The survival of an enterprise is based on profit growth. As the market economy develops, competition in various industries has become intense. Whoever can achieve scale development and operation will ultimately gain cost advantages, win the market, and secure the capital gains on which the enterprise depends. How to rapidly increase sales becomes the key factor. Based on years of marketing experience in instant noodles, the author discusses five channels for market growth.
- Market Introduction and Promotion of New Products "Good wine needs no bush." In fact, the most effective marketing strategy for an enterprise is still product strategy. To secure market position, extend product life cycles, and achieve sales growth, enterprises need to introduce and promote new products. It can be said that an enterprise without new product development is hopeless, and a market without new product introduction is lifeless.
What qualifies as a new product? During market visits, the author found that most sales personnel have a serious misconception: only products newly developed by the company based on market needs are considered new. In fact, old products that have not been effectively introduced to the market are also new products. After identifying the right product based on the market, effective introduction is needed. Steps include: 1) Understand the product's market positioning; 2) Understand the product's segmented consumer groups; 3) Understand the product's consumer appeal points; 4) Understand the main promotion channels; 5) Establish the product's pricing system and promotion strategy; 6) Achieve distribution rate in main channels; 7) Ensure after-sales follow-up service and product replenishment. This becomes one way to achieve sales growth.
Channel Expansion "All roads lead to Rome." Since products are sold through multiple channels, most sales personnel complete final sales through traditional channels. Using instant noodles as an example, the author discusses channel expansion: In 2002, while working in the market, the author found that Market A had stable sales and well-operated traditional channels, making short-term volume increase unlikely. After market visits and product segmentation, the question was how to expand channels to interact with different consumer groups. 1) Use traditional food channels to maintain stable sales; 2) For the special student group, communicate with school leaders to sign exclusive instant noodle operating rights for campus supermarkets, controlling the entire campus retail network; 3) Fully engage modern trade channels, using buy-one-get-one promotions at supermarket entrances during National Day to increase consumer awareness, then expand distribution in B and C class markets; 4) Develop special channels: While dining, the author learned that Zhoukou had a glass factory that was a labor reeducation site for criminal offenders. The author personally visited the prison warden to understand the situation and signed an exclusive instant noodle supply agreement, achieving nearly 40,000 yuan in stable monthly sales. At that time, Henan was in a period of comprehensive highway construction. By cooperating with highway construction workers, the author basically controlled instant noodle sales at construction sites. Cooperation with Zhoukou highway service stations introduced whole-yuan noodles and cup noodles, opening up a good special channel. 5) At that time, due to the distributor team's poor logistics capacity, the author persuaded local customers to deliver products directly to village convenience stores, bypassing secondary wholesalers and gaining control over terminal customers. Widening and deepening channels to rapidly expand channels became a way to increase sales.
Increasing Market Quantity "Many hands make light work" also illustrates the importance of quantity. By increasing market presence, enterprises and marketing personnel can achieve incremental sales growth. New market development includes two types of positioning: first, development of primary customer resources; second, development of secondary wholesale and terminal customer resources. From the enterprise perspective, it is necessary to improve the company's and region's market layout. By increasing the number of markets, regional blocks become more stable, and individual elements within the block can influence each other to increase volume, forming the most direct sales growth, because developing a new market is easier than maintaining an old one. From the salesperson's perspective, analyze the network quantity in the managed market. By developing network points and increasing customer numbers, sales growth is directly achieved. If we pay attention, distribution rate, weighted distribution rate, etc., all reflect requirements for quantity. Increasing customer numbers through a new round of market development becomes a way to increase sales.
Improving Market Quality "Quality determines everything" has become the focus of enterprise management in recent years. This not only means product quality but also the quality of individual markets. Market quality is hard to understand; it is essentially about how to make underdeveloped markets larger and mature. Many enterprises follow the 20/80 principle, where 20% of markets create 80% of market share. If we think carefully, if weak markets could be improved, what would the performance be? The entire enterprise would change. To improve market quality, sales personnel need to do the following: 1) Re-examine the market and conduct market research; 2) Analyze market opportunities and product opportunities; 3) Reposition the product and develop promotion strategies; 4) Cooperate with customers (adjust customers if necessary, but do not damage market resources); 5) Implement single-product breakthrough or product strategy combinations. Improving market quality becomes a way to increase sales.
Cultivating Key Model Markets "The power of example is infinite" illustrates the importance of model markets. By cultivating model markets, individual market volume increases directly, and it also influences surrounding areas, promoting volume growth in neighboring markets. In 2003, while working at Jinfeng, the author deeply felt the importance of model markets. At that time, Jinfeng's monthly sales were around 20 million yuan. Through half a year of effort, the author built the Tangshan Fengnan market (monthly sales around 700,000 yuan), which drove surrounding markets in Tangshan and radiated to Qinhuangdao, Chengde, Tianjin, and other regions. This led to the enterprise breaking through 40 million yuan in 2004. Building model markets is similar to improving market quality, so it will not be described in detail here. In summary, cultivating model markets benefits regional blocks and provides a foundation for market replication. Model cultivation becomes a way to increase sales.
In conclusion, "Eight Immortals cross the sea, each showing their own special prowess." As marketing personnel, your primary responsibility is to achieve sales growth and complete enterprise profit growth through economies of scale.
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