世纪联华商品营销培训

null商品——营销管理 The merchandise-marketing manage 商品——营销管理 The merchandise-marketing manage nullMarch 三月nullApril 四月nullApril 四月nullMay 五月nullMay 五月nullJune 六月nullJune 六月nullSuccessful promotion comes from: Detailed anticipation & organization. 成功的促销来自于周密的准备及完善的组织工作中秋节的销售工作 Marketing in Mid-autumn Festival中秋节的销售工作 Marketing in Mid-autumn Festival中秋节杂货处的准备工作 Grocery Preparations for Mid-autumn Festival中秋节杂货处的准备工作 Grocery Preparations for Mid-autumn Festival “每逢佳节倍思亲”，一年一度的中秋佳节即将到来，农历中秋是我国传统的家人幸福美满团圆的时节，品月赏月便是中秋一道独特的风景。而每当此时月饼就成为了市场上的主角，因此我们需做足充分的准备为市场提供优秀的月饼，给自己带来最大的收益。 “Every festival reminds me of my family”– the annual mid-autumn festival is about to come, during which the Chinese families can welcome a happy reunion time, to enjoy the round moon and the round moon cakes. At this time, the moon cakes will play the leading role in the market, which will offer us a chance to do sufficient preparations to provide customers with high-quality moon cakes and maximize our profits. 中秋时节，月饼的销售会给我们带来很大的收益。 During the mid-autumn festival, sales of moon cakes will bring us a lot of incomes. 农历中秋的消费期虽然短暂，但是可以带动除了月饼以外其他商品的销售如香烟、酒类、礼盒等，这部分也是很大的一块蛋糕，我们同样不容忽视。 Although the moon cake consumption period is short, the customer flow attracted by this can raise the sales of other products, e.g. cigarettes, wines, gift packs etc., which is also a big cake for us!市场分析 Market Analysis中秋节的月饼准备工作 Moon Cake Preparations for Mid-autumn中秋节的月饼准备工作 Moon Cake Preparations for Mid-autumn时间分析 Time Analysis7/30-8/14 散装进场 销售 Bulk sales9/15-9/30 企业消费期 Companies consumption9/22-10/06 个人消费期 Personal consumption8/14-9/14 市场准备 Market preparation9/21-10/05 市场抢占 竞争趋于激烈 Market competition goes severe 前15天的销售占总销售的80％ The first 15 days’ sales accounts for 80% of the whole.中秋节的杂货部准备工作 Grocery Preparations for Mid-autumn中秋节的杂货部准备工作 Grocery Preparations for Mid-autumn第一步 The first step 确定总销售目标 Set up a overall sales target 准备工作 Preparations04,05年门店与营业额 2004年营业额16169257元，2005年营业额22699468元。04,05年门店与营业额 2004年营业额16169257元，2005年营业额22699468元。51.16%40.39%5.67%436504,05年各区域月饼销售04,05年各区域月饼销售04,05上海门店与营业额 2004年营业额6770847元，2005年营业额6932577元。04,05上海门店与营业额 2004年营业额6770847元，2005年营业额6932577元。0%2.39%2.39%04,05华东除上海地区 2004年营业额4206692元，2005年营业额5745344元。04,05华东除上海地区 2004年营业额4206692元，2005年营业额5745344元。15%36.58%9.55%04,05华东门店与营业额 2004年营业额10900529元，2005年营业额12677921元。04,05华东门店与营业额 2004年营业额10900529元，2005年营业额12677921元。9.38%16.31%5.88%04,05华北门店与营业额 2004年营业额1100787元，2005年营业额2750370元。04,05华北门店与营业额 2004年营业额1100787元，2005年营业额2750370元。116.67%149.85%43.98%04,05东北门店与营业额 2004年营业额653887元，2005年营业额1143769元。04,05东北门店与营业额 2004年营业额653887元，2005年营业额1143769元。75%74.92%14.80%04,05华南门店与营业额 2004年营业额1125409元，2005年营业额1837134元。04,05华南门店与营业额 2004年营业额1125409元，2005年营业额1837134元。40%63.24%22.02%04,05华中门店与营业额 2004年营业额471091元，2005年营业额633641元。04,05华中门店与营业额 2004年营业额471091元，2005年营业额633641元。50%34.50%8.84%2005年中秋销售现最出色的10家门店2005年中秋销售表现最出色的10家门店2005年中秋销售进步最快的10家门店2005年中秋销售进步最快的10家门店中秋节的杂货部准备工作 Grocery Preparations for Mid-autumn中秋节的杂货部准备工作 Grocery Preparations for Mid-autumn确定小分类的销售目标 Setup a sales target for sub-families 10部门主要的小分类：香烟，果汁，酒类，礼盒类。Main sub-families of Dept. 10: cigarettes, juices, wines, gifts. 13部门主要的小分类：月饼，糖果巧克力礼盒，礼包、礼盒和礼篮。 Main sub-families of Dept. 13: moon cakes, candy and chocolate gifts, gift packs/cases/baskets. 14部门主要的小分类：食用油，调味品，保健品，南北货，冲调食品。 Main sub-families of Dept. 14: edible oil, seasonings, health cares, north/south goods, instant foods. 准备工作 Preparations中秋节的杂货部月饼准备工作 Moon Cake Preparations for Mid-autumn中秋节的杂货部月饼准备工作 Moon Cake Preparations for Mid-autumn确定月饼的陈列标准: 集中陈列 Make out a layout standard for moon cakes: centralizing 促销区建议陈列时段：2006年9月1日至2006年10月6日 Suggested layout period in promotion area: Sep. 1, 2006-Oct. 6, 2006 促销区要求货架节数：小店至少8－10节，堆场8－10块；大店至少12-15节，堆场12-15块，货架和堆装要注意互相结合。 Required number of elements in promotion area: small size store 8-10 elements, 8-10 TGs; big store 12-15 elements, 12-15 TGs. Combine the elements and TGs harmoniously. 准备工作 Preparationsnull确定月饼的陈列标准: 集中陈列 Make out a layout standard for moon cakes: centralizing null确定月饼的陈列标准: 集中陈列 Make out a layout standard for moon cakes: centralizing null 确定月饼的陈列标准: 要集中陈列，避免分散陈列，如下图堆装单独陈列，并放在14部门粮油区难以提升销售。 Make out a layout standard for moon cakes: centralizing. Separated layout need to be avoided (for example in the following picture, moon cakes layout among the oils does not work well).中秋节的杂货月饼准备工作 Moon Cake Preparations for Mid-autumn中秋节的杂货月饼准备工作 Moon Cake Preparations for Mid-autumn中秋节的月饼销售竞争将体现在服务和品质的保障 Mid-autumn moon cake sales competition will concentrate in service and quality. 服务体现在：Service reflect in: 重视中秋节陈列：营造节日气氛、吸引客流、增加团购。Layout: build up festival atmosphere, attract customer flow and increase group purchase. 快速收货：因月饼销售周期相对较短，销量大，为避免销售受影响，建议门店收货部门开设节庆商品收货绿色通道，从而避免供应商因等候时间过长，将货分予其它卖场。Fast draw in: due to the relatively short sales cycle time and the large sales quantity, the stores should build up a green channel to draw in the goods, in order to avoid that the suppliers separate goods to other supermarkets. 控制库存：各门店保证各品牌的合理库存，联营供应商不可出现断货，缺货现象，关注月饼每天的库存情况。Control the storage: stores ensure their reasonable storage, pool suppliers cannot in goods shortage and break off, pay attention to daily stock of moon cakes. 快速变价：临近中秋节十天，月饼价格可谓一时一价，为增加竞争力，供应商提出的降价一定以最快速度变更。Quick price change: within the 10 days near to the mid-autumn, the price of moon cake can be flexible, and the price decrease from suppliers must be transfered to customers as fast as possible, in order to increase the competition ability. 重视团购：各店要有专门负责月饼的相关人员，负责变价，与团购协商价格，进货，调货等，避免因找不到人而影响销售。Attach importance to group purchase: stores must have special personnel for moon cakes, to take charge of price adjusting, price negotiation, goods stock/allocation, in order to avoid sales hurt due to lack of personnel. 供应商要求买赠时尽量要求赠品单送，如最后需使用店内库存货当赠品时，一定注意要空退，避免库存损失。When supplier ask for present offer, we appreciate separate presents offer, and if we need to use store stock to offer presents, an empty withdraw is a must to avoid storage lose. 人员管理：月饼促销员尽量让其专职于月饼销售，不可随意调动。Stuff management: moon cake sales persons are better to be specialized in the moon cake sales.服务 Service春节销售准备 Sales Preparations for the Spring Festival春节销售准备 Sales Preparations for the Spring Festival春节的杂货部准备工作 Sales Preparations for the Spring Festival 春节的杂货部准备工作 Sales Preparations for the Spring Festival 新年新景象，俗话说:“一个好的开始是成功的一半”，农历春 节是新年的开始，是我们新的开端，我们要抓住商机，为今后的发展打下一个良好的基础。 The New Year is new vision, “ good beginning is half success” a proverb say, the Spring Festival is a beginning of new year, so we should get hold of opportunity of business in order to build a solid foundation in future progress. 春节来临，将会带起一个消费高峰，消费者通常在春节前一个月开始进行年货的采购及储备，在春节前的一个星期将会达到消费峰值。 The Spring Festival draw near will bring a top consumption, the consumer usually buy and store up goods for the Spring Festival a month before the festival, and just to the max a week before the festival. 春节期间，消费者在不同时期对消费品有着不一样的需求。 In the Spring Festival term, consumer has a diverse desire in different phase. 为了抓住短暂春节消费期，我们需要： 拥有具竞争力的商品 为顾客营造出舒适的购物环境； 增强灵活性，面对随时可能产生的问题，作出及时的反应。 We have need: offer competitive product、building a convenient condition of consumption、make a response timely in the face of emergence at any moment. 节前各方面做好充足的准备工作，各部门调整到最佳状态，争取创造开门红。 Well prepared before festival in all aspect , and all dept. adjust to best status for good beginning. 时机分析 occasion analysis春节的杂货部准备工作 2006 Year Grocery Division Prepare for The Spring Festival春节的杂货部准备工作 2006 Year Grocery Division Prepare for The Spring Festival时间分析 time analysis1/15-1/29 市场 准备期 Market Prepare2/14-2/17 个人消费 高峰期 Individual Top phase1/30-2/13 企业消费期 Enterprise Consumption2/18-2/24 市场修整 Market restore春节的杂货部准备工作春节的杂货部准备工作第一步 The first 确定总销售目标 Confirmation of total Sales 春节的销售约占杂货处全年销售的20% Sales of the Spring Festival percentage in 20% 确定各部门销售目标 Confirmation of each Dept. Sales 10部门春节的销售约占全年销售的25% 10 Dept. percentage in 25% 11部门春节的销售约占全年销售的9% 11 Dept. percentage in 9% 12部门春节的销售约占全年销售的12% 12 Dept. percentage in 12% 13部门春节的销售约占全年销售的28% 13 Dept. percentage in 28% 14部门春节的销售约占全年销售的20% 14 Dept. percentage in 20% 准备工作 Preparations春节的杂货部准备工作 Prepared of grocery division for the Spring Festival春节的杂货部准备工作 Prepared of grocery division for the Spring Festival确定小分类的销售目标 Confirm sales aim of small sort 10部门主要的小分类：香烟，酒类，礼盒类。 11部门主要的小分类：家居厨房清洁用品，冬季衣物清洁用品。 12部门主要的小分类：化妆品，护肤品，纸品。 13部门主要的小分类：炒货蜜饯，糖果，巧克力礼盒，礼包和礼盒。 14部门主要的小分类：食用油，调味品和调味品礼盒，保健品，南北货，冲调食品，米，面 10 Dept.:cigarette,juice,wine,gift-box 11 Dept.:family & kitchen cleaner, clothing for winter cleaner 12 Dept.:makeup, care product, toilet paper 13 Dept.:roasted seeds and nuts, candy for the Spring Festival, biscuit box, chocolate box, gift-bag, gift-box, gift-basket 14 Dept.:edible oil, seasoning and seansoning box, healthy food, nan bei foods, instant food, rice, flour 备注：春节是卡券消费的高峰，应注意名烟名酒、洋酒、高档化妆品等高价位商品的备货。 Remark: The Spring Festival is a top term of card-certificate purchase, pay attention to stock up of famous cigarette , famous wine, imported wine, top grade makeup etc. 准备工作 Preparations 春节的杂货部准备工作 Prepared of grocery division for the Spring Festival 春节的杂货部准备工作 Prepared of grocery division for the Spring Festival 企业消费的需求将集中在某些商品 consume of enterprise will be centralized in some product 小分类：礼品烟，礼品酒，茶叶，包装的炒货和蜜饯，包装的糖果，油，南北货，礼柋等等 Small sort: gift-cigarette, gift-wine, tea leaf, roasted seeds and nuts of packing and confection, candy of packing, oil, nan bei food, gift-bag itc. 企业消费会有定额费用，因此，请准备如：定额的生活必需品。 Enterprise consumption will have ration charge, so we must prepare necessary of living for ration. 2月18日后，以上的商品销售将会突然下降。因此，销售部门要记录每次的大宗货物的交易，并在订货时考虑该因素。 By virtue of product of above sales will down rapidly after 18th. Feb, sale dept. should record the business of big product, meanwhile consider factor when order. 1/30-2/13 企业消费期 Enterprise Consumption春节的杂货部准备工作 Prepared of grocery division for the Spring Festival 春节的杂货部准备工作 Prepared of grocery division for the Spring Festival 家庭消费 Family consumption 家庭消费将会突发性的，发生时间请留意当地的奖金发放时间 The family consumption will abrupt 消费的目标是我们全部的商品。因此，针对此类顾客，TG的价格，海报的商品，及时的补货，收银的速度都是关键的。我们必须通过我们的团队进行控制。 It’s very pivotal that price of TG、poster item、supplement timely and the speed of cashier. 所以，请注意1月份的备货的商品结构 Therefore, regard merchandise structure of store up of Jan. 2/14-2/17 个人消费 高峰期 Individual Top phase充分的备货 Enough stock充分的备货 Enough stock今年门店备货要做到“早、多、大”（提早备货，多备货，备大包装），特别是好销及易缺货商品更要提早备货，如：大包装炒货专供商品，大包装南北货礼包，酒类、巧克力、饼干礼盒 The store stock require “early，much，big”，especially good sales and short of item，Such as：big packing roasted seeds and nuts，wine，chocolate，biscuit box年货商品的营销 Sales of goods for the Spring Festival年货商品的营销 Sales of goods for the Spring Festival一.注重商品品牌形象，联合大供应商，合理推出促销活动和陈列。 First，emphasize image of brand，Combine with big supplier，offer promotion and display in reason。 二.提前进行特供装的引进和备货。 Second，introduce into special packing and stock up in advance。 三.突出礼盒装的引进和备货。 Third，enhancing introduction and stock up of gift-box. 利用品牌形象突出质感量感 Utilizing of brand to enhance quality of products利用品牌形象突出质感量感 Utilizing of brand to enhance quality of products供应商提供装饰 Offered decorate by supplier供应商提供装饰 Offered decorate by supplier丰满的年糖系列陈列刺激顾客的购物欲望 Plenty of Candy series for the Spring Festival displaying stimulate customer’s desire丰满的年糖系列陈列刺激顾客的购物欲望 Plenty of Candy series for the Spring Festival displaying stimulate customer’s desirenull注重礼包装的突出陈列做到商品齐全饱满 Display of Standing out gift-bag 注重礼包装的突出陈列做到商品齐全饱满 Display of Standing out gift-bag 饼干礼盒的促销 promotion of biscuit gift-box饼干礼盒的促销 promotion of biscuit gift-box促销区特色 Feature of promotion area促销区特色 Feature of promotion area一.融入合理的主题，融入喜庆气氛（如年货大街主题、礼品街主题） Firstly, reasonable topic, happy atmosphere (for example goods for the Spring Festival in street, gift street ) 二.商品多样化，厂商联营布置 Secondly, diversification of goods, manage by store combine with supplier 三.新颖的促销活动，要求供应商推出（试吃，派赠吉祥物等主题活动) Thirdly, special promotion, require supplier’s cooperate(tasting, present luck good etc. ) 四.我们要避免过多的低毛利活动 Fourthly, avoiding low margin activities too much. 五.做足散装区域，提高整体形象 Fivthly, full of bulk area, improving whole image统一的年货大街布置 Display of Goods for the Spring Festival in main alley of uniform统一的年货大街布置 Display of Goods for the Spring Festival in main alley of uniform推动“高毛利、高客单价”商品的销售 Sales of high margin, high basket推动“高毛利、高客单价”商品的销售 Sales of high margin, high basket渲染“回家”的气氛 Activizing atmosphere of “go home”渲染“回家”的气氛 Activizing atmosphere of “go home”礼品街集中陈列营造节假日气氛 Building atmosphere of holiday by Gathering display in gift-alley礼品街集中陈列营造节假日气氛 Building atmosphere of holiday by Gathering display in gift-alley春节的杂货部准备工作 Prepared of grocery division for the Spring Festival春节的杂货部准备工作 Prepared of grocery division for the Spring Festival货源的保障 Ensure of supply of goods 备货：门店对重要分类商品要提前备货（有些供应商在春节期间是不送货的），如香烟之类特殊商品更要注意与供应商沟通争取扩大配额。 Stock up：The store should stock up to important sort merchandise in advance（Some supplier don’t deliver goods in Spring Festival), and the special goods such as cigarette pay more attention to communicate with supplier for enlarge quota. 运输：1，外仓的货源调配。2，已售商品的周转。这两点都将影响我们的库存。因此，请安排专门的配送仓库和人员。 Delivery: 1, supply of goods prepare of exterior warehouse 2, turnover of work off goods. These will affect our stork. 仓库：请根据各分类的销售来进行分配。如：1，请考虑纸类和膨化食品的仓库安排在外仓。2，请考虑贵重商品的堆放。3，请考虑商品的周转区。4，保持每天的仓库通道的畅通。 Storehouse:according to each sort to distribute. 1,Paper and chips should place out the storehouse. 2, pay attention to pile up of important goods. 3, consideration of turnover of goods 4, holding expedite alley of storehouse in everyday. 收货：请安排专门的商品周转区，以防止商品的混乱和栈板的缺损。收货部和销售部门和物流公司的联系，尽量避免集中到货的情况。并准备紧急收货的规定。 Receipt:arranging special turn over area of merchandise, and avoid mess of goods and damage of plank. 补货：请尽量将商品放置在商场内，如：补满货架，TG，促销区。 Supplementary: displaying full of shelf, TG, promotion area efficiently. 人员的配备：请落实到每个员工的#工作#和商品的区域划分，并请考虑员工的工具，如液压车，栈板 Prepared for employee; fullfil of employee’s responsibility and area partition of merchandise, meanwhile, consider tool, for example hydraulic pressure vehicle, plank. 工作安排：每个干部的工作目标的确定，并每个人提交行动。 Work arrange:confirm work object for junior manager, and turn in plan of work. 商品 merchandise春节的杂货部准备工作 Prepared of grocery division for the Spring Festival春节的杂货部准备工作 Prepared of grocery division for the Spring Festival春节的销售竞争将体现在服务和品质的保障 The sales competition of the Spring Festival will be up to our good service and quality. 服务体现在：Service show: 重视春节陈列：营造节日气氛、吸引客流、增加团购。 Focus on display in the Spring Festival：making festival atmosphere，attract customers，increasing group purchase 控制库存：各门店保证各品牌的合理库存，联营供应商不可出现断货，缺货t现象，关注每天的库存情况。 Control storage：Each store has make sure the reasonable storage, cooperate supplier have focus on storage every day，and have to avoid out of storage. 重视团购：各店要有专门负责团购的相关人员，负责变价，与团购协商价格，进货，调货等，避免因找不到人而影响销售。 Regarding the group purchase：make sure a person who is in charge of group purchase for each store, and also price changing , price negotiation。 供应商要求买赠时尽量要求赠品单送，如最后需使用店内库存货当赠品时，一定注意要空退，避免库存损失。 When supplier ask for present offer, we appreciate separate presents offer, and if we need to use store stock to offer presents, an empty withdraw is a must to avoid storage lose.服务Service Ⅰ春节的杂货部准备工作 Prepared of grocery division for the Spring Festival春节的杂货部准备工作 Prepared of grocery division for the Spring Festival 接待：由于企业的消费将会集中，因此，在商场中需要有醒目的信息提示，并配备专门的接待人员。（请安排操作流程和业务） Reception: Because consume of enterprise will be centralized, we should have put up some information which easy to see，and reception。 收银：收银的速度和顾客等待的时间将决定杂货部的营业额和损耗，因为，杂货的货架是靠近收银台。因此，靠近收银台的位置请安排低价的生活必需品。 Cash: The speed of cashier and the time of customer waiting will deciding turnover and wastage of grocery. 送货：由于企业的消费将会集中，送货是竞争力。请考虑车辆和专职人员，并将送货的时间考虑，以增加车辆的使用率。 Deliver goods: Due to enterprise consume will concentrate in this term, deliver good will become a key. 货物出口：大宗货物的送货出口的设立，将减轻收银的压力。（请考虑操作规程流程和防损流程） Goods exit: set up a large amount goods exit, will release press of cash. (Reference operation flow and undamage flow ) 海报：是商品竞争力的体现和宣传，所以要加大海报的宣传力度。 Poster: Embodiment of competition of goods , so we need to enhance publicizing of poster more. 价格：是商品竞争力的体现和宣传。 Price: Embodiment of competition of goods服务 Service ⅡThank You ! 谢谢！Thank You ! 谢谢！