排面陈列-化妆品与个人护理用品

排面陈列-化妆品&个人护理用品ConsumerGoodsImplementationGuideline(PersonalCare)快速消费品处排面陈列指导原则(个人护理用品部门)2OBJECTIVE:目的:Theimplementationofthe12deptmustberespectedaccordingtothedirection.12部门的排面陈列须遵守指导原则HOW?:方式？：-Applytoallyourdepartmentthefamiliessequences.适用于部门中所定义的系列分类-Optimizeyourlinearrepartitiontopromoteyoursales&profits.优化排面，以推动销售量和利润SoapSoapSoapSoap31.Theconfigurationofthegroupfamily1.大分类的结构•customerflow消费者流向•familyallocation中分类分配•averagelinearmeter平均地面线2.Theconfigurationofthefamily2.中分类的结构•customerflow消费者流向•subfamilyallocation小分类分配•averagelinearmeter平均地面线3.平面图ofsubfamily3.小分类的设计图•Seasonalityofthesubfamily小分类的季节性•Min.&Max.linearrequirement最小和最大地面线要求•Assets(name,type,qty…)资产(名字，型号，数量)•平面图byelement货架平面图4.Displayrules&Photo4。陈列原则和照片Displayrules陈列原则1stpriority2ndpriority3rdpriority…...Thedescriptionoftheimplementationrulesandremarksofthephotosarecorrespondinglybycolor排面原则描述的颜色和照片注释的颜色是相对应的HowtoreadtheBook???怎样阅读本书4第一优先第二优先第三优先*1200*1201*1210*1211*1212*1213*1214*1215*1220*1221*1222*1223Shampoo&Conditioner洗发护发用品Makeup化妆用品BeautyAccessory饰品ToiletProduct浴洗用品HairDressing整发用品OralHygiene口腔清洁用品Shaving剃须用品CareProduct保养品ToiletPaper卫生纸FacialTissue面纸Diaper尿片FeminineHygiene卫生棉------------------------------------------------610132025283134374144475Index索引FamilyCode中分类码FamilyName中分类名称Page页码120-BEAUTY美容品1200-Make-up化妆品1201-BeautyAccessory饰品61200Make-up化妆品AverageLinear:12elements平均每排：12个货架-TheCosmeticConceptisimplementedbyBrandName.化妆品根据品牌陈列.Duetotheplaceallocatedtothecosmeticconceptthe3essentialsbrandsare:L’oreal,Maybelline,Avon.其中三个重要品牌为：欧莱雅，美宝莲，雅芳.ConsumersFlow消费者流向L’OrealMaybellineAvon4.08m2.5m3.3mOthers1Others22m2mOthers3The3ImportantBrands3大品牌4562m7CounterStandardDesign-L’oreal欧莱雅标准柜台设计ThestandardsizeofL’oreal欧莱雅柜台标准尺寸3mH*4mW*0.55mD3米高*4米宽*0.55深89CounterStandardDesign-Maybelline美宝莲标准柜台设计ThestandardsizeofMaybelline美宝莲柜台标准尺寸3mH*3.3mW*0.55mD3米高*3.3米宽*0.55深ThestandardsizeofAvon雅芳柜台标准尺寸3mH*2.5mW*0.55mD3米高*2.5米宽*0.55深CounterStandardDesign-Avon雅芳标准柜台设计101201BeautyAccessory饰品AverageLinear:4elements平均每排：4个货架-TheBeautyAccessoryConceptisimplementedby4categories.饰品分四个分类陈列。DuetotheplaceallocatedtotheBeautyAccessoryconceptthecategoryareputinorderas:HairAccessory,HandToolsAccessory,Brush&Comb,ToiletTools.摆放原则为：发饰品，首饰品，梳子/刷子，浴用饰品HairAccessory发饰品TravelingAccessory首饰Brush&Comb梳子/刷子ToiletTools浴用饰品1m0.5m0.4m0.5m11ConsumersFlow消费者流向CounterStandardDesign&平面图(1-2elements)柜台标准设计和排面陈列(1-2节货架)12121–HYGIENE卫生用品1210-TOILETPRODUCT浴洗用品1211-SHAMPOO&CONDITIONER洗发护发用品1212-HAIRDRESSING整发用品1213-ORALHYGIENE口腔清洁用品1214–SHAVING剃须用品1215-CAREPRODUCT保养品131210ToiletProduct浴洗用品AverageLinear:16elements平均每排：16个货架-Liquidshowerisclosetothealley,becausecomparedwithsoapitcontributesmoreCMinvalue.沐浴乳可靠近客流陈列，因为同香皂相比，其毛利贡献更大.Facialsoapclosetofacecare,liquidshowerandsoapclosetooralhygiene.洁面乳靠近脸部用品，沐浴乳和香皂靠近口腔清洁用品.14ConsumersFlow消费者流向平面图(average5elements)15手洗皂特殊皂促销装填充装单件装Verticallybydifferentfunction:regularsoap,medical&specialsoap,handwasher.按不同功能垂直排列:香皂,药用皂,洗手液.Regularsoapverticallydisplayedbybrand(notbysupplier),thecheapbrandnearthealley.thesamebrand,bundlepackisclosetotheunitpack.香皂按品牌垂直排列(不是按供应商),低价位的产品靠近人流陈列.多块装放在单块装旁边.Handwasherfromuptodownissmallpacktofamilypack.Refillpackisbelowtheaccordingregularproductlevel.洗手液从上至下按小包装到家庭装陈列,补充装放在相应全装产品的下面.Refillisundertheregularpack补充装放在全装下面Bundlepackisneartheunitpack多块装放在单块装旁边16ImplementationRules排面陈列原则ReferencePhotos参考图片RegularSoap普通香皂HandWasher洗手液MedicalSoap药皂及功能皂17ThisfamilyisFacialsoap此分类为洗面奶.FacialsoapisseparatedbyRegularandMedical.Thenit’sdisplayedverticallybybrand(notbysupplier).Thepremiumbrandisnearthealley.Fromuptodownissmallcapacitytobigcapacity.洗面乳先按将普通型和药性/功能性洗面乳分开,再按品牌垂直排列(不是按供应商陈列).价位低的靠近人流,小规格放上面,大规格放下面.Anti防螨等特殊功效18ImplementationRules排面陈列原则ReferencePhotos参考图片FacialSoap洗面奶Anti-Blemish防止青春痘19Separatedbyliquidshower,liquidbath,disinfectantandladyhygiene.按沐浴露,浴盐,消毒水和妇女洗液陈列.liquidshowerdisplayedverticallybybrand(notbysupplier).Cheapbrandisnearthealley.Small&middlepackisputon5layers,familypackisputon4layers.按品牌垂直陈列(不是按供应商),价位低的靠近人流,中小包装放5层,家庭装放4层.同一货架，高加位在上，低加位在下。Ladyhygieneisdisplayedbycapacity,fromuptodownissmalltobig.妇女洗液按小包装到大包装从上到下陈列.LadyHygiene妇女洗液LiquidBath浴盐/泡泡浴Ladyhygiene妇女洗液20ImplementationRules排面陈列原则ReferencePhotos参考图片LiquidShower沐浴露LiquidforShower沐浴露1211Shampoo&Conditioner洗发护发用品AverageLinear:15elements平均每排：15节货架-Inordertodrivetheconsumerflow,Shampooall-in-oneshouldbeimplementedinthedeeperarea.Conditionerneedstobeputtogetherwithregularshampoo.多合一洗发水可陈列在整个化妆品区域人流较少的地方以带动整体的客流.护发素必须与一般性洗发水配套陈列.21ConsumersFlow消费者流向22洗发水洗发水洗发水洗发水便宜贵便宜贵Shampooallin1isdisplayedverticallybybrand(notbysupplier).Thecheapbrandisclosetothetraffic.Fromuptodownischeaptoexpensive.多合一洗发水按品牌垂直排列(不是按供应商陈列)，价位低的靠近人流集中的地方.同品牌内高加位放在上面,低价位放在下面.Medicalshampooisdisplayedbyfunction:药用香波按功能排列:芝麻,去头屑.LowestBrandPremiumBrand23ImplementationRules排面陈列原则ReferencePhotos参考图片24Thisfamilyisdividedbyregularshampoo&Conditioner.此分类可分为一般性香波和润发精.Regularshampooisdisplayedverticallybybrand(notbysupplier).Putthesmallcapacityonthetoplevels,andbigcapacityor