1、How do retailers think? 零售商如何思考What are the main objectives of a buyer? 采購(gòu)的主要目標(biāo)是什么?Please give me examples. 請(qǐng)舉例1The buyers problem: 采購(gòu)的問題My customer 我的消費(fèi)者M(jìn)y Suppliers我的供應(yīng)商My stores我的門店The store門店Increase in sales and profitability銷售和利潤(rùn)的增長(zhǎng)2The buyers problem: 采購(gòu)的問題What is my priority? 什么是優(yōu)先的?- my cus

2、tomer 我的消費(fèi)者- my stores (and my competitors) 我的門店(和競(jìng)爭(zhēng)者)- my supplier 我的供應(yīng)商3The buyers problem: 采購(gòu)的問題In retailing, there is equivalence between: 在零售業(yè), 下述的增長(zhǎng)帶來的結(jié)果是等值的:A 15% increase in sales 銷售增長(zhǎng)15%A 15% increase in productivity 生產(chǎn)力提升15%A 2% improvement in purchases 采購(gòu)（條款）提升2%4Simple retailer P&L 簡(jiǎn)單的零售

3、商損益分析5Simple retailer P&L (Salesincrease of 17%)簡(jiǎn)單的零售商損益分析(銷售增長(zhǎng)17%)6Simple retailer P&L (Productivity increase by 18%)簡(jiǎn)單的零售商損益分析(生產(chǎn)力提升18%)7Simple retailer P&L (Rebate increase by 2%)簡(jiǎn)單的零售商損益分析(折扣增加2%)8Payment Terms / how do they improve the margin?如何通過帳期條款提升利潤(rùn)?Example 舉例Average stock days: 20 days 平

4、均庫(kù)存天數(shù):20天(on average it takes 20 days to sell out the whole inventory of the store)平均計(jì)算, 銷售完店內(nèi)的全部庫(kù)存需要20天Average supplier credit: 40 days 供應(yīng)商的平均帳期:40天Interest rate on the Bank: 4% 銀行利率:4%Financial income: (40 days 20 days)/360 days x 4% = 0,222% 財(cái)務(wù)收益(40天-20天)/360天x 4% = 0,222% 9The buyers strategy 采購(gòu)

5、的策略I will try to find the easiest way for: 為達(dá)成如下目標(biāo), 我將設(shè)法找到最容易的方法:Gains in purchasing (including payment terms) 通過采購(gòu)談判獲取利益(包括帳期條款)Directly increasing sales 直接的銷售增長(zhǎng)Differentiating on the market 市場(chǎng)差異化Increasing productivity 生產(chǎn)力提升10How to achieve gains in purchasing?如何在采購(gòu)方面取得利益?Creating organized buying

6、 structures 建立有組織的采購(gòu)架構(gòu)“Put pressure” on suppliers 給供應(yīng)商施加壓力Using the price/volume ratio 運(yùn)用價(jià)量比率Be well trained 良好的培訓(xùn)Objective: Achieve purchasing power目標(biāo): 達(dá)到采購(gòu)能力11How to Differentiate themselves on the market?如何在市場(chǎng)上自我區(qū)分?Creating a differentiating position on the market 在市場(chǎng)上建立差異化的地位 Selecting the produ

7、ct ranges sold 選擇售賣的產(chǎn)品線 Appearance of a marketing structure 市場(chǎng)營(yíng)銷結(jié)構(gòu)的顯現(xiàn)Objective: Use power of marketing 目標(biāo): 運(yùn)用市場(chǎng)營(yíng)銷的力量12How to directly develop sales?如何直接提升銷售? Studying customers buying behavior 研究消費(fèi)者的購(gòu)買習(xí)慣 Requesting “customized” promotional actions 要求“ 量身定做”的促銷活動(dòng) Setting up customer loyalty programs

8、設(shè)立消費(fèi)者忠誠(chéng)度項(xiàng)目Need: Significant marketing power需求: 強(qiáng)大的市場(chǎng)營(yíng)銷力13The buyers / retailers solution:采購(gòu)/零售商的解決方案Using the four strategies one by one: 逐一運(yùn)用四個(gè)策略Purchasing采購(gòu)Differentiation差異化Developing sales 發(fā)展銷售Increase Productivity提升生產(chǎn)力Concentration capacity集中化能力Differentiating features差異化特征Consumer insight消費(fèi)者認(rèn)知

9、Internal / External內(nèi)部/外部14From a buying mindset to a sales mindset?從傳統(tǒng)型采購(gòu)的思維方式到銷售型采購(gòu)的思維方式?From the traditional buyer:從傳統(tǒng)的采購(gòu)Focussed on the product offer and profitability 關(guān)注產(chǎn)品和利潤(rùn)Very much focussed on hard negotiation 非常多的關(guān)注重要的談判Not very worried about the stores customers 較少關(guān)心門店的消費(fèi)者Does not act much

10、in terms of store arrangement/store operations 在門店管理/門店運(yùn)營(yíng)方面沒有太多的行動(dòng) Manages procurement 采購(gòu)管理To the category manager:到品類經(jīng)理Interested in the suppliers global contribution 對(duì)供應(yīng)商的整體貢獻(xiàn)感興趣Looks for mutual interest in negotiation 在談判中尋求相互的興趣點(diǎn)Backed up by customer research 根據(jù)消費(fèi)者調(diào)研結(jié)果Looks to optimise sales in

11、their category and promotional actions 在品類和促銷活動(dòng)上尋求銷售最優(yōu)化Optimises logistics costs 優(yōu)化物流成本15How retailers and buyers build a supplier strategy零售商和采購(gòu)如何構(gòu)建供應(yīng)商策略What is my chain strategy (how can I be different?) 我的連鎖策略是什么?(如何能做到差異化?)For which customers? 我是為哪些消費(fèi)者服務(wù)的?With which suppliers? 我將選擇哪些供應(yīng)商？16My cha

12、in strategy我的連鎖策略 After deciding the chain strategy (Hypermarket, Supermarket, CVS) the retailer will think about: 連鎖策略決定后(大賣場(chǎng),超級(jí)市場(chǎng),便利店), 零售商將會(huì)考慮:The Stores (number of outlets, location, size, number of shelves.) 門店(數(shù)量, 位置, 規(guī)模, 貨架數(shù)量)The Range / Assortment 范圍/分類17From chain strategy to range strategy

13、從連鎖策略到產(chǎn)品線策略Choice of market segments to be covered 涵蓋市場(chǎng)分類的選擇Number of products per segment and per price rangeaccording to the market and chain positioning 按照市場(chǎng)和連鎖配置確定每一分類和每一價(jià)格范圍的產(chǎn)品數(shù)量Number of products per segmentaccording to the size of the segment and the available space, as well as dependant on t

14、he outlet size 按照每一分類的規(guī)模和可用空間, 同時(shí)參考門店的規(guī)模, 細(xì)分每一分類產(chǎn)品的數(shù)量Allocation of products to suppliers taking account of compulsory products (key brands, products which are strategic for the chain, etc.) 考慮必須做的產(chǎn)品(關(guān)鍵品牌, 戰(zhàn)略性產(chǎn)品等)，安排供應(yīng)商的產(chǎn)品配置 18From Range strategy to Consumer strategy從產(chǎn)品線策略到消費(fèi)者策略Retail mindset 零售思考typ

15、e of promotional actions, shelf arrangement, price level 促銷活動(dòng)的類型, 貨架管理, 物價(jià)水平Loyalty mindset 忠誠(chéng)度思考loyalty cards, customized actions 會(huì)員卡, 量身定做的促銷Strategy example19From Chain, Range, Consumer Strategy.Classifying suppliers 供應(yīng)商分類Strategic/Tactical/Challenger/Spots 戰(zhàn)略型/戰(zhàn)術(shù)型/挑戰(zhàn)型/閃電型To achieve objectives 達(dá)成

16、目標(biāo)In terms of increasing sales 銷售增長(zhǎng)In terms of profitability 利潤(rùn)To supplier strategy從連鎖策略, 產(chǎn)品線策略, 消費(fèi)者策略,到供應(yīng)商策略20Classifying Suppliers 供應(yīng)商分類Retailer strategic directions零售商戰(zhàn)略方向Supplier 1供應(yīng)商1Supplier 2供應(yīng)商2Supplier 3供應(yīng)商3Supplier 4供應(yīng)商3New products 新產(chǎn)品+Brand (local, regional)Promotions 品牌(當(dāng)?shù)? 區(qū)域)促銷+Mercha

17、ndising advice 商品推廣建議+Logistic. 物流+CLASSIFICATION 分類Strategic 戰(zhàn)略型Challenger挑戰(zhàn)型Spot閃電型Tactical戰(zhàn)術(shù)型Consistency matrix: an operational tool 矩陣圖:一種操作工具21MarginProductivitySales 利潤(rùn)生產(chǎn)力銷售With a focus on contribution 關(guān)注貢獻(xiàn)The Buyer towards a supplier strategy采購(gòu)-應(yīng)對(duì)供應(yīng)商策略22 the global contribution 整體貢獻(xiàn) Contribut

18、ive利潤(rùn)貢獻(xiàn) margin Productivity生產(chǎn)力貢獻(xiàn) contribution Sales銷售貢獻(xiàn) contribution Retail Sales零售利潤(rùn) margin EDI電子數(shù)據(jù)交換 Recruiting 新分類產(chǎn)品 product Rebate based基本折扣利潤(rùn) margin Optimisation of logistics costs 優(yōu)化物流成本Traffic 銷售好的產(chǎn)品 product Cash flow現(xiàn)金流利潤(rùn) margin Loyalty-generating 產(chǎn)生忠誠(chéng)度的產(chǎn)品 product The Buyer towards a supplie

19、r strategy采購(gòu)-應(yīng)對(duì)供應(yīng)商策略23Retailer strategic directions零售商戰(zhàn)略方向Supplier 1Supplier 2Supplier 3Supplier 4New products新產(chǎn)品+Brand (local, regional)Promotions 品牌(當(dāng)?shù)? 區(qū)域)促銷+Merchandising advice商品推廣建議+Logistic.物流+CLASSIFICATION分類Strategic戰(zhàn)略型 Challenger挑戰(zhàn)型Spot閃電型Tactical戰(zhàn)術(shù)型Contribution Sales銷售貢獻(xiàn)Contribution Margi

20、n利潤(rùn)貢獻(xiàn)10010607304102Consistency matrix矩陣圖: an operational tool一種操作工具The Buyer towards a supplier strategy采購(gòu)-應(yīng)對(duì)供應(yīng)商策略24 Teamwork between: 部門間的團(tuán)隊(duì)合作purchasing 采購(gòu)retailer marketing 市場(chǎng)營(yíng)銷Logistics 物流Finance 財(cái)務(wù)Store operation 門店運(yùn)營(yíng)The Buyer towards a supplier strategy采購(gòu)-應(yīng)對(duì)供應(yīng)商策略25Negotiation objective談判目標(biāo)Buyer

21、 has an objective for the whole Dept/Category 整個(gè)部門/品類有一個(gè)目標(biāo)The objective will be broken down according to the consistency matrix 按照矩陣圖將目標(biāo)細(xì)分The Buyer negotiation tactics采購(gòu)-談判戰(zhàn)術(shù)26Retailer strategic directions零售商戰(zhàn)略方向Supplier 1Supplier 2Supplier 3Supplier 4New products 新產(chǎn)品+Brand (local, regional)Promotio

22、ns品牌(當(dāng)?shù)? 區(qū)域)提升+Merchandising advice商品推廣建議+Logistic.物流+CLASSIFICATION分類Strategic戰(zhàn)略型 Challenger挑戰(zhàn)型Spot閃電型Tactical戰(zhàn)術(shù)型Contribution Sales銷售貢獻(xiàn)Contribution Margin利潤(rùn)貢獻(xiàn)10010607304102Contribution Sales Objective銷售貢獻(xiàn)目標(biāo)Contribution Margin Objective利潤(rùn)貢獻(xiàn)目標(biāo)11011809304203Consistency matrix: an objective setting too

23、l 矩陣圖:目標(biāo)設(shè)置工具The Buyer negotiation tactics 采購(gòu)-談判戰(zhàn)術(shù)200607 Objective27You are a purchasing manager and you have to brief a new buyer.What advice would you give him?你是一個(gè)采購(gòu)經(jīng)理, 你必須向一個(gè)新的采購(gòu)做一個(gè)簡(jiǎn)要介紹, 你會(huì)給他什么建議?The Buyer how they are trained采購(gòu)-他們被如何培訓(xùn)?28Determine your supplier portfolio strategy: 確定你的供應(yīng)商分類策略Whi

24、ch ones are strategic/Tactical/Challenger/Spot, what are their strategic stakes? 哪一個(gè)是戰(zhàn)略型/戰(zhàn)術(shù)型/挑戰(zhàn)型/閃電型供應(yīng)商, 他們的戰(zhàn)略基礎(chǔ)是什么?Analyse their contribution over 3 years. 分析他們的3年以上的貢獻(xiàn)Determine your importance in their sales per range, per product. 根據(jù)他們每一個(gè)產(chǎn)品線、每一個(gè)產(chǎn)品的銷售，確定你的重點(diǎn)方向。Compile written evidence of problems

25、throughout the year 整理問題的書面證據(jù), 這一工作貫穿全年(Delivery, Invoicing, Bar code, consumer complaints .and work out the cost this has generated for the chain). 發(fā)運(yùn), 發(fā)票, 條碼, 消費(fèi)者投訴 計(jì)算出已發(fā)生的費(fèi)用Analyse improvements in productivity 分析生產(chǎn)力的改進(jìn)(Qualitative or quantitative and work out the savings to the chain or the savin

26、gs for the manufacturer). 采用定性或定量分析, 計(jì)算出自己帶來的節(jié)約或?yàn)閺S商帶來的節(jié)約The Buyer how they are trained 采購(gòu)-他們被如何培訓(xùn)Preparation準(zhǔn)備29Use your knowledge of raw materials costs. 運(yùn)用你的行業(yè)知識(shí)Take advantage of economies of scale. 利用規(guī)模經(jīng)濟(jì)的優(yōu)勢(shì)Set a 3 month objective and a 1 year objective. 設(shè)定3個(gè)月的目標(biāo)和1年的目標(biāo)Organise your negotiation in

27、to different areas 組織談判在不同的領(lǐng)域和話題間Get other relevant people involved. 從其他相關(guān)人員處了解有關(guān)信息Plan to ask him something impossible straight away. 準(zhǔn)備隨時(shí)向供應(yīng)商提出一些不可能達(dá)到的事情Prepare yourself to make him feel guilty from the start of the meeting. 自我準(zhǔn)備, 讓供應(yīng)商從會(huì)議開始便覺得心虛The Buyer how they are trained采購(gòu)-他們被如何培訓(xùn)Preparation準(zhǔn)備30Ask for something prior to any negotiations 任何談判敢于首先提出要求Never accept an initial offer 從不接受最初的提議Be smart: act like an idiot! 頭腦要聰明:行動(dòng)起來卻象傻瓜Motivate their effort with a carrot 用極小的誘餌激發(fā)他們的努力Present them something they must do (without question).