Supermarket marketing training Small and medium-sized enterprises face the deficiency of the business Super Channel

The manuscript provides: Weiqing concept to the action marketing training institutions One, the supermarket marketing hot topic of misunderstanding business Super Channel prosperity, how to "advance to the supermarket" has become a hot topic of marketing, and a bit of "hot" over the head-too one-sided emphasis on the importance of business and super Channel business operation Skills, 　　 It is easy to mislead companies, especially small and medium-sized enterprises. 　　 Misunderstanding one: Supermarkets is the main retail channel, must be fully entered! Analysis: No doubt, supermarkets is the future trend, can not be belittled. But at present supermarkets only in individual larger cities really become mainstream channel, most northern cities, two or three types of urban retail sales or concentrated in 0 stores and wholesalers. From the national market point of view, the current mainstream retail channels is not supermarkets, sales still rely on wholesale and retail to complete. Especially small and medium-sized enterprises, insufficient product strength, advertising support is not enough, all over the country market wholesale access prices are uneven, blindly into the supermarket, most will be dead or injured-one part is unbearable to the cost of all kinds of costs and the elimination of the Rules of the end of the pressure exit; the other is due to the special supermarket effect between the two, 　　 Disrupt the entire wholesale access price system, resulting in the wholesale access can not be shipped, and even caused the entire market paralysis. At least for now, small and medium-sized enterprises must not underestimate the sales force of wholesale and retail outlets. Supermarkets channel can play the role of product image window, so be sure to enter. 　　 But whether to supermarkets as the main channel of sales, and strive for full access, it is best to think twice, and for. Misunderstanding two: Small and medium-sized enterprises into the supermarkets, the most important thing is to learn to discuss the super business skills (especially in cost negotiation) analysis: Small and medium-sized enterprises do supermarkets always stumble, why? Supermarkets's own huge costs, harsh conditions is only one of the reasons, more resistance is derived from the long-term accumulation of various existing defects (detailed in the next section). Small and medium-sized enterprises want to enter the business Super Channel to grow smoothly, simply to learn the business skills of supermarkets can only be fit, temporary symptoms not cure. 　　 From the internal sales/Management/service system to start, so that the entire production, sales, storage, transportation system and the demand for more matching business channels, is the long-term solution. 　　 Second, small and medium-sized enterprises do supermarkets all kinds of "congenitally deficient." Small and medium-sized enterprises do supermarkets, in the enterprise itself system, sales force, service capacity, etc. have a lot of "congenitally deficient", the specific performance is as follows: 1, the lack of professional sales professionals have relatively complex operation management practices, is a very professional sales channels. Small and medium-sized sales staff are mostly doing wholesale "veteran", the supermarket know very little. Enterprises must introduce familiar supermarkets business professionals ... More↓↓↓