Analysis of the current status of fresh-vegetable vegetable business (1) Undoubtedly questioning, fresh-keeping is an integral part of the supermarket's function configuration. Some scholars even suggested that “fresh food†is the soul that drives the overall store, and it is supermarket management. The lifeblood of the mall is an important source of customer attraction and is an important factor in the number of stores attracting customers. The success or failure of a community-based supermarket depends entirely on the quality of sales and operations of fresh products. At the same time, vegetables and fruits are extremely important in the whole fresh food department. Vegetables, fruits, and grains are all foods that people must consume every day. Therefore, the quality and price of vegetables, fruits, etc., have become the quality of fresh-keeping products. Price and image are the most sensitive thermometers. There is a famous saying in business: vegetables and fruits drive meat and seafood; meat and seafood promote bread and cooked food. It can be seen that the operation of fruits and vegetables leads the whole fresh food industry.
The fresh food department is the most distinctive department in the supermarket. At the same time, the operating characteristics are also the most difficult, the most widely spread, and the most professional. The most difficult commodity in the fresh produce business is vegetables. Due to the physical and chemical properties of vegetables, fear of bumping, easy loss of water, fresh and easy to affect the effect of sales and fresh food, and even rot deterioration, and the current phase of vegetable storage, transportation, processing conditions, backwardness and circulation methods are not matched, There is a great deal of difficulty in the supermarket vegetable business.
The problem and dilemma analysis must first determine the main competitors, establish a reference system, and identify the inevitable loss factors and avoidable human factors. From the point of view of vegetable management alone, the most direct and fundamental competitors for supermarket vegetable operations are farmers' markets, morning markets and street vendors. Fruit and vegetable products are different from other consumer goods such as clothing and home appliances. Customers will run several supermarkets and shop around. Each fresh supermarket has its own service radius. For the convenience of purchasing, the customer will usually buy it nearby. Therefore, due to the influence of service radius, peers are not the main competitors, and other supermarkets do not constitute too much competition.
It can be said that compared with the main competitors, the main problems and dilemmas faced by supermarket vegetable business are: poor control of freshness and excessive material damage. “Freshness†is the life and value of freshly-sold vegetables. When consumers purchase vegetables, the quality judgment mainly remains in the sensory judgments based on shape, color, freshness, etc. Under the same purchase cost conditions, fresh Degrees can ultimately affect the price of sales. However, because of the high moisture content of vegetables, the freshness of the vegetables is short, they are afraid of bumps, they are difficult to store, and they are extremely perishable. Therefore, there will be different degrees of water loss and loss of goods during the sales process, which are inevitable losses caused by the physical and chemical properties of the product. However, due to differences in management levels and circulation sales methods, that is, human-made factors have great differences in losses, these factors are the key points to be controlled in the improvement of operating conditions. It is necessary to carefully analyze the reasons for these problems and the resulting gaps. According to the author's experience, the following points are summarized:
1, management reasons. Due to the low degree of productization of vegetable products, as well as their own physical and chemical characteristics of being bumpy, perishable, and difficult to keep fresh, high demands are placed on managers in all aspects of distribution, placement, sales, and indicator accounting. Different management methods and different levels of management process refinement will cause great differences in the freshness of vegetables and control of material consumption. The focus is on the management of responsibility. It is impossible to require the personnel in all aspects of vegetable management to achieve the level of responsibility of small traders. The key is how to maximize the use of indicator accounting, material rewards and punishments, and standard processes to improve the responsibility of all personnel in all aspects. With positivity.
2, sales methods. The sales methods involve the installation, lighting, placement, and preservation of vegetable products, as well as supplier cooperation methods, pricing principles, and discounts.
3, procurement. The quality and methods of the procurement of goods will directly affect sales. Currently, most of the supermarket's vegetable source is the wholesale market, whether it is the self-produced supermarket or the supplier. Different from the classification quality standards for industrial products and vegetable products, the description is very vague, and it is difficult to make it clear that the vegetables themselves cannot be unified in size during the growth process. Therefore, the quality and connection of all aspects of procurement and sales are very important. .
The above points are often the most noticeable factors for supermarket vegetable managers. However, the author believes that this is not the main reason for the above problems, nor is it the most effective way to fundamentally solve the problems of freshness and damage. Because simply considering from the perspective of competitors, no matter how good supermarket management is, it is impossible to go beyond small traders. If you want to fundamentally solve the problems of freshness and damage, you need to seriously deal with the following aspects:
4, secondary packaging and distribution. In order to facilitate management and reduce costs, large-scale supermarket chains now generally have established their own distribution centers for fresh produce. The main functions of the fresh food distribution center are (for vegetables): unified procurement, reducing purchase costs and blocking procurement loopholes through scale purchasing; preliminary classification and processing of vegetables purchased; temporary storage of vegetables; according to the needs of each store Vegetables are distributed to various stores. It can be said that the establishment of a fresh distribution center is very necessary and its role is very significant. However, in the case of sub-assembly and secondary distribution, it is inevitable that there is a problem that causes no physical damage to the manager. In the secondary packaging process, the initial processing of vegetables, removing the slops and rotten leaves is a must, but I believe that the process of subcontracting most of the vegetables and wrapping the cling film is not necessary to act in a superfluous manner.
The main purpose of wrapping the cling film is to preserve the freshness of the vegetables and prevent customers from randomly selecting and bringing about material damage. In fact, vegetables themselves are fresh-selling products. Relying on cling film to preserve freshness is simply not a good idea. The effect of humidification is not good. The best way to preserve freshness is to sell vegetables in time. Although there is no fresh-keeping film, the small vendors' fresh food is more than a supermarket's proof. In addition, when consumers purchase products, they all have a desire to actively pick and choose. You bundle the products with him, let him passively consume them, and lack the fun of picking. He will not let him be very uncomfortable. Those who have had experience in supermarket promotion know that for a large number of randomly selected promotional products, the scene is very hot, prices are one aspect, and psychological factors that are randomly selected are also a reason. In the final analysis, the main reason for adopting this kind of packaging method is not to have confidence in the quality and management level of their products. If the products are more uniform and standard, they look very fresh. The salesperson’s sense of responsibility is even stronger, like small traders, is it? Also afraid of customers to choose?
At the same time, secondary packaging damage to vegetables is great. Everyone knows that vegetables are very afraid of friction and bumping. In the transportation process, some friction and bumps are inevitable. However, in the secondary packaging process, secondary wear and even greater wear will occur. Take cucumbers, in the first transportation process, the contact surface between melon and melon will have a slight indentation, which is inevitable, when the second packaging, the contact surface between melon and melon is bound to Changes have taken place, and inevitably there will be a second indentation. What's worse is that when the secondary packaging is carried out, it is repacked and delivered. The packing will not be tight and it will be fluffy. When the vegetables are transported, the most fear is that the packing is not tight, so that the bumps in the transport process The wear caused by vegetables is fatal. We can observe the vegetables of the farmers' market vendors, and fear that the worn vegetables are generally the original boxes, like protecting the vegetables like a baby, which is also a very important aspect of the cucumbers that can keep the "flowers and thorns".
In another aspect, the secondary wrap cling film will inevitably increase the cost. From this perspective, the secondary packaging is worth the candle.
5, emphasis on facilities construction, ignoring the close links and collaboration with the upstream vegetable supply chain. The vegetable supermarket management and management of chain supermarkets will generally be more concerned with the form of vegetable business that customers face in sales, including the operation of variety items, store layout, and equipment configuration. In the design of vegetable management and management processes, more consideration will be given to the vegetable processing and management process itself. However, the influences on the procurement links, sources, and logistics distribution of the upstream vegetable supply are neglected to be carefully examined and responded to. In fact, the vegetable distribution channels and procurement and distribution External factors such as the status quo have a great impact on supermarket vegetable management.
For fresh products, the higher the product's degree of productization, the less difficult it is to manage, such as pasta, frozen meat, etc. If vegetable products have been standardized and marketed to the maximum extent before they are brought into circulation and sold, supermarket vegetable operators will greatly reduce the problems of processing accounting for vegetable products and loss control. This requires the current supermarket managers to attach importance to and strengthen collaboration with the upstream vegetable suppliers, learn from supply chain management ideas and the idea of ​​“zero inventoryâ€, move vegetable production as far as possible, and base purchases. The development of processing direction truly creates a strategic partnership with suppliers, rather than pure bidding pressure policy. Differences in views between traditional purchasing operations and modern purchasing strategies can be collectively focused on committing to the lowest total cost of ownership rather than the purchase price. Although the purchase price of fresh produce still has a very important significance, this is only a small part of the formula for the total cost of vegetables. In addition, companies should also consider the secondary distribution of vegetables, cost accounting and other service costs and products. Life cycle cost. The product cycle life cycle cost has a more important significance for fresh products. For example, if you purchase from the wholesale market, and are on the same starting line with your competitors, you can save 1-2 days of cargo turnover if you can purchase directly from the vegetable cultivation base. In the period, the time of 1-2 days is very critical to the preservation of vegetables. In this way, they have a greater advantage than their competitors.
6, the high prices, rely on high prices to make up for the drawbacks of management and supply chain, at the expense of a large number of customer groups. The overall image of a bright, clean, and hygienic supermarket is incomparable with traditional farmers' markets. This has always been a great advantage for supermarket operations. However, almost all supermarkets have not taken advantage of this advantage and have basically entered a business operation. Strange circle." Due to the impact of cost-sharing and management costs on site facilities, the premise of not yet getting customer groups from the farmers' market and the sales volume has not yet risen, it can be said that the average cost of sales of supermarket vegetables is very high, and therefore, almost The supermarket's price positioning is in the high-end: the supermarket's environment is good, clean and sanitary, so the price of vegetables should be higher, earning money is rich people. As everyone knows, this will drive away most of the customers, which will result in a significant increase in sales in one stage. Sales will not go up and vegetables will not be sold in time. It will certainly not be fresh, and the more fresh, the more nobody will buy. . At the same time, the small sales volume, the average cost of sales will inevitably remain high, but also need to use high vegetable prices to maintain costs, and even more forcing to go high-end, there is a high price of pollution-free and green, organic vegetables, ask: pollution-free and green Is the production cost of organic vegetable production so high? This will inevitably create a vicious cycle and turn good business projects into "chicken ribs." In fact, everyone should know that as long as the distribution and distribution costs are reduced, the necessary management levels are raised, the damage is reduced, and the sales volume is increased. Even if the price is equal to the farmers' market, the profitability of vegetable management is very objective. At the same time, if there is a significant increase in the sales volume of vegetable sales, sales of other fresh products will play a good leading role and will increase the overall operating efficiency of supermarkets.
The fresh food department is the most distinctive department in the supermarket. At the same time, the operating characteristics are also the most difficult, the most widely spread, and the most professional. The most difficult commodity in the fresh produce business is vegetables. Due to the physical and chemical properties of vegetables, fear of bumping, easy loss of water, fresh and easy to affect the effect of sales and fresh food, and even rot deterioration, and the current phase of vegetable storage, transportation, processing conditions, backwardness and circulation methods are not matched, There is a great deal of difficulty in the supermarket vegetable business.
The problem and dilemma analysis must first determine the main competitors, establish a reference system, and identify the inevitable loss factors and avoidable human factors. From the point of view of vegetable management alone, the most direct and fundamental competitors for supermarket vegetable operations are farmers' markets, morning markets and street vendors. Fruit and vegetable products are different from other consumer goods such as clothing and home appliances. Customers will run several supermarkets and shop around. Each fresh supermarket has its own service radius. For the convenience of purchasing, the customer will usually buy it nearby. Therefore, due to the influence of service radius, peers are not the main competitors, and other supermarkets do not constitute too much competition.
It can be said that compared with the main competitors, the main problems and dilemmas faced by supermarket vegetable business are: poor control of freshness and excessive material damage. “Freshness†is the life and value of freshly-sold vegetables. When consumers purchase vegetables, the quality judgment mainly remains in the sensory judgments based on shape, color, freshness, etc. Under the same purchase cost conditions, fresh Degrees can ultimately affect the price of sales. However, because of the high moisture content of vegetables, the freshness of the vegetables is short, they are afraid of bumps, they are difficult to store, and they are extremely perishable. Therefore, there will be different degrees of water loss and loss of goods during the sales process, which are inevitable losses caused by the physical and chemical properties of the product. However, due to differences in management levels and circulation sales methods, that is, human-made factors have great differences in losses, these factors are the key points to be controlled in the improvement of operating conditions. It is necessary to carefully analyze the reasons for these problems and the resulting gaps. According to the author's experience, the following points are summarized:
1, management reasons. Due to the low degree of productization of vegetable products, as well as their own physical and chemical characteristics of being bumpy, perishable, and difficult to keep fresh, high demands are placed on managers in all aspects of distribution, placement, sales, and indicator accounting. Different management methods and different levels of management process refinement will cause great differences in the freshness of vegetables and control of material consumption. The focus is on the management of responsibility. It is impossible to require the personnel in all aspects of vegetable management to achieve the level of responsibility of small traders. The key is how to maximize the use of indicator accounting, material rewards and punishments, and standard processes to improve the responsibility of all personnel in all aspects. With positivity.
2, sales methods. The sales methods involve the installation, lighting, placement, and preservation of vegetable products, as well as supplier cooperation methods, pricing principles, and discounts.
3, procurement. The quality and methods of the procurement of goods will directly affect sales. Currently, most of the supermarket's vegetable source is the wholesale market, whether it is the self-produced supermarket or the supplier. Different from the classification quality standards for industrial products and vegetable products, the description is very vague, and it is difficult to make it clear that the vegetables themselves cannot be unified in size during the growth process. Therefore, the quality and connection of all aspects of procurement and sales are very important. .
The above points are often the most noticeable factors for supermarket vegetable managers. However, the author believes that this is not the main reason for the above problems, nor is it the most effective way to fundamentally solve the problems of freshness and damage. Because simply considering from the perspective of competitors, no matter how good supermarket management is, it is impossible to go beyond small traders. If you want to fundamentally solve the problems of freshness and damage, you need to seriously deal with the following aspects:
4, secondary packaging and distribution. In order to facilitate management and reduce costs, large-scale supermarket chains now generally have established their own distribution centers for fresh produce. The main functions of the fresh food distribution center are (for vegetables): unified procurement, reducing purchase costs and blocking procurement loopholes through scale purchasing; preliminary classification and processing of vegetables purchased; temporary storage of vegetables; according to the needs of each store Vegetables are distributed to various stores. It can be said that the establishment of a fresh distribution center is very necessary and its role is very significant. However, in the case of sub-assembly and secondary distribution, it is inevitable that there is a problem that causes no physical damage to the manager. In the secondary packaging process, the initial processing of vegetables, removing the slops and rotten leaves is a must, but I believe that the process of subcontracting most of the vegetables and wrapping the cling film is not necessary to act in a superfluous manner.
The main purpose of wrapping the cling film is to preserve the freshness of the vegetables and prevent customers from randomly selecting and bringing about material damage. In fact, vegetables themselves are fresh-selling products. Relying on cling film to preserve freshness is simply not a good idea. The effect of humidification is not good. The best way to preserve freshness is to sell vegetables in time. Although there is no fresh-keeping film, the small vendors' fresh food is more than a supermarket's proof. In addition, when consumers purchase products, they all have a desire to actively pick and choose. You bundle the products with him, let him passively consume them, and lack the fun of picking. He will not let him be very uncomfortable. Those who have had experience in supermarket promotion know that for a large number of randomly selected promotional products, the scene is very hot, prices are one aspect, and psychological factors that are randomly selected are also a reason. In the final analysis, the main reason for adopting this kind of packaging method is not to have confidence in the quality and management level of their products. If the products are more uniform and standard, they look very fresh. The salesperson’s sense of responsibility is even stronger, like small traders, is it? Also afraid of customers to choose?
At the same time, secondary packaging damage to vegetables is great. Everyone knows that vegetables are very afraid of friction and bumping. In the transportation process, some friction and bumps are inevitable. However, in the secondary packaging process, secondary wear and even greater wear will occur. Take cucumbers, in the first transportation process, the contact surface between melon and melon will have a slight indentation, which is inevitable, when the second packaging, the contact surface between melon and melon is bound to Changes have taken place, and inevitably there will be a second indentation. What's worse is that when the secondary packaging is carried out, it is repacked and delivered. The packing will not be tight and it will be fluffy. When the vegetables are transported, the most fear is that the packing is not tight, so that the bumps in the transport process The wear caused by vegetables is fatal. We can observe the vegetables of the farmers' market vendors, and fear that the worn vegetables are generally the original boxes, like protecting the vegetables like a baby, which is also a very important aspect of the cucumbers that can keep the "flowers and thorns".
In another aspect, the secondary wrap cling film will inevitably increase the cost. From this perspective, the secondary packaging is worth the candle.
5, emphasis on facilities construction, ignoring the close links and collaboration with the upstream vegetable supply chain. The vegetable supermarket management and management of chain supermarkets will generally be more concerned with the form of vegetable business that customers face in sales, including the operation of variety items, store layout, and equipment configuration. In the design of vegetable management and management processes, more consideration will be given to the vegetable processing and management process itself. However, the influences on the procurement links, sources, and logistics distribution of the upstream vegetable supply are neglected to be carefully examined and responded to. In fact, the vegetable distribution channels and procurement and distribution External factors such as the status quo have a great impact on supermarket vegetable management.
For fresh products, the higher the product's degree of productization, the less difficult it is to manage, such as pasta, frozen meat, etc. If vegetable products have been standardized and marketed to the maximum extent before they are brought into circulation and sold, supermarket vegetable operators will greatly reduce the problems of processing accounting for vegetable products and loss control. This requires the current supermarket managers to attach importance to and strengthen collaboration with the upstream vegetable suppliers, learn from supply chain management ideas and the idea of ​​“zero inventoryâ€, move vegetable production as far as possible, and base purchases. The development of processing direction truly creates a strategic partnership with suppliers, rather than pure bidding pressure policy. Differences in views between traditional purchasing operations and modern purchasing strategies can be collectively focused on committing to the lowest total cost of ownership rather than the purchase price. Although the purchase price of fresh produce still has a very important significance, this is only a small part of the formula for the total cost of vegetables. In addition, companies should also consider the secondary distribution of vegetables, cost accounting and other service costs and products. Life cycle cost. The product cycle life cycle cost has a more important significance for fresh products. For example, if you purchase from the wholesale market, and are on the same starting line with your competitors, you can save 1-2 days of cargo turnover if you can purchase directly from the vegetable cultivation base. In the period, the time of 1-2 days is very critical to the preservation of vegetables. In this way, they have a greater advantage than their competitors.
6, the high prices, rely on high prices to make up for the drawbacks of management and supply chain, at the expense of a large number of customer groups. The overall image of a bright, clean, and hygienic supermarket is incomparable with traditional farmers' markets. This has always been a great advantage for supermarket operations. However, almost all supermarkets have not taken advantage of this advantage and have basically entered a business operation. Strange circle." Due to the impact of cost-sharing and management costs on site facilities, the premise of not yet getting customer groups from the farmers' market and the sales volume has not yet risen, it can be said that the average cost of sales of supermarket vegetables is very high, and therefore, almost The supermarket's price positioning is in the high-end: the supermarket's environment is good, clean and sanitary, so the price of vegetables should be higher, earning money is rich people. As everyone knows, this will drive away most of the customers, which will result in a significant increase in sales in one stage. Sales will not go up and vegetables will not be sold in time. It will certainly not be fresh, and the more fresh, the more nobody will buy. . At the same time, the small sales volume, the average cost of sales will inevitably remain high, but also need to use high vegetable prices to maintain costs, and even more forcing to go high-end, there is a high price of pollution-free and green, organic vegetables, ask: pollution-free and green Is the production cost of organic vegetable production so high? This will inevitably create a vicious cycle and turn good business projects into "chicken ribs." In fact, everyone should know that as long as the distribution and distribution costs are reduced, the necessary management levels are raised, the damage is reduced, and the sales volume is increased. Even if the price is equal to the farmers' market, the profitability of vegetable management is very objective. At the same time, if there is a significant increase in the sales volume of vegetable sales, sales of other fresh products will play a good leading role and will increase the overall operating efficiency of supermarkets.
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