How Does A Holiday Suit Enter?

Case study:

Mr. Zhu is a business representative of a leisure food company and the KA store in the city.

Unexpectedly, when Mr. Zhu and his store bought the suit, they met with unanimous opposition from the store.

Stores not only do not accept manufacturers entering barcodes during festivals, but also suggest that enterprises have to pay a lot of exhibition fees.

In the face of the final purchase of the store, Mr. Zhu was caught in two difficulties.

For most suppliers, it is no wonder that launching their own feature set before the coming of the new year.

However, for these special holiday suits, it is not easy to achieve the desired sales results.

Besides the factors of the product itself, the entry of this suit is the first block.

If we enter the field with new products and do not talk about the high entry fee, only the entry period will be enough for the manufacturers to drink a pot.

I'm afraid that when I finally came in, I missed the best selling date.

Besides, the display position after entering the field is also a headache for manufacturers.

For most manufacturers, one side is the hard sales task assigned by the enterprise, and the other is the tough attitude of the hypermarket.

How to find a way out among these two people has been puzzled by these young salesmen.

When the selling season is coming, how can the interests of large stores and enterprises be unified in a certain form? In fact, he analyzed them carefully, and the contradiction between enterprises and hypermarkets is obvious: enterprises require temporary barcode entry, and then sell with the help of existing columns to save high entry fees and special exhibition fees.

What should the supplier salesman do?

understand

Anyone who knows a little bit of common sense in stores will know that during holidays, most stores will not accept new products coming into play (let alone temporary barcode), which is an objective fact.

Therefore, manufacturers should know some operation examples of the hypermarket before they can better make their own business arrangements.

From the point of view of the profit of hypermarkets, there are two ways to make profits in hypermarkets: one is to get sales by increasing sales; the other is to make use of the competition of suppliers to sell resources in stores during the year.

Generally speaking, the first method occupies a leading position in the profit structure of the hypermarket, and the second way of profit is only the appendage of the profit of the hypermarket.

Its proportion in the profit structure is also different from different stores.

There are several factors in the store that are inconsistent with the supplier's annual package:

The suit is not attractive to consumers.

If the manufacturer's sales promotion package can't move the hypermarket, it will naturally not attract consumers' attention.

Fundamentally speaking, the strength of promotional packages is not enough, which is often the most important reason for big stores to refuse manufacturers.

The suit disrupted the existing display pattern of the store.

Different stores have their own specific display principles on display.

If the display of the manufacturer's package destroys the existing display pattern of the hypermarket, it will naturally be opposed by the hypermarket.

Therefore, when carrying out suit design, manufacturers should give full consideration to the design requirements of supermarkets for display requirements.

The brand suit is identical with other brand suits.

Any store does not want to have the same two functions in its own store.

This will not only affect the sale of the same set of functions in the store, but also affect the image of the store in other stores.

The relationship between the supplier and the buyer is not good.

People are interested, and purchasing is no exception.

As a supplier, even if you have a good suit, if the customer purchase situation with the store is done badly, the entrance of the suit will naturally be gone.

Therefore, in a sense, human factors are always the first.

The deficiency of any other factor can be compensated by human factors.

How to solve the problem of manufacturers' holiday suits?

Prepare relevant bar code ahead of schedule.

Generally speaking, barcode is often an important factor restricting the entry of manufacturers.

Therefore, suppliers should make the declaration of quasi related barcode ahead of time.

The specific way is to sell the package to the store a month before the holidays, and tell the store manufacturers to increase sales promotion after the peak season, so that the store can keep the bar code.

Manufacturers can keep the bar code in this way, and can be opened at any time when the peak season comes.

Purchasing through high sales promotion

In fact, if the sales promotion package of the manufacturer is attractive enough, it can be favored by the hypermarket.

In a sense, promotional packages are also "sharp weapons" used by manufacturers and stores to attract consumers.

Good use can bring benefits to manufacturers and stores.

The key is whether the sales promotion package of the manufacturer is sufficiently attractive to consumers and whether it matches the other brands' suits. In many cases, the stores will set some "doorsteps" for them because they can not "impress" consumers.

Therefore, when designing a suit, manufacturers should consider the "strength" of the suit from the following aspects:

New forms of gifts; unique packaging design; discounts; added loading; special functional combinations.

Get in ahead of schedule.

From a commercial point of view, any marketing behavior should be planned.

That is to say, prepare the relevant work ahead.

Especially in the annual sales promotion plan, the enterprise must be in front of the store.

Otherwise, if the stores are planning well, if you want to get involved again, it will not only be more difficult to operate, but will also face many competitors and all kinds of "Hurdles" set up in the stores.

Since the initiative is already in the hands of others, it will naturally be much more passive.

Therefore, the author suggests that suppliers should start planning sales plan for the Spring Festival in a month or even earlier.

For most enterprises, this will be a normal work content.