How to package a shopping mall counter to start a business?

In recent years, a new Shang Chao terminal operation mode has appeared in Shenzhen Baoan and Dongguan. Because this model has only appeared in these places in Guangdong, it has not been well known by marketers. It is the result of these individual distribution entrepreneurs making their business bigger and stronger, which is completely different from the terminal operation mode in the general sense that is well known in the industry. In order to understand their new operation mode, I made an appointment with Mr. Hu Ziqian, the best and biggest contractor in this group. We talked for two hours in Shenzhen Laoshu Cafe in the form of an interview, so this article came into being. Hu Ziqian (hereinafter referred to as Hu): My practice is simply that we cooperate with many small and medium-sized supermarkets in Dongguan to buy out all the shelves of daily chemical products, and then this store only sells the daily chemical products we supply, and we are responsible for terminal promotion. Gong: I sum up that your practice is a terminal operation mode in which the joint distributors (underwriters) and developers of second-and third-line daily chemical brands go beyond the daily chemical channels to buy out all the daily chemical shelves in the store and contract for operation. I use the concept of "appointment system" to summarize this practice. This is not used at all in the most conventional channel form where many manufacturers pay the shelf fee and occupy a certain display space, and it is also different from the form in which some supermarkets divide and rent them to manufacturers for independent operation in the form of brand stores. As far as I know, many major brands of daily chemical manufacturers have signed direct supply agreements with supermarkets. For example, when the annual sales of supermarkets reach more than 6.5438+million yuan, the company must pay a sales rebate of about 6.5438+million yuan-6.5438+0.5 million yuan every year. During the whole year of cooperation, this daily chemical manufacturer will no longer pay the agreed packaging fee. Contract system is an agreement signed by second-and third-line brand manufacturers and distributors with the second-and third-line sales tide, and it is another model that takes into account both sales volume and expenses. Hu: Small and medium-sized distributors and manufacturers in the so-called set meal system are forced out by big brands and hypermarkets, so they have to make their own living. In Dongguan and Baoan, Shenzhen, more than 70% supermarkets have adopted the reservation system. Except Wal-Mart and Xinyijia, other supermarkets have basically adopted this model, and this model is expanding to other places in Guangdong, such as Zhongshan and Shunde. I ordered 20 supermarkets by myself. But there is a strange phenomenon. Except for these second-tier cities around Guangdong, this model just can't develop in other parts of the country. Several people in our line have copied this practice to mainland cities such as Shandong and Hebei, but the result is that it can't be done. Including supermarkets in Shenzhen and Guangzhou, will not adopt this mode of operation because they don't want dealers to control the shelf space. Hu: First of all, people and aspects. The operation of this mode is basically the original team of three ecological beauty salons in Guangdong. After we left the three companies, we started businesses in various ways and formed a circle. One operation method is good. Contract system can make money, let's work together. This circle may not exist elsewhere. Small and medium-sized cosmetics manufacturers can't bear the burden of being criticized for the entrance fee, and the media often crusade. Under this background and opportunity, it is also a good opportunity to unite with us. However, some supermarket owners just provided the venue and completely passed on the business risks to us. They also enjoyed it, so the three parties hit it off. Second, look at the operation of the supermarket system from the perspective of products, prices, channels and promotion: I represent 20 to 30 second-and third-line cosmetics products. If these products are enough to support the supermarket, I choose those cosmetics manufacturers who are interested in binding my interests. In Dongguan, we operate together, not simply buying and selling. Second, the product should have enough profit margin. Of course, product quality and manufacturer's reputation are also important factors to consider. Hu: We will also import some of these products symbolically, but they are placed in inconspicuous places and are not the key recommendation targets. They are business talks. We also encourage consumers to buy these products, after all, selling these products can also make money. Hu: Actually, our price system is similar to that of ordinary dealers, except that our underwriters take the lead in collectively paying the contract fees for storefront venues. Generally, small supermarkets range from 50,000 to 80,000, and larger supermarkets/kloc-0.5 to 200,000. The booking fee is paid to us by the manufacturer according to different situations, and then we pay it to the insurer. H: Yes, as soon as many supermarkets open, we will talk about booking. From the perspective of channel distribution, once the terminal is mastered, the right to speak is mastered. Many cosmetic brands entering Dongguan will take the initiative to find us as distributors, and they can quickly enter most supermarket channels, especially new cosmetic brands. Hu: We recruited the promoters. I personally hired more than 60 promoters in Dongguan, with 2 to 3 promoters in each store. These people are also shop assistants, wearing uniform clothes. I'll tell you a secret how to judge whether the supermarket is engaged in the reservation system: if you go to a daily chemical supermarket in Dongguan, if the salesperson doesn't take the initiative to sell it to you, then she must be a real salesperson; If she only sells a certain brand of daily chemical to you and won't recommend other brands when you are not interested, then she is a promoter of a certain manufacturer; If she enthusiastically sells all the daily chemical products on the counter to you, then she is the promoter of the exclusive reservation system. Gong: I know that supermarkets or chain pharmacies in Shenzhen, Dongguan and other places all have large-scale individual contracting promotion groups. For example, the largest chain pharmacies in Shenzhen, namely Concord, Neptune, China United and Wan Ze, have all given their promotional activities to booking agents similar to those in your. The largest promotion group in Shenzhen, such as Huang Feng, employs more than 100 health promotion personnel. It seems that more and more stores in Guangdong have contracted out their sales functions: for example, your contractor; Outsourcing promotion functions, such as promotion team. Third, the relationship between manufacturers, franchisees, supermarkets and consumers under the chartered car system Gong: The chartered car system is the result that the interests of manufacturers, franchisees and stores are completely tied at the operational level and the advantages of resource concentration are brought into play. First of all, on the positive side, I think that for manufacturers, the admission fee and transaction cost are reduced, and it is much cheaper to talk to a merchant than to talk to a merchant. Using the underwriter, you can enter a large number of supermarket channels in a short time, saving the cost of directly operating the terminal. The wharf is operated by your underwriter, and there is basically no smuggling of goods and price out of control. For the store, the first thing is to ensure the harvest in drought and flood, and only charge a fixed fee, without worrying about product sales or management problems, and pass on its risks to the charterer. It also saves personnel costs and basically does not need to hire sales staff. For consumers, there are not so many promoters of daily chemical manufacturers to intercept the promotion, which is boring. For cosmetics, the quality of products with good brands is not necessarily high, and the quality of products with low brand awareness is not necessarily poor. Therefore, the products underwritten are all low-priced and high-quality products with non-brand names, which is not necessarily a good thing for most people who pursue economic benefits. Hu: I'll give you an account: you originally wanted a promoter from one manufacturer to promote a brand, but now my three promoters are promoting the brands of 20 manufacturers at the same time, saving the promotion expenses for the manufacturers, us and the shopping mall. For me, the gross profit margin of the original 1 product was 1 000 yuan, and now I represent 20 brands of products at the same time, and the gross profit margin will be 200,000 yuan. I took out 1 0,000 yuan to pay for the reservation and promotion. I think I still earn more after booking than before. The booking system seems simple, but it is not easy. In addition to professional ability, we also eat human feelings. If you don't have the public relations skills to get along with the boss or purchasing manager in Shang Chao, it will be difficult to operate. In fact, now I have become brothers with many supermarket owners, and even attended the supermarket management meeting as a non-voting participant.