{"id":7716,"date":"2020-07-27T17:08:01","date_gmt":"2020-07-27T10:08:01","guid":{"rendered":"https:\/\/saigonbiz.com.vn\/?p=7716"},"modified":"2020-07-27T17:08:03","modified_gmt":"2020-07-27T10:08:03","slug":"3-dong-luc-thuc-day-tang-truong-doanh-so-fmcg-ban-le-va-cach-de-gianh-chien-thang-tai-diem-ban","status":"publish","type":"post","link":"https:\/\/saigonbiz.com\/vn\/3-dong-luc-thuc-day-tang-truong-doanh-so-fmcg-ban-le-va-cach-de-gianh-chien-thang-tai-diem-ban\/","title":{"rendered":"3 \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 FMCG, b\u00e1n l\u1ebb v\u00e0 c\u00e1ch \u0111\u1ec3 gi\u00e0nh chi\u1ebfn th\u1eafng t\u1ea1i \u0111i\u1ec3m b\u00e1n"},"content":{"rendered":"\n

V\u1edbi th\u1eddi gian c\u00e1ch ly x\u00e3 h\u1ed9i d\u01b0\u1edbi 3 th\u00e1ng v\u00e0 kh\u00e1 ng\u1eafn so v\u1edbi c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c, Vi\u1ec7t Nam l\u00e0 m\u1ed9t trong nh\u1eefng qu\u1ed1c gia b\u01b0\u1edbc ra kh\u1ecfi \u0111\u1ea1i d\u1ecbch Covid-19 theo m\u00f4 h\u00ecnh \u201cPh\u1ee5c H\u1ed3i\u201d*. Trong m\u00f4 h\u00ecnh n\u00e0y, ph\u1ea7n l\u1edbn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng (NTD) c\u00f3 xu h\u01b0\u1edbng kh\u00f4i ph\u1ee5c l\u1ea1i nh\u01b0 tr\u01b0\u1edbc \u0111\u00f3, tuy nhi\u00ean, v\u1eabn c\u00f3 nh\u1eefng s\u1ef1 thay \u0111\u1ed5i v\u1ec1 m\u1ee9c \u0111\u1ed9 \u01b0u ti\u00ean ho\u1eb7c v\u0129nh vi\u1ec5n trong c\u00e1c \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y mua s\u1eafm. T\u1eeb \u0111\u00f3, c\u00e1c gi\u1ecf h\u00e0ng FMCG c\u1ee7a NTD s\u1ebd tr\u1ea3i qua qu\u00e1 tr\u00ecnh t\u00e1i c\u00e2n b\u1eb1ng v\u00e0 \u0111i\u1ec1u ch\u1ec9nh li\u00ean t\u1ee5c.<\/em><\/strong><\/p>\n\n\n\n

Theo nghi\u00ean c\u1ee9u g\u1ea7n \u0111\u00e2y c\u1ee7a Nielsen Vi\u1ec7t Nam c\u00f3 3 y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn m\u1ed9t danh m\u1ee5c s\u1ea3n ph\u1ea9m l\u00fd t\u01b0\u1edfng \u0111\u1ec3 gi\u00fap t\u1ed1i \u01b0u h\u00f3a ti\u1ec1m n\u0103ng b\u00e1n h\u00e0ng c\u1ee7a doanh nghi\u1ec7p. \u0110\u1ea7u ti\u00ean l\u00e0 s\u1ef1 thay \u0111\u1ed5i trong h\u00e0nh vi c\u1ee7a NTD<\/strong> v\u1edbi nh\u1eefng nhu c\u1ea7u m\u1edbi n\u1ed5i l\u00ean nh\u01b0 y t\u1ebf, s\u1ee9c kh\u1ecfe, chu\u1ed9ng h\u00e0ng n\u1ed9i \u0111\u1ecba. K\u1ebf \u0111\u1ebfn l\u00e0 kh\u1ea3 n\u0103ng chi ti\u00eau<\/strong>, khi v\u00ed ti\u1ec1n c\u1ee7a NTD gi\u1eef nguy\u00ean th\u1eadm ch\u00ed l\u00e0 b\u1ecb thu h\u1eb9p l\u1ea1i, th\u00ec h\u1ecd c\u1ea7n ph\u1ea3i thay \u0111\u1ed5i s\u1ef1 \u01b0u ti\u00ean, t\u00ecm ki\u1ebfm nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 tr\u1ecb thi\u1ebft y\u1ebfu, \u0111i\u1ec1u n\u00e0y t\u1ea1o c\u01a1 h\u1ed9i cho vi\u1ec7c thay \u0111\u1ed5i k\u00edch c\u1ee1 s\u1ea3n ph\u1ea9m, bao b\u00ec. <\/p>\n\n\n\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 xu h\u01b0\u1edbng mua s\u1ea3n ph\u1ea9m to h\u01a1n cho h\u00e0ng thi\u1ebft y\u1ebfu v\u00e0 g\u00f3i nh\u1ecf cho nh\u00f3m \u00edt c\u1ea7n thi\u1ebft. Sau c\u00f9ng l\u00e0 do h\u1ea1n ch\u1ebf v\u1ec1 chu\u1ed7i cung \u1ee9ng<\/strong>, trong \u0111\u1ea1i d\u1ecbch, s\u1ed1 l\u01b0\u1ee3ng SKUs b\u00e1n ra tr\u00ean th\u1ecb tr\u01b0\u1eddng gi\u1ea3m 13% so v\u1edbi tr\u01b0\u1edbc \u0111\u1ea1i d\u1ecbch, t\u1eeb 5700 SKUs xu\u1ed1ng c\u00f2n 4800 SKUs. \u0110\u00e2y c\u0169ng l\u00e0 c\u01a1 h\u1ed9i t\u00e1i c\u01a1 c\u1ea5u v\u00e0 t\u1ed1i \u01b0u danh m\u1ee5c l\u00e0m sao cho hi\u1ec7u qu\u1ea3 h\u01a1n.\u00a0<\/p>\n\n\n\n

Ngay t\u1eeb b\u00e2y gi\u1edd, c\u00e1c doanh nghi\u1ec7p FMCG, nh\u00e0 b\u00e1n l\u1ebb c\u0169ng nh\u01b0 nh\u00e0 s\u1ea3n xu\u1ea5t c\u1ea7n l\u00ean k\u1ebf ho\u1ea1ch th\u00edch nghi v\u1edbi nh\u1eefng thay \u0111\u1ed5i trong h\u00e0nh vi ti\u00eau d\u00f9ng \u0111\u1ed3ng th\u1eddi t\u1eadn d\u1ee5ng c\u01a1 h\u1ed9i \u0111\u1ec3 \u0111\u1ed5i m\u1edbi. Theo Nielsen, c\u00f3 3 \u0111\u1ed9ng l\u1ef1c ch\u00ednh y\u1ebfu gi\u00fap th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng v\u00e0 t\u1ed1i \u0111a h\u00f3a ti\u1ec1m n\u0103ng doanh s\u1ed1 nh\u01b0 sau:\u00a0<\/strong><\/p>\n\n\n\n

K\u00eanh ph\u00e2n ph\u1ed1i<\/strong>: D\u1ecbch COVID \u0111\u00e3 t\u1ea1o n\u00ean s\u1ef1 chuy\u1ec3n bi\u1ebfn trong k\u00eanh b\u00e1n h\u00e0ng Hi\u1ec7n \u0111\u1ea1i (Modern Trade) v\u00e0 k\u00eanh Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed (E-Commerce). Tuy nhi\u00ean, t\u1ea1i Vi\u1ec7t Nam, k\u00eanh b\u00e1n h\u00e0ng Truy\u1ec1n th\u1ed1ng v\u1eabn chi\u1ebfm \u01b0u th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng, v\u1edbi 85% th\u1ecb ph\u1ea7n ng\u00e0nh ti\u00eau d\u00f9ng \u0111\u1ebfn t\u1eeb k\u00eanh n\u00e0y. <\/p>\n\n\n\n

Theo d\u1eef li\u1ec7u c\u1ee7a Nielsen Vi\u1ec7t Nam n\u0103m 2019, kh\u1eafp Vi\u1ec7t Nam c\u00f3 kho\u1ea3ng 1,3 tri\u1ec7u c\u1eeda h\u00e0ng truy\u1ec1n th\u1ed1ng b\u00e1n h\u00e0ng ti\u00eau d\u00f9ng nhanh (FMCG). Do \u0111\u00f3, y\u1ebfu t\u1ed1 ph\u00e2n ph\u1ed1i v\u00e0 \u0111\u1ea3m b\u1ea3o s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a s\u1ea3n ph\u1ea9m t\u1ea1i c\u1eeda h\u00e0ng r\u1ea5t quan tr\u1ecdng, \u0111\u00f3ng g\u00f3p 58% so v\u1edbi nh\u1eefng y\u1ebfu t\u1ed1 nh\u01b0 s\u1ea3n ph\u1ea9m s\u00e1ng t\u1ea1o (19%), s\u1ee9c mua (12%) v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c (11%). \u0110\u1ed1i v\u1edbi ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng nhanh c\u1ee7a Vi\u1ec7t Nam, c\u00f3 13% c\u00e1c c\u1eeda h\u00e0ng l\u1edbn \u0111\u00f3ng g\u00f3p 50% doanh thu, ng\u01b0\u1ee3c l\u1ea1i 49% c\u00e1c c\u1eeda h\u00e0ng nh\u1ecf ch\u1ec9 \u0111\u00f3ng g\u00f3p 20% doanh thu. S\u1ef1 t\u1eadp trung n\u00e0y kh\u00e1c nhau t\u00f9y thu\u1ed9c v\u00e0o t\u1eebng ng\u00e0nh h\u00e0ng. <\/p>\n\n\n\n

\u0110\u1ed1i v\u1edbi nh\u1eefng ng\u00e0nh h\u00e0ng FMCG, Th\u1ef1c ph\u1ea9m, Gi\u1ea3i kh\u00e1t v\u00e0 Bia th\u00ec s\u1ef1 ph\u00e2n b\u1ed5 t\u01b0\u01a1ng \u0111\u1ed1i gi\u1ed1ng nhau. Tuy nhi\u00ean, \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u00e0nh h\u00e0ng nh\u01b0 Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n, Ch\u0103m s\u00f3c nh\u00e0 c\u1eeda, Ch\u0103m s\u00f3c em b\u00e9, S\u1ea3n ph\u1ea9m t\u1eeb s\u1eefa th\u00ec s\u1ef1 t\u1eadp trung n\u00e0y c\u00f2n m\u1ea1nh m\u1ebd h\u01a1n n\u1eefa, c\u1ee5 th\u1ec3 l\u00e0 6-8% c\u1eeda h\u00e0ng l\u1edbn c\u00f3 th\u1ec3 \u0111\u00f3ng g\u00f3p t\u1edbi 50% doanh s\u1ed1.\u00a0 \u201c\u0110\u00e2y l\u00e0 th\u1eddi \u0111i\u1ec3m c\u1ea7n thi\u1ebft \u0111\u1ec3 xem x\u00e9t \u0111\u00e2u m\u1edbi l\u00e0 v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng nh\u1ea5t v\u00ec vi\u1ec7c t\u1eadp trung v\u00e0o t\u1ea5t c\u1ea3 m\u1ecdi th\u1ee9 l\u00e0 \u0111i\u1ec1u kh\u00f4ng kh\u1ea3 thi. K\u00eanh b\u00e1n h\u00e0ng truy\u1ec1n th\u1ed1ng v\u1eabn l\u00e0 k\u00eanh quan tr\u1ecdng v\u00e0 kh\u00f4ng th\u1ec3 l\u01a1 l\u00e0. V\u00ec v\u1eady, vi\u1ec7c x\u00e1c \u0111\u1ecbnh nh\u1eefng c\u1eeda h\u00e0ng tr\u1ecdng y\u1ebfu \u0111\u1ec3 t\u00e1i c\u1ea5u tr\u00fac s\u1ef1 \u0111\u1ea7u t\u01b0 l\u00e0 c\u00e1ch \u0111\u1ec3 c\u00f3 th\u1ec3 t\u1ed1i \u0111a h\u00f3a doanh thu cho doanh nghi\u1ec7p. Th\u00eam v\u00e0o \u0111\u00f3, \u0111\u00e3 c\u00f3 m\u1ed9t s\u1ef1 thay \u0111\u1ed5i \u0111\u00e1ng k\u1ec3 l\u00ean \u0111\u1ebfn 20 – 30% v\u1ec1 top nh\u1eefng c\u1eeda h\u00e0ng mang l\u1ea1i hi\u1ec7u su\u1ea5t cao nh\u1ea5t (c\u00f2n g\u1ecdi l\u00e0 C\u1eeda h\u00e0ng V\u00e0ng) t\u1eeb ngay tr\u01b0\u1edbc COVID-19, n\u00ean vi\u1ec7c c\u1eadp nh\u1eadt nh\u1eefng th\u00f4ng tin m\u1edbi nh\u1ea5t \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c kinh doanh c\u0169ng l\u00e0 vi\u1ec7c v\u00f4 c\u00f9ng quan tr\u1ecdng.\u201d, \u00f4ng Richard Thomas, Gi\u00e1m \u0111\u1ed1c b\u1ed9 ph\u1eadn Gi\u1ea3i ph\u00e1p Kinh doanh Hi\u1ec7u qu\u1ea3 c\u1ee7a Nielsen Vi\u1ec7t Nam chia s\u1ebb.<\/p>\n\n\n\n

Gi\u00e1 c\u1ea3 v\u00e0 khuy\u1ebfn m\u00e3i<\/strong>: Vi\u1ec7t Nam l\u00e0 th\u1ecb tr\u01b0\u1eddng r\u1ea5t nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1, theo nghi\u00ean c\u1ee9u n\u0103m 2019 c\u1ee7a Nielsen, \u0111\u1ed9 co gi\u00e3n v\u1ec1 gi\u00e1 c\u1ee7a Vi\u1ec7t Nam l\u00e0 -2** – cao nh\u1ea5t so v\u1edbi c\u00e1c n\u01b0\u1edbc l\u00e2n c\u1eadn trong khu v\u1ef1c \u0110\u00f4ng Nam \u00c1. 80% NTD \u0111\u01b0\u1ee3c h\u1ecfi cho bi\u1ebft h\u1ecd c\u00f3 nh\u1eadn th\u1ee9c r\u00f5 r\u00e0ng khi gi\u00e1 c\u1ea3 thay \u0111\u1ed5i. Nh\u01b0 v\u1eady, tr\u01b0\u1edbc khi \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c thay \u0111\u1ed5i v\u1ec1 gi\u00e1 c\u1ee7a m\u00ecnh th\u00ec t\u1ea5t c\u1ea3 c\u00e1c doanh nghi\u1ec7p n\u00f3i chung c\u1ea7n c\u00f3 m\u1ed9t b\u1ee9c tranh t\u1ed5ng qu\u00e1t, chi ti\u1ebft v\u1ec1 \u0111\u1ed9 co gi\u00e3n v\u1ec1 gi\u00e1 \u0111\u1ed1i v\u1edbi c\u00e1c ng\u00e0nh h\u00e0ng \u0111ang \u0111\u01b0\u1ee3c b\u00e1n \u1edf c\u00e1c k\u00eanh kh\u00e1c nhau. <\/p>\n\n\n\n

Th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam c\u0169ng l\u00e0 m\u1ed9t th\u1ecb tr\u01b0\u1eddng b\u1ecb \u1ea3nh h\u01b0\u1edfng r\u1ea5t nhi\u1ec1u b\u1edfi khuy\u1ebfn m\u00e3i. 56% doanh thu \u0111\u01b0\u1ee3c t\u1ea1o ra t\u1eeb ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i, tuy nhi\u00ean, d\u00f9 b\u1ecb \u1ea3nh h\u01b0\u1edfng nhi\u1ec1u nh\u01b0ng hi\u1ec7u qu\u1ea3 \u0111\u01b0\u1ee3c t\u1ea1o ra t\u1eeb h\u00ecnh th\u1ee9c n\u00e0y ch\u1ec9 c\u00f3 29%. Trong s\u1ed1 100 \u0111\u1ed3ng doanh thu \u0111\u01b0\u1ee3c t\u1ea1o ra nh\u1edd ch\u1ea1y khuy\u1ebfn m\u00e3i th\u00ec doanh nghi\u1ec7p ch\u1ec9 thu v\u1ec1 \u0111\u01b0\u1ee3c s\u1ef1 t\u0103ng v\u1ec1 m\u1eb7t doanh thu l\u00e0 29 \u0111\u1ed3ng, m\u1ed9t con s\u1ed1 r\u1ea5t th\u1ea5p so v\u1edbi m\u1eb7t b\u1eb1ng chung c\u1ee7a to\u00e0n c\u1ea7u l\u00e0 50%. <\/p>\n\n\n\n

\u201cV\u1edbi t\u00ecnh tr\u1ea1ng nhi\u1ec1u ng\u01b0\u1eddi b\u1ecb \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c b\u1edfi d\u1ecbch b\u1ec7nh hi\u1ec7n nay, c\u00f3 chi\u1ebfn l\u01b0\u1ee3c \u0111\u00fang \u0111\u1eafn v\u1ec1 gi\u00e1 c\u1ea3 v\u00e0 khuy\u1ebfn m\u00e3i l\u00e0 v\u00f4 c\u00f9ng c\u1ea5p thi\u1ebft. C\u00f3 nhi\u1ec1u doanh nghi\u1ec7p \u0111\u00e3 l\u00e3ng ph\u00ed qu\u00e1 nhi\u1ec1u chi ph\u00ed cho vi\u1ec7c khuy\u1ebfn m\u00e3i, v\u00e0 hi\u1ec7n gi\u1edd l\u00e0 m\u1ed9t c\u01a1 h\u1ed9i l\u1edbn \u0111\u1ec3 t\u00e1i ti\u1ebft ki\u1ec7m ti\u1ec1n cho doanh nghi\u1ec7p. \u0110i\u1ec1u n\u00e0y s\u1ebd gi\u00fap \u00edch cho m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c l\u00e2u d\u00e0i c\u1ee7a doanh nghi\u1ec7p\u201d, \u00f4ng Richard cho bi\u1ebft th\u00eam.<\/p>\n\n\n\n

T\u1ed1i \u01b0u h\u00f3a danh m\u1ee5c s\u1ea3n ph\u1ea9m<\/strong>: NTD Vi\u1ec7t Nam lu\u00f4n r\u1ea5t c\u1edfi m\u1edf v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi, v\u1edbi 49% NTD cho bi\u1ebft h\u1ecd s\u1eb5n s\u00e0ng th\u1eed ch\u00fang. Ri\u00eang n\u0103m 2019, theo nghi\u00ean c\u1ee9u c\u1ee7a Nielsen, c\u00f3 \u0111\u1ebfn 6.455 s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u01b0\u1ee3c ra m\u1eaft t\u1ea1i Vi\u1ec7t Nam v\u00e0 trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p c\u00f3 r\u1ea5t nhi\u1ec1u s\u1ea3n ph\u1ea9m kh\u00f4ng \u0111\u1ee7 ti\u00eau chu\u1ea9n c\u00f3 m\u1eb7t tr\u00ean qu\u1ea7y k\u1ec7. Tuy nhi\u00ean, \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 ng\u00e0nh h\u00e0ng th\u00ec 3% m\u00e3 s\u1ea3n ph\u1ea9m (SKUs) \u0111\u00f3ng g\u00f3p 80% doanh s\u1ed1, trong khi \u0111\u00f3 80% m\u00e3 s\u1ea3n ph\u1ea9m ch\u1ec9 \u0111\u00f3ng g\u00f3p 2% doanh s\u1ed1 t\u1ed5ng c\u1ee7a ng\u00e0nh h\u00e0ng. <\/p>\n\n\n\n

\u201cC\u00f3 m\u1ed9t l\u00fd do c\u00e1c doanh nghi\u1ec7p v\u1eabn t\u1ea1o ra nhi\u1ec1u SKUs v\u00ec mu\u1ed1n tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m l\u00ean k\u1ec7, gi\u00fap th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m xu\u1ea5t hi\u1ec7n nhi\u1ec1u h\u01a1n trong m\u1eaft ng\u01b0\u1eddi ti\u00eau d\u00f9ng – c\u00f2n g\u1ecdi l\u00e0 \u0111\u1ed9 ph\u1ee7 (vision share). Theo nghi\u00ean c\u1ee9u c\u1ee7a Nielsen, nhi\u1ec1u SKUs h\u01a1n kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 nhi\u1ec1u th\u1ecb ph\u1ea7n h\u01a1n tr\u00ean k\u00eanh hi\u1ec7n \u0111\u1ea1i b\u1edfi h\u1ec7 s\u1ed1 t\u01b0\u01a1ng quan ch\u1ec9 l\u00e0 2%*** – m\u1ed9t h\u1ec7 s\u1ed1 r\u1ea5t th\u1ea5p. V\u00ec v\u1eady, n\u1ebfu nhi\u1ec1u SKUs \u0111\u01b0\u1ee3c tr\u01b0ng b\u00e0y nh\u01b0ng kh\u00f4ng t\u1ea1o ra \u0111\u01b0\u1ee3c s\u1ef1 h\u1ea5p d\u1eabn tr\u00ean qu\u1ea7y k\u1ec7 s\u1ebd kh\u00f4ng thu h\u00fat \u0111\u01b0\u1ee3c t\u1ea7m nh\u00ecn c\u1ee7a ng\u01b0\u1eddi mua s\u1eafm, ho\u1eb7c cho d\u00f9 c\u00f3 l\u1ecdt v\u00e0o t\u1ea7m m\u1eaft nh\u01b0ng kh\u00f4ng \u0111\u1ee7 \u1ea5n t\u01b0\u1ee3ng, h\u1ecd c\u0169ng kh\u00f4ng l\u1ef1a ch\u1ecdn mua.\u00a0 <\/p>\n\n\n\n

T\u1eeb \u0111\u00f3 d\u1eabn \u0111\u1ebfn vi\u1ec7c t\u1ed1n k\u00e9m chi ph\u00ed \u0111\u01b0a s\u1ea3n ph\u1ea9m l\u00ean qu\u1ea7y k\u1ec7 nh\u01b0ng l\u1ea1i kh\u00f4ng mang v\u1ec1 \u0111\u01b0\u1ee3c doanh thu v\u00e0 doanh s\u1ed1 t\u01b0\u01a1ng x\u1ee9ng. L\u00fac n\u00e0y, c\u00e1c doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i suy ngh\u0129 l\u1ea1i r\u1eb1ng li\u1ec7u vi\u1ec7c \u0111\u01b0a ra qu\u00e1 nhi\u1ec1u SKUs nh\u01b0 v\u1eady l\u00e0 c\u1ea7n thi\u1ebft hay kh\u00f4ng. Ng\u01b0\u1ee3c l\u1ea1i, m\u1ed9t SKUs ph\u00f9 h\u1ee3p c\u00f3 th\u1ec3 mang l\u1ea1i 15% t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 \u1edf k\u00eanh truy\u1ec1n th\u1ed1ng. <\/p>\n\n\n\n

Th\u00eam v\u00e0o \u0111\u00f3, n\u1ebfu danh m\u1ee5c c\u00e0ng ph\u00e2n m\u1ea3nh, kh\u1ea3 n\u0103ng tr\u1ed1ng k\u1ec7 c\u00e0ng cao v\u00e0 t\u1eeb \u0111\u00f3 l\u00e0m l\u1ee1 \u0111i c\u01a1 h\u1ed9i b\u00e1n h\u00e0ng c\u1ee7a doanh nghi\u1ec7p. Ch\u00ednh v\u00ec v\u1eady, vi\u1ec7c tung ra qu\u00e1 nhi\u1ec1u SKUs l\u00e0 kh\u00f4ng nh\u1ea5t thi\u1ebft.\u201d, \u00f4ng L\u00ea Ho\u00e0ng Long, Qu\u1ea3n l\u00fd b\u1ed9 ph\u1eadn T\u01b0 v\u1ea5n chu\u1ed7i b\u00e1n l\u1ebb, Nielsen Vi\u1ec7t Nam chia s\u1ebb.<\/p>\n\n\n\n

\u201cB\u00ean c\u1ea1nh vi\u1ec7c t\u1ed1i \u01b0u h\u00f3a danh m\u1ee5c s\u1ea3n ph\u1ea9m, trong th\u1eddi \u0111i\u1ec3m n\u00e0y, doanh nghi\u1ec7p c\u00f3 r\u1ea5t nhi\u1ec1u c\u01a1 h\u1ed9i \u0111\u1ec3 \u0111\u1ed5i m\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m v\u1edbi l\u1ee3i \u00edch \u0111\u1eb7c tr\u01b0ng; kh\u00e1m ph\u00e1 c\u00e1c k\u00edch c\u1ee1 bao b\u00ec m\u1edbi v\u1edbi nh\u1eefng m\u1ee9c gi\u00e1 kh\u00e1c nhau ph\u00f9 h\u1ee3p v\u1edbi \u0111a d\u1ea1ng c\u00e1c nhu c\u1ea7u; chuy\u1ec3n \u0111\u1ed5i ph\u00e2n b\u1ed5 ngu\u1ed3n h\u00e0ng trong c\u00e1c k\u00eanh khi m\u00e0 k\u00eanh \u0103n u\u1ed1ng ngo\u00e0i \u0111ang \u0111\u01b0\u1ee3c t\u00e1i c\u00e2n b\u1eb1ng; v\u00e0 t\u1ed1i \u01b0u h\u00f3a danh m\u1ee5c SKUs \u0111ang c\u00f3 trong th\u1ecb tr\u01b0\u1eddng ng\u00e1ch. <\/p>\n\n\n\n

V\u00e0 cho d\u00f9 l\u00e0 c\u00e1ch th\u1ee9c n\u00e0o \u0111i ch\u0103ng n\u1eefa, h\u00e3y lu\u00f4n ngh\u0129 v\u1ec1 ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng trong th\u1eddi \u0111i\u1ec3m hi\u1ec7n t\u1ea1i. T\u1ea5t c\u1ea3 nh\u1eefng \u0111i\u1ec1u \u0111\u00f3 kh\u00f4ng nh\u1eefng c\u00f3 t\u00e1c \u0111\u1ed9ng r\u1ea5t l\u1edbn \u0111\u1ebfn c\u00e1ch m\u00e0 doanh nghi\u1ec7p \u0111\u1ed5i m\u1edbi c\u00e1c d\u1ecbch v\u1ee5 v\u00e0 s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n c\u1ea3 c\u00e1ch giao ti\u1ebfp v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng bao g\u1ed3m vi\u1ec7c ti\u1ebfp th\u1ecb, \u0111\u00f3ng g\u00f3i s\u1ea3n ph\u1ea9m v\u00e0 tr\u01b0ng b\u00e0y tr\u00ean qu\u1ea7y k\u1ec7.\u201d, \u00f4ng Nguy\u1ec5n Anh Dz\u0169ng, Gi\u00e1m \u0111\u1ed1c c\u1ea5p cao, b\u1ed9 ph\u1eadn \u0110o l\u01b0\u1eddng B\u00e1n l\u1ebb, Nielsen Vi\u1ec7t Nam k\u1ebft lu\u1eadn.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n","protected":false},"excerpt":{"rendered":"

V\u1edbi th\u1eddi gian c\u00e1ch ly x\u00e3 h\u1ed9i d\u01b0\u1edbi 3 th\u00e1ng v\u00e0 kh\u00e1 ng\u1eafn so v\u1edbi c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c, Vi\u1ec7t Nam l\u00e0 m\u1ed9t trong nh\u1eefng qu\u1ed1c gia b\u01b0\u1edbc ra kh\u1ecfi \u0111\u1ea1i d\u1ecbch Covid-19 theo m\u00f4 h\u00ecnh \u201cPh\u1ee5c H\u1ed3i\u201d*. Trong m\u00f4 h\u00ecnh n\u00e0y, ph\u1ea7n l\u1edbn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng (NTD) c\u00f3 xu h\u01b0\u1edbng kh\u00f4i […]\n","protected":false},"author":3,"featured_media":7717,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[2037,2036,2038],"class_list":["post-7716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-doi-song","tag-ban-le","tag-doanh-so-fmcg","tag-diem-ban"],"yoast_head":"\n3 \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 FMCG, b\u00e1n l\u1ebb v\u00e0 c\u00e1ch \u0111\u1ec3 gi\u00e0nh chi\u1ebfn th\u1eafng t\u1ea1i \u0111i\u1ec3m b\u00e1n<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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