More marketing dry goods are available in medicine
With the increasing number of pharmacies, the market is becoming more and more competitive, and sometimes we even find that in areas with a high concentration of pharmacies, a pharmacy is less than 10 meters apart.
Therefore, there are often pharmacy friends who say that it is becoming more and more difficult to sell pharmacy products now!So in the face of an increasingly competitive environment, how should our pharmacies make adjustments and give full play to their own advantages?Today, we will take a look at it from the management level, you can refer to it
The general standard is 1:1, that is, the sales of one month = the amount of inventory in the current month.
For example, if the monthly turnover is 300,000 yuan, it is more reasonable to have an inventory amount of about 300,000 yuan in the current month.
For another example, the inventory of the pharmacy is 300,000, and the monthly sales are 150,000, that is, 30:15, and there is obviously another 150,000 inventory that is not sold in the monthWhat products are not selling?Actually, this gives a very dangerous signal!
If you don't look at this data when you first open this new store, when these products are close to expiration date a year later, what will you do with the 150,000 goods?
If it expires once it can't be sold, it will lose 150,000 yuan at once. Therefore, through this inventory-to-sales ratio, we will know that the data in this is actually already giving us an alarm, and we need to know how to look and analyze.
Therefore, long-term non-management will lead to losses such as overstocking of commodity funds and expiration of commodities.
The products of pharmacies should be sorted out every month and quarter, and our products should be eliminated at the end
We can list the "Sales Leaderboard", and the sales leaderboard is divided into two types:
Calculated in terms of turnover.
For example, we have 5,000 varieties in our pharmacy, so you can arrange them.
Among these 5,000 varieties, who sells the least in terms of turnover?We can see from the data which are the bottom 100 productsHow much did they sell?Whether it sells 1 or 2 or basically does not sell.
In terms of the number of sales.
According to the number of sales, that is, the sales ranking, what is the least sold in the bottom 100?
In this way, you can look at it comprehensively, and which ones sell the least in terms of turnover?Which ones sell the least in terms of quantity?As a result, we can pull out the least sold one, find a way to eliminate it, optimize it, or return it to the manufacturer, return the best-selling products, and eliminate the hidden dangers of the goods in advance.
What is the sales rate?It means that even if this product has been sold in our pharmacy, it is considered a moving sales, and if it has been in a 0 state, it is a moving sales.
When understanding immovable sales, we also need to consider a comprehensive question, whether it is a seasonal product?If so, it's understandable.
For example, during the epidemic, when doing sales rankings, we will find that masks are sold out very quickly, especially the N95 masks are sold out, and it can sell to the first place. But after the epidemic is over, many places now do not wear masks, and even many people have stored a lot of masks at home, and you will find that the masks are counted down again, and they may not have sold a single mask in a month.
Therefore, we know that it also belongs to a season, and this season is not a season of the four seasons of the year, so we have to analyze it.
Under normal circumstances, what about a dynamic sales rate that is regularly observedThe multi-part of the observation refers to a standard value that we set ourselves.
For example, if it is less than 10 units, we consider it to be a non-moving pin, not necessarily 1 or below 0, the standard is set by ourselves.
When we can determine these, we will warn, but whenever we do dynamic sales analysis every month or quarter, we will see which dynamic sales are slow?Which ones are not sold are the products you want to focus on.
The role positioning of pharmacies is very important, not all products are used to make profits, we can divide the products into the following types: attracting customers, making profits, meeting customer needs, pulling back customers, collocation, supplements and replacements.
Just like a movie, there are protagonists and supporting roles, positive characters and negative characters, and many extras, etc., plus the storyline, this movie will play very well.
If a movie is full of good people, we will find that there is nothing to see, and if it is all evil, what hope does the audience have?In fact, it is the same as our products, they can only be a good product role if they are matched with each other.
All in all, one thing must be clear, after dividing the thousands of varieties of pharmacies according to marketing roles, we can clearly understand how these products are to be used.
Tailor-made selection of products, tailor-made is the measurement of the customer's body.
For example, we have 30 branches, and even though we have our own distribution warehouse, we have our own product line, but our pharmacies are located in different commercial areas, and the products of our pharmacies are different. It is not possible to change the products in each store for the sake of uniformity.
To have a certain degree of flexibility, even if we are a chain company, we must have at least 20% flexibility of some products, so we need to tailor the products to ensure that the products in our store are the most needed by local customers, so as to ensure the sales of goods.
How to measure?
Clause. First, we must understand that all customers who come to the pharmacy must find a way to make him a member customer of the pharmacy and obtain the basic information of the member customer, so that we will understand them better.
Clause. Second, after understanding the customer, we can tailor the product for one of our pharmacies in terms of purchasing products.
For example, who are our customers?We focus on them in the procurement of medicines, so that the drugs we purchase are commonly used by them.
Clause. Third, after the purchase comes back, there is one thing to understand, that is, whether the products sold are effective.
I often hear that customers report that our drugs are high, and our opponents are fighting again, but have we considered the design of a product in the pharmacy?
In the middle of each of our products, it must have a **band, **belt is not **, but refers to an interval of an overall category.
Our ** high and low, in fact, high is not much higher, it seems to be similar to the same peers, but there is no design of the ** belt, then customers often buy products, they will think that our pharmacy ** is more expensive than others, the problem is here.
Why is this so?It is because we do not take into account local customers when we design or when we choose to purchase new products, what is the range of their consumption of different varieties of products?
For example, there are 100 varieties of heat-clearing and detoxification drugs, and the average price of 100 varieties is calculated, and then compared with the actual price of each commodity, where the product is 25% higher than the average price, it is regarded as the first grid, and the lower than the average price of 25% is the low belt, and the middle 50% is the middle belt.
If the band is low, it will affect the turnover, if the band is high, the customer's spending power is low, then the customer will definitely reflect our products, higher than others, this is the fundamental reason.