1, the store is small in scale, large in quantity, scattered in outlets and open 24 hours a day, which makes it difficult to play its role. Its information processing is all completed on POS machine. Its information system consists of EOS+POS.
2. Employees are basically re-employed from the society and have poor understanding and application ability of computer technology. At the same time, because there are few people on duty in the store, one person has to play multiple roles, so the front desk (store) is required to be simple and operable.
3. Small-batch and multi-batch commodity distribution.
4. There are few varieties of goods, and they are updated quickly. Usually, there are about 3000 kinds of goods.
(2) Specification of convenience stores
1, business area: 70-200m2;
2. Commodity structure:
(1) Food must account for at least 50%, and fast food must be sold;
(2) Non-food items must be daily necessities;
(3) Providing service commodities;
3. Commodity proportion: any commodity in the store shall not exceed 50% of the turnover of the whole store;
4. Business hours: it must be long-term business or 24-hour business, open all year round;
5. Sales method: mostly for consumers to help themselves;
6. Hospitality: Have friendly and pleasant service;
And establish a warm and interactive relationship with customers.
7. Management concept: continuous pursuit of efficient management.
(1) Improve equipment performance;
(2) Investigate the turnover rate of commodities;
(3) Understand the positioning of customers;
(4) reduce theft prevention;
(5) Effective use of management reports and information;
(6) Using POS system to improve the management level and performance of convenience stores.
Second, the development trend of convenience stores
1, the development of chain convenience stores is unstoppable;
2. The operation scale of chain convenience store companies is getting bigger and bigger;
3. There are two types of chain convenience stores: direct operation and franchise. The premise of developing franchise stores is:
(1) Accumulate successful business models and find an operation model suitable for local development;
(2) Establish an efficient logistics support system;
(3) The headquarters must have a strong R&D capability.
Convenience store chain
Take the chain system as the axis
Relying on broad-spectrum store network as the market
Under the modern logistics mode
direct current
Earn material profits
Centralized procurement system
Development and sales profit
Convert market information into processing
Infiltration and development of manufacturing industry
Ordering goods, opening occurs.
Generate profits.
Highly integrate business flow, logistics and information flow.
4, convenience stores from downtown to satellite cities and cities.
Cities and towns gradually expand;
5. The business field tends to expand.
According to the research of convenience store management in Japan, the development of business area has a great relationship with the sales performance per unit area.
zone
(square meters)
Efficiency per unit area
Ratio (%)
90
150
180
240
63
90
99
100
99
Eighty-nine
80
70
The business area of general convenience stores should be controlled at 90 180 square meters.
6. The high efficiency of stores is urgent.
Using POS system will bring great benefits to convenience store management.
(1) Save the cost of price paper;
(2) Digital operation has brought a qualitative leap to the operation and management of convenience stores.
7. Strategic alliances are in the ascendant.
Cooperation with other industries is an important way to develop the operation of convenience stores, especially to provide various service products.
8. Compound stores came into being.
For example, gas stations combined with convenience stores; Convenience stores and fast food restaurants are combined.
9. High value-added convenience stores appear in the city center.
For example, convenience stores position consumers as "single aristocrats" (with good income and emphasis on quality of life) and provide handkerchiefs, earrings and lipsticks for women; Men's tie; Shoes and socks, tapes, CDs, flowers, freshly baked bread, etc.
The phenomena of 10, 3K and 3K need to be overcome.
The so-called 3K phenomenon is a Japanese word, which refers to stolen goods (KI
TANAYI), KITSIYI and danger.
(KIKEN)。 For example, cleaning the store, cleaning the shelves, doing night shift, night defense and so on.
1 1, the awareness of environmental protection needs to be strengthened, such as rucksacks and excessive packaging of food.
12, pay attention to business circle services.
What convenience stores sell should be changed from "passive sales" to "active sales" as soon as possible; That is to meet the needs of consumers as much as possible, but also have a certain orientation, such as anniversaries, holidays and so on. , how to engage in promotional activities, how to carry out sales incentives and so on.
13, cultural publications grew rapidly. Convenience stores have developed rapidly in newspapers, magazines, books, audio tapes, VCD and DVD.
14, fast food has a good prospect. At present, about 5 million people eat out every day in Taiwan Province Province, which is equivalent to a quarter of the total population. How to do this fast food business with high gross profit, fast turnover and satisfying customers' immediate needs is really promising.
15, the immediate demand increased.
Importance of convenience store developing spot goods.
Sex is self-evident For example, when there are no fuses, candles or leaky faucets. Commodities closely related to human life are worth developing with your brain. Of course, we should pay attention to seasonal changes and solve the problem of proper response and adjustment.
16, service goods are an increasing trend.
17, the transformation and development of mini-supermarkets.
At present, there are two prospects for the development of the retail industry:
Hypermarkets and convenience stores. In the expansion of convenience stores.
When operating the scale, we might as well study the operation.
Feasibility of small supermarket with 250-350 square meters.
Third, commodity management strategy.
(A) philosophy of commodity management
1, the broad concept of goods: tangible goods and intangible goods, while solving the combination of goods.
2. Technical system from "marketing concept" to "commercialization plan"
(1) The core of marketing concept:
A. Customer orientation
Without customers, shops can't survive; Why do customers come to the door? It must be that the store can fully satisfy customers every time, and customers will continue to buy.
In order to meet the needs of customers, it is necessary to investigate, analyze and predict the needs of customers in advance. We should take "let customers get the most full satisfaction" as the direction and make efforts from all aspects of the whole system of convenience companies, distribution centers and convenience stores.
B clearly define and master the main customer groups.
C. In-depth understanding and continuous research on consumer customer groups
The changing trend of S.T.O.P:
S:Style (lifestyle) lifestyle;
T: T: When does Time need this product?
O: O: What is the motivation for OCASSION to need this product?
Yao;
P: P: Where does P:P:Place consume this product?
(2) Launch "commercialization plan" and pursue "six pairs";
A. choose the right "commodity";
B. determine the correct "price";
C. Arrange the correct replenishment "time";
D. display the correct "quantity";
E. display in the correct "position";
F. Correct "performance" (including notice, atmosphere, service, etc. ).
(B) the positioning of goods and business circle characteristics
1, commodity positioning principle
(1) Instant consumption: For example, the goods that consumers want to get and consume immediately when they are hungry in the morning.
(2) High urgency: products at home are out of stock, so you must buy supplements immediately.
(3) Very warm: for example, you need to drink it in summer.
Cold drinks can quench summer heat and thirst immediately.
(4) Small capacity: one-time consumption without storage.
(5) Recreation: When I am lonely and bored, I want to eat some snacks and read mindless magazines, books and newspapers.
2. Commodity positioning is closely related to the characteristics of its business circle.
Commercial area, cultural and educational area, commercial area and residential area
Bread and pastry 10.02 5 6. 1
Beverage 38.26 25 14
Instant noodles 3.6 1.66.3
cookie 6.47 3 2. 1
Snacks 2.43 2 7.3
Family food 0.37 1 5.9
General merchandise 0.84 2 6.8
Self-help area10.91.513.5
Gift box 0.04 2 0.8
Tax exemption category 1 1.34 33 26
Milk powder 0.26 2 0.8
Ice/fresh milk 7.74 10 4.2
Stationery/toys, audio tapes 2.4 1.2 1.8
Magazines/books, newspapers 5.3 2 4.4
Total 100 100 100
(C) the principle of commodity combination
1, "convenience" and "advantage" of commodity selection
Benchmark:
(1) high consumption; (2) High purchase frequency;
(3) High brand awareness (good image);
(4) High homogeneity (quality assurance);
(5) Simple sales method (effortless);
(6) High added value (specialization and differentiation);
(7) High competitiveness; (8) High gross profit margin:
(9) Seasonal;
(10) according to the main customer groups in the business circle
"S.T.O.P", collecting goods.
2, consider the breadth and depth, to form
The "sense of richness" of commodities.
(1) The so-called "breadth" refers to the convenience of "associated purchase", which enables customers to realize their purchase motives and encourage them to buy related goods by the way.
② The so-called "depth" refers to the following two situations:
A. Some commodities (such as soft drinks) have many varieties, while others (such as soy sauce) have few varieties;
B. A certain kind of goods (such as soft drinks), such as Pepsi-Cola with 350ml aluminum cans, has a large display volume, while other similar goods have a small display volume, thus forming a sense of richness of Pepsi-Cola aluminum cans.
(d) Study the gross profit margin and determine the contribution of eliminated commodities.
Contribution of category sales composition to gross profit margin (%)
Bread 6 35 2. 1
Beverage 25 24 6
6 instant noodles of 20 1.2
Cookies 3 25 0.75
Snacks 3 30 0.9
Family food 2 25 0.5
General merchandise 2 30 0.6
Self-help area 6 45 2.7
Gift box 2 30 0.6
Duty-free commodity 24 10 2.4
Powder 2 10 0.2
Ice products/fresh milk 13 25 3.25
Stationery/toys, audio tapes 2 30 0.6
Magazines/books, newspapers 4 30 1.2
Total 100 23
(E) Development trend of convenience store product mix
1, the development trend of food commodity combination
(1) Fast food: Fast food is a powerful means for convenience stores to maintain their competitive advantage because of its high gross profit, quick turnover and convenience. When developing fast food, we should pay attention to:
A. The location of fast food-related equipment should be centralized to facilitate customers' own operation.
B. quality control should be paid attention to first in commodity development;
C. Pay attention to equipment and electrical appliances: for example, whether the power of microwave oven is above 15000W;
D carefully select honest and reliable suppliers and consider their logistics and distribution capabilities.
(2) Drinks: soft drinks, fruit juice, mineral water, tea, coffee, healthy functional drinks, etc. , is an indispensable commodity in convenience stores. Except for a few international brands that can keep selling well for a long time, other products need to be inspected regularly and replaced with new products to enhance the activity and freshness of the store.
2. Development trend of non-food commodity combination
(1) Although the sales amount of non-food commodities accounts for a small proportion of the turnover of convenience stores, there are many commodities that can form a convenient commodity structure to meet the needs of consumers.
(2) Non-food products have a long shelf life, and the possibility of scrap loss is small. Shops often neglect to control their own quantity, and important goods may be out of stock, but unsold goods are flooded on the shelves, or the number of exhibitions is limited because they care too much about the turnover rate, resulting in a sense of fragmentation and thinness, which cannot attract customers' attention and interest in buying.
(3) For the necessities in non-food commodities, we will guarantee the supply quantity, and we will never allow out-of-stock phenomenon, otherwise it will greatly affect customers' loyalty to the store.
3, the development trend of service goods
(1) The product mix of convenience stores has considerable room for development, which is not limited to the sale of tangible goods. The daily needs, inconveniences and troubles of the main customers in the business circle are opportunities for convenience stores to build their service functions.
(2) There are many service commodities worth considering.
However, market research must be conducted in advance to assess demand.
The scale, or rashly imported, may become.
For companies that are short-lived or have no performance.
(3) Suggested service products:
A. Collection and agency: advertising collection and express delivery
Letters, developing photos, collecting and washing clothes, etc.
B. Equipment services: photocopying, telephone fax,
ATM, etc. ;
C providing information and other services: life and entertainment information, post office business agency, public charges, recruitment information, etc.
(4) Convenience stores in Shanghai usually offer services such as copying, faxing, selling telephone cards on behalf of others, collecting water and electricity charges, telephone charges, mobile phone charges, film color expansion printing, and coin-operated telephones. In addition, a customer hotline has been set up to provide home delivery service for customers.
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I hope I can help you.