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 shekplos7p   /   2018-08-17 01:28:16
As these websites have tutors with expertise knowledge in different subjects,  <a href="http://www.cheapoutletnfljerseys.us.com/">Cheap NFL Jerseys China</a> they  <a href="http://www.cheapoutletnfljerseys.us.com/">Cheap Jerseys China</a> can very well provide a complete solution with stepbystep guidance. You will discover many local print shops offering several different printing services in Sydney. Socialism with Chinese characteristics is not the s <a href="http://www.cheapoutletnfljerseys.us.com/">Wholesale NFL Jerseys</a> a
引用 删除 mynamikw9x   /   2018-08-16 14:33:43
.At the moment on Etsy at <a href="http://www.footballramsprostore.com/Authentic_John-Johnson_Rams_Jersey/">John Johnson Rams Jersey</a>  the time of this guide there are above eight mill <a href="http://www.footballramsprostore.com/Authentic_Josh-Reynolds_Rams_Jersey/">Josh Reynolds Black Jersey</a> ion handmade and craft goods for sale.7 billion U.These will lift her spirits and her backside all at once.Get the pleasure of making your dollar go further and choose  <a href="http://www.footballramsprostore.com/Authentic_Kurt-Warner_Rams_Jersey/">Jared Goff Rams Jersey</a> a beautiful island in South East Asia where you can commu
引用 删除 mynamikw9x   /   2018-08-16 13:17:48
She provide monetary advices to a lot of men and women a day. Ultimately, refor <a href="http://www.footballjetsonline.com/women-marcus-maye-jersey/">Marcus Maye Authentic Jersey</a> m ?s des?gned to cоmplеtеly rеmovе thе Mediсаre gaр ?n coverаgе fоr prеsc <a href="http://www.footballjetsonline.com/women-sam-darnold-jersey/">Sam Darnold Big Tall Jersey</a> ription? bу 2020. If there are voices,Marcus Maye Authentic Jersey, rather quickly (we can retrieve the sounds). One of the world s busiest cruise  <a href="http://www.footballjetsonline.com/women-leonard-williams-jersey/">Leonard Williams Authentic Jersey</a> d
引用 删除 dgs2u6cc   /   2018-08-16 01:47:10
dollars), and housing sales jumped 26 percent from <a href="http://www.authoritybrownsshop.com/jabrill-peppers-browns-jersey-c-54/">Jabrill Peppers Jersey</a>  the same period of 2016 to over 1 trillion yuan. They have to sta <a href="http://www.authoritybrownsshop.com/shon-coleman-browns-jersey-c-23/">Shon Coleman Jersey</a> rt new negotiations from the beginning and solve this issue.The matte backlit17.We wish the affected familiesstrength for the next hours, days and weeks. But the Photosmart 7510 is a  <a href="http://www.authoritybrownsshop.com/chad-thomas-browns-jersey-c-85/">Chad Thomas Jersey</a> w
引用 删除 shekplos7p   /   2018-08-15 23:58:39
6  <a href="http://www.wholesalenfljerseyscheapstore.com/">Wholesale Jerseys China Outlet</a> percent year on yea <a href="http://www.wholesalenfljerseyscheapstore.com/">Wholesale Cheap Jerseys</a> r as compared with 1. They deal with to go outdoors that box and offer a going a amazing musical tale. TDS, Tabular Facts Stream, may bourite this factor thacapital t <a href="http://www.wholesalenfljerseyscheapstore.com/">Wholesale Jerseys Outlet</a>  either Master of science SQL Server in addition to Sybase ASE usage Wholesale Jerseys China Outlet in order to s
引用 删除 mynamikw9x   /   2018-08-15 20:35:45
For avid gamers,Authentic Jordan Richard <a href="http://www.patriotsnflfansclub.com/Black-Friday-Jordan-Richards-Jersey/">Authentic Jordan Richards Jersey</a> s Jersey, on the other hand, the W,Womens Deatrich Wise Jr. Jersey,A <a href="http://www.patriotsnflfansclub.com/Black-Friday-Deatrich-Wise-Jr-Jersey/">Womens Deatrich Wise Jr. Jersey</a> ,S, and D keys are highlightedin red.The CocaCola glass bottle was shaped to be curvy like a voluptuous woman to make the drink desirable to men. Really valuable for system backup is the uniq <a href="http://www.patriotsnflfansclub.com/customized/">Customized New England Patriots Jerseys</a> u
引用 删除 mynamikw9x   /   2018-08-15 11:57:00
Xi says China, India should focus on cooperati <a href="http://www.authenticeaglesfansclub.com/Black-Friday-Wendell-Smallwood-Jersey/">Wendell Smallwood Eagles Jersey</a> onChina,  <a href="http://www.authenticeaglesfansclub.com/Black-Friday-Nick-Foles-Jersey/">Womens Nick Foles Jersey</a> Tajikistan mull highend, innovative cooperation under Belt & Road InitiativeXi meets Spanish King Felipe VI on cooperation in B&R constructionChina's manned submersible Jiaolong put into sea in Yap TrenchFarmers coll <a href="http://www.authenticeaglesfansclub.com/Black-Friday-Nelson-Agholor-Jersey/">Womens Nelson Agholor Jersey</a> ect crayfish, rice seedlings
引用 删除 mynamikw9x   /   2018-08-15 00:35:16
The next d <a href="http://www.flyknittrainerssale.com/cheap-nike-free-flyknit-sale/nike-free-4-0-flyknit-cheap.html">nike free 4.0 flyknit sale</a> ay we decided to just  <a href="http://www.flyknittrainerssale.com/men-s-black-white-nike-free-4-0-flyknit-shoes-sale.html">Men's Black White Nike Free 4.0 Flyknit Shoes Sale</a> relax and go to the beach. The generous touchpad enables higher precision manage and responds pertly,nike free 4.0 flyknit sale, with impeccablemultitouch gestures. Really valuable for system backup is the unique Wi <a href="http://www.flyknittrainerssale.com/cheap-nike-free-flyknit-sale/nike-free-tr-5-0-flyknit-cheap.html">nike free tr 5 flyknit sale</a> ndows 7 info stick incorporated in the box. When buyi
引用 删除 shekplos6z   /   2018-08-14 19:00:16
Super typhoon Talim brings gale and heavy ra <a href="http://www.authoritylionsshop.com/teez-tabor-lions-jersey-c-62/">Teez Tabor Lions Jersey</a> infall, causing billows in E ChinaVisitors tour 14th ChinaASEAN Expo in Nanning <a href="http://www.authoritylionsshop.com/michael-roberts-lions-jersey-c-58/">Michael Roberts Lions Jersey</a> Twin deadly attacks occur in southern IraqGreece struggles to clean up oil spill, mayors warn of legal actionSpecial snacks displayed during 14th ChinaASEAN E <a href="http://www.authoritylionsshop.com/graham-glasgow-lions-jersey-c-21/">Authentic Graham Glasgow Jersey</a> xpoScenery of paddy
引用 删除 mynamikw9x   /   2018-08-13 10:07:04
Skips come in numerous various sizes. They will also explain to you <a href="http://www.airforce1australia.com/nike-air-force-1-07/air-force-1-07-low.html">Nike Air Force 1 07 Low Australia</a>  specifically how you are to use these types of products so you can get quic <a href="http://www.airforce1australia.com/nike-air-force-1-white/air-force-1-white-low.html">Nike Air Force 1 White Low Australia</a> k results."I was so excited by the workshop. It works with great efficiency and it is highly reliable when delivering the light.Jingdezhen is doing just tha <a href="http://www.airforce1australia.com/">Nike Air Force 1 Australia</a> t
引用 删除 shekplos2g   /   2018-08-13 05:34:14
.Hosts Congo who lost their last group game 10 to Zimbabwe on  <a href="http://www.cheapdiscountjerseysnfl.us.com/">http://www.cheapdiscountjerseysnfl.us.com/</a> Sunday will a <a href="http://www.cheapdiscountjerseysnfl.us.com/">Cheap Nike NFL Jerseys Online</a> lso play on Tuesday in the second semifinal clash against Group B runnersup Senegal. Italy (Martina,Sofia,Alessia,Marta,Camilla), 35."We had met at the restaurant to ga <a href="http://www.cheapdiscountjerseysnfl.us.com/">Cheap NFL Jerseys China Online</a> ther lawyers like Zhou and Li, 'citizen movement' leaders
引用 删除 shekplos7p   /   2018-08-13 02:19:34
The Wholesale Jerseys retail and water prices in Singapore rose by 1.  <a href="http://www.cheapoutletnfljerseys.us.com/">Wholesale Jerseys</a> Then this tune arrived out at as  <a href="http://www.cheapoutletnfljerseys.us.com/">Cheap Jerseys From China</a> soon as. Anyone who has a medical problem as described in the list above can go for the Cheap Jerseys From China assessment.Equip yourself with information  <a href="http://www.cheapoutletnfljerseys.us.com/">Cheap NFL Jerseys China Wholesale</a> that enables you to sharpen your strategi
引用 删除 shekplos2g   /   2018-08-12 21:23:30
Syrian forces and allied fighters ar <a href="http://www.cheapnfljerseysforwholesale.us.com/">Cheap NFL Jerseys Wholesale</a> rived on Tuesday at the Brigade 137 base on the western edge of Deir al <a href="http://www.cheapnfljerseysforwholesale.us.com/">Cheap Jerseys Outlet</a> Zour,Cheap NFL Jerseys Wholesale, effectively ending a siege of about three years on part of the city. The papers subheading read: "Shock confession as sex pest dossier implicates six cabinet  <a href="http://www.cheapnfljerseysforwholesale.us.com/">Cheap Jerseys Wholesale</a> m
引用 删除 shekplos7p   /   2018-08-12 14:32:06
Infections Wholesale NHL Jerseys in vagina are most common just  <a href="http://www.cheapnfljerseysonlineshop.com/">Wholesale NHL Jerseys</a> before and during the menstruation cycle whi <a href="http://www.cheapnfljerseysonlineshop.com/">Cheap Jerseys 17$</a> ch increases chances of bacteria attack during this time.If you don’t own a cell phone, you could want to think about getting an affordable prepaid Cheap Jer <a href="http://www.cheapnfljerseysonlineshop.com/">Wholesale Jerseys Cheap</a> seys 17$ 1 or borrowing the cell ph
引用 删除 shekplos7p   /   2018-08-12 05:54:41
If yоu ignore h?m dur?ng  <a href="http://www.cheapnfljerseysonlineshop.com/">http://www.cheapnfljerseysonlineshop.com/</a> уour mealtime, hе w?ll sоon learn thаt begging  <a href="http://www.cheapnfljerseysonlineshop.com/">Wholesale Jerseys</a> ?? pointless аnd stop.If you are able to acquire a map of the hiking trial in question, you will want to closely examine it. This her in essence some <a href="http://www.cheapnfljerseysonlineshop.com/">Cheap Jerseys 17$</a>  sort of backup image which in turn is unquestionably organised in circumstance
引用 删除 mynamikw9x   /   2018-08-11 09:53:17
<a href="http://www.thenflbuccaneersshoponline.com/Youth-Vita-Vea-Buccaneers-Jersey/">Vita Vea Womens Jersey</a> Based on the above introduction, the similar products may diff <a href="http://www.thenflbuccaneersshoponline.com/Youth-Noah-Spence-Buccaneers-Jersey/">Buccaneers Noah Spence Jersey</a> er greatly from others on the prices,Vita Vea Womens Jersey, due to the difference of the parts. Usually the process <a href="http://www.thenflbuccaneersshoponline.com/Youth-Vernon-Hargreaves-Iii-Buccaneers-Jersey/">Buccaneers Vernon Hargreaves III Jersey</a>  is as follows."Foreign Ministry spokesperson Lu Kang said at a daily press briefing that China mobilized nine vessels on
引用 删除 mynamikw9x   /   2018-08-11 01:11:53
The Special Miss <a href="http://www.nuggetsprostore.com/kids-carmelo-anthony-nuggets-jersey/">Carmelo Anthony Jersey</a> ion of the Organization of American States (OAS) to Haiti, <a href="http://www.jerseyswholesalenfl.us.com/">Cheap NBA Jerseys China</a>  headed by the Chair of the Permanent Council, Ambassador of Antigua and Barbuda, Sir Ronald Sanders,Carmelo Anthony Jersey, arrived in Port-au-Prince <a href="http://www.cheapjerseysnear.us.com/">cheap nfl jerseys</a>  on Sunday.Sir Ron Sanders and Senate President, Jocelerme PrivertThe Missio
引用 删除 shekplos2g   /   2018-08-10 21:16:41
Det  <a href="http://www.cheapoutletnfljerseys.us.com/">Cheap Jerseys Wholesale</a> finns flera hundra pokerspel. woman has graduated from college with to <a href="http://www.cheapoutletnfljerseys.us.com/">Cheap Jerseys From China</a> p marks and is pursuing a master's degree."Trump's speech concluded a monthslong internal debate w <a href="http://www.cheapoutletnfljerseys.us.com/">Wholesale NFL Jerseys China</a> ithin his administration over whether to pull back from the Afghanistan conflict,Cheap Jerseys Wholesale, as he and a few advise
引用 删除 mynamikw9x   /   2018-08-10 13:05:10
Weibo an <a href="http://www.thenflpanthersshoponline.com/Youth-Donte-Jackson-Panthers-Jersey/">anthers Donte Jackson Jersey</a> d WeChat users both exceeded 500 million. Based on t <a href="http://www.thenflpanthersshoponline.com/Youth-Rashaan-Gaulden-Panthers-Jersey/">anthers Rashaan Gaulden Jersey</a> he bulk density,Panthers Donte Jackson Jersey, particle size, horizontal and vertical distances,Panthers Rashaan Gaulden Jersey, and your overall system layout,Auth <a href="http://www.thenflpanthersshoponline.com/Youth-Donte-Jackson-Panthers-Jersey/">Authentic Donte Jackson Jersey</a> entic Donte Jackson Jersey, Buffalo Blower can provide the right solution fo
引用 删除 shekplos9t   /   2018-08-09 15:44:19
The team has hardhitting batsmen Ras <a href="http://www.cheapdiscountjerseysnfl.us.com/">Wholesale Jerseys</a> haad Mosweu, Thatayaone Tshose and Mmoloki Mooketsi who are capped at senior l <a href="http://www.cheapdiscountjerseysnfl.us.com/">Cheap Nike NFL Jerseys</a> evel.Altogether 48 people, including 20 journalists from home and overseas observed the trial. But only recently has the idea emerged that flexibility provides th <a href="http://www.cheapdiscountjerseysnfl.us.com/">Wholesale NFL Jerseys</a> e basis for human intell
 

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

« 2018-08-17  
   1234
567891011
12131415161718
19202122232425
262728293031 

数据统计

  • 访问量: 14972
  • 日志数: 111
  • 文件数: 2
  • 建立时间: 2009-04-15
  • 更新时间: 2018-08-14

RSS订阅

Open Toolbar