How should chain pharmacies operate and manage?

With the increasingly fierce market competition in the pharmaceutical industry, the competition among retail chain pharmacies is also extremely fierce. At present, most retail pharmacies either make money or lose money. Every store in retail chain pharmacies is the most basic profit source of chain enterprises, and the management of stores accounts for more than 80% of the daily management of retail chain enterprises. It is extremely urgent to comprehensively improve the management consciousness of retail chain pharmacies. ■ Promotion Contents and Precautions Store sales atmosphere management is a direct factor to attract customers' attention. Store drug display management, store product advertising and promotion information release, and local environment management are important components of store management. Specifically, it includes decorative highlights, colors, music, smells, etc. Inside and outside the store, customer activity area, in-store space, in-store area, etc. , focusing on product display, product display, store layout, POP publicity, promotion information release, window, store advertisement, etc. To create a store sales atmosphere that attracts customers and improves performance. The fundamental purpose of store sales atmosphere rendering is to improve store sales performance, so we must focus on the core issue of store performance improvement, and at the same time integrate store product promotion activities into store sales atmosphere improvement. In practical work, we should pay attention to the following aspects of design and layout: 1, rendering of shop atmosphere: for example, using some colored balloons to set off shelves and ceilings; Putting some green plants or plastic flowers and plants in pharmacies can give customers a fresh and refreshing feeling, and can also reasonably integrate business ideas and propaganda words. Decorative items in the store must pay attention to color matching, as well as matching with corporate culture and seasonal changes. The atmosphere of the store also needs the cooperation between the mental outlook of the clerk and the cleanliness and hygiene of the store. At the same time, you can also play some music or release some good smells to render the shop environment. This is the "quiet" factor of the store sales atmosphere. 2. Integrate product promotion and information release into the promotion of store sales atmosphere: Effective use of product store advertising and information release of promotional activities can make the rigid store decoration atmosphere active immediately, including product posters, product stacks, flower frames, paper racks, Yi Labao and other POP publicity, as well as some durable product publicity, such as the packaging and publicity of product images such as store doors, background walls, light boxes, windows and counters. In the process of implementation, we should pay attention to the creation of store sales atmosphere to maintain continuity and avoid intermittent waste of resources, and ultimately fail to achieve the expected results. It is best to ask product manufacturers to cooperate with the mass media to carry out promotional activities, so as to widely spread the promotional information of products, maximize the visibility of the promotion site, meet the store's pursuit of people flow and cash flow, and guide the target consumers to buy. 3. The release of special drug information is the crowning touch to improve the sales atmosphere of stores: pharmacies often use some well-known brand products for sale to attract customers and form the focus of improving the terminal sales atmosphere. The promotional information release logo of special products must be concise, clear and eye-catching. Too many words are not good for customers to read carefully. Special price signs should be clear to customers. Words or patterns that convey the types and prices of specialty products should be expressed in strong colors, and the colors of signs should be consistent, preferably no more than three colors. Complex and fancy sentences will confuse customers, but the effect is poor. Special products must choose brand products with high customer awareness. In today's serious homogenization of products, don't hope that special prices will bring sales to non-brand products. Non-brand products should pay more attention to brand building and market promotion of their own products. Special products must be products with large consumer groups, which requires customers to be very familiar with the products, especially with high price sensitivity. The basic value of improving store sales atmosphere lies in improving store sales performance and increasing the profit level and profit of store sales. Specific performance in the following three aspects: 1, enhance the awareness of key products: the promotion of store sales atmosphere and the release of product promotion information can enhance the product awareness of key products, promote the change of consumers' impulsive purchase and purchase behavior through the shocking visual impact, terminal image and activity influence of products, and enhance store sales and profits. 2. Gather people flow and cash flow: By improving the sales atmosphere of the store, more customers can be attracted to the store, and the flow of people in the store can be increased, thereby increasing the sales generated by the increase of people flow and improving the cash flow of the store. At the same time, the promotion of the store sales atmosphere can make customers stay in a comfortable and pleasant environment for drug purchase for a longer time, increase the chances for customers to discover and understand other products that they did not intend to buy in advance, and at the same time improve the initiative of customers to understand other products and promotional activities in the store, and increase the chances for customers to buy drugs. The extension of customers' stay in the store also increases the opportunities for shop assistants to recommend and explain products to customers. Customers unconsciously accept the product knowledge propaganda and education of shop assistants, which increases the variety and quantity of drugs they buy, and has a better chance to make customers change the original way of buying drugs and increase the sales of high-profit products that stores hope to sell. 3. Promote the sales of high-profit products in stores: At present, many chain pharmacies have adopted such a strategy in product management, attracting customers with brand drugs with low profit margins and driving the sales of non-brand drugs with high profit margins; At the same time, brand drugs can bring good cash flow to chain pharmacies and solve the cash flow problem of chain companies; Non-brand drugs, especially high-profit products such as products represented by chain companies and Class A products, are the products that chain pharmacies want to sell most because of their high profit rate. While promoting the sales of high-profit products of chain pharmacies, it is necessary to ensure the cash flow of product sales. On the premise of cash flow guarantee, through the promotion of store sales atmosphere, we can improve the added value of high-profit products in the sense of terminal quality, enhance the brand value of products, make customers feel safe in quality assurance, and finally improve product sales. With the continuous increase of sales, the profit of the store will naturally increase. In the current low-profit environment of pharmaceutical retail, the profitability of stores is weak, and many retail pharmacies are still in the stage of solving their survival problems. Seeking the fee support from upstream suppliers or manufacturers is the best way to improve the sales atmosphere of stores, and it is also a way for chain pharmacies to make full use of store resources to obtain non-operating income, which not only improves the terminal sales atmosphere of stores, but also increases the non-operating income of stores. For manufacturing enterprises, it is a good thing to get the store resources support of retail pharmacies, but the manufacturing enterprises that often have this support ability are generally enterprises with brand products. Therefore, reasonable cooperation with brand-name products enterprises is a win-win model for both enterprises.