With the food safety crisis in recent years and people's living standards and living concepts of change, fresh day with the classroom area has gradually become the preferred place for people to shop. Not authoritative statistics, we can find that the domestic large supermarket chains of fresh, refrigerated area gradually expanding, in the southern economically developed Pearl River Delta, cold air cabinets and fresh area accounted for the entire supermarket food area of 50%, of which the cold air cabinets and accounted for about 25% of the overall food area. In a class of cities, the economy of moderate Chengdu, cold air cabinets accounted for the region is also close to the food area of about 15%, in Xi'an, China Resources cold air cabinets can account for about 10% of the food area, but in the Wal-Mart, but close to 20%. These data fully demonstrates that the share of fresh and frozen food in supermarket sales and consumer spending tendency. In conjunction with the HomeMart, with reference to the setup of other supermarket systems, there are the following suggestions for reference only.
1, improve the cold air cabinet equipment, so that it tends to be more convenient to shop and maximize the display. Existing freezers are horizontal cabinets, not easy to display, not easy to choose, more visual aesthetics, it is recommended to improve the establishment of a cold air cabinet. In this way, the price tag, display are very good to do, the visual effect is also very good, more convenient for consumers to choose, but also convenient to stock and organize the row. In addition can also save the limited display resources of the supermarket.
2, expanding the area of cold air cabinets and freezers. Home America in the refrigerated, frozen, has far exceeded in addition to Renren, RT-Mart, China Resources and other stores outside the supermarket. However, the refrigerated and frozen display resources are still very tight. It is recommended that county stores in the current basis of at least double the downtown store depending on the circumstances of the increase in double to 50% ranging, however, can not be less than 5% of the total business area of food.
3, expanding fresh, refrigerated business scope, narrowing the joint non-stereotyped packaging fresh food business authority. With the country's further standardization of food safety, non-stereotyped packaged food will eventually be eliminated from the game, Hunan BBK sales of pine duck is a wake-up call. Suggested to the Jia Mei Jia stores as a unit, apply for different types of food QS (on-site processing, qualitative packaging), and then regulate the operation of the joint venture, strict control of the production process (in-store production), the use of Jia Mei Jia's QS stereotypes of the packaging, displayed in the cold air cabinets for sale. In this way, the production and processing place of the joint venture in the supermarket or the back warehouse, direct sales area in the air-conditioned cabinets, of course, they are equipped with their own air-conditioned cabinets better. In this way, the business scope of daily fresh food distribution can be extended to cover all foodstuffs in the air-conditioned cabinets. Among them, fruits, vegetables, decomposition of meat, side dishes can be used as a day with the business scope of the class. Cold air cabinet display to expand to meat, vegetables, ready-made cooked food and other categories.
4, the development of private label. Now the major systems basically have their own brands. Such as China Resources ` Run House, Itohana Yokado IY, fast fashion, etc. It is said that Itohana Yokado's ultimate goal is to own brand accounted for 30% of the operating brand. Having private brands can quickly fill the gap in marketable categories, increase operating profits, and emphasize your own personality. This kind of differentiation can never be followed by competitors. But the operation of the private label is very critical, it is recommended to set up a private label operating company, this company is equivalent to all the dealers of the Jia Mei Jia, to their own operating profits to survive. At the same time, through the brand's own company, but also from a side to understand the plight of dealers operating, and ultimately with other dealers to achieve a win-win situation with the purpose of strategic cooperation.
5, flexible procurement operations. Fresh belongs to the category of faster update, in order to increase category diversification, it is recommended that the bar code cost of fresh can be reduced or free of charge instead of encountering holiday products, in the case of risk is not too big to dealers can be implemented in the stage of the current mining system, to capital strength to highlight the core competitiveness. Not bad money? is the competitiveness of the home of the good!
6, highlighting the local characteristics, categories can be appropriate to the local characteristics tilt, which is other large systems can not follow. Through the local specialties to highlight the characteristics of Jia Mei Jia. For example: bashful meat, skin jelly, bashful ribs, steamed bowl, chili, crystal meat, pasteurized milk and other items. You can also focus on tilting the products of local companies in Baoji to emphasize Baoji's characteristics! Such as Chengdu's Ito-Yokado, Auchan, etc., in the leisure category focuses on Sichuan's spicy food, beef products, etc., showing its unique Sichuan characteristics.
7, demand-oriented introduction of products and categories. As the first choice of the people of Baoji shopping, only when the demand can not be met, will be lost to other systems. Through the keen observation of the store's section chiefs, who are always aware of the customers' first demand, the Purchasing Department completes the introduction of brands, categories and items in the shortest time.
8, it is recommended that vegetables to implement part of the self-management. Vegetables are the most price-sensitive consumer goods, operated through dealers, not competitive. Through the self-management of vegetables and low-cost cash purchases, will certainly be able to pull the consumer's rate of entry, can enhance the goodwill of the Home Goodwill. I heard that Hubei's Beishan, Yasi chain, the core store foot traffic competition is the price of vegetables, their fresh procurement every day at 2:00 a.m. with a car, with cashier running around the wholesale market of vegetables, cash purchases of seasonal vegetables, once the road vegetable market were knocked down.
9, to learn from the farmers' market. In-depth to the farmers' market, understand the farmers' market, the feeling of the farmers' market and the experience of appropriate improvements to suit the supermarket sales.
As long as the action, advancing with the times, Jia Mei Jia's fresh, frozen food is bound to create Jia Mei Jia characteristics, to create the characteristics of Baoji, is bound to be invincible in the fierce competition in the market.
The supermarket's proposal for the secondAfter the target customer purchased the product, the promoter should be as much as possible to allow customers to leave their detailed personal information in order to maintain one-on-one depth of communication with customers in the future, in the requirement for customers to leave their personal information should pay attention to dispel the customer's concerns (fear of harassment, there is a precautionary mentality). For customers who really do not want to leave information, can not be forced, but to leave the promotional materials to customers.
7. Supermarket promotions of other implementation points
① promotion of the first day, sales staff, promotional staff to arrive early to reconfirm the preparations are in place. The day sales manager to follow up the whole process, to understand whether there is a lack of preparation and the program is not proper, and adjust the promotional program according to the situation, and the promotional staff on-site counseling.
②Sales staff need to visit periodically to ensure that the display effect during the event. The longer the promotional period, the more likely the phenomenon of out-of-stock, the sales staff must be high frequency visits to check the inventory, to ensure inventory security.
③Promotional staff should proactively introduce products and campaign information, strengthen stock management, and provide timely feedback on campaign effects and and related data.
④ The prevention and timely elimination of promotional interference.
Summary of promotional activities
After the end of the promotional activities, the scientific evaluation of the effectiveness of the promotional activities and in-depth summary of the promotional activities is an important part of the promotional activities.
1. Feedback terminal information
Promoters should be through the work of the diary, the promotion of the daily form of the market information will be faithfully feedback to the company, because the promoter face-to-face contact with the customer, the closest to the customer, get the terminal information is the most accurate, the most direct.
2. Do a good job of promotional summary
The relevant personnel responsible for the promotion of promotional activities in stages to summarize the general weekly summary meeting to discuss the effect of the promotion, summarize the lessons learned, analyze the problems and shortcomings, and seek to improve the measures to solve the problem of the rationalization of the proposal, through the form of statements to the direct supervisor.
The report should also include a comparison of sales before the promotion and sales during the promotion period; photos of the promotion site; report on the total cost of the event, report on the total sales of the event, the proportion of costs and input/output ratio analysis; information on competitors, the number of customers directly/indirectly involved in the number of supermarkets willing to cooperate with the comments, suggestions, and other content.
The promotional director of the promotional program in the job duties, training materials, preparation schedule, promotional speech and so on to be further revised and improved for the next event to do a good job of accumulating experience.
The promotion director and sales staff visited the person in charge of the supermarket again, and communicated with the supermarket through the site photos, before and after the sales comparison and profit comparison and other tools and data, highlighting the promotional activities of the supermarket to bring more sales, profits and store image improvement and other benefits, and listen to the supermarket's views and suggestions, to enhance the relationship between the two sides.
Supermarkets do not allow promotions
Solutions
Some supermarkets are more strict on the management of the store, and are not allowed to do promotions in the supermarket. If a company wants to do promotional activities in the supermarket, but the supermarket is not allowed to do, what should the company do?
1. Not allowed to set up promotional staff in the supermarket
Because of the requirement to do promotions in the supermarket many companies, with the increasing number of promotional staff, the phenomenon of mutual denigration of each other's products is more and more, easy to cause chaos in the supermarket, to the supermarket management has increased the difficulty. Therefore, some supermarkets require to reduce or even do not allow companies to arrange promotional activities and promotional staff.
Solutions:
Giveaways and product bundles - tied sales, expanding the product lineup;
Production of promotional products;
In the supermarket outside the station promotions;
With the relevant supermarket supervisor to fully communicate with the staff to solve the problem of promotions;
Select the promotional staff of the strong communication skills of the supervisor of the supermarket to carry out ? The heart of the battle?
2. Do not allow the distribution of gifts and promotional publicity in the supermarket
At present, some of the large supermarket chains are very strict management, do not allow the distribution of gifts in the supermarket, or promotional publicity is restricted, the customer in the purchase of products may not know that the enterprise in the promotional activities, or promotional staff in the promotion of the customer can not do the gift show, and therefore lost a lot of customers can not effectively enhance sales.
Solutions:
In the supermarket entrance to set up gifts issued by the customer with a shopping ticket to receive gifts;
In the supermarket set up a large stacks, the end of the head, varieties, specifications, take turns to do the special sales;
Through the supermarket radio, large screen monitor and other supermarkets of their own publicity tools to play the company's promotional activities;
Holidays or Saturdays, Sunday as much as possible outside the supermarket to do more large-scale promotional activities.
3. Not allowed to do any form of promotional activities in the supermarket
Some supermarkets due to strict internal management, supermarkets within the inch, no promotional position, and supermarkets outside the management of the cityscape, there is no promotional site, so any form of promotion can not be carried out.
Solutions:
Actively participate in the supermarket organization and customer communication activities, you can consider as a co-organizer or to the organization to provide gifts, prizes;
Take hanging or placed in the stacks on top of the TV cycle to play the VCD advertisement tape, as a way to attract customers;
As far as possible to do special stacks of sales;
Increase the number of shopping guides, shopping guides and other sales staff. The number of shoppers, shopper shifts to achieve all-day shopping guide, and focus on improving the business quality of shoppers and cultivate the spirit of professionalism, give full play to the professional level of shoppers to improve sales;
Analysis of the distribution of the supermarket customers living in the community where these customers are concentrated to carry out a variety of community promotional activities.
The supermarket's proposal for the third
I compare today the street and community mini-supermarkets, Shun Tai, shopping for fresh food, food and department stores accounted for half, they are mostly community residents, most of the goods are daily needs, the number of daily customers is stable, low gross profit, turnover of one thousand and five to five thousand or so, purely to do the fresh taste of the gold, fruit colorful, north and south of the fruits to the street, the main community also has, the street! Focus on boutique fruit, for high consumption, open in the community of fruit and vegetables, grain and oil auxiliary food, bulk food as a supplement, do is the food basket combined with boutique fashion consumption. I suggest that the early go Shun Tai model, figure out the positioning, the first imitation, and then slowly come out, Shun Tai commodity structure is complex and rich, what is good to sell what, fresh food is now also accounted for a large proportion of the daily turnover is stable, activities are frequent, consumer stimulation ability is high, across the shopping store, to the side of the department store is mainly, fresh food to do not specialize in, there is a private sector, also do a bad job, the loss of customers must have gone to the opposite side of the health center! The shopping underground supermarket, in fact, the goods do meet the customer's taste, many customers are more willing to accept the convenience store. If I do store manager, first of all, take the husband and wife store model, efficiency improvement, not a waste of manpower, and then take the commodity structure adjustment, the grain, oil and food category to increase the daily chemical, to ensure that the commodity is complete, focusing on the quality of fresh fresh goods, fruits and dry goods varieties should be Qi, do a good job of import control, commodity preservation and packaging, to extend the preservation period of fresh food, price positioning should be often city adjustments, to fight for the gross profit of the do gross profit, the amount of popularity to go to go to the low price! Starting volume, the activities fired up, re-acclimatize the neighborhood residents familiar with, attached to the store, in short, the surface to go low-priced volume, the actual high gross profit goods are not short of, first do up the popularity of the market position, for the future development of the branch to do a good job of paving the way.
The computer system has a purchase and sales ledger, how much to buy every day, how much to accept the goods, how much sales, how much inventory, have, every night uploaded to the boss, the purchase channels to the local community, seasonal fruits, watermelons and so on, directly to the ground purchases, there is a branch of the case of fruit outside the procurement, the temporary local purchases, online purchases.
Fresh commodities, leafy vegetables, summer preservation period of one day, fruits and melons two or three days, roots and tubers more than a week to understand the attributes of the goods on the management of loss, how much money per day to buy, how much money to sell, how much money to stock, how much money to lose, it is clear that the profitability and turnover, the faster the turnover, the smaller the loss, the more profitable, the fruit and berry preservation of a short period of time, you can have the goods, the amount of money is not large, which to do with structural commodities, which to do with fast-selling commodities, I will be able to do. Which do fast-selling goods I will adjust, the store is alive, not a stereotype
Do fresh basic principles, more varieties, good quality, can not be changed. Long-term merchandise management is not in place, resulting in a number of missing commodities, some commodities more than the shelf period is not dealt with, the loss of shelves, affecting customer shopping mood and store credibility, management of commodities inexperienced, it is difficult to do the fresh
Sales terminals do a good job, the natural channels of supply also improved, I believe the boss certainly want to do up the brand, into a chain of enterprises, that is, the development of directly-managed stores can develop a franchise, sometimes open up new markets, and the development of a new market. Franchise, sometimes open up new markets, sometimes you can kill directly into the mature market share, grab a market share, as long as you are good enough, where you can grab a piece of heaven.