How to configure the goods in convenience stores? The distribution of goods in convenience stores is the key to the success or failure of convenience stores. Improper distribution of goods will lead to too many goods that customers want and don't want, and will also waste the space and backlog of funds in the store, which will eventually lead to business failure.
The commodity allocation strategy of convenience stores starts from the following aspects:
1. Commodity variety configuration
The structural proportion of commodity allocation in convenience stores should be equivalent to the proportion of commodity investment spent by consumers. In order to correctly determine the structural proportion of commodity varieties, it is necessary to correctly judge and analyze the proportion of consumers' purchases.
Convenience store product variety configuration steps are as follows:
(1) Calculate the commodity inventory ratio according to historical data or market survey, and determine the commodity inventory structure, that is, the fund allocation ratio.
(2) According to the sales data, analyze the purchasing orientation of consumers, so as to determine the number of varieties in each commodity category.
(3) the adjustment of the proportion of commodity varieties. The proportion of product variety allocation based on the proportion of consumers' purchase is not fixed, but will change with the economic situation, consumer preferences and fashion trends. Therefore, it is necessary to establish an "automatic statistical analysis information system for commodity allocation" in the chain headquarters, classify the daily sales information of each branch, display the change curve regularly, and set the upper and lower limit red lines for the change of allocation ratio on a certain date (usually one month) to remind relevant departments to respond to the change in time.
(4) The reserved space of new varieties and the system of sequential elimination of old varieties.
2. Commodity selection strategy
The operating space and scale of convenience stores are not very large. In order to facilitate the operation of the community, 20% of the main products with high profits and high sales should be concentrated. The main products of convenience stores are generally relatively fixed.
After determining the main products, an important commodity strategy that convenience stores need to implement is to screen the product specifications. On the shelves of general supermarkets, it is often seen that the same commodity has several different specifications to meet the different consumption needs of consumers. However, in convenience stores, due to the limited display space, the sales volume of a certain commodity should be concentrated on 2-3 specifications as far as possible. In this way, a large-scale centralized order can obtain a lower purchase price.
In addition, there will not be too many brands of the same product in convenience stores. Convenience stores should determine a certain commodity on a limited number of well-known brands through careful market research and analysis, and ensure the realization of profits by increasing the sales volume of unit products.
3. The principle of commodity display
Convenience store merchandise display should follow the following principles:
(1) Daily food such as milk, bread, vegetables, fruits, grain and oil products are necessities in people's lives in modern society. Customers buy frequently, and the sales volume and sales volume are large. It is also the key commodity of customer price comparison and the main commodity of price strategy, so it should be deployed in the front end of the store.
(2) Leisure products, such as books, magazines, movies, batteries, cigarettes, chewing gum, etc. , displayed near the cashier. These goods are random and often not in the customer's purchase plan. Through this display, customers can buy at will while waiting for the cashier, thus increasing the sales of the store.
(3) The headstock is the place where customers have the highest contact frequency in the store. Customers have to go through the headgear whenever they come in or out, especially when one of them is facing the entrance. Therefore, the goods configured here should be able to * * * customers and retain customers. Such as: special goods, promotional goods, new products, seasonal goods, high-profit goods and so on.
(4) When displaying goods on aisle shelves, we should pay attention to the complementarity of product series, implement supporting display, especially the conversion of aisles between different shelves and aisles between food areas and department stores, and pay attention to the continuity of goods. For example, condiments and grain and oil products, children's products/stationery and children's food, kitchen products and fast food.
(5) The commodity display at the last end of the convenience store is responsible for inducing customers to go to the innermost part of the store. Generally speaking, it is most appropriate to display fresh food in the fresh-keeping cabinet, and it is necessary to adopt an inclined display method to make customers' eyes touch the goods as much as possible.
Case: Commodity Marketing Strategy of Lianhua Convenience Store
Lianhua Convenience has been focusing on creating commercial features since its establishment. Nearly 80 square meters of shops sell more than 2,000 kinds of commodities in 30 categories, namely, tea eggs, palm seed, bread, cakes, soybean milk and other convenience foods. The store is equipped with food insulation devices such as steamer, hot and cold beverage machine and heating pot, and fast food products such as tobacco, alcohol, washing cosmetics and daily necessities. At the same time, more than 20 newspapers, more than 50 magazines and more than 200 books were introduced for sale. Lianhua Convenience constantly adjusts its product structure and realizes category management according to the changes of consumer demand in the target market.
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Convenience store commodity distribution strategy step plan? The distribution of goods in convenience stores is the key to the success or failure of convenience stores. Improper distribution of goods will lead to too many goods that customers want and don't want, and will also waste the space and backlog of funds in the store, which will eventually lead to business failure.
The commodity allocation strategy of convenience stores starts from the following aspects:
1. Commodity variety configuration
The structural proportion of commodity allocation in convenience stores should be equivalent to the proportion of commodity investment spent by consumers. In order to correctly determine the structural proportion of commodity varieties, it is necessary to correctly judge and analyze the proportion of consumers' purchases.
Convenience store product variety configuration steps are as follows:
(1) Calculate the commodity inventory ratio according to historical data or market survey, and determine the commodity inventory structure, that is, the fund allocation ratio.
(2) According to the sales data, analyze the purchasing orientation of consumers, so as to determine the number of varieties in each commodity category.
(3) the adjustment of the proportion of commodity varieties. The proportion of product variety allocation based on the proportion of consumers' purchase is not fixed, but will change with the economic situation, consumer preferences and fashion trends. Therefore, it is necessary to establish an "automatic statistical analysis information system for commodity allocation" in the chain headquarters, classify the daily sales information of each branch, display the change curve regularly, and set the upper and lower limit red lines for the change of allocation ratio on a certain date (usually one month) to remind relevant departments to respond to the change in time.
(4) The reserved space of new varieties and the system of sequential elimination of old varieties.
2. Commodity selection strategy
The operating space and scale of convenience stores are not very large. In order to facilitate the operation of the community, 20% of the main products with high profits and high sales should be concentrated. The main products of convenience stores are generally relatively fixed.
After determining the main products, an important commodity strategy that convenience stores need to implement is to screen the product specifications. On the shelves of general supermarkets, it is often seen that the same commodity has several different specifications to meet the different consumption needs of consumers. However, in convenience stores, due to the limited display space, the sales volume of a certain commodity should be concentrated on 2-3 specifications as far as possible. In this way, a large-scale centralized order can obtain a lower purchase price.
In addition, there will not be too many brands of the same product in convenience stores. Convenience stores should determine a certain commodity on a limited number of well-known brands through careful market research and analysis, and ensure the realization of profits by increasing the sales volume of unit products.
3. The principle of commodity display
Convenience store merchandise display should follow the following principles:
(1) Daily food such as milk, bread, vegetables, fruits, grain and oil products are necessities in people's lives in modern society. Customers buy frequently, and the sales volume and sales volume are large. It is also the key commodity of customer price comparison and the main commodity of price strategy, so it should be deployed in the front end of the store.
(2) Leisure products, such as books, magazines, movies, batteries, cigarettes, chewing gum, etc. , displayed near the cashier. These goods are random and often not in the customer's purchase plan. Through this display, customers can buy at will while waiting for the cashier, thus increasing the sales of the store.
(3) The headstock is the place where customers have the highest contact frequency in the store. Customers have to go through the headgear whenever they come in or out, especially when one of them is facing the entrance. Therefore, the goods configured here should be able to * * * customers and retain customers. Such as: special goods, promotional goods, new products, seasonal goods, high-profit goods and so on.
(4) When displaying goods on aisle shelves, we should pay attention to the complementarity of product series, implement supporting display, especially the conversion of aisles between different shelves and aisles between food areas and department stores, and pay attention to the continuity of goods. For example, condiments and grain and oil products, children's products/stationery and children's food, kitchen products and fast food.
(5) The commodity display at the last end of the convenience store is responsible for inducing customers to go to the innermost part of the store. Generally speaking, it is most appropriate to display fresh food in the fresh-keeping cabinet, and it is necessary to adopt an inclined display method to make customers' eyes touch the goods as much as possible.
Case: Commodity Marketing Strategy of Lianhua Convenience Store
Lianhua Convenience has been focusing on creating commercial features since its establishment. Nearly 80 square meters of shops sell more than 2,000 kinds of commodities in 30 categories, namely, tea eggs, palm seed, bread, cakes, soybean milk and other convenience foods. The store is equipped with food insulation devices such as steamer, hot and cold beverage machine and heating pot, and fast food products such as tobacco, alcohol, washing cosmetics and daily necessities. At the same time, more than 20 newspapers, more than 50 magazines and more than 200 books were introduced for sale. Lianhua Convenience constantly adjusts its product structure and realizes category management according to the changes of consumer demand in the target market.
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How to set the commodity price of convenience store;
1. Consumer factor
Consumers' judgment of commodity value should be the main basis for pricing, and there are three methods:
(1) adopt different pricing strategies for different target customers.
(2) according to the sales price to develop the purchase price of goods.
(3) Control the operating costs according to the acceptable prices of suppliers and consumers and the expected profits of supermarkets.
2. Environmental factors
When setting the price, we should not only know our own situation and the original price of the product, but also have a high foresight about the changes of the surrounding environment at any time. For example, the price trend of competitors, seasonal factors, climate change factors, the overall market supply and demand relationship and so on.
3. Market life cycle of commodities
The market life cycle of commodities refers to the whole process from entering the market to exiting the market. In order to attract consumers' attention and interest, commodities should be sold at a lower price during the investment period; Commodities in the growth period should maintain stable prices and appropriate profit margins; The pricing of mature commodities is similar to that of growth period, but we should pay attention to the appearance of substitutes and the price behavior of competitors and strengthen the promotion; The depressed goods should be cleaned up as soon as possible through various promotional activities and cleared out of the store in time.
4. Supermarket management strategy
(1) Consider pricing from the whole commodity combination or commodity group.
(2) Fully grasp the basic objectives of promotion.
(3) Fully consider the commodity cost of non-procurement channels.
(4) Pay attention to the trends of advertisements at any time. In supermarkets and convenience stores, the products being promoted by various media are often the most sensitive products for consumers, and the prices should not be set too high.
In a word, when setting the price, we should not only consider the national policy, the size of commodity value, the change of market supply and demand, and the change of currency value, but also consider the consumer factor, environmental factor, the market life cycle of commodities and the business strategies of supermarkets and convenience stores.
How to place the goods in convenience stores is more suitable for convenience stores than for large-scale storefront decoration. In fact, convenience store decoration is more troublesome. To make better use of the space in convenience stores, you need an experienced decoration company to design it for you. There are many convenience stores in Dongguan, which are very popular and the prices are reasonable. Here, the designer of Dongguan Wanzhong Decoration Company will show you how to place goods in convenience stores. First, the main points of commodity display There are also some skills in the commodity display of small convenience stores. Like the grocery store's requirements for the placement of goods, the goods in small convenience stores should be neatly placed, overall beautiful, and coordinated in color and shape. Specifically, when displaying goods, we should pay attention to the following points: Second, according to the characteristics of goods, the display position is different. The top and bottom shelves are places where it is difficult for people to watch and take goods. Therefore, the upper and lower shelves should display goods with low gross profit margin, unsalable sales and large packaging volume. The top floor can display light and unbreakable commodities, such as nutrition in large packages, and the bottom floor can display heavy and inconvenient commodities, such as drinks in large bottles. On the shelves parallel to the sight of most customers, some best-selling goods and main products can be displayed to facilitate customers' purchase. On the same shelf, make sure that things placed on the outer edge of the shelf are easier to reach than those placed inside. In order to make the goods inside easy to take, the common method is to erect layered shelves, and if there is enough space, the goods behind can also be neatly stacked. Third, goods are easy to see and get. The so-called easy to see is to facilitate customers to see the goods. Most of the goods in small convenience stores are displayed on shelves at all levels. Generally speaking, the range from 10 degrees above the horizontal line of sight to 20 degrees below the horizontal line of sight is an easy-to-see area, and it is best to place goods in this range. The so-called easy access means to make the displayed goods easy for customers to touch and take, so the shelves should not be too high. It should be noted that the goods displayed on the top shelves of small supermarkets should be easy for adults to get, and the shelves of children's toys should be appropriately lower to ensure that the goods are within the children's vision. Fourth, clearly mark the price, and replenish the small convenience store in time. The sales method is to open the shelves and choose, and the clearly marked price must be clear and clear. Some goods sell faster and need to be replenished in time to prevent the best-selling goods from "disappearing" from the shelves and customers can't find the goods they want. 5. Small convenience stores with relatively fixed locations generally have a relatively fixed customer base. For these customers, the fixed location of goods can facilitate their shopping. However, due to factors such as supply and seasonal changes, it is often difficult to keep the display position of goods unchanged for a long time. At this time, we should try our best to keep the stability of the segmented tanks of similar goods. Once the division slot of goods has changed greatly, you can set up signs in the store to explain to customers. Sixth, classified display, coordination and collocation According to the characteristics of goods, classified display can make people see at a glance. When placing goods, we should strive for consistent orientation, coordinated color matching and classified placement as far as possible. We can match unsalable goods with best-selling goods without affecting the appearance, thus driving sales. Seven. Vivid display ordinary commodity display methods are often unremarkable. If you use your brain and display the goods vividly, you can attract customers' attention and promote sales. In addition, the clever use of some auxiliary tools can make the display of goods more three-dimensional and vivid, and make the store more personalized. Wanzhong Decoration, brand logo, ten-year decoration brand, professional store decoration company, store decoration company, Wanzhong Decoration knows more about Feng Shui, and tailors the store decoration Feng Shui for you, striving for smooth sailing for every customer.
How big a supermarket do you want to open? How much money is there? What is the expected operating level of convenience stores?
Rent for the target location? Is there a free sleeper? Is it difficult to purchase goods? What is the salary level of personnel? What is the business environment nearby? How many shops are there? How is the flow of people? Resident? Shop? How old are you? What is work experience?
Or you can run some convenience stores. After all, it will be faster if the funds are limited, and there will be regular customers. Because you still need to apply for a cigarette license, there are many procedures.
I disclosed my business information in the convenience store for your reference:
Store items with decoration are about100000.
The operating reserve fund is about 30,000.
The monthly turnover is about 70,000.
The rent is 4800 yuan/month /80 square meters.
Labor force 1, 500 * 3 = 4,500
The average monthly loss is 500-65438+ 10,000 yuan.
Average hydropower 1 0,500.
Gross profit 18%-20%
The pricing of convenience stores generally depends on the surrounding environment. General products are a little more expensive than supermarkets, equal to other convenience stores, and not cheaper than others. Individual products that are difficult to replenish can be more expensive because customers are mainly convenient.
The gross profit of cigarettes is below 10%.
The gross profit of drinks is about 20%
About 20-30% of daily necessities
About 30%-50% of electrical appliances.
How to put goods on the shelves of retail convenience stores is effective. Some norms, reasonable design and stacking of goods in the supermarket and convenience store can effectively improve the "face value" of the whole supermarket and convenience store, improve the customer's return rate and the rate of goods in and out, and improve the store's income. After decades of development, the retail industry has become more and more mature in shelf and commodity display norms, and we can learn from its rules.
Convenience store
1. Obviously
Customer-oriented (measures): the front of the goods (the side with clear name, rich patterns and colors) should be upright or adjusted according to different heights to make the front face the customers; Consistent orientation and dividing line: the display surface of the same product should be consistent. The dividing line between two adjacent commodities should be clear at a glance, and cross-mixing is strictly prohibited; The front end and the left and right boundaries of the displayed goods should be in a straight line.
2. plump and beautiful
Fill in the vacancy in advance: under normal circumstances, the space occupied by commodities should account for 1/2 of the allocated exhibition space. After the front-end goods are sold, the back-end goods should be displayed at the front end in time. In case of shortage, the shortage position can be supplemented by the best-selling goods of the same category (or goods adjacent to the display position).
3. The top floor is neat: the goods displayed at the top of the shelf can be divided into an outer layer and an inner layer. The outer layer is a layer close to the edge of the shelf and facing the channel, and the height of the inner layer shall not exceed the outer layer; The outer layer should keep the front edge in a straight line, and the height deviation should not exceed 10 cm, which is mainly used for commodity display; The display height of each top floor should be basically the same. ) The top floor of the adjacent passage is the merchandise display area. If it is impossible, it needs to be decorated with the same carton or exquisite partition.
4. Classified display
Correct classification: goods are classified correctly, generally according to the classification order of category, brand, size and color.
5. Vertical display
Vertical display of the same kind: when the number of varieties of this kind of goods exceeds 4, it can be displayed vertically, otherwise it can be displayed horizontally according to the situation. The width of the display surface of various varieties displayed vertically is evenly distributed, and the display surface of popular commodities can be enlarged, but not more than 90 cm. Horizontal specification, vertical color; Big (heavy) small (light).
Horizontal and vertical shelf layout
6. Associated display
Associative combination: according to the purpose and purpose of use, explore the association between commodities and form a large and small association interval. Such as pet area, baby area, skin care area and cleaning area, or put cream and honey next to bread, cube sugar next to coffee, seasoning sugar (brown sugar) next to salt and monosodium glutamate, and grindstone and red wine with bottle opener next to knives.
7. Prevent losses
First-in first-out: refer to the principle of goods display on shelves.
Safety and loss prevention: pay attention to eliminate the unsafe factors existing in the goods on the shelf and the top shelf (such as the goods on the top shelf are easy to fall and the knives are easy to hurt people).
8. Easy to carry
The goods are plump but easy for customers to take and put, and the goods outside (facing customers) should be displayed to the height of one punch (about 5 to 7 cm) from the upper partition; Goods with large volume (weight) should be displayed on the lower shelf, and smaller goods should be displayed on the upper shelf; Children's products are displayed in a low position (about one meter high is similar to children's height).
9. Gold monitor
The area about 120 to 160 cm above the ground should display high-profit commodities, seasonal commodities or commodities (special commodities) that need to be highlighted, and C-class commodities, unsalable commodities and out-of-season commodities are not allowed to be displayed.
10. Others
No sundries: Non-commodities shall not occupy the display surface of shelves, such as gifts (except samples), sundries, leaflets, price machines, record books, etc. , not * * * outside (seen by customers).
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What brand is Youqi convenience store? Youqi convenience store won the most potential brand in Guangdong Province and has a good reputation. Has its own normal temperature and low temperature distribution logistics center. I joined three stores and visited the headquarters logistics. I joined Youqi in 2008, and the business manager personally drove me and my wife to see the store. The service is good and the cost is not high. It's much cheaper than Meiyijia and the service is good. I also consulted Mei Yi Jia before. In contrast, I just feel that Yoki is good. This year, I opened another store with discounts, such as cashier, bill of lading and commodities. There are many discounts. Last year, the center of Youqi was placed in a direct store, and there was little management for those of us who joined. I'm disappointed, too, but I attended the annual meeting of Youqi and heard the old version say that franchising is as important as direct stores this year, so I want to open a store, and it will open in a few days.
How to open a convenience store with a 3-meter-wide facade, display goods shelves, do layout design, and then manage display categories.