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Home appliance sales work summary

It has been more than two months since XXX Electric Company entered the company. Through this period of time, we have in-depth understanding and communication with various departments and branches. Basically, our company’s development history, corporate culture, management structure, system, operation mode, etc. A certain understanding, the most important thing is to read the company's previous large-scale promotional activities and store management materials, research on competitors in the regional market at this stage, and participate in the planning, supervision and execution of a series of promotional activities, basically recognize The environment and advantages and disadvantages of our company's market competition at this stage. I will summarize my work since I joined the company, and at the same time put forward personal opinions and suggestions for my job:
First, work review
1. Continue to read the company's various files and operating procedures, and learn and understand the company's corporate culture, organizational structure, rules and regulations, operation management, etc.; and have a deep understanding of the scope of work and operational procedures of the company. 2. Into a team in this department in a short period of time, and successfully participated in the planning, supervision and implementation of various promotional activities of the department, such as: Skyworth trade-in; family music, teacher, and mid-Autumn activities; Celebration and celebration of National Day activities; Xintang store new installations; Gome reopened response activities.
3. During the execution of the event, go deep into the branches to understand the progress and effects of the activities, investigate and analyze the regional competitors, and provide timely feedback on the promotion strategies of the opponents during the same period; and participate in the marketing department, purchasing department and branch headed by Tang. The person in charge responds to the meeting and makes personal suggestions.
4. Organize various materials, pictures and highlights and deficiencies in the promotion activities during the National Day of each branch, and carry out comprehensive activities on matters such as preparation, execution, and follow-up of He Shiqing and Qingguoqing activities. The specific and visual summary is recognized by relevant leaders and colleagues.
5. During the production of subtitle advertisements during the promotion period, I suggest that the three-dimensional animation effect be greatly adopted, vividly reflecting the promotion content and advantages of our company, and giving the audience and consumers a new cognitive view of Jiajiale; In the design of publicity materials, I also gave a lot of innovations and suggestions to make the picture more beautiful, vivid and eye-catching, and better convey the corporate image and activities of our company.
6. Through the review of the company's previous advertising production costs, and the current stage of advertising production market investigation and evidence collection, re-enactment of advertising and promotional materials production prices, greatly control the cost of publicity production, to a certain extent, save the company expenditure.
7. Suggestions on the atmosphere creation inside and outside the store and the image of the guides. For example, the adjustment of the layout of the new off-site stage will make it more eye-catching and attractive. It is recommended that the five old image cards in the Xintang store be refurbished to improve the store environment and better convey the renovation of Xintang store. After the positioning of "new image, new positioning, wholehearted service".
8. Organize the original corporate feature film of our company and the theme of 30-second image commercial film. Combine the current advertising needs of our company, re-adjust and adjust, and convey our business philosophy and staff's spirit as much as possible, and strengthen our excellent service. New proposals were formulated on the premise of worry-free, and production costs were reduced at the original price.
9. In order to further better, more effective and lower cost, we will promote our corporate image and various promotion policies, enhance our company's popularity and sales volume, optimize market competitiveness, and conduct investigations through various publicity and promotion of regional markets. Analysis, under the guidance of General Manager, wrote the "Bus Media Delivery Proposal" and actively coordinated with the bus company to reduce the cost of delivery.
10. Actively and conscientiously participated in the training of “Professional Manager” by Mr. Yu Shiwei, the teacher of the company, and “Face-to-face Consultant Sales ” by Mr. Zhou Wei. I learned a lot of management and sales knowledge from it, and realized a lot of truths. I understand that a large part of the competitiveness of enterprises comes from the competition of knowledge and the competition of teamwork.
Second, the company's current market environment analysis regional peripheral environment analysis: The peripheral home appliance chain predators are approaching step by step, constantly eroding the second and third-tier markets. Gome, Suning, and Yongle have continued to expand in Guangzhou, Dongguan and other regions. The promotion of several giants, the price reduction, and the speculation of star-rated services have surpassed the waves, setting off another battle in the home appliance industry, causing damage to our regional market. A big impact has set new challenges for our company's operating model and market competitiveness, forcing us to continuously optimize the product structure, adjust the price positioning and improve the service, to a certain extent, reduce our gross profit margin, and Split some of our original market share.
Regional market environment analysis:
1. Haocheng in the Yucheng area: After replacing the silver elves, in the face of fierce market competition, we began to invest heavily in TV commercials, newspapers, and leaflets, which caused a certain impact on our company. Part of the market share, but with the day-to-day competition in the market, the overall situation is not optimistic. The negative causes of popularity, commodity structure, similar commodity prices, promotion strategies, geographical location, etc. lead to less traffic for the family, and sales are not improving. It is expected that it will be difficult to open the market and compete with our company in the future stage. Jin Tiandi: After re-layout and adjustment of product structure positioning, it improved the store image, improved the store atmosphere, enhanced the advantages of small appliances, audio-visual products, etc., and increased the placement and production of advertising, to some extent Huanong approved the nearby market and some rural markets. Yaweihuadi store: franchise professional kitchen and bathroom positioning, with rich and fashionable kitchen and bathroom products and a more reasonable and novel layout, with strong kitchen and bathroom brands and manufacturers resources, with fast, perfect after-sales service and Asia Wei's brand savings opened up in the market and won the approval of some consumers, grabbing the share of some kitchen and bathroom products and other small appliances. Others: Renren has taken away some of the passengers by using the supermarket's traffic and comfortable shopping environment; Xintaixin Air Conditioning continues to play its advantage in engineering machines.
2, Xintang area Gome: October 1st stationed in Xintang, Gome Electric has invested a lot of TV advertising in the early stage of its opening, but in the end, due to the progress of the decoration can not keep up, the opening of the business is promoted, coupled with the promotion during the period is not large, resulting in Gome reopened on the 15th. On the day of reopening, it made a big breakthrough in popularity. It also received support from many manufacturers, but the overall sales situation is not high. The product structure and commodity prices in the store are basically close to our company. The advantages of the domestic chain are not very prominent. In the later period of opening, the sales volume was also low, and the form was not optimistic. Regardless of how the face-to-face competition will proceed in the future, and whether the country's commodity structure, commodity prices, promotional methods, and service content are the same as ours, the domestic chain is backed by strong factory resources, which we cannot ignore. We must always be alert to Gome, follow up Gome, and play the resource advantage of our local companies at the right time to strike him. Yongle: On the one hand, as the face-to-face competitor of our Xintang store, Yongle Electric, this year, it seems a bit weak and exhausted in terms of promotion. Basically, there is no big promotion action. Even during the National Day promotion, only a few sets of home theater products were displayed on the sidelines. There was no performance in the art. The atmosphere in the venue was no different from usual; and because of our ultra-low-priced hot sale, cultural performances and other promotional activities, we took the lead. The machine caused the Yongle people to have very little traffic and exploded. On the other hand, although Yongle is a face-to-face competitor of our company, because it is close to our company, it has formed the largest store of Xintang's home appliance industry. It is easy to gather target consumption and create an intangible advantage for the fight against the country. Others: The traditional wholesalers “Rongfeng and Xinzhihua” have also seized part of the market share with more than 10 years of operating experience in Xintang and a certain customer base and sales network; Xinkelong uses supermarket traffic and comfort. The shopping environment has taken away some of the customers. Remarks: Since I have not contacted the Heyuan market, I have not conducted any investigation and analysis.

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