排面陈列-化妆品与个人护理用品.ppt

排面陈列-化妆品&个人护理用品,ConsumerGoodsImplementationGuideline(PersonalCare)快速消费品处排面陈列指导原则(个人护理用品部门),2,OBJECTIVE:目的:Theimplementationofthe12deptmustberespectedaccordingtothedirection.12部门的排面陈列须遵守指导原则HOW?:方式？：-Applytoallyourdepartmentthefamiliessequences.适用于部门中所定义的系列分类-Optimizeyourlinearrepartitiontopromoteyoursales&profits.优化排面，以推动销售量和利润,3,1.Theconfigurationofthegroupfamily1.大分类的结构customerflow消费者流向familyallocation中分类分配averagelinearmeter平均地面线,2.Theconfigurationofthefamily2.中分类的结构customerflow消费者流向subfamilyallocation小分类分配averagelinearmeter平均地面线,3.平面图ofsubfamily3.小分类的设计图Seasonalityofthesubfamily小分类的季节性Min.&Max.linearrequirement最小和最大地面线要求Assets(name,type,qty)资产(名字，型号，数量)平面图byelement货架平面图,4.Displayrules&Photo4。陈列原则和照片Displayrules陈列原则1stpriority2ndpriority3rdpriority.Thedescriptionoftheimplementationrulesandremarksofthephotosarecorrespondinglybycolor排面原则描述的颜色和照片注释的颜色是相对应的,HowtoreadtheBook?怎样阅读本书,4,第一优先,第二优先,第三优先,-,-,-,-,-,-,-,-,-,-,-,-,5,Index索引,FamilyCode中分类码,FamilyName中分类名称,Page页码,120-BEAUTY美容品,1200-Make-up化妆品,1201-BeautyAccessory饰品,6,1200Make-up化妆品AverageLinear:12elements平均每排：12个货架,-TheCosmeticConceptisimplementedbyBrandName.化妆品根据品牌陈列.Duetotheplaceallocatedtothecosmeticconceptthe3essentialsbrandsare:Loreal,Maybelline,Avon.其中三个重要品牌为：欧莱雅，美宝莲，雅芳.,7,8,9,10,1201BeautyAccessory饰品AverageLinear:4elements平均每排：4个货架,-TheBeautyAccessoryConceptisimplementedby4categories.饰品分四个分类陈列。DuetotheplaceallocatedtotheBeautyAccessoryconceptthecategoryareputinorderas:HairAccessory,HandToolsAccessory,Brush&Comb,ToiletTools.摆放原则为：发饰品，首饰品，梳子/刷子，浴用饰品,HairAccessory发饰品,TravelingAccessory首饰,Brush&Comb梳子/刷子,ToiletTools浴用饰品,1m,0.5m,0.4m,0.5m,11,CounterStandardDesign&平面图(1-2elements)柜台标准设计和排面陈列(1-2节货架),12,121HYGIENE卫生用品,1210-TOILETPRODUCT浴洗用品,1211-SHAMPOO&CONDITIONER洗发护发用品,1212-HAIRDRESSING整发用品,1213-ORALHYGIENE口腔清洁用品,1214SHAVING剃须用品,1215-CAREPRODUCT保养品,13,1210ToiletProduct浴洗用品AverageLinear:16elements平均每排：16个货架,-Liquidshowerisclosetothealley,becausecomparedwithsoapitcontributesmoreCMinvalue.沐浴乳可靠近客流陈列，因为同香皂相比，其毛利贡献更大.Facialsoapclosetofacecare,liquidshowerandsoapclosetooralhygiene.洁面乳靠近脸部用品，沐浴乳和香皂靠近口腔清洁用品.,Liquidshower,14,平面图(average5elements),15,手洗皂,特殊皂,促销装,填充装,单件装,Verticallybydifferentfunction:regularsoap,medical&specialsoap,handwasher.按不同功能垂直排列:香皂,药用皂,洗手液.Regularsoapverticallydisplayedbybrand(notbysupplier),thecheapbrandnearthealley.thesamebrand,bundlepackisclosetotheunitpack.香皂按品牌垂直排列(不是按供应商),低价位的产品靠近人流陈列.多块装放在单块装旁边.Handwasherfromuptodownissmallpacktofamilypack.Refillpackisbelowtheaccordingregularproductlevel.洗手液从上至下按小包装到家庭装陈列,补充装放在相应全装产品的下面.,Refillisundertheregularpack补充装放在全装下面,Bundlepackisneartheunitpack多块装放在单块装旁边,16,ImplementationRules排面陈列原则,ReferencePhotos参考图片,RegularSoap普通香皂,HandWasher洗手液,MedicalSoap药皂及功能皂,17,ThisfamilyisFacialsoap此分类为洗面奶.FacialsoapisseparatedbyRegularandMedical.Thenitsdisplayedverticallybybrand(notbysupplier).Thepremiumbrandisnearthealley.Fromuptodownissmallcapacitytobigcapacity.洗面乳先按将普通型和药性/功能性洗面乳分开,再按品牌垂直排列(不是按供应商陈列).价位低的靠近人流,小规格放上面,大规格放下面.,Anti防螨等特殊功效,18,ImplementationRules排面陈列原则,ReferencePhotos参考图片,FacialSoap洗面奶,Anti-Blemish防止青春痘,19,Separatedbyliquidshower,liquidbath,disinfectantandladyhygiene.按沐浴露,浴盐,消毒水和妇女洗液陈列.liquidshowerdisplayedverticallybybrand(notbysupplier).Cheapbrandisnearthealley.Small&middlepackisputon5layers,familypackisputon4layers.按品牌垂直陈列(不是按供应商),价位低的靠近人流,中小包装放5层,家庭装放4层.同一货架，高加位在上，低加位在下。Ladyhygieneisdisplayedbycapacity,fromuptodownissmalltobig.妇女洗液按小包装到大包装从上到下陈列.,LadyHygiene妇女洗液,LiquidBath浴盐/泡泡浴,Ladyhygiene妇女洗液,20,ImplementationRules排面陈列原则,ReferencePhotos参考图片,LiquidShower沐浴露,LiquidforShower沐浴露,1211Shampoo&Conditioner洗发护发用品AverageLinear:15elements平均每排：15节货架,-Inordertodrivetheconsumerflow,Shampooall-in-oneshouldbeimplementedinthedeeperarea.Conditionerneedstobeputtogetherwithregularshampoo.多合一洗发水可陈列在整个化妆品区域人流较少的地方以带动整体的客流.护发素必须与一般性洗发水配套陈列.,21,22,洗发水,洗发水,洗发水,洗发水,便宜,贵,便宜,贵,Shampooallin1isdisplayedverticallybybrand(notbysupplier).Thecheapbrandisclosetothetraffic.Fromuptodownischeaptoexpensive.多合一洗发水按品牌垂直排列(不是按供应商陈列)，价位低的靠近人流集中的地方.同品牌内高加位放在上面,低价位放在下面.Medicalshampooisdisplayedbyfunction:药用香波按功能排列:芝麻,去头屑.,LowestBrand,PremiumBrand,23,ImplementationRules排面陈列原则,ReferencePhotos参考图片,24,Thisfamilyisdividedbyregularshampoo&Conditioner.此分类可分为一般性香波和润发精.Regularshampooisdisplayedverticallybybrand(notbysupplier).Putthesmallcapacityonthetoplevels,andbigcapacityorgiftpackonthebottomlevels.一般性香波按品牌垂直排列(不是按厂家陈列).高价位在上，低价位在下。Conditionerisdisplayedbyfunction:washoff(nexttotheregularshampoo)&nonwash,thenbypackage:Tube,Spray&Pump.润发精按功能垂直排列：冲洗型(靠近一般性洗发水陈列)和免洗型.再按包装分软管装,喷雾和泵装.,Nexttotheregularshampoo冲洗型护发素须和一般性洗发水陈列在一起.,Conditioner-护发素,Conditioner-Nonwash护发素免洗型,25,ImplementationRules排面陈列原则,ReferencePhotos参考图片,Regularshampoo一般性洗发水,1212HairDressing整发用品AverageLinear:10elements平均每排：10节货架,-Haircolorationneedstobeimplementedwithfacerighttocustomers.染发产品须陈列在正对客流的方向.,26,27,ThisfamilyisdividedbyHairdressing&Haircoloration.此分类可分为整发用品和染发用品.Hairdressingisseparatedbydifferentfunction:mouse,gel&spay.Insidefunctionverticallydisplayedbypackage.Forexamplegelhas3differentpacks:pump,bottle,tube.整发用品按功能垂直陈列:摩丝,啫喱水和喷雾.同一功能内再按产品的包装陈列,如啫喱有三种包装:泵装,瓶装及软管.Colorationisdisplayedbybrand.TheLowestbrandisnearthealley.Insideonebranditsdisplayedhorizontallybycolor#.Fromuptodownislighttodark.染发用品按品牌陈列，价位低的靠近人流.同一品牌，按色号水平陈列,从上到下，颜色由浅至深.,Premium高价位品牌,Low低价位品牌,Lightcolor浅色,Color深色,FollowingtheNo.ofthecolorforuptodownislightcolortodeepcolor.按色好从小到大即颜色从浅到深陈列.,Hairdressing整发用品,Coloration染发用品,Mouse摩丝,Gel啫喱水,Spray喷雾,28,ImplementationRules排面陈列原则,ReferencePhotos参考图片,1213OralHygiene口腔清洁用品AverageLinear:7elements平均每排：7节货架,-Theoralcareconcpetisdisplayedbydifferentsegmentoftheproducts.DuetotheplaceallocatedtotheOralCareconceptthecategoryisputinorderas:Toothbrush,DentalAccessories&Toothpaste.Thoothbrushclosetothetraffic.口腔用品按分类陈列,排列原则如下：牙刷,附属用品,牙膏.牙刷靠近客流量较大的地方陈列.,29,StandardDesign&平面图(average7elements),30,OralHygieneisdividedbyToothpaste,Toothbrush&DentalAccessories.口腔清洁用品分为牙膏,牙刷和附属用品.Toothbrushisdisplayedby5segments:kids,electric,soft,mid-softandmiddle.KidsTP&TBaredisplayedinthesamearea.ForthenormalTBisdisplayedbypackage.Top3levelsforunitpack,bottom2levelsformulti-packorfamilypack.牙刷按5个不同的分类陈列:儿童牙刷,电动牙刷,软毛牙刷,中软毛牙刷,中毛牙刷.儿童牙膏和牙刷放在同一个区域.正常牙刷按包装陈列,上面3层放单支装,下面2层放多支装或家庭装.Toothpasteisdisplayedbydifferentfunction:total,MP2,whitening,medicalandspecial.Inthesamesegmentitsdisplayedfromuptodownissmallcapacitytobigcapacity.Thenthehighunitpriceputonthetoplevels,lowunitpriceputonthebottomlevels.牙膏按功能不同排列:全效,含MP2/防蛀,美白.药用，同一种则按包装先按规格陈列,从上到下到下为小规格到大规格.然后再按价格陈列,高单价放在上面,低单价放在下面.,Toothpaste牙膏,Middle中毛,Mid-soft中软毛,Soft软毛,Kids儿童,Medical&special药用/特殊,Whitening美白,MP2防蛀,Total全效,DentalAcc.附属品,UnitPack单支装,MultiPack多支装,Toothbrush牙刷,31,ImplementationRules排面陈列原则,ReferencePhotos参考图片,1214Shaving剃须用品AverageLinear:2elements平均每排：2节货架,-TheManGroomingconcpetisdisplayedbydifferentsegment:Razor,Blade.Foamy&Gel,ManSkinCare.ThecounterandfunitureisproducedandsetupbynationalsupplierGillette.男士护理用品按不同的品类分为:刀片,刀架,剃须泡,啫喱,.,32,Specialcounterforshaving,noneedtoordershelves剃须刀的专列柜台，无须订购货架,Type1:3meterhighgondola类型1：货架高3m,标准设计&平面图(平均2节货架),33,Shavingisdividedby4maincategories:Shavingforwoman,Shavingformen,Foamy&Gel,Mancareproduct.刮胡用品可分为女用剃须用品,男用剃须用品,刮胡泡和啫喱,.ShavingdisplayisstartfromWomanproductstomanproducts,beginningtotheendischeapitemtoexpensiveitem.Razor&Bladeisdisplaybyhooks,top4levelsareforrazor,bottom4levelsareforBlade.刮胡用品的陈列是从女用产品开始到男用产品并且从低价格开始到高价格结束,刀片和刀架都用挂钩,上面4层放刀价,下4层放刀片.Foamy&gelareputatthebottomofcounter,frombeginningtotheendischeapitemtoexpensiveitem.刮胡泡和啫喱放底层,并且从低价格开始到高价格结束.,Shavingforman男用剃须用品,Shavingforwoman女用剃须用品,34,Foamy&gel刮胡泡和啫喱,Frombeginningtotheendischeapitemtoexpensiveitem从低价格开始到高价格结束,ImplementationRules排面陈列原则,ReferencePhotos参考图片,Blade刀片,Razor刀架,1215CareProduct保养品AverageLinear:15elements平均每排：15节货架,-Facecareisclosetothecosmeticcounter.TheEyeCareisimplemententedwiththefacecareandrelatedbrand.护肤品陈列靠近彩装柜台,眼部保养品和同品牌的脸部保养品放在一起.,35,36,CareproductisdividedbyFacecare,eyecareBodycare,handcare&Lipcare.保养品可为脸部和眼部保养品,身体保养品手部保养品和润唇膏.Facecareandeyecareareputtogetheranddisplayedverticallybybrand.Frombeginningtotheendispremiumbrandtolowbrand.Insideonebrand,puteyecareonthe1stlevel,facecareisdisplayhorizontallybyfunction:whitening,moisturizing,&Anti-age,etc.脸部和眼部保养品放在一起纵向按品牌陈列,从高金额品牌开始到低金额品牌结束.同一品牌中保养品通常放在第一层,脸部保养品按不同系列和功能水平排列:如美白,保湿,抗衰老等.Bodycare&Handcareisnexttothefacecare,Bodycareisdisplayedbycareproductforbody,bodylotion,fragrant&roll,HuLuShui.身体和手部保养品放在脸部保养品后面.身体保养品分为护肤品,洗液,香体露和走珠,花露水.LipcareisputtogetherwithMake-upcottonin1element,Lipcareisdisplayedbybrand,thenbyflower,hangingby4levelshooks,Make-upcottonisputonthebottomtwoshelves.润唇膏和化妆棉陈列在同一节货架内,润唇膏先按品牌,再按香型陈列,用4层挂钩垂直陈列,化妆棉放在最下面两层.,FaceCare脸部保养品,Followingthepricerangefromexpensivetocheap遵循价格原则,从低价位到高价位.,BodyCare身体保养品,HandCare手部保养品,37,LipCare潤唇膏,ImplementationRules排面陈列原则,ReferencePhotos参考图片,122PAPER纸类,1220-TOILETPAPER卫生纸,1221-FACIALTISSUE面纸,1222DIAPER尿片,1223-FEMININEHYGIENE卫生棉,38,1220ToiletPaper卫生纸AverageLinear:10elements平均每排：10节货架,-TolietPapercouldbeincleaningarea.卫生纸可放在清洁用品区域.,39,Thegondolacouldbe3mhighor2.2meterhigh货架高度可为3m或2.2m,40,Bag(Flat/Sheet)简装纸,ToiletpaperisdividedbyRollpaper&Bag(Flat/Sheet).卫生纸可分为卷筒纸和简装纸.Rollpaperisseparatedbyrollwithpith&withoutpith.Anditsdisplayedverticallybycapacity.Fromlefttorightissmalltobig(6rollto30roll).Thesamecapacityshouldbedisplayedbypricerange.Fromuptodownisexpensivetocheap.卷纸按有芯和无芯区分开来.再按规格垂直陈列.品从左到右,规格由小到大(6卷到30卷).同一规格根据价格陈列,从上到下价格从贵到便宜.Sheetisdisplayedbyprice.Fromuptodownisexpensivetocheap.平板纸也是按价格陈列,从上到下价格从贵到便宜.,Withpith有芯,Withoutpith无芯,Sheet平板纸,Smallpackagetobigpackage(6pcsto30pcs)卷纸从小包装到大包装陈列(6卷到30卷).,Rollpaper卷筒纸,41,ImplementationRules排面陈列原则,ReferencePhotos参考图片,1221FacialTissue面纸AverageLinear:6elements平均每排：6节货架,-FacialTissueshouldbedisplayedwiththetoiletpaper,whichcanbedisplayincleaningarea.面纸应和卫生纸陈列在一起.也可放在清洁用品区域.,42,平面图(average6elements),Thegondolacouldbe3mhighor2.2meterhigh货架高度可为3m或2.2m,Assetsforwalletpockettissue钱夹式手帕纸的陈列物资,43,Facialtissueisdisplayedverticallybyfunction:Moisttissue,pocketsize&Boxes.Fromuptodownisexpensivetocheap.面巾纸纵向按功能陈列:湿巾纸,手帕纸和盒装纸,从上到下按单价从贵到便宜陈列.Forthepocketsize,somewalletpackagecanbehungbyhooks.Butthenormalpackageneedstobeseparatedbyminisizeandstandardsizebyusingtheshelves.手帕纸中钱夹式可以用挂钩陈列,普通的纸再分为迷你装和标准装用层板陈列.Fortheboxitsseparatedbysmall,bigboxandrefill.盒装纸可分为小盒和大盒和补充装陈列.,Pocket手帕纸,Wallet钱夹式,Smallbox小盒装,Bigbox大盒装,Standard标准装,Moisttissue湿巾纸,Box盒纸,44,ImplementationRules排面陈列原则,ReferencePhotos参考图片,1222Diaper尿片AverageLinear:6elements平均每排：6节货架,-DiapershouldbedisplayedwithBabycareproduct.Ifnecessary,itcanbeputinbabyareawithbabyfoodandbabytextile.尿片应和婴儿护理用品陈列在一起.如实际情况允许，还可与婴儿食品，婴儿纺织用品放在一个区域.,8elements,45,平面图(average6elements),Thegondolacouldbe3mhighor2.2meterhigh货架高度可为3m或2.2m,46,Diaperisdividedbybrand.TheCheapestisclosetothetraffic尿片按品牌，低价位靠近客流大的地方。尺寸分为小号,中号,大号,加大号.Diaperisd