Some can also contact the department manager or supervisor of the sales of the product, so that he can promote the entry of the product.
Bring the relevant documents and the advantages of the product information, the specific method that depends on the individual. The price depends on each product with the situation of similar products in the region with the supermarket negotiation.
A little bit of online information is as follows For reference (reposted below/200505/manage_53490_3.shtml):
"Package fee system" - a new strategy to enter the supermarket marketing
This is the first time in the history of the supermarkets. p>As we all know, when cooperating with supermarkets, which is an important core force in retail terminals, we need to bear a large number of entry fees, opening sponsorships, new product on-shelf fees, promotional sponsorships, annual (quarterly) sales rebates and many other expenses, which greatly weakened the suppliers' gross margins. Quite a lot of suppliers are overwhelmed by the burden, and have to choose to withdraw. And did not quit, due to the lack of targeted marketing strategies, the results led to the cooperation with supermarkets in the bumps and bruises, contradictions, suppliers are tired to cope with, complaining of suffering! In the eyes of these suppliers, the "supermarket" has really become a "chicken ribs", tasteless, abandoned!
In fact, the phenomenon of high unreasonable costs for supermarkets amortization, whether online or offline, has become a hot topic. Everyone on the "dredging" and "blocking" of each term, the debate is heated.
From the perspective of long-term strategic development of enterprises, the supermarket business model is the mainstream of the development of the retail terminal market. From Europe and the United States in the 20's and 30's of the traditional department store business, to the 60's and 70's of the retail chain trend, and then in the mid to late 70's of the supermarket model, store mode, has been the evolution, continuation, development, maturity to the present. This is a historical trend that cannot be violated! Therefore, in order to look at the issue of cooperation, China's supermarkets, the current "cost" should be this model in the process of vigorous development of a temporary abnormal phenomenon that inevitably occurs, the enterprise can take the "sparse" approach to deal with.
While the "blocking" faction from the maintenance of market order, compliance with commercial norms and business ethics point of view, the fight against malpractice, to promote fair and just market competition atmosphere, which helps the benign development of market mechanisms! Therefore, it should be administrative means,策以规范的超市商业行为约束机制为准绳. Recently read on the Internet: Wahaha Chairman Mr. Zong Qinghou's article on the cost of supermarkets, the text refers to the supermarkets to charge the "legitimacy" of the question, and the phenomenon of non-benign development of this fee is concerned about, and called on the national business administration should be developed as soon as possible to formulate the commercial norms of the supermarket industry! This should be the representative of the "blocking" school of thought. In fact, the Shanghai Municipality as early as the second half of last year, issued a "standardize the behavior of supermarket charges management approach", which should set a precedent for the government to regulate the business behavior of supermarkets!
In the "blocking" school of thought has not yet formally achieved practical results, we should still be quiet, from the perspective of the reality of the marketer to the "sparse" school of market view to the cooperation with the supermarket. First of all, we know: marketing is a strategic market behavior! It is not simply "hard", nor is it a "soft". Rather, it is hard in the soft, soft in the hard "strategic behavior". In this case, we should be the supermarket charges to go to the characteristics of targeted strategic analysis!
To understand one thing is: the root cause of the supermarket charges is the industry for the need to obtain the maximum gross margin! By charging high fees to offset the loss of gross operating profit from low-priced sales! At the same time, supermarkets achieve rapid expansion and outperform their competitors through the mutual reinforcement of the gross profit contribution of these fees and the low price sales strategy! Scale effect and low price (flat price)
Sales is the supermarket competition to win the two magic weapons! Scale, in turn, is an important bargaining chip for supermarkets to obtain high fees!
At the same time, as the upstream commodity suppliers, enterprises should understand their own product characteristics, market positioning, scale of production, operational strength. Enterprises synthesize their own actual situation to determine their own terminal strategy!
The author in 2002 for this situation, designed the supermarket "package fee system" this marketing model, and achieved good sales results. In the process of cooperation with supermarkets (Carrefour, Goodyear, etc.), the company and the other side of the cooperative relationship has improved.
Based on the operating scale, operating characteristics and operating conditions of the major supermarkets, the "package fee system" specific program runs as follows:
I. "Package fee system" cooperation program with key retail customers:
Focus on Retail customer framing (trial run): Carrefour, good and more (South China) two; Wal-Mart, Metro due to its own costs are less, it is not proposed to use this program.
After consultation, in the supermarket store annual sales volume of 10 million yuan or more, the company must pay 1 million ----1 500,000 about the annual sales rebate;
A, the rebate fee by the company in the early stage of cooperation, cooperation in the mid-term and the later stages of payment;
B, cooperation in the early stage of the company as an investment in good faith, the company can be an agreement to sales One-third of the total amount of rebate paid to the supermarket stores; cooperation in the middle, in the supermarket stores to reach the annual agreement of 40 - 60% of total sales, the company will pay the second part of the rebate fee that is the balance of one-third; cooperation in the latter part of the supermarket stores in accordance with the plan to complete the agreement on the occasion of the annual sales, the company will be the balance of all the rebate in the settlement of the current period of the balance of the settlement of payments deducted;
C, in the whole year In the whole year of cooperation, the company will no longer pay the agreement "package fee system" outside of any costs;
D, and the company's cooperation with the supermarket stores and all its branches must unconditionally accept the company's contract annexed to the formulation of all commodities, and to make rows of shelves on the shelf to design sales programs, the launch of counter sales, at the same time, in order to cooperate with the operation of the supermarket stores, the company will be At the same time, in order to cooperate with the operation of the supermarket stores, the company will hold a variety of promotional activities regularly or irregularly in all outlets of the supermarket stores. Supermarket outlets of all outlets must unconditionally accept the company's new products on the shelves, promotional campaigns, etc.;
E. If the supermarket outlets do not reach the agreement on the sales volume, you can only enjoy and has been linked to the realized sales volume of 8% -10% of the rebate fee, and can not get the original agreement on the annual sales volume of the rebate fee;
Second, for the non-focus on the retail customer, in order to expand the "package fee system", the company will hold a variety of promotional activities in the supermarket outlets. For non-key retail customers, in order to expand the market effect of the "package fee system" program, for some of the regional supermarket outlets (such as Tianjin Jiale, etc.) by the economic measurements of the geographic area of the constraints of the indicators, can not be formulated according to the above 10 million yuan of annual sales to cooperate, therefore, the development of graded mode of operation, that is:
A, the annual sales of 2 million yuan or more, the company will pay 80,000 yuan of commission. A, annual sales volume of 2 million yuan or more, the company will pay 80,000 or 150,000 yuan commissions;
B, annual sales volume of 5 million yuan or more, the company will pay 150,000 or 400,000 yuan commissions;
C, annual sales volume of 8 million yuan or more, the company will pay 400,000 or 700,000 yuan commissions;
D, annual sales volume of 10 million yuan or more, the company will pay 700,000 yuan commissions;
D, annual sales volume of 10 million yuan D, the annual sales volume of 10 million yuan or more, the company will pay 700,000 or 1 million yuan in commission fees;
E, all supermarkets and outlets of cooperation and other operational modes, procedures must be operated in accordance with the five principles of ABCDE in the above (a) program;
Coordination of the branches of the operating program:
1, the implementation of the "fee system" after the program. After the implementation of the "package fee system" program, the local branches should serve as a bridge, the first appointed full-time supermarket salesman and the headquarters of the major supermarkets that is the head office (parent company) to get in touch with the headquarters of the head office, and then the headquarters of the head office to send staff and the other side of the headquarters to discuss cooperation and sign a contract of cooperation;
2, in the process of cooperation, the branches of the local branches are responsible for the shipment of goods and supplies and the other side of the branch for the sales reconciliation work. Sales reconciliation work, sales results are counted in the operating accounts of the branch above, and settlement and collection work by the head office of the financial office is responsible for, and by the headquarters of the supermarket store where our branch to provide collaboration, if necessary, the branch under the authorization of the headquarters can be responsible for the collection and settlement;
3, in the process of cooperation, the volume of sales and the burden of the sales of commissions in proportion to the cost. Branches can be based on their own local or regional cooperation with the other branch depending on sales in the process of sharing the corresponding sales commission costs. The larger the sales volume is required to pay more commission fees, and gross profit margins have also risen, performance has been improved; and the face of cooperation with each other sales volume is low, the regional director of the branch is not required to pay the excess commission fees, a relative reduction in operating costs, but also effectively improve the overall gross profit margins of the quality of the structure, the branch's enthusiasm will be strengthened;
4, Branches should often track the sales of individual products in the supermarket outlets as well as competitors' new products on the shelves of the sales situation, and will be a detailed summary of market survey results, reported to the head office, shall not be misrepresented or concealed;
Unified quotation model:
5, in accordance with the formal procedures for the preparation of the offer directory consistent with the operation of supermarkets outlets as an annex to the contract will be handed over to the cooperation of supermarkets outlets, for receipt of the accounts and monthly reporting. For the receipt of accounts and monthly settlement;
6, the quotation catalog details the name of the product category, items, item number, specifications, colors, packaging volume, packaging features, gross weight, volume, unit price, bar code, etc.;
7, the future development of new products are not included in the quotation catalog, but in the listing of new products must be negotiated in advance with the partners, and a good promotional plan;
8, because of the development of new products and the development of new products in the future, we will not be able to offer you the best price;
9, because of the development of new products, we will not be able to offer you the best price. p>
8, because of the natural changes in the market demand, the adjustment of commodity prices should be within the headquarters of the marketing strategy. Branches shall not be privately with the location of the supermarket stores to change the company's merchandise offer, disrupting the normal operating order, such as in the absence of authorization by the head office of the case, individual branches for their own interests and the emergence of this behavior, the head office will be severely sanctioned;
9, special packaging model should be proposed in cooperation with each other after the other party to provide the packaging styles, combined with the company's actual situation on the basis of packaging corrections;
9, special packaging model should be proposed in cooperation with each other after the packaging style, combined with the company's actual The special packaging mode should be corrected on the basis of packaging styles provided by the other party, combined with the actual situation of the company; for simple promotional packaging requirements, the branches can be flexible and maneuverable operation;
10, the local branches should be strictly in accordance with the "Supermarket Business Operations Manual" of the operating procedures for cooperation with the other party. The full-time supermarket salesman must report the progress of the supermarket business to the headquarters on a regular basis so that the company can monitor.
(Note: According to the company's financial system, the cooperation costs of supermarket stores are borne by the head office and branch **** the same, the head office bears 60% of the total costs, the branch bears 40% of the total costs)
In the operation of the above program, the "package fee system" will be the company's interests and the interests of supermarkets In the operation of the above program, the "package fee system" will be the interests of the company and the interests of the supermarket bundled, and because of the balance of sales and expenses, the branches and full-time supermarket salesman's motivation to get a certain degree of play and improve. This has effectively improved the company's overall sales performance.
In 2002, after the implementation of the new program of "package fee system", the company's sales in Carrefour increased from 5 million yuan in 2001 to 16 million yuan, and the sales in the South China region of Goodwill increased from 2 million yuan in 2001 to 3.6 million yuan! The increase is amazing!
There are a few points worth noting in the implementation program of the package fee system:
1. Dare to make the first risky investment, and flexible phased payment during the period of cooperation;
2. Effective expansion of the rate of arrangement of shelves, and excellent merchandise display;
3. Promotion of multiple varieties, and greatly strengthened product abundance;
4. Compact promotional program for the year, and flexible and efficient rolling promotional program. Compact promotional plans throughout the year, flexible and efficient rolling promotional methods;
Package fee system program caters to the operation of the supermarket industry, capturing the "supermarkets to go" this sales characteristic, and by doing so effectively enhance the company's products in the regional retail market share, so that unfavorable into favorable, and supermarkets to complete a "win-win"! "Win-win" cooperation mode with supermarkets. For the company to fully launch the retail terminal strategy to create a head start!
Author: Ying Liu