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Articles by 刘文新
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2 Marketing Support Platforms + 8 Steps of Terminal Visits: Build a First-Class Team with Ordinary People!
There aren't that many talents in this world; use models to let ordinary people accomplish extraordinary things. In a China-US CEO dialogue about what to focus on during rapid corporate growth, American entrepreneurs unanimously wrote "team" on their boards, highlighting the value of teams. However, for many domestic companies, building a marketing team, especially a sales team, remains a headache due to the scarcity of excellent salespeople and marketing talent. This article suggests starting from two aspects: building marketing support platforms and breaking down sales actions to simplify complex tasks, using standardized models like the "Eight Steps of Terminal Visits" to train ordinary people into a top-tier marketing force.
刘文新Liu Wenxin: How Should the Marketing Department of a Traditional Enterprise Embrace Internet+?
Since last year, the internet has become a theme across industries, with everyone practicing and exploring, but drawing different conclusions based on their experiences. Based on my understanding and two years of practice, especially recent efforts to introduce Internet+ to an agricultural enterprise, I share my thoughts: the internet is not a complete tool nor a complete disruption; it requires a user-centric approach and practical integration into traditional business operations.
刘文新Excellent Managers Use Ordinary People to Train a First-Class Marketing Team
A quote from Mao Zedong Thought provides strategic and tactical guidance: our strategy is to 'fight one against ten,' and our tactics are to 'fight ten against one,' which is one of the fundamental laws for defeating the enemy. This tells enterprises how to divide and concentrate forces when competing for markets, and when to do so, which is the principle for cultivating marketing organizations and teams. From this perspective, it determines what marketing platform and organizational model to build during the process of dividing and concentrating forces. Most enterprises' marketing teams operate as lone wolves, with each salesperson having their own territory, leading to a lack of centralization. Therefore, it is necessary to build a first-class marketing team from two aspects: establishing a marketing support platform and breaking down actions to simplify complexity.
刘文新Sales Are Planned
A brand's scale and a product's sales volume are determined by the overall planning before launch. Sales growth is the root solution to all enterprise problems, and only marketing can drive sales and employee motivation.
刘文新8 Analysis Dimensions, 4 Simple Actions, Every Move Boosts Sales
1. Reasons for slow terminal sales: (1) How many terminal outlets are in the market? What is the distribution plan? How much has been completed? What is terminal inventory? (2) Which channel is selling poorly? What are the reasons? (3) Is there a terminal merchandising standard? How is it executed? (4) Is the product in the best display position? Is it better than competitors? Is it covered by competitors? (5) Do key terminal personnel know the product's pricing policy? (6) Are the leading stores and core streets in the local core area controlled by the company? Is the store image up to standard?
刘文新Products Laid Out but Not Moving? 4 Quick and Effective Strategies to Boost Terminal Sell-Through
This article is excerpted from Mr. Liu Wenxin's book: "Marketing Common Sense That Boosts Sales in Every Move". It first analyzes the reasons for poor terminal sell-through, then offers four practical strategies to improve it, including refining product purchase reasons, focusing on top 20% stores, using merchandising materials, and building strong terminal relationships.
刘文新