Marketing department work summary report and work plan

I. Current status of the Northeast and South China regional markets

Some situations in Liaoning Province

The market situation in Liaoning Province has already been stated in the previous report, so the duplicate content is no longer mentioned. The following is an analysis of the sales miracle of the general agent of Liaoning Province. Since the signing of the general contract in Liaoning Province, the sales performance has doubled, setting a new high in Liaoning Province. In response to this situation, I went with the general agent to find the cause of the surge in performance and summed up a successful experience. Promote to other regions, so that other regions can also achieve significant growth. With this idea we analyzed this phenomenon. Summarize the following points.

The first reason: the company used the right policy, selected the right partner, and also chose the right market.

The second reason: the general agent's ability to operate the market, and confidence in our company, actively promote, change the original wholesale price, the price has been lowered.

The third reason: the local economy is better, the toy industry is developed, and the market potential is huge.

The fourth reason: we visited various cities, made a publicity, and market services.

The fifth important reason: nearly two months into the full-year sales season.

The final conclusion is that the result of this high-speed growth is followed by stable growth, and unstable growth. It will enter a stable market state next year, and will not be mixed with the original factor of the consumption peak of the New Year. Performance may fall sharply. However, next year's sales are expected to be much higher than the sales performance of the same period last year. It’s just that the growth rate is not that big.

Some situations in Jilin Province

After signing the general contract with Jilin Province, the performance has risen a certain degree. From the parties to observe the total generation, the general generation has begun to pay attention to us, and there are some small details in the action. It is expected that our cooperation next year. Relationships will enter a more compact state. The willingness to cooperate will further become more practical actions, and the performance will enter a period of stable growth; at the same time, due to changes in company policies, Li Hongri’s dissatisfaction with the company is triggered and the purchase is stopped to show dissatisfaction. The original Jiansheng has no major changes in all aspects.

Market situation in Heilongjiang Province

Heilongjiang Province is a province with a wide area, a large population and a good economic environment. However, last month's sales performance was not ideal. Last month was the best month of sales . The sales volume should be far more than this number. There should be more room for improvement. I think that we have not found a suitable partner, which makes sales difficult to increase.

Market situation in Hainan Province

Hainan Province is located in an island at the end of the western part of Guangdong. It is a tourist city, and the economic environment is biased, which also restricts the development of the toy industry. The entire toy industry is still at a moderately weak level. Although the entire industry is not prosperous, the sales situation of our products in this province is still not comparable to the toy industry in this province, and there should be a large room for improvement. The main reason for the poor sales in this province is that no one has promoted our products as an important brand. The jigsaw industry is still in a state of free development. Therefore, sales will not go up.

At present, Hainan's product distribution network is not ideal. A total of four wholesalers distribute our products. The management level, scale of operation and business sense of these wholesalers are all at the level of individual households. There are not many varieties of products that operate our products. Generally, some old varieties are seen. Not until the new production, including new puzzles and folding discs. The mindset of these merchants regards our products as a complementary variety.

Hainan Province's toy wholesale industry is only one of Huang Liangyi's strengths. The scale is about 4 to 5 times that of a wholesaler. The operation level is also relatively high. The division of labor is professional and fine. Each link has a special person management, and has a certain understanding of market marketing, and the concept of consciousness is ahead of other wholesalers. It is a good business; the condition of operating our products is placed in a counter on the second floor. Almost all manufacturers are in this way of placement, and they do not contribute much.

Market situation in Zhanjiang City

Zhanjiang City is located in the west of Guangdong Province. There are several prefecture-level cities in the surrounding area. There are two ways for the city to distribute goods. Some large retailers and large wholesalers in the city and prefecture-level cities have transferred goods from Guangzhou, some small. Wholesalers and retailers pick up goods from Zhanjiang City. Therefore, Zhanjiang wholesale market can only radiate to some small wholesalers and retailers in counties and towns with higher levels of radiation. At present, there are two important businesses in the local area supporting this market, and some other hairy legs are also involved. The distribution network that is now formed is very scientific and reasonable. The market area is not large, but there is a certain amount of spending power, and often stimulates performance and there is a certain increase.

Nanning market situation

Nanning is the provincial capital of Guangxi. As the junction of Guangxi and Guangdong Provinces, Nanning is the administrative center of Guangxi Province, but its product radiation capacity is not strong. Most of them are small wholesalers supplying several cities in and around the city. Or retailer. Therefore, the wholesale industry in Nanning is not very developed, and the economy is also a very important reason. The above situation is very similar to the situation in Liuzhou. At present, there are no wholesalers who really contribute to our products. Even some small wholesalers have not seen business, and only some terminal stores have merchandise for sale. The city has not yet started up. It is a market where sales performance needs to be greatly improved. Or a market to be developed.

The market situation in Guilin.

Guilin is a famous tourist city in China and abroad. The toy wholesale market is scattered. There are three wholesale markets. One is the old mainstream wholesale market. It is mainly for the wholesale of local products, such as crystal wood carvings, which are oriented to the national market. There is also a wholesale point of some toys; the other is a relatively small wholesaler market, mainly wholesale all kinds of life samples and toys in one, oriented to the city; in addition, there is a new wholesale market, the market positioning is not professional The wholesaler market, with a variety of products wholesale, is the expansion of the city's wholesale market. There are not many merchants in this city who distribute our products. During the market development, I found a wholesaler who worked with us one year later, and a hesitant wholesaler. Only next year can we really start a market.

Second: problems in my regional market and channels

a: The sales network in each market is comprehensive, but not very healthy and reasonable.

b; The prefecture-level city management varieties are generally incomplete. Many jigsaw puzzles have been on the market for a long time, and they have not been seen. The new products can be considered as not. The discount discs are only sold in some areas, and many places are very empty.

c: The prefecture-level cities and even the wholesalers of these provincial cities in Hainan Province of Guangxi lack understanding of our company and products. It does not know.

d; dealers in prefecture-level cities sell our products as supplements, and few merchants promote or sell them as important items.

e: Consumers don't understand the true role and connotation of our products, or the traditional understanding is just entertainment.

Three: The idea of ​​operating regional markets in 2019

Liaoning Province

Since the implementation of the general policy of Liaoning Province, the performance has been improved, indicating that this policy is used in the region. The partners are right, the policies are correct, the people have no major problems, and the policies are no problem. The next step in the province's work is to continue to implement existing policies. Continue to do a good job in market service, continue to promote, and continue to publicize. Continue to cooperate with the general generation to develop a prefecture-level city, and the focus of the province’s work for 10 years is also in prefecture-level cities.

Jilin Province

Li Xiaofeng continued to implement the general policy, and other distributors maintained the status quo. Jilin now distributes to various distributors. In the future, Li Xiaofeng mainly relied on the completion of sales. Li Xiaofeng has gradually attached importance to the cooperation with our company and promoted it at the distributor's conference and staff meeting. The next step is to assist him in the promotion of the brand. In order to achieve the purpose of sales increase.

Harbin

At present, two distributors in Harbin are not the best partners. One has a problem and one has problems. I think we should continue to look for new partners. But before you find the right general generation, do some fine-tuning of existing dealers. Specific measures Zhou Tianhong enjoys some preferential policies. The policy tilts him to encourage his enthusiasm and gives him a general feeling in the communication process. The manufacturer is inclined to him. The candidate for the general agent in the future. And guide some customers to pick up the goods at Zhou Tianhong. Give him a publicity. Observed for a while to see if the sales performance has changed. If the sales are considerable, you can even hand over the power of the general agent to him, and let him be the local distributor. At the same time, he will automatically terminate the general agent contract of Qi Chunjie and reduce some preferential measures. Let him have no advantage over others in price. But retain his sales rights. As long as it does not disturb the market, let him sell freely. If there is no improvement in the long term, as long as there are no sharp contradictions, the city will temporarily maintain the status quo. In addition, we continue to look for some more competitive businesses in Harbin.

Hainan

I think there is a big problem in Hainan Province, that is, all dealers do not know much about our company. The understanding of us only stays on the leaflet, and the introduction of the salesman, this understanding is empty, and we lack a comprehensive and comprehensive understanding of our company. Did not give the businessmen enough confidence. Think it is a small business. The net profit of the product is not very high. If you can't take the amount, you won't invest your energy. So no business has paid attention to our products until now. It is unrealistic to give the merchants some ideas about the big pattern without knowing our company. It will only be very passive. I want him to work hard, and he verbally promises that you are not working.

For dealers in this situation, the first problem to be solved is to recognize the problem, and should guide a powerful customer to examine the current situation of our company. Let them agree with us in all aspects, build confidence, and let them think that we work closely with us. Will get a chance to develop. Will bring benefits. Then adjust the policy. In order to mobilize their only polarity. It is possible to increase sales in Hainan Province.

Guangxi Province

I think the situation in Guangxi Province is basically the same as that in Hainan Province. The operation ideas are similar. Nanning and Liuzhou should implement the same level of general agents, and at the same time look for suitable candidates.

Four: terminal market and prefecture-level market operation concept

According to the company's current industry status and sales network and the situation of all parties, the company needs to obtain greater improvement and further enhance its brand image to establish its position in the industry. In addition to making a fuss at the provincial level, the operation of the terminal market and secondary distributors should be further carried out at this stage.

One: For some economically developed capital cities and prefecture-level cities, and cities with developed toys, such as shopping malls that do not have counters, they should try to establish counters in the malls. In the early stage, several cities can be used as pilot cities to see the situation to determine the future operations.

Second; for the operation of prefecture-level wholesalers

There are many prefecture-level distribution networks in various regions, and there are many people who do it, but they are not healthy. Most people treat them as secondary product supplements. If you choose a bit of strength and are willing to cooperate with our wholesalers to promote our company. If the product is used, the effect will be better than everyone else, but no one will be willing to do better. This requires some support from the company, such as choosing some ideal distributors to support him, light boxes. Banner. Even the purchase is more favorable than other wholesalers. Frequent communication incentives allow them to play a major role in the local area.