黄 静 卖场后台系统设计专家 零供关系课题研究者 http://www.panwenfu.com Email: marchhuangjing@yahoo.com.cn 助理电话:13720119181 赵小姐 武汉办公室:027-83968251 83968132 (传真) 上海办公室:021-52353796 52353769 (传真)

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 shekplos6z   /   2018-01-22 07:25:07
Ensure that the goals you set for yo <a href="http://www.brownsauthenticonline.com/authentic-joe-haden-browns-jersey/">Joe Haden Jersey</a> ur own benefit are small,Joe Haden Je <a href="http://www.brownsauthenticonline.com/hoodie/">Cheap Browns Hoodie</a> rsey, and manageable to help you quickly accomplish them and acquire the way of life that can make you happy. Begin with some fundamental, simple behavio <a href="http://www.brownsauthenticonline.com/authentic-howard-wilson-browns-jersey/">Womens Howard Wilson Jersey</a> r, and make sure you exercise them until eventually it might be next natur
引用 删除 mynamikw9x   /   2018-01-22 00:02:46
Dancevalley is a three-day long summer dance festival, one of the biggest Eu <a href="http://www.footballcardinalsofficialonline.com/authentic-john-brown-cardinals-jersey/">Womens John Brown Jersey</a> ropean music festivals. Th <a href="http://www.footballcardinalsofficialonline.com/authentic-chandler-jones-cardinals-jersey/">Womens Chandler Jones Jersey</a> is can lead to increased fuel for the muscles that you are working. This is because you are aware of the firm that can take good care of your properties. Then there you can well-maintained swimming <a href="http://www.footballcardinalsofficialonline.com/authentic-budda-baker-cardinals-jersey/">Budda Baker Cardinals Jersey</a>
引用 删除 shekplos7p   /   2018-01-21 04:22:08
One trip will never do jus <a href="http://www.wholesalenfljerseyscheap.com/">Wholesale NFL Jerseys Free Shipping</a> tice to this magnificent land and those who have the  <a href="http://www.wholesalenfljerseyscheap.com/">Wholesale Jerseys From China</a> good fortune to Wholesale NFL Jerseys Free Shipping spend a week or two inevitably leave with the promise of return on their lips. Due  <a href="http://www.wholesalenfljerseyscheap.com/">Wholesale NFL Jerseys Cheap</a> to this preserving the environment is the most important feature of the sustainability
引用 删除 mynamikw9x   /   2018-01-20 22:32:20
It is very important to maint <a href="http://www.teamnfl49ersstore.com/Black-80-Jerry-Rice-Womens-Jersey/">Jerry Rice Womens Jersey</a> ain the cleani <a href="http://www.teamnfl49ersstore.com/Hoodie/">Cheap 49ers Hoodie</a> ng record of the home if a professional is being hired. Examine a number of the behavior you might have and assess if you have what you may change for your greater. It is a common beli <a href="http://www.teamnfl49ersstore.com/Black-16-Joe-Montana-Womens-Jersey/">Joe Montana Jersey</a> ef that women love jewelries while men prefer clothes. You will look in s
引用 删除 mynamikw9x   /   2018-01-20 20:31:03
To he <a href="http://www.shoptheofficialbears.com/Elite-Jordan-Howard-Bears-Jersey/">Jordan Howard Womens Jersey</a> lp with wedding planning it really is us <a href="http://www.shoptheofficialbears.com/Elite-Eddie-Jackson-Bears-Jersey/">Eddie Jackson Womens Jersey</a> ually helpful to enlist the assistance of the wedding planner. A well-rounded life is a happy life,Jordan Howard Womens Jersey, and you will  <a href="http://www.shoptheofficialbears.com/Elite-Eddie-Goldman-Bears-Jersey/">Eddie Goldman Bears Jersey</a> feel better about building muscle if the rest of your life is in place.Always have the mindset that you will be wo
引用 删除 mynamikw9x   /   2018-01-20 15:22:30
Request for some refer <a href="http://www.teamnfleaglesshop.com/AUTHENTIC-DEREK-BARNETT-EAGLES-JERSEY/">Derek Barnett Eagles Jersey</a> ences and contact them. Your expertise set up is unique to you,Dere <a href="http://www.teamnfleaglesshop.com/AUTHENTIC-REGGIE-WHITE-EAGLES-JERSEY/">Reggie White Jersey</a> k Barnett Eagles Jersey, and also the diversity of skills in one particular person to the next is exactly what makes this globe so great. Y <a href="http://www.teamnfleaglesshop.com/AUTHENTIC-NELSON-AGHOLOR-EAGLES-JERSEY/">Nelson Agholor Eagles Jersey</a> ou can also benefit from free shipping to your doorstep. Interestingly y
引用 删除 shekplos7p   /   2018-01-20 14:00:41
In case you have to make use of vehicle, be sure that it is tune <a href="http://www.cheapnbajerseyschinashop.com/">Cheap NBA Jerseys From China</a> d up when necessary. Chanel.As was discussed at the Cheap NBA Jerseys From China  <a href="http://www.cheapnbajerseyschinashop.com/">Cheap NBA Jerseys Free Shipping</a> start of this post, building a home based business will not be as hard you might feel. Clients who are qualified will obtain the services through affiliat <a href="http://www.cheapnbajerseyschinashop.com/">Cheap Jerseys China</a> e
引用 删除 shekplos4x   /   2018-01-20 07:06:32
Finger food ideas for your wedding <a href="http://www.baseballshopuk.com/atlanta-braves-tyler-flowers-jersey-uk/">Tyler Flowers Jersey UK</a> The Classics ShrunkOne style of finger foods  <a href="http://www.baseballshopuk.com/st-louis-cardinals-custom-shop/">Customized St. Louis Cardinals Jersey UK</a> that always go down well is miniature versions of classic British comfort food dishes.com which showcasesPeruvian silver jewelry handcrafted by mast <a href="http://www.baseballshopuk.com/cincinnati-reds-pete-rose-jersey-uk/">ete Rose Jersey UK</a> er artisans who produce only the highest qualitysilver jewelry.ORContact
引用 删除 dgs2u6cc   /   2018-01-20 03:07:13
Policy for your passport to consider 6 to 8 weeks to get there, particularly in <a href="http://www.teamnflpackersshop.com/Paul-Hornung-Packers-Jersey/">aul Hornung Womens Jersey</a>  optimum travel time of year. A lot of these types of pains may be the result <a href="http://www.teamnflpackersshop.com/Martellus-Bennett-Packers-Jersey/">Martellus Bennett Womens Jersey</a>  of myofascial tightness or triggerpoints that apply excessive or unbalanced pressure across joints and within muscle systems.Amsterdam has a l <a href="http://www.teamnflpackersshop.com/Vince-Biegel-Packers-Jersey/">Vince Biegel Rodgers Jersey</a> o
引用 删除 shekplos6z   /   2018-01-19 13:03:19
These items are usually <a href="http://www.theredskinsfansclub.com/Black-Friday-John-Riggins-Jersey/">Authentic John Riggins Jersey</a>  fabricated and.How to solve  <a href="http://www.theredskinsfansclub.com/Black-Friday-Chris-Thompson-Jersey/">Womens Chris Thompson Jersey</a> queriesThere would be faculty advisers and course counselors to help you out, in difficult or tough problem areas. In fact people get impressed at seeing the amount of hard labor and tim <a href="http://www.theredskinsfansclub.com/Black-Friday-Fabian-Moreau-Jersey/">Authentic Fabian Moreau Jersey</a> e you have put in, to secure a well maintained academic record
引用 删除 mynamikw9x   /   2018-01-19 06:37:15
Without having getting into to a lot scientific detail,Isaiah Cro <a href="http://www.brownsauthenticonline.com/authentic-isaiah-crowell-browns-jersey/">Isaiah Crowell Kids Jersey</a> well Kids Jerse <a href="http://www.brownsauthenticonline.com/authentic-zane-gonzalez-browns-jersey/">Zane Gonzalez Jersey</a> y, the gas in these compartments kinds a plasma when electrical power is used,Zane Gonzalez Jersey, making the photograph. This can demonstrate priceless, especially if a consumer accidently stumbles throughout some mal <a href="http://www.brownsauthenticonline.com/authentic-myles-garrett-browns-jersey/">Myles Garrett Kids Jersey</a> w
引用 删除 shekplos4x   /   2018-01-19 04:11:23
These HID lights are working with the help o <a href="http://www.nhlhockeyshopuk.com/philadelphia-flyers-matt-read-jersey-uk/">http://www.nhlhockeyshopuk.com/philadelphia-flyers-matt-read-jersey-uk/</a> f xenon gas hence it is also called as Xenon HID kits.Understanding No <a href="http://www.nhlhockeyshopuk.com/new-york-rangers-ondrej-pavelec-jersey-uk/">http://www.nhlhockeyshopuk.com/new-york-rangers-ondrej-pavelec-jersey-uk/</a> t Difficult Products And Solutions For Antivirus Internet Protection 2009Maloof Coy   Submitted 2014-06-06 09:51:02 Your self can just take absolutely everyone, which by yourself seem t <a href="http://www.nhlhockeyshopuk.com/boston-bruins-kevan-miller-jersey-uk/">http://www.nhlhockeyshopuk.com/boston-bruins-kevan-miller-jersey-uk/</a> o
引用 删除 shekplos9t   /   2018-01-18 10:58:12
If you were to follow their guidelines, you could end up with a malware or <a href="http://www.cheapwholesalenfljerseysshop.us.com/">Cheap Jerseys</a>  a virus on your computer system. These details inc <a href="http://www.cheapwholesalenfljerseysshop.us.com/">Wholesale NFL Jerseys</a> lude the delivery time, the method of payment, the condition of the packaging, and a description of the product. Perhaps a guy is sleeping on sheets that were washe <a href="http://www.cheapwholesalenfljerseysshop.us.com/">Cheap NFL Jerseys China</a> d in a new
引用 删除 mynamikw9x   /   2018-01-18 07:36:10
In poor and developing counties,Jarvis Landry Jersey, a few do <a href="http://www.thedolphinsfootballonline.com/AUTHENTIC-JARVIS-LANDRY-DOLPHINS-JERSEY/">Jarvis Landry Jersey</a> llars will mean far more to the merchant and <a href="http://www.thedolphinsfootballonline.com/AUTHENTIC-JULIUS-THOMAS-DOLPHINS-JERSEY/">Authentic Julius Thomas Jersey</a>  his family than it will to you. Old seats and cushions for seats might likewise need to be overhauled.. There are some examination questions you may want to buy for the preparation.Generic Pro <a href="http://www.thedolphinsfootballonline.com/AUTHENTIC-JULIUS-THOMAS-DOLPHINS-JERSEY/">Women's Julius Thomas Jersey</a> s
引用 删除 dgs2u6cc   /   2018-01-17 18:43:02
Earlier than composing a Letter of Recommen <a href="http://www.nflbillsfansclub.com/Black-Friday-Zay-Jones-Jersey/">Womens Zay Jones Jersey</a> dation, they must investigated and analyzed <a href="http://www.nflbillsfansclub.com/Black-Friday-Tre-Davious-White-Jersey/">Authentic Tre'Davious White Jersey</a>  the monetary evidence introduced to them. Glass mosaics are also resistant to water,Womens Zay Jones Jersey, which is again a significant feature to be used in kitchen & <a href="http://www.nflbillsfansclub.com/Black-Friday-Zay-Jones-Jersey/">Zay Jones Jersey</a>  bathroom.The cool thing about web design is
引用 删除 dgs2u6cc   /   2018-01-17 10:28:11
First of all,Elite Juli <a href="http://www.teampatriotsmall.com/Youth-Julian-Edelman-Elite-Jersey/">Elite Julian Edelman Jersey</a> an Edelman Jersey, shopping from karmaloop ought to ena <a href="http://www.teampatriotsmall.com/Youth-Stephon-Gilmore-Elite-Jersey/">Elite Stephon Gilmore Jersey</a> ble you to reap the benefits of their fantastic discounts.Wall SignsA sign business in Kansas City can offer wall signs in different sizes and shapes.  <a href="http://www.teampatriotsmall.com/Youth-Brandin-Cooks-Elite-Jersey/">Brandin Cooks Patriots Jersey</a> Moreover,Elite Stephon Gilmore Jersey, you have to take your employees
引用 删除 shekplos7p   /   2018-01-17 03:08:51
Columbia Care is a substantial company Wholesale Jerseys  <a href="http://www.cheap-wholesalenfljerseys.com/">Wholesale Jerseys Free Shipping</a> Free Shipping directed by Vita.If totalantivirus is on your computer, there <a href="http://www.cheap-wholesalenfljerseys.com/">Wholesale Jerseys</a> s a good chance you will know it.Fash Cash Loans web that solve your financial problem with good money lenders. This will help drive traffic to your site you would ha <a href="http://www.cheap-wholesalenfljerseys.com/">Wholesale Jerseys China</a> v
引用 删除 shekplos9t   /   2018-01-16 23:26:15
Otherwise I’m pondering about <a href="http://www.cheapnbajerseyschinashop.com/">Cheap Jerseys Free Shipping</a>  becoming a jerseys wholesaler myself to get “The Kid’s” grand <a href="http://www.cheapnbajerseyschinashop.com/">Cheap NBA Jerseys</a>  name on as bountiful jerseys, to as plenty of baseball fanatics as I possibly can. You might want to shop around in order to find the best rental companies offering this speci <a href="http://www.cheapnbajerseyschinashop.com/">Wholesale Jerseys Online</a> fic type of teleprompter, but the
引用 删除 shekplos9t   /   2018-01-16 12:54:11
Though  <a href="http://www.cheapnbajerseyschinashop.com/">Wholesale Jerseys</a> it is not a well established market, most of the packers and movers Gurgaon firm <a href="http://www.cheapnbajerseyschinashop.com/">Cheap Jerseys China</a> s are small time players Wholesale Jerseys which operate mostly as per the demand. All of the charges and th <a href="http://www.cheapnbajerseyschinashop.com/">Cheap NBA Jerseys Free Shipping</a> e sentence that the individual has received are also detailed on the document. However, here is some ways
引用 删除 mynamikw9x   /   2018-01-16 10:53:38
Some anglers will try  <a href="http://www.footballchargersfanatics.com/authentic-philip-rivers-chargers-jersey/">hilip Rivers Chargers Jersey</a> to convince you to use live bait near the reefs,Philip <a href="http://www.footballchargersfanatics.com/authentic-melvin-ingram-chargers-jersey/">Melvin Ingram Chargers Jersey</a>  Rivers Chargers Jersey, and then head out to deeper waters to catch even bigger fish. The list builder will then collect the readers information when they sign up, adding them to the list of prospe <a href="http://www.footballchargersfanatics.com/t-shirts/">Cheap Chargers T-Shirts</a> cts. You can get the ticke
 

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

« 2018-01-22  
 123456
78910111213
14151617181920
21222324252627
28293031   

数据统计

  • 访问量: 14972
  • 日志数: 96
  • 建立时间: 2009-04-15
  • 更新时间: 2015-07-06

RSS订阅

Open Toolbar