The furniture channel "wins" and sells three swords to build the core competitiveness of the enterprise

There are no skills and ways to survive, to decide your life and death; whether there is strength in the accumulation of hair, determine how far you can go; whether you can survive if you survive, life is good, this is the core competitiveness.

"Xuanyuan sword" - dealers zoom in and help small

The so-called "enlargement and support for small" means: let go of large dealers, support small and medium-sized dealers, also refers to abandoning big cities to open stores and promotions, support small and medium-sized cities, especially city and county cities to expand stores and increase the frequency and intensity of activities. The reason for this is very simple. In the off-season market, if you want to ensure that your performance does not decline, you will not get the usual path.

The big distributors or big cities in the traditional impression, the sales performance at this time point is not good, and the financial, material and human resources invested are not small. These big distributors or big cities usually require the company to support them. Larger, this time is more dependent on the company's resources, and secondly, the distributors may have their own team advantages, but this advantage is less and less prominent in 2012, because of various blasting companies and marketing planning companies. They are springing up in response to market demand, and their ideas and routines are advanced and practical. So the big company team can only rely on these companies to be an executive team, and the executive team can completely organize a new energetic team before the event, which saves manpower, capital costs and Resources, the so-called "as long as a wolf king can build a wolf team."

The traditional small and medium-sized dealers do not have these resources and problems. They may be a couple's shop or a partner's shop. They do not have their own operation team. They usually have few requirements for manufacturers, and the support for manufacturers' policies is relatively small. The node promotion activities are relatively small, the frequency is relatively small, etc., so if you can "pull them" when everyone thinks that it is not good, give more support, hold some large-scale promotional activities, provide perfect activities and implementation. The program will have an unexpected result.

In this way, two goals can be achieved: first, they will be more loyal to the brand, and second, they will play a potential to achieve breakthroughs in performance.

The Liaoyuan City of Jilin Province that I am responsible for is an obvious case. Liaoyuan Style Store is a typical partnership business. It is a sideline business for the staff of two institutions. In 2011-2012, the delivery amount was about 450,000 yuan. They did not have their own team and did not have advanced activity marketing ideas and concepts. . When I was on a business trip to the store in April 2012, I found many problems. The store was unreasonable, the lighting was not bright, the guides were not in the position, the goods were updated slowly, the promotion activities were not in place with the manufacturers, and I found the problem. After the store was inspected and processed in time, the store staff was given product knowledge training, sales speech and skills, and asked to write down the next month's activity completion commitment to do the assessment, on May 1, 2012 The sales in the promotion reached an unprecedented 220,000, the boss is very happy, the shopping guide is very confident, this is the specific performance of the off-season. Therefore, I often warn the store in the area I am responsible for: "There is only the off-season thinking, there is no off-season market."

The benevolent sees benevolence, the wise sees wisdom, and the operation of the brand and the storefront is to see what others can't see, so that they can make a lot of performance.

"Eternal Sword" - Paying Attention to Channel Construction

It is better to seize the market in the off-season and to manage and maintain the existing channels. The reason is very simple. The cost of developing a new customer is much higher than the cost of maintaining an old customer. Instead of focusing on the development of new customers in the new market, it is better to calm down and streamline the existing dealer channels. It will also be very impressive.

Channel construction can't be visited in the peak season (especially during the event), but should go to the store in the lightest June and July, and the reasons and crux of the problem of inventory in the store. For the store to implement the "looking, smelling, asking, cutting" approach.

"Wang", that is, observing the image of the storefront, the update of the goods, the lighting effect, the mental outlook of the clerk, and the appearance of the recent passenger flow in the mall;

"Smell", that is, the collection of information related to the store-related industries, such as the recent activities of communicating with the mall property, understanding the next move of the mall, opening information of surrounding real estate, local housing prices, local consumption levels and habits, nearby business districts, etc. ;