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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!

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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。

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