Thanks to the efforts of all the staff, the Nanjing office has basically carried out regional business smoothly, paying 257,000 yuan in the whole year, and paying145,000 yuan in Jizhong in the fourth quarter, accounting for 56.4% of the whole year, successfully developing 3/kloc-0 dealers and 53 terminal hotels. The payment is as follows:
1-March 4th-June 7th-September10-65438+February
58304 yuan 35 120 yuan 19000 yuan 14496 1 yuan.
Sales Review: The company's product structure is multi-level, series combination, relying on its own goodwill advantage, inbreeding in product positioning and marketing strategy, and expanding the road. From four brands and eight categories of products, from horseradish king, fruit juice, sushi soy sauce and chicken juice, which were common in the initial circulation in 2005 1 1, to sushi vinegar, Chili oil and mustard oil, which gradually landed on the market in the later period, they all gained partial recognition in the consumption field. Product sales process is a strategy to promote product circulation by guiding the final consumers. At the same time, it provides sellers and consumers with high-quality products, supreme service, direct and effective supply and demand resources and network information. The whole work is carried out simultaneously in the fields of consumption and circulation, so that the sales team-seller-consumer is integrated.
Business analysis:
1. Positioning of dealers. There are two dealers in Nanjing: A (Li Jun) and B (Huang Lichun). A The existing sales network is concentrated in hotels in the city, mainly engaged in high-end dry goods and food distribution business. B's customer base is oriented to the circulation market, and it also operates terminal business. The sales networks of A and B are complementary, but they also lack certain growth. Due to their objective factors, their business expansion ability is not strong, and they can't extend their business on the basis of the original network in a short time.
2. The different digestive cycles of products depend entirely on the consumption of consumers, which is closely related to the food culture in various regions. The digestion cycle of mustard, sushi vinegar and mustard oil in the company is slow. Compared with the same period last year, chicken juice and fruit juice are in the mature growth stage of the market. We need to accurately locate the choice of incremental products for the company.
Source of expression: the seller's concept is to consider self-interest behavior and risk factors. The promotion effect of our terminal sales team in the field of consumption dispelled the seller's concerns about risk factors, and thus chose our products as substitutes for brand-name products with meager profits. Chicken juice products are competing for Ba Jin's product share, fruit juice is replacing new brands, mustard is seizing the local market of Esby, and sushi soy sauce and vinegar are more inclined to guide sales. In addition, the customers of the company's products in the consumption field are divided into: large catering companies or star-rated hotels, mid-range restaurants, professional Cantonese restaurants, cafes and so on. The annual sales ratio of products is as follows:
There is a problem:
1. Dealer's violation (grabbing or escaping goods)
The original distributor in Nanjing disagreed with the company's strategic direction and sales strategy, and the company terminated the distributor's product distribution right for some reason. But the dealer was ashamed of this and opened the fuse, becoming enemies with the sales team of Nanjing office. The strong smell of gunpowder has caused the prices of chicken juice and mustard products to fall again and again. Even at the expense of importing the company's products from other regions at low prices, it impacted the Nanjing market, which had a bad influence on the reputation and product promotion of our sales team in front of customers.
2. The blank market has not been developed.
The focus of the preliminary work is in Nanjing. Due to time, some markets in central and northern Jiangsu and Anhui were not developed in time. These regional markets have low industrial density, poor consumption level and catering industry development, and the degree of product brand competition is obviously low. From a strategic point of view, these areas should be developed as reserve markets as soon as possible, with preconceptions. Summing up experience, on June 5438+February 65438+February 8, 2005, Nanjing held the "Cooking Grand View" activity of Tianzhiwei products in Shuangmenlou Hotel, which gained a lot. By using the network resources of the guests present, we not only improved the popularity of the products in the culinary world, but also collected a lot of information and dynamic information from people in the industry for later exchanges and cooperation.
Macro-analysis of catering industry: In the second half of 2005, avian flu brought catering turmoil. The annual retail sales of catering industry in Nanjing was 7.869 billion yuan, while the retail sales in the second half of the year was only 3.575 billion yuan, down 27.9% year-on-year. The dining rate of large and medium-sized restaurants decreased by 22.3% year-on-year. Bird flu has become the main factor leading to the depression of the catering industry in the second half of this year.
Micro-analysis: consumers demand maximum utility under the constraints of budget, according to consumers' preferences. Under the constraint of technology and the interaction of self-interest behavior of both parties, producers can maximize profits and achieve market equilibrium. Judging from the existing equilibrium ratio of the two, the following is the proportion of consumers' choice of purchase behavior:
Modern marketing trends are more reflected in the fields of production and consumption, not just in the field of circulation.
Work plan for 2006
In 2006, it is estimated that the annual payment will be10 million yuan, with an increase rate of 345.9%. It is estimated that RMB 6.5438+0.5 million will be paid in the first quarter, RMB 250,000 in the second quarter, RMB 300,000 in the third quarter and RMB 300,000 in the fourth quarter. The number of end users in Nanjing is expected to increase to 654.38+0.50, and the number of dealers will increase to 70.
Work direction:
1. Dealer management
Regularly check and verify the inventory of high-quality products, cooperate with the company's delivery time and logistics work, and ensure that the dealer's inventory is digested in a short time, so that there is no product backlog and shortage. At the same time, coordinate the channels of dealers, and avoid product price wars if there are overlapping sales networks.
2. Solve the problem of product rushing and escaping.
Implement a management system with clear rewards and punishments, solve the market threat caused by the sharp fluctuation of product prices, find out the root cause of goods smuggling, and cancel the product promotion qualification of illegal dealers after verification. The time is 1 year. On the contrary, for sellers who provide valid information and hold vouchers, the company gives corresponding promotion subsidy policies.
3. The sales channel sinks
Further, the products will be deeply distributed, from the original wholesale market to the farmer's market. In the terminal visit, according to the collection of information, the consumer groups with great demand for products will be found. At present, the demand for concentrated juice products is concentrated in cafes and teahouses, and we still need to find corresponding breakthroughs in product quality and price.
Target market:
Develop Yangzhou, Taizhou, Yancheng, Huai 'an, Zhenjiang, Lianyungang, Wuhu, Maanshan, Anqing, Huainan, Huaibei and other local markets in central Jiangsu, northern Jiangsu and Anhui, collect and set up special dealers, enjoy the same distribution policy as Nanjing, and implement natural sales. Whether to send more sales staff in special areas may depend on the situation.
Main promotional products:
Chicken juice and fruit juice will be popularized in 2006. These two products have a short digestion cycle, but their advantages in market competition are not obvious. It is planned to stop the promotion of sushi vinegar, mustard oil and Chili oil with long digestion cycle, thus subsidizing the promotion of chicken juice and juice products, which can play an incremental role in key products.
Human resource management of sales team;
1. personnel creation
Nanjing office has 5 employees and 4 terminals, with circulation 1 person. It is planned to deploy 1 person from the terminal to run the circulation market, and at the same time, the original personnel in charge of circulation also run to the surrounding cities in the province to open up a blank market.
2. Coordinated operation within the personnel system
At the morning meeting every day, the work report of the previous day will be made. Dock staff will list the regional business work they are responsible for. Circulation personnel will provide market information and competitive product trends to terminal personnel. The supply and demand information and network information of the terminal will be sorted out and solved by the circulation personnel. Everyone will exchange views, communicate information and do a good job in all aspects of sales.
3. Definition of key positions, skills and ability requirements
Terminal personnel are sold to hotels, guesthouses, cafes and teahouses in the city. In the face of direct consumers, it is required to improve negotiation skills and standardization of Putonghua, and to have actual terminal business development speed. The sales goal of circulation personnel is to open distribution channels for products and finally reach consumers through the distribution process. Circulation personnel should have clear thinking, long-term strategic vision, be good at communication, analysis and seriously look at the inspiration and logic behind the routine, and open every product.
Step 4 cultivate
Regularly train all office staff and practice sales skills and negotiation process.