Impact is a flexible application of microeconomics in business practice.
Different brands of homogeneous goods: Pareto law
Walking into the Carrefour store in Hanyang, I feel that his business varieties are not as good as ours.
There are many shops. For example, it is also a summer drink, and the only stores in Hanyang Carrefour are Master Kong, Wahaha and Robust.
Wait for seven brands; Edible oil only sells Fulinmen, Arowana, Zhongchang and Yuanbao; Color TV sets only sell Changhong and Konka.
! #, # $,Panasonic, Sony; Electric fans only sell Midea and Emmett; Galanz microwave oven alone; Toothpaste only sells at a high price.
Lu Jie, Crest, Jienuo, Black Sister, Double-sided Needle and Blue Sky must be cured. In short, the quality of goods of different brands is the same.
Less but better. Strangely, at last the customer said, "Carrefour has a full range of products, and you can buy everything you want."
Buy it there. "The first time I heard such comments from customers, I thought it was rare and strange. They were all talking nonsense. In fact,
Carrefour is popular all the year round, and its business is booming, opening one after another. It seems that Carrefour can grasp it.
The management concept of "key minority principle" is very successful. The so-called "key minority principle" is that we often
Means "%&; (&law ":(&; ) Product coverage%&; ) turnover; (&) Products usually occupy enterprises.
% & profit. ""& amp(& Law "was first discovered by Italian economist Pareto in *%+years, and it is"
It refers to the imbalance between cause and effect, input and output, and pay and return. Obviously, "%&; '
(&"It can't be an accurate quantitative relationship, just a reference point, which is convenient for metaphor and hypothesis." % & amp(& Law "
The purpose is to advocate strengthening (&; ) Effective management of commodities (i.e. major commodity groups) makes sales and operation profitable.
Focus on several brands. By increasing the sales of a few suppliers, we can improve the control of suppliers and improve
The market share of brand goods can enjoy the promotion expenses saved by suppliers and the price discount of bulk purchase.
Deduction and year-end rebate and other secondary profits to maximize corporate profits.
Homogeneity, same brand and different specifications: the law of diminishing returns
Carrefour made full use of the "key minority principle" and chose this principle when choosing different brands of homogeneous goods.
A few people with market development ability are (&; ) brand goods do%&; ) sales. So at the same mass,
What are the characteristics of different specifications, that is, product line combination? Analyze the following examples: Why is the country in the category of household appliances?
Only (* inch and (-inch) are used in color TV production, and Sony and Panasonic imported from Nissan have (+inch pure.
Ping? Why do edible oils Fulinmen, Yuanbao and Zhongchang only have 10 liter bottled blended oil, while Arowana only has a choice?
(.salad oil? Instead of introducing all varieties of the same brand into the exhibition? In this regard, he
Scientists have completely mastered the law of diminishing returns. The so-called law of diminishing returns is when we continuously increase the same unit.
When we put in some input products and keep other inputs unchanged, we will get less and less income. This rule
It shows that the investment in product introduction is not equal to the final sales, but the income is decreasing. For example; When we only sell Colgate toothpaste, we sell it every month! "# ten thousand yuan; After the launch of Crest, Colgate Month
Sales $ "%&; Ten thousand yuan; Crest $ (ten thousand yuan, total monthly sales! "& amp% million yuan, a net increase of $)% million yuan, said
Ming introduced Crest successfully; When Geno toothpaste was launched again, Colgate $ "*+ten thousand yuan, Crest $"&; (
Ten thousand yuan, Jano $ "() ten thousand yuan, total monthly sales!" *&ten thousand yuan, a net increase of one hundred million yuan "! 10,000 yuan, indicating that the introduction of Jienuo is
Success; Since then, the launch of the fourth double-sided needle has been unsuccessful (see the table below for details), not only the sales volume has not increased.
Dragon, but also affect the growth of the first three brands, which is not conducive to the "win-win" development, but also increased the rebate.
The difficulty is. The reason for this is that customer consumption follows the principle of material interests, and consumers are right.
Preference for this variety will inevitably give up the choice of other varieties, and consumers will get value for money.
Utility. In the case that the capacity of the general consumer market has not changed much, consumers' preferences will inevitably lead to this.
Up and down, the income will not increase with the increase of investment, on the contrary, the income of the same unit.
On the contrary, it has declined, so Carrefour intends to stagger the introduction of varieties, reduce the varieties of similar goods, and reduce
Depth of commodity combination. Using space to develop business district: the transformation between space and plane
Carrefour stores, whether it is the main road inside and outside the checkout counter or the aisle between shelves,
All are above) meters, while domestic shops with reasonable prices are generally around # meters. Their shelves are based on
The height of goods is set in several levels, and the first-class shelves are partially accumulated! ! The number of floors and the goods in our store.
No more than+layers, mostly &; Layer; Carrefour is full on every floor; What about ours?
Each layer of the shelf is usually filled inward only along the outer edge of each layer. If you want to follow Carrefour
With that kind of display, our shop can at least expand! More than twice the business area. Listen sometimes.
Said our warehouse is not enough, Carrefour warehouse is zero. Because our supermarket is a warehouse.
Yes, you should make full use of the warehouse in the supermarket. Therefore, it is necessary for us to learn from Carrefour's practice.
According to the principle of setting the number of floors and filling the display according to the size of the goods, we will expand to the space and fully integrate the three.
D space expands the hidden business area by increasing the number of shelves and fills up every floor of goods.
Rack saves shelf space. If you don't fill up the display, it will not only waste the utility of the store.
The exhibition space and shelves are loose and empty, giving customers the impression that it is "sold-off"
Bad impression of "product". On the contrary, the goods on the shelves are full and full, which can attract customers' attention.
Force, but also improve the sales and storage functions of shelves, and obtain the logistics benefits of commodity turnover. According to the United States
According to the survey data of Businessweek in China, supermarkets and shelves are full of goods.
Compared with the supermarket with loose and empty display, its sales volume can be increased according to the different types of goods.
! (.-)%., the average can be increased by # (. If we want to negotiate according to the floor space and unit area of the shelf
From the contribution rate of goods, Carrefour is at least # times higher than our parity. Visible, make full use of
Shelf space can not only expand the hidden business area, but also realize the effective business behavior of economic indicators.
Shop layout and shelf display: "magnet effect"
Thousands of goods enter the store. How to divide the exhibition area? What is the inventory of similar goods?
Layered display shelves? How many floors are there in a group of shelves? What's the order of goods on the same floor?
Yao principle to determine? These problems seem simple, but when you think about it carefully, they are quite like urban planning projects, and the planning is not good.
It not only affects stores, but also affects the realization of on-site sales. Of course, I can't know how to operate the music screen.
On-the-spot investigation found that they planned according to the principle of "magnet utility", arranged the layout of shops and displayed goods.
In this process, fully consider the realization of commodity value, and fully let commodities speak, express themselves and show themselves.
Show. For example, whether it is Carrefour's Hanyang store or Vu Thang Road store, their own brand fresh area is the foundation.
Shops are displayed around the walls, especially cigarettes are always placed in front of the main entrance of the supermarket gate.
For another example, on the shelves of alcohol and tobacco cabinets, Maotai, Wuliangye, Fenjiu and LU ZHOU LAO JIAO CO.,LTD are displayed in turn from left to right.
The first one! Layer (* * * "layer), while Zhijiang Daqu, Xiangquan and Song He Daqu are displayed on the # layer from left to right.
Only 100 USD brand wine. Another example is toothpaste. From left to right, the children's series is placed vertically, and then in turn.
From left to right, there are% floors displayed by Colgate, Jiajietu, Jienuo and Double-sided Needle respectively.
Why do you put it like this? I asked the lady of Carrefour, combined with my own observation and thinking.
Know why: China people habitually read books, newspapers or other things from left to right and from top to bottom.
Look down, so each group of shelves has its own "magnetic point" and gold display line (see attached table). The so-called "magnetism"
"Stone" refers to the most attractive place in the supermarket, and the magnet point is the customer's attention point.
And focus. The first magnetic spot in the supermarket is obviously on both sides of the main channel in the store, which is the only place where customers pass.
It is also the most important place for commodity sales, where the channels are equipped with main commodities (i.e. &; (Commodity), frequency of purchase
High-yield, high-profit, self-owned brand goods. This is also the reason why Carrefour released its own fresh food area.
The reason why local goods are placed at the end of the shelves around the store. The so-called gold display line is
The best display area on the shelf is not the upper part, but the part between the upper part and the middle part.
The location of species is called the golden line of display. The height of the gold thread is generally in)' *+,)! *+,this is from
The distance between teenagers in China and middle-aged and elderly people who can shop freely is also the most easily seen by human eyes and can be accommodated by hands.
It is easy to get the display position of goods, which is generally used to display high-profit goods, own-brand goods or smooth.
Sell commodities and main commodities. Price marketing strategy: incomplete monopoly
Three years ago, when the commercial war broke out in Wuhan, domestic shopping malls closed down one after another, and Carrefour rushed to the beach.
Lu jiangcheng. In the past three years, people have rarely heard of Carrefour's large-scale marketing activities, and they can't find promotional information in the mass media. On the contrary, in the mass media of holidays, it is all Wuhan businessmen.
In order to compete for the market, we have adopted various marketing tactics and fought to the death. Carrefour que
Watching the fire from the other side of the bank, unmoved, people and money are booming, and consumers still talk about "Le Jia"
Blessed things are cheap. "In fact, as long as you carefully observe and compare, the price of Carrefour is not low.
In our cheap shops, some of them are even very expensive. But why does it give people a sense of price?
Think it's cheap The reason is that Carrefour's price strategy is ultra-low sensitive goods.
Price, profit contribution price of non-sensitive goods, change price of private brand rights, fuzzy price of imported goods.
The purpose of this is to integrate the improvement of sales and the maximization of profits into the best balance point.
Such as Coca-Cola, well-known brand edible oil and other household daily consumption with high purchase frequency.
The market price of goods is very clear to consumers. They are sensitive items. For this kind of business,
For goods, Carrefour usually buys out its business by cash settlement, and obtains low price and superior position.
Potential, so that it can be sold at ultra-low prices, giving consumers the feeling of "famous products at low prices".
Stabilize the inherent consumer groups. French goods, own brand goods, foreign famous brands
This non-sensitive commodity sells at a high price. For this kind of goods, the principle of "taking the lowest from the middle and taking the highest from the low" is adopted.
High "market target segmentation business strategy, which is to fully understand the price of China people and imported products.
Business strategy of post-psychological characteristics. This is also the reason why Carrefour's color TV varieties are all made in China.
Color TV only! "inches! # inch ordinary model, while Panasonic and Sony are both! $ inch high grade
The main reasons of fashion flat-panel color TV. In addition, the vast number of consumers have little contact with such goods and do not understand them.
What is the reserve price and retail price of this commodity in the market? It can't be compared with other products.
In contrast, the prices of these commodities are vague to consumers.
It is a competitive advantage for Carrefour, but not for other businesses.
Complete monopolistic behavior.
Supermarket services: physical assistance and customer self-help
Compared with our store, Carrefour has few salespeople (waiters), but
Our store in Wuhan sometimes has more promoters and salespeople than customers, which is evident.
But it does not conform to the essence of supermarket management: self-help and self-help supermarkets meet consumption.
A retail organization that meets the needs of consumers for food and household goods. According to consumers.
According to the characteristics of purchasing behavior, we can divide consumer goods into three types: convenience goods, shopping goods and special goods. The so-called party
Convenience goods refer to products with low prices that consumers often buy. Consumers seldom buy this product.
Shop around, so "convenience and quickness" is the basic requirement for customers to operate convenience products. Focusing on convenience, speed and health
Low-cost, supermarket services include all kinds of personalized and visual merchandise display and self-help and optional customer service.
Always focus on the payment desk and provide large-scale physical distribution auxiliary facilities (such as elevators, shopping carts and shopping transaction stamps)
Flowers), with great emphasis on price (such as eye-catching price), these substantial self-service replaced the personnel service.
It embodies the characteristics of open-shelf self-selection and self-service supermarket; Supermarket services are arranged according to the characteristics of goods, which also
Why do food and daily necessities in supermarkets account for%&; Business districts, such as home appliances! & Because,
Because there is no product that needs the service of service personnel! & amp。
In order to expand sales and increase profits, they have taken many measures in the service field. The first one is
Chain operation mode, improve product line strategy, and start to operate over-the-counter drugs, cosmetics, magazines, books and music.
Such as software and telecom equipment, to find high-profit product lines to increase profits. In addition, supermarkets also rely on choice.
More attention is paid to the construction of prosperous lots, large parking lots, elaborate shop construction and unified external decoration.
Extend business hours and provide non-business services such as cheque cashing, credit card settlement, automatic deposit and withdrawal machines and commodities.
Catalogue and transaction printing, lounge, leisure chair, set off music and other measures to improve their convenience. These clothes
The increase in service areas has been replaced by the provision of large-scale entity distribution auxiliary facilities, self-service and standardized services.
Personnel services have been improved, thus reducing unnecessary and uncontrollable service disputes and reducing service costs. business