生鲜毛利率管控课件

1、西北生鲜营运部生 鲜 毛 利 率 管 控生鲜毛利率管控生鲜毛利率达成的关键点毛利率责任人划分：1、区域总经理为生鲜毛利率的第一责任人；负责制定区域的毛利率目标在区域生鲜毛利率整体出现异常的时候，需要立即进行经营方针上的调整；2、区域营运总经理为所在区域生鲜毛利率的第一责任人；负责制定营运区域门店的生鲜毛利率目标；在门店生鲜毛利率出现差异的时候，需要对门店进行指导并跟进门店整改 ；3、门店店总为门店生鲜毛利率第一责任人，负责达成区域制定的目标，进行生鲜经营方针的调整，达成目标；毛利率差异跟进：1、门店店总每天利用角色定位对每天的生鲜经营方针进行调整；2、生鲜营运部每次盘点后对门店的毛利率达成进行

2、分析和对比；3、区域营运总经理对于门店在生鲜毛利率上出现的差异予以指导并跟进到位；4、区域总经理对于区域生鲜毛利率上出现的差异召开会议，调整生鲜经营方针；5、门店根据营运总经理的指导和区域总经理的调整方针调整门店的生鲜经营行为；重要环节管控：1、区域营运总经理负责对生鲜商品的进、售价进行制定并检查落实情况；2、区域营运总经理负责制定生鲜商品的定编，并确保出品率的达成；3、区域营运总经理对生鲜商品的品质负责，对于例外进行查处和跟进整改；4、区域营运总经理负责对生鲜重点商品的异常情况进行核查，对于例外进行查处和整改5、区域营运总经理负责根据公司的各项流程和标准制定适应于区域的生鲜流程和标准生鲜毛利

3、率管控一、生鲜毛利率制定流程区域总经理制定生鲜毛利率目标生鲜营运部根据区总制定目标分解到营运区域生鲜营运部根据区域总经理审核后的毛利率目标下发门店区域总经理根据门店的实际经营情况、门店总经理对生鲜的管控能力制定门店的生鲜毛利率目标生鲜营运部根据总经理制定的目标分解到门店的各个部类区域总经理审核、修改各个营运区域、门店的生鲜毛利率目标门店根据制定的目标调整经营方针达成目标生鲜毛利率管控生鲜毛利率分解9 9月份目标月份目标A A区区咸阳咸阳高新高新友谊友谊人民人民毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售

4、额销售额毛利率毛利率毛利额毛利额销售额销售额熟食部熟食部8.33%8.33%16.40 16.40 196.99196.998.21%8.21%3.30 3.30 40.2140.218.48%8.48%4.00 4.00 47.1947.198.36%8.36%3.00 3.00 35.8735.877.78%7.78%2.20 2.20 28.2928.29面包部面包部23.49%23.49%25.45 25.45 108.33108.3323.13%23.13%5.20 5.20 22.4822.4823.83%23.83%6.80 6.80 28.5428.5424.06%24.06%

5、5.40 5.40 22.4422.4422.83%22.83%3.90 3.90 17.0817.08鲜肉部鲜肉部5.76%5.76%10.40 10.40 180.41180.415.19%5.19%1.40 1.40 26.9826.985.38%5.38%2.70 2.70 50.2250.225.89%5.89%2.70 2.70 45.8545.853.47%3.47%0.55 0.55 15.8615.86水产部水产部6.45%6.45%4.37 4.37 67.867.85.09%5.09%0.60 0.60 11.7811.787.54%7.54%1.50 1.50 19.9

6、119.917.36%7.36%1.00 1.00 13.5913.594.67%4.67%0.30 0.30 6.426.42水果部水果部7.07%7.07%7.62 7.62 107.85107.856.05%6.05%1.00 1.00 16.5416.547.64%7.64%2.20 2.20 28.828.88.87%8.87%2.00 2.00 22.5622.564.32%4.32%0.60 0.60 13.8913.89蔬菜部蔬菜部4.25%4.25%4.10 4.10 96.4696.463.74%3.74%0.50 0.50 13.3713.374.03%4.03%1.00

7、 1.00 24.8224.824.79%4.79%1.00 1.00 20.8820.883.66%3.66%0.30 0.30 8.198.19干货部干货部6.10%6.10%16.74 16.74 274.5274.54.93%4.93%2.40 2.40 48.6548.656.75%6.75%4.74 4.74 70.2770.276.44%6.44%4.41 4.41 68.4668.465.26%5.26%1.29 1.29 24.5324.53生鲜区生鲜区8.24%8.24%85.08 85.08 1032.351032.358.00%8.00%14.40 14.40 1801

8、808.50%8.50%22.94 22.94 269.75269.758.50%8.50%19.51 19.51 229.65229.658.00%8.00%9.14 9.14 114.27114.279 9月份目标月份目标B B区区西关西关户县户县东门东门沣镐沣镐毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额熟食部熟食部8.51%8.51%19.90 19.90 233.94233.948.66%8.66%4.60 4.60 53.1453.148.54%8

9、.54%1.90 1.90 22.2522.258.50%8.50%3.00 3.00 35.3135.318.09%8.09%0.80 0.80 9.899.89面包部面包部23.53%23.53%33.45 33.45 142.13142.1323.85%23.85%8.40 8.40 35.2235.2223.52%23.52%2.10 2.10 8.938.9323.40%23.40%6.00 6.00 25.6425.6423.13%23.13%0.90 0.90 3.893.89鲜肉部鲜肉部6.31%6.31%14.61 14.61 231.47231.475.34%5.34%3.

10、00 3.00 56.256.28.47%8.47%1.56 1.56 18.4118.416.58%6.58%2.60 2.60 39.5139.517.69%7.69%0.60 0.60 7.817.81水产部水产部7.64%7.64%7.38 7.38 96.6296.628.11%8.11%1.85 1.85 22.8222.828.47%8.47%0.40 0.40 4.724.727.77%7.77%1.10 1.10 14.1614.167.34%7.34%0.15 0.15 2.042.04水果部水果部7.73%7.73%11.40 11.40 147.57147.576.32

11、%6.32%2.50 2.50 39.5339.538.43%8.43%0.90 0.90 10.6810.689.10%9.10%1.85 1.85 20.3320.338.19%8.19%0.45 0.45 5.55.5蔬菜部蔬菜部4.59%4.59%5.71 5.71 124.25124.253.45%3.45%0.75 0.75 21.7221.725.98%5.98%0.80 0.80 13.3713.373.99%3.99%0.80 0.80 20.0320.033.71%3.71%0.25 0.25 6.826.82干货部干货部6.53%6.53%19.08 19.08 291.

12、99291.996.01%6.01%4.00 4.00 66.5866.586.29%6.29%1.40 1.40 22.2722.276.25%6.25%3.18 3.18 50.8450.846.67%6.67%1.40 1.40 20.9920.99生鲜区生鲜区8.80%8.80%111.53 111.53 1267.971267.978.50%8.50%25.10 25.10 295.21295.219.00%9.00%9.06 9.06 100.64100.649.00%9.00%18.53 18.53 205.81205.818.00%8.00%4.55 4.55 56.9356.

13、939 9月份目标月份目标C C区区丰庆丰庆玉祥门玉祥门北关店北关店解放解放毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额熟食部熟食部8.60%8.60%16.95 16.95 197.14197.148.63%8.63%0.65 0.65 7.537.538.39%8.39%2.10 2.10 25.0325.038.26%8.26%3.90 3.90 47.2447.248.23%8.23%2.70 2.70 32.832.8面包部面包部23.33%23.3

14、3%26.95 26.95 115.5115.524.15%24.15%0.95 0.95 3.933.9323.96%23.96%3.40 3.40 14.1914.1923.24%23.24%8.10 8.10 34.8634.8623.40%23.40%5.60 5.60 23.9323.93鲜肉部鲜肉部5.96%5.96%11.93 11.93 200.33200.337.29%7.29%0.82 0.82 11.2511.255.61%5.61%1.26 1.26 22.4622.465.07%5.07%2.65 2.65 52.2752.274.96%4.96%1.70 1.70

15、34.2934.29水产部水产部6.81%6.81%5.55 5.55 81.581.56.60%6.60%0.20 0.20 3.033.037.89%7.89%0.55 0.55 6.976.976.51%6.51%1.70 1.70 26.1326.136.23%6.23%0.80 0.80 12.8412.84水果部水果部6.85%6.85%7.25 7.25 105.85105.856.44%6.44%0.30 0.30 4.664.666.34%6.34%0.75 0.75 11.8311.836.01%6.01%1.40 1.40 23.323.36.09%6.09%1.30 1

16、.30 21.421.4蔬菜部蔬菜部4.37%4.37%4.19 4.19 95.8895.884.27%4.27%0.30 0.30 7.027.024.25%4.25%0.65 0.65 15.2915.294.09%4.09%0.80 0.80 19.5719.574.09%4.09%0.51 0.51 12.4812.48干货部干货部6.33%6.33%14.30 14.30 225.79225.796.25%6.25%0.80 0.80 12.8112.816.70%6.70%2.10 2.10 31.3531.356.45%6.45%4.00 4.00 62.0462.046.08

17、%6.08%2.30 2.30 37.837.8生鲜区生鲜区8.52%8.52%87.1287.121021.991021.998.00%8.00%4.02 4.02 50.2350.238.50%8.50%10.81 10.81 127.12127.128.50%8.50%22.55 22.55 265.41265.418.50%8.50%14.91 14.91 175.54175.549 9月份目标月份目标A A、B B、C C区综合区综合9 9月份目标月份目标A A区区9 9月份目标月份目标B B区区9 9月份目标月份目标C C区区毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛

18、利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额毛利率毛利率毛利额毛利额销售额销售额熟食部熟食部8.48%8.48%53.25 53.25 628.08628.08熟食部熟食部8.33%8.33%16.40 16.40 196.99196.99熟食部熟食部8.51%8.51%19.90 19.90 233.94233.94熟食部熟食部8.60%8.60%16.9516.95197.14197.14面包部面包部23.46%23.46%85.85 85.85 365.96365.96面包部面包部23.49%23.49%25.45 25.45 108.33108.33面包部面包部23.53%23

19、.53%33.45 33.45 142.13142.13面包部面包部23.33%23.33%26.9526.95115.5115.5鲜肉部鲜肉部6.03%6.03%36.94 36.94 612.21612.21鲜肉部鲜肉部5.76%5.76%10.40 10.40 180.41180.41鲜肉部鲜肉部6.31%6.31%14.61 14.61 231.47231.47鲜肉部鲜肉部5.96%5.96%11.9311.93200.33200.33水产部水产部7.03%7.03%17.30 17.30 245.92245.92水产部水产部6.45%6.45%4.37 4.37 67.867.8水产

20、部水产部7.64%7.64%7.38 7.38 96.6296.62水产部水产部6.81%6.81%5.555.5581.581.5水果部水果部7.27%7.27%26.27 26.27 361.27361.27水果部水果部7.07%7.07%7.62 7.62 107.85107.85水果部水果部7.73%7.73%11.40 11.40 147.57147.57水果部水果部6.85%6.85%7.257.25105.85105.85蔬菜部蔬菜部4.42%4.42%14.00 14.00 316.59316.59蔬菜部蔬菜部4.25%4.25%4.10 4.10 96.4696.46蔬菜部蔬

21、菜部4.59%4.59%5.71 5.71 124.25124.25蔬菜部蔬菜部4.37%4.37%4.194.1995.8895.88干货部干货部6.33%6.33%50.12 50.12 792.28792.28干货部干货部6.10%6.10%16.74 16.74 274.5274.5干货部干货部6.53%6.53%19.08 19.08 291.99291.99干货部干货部6.33%6.33%14.314.3225.79225.79生鲜区生鲜区8.54%8.54%283.73 283.73 3322.313322.31生鲜区生鲜区8.24%8.24%85.08 85.08 1032.3

22、51032.35生鲜区生鲜区8.80%8.80%111.53 111.53 1267.971267.97生鲜区生鲜区8.52%8.52%87.1287.121021.991021.99生鲜毛利率管控二、生鲜毛利率差异跟进门店每天使用四类商品角色 定位表格进行分析和回顾，及时调整生鲜经营行为，以达成目标每次生鲜盘点后生鲜营运部对门店的毛利率达成进行分析和对比没有达成，区域总经理召集生鲜专题会议，制定新的生鲜经营方针区域整体出现差异，区域总经理调整生鲜经营方针门店根据区域的生鲜经营思路调整门店的生鲜经营行为二次盘点后生鲜营运部对门店的毛利率达成进行分析和对比门店出现差异区域营运总经理指导门店，门店

23、调整生鲜经营行为达成，继续执行调整后的经营方针达成生鲜毛利目标生鲜毛利率管控三、重要环节管控进价管控流程每周一、周四门店市调菜市场、生鲜营运部、采购部、供应商市调批发市场生鲜营运部按照公司的标准进行售价倒退进价生鲜营运部将建议进价给到采购中心和区域营运总经理每周二、周五区域营运总经理协同采购部、供应商一同对每个蔬菜的进价进行确定采购中心将最后确定的进价发送给分公司经营管控部分公司经营管控部进行系统进价调整并邮件知会门店门店根据进价和经营需求合理订货生鲜毛利率管控三、重要环节管控售价管控流程每周二、周五生鲜营运部将制定的进价发送给中心门店中心门店根据竞争对手的经营情况结合门店实际情况做出建议售价生鲜营运部根据单品毛利率标杆、竞争对手的平均售价做出建议售价区域总经理根据区域生鲜的整体经营方针对生鲜商品的售价逐个进行审核生鲜营运部将审核后的生鲜商品售价发送给分公司经营管控部分公司经营管控部进行系统售价调整并邮件知会门店门店经营管控部每周三、周六8：00前审核调价单进行系统调价门店总经理安排专人对售价进行检查，确保执行到位区域总经理、生鲜营运部每周对门店的非竞争性商品售价进行抽查，对于例外进行查处和整改生鲜毛利率管控三、重要环节管控定