Before deciding whether to enter the supermarket, you'd better think clearly about your own strength and possible risks. Why? Some agents entered the supermarket blindly, regardless of their own management strength, financial strength, commodity strength and other serious deficiencies. As a result, they entered happily and left dejectedly.
I've seen this kind of thing many times. One is the natural elimination of commodity competition, and the other is the complete strangulation by supermarkets. Because your management ability can't keep up with the requirements of the supermarket; Because you are not familiar with the various processes in the supermarket; Because your salesman, even your business ability is not strong; Because your capital turnover is not working, you can't bear the great pressure of the supermarket; Because you choose the goods improperly, the sales volume ranks in the back row; Because your normal customer relationship maintenance is not in place (I will talk about the abnormal customer relationship maintenance of some supermarkets in the future) and so on, these are the reasons why you are naturally eliminated from the supermarket.
Regardless of foreign or domestic supermarkets, most of the deaths of agents are caused by their own reasons, and there are relatively few human factors involved in supermarkets. But some of them closed down because of the supermarket. Too many things have been killed by the supermarket. One is that the supermarket owner absconded with money. There are many examples in recent years, such as a supermarket in Fujian, like Norma and so on. There are millions of suppliers and tens of thousands of suppliers whose payment can't be recovered. I used to have a supplier When Normant closed down, there was a loan of 200,000 yuan, but now it can't be recovered, and it has become dormant account. What does he offer? In the condiment series, the value of a single condiment is low, and one condiment is 60 yuan. 200,000. What's the concept? For example, more than 3,300 goods need at least two wagons. So it's gone ~ ~ ~ So, before entering the supermarket, you must understand the operation and historical settlement of this supermarket from the side. It's best to ask other suppliers who have quit the supermarket about the reasons why they choose to quit. If it is because of settlement, I advise you not to enter. No matter how much you sell, you can't settle the bill. Just drink the northwest wind!
Of course, no one can predict that the boss will abscond with the money. The biggest black hole in the supermarket lies in purchasing, operation, finance, warehousing and information. Bad relationship with purchasing? Just waiting for a big pile of fines, a lot of expenses, and ruthless elimination; Rigid relationship with operation? You will know the consequences of not placing an order for you, not preparing noodles for you, and canceling your qualification as a promoter, which will directly affect sales; Poor coordination with finance? Can you still pay this month's expenses? Ignore warehousing? Your goods are just waiting for the warehouse, and they can't be put on the shelves after expiration. The information department has a bad relationship? Then wait for the data you want, wait for your new product! So, don't think that your goods are good, and everything will go smoothly. Wrong. I have a bad relationship with these departments. On the surface, I won't touch you. Actually, I'm waiting for you to make a mistake. Catch it. Sorry, everything is handled in accordance with company regulations. Look at the ticket in your hand, look at your reduced product display, regret it! What's more, the quality of goods, procurement and operation can be seen more than many agents.
Therefore, before entering the supermarket, we must have a deep understanding of the operation process of the supermarket. Channels can be checked online, and suppliers who have entered or exited can also be found. Especially before (or after) entering the supermarket, you should be clear about what department to look for and who to deal with, or you will be waiting for success! This can actually reflect the learning ability of an agent.
Ok, now let's talk about qualifications. Supermarkets can choose to cooperate with individuals in addition to joint ventures, leasing, some fresh products and other special commodities. Most packaged foods, grain, oil and non-staple foods, alcoholic beverages, daily necessities and household items only cooperate with companies with general taxpayer qualifications. Why? This involves the value-added tax in the national tax. There are about three tax rates, agricultural products are tax-free, grain and oil 13%, and others 17%. The qualification requirement seems to be that the company's annual sales reach more than 3 million. Large supermarkets are required to provide VAT stamps. If not, it is recommended not to enter the supermarket, otherwise your commodity price will be higher than that of similar goods with VAT 17%. If your goods are very distinctive and the supermarket is willing to sell them, there are two ways to deal with them. One is to let the manufacturer of the goods provide the tax stamps for you, but the disadvantage is that the payment is not your company account, but the company account that issued the tax stamps, so your financial pressure is great. The second is to let the supermarket occupy the buckle. Under normal circumstances, supermarkets will not choose goods that are not particularly excellent. Why? Not worth it!
Therefore, in terms of qualifications, if you want to run a supermarket for a long time, you must appear in front of supermarket procurement in the form of a general taxpayer company. Otherwise, you may have to wait for a "no talk". What I want to distinguish here is that the goods sold through the supermarket cash register need tax stamps, the sales contract is signed with the supermarket, and the payment will be made through the supermarket finance; If it is rented and sold outside the supermarket, it is different, and there is no need to provide tax stamps. Just like renting a pavement somewhere, you only pay the rent, control your own income and expenditure, and sign a venue lease contract with the supermarket. In order to protect the sale of goods in the cash register, supermarkets are not allowed to go out on the spot. Look at the things sold in the outfield of big supermarkets, most of them can't be found in the infield!
Short-term exceptions are moon cakes in Mid-Autumn Festival and wax products in Spring Festival. But, also, for those who sell in the infield, VAT stamps are essential.
No VAT stamp? Difficult!
Off-site leasing is ok, so are your products similar to those on the site? If there is, there is probably no hope!
And from the supermarket's point of view, the way to cooperate with you depends on the season, the nature of the goods, the space of the venue and so on. You can't do whatever you want. Enter the supermarket, unless you have a strong brand awareness, good customer maintenance and can get preferential treatment from the supermarket, then other goods, personal life and death are controlled by the supermarket.
After solving the qualification, let me talk about the specific entry negotiation.
It should be noted that the short-term operation of products such as moon cakes, zongzi and waxing is very expensive. Wal-Mart's first order is free, but the discount rate is high! Other supermarkets generally charge fees. This fee? From thousands to tens of thousands, not including the discount rate! Anyway, the wool is on the sheep, and it is the consumers who are unlucky. So every year, customers of moon cakes and bacon don't know how much they have paid for the supermarket.
Step 2 negotiate
Don't think that everything will be fine after purchasing determines your qualification to enter the market. Don't worry! Do you bring the goods into the market or do you tally them for future generations? According to the regulations, the goods that are not sold in the supermarket are called new products, and the suppliers that have not entered the market are called new suppliers. If you belong to the new category, congratulations, you won the trouble prize! When I was purchasing, many people who were rejected belonged to two new categories, and new suppliers brought new products. In this way, many people say that the supermarket door is difficult to enter. Here, I will talk to the buyer about the content of the negotiation according to the normal procedure! The contents of negotiations with supermarkets are nothing more than the following: operation mode, settlement method, fee sponsorship, discount rate, sales reward, promotion, price, other agreements and so on.
Mode of operation: joint venture, cost agency, procurement (called distribution in China). Generally, foreign capital is purchased, that is to say, it is settled according to the amount received. After the goods are delivered to the supermarket, just wait for payment! As for whether to buy or not, it does not affect the settlement. Domestic supermarkets generally use consignment to settle accounts by sales. Why? There is no risk. For example, you delivered goods on 10/day 1 yuan, and only bought 20,000 yuan by the end of the month. Ok, the supermarket will only settle this 20 thousand yuan for you The remaining 80 thousand inventory? Either continue to buy, or wait for you to return or exchange! Moreover, the point is, if you count these 80 thousand, will there be 80 thousand? Hehe ~ ~ ~ ~ You'll know then. Joint ventures are generally aimed at fresh food, stationery, clothing, leather goods and so on. And there are more deductions on their behalf. I won't say much if I'm not familiar with it. The mode of operation is definitely purchasing (distribution), but the question is, do you have the capital to become such a commodity? I won't say much about foreign investment. If it is a domestic supermarket, it is impossible if your product is not a big brand or has a deep background (mostly government background such as industry and commerce, taxation, etc.). If you are lucky enough to get the purchase treatment, you will be arranged with a settlement period of 60 days and 90 days. Can your cash flow bear it? Many domestic supermarkets like to cooperate with suppliers on a commission basis, because supermarkets always pass on risks to suppliers, which also reflects whether a supermarket has a good operating level.
Get the right place: supermarkets will take purchase contracts for branded goods, such as Maotai, Procter & Gamble, Yili, Shuanghui, Dove and Arowana ... and the settlement days of each supermarket are different, ranging from 45 days to 15 days.
Settlement method: * * days monthly, in cash, * * days after arrival of goods, and * * days monthly (days are 15, 30, 45, 60, 90). To be honest, I'm still not sure how to calculate this settlement time. But one thing is certain, the fewer days, the better!
Cost sponsorship: account opening for new suppliers, brand entry, holiday expenses (Spring Festival, May Day, Mid-Autumn Festival,1/kloc-0, New Year's Day, store celebration), single product expenses, new store opening expenses, exit expenses, commodity transfer expenses, promoter expenses, stacking expenses, end shelf expenses, DM expenses, shelf buyout expenses, etc. In short, you can think of something, but you can't think of anything. In terms of cost, look at supermarkets and buy! Why? Some supermarkets have strict supervision over purchasing, and purchasing can't be tampered with here. I'll give you a "company request", which is out of the question. In fact, you can't complain, unless you have a background, you can't do procurement; However, in the case of poor supervision of supermarket procurement, these expenses can be discussed slowly. He offered 1 000, but you still offered 3000. These situations are no different from bargaining with vendors in the vegetable market. As for the result of the later talk? Of course, the cost of the supermarket is there, the gray income of purchasing is there, and your goods are there. All three parties are happy! For example, just buying from other supermarkets. A supplier wants to enter the market, and the purchase price is 7000 yuan. What was the result? Pay 3000 yuan to the supermarket, and add the rest to the purchasing manager 2 1 day. The invoice submitted by the supplier to the manufacturer impressively says 7000 yuan! I won't say more about the specific mystery, and all exposure will be punished. Hey hey! At present, the state is also regulating supermarkets to charge various fees, but this is basically difficult.
Discount rate: also called monthly rebate. Why is there this thing? Honestly, I don't know. For example, the supplier enters the supermarket with 1 yuan, the price of the supermarket is 1.3 yuan, and the profit of the supermarket's commodity sales is 0.3 yuan. However, the contract stipulates that the deduction rate is 4% (called 4 points according to regulations). In business, the symbol "%"is replaced by a dot), that is to say, the supplier's settlement is 0.96 yuan instead of 1 yuan. Four cents is another profit for the supermarket. Of course, wool suppliers will also rise. How many points does the supermarket cost? I add a few points to the purchase price. Some supermarkets can set this fixed discount rate with you first, and no matter what products you make, they will be unified into a discount rate; But some supermarkets think that different commodities should have different discount rates, and different commodities have different discount rates. In this respect, both suppliers and supermarkets have advantages and disadvantages. The key is to use it flexibly.
Sales reward: also called annual rebate, it is agreed by both parties that when the supplier's annual sales amount reaches, the supermarket will be given as many points. For example, if the annual sales exceed 1 10,000, the fixed discount rate will be increased from 4% to 5%. That is to say, when the sales amount is below 1 10,000, the supplier only pays 4%, and if it exceeds 5%. It should be noted here that the sales exceeded 6,543.8+0 million, not the settlement exceeded 6,543.8+0 million. The sales of suppliers are far greater than the settlement ~ ~ ~ Hey hey, don't say much!
Promotion: generally, there are few hard and fast rules about what must be done, what goods to use, how much effort to spend and so on. However, supermarkets will strongly demand suppliers to give the most preferential support on festivals, especially on celebrations! Of course, it is a special price, a shocking price, a celebration price and so on! What if you don't do it? Purchasing is very angry, and the consequences are very serious! Let me give you an example. It turns out that a supplier actually has a good relationship with me, and the goods he makes are actually not easy to sell, but I am too lazy to pay attention to his goods. Once we celebrated our store, I asked him to have a lower special price. He may think that he has a good relationship with me and doesn't care about my opinion, but then he did it symbolically! Ha ~ ~ ~ As soon as the celebration is over, I'm sorry, I sent a clearance list to the operation ~ ~ ~ What's the reason? No support, no cooperation, poor sales! Anyway, a bunch of reasons! (sin ~ ~ ~ ~)
Price: Supermarkets attach great importance to price. Otherwise, the market tone of the supermarket is not white? Isn't the so-called parity in supermarkets an empty slogan? Good purchasing will clarify the cost structure of goods, so you can't quote high prices or shoddy goods. Of course, there are times when the purchase is wrong. Purchasing ignores the price mostly because: first, skills are really not enough to identify the cost of goods; Second, because the goods are genuine, they are eager to introduce them and ignore the price; Third, because, haha, human feelings! In terms of price, I want to talk about two concepts, one is the smooth increase of price and the other is the reverse deduction of price. It may not be explained well in theory, but it can only be briefly introduced. The price mentioned in purchasing refers to the reverse deduction, so be sure to pay attention! For example, Daigou said that the market price of this commodity must be 2 yuan, and I want a gross profit of 20 points. That is to say, the cost price you provided should be 1.6 yuan. Because (2- 1.6)/2=20%, this is called tangent. Shunjia is (2- 1.6)/ 1.6=25%. Actually, the denominator is different. Many suppliers are used to using Shunjia, because if the gross profit margin of 20% is also required, the gross profit margin between the two is very different. Take 2 yuan as an example, the gross profit after deducting 20% is 4 cents, while the gross profit after deducting 20% is only 3 cents and 2 cents.