I. Market analysis
The price war in the air-conditioning market has gradually started for several years. The low-end demand of the secondary and tertiary markets, along with the continuous improvement of urban construction and people's living standards and the arrival of the product upgrading period, has driven the sustained growth of the primary market, thus driving the expansion of the overall market capacity. Total domestic sales reached19.5 million sets in xx. It is 1 1.4% higher than that of 20xx. It is estimated that it will reach 25-30 million sets in XX. According to industry data, the global market capacity is 55-60 million units. China's market capacity is about 38 million units. According to the regional market share capacity, the air-conditioning market capacity in Shenzhen is about 400,000 units, and the sales target of 50,000 units accounts for about.
At present, Galanz's market share in Shenzhen air-conditioning market is about 2.8%, but industry data show that it has been in the stage of "shuffling" in recent years, and its brand market share will be highly concentrated. According to the strength and product line of the company for 20xx years, the annual sales target of the company for 20xx years is completely achievable. In 20xx, there were about 400 air-conditioning brands in China, and by 20xx, it dropped to about 140, with an average annual elimination rate of 32%. By 20xx, under the "encirclement and suppression" of first-line brands such as Gree, Midea and Haier, there are less than 50 brands active in the air-conditioning market in China, and the elimination rate is 60%. In 20xx, LG was accused of dumping by the United States; Kelon encountered financial problems and its market share dropped sharply. Shinco, Changhong and Oaks were also adversely affected by enterprises and brands, and their market share also declined. Japanese brands such as Panasonic and Mitsubishi were influenced by the strong Japanese sentiment of arriving in China in 20xx, and their market share was relatively large. However, Galanz air conditioners have shown a rapid growth trend in the Guangdong market. However, the market base in Shenzhen is relatively weak, the team is still relatively young, and the brand influence needs to be consolidated and expanded. According to the above situation, the following work plan is formulated.
Second, the work plan
According to the above situation, the annual plan of xx focuses on six tasks:
1, sales performance
According to the company's annual sales task and monthly sales task. According to the specific situation of the market. Break it down into monthly, weekly and daily. Divide the monthly, weekly and daily sales targets into various systems and stores, complete the sales tasks in each period, and improve the sales performance on the basis of completing the tasks. The main means are: improving team quality, strengthening team management, carrying out various promotional activities, and formulating reward and punishment system and incentive scheme (according to the market situation and the actual situation of each time period). This work is always concentrated in the peak season. In the peak sales season, we will carry out strong promotion activities for professional home appliance systems such as Gome and Suning, and vigorously promote large-scale terminals.
2. Agency management and relationship maintenance
Effectively manage and maintain the relationship with existing K/A customers, agents or future K/A agents, establish customer files for each K/A customer and agent, understand the pre-sales situation and strength, and spread the company's corporate culture and new products in 20xx. This work was completed at the end of August. Irregular transmission after the peak season and before the peak season. Understand the basic situation of each K/A and the agent in charge, visit regularly and communicate effectively.
3. Brand and product promotion
Brand and product promotion cooperate with and implement the regular brand promotion and product promotion activities of xx to xx companies, and plan some low-cost public relations publicity activities to enhance the brand image. Such as "Galanz Air Conditioning Health, Environmental Protection, Love My Home" and other public welfare activities, if possible, can be jointly promoted with various K/A systems, which can not only expand the influence, but also establish good customer relations. Product promotion mainly includes some "roadshows" or outdoor static exhibitions for product promotion and normal business promotion.
4. Terminal layout (in line with channel expansion of business lines)
According to the company's sales target in 2006, the popularity of channel outlets will be greatly improved. According to this situation, we will actively cooperate with the work of business departments at any time and place, actively cooperate with the image construction of shops in shops, gardens in gardens and cabinets in shops, and actively arrange posts for promotion, sample tracking and product display (according to the requirements of six atmospheres of company booth layout). This work is carried out according to the needs of the company's business department. The layout standard is strictly in accordance with the company's unified standards. (Special circumstances will be adjusted in time)
5. Planning and implementation of promotional activities
The planning and implementation of promotional activities are mainly carried out in the peak season of April-August in xx. One is to strictly implement the company's promotional activities, and the other is to flexibly plan some promotional activities according to the market situation at that time and the promotional activities of competitors. The theme idea avoids its advantages, attacks its disadvantages, and focuses on planning and implementation according to the company's product advantages and resource advantages.
6. Team building, team management and team training
Team work is divided into four stages:
The first stage: August1-August 30th. A, part of the extension staff to focus on inspection, quantitative assessment, get rid of some people with low ability, focus on retaining about 40 people for key training. B, formulate the relevant team management system, clear responsibilities and scope of work, and improve the work report of the promoters. C. complete the training materials of galanz air conditioning system.
The second stage is from September 1 to February 1, XX. The second stage is mainly to carry out systematic and intensive training for the main teams, cooperate with the company's brand and product promotion activities and plan a series of brand and product promotion activities, cooperate with business departments to expand outlets, actively carry out terminal layout construction, and maintain effective communication with the original terminals to maintain good terminal relations.
(1) the training system to arrange hierarchical centralized training.
Business personnel → promoters
Training lecturer