Distribution & Channels
In the Off-Season, Should the Focus Be on the Market or on Sales Volume?
Market conditions: Since the weather turned cooler, beverage sales for all brands have entered the off-season, with a significant decline in sales volume. Manufacturers have adopted various promotional methods to stimulate the market and boost sales, but the results have not been as good as managers expected. A certain beverage brand has introduced one policy after another since September, each round larger than the last, but the effects have been progressively worse. What is the reason? The author's research reveals two reasons: (1) The market has a certain digestion cycle, but the manufacturer's policies lack a fixed cycle and are too frequent, leading to a halt in restocking and thus no effect. (2) The intensity of policies increases each round, making terminals indifferent to the policies, as they believe the next restocking may be more cost-effective, so they dare not stock up excessively.
王林