Berubah Untuk Memenuhi Permintaan 改变以满足需求

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Berubah Untuk Memenuhi Permintaan 改变以满足需求 Jilid 33 : Jun 2013 | RM12.80 PP14167/05/2013(032485) 传 统 志 零售 商杂 Berubah Untuk Memenuhi Permintaan 改变以满足需求 Ketahui cara untuk memenangi Memperkenalkan Identiti Terbaru RM288 引入新的身份 + Cenderahati diRuncit muka Malaysia surat 杂杂杂杂 25! 1 Runcit Media A4-FA.pdf 1 5/12/11 1:33 PM C M Y CM MY CY CMY K “Rahsia resipi Kuih Raya yang istimewa? Saya pilih Marjerin Daisy” Pn Salma, Peniaga Kedai MR1M Marjerin Daisy, pilihan utama program Menu Rakyat 1 Malaysia, mengucapkan Selamat Hari Raya buat anda sekeluarga. www.lamsoon.com.my Raya Campaign (Runcit Media) Size : 297mm (H) x 210mm (W) 6 Tinjauan Runcit Bersedia Untuk Musim Perayaan 准备就需,把握佳节商机 12 Kewangan Runcit Mendapatkan Bantuan Kewangan 杂货金融: 得到金融帮助 Rencana Runcit >> 7 20 Peruncit Praktikal Sesuai Dengan Pembeli Rancang Jualan Raya Yang Hebat 与时并进 杂货激励篇: 开斋节销量佳! 22 Media Runcit Horizontal Banner 24 Jenama Runcit SUPER: Senyum! Ia Logo Baru 杂货品牌: 笑一笑!这是全新的 传 统 志 零售 商杂 26 Kategori Runcit Menarik Tentang Kerepek Kentang 杂货业展望: 薯片的趣味实情 Infovantage Sdn Bhd(472599-M) Suite 12.01, Tingkat 12, Menara AmFIRST, No.1, Jalan 19/3, 46300 Petaling Jaya, Selangor Darul Ehsan 32 Wira Runcit Tel : +603 7957 1718 Fax : +603 7956 5109 Tiga Faktor Kejayaan 杂货业英雄: 成功的三个关键 Penasihat Chow Nyuk Loong Sidang Editor Stephen Tan Shaun Liu Freda Abd Manan Nicholas Yong Sherin Almashor Phill Teoh Seni Reka Grafik Darius Chan Nur Aida Pencetak Atlas Cetak Sdn Bhd Wisma Atlas, No.2, Persiaran Industri, Bandar Sri Damansara, 52200 Kuala Lumpur, Malaysia. Sahabat Runcit >> 15 URUSAN PERIKLANAN Elenie Tan Pengurus Besar SOUTHERN [email protected] LION: June Yap Ketua Bahagian Khidmat Klien [email protected] Rakan Pintar, Runcit Media Sdn Bhd (155352-V) Pilihan Bijak Tel: +603 7957 1718 Faks: +603 7956 5109 智 能 伙伴, 明智的选择 Dapatkan versi Inggeris di www.runcit.com.my RUNCIT MALAYSIA merupakan sebuah majalah pendidikan terbitan Infovantage Sdn Bhd. Kandungan majalah ini ialah hak cipta penuh Infovantage Sdn Bhd. Tiada sebarang bahagian dari majalah ini boleh diterbitkan semula dalam apa jua bentuk tanpa kebenaran bertulis dari Infovantage Sdn Bhd. Infovantage dan wakil-wakilnya tidak akan bertanggungjawab terhadap sebarang kehilangan atau kerosakan. Hak cipta terpelihara Infovantage Sdn Bhd 2008 Tinjauan Runcit Rencana Runcit Bersedia Untuk Musim Perayaan ita sudah sampai ke pertengahan 2013. Tidak lama lagi Ramadhan akan bermula, Kdiikuti dengan Hari Raya Aidilfitri pada bulan Ogos. Inilah masanya untuk membuat persiapan terakhir bagi memaksimakan jualan ketika tempoh yang penting ini. Dalam isu ini, kami membincangkan perubahan yang telah berlaku dalam sektor perdagangan tradisional seiring dengan perubahan dalam keperluan dan permintaan pengguna. Bacalah Rencana Runcit untuk mengetahui sekiranya perubahan tersebut turut berlaku dalam perniagaan anda. Untuk membantu anda bersedia menghadapi musim perayaan, artikel Peruncit Praktikal kali ini memberi panduan tentang perkara-perkara yang perlu dirancang seperti kategori, pembekal produk dan promosi. Selain itu, ketahui juga cara untuk menjimatkan masa pembeli anda. Selamat membaca! 把握佳节商机 们 已 经 步入 2 0 13 年 的 下 半 段,斋 戒 月 即 将 来 临,然 后 我 们 也 将 在 8月 欢 庆 开 斋 节。此 我时此刻正是把握佳节商机的最佳时刻,您应该准备就绪,把销量推向最高点。 今期,我们将会探讨传统零售业内的转变或转型,以满足顾客不停改变的需求。敬请阅读 我们的“杂货故事”,看看自己是否已面临或处于文章内所提及的改变。 “杂货激励篇”为您报道各种基本准备程序,例如产品种类、资源与促销,协助您有效地 准备迎接佳节的到来。此外,您也可以学习如何为顾客节省时间。祝您阅读愉快! Kementerian Perdagangan Dalam Negeri Runcit Media Sdn Bhd Koperasi Dan Kepenggunaan Dengan Usaha Sama C: 100 R: 35 Pantone: 280C M: 90 G: 58 Web: 233A7A Y: 20 B: 122 K: 10 C: 5 R: 247 Pantone: 102C M: 5 G: 225 Web: F7E120 Y: 95 B: 32 K: 0 06 Tinjauan Runcit Sesuai Rencana Runcit Dengan Pembeli Membuat perubahan untuk memenuhi permintaan mereka 与 根 据 时 消 费 者 并 的 需 进 求 而 做 出 改 变 ada masa dahulu, pasaraya hiper dan pasaraya hanya boleh 过去,大卖场和超市仅适用 didapati di bandar-bandar utama. Kini, ia boleh didapati di 于在各大城市。现在,它是 banyak tempat. Selain itu, peruncit-peruncit terkemuka turut 在可以在很多地方。此外,领 Pmembina kedai-kedai format kecil di bandar-bandar kecil dan 先的零售商还建立了小格式存储在小 projek-projek perumahan baru. 城镇和新的住房项目。 Perniagaan menjadi semakin mencabar untuk peruncit tradisional yang 生意是越来越具有挑战性的传统零售 terpaksa bersaing dengan pelbagai kriteria seperti harga, kepelbagaian 商竞争的各种标准,如价格,品种和 dan suasana. Namun, kedai runcit tradisional kekal sebagai saluran 氛围。然而,传统的杂货店仍然​​是访 yang paling kerap dikunjungi. Banyak perubahan telah dilaksanakan 问量最大的通道。然而,许多变化已 supaya ia kekal relevan kepada pengguna. Di sini, kami membincangkan 经实施,使之保持与用户相关。在这 perubahan yang mungkin turut berlaku dalam perniagaan anda. 里,我们讨论的变化,也可能发生在 你的业务 。 Runcit Malaysia 07 Rencana Runcit 1. Produk Runcit Penawaran produk bergantung kepada permintaan pembeli. Berikut adalah trend terkini di kebanyakan kedai runcit tradisional. • Jenama premium – Kini produk yang lebih mahal dengan fungsi lebih baik boleh didapati di kedai runcit tradisional. Ini merangkumi kategori seperti susu untuk membesar, penjagaan kulit, lampin bayi dan jus. Permintaan untuk produk-produk sedemikian biasanya berpunca daripada kesetiaan jenama yang telah meningkat dan kesedaran yang lebih tinggi terhadap fungsi-fungsi produk. (Nota: Baca tentang Ng Choong Yeam Sdn Bhd dalam isu 28) • Pek lebih kecil – Kini kedai runcit tradisional menawarkan Stock Keeping Units (SKU) yang lebih kecil untuk produk biasa dan premium. Ia memenuhi beberapa tujuan seperti untuk pembelian tambahan (cukup sebelum kunjungan ke pasaraya hiper), untuk pembeli berpendapatan rendah (tidak mampu membeli pek besar), menggalakkan pembeli mencuba atau menaik taraf (terutamanya untuk produk premium) dan untuk kemudahan (lebih mudah digunakan dan untuk mereka yang tidak kerap menggunakannya). (Nota: Baca tentang Pasar Mini Harvest Packaging dalam isu 28) 1. 零售产品 您所出售的产品都是根据顾客的需求而定。下列为目前的传统零售业 趋势: • 高级产品 – 这些产品较为昂贵,但是功能或功效较好。目前,我们发现 越来越多的传统零售店皆有售卖类似的产品,例如全新配方的产品、护 肤品、纸尿布与果汁。随着产品忠诚度与功能讲究的提升(敬请阅读第 28期的Ng Choong Yeam 有限公司),类似产品的需求量也有因此而 提升。 • 小型包装 – 目前,传统零售店皆推出小型存货单位的普通与高级产品。 目的是满足充值购买需求(足于目前使用的分量,在前往霸级市场之 前)、符合低收入群(无法承担大型包装的顾客)、鼓励尝试或提升 (特别是高级产品),以及便利(容易使用与使用率低)(敬请阅读第 28期的Pasar Mini Harvest Packaging)。 8 2. Penawaran Lain 2. 其他产品或服务 Seperti kedai perdagangan moden yang menawarkan aktiviti-aktiviti 现代零售商不仅提供购物需求,他们 selain daripada membeli-belah, kedai runcit tradisional turut menawarkan 也提供其他的活动。目前,传统零售 produk dan perkhidmatan yang lebih banyak daripada sebelum ini. 商提供比以往更多的产品与服务。 • Produk tambahan – Kebanyakan kedai runcit tradisional, • 额外产品 – 很多的传统零售店, terutamanya yang sering dikunjungi pelajar dan pekerja asing, akan 特别是以学生与外劳为主要市场的地 menjual kad tambah nilai prabayar. Ada juga yang menjual hasil tani 区,他们都有售卖预付电话价额卡。 segar sama seperti pasar segar dan akan membuka kedai lebih awal 有的甚至售卖如菜市场的新鲜食品, untuk memudahkan suri rumah yang ingin membeli bahan-bahan 并且提前他们的营业时间,方便家庭 untuk memasak. (Nota: Baca tentang LYC Plantation Sdn Bhd dalam isu 28) 主妇购买。(敬请阅读第28期的LYC Plantation有限公司)。 • Perkhidmatan lain – Sesetengah peruncit menawarkan kiriman wang iaitu sejenis perkhidmatan yang membolehkan wang dihantar ke • 其他服务 – 有的传统零售店提供 negara lain. Peruncit bebas mengenakan sebarang bayaran dan boleh 汇款服务,他们能决定要收取多少的 menawarkannya secara percuma untuk menggalakkan kesetiaan. 额外收费,甚至不收费以提升顾客对 Anda juga boleh memohon kepada Pos Malaysia untuk membuka 他们的忠诚。您甚至可以在店内开设 pejabat pos mini di kedai anda. Hanya perkhidmatan asas sahaja boleh 一个迷您邮政局,提供简单的邮寄服 ditawarkan seperti perkhidmatan pos biasa, pembelian setem dan 务、售卖邮票、缴付账单等等。 pembayaran bil. (Nota: Baca tentang 1st Choice dalam isu 31) (敬请阅读第31期的第一选择)。 3. Sokongan Pemilik Jenama 3.品牌持有者的支持 Sektor perdagangan tradisional semakin 传统零售业的重要性得到市场专才与 diiktiraf sebagai saluran yang penting untuk 品牌持有者的认同与重视。对此,他 pengeluar dan pemilik jenama. Sebab itulah 们将会为此零售管道提供更多的支持 saluran ini semakin banyak menerima 与协助: sokongan dari pihak-pihak ini. • 设施 – 有些公司会提供品牌设施, • Kemudahan – Sesetengah syarikat 例如冷冻箱与冷切器。传统零售 menyediakan kemudahan berjenama 商将能售卖他们平常无法售卖的产 seperti penyejuk beku dan pendingin. Ini 品,例如酸奶、冰淇淋与果汁。 membolehkan peruncit tradisional menjual produk-produk yang tidak boleh dijual • 陈列与销售规划 – 品牌持有者可以 sebelum ini seperti susu kultur, aiskrim dan 为他们提供销售规划协助,美化店 jus segar. 铺,提升销售量。这一般都是特别 • Pameran & peragaan barangan dagangan 设计的陈列架。 – Kini peruncit boleh mendapatkan 媒体 – 很多的品牌持有者与杂货 bantuan untuk peragaan barangan • 媒体有限公司紧密合作,为传统 dagangan daripada pemilik jenama untuk mencantikkan kedai mereka, di mana ini 零售商提供更有效的广告宣传。 akan secara tidak langsung meningkatkan 通过这些广告宣传,零售商可以 jualan mereka. 凭着出租广告空间而赚起额外 的收入。(敬请阅读第31期的 • Media – Kini banyak pemilik jenama Pasaraya Best)。 yang bekerja dengan pakar-pakar seperti Runcit Media Sdn Bhd untuk mengadakan kempen-kempen yang lebih efektif untuk media luar kedai atau dalam kedai di perdagangan tradisional. Usaha ini turut memberikan peruncit pendapatan tambahan daripada penyewaan ruang. (Nota: Baca Retail Advertising Panel (RAP) oleh Runcit Media tentang Pasaraya Best dalam isu 31) Runcit Malaysia 9 Rencana Runcit Freda Abd Manan | Runcit Malaysia 4. Perkhidmatan Pelanggan 4. 客户服务 Banyak kedai runcit tradisional yang 许多传统的零售商店已提高其客户服 telah memperbaiki mutu perkhidmatan 务的质量。 pelanggan mereka. • 个人服务 - 一些传统的零售商店强 • Perkhidmatan peribadi – Sesetengah 调卓越的服务文化,确保外国工人 kedai runcit tradisional menekankan 流利的当地语言,并培训员工立即 budaya perkhidmatan cemerlang 提供援助买家。 dengan memastikan pekerja asing fasih ( 敬请阅读第27期的Pasar Mini bahasa tempatan dan melatih pekerja • untuk segera menawarkan bantuan Lubok Cina)。 kepada pembeli. (Nota: Baca tentang • 交货 - 此服务是非常有用的,如果 Pasar Mini Lubok Cina dalam isu 27) 大多数购房者包括家庭主妇,他 • Penghantaran – Perkhidmatan ini sangat 们都很忙。也有零售商运送到餐
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