The first half of the marketing department's work summary and the second half of the work plan

In the first half of 2019, Yuhang Marketing Department under the correct leadership of the bureau, with the help of the company's various departments and the brother marketing department, under the guidance of the spirit of the "17th National Congress", strive to build a cigarette sales network and earnestly practice Zhejiang. Tobacco's purpose of “responsible for you and satisfying you” is based on the overall goal of “strictly regulated, efficient and full of activities of China Tobacco” established by the State Bureau and the “prominent service to create a brand of Zhejiang tobacco network”. The overall requirements, and the Hangzhou Municipal Bureau of the "management standards, excellent service, excellent quality" to build the quality of the central task of the smoke, in-depth implementation of the scientific concept of development, earnestly implement the spirit of the city's tobacco work conference at the beginning of the year, comprehensively continue to promote the network construction work, build Service brand, actively explore new service models, implement standardized management, highlight customer service, and improve team quality. On the basis of last year, all cadres and workers were not arrogant, grasped the reform situation of the tobacco industry, and achieved good results in various tasks.

I. Economic performance in the first half of 2019

From January to June 2019, we continued to attach importance to standardizing business operations and strengthening internal management supervision. On this basis, we closely focused on the standardized construction of cigarette sales terminals, the sale of low-grade cigarettes, the promotion of the proportion of cigarettes sold outside the province, and the improvement of forecast accuracy. Improve the order satisfaction rate, improve customer satisfaction and other aspects to do a good job, further strengthen the cultivation of key brands outside the province, optimize the retail business of cigarettes, focus on safety management, and strive to build a standardized marketing department, and work hard to develop according to the responsibility of personnel. Work to achieve steady and sustained economic growth.

In the first half of 2019, Yuhang Marketing completed the sales of 5605.56 cigarettes, completed 97.49% of the semi-annual sales tasks, achieved a gross profit of 38.745 million yuan, and completed 108.84% of the semi-annual gross profit index, of which 759.73 boxes of low-grade cigarettes were sold. 118.71% of the indicators, 843.26 cases of sales of one or two types of cigarettes outside the province, and the proportion of cigarettes of the first and second categories outside the province reached 35.91%, an increase of 2.75% over last year. All the semi-annual work indicators were successfully completed. Optimized brand structure, single-box sales increased from 45,000 yuan/box to 4.69 million yuan/box in the same period of last year; the average annual sales forecast accuracy rate remained above 90%. From January to June, the overall order fulfillment rate reached 85%. the above.

Second, the main work carried out in the first half of 2019

In the crucial year of achieving the industry's “Eleventh Five-Year Plan” goals in 2019, according to the spirit of the city's tobacco work conference, Yuhang Marketing Department aims to build a cigarette sales network with high efficiency, excellent service and low cost, and strengthen cigarette sales on the one hand. On the one hand, we will strive to improve the efficiency of team execution and ensure the sustainable development of network construction. In accordance with the management ideas of “Everyone has responsibilities, all things have procedures, officers have standards, processes are traced, performance is assessed, and improvements are guaranteed”, the marketing department is carried out.

Strengthen and deepen the construction of standardized retail terminals.

By improving the terminal image construction, improving the self-management ability and management ability of retail customers, actively promoting the influence and importance of the terminal image on cigarette business, the quality of retail cigarette terminal business, the market effect of consumers' shopping hearts and brands It has a great influence. By strengthening the training and guidance of retail customers, the profitability of retail customers has been improved. Through the promotion of retail customers, cigarette consumers have an understanding of the current status of the tobacco industry. On the basis of last year's “standardized retail terminal construction”, Yuhang Marketing Department focused on retail customer business development, environmental layout, cigarette display, and clear price list to further strengthen management and maintenance. In conjunction with marketing service guidance, category setting, and reasonable quantification, we will ensure that the standardized construction of cigarette retail terminals moves in a healthy, orderly and reasonable direction, and enhance the comprehensive competitiveness of retail terminals.

1. On the basis of doing a good demonstration street for each marketing line, gradually realize the extension of standardized retail terminal construction to rural areas. On the one hand, continue to enhance the grade of the standardized retail terminal demonstration street last year, truly embody the demonstration role and effect of the demonstration street, and highlight the "retail customer benefits" and "consumer interests" with the image of the cigarette terminal, and further strengthen the management of the demonstration street. In the key work of cigarette production, cigarette display, clear price, order production, communication and cooperation, brand promotion, most of the demonstration street retailers have actively cooperated, making the appearance and image of the six marketing lines demonstration street further deepened; On this basis, Yuhang Marketing Department will extend the construction of standardized retail terminals from the “demonstration street” to the vast rural areas. According to the specific conditions of cigarette retailers in terms of hardware and facilities, the overall cigarette display situation and clear price list will be implemented. To every retailer, although there are relatively large difficulties, it has also achieved good results.

2. Enhance the image of cigarette terminals and provide a relatively fair competitive environment for cigarette industrial enterprises. Since the beginning of this year, while some old brands have successively withdrawn from the terminal market, the company has also introduced some key new brands outside the province, such as Soft Blue Yellow Crane Tower, Classic 100 Hongtashan, Ziyunyan, Hard Sunshine, Gold Alcohol and Huangshan, Changbai Mountain. New boutique white sand and other cigarettes have landed in the Yuhang market. These brands must have good development space to provide better display conditions to achieve the purpose of promotion and promotion. Yuhang Marketing Department will enhance the image of retail terminals as a cigarette industrial enterprise. The effective platform of service, through effective brand identification and propaganda means, display management and other measures, to enhance the market competitiveness of key enterprises and key brands, and promote the steady increase in the market share of the first and second categories of tobacco outside the key provinces in the local market.

3, unified product display methods, unified code price requirements and the use of hard core price tag box. In the specific work of standardizing retail terminal construction, pay full attention to the display of cigarette products. For customers with larger counters, depending on the conditions, they are treated as two-package or three-package stacking methods. For retail customers with general or poor hardware settings, single-package sampling methods are adopted, and the sampling requirements and customer categories are specified. The number of samples is consistent, and the order of display requires certain rules, generally sorted by price. The use of clear price tag can make each brand specification a one-to-one, one-to-one correspondence, price label specification, neat, clear, and complete content. For the customers who used the soft cover price tag box, according to the customer requirements and the actual situation of the counter, replace and recover the soft cover to achieve uniform, beautiful and standardized display effect and price effect.

4. The standardized construction of retail terminals is closely integrated with the management of retail customer points system. In the first half of this year, the company launched the “Management System for Retail Customer Points System”. The Yuhang Marketing Department combined the management of the points system with the promotion of the retail terminal format to enhance the cooperation of retail customers in improving the terminal format. The points are reported to the retail customers, pointing out the scores and scores on the cigarette display, the price tag, the maintenance of the business, assisting the retail customers to do the analysis and promoting the retail customers' understanding of the point system management.

This year as an important year for brand integration, some national key brands have been listed for sales , and the company's brand cultivation focus has also been changed. Based on the brands cultivated in the “Marketing Toolbox”, the Marketing Department launched the cabinets and incremental work of various brands. Due to differences in cultural level, management ability, brand promotion and economic strength, customers do not understand the development of the tobacco industry brand, and it is impossible to completely grasp the actual demand of the market for the brand. At the same time, customers are afraid to purchase new brand cigarettes. There is a backlog in the inability to sell in time, and some customers have a certain degree of caution and negative attitude towards brand cultivation, especially new brand promotion. Therefore, through the customer visits and other forms, the account manager has increased the industry reform and development situation, especially the promotion of the brand development strategy, allowing customers to fully recognize the industry and brand development situation and enhance the confidence of brand cultivation. According to the actual situation of each customer, develop different service plans to help customers improve their brand cultivation and promotion capabilities, and improve the enthusiasm of customer brand cultivation.

In the process of cultivating the brand, a lot of work has been invested in the upper cabinet and promotion of the classic 100 Hongtashan, Ziyunyan, Soft Blue Yellow Crane Tower and other provinces, along with the routines of Yinhong Xin'anjiang, Soft Peony, Hongmei, etc. Cigarettes gradually withdrew from the market, and the demand structure of cigarettes in the market also changed a lot. Some supply and demand contradictions appeared at some price points. In response to this situation, various account managers strengthened the propaganda of adequate supply of goods outside the province during the visit, especially At the mid-range price, after training, the classic 100 Hongtashan, Ziyun and other specifications have achieved success, and have established a firm foothold in the local market.

In the low-end smoke sellers , the marketing department will plan to reach each account manager every month, and develop the progress indicators for the account managers, and adopt the January-and-month deduction method to ensure the low-smoke sales progress is kept. High starting point.

By June, the sales of one or two types of cigarettes outside the province had completed the company's plan, and the sales of low-grade cigarettes had completed the market plan, which successfully completed the sales tasks of the company. Increasing the proportion of cigarettes sold in the first and second categories and the sales of low-grade cigarettes are also important tasks in the second half of the year.

Advance the "two rates once" work.

1. Stable order fulfillment rate. The order fulfillment rate is one of the most basic and most decisive market operation indicators. The account managers pay full attention to it, mainly to do the following aspects: First, carry out the propaganda of the tobacco industry. Some customers often compare our tobacco products with other commodities on the issue of supply, and believe that as long as there is demand, the supply of goods should be increased accordingly. In fact, the need to set production is also in line with the market-oriented model, which is the direction that our industry is currently working on, but the realization of this model obviously requires a process. What we have to do is to let the household understand the long-term realization of this process. It is necessary to gradually guide customers to understand that there are still some contradictions between the current industry's planning regulation and the purely market-oriented model. At this stage, it is necessary to recognize the particularity of the commodity entering the market under the monopoly system; the second is to introduce the direction of the industry development, especially the industrial stage. Sexual background promotion, to enable customers to understand the reasons for some brand instability, to obtain customer support and work understanding of the industry; third, for each customer, to guide them to grasp the actual needs. What is what you need, how much is suitable for you, to tailor it to avoid the retaliatory reporting of the customer after several times the demand has not been met, so that the demand is expanded. Fourth, we should also act as a The role of the manager. The degree of rationalization of the customer’s declaration of goods should be linked to its rating. The customer should be made to understand the fact that respecting the facts and standardizing the goods in place is actually supporting the work of our first-line market personnel, making them feel that their cooperation will be a reward for our service.

2. Improve the accuracy of prediction. Predictive accuracy is an indicator based on the order fulfillment rate. This year's forecasting accuracy forecast method has a certain change compared to last year. The forecasting module of the marketing system is more scientific. Previously, the order fulfillment rate indicator was monthly. There is a relatively large floating, so that the customer can not determine a suitable ratio between the quantity of goods and the actual supply, and also makes the forecast accuracy rate a big discount. In the first half of this year, the forecast accuracy rate has also been greatly improved. . Secondly, fully consider the impact of various factors, including seasonal factors, economic growth factors, changes in liquidity, brand integration and consumption trends, retail inventory, sales trends, and require account managers in the operation process. Carefully and carefully, carefully conduct market research in accordance with the work schedule, analyze sales data, compare the rhythm between months, and master the sales rules.

3. Improve customer satisfaction. Scientific, reasonable and fair implementation of accurate category assessment for our cigarette retail customers in order to implement differentiated services is the basis and premise of customer satisfaction. In the customer category assessment process in the first half of the year, in order to improve customer satisfaction, the main focus is on The following aspects are carried out: First, let customers fully understand the classification criteria and evaluation indicators. Tell the relevant matters of the classification to each zero