Summary of sales work in October

A pair of markets to investigate

Since I have just transferred to Taizhou, I am not familiar with the market situation. I have conducted some preliminary investigations on the market situation in 20 days. The survey was conducted in 60 retail stores, 10 c-category restaurants, 3 supermarket chains, 3 stores, 2 agents, 10 second-tier merchants, and 2 wholesale markets. The Jinting Pavilion is characterized by three retail stores with 50-degree specialties, two of which are fake wines, the other is produced in April XX, and eight retail stores and one restaurant and one chain store are 45 degrees four. Star, twelve retail stores have plastic bags, and three of them have two products at the same time. The enthusiasm of the second batch of merchants is generally not too high. There are several samples in the wholesale market. Both agents are more enthusiastic. Through communication, confidence is also enhanced. The problem is that there is no unified and clear price system. , reducing their credibility to the terminal. The performance of competing products is: 5 yuan price of the brand wine, 3 yuan price of local grain wine, 5 yuan price of Yanghe Puqu, 7 yuan price of Yanghe Youqu retail store 90%, accounting for the mainstream of wine sales The c-class catering is dominated by the Daohuaxiang series, the current world-end series, and the Fuxing series; the store is dominated by Erguotou, Yanghe, Yingjia and Zhangzhou. There are Yanghe, Daohuaxiang, and 100-year-old car advertising; the Gushun River is the TV commercial; the Meilanchun and Zhijiang Daqu are the wall advertisements; the Fufu, Fuxing and Xiaojiao are the advertisements for the store. , Yanghe Dunhuang, etc.; doing street sign advertising has a double ditch.

Second, analyze the current situation of the market

By visiting and absorbing the opinions of the dealers, I analyzed the Taizhou market and did not do a few things:

1. Lack of emotional maintenance for consumers. Ask a few people who love to drink and drink. They said that they used to drink the golden pavilion. They don’t drink now. If they ask why, they can’t say it, or they can drink Yanghe now. It is not difficult to see that Yanghe attracts consumers with “spirit”, “culture” and overwhelming advertisements. The brand has survived with the concept of “Chuanjiu”, and Meilanchun is supported by “real estate wine” and “dry wine”. We used to rely on price cuts and empty bottles to give back to consumers. Later, there was a price increase and an empty bottle price reduction, which made the purchaser's affinity less favorable.

2, the product's replacement positioning work has not kept up, our Yangzhou market, Nantong market in the early stage have carried out a lot of work in the market, "the channel has the world", through the reputation of dealers and retail stores to achieve products Coverage, sales, although the Taizhou market has also done work, but the intensity is not big, there is no continuity.

3, over-reliance on dealers, lack of supervision, guidance and necessary assistance to dealers, after signing a contract with dealers, if you think everything is fine, it is definitely wrong, unless the dealer is the first concept, the first strength. The agents in Taizhou lacked initiative and lacked the market-making method. Due to the non-coordination of the second batch of suppliers, it was impossible to achieve broad and comprehensive coverage of the products.

Three out of the plan to start the market

The idea of ​​“doing to do, to cover, and to sell” is to start the Taizhou market. The principle of “starting the Taizhou market” is to “focus on limited resources to do effective things”. Using the marginal effect, Hailing District and Gaogang District are regarded as the points. Sixiang Town, Qifu Town and Yong'anzhou Town are used as the line, and then the towns of Taidong, Jiulong, Baima and Xu are promoted. It can be divided into three stages. The first stage is the sales stage. The specific performance is to attract consumers to improve coverage. At this stage, dealers should give profits to business personnel. The second stage is incremental stage, which is specifically to increase sales. And add new products. At this stage, dealers should give benefits to the second batch and retail stores, designing 10 boxes, 100 boxes and other different groups. The third stage is the price adjustment stage. Appropriate price adjustment can increase market vitality and improve credibility. Reduce vicious competition and at the same time give dealers a good return.

4. Seek advice from leaders and distributors, come up with a shop plan, and do a summary report on personal work.

After the leadership agreed and reached a consensus with the dealers, the first phase of the Taizhou market was held in November and December. Thereby improving the confidence of the dealer.