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1、How do retailers think? 零售商如何思考,What are the main objectives of a buyer? 采购的主要目标是什么? Please give me examples. 请举例,1,The buyers problem: 采购的问题,My customer 我的消费者,My Suppliers 我的供应商,My stores 我的门店,The store 门店,Increase in sales and profitability 销售和利润的增长,2,The buyers problem: 采购的问题,What is my priority?
2、 什么是优先的? - my customer 我的消费者 - my stores (and my competitors) 我的门店(和竞争者) - my supplier 我的供应商,3,The buyers problem: 采购的问题,In retailing, there is equivalence between: 在零售业, 下述的增长带来的结果是等值的: A 15% increase in sales 销售增长15% A 15% increase in productivity 生产力提升15% A 2% improvement in purchases 采购（条款）提升2%,
3、4,Simple retailer P&L 简单的零售商损益分析,5,Simple retailer P&L (Salesincrease of 17%)简单的零售商损益分析(销售增长17%),6,Simple retailer P&L (Productivity increase by 18%)简单的零售商损益分析(生产力提升18%),7,Simple retailer P&L (Rebate increase by 2%)简单的零售商损益分析(折扣增加2%),8,Payment Terms / how do they improve the margin?如何通过帐期条款提升利润?,Exa
4、mple 举例 Average stock days: 20 days 平均库存天数:20天 (on average it takes 20 days to sell out the whole inventory of the store) 平均计算, 销售完店内的全部库存需要20天 Average supplier credit: 40 days 供应商的平均帐期:40天 Interest rate on the Bank: 4% 银行利率:4% Financial income: (40 days 20 days)/360 days x 4% = 0,222% 财务收益(40天-20天)
5、/360天x 4% = 0,222%,9,The buyers strategy 采购的策略,I will try to find the easiest way for: 为达成如下目标, 我将设法找到最容易的方法: Gains in purchasing (including payment terms) 通过采购谈判获取利益(包括帐期条款) Directly increasing sales 直接的销售增长 Differentiating on the market 市场差异化 Increasing productivity 生产力提升,10,How to achieve gains i
6、n purchasing?如何在采购方面取得利益?,Creating organized buying structures 建立有组织的采购架构 “Put pressure” on suppliers 给供应商施加压力 Using the price/volume ratio 运用价量比率 Be well trained 良好的培训 Objective: Achieve purchasing power 目标: 达到采购能力,11,How to Differentiate themselves on the market?如何在市场上自我区分?,Creating a differentiat
7、ing position on the market 在市场上建立差异化的地位 Selecting the product ranges sold 选择售卖的产品线 Appearance of a marketing structure 市场营销结构的显现 Objective: Use power of marketing 目标: 运用市场营销的力量,12,How to directly develop sales?如何直接提升销售?,Studying customers buying behavior 研究消费者的购买习惯 Requesting “customized” promotiona
8、l actions 要求“ 量身定做”的促销活动 Setting up customer loyalty programs 设立消费者忠诚度项目 Need: Significant marketing power 需求: 强大的市场营销力,13,The buyers / retailers solution:采购/零售商的解决方案,Using the four strategies one by one: 逐一运用四个策略,Purchasing 采购,Differentiation 差异化,Developing sales 发展销售,Increase Productivity 提升生产力,Co
9、ncentration capacity 集中化能力,Differentiating features 差异化特征,Consumer insight 消费者认知,Internal / External 内部/外部,14,From a buying mindset to a sales mindset?从传统型采购的思维方式到销售型采购的思维方式?,From the traditional buyer: 从传统的采购 Focussed on the product offer and profitability 关注产品和利润 Very much focussed on hard negotia
10、tion 非常多的关注重要的谈判 Not very worried about the stores customers 较少关心门店的消费者 Does not act much in terms of store arrangement/store operations 在门店管理/门店运营方面没有太多的行动 Manages procurement 采购管理,To the category manager: 到品类经理 Interested in the suppliers global contribution 对供应商的整体贡献感兴趣 Looks for mutual interest
11、in negotiation 在谈判中寻求相互的兴趣点 Backed up by customer research 根据消费者调研结果 Looks to optimise sales in their category and promotional actions 在品类和促销活动上寻求销售最优化 Optimises logistics costs 优化物流成本,15,How retailers and buyers build a supplier strategy零售商和采购如何构建供应商策略,What is my chain strategy (how can I be differ
12、ent?) 我的连锁策略是什么?(如何能做到差异化?) For which customers? 我是为哪些消费者服务的? With which suppliers? 我将选择哪些供应商？,16,My chain strategy我的连锁策略,After deciding the chain strategy (Hypermarket, Supermarket, CVS) the retailer will think about: 连锁策略决定后(大卖场,超级市场,便利店), 零售商将会考虑: The Stores (number of outlets, location, size, nu
13、mber of shelves.) 门店(数量, 位置, 规模, 货架数量) The Range / Assortment 范围/分类,17,From chain strategy to range strategy从连锁策略到产品线策略,Choice of market segments to be covered 涵盖市场分类的选择 Number of products per segment and per price rangeaccording to the market and chain positioning 按照市场和连锁配置确定每一分类和每一价格范围的产品数量 Number
14、 of products per segmentaccording to the size of the segment and the available space, as well as dependant on the outlet size 按照每一分类的规模和可用空间, 同时参考门店的规模, 细分每一分类产品的数量 Allocation of products to suppliers taking account of compulsory products (key brands, products which are strategic for the chain, etc.
15、) 考虑必须做的产品(关键品牌, 战略性产品等)，安排供应商的产品配置,18,From Range strategy to Consumer strategy从产品线策略到消费者策略,Retail mindset 零售思考 type of promotional actions, shelf arrangement, price level 促销活动的类型, 货架管理, 物价水平 Loyalty mindset 忠诚度思考 loyalty cards, customized actions 会员卡, 量身定做的促销,Strategy example,19,From Chain, Range,
16、Consumer Strategy.,Classifying suppliers 供应商分类 Strategic/Tactical/Challenger/Spots 战略型/战术型/挑战型/闪电型 To achieve objectives 达成目标 In terms of increasing sales 销售增长 In terms of profitability 利润,To supplier strategy从连锁策略, 产品线策略, 消费者策略,到供应商策略,20,Classifying Suppliers 供应商分类,Consistency matrix: an operational tool 矩阵图:一种操作工具,21,MarginProductivitySales 利润生产力销售,With a focus on contribution 关注贡献,The Buyer towards a supplier
