Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 26 Business Classic IX: Business Operation is the Most Important (3)
Food materials are highly sensitive to temperature differences and have high requirements. Correct and good low-temperature distribution and storage are very important for maintaining the quality of food during delivery. Therefore, the acceptance personnel must not ignore the temperature inspection during acceptance.

7 appearance
This is the most straightforward method, but it works.You can roughly confirm its quality by looking at its appearance.

8 validity period

Expiration date control is always one of the important methods to control the quality of food materials.Confirmation of the validity period at the time of acceptance must match the estimated service life of the order quantity.

What problems will be encountered in the acceptance

Acceptance quality management personnel strictly perform their duties, which can directly help improve the quality of items, but when poor quality or inconsistent specifications and quantities are found during the acceptance process, correct operating regulations should also be in place.

1. The quantity does not match
The discrepancy may be too much or not enough.If there is too much, the excess quantity should be rejected, and the delivery personnel should bring it back, and fill in the actual quantity received on the receipt; if the quantity is insufficient, the relevant personnel of the ordering, purchasing, warehouse management and user units should be notified immediately Necessary disposal.

In addition, it should be noted that once the acceptance quantity is short, it is necessary to make an order and receive the goods once. When replenishing the goods, it needs to be regarded as another new order, so as to ensure the balance between the book and the actual materials. accuracy, and reduce human error.

2. The quality does not match
When the quality does not match, non-food items can be returned. If the items are not suitable for long-term storage, you can confirm with the delivery personnel and ask them to bring them back. Because the quality does not match, they will be returned to the original supplier.If there is a shortage of quantity, you can ask the ordering or purchasing personnel to make a new order.

[-]. Commodity pricing

What is the relationship between price and demand

There is a close relationship between price and demand, and this factor should be considered in pricing.Under normal circumstances, demand and price are inversely related, that is, the higher the price, the lower the demand, and vice versa.But in some cases, demand and price are directly proportional.Perfume companies have found that raising the price of perfume often leads to an increase in sales of perfume.Because customers judge the level of perfume according to the price.Of course, if the price is too high, the level of demand will still fall.

To grasp the dynamics of customer demand, it is necessary to be familiar with customers' sensitivity to prices.

The more unique the product, the less price-sensitive customers will be.For example, people often spend a lot of money on health care products with significant therapeutic effects.

The less aware customers are of substitutes, the less sensitive they are to price.For example, door-to-door sales are often unique and often give the impression of being cheap.

If it is difficult for customers to compare the quality of alternatives, the less sensitive they are to price.

The smaller the share of commodity prices in a customer's income, the less sensitive they are to price. A bicycle of 500 yuan is cheap for a person with a monthly income of 200 yuan, but it is expensive for a person with a monthly income of [-] yuan.

Customers are less price sensitive if someone else bears the cost of the purchase.Eating and drinking at public expense, people don't pay much attention to menu prices.

Customers are less price-sensitive if the item can be used with previously purchased items.For example, if you buy the 17th volume of "The Complete Works of Ba Jin" and use it together with the first 16 volumes, you don't really care if the price of the 17th volume is expensive.

Customers perceive a product as having better quality and a better reputation, and are less sensitive to price.

The more urgently needed a commodity, the less price sensitive it is.This is the case, for example, with patients versus drugs.

Based on price sensitivity, demand can be predicted.The first method can assume that the competitor's price is constant, and the second method is to assume that the competitor's price changes with the company's price, and finally obtain the range and trend of demand change.

What environmental factors should be considered in pricing
When setting prices, in addition to understanding your own situation, you must also be highly sensitive to your own pricing goals, the original price of the product, and the changing surrounding environment at any time.

In terms of environment, pay attention to the following points.

1. Price movement of peers

It may seem calm on the surface, but competitors may be preparing for the next wave of attack at any time.When peers are doing promotional activities, unless we adopt different promotion strategies, such as peers using special sales, we use lottery draws to attract customers of different classes or different needs, otherwise, when peers are doing special sales, it is best to follow up appropriately in order to Make yourself more competitive.

2. Factors of seasonal changes

When the seasons change, the products also change.If summer comes, cold drinks are on the scene; when winter comes, hot pot is the answer.Merchandise planners should understand seasonal changes and use this to understand consumer demand.It should be noted that the launch of seasonal products should be well timed. For example, when autumn and winter change, when the first cold wave comes, hot pot products will be launched in a timely manner, and there will be good sales performance, because consumer demand is high at this time , If the launch is too late, when consumers have been fed and the frequency of demand has been reduced before launching, the opportunity for sales has been lost.

In addition, when the seasons change, the price of the newly launched products should be lowered as appropriate to attract consumers' attention.

3. Factors of climate change
For example, Hong Kong is an area near the sea, and the climate changes greatly.Especially in summer, special attention should be paid to changes in typhoon trends.Commodities that should be prepared before the typhoon include batteries, candles, mineral water, instant noodles, etc.; after the typhoon, commodities such as fresh fruits and vegetables should be prepared.At this time, some products can be sold at a reduced price to improve the image of the store. As for the products that can make profits, there is no need to reduce the price.

4. Understand the overall supply and demand situation

When the supply exceeds demand, the price policy can only be sold at a normal price; when the demand exceeds the supply, the price can be raised moderately.Especially for fresh fruits and vegetables, supply and demand imbalances often occur due to seasonal changes or climate changes.As for other commodities, due to their high substitutability, it is difficult to return to the previous "seller's market".

What is price elasticity of demand

Price elasticity of demand is the response of demand to changes in price.The formula for calculating the price elasticity of demand is:
The calculation result, if the number is 0, indicates that the product is inelastic; the larger the number, the greater the elasticity; a negative number indicates that the price is inversely proportional to demand, and a positive number indicates that the price and demand are in direct proportion.

Demand may be less elastic in the following cases:
Daily necessities.For example, no matter how the price of grain rises or falls, the consumption of ordinary people is generally stable.

There are few substitutes or competitors.Such as salt and so on.

Buyers are ill-informed and slow to act in their search for lower prices.

Buyers believe that price increases are inevitable due to quality improvements, inflation, etc.

It can be seen that the price that customers bear is not necessarily a reasonable price and the best marketing price.But generally speaking, for commodities with low price elasticity of demand, the price can be raised appropriately; for commodities with high price elasticity of demand, the price can be appropriately lowered to increase income by stimulating demand.

Care should be taken when applying the price elasticity of demand coefficient.An old bookstore in Beijing once raised the original price of 2 or 3 yuan a book to 10 yuan, which is not appropriate for books with a relatively high price elasticity of demand. If things go on like this, it is easy to lead the business into a dead end.Even for commodities with low price elasticity of demand, the price increase must be cautious. If the price increase is too large, people will stop buying for a period of time after the price increase.Orderly and gradual price increases are more effective.For example, in the winter of 1993, the price of eggs rose to 3 yuan per catty, but it was only 220 yuan at the beginning of the year, but it rose little by little, and consumers did not reduce their purchases because of this.In addition, price reduction strategies should not be used for commercialization with low demand elasticity.At present, there are a lot of cheap toilet paper on the market, but people will not buy more because of its cheapness, because the usage quantity is limited and fixed.Enterprise pricing cannot ignore the magic of price elasticity.

What is the basic position of price determination

1. Value ≥ price
The so-called value refers to the properties of "good" such as "quality" and "utility". The nature of "bad" is anti-value.In a broad sense, value includes value and anti-value.The so-called value of a commodity refers to its function, quality, material, design, image and other values.Therefore, the so-called sale is to express the value of the commodity with the price, so that customers are willing to buy.

In other words, the product can only be sold if the buyer's customer recognizes that the product has value and thinks that the displayed price is worth exchanging with the money he owns. , that is, when the formula "value ≥ price" is established, the commodity has "use value" and "exchange value".

The price of a commodity is the seller's estimate of the value expressed in monetary terms. As for whether it can be accepted, it depends on the consumer's awareness of the value of the commodity.If the value of the commodity is considered to exceed its selling price, it will undoubtedly sell well, and even the merchant can increase the selling price.On the contrary, if the value of the commodity is considered to be lower than its price, it will inevitably not be sold, even if the price is lowered, it may not be able to restore the decline.

2. Alignment with the consumer position

So far, there is no fixed price determination method, and most companies determine prices according to habits or based on simple standards.And this benchmark is roughly recovering input costs, gaining a higher market share and competing with competitors.

There are two factors that determine the price:

From the standpoint of consumers, consumers will buy when they consider how to determine the price of commodities.

From the standpoint of the enterprise, consider how to determine the price of commodities in order to recover costs and obtain benefits.

Simply put, the former determines the price according to the market value, while the latter determines the price before considering the market value.These two positions are fundamentally different and literally contradictory, but if they can be brought together, it is the best price.Therefore, commodity planners in supermarkets should consider from the standpoint of the company on the one hand and the standpoint of consumers on the other hand when deciding on prices.

3. The concept of allowable value
The sales price desired by supermarkets is based on the purchase cost plus unit profit, while the price desired by consumers is the price consumers are willing to buy, that is, the market price minus the company's profit.It can be seen that the logic of buyers and sellers is just the opposite.

As far as practical issues are concerned, although the price setting that includes these two logics varies with the type of business and conditions, they must generally be able to "ensure appropriate benefits, withstand competition from other companies, pay attention to consumer intentions, consume Those who can accept it must be a price that consumers are willing to buy, but what is the price that consumers are willing to buy?That is, the market price is subtracted from the benefits that the enterprise must obtain, and the resulting balance is also called "allowable value". This value must be consistent with the cost.The relationship is as follows:

Cost + benefit = price, this is the position of the manufacturer, this situation must be possible when the demand exceeds the supply.

Price - cost = benefit, this is the consumer's position, that is, the price that consumers can accept and the manufacturer still has benefits.

Market price—hope benefit=allowable cost, that is, the price acceptable to consumers. It is best for the seller to obtain the benefit. If the seller cannot obtain the benefit, at least he must not lose money, that is, the benefit is zero.In other words, the market price is equal to the allowable cost, and the allowable cost should include all costs that should be paid for the sale.

From another point of view, the price that consumers can accept is fixed, and if companies want to benefit, they must find ways to reduce costs.

Therefore, for the concept of allowable value, operators should find ways to reduce the purchase price from the above-mentioned "price structure chart".

How to choose a pricing method
The pricing methods commonly used in the retail industry are as follows:
1. Markup Pricing

This is a method commonly used by most retailers. It is simple and practical, that is, the profit is calculated based on the cost of the purchase price of the product plus a fixed percentage.For example, the purchase price per unit cost of product A is 80 yuan, and the store adds 20% of the profit to the gross profit. Pay attention to the addition method:
All products in the store do not have to be added according to the same rate, and different markup rates should be set according to the demand elasticity, popularity (seasonality), competition status, etc. of the product.

The cost plus method needs to consider the fixed and variable expenses to be borne, and set the gross profit target. However, the calculation is not by multiplying the cost by the target gross profit rate, but by division (as explained in the above example). If the multiplication method is adopted, the actual gross profit Interest rates were lower than expected.

2. Target Return Pricing

This method is mainly used to estimate the price when the specific remuneration is reached. In the example, the unit cost purchase price of commodity A is 80 yuan. The store expects to sell 1000 units of commodity A in the current year, and the profit target is 20000 yuan. Then its retail price for:

Unit cost + target remuneration sales volume, that is, 80+20000/1000=100 yuan.

3. Perceived—Value Pricing

This method is based on the perceived value of the product in the minds of customers. It is more complicated to use this method to set the price, but it can get rid of the limitation of the purchase price.Factors affecting the selling price of the cognitive value pricing method include:

the store's reputation;
Hardware facilities and atmosphere in the store;

additional services;
4. Going Rate Pricing

This method determines the selling price based on the prices of the main competitors in the current market, without considering the cost or profit target of the store itself.

How to adjust the price cleverly
Another important reason for the price increase is the increase in cost.Costs have increased without a corresponding increase in productivity, leading companies to raise prices on a regular basis.Enterprises often raise prices higher than cost growth to avoid profit risks brought about by continued inflation in the future, which is known as the advance price increase method.

Another important reason for raising prices is excessive demand.When an enterprise cannot supply all the products that customers need, it can raise prices, supply by ticket, or use a combination of both.For example, the price of concerts of Hong Kong and Taiwan singers in the mainland has risen again and again, from 30 yuan and 40 yuan to nearly 300 and 400 yuan, which is the result of excessive demand.

The above is one aspect of the company's price increase.

As a store owner, you may wish to try the following methods:

1 Adopt the deferred quotation method

When the price rise has become a trend of market development, for some products with a long production cycle, the price will be quoted when the product is completed or delivered.

2 using the automatic adjustment method

That is, the price changes with the market.

3 Use the decomposition pricing method

That is, some service items or spare parts are separated and priced separately.

4. Adopt the reduction discount method

And when the social and business economic situation is good and the supply of products exceeds demand, shopkeepers can adopt price reduction strategies to promote production and sales to promote the balance between supply and demand.For example, a "Nanhai Fishing Village" hotel in Guangzhou, which deals in seafood, launched a "Seafood Food Week" event after its opening. During the event, a special seafood was launched every day. success.

Of course, the extent to which an enterprise adjusts prices should be determined according to various factors such as market competition conditions, product characteristics, and enterprise strength.Under normal circumstances, enterprises should increase the price by a smaller range, not more than 10%; and the price reduction range must reach more than 15% to be attractive to customers, and it is easy to induce impulsive purchases.

(End of this chapter)