24 solar terms sales
These are also the two most important key variables in the retail business.
Customer: insight.
Let's talk about customers first.
For a retail store, customers are undoubtedly the most important.
All you have to do is gain insight into this variable.
Insight into their preferences, habits and ideas.
Only when they have an insight into what they want can they provide suitable goods and services.
But how do you know?
In fact, a lot of information can be mutually verified.
You can always infer and verify another information from other information.
For example, find the target consumers with a single breakthrough method.
But in the business circle, what if there is no pet shop? There are several formats that can provide you with information.
The first one is a takeaway order.
Through the takeaway list, we can see which categories are strong and which categories are weak in the surrounding community business circle.
You open the takeaway platform and click on the category of the small shop you want to open. For example, to open a supermarket, just click on the supermarket convenience store. Mainly depends on whether there are more delicious food or fresh food in the nearby takeaway list. Coupled with the reference value of the distance, we can know which categories in this business circle do not meet the customer's nearby needs.
For example, there are many foods+a long distance, which means that the food competitiveness in this business circle is weak, so this is the demand you can meet.
The second form that can provide information is the dental clinic.
What goods a small shop sells is closely related to the family structure around the business circle.
So how to judge the structure of family members from the dental clinic?
The focus is on the service items used for drainage. For example, the project promoted by a dental clinic is "pit and fissure sealing", so there must be many children aged 6- 12 around this clinic. Because pit and fissure closed the project, it mainly helped 6~ 12 children to avoid tooth decay.
There is also a special discount for tooth cleaning projects, and the proportion of young people around them, especially office workers, is high.
The third format that can transmit information is dry cleaners, from which we can see the consumption power of the surrounding residents.
One is to look at the project of washing shoes, especially white shoes. The price of washing white shoes in dry cleaners is around 40 yuan. If the shoes arrive in 200 yuan on 100, you can buy new shoes after washing them for two or three times.
Therefore, dry cleaners are generally preferred, and the difference between shoes and dry cleaning fees should be at least 10 times.
The same is true for the maintenance of purses.
In other words, if you are in a dry cleaner, the business of these two projects is very good, and it can be seen that the proportion of people with strong spending power among nearby residents will not be small.
You see, all this information can be mutually deduced and verified.
After that, no matter whether there is a pet shop in your area, or even none of the above formats, you can also learn relevant information through this idea.
Commodities: flexibility
All right, this is the customer. Next, let's look at the goods.
What you must master about the variable commodity is "flexibility".
Because for retail stores, there are too many kinds of goods, and the needs of customers are always changing. Different commodities should be treated flexibly.
For example, how do seasonal goods increase gross profit?
In small shops, seasonal goods are essential.
The core business principle of goods like this is to go public in advance.
So how to grasp the time point of early listing?
I'll tell you a particularly useful but easily overlooked time management line.
It is the traditional 24 solar terms in China.
The twenty-four solar terms are essentially reminders of the changes of seasons and weather. As it happens, the retail industry is most vulnerable to the weather.
Not only that, in several major solar terms, local folk customs also have different ways to celebrate. Common ones may be Qingming and winter solstice, and long summer is also a particularly big solar term in most areas. Local residents will cook long summer porridge, which may use glutinous rice flour, bean sprouts, bean sprouts, pig liver and so on. These ingredients will sell well before the long summer.
Then how to use the 24 solar terms to increase gross profit?
Master three points: shelf point, promotion point and clearance point.
I take mutton in fresh products as an example. Many places will eat mutton from the winter solstice, so it should be put on the shelf before the winter solstice 14, which is the end time of the last solar term.
At this time, the best-selling period has not yet arrived, and most businesses have not yet been put on the shelves. You put it on the shelves in advance, mainly to predict and increase the gross profit, because the price of seasonal goods will be higher when they first arrive, and you can earn more gross profit.
In this way, seven days later, it is the first seven days before the winter solstice, which is the promotion point and the best sales period considered by other businesses.
At this time, when other businesses plan to make a gross profit, you can start promoting sales!
Then you have an advantage in price.
In this way, in the past few days, it will be the day before the winter solstice or the same day.
This time point is the clearance point, because if we miss today, the sales will drop sharply! So at the clearance point, you can further reduce the gross profit and sell as much goods as possible!
You see, in the whole process, you earned a lot of gross profit by increasing sales, but at the same time you also earned a low-priced reputation.
This is the practical application of the 24 solar terms.
The same is true for packaged food, except that the time can be relaxed until the two solar terms are combined.
That is, one year 12 cycles.
We were just talking about seasonal goods. What about out-of-season goods?
That is, ice cream in winter and cotton-padded jacket in summer. Don't you sell this out-of-season commodity?
In the past, whenever I asked this question, many people would answer me, so choose a few cheap brands that everyone is used to eating. What if someone buys it?
Most people would think so.
It's out of season To put it bluntly, it is out of season.
But in fact, the situation is just the opposite.
For example, when winter comes, the sales of ice cream will definitely drop. At this time, we will sell more expensive ice cream.
Why? I still want to eat ice cream at this time. It's true love powder. Besides, they all eat ice cream on such a cold day. Will true love fans be willing to eat only cheap ones? At this time, they definitely want to eat something good.
Therefore, out-of-season goods should sell single products with higher customer unit price to improve gross profit! But pay attention to small and medium packaging. If the amount is too large, it will also give people pressure. After all, it is still winter.
Similarly, fewer people eat melon seeds in summer, and fewer people sell melon seeds.
So in summer stores, we will sell fewer melon seeds, but we will choose some high-end brands, such as Hermes-Three Fat Eggs, a brand in melon seeds. The same is true, mainly in small and medium-sized packaging.
In addition to seasonal commodities, there is also a special commodity, that is, imported food.
Now, the recognition of imported food is getting higher and higher. In a retail store, it is also an important category to improve gross profit and sales.
How to buy and sell imported goods?
I summed up nine words:
Catch explosions, many tricks, and open them separately.
What do you mean?
Let's talk about catching the explosion first. Once imported food becomes an explosion, the fluctuation of sales volume will not be too great, which is mainly related to the background of its growth.
In the early days, imported food entered China with many international retail giants. Generally speaking, this kind of imported food can become explosive, mostly domestic immature products.
By the time there are related products in China, imported food has cultivated its own loyal fans, so once it becomes an explosion, sales will not fluctuate.
For example, when there is no large-scale production of dried mango in China, 7D dried mango imported from the Philippines is the best.
When China started mass production, many consumers had recognized the brand.
Therefore, when choosing imported food, it is not wrong to seize the explosion and choose the one with the highest popularity and sales.
Let's talk about more tricks.
Although the explosive sales of imported food are stable, with more and more kinds of imported food, customers will have a new taste attitude and like to mix multiple flavors several times.
Therefore, on our shelves, the same category of food, imported food on a shelf, the variety should be twice that of domestic products.
Like the category of beer, the sales of domestic beer mainly depends on the sales of single products, while the sales of imported beer depends on the category!
That is, the average sales of each commodity is not high, but everything can be sold a little.
Finally, it is open.
Many early shopkeepers, thinking about the high unit price of imported food, used to focus on displaying imported goods!
However, with the improvement of customers' awareness of imported food, domestic products are becoming more and more refined, and there is no need to separate imported beer from domestic beer. A better way is to mix imported beer with domestic beer, and the imported potato chips will be placed directly in the domestic potato chip area.
The biggest advantage of this is that it can play an interactive role and make the goods in the category look richer.
You see, this is the different treatment of different types of goods.
The play in it may be endless.
Summarize—
We talked about two key variables: customers and goods.
Ideas determine the way out, these two variables are constantly changing, through these ideas, find a more suitable way to play!