排面陳列化妝品與個(gè)人護(hù)理用品

排面陳列化妝品與個(gè)人護(hù)理用品ConsumerGoodsImplementationGuideline(PersonalCare)快速消費(fèi)品處排面陳列指導(dǎo)原則(個(gè)人護(hù)理用品部門)2OBJECTIVE:目的:

Theimplementationofthe12deptmustberespectedaccordingtothedirection.12部門的排面陳列須遵守指導(dǎo)原則HOW?:方式？：

-Applytoallyourdepartmentthefamiliessequences.適用于部門中所定義的系列分類-Optimizeyourlinearrepartitiontopromoteyoursales&profits.優(yōu)化排面，以推動(dòng)銷售量和利潤(rùn)SoapSoapSoapSoap31.Theconfigurationofthegroupfamily1.大分類的結(jié)構(gòu)

customerflow消費(fèi)者流向familyallocation中分類分配averagelinearmeter平均地面線2.Theconfigurationofthefamily2.中分類的結(jié)構(gòu)customerflow消費(fèi)者流向subfamilyallocation小分類分配averagelinearmeter平均地面線3.平面圖ofsubfamily3.小分類的設(shè)計(jì)圖Seasonalityofthesubfamily小分類的季節(jié)性Min.&Max.linearrequirement最小和最大地面線要求Assets(name,type,qty…)資產(chǎn)(名字，型號(hào)，數(shù)量)平面圖byelement貨架平面圖4.Displayrules&Photo4。陳列原則和照片Displayrules陳列原則1stpriority2ndpriority3rdpriority…...Thedescriptionoftheimplementationrulesandremarksofthephotosarecorrespondinglybycolor排面原則描述的顏色和照片注釋的顏色是相對(duì)應(yīng)的HowtoreadtheBook???

怎樣閱讀本書4第一優(yōu)先第二優(yōu)先第三優(yōu)先*1200*1201*1210*1211*1212*1213*1214*1215*1220*1221*1222*1223Shampoo&Conditioner洗發(fā)護(hù)發(fā)用品Makeup化妝用品BeautyAccessory飾品ToiletProduct浴洗用品HairDressing整發(fā)用品OralHygiene口腔清潔用品Shaving剃須用品CareProduct保養(yǎng)品ToiletPaper衛(wèi)生紙F(tuán)acialTissue面紙Diaper尿片F(xiàn)eminineHygiene衛(wèi)生棉610132025283134374144475Index索引FamilyCode中分類碼FamilyName中分類名稱Page頁(yè)碼120-BEAUTY美容品1200-Make-up化妝品1201-BeautyAccessory飾品61200Make-up化妝品AverageLinear:12elements平均每排：12個(gè)貨架-TheCosmeticConceptisimplementedbyBrandName.化妝品根據(jù)品牌陳列.Duetotheplaceallocatedtothecosmeticconceptthe3essentialsbrandsare:L

’oreal,Maybelline,Avon.其中三個(gè)重要品牌為：歐萊雅，美寶蓮，雅芳.ConsumersFlow消費(fèi)者流向L

’OrealMaybellineAvon4.08m2.5m3.3mOthers1Others22m2mOthers3The3ImportantBrands3大品牌4562m7CounterStandardDesign-L’oreal歐萊雅標(biāo)準(zhǔn)柜臺(tái)設(shè)計(jì)ThestandardsizeofL’oreal歐萊雅柜臺(tái)標(biāo)準(zhǔn)尺寸3mH*4mW*0.55mD3米高*4米寬*0.55深89CounterStandardDesign-Maybelline美寶蓮標(biāo)準(zhǔn)柜臺(tái)設(shè)計(jì)ThestandardsizeofMaybelline美寶蓮柜臺(tái)標(biāo)準(zhǔn)尺寸3mH*3.3mW*0.55mD3米高*3.3米寬*0.55深ThestandardsizeofAvon雅芳柜臺(tái)標(biāo)準(zhǔn)尺寸3mH*2.5mW*0.55mD3米高*2.5米寬*0.55深CounterStandardDesign-Avon雅芳標(biāo)準(zhǔn)柜臺(tái)設(shè)計(jì)101201BeautyAccessory飾品AverageLinear:4elements平均每排：4個(gè)貨架-TheBeautyAccessoryConceptisimplementedby4categories.

飾品分四個(gè)分類陳列。DuetotheplaceallocatedtotheBeautyAccessoryconceptthecategoryareputinorderas:HairAccessory,HandToolsAccessory,Brush&Comb,ToiletTools.擺放原則為：發(fā)飾品，首飾品，梳子/刷子，浴用飾品HairAccessory發(fā)飾品TravelingAccessory首飾Brush&Comb梳子/刷子ToiletTools浴用飾品1m0.5m0.4m0.5m11ConsumersFlow消費(fèi)者流向CounterStandardDesign&平面圖(1-2elements)柜臺(tái)標(biāo)準(zhǔn)設(shè)計(jì)和排面陳列(1-2節(jié)貨架)12121–HYGIENE衛(wèi)生用品1210-TOILETPRODUCT浴洗用品1211-SHAMPOO&CONDITIONER洗發(fā)護(hù)發(fā)用品1212-HAIRDRESSING整發(fā)用品1213-ORALHYGIENE口腔清潔用品1214–SHAVING剃須用品1215-CAREPRODUCT保養(yǎng)品131210ToiletProduct浴洗用品AverageLinear:16elements平均每排：16個(gè)貨架-Liquidshowerisclosetothealley,becausecomparedwithsoapitcontributesmoreCMinvalue.沐浴乳可靠近客流陳列，因?yàn)橥阍硐啾?，其毛利貢獻(xiàn)更大.Facialsoapclosetofacecare,liquidshowerandsoapclosetooralhygiene.潔面乳靠近臉部用品，沐浴乳和香皂靠近口腔清潔用品.Liquidshower14ConsumersFlow消費(fèi)者流向平面圖(average5elements)15手洗皂特殊皂促銷裝填充裝單件裝Verticallybydifferentfunction:regularsoap,medical&specialsoap,handwasher.按不同功能垂直排列:香皂,藥用皂,洗手液.Regularsoapverticallydisplayedbybrand(notbysupplier),thecheapbrandnearthealley.thesamebrand,bundlepackisclosetotheunitpack.香皂按品牌垂直排列(不是按供應(yīng)商),低價(jià)位的產(chǎn)品靠近人流陳列.多塊裝放在單塊裝旁邊.Handwasherfromuptodownissmallpacktofamilypack.Refillpackisbelowtheaccordingregularproductlevel.洗手液從上至下按小包裝到家庭裝陳列,補(bǔ)充裝放在相應(yīng)全裝產(chǎn)品的下面.Refillisundertheregularpack補(bǔ)充裝放在全裝下面Bundlepackisneartheunitpack多塊裝放在單塊裝旁邊16ImplementationRules排面陳列原則ReferencePhotos參考圖片RegularSoap普通香皂HandWasher洗手液MedicalSoap藥皂及功能皂17ThisfamilyisFacialsoap此分類為洗面奶.FacialsoapisseparatedbyRegularandMedical.Thenit’sdisplayedverticallybybrand(notbysupplier).Thepremiumbrandisnearthealley.Fromuptodownissmallcapacitytobigcapacity.洗面乳先按將普通型和藥性/功能性洗面乳分開(kāi),再按品牌垂直排列(不是按供應(yīng)商陳列).價(jià)位低的靠近人流,小規(guī)格放上面,大規(guī)格放下面.Anti防螨等特殊功效18ImplementationRules排面陳列原則ReferencePhotos參考圖片F(xiàn)acialSoap洗面奶Anti-Blemish防止青春痘19Separatedbyliquidshower,liquidbath,disinfectantandladyhygiene.按沐浴露,浴鹽,消毒水和婦女洗液陳列.

liquidshowerdisplayedverticallybybrand(notbysupplier).Cheapbrandisnearthealley.Small&middlepackisputon5layers,familypackisputon4layers.按品牌垂直陳列(不是按供應(yīng)商),價(jià)位低的靠近人流,中小包裝放5層,家庭裝放4層.同一貨架，高加位在上，低加位在下。Ladyhygieneisdisplayedbycapacity,fromuptodownissmalltobig.婦女洗液按小包裝到大包裝從上到下陳列.LadyHygiene婦女洗液LiquidBath浴鹽/泡泡浴Ladyhygiene婦女洗液20ImplementationRules排面陳列原則ReferencePhotos參考圖片LiquidShower沐浴露LiquidforShower沐浴露1211Shampoo&Conditioner洗發(fā)護(hù)發(fā)用品AverageLinear:15elements平均每排：15節(jié)貨架-Inordertodrivetheconsumerflow,Shampooall-in-oneshouldbeimplementedinthedeeperarea.Conditionerneedstobeputtogetherwithregularshampoo.多合一洗發(fā)水可陳列在整個(gè)化妝品區(qū)域人流較少的地方以帶動(dòng)整體的客流.護(hù)發(fā)素必須與一般性洗發(fā)水配套陳列.21ConsumersFlow消費(fèi)者流向22洗發(fā)水洗發(fā)水洗發(fā)水洗發(fā)水便宜貴便宜貴Shampooallin1isdisplayedverticallybybrand(notbysupplier).Thecheapbrandisclosetothetraffic.Fromuptodownischeaptoexpensive.多合一洗發(fā)水按品牌垂直排列(不是按供應(yīng)商陳列)，價(jià)位低的靠近人流集中的地方.同品牌內(nèi)高加位放在上面,低價(jià)位放在下面.Medicalshampooisdisplayedbyfunction:藥用香波按功能排列:芝麻,去頭屑.LowestBrandPremiumBrand23ImplementationRules排面陳列原則ReferencePhotos參考圖片24Thisfamilyisdividedbyregularshampoo&Conditioner.此分類可分為一般性香波和潤(rùn)發(fā)精.Regularshampooisdisplayedverticallybybrand(notbysupplier).Putthesmallcapacityonthetoplevels,andbigcapacityorgiftpackonthebottomlevels.一般性香波按品牌垂直排列(不是按廠家陳列).高價(jià)位在上，低價(jià)位在下。Conditionerisdisplayedbyfunction:washoff(nexttotheregularshampoo)&nonwash,thenbypackage:Tube,Spray&Pump.潤(rùn)發(fā)精按功能垂直排列：沖洗型(靠近一般性洗發(fā)水陳列)和免洗型.再按包裝分軟管裝,噴霧和泵裝.Nexttotheregularshampoo沖洗型護(hù)發(fā)素須和一般性洗發(fā)水陳列在一起.Conditioner-護(hù)發(fā)素Conditioner-Nonwash護(hù)發(fā)素免洗型25ImplementationRules排面陳列原則ReferencePhotos參考圖片Regularshampoo一般性洗發(fā)水1212HairDressing整發(fā)用品AverageLinear:10elements平均每排：10節(jié)貨架-Haircolorationneedstobeimplementedwithfacerighttocustomers.染發(fā)產(chǎn)品須陳列在正對(duì)客流的方向.26ConsumersFlow消費(fèi)者流向27ThisfamilyisdividedbyHairdressing&Haircoloration.此分類可分為整發(fā)用品和染發(fā)用品.Hairdressingisseparatedbydifferentfunction:mouse,gel&spay.Insidefunctionverticallydisplayedbypackage.Forexamplegelhas3differentpacks:pump,bottle,tube.整發(fā)用品按功能垂直陳列:摩絲,啫喱水和噴霧.同一功能內(nèi)再按產(chǎn)品的包裝陳列,如啫喱有三種包裝:泵裝,瓶裝及軟管.Colorationisdisplayedbybrand.TheLowestbrandisnearthealley.Insideonebrandit’sdisplayedhorizontallybycolor#.Fromuptodownislighttodark.染發(fā)用品按品牌陳列，價(jià)位低的靠近人流.同一品牌，按色號(hào)水平陳列,從上到下，顏色由淺至深.Premium高價(jià)位品牌Low低價(jià)位品牌Lightcolor淺色Color深色FollowingtheNo.ofthecolorforuptodownislightcolortodeepcolor.按色好從小到大即顏色從淺到深陳列.Hairdressing整發(fā)用品Coloration染發(fā)用品Mouse摩絲Gel啫喱水Spray噴霧28ImplementationRules排面陳列原則ReferencePhotos參考圖片1213OralHygiene口腔清潔用品AverageLinear:7elements平均每排：7節(jié)貨架-Theoralcareconcpetisdisplayedbydifferentsegmentoftheproducts.DuetotheplaceallocatedtotheOralCareconceptthecategoryisputinorderas:Toothbrush,DentalAccessories&Toothpaste.Thoothbrushclosetothetraffic.口腔用品按分類陳列,排列原則如下：牙刷,附屬用品,牙膏.牙刷靠近客流量較大的地方陳列.ToothbrushDentalAccessoriesToothpaste2.5elements4elements0.5element29ConsumersFlow消費(fèi)者流向StandardDesign&平面圖(average7elements)SpecialcounterforTB,noneedtoordershelves特殊貨架,無(wú)須訂層板.Toothbrush牙刷Toothpaste牙膏30OralHygieneisdividedbyToothpaste,Toothbrush&DentalAccessories.口腔清潔用品分為牙膏,牙刷和附屬用品.Toothbrushisdisplayedby5segments:kids,electric,soft,mid-softandmiddle.KidsTP&TBaredisplayedinthesamearea.ForthenormalTBisdisplayedbypackage.Top3levelsforunitpack,bottom2levelsformulti-packorfamilypack.牙刷按5個(gè)不同的分類陳列:兒童牙刷,電動(dòng)牙刷,軟毛牙刷,中軟毛牙刷,中毛牙刷.兒童牙膏和牙刷放在同一個(gè)區(qū)域.正常牙刷按包裝陳列,上面3層放單支裝,下面2層放多支裝或家庭裝.Toothpasteisdisplayedbydifferentfunction:total,MP2,whitening,medicalandspecial.Inthesamesegmentit’sdisplayedfromuptodownissmallcapacitytobigcapacity.Thenthehighunitpriceputonthetoplevels,lowunitpriceputonthebottomlevels.牙膏按功能不同排列:全效,含MP2/防蛀,美白.藥用，同一種則按包裝先按規(guī)格陳列,從上到下到下為小規(guī)格到大規(guī)格.然后再按價(jià)格陳列,高單價(jià)放在上面,低單價(jià)放在下面.Toothpaste牙膏Middle中毛Mid-soft中軟毛Soft軟毛Kids兒童Medical&special藥用/特殊Whitening美白MP2防蛀Total全效DentalAcc.附屬品UnitPack單支裝MultiPack多支裝Toothbrush牙刷31ImplementationRules排面陳列原則ReferencePhotos參考圖片1214Shaving剃須用品AverageLinear:2elements平均每排：2節(jié)貨架-TheManGroomingconcpetisdisplayedbydifferentsegment:Razor,Blade.Foamy&Gel,ManSkinCare.Thecounterandfunitureisproducedandsetupbynationalsupplier?

Gillette

?.男士護(hù)理用品按不同的品類分為:刀片,刀架,剃須泡,啫喱,.Razor:4topelevelsBlade:4bottomlevelsFoamy&Gel:Bottom32ConsumersFlow消費(fèi)者流向Specialcounterforshaving,noneedtoordershelves剃須刀的專列柜臺(tái)，無(wú)須訂購(gòu)貨架Type1:3meterhighgondola類型1：貨架高3m標(biāo)準(zhǔn)設(shè)計(jì)&平面圖(平均2節(jié)貨架)Specialcounterforshaving,noneedtoordershelves剃須刀的專列柜臺(tái)，無(wú)須訂購(gòu)貨架Type1:1.4meterhighGondola類型1：貨架高1.4m33Shavingisdividedby4maincategories:Shavingforwoman,Shavingformen,Foamy&Gel,Mancareproduct.刮胡用品可分為女用剃須用品,男用剃須用品,刮胡泡和啫喱,.

ShavingdisplayisstartfromWomanproductstomanproducts,beginningtotheendischeapitemtoexpensiveitem.Razor&Bladeisdisplaybyhooks,top4levelsareforrazor,bottom4levelsareforBlade.刮胡用品的陳列是從女用產(chǎn)品開(kāi)始到男用產(chǎn)品并且從低價(jià)格開(kāi)始到高價(jià)格結(jié)束,刀片和刀架都用掛鉤,上面4層放刀價(jià),下4層放刀片.Foamy&gelareputatthebottomofcounter,frombeginningtotheendischeapitemtoexpensiveitem.刮胡泡和啫喱放底層,并且從低價(jià)格開(kāi)始到高價(jià)格結(jié)束.Shavingforman男用剃須用品Shavingforwoman女用剃須用品34Foamy&gel刮胡泡和啫喱F(xiàn)rombeginningtotheendischeapitemtoexpensiveitem從低價(jià)格開(kāi)始到高價(jià)格結(jié)束ImplementationRules排面陳列原則ReferencePhotos參考圖片Blade刀片Razor刀架1215CareProduct保養(yǎng)品AverageLinear:15elements平均每排：15節(jié)貨架-Facecareisclosetothecosmeticcounter.TheEyeCareisimplemententedwiththefacecareandrelatedbrand.護(hù)膚品陳列靠近彩裝柜臺(tái),眼部保養(yǎng)品和同品牌的臉部保養(yǎng)品放在一起.35ConsumersFlow消費(fèi)者流向Assetsforfacecareandbodycare臉部身體保養(yǎng)品陳列用物資AssetsforLipcare唇部保養(yǎng)品陳列用物資36CareproductisdividedbyFacecare,eyecareBodycare,handcare&Lipcare.保養(yǎng)品可為臉部和眼部保養(yǎng)品,身體保養(yǎng)品手部保養(yǎng)品和潤(rùn)唇膏.Facecareandeyecareareputtogetheranddisplayedverticallybybrand.Frombeginningtotheendispremiumbrandtolowbrand.Insideonebrand,puteyecareonthe1stlevel,facecareisdisplayhorizontallybyfunction:whitening,moisturizing,&Anti-age,etc.臉部和眼部保養(yǎng)品放在一起縱向按品牌陳列,從高金額品牌開(kāi)始到低金額品牌結(jié)束.同一品牌中保養(yǎng)品通常放在第一層,臉部保養(yǎng)品按不同系列和功能水平排列:如美白,保濕,抗衰老等.Bodycare&Handcareisnexttothefacecare,Bodycareisdisplayedbycareproductforbody,bodylotion,fragrant&roll,HuLuShui.身體和手部保養(yǎng)品放在臉部保養(yǎng)品后面.身體保養(yǎng)品分為護(hù)膚品,洗液,香體露和走珠,花露水.LipcareisputtogetherwithMake-upcottonin1element,Lipcareisdisplayedbybrand,thenbyflower,hangingby4levelshooks,Make-upcottonisputonthebottomtwoshelves.潤(rùn)唇膏和化妝棉陳列在同一節(jié)貨架內(nèi),潤(rùn)唇膏先按品牌,再按香型陳列,用4層掛鉤垂直陳列,化妝棉放在最下面兩層.FaceCare臉部保養(yǎng)品Followingthepricerangefromexpensivetocheap遵循價(jià)格原則,從低價(jià)位到高價(jià)位.BodyCare身體保養(yǎng)品HandCare手部保養(yǎng)品37LipCare潤(rùn)唇膏ImplementationRules排面陳列原則ReferencePhotos參考圖片122–PAPER紙類1220-TOILETPAPER衛(wèi)生紙1221-FACIALTISSUE面紙1222–DIAPER尿片1223-FEMININEHYGIENE衛(wèi)生棉381220ToiletPaper衛(wèi)生紙AverageLinear:10elements平均每排：10節(jié)貨架-TolietPapercouldbeincleaningarea.衛(wèi)生紙可放在清潔用品區(qū)域.Sheet簡(jiǎn)裝紙Roll卷筒紙8elements2elements39ConsumersFlow消費(fèi)者流向Thegondolacouldbe3mhighor2.2meterhigh貨架高度可為3m或2.2m40Bag(Flat/Sheet)簡(jiǎn)裝紙ToiletpaperisdividedbyRollpaper&Bag(Flat/Sheet).衛(wèi)生紙可分為卷筒紙和簡(jiǎn)裝紙.Rollpaperisseparatedbyrollwithpith&withoutpith.Andit’sdisplayedverticallybycapacity.Fromlefttorightissmalltobig(6rollto30roll).Thesamecapacityshouldbedisplayedbypricerange.Fromuptodownisexpensivetocheap.卷紙按有芯和無(wú)芯區(qū)分開(kāi)來(lái).再按規(guī)格垂直陳列.品從左到右,規(guī)格由小到大(6卷到30卷).同一規(guī)格根據(jù)價(jià)格陳列,從上到下價(jià)格從貴到便宜.Sheetisdisplayedbyprice.Fromuptodownisexpensivetocheap.平板紙也是按價(jià)格陳列,從上到下價(jià)格從貴到便宜.Withpith有芯W(wǎng)ithoutpith無(wú)芯Sheet平板紙Smallpackagetobigpackage(6’pcsto30’pcs)卷紙從小包裝到大包裝陳列(6卷到30卷).Rollpaper卷筒紙41ImplementationRules排面陳列原則ReferencePhotos參考圖片1221FacialTissue面紙AverageLinear:6elements平均每排：6節(jié)貨架-FacialTissueshouldbedisplayedwiththetoiletpaper,whichcanbedisplayincleaningarea.面紙應(yīng)和衛(wèi)生紙陳列在一起.也可放在清潔用品區(qū)域.PocketSize手帕紙Box盒裝紙MoistTissue濕紙巾1element3elements2elements42ConsumersFlow消費(fèi)者流向平面圖(average6elements)Thegondolacouldbe3mhighor2.2meterhigh貨架高度可為3m或2.2mAssetsforwalletpockettissue錢夾式手帕紙的陳列物資43Facialtissueisdisplayedverticallybyfunction:Moisttissue,pocketsize&Boxes.Fromuptodownisexpensivetocheap.面巾紙縱向按功能陳列:濕巾紙,手帕紙和盒裝紙,從上到下按單價(jià)從貴到便宜陳列.Forthepocketsize,somewalletpackagecanbehungbyhooks.Butthenormalpackageneedstobeseparatedbyminisizeandstandardsizebyusingtheshelves.手帕紙中錢夾式可以用掛鉤陳列,普通的紙?jiān)俜譃槊阅阊b和標(biāo)準(zhǔn)裝用層板陳列.Fortheboxit’sseparatedbysmall,bigboxandrefill.盒裝紙可分為小盒和大盒和補(bǔ)充裝陳列.Pocket手帕紙Wallet錢夾式Smallbox小盒裝Bigbox大盒裝Standard標(biāo)準(zhǔn)裝Moisttissue濕巾紙Box盒紙44ImplementationRules排面陳列原則ReferencePhotos參考圖片1222Diaper尿片AverageLinear:6elements平均每排：6節(jié)貨架-DiapershouldbedisplayedwithBabycareproduct.Ifnecessary,itcanbeputinbabyareawithbabyfoodandbabytextile.尿片應(yīng)和嬰兒護(hù)理用品陳列在一起.如實(shí)際情況允許，還可與嬰兒食品，嬰兒紡織用品放在一個(gè)區(qū)域.8elements45ConsumersFlow消費(fèi)者流向平面圖(average6elements)Thegondolacouldbe3mhighor2.2meterhigh貨架高度可為3m或2.2m46Diaperisdividedbybrand.TheCheapestisclosetothetraffic尿片按品牌，低價(jià)位靠近客流大的地方。尺寸分為小號(hào),中號(hào),大號(hào),加大號(hào).Diaperisdisplayedverticallybybrand.Forthesamebrand,it’scanbedisplayedbysize.FromuptodownissmalltoX-Largetocheap,smallt尿片按尺寸垂直陳列,同一尺寸內(nèi)再按價(jià)格,從上到下按高單價(jià)到低單價(jià)陳列.Expensive高單價(jià)Cheap低單價(jià)Small小號(hào)X-Large加大號(hào)47ImplementationRules排面陳列原則ReferencePhotos參考圖片1223FeminineHygiene衛(wèi)生棉AverageLinear:8elements平均每排：8節(jié)貨架-Thefirstchoiceistoputfemininehygienecolsetothecosmeticarea,if