Product Channel Manager's summary of work on marketing and sales

From September to the present, I have been mobilizing my marketing work in Beijing for nearly three months. I have been a very fulfilling and valuable experience for me personally in this not too long time, plus I am in Wuhan. The internship and training at the headquarters have been part of the St Group for more than a year. If I divide my personal work experience into three stages, I am now in the third stage. At the same time, I also work and train myself step by step according to the company's requirements for us and the learning plan developed by the individual.

Below I will talk about my personal thoughts on the channel market and sales of our Shuaikang products from the market level, channel level, and operation level store management and financial check.

First, the market level

As an emerging channel for electrical appliance sales , building materials supermarkets have huge market scale and potential; from the perspective of building materials channels: Baianju, Lehuanlan, Oriental Home, Haomeijia, Tianjin Home and other subsystems are supermarket types in terms of business methods; At present, there are also retail leases + some supermarkets such as the home, Red Star Macalline, Wuhan Kangjia and so on. The main building materials we are currently facing are the building materials supermarkets represented by B&Q and Oriental Home. From the channel management, building materials supermarkets relative to Gome, Suning, Dazhong, Yongle and other electrical chain, low deduction point, billing procedures, supermarket related products, home shopping integration; shopping environment and other convenience; It is easy to be affected by seasonality. Consumer awareness and acceptance are not high compared to electrical chains, and they are still in the growth stage of the consumer market. According to the survey, the ratio of consumers in the chain of channels and the purchase of electrical appliances in the building materials supermarket is 8:2, which is an opportunity! challenge!

From the current national giant economic development, especially the real estate industry for the upstream industry development, the building materials channel will be full of opportunities and challenges. Judging from the case of the Beijing market B&Q XX years, "Seven days during the May Day, the purchase of kitchen and bathroom appliances XX to XX" activity, it is quite representative.

analyse as below:

The specific activity is to buy any brand of hood, stove, disinfection cabinet at B&Q, and participate in the return of two thousand yuan cabinet vouchers for two thousand yuan. This activity, B&Q, bears its own responsibility. On the surface, I see Bai Anju. I personally have some understandings about this event. I think that B&Q has no serious losses in this activity. First of all, let’s take a look at this coupon. Several requirements:

1. This voucher is limited to the purchase of accessories for any brand cabinets and cabinets in B&Q and is not redeemable for cash.

2. This coupon must be used only for two thousand yuan for every six thousand yuan purchased in the cabinet.

3. This coupon is valid from May 1st to May 15th.

From the point of view of the requirements of the voucher, I believe that firstly, B&Q has seized most of the customers who need to order cabinets while purchasing the hood, but because the cabinets of several brands inside B&Q are generally better than the cabinets on the market. To be higher, the price should be higher. Usually, many customers buy cigarettes in B&Q but do not order cabinets in B&Q. Therefore, B&Q has lost a large number of cabinet customers. The rebate activity will interact with the hood in the cabinet, and the sales of the hood will drive the cabinets to form a linkage sale , which will increase the sales of the hood in the cabinet.

Secondly, regarding the cost of coupons, B&Q uses it as the overall resource advantage of building materials supermarkets, and uses the profits of other commodities to make up for the lost profits of electrical coupons. I have some understanding of the source of profit for B&Q. First, improving sales can naturally make up part of the profit. Second, because the rebate of the cabinet is higher than the rebate of the appliance, the average point is above 25 points, and the point of the goods that can be purchased by the sink, the basket, etc. Higher, the sink can reach more than 33 points. Third, and most importantly, the average customer purchase level of the cabinet is about 4,000 yuan, and the high-end customer consumption is only about 7,500, which does not meet the requirements of the coupon. Therefore, if the customer wants to use the coupon, the cabinet must be raised. At the level of consumption, choose a better-priced sink or increase the price of the cabinet unit, which in turn increases the overall profit margin of B&Q.

According to a customer who buys a set of hood stoves in B&Q, the average minimum consumption is above XX, and the cabinet is just 6,000 yuan. The overall profit of B&Q is:

XX*20%+4000*25%+XX*35%=2100

The amount of deducted coupons B&Q still has the profit to support the operation of the storefront, and in fact the customer's consumption is often much higher than the above minimum value.

In the analysis, in this case, although B&Q lost some profits, it will not suffer losses. Together with the overall sales of plates, paints and other commodities, B&Q still has profits. At the same time, it has also increased its dominance in the building materials industry.

Drawing on the activities of B&Q 51, assuming that in a market with relatively mature or large sales space growth, if you can combine st brand sinks or cabinets at the same time, sales scale and profits are not unlikely to have a big increase! In the current form of our smoke stove package, if our overall resources are limited in a certain promotion, we cannot make such a large promotion scale like B&Q, but we can use the hood to make a platform and lose the profit of the hood. The stove is used to make up the profit of the hood, and thus the overall profit guarantee.

Second, the channel level

There are different levels of competition among different market channels: mergers and acquisitions between channels, speaking with strength, big fish eating small fish is the development trend, in general, home appliance chain still occupies a great advantage is a strong channel, building materials The channel is currently in development and growth, and we are in the downstream of the home appliance food chain! The company's effective resources are often inclined to the advantage channel. During this time in Beijing, I valued good study habits, cultivated my sense of the rhythm of the market and the significance of understanding the balance between the channels.

As a superior channel in Beijing Dazhong, and the Gome, Suning, building materials supermarkets and other channels jointly staged the "Three Kingdoms", "cars, horses, guns have their own" to share the market. "Hey eat worms, jaundice is behind." On the other hand, in the building materials channel, there is a small market at the same time: B&Q, Oriental Home, Tianjin Home, Haomeijia and Ford, Lehua Meilan and Yongle System and other subsystems! "It is necessary to face the contradictions of the people and the contradictions among the people." As a channel sales assistant, to solve various problems, as one of the company's sales channels, it should have a big picture, and cooperate with the company's policies to formulate the work plan of the department. Distribution, store management, implementation to the store directors, coordination of the work of this channel.

The building materials channel is in a non-strong position in the Beijing market. Relatively large and medium-sized, Gome and other channels, the number of stores is small, the sales volume is small, but the single store has better benefits. Standing in the company, resources are usually tilted toward Dazhong, Gome and other channels. Reasonable allocation of limited resources, targeted to ensure that the overall sales are completed! Similarly, in our building materials channel, similar methods will be adopted in the same night to deal with the sales policies between the subsystems. The storefronts will be combined in different time periods and in different ways to secure channel resources to ensure the completion of sales tasks.

Taking the Beijing market building materials activity as a case study: time 11.21. to 11.27.

The home system is full of XX return 1000 coupons, except for special offers

20% off the whole system of the home system, except for special offers

Haomeijia system designated community according to 9.2 fold, the other are not participating

B&Q has a total of 5000 return 500 electrical designated coupons

Although the storefronts bear the discounted fees, in fact, we still have the option to participate in the activities of the Oriental Homes, and the B&Q activities without participating in other system activities or controlling other store activities to a certain extent, despite the purchase from the store manager. But pressure, but we must treat it like this. Reasonable use of system competition, through policy tilting to match the sales of other channels of the company , to reduce the possibility of chaotic prices, while targeting within the channel, the sales lost by the system that did not participate in the activity were lifted in other stores.

From the channel, they are also merging, opening the store and tightening the brand of admission. As long as our sales of goods in the same type of goods in the system account for a certain degree of sales , we also have a corresponding say.

In the actual work, I will assist the management of the store to be re-divided according to the sales standard. The weekly sales of the single store are the first, the sales growth rate of the store is the first, the most backward, the European smoke machine, the water heater and the competing products. And other information. Targeted store management, find problems, find out the reasons, and finally solve the problem to continue to maintain the advantage of the store, to pay attention to the store with growth potential. Especially in the "Golden September, Silver 10" Golden Week preparations are particularly important.

After the eleventh, I focused on the store's work and the sales of small and medium-sized stores, and tapped the source of its sales growth. Such as Oriental Home West Sanqidian, Laiguangying, B&Q Malian Road. Take the Xisanqi shop as an example: the store has a large sales gap due to various reasons. In response to the actual situation of the store, it did not complete the prototype processing work in the early stage, replacing the sales promotion staff in the store to improve the confidence of the promoters, and effectively solve the leftover proportion, the old, the single structure of the variety, and the terminal vivid. Improve the storefront relationship, reshape the store to face my st image; in the case of as much as possible, with the least investment in support of store resources. Within two weeks after accepting the task, with the joint efforts of everyone, from less than 5,000 in the week to nearly 2XX in the week, the sales volume of the month near 1XX0 has greatly increased. On the other hand, the general principle of the promoter management can be summarized as: the heart and the heart, the grace and the grace; the combination of the law and the law, to establish a sense of trust.

In short, the water is impermanent, as long as you have a specific understanding of the specific store, find out the context, and divide the main points, in order to learn more knowledge in the store management, improve the ability to control the first-line terminal, core stores. Handle various emergencies in a timely manner, do a good job of sales , and constantly accumulate your own experience.

Four financial check

The building materials channel to the financial work is more cumbersome than other channels, mainly reflected in the following aspects: reconciliation of each subsystem, resale , storefront financial check time is not uniform; basic procedures required for each subsystem to reconcile Differently, it takes a long time to handle the resale and payment; sometimes the billing number and the sales amount are wrong, and the expenses are unknown. As the building materials channel electrical appliances sales are special order products, if the return is involved, the guide order appears, the procedures are cumbersome. Therefore, it is especially important for financial work for building materials channels. In the usual work, almost every business transaction is recorded in the computer database, the workload is also very large, and the work must be very detailed. In the more than three months of work, I have a certain understanding of financial knowledge, familiar with financial settlement, reconciliation, and tax bill reconciliation process; know how to speed up the reconciliation process and efficiency, and shorten the repayment period However, I only know that these are not enough. In the future, with the intensive cultivation of the local market, the assessment of an excellent marketer will be comprehensive and scientific, and more focused on efficiency and profit-oriented market. Do a single store benefit. If you don't understand financial knowledge, it is like "a blind person touches the image."

Through internships and work in sk, from Wuhan to headquarters to Beijing, I realized two different types of markets. If the Wuhan market is a cup of pure juice, sober and tempting. Then Beijing is like a good glass of red wine, it is worth a good taste. The regional culture and market maturity that different soils brewed determine different market strategies. Recalling the experience of more than three months in Beijing has different experiences for us.