經(jīng)銷商如何做品類管理（How do dealers manage category）

1、經(jīng)銷商如何做品類管理（How do dealers manage category）As distributors, why do some people have so many customers, so many businesses, so much cash, you dont? Category management not only brings more sales, but also improves dealers capital turnover and profit margin.Now we speak because of the theory of categor

2、y management is more, the bookstore inside all, here, I as far as possible from the marketing aspect more, from the actual operation to do some specific and feasible analysis, less about some concepts, provide some practical methods, popular language as far as possible, the content is category manag

3、ement to talk about FMCG dealers from the condiment industry, category management is the supplier and the retailer to do together, but the condiment dealer generally play a dual role, talking about here is focused on the role of retailers as dealers how to do category management, we hope to help.Dea

4、lers should do category managementMany dealers and distributors of the employees are the unit product single product profit as discriminant own shop business focus, in fact this is not wrong, we also observed that the strength of the party dominate the meal material dealers actually do category mana

5、gement work in naturally or half unconsciously. Such as spices (soy sauce and vinegar), drinks, dry cargo, be arranged in different repositories; they are the main push, push for the product, for warehouse turnover, the turnover of funds to consider a lot, can quickly adapt to the new market environ

6、ment, resulting in the regional city venue to obtain a competitive advantage. A fast turnover can use ten thousand yuan, one hundred thousand yuan to do business, the benefits of each dealer know.Thats why they have so many customers Why are there so many businesses? Why do you make more money than

7、others? Why is there so much cash?Category management is not nuclear weapons, nor a modern language, but not the invisible the emperors new clothes, it is a can increase the dealer and offline customers together with the tools to make money, this is the efforts for the dealer with suppliers for manu

8、facturers to maximize the benefits of both the region and the following I will introduce the male according to one side of the condiment dealer in this way is how to learned without teacher, and help you more comprehensive, more tools use category management system, greatly expand their regional sta

9、tus.The dealers trouble because of lack of category management consciousnessLose a great deal through trying to save a little。 Many dealers for profit considerations, for the brand of seasoning, lower profits, not to concentrate on it, others take goods, often in limited supply, or alternative to re

10、commend other high profit products, for a long time, manufacturers see it, the manufacturer is to survive, so do not hang in a tree on the tree, and therefore open a dealer to business, or directly for a start, dealers are also in this process gradually lost competitiveness, so as dealers, the best

11、approach is to actively cooperate with the manufacturers sales, and manufacturers to fall in love, if you dont love her, dont become her dealer if a two batch of business better, so manufacturers in mind but more weight.Miss business opportunities. Its better for distributors to do related products,

12、 so that they can effectively use existing sales channels and networks to sell more things. Such as vinegar, soy sauce, oyster sauce, sauce, seasoning powder, dry, rice, edible oil, beverage, hotel supplies and so on, so that these products can facilitate customers one-stop, satisfy customer needs a

13、nd convenience, also maximize the business from customers.Unprofitable. The lack of category management, will appear today dont know what to do tomorrow, what should sell, what goods should enter, find business opportunities but not enough cash flow, selling products because of shortages and the los

14、s of customers and profits, worked for a year, a year end inventory, find no money,Has become a real Yang Yang, these are the lack of category management symptoms.Three strategies of category managementEnsure the territory: dealers are facing a competitive environment worsening day by day, regional

15、competition is more and more mature, their sales territory, which their customers are loyal to their own shops around the product sales management. Therefore, when choosing a product, the product is sold by the regional competitors, and the dealers who do business or have a certain inventory, that i

16、s, in order to retain territory, so that their customers will not be lost.Create a surprise: products that allow customers to find a bright eyes, this is the new variety, seasonal or stage of the product, the rapid growth of the product, will soon pop achieved considerable profit products in a certa

17、in period of time, such as the pearl pearl milk tea products, fruit this thing is very popular in Taiwan, sales to the tea shop western restaurant and catering channel, price is very high, the product itself is not what the added value of cheap raw materials, raw materials sales, retailers purchase

18、back through their own promotion, can earn considerable profits, this would be a success. Create a pop, Apple Cider Vinegar is a small breed in the seasoning inside, is a new product of a large company in the country without seasoning, many sales, but after eating the product of a factory in North C

19、hina a condiment dealer, to do the test, free of charge to the customer to purchase tasting, drinking, dig it can beauty, soften blood vessels, reduce blood pressure and other effects, attracted the interest of customers, a trial successful, he immediately put his TV ads in the local media, further

20、stimulate consumption, speculation of the product, making the drink Apple Cider Vinegar became a popular wind, during the peak period, just five thousand pieces of goods to the warehouse distributors, also not to have the door, above the customer delivery sold, manufacturers are also due to insuffic

21、ient capacity caused by the shortage of his cooperation with the customers also earned pocket bulging, manufacturers Because the local brand influence is not strong, so the varieties above allowed this dealers exclusive distribution, so the dealers in the above pricing set too high, achieved very hi

22、gh profits, then this product due to the area rushed goods and popular in the past, the sales decline, but the dealer has to make laugh, his success is not occasionally, the main decision is good at looking for opportunities, always ask trend manufacturers to develop new products, especially manufac

23、turers, each launched a new investigation mostly through careful research, strong vitality, the dealer and later in the same area to promote the success of the same manufacturer of soy sauce, the category management technology is really clever.Enhance the image: strengthen the distributors own image

24、 in the eyes of customers, it sounds like such as the positioning, dealers Distribution of products the cheapest price; the dealers do super channel products the most, the most complete, the dealers do catering channels of goods up to the full, and the quality of products the best products, best ser

25、vice (credit defective, can change) an important means is to enhance the image of the dealer, this product is easy to meet the specific needs of customers, the customer has the demand, will come to us to purchase, due to the operation of these products and bring more traffic.Teach you to do category

26、 management (category management should follow the basic principles)Application of category management, to find out what category, condiment dealer management category of more general category condiment, food materials, drinks, cereals and oils, food related products, including spices and divided in

27、to vinegar, soy sauce, oyster sauce, sauce, sauce, seasoning powder, dry transfer and other categories, each categories can be subdivided, such as soy sauce can be divided into soy sauce, soy sauce, soy sauce, soy sauce taste very fresh characteristics; characteristics which can be divided into teri

28、yaki sauce, steamed fish soy sauce, seafood sauce, soy sauce, soy sauce and other similarly, can also be divided.After the classification, you can do the following can give the dealer the maximum benefit of the work:A portfolio of goods: assessing the role and importance of these categories for them

29、selves:Target category: the most valuable to the target customer. This condiment, for example, wholesale, retail, catering and other channels of customers, the largest amount of price sensitive products, such as the local sales of the largest brand-name soy sauce, vinegar, oyster sauce and so on;Reg

30、ular category: important but not highly sensitive products, these are second tier condiment brand products.Seasonal / seasonal categories: important to store image, but consumers only occasional consumption. These terms, is that some sales of smaller products spices, but for the dealer stores is ver

31、y important, because it can satisfy those large customers themselves, such as restaurants inside with certain colors. This can form a restaurant for the image, to facilitate their relationship this customer.Convenience categories: to bring convenience to consumers every day.The big dressing dealers

32、are constantly using this tactic to combine their best selling products with similar products and related products to create maximum profits.Price: I have observed all over the country with annual sales of more than one hundred million of the dealers have a not to do so, not to make every product to

33、 earn money, but every batch of money, so that even if some products of their own business does not make money, even at a loss, but the other is high profit for each batch product in the overall profit pull up. As a Beijing dealer his things always look cheaper than others, in fact, as a brand of so

34、y sauce ready he only increase 10 Fen per box, remove the storage and personnel expenses, must be a little loss, but he also want customers to buy his business that letinous edodes, letinous edodes can earn twenty yuan a box, because everyone stared tight he stared loose things cheap, he is a little

35、 expensive, many varieties, good service, but also door-to-door, a few years will become Beijing famous condiment dealer. He is in the use of 33 principles, is the product of 1/3 little loss, 1/3 of the products are 1/3 slightly to earn, earn; think of the three point deficit slightly products, is p

36、opular to make, can not earn much money, this kind of price sensitive goods, as long as so low a little price, customers like the tides poured over, rather than an ad or what it is more cost-effective, and so have a certain sales, manufacturers at the end of that one, and you can get many rebates an

37、d incentives; 1/3 of products sold, this is the truth, this kind of product basically is the product sales growth, make a little less, accelerate the promotion of the products in this area, at least stable manufacturers to own confidence, in any case, manufacturers also see sales A large, stable, sa

38、les, manufacturers will also pay attention to in any case, support will be more, rebate came; another 1/3 is to take advantage of, these products are basically the goods into the food material, exclusive distribution, or more loopholes, no brand products, such products is the main source of business

39、 profits, the price is not sensitive, or agricultural products, price fluctuations, as long as the master of the regional market price fluctuations, can earn good profits; this kind of products or similar products and small brand products, alternative products, profits are generally higher, through

40、their own network, with the goods out, they sell so many products, there are so many customers, so intensive sales network, only a small part of the customer with the goods, the money is enough to let her make a turn, This is the way of business. A dealer in Guangdong, in a small town, is to do thes

41、e condiments, using this method, the market took Weishida, Haitian, Lee Kum Kee and other major brand products, to being together, do some small low-priced brand products at the same time, these small brands to provide him with the profits and brand almost,But if he did not do those big brands, smal

42、l brands of these products are not looking for him to do the dealer, even if he did, no big brand brings the huge passenger flow to sell these goods at a larger profit, this is the grandson of soldiers say way to being together, with Clipsal. Large brands in order to achieve the greatest sales perfo

43、rmance in the regional market, there are many sets of a market program introduced, these programmes dealers take over, used to operate small brands.Promotion:No doubt in the sales promotion environment for regional sales promotion is very effective, this is and as a supplier of manufacturers do, wha

44、t kind of products, what kind of way, promotion, promotion, promotion frequency duration time, where sales promotion and so on, these are a must together with the manufacturers analysis.Optimize the display: display technology in modern channels, category management using the most, in fact, the prin

45、ciple is that the best products sold on the easy to pay attention to. As dealers, is not super market, the main shop is also in noisy confusion in the wholesale market, then how to do this work?I noticed that Shandong Qingzhou dealers, in their shops, especially in front of their work, is their main

46、 product emissions, and other non profit products, is placed on the shelf above the other, these products are promotions or high profit products, and other products belong to the same category of soy sauce however, it is highlighted, so that their overall sales and profits are maximized, this is the

47、 category management goal to meet consumer demand, while promoting a certain commodity overall sales and profits.Dealers also sell fast goods outside the store, or on the top of the bed, piled up high, to form a sufficient inventory of the image, but also greatly promoted the sale of products.Invent

48、ory management:This is to ensure the continued supply of goods, maintain safety stocks, promotional items are sufficient? Does it take up too much warehouse money?. Whether goods transportation can be guaranteed or not is an important part of category management.This can be based on their analysis o

49、f all products, the average sales volume, to calculate the safety inventory of products, the target ordering cycle, investment return, unit cost and inventory space generated by sales.The dealers own recipe also workedIn fact, many dealers who intentionally or unintentionally do category management

50、may also have some of their own local practices. Below I will observe and analyze all over the country to share with you:As a condiment, the main sales channels I summed up a total of seven categories, mainly has three, one is the circulation, two is retail, catering for three; circulation or cateri

51、ng or dealer delivery to buyer, feel there is a check accounts, it is divided into price sensitive goods and non sensitive products, price sensitive products are often those of large amount, sales of products, such as brand soy sauce, oyster sauce, sauce, rice, edible oil, these products because the

52、y purchase products more often after multiple multiple comparison, know the price of the cards, this kind of product distributors is hard to earn money the customer, even if good, buyers back price is the average price on the market, this for dealers, or not to earn money, so some dealers not to such products. Products to be promoted,Complete category, related purchase: varieties to be slightly more slightly the whole point, so that the two batch of three operators to purchase, good distribution, even if the price is a little high, because the goods to facilitate a q