How are supermarkets divided into food department, non-food department, fresh food department and cooked food department?

Vegetable Dongpo editor compiled, most companies currently operating are positioned as fresh food; the main purpose is to attract customers. In order to achieve this goal, they will use vegetables, fruits, and pork as stepping stones to knock on customers’ doors, so ever A large number of vegetables and fruits are promoted at low prices, and a large amount of pork is promoted with negative gross margins, just to attract customers. So, next, the editor will compile an analysis of the business responsibilities of the fresh food supermarket department:

The result is that the business is booming, but the gross profit is a mess. When it comes to gross profit accounting, I feel sad, but sales still have to be done, customer flow has to be attracted, so gross profit still has to be sacrificed. This is a typical primary business behavior of fresh food.

In fact, no one has realized the true essence of making good fresh food. I remember when I first entered this business in the 1990s, the industry had a rule that to promote the director of the fresh food department, he must have experience in meat courses. Li, to be promoted to a store manager, you must also have experience as a fresh food department director. At first, I didn't understand why such a rigorous process was needed. Through my own management in the industry over the past few years, I slowly understood the industry regulations. As an enterprise, its responsibility itself is to make profits. If an enterprise does not make profits, it is a "crime".

There is such a point of view in fresh food management, and the specific functions of each fresh food department are positioned as follows:

Vegetable group: attracting customers, gathering customers, making gross profits, and making sales;

Meat group: maintain gross profit, maintain sales;

Aquatic products group: attract customers, make gross profit;

Cooked food group: attract customers, gather customers, make gross profit, make sales ;

Daily allocation team: attracting customers, gathering customers, making gross profit, and making sales.

Then how can we achieve the goals of attracting customers, gathering customers, making gross profits, and making sales? Without a complete plan, it is empty talk.

In the business process, our operators are required to have a balanced calculation plan for the overall sales and gross profit during the fresh food period, so that we can achieve the goals of attracting customers, gathering customers, making gross profits, and making sales. As a qualified fresh food person, I suggest not to be market-oriented.

Judging from the current development trajectory of fresh food operations in China's chain supermarkets in recent years, the main reasons for the weak fresh food operations are: insufficient fresh food business area; weak sales and profitability; management and training system Not sound. Therefore, the expected effects of fresh food operations such as customer acquisition and profitability were not effectively demonstrated, which directly led to the failure of supermarket chains to reap corresponding returns.

If doing fresh food can attract customers and make money, what kind of situation will it bring to supermarket operations? Fresh food has become a source of profit. Everyone wants to do fresh food, and fresh food employees will get High salary, more freedom to operate other projects, and more competitiveness in opening a store... Therefore, fresh food operations must first change the concept of "no need to make money".

The classification of fresh food must be detailed. Each category and each item has its own characteristics. We need to study each item separately and formulate corresponding operating strategies, such as pork and fruits. The key points of pork are segmentation technology and price strategy. Reasonable segmentation technology can increase the output of more than 100 yuan per pig in sales. A reasonable price strategy can reduce losses by 80%, and deepen the development of more product depth. The key points for fruits are the procurement process, display and sales promotion skills. Procurement can reduce costs and control quality to increase profits by more than 8%. Beautiful display and active promotion can expand sales by more than 15%.

Fresh food managers should know that most fresh products have a markup of more than 50% from the purchase cost to the market price. This gross profit level even exceeds that of non-food high-margin products. As long as they are ordered reasonably , we don’t need to worry about losses at all. Our practice shows that our inventory of pork, vegetables, live aquatic products and other items can be cleared every day, and the turnover of goods is reasonable, making our orders more reasonable and accounting The more intuitive employees will also be greatly improved.

1. Vegetables and Fruits Group

Vegetables are daily necessities for ordinary people, and their prices directly affect consumers’ shopping mood. Therefore, this category must maintain a low-price image, at least 30% of the products must maintain an absolute price advantage (this is compared with the prices of competitors in the same industry);

Development of deeply processed products: clean vegetables and side dishes, the variety must be rich, and the quality must be guaranteed at the same time. , development of side dishes, and differentiated competition to earn profits.

At present, the fresh food evening market in many supermarkets is a topic worth thinking about; insist on clearing the inventory of pork, vegetables, live aquatic products and other items every day to increase evening customer attraction .

Secondly, fruit management; for fruit management, it is necessary to grasp the products suitable for the season and sell them in large quantities. Other items must be fully stocked, and the prices of seasonal products must be stable.

Grains; Grain is a very sensitive commodity. Rice must be sold with low or zero gross profit during operation, and seasonal grains should also be priced at low gross profit. Others can be priced at around 20% to set the selling price.

Dry goods from the north and the south; generally the price increases for individual sensitive products should not be too high, while others can be priced at around 20% to set the selling price.

For other categories such as dried fruits and candied fruits, there are not many self-operated supermarkets. Since the discount rate for joint ventures is fixed, the higher the sales, the higher the profit. So for these two categories, we Be sure to give sufficient support to associates

2. Meat Group

The gross profit of meat and poultry should be higher than the average gross profit of fresh food, and most of our businesses can only achieve a few point or negative gross profit, I think

1. Salary increase and performance rewards are the most effective,

2. Knife skills are crucial,

3. Let the knife Have the awareness to do your own business,

4. Track sales personally every day. Let masters with good knife skills become store patrol masters, go to various stores to teach cutting techniques, increase the output rate of each pig, and bring out the knife skills team.

Quality and service are also very important. When you choose better pigs to make the quality more stable and guaranteed, even if the price is very close to the market, customers will still come to the supermarket to buy, and use quality and knife service to enhance the brand image. Go ahead and take quality as the guide for fresh food development. At the same time, we will do a good job in processing clean vegetables and side dishes to increase the added value of the products.

3. Aquatic products group

The aquatic products group mainly deals in fresh aquatic products, chilled aquatic products, and frozen aquatic products. It is characterized by differentiated management. Due to the limitations of preservation conditions, some aquatic products It is impossible to operate a farmer's market. This is the best starting point for differentiation between supermarkets and farmers' markets. With a full range of varieties, customers will subconsciously think of your supermarket when they want to buy. At the same time, remember to provide good service.

4. Cooked Food Group

Generally, small and medium-sized enterprises mainly outsource and require rich varieties and hygiene

--Diverse varieties and tastes of pastry products Complete;

——Delicatessen products are rich in taste and are better adapted to local food tastes. At the same time, local specialty products must be available to meet the needs of customers with different tastes;

——Bakery varieties It should be rich, and at the same time, the on-site sales atmosphere must be created, and the lighting effect must be appropriate.

——Whether it is pasta, bread or cooked food, it must be complete in color, flavor and flavor. This is also the standard for customers to choose to buy or not to buy.

——The last emphasis is on hygiene (the hygiene of the environment, the hygiene of the staff, and the hygiene of the products). The products in the cooked food group are all directly imported products. Consumers pay great attention to food safety. Even a small unhygienic situation may cause customers to abandon their purchase.

5. Daily Distribution Group

The daily distribution group is mainly engaged in: eggs, milk, frozen ice, and refrigerated food.

The price of eggs is in the consciousness of the people. Eggs are very sensitive to eggs, so basically don’t think about how much money you can make from eggs. The price must be the lowest in the market, as a low-price image product in supermarkets. And it is appropriate to display them in large quantities.

All fresh primary products (vegetables, fruits, poultry and aquatic products, etc.) cannot avoid the problem of commodity procurement environment and freshness distribution. Large-scale chain fresh food operations must be closely related to the agricultural products in the upstream of the fresh food supply chain. Production, processing, circulation and other links form effective "links", which is also the fundamental issue in the connection between the "Vegetable Basket Project" and supermarket fresh food operations.

Among them, the integration of production and marketing is one of the keys, and fresh food logistics and distribution planning and the timely construction of fresh food processing and distribution centers are the second key. Due to the particularity of fresh products, its management requirements are much higher and the business is much more complex than ordinary normal temperature logistics distribution. Breakthroughs in key issues will effectively improve the agricultural product procurement environment for supermarkets' fresh food operations.

When the management, operation and distribution work centered on the internal management of supermarket fresh food operations are improved, the sales and profit potential of fresh food operations will be effectively improved, but in the future "competitive racing" of fresh food operations ", how to further reduce costs and improve comprehensive gross profit margin from the limited supermarket fresh food operations and related sales will be the deep business problems that fresh food operators will face, which must be sought from the fresh food supply chain management. solutions to seek long-term strategic returns from fresh food operations.