We can't deny that well-known products, popular products and mature products are oversold, but in general, most of them are unknown, non-popular and immature products. In this case, it is not a question of which side. The three parties of production, supply and marketing need to really stand on the same line and solve the problem together.
First, let's talk about the factory:
■ Focus on brand promotion. When we choose brand channels (referring to influential distributors and supermarkets), supermarkets also attach great importance to channel brands (referring to products with strong brands), because consumers' brand awareness has been continuously enhanced, and products with good brand effect are naturally beneficial to supermarket sales. This requires manufacturers not only to pay attention to immediate interests, but also to make products and brands. Only with the brand effect can the added value of products be highlighted and the profit space be greater.
■ Packaging design should consider the terminal environment. Many of our manufacturers think that the product packaging is very good. Why are there no visual impacts at these terminals? Because the product packaging design does not fully consider the differentiated characteristics of product packaging and how to integrate into the terminal competitive environment. It's like an actress who is going to dance. A certain color is dazzling at home, but standing on the stage can't attract the audience, because the background color of the stage may be similar to her. Therefore, if our products want to attract consumers in stores, we must consider how to attract attention in various similar products.
■ Implement support for dealers. The slogan that our manufacturers play when inviting investment is very attractive, but when they really face the support of the market for dealers, most of them are difficult to really implement the policy. This makes dealers lose confidence because they are weak. Here, the support of manufacturers does not need to blossom everywhere, but even if you are a shop, you should do it thoroughly. When it's done, it can still drive a certain surface.
There are dealers (suppliers)! In order to make the agent's products sell fast, there are several points worth noting:
■ Shang Chao management needs implementation details. Generally speaking, suppliers do not have complete promoters, tally clerks and salesmen. However, we must implement the details in the arrangement and supervision of tasks. This is not a simple account exchange, but a good job of market feedback such as competitive product dynamics and product response. In the management of supermarkets, we must insist on personnel, stores, quantity and timing, and refine the effective target supermarket work through quantitative standards.
■ Reducing the price is not an effective way. In order to speed up the marketing of products, especially for suppliers who buy goods at bare prices, when it is almost impossible to persist, they usually take the behavior of reducing prices and competing for prices, and some simply buy one and get one free. As a result, the product grade and brand image are reduced, and not many customers pay the bill. According to the author's experience, the most effective way is to strengthen product awareness and carry out interactive experience marketing, which may have a better effect and enhance the size of the store through external release. In 2005, a liquor distributor simply gave the products that were originally given away for free to customers for free tasting. As a result, customers came to buy them on their own initiative, which is the reason.
For Shang Chao itself, the competition among stores is becoming more and more fierce. It is also beneficial for itself to participate in the competition by cooperating with manufacturers to sell products well. There are also some reminders that cannot be ignored:
■ Build brand and strengthen quality. Only when Shang Chao's brand awareness is high and the service quality is good in the eyes of ordinary people, can it undoubtedly form a good word-of-mouth effect to influence customers' purchase, and it is also conducive to promoting the marketing speed of products operated by Shangchao.
■ Provide more support for potential products. Potential products may not have the strength to occupy the favorable display layout on the shelves in Shang Chao. Usually, such products are put in an inconspicuous position by Shang Chao. But in essence, Shang Chao itself can also engage in some daily activities to test the sales prospects of new products, which is more conducive to grasping the opportunities of new products.
■ Streamline categories according to core consumer groups. We don't necessarily deal in all categories, and we don't necessarily deal in all series products of some manufacturers. Under the new consumption pattern, according to the economic consumption capacity of the business circle and the consumption habits of the core consumer groups, we can appropriately adjust the category structure, decisively cut off those categories that have occupied the shelves for a long time but are difficult to sell well, and concentrate some mainstream commodities, which can also alleviate the marketing problem from a certain angle.
■ Do a good job in commodity sales information management. Traditionally, Shang Chao paid more attention to product sales and profits, but neglected the collection and feedback of product sales information. For example, this month, a brand of new spices was added, how did consumers react, and what suggestions did you have? , all mall personnel should be arranged to do a good job of opinion investigation and information collection in this regard; Then the headquarters will sort it out and feed it back to the manufacturers or suppliers in time, which is more conducive to the flow of new products and the cooperation between the two parties.