--- title: "Refining the Troops: A Discussion on Fine-Grained Management of Baijiu Sales Teams" description: "Since the second half of 2012, against the backdrop of slowing macroeconomic growth, restrictions on alcohol consumption, quality concerns triggered by blending scandals and plasticizer incidents, and profound changes in the external business environment, the baijiu market during the 2013 Spring Festival was bleak with significantly reduced sales. After over a decade of rapid and comprehensive growth, the baijiu industry has entered a new cycle of structural adjustment, and competition among baijiu enterprises will intensify. Especially with policies limiting official consumption and banning alcohol, the group-buying channel, which relied heavily on government and business consumption, has seen a sharp decline in sales." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2015-07-07" language: "en" canonical: "https://xinjignxiao.com/en/articles/refining-the-troops-a-discussion-on-fine-grained-management-of-baijiu-sa-34451388/" markdown: "https://xinjignxiao.com/en/articles/refining-the-troops-a-discussion-on-fine-grained-management-of-baijiu-sa-34451388.md" original_source: "https://mp.weixin.qq.com/s/dOsjoqK_dpJv_6-fv1f_FA" translation: "https://xinjignxiao.com/zh/articles/%E5%85%B5%E4%B8%8D%E5%8E%8C%E7%B2%BE-%E6%B5%85%E8%B0%88%E7%99%BD%E9%85%92%E9%94%80%E5%94%AE%E9%98%9F%E4%BC%8D%E7%9A%84%E7%B2%BE%E7%BB%86%E5%8C%96%E7%AE%A1%E7%90%86-34451388.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/refining-the-troops-a-discussion-on-fine-grained-management-of-baijiu-sa-34451388/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Refining the Troops: A Discussion on Fine-Grained Management of Baijiu Sales Teams > Since the second half of 2012, against the backdrop of slowing macroeconomic growth, restrictions on alcohol consumption, quality concerns triggered by blending scandals and plasticizer incidents, and profound changes in the external business environment, the baijiu market during the 2013 Spring Festival was bleak with significantly reduced sales. After over a decade of rapid and comprehensive growth, the baijiu industry has entered a new cycle of structural adjustment, and competition among baijiu enterprises will intensify. Especially with policies limiting official consumption and banning alcohol, the group-buying channel, which relied heavily on government and business consumption, has seen a sharp decline in sales. Since the second half of 2012, against the backdrop of slowing macroeconomic growth, restrictions on alcohol consumption, quality concerns triggered by blending scandals and plasticizer incidents, and profound changes in the external business environment, the baijiu market during the 2013 Spring Festival was bleak with significantly reduced sales. After over a decade of rapid and comprehensive growth, the baijiu industry has entered a new cycle of structural adjustment, and competition among baijiu enterprises will intensify. Especially with policies limiting official consumption and banning alcohol, the group-buying channel, which relied heavily on government and business consumption, has seen a sharp decline in sales, and the baijiu industry has begun to return to its essence as a fast-moving consumer good. The diversification of channels and fragmentation of terminals mean that relying on a single channel can no longer provide a competitive advantage. Multiple channels such as hotel catering, supermarkets, brand chain stores, group buying, e-commerce, and wholesale distribution have emerged. "Channels are king, terminals win," and the three-dimensional construction of channels and fine-grained market operations have become realities that must be faced in the future. Facing the rapidly changing baijiu market, sales representatives, who serve as a bridge connecting enterprises, intermediaries, and terminals, play a crucial role in the execution and implementation of marketing strategies, and their job functions require more professionalism and versatility. Chinese baijiu enterprises urgently need to accelerate the management and construction of sales teams to build a professional, efficient, and highly executable sales force. With such a sales team, they can conduct fine-grained market operations by region and terminal, quickly advance marketing policies, strengthen control over key terminals, gain a voice in channels, promptly grasp market trends, and assist enterprises in quickly adjusting market strategies, thereby seizing opportunities in industry competition. However, at present, most baijiu enterprises still manage their sales representatives in a rough-and-tumble manner, with serious "shepherding" phenomena. Especially with performance evaluation oriented solely toward "sales results," sales representatives tend to visit large stores rather than small ones, visit familiar stores rather than develop new ones, neglect second- and third-tier markets, and pressure distributors to stock up excessively. Due to the lack of sound systems and supervision mechanisms, sales teams suffer from loose discipline, chaotic management, low morale, and overall inefficiency, and even collusion with distributors to falsify records and inflated expenses are rampant. All baijiu enterprises are fully aware of the importance of a professional sales team to their marketing efforts. However, in the actual construction of sales teams, because these sales personnel are often out in the field, traditional management methods are ineffective, leading to vastly different outcomes. How to achieve easy management of field sales teams has become an urgent problem for baijiu enterprises at this stage. Many baijiu distributors and manufacturers have begun to increase investment in information technology, using software to strengthen sales team management. For example, a software called "外勤365" (Field 365) provides solutions for sales personnel management. Employees can install the client software on their smartphones and use it directly, while managers can view various data reported by employees on the backend and track their real-time location and work details, understanding product sales and market trends. "外勤365" mainly standardizes employee work processes, helping managers easily achieve fine-grained management of frontline personnel's work: "Where are they? What are they doing? How are they doing it?" For example, taking a day in the life of an employee: 1. At the start of work, frontline sales representatives clock in via their phones every day. They can start their day without having to go to the office to punch in. Managers can clearly see on their computers where the salesperson was when they clocked in in the morning—whether at a client's location, on the road, or still at home. The same applies at the end of the day. 2. Employees can open [Announcements] to view the company's latest policies, product materials, or training materials. 3. Sales representatives use "外勤365" to record their daily customer visits. This way, managers can see how many customers each sales representative visits each month, how many times each customer is visited, and which customers have not been visited for a long time. There is no need to worry about salespeople falsifying visit records, because "外勤365" records the geographic location information of each visit. If a salesperson registers a visit when they are not at the customer's actual location, the system will alert the manager. 4. Salespeople can place orders directly on their phones, eliminating the need to send faxes or call the company to confirm orders. Each salesperson can also clearly see their order history and the company's actual shipping status. This is very useful for distributors using vehicle-based sales methods. 5. For distributors with business in large supermarkets and hotels, staff can use "外勤365" to report daily actual sales and inventory levels to the company. Since large supermarkets and hotels typically operate on credit, dynamically tracking inventory at each store is crucial for distributors. 6. Summary and reflection: Managers view employees' work on the WEB, check and guide their work. Employees review their work records, summarize and reflect, and plan the next day's work. With the help of "外勤365" software, enterprises can, on one hand, achieve standardized and fine-grained management of their sales teams, building a professional, efficient, and highly executable frontline force. On the other hand, they can also collect more data on consumers, sales, competitors, and market changes through terminals, helping enterprises comprehensively grasp product sales and market competition, thereby creating a competitive advantage in the liquor market. 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