KA terminal operation on product management practices – the date, hypermarkets – hairdressing industry
First article to be expressed in "KA terminal" concept so defined, generally refers to international and national chain stores or supermarkets, regional chain stores or supermarkets and markets in 123 stores influential urban areas or more than medium-sized supermarkets. International and national chain stores or supermarkets is a secondary market sales of the previous day products form the main terminal, accounts for the major brand market share of 30% of sales, is effective to enhance the brand image of the display and the main place, but in recent years, admission fees, bar code fees, display fees, the result has entered a brand " ", not into the brand "discouraged"; regional chain stores or supermarkets are located in 23 markets in the region have great influence ( If Dennis Luoyang, Xuchang of fat from the east, the city of San Mao supermarkets, etc.), all brand main attack on the terminal, due to the dominance of regional advantage, slotting allowance, bar fees, display fees, the threshold of a year stationed in increase than a year.
As consumers of mass consumer products on the increasing concentration of the hypermarkets, supermarkets have become popular products sold on the main channel. However, in the face slotting allowance requested by supermarkets, bar charges, sales management, and special exhibition fee, Dianqing fees, account opening fee, DM fees, the cost of the numerous, many small and medium enterprise more and more Japanese are supermarkets operation difficult. With the rapid integration of channel resources, KA store more and more concentrated scale, more and more strong strength, the strength of its sales and marketing guide is becoming increasingly visible, the impact on vendors and products to expand the deepening, making manufacturers and distributors KA terminal operators on the types of stores is not only "hate" and "love."
Fact, do not do KA terminal, how do KA terminal, according to the specific circumstances of decision-making businesses, large enterprises in order to expand market share, to be put into operation of supermarkets, and small businesses will have the choice of supermarkets for screening operation.
KA Terminal Marketplace is to establish brand image and brand awareness platform. KA increasingly rapid pace of store expansion, the traditional channel is usually a force to suppress was not counterattack. KA good store shopping environment, product range, management is relatively good, traffic is very large, makes the product into the KA store is equivalent to the mainstream into the sales channel, into the KA store customers in order to be more understanding, but also the manufacturers will enter the KA store as the embodiment of corporate and product strengths. Another miracle KA store is to create a strong platform for sales, some of the brands in a single KA-end monthly sales will reach 10 thousands of dollars.
KA terminal summed up the operation and management of customer intelligence, display, Shopping guide, promotional four aspects.
One-off situation: Understanding of many business people, the situation with the mall's customer relationship is: eat, drink, festive red envelopes, birthday gifts, well-intentioned, does not rule out that these measures are effective in some stores, in fact there is a big Myth: "friendship," not "customer intelligence" friendship of the business have helped, but the effect is limited, and sometimes have side effects, passenger and meaningful customer intelligence is a professional situation. Professional customer intelligence is built on the basis of respect, is sold by professional knowledge and togetherness. Constant topic of customer profitability, it is necessary to make the customer feel you are doing serious, dedicated, steadfast, you have helped his business than his professional, you can teach him to do a lot of goods or store management approach , can help to create sales and profits. Only this time, customers will respect you and trust you will be with you Cooperation After all, all relationships are built based on commercial interests.
Saying: Diandaqike, off the big bullying the shop. The passenger terminal and love the relationship between KA summarized as "strong + compromise" before. "Strong" means in the negotiations on behalf of businesses and stores, or exchanges in the process to prepare a positive mentality, seen fit, get rid of operators to cooperate with, and always in a "easy to ask for things," the repressed state, to overcome cowardice, encountered fierce store operations personnel not to send fear, because you will cause stores insatiable concession to "bully" you, resulting in communication barriers so that bilateral exchanges and cooperation with abnormal jerky, resulting in each of the other side are not a good impression; "compromise" is sure to stand the other's point of view of many issues, attention to the interests of stores, such as spot treatment products, policies, cash, promotional support, problem solving customer complaints and so on, into the store, to understand the situation, identify gaps, improvement measures are proposed.
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