In the last issue of the Portrait, we shared with you the typical stories of the milk powder business unit in the "100-day battle".
In this issue, let's walk into the stories of the typical characters of the nutrition business unit - Dong Changyan of Aiyisen and Xu Wenli of Nutrition Care, hoping that their sharing can give you some insight.
Aiyisen Dong ChangyanThe market is run out and spelled out
Before joining Aiyisen, Dong Changyan had opened a mother and baby store for four or five years, and when it came to industry brands and products, she was always like a treasure. Out of optimism about the brand and products of Aiyisen, in order to achieve a breakthrough in her career, in February 2023, she resolutely chose to join Aiyisen and become a terminal business person of the marketing line.
The experience of opening a mother and baby store allows Dong Changyan to fully understand the personal needs of store owners and shopping guides when doing business, and also understand what kind of activities can effectively improve dynamic sales. However, challenges remain, as Guizhou is mountainous and plateau-based, with long distances between different market areas, and public transportation is inconvenient and can only be reached by car.
In March last year, there were only four people in the Guizhou provincial team of Aiyisen, who served the channels and consumers to the greatest extent, and they were often ready to go to the next venue as soon as they finished the last blasting event. "One person is used for two or three people, and everyone is basically running the market from 8 a.m. to 12 p.m. ”
During the "100-day battle", Dong Changyan and his teammates worked at full speed and sprinted with all their might. All the staff are stationed in the store to share nutrition and parenting knowledge with shopping guides and serve consumers together; Report the data situation in the work group every day and track the completion progress in real time; Successive blasting activities were carried out to ignite consumer enthusiasm.
In December, at the time of the most desperate time, the Guizhou provincial team completed more than 30 regional kick-off meetings, more than 10 blasting activities, and more than 10 sales training courses in a week, "with an average driving time of up to 10 hours a day." "With the joint efforts of everyone, the achievement rate in the Q4 quarter of Guizhou Province was 112%.
Among the countless activities, the most impressive thing for Dong Changyan last year was the "Mother Class" activity. The users of Aiyisen baby line products are children, but the purchase decision makers are parents, and more often than not, mothers. Based on this, in the second quarter of last year, the Guizhou provincial team and Youkang Baby organized the first nutrition "mother class" activity of the channel, inviting professional lecturers to share nutrition and parenting knowledge.
Dong Changyan shared: "For the first time, there was no previous data to benchmark, so we calculated based on cost, and the minimum target was that sales should cover the cost of the organization. The response to the event was enthusiastic, and the customer expansion and sales targets were exceeded. On this basis, in the third quarter, the team members further optimized the "Mother Class" activities and continued to replicate the successful cases to more regions.
From the mother and baby store owner to the sales manager, Dong Changyan has personally experienced the improvement of local consumers' awareness of the Aiyisen brand from "unrecognized" to "trustworthy". In her view, the brand influence of Aiyisen has also enhanced people's confidence in nutritional products, "Aiyisen's strong product strength has made more and more consumers become 'repeat customers', and consumers naturally have more and more trust in nutrition products after experiencing the role of products in relieving gastrointestinal discomfort." ”
Nutrition Care Xu WenliLock in the "trapeze" you love
At the end of the year, Xu Wenli's balance of leave is still more than 20 days, and he is more willing to "fly" than stop.
"Trapeze" is a nickname given to Xu Wenli by his peers. Because most of the time, Xu Wenli flies to major cities to negotiate business. Everywhere he goes, he will send a circle of friends to show the geographical location, so as to facilitate the contact of customers who have cooperation intentions in the same city. Xu Wenli has always maintained this habit, and even developed batch after batch of customers through the circle of friends.
Driven by Ausnutria's "Whole Family Nutrition and Health" strategy, NC accurately serves diversified nutrition and health needs with high-quality products, which is loved by the majority of consumers. In July 2023, Xu Wenli took over NC's online sales business, and the first problem he faced was that the team was overstretched.
To win the battle, you must have a strong team. Team building is Xu Wenli's first job after taking office, for the position with the gap, he cooperates with HR colleagues to quickly improve the team team, and according to the needs of the position and the characteristics and advantages of the members, adjust the division of responsibilities, and strive for the team to make the best use of their talents.
Engaged in e-commerce sales for many years, Xu Wenli has always adhered to a creed - "stay hungry, stay foolish". He said that the e-commerce industry is constantly changing, and new marketing methods are emerging in an endless stream, and only by constantly contacting new things can we keep up with the various "plays" of the channel and better expand business.
Xu Wenli had insight that Sam's Club was very compatible with NC's consumer group, so he took the initiative to explore channels, and according to the characteristics of Sam's Club's "holiday gift pack buying frenzy", he launched the NC stomach gift box at the 2024 Goods Festival, which became a popular product once it was launched, and achieved a 450% increase in the total sales of NC nasal probiotics, uric acid-lowering probiotics, and stomach powder.
In addition, in the second half of 2023, under the leadership of Xu Wenli, who is familiar with the characteristics of various channels, NC's social distribution network will fully blossom. In the short ** social channel, NC achieved a 300% increase in sales on Douyin and a 164% increase in Kuaishou through the grafting of resources and the dual distribution of "self-broadcast" and "Dabo"; In the brand sale e-commerce channel, NC has carried out strategic and in-depth cooperation with Fengxiangjia to develop customized probiotics, so that its probiotics have become the main products of the platform, with sales exceeding 10 million.
After six years in NC, Xu Wenli's "imprint" can be clearly seen in Xu Wenli's online dynamic sharing and offline work and rest arrangements. He said: "I am full of love for the industry itself, and I want customers to see that I am committed to NC along the way, so as to push them to be more committed to the NC brand." Facing the future, Xu Wenli is full of confidence, he believes that as long as he locks in his passion, he can overcome challenges.
On the road to success.
We focus on methods and strategies.
It also needs to be down-to-earth.
With the "accumulation of steps" of pragmatic struggle
Achieve the "thousands of miles" of career development
Standing at the starting point of 2024.
Let's move on to.
The tenacity of the strivers and the responsibility of the doers.
Cohesion and cohesion, breaking the situation and seeking progress.
Promote Ausnutria nutrition and health to a higher level.