Troubleshoot
Mr. Lin, Chengdu, Sichuan: I am a small food manufacturer, mainly producing a pot. It is not big in size, but I have confidence to do products and businesses.
This year, we intend to strengthen the operation of large-scale shopping malls and supermarkets in the region (centered on Chengdu), to establish a better brand image. I usually heard some difficulties about working these large shopping malls and supermarkets, so I want to ask if there is a good way to make me more smoothly.
Expert consultation
Pay attention to strategies and skills
Getting to the Super Terminal
HyperTerminal refers to those large supermarkets, shopping malls, and chain. The super terminal has a huge difference in the traditional channel. The maximum risk of entering the super terminal is to operate the super terminal with the idea of traditional channels, leading to the incoming strategy mistake, and the operation method after entering. Therefore, SMEs must formulate a "super terminal policy" that is different from traditional channels. This strategy must be based on the understanding and understanding of the super terminal business strategy. The business strategy and negotiation strategy of the super terminal has the following features:
First, most super terminal business strategies are "making money for the manufacturers without making consumers", obtain over-sales volume through low prices, then get a high price discount from the manufacturer. Even if large companies and extra large companies enter the super terminal, although the sales volume is not small, the profit of the manufacturer from the super terminal sales is not abundant. Why do many manufacturers have more than those? Mainly, the manufacturer has reached two purposes through the sales of the super terminal: First, the cost of assessing the company, gaining marginal profits; the second is to expand the influence and provide support for the sales of other channels.
Second, a large number of operating expenses of the super terminal is transferred to the manufacturer. Entering the super terminal to pay the amount of money, only this one is scared to take a large number of enterprises; the single item is still handed over, those companies that sell their products are not confident, they will be stepped; super The terminal "Global Celebration", "China Celebration", "The World" usually must carry out a large-scale promotional activities, manufacturers must also support them; products are concentrated to pay "concentrated exhibition fees"; occupying good shelves "TG fee"; doing a stack of "stacking fees"; make a poster to pay "DM fee"; product reports sometimes unconditionally returned. The above fees plus price discounts, accounting for 30% of prices, and more than 60% of prices.
Third, most super terminal will queue the sales of similar goods per month, and implement "last elimination" in accordance with sales. After the product was eliminated, the costs paid in the previous period usually did not retreat, and the products were re-pay again.
Fourth, the negotiation of the product into the super terminal is usually dominated by the terminal. They are not only very professional, sometimes there is still a "domineering", even the negotiations of large enterprises and super terminals, they have to go through the requirements and ideas of each other. go.
In view of this, the product must pay attention to three points when the product enters the super terminal: one is that the manufacturers directly enter and do not pass through other intermediate links. Of course, if the variety of products is small, the sales are not large, the manufacturer directly enter the store is not economical, or it can be "bundled" the products of several manufacturers to enter; the second is the negotiator and super Terminal negotiations, rather than being directed by local sales; third, considering high costs and high operating costs, when negotiated quotation, it is necessary to increase prices on the basis of the factory price.
Method and trick of operating super terminal
Since the pre-terminal cost of entering the super terminal is high, and there is also the possibility of "last elimination". Therefore, after entering the field, it must be found to expand sales, and must completely change the business method of extensive operation of traditional channels. Only refined operation can eventually end The purpose of entering the super terminal.
Enter the super terminal, manufacturers must directly intervene in the operation of the hyper end. The work that the manufacturer can do in the super terminal sales site includes three major items: 理 理, shopping guide and promotion.
After entering the super terminal, the stylic goods are a basic requirement, and the manufacturers usually want to hire a full-time dealer (with the shopping guide, shopping guide also simultaneously do tiphers), and the work functions of the instrumentators include: maintenance guest Relationship, organizing the display goods, timely replenishment, exchange unqualified goods, record product sales, understand product information, lay on-site advertisement, etc. After the product of SMEs enters the super terminal, the need for shopping guide is more urgent, shopping guide is to help guide consumers to shop, shopping guide is characterized by "advertising with their mouths in sales". The guide to use the mouth of the advertisement with the media advertisement, more targeted, more detailed, more emotional. SME products have two key points in the sale of the super terminal: one by the product packaging "silent sales"; secondly by the guide "audio sales".
Manufacturers have "specials", "bundled", "taste", "gift" in the super terminal promotion. If you want to make a better effect, you must do a "TG", do "stacking". According to a food company statistics, the sales of products after the product is at least 3 times the ordinary shelf.
The consumer of the super terminal is very sensitive to promotion, and even some of the consumer groups of the special purchase of promotional items. Some experiences in manufacturers in super terminal operations are: Promotional "For long-term, tricks continue to refurbish". How to spend the promotion, where is the cost? The cost of entering the super terminal is higher, and the promotion is a small overhead. Most companies' strategies are "high-priced high promotions", which will add prices to prices when pricing, and then drop the actual price through promotion. "High prices" give consumers feel "high quality", "high promotion" gives consumers' feelings "account for cheap". Consumers are not willing to buy low-priced products from their mindset, but willing to buy "affordable" products, "high-priced high promotion" strategy just meet the psychological needs of consumers.
The super terminal era is coming, the super terminal is triggeting a change in the marketing field, SME should take the initiative to participate in this change, the operation of the super terminal is a lot of opportunities to SMEs, escape or reject the super terminal, it will become SMEs Threat of survival. I hope that all companies can accurately seize the opportunity in this change, win success!
Peer reference
Investigation first integrity
Before entering the business super, it should be investigated by the commercial survey, such as the credibility of the business, the financial strength, passenger flow, surrounding environment (such as universities, hospitals, etc.), management personnel, etc. It is possible to understand some of the individuals of the supermarket. The purpose of doing a detailed survey is to reduce the risk of overturn in a targeted manner, reducing the risk of operating products.
When entering the store, because the current environment, various costs of entering the store are difficult to avoid, but they can be used to deliver a single variety into the store fees through multi-variety. For example, a variety is normal to enter the store fee of 100 yuan. I will send 10 varieties. After consultation, I may pay a few hundred yuan. When the product is just entering the store, it is best to pay more gifts, and send promotional staff. It is loosely handled on the settlement binding point of the business superior, but in advance, it should be signed in advance to confirm the formation. It is a cash spot or other way.
After entering the store, you should pay attention to the establishment and deepening of the relationship between the customer's relationship. Promotion sales. In addition, according to time, the activities in the store should also actively participate in cooperation. In terms of consumers, we must do a good job in promotion and boot to improve product sales. As long as the product is selling well, it will occupy certain initiatives during the negotiation with the business.
There is also a very important thing to talk about credit, and the policy of the merchant is promised must be credited in time.
Harbin Shenglong Dairy Co., Ltd. Zhang Haitao Manager
Delivery and proxy parallel
Our company is mainly engaged in drinks, drinks, small foods and some subcoquatts. The main brands are Lulu, Sanjiu Wine, Qingdao Wanjia Beer, Wal-Mart Series Beverage, Palace Wine, etc., usually with malls, supermarkets, hotels, etc. . I personally feel that the market is in large shopping malls, the market in the supermarket, as long as the principle of "integrity" is not as big as some people think. It is often said that "shop big deception, guest bullish shop", specifically to the product into large terminal market, many business friends feel difficult. In daily work, we pay attention to the accumulation of commercial reputation, and also pay attention to emotional investment in the person concerned with large terminals, so there is less difficulties encountered during the operation of the mall supermarket.
Specifically, how to operate the product in the super terminal, we use the distribution of brand products (such as Coca-Cola, Lulu, etc.) to improve the network, maintain your relationship, make your daily fees, on the other hand, use the general agent and the general sales product To do the market, win more profit.
- Shijiazhuang Deli Trading Co., Ltd. Manager Liu Deli
