《选品与采购》（双语）课件-产品生命周期与选品策略

产品生命周期与选品策略ProductLifeCycleandSelectionStrategies选品与采购选品与采购ProductSelectionandProcurementProductSelectionandProcurement课程导入CourseIntroduction产品生命周期与选品策略ProductLifeCycleandSelectionStrategies课程导入CourseIntroduction无人问津淡出市场火爆市场每个阶段特点不同，选品采购策略也得相应改变。产品生命周期与选品策略ProductLifeCycleandSelectionStrategiesEachstagehasdifferentcharacteristics,andtheselectionandpurchasingstrategiesshouldbeadjustedaccordingly.NodemandinthemarketBoomingmarketDecliningmarket课程导入CourseIntroduction产品生命周期与选品策略ProductLifeCycleandSelectionStrategies产品生命周期与选品策略ProductLifeCycleandSelectionStrategies01020304导入期成熟期成长期衰退期产品生命周期与选品策略ProductLifeCycleandSelectionStrategiesIntroductionstageGrowthstageMaturitystageDeclinestage导入期

IntroductionStage0101特点市场知名度低。销量低迷且不稳定。校园文创产品处于初创推广阶段，受众认知度较低，市场需求有限，产品销量偏弱。消费需求尚未验证。第一次见这个冰箱贴！导入期IntroductionStageCampusculturalandcreativeproductsarecurrentlyintheinitialpromotionstage.Audienceawarenessisrelativelylow,marketdemandislimited,andproductsalesremainweak.CharacteristicFirsttimeseeingthisrefrigeratormagnet!LowmarketawarenessSalesaresluggishandunstable.Consumerdemandhasnotyetbeenvalidated.采购策略：少量试销盲目大量进货，易导致产品积压、占用资金。具体做法控制采购量，避免积压资金。观察市场反应，收集师生反馈。根据反馈优化调整，为后续采购推广铺垫。导入期核心目标不是盈利，而是摸清市场需求、验证产品适配度。导入期IntroductionStagePurchasingstrategy:small-scaletrialsalesBlindlypurchasinginlargequantitiescaneasilyleadtoinventorybacklogandcapitalbeingtiedup.SpecificactionsControlpurchasingvolumetoavoidinventoryoverhangandcapitallock-up.Monitormarketresponseandcollectfeedbackfromstudentsandfaculty.Optimizeandadjustbasedonfeedbacktolaythegroundworkforsubsequentpurchasingandpromotion.Thecoregoaloftheintroductionstageisnotprofitability,buttounderstandmarketdemandandvalidateproduct-marketfit.成长期

GrowthStage0202成长期到来，意味着这款产品已经被认可。产品的知名度慢慢提高。成长期GrowthStageThegrowthstagehasarrived,meaningtheproducthasalreadygainedacceptanceProductawarenessisgraduallyincreasing.这款冰箱贴好好看！特点Characteristic市场知名度快速提升。销量持续暴涨。消费需求旺盛且明确。我也觉得，在哪里购买？就在学校文创店里。产品已经被市场验证是受欢迎的，此时是抢占市场、提升销量的黄金期。成长期GrowthStageMarketawarenessisrisingrapidlySalesaresurgingcontinuouslyConsumerdemandisstrongandclearlydefinedThisrefrigeratormagnetlooksreallynice!Ithinksotoo.WherecanIbuyit?It’savailableatthecampusculturalandcreativestore.Atthisstage,theproducthasbeenvalidatedbythemarketaspopular.Itisagoldenperiodtocapturemarketshareanddrivesalesgrowth.成长期到来，意味着这款产品已经被认可。产品的知名度慢慢提高。Thegrowthstagehasarrived,meaningtheproducthasalreadygainedacceptanceProductawarenessisgraduallyincreasing.具体做法Specificactions结合导入期销量，合理扩大采购量，保障库存充足。挖掘爆款潜力，可推出同系列产品延长热销周期。优化采购渠道，批量采购议价降本、提升利润。抓住热度，扩大销量、抢占市场。成长期GrowthStage采购策略：扩大采购Purchasingstrategy:scaleuppurchasingAdjustpurchasingvolumereasonablybasedonsalesperformanceduringtheintroductionstagetoensuresufficientinventory.Explorethepotentialofbestsellersandlaunchrelatedproductlinestoextendtheproduct’ssaleslifecycle.Optimizepurchasingchannelsbyleveragingbulkpurchasingtonegotiatelowercostsandimproveprofitability.Capitalizeonmarketmomentumtoincreasesalesandcapturemarketshare.成熟期

MaturityStage0303产品最火爆、最稳定且持续时间最长的阶段。需求和销量趋于稳定、达到顶峰但增长放缓。市场同类竞品增多、竞争加剧。核心发力点转向成本控制和竞争力提升。需求/销量时间成熟期MaturityStageThestagewheretheproductisatitspeakpopularity,withthelongestperiodofstability.Demandandsalesbecomestable,reachingtheirpeakbutwithslowinggrowth.Thenumberofcompetingproductsincreases,andmarketcompetitionintensifies.特点Characteristic知名度高、销量稳定但增长放缓。市场竞争激烈、产品同质化趋势显现。Highbrandawareness,stablesales,butslowinggrowth.Intensemarketcompetition,withincreasingproducthomogenization.Demand/SalesTimeThefocusshiftstowardcostcontrolandenhancingcompetitiveness.要维持利润，核心是降本提效。成熟期MaturityStage采购策略：优化成本Purchasingstrategy:costoptimizationTomaintainprofitability,thekeyistoreducecostsandimproveefficiency.具体做法批量采购校园文创产品，与供应商长期合作议价，降低单品成本。Adoptbulkpurchasingforcampusculturalandcreativeproductsandestablishlong-termpartnershipswithsupplierstonegotiatebetterpricingandreduceunitcosts.Specificactions成熟期MaturityStage要维持利润，核心是降本提效。采购策略：优化成本Purchasingstrategy:costoptimizationTomaintainprofitability,thekeyistoreducecostsandimproveefficiency.具体做法批量采购校园文创产品，与供应商长期合作议价，降低单品成本。精准管控库存，结合销量数据采购。Adoptbulkpurchasingforcampusculturalandcreativeproductsandestablishlong-termpartnershipswithsupplierstonegotiatebetterpricingandreduceunitcosts.Preciselycontrolinventoryandbasepurchasingdecisionsonsalesdata.Specificactions具体做法批量采购校园文创产品，与供应商长期合作议价，降低单品成本。精准管控库存，结合销量数据采购。做差异化优化，比如给校园冰箱贴增加定制服务，提升竞争力。稳定销量、控制成本、提升利润。成熟期MaturityStage要维持利润，核心是降本提效。采购策略：优化成本Purchasingstrategy:costoptimizationTomaintainprofitability,thekeyistoreducecostsandimproveefficiency.Adoptbulkpurchasingforcampusculturalandcreativeproductsandestablishlong-termpartnershipswithsupplierstonegotiatebetterpricingandreduceunitcosts.Preciselycontrolinventoryandbasepurchasingdecisionsonsalesdata.Implementdifferentiatedoptimization,suchasaddingcustomizationservicestocampusrefrigeratormagnetstoenhancecompetitiveness.SpecificactionsStabilizesales,controlcosts,andimproveprofitability.衰退期

DeclineStage0404一款校园文创产品“慢慢淡出市场”的阶段。市场需求开始下降，销量持续减少。需求/销量时间新鲜感过去，购买的人越来越少。衰退期DeclineStageAstageinwhichacampusculturalandcreativeproductis“graduallyfadingoutofthemarket”.Marketdemandbeginstodecline,andsalescontinuetodecrease.Demand/SalesTime特点需求下降销量下滑产品老化CharacteristicDecliningdemandFallingsalesProductagingThenoveltyhaswornoff,andfewerandfewerpeoplearepurchasingit.竞争力弱Weakcompetitiveness具体做法Specificactions减少采购量或停止采购清理现有库存及时淘汰产品衰退期DeclineStage采购策略：减少采购或淘汰Purchasingstrategy:reducepurchasingorphaseoutReducepurchasingvolumeorstoppurchasingClearexistinginventoryTimelyphaseouttheproduct课程小结CourseIntroduction合理把控库存、杜绝浪费勤俭节约的担当贴合需求、坚守产品品质诚信立业的初心成长为有技能、有责任、有担当的电商从业者。产品生命周期与选品策略ProductLifeCycleandSelectionStrategiesControlinventoryreasonablyandeliminatewasteUpholdtheresponsibilityofthrift