Category Management Strategies And Case Studies

Chinese retail has entered a fast -developing new stage, and the competition in retail is becoming fiercer and fiercer. After entering WTO, the competition is more severe . How to survive and develop themselves during this period is a problem to most of the domestic retailers.To the retailers , the important factors to improve their profit is not "price war" or " war of promoting sale", but service and category management. Many retailers changed their traditional management through category management and realized increase in sale and profit. At the same time, category management changed the antagonistic relations between retailers and producers, emphasize cooperation between them, take the consumers' need as their guide, and realize "common win" through electronic information.As the development of Chinese retail, more and more retailers become to realize the importance of category management. Enterprises starts to understand the ideas of customers, study the actions of buyers on the basis of data analysis, provide accurate merchandise category and do their best to meet the need of certain target consumers group. To retailers, category management is a management tool of breakthrough, and an advanced management method under proper practice of ECR. Some famous foreign enterprises, i.e. Walmart, has had a lot of experiences in category management. Domestic enterprises, i.e. lianhua, hualian, huarun etc. ,has experienced the change from theory to practice.The text takes "fuhai" store which belongs to zhongbai chain-supermarket ( shandong weifang department (group) Ltd.) as an example ,analyze the application of category management (orientation of category role and purpose) in chain-supermarket, hoping to offer some experiences to other retailers, and study the practice of category management together to promote the development of Chinese retail.