Foreword:
At the beginning of the business, every water enterprise owner will think about such a question:How to build a sales system?
one
Packaged water sales
The "thriving" of the system
As a commodity,The sales channel of packaged water does not exist in isolationRather, it changes over time as the market matures, the changes can be roughly divided into three stages:(1) The first stage is from the 80s to the mid-90s of the last century. At that time, although the market economy was booming, the state-owned supply and marketing system (the national supply and marketing cooperative system is composed of five levels of organizations, namely the All-China Federation of Supply and Marketing Cooperatives, provincial supply and marketing cooperatives, prefecture-level supply and marketing cooperatives, county-level supply and marketing cooperatives, and grass-roots supply and marketing cooperatives) and wholesale stations at all levels were still "orthodox" sales systems, but brands such as Wahaha had used the power of advertising to make a name for themselves during this period.
(2) The second stage is from the mid-90s of the last century to the beginning of this century. The status of the market economy is rising step by step, and the intensity of competition is increasingMore and more attention is being paid to the cost ratio, stability and customer service function of the sales channelIt belongs to the marketing growth period, and Wahaha's joint sales model matures at this stage.
(3) The third stage. From 2002 to the present, the packaged water market has entered a mature market mode. There is a pattern of "giants" in the packaged water industry, and the market competition is concentrated among the "giants" such as Nongfu Spring, C'estbon, Master Kong, Wahaha, and Baisui MountainThe degree of sinking of sales channels and the degree of refinement of services have become the "highlights" of sales channel construction.
II. II. II
"Dazzling" sales model
Packaged water belongs to the field of fast-moving consumer goods, and the sales model in this field is roughly divided into six categories from simple to complex:
(1) Direct sales channel model of water enterprises
The structure of this channel pattern is:Manufacturers - Retailers - Consumers. From its brief structure, it can be seen that this system can better control logistics and pricing, and can flexibly formulate sales strategies for different channel members, channel information transparency is also high, and the best timing can also be accurately grasped. However, such a system needs to be based on a good transportation network, and at the same time, the large number of sales terminals also puts a lot of pressure on management. Overall,This model is suitable for urban groups with dense people and high mobility.
(2) Network-based channel model
The structure of this channel pattern is:Manufacturers - distributors - wholesalers - retailers - consumers. This traditional distribution channel model can reduce the pressure on the manpower and material resources of the factory and achieve a wider coverage, which is the case with Wahaha. However, this model has the nature of "alliance", which is easy to cause confusion in management, and it is difficult to solve the problem of "cross-selling" between regions, and it is difficult to flexibly respond to market changes. Overall,This model is suitable for rural and small and medium-sized urban markets.
(3) Platform-based channel model
The structure of this channel model is: manufacturers - channel customers - terminal retailers - consumers. PepsiCo is a representative of this model. The role of this sales model is:Achieve in-depth distribution in consumption-intensive first-tier citiesGenerally, the scope of responsibility of different dealers is clearly divided according to the street, and each dealer delivers the sales terminal to the door on time in the area under its jurisdiction.
This model can effectively prevent "cross-selling", and the service has a high degree of refinement, and it is easy to improve the loyalty of the sales terminal. However, the dealers in this mode have strong control over the area under their management, which virtually enhances their bargaining power, and the logistics cost of this model is also higher.
(4) Platform + network mode
This composite model is based on the maturity of the network distribution system, so that the logistics distribution is timely and stable, so as to obtain a high customer evaluation. This model is often applied to the regional influence of dealers and areas with strong economic strength.
(5) Network-assisted direct sales model
This model is a refinement of the direct selling model. Coca-Cola is a representative of this model, its products are generally sold in direct sales channels, but in remote areas with poor transportation, when they are unable to carry out logistics and distribution, they will make up for it with a network model, and choose distributors in the local large wholesale market to pick up the missing pieces for sales coverage.
(6) Direct sales auxiliary network mode
Nongfu Spring falls into this model, not only in the distribution network as flat as possible, but alsoAdopt a direct sales model for key customers such as KA customers. With the development of the economy, KA channels are now all over the county level and above the city, if the water enterprises do not follow this trend, stubbornly rely on the traditional network model, will greatly reduce the dealers for the KA channel service level, so should be supplemented by the direct sales model, the whole market to control, adjust the role.
Three
You can play it".
ofHow to find a dealer?
(1) Market area. The purpose of choosing a distributor is to make it cover the market of a certain region and facilitate the purchase of potential target customersTherefore, the overlap between the dealer's market coverage area and the target consumption area of the water enterprise is the primary criterion.
(2) Product portfolio competition. Distributors often operate multiple products at the same time, and whether there is a competitive relationship between their existing products and the water enterprises' own products, or whether there is a combination relationship, should be taken into account.
(3) Business characteristics. Different dealers often have different business advantages, and the matching degree between their business advantages and the products of water enterprises should be taken into account.
(4) Willingness to cooperate. The dealer's attention to the products of the water enterprise and the attitude of cooperation are the key factors for subsequent cooperation.
(5) Financial status and credit. The financial status and reputation of the dealer affect the reputation of the brand, so the water company should investigate the financial and credit status of the candidate dealer and take it into consideration.
(6) Organizational skills. In addition to ensuring the circulation of goods, dealers also undertake marketing tasks, so the organizational ability of candidate dealers should also be taken into account.
Four
How to improve the efficiency of the sales system
(1) "Digitization" of sales channels
Developments in information technology have enabled today's water companies to:At the same time, the "cost reduction" and "efficiency increase" of the sales system are completedTaking Nongfu Spring as an example, it has developed and established three major systems of NCP, MMS and IMS, which are responsible for enterprise sales management, dealer business and internal sales affairs, which can not only conduct big data analysis of dealer inventory, but also manage internal front-line sales and sales management personnel in real time, which not only consolidates the flat sales system, but also further completes the market sinking work with the intelligent retail system.
(2) "Localization" of the sales system
Whether it is Nongfu Spring's direct sales model to key customers or Coca-Cola's network model to remote areas, the performance of the sales system is flexibly adjusted according to the actual situationAvoid "dogmatism" in the sales system.
(3) The sales team is "harmonious".
The "harmony" here refers not only to the harmony between water enterprises and dealers, but also to the harmony between dealers and dealers.
Between water enterprises and dealers, there is often a situation of mutual containment and secret game, dealers need to earn the price difference through the best products, and water companies sell products with the help of dealers. Since dealers are closer to the first-tier market than water companies, some key consumption data and market feedback need to be provided by dealers, and dealers who want to adopt accurate marketing strategies also need the guidance of water companies.
Therefore, water enterprises and distributors should maintain a good relationship, in addition to fulfilling the terms of the contract, water enterprisesIt can take the form of regular condolences and encouragement, and can also help dealers improve the level of product awareness and close the relationship between the two sides through regular training.
Between dealers and dealers, there is often "discord between face and heart". Dealers in the business will inevitably have contradictions due to factors such as the overlap of product radiation regions, the similarity of marketing models, and "cross-shipment".The reward and punishment system should be established and implemented in the form of contracts, to combat vicious competition, to maintain the teamwork mechanism, and to streamline the sales system to avoid institutional contradictions.
Conclusion:
For water enterprises, it is the top priority of enterprise development to adjust the sales system model and the relationship between members in the system according to the actual market situation. Nasheng International will continue to share the marketing knowledge of water enterprises, and welcome everyone to continue to pay attention to Yo!