Supermarket upgrade guide


Introduction: With the upgrading of consumption, the supermarket industry has undergone great changes, the traditional supermarket stores have been unable to adapt to the demand of consumption upgrading, there has been a decline in competitiveness, customer satisfaction, sales and other problems, so the upgrading of traditional supermarket stores has become an inevitable trend.It’s not that old companies don’t want to upgrade, but how?What are the upgrades?This is the confusion many supermarket enterprises face.In the face of these problems, we should first understand what changes the modern consumer groups have.In 2020, the number of people over the age of 60 in China will reach 248 million, and in 2030, it will exceed 300 million. There is even a saying called the 2025 crisis, which means that when the post-1960s generation enters the aging period, The Chinese society will encounter unprecedented challenges.The supermarket industry is not only to provide goods and services suitable for the needs of the elderly, but also an important channel for social interaction and spiritual relaxation.The rise of the post-90s and post-00s has changed the old values. Their lifestyle and purchasing behavior are undergoing great changes compared with the past.For example: the pursuit of cost-effective goods;Pay attention to the cost of time, the pursuit of shopping convenience;The improvement of life quality prompts them to pay more attention to the quality of goods and healthy diet;Shopping environment and atmosphere have higher requirements.3. The birth policy of small family consumption, the widespread phenomenon of late marriage and late childbearing have formed small family consumption, while the increase of single population has formed personal consumption.This has had a big impact on the supermarket industry, and we are seeing that consumers are now more willing to buy small portions of goods with elaborate packaging, even if they are not cost-effective.Only by recognizing the changes of “people”, “commodity” demand and consumption “scene”, can we better understand the direction of store upgrading and transformation, and grasp the transformation of the following aspects to better adapt to the development of modern retail industry.I. Accurate customer positioning Traditional supermarket customer positioning is not clear, did not adjust their positioning for different customer groups.This requires careful preliminary market research and understanding of the market environment to better meet customer needs.Now customer group positioning has become the industry must talk about the topic, such as the domestic fresh micro super, from the perspective of customer group positioning classification, there are four modes: 1, to fresh legend as the representative of middle-aged and elderly customers, middle-class family consumption;2. Yonghui Life is positioned as the young single customer group;3. In the early Yuan Dynasty, food is targeted at middle and high-end families and individual consumption;4, Yi Pin fresh, Wen’s fresh positioning as low-end customer group.How should traditional mid-sized supermarket stores paint their customers?Medium-sized supermarket stores should focus on catering to the needs of post-80/90 customers and middle-aged and elderly customers, focus on serving the middle class family shopping, and meet customers’ daily family needs and children’s consumption needs. They should not refuse low-end customers’ consumption, but should not cater to low-end customers’ consumption needs.The moving line planning trend of supermarket stores under the new retail is mainly reflected in the following aspects: 1. Moving forward of fresh product category: many traditional supermarket stores plan fresh product category in the most end or dead corner of the store, and regard fresh product category as a sharp tool to attract customers.Fresh category sales under new retail accounts for about 50% of the total sales of stores and is an important contributor to profits.The layout planning of traditional supermarket stores is generally the category combination order of department-fresh-food-cashier, which does not meet today’s consumer demand. Now the mainstream of category moving line planning is fresh-food-non-food-cashier.Moving the fresh category forward to the entrance of the supermarket, the first category customers see is fruit, bread, pastry, cooked food.Why do you want to do this?The main reasons are as follows: First of all, this product layout is more in line with consumers’ shopping habits. Fresh products belong to the category of high moving pin and high repurchase rate. Customers will better arrange their time to buy other products after they finish purchasing the products they need.The fruits and vegetables are planned at the entrance, and the colors present give people a warm and close feeling, which can excite consumers and stimulate their desire to buy.More air flow at the entrance of the store will also be more conducive to the preservation of fruits and vegetables.2. Appropriately reducing store operation area: In recent years, we have summarized and analyzed the upgraded stores and found that appropriately reducing store area will not affect store sales.Fresh categories remain basically unchanged, so that food categories become more compact, focus on compression, weakening the non-food business is the secret of reducing the store business area!What are the benefits of a smaller store?First of all, the store operation area becomes more compact, shorten the shopping time of consumers, convenient for customers to shop;Secondly, it can reduce operating costs, such as the reduction of staff and electricity, so as to improve store benefits.The reduced operating area can be used as leasing area to increase leasing income and enhance passenger flow value.3, conventional commodity category special hall design: supermarket design department store, one of the performance is category special hall design, with the help of active line, on both sides of the design into a category of special hall, such as wine special hall, leisure food special hall.Special hall structure layout has the following advantages: first, is conducive to the store street view layout, improve customer experience;Secondly, each special hall is an independent category area, which makes the category display more clear and convenient for consumers to buy;Finally, increase the use of high shelves, increase the number of goods display meters, improve the ping efficiency.To create the special hall structure layout should pay attention to the following aspects: first of all, the partial use of “V-shaped method” shelf layout design, the Angle between the shelf and the main channel from the original 90 degrees right Angle to 45 degrees Angle, so that the goods on the shelf into the consumer’s vision will increase;Secondly, convenient channels should be designed between halls to facilitate consumers’ shopping routes;Finally, the length of a single group of shelves in the special hall should be controlled at 4-5 groups. If the hall structure is too deep, two groups of shelves can be arranged.4. Take commodity category as the active line of customer drainage: At present, the main form of supermarket active line is to forcibly guide customers to walk according to the moving line designed by us through the combination of floor tiles, suspended ceiling and lighting.As consumption upgrades, consumers prefer a more natural, free and open shopping path.The supermarket the category associated, orderly and reasonable layout in the stores, from fruits and vegetables, meat, fish, frozen, seasoning, leisure, department stores, and other order line, in the design process, as far as possible put fresh category layout, by category guide customers in our stores from inlet to outlet in the process of random walking and natural, can reduce stores blind Angle,And can improve the consumer shopping experience.How much impact does the shopping environment have on the consumption of stores?Through the analysis of relevant data, the impact of shopping environment beautification on store sales is about 15%.A good shopping environment is a necessary condition for a good store, a good shopping environment should be composed of the following eight aspects, that is, good moving line design, good decoration style, good lighting, good atmosphere, good music atmosphere, good display props, good commodity selling, good health performance.The core of store operation and management is around commodities, which are oriented by consumer demand. Under the new retail, supermarket stores’ commodities should start from the following aspects: 1.With the upgrading of the supermarket customer base, the post-80s and post-90s have become the main customer base of the supermarket, and their consumption habits, consumption characteristics and consumption preferences have changed greatly. From the perspective of dietary structure, their dinner is no longer the traditional way of eating, and they pay more attention to the intake of healthy and low-energy food such as fruit and milk.The top three dishes on their table are fish, shrimp, vegetables and fruits, and beef and mutton.Among these categories, aquatic products are the most difficult to operate, because of their large loss, high equipment investment, single procurement channel, difficult procurement, transportation, storage and on-site management, and many regional supermarket enterprises have no better management ability and experience.Good management of aquatic products will bring huge profits to stores.2. Moderately increase small and medium quantity of refined packaged goods of fruits and vegetables:Great changes China’s population structure, working women and single population increase, the small family, unmarried, marry at a mature age phenomenon more and more common, consumers pay more attention to time, quality and efficiency, a modest increase in smaller portions of fruits and vegetables category essence of packaged goods, just meet the needs of the consumers, so as to attract them to the store consumption.3. Increase the proportion of beef and mutton: In recent years, the consumption of pork in China has decreased by about 5%, while the sales cost of beef and mutton has increased by about 20%, which is caused by the upgrading factor of consumers.As consumers pay more attention to healthy eating, we can predict that pork sales will continue to decline in the future, while beef and mutton sales will significantly increase.In the future, pork will be the main contribution of fresh product sales for a long time. Supermarkets should be aware of the growth of beef and mutton and the target customer group, and do a good job in the operation of this category.4. Attach importance to the leisure category in food: the sales of traditional large packaged leisure snacks continue to decline in recent years, and casual snacks just meet the needs of customers with small portions and many tastes.Bulk leisure retail can best form the characteristics and differentiation of goods, and the gross profit level is also very considerable.5. Department stores turn to collection stores: the sales of department stores in supermarkets continue to decline, influenced not only by e-commerce, but also by specialized stores and collection stores.In the past two years, some enterprises have tried to introduce professional collection stores into supermarkets, which has achieved good results. Therefore, it is an important direction to solve the dilemma of department store operation to shift the supermarket department store operation to collection stores.The collection stores of department stores are introduced into the category of department stores, such as the collection stores like Mingchuang Youxin and Shiquan Shimai. They provide professional display props, rich commodities and professional display forms, so as to increase the differentiation, characteristics and individuality of department stores, and improve the customer collection and efficiency of department stores.6. Adjustment of individual care products: First of all, pay attention to experience, decoration should be classy, and lighting props should be used as far as possible to better display goods;Secondly, to improve the grade of products, with the upgrade of customers, rejoice, Head & Head, Pantene are middle-aged and elderly customers, products like Lu, Schwarc, L ‘Oreal and other products become the main target of young customers.Therefore, stores should reduce the second and third line, P&G and Unilever products, and increase high-end imported goods.Attention should be paid to the promotion of self-procurement mode. Middle and high-end self-procurement products are purchased from suppliers, with single varieties and difficult price control. The self-procurement mode can not only enrich the products but also control the price image of the products.7, adapt to increase catering: supermarket catering is an important performance of the transformation of traditional supermarkets under the new retail, the core is the acceleration of the pace of life, small family and young consumers into the workplace, to solve the problem of breakfast, lunch and dinner.Consumption mode from the previous generation to buy food materials cooking to deli, catering iteration.Five, the upgrade of commodity management 1, reasonable control of the number of commodity varieties: supermarket stores operating variety number decision has always followed the so-called “golden law” : the more varieties, the more choices, the more customers, the higher the sales, the better the benefit.However, today, the above “golden law” is no longer applicable, the more varieties, the better, the more varieties, resulting in consumer shopping fatigue, shopping pleasure and shopping enthusiasm decline phenomenon, the so-called “consumer confusion”.In fact, most consumers have no more than 500 products to choose from in a year, and now the supermarkets can easily sell tens of thousands of products, which really makes it difficult to choose.Control the number of commodity varieties, not only can facilitate customers to choose, reduce shopping time, but also can reduce the cost of enterprise capital, procurement costs, management costs and reduce the use of warehouse.2, can not use the 20/80 principle to eliminate goods: commodity elimination is a continuous work, many enterprises also use sales ranking to eliminate goods, it is not scientific, goods in the selection process to take into account consumer demand, price belt, differentiation and characteristics, so in the process of commodity elimination should also take into account these factors.Therefore, it is extremely difficult to eliminate goods, which requires the selectors to have very strong knowledge of goods, understand sales data, but also have rich knowledge of life, and research on consumers’ buying habits.6. Reasonable cost control At present, in order to pursue good-looking, classy and demanding style, many supermarkets are difficult to design and construct, cost of materials is high and props are difficult to purchase, leading to excessive store investment, great operating pressure and long investment return cycle.Supermarket is a place of mass consumption, labor-intensive industry, store investment should be controlled within the scope of adaptation, will have better economic benefits.Supermarket stores in the investment should pay attention to the following aspects: 1, light decoration heavy decoration — the design scheme should have landing in the design is not equal to high investment, in the design should be in line with the attitude of saving money, with controllable cost material, performance better effect.2. Properly control the number of refrigeration equipment: Refrigeration equipment is the highest part of the store equipment investment, and the later operation cost is high, refrigeration equipment in line with the concept of sufficient is good, reasonable investment;

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