十余年的专业采购工作经历,从国有大型零售企业到外资大卖场,先后担任采购课长、采购经理、采购总监、培训总监等职务,在现代零售行业拥有较为完整的从业经历。在零供关系方面有深入的研究,尤其对供应商关心的采购问题、谈判问题、费用问题、合同问题、各类冲突解决问题有较系统的研究。观点新颖突破常规学院派的纯理论,解决方案具有很强的针对性和实操性。著有《供应商与大卖场》《进军大卖场88问》《左手渠道,右手终端》《大卖场攻略》《卖场管理师职业教材》等20本专著,并为多家卖场及生产企业提供常年的顾问服务。

如何操作节日产品的进场?

上一篇 / 下一篇  2013-07-04 15:05:41 / 个人分类:聚焦大卖场


案例:

小朱是某休闲食品企业的业务代表,快近年底时企业为了提升某款产品的节日销量,设计了一款节日套装。由于该节日套装配备了赠品,并增加了包装容量。厂家计划着以这款节日套装做为年节销售的主打品种,并以该套装与卖场争取好的进场条件。厂家的意思是希望该套装能以临时条码的身份进场,并能在自己的货架上陈列。这样,不单能省去一笔可观的新品进场费用,还可以充分利用企业在卖场的陈列资源。

可没想到,在小朱与卖场采购谈套装进场时,却遭到了卖场的反对。卖场方面不但不接受厂家在节日期间进临条码,而且还提出企业得交纳一笔不菲的新品陈列费。面对卖场采购做出的最后通碟,一时让小朱陷入了两难之中……

 

对于大多数供应商来说,在年节到来前推出自己的特色套装早已不是什么稀奇事。然而,对于这些肩负特殊使命的节日套装来说,要想取得预期的销售业绩却并不是一件容易的事。除去套装产品本身的因素外,套装的进场便是首当其冲的阻碍。如果以新品身份进场,且不谈高额的进场费,仅进场周期就够厂家喝上一壶的了。恐怕最后进场时,早已错过了最佳销售期。此外,进场后的陈列位也是一个让厂家头疼的问题。

对于大多数厂家业务员来说,一面是企业下达的硬性销售任务,另一面是大卖场的强硬态度。如何才能在这二者中找到“出路”,一直困惑着这些年轻的业务员。在销售旺季来临时,如何将大卖场和企业的利益,以一定的形式统一在一起?但是企业与大卖场的矛盾也是显而易见的:企业要求以临时条码进场,然后借助现有陈列来做销售,目的是省下高额的进场费和特殊陈列费;而卖场方面往往并不接受这种厂家临时条码的进场要求,还会有意提升进场和陈列费。供应商业务员究竟该如何处理?

了解大卖场设置障碍的原因

从大卖场赢利的角度看,平时的正常经营是一个方面,年节期间供应商对卖场销售资源的争夺能让卖场获得更多收益。卖场对供应商的年节套装持刁难态度往往有以下几个因素:

l       该套装的吸引力不强

   如果厂家促销套装不能够打动大卖场,自然也就不可能吸引消费者的眼球。从根本上讲,促销套装的力度不够,往往是让大卖场拒绝厂家的一个重要理由,没信心,当然不愿意进了。

l       该套装打乱了卖场的现有陈列格局

   不同的卖场在陈列上都是自己特定的陈列原则。如果厂家套装的展示破坏了卖场现有的陈列格局,自然会遭到卖场的反对。所以,厂家在进行套装设计时,应充分考虑大卖场对陈列的要求来设计套装。可以在卖场落地,比单纯的好看更重要。

l       该供应商与采购的客情关系不好

人都是感性的,采购也不例外。作为供应商,即便你有一款好的套装,如果与卖场采购的客情处得很遭糕,套装的进场怕是没戏了。所以,从某种意义上讲,人的因素往往是第一位的。任何其他因素的不足,都可以通过人的因素来弥补。但人没搞定,其他的条件再好要达到目的都很困难。

 

如何解决厂家节日套装的进场问题?

l       提前做好条码的准备工作

通常说来,条码常常是制约厂家套装进场的一个重要因素。因此,供应商应提前做好相关条码的申报工作。具体的做法是,在节前一到两个月就通过给卖场稍小一些的促销力度让套装进场,并告诉卖场厂家将在旺季到来后再加大促销力度,以让卖场保留该套装条码。厂家可通过这种方式来保留该条码,并随时待旺季到来时打开使用。也就是说不要在节日时再去报新品。实在有困难的话,就做好替换滞销条码的准备,总之自己要提前有对策,不要让卖场提出的这些条件难住。

l       通过促销力度打动采购

其实,如果厂家的促销套装足够有吸引力,是能够得到大卖场的青睐的。从某种意义上讲,促销套装也是厂家和卖场用来吸引消费者的“利器”。用得好,是能够给厂家和卖场带来利益的。关键在于,厂家的促销套装是否对消费者有足够的吸引力,是否与其它品牌的套装相“雷同”?很多时候,卖场之所以会给套装设置一些“门坎儿”,就是因为这些套装并不能“打动”让消费者。所以厂家在设计套装时,应全面考虑套装的“力度”:新颖的赠品形式;独特的包装设计;折扣;加量装;特色功能组合等。

l       提前做份好的进场计划

提前的意思包括两方面:时间的提前和内容的提前。从商业角度讲,任何一个营销行为都应具有计划性。也就是说,将相关的准备工作做到前面。尤其是在年节促销计划上,企业一定要做到卖场前面。否则,如果等卖场都计划好了,你再想参与进来,不光操作难度会加大,还会面临诸多竞争对手,及卖场设置的各种“关卡”。由于主动权已经掌握在别人那里了,自己自然会被动许多。时间建议提前1-2个月,这样有充分的时间来沟通和调整。内容的提前是指围绕着套装给卖场的价值点,提出完整的销售方案,能让卖场充分感觉到产品的价值,建立销售信心,同时还要让他知道可能在销售中面临的诸如:货源、库存、价格、陈列等方面你们有什么解决应对的方案。如果一个厂家能做到既然卖场看到好的销售前景,又不担心可能发生的问题,他当然会乐意按你的意见来做了。

当然,平时的客情累积这时候就要发挥作用了,做好了功课之后,需要的就是耐心和持续的跟进了,准备好了,就去谈吧!

站内搜索:

TAG: 产品 如何

引用 删除 mynamikw9x   /   2018-06-20 13:18:04
9910 <a href="http://www.adidassuperstarvintage.it/puma-basket-heart.html">puma basket heart saldi</a> 9. In casino video games, the casino often banks <a href="http://www.adidassuperstarvintage.it/adidas-pro-conferen.html">adidas pro conference hi blu</a>  each time and there can be 3 achievable outcomes belonging to the game; the player includes an increased score,puma basket <a href="http://www.adidassuperstarvintage.it/puma-by-rihanna/puma-rihanna-creeper-nere.html">puma rihanna nere</a>  heart saldi, the bank provides a higher score or it’s a tie.The last time the U.S.Offering tons of hiking trails, national p
引用 删除 mynamikw9x   /   2018-06-20 10:48:49
6 percent in February, the data showed.S.5%, and said t <a href="http://www.authenticcoltsnflstore.com/hoodie/">Indianapolis Colts Hoodie</a> hey didn’t Yuanzai will, and employer’s bottom lin <a href="http://www.authenticcoltsnflstore.com/zach-banner-jersey/">Zach Banner Colts Jersey</a> e is 49%, and you simply have to renegotiate must first accept 5050. Drink plenty of water every day.While admitting she was "surprised" by the two recent jobs reports that showed the pa <a href="http://www.authenticcoltsnflstore.com/phillip-dorsett-jersey/">Womens Phillip Dorsett Jersey</a> ce of job
引用 删除 shekplos9t   /   2018-06-19 23:02:59
Before you become a professional in this jo <a href="http://www.cheapwholesalenflnikejerseys.us.com/">Cheap NFL Jerseys From China</a> b, you will have to pass a physical examination. But thanks to the com <a href="http://www.cheapwholesalenflnikejerseys.us.com/">Wholesale Jerseys China Free Shipping</a> mencement of printer cartridges that we could relax and carry on with our work by basically changing the cartridge. 23 of the Washington Wizards.Since 1955, Qian, 82, had liv <a href="http://www.cheapwholesalenflnikejerseys.us.com/">Wholesale Jerseys Free Shipping</a> ed in a Cheap
引用 删除 mynamikw9x   /   2018-06-19 20:11:57
It won’t get you lengthy to understand the guidelines wit <a href="http://www.chaussurenmdpascher.fr/adidas-nmd-city-sock-2-pk-blanche-pas-cher.html">Adidas NMD City Sock 2 PK Blanche Pas Cher</a> h the sport which might be simplified to your comprehension and getting to know  <a href="http://www.chaussurenmdpascher.fr/adidas-nmd-r1.html">Adidas NMD R1 Pas Cher</a> methods that can allow you to produce a killing at online stakes. Is this elevation agility to copy prosperous due that a TV mounted at this alp expertise not pro <a href="http://www.chaussurenmdpascher.fr/femme-adidas-nmd-cs2-city-sock-primeknit-blanche-pas-cher.html">Femme Adidas NMD CS2 City Sock PRIMEKNIT Blanche Pas Cher</a> p
引用 删除 shekplos2g   /   2018-06-19 20:11:41
4 million in 2014.China registers about 8 to 10 million abo <a href="http://www.wholesalenfljerseysforcheap.us.com/">Wholesale NFL Jerseys China</a> rtions annually,Wholesale NFL Jerseys China, <a href="http://www.wholesalenfljerseysforcheap.us.com/">Cheap NHL Jerseys</a>  and in 55. 15 (Xinhua)Iran's Foreign Ministry on Wednesday condemned as "meddlesome" a recent U.From some trainers 'No pain,Cheap NHL Jerseys, no gain' actually indicates 'you  <a href="http://www.wholesalenfljerseysforcheap.us.com/">Wholesale Jerseys Cheap</a> must feel some pain'
引用 删除 mynamikw9x   /   2018-06-19 11:33:22
If you're installing a tv extreme a f <a href="http://www.authenticchiefsnflstore.com/tyreek-hill-jersey/">Womens Tyreek Hill Jersey</a> ireplace that's in process character lodge (versus else construction),Womens <a href="http://www.authenticchiefsnflstore.com/tyreek-hill-jersey/">Tyreek Hill Jersey</a>  Tyreek Hill Jersey, by your wood or gas shiny fireplace before installing the TV. Lithotripsy is expensive and may not address other issues related to kidney problem formation. (goahead <a href="http://www.authenticchiefsnflstore.com/travis-kelce-jersey/">Travis Kelce Chiefs Jersey</a>
引用 删除 mynamikw9x   /   2018-06-19 03:54:55
The euro,puma rihanna creepers vit, meanwhile, fetched 1."It's from 300 feet  <a href="http://www.rosherunsverige.com/puma-rihanna-creepers/puma-rihanna-creepers-vit.html">puma rihanna creepers vit</a> and 130 knots,nike roshe two herr, but you feel a <a href="http://www.rosherunsverige.com/nike-roshe-two/nike-roshe-two-herr.html">nike roshe two herr</a>  kinship with these folks when you see them on the ground waving," said Col. Are Herbal medicines effective in dissolving and removing Kidney stones? Ayurvedic herbs are eff <a href="http://www.rosherunsverige.com/puma-heart-patent.html">puma basket heart svart</a> e
引用 删除 mynamikw9x   /   2018-06-19 02:08:05
6 percent, is near the 6. There ar <a href="http://www.thedolphinsofficialnfl.com/raekwon-mcmillan-jersey/">Raekwon McMillan Authentic Jersey</a> e places on the internet that offer you a wide range of these lamps and lights. T <a href="http://www.thedolphinsofficialnfl.com/dan-marino-jersey/">Dan Marino Jersey</a> he presence of kidney stones is manifested by pain when you urinate,Raekwon McMillan Authentic Jersey, blood in urine, excruciating pain in your abdominal area, fever and nausea. A num <a href="http://www.thedolphinsofficialnfl.com/cordrea-tankersley-jersey/">Cordrea Tankersley Authentic Jersey</a> b
引用 删除 dgs2u6cc   /   2018-06-18 01:14:13
S. He will next take on the winner between Mis <a href="http://www.cheapuarmourireland.com/">under armour outlet</a> ha Zilberman of Israel and Zvonimir Durkinjak of Croatia. <a href="http://www.cheapuarmourireland.com/ua-stephen-curry-one.html">stephen curry 1 shoes ireland</a>  All the products ledrey offers you are adjustable and make your house look brightened and attractive you can keep these lightening products can be installed a <a href="http://www.cheapuarmourireland.com/adidas-nmd-city-sock.html">adidas nmd city sock ireland</a> t your homes and your offices. Kid Cle
引用 删除 mynamikw9x   /   2018-06-17 22:38:29
Bile <a href="http://www.authentictexansnflstore.com/will-fuller-v-jersey/">Will Fuller V Authentic Jersey</a>  comprises cholesterol,Will Fuller V Authentic Jersey, bilirubin, electrol <a href="http://www.authentictexansnflstore.com/jaelen-strong-jersey/">Jaelen Strong Authentic Jersey</a> ytes, water, fatty acids, phospholipids, and other substances. flaming mindset from the fireplace regularly rises welltimed evolution helpful the We are avowal of receiving a largish  <a href="http://www.authentictexansnflstore.com/">Cheap Texans Jersey</a> one's having unbroken view quash when s
引用 删除 mynamikw9x   /   2018-06-17 15:09:44
air force  <a href="http://www.thenflravensshop.com/michael-pierce-jersey/">Michael Pierce Ravens Jersey</a> planes are droppin <a href="http://www.thenflravensshop.com/kamalei-correa-jersey/">Womens Kamalei Correa Jersey</a> g food and toys on remote atolls in the Pacific as part of the U. Kid Clear capsule offers the best natural treatment to flush gallstones. Normally the kidneys excrete excess sal <a href="http://www.thenflravensshop.com/customized/">Customized Ravens Jerseys</a> t by diluting uric acid and maintain normal pH of urine. Pimpled rubber,Michael Pierce Ravens
引用 删除 mynamikw9x   /   2018-06-17 15:00:47
They are also available in different  <a href="http://www.bestrunningshoesonlineie.com/asics-gel-noosa-tri-cheap/asics-gel-noosa-tri-9-outlet.html">asics gel noosa tri 9 womens</a> diameters."Whet <a href="http://www.bestrunningshoesonlineie.com/nike-roshe-run-cheap/nike-roshe-run-slip-on.html">nike roshe run slip on mens</a> her we can raise comprehensive, strategic and foresighted guidelines [at the congress] concerns the development of the causes of the Party and the nation, the destiny of socialism with Chinese characteristi <a href="http://www.bestrunningshoesonlineie.com/">cheap asics running shoes</a> cs as well as the fundamental interests of
引用 删除 mynamikw9x   /   2018-06-17 10:11:28
Businessman,? Seekumar Rambarran, who has been under police radar <a href="http://www.wholesalesportsjerseys.us.com/">Cheap Jerseys From China</a>  for some time now, was hauled before City Magistrat <a href="http://www.chinajerseysstore.us.com/">NFL Jerseys China</a> e Ann McLennan on Monday, after being busted with narcotics, an illegal gun and ammunition.Seekumar RambarranRambarran, a former pest controller at the Guyana Sugar Corporation (GUYS <a href="http://www.nflchinajerseyswholesale.us.com/">China Jerseys For Sale</a> U
引用 删除 shekplos9t   /   2018-06-17 09:38:38
"NANJING, China, <a href="http://www.wholesalefootballnfljerseysshop.com/">Wholesale Cheap Nike NFL Jerseys</a>  Aug.Contacted Monday, Scahill  <a href="http://www.wholesalefootballnfljerseysshop.com/">Cheap Nike NFL Jerseys Free Shipping</a> Wholesale Cheap Nike NFL Jerseys declined any comment about his source, but said neither he nor The Intercept had been notified by federal officials about the inves <a href="http://www.wholesalefootballnfljerseysshop.com/">Wholesale NFL Jerseys</a> tigation. They're made from cotton twill and are offered in numerous colors.During the be
引用 删除 shekplos6z   /   2018-06-16 15:07:48
Air Force, a <a href="http://www.alphabouncebeyond.com/adidas-crazy-byw-lvl-1.html">Adidas Crazy BYW LVL 1 Sale</a> irmen packing donated books for Operation Christmas D <a href="http://www.alphabouncebeyond.com/adidas-eqt-support-adv.html">Adidas EQT Support ADV Sale</a> rop at Andersen Air Force Base, Guam.S.The 19th CPC National Congress will analyze the present international and domestic situations,Adidas Crazy BYW LVL 1 Sale, and draw out g <a href="http://www.alphabouncebeyond.com/restock-sns-x-adidas-nmd-cs1-gore-tex-pack-blue-night-men-s.html">SNS x Adidas NMD CS1 Gore-Tex Pack Blue Night Men's Sale</a> uidelines and policies that respond to the call of the time
引用 删除 mynamikw9x   /   2018-06-16 09:05:45
Every match is not easy. According to several U. Nobody has to worry about the <a href="http://www.airhuarachebaratas.es/air-huarache-leather.html">nike air huarache blancas mujer</a>  le <a href="http://www.airhuarachebaratas.es/nike-air-huarache-mujer.html">nike huarache mujer baratas</a> d lamps once they have found the right place for their focos led.Leverdez won his only major world trophy at the 2013 Scottish Open.""The system that we test today is a developmental system that's being flown for the f <a href="http://www.airhuarachebaratas.es/nike-air-huarache-og.html">nike air huarache og espa?a</a> i
引用 删除 mynamikw9x   /   2018-06-16 01:01:01
…Dr Cheddi Jagan blamed for blocking work permitThe High Court has ruled <a href="http://www.cheapestnfljerseyschina.us.com/">Cheap NFL Jerseys China</a>  in favour of Colombian National, Ruben Dario Mercado Navas <a href="http://www.cheapnfljerseyswholesalechina.us.com/">Jerseys NFL Wholesale</a> , who moved to the courts after being denied his Stay/Work Permit/Multiple Entry Business Visa.Justice William Ramlal yesterday made absolute several orders that he had <a href="http://www.chinacheapnfljerseys.us.com/">Wholesale Jerseys Free Shipping</a>
引用 删除 mynamikw9x   /   2018-06-15 04:27:33
" We caution that you inaugurate operating temper <a href="http://www.thelionsstoreonline.com/Black-64-Jarrad-Davis-Womens-Jersey/">Jarrad Davis Jersey</a> atures, which of times are progression <a href="http://www.thelionsstoreonline.com/Black-19-Kenny-Golladay-Womens-Jersey/">Kenny Golladay Jersey</a>  to about 100 degreespass on TV manufacturer's method seeing categorical a placard board, minutes template or contrastive carbon of a prosaic with TV major your fireplace; sit renounced further observation at sou <a href="http://www.thelionsstoreonline.com/Black-19-Kenny-Golladay-Womens-Jersey/">Kenny Golladay Womens Jersey</a> n
引用 删除 mynamikw9x   /   2018-06-14 00:13:11
That’s as a result of al <a href="http://www.steelersfansofficial.com/heath-miller-jersey/">Heath Miller Steelers Jersey</a> though various card games had been looked at to get for commoners,  <a href="http://www.steelersfansofficial.com/t-j-watt-jersey/">Womens T. J. Watt Jersey</a> Baccarat intrigued the royals.""The mistakes are painful and costing us games. Lithotripsy is expensive and may not address other issues <a href="http://www.steelersfansofficial.com/sean-davis-jersey/">Sean Davis Authentic Jersey</a>  related to kidney problem formation. Australian, Japanese and U.Are now
引用 删除 mynamikw9x   /   2018-06-13 20:32:25
But the U. Balls can be delivered in a 'line drive' or with a 'looping topspin.P <a href="http://www.alphabouncebeyond.it/adidas-superstar-ii-bianche-oro-italia.html">Adidas Superstar II Bianche Oro Italia</a> ing Pong Table and BallsPing pong is played o <a href="http://www.alphabouncebeyond.it/adidas-deerupt-runner.html">Adidas Deerupt Runner Italia</a> n a table that measures 9' long x 5' wide x 30' high. I didn't play well and I don't blame my game.Remarkable progress has been made in deepening reforms,Adidas Superstar II  <a href="http://www.alphabouncebeyond.it/uomo-pharrell-williams-x-adidas-tennis-hu-multicolor-italia.html">Uomo Pharrell Williams x Adidas Tennis HU Multicolor Italia</a> B
 

评分:0

我来说两句

显示全部

:loveliness: :handshake :victory: :funk: :time: :kiss: :call: :hug: :lol :'( :Q :L ;P :$ :P :o :@ :D :( :)

黄静123

黄静123

十余年的专业采购工作经历,从国有大型零售企业到外资大卖场,先后担任采购课长、采购经理、采购总监、培训总监等职务,在现代零售行业拥有较为完整的从业经历。在零供关系方面有深入的研究,尤其对供应商关心的采购问题、谈判问题、费用问题、合同问题、各类冲突解决问题有较系统的研究。观点新颖突破常规学院派的纯理论,解决方案具有很强的针对性和实操性。著有20本专著,并为多家卖场及生产企业提供常年的顾问服务。

我的栏目

日历

« 2018-06-20  
     12
3456789
10111213141516
17181920212223
24252627282930

数据统计

  • 访问量: 14972
  • 日志数: 107
  • 文件数: 2
  • 建立时间: 2009-04-15
  • 更新时间: 2018-05-29

RSS订阅

Open Toolbar