Grasp the demonstration, build a terminal, and solve the problem of "image obstacle" that affects the profits of retailers.
Clean and beautiful storefront environment can give consumers beautiful visual enjoyment, and standardized and orderly cigarette display can improve consumers' desire to buy. However, the maladjustment of modern marketing can be seen everywhere in the survey: First, cigarettes are piled up in disorder, lacking in scientificity, hierarchy and emphasis. Some don't even have special cigarette display counters. Second, the awareness of self-discipline is not enough. Some retail customers do not have a strong sense of self-discipline, and low-price competition occurs from time to time. What's more, in some areas, "cigarette hotel" has become synonymous with selling fake goods. Third, the management ability is not strong. Due to the influence of knowledge structure and secular concept, most retail customers have poor risk awareness and lack the business philosophy of active promotion, brand promotion and value maintenance.
First, carry out standardization construction to enhance the overall image of retailers. It is centralized and unified planning and implementation, focusing on the design of store capacity, the utilization of store space, the placement of all kinds of goods and the maintenance of store hygiene, and gradually improving the overall image of retail terminals.
The second is to train retailers to improve their marketing ability. Retailers' shopping guide skills and service attitude have great influence on consumers' on-site purchase decisions. In this regard, retailers can be systematically trained, including: supplier profile, cigarette product characteristics, service etiquette, product implantation, terminal layout, market feedback and so on. Let it guide and demonstrate other customers in terms of standardized operation, integrity and price keeping, marketing ability, brand cultivation, market monitoring, after-sales service, etc., and continuously improve the business service ability of end customers. And as far as possible, through training, we will urge them to "change the consumption concept, guide the consumption behavior, change the sales structure and improve the contribution of consumers with unique brand marketing."
The third is to standardize price behavior and improve the gross profit margin of retail households. It is necessary to constantly improve the information collection mechanism of cigarette retail stores, fully grasp the operating data of retail stores, and improve the ability to analyze the marketing situation of retail stores. And provide suggestions or direct help for customers' inventory management, order arrangement, commodity display, brand promotion, business analysis and other aspects, so as to provide professional business guidance to retailers more scientifically and purposefully. Judging from the current market, retail prices are not in place, low-price competition is common, and the interests of retail customers are not guaranteed. Therefore, according to the principle of "moderate satisfaction, focusing on something" and "implementing market monitoring points and clearly marking prices", we should constantly standardize the cigarette market price and ensure reasonable gross profit space in retail links.
The fourth is to integrate internal resources to ensure effective supply to customers. Understand the importance and necessity of continuously improving the profitability of retail customers from a strategic perspective, and infiltrate the concepts of respecting the market, adapting to the market and expanding the market into the construction of cigarette retail stores on the premise of adhering to the monopoly system. Study the law of market demand, seek ways for customers to make profits, introduce collaborative marketing, order supply and retail profit into the network construction system, establish a complete value chain and an efficient and agile supply chain, and promote the organic combination of "market service, brand cultivation and customer profit".
The fifth is to deepen business guidance and improve customer profitability. Through the analysis of "brand sales trend table, weekly inventory summary table, inventory analysis table, monthly forecast order table, and profit statement table", we formulate and issue business instructions in time around "information communication, sales situation, profit analysis, inventory management, how to sell cigarettes, and how to choose a substitute brand when a brand is out of stock", urging cigarette retail stores to "improve service attitude and beautify service environment", and at the same time point out the shortage and guide sales.
Pay attention to service, promote coordination and solve the problem that retail customers can't make money.
Cigarette price plays an irreplaceable role in regulating cigarette management; The level of customers' profitability affects the trend of cigarette prices more or less. Facing the constant changes of macroeconomic situation, the tobacco industry bases its tax revenue and profit growth on respecting market rules, optimizing resource allocation, observing business order and maintaining price stability. In order to achieve "brand protection, price stability, standardization and efficiency improvement" and effectively improve the profitability of customers, we must take "grasping service, promoting synergy and promoting * * * development" as the top priority to promote the sustained, stable and healthy development of the tobacco industry, and actively build and improve the "service, synergy, win-win and development" of "industry, commerce and zero" linkage.
The first is collaborative marketing, which expands the space for improving the profitability of retail customers. Service is the soul of tobacco commercial enterprises and the foundation of tobacco circulation enterprises. In this regard, tobacco commercial enterprises should continue to explore the relationship between "quantity, price, storage and degree" from the perspective of "information * * * * enjoyment, market * * * management, brand * * * education and work", on the basis of accurately grasping cigarette market resources, real capacity and customer demand, and timely "grasp market price fluctuation and brand marketing" Give play to the role of price management mechanism, realize the visualization of cigarette sales channels, understand and master the real information such as cigarette retail price, social inventory, social sales volume and retail customers' profits in the market, accurately grasp the rhythm of market launch, realize the balance between supply and demand, and continuously expand the profit space of retail customers.
The second is to differentiate services, increase connotation and improve the profitability of retail customers. In order to effectively improve the profitability of retail customers, tobacco commercial enterprises must start with "some vulnerable groups with small scale, weak ability, low profit and strong dependence on cigarette management" and work hard on "innovating service methods, enriching service content and sublimating service concept". Taking "assistance and guidance, tally financial management, material support and media promotion" as the breakthrough point, we will provide "one-to-one" personalized differentiated services in time, and on the basis of timely and comprehensive understanding of cigarette prices and inventory of differentiated service retail customers, and analyzing the situation of brand backlog, shortage and marketing, we will help differentiated service retail customers to establish cigarette inventory accounts, improve accounting management, and urge differentiated service retail customers to gradually compare and analyze the profitability of different cigarette brands.
Third, pay attention to practice, increase vitality and improve the profitability of retail customers. In order to improve the profit level of retail customers, taking the dynamic change of cigarette market and the adjustment of account manager's function as the breakthrough point, the account manager is organized to practice deeply-"helping customers stand at the counter", and a case is written around the practice activities of standing at the counter; No matter rough, exquisite, successful, unsuccessful, controversial and so on. Using modern marketing management theory to collect, classify, sort out, analyze and dissect it, and form a practical, simple, effective and systematic typical case. Summarize the experience, analyze the reasons, highlight the success or failure, seek a breakthrough, and guide the operation with cases, so as to urge retail customers and account managers to pay close attention to the changes of cigarette flow, flow direction and terminal price in the process of dissecting sparrows, strengthen the standardized management of retail customers' supply, and prevent the occurrence of disorderly codes and excessive prices.
Fourth, take the initiative to find a breakthrough to improve the profitability of retail customers. In order to effectively improve the profitability of retail customers, commercial enterprises must "take brand cultivation, market share, service value-added and profit promotion as the breakthrough." Taking "control point", "control price" and "control quantity" as the breakthrough point, on the basis of establishing and perfecting the brand analysis mechanism, through the comprehensive analysis of the cultivation mode, circulation channels, consumers, prospect evaluation, demand structure and market value of cigarette brands, the orientation, coverage and growth of brand launch are carefully grasped. At the same time, through continuous market monitoring, cluster early warning, customer analysis, sales forecast and data mining, as well as implementation, tracking, analysis and improvement, including tracking and analyzing the delivery area, delivery format, number of users, delivery volume, situation of going to the counter, trend of going to the counter, brand trend and market response, we will vigorously promote cigarette business to achieve "brand intelligence, firm price, stable trend and high profit".
Fifth, improve the service system to find support for improving the profitability of retail customers. Take the improvement of the profitability of retail customers as an important part of the service, carefully plan, improve the system, highlight the characteristics, and steadily advance to ensure that the profit demand of retail customers is in place during the service implementation. Refine service standards, design quality standards for all links around customers' profits, and reflect operability, measurability, implementation standards and evaluation basis; Standardize service behavior, and issue guidance opinions on service terms, behaviors and action points in the process of improving retail customers' profitability according to work standards and behavior guidance norms, so as to improve the effectiveness and efficiency of customers' profitability. At the same time, it is necessary to constantly improve the service quality monitoring system, implement multi-angle and all-round monitoring of customer profitability, and strive to build a customer profitability monitoring system of "real information, tracking operation, real-time alarm, program control and resource sharing" to ensure the steady improvement of retail customers' profitability. (Editor: Liu Shiqiang)