There is no information about whether the fresh area is large, whether it is in a residential area or a business district, or a highly mobile station.
In any case, to be a good supermarket, we should consider the following aspects:
1. Formulation of commodity purchase price
2. Check the receipt of the goods
3. Loss control
4. Commodity promotion
5. The display of goods is very important, which directly gives consumers visual impact and shopping guidance.
............, wait.
The basic characteristics of the operation and management of large supermarkets are: low cost, low interest rate and large flow. It does not deal in branded goods and precious goods, but generally deals in daily consumer goods. The interest rate is determined by the market, so it will not be high. In this case, if a large supermarket wants to make a profit, it can only operate at a low cost, such as employing fewer people and providing less services than a department store; If there is no shopping guide, no home delivery and so on. In short, we should try our best to save manpower and financial resources and reduce operating costs. The other is to increase the commodity flow of supermarkets and improve the capital turnover rate.
When the money in the supermarket is hard to earn, you should be more careful. In other words, more digital operation is needed. Every decision, every process, every business process and its results in supermarkets should be controlled by numbers. Operators of large supermarkets must have the concept of digital management, and to support the concept of digital management, the application of digital technology, that is, modern information technology, has become an indispensable prerequisite. According to our statistics, a large supermarket with 1 10,000 meters generates about 30,000 data records every day. It is absolutely impossible for such records to be collected, counted, processed and analyzed by the human brain. We must use digital equipment including software and hardware to help us with digital management.
If you want to run a large supermarket with information technology, an important guarantee is that you can't apply this technology to that technology and this system to that system. Because large supermarkets are different from department stores, we must grasp and adapt to their distinctive characteristics and prescribe corresponding prescriptions, so as to make the application of information technology just right, run smoothly and achieve better results.
The concept of digital management
The concept of digital management of large supermarkets is put forward.
Looking back at the business situation we hear and see every day, it is not difficult to find that the success or failure of business operation is related to the importance attached by enterprise managers to numbers and the level of digital application. We often hear that an enterprise is engaged in "scale operation" and "diversified operation", and an enterprise is engaged in "dislocation operation" and "low-cost expansion". Diversification has both successes and failures. Why? It is not safe to put eggs in one basket. Is it safe to put more than one basket? Don't! Digital analysis is not good, use is not good, management can not be improved, eggs are broken in one basket, and there are also many baskets broken! Some people say that I don't make money by opening 10 stores, but I make money by opening 50 stores! This usage of numbers is wrong. If a store is losing money, if you use the same management method to open dozens of stores, every store is losing money, and it is never right to add negative to negative! Therefore, it is a very confusing concept that management is divorced from numbers.
Literal meaning of digitalization
"Digitalization" here has three basic meanings. One is the accuracy of digital display, and ambiguity, ambiguity and "probable" or "possible" are not allowed; Second, numbers make it clear, and what numbers express can be seen clearly and clearly; Third, numbers show controllability, such as digital cameras, which can fix any image and take photos. Can be stored, can output any needed pictures through the computer, and can also be edited. It is very controllable and can truncate numbers at will. Therefore, the digital concept in the operation of large supermarkets will also make the operation process and results controllable, accurate and clear.
Essential characteristics of digital management
For commercial enterprises, digital management is to use numbers to guide business decisions, control business processes and evaluate business results with the support of the most advanced digital technology. The essential characteristics of digital management based on science and technology: first, anti-subjectivity. You can't do whatever you want, it depends on the numbers. If you subjectively think it is "2" and the actual number is "1", it should be "1"; Second, it is anti-empirical. Although you have a lot of experience in the past, you think it is good to pat your head with experience, but the digital display is not good. You think you can earn 1 10,000 by doing this, but the figures show a loss of 200,000, so you should obey the figures, and your experience should be verified by figures; Third, it is anti-emotional. You said that the employees in the supermarket are better than the employees, which is not good. We should look at his performance through numbers. This person says he is "smart", but the proportion of things he buys that cannot be sold is very high, so this person will not do business. Fourth, anti-ambiguity. There are two concepts of fuzziness. You said that the sales volume increased by 3-5% this month, which is unacceptable. "3" means "3" and "5" means "5" Numbers can't be blurred. Similarly, the language used in rules and regulations and management should not be vague. Make a list of what you can't say and do. One, two, three, four, five. What should I do if I do? How about once, how about twice, how about three times, until you are fired. How to reward for good work, how to give different rewards for different degrees of contribution, and even promotion. These must have measurable figures to support various laws and regulations. I have read many management manuals of shopping malls, most of which are very thick, but there are almost no figures, only words, which are vague and uncontrollable. What is the basis for a person to be active and effective when a department is well managed? I don't know. This is not digital management.
Connotation of digital management
Digital supported business decision
Supermarket managers should find the support of numbers when deciding a thing, and see whether the decision indicated by numbers is right or wrong. First of all, there must be an object of decision. For example, this object is to open a store and a warehouse supermarket. Next, decision-making needs to answer many questions and choose solutions. If you open a shop, you will encounter the following series of basic problems: first, where to open it, that is, choose the place that can create the greatest benefit; Second, how big, 1 1,000 square meters, or 1 1,000 square meters; Third, what to do, whether to sell clothes, department stores, food, wine and jewelry; Fourth, what format to choose, single-store supermarket, single-store department store or chain supermarket; Fifth, it is price positioning. It is opened in the embassy district of Beijing, and the price is high. If it is opened in a factory where a large number of workers are laid off, the price will not be high; Sixth, when will it open? How to answer these questions? The following parameters must be set: first, the coverage area of your store (not your own area), 3 square kilometers or 5 square kilometers? Give a number; Second, the number of residents in the coverage area and their occupational composition (for example, are there more university professors or laid-off workers? ), income composition (such as how many people earn money, how many people rely on the elderly and children to spend money), consumption structure (how much can they earn? How much money is used for daily consumption, education and tourism); Third, the situation of the same industry around, including the business scope, business projects and business conditions of shops of various sizes and formats. Set all these parameters, fill in the numbers, and then answer these six questions that must be faced when opening a shop. In this process, computers are naturally indispensable. Through the collection, classification, statistics, analysis and comparison of information, after such a digital process, decision-making is more scientific. If you make decisions based on experience and feelings, then success and failure account for 50% respectively; On the basis of your experience, inspiration and wisdom, plus the accuracy, clarity and controllability of digitalization, the probability of success may rise to 90%. Looking at another example of purchasing, we need to answer questions such as what to buy, from whom, how much to buy, when to buy, and what price. The listed parameters are: sales rate, contribution, inventory, reorder quantity, market entry/price, price comparison of multiple suppliers, etc. With these parameters, you can decide what to buy, so that you can answer a series of questions later. For example, some supermarkets look at the price of this commodity in the same industry before purchasing, and then set a guaranteed purchase price of 15% gross profit, which is to determine the purchase price at the market price. If there is data support, the purchase decision will be more accurate and scientific.
1, the steps to draw up the supermarket planning scheme
Steps to draw up a supermarket planning scheme (1) Determine the target theme. Establish the target theme of the plan within a certain time and space, and strive to make the theme clear and focused.
Steps to draw up a supermarket planning scheme (2) Collect information. Collect information in various ways around the target theme.
Steps to draw up a supermarket planning scheme (3) Investigate the market situation. Conduct a comprehensive market survey around the target theme and master first-hand information.
Steps to draw up a supermarket planning scheme (4) Organize information. Integrate the first-hand information of market research and ready-made second-hand information into useful information for the target theme.
Steps to draw up a supermarket planning scheme (5) Put forward specific ideas. According to the actual needs, put forward new ideas of marketing planning.
Steps to draw up a supermarket planning scheme (6) Choose a feasible scheme. Turn ideas that meet the target theme into specific implementation plans.
Steps to draw up a supermarket planning scheme (7) Formulate detailed implementation rules. According to the selected scheme, assign functional departments and tasks in detail, implement them separately, and monitor them according to the progress and budget table.
Steps to draw up a supermarket planning plan (8) Draw up an inspection method.
2. Put forward detailed and feasible inspection methods and evaluation criteria for supermarket planning scheme.
(1) marketing opportunities analysis. Including: the quantity and amount analysis of the whole commodity or consumer goods market; Sales volume and sales volume analysis of each competitive brand or brand; Sales volume and sales volume analysis of each competitive brand or brand commodity structure; Comparative analysis of market share of competitive brands or brands; Analysis of age, gender and family income of customers and consumers; Analysis of the advantages and disadvantages of each competitive brand or brand; Comparative analysis of market segmentation and commodity positioning of competitive brands or brands; Comparative analysis of advertising expenses and advertising performance of competitive stores or brands; Comparative analysis of promotional activities of competitive brands or brands; Comparative analysis of public relations activities of competitive stores or brands; Comparative analysis of pricing strategies of competitive stores or brands; Comparative analysis of competitive brands or brand distribution strategies; Comparative analysis of the layout of competitive stores or brand stores; Analysis of enterprise's profit structure and expenses.
(2) Target market positioning. Including determining the target market and commodity positioning; Business objectives; Price strategy; Distribution strategy; Advertising form and investment budget; The focus and principles of promotional activities; The emphases and principles of public relations activities.
(3) Promotion planning. Including: defining the goal of promotion; Choose the form and content of promotion.
(4) Distribution activity plan. Include: price strategy; Distribution channels; Shop display; Quality of service.
(5) Sales management plan. Including: the duties and authority of supervisors; Sales target plan; Selection and training of personnel; Salary standard of sales staff; Incentive measures for sales staff.
(6) Market feedback and adjustment. Including: the feedback mode of marketing information; 3. Feedback arrangement of marketing information; Business objective accounting; Adjustment of business behavior.
Compared with the purchase and sale of goods in supermarkets, the management of supermarkets is also an important task. The author believes that supermarkets should pay attention to strengthening the management of supermarkets from the aspects of personnel, goods, inventory and safety.
Supermarket management stresses personnel management.
For supermarkets, it is not an easy task to do a good job in personnel management. On the one hand, there are a large number of employees, which will inevitably lead to some management loopholes and problems; On the other hand, most employees in supermarkets are not fixed, and they are easy to "jump ship", which also brings certain difficulties to management. "Man is the most decisive force in productive forces". Strengthening the management of supermarket personnel also plays a decisive role in the management and development of supermarkets.
The supermarket chain where the author works is quite large, with more than 100 employees, but there are only three personnel in charge of personnel management, and each person is responsible for managing more than 30 employees on average. Once, a supermarket employee had an argument with a drunk customer, and the employee was beaten by a drunk. However, the personnel department insisted on the supermarket management concept of "the customer is always right" when dealing with this matter. It didn't report to the police, but fined 200 yuan for the employee who was beaten. This decision immediately aroused the dissatisfaction of all employees in the supermarket, which led to a collective strike of employees, which not only affected the normal operation, but also affected the image of the supermarket. Later, under the coordination of the supermarket manager, the matter was solved.
There is also a supermarket, because the staff management is not in place at ordinary times, as a result, employees collude with customers inside and outside to steal goods, which brings a lot of economic losses to the supermarket. When investigating the incident, the supermarket owner found that the employees who colluded with customers to steal goods were thieves themselves. The reason why he can work in the supermarket is that the personnel management department is not strict enough in recruiting personnel, and the phenomenon of employing people at will is more serious. On the other hand, supermarket staff lack rigid constraints, and employees can come and go whenever they want. The employee who colluded with customers to steal goods quietly left after the case happened.
In fact, the personnel management in the supermarket is the same as the staff management in the unit, and there must be a scientific and perfect management mechanism. The author believes that the personnel management of supermarkets should do well in three aspects: First, strengthen the management of personnel departments. It is necessary to transfer people with real management ability and experience to the personnel management department and strengthen training and education. Through training and education, the ability of personnel coordination, management, problem solving and problem handling of personnel management department staff will be continuously enhanced, and then the supermarket staff management will be guided to be scientific and on the right track. The second is to strengthen employee management. It is necessary to establish and improve the employee use management system in combination with the actual situation of supermarkets, and establish rules and regulations from the aspects of employee recruitment, training, use, assessment, rewards and punishments. , so as to continuously realize the standardization and institutionalization of employee management. The third is to establish and improve a long-term mechanism for employing people. We should focus on solving the problem of random output and input of employees. Supermarkets can fully mobilize employees' work enthusiasm, enhance their sense of belonging and make employees willing to stay in supermarkets for a long time by establishing scientific reward and punishment mechanisms and employee income growth mechanisms.
Supermarket management pays attention to commodity management.
Commodity management in supermarkets is also a complicated job. On the one hand, there are many kinds of supermarket goods, and if the staff is not responsible, it will inevitably lead to management confusion; On the other hand, due to the different characteristics of commodities, classified management cannot be neglected, otherwise it will affect commodity management. The author only talks about the commodity management of OTC sales here.
A few days ago, the author went shopping in a supermarket. In front of a group of daily necessities shelves, the author saw that the goods here were not only scattered, but also not priced. When asking the salesman to take samples, the salesman couldn't find a place to display the goods himself. In another supermarket, the author saw that cooked meat food and raw meat food were displayed on the same set of shelves, and many customers were quite dissatisfied with this. What is even more ridiculous is that a plastic washbasin with a few dollars is priced at several hundred dollars. If the salesman hadn't admitted his mistakes, he would have scared off a large number of consumers. In addition, there is another problem. Some supermarkets can't display the newly purchased goods on the shelves in time, and the goods on the shelves can't be changed frequently, which not only affects the beauty of the supermarket, but also reduces the customers' desire to buy. These are common problems in supermarket commodity management.
In the final analysis, the commodity management of supermarkets is still a matter of human responsibility. The author thinks that in the commodity management of supermarkets, supermarkets should combine the category combination and implement the post responsibility system for employees with the commodity department as the unit. The staff of the Commodity Department will be based in two combination, and a special person responsibility system will be implemented, so that each employee has a clear area of responsibility, which is responsible for the basic management of commodity display, fullness, commodity replenishment, hygiene and commodity maintenance in the area of responsibility. Through the implementation of post responsibility system, a good atmosphere is formed in which everyone cares about commodities and everyone cares about sales.
Commodity display is an art of supermarket management. Proper commodity display can not only promote sales, but also bring people an artistic enjoyment. The author thinks that although the goods in the supermarket are miscellaneous, chaotic and numerous, there are only two standards to be grasped when the goods are displayed on the shelves: one is the dynamic display standard, that is, the goods are displayed on the shelves artistically. This can give consumers a feeling of being ready to go, and can greatly mobilize consumers' desire to buy. Second, the standard of quantity display is to grasp the quantity of goods on the counter. In the sense of quantity display, we should not only stick to the quantity of goods, but also pay attention to let customers feel the fullness of goods visually, and combine them from different angles and sides to increase the aesthetic effect, thus stimulating consumption.
Supermarket management pays attention to inventory management
Strengthening inventory management is a very important content of supermarkets. There should be neither too much nor too little inventory. Too much inventory will occupy too many resources, and there is a risk of backlog, which will affect the liquidity of assets. Too little inventory will cause the supply to be broken or untimely, which will affect the market sales. They need a balance point. Inventory management is actually the management of inventory, and its basic goal is to meet the needs of supermarket sales and reduce operating costs. According to the author's observation, at present, many supermarkets pay insufficient attention to inventory management. The most prominent thing is that the information feedback of commodity sales is not timely enough and the forecast is not accurate enough, which leads to the unreasonable inventory structure and cycle, which seriously affects the normal operation and profit level of supermarkets.
Doing a good job in inventory management is not only conducive to the normal turnover of goods and funds, but also can reduce certain operating costs and losses for supermarkets. The author believes that the inventory management of supermarkets should do well in three aspects: First, accurately grasp the commodity information. As an inventory manager, before doing a good job in inventory management, we must first understand the inventory status of the whole goods in the supermarket and make a reasonable prediction and control of the inventory through sales volume. If the forecast is not accurate and the inventory is not suitable, it will inevitably lead to shortage and affect the normal business sales. The second is to do a good job in classified management of inventory goods. Any supermarket has best-selling goods and unsalable goods. Inventory management personnel should focus on the key points, give consideration to the general situation, and minimize management costs and inventory according to the principle of decentralized custody of best-selling goods and centralized custody of unsalable goods, so as to eliminate inventory backlog and shortage. The third is to conduct inventory frequently. Through inventory, on the one hand, we can grasp the real inventory information in time and calculate the various operating indicators of the supermarket, which is convenient for leading business decisions and sales performance assessment; On the other hand, it can prevent the goods from being damaged and reduce unnecessary economic losses.
Supermarket management pays attention to safety management.
Because supermarkets need long-term business and cash transactions and adopt open-shelf display, safety management must not be relaxed. The purpose of strengthening supermarket safety management is to ensure consumers' shopping safety, provide consumers with safe goods, provide employees with a safe working environment and reduce property losses in supermarkets. The focus of supermarket safety management can be divided into three aspects: first, commodity safety; Second, personnel safety; The third is property safety.
First of all, from the perspective of commodity safety, supermarkets have concentrated commodities and large inventories. If the management is not in place, it is likely to lead to expired and moldy goods, which will not only affect sales, but also cause losses. If the supermarket sells unqualified goods to customers, it may bring harm to the personal safety of consumers, such as the recent "milk powder door" incident. Therefore, supermarkets should control the purchase of goods and never sell counterfeit and expired goods. Secondly, from the perspective of personnel safety, supermarket fires have occurred frequently in recent years, which has brought great losses to the country. As we all know, the bigger the supermarket, the greater the power load. If the wires are aged, short-circuited and overloaded, it will cause fire accidents. Therefore, supermarkets should regularly check all safety facilities and equipment used in their operations, and immediately repair or replace aging, outdated, damaged and expired wires. At the same time, organize employees to learn safety management knowledge regularly, constantly improve employees' safety management ability and improvisation ability, and minimize losses in case of accidents. Third, from the perspective of property safety, it is mainly to prevent theft, robbery, fraud and other cases. I don't want to elaborate on this question.
Security is greater than the sky. In terms of safety management, supermarkets should take precautions in advance. In addition to improving the necessary safety facilities and preventive measures, the most important thing is to have the guarantee of the safety organization. Each supermarket should set up a special safety management team, define the division of labor, implement responsibilities, improve the system, increase rewards and punishments, and urge employees to operate according to the rules, laws and regulations. Those who violate the safety management regulations must be dealt with early and severely, and must not be tolerated. "Careless Jingzhou", safety management must not be sloppy.