如何平衡生鲜价格形象和盈利损耗.ppt

1、如何平衡生鲜价格形象和盈利损耗 How to balance the price image against profits and losses of the fresh goods YW,如何平衡生鲜价格形象和盈利损耗 YW,小组成员介绍 Introduction of our group members YW,如何平衡生鲜价格形象和盈利损耗-organization of our group members YW,组长group leader：Yin Yan尹妍,组员group member：Ren Yunfei任云飞,组员Group member：Cui Hongliang崔洪亮,如何

2、平衡生鲜价格形象和盈利损耗-小组成员组成 YW,Group Leader：Yin Yan,本人介绍 Self -introduction 善良忠诚心态平和 Kindness, faithfulness and calm-mindedness. 热爱生活乐观的生活态度 Love life with an optimistic attitude 做的一手好菜 Good at cooking 爱好羽毛球、唱歌、游泳、旅 游 Like playing badminton, singing, swimming and travel 热爱帮助朋友 Enjoy helping friends 有很强的团队意

3、识 Have a strong sense of teamwork,如何平衡生鲜价格形象和盈利损耗-小组成员组成 YW,Group member：Ren Yunfei,任云飞介绍 Ren Yunfei 这个帅哥叫任云飞。 The handsome man in this picture is Ren Yunfei. 大家都叫他大飞，是我们生鲜团队的。 He is a member of our fresh group,everyone here call him Dafei. 阳光，开朗，性格偏内向。 sunny，open and frank，tend to be outging 标准宅男，做

4、的一手好菜。 a typical indoorsman，also a good cook 爱好电子竞技，旅游，养宠物。 Love e-sports, travel and raising pets 是一名义工，愿意做帮助人的事 As a volunteer，he is always willing to help others.,如何平衡生鲜价格形象和盈利损耗-小组成员组成 YW,Group member ：Cui Hongliang,崔洪亮介绍 Cui Hongliang 性格外向开朗 outgoing and cheerful 具有幽默感 have a sense of humor 纯东北

5、老爷们 a real Northeast man 善于沟通 good communication skills 未婚 single 很实在 sincere,如何平衡生鲜价格形象和盈利损耗 YW,第一部分 Part One YW 阐述生鲜价格形象 Statement on the price image of Fresh food YW,阐述生鲜价格形象 YW,超市的价格形象 the price image of supermarket 顾客心目中生鲜价格形象 the fresh food price image in the eyes of the customers 门店卖场的价格形象从何而

6、来 how to develop the price image in the supermarket of retail stores 了解核心商圈，培养忠诚顾客 Learn about the leading commercail circle,cultivate loyal customers 有效提升生鲜价格形象，同时提升客单价 从而公司获取更大盈利 as improving the fresh food price image effectively the per customer transaction will be improved,so as to gain greater

7、 payoff,如何平衡生鲜价格形象和盈利损耗-第一部分阐述生鲜价格形象 YW,一、超市的价格形象 First, the price image of the supermarket YW,一、超市的价格形象 YW,价格诚信度 price integrity,价格优势 price advantage,性能价格比 performance-cost ratio,一、超市的价格形象 YW,1. 价格优势：相同产品在不同卖场价格比较。 2. 价格诚信度：此卖场在价格方面是否诚信可信，是 否用低价把消费者吸引到门店，结果却发现特价商品早已经卖空或商品质量极差。 3. 性能价格比：买到的东西是否物有所值。

8、,价格诚信度 price integrity,价格优势,性能价格比,相同产品在不同卖场价格比较 compare the prices of the same product in different supermarket,一、超市的价格形象 YW,价格诚信度 price integrity,价格优势,性能价格比 performance-cost ratio,此卖场在价格方面是否诚信可信，是 否用低价把消费者吸引到门店，结果却发现特价商品早已经卖空或商品质量极差。 whether the price in the market is trustworthy or not, whether or

9、 not the supermarket uses low price to attract customers and when they come to the store, only to find the special offers are already sold out or the quality is extremely bad,一、超市的价格形象 YW,1. 价格优势：相同产品在不同卖场价格比较。 2. 价格诚信度：此卖场在价格方面是否诚信可信，是 否用低价把消费者吸引到门店，结果却发现特价商品早已经卖空或商品质量极差。 3. 性能价格比：买到的东西是否物有所值。,价格诚信

10、度,价格优势 price advantage,性能价格比,买到的东西是否物有所值 whether the commodities bought are good value for money,如何平衡生鲜价格形象和盈利损耗-第一部分阐述生鲜价格形象 YW,二、顾客心目中生鲜价格形象 Second, the fresh goods price image in the eyes of the customers YW,二、顾客心目中生鲜价格形象 YW,同类商品的价格差别 sensitive goods,同类商品的价格差别 price difference of goods in the sam

11、e category,不明感商品 insensitive goods,普通商品 common goods,商品为核心 goods as the core,如何平衡生鲜价格形象和盈利损耗-第一部分阐述生鲜价格形象 YW,三、门店卖场的价格形象 从何而来 Third, how to develop the price image in the supermarket of retail stores YW,三、门店卖场的价格形象从何而来 YW,市调工作 market research,生鲜商品的直采 DMleaflet goods,生鲜商品的直采 direct purchase of fresh

12、goods,现代化的物流配送 modern logistics distribution,市场调查可以提高价格形象 确保毛利 market research can improve the price image and guarantee the gross margin,门店免费班车 free shuttle buses to stores,市调竞争对手market research competitors,TESCO,三、门店卖场的价格形象从何而来 YW,市调竞争对手 market research,生鲜商品的直采 DMleaflet commodities,生鲜商品的直采 direct

13、 purchase of fresh goods,现代化的物流配送 modern logistics distribution,降低进货成本提升新鲜度及价格形象 reduce purchasing cost and improve the freshness and the price image,门店免费班车 free shuttle buses to stores,生鲜商品的直采,三、门店卖场的价格形象从何而来 YW,市调工作,DM小页商品,生鲜商品的直采,现代化的物流配送,促销商品增加现场制作品尝等多角度刺激顾客购买欲 stimulate the desire to buy throug

14、h multiple perspectives, such as promoting sales of commodities, setting up kitchen booths to cook food for customers to taste and so on,门店免费班车,三、门店卖场的价格形象从何而来 YW,市调工作,DM小页商品,生鲜商品的直采,现代化的物流配送,降低成本提升商品周转率 lowering the cost and improve commodities turnover rate,门店免费班车,三、门店卖场的价格形象从何而来 YW,市调工作,DM小页商品,生鲜

15、商品的直采,现代化的物流配送,班车发放店内海报更快捷了解促销信息 Handing out store posters on the shuttle bus enables customers to know promotion informtion rapidly and conveniently,门店免费班车,三、门店卖场的价格形象从何而来 YW,与市调部门及时沟通提升畅销品到货率及竞争对手海报情况 communicate with market research department in time to improve the average arrival rate,内部沟通 comm

16、unication within the store,与顾客沟通 communication with customers,沟通 communication,如何平衡生鲜价格形象和盈利损耗-第一部分阐述生鲜价格形象 YW,四、了解核心商圈，培养忠诚顾客 YW,四、了解核心商圈，培养忠诚顾客 YW,（一）了解核心商圈忠诚顾客由3个部分组成: （一）the way to Learn about the leading commercial circle and loyal customers consists of three parts:,1. 我们的顾客 1. our customers,3.

17、 我们的门店 3. our store,2. 我们的商品 2. our commodities,1. 顾客类型和行为表现 1. types and behaviours of the customers,2. 顾客分布 2. distribution of the customers,1. 购物流程和购物价值链 1. process and value chains of purchase,2. 竞争态势 2. competitive situation,1. 商品小分类价格形象 2. 商品整体形象 1. price image of commodities subclassification

18、 2. commoditiesoverall image,四、了解核心商圈，培养忠诚顾客 YW,（二）了解核心商圈忠诚顾客与竞争店优劣势 （二）Learn about the leading commercial circle and loyal customers and the advantages and disadvantages of our competitors,四、了解核心商圈，培养忠诚顾客 YW,1. 了解竞争对手海报情况 （周期、店庆、厂商周等） 1. learn about the other competitors posters(period, business an

19、niversaries, manufaturers weeks etc.) 2. 了解竞争对手分了商品定价策略 Learn about competitorscommodity pricing strategy 3. 学习先进的陈列技巧 3. learn advanced layout skills,knowing oneself and ones enemy ensures victoryonly full understand your enemy can you get ahead in the market!,四、了解核心商圈，培养忠诚顾客 YW,及时有效的市场调查 可以提高价格形象

20、确保毛利 timely and efective market research will improve price image and guarantee the gross margin,如何平衡生鲜价格形象和盈利损耗-第一部分阐述生鲜价格形象 YW,五、提升生鲜价格形象，同时客单价提升，获取更大盈利 Fifth, as improving the fresh food price image,the per customer transaction will be improved so as to gain greater profits YW,五、提升生鲜价格形象，同时客单价提升，

21、获取更大盈利 YW,1. 依照库存卡有效准确订货 1. according to the store card order goods effectively accurately 2. 师傅每日依据ID卡收货 2. master worker will recieve the goods according to the ID card everyday 3. 有效利用生鲜投资计划 3. effectively utilize the fresh goods investment plan,盈利,如何平衡生鲜价格形象和盈利损耗 YW,第二部分 Part Two YW 生鲜盈利损耗 profi

22、ts and losses of fresh goods YW,首先我们强调： First of all we stress：,生鲜盈利时代的到来 the profitable era of fresh goods has arrived,以前： in the past： 生鲜经营模式不清晰 the business model of fresh goods was not clear. 生鲜经营以联营为主 joint operation as a major operating procedure 配送中心建设基础到位 the basis of establishment of the di

23、stribution center was in place 生鲜经营损耗居高不下 the losses in the fresh commodities operation was high,现在： at present： 生鲜聚人气 fresh goods is popular with customers 生鲜有高毛利的属性 fresh goods has a quality of high gross margin 生鲜可以最大限度改变门店的形象 fresh commodities can furthest change the store image 生鲜可以提高人们的生活品质 fr

24、esh goods can improve peoples living quality.,生鲜经营现状the present operating state of the fresh goods,生鲜如何盈利？how to gain profits from fresh goods？,商品特色 features of goods 运作模式 operating mode 成本结构 cost structure,生鲜如何盈利？,谈谈生鲜损耗重要性About the importance of fresh goods losses,由于生鲜经营的特殊性和复杂性，损耗在经营过程中极易发生，损耗控制也

25、取决于整个生鲜系统的运作状况和经营管理水平，反过来又在很大程度上影响着生鲜区乃至整个超市的利润。 because of the special nature and complexity in the operation of the fresh section，losses often easily happen during the operation and therefore will affect the profits of the fresh section to a great extent, even affect the profits of the whole super

26、market. Loss control is determined by the operation status and managerial level of the whole fresh goods mangement system.,损耗的高低是我们经营是否获利的关键 High or low losses determine whether or not we can gain profits from our operation . 一个单品的损耗56个商品的销售 the value of the losses of a single item is equal to the v

27、alue of the sales of 5 to 6 items 要提高商品的销售绩效，就必须加强对商品损耗的管理 to improve the sales performence of the goods, it is necessisary enhance the management of commodities losses.,损耗管理的定义the definition of loss management,是指超市所经营商品的帐面金额与实际盘存金额的负差异，是因人为不当或因商品报废所产生的损失。 it refers to the negative variance between

28、the carrying amount of all the goods of the supermarket and the actual inventory amount. This is due to the inapprorpiate acts of workers or goods scrap.,classifications of losses,2、收货耗损 2、losses in receiving goods,3、储存损耗 3、losses in storage,4、加工耗损 4、losses in processing,5、搬运耗损 5、losses caused by ca

29、rrying,1、订货耗损 1、losses due to order,6、销售耗损 6、losses in selling,7、打折耗损 7、losses due to discounts,9、价格耗损 9、price losses,10、账面耗损 10、carrying amount losses,8、收银耗损 8、losses on the cash line,损耗产生原因及控制方法 the causes and control methods of losses：1、订货损耗,第41页,产生原因 causes,控制方法,订货前查看卖场及仓库的库存 check the storage o

30、f the goods on sale and in the stock 掌握送货时间，配合卖场需要 arrange the delivery date according to the need of the supermarket 配合促销档期订货 order goods according to the promotion period 使用库存卡订货，避免订货失 误导致的缺货和到货量过大。 采购批量订货/现金压货提前与门 店沟通，避免因库房问题导致损耗 order goods base on the stock card to avoid short supply or over de

31、livery due to order mistake in terms of batch-ordering procurement or /cash deposit goods, the people concerned should communicate with leaders in the store and avoid losses caused by the storage problems,厂牌错误 wrong label 品项错误 wrong catagory 规格错误 wrong article 数量错误 wrong quantity 重量错误 wrong weight 品

32、质错误 wrong quality 有效期限错误 wrong valid period,控制方法 control methods,图例a legend:,图例a legend:,损耗产生原因及控制方法：2、收货损耗,第44页,产生原因,控制方法,必须师傅以上人员参与收货，把好验收关 workers above master level must join in receiving goods,in order to well manage the checking process 滤水彻底，加抽比率，必要时做全检。 filtering water thoroughly，increasing s

33、ample rate，carrying out overall examination if necessary。 合理扣重，不同品类扣重比率不同。 deduct weight fairly, the deduction rate is different as different catagories of goods 品类（所有经销商品）都有收货标准。 there are standards for receiving goods of all catagories 不合标准商品坚决拒收。 resolutely reject substandard goods. 定期检查收货磅秤准确性。

34、regular examine the accuracy of the weighing scale used in receiving goods.,验货品质要求不严 not being strick enough when checking the goods quality 商品不良 bad goods 点数不准 mistakes in counting the number of the goods 过磅不准 errors in weighing,控制方法,损耗产生原因及控制方法：3、存储损耗,第45页,产生原因,控制方法,依销售情况适当调整排面 adjust layout accor

35、ding to the sales 加强库房管理，与防损部配合控制内盗。 enhance the stock management and cooperate with the security department to control the inside thefts 提升库房管理水平，分类存放，先进先出， 色带准确。 improve the managerail level of the stock though storing goods by catagories，first come ,first sold， paste the color bars correctly 与质量管

36、理配合，控制鼠患，虫害。 cooperate with the quality management department to control the damage cuased by rats and pests 提升冷链维护水平。 improve the maintainance ability for cold chain 常温库房控制温度，湿度。 control the temperature and humidity of the normal temperature stock,进货量过大销售不佳 exceeding wholesale volume with poor sale

37、s 陈列面积过大 too large areas for layout 陈列时间过长 overtime display 积压过高 high overstock 存储温度不当 inappropriate temperature in storage 鼠害、虫害 damage caused by rats and pests,图例a legend,图例a legend,损耗产生原因及控制方法：4、加工损耗,第48页,产生原因,控制方法,依销售情况适时、适量制做， 制定生产卡。 produce goods in time and in an approporiate amount according

38、 to the sales and make producing cards 确保良好的品质，二次加工。 make sure the goods are in fine quality when reproducing goods 必要时可在晚上六、七点钟时， 通过促销来销售品质下降但还 没达到报废之商品。 promote the sales of the goods delined in quality before they become scraps during6-7p.m.if necessary,制做过多 overproduce 销售不佳 poor sales 商品变质 deter

39、iorating items,损耗产生原因及控制方法：5、搬运损耗,第49页,产生原因,控制方法,搬运时需要放稳、牢靠、防压伤、 碰伤、划伤，轻拿轻放 carrying goods steadily and put them flatly, prevent them from extrusion, strike and scratch and handle with care 放置在仓板上的商品超过三层 必须使用缠绕膜 the goods lay the stock board exceed three layerss hight should use pallet-wrap 商品陈列稳固，易

40、破损物品应 提示顾客轻拿轻放 the layout of the goods should be stable, fragile goods should reminde the customers to handle with care,进货运送受损 damage by delivery 暂存搬运受损 damage by carrying and temporary storage 补货受损 damage in replenishment 顾客打破商品 goods broken by customers,损耗产生原因及控制方法：6、销售损耗,第50页,产生原因,控制方法,熟食类设定自制商品生

41、产计划表， 加强技工培训，推广食谱卡，改善售卖条件 set up homemade goods production plan for cooked food, reinforce training for the technicians, spread recipe card and improve both the selling and purchasing condition 蔬果类提高卖场挑拣频率，提升二次包装水平， 及时出清商品，假底陈列 increase the picking rate of fruit and vegetables, improve the quality o

42、f repacking goods put goods on sale in time, vacant bottom display 设定时段分割计划表，加强技工分割培训 make a form of time interval meat-cutting plan，strenthen the meat-cutting training for the technicians,熟食类生产量缺少控制 lack control of cooked food production 蔬菜水果类粗放式销售 extensive sales of vegetables and fruits 肉品分割无计划性

43、misplannings in meat-cuttings,损耗产生原因及控制方法：7、打折损耗,第51页,产生原因,控制方法,生鲜以质论价，由助理以上级别设定打 折商品价格，专人专管，避免出现混乱。 pricing fresh goods according to their quality，to avoid confusion, the price decision of discount goods should only be made by the person whose position is higher than the assistant 及时回捡商品，生鲜各个部门排班回捡

44、 retrieve goods in time, all the departments of the fresh division pick goods in turn 处值班落地实施。 acting devision managers should join in the implementation. 商品进行二次利用率提升 improve the secondary utilization rate of the goods,管理混乱 management confusions 回捡商品不及时 retrieve goods untimely 商品缺少 二次加工 goods lack o

45、f reprocess,损耗产生原因及控制方法：8、收银损耗,第52页,产生原因,控制方法,严格按照流程进行收银，禁止不恰当 的收银动作 strickly following the process of cashing, prohibit inappropriate acts during cashing 收银以扫描为主，若不能扫描，需将 商品代号整个登打 scanning as the main part of cashing, if the goods cant be scanned, the cashiers should input the bar code into the com

46、puter 正确粘贴价签，避免手工输入。 paste price labels correctly to avoid manual input.,收银机故障 cash register failure 收银操作不当 cashiers misoperation 内外勾结 internal and external collusion 员工工作疏忽 价签粘贴方法不当 inappropriate ways of pasting the price labels due to carelessness of the staff,图例a legend,损耗产生原因及控制方法：9、价格损耗,第54页,产生

47、原因,控制方法,注意价格检查 pay attention to checking the price 价签与POP标价应相同 the price on the labels should be the same as that on the POP DM结束后恢复原价及时， 以免无谓的毛利损失 after DM，resume to the normal price in time, in case of deadweight gross margin loss 进价及时调整售价 adjust the price timely according to the bid,标价错误 wrongly pricing 未按DM变价 fail to change the pr