How do supermarkets sell? Do a good job in the supermarket of the top ten strategies

Because shopping malls and supermarkets have a better environment, more complete things, and the price is not very expensive, the quality of trust, to the malls and supermarkets can basically buy what you want to buy, do not need to run a second home, more convenient. Therefore, everyone prefers to go to the malls and supermarkets to buy things. There is also a psychological problem with shopping in shopping malls and supermarkets, because people who go into supermarkets may not always buy things, but some come to hang around. Why do people want to come to this kind of environment to buy things? People in this cozy environment, carrying baskets, pushing the car, accompanied by light music, you look at me, I look at you, feel a psychological satisfaction, feel to buy things here than outside the things seem to be a little bit more upscale, there is a sense of dignity. Therefore, now shopping malls and supermarkets have a very large flow of customers, product sales are also very large. At the same time, it is also the best window to show the image of the enterprise, is the business of the place to fight. However, shopping malls and supermarkets are good, the cost of entry is daunting for manufacturers, especially some of the big stores full of dominance, what entry fees, promotional fees, stacking fees, such as "exorbitant taxes" in particular, just find a reason for any reason at any time, such as festivals, celebrations, etc. to you to sponsor, you have to give, don't give! Get out, there is a kind of emperor's daughter does not worry about the feeling of marriage, so that some manufacturers look at the door sigh. First, how to reduce the cost of entry to the supermarket? Of course, we also need to understand them, because his investment is also relatively large, what store rent ah, decoration ah, equipment ah, personnel ah, taxes ah, a variety of costs are also very much, poorly operated closures abound, and then again, shopping malls and supermarkets this store is a scarce resource, I do not think that this is not a cost, but an investment, it must be thought through. You do not go to occupy, others will go to occupy. But the rules of the game is dead, people are alive, how do we fight with the small, four or two, send the goods in? Here I will speak of several ways: 1, bundled into the field, share the cost (1) through the strength of the dealer bundled into the field. Generally speaking, hypermarkets on the new supplier to charge an account fee, such as Shanghai "Carrefour" account fee is 80,000, "Hualian chain" is 150,000, because the account fee is charged by the account, you into a variety of money, you into ten varieties is also so much money. So much money, so, for manufacturers, the more varieties into the field, amortized to each variety of the account opening fee is less. For some companies, if they are directly into the field, this high account opening fee is not cost-effective, if you look for a dealer has opened an account in the hypermarket to cooperate, if you bundle your products, you can save the account opening fee, and even save the festival fees, store fees and rebates and other fixed costs. This method, for the dealer, he is also very willing, because after all, one more person to share the various costs. (2) choose the right dealers into the malls and supermarkets. What kind of dealers into the malls and supermarkets? Is a certain degree of financial strength, hand operated a number of best-selling brands - global brand network -, and supermarkets have a good customer relationship, the smooth settlement and a strong supply capacity of the dealer. If we want to enter the field, we have to look for dealers, but do not give the right to operate the supermarket to a mere traditional channels have the advantage of dealers, because the traditional channels of dealers often do not have a few best-selling brands in the hands of his negotiation with the hypermarkets, often take advantage of what is not cheap, this is the same as we go to the negotiation, most of the entrance fee to bear our own. 2, choose a supermarket chain to do dealers Choose a supermarket chain to do dealers, you and he became a boat people, you do not have to pay entry fees and other terminal costs. Because we can let him enjoy our various preferential policies, for example, preferential prices, promotional support, etc., if he becomes our dealer, he will be attentive to the management of our products, and quickly radiate the product to the various outlets, so as to achieve a win-win situation. 3, master the negotiation strategy to reduce the cost of entry (1) with products against the entry fee. In the negotiations with the supermarket, try to take the product against the entrance fee approach, which for us, not only reduces the entrance fee (products and gross profit), but also reduces the cash outlay. (2) with terminal support to reduce the entrance fee. Malls and supermarkets publicity support: sell off the supermarket outdoor billboards, advertising space, etc., but also for supermarkets to produce related facilities and equipment. For example, store signs, sales staff clothing (children's clothing can be done), shelves, customer storage cabinets, customer rest tables and chairs. However, it should be noted that all of these should be advertised and labeled with products. (3) try to pay the costs that can directly bring sales growth First of all, we have to figure out what can directly bring sales growth costs, which is not to bring sales growth costs. Expenses that can directly bring about sales growth include header fees, DM fees, promotional fees, and point-of-sale advertising. Expenses that can't directly bring about sales growth include: entrance fees, festival fees, store celebration fees, opening sponsorship fees, material damage fees, bar code fees, etc. Fees that do not directly bring about sales growth will have little effect on us, whereas stacker displays, point-of-sale advertising space, promotional guides, and special promotions can bring us significant sales growth. Therefore, we should try to minimize the negotiation time, can not give us the cost of sales growth, try to pay the cost of sales growth can give us. 4, the use of relationship resources, good public relations We should integrate customer relationship resources, more with the shopping malls and supermarkets to communicate with the purchasing staff, for example, to organize more networking activities to cultivate and purchasing staff between the feelings, so that the cost of entry fees and other costs may be adjusted downward a little. At the same time, we can use the "curve public relations" strategy, the use of supermarkets and buyers familiar with the old colleagues, old friends to pull the strings, or through the relationship with our health, industry and commerce, taxation, quality inspection and other departments to step forward, and supermarkets to say hello, please ask them to take care of it. Of course, this "curve public relations" strategy, only in the second and third city supermarkets have a place. Second, do a good job in the supermarket's top ten strategies 1, warehouse manager, business manager, financial manager, cabinet manager, treasurer, financial cashier is a key figure in the operation of the supermarket, we run the supermarket's business representatives should have strong public relations skills, interpersonal relations and coordination skills, before this, after a special business training. 2, more joint promotional activities with supermarkets, emotional investment, enhance the friendship between the two sides, strengthen exchanges and communication, and solidify this partnership (promotions should pay attention to the consideration of the interests of both sides); 3, in the supermarket chain to select the largest sales volume or sales volume over the highest rate of the champion store, should be given to the store manager and staff incentives; 4, in the special festivals (Christmas, Easter, Valentine's Day), you can provide supermarkets with With the Group's logo of the Christmas tree, lighthouse, arches and other gifts; 5, when consumers in the supermarket shopping full XX yuan, you can give him a gift of the Group's company; 6, in the supermarket celebration (such as store celebrations), you can provide special prices, free products, etc.; 7, do the company's duty to try to do a good job in the after-sales service; 8, often ask the supermarket operation of the professionals, to give the business staff for thematic training. For example, the supermarket staff to systematize the lactic acid bacteria professional knowledge training lectures, etc.; 9, education and requirements of the supermarket business personnel (including stockers, promoters, industry agents) in the process of work, we must take into account the interests of the supermarket, to avoid creating problems for the store. Such as: promotions, stocking staff should be uniformly dressed, pay attention to the instrument, standardize behavior; products, promotional items placed neatly and orderly, hand-painted POP neat and beautiful; such as a large amount of work, such as playing the head of the pile, should try to avoid the peak hours in the supermarket, if necessary, can be moved to the evening. 10, in the premise of not affecting their own work, as far as possible to help the store staff to do some things within their capabilities. Welcome to discuss your views and opinions with globrand author, Zhang Chunjian The first person of Chinese sponsorship marketing, Asia's top sponsorship authority, member of the Olympic Economy Expert Committee, chairman of the International Sponsorship Industry Alliance (China), vice chairman of the China Advertising Club, vice chairman of the Chinese and Foreign Master Teachers Lecture Theatre, visiting professor of the Beijing University of Humanities, the Eastern European Business School, the Eastern School of Management, and many other institutions. Mr. Wang is a visiting professor at Beijing Humanities University, East European Business School, Oriental Management College and many other institutions. Main Publications: "Advertising Sponsorship Practical Manual", "Sponsorship Operation Guide", "Sponsorship Heavenly Chance", "Low-cost Marketing - Secrets of Sponsorship Marketing", "Team Practical Coaching", "Entrepreneurial Karate", Main Honors: "2006 China's Top Ten Innovative Brand Planners", "China's Outstanding Trainers", etc., by Tsinghua University, etc.). Into Zhang Chunjian column