In the new era of competition, sinking and fine tillage become the main theme of marketing

In the new era of competition, sinking and fine tillage become the main theme of marketing, so the importance of county-level market is becoming more and more prominent. Who can in the shortest possible time, with the fastest speed, the best way to win consumers, who is the future market winners.

With the constant sinking of the market center of many enterprises, the county Distributor group has become more and more prominent a kind of importance and irreplaceable, even its market operation is good or bad, will directly determine the fate and future of the enterprise. Enterprises to develop, dealers to survive, the county market must break through, and the success of the breakthrough is "fast", "high efficiency" two words above.

So how can we break the county market efficiently and quickly?

First, product breakthrough: Leading products, breakthrough products to play with

The main reason many dealers can't break through the county market quickly is that there are too many products, manufacturers have a number of varieties, dealers have a number of varieties, many dealers mistakenly think, anyway, my products, this sell is not good for another, resulting in the product line is not clear, want to sell the result is nothing to sell well.

Then, specific to a county-level market, dealers in the selection of products, it should be made clear priorities, reasonable structure.

1, leading product highlights: No matter how many products manufacturers, can adapt to the dealer in the county-level market variety may be so one to two. such as: The choice of light bottle wine products, the general light bottle in the market competition is the most intense retail price of 8-15 yuan/bottle of products, then, dealers in the choice of time can not be in the same variety of products to choose from the same time.

2, Breakthrough product clear: Once the dominant product selected, it is necessary to consider breakthrough products. Breakthrough products are: and competitors fight products, although the end may be sacrificed to this product, but can be exchanged for leading products to enter the market smoothly, overcome opponents.

3, select the target competitor "under the pressure", leading products and breakthrough products in the pricing "one High, low": Leading products higher than the existing competitive prices, there is a certain space to allow promotions, to suppress opponents; breakthrough products in the pricing of basic maintenance and competition products flat or slightly higher than the LED can be, In order to fight the price directly with the opponent.

4, let the leading products and breakthrough products to cooperate with each other, the sale of a good competitor sales of large stores to break one by one. Breakthrough product prices are low, easy to go, to meet the needs of the end owner, so you can first break the product mix face ripe, and then occasion let the leading products to make money tree image. So before and after the attack, forcing the opponent to let go, holding the opponent's nose, and eventually the opponents out of the hotel.

Of course, any essentials is not a foolproof, dealers in the specific operation should also be noted: to always maintain the breakthrough product and competition in the price of consistency. Low price is a kind of competitive tactics, in the battle with opponents to launch a terminal, we must not reduce the overall price of products. The so-called low price is only a superficial form.

It is mainly through external momentum to disrupt the other party's location, so that the other side of the price reduction, which is in the main war zone and some particularly difficult to attack the hotel to take a strategy. The benefits of adopting this strategy are also obvious:

1, let the leading product more prominent, because the leading product price is high, the promotion space is big, the dealer may control the resource to be many, can carry out various activities to guide the consumption easily.

2, the goal is clear, direct and the opponent "hand-to-hand", persecute the opponent to be.

3, let the opponents unknowingly into the "ambush Circle", two products at the same time to attack the opponent's one of the leading products, especially in the sale of better hotels, opponents will certainly try to protect their own leading products against the attack, the result is a promotional, promotional means low price, low price means that the opponent's profit is gradually reduced, Finally let the opponent withdraw voluntarily.

Second, rapid delivery: Manufacturers to seize time space cooperation

Shop goods to the distributor is not unfamiliar, shop goods from the entire marketing process should be said to be one of the simplest procedures, but seemingly simple shop, the middle is also hidden in the great, said a serious point is "into also shop goods".

I once served for a liquor-making enterprise and visited a distributor in the market. The dealer has been in stock for nearly 8 months and sales have been bad. "We're working hard, too," he said. Every day early in the morning to drive out the goods, but the consumer is not to recognize our goods, no way, can only slowly do it. ”

I admire this dealer's loyalty and the perseverance of doing things, there are a lot of dealers like this, but why do they come up with such a situation? Because they just shop for the goods. Therefore, it is futile to try again.

Marketing is about opportunity cost, at the same time in different ways to do things is completely different effect. The ancients said well: "There are peers, not the same profit" I am afraid that is the meaning of the.

The best way to solve the problem is to prevent it from happening.

1, manufacturers together to the main manufacturers, to distributors supplemented by the joint formation of the cargo team. In particular, the manufacturers and distributors can jointly set up the delivery team and distribution vehicles, personnel not less than 6 people, the vehicle not less than 3 vehicles. Enterprises stationed in the shop staff is the best responsible for the market salesman, or have a certain management and shop experience personnel.

2, centralized to one or two areas of rapid delivery. Each car is not less than 2 people, in the township market, generally not less than 2 vehicles 4 people. When adequate vehicles and personnel can be considered in several places at the same time to carry out shop activities.

3, two batches of assistance, rapid delivery of goods. Manufacturers or distributors to the township market is relatively unfamiliar, the best way is to let two of the road, first along the channels of two batches of goods, and then in unfamiliar areas of the goods, which will speed up the delivery speed. (The general initial stage two batches are unwilling to assist, must be in the additional subsidy or the enterprise to do several samples, two batch see hope will cooperate.) ）

4. Specialization Division of Labor. Reasonable arrangements for the Division of Labor, who negotiated, who posted pop, who unloaded, who paid, who signed sales agreement, who display, who set up customer files, and so on, these work must be carefully prepared and rehearsed in advance, so as to speed up the delivery speed.

5, publicity. Shop goods is also one of the best forms of publicity, such as the shop when the vehicle is concentrated together, through the car horn playing music or corporate promotional materials, can improve the effectiveness of the shop.

6, to determine a good road map, speed up the delivery of goods. Shop the goods before the whole route to do a detailed planning, as far as possible without detours. Contact a good customer beforehand or send someone to communicate to ensure the time efficiency and success rate of the goods.

In the process of laying goods, manufacturers and distributors should pay attention to the following matters:

1, manufacturers to send people to professional, must have a certain degree of communication and management capabilities. Because the general distributor of poor management, salesman's business skills are low, so manufacturers must be professional personnel.

2, do a good job in the process of the management of the goods: adhere to the early request, the late reporting system. Through the daily meeting, training and improve the dealer's business skills, at the same time put the problem in the shop list and solve one by one, can not take the problem to the next day of the goods.

3, vehicles and personnel must concentrate, not alone action, otherwise it will be difficult to achieve the desired effect.

4, shop goods when the product policy to have two to three, but not too much for the end customer choice.

5, shop when the action to be rapid, personnel vehicles are not in place, do not rush to shop goods.

6, less shop goods, the number of goods to be less, return visit to diligence.

7, shop when the pop ads, merchandise display policy publicity to be in place, it is best to establish a standard operating manual.

8, let two of the way to the delivery of goods to be considered to two batches of a certain profit space, so that two batches of enthusiasm will be high, will be willing to contribute to their network, will personally take you willingly to shop.

It is worth noting that the manufacturers must assist each other in the whole process of the delivery, because this not only can reduce the problem, but also can bring a lot of direct benefits: First, the factory's personnel more professional, can speed up the delivery of goods, and help dealers to improve business skills; second, from the point of view of the terminal, more willing to accept manufacturers of products and services, Therefore, the manufacturers to participate in the shop can enhance the terminal sales confidence; third, through the manufacturers to achieve rapid delivery of goods, you can suppress competitors, in a short period of time do not give the opponent breathing opportunity to win a rare development time and space.

Three, each and all: fight against competition

In the real market operation, as long as we pay attention to observation, it is not difficult to find competitors have many weak links.

For these weak links, the new brand should take a piecemeal strategy. such as a liquor-making enterprises to attack the restaurant terminal practice.

First, the target of its choice of attack is very clear:

1, in a county-level market selected competitors poor service or no after-sales service hotel.

2, the choice of opponents have been sent to help sell but has been evacuated hotels.

3, the business is good, but the opponents did not send people to help sell the hotel.

4, a small number of selection of rivals to sell better hotels, generally in 3-5.

Second, the attack method also has a strong "lethality":

1, to the waiter High Commission, induce the waiter to sell goods.

2, high salary to dig out the area of the opponent's salesman.

3, the incorporation of rival hotel Shopping guide, with high wages temptation.

4, the implementation of large incentives to the high school award rate to kill opponents, causing the hotel owner's interest.

Of course, these awards are targeted. Once the hotel is selected, "bombing" will be carried out continuously until the opponent withdraws from the hotel. Need to pay attention to IS, to the hotel delivery, the grand prize to be present to install, do not send, do not install, do not peremptorily according to the proportion of all together, such as consumer winners. So I am afraid that when the flowers are all thanks, the prize will not necessarily come out.

Iv. grasping the core work: stabilizing the profits and consolidating the market

Now a lot of liquor companies and distributors in this respect have a good method.

1, to seize the core customers, in the policy set monthly, annual sales incentive or integral redemption reward, the use of monthly, annual sales rebate or a single variety of time accumulated points of the way to stabilize the customer;

2, seize the consumer: Set the prize, to the wine box with red envelopes, wine covered with scraping cards, irregular promotional activities, tasting activities;

3, seize the display, such as the display of one months is what the reward, a quarter or a year is what the reward, reward with the time period to increase the increasing;

4, GRASP Advertising: Or do not advertise, to do the ultimate delivery, the form can be single (such as only to do wall ads or inkjet door ads or in-store KT board, etc.), but the launch to be thorough, to the extreme, to have the demolition.

5, in the special exclusive to seize the consumer, common such as Zodiac souvenirs (12 zodiac), set Qi 12 zodiac Redemption, the margin of 108 will, the collection of these things to reward tourism or material, as well as the hotel gift coupons, such as "Eat 100 send 50" and so on, are a good way to lock consumers.

In short, a lot of ways to seize customers, only to seize customers and consumers, enterprises and distributors can lock the profit, thus can stabilize their position in the county market, so as to truly break the market lay a solid foundation.