Supermarket chain and category management features optimized key Analysis

Abstract: In recent years, foreign retailers have vied for the landing in China, to seize the domestic market to China's retail enterprises have never had the pressure of competition, the retail business to survive, they must enhance their core competitiveness, and laid himself in market position clear concept of category management, optimization, analysis of the supermarket chains to optimize the implementation of category management features, that the current supermarket chains in China the key to optimal management category, category with a view to pave the way for the implementation of optimal management to quickly effectively improve the overall competitiveness of the supermarket chain
Keywords: supermarket chains, to optimize the management category

Optimal management of category 1 and category
Category (category is easy to distinguish, to manage a group of products or services, consumers to meet their own needs when the product or service that is relevant and can be substitutes for the European Commission for the promotion of goods and efficient response to "optimize the management category." The next official is defined as: "category management is to optimize the category of retailers and manufacturers as a strategic business unit, in order to enhance the value of consumer-focused, co-management category during its focus on retailers and suppliers' co- cooperation 'to enhance consumer value. "
For optimal management of the current definition of category is mainly in two ways, first, category management objective is to optimize and better meet consumer needs in order to achieve better business results. Second, the category management approach is to optimize the category as a strategic business units to manage.

Supermarket chains in China 2 management features optimize category
2.1 leading foreign and domestic large-scale retailers optimal management category
As Wal-Mart in China's development, category management has been optimized to promote wider. Pokka Lotus and other foreign companies have their own category to optimize the management team in China most of the leading retailers have been or are being ready to implement category management optimization.

2.2 Optimal Management category starting from the date of the category
As the day of the category has many stronger companies such as Procter & Gamble, Colgate, Johnson & Johnson, these companies are the category leader, the definition for the category has a wealth of experience. Therefore, optimal management of supermarket retailer category most start from the date of the category, such as the hair care category, oral care category, baby supplies, etc. category.

2.3 category most optimal management is still in phase of the project
Most enterprises have data sharing, organizational structure, human resources and other reasons, just select the part of the category of the category to carry out experiments to optimize the management, on the whole is still in the absorption of knowledge and shelf management phases.

Category management is still limited to 2.4 to optimize product mix and shelf management at two levels
Domestic supermarket chains limited to its own conditions and lack of understanding, in the category on the implementation of optimal management of the business combination only from the goods and shelf management, it is for the introduction of new products, pricing and promotions, merchandise replenishment, etc. have not optimized the use of category means.

Category 3 supermarket chains to optimize our key points
3.1 Product portfolio
(1 product homogeneity is serious and many manufacturers in order to capture greater market share and the terminal shelf of constant introduction of derivative products, leading to product homogeneity. Products, store products has led to repeated identical, species complex, not easy to shoppers choice, satisfaction decreased, while competition among manufacturers focused on the price difference, ignore the product's performance and emotional demands of consumers.

(2 retailer's lack of knowledge and many retailers are still selling the specifications simply that the more the higher sales volume, while in fact, not a simple linear cumulative sales, the brand's sales will depend on the respective goods quality, marketing support and product visibility.

3.2 introduction of new products
(1 current introduction of new rights, mostly on the hands of buyers, the introduction of new work for most there is no fixed principles and processes, without a lot of blind assessment of the introduction, resulting in lack of shelf space, shortage is serious.

(2 new products often means high profits, but only added to seize market opportunities quickly in order to maximize profits, retailers in the new product introduction process, often numerous procedures, lack of supervision and awareness of new shelves quickly, resulting in delaying the good opportunities.

3.3 Promotion and Pricing
(An inefficient marketing and pricing, reducing the brand value, for example, price is not way to buy promotional gifts, damaged products, brand value, reducing the consumer's brand loyalty, so that consumers choose the products to develop the only buy discount, buy gifts and the habit, resulting in sales of products normally can not be achieved.

(2) "fleece", the value of damage to consumers. Increasing the cost of marketing, sales flat, factory costs rise, profits decline, faced with the pressure out of the market. Links to free download http: / / www.hi138.com
3.4 shelf display
(1) does not face the establishment of commodity display management table present management of many retailers' shelves is still with the manager's experience and feelings, not to develop a clear display of principle, even if some of the store developed a corresponding principle, only in the open shop early to maintain, with the constant introduction of new products, coupled with non-standard way of cargo handling, and soon became chaotic shelf order.

(2 shoppers' lack of investigation and many retailers to develop merchandising principles to the decision tree did not refer consumers to plan, but by virtue of past experience and even taken for granted to different categories in accordance with the principle of placing the same display, so that shoppers choose God, time-consuming process of goods, or even find the desired product, which has lost sales and profits.

3.5 Replenishment
(1 inefficient and out of stock replenishment to retailers caused great losses present a common problem is that our retailers, single-product shelves and warehouses occupy too much resources, inventory is too high, period approaching, an increase of defective products . excess inventory affects cash flow, leading to selling goods often out of stock, consumers want to buy varieties, shops and manufacturers have lost a lot of business.

(2 to reduce the importance of supply chain cost retailers have not yet attracted the attention of China. China's retail inventory management for the lack of effective means of operation, store management does not consider when placing an order suppliers of transportation costs, the generation of orders feeling completely rule of thumb, there is no precise method of calculation can be based.

Links to free download http://www.hi138.com