Arcane truth that the raw fresh food of the mega-store of China of explored secrets keeps fresh

Arcane truth that the raw fresh food of the mega-store of China of explored secrets keeps fresh
The raw fresh food of the supermarket, how fresh on earth? Reasonably fresh?
It is not growing the fresh department of another supermarket that the supermarket grows the biggest rival of the fresh department, but the food market around. Category should be abundant, also want price to be cheap, take fresh and bright and beautiful even more, supermarket grow what fresh product rely on and food market spell?
Perhaps there is meeting of knowing way seemingly that throws out a word: To grow fresh to run at a loss supermarket, here lose, the other places are earned back, give birth to freshly and attract customers the more, the better. If really so?
The raw fresh food of the supermarket, how fresh on earth? Reasonably fresh?
It is fresh to grow, the key card of the supermarket
The supermarket gives birth to delicious manager Xiao Fang to adopt the raw fresh food in the shop every day " Mend the goods in three sections of types " Display: Display all products one while running a shop in the morning, the quantity of individual event keeps booking 40% of sales volume on the same day, supplementary 30% of the display amount at noon, supplement 30% of the display amount before the business' peak in the afternoon.
"The reason of doing it in this way is to guarantee that the display time of fresh products and frozen products will not be too long to grow, still very fresh on the products appearance at noon, in the afternoon. " Xiao Fang says.
The ones that mention here " Mend the goods in three sections of types " Manage, it is only a small link of paired fresh goods management of large-scale comprehensive supermarket.
The main body content of management of large-scale comprehensive supermarket is the general merchandise, solicit customers with the supermarket of raw fresh food, target consumer take local inhabitant as the core in the commercial circles, family lifespan with married to have the intersection of child and stage take the main part, the goods dealing in take food and buying the frequency fastest, consuming and daily people's livelihood goods as the core. So, the supermarket of food should account for 1/4, more than 50% are the goods taking raw fresh food that the family needs as main force in the food; Woman's articles for children and cosmetics should account for 1/4; Men's clothing and articles of daily use should account for 1/4; The handy service for the people, food and beverage and recreation amusement should account for 1/4.
The service radius of the large-scale comprehensive supermarket is about 2.5 kilometers. Lower limit in scale for 10,000 square meters,at expire by by 50,000 square meters. Scale and the intersection of shape and general basis of shop open size of area and vary scale and shape of opening of shop freely.
The rival of the supermarket is not a counterpart with the city, but the market of farm produce spreading over each community. Take market of Shanghai as examples, there are nearly 900 food markets in all in Shanghai at present, main non-staple food which undertakes nearly 80% of the whole city supplies the task, the supermarket should seek more than 20% of the market share to grow freshly, must fight for from food market.
"A lot of people say the supermarket grows freshly and suffers the loss, if really so? " To so seemingly topic which the talents in the industry refer to, Xiao Fang tells reporter of " sincere advice of the health ", "this is a statement that relatively prevails in the industry, in order to solicit customers, the supermarket loses money and grows freshly too, this kind of situation is a more general situation at the beginning of development in a certain supermarkets or whole trades, but through one stage, every one found out the relatively ripe way. "
Under highly competitive environment, supermarket it grows fresh gross profit rates to be only 10% even in being low. But other stories in terms of case. Reporter know, lie in the intersection of Shanghai and the intersection of Lujiazui and honest the intersection of square and large-scale comprehensive supermarket of ground floor divine the intersection of bee and lotus flower ,"Because of central centralized purchasing, it is very capable to negotiate, it is still very high to grow the fresh profit, up to 20% gross profit rate. " One on hand reporter is about divining bee's thematic research report of the honest shop of lotus flower and claiming, this shop grows the goods category of the fresh type completely, the price is very competitive compared with large similar sales field, have even snatched some market share of the market of farm produce away.
Certainly, the thought-provoking way in some trades that Xiao Fang says for example too: "It is getting cheap for egg to take, middle-aged and old customer come the intersection of supermarket and the intersection of Third Five-Year Plan Period and time every week, to the price of variety being very much high in sensitivity, it has been abandoned by the customer that the supermarket does not do the special pricing policy, in addition have, you say that there are specified conditions too to lose, for example there are suppliers in order to strive for the channel of the supermarket, would like to bear some special price strategies which grow the fresh products, the supermarket makes the supplier's money. "
Way, yes, the management set pattern of the own paired fresh products in the supermarket.
Take tactics of the fixed price as examples, two commonly used skills and techniques are to " lose the fist goods " Display law sum " Make a reduction on time " .
Lose the fist goods (Loss Leader) ,Namely consumer's consumption is large, buy the goods of high frequency, such as fruit, vegetables, main non-staple food,etc., in order to attract customers to buy, usually sell according to the price that the bid of the goods is even lower than the bid. On the display, Israel " Lose the fist goods " It is the centre, should display and can bring the goods of the high profit in a large amount around.
It can't be unalterable to make raw fresh food and price of the prepared food, can't make it rigidly uniform either, want, price at, appraise at the current rate according to general situation and special circumstances of the market. For example in summer, pricing of fruit want, see weather temperature act, the temperature rises suddenly, juicy the intersection of fruit and price with high a bit, little juice should a bit lower in price in fruit. The temperature drops oppositely. Deal in the perishable food in summer, at the beginning the price should be a bit higher, if it is not very smooth to sell, should reduce price 30% every other period of hour, keep lowering until within the principal, can retract how much what does it retract.
Reputable personage, Xi'an Nulsen commercial information general manager of advisory company Zhang QingShan of managing industry of supermarket say, a lot of people who entered the supermarket trade for the first time thought that it is the department making money to grow the fresh department very much, dwell upon with great relish 0.5 Chinese cabbage from edge of a field to the supermarket price look through several times. It is very difficult that in fact it is fresh to grow and manage and make money, because grow fresh goods ultra short shelf life and goods property of the high loss, the supermarket grew the profit rate of the fresh department and far from imagining high, it is the good skill to grow on one's own account too freshly to sustain economic losses. Should make money while growing the fresh department, the province is the most important, the province here means lossing and controlling. Only the strict and complete loss is controlled, just have profits which grows the fresh department.
Zhang QingShan says, once there was a administrative staff, thought it is a peak of consumption of pork during the Spring Festival for example, and the slaughter house, street peddler close during the Spring Festival, so 29 buys 10 tons and half a slice of pork on the twelfth month, expect to make good sale during the Spring Festival, but turn out contrary to one's wishes, 2 days later, the pigskin is dry, if put backward, the pork goes bad, can only throw away, so have to freeze at once. According to the manual, the frozen pork can't be unfreezed and made the fresh pork to sell, and local consumers have not bought the habit of freezing the pork also, only one pieces of outlet - sell bone, entangle meat gruel finally. Did not finish dealing with these 10 tons of pork until about half a year, checked and calculated, compensated more than 60,000 yuan. One
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