12月商超经营重点来了！营销策划、生鲜重点、毛利管控、陈列规划...

Core Insights - December is a crucial month for retail businesses, characterized by a surge in consumer demand due to various holidays and seasonal changes, making it a "golden month" for sales [1][2] December Marketing Focus - The marketing strategy should revolve around the themes of "winter economy" and "holiday gatherings," with a focus on product adjustments and promotional activities to capture the year-end consumption peak [2] - Key dates in December include major events like heavy snow, Double Twelve, Winter Solstice, Christmas, and New Year's, which influence consumer behavior and purchasing patterns [2] Seasonal Marketing Strategies - Heavy Snow and Winter Solstice: Marketing proposals should emphasize health and wellness, promoting high-energy and high-protein products, along with convenient ready-to-eat options to meet consumer needs for nourishment and time efficiency [3][4][6] - Christmas: Focus on fresh and prepared food items, including vegetables, meats, and baked goods, to enhance the festive atmosphere and facilitate family gatherings [13][15] - New Year: The marketing approach should cater to family reunions, short trips, and gift-giving, emphasizing health and wellness products that align with New Year resolutions [24][25] Product Display and Promotion - Heavy Snow Season: Create themed displays for high-energy staple foods, warming soup ingredients, and traditional foods like dumplings and glutinous rice balls, enhancing the shopping experience [8][9][10] - Christmas: Highlight fresh produce, ready-to-eat meals, and festive baked goods, ensuring a variety of options for holiday celebrations [15][16] - New Year: Introduce health-focused products and gift sets, with an emphasis on low-sugar and nutritious options to cater to health-conscious consumers [26][27] Consumer Engagement Strategies - Implement online and offline promotional strategies, including pre-event marketing through social media and in-store decorations to create a festive shopping environment [30][31] - Utilize seasonal themes in product packaging and marketing materials to enhance consumer appeal and drive sales [27][29]