Year-end work summary of market sales in 2019

Time still follows its unchanging laws, and another year has become history. As in many years in the past, in the past 2019, there have also been many wonderful memories and many emotions. 2019 is an eventful season for the liquor industry. Although the impact of the global financial crisis of 10 years has improved, the overall economic recovery will take some time. The adjustment of the consumption tax on liquor in the country has also caused a period of turmoil in the industry, followed by national drunk driving and local alcohol prohibition orders, which is even worse for the liquor industry. In such a rough year, we are walking along the way. The joy and sorrow, passion and helplessness, confusion and touch are really infinite emotions -----

I. Responsible for regional sales performance review and analysis

Performance review

1. The total cash return for the whole year is more than 1.1 million, exceeding the tasks stipulated by the company;

2. Successfully developed four new customers;

3. Laid the basic work of the operation of the key regional market centered by Jining in the southwest of Shandong;

Performance analysis

1. Although the task of cash remittance specified by the company has been completed, it is far from the goal of 2 million set by myself. The main reasons are:

a. The key market positioning in the first half of the year was not clear and not firm. First of all, it was positioned in Pingyi. However, due to the particularity of the Pingyi market and the shift of the distributor's focus to beer, it finally changed my original intention. Secondly, we are optimistic about the drowning market. Although the market environment is very good, the dealers' cooperation is too poor and they have no choice but to give up. Until later, I chose Jinxiang “Tianyuan Non-staple Food”, which is near the end of the year!

b, the new customer expansion speed is too slow, and the customer quality is poor;

c. The company's service lags, especially the delivery, which not only affects the market, but also affects the dealer's sales confidence;

2. The new customer is open, although four new customers have been implemented, but the six goals set by me are still two, and three of the four customers are small customers, and the sales volume is also very poor. This is mainly due to my own subjective, not paying attention to customer quality in order to return money. As the saying goes, "Choice is more important than effort." The dealer's "strength, network, distribution ability, cooperation, and investment awareness" directly determine the quality of market operations.

3. Our company has been operating in Shandong for three years. The mistakes in the past three years have been that we have not done the key tasks and grasped the key points. Therefore, I have learned from the experience of previous years. In my regular work, I finally decided to operate the Jining market with Jinxiang as the core in November 2009. I also explored part of the experience through two months of market operation, laying the foundation for next year's operation.

Second, personal growth and deficiency

Under the care and support of the company's leaders and colleagues, in 2009, I personally have a certain degree of improvement in business development, organization and coordination, management, etc., and there are also many shortcomings.

1. The self-regulation ability of the mentality is enhanced;

2. Learning ability, predictability and control ability to the market have been enhanced;

3. The ability to handle emergency problems and grasp the psychological state of others has been enhanced;

4. The height of understanding of the overall market needs to be improved;

5. The management experience of the team and the operational capabilities of the overall regional market need to be improved.

Third, mistakes and deficiencies in the work

1. Pingyi Market

Although local protection is more serious, we have a certain market through the coordination of relations and the low-key operation of the market. Moreover, through a period of market certification, the special songs developed by dealers are still very suitable for consumption in the rural market. Before the off-season, because I was not able to communicate effectively with the dealers, and the service was not in place, the dealers turned their energy to the beer. What is even more mistaken is that the agent has also received a liquor - Yimeng fellow, and the support of the manufacturers is quite large, and it is even weaker for us.

2, the water market

Although the dealer's character has problems, but the market environment is really good and the hotel operation of more than one year in Shili Jiuxiang, there are certain positive factors in the market, and later expanded the circulation market, and the market response is very good. The mistake was that the dealer was not pressed in advance on the cost, and the management was unbalanced, which eventually led to the failure of cooperation and a loss. The key is that my personal wrists are not hard enough, and the predictability of things is not enough to reflect fast enough.

3. Tengzhou market

The market foundation of Tengzhou is still very good, but the dealers’ investment awareness and company management are so poor that the market has fallen sharply after the withdrawal of our people. There are a few points in my mistake in this market:

, did not be able to guide dealers to operate the market according to our own ideas, too dependent on manufacturers;

Not looking for suitable other potential quality customers to supplement at the appropriate time;

4. Of the new customers I visited in 2009, more than 10 intentions were very strong, and most of them came to the company for inspection. However, the final implementation is rare. The reason is that the late tracking is not in place, and the confidence is not enough, and a great resource is wasted!

Fourth, 10 years ago, part of the old market work and problem handling

Due to our previous lack of control over the market and the control of fees, the market has been left over 10 years ago with cost contradictions. After consultation with the company's leaders, the principle of "harmonious development" is adopted, and the policy of "one land, one policy" is adopted to solve each market.

1. Tengzhou: Although the company has a fee but must pay back the money, it can be accepted and understood by both parties in the form of multiple proportions of goods;

2, Weishan: do their own packaging and bottles, the company's expenses as a drink, use their own sales ;

3, Lishui: Tongzhou

4, Yucheng: not resolved

Through the above methods, each market problem was solved one by one. Although there were some resistances in the early stage, they were accepted and run more smoothly, which completely solved the previous mentality of relying too much on manufacturers. Fourth, the "office plus dealers" operating mode operates regional markets

According to the actual situation of the company and the market conditions in recent years, we have been groping for a path that suits us. We have really applied the “office plus dealer” cooperation method we advocated at the beginning, but we must meet the following conditions:

1. The market environment should be good, even if it is not too good, but it should not be too bad, such as local protection is too serious, local wine is too strong, etc.;

Related to the 2019 year-end work summary of market sales :
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2, the quality of the dealer must be good, such as "strength, network, distribution, cooperation", etc.;

Specific matters for the operation of the office:

1. Management office, localization of business personnel;

2, the product is popular, mainly positioned as a mid-range consumer group;

3. Operational channelization and individualization, focusing on distribution channels, focusing on operating large customers;

4. Focus on supporting first-tier merchants, and the office truly reflects the role of sales promotion;

V. Suggestions for the company

1. Strengthen the hardware investment in products. The first impression of the product should give people a feeling of “value for money, value for money”. In the absence of brand power, it must reflect “product force”;

2. Improve various rules and regulations and compensation systems so that they can give full play to the subjective initiative of personnel;

3. Focusing on the advantageous resources and focusing on the model market, truly “focus on and focus on the key points”;

4. Pay attention to the shaping of brand image.

In short, the achievements in 2019 are better than others. They have become history. We will be greeted by the new 2019. Standing on the threshold of 10 years, we are seeing hope, harvest and fruitful results!

Related to the 2019 year-end work summary of market sales :
Marketing department sales executive work summary