
－为癌症研究基金筹募超过$3,150万美元

为客户带来价值观
我们旨在为顾客建立价值观，从而赢取他们恒久的支持。一如Tesco的价值观：
－＂没有人能比我们更尽心尽力为顾客＂
－＂将心比心，推己及人＂

顾客的需要
我们定期向顾客收集有关改善店铺的意见。我们举办座谈会，收集顾客选购的货物及购物模式等资料，以了解自身的优劣。

我们的研究显示顾客最关心一下五方面：
－＂通道要清洁＂
－＂我要什么就能找到什么＂
－＂优惠的价格＂
－＂不用排队＂
－＂员工态度良好、专业＂
为了令顾客长期惠顾，我们致力于迎合每一位顾客的需要。我们竭尽所能，让顾客的生活更方便轻松，如确保所有店铺都清洁干净和停车场照明充足。我们从不间断寻找改善服务的方法。

我们将焦点集中在四个主要方向
英国核心业务
　　拥有29%的英国超级市场的市场占有率，英国仍然是我们的核心市场。为顾客提供优越的价格和选择是我们主要的运营策略。我们四类店铺：Extra-特大型超市；Superstores-大型超市；Metro-市区超市；Express-便利店。

非食品类
　　随着我们的非食品类业务的增长，非食品类的商品越来越受顾客的注目：此现象无论是在英国本土（市场占有率为6.5%）或是在我们的国际市场中，都甚为显著。
　　Tesco一直集中开发自家品牌，并将其打入非食品类的市场。时至今日，Tesco已经在销售电器、家庭娱乐产品、玩具、运动器械、厨具、而在较大的店铺甚至有灯饰和品味家具提供。Tesco亦有自己的非食品类品牌，包括Value（超值）、Tesco和Finest（顶级）三大系列。
　　在2002年的九月份，Tesco在英国拥有了自己的专属服装品牌"Cherokee"，销售点遍布全国的分店，"Cherokee"在另一Tesco服装品牌"Florence&Fred"的配合下，市场销售额增长高达六倍之多。

零售服务
　　随着顾客的购物习惯日渐改变，我们亦不断提供崭新和多元化的产品和服务，当中包括Tesco.com，Tesco私人理财服务和Tesco电讯。
　　Tesco.com的电子商贸业务迅速发展，是全球最大的网上超级市场，总销售额超过57，700万英磅（即$104，000万美元），为超过一百万个家庭服务。除了英国外，Tesco.com服务同时在爱尔兰共和国及韩国运作。

国际
　　Tesco不断为成为国际性集团的目标努力，在我们拥有业务的14个国家/地区中，我们占有其中6个国家的市场领导地位。除了英国以外，Tesco在亚洲和欧洲拥有467间店铺。
　　Tesco成功开拓中欧和亚洲市场，遍及中国、捷克共和国、匈牙利、波兰，爱尔兰共和国、斯洛伐克共和国、土耳其、日本、马来西亚、韩国、台湾和泰国。截至2003/2004年底，占全公司业务的49%。

全球采购网络
　　为应付集团的不断扩展，Tesco成立了Tesco全球采购网络（Tesco International Sourcing）。
　　Tesco全球采购网络的总部位于英国伦敦。我们在孟加拉共和国、中国（上海、深圳、香港）、印度（邦加罗尔、新德里、提鲁波）、意大利、斯里兰卡、泰国、土耳其和越南设立采购办事处。
　　Tesco全球采购网络为整个Tesco集团提供组织货源和采购服务。

不断搜寻供应商和产品：
－寻找新的供应商
－管理供应商的生产质素及生产能力
－提供能满足顾客要求的产品
－落实定单

生产及生产进度管理：
－与供应商共同策划生产流程
－按生产进度追踪产品
－确保包装、打码和标签内容准确无误

质量保证：
－符合规格的工厂
－产品测试
－装船前检验

物流和通关：
－在供应商预订装船到运输至码头的整个过程中追踪定单
－落实定单，确保定货以最有效的方式装船
－确保供应商提供准确的文件和单据，以便及时通关

财务：
－支付供应商货款
－汇报关键绩效指数（KPls）

为向顾客提供价格最优惠，质量最好的产品，Tesco全球采购网络会不断监督原材料的市场价格、生产成本，确定制成品的价格底线。
　　我们的目标是和那些能确保产品开发、保证质量和及时交货的供应商发展策略伙伴关系。
　　只要新供应商能让我们持续发展和成功，我们都欢迎跟他们合作。