If the promotion of fresh food in the Spring Festival is to be perfectly interpreted and get more benefits, it needs not only the cooperation of all departments, but also the attention to the details in each link. The success of Spring Festival marketing depends on stocking, so this paper will analyze the details of stocking, preservation and sales of fresh new year goods in supermarkets on the basis of focusing on stocking.

1. Fruits

During the Spring Festival, people's consumption of fruits will change greatly. In addition to their own consumption, customers should also entertain guests and demand high-quality and high-grade goods. During the Spring Festival, the main promotion categories of fruits should be:

Premium Crystal Red Fuji, Crystal Red Fuji, Red Rose Apple, Qinguan Apple, Xinjiang Fragrant Pear, Yali Pear, crown pear, Shatangju, Fengjie Navel Orange, Gannan Navel Orange, Newhall, Changhong, Imperial Citrus, Imperial Banana, Boxed Strawberry, Zizyphus jujuba, Chinese Kiwi, etc.

As the demand for common fruits that are usually purchased frequently, such as rock candy oranges, navel oranges, tangerines, ponchos, blood oranges, horseshoes, sugar cane, red Fuji, domestic kiwifruit, yacon, coconuts, etc., will drop sharply during the Spring Festival, the closer the Spring Festival is, the more stores need to control the order quantity of low-end fruits and reduce the display area.

At the same time, during the Spring Festival, the original display of high-grade fruits and the display arrangement of fruit baskets and gift boxes should be done well in advance, so that customers can feel the festive atmosphere. Because customers pay attention to whether the unit price and quality of the whole gift basket are reasonable and whether the fruit is rich when buying gift boxes or gift baskets, they no longer pay attention to the price and quantity of each fruit item in the basket. Therefore, in order to obtain greater profits, they should flexibly match the types and quantities of fruits themselves, carry out combined sales, and expand the proportion of new, exotic and special fruits in the gift boxes or gift baskets.

types of gift boxes: emperor tribute orange gift box, Brazilian imperial concubine gift box, Taiwan Province flavor gift box, famous fruit gift box, Newcomb gift box, Fuji King gift box, Kiwi gift box, Apple Queen gift box, Taiwan Province green jujube gift box, American orange gift box, Fengjie navel orange gift box, Shatangju gift box, high-grade fruit gift box, Luochuan red Fuji gift box, French Paris red gift box, Japanese red Fuji gift box and Fugui red gift box.

small package of gift box: gift box of candied orange, gift box of Newcomb, gift box of Thai longan, gift box of jujube, gift box of Xinjiang fragrant pear.

flower basket types: metallic iron blue, craft flower basket and ordinary flower basket (large, medium and small).

because it is difficult to keep fruits fresh, but customers have very high requirements on the freshness of fruits, the storage period of fruits is from the 24th of the twelfth lunar month to the 5th day of the first month. Before the fruit enters the fresh-keeping warehouse, it must be unpacked to dissipate heat. Be careful not to scratch the carton with a knife when opening the package to avoid damage to the goods.

You can't hold the goods in your arms when repackaging for heat dissipation, but you should pick them up or hold them by hand; You can't fill the turnover basket, just fill it to 81%, so as not to crush the goods when stacking the turnover basket. Only when the heat dissipation of commodities is complete can the commodities be put into storage. If the heat dissipation is not complete, some tropical fruits will easily cause internal injuries to other commodities and affect the appearance of commodities. Many bananas appear green when they are sold, but they begin to rot, which is caused by incomplete heat dissipation into the cold storage.

moreover, after the fruit is put into storage, it must be separated from the ground, away from the outdoor unit of the air conditioner, and avoid direct sunlight and cold air blowing.

in the process of selling fruits, you can cool them by spraying ice water, so that the goods can absorb water, thus keeping the freshness of fruits. High-grade fruits and platters should be displayed in fresh-keeping cabinets. Judging from the sales of a supermarket store in the Spring Festival last year, black beauty is a very popular fruit during the Spring Festival.

But for the out-of-season fruits like Black Beauty, because the temperature is low during the Spring Festival, the demand for watermelons is small, so it is best to slice them and sell them in half at least.

2. Vegetables

There were big problems in vegetable sales during the Spring Festival in previous years, mainly due to unsalable sales of some popular vegetable varieties and excessive inventory, while some middle and high-grade vegetables were out of stock, which affected sales.

With the change of the table collocation structure of the people on New Year's Eve, the sales volume of vegetables will be lower than usual. During the Spring Festival, the demand for middle and high-grade vegetables will be much larger than usual, and the market supply is tight.

Therefore, mushrooms, seasonings, beans and melons, such as Flammulina velutipes, Lentinus edodes, Agaricus blazei, mushrooms, Pleurotus ostreatus, leek, leek, celery, green pepper, red pepper, morning pepper, garlic moss, coriander, scallion, garlic, garlic sprout, shallot, yellow onion and water onion, should be used in the storage of vegetables. However, for some popular vegetables that usually have a large sales volume, such as round radish, white radish, Chinese cabbage, cabbage, children's vegetables, green vegetable heads, lettuce, etc., the order quantity should be reduced or not stocked at all.

during the spring festival, the stocking cycle and peak sales time of vegetables are basically the same as those of fruits. Among them, the sales of seasoning vegetables will account for more than 26% of the total vegetable sales, especially the sales proportion of green peppers and garlic bolts is very large, but the sales peak of garlic bolts does not last long. When stocking in advance, we must make a distinction.

during the spring festival, according to the sales situation in previous years, Flammulina velutipes is the most popular single product among mushrooms. Last year, the Spring Festival was just 11 days, and the sales of this item in a supermarket was more than 911,111. Therefore, this item must be the top priority of the Spring Festival vegetable stocking.

lentils and Dutch beans are the best-selling commodities among legumes and vegetables, and their storage time is relatively long. Therefore, supermarkets can consider preparing these two commodities in advance and in large quantities to reduce costs.

after the holiday, some light vegetables such as spinach and cauliflower will be more popular. We should flexibly grasp the order quantity of each single product according to the sales trend and peak time of each vegetable category and even each single product.

The storage and preservation of vegetables are basically the same as those of fruits, but special care should be taken for leafy vegetables and mushrooms. Because once mushrooms absorb water and get wet, the lid will stick to their hands, and the moisture in the fresh-keeping warehouse is heavy, so be sure to tie the bag tightly.

in addition, the preservation of water spinach in leafy vegetables is complicated, so it can be kept fresh by ice water culture. Firstly, the water spinach is infiltrated with ice water, and then it is neatly packed in a fresh-keeping box with its head inward and leaves outward, and a layer of dry ice needs to be sprinkled on the 1-2 layer. This way, the preserved vegetables are tender, otherwise the leaves will turn yellow and the vegetables will get old.

when selling, each category of vegetables should be maintained by a special person, so as to keep showing the best side of the goods to customers and reduce the damage to the goods.

in the display, we should first pay attention to the classified display, separate seasonal, festive and popular vegetables, and focus on festive vegetables, such as garlic moss, garlic sprouts, ginger, green beans, lentils, mushrooms, Flammulina velutipes and so on.

Secondly, in order to make full use of holiday opportunities and earn more gross profit, we should display some middle and high-end goods and necessities for customers during the Spring Festival, and increase sales promotion, such as garlic moss, garlic sprouts, shallots, lentils, green beans, broccoli and mushrooms. For popular goods, the display area should be reduced and the low price strategy should be maintained.

Third, frozen products

Small accessories of chickens and ducks in frozen products are the most popular commodities. Because of frozen storage, the period of stocking is long, generally from the 15th of the twelfth lunar month to the 11th of the first lunar month.

As the consumption demand for frozen products is closer to the Spring Festival, the quantity will increase, and the supply will be less. Although the market will open around the fifth day, it is basically out of stock, so it is necessary to stock up in advance and prepare sufficient supply. However, the amount of goods should be supported by historical data, and it should not be too large.

this is because the sales volume and price of frozen products will rise sharply before the holiday, but will fall sharply after the holiday, so we must calculate the stock quantity separately according to the number of days before the holiday and the number of days after the holiday.

Fourth, pork

Whether in the south or the north, there is basically the custom of filling sausages to make bacon before the Spring Festival, and the production period is as long as 1 months, so the pork sales summit in the Spring Festival is one month ahead of schedule.

Because of the saying that the first day and the second day of junior high school don't kill animals, pork should be stored on New Year's Eve, the first day and the second day of junior high school. After delivery on New Year's Eve, we should put those sold on the first day in the fresh-keeping warehouse and those sold on the second day in the freezer. In the afternoon of the first day, the pork sold in the second day will be transferred to the fresh-keeping warehouse.

after entering the fresh-keeping warehouse, if all the white pigs that can be hung are hung, and the remaining white pigs are not hung, they must be tiled separately and cannot be stacked, otherwise water and oil will easily come out, and it will easily change color when it is sold in cold air.

During the Spring Festival, pork accessories, ribs and pork elbows are best-selling products, but the demand for pork is not very strong. Therefore, the gross profit margin of pork can be reduced to 5%-8% at this time, so as to increase the market share. Moreover, fat meat and suet will be unsalable during the Spring Festival, so we should promote the price reduction in advance to reduce the backlog. After the first day, the demand for pig liver decreased rapidly, so the price of pig liver after the holiday should also drop rapidly.

v. Aquatic products

During the Spring Festival, the sales of fresh water will account for about 75% of the whole aquatic products, and the sales of fresh sea water will account for about 13%, so the sales of aquatic products during the Spring Festival are mainly live and fresh. The stocking cycle of aquatic products is from the 24th of the twelfth lunar month to the 2nd day of the first month.

Because live fish can't be stored in the fresh-keeping warehouse, according to people's consumption focus during the Spring Festival, we should first reduce the stock of low-end fish and make more fish tanks available for high-end fish.

Secondly, because the capacity of our aquarium is limited, and the concentration, temperature and density in the aquarium will affect the survival rate of fish, so there should not be too many fish in the aquarium. At this time, we need to accurately grasp the supplier's delivery time, prepare the goods in stages, and sell them while preparing, so as to ensure the reasonable density of fish in the fish tank and ensure the continuous delivery. We must make sure that the supplier can delay delivery for a few days from the 24th of the twelfth lunar month, and then set our order cycle to half of the delayed days.

for example, a supplier can delay delivery by 5 days, so it is necessary to set the order cycle to 2.5 days. The order quantity should be at least 3.2 times of the usual daily sales volume and then multiplied by the order cycle. For example, if the average daily sales of a certain fish is 111 kg, the minimum order quantity should be 111×3.2×2.5=811 kg.

VI. Dry goods

The storage of dry goods should start from the fifth day of the twelfth lunar month, among which the storage of salted products and commodities suitable for the local Spring Festival diet customs should be advanced to the twelfth lunar month. Before the 25th day of the twelfth lunar month, we should give good display positions, that is, heaps, to dry goods such as auricularia auricula, mushrooms and cuttlefish in the north and south, and on the 25th day of the twelfth lunar month, we should give way to leisure nuts.

Leisure dried fruit is a necessary commodity for every family during the Spring Festival, accounting for 48% of the total dry goods sales, and this category will reach the sales peak two days before New Year's Eve. In particular, the pistachio club is the single product with the largest sales volume. During the Spring Festival in a supermarket, the sales of pistachios reached more than 4 million in one week, so we must focus on marketing this single product and increase the stocking. Because dry goods will have a long shelf life if they are properly stored, in order to minimize the cost, supermarkets can start stocking dry goods from October.

Because dry goods are formed by the volatilization of moisture from fresh raw materials, moisture absorption is the first reason for the deterioration of dry goods, so the storage point of dry goods is moisture-proof. We usually store dry goods in the fresh-keeping warehouse, and the moisture in the fresh-keeping warehouse is relatively heavy, so the storage of dry goods must prevent contact with the air and ensure the tightness of the goods.