Research On Category Optimization Of M Store Of Guizhou Heli Supermarket Based On The Evaluation Of Commodity Contribution

Category management is not a new concept.It was first created by Brian Harris in the early 1990s.In 1997,it was introduced to China by China Chain Management Association,P&G company and other suppliers.Driven by WallMart and Carrefour large foreign retail enterprises,after more than 20 years of running in,category management gradually changed from concept and tool to practice.At present,every supermarket in China uses the most advanced "category management" tool to carry out on-site commodity management.Category management has become an effective weapon for retailers to improve commodity competitiveness and category profitability.In recent years,with the rise and development of the sale and profit industry,the competition in the industry is becoming more and more fierce,the market environment is becoming more and more complex,the consumers are becoming more and more mature and rational,and the personalized demand is becoming more and more obvious.How to maintain the core competitiveness in the business competition?Commodity management is one of the most important issues With a large contribution,strong category profitability,and satisfying customers,retailers have the most core competitiveness.The work of category management and optimization is a powerful weapon to ensure that enterprises can choose,arrange,promote,price and iterate commodities correctly,so the importance of category management optimization is self-evidentAs a large-scale local leading retail enterprise,Guizhou Heli supermarket has been committed to the fine development of the retail industry in the third tier market of Guizhou.According to its own development strategy and the characteristics of market consumers,the enterprise strives to satisfy customers' needs with rich,low price,service and other characteristics in commodities.It continuously deepens research in commodity management,improves the contribution of commodities,and becomes a benchmark enterprise in regional retail industry.However,there are also many problems in category management,such as too much emphasis on commodity richness in order to meet the needs of county-level sunk market consumers,resulting in too many SKUs,serious homogenization of commodities,fuzzy key SKUs and other problems.In this paper,through a detailed analysis of the category management of its m store,combined with the location of its business district,the actual problems in the process of category management and optimization are analyzed.For example,there are many varieties,too many experience judgments,category resource waste,and category evaluation indicators are not comprehensive.In the commodity category management based on field survey,expert interview,qualitative analysis and quantitative analysis,how to make iterative optimization of commodities according to the market characteristics and customer characteristics,starting from the performance of commodities themselves,and using the objective data of commodity contribution degree as the yardstick The optimization of commodities provides quantitative basis Through the analysis of the contribution degree of commodities,the purpose is to optimize the quantity of the whole category,adopt the category optimization principle of "deep width,shallow depth",so as to save inventory and human cost,make full use of resources and reduce waste,find a balance point in the abundant quantity of commodities and efficient commodity allocation to meet the needs of consumers,so as to improve the quality of the whole category Purpose of profitability.