Suggestions and opinions on supermarket management and sales

With the food safety crisis in recent years and the change of people's living standard and life concept, the preparation area for fresh food day has gradually become the first choice for people to shop. According to unofficial statistics, the fresh and cold storage area of large supermarket chains in China is gradually expanding. In the economically developed Pearl River Delta in the south, air-conditioning cabinets and fresh food areas account for 50% of the total food area of supermarkets, and air-conditioning cabinets account for about 25% of the total food area. In Chengdu, a first-class city with moderate economy, the area occupied by air-conditioning cabinets is also close to 15% of the food area. In Xi 'an, the cold air cabinet of China Resources can account for 10% of the food area, but in Wal-Mart, it is close to 20%. These data fully show the share of fresh and frozen food in supermarket sales and the consumption trend of consumers. Combining with Jiameijia and referring to the settings of other supermarkets, the following suggestions are for reference only.

1. Improve the air-conditioning cabinet equipment to make it more convenient for shopping and maximize display. The existing freezers are horizontal cabinets, which are inconvenient to show and choose and have no visual beauty. It is suggested to improve the vertical air cooler. In this way, the price tag and display are easy to do, and the visual effect is good, which is more convenient for consumers to choose and arrange noodles. In addition, it can also save the limited display resources of supermarkets.

2. Expand the area of cold air cooler and freezer. Jiameijia has gone far beyond supermarkets except Renrenle, RT Mart and China Resources in refrigeration and freezing. However, the resources of refrigerated and frozen display are still very tight. It is suggested that the number of county stores should be at least doubled on the current basis, and the number of city stores should be doubled to 50% depending on the situation, but it should not be less than 5% of the total food business area.

3. Expand the business scope of fresh food and refrigeration, and narrow the business authority of joint venture amorphous packaging fresh food. With the further standardization of food safety in China, non-shaped packaged food will eventually be eliminated, and the rosin duck sold by BBK in Hunan is a wake-up call. It is suggested that each store of Jiameijia should apply for QS (on-site processing qualitative packaging) for different kinds of food, then standardize the operation of the joint venture, strictly control the production process (in-store production), use the QS-shaped packaging of Jiameijia, and display it in the cold air cabinet for sale. In this way, the production and processing place of the joint venture is in the supermarket or back warehouse, and the direct selling area is in the cold air cabinet. Of course, it is better for them to equip themselves with air-conditioning cabinets. In this way, the business scope of fresh daily delivery can be extended to all foods in air-conditioned cabinets. Among them, fruits, vegetables, carrion and side dishes can all be used as the business scope of daily classes. The display of air-conditioning cabinets should be extended to categories such as meat, vegetables and ready-made cooked food.

4. Develop your own brand. Now all major systems basically have their own brands. For example, Run House of China Resources, IY of Ito Huayangtang, Fast Fashion, etc. It is said that the ultimate goal of Ito Huayangtang is that its own brand accounts for 30% of the operating brands. Having your own brand can quickly make up for the vacancy of marketable products, increase operating profits and highlight your own personality. This differentiation is something that competitors can never emulate. However, the operation of private brands is very important. It is suggested to set up a private brand operation company, which is equivalent to all the dealers of Jiameijia, and survive by its own operating profits. At the same time, through brand self-operated companies, we can also understand the difficulties of dealers' operation from one side, and finally achieve the goal of win-win and strategic cooperation with other dealers.

5. Flexible purchasing operation. Fresh food belongs to the category of fast replacement. In order to increase the variety of categories, it is suggested that the cost of fresh bar codes can be reduced or replaced free of charge. If it is a holiday product, we can implement a phased cash collection system for dealers with little risk to highlight the core competitiveness with financial strength. ? Not bad money? It is the competitiveness of Jiamei family!

6, highlight the local characteristics, categories can be appropriately tilted to local characteristics, which other large systems can not follow up. Highlight the characteristics of Meijia through local characteristics. For example: minced meat, jelly, minced ribs, steamed bowls, peppers, crystal meat, pasteurized milk and other items. You can also focus on the products of local enterprises in Baoji and highlight the characteristics of Baoji! For example, Ito Yanghuatang and Auchan in Chengdu mainly focus on Sichuan Mala Tang and beef products in the leisure category, showing their unique Sichuan characteristics.

7. Introduce products and categories according to requirements. As the first choice for Baoji people to shop, Jiameijia will only be lost to other systems if the demand cannot be met. Through the keen observation of the store manager, we can always know the customer's first demand, and the purchasing department can complete the introduction of brands, categories and articles in the shortest time.

8. It is recommended that vegetables be partially self-employed. Vegetables are the most price-sensitive commodities for consumers. They are operated by dealers and are not competitive. Self-management and low-cost cash purchase of vegetables will inevitably boost the rate of consumers entering the store and enhance the goodwill of Jiameijia. It is said that the competition of people in the core stores of Beishan and IELTS chain in Hubei Province is the price of vegetables. Their fresh shopping takes the car and cashier to the vegetable wholesale market at 2 am every day, and the cash purchase of fresh vegetables once ruined the street vegetable market.

9. Learn from the farmers' market. Go deep into the farmer's market, understand the farmer's market, and appropriately enhance the feeling and experience of the farmer's market to adapt to supermarket sales.

As long as we act and keep pace with the times, Jiameijia's fresh and frozen food will certainly create the characteristics of Jiameijia and Baoji, and will certainly be invincible in the fierce market competition.

Suggestions for supermarkets Article 2 After the target customers buy products, the promoters should try their best to let the customers leave their own detailed personal information so as to keep one-on-one in-depth communication with customers in the future. When asking customers to leave personal data, we should pay attention to dispel customers' concerns (fear of being harassed, and have preventive psychology). For customers who really don't want to leave information, you can't force it, but you should leave the promotional materials to customers.

7. Other points of supermarket promotion activities.

(1) On the first day of promotion, the sales staff and promotion staff should arrive in advance to confirm whether the preparation work is in place. On the same day, the sales manager should follow up the whole process to find out whether there are any inadequately prepared places and plans, adjust the promotion plan according to the situation, and give on-site counseling to the promotion personnel.

(2) Sales staff should visit regularly to ensure the exhibition effect during the activity. The longer the promotion period, the more likely it is to be out of stock. Sales staff must pay frequent return visits to check the inventory and ensure the safety of the inventory.

(3) Promoters should actively introduce product and activity information, strengthen tally, and timely feedback the activity effect and related data.

④ Prevention and timely elimination of promotion interference.

Summary of promotional activities

After the promotion, scientific effect evaluation and in-depth summary are important links of promotion.

1. Feedback terminal information

Promoters should truthfully feed back relevant market information to the company in the form of work diaries and promotion daily reports, because promoters are in face-to-face contact with customers and are closest to customers to get the most accurate and direct terminal information.

2. Make a promotion summary.

Relevant personnel in charge of promotion should summarize the promotion activities in stages, generally hold a summary meeting once a week to discuss the promotion effect, sum up experience and lessons, analyze problems and deficiencies, seek improvement measures, put forward reasonable suggestions to solve problems, and submit them to the immediate superior in the form of reports.

The report should also include the comparison between the sales before the promotion and the sales during the promotion; Promote on-site photos; Report the total cost of activities, report the total sales volume of activities, and analyze the cost ratio and input-output ratio; Competitive product information, the number of customers directly or indirectly involved, the willingness of supermarket cooperation, opinions and suggestions, etc.

The promotion supervisor should further revise and improve the job responsibilities, training materials, preparation progress and promotion speeches in the promotion plan, so as to accumulate experience for the next activity.

The promotion supervisor and sales staff visited the person in charge of the supermarket again, and communicated with the supermarket through tools and data such as on-site photos, comparison of sales volume before and after, and comparison of profits, highlighting more benefits brought by the promotion activities to the supermarket, such as sales volume, profits, promotion of the manager's image, etc., listening to the opinions and suggestions of the supermarket, and enhancing the cooperative relationship between the two parties.

Supermarket does not allow sales promotion.

solution

Some supermarkets have strict management of stores and are not allowed to do promotional activities in supermarkets. If the enterprise wants to do promotional activities in the supermarket, but the supermarket does not allow it, what should the enterprise do?

1. Promoters are not allowed in the supermarket.

Because there are many enterprises that require sales promotion in supermarkets, with more and more promoters, there are more and more phenomena of slandering each other's products, which is easy to cause confusion in supermarkets and increase the difficulty of supermarket management. Therefore, some supermarkets require reducing or even not allowing enterprises to arrange promotional activities and promotional personnel.

Solution:

Gifts and products are bundled to expand product arrangement;

Production of promotional products;

Promote sales outside the supermarket;

Fully communicate with relevant supermarket supervisors to solve the problem of personnel promotion;

Choose a promoter with strong communication skills for the supermarket supervisor? Psychological warfare? .

2. It is not allowed to distribute gifts and promotions in the supermarket.

At present, some large supermarket chains are strictly managed, and it is not allowed to distribute gifts in supermarkets or restrict promotion. Customers may not know that the company is carrying out promotional activities when buying products, or promoters can't show gifts to customers during promotional activities, thus losing many customers and unable to effectively increase sales.

Solution:

Set up a gift distribution office at the entrance of the supermarket, and customers can receive gifts with shopping receipts;

Set up large-scale stacking and terminals in the supermarket, and carry out special sales in turn according to varieties and specifications;

Broadcast the company's promotional activities through supermarket radio, big screen display and other supermarket-owned promotional tools;

Do as many large-scale promotional activities outside the supermarket as possible on holidays or on Saturday and Sunday.

3. no promotion in any form is allowed in the supermarket.

Some supermarkets have strict internal management, and there is no promotion space in the supermarket, while there is no promotion venue outside the supermarket because of city appearance management, so it is impossible to carry out any form of promotion.

Solution:

Actively participate in various activities organized by the supermarket to communicate with customers, and consider becoming a co-organizer or providing gifts and prizes to the organization;

In order to attract customers, VCD advertising tapes are played by hanging TV sets or TV sets placed above the stack.

Try special price stacking sales;

Increase the number of shopping guides, and the shopping guides will realize all-day shopping in shifts, and pay attention to improving the professional quality and professionalism of shopping guides, give full play to the professional level of shopping guides, and increase sales;

Analyze the distribution of customers living in this supermarket and carry out various community promotion activities in the communities where these customers are concentrated.

Suggestions for supermarkets Part III Today, I will compare street and community supermarkets. Shuntai, fresh shopping, food department stores accounted for half. Most of them are community residents, and most of the commodities are for daily needs. Daily visits are stable, but Mao Lijiao is relatively low, with a turnover of about 1500 to 5,000. Pure fresh fruit is delicious, colorful fruits, fruits from the north and the south, mainly on the street and also in the community. The street is dominated by fine fruits, with high consumption as the goal. I suggest that we should follow the model of Shuntai in the early stage, make clear our positioning, imitate first, and then come out slowly. Shuntai's commodity structure is complex and rich, and it sells well. Fresh food now accounts for a large proportion, with stable daily turnover and frequent activities. The shopkeepers across the street are mainly non-staple food department stores, and there is also a private one that is not doing well. Then the customer loss must have gone to the shopping underground supermarket opposite the hospital. If I were the store manager, I would first adopt the mode of lovers' shop to improve efficiency and not waste manpower. Then I will adjust the commodity structure, increase the necessities of life such as grain, oil and food, ensure the completeness of commodities, pay attention to the quality of fresh commodities, do a good job in purchasing control, keep the freshness and packaging of commodities, extend the shelf life of fresh foods, adjust prices frequently and strive for gross profit. The volume should be low and high. Don't let go until the activity explodes. Attachment to our store, in short, appears to be a low price discount, but there is a shortage of high-margin goods. Popularize it first, improve the market position and pave the way for the development of branches in the future.

The computer system has purchase and sale accounts, including how much goods are needed, how much goods are received, how much they are sold and how much they are in stock. Upload it to the boss every night. The purchase channel is mainly local, seasonal fruits and watermelons are directly purchased in other places, and fruits are collected outside when there are branches. Buy locally and online temporarily.

Fresh goods, leafy vegetables have a shelf life of one day in summer, melons and fruits have a shelf life of two or three days, and roots have a shelf life of more than one week. Knowing the properties of goods is beneficial to managing losses. How much money is purchased every day, how much is sold, how much is saved, and how much is lost, so that profits and turnover are clear. The faster the turnover, the less losses and the more money. Fruits and berries have a short shelf life and are available, but the quantity is not large. I will adjust which products are structural and which are fast-selling products.

The basic principle of making fresh food is that there are many varieties and good quality, which cannot be changed. Long-term commodity management is not in place, resulting in the lack of some commodities. Some goods are left untreated after the shelf life, which affects customers' shopping mood and the credibility of the store. It is difficult for people who have no experience in commodity management to make something new.

When the sales terminal is completed, the purchase channel will naturally be improved. I believe that the boss definitely wants to make the brand into a chain enterprise, which can develop direct stores and franchise stores, sometimes open up new markets, and sometimes directly enter mature markets to share a piece of the cake and grab a share of the market. As long as you are good enough, you can grab a piece of sky everywhere.