Supermarket fresh area in the establishment of fresh commodities business structure, in addition to a large number of external market and business environment based on the investigation, but also must be combined with the supermarket's own situation to consider the issue.
First of all, according to the supermarket belongs to the industry to design fresh commodities structure, if it is a large-scale integrated supermarkets or warehouses (volume retailers) type of business form, due to the large radius of radiation, so the large area of the outlet fresh business is a must have, with the matching fresh commodities organizational structure, whether it is the width or depth of commodity organization, are required to seriously consider, and the fresh operation of the overall Gross margin plan to be appropriately lowered in order to expand the influence of the supermarket's radiant surface. If 2000-3000 square meters of community supermarkets, fresh commodity structure to consider the width, limit the depth, the overall gross profit level of fresh food business can be relatively slightly higher.
Secondly, according to regional changes in consumption habits and patterns, combined with the existing fresh food business in the region, and accordingly take for different levels of commodity organization, as well as sales price strategy. Consumption levels in different regions and cities will have a considerable impact on the pricing of fresh commodities and gross profit space, while the size of the market space, the maturity of the market, the advantages and disadvantages of the competitive environment and the degree of market openness or closure, all affecting the determination of prices and gross profit structure, for example, small and medium-sized cities due to the state of their economic development, the state of transportation and the openness of the degree of commercial circulation, the majority of the local market there is a Larger closed, price fluctuations by the outside world to intervene in the ups and downs of the fluctuations are not large, so in the design of the organizational structure, should not be copied, but should be flexible to deal with.
Thirdly, the commodity structure should be reviewed and adjusted according to the existing procurement channels for fresh commodities, which includes the degree of support from the procurement channels, the smoothness of the entire supply chain, and the estimation of the spread space.
2, the classification of common fresh commodities organizational structure
In the supermarket commodity structure, often classified as food, non-food and fresh commodities three commodities major classifications, in the fresh commodities major classifications and in accordance with the understanding of the five fresh products are divided into vegetables and fruits, meats, aquatic products, pasta dishes, and cooked food and other five basic classification; and the sub-classification of the commodities in accordance with the specific classification of each group of commodities in the middle class Business items from the preservation methods, commodity properties and production methods and methods to distinguish between the sub-categories, for example: aquatic products can be preserved in different ways into live class, chilled class, frozen class and dry class several sub-categories; under the sub-categories is a single product.
In addition, there are two groups of commodities - daily commodities and bulk food category classification, different supermarkets will have a different understanding of the enterprise and the division of categorization. Some supermarkets take bulk food as an independent classification of fresh commodities to the Department of Fruit and Vegetables or the Department of pasta and class management; daily dispensing of commodities can be used as a fresh area of the classification of a separate department and group management. But there are some supermarkets are the day with the goods and bulk groceries together as grocery commodities, under the management of the standard food category.
3, fresh commodity structure of the strategic adjustment
In the fresh business, fresh area of the sales flow is very important to achieve the purpose of fresh business, and just opened the supermarket is even more important to maintain a certain level of fresh area of the sales flow, do not make the fresh business is reduced to supermarkets, "chicken ribs", need to be coordinated from all aspects. Need to be coordinated from all aspects, fresh commodities organizational structure design strategy is an important aspect.
After the opening design and basic adjustment of fresh commodities structure, large, medium and small classifications should remain relatively stable, should not be changed arbitrarily, but the combination of commodities can be based on the average daily sales quarterly maneuverability adjustment. As fresh commodities highlight the distinctive seasonal characteristics, fresh commodity structure should be based on seasonal and regional changes in commodities to make seasonal commodity mix.
In the fresh area of the commodities, according to the demand survey of consumer sensitivity to fresh commodities analysis results, consider the price of various types of fresh commodities and gross margin policy, for example, the top of the sales list of items, as well as higher sensitivity categories (fresh meat, eggs, vegetables, etc.) prices and gross margins should be adjusted appropriately low; less sensitive categories (frozen aquatic and bulk groceries, etc.) price and gross profit can be appropriately adjusted upward.
Organizational restructuring of fresh commodities should be echoed with the supermarket's overall commodity marketing and competitive commodity mix strategy, make full use of food and non-food and fresh commodities correlation, appropriately lower the price level of sensitive and competitive commodities, through the regular combination of promotions, to establish an overall low-priced market impression in the consumer. And periodic continuous strengthening, stimulate the desire to buy, improve the sales flow of fresh area, thus driving the sales of high gross profit categories, focusing on earning a good article on the supermarket's comprehensive profits.
Fresh commodities are mostly non-standardized seasonal commodities, fresh and live fresh products are prone to rot and deterioration, so in the existing fresh supply chain and under the procurement environment, really play a role in the role of fresh business in the supermarket, for fresh procurement work is a great challenge. As a fresh procurement work to maintain a high degree of sensitivity to the fresh food consumer market, keep abreast of the popularity of commodities and the impact of sudden social events, to avoid harm. In the ever-changing business environment, flexible and skillful combination of fresh commodities, but also need to be quite a business skills and business art, the ultimate test is the fresh business performance.
Four, the effective establishment of fresh commodities procurement channels
General supermarket fresh commodities procurement channels are mainly two: local procurement and cross-regional origin procurement.
Local procurement of fresh commodities is mainly due to freshness reasons are not suitable for long-distance transportation of fresh commodities, procurement channels can be divided into wholesale markets of agricultural products and agricultural production bases around the city. The categories of fresh commodities include leafy vegetables; fresh meat products that must be purchased from local meat factories in accordance with government regulations; freshwater aquatic products from freshwater aquaculture, some by-products (tofu and soybean products, as well as locally made fresh pastries and deli products, etc.); and a variety of semi-finished gazpacho and cut vegetables.
The fresh commodities procured from inter-regional sources are mainly those that can be transported over long distances within a certain time and distance, or those that have gone through preservation and processing, which include bulk dried vegetables (Chinese cabbage, onions, potatoes, and winter squash, etc.) in transportable batches; some fruit fruits (oranges, apples, bananas, and boxed fruits, etc.); frozen aquatic products; and dried and fresh products and freshly encapsulated processed manufactured products.
At present, the supermarket fresh food area of the business varieties are largely dependent on the local procurement source channels, on the one hand, due to a large number of non-standardized fresh commodities due to freshness problems, not suitable for long-distance trafficking; on the other hand, the supermarket fresh food area of the sales flow can not support the bulk purchases, so now the same area of the supermarket fresh food business often appear the tendency to homogenization and no difference in the organization of the commodity structure The characteristics of the supermarket fresh food business have not been brought into play.