Our responsibility to organize products is not only to meet the needs of different customers, but also to lead a fashionable and quality life. The leading ideology of commodity organizations in various departments must focus on the basic principles of 50% commodities meeting the needs of people's livelihood, 50% pursuing individual enterprise characteristics, and maintaining good quality, fashion, practicality, and affordable prices. Rely on high-quality goods, rich categories, real prices, absolutely efficient, convenient and warm services to maintain the continuous improvement of the quality of business!
1. The theoretical part of commodity management
1. About making commodities - let us become a museum of commodities and a commercial Louvre
Every department must do a good job in commodity planning, our enterprise to take the route is not to expand the scale, but to do fine, to the world's best single store to do, from the environment, commodities, management to the mental outlook of personnel, professional ability, just like the Louvre of business. But now our commodity planning, categories still need to be improved, in the future to make the goods into the world commodity expo park, we want to do not in China leading, but in the world is the best. Our philosophy and culture are reflected in the goods, so that our love can promote the development of business and contribute to the improvement of the quality of human life.
2. About respecting commodities - respect commodities, don't use commodities, because they also have thoughts and feelings, and you should become friends with them
Every commodity is alive, thoughtful, emotional, and valuable. Therefore, we must respect it, love it, and integrate the love for customers and ourselves into the product, so that the product is a product with a soul, so as to better serve the customer and the society.
3. About refinement - no matter what you do, you must make a realm
There will always be many problems on the way forward, but you must always be promoting your work, promoting your career, promoting your life, developing in a better and more refined direction, and integrating refined thinking into work and life, then you will become more and more confident, life will be happier and happier, and life will be easier and easier. In that way, the products we make will be products with stories, products with cultural heritage, and products with life and value.
4. About the love for customers - to extend the love to the product to help customers solve problems
When we make products, we think about customers, and when we introduce products, we also think about customers, and we are trying to help solve problems for customers, rather than making reasons and excuses. For example, if a customer asks for an item, and the item is the last item on your counter, then you will definitely not sell it, because it is a feeling. If the customer wants this item, you can go outside to buy it for the customer; If it is a discontinued product, then you will explain to the customer in detail when the manufacturer discontinued the product, and now which product has replaced it, and explain the new function to the customer, I believe the customer will understand.
If you encounter a customer who has to buy this discontinued product, then you go outside to help the customer buy, the premise is that you must explain to the customer, which may increase the corresponding cost, we can do this, I believe that more and more customers will be recognized and understood, at least we are to help customers solve the problem, we can not let them down. Extend love to the goods, reflect it on the customer, and let the product serve the customer and the society.
5. About out-of-stock registration - don't let customers down
The category of goods should be complete, what if I don't have some things? I will go out to buy for customers, even go to rival stores to buy, will not disappoint customers, the farthest time seems to be a single product airplane back, of course, selling a single product is to lose money, but I am willing, because I don't want to disappoint customers, we should have this responsibility to meet the wishes of customers in business.
6. About excellence, professional focus - to be a leader of the industry
Although we have the current concept, but our technology can not keep up, resulting in the process is not clear, the system is not perfect, the standard is not clear, the understanding of commodity culture, the understanding of service is not in place, so we now have very high requirements, because we want to be a leader of the industry. If I am an electrical appliancer, then we are the benchmark of the entire electrical appliance industry (quality assurance, complete categories, leading functions, perfect service).
7. About loving customers - we should consider the problem from the perspective of customers
We must love customers, think of the needs of customers, do not follow our own ideas, integrate this love into our own life and work, do not consider problems from our own interests, and do not violate the concept of "altruism". What is love? Love is the happiest thing, the most beautiful thing, the purest thing, when you do things with love, you will interpret the value of the product, you will bring the most beautiful thing to the customer, and you can let the product improve the quality of life for the customer.
8. About altruism - only truly high-quality products are truly for the sake of customers and worthy of consumers, which is the heart of altruism
The goods we want to make, whether it is category or quality, must be excellent, quality, and integrated with love and thoughts, just like a work of art, with feelings, thoughts, and stories, not a piece of garbage. We must truly think about consumers, be worthy of the value of the goods themselves, and be worthy of the love of consumers for us.
Second, gradually move closer to the road of self-procurement and self-management and self-owned brand building
Self-sourcing and self-management, self-owned brand building is a way for small and medium-sized retail enterprises to innovate and redeem. Some people will say, what strength do small and medium-sized enterprises have to do self-procurement? What kind of private label? Wrong! It is precisely because of their small strength and lack of a complete and strong supply chain under the traditional definition that they will suffer from it and have no choice but to survive in the cracks.
Use limited funds and resources, integrate scientifically, mature one to do, step by step. Strengthening self-procurement and self-management, starting its own brand building, will provide additional benefits from business efficiency, independent procurement, consumer demand, etc., which not only ensures the quality of goods, but also conforms to consumption changes, and at the same time obtains the dual effects of business efficiency improvement and brand building.
Therefore, small and medium-sized enterprises should take the issue of self-procurement and self-management and self-brand building seriously and make strategic planning as soon as possible. There are no conditions to create conditions to try, there is really no strength but to have this awareness, with this awareness, you will think of relevant solutions, such as union, cooperation, shareholding and other means.
Third, how to advocate new retail, don't forget to grasp management and improve quality
If a modern enterprise wants to be "promoted" to the appearance of the future enterprise, improving the quality of the enterprise is the foundation. Study often, do a good job in management, strengthen the body, and improve quality.
First of all, we must grasp technological progress, the so-called "technological progress", the first meaning is to learn new ideas, new business technology, new management methods, new business facilities and services, and even new business models; The second meaning is goods and services, organizational ability. Understand the meaning and demands of the new business model, learn the essence of it, and obtain beneficial inspiration from it, so that the management system of your own enterprise can be gradually upgraded and evolved, and finally promote the transformation and upgrading of your enterprise.
The second is to only focus on the changes in consumer demand, from the general trend to the micro change. Don't be rash and ignore local and micro demand changes, many times, a little inadvertent new consumer demand and subtle consumption changes, the butterfly effect and chain reaction produced by it, and even change the entire market and even the status quo of the industry, resulting in earth-shaking changes in the industry. For example, Alipay is just a change in payment methods, and after Internet commerce, it has triggered a continuous consumer revolution.
Fourth, create a good business experience, and create independent service characteristics that cannot be replicated
Commodity is king, this sentence is recognized by many pragmatic entrepreneurs and managers in the industry; Service is the driving force of growth, and it is also the most basic understanding of the retail industry.
In the past two years of retail transformation and development, traditional model benchmarking enterprises like Fat Donglai have put commodity power in the first place.
In order to achieve the ultimate product experience, Fat Donglai has extended its tentacles to the upstream level of commodity circulation, and even penetrated to the top of production, and its tea, medicine, gold, home appliances, clothing and other commodities are well-known and reliable commodities for local and surrounding consumers. The Moutai liquor provided by Fat Donglai is particularly favored by customers in Xuchang and its surrounding Luohe, Zhoukou, Pingdingshan and other areas and group customers, because the real brand is genuine, the quality and safety are guaranteed, and the market is assured.
Fat Donglai also develops its own brand of products to ensure the quality and safety of goods, improve the cost performance of goods, and adapt to the different consumer needs of more groups.
In the process of commodity sales management, Fat Donglai is more through freshness management, beautiful display layout, perfect after-sales service for the goods to pour charm, so that customers in a short purchase process is always in a relaxed, happy, trusting, happy state of mind.
Fat Donglai believes that shopping is a relaxed and pleasant thing, and consumers certainly need the services of merchants when purchasing, but excessive enthusiasm is "disturbing" and will only have the opposite effect. MINISO believes that a merchant that can attract consumers relies on creating a relaxed and comfortable shopping environment to guide consumption, rather than relying on "rapping" and "inducing".
5. Try to learn digital management and organizational optimization
Although the enterprise is small, it has all kinds of organs. It's right to travel light and avoid bloat, but many of the essential features can't be streamlined and can't be overdone. For small and medium-sized retail enterprises, there are two things that cannot be ignored in the new era: organizational optimization and data application.
Regardless of size, retail enterprises must learn to record and analyze customers' social, consumption, interest and other data, in order to understand customers' consumption psychology and consumption habits, and then lock customers, so as to achieve the purpose of precision marketing. Through such data management, you are always in the active position, and the store environment and product updates will become targeted and get twice the result with half the effort.
The improvement of enterprise organizational capacity is also the traditional shortcoming of small and medium-sized enterprises. The right strategy and the right organizational capabilities are key factors for the continued success of a business. Both are indispensable. Small and medium-sized enterprises should also focus on improving organizational capabilities, start thinking about the long-term talent mechanism, organizational system and operation mechanism of the enterprise as early as possible, and start the construction of corporate culture from shallow to deep, so as to lay the foundation for the continuation of life and sustainable development of the enterprise.
Every retail person should not wait and see, should not wait, in fact, the change of your business is the best way to improve the enterprise, so it is worth it to improve a point of the enterprise with your own strength, and it is also rewarding, we should not be entangled in the pay and return, in fact, only pay is the truth, you will never grow without paying, and you will not be phoenix nirvana.