淮安卖场冰洗柜组(面对冷淡的市场我们如何达成)

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,面对冷淡的市场,我该如何,达成,973,！,1h,内容纲要,1-5月份数据回顾,及不足分析,2,6-12月的各项指标说明,3,4,973的含义及意义,1,做好下半年各工作的途径,如何达成973万的工作计划,5,1min,973的含义及意义,1,何为973？,973,（去税券）万：是我们冰洗下半年奋斗的首要销售指标，也是卖场给我们冰洗柜组销售达成的最低要求；,973的意义！,对于上半年销售不算很好的冰洗部门来说，能否完成973是关系到卖场能否实现全年保底预算的最低标准，他不仅是我们淮安卖场冰洗柜组的首要指标，更是柜组18位“战士”为之努力的急切课题！同时也是为整个分部实现全年指标的达成做出贡献的最基本的力量所在。,2min,1-5月份数据回顾,及不足分析,1,12年前5月,11年前5月,品牌,数量,销售,占比,数量,销售,占比,涨幅,美的,211,49.4579,6.23%,462,111,9.94%,-55.28%,海尔,837,212.107,26.73%,916,244,21.90%,-12.97%,海信,149,35.2061,4.44%,99,23,2.07%,53.03%,松下,73,19.596,2.47%,66,18.2,1.64%,7.57%,LG,98,33.654,4.24%,198,89.9,8.08%,-62.55%,小天鹅,299,69.7572,8.79%,582,120,10.80%,-41.93%,三洋,118,38.9125,4.90%,71,20.6,1.85%,88.73%,东芝,8,4.3428,0.55%,48,23,2.07%,-81.11%,三星,90,44.984,5.67%,172,62.2,5.59%,-27.65%,荣事达,6,0.6952,0.09%,42,4.33,0.39%,-83.95%,西门子,320,131.151,16.53%,458,179,16.07%,-26.68%,美菱,202,51.5218,6.49%,277,70.2,6.31%,-26.57%,新飞,197,48.3629,6.09%,394,92.6,8.32%,-47.78%,新乐,47,4.0723,0.51%,86,7.46,0.67%,-45.40%,星星,159,24.1398,3.04%,166,26.8,2.41%,-9.89%,Altus,18,1.9783,0.25%,26,2.69,0.24%,-26.42%,卡萨帝,28,20.1972,2.55%,23,17.5,1.57%,15.34%,普莱世,82,0.2463,0.03%,271,0.81,0.07%,-69.72%,3048,793.505,4359,1113,销售未能达成指标和同比下滑的原因,主要是美的、LG、小天鹅、三星、新飞同比下滑较大；,美的,由于工厂业务事假2个月无人过问或对接，导购也由去年的2人减到1人；,LG,也是与工厂业务转接和导购的事假有很大关系；,小天鹅,由于准备供应商切换厂家业务有所松懈加上前期厂家资源支持较少关系很大；,三星,原因是分部流程以先负卖后进货为主，导致厂家与卖场沟通甚少，流单、退货、客诉时有发生；,新飞,主要原因是展区比原来形象有所降低，加上厂方今年前几个月控价很厉害所导致的销售大幅度下滑！,3min,1-6月日销售,1月,2月,3月,4月,5月,6月,冰箱,99.98,43.13,81.46,121.63,118.20,88.30,实际完成,61.17,23.22,53.99,127.16,116.63,洗衣机,78.44,29.69,60.37,80.90,53.73,29.74,实际完成,65.01,39.33,56.91,81.83,52.16,合计,178.41,72.83,141.84,202.53,171.93,118.04,实际完成,126.18,62.55,110.90,208.99,168.79,1-6月日毛利,1月,2月,3月,4月,5月,6月,冰箱,11.52,6.22,11.23,14.99,17.27,13.61,实际完成,6.05,2.76,4.74,9.22,10.25,洗衣机,8.82,4.28,8.34,10.00,7.98,4.51,实际完成,5.88,4.22,4.88,5.94,3.68,合计,20.34,10.49,19.57,25.00,25.25,18.13,实际完成,11.94,6.97,9.61,15.17,13.92,整体销售与毛利对比,销售：我们冰洗柜组在1-5月的销售指标767万中除4月份顺利达成指标外，其余4个月均未达成预算，总计完成677，缺口90万。,毛利：毛利指标100万，实际完成58，缺口42万；差距主要体现在对面开店后比价较去年扩大甚多，导致价格下调毛利损失；加上今年比往年少了套餐券，如今是直降加返券，照去年力度大到2-3个点，也是毛利下滑不能达成指标的主要原因；,3min,2011psp1-5月,2012psp1-5月,品牌,数量,金额,金额,占比,数量,占比,数量,金额,金额,占比,数量,占比,金额,缺口,美的,53,5942,0.7,11.47,18,2392,0.56,8.53,3550,海尔,77,11254,0.54,8.41,100,16980,0.89,11.95,-5726,海信,4,429,0.23,4.04,14,1806,0.58,9.4,-1377,松下,6,1025,0.67,9.09,9,1371,0.79,12.33,-346,LG,7,2412,0.32,3.54,8,2202,0.73,8.16,210,小天鹅,114,14675,1.49,19.59,40,6640,1.06,13.38,8035,三洋,12,1983,1.25,16.9,6,1494,0.43,5.08,489,东芝,6,1147,0.61,12.5,1,199,0.51,12.5,948,三星,21,4645,0.9,12.28,9,1761,0.44,10,2884,荣事达,2,178,0.48,4.76,4,376,6.82,66.67,-198,西门子,23,5496,0.35,5.02,31,6359,0.55,9.69,-863,美菱,21,2436,0.44,7.58,29,3711,0.82,14.36,-1275,新飞,48,6500,0.84,12.18,17,2563,0.57,8.63,3937,新乐,12,1018,1.63,13.95,3,307,0.8,6.38,711,星星,20,2306,0.92,12.05,23,2717,1.13,14.47,-411,Altus,5,814,4.06,19.23,2,358,1.83,11.11,456,康佳,0,0,6,694,3.31,50,-694,金松,0,0,1,89,1.82,12.5,-89,卡萨帝,0,0,4,1466,0.81,14.29,-1466,合计,431,62260,0.67,10.55,325,53485,0.75,11.28,8775,主推、psp和附件,psp完成53485元，比去年同期62260元，同比缺口8775元，,psp下滑主要原因是提成下降，导购不愿竭力销售外和去年的用券半包半卖有很大关系；,附件搭售金额占比0.07，比同期的0.04提升了 0.03；,附件增长的原因是今年分部有专人对接、想调点就必须有附件产生有特大关系。所以导购要想要价格就必须推附件,3min,6-12月的各项指标说明,2,预算,6月,7月,8月,9月,10月,11月,12月,合计,冰箱,88.30,106.64,68.59,89.29,70.51,33.56,70.79,527.67,目标,90.00,110.00,70.00,90.00,90.00,35.00,80.00,565.00,洗衣机,29.74,38.77,40.45,91.86,89.24,70.29,85.94,446.28,目标,28.00,35.00,39.00,91.00,100.00,70.00,110.00,473.00,合计,118.04,145.41,109.04,181.14,159.75,103.85,156.72,973.96,同比,达成,113,144,107,176,171,114,204,1029.00,预算,6月,7月,8月,9月,10月,11月,12月,合计,冰箱,13.61,13.17,9.02,9.31,7.10,4.66,7.11,63.98,目标,11.00,13.00,9.00,4.00,3.50,5.00,7.00,52.50,洗衣机,4.51,5.05,5.55,10.05,9.26,9.61,8.68,52.70,目标,3.50,3.50,5.00,5.00,4.50,6.50,8.00,36.00,合计,18.13,18.22,14.57,19.35,16.36,14.27,15.78,116.68,同比,达成,12,14,12,8,7,12,14,78.50,下半年想完成116万毛利预算还是有些难度的！但是我们力增销售指标达预算，毛利尽力最大化的接近目标！确保月度指标明细做到日跟进！,3min,销售,毛利,psp,附件,1.1,金额,占比,88,万元,30%,数量,搭售,973,万元,1min,案例分享：,东芝导购(金以花）的薪水来源！(,4分钟,),讨论：,柜组要想达成973您提供有哪些建议（,8分钟,）,挪动图标下方有课题,12min,3,做好下半年各工作的途径,下半年柜组工作的基本“课题”,确保973成交,公元2012年6-12月,日常指标跟进,团队建设管理,现场成交跟踪,确保门店沟通,保持分部对接,保证市调分析,5min,如何围绕,973,的达成开展日常工作,：,一、分解月度指标至周、日；,二、跟进日销售的每一单成交（包括附件、,psp,）；,三、大型节点请求分部价格支持和人员支援；特别是国庆、元旦,四、保证月度柜组例会和导购的沟通，分享成功总结失败，注重团队凝聚力的建设，最大化的让团队人人想目标，人人奔目标！,五、做好一句话工程的同时，争取乡镇顾客回访，比如带来,2,次销售者享受售后延迟,50,天！注重成交顾客的,2,次回访和乡镇市场的占比提升（路径：提到已购顾客姓名就争取最大力度成交,）,六、随时保持与门店店长的密切沟通，确保指标和日常工作的顺利实现！,七、保证市调报告的及时反馈，第一时间确保价格,-,成交！,八、确保晨晚会的“以会代训”，保证主推附件的销售技巧、团队凝聚力的培训！,九、配合做好卖场月度乡镇、异业专场宣传，做好预约预存，保证节点指标的达成。,十、做好日常,sop,的跟进工作，配合分部卖场的工作安排与执行！,5min,如何达成973万的工作计划,4,柜组的目标,成交！,高质量,成交！,973万销售,1.1金额占比,88万毛利,30%数量搭售,1min,预算,6月,7月,8月,9月,10月,11月,12月,合计,冰箱,目标,90,110,70,90,90,35,80,565,洗衣机,目标,28,35,39,91,100,70,110,473,合计,118,145,109,181,159,103,156,973,同比,达成,113,144,107,176,171,114,204,1029,预算,6月,7月,8月,9月,10月,11月,12月,合计,冰箱,目标,11,13,9,4,4,5,7,53,洗衣机,目标,3,3,5,5,4,7,8,35,合计,14,16,14,9,8,12,15,88,同比,达成,12,14,12,8,7,12,14,78,目标！,（月度）,3min,销售,973万,冰箱,一；做好6-7-8三月的冰箱销售同时兼顾洗衣机的占比；重点关注分部下达的