廣州經(jīng)營部現(xiàn)狀及銷售策略

1、廣州經(jīng)營部現(xiàn)狀及銷售策略Current status and sales strategy for GZ sales office提綱：outline第一部分：經(jīng)營部基本情況part one: basic condition of sales office一、 人員及組織架構(gòu)personnel and organization structure二、 網(wǎng)絡(luò)結(jié)構(gòu)network structure 三、1-4月份銷售狀況分析 sales performance analysis since January to April四 執(zhí)行團隊整改的主要內(nèi)容 main contents of team re

2、structure第二部分：存在問題part two: problems一、 市場問題 market issue二、 經(jīng)銷商問題 distributor issue第三部分：銷售策略part three: sales strategy一、 銷售思路 sales diagram二、 網(wǎng)絡(luò)建設(shè) network construction三、 銷售管理 sales management四、 直供商場 direct sales hypermarket廣州經(jīng)營部是公司TG行動基層改革的試點單位，從去年11月26日至今年3月16日，銷售改進團隊進行了為期三個月時間對廣州經(jīng)營部進行整改。然而，銷售業(yè)績一直不佳

3、，究竟是什么原因，目前存在什么問題，用什么辦法進行解決，在此，特向公司匯報。Since November 26 of last year till March 16 this year, there is a Three-month innovation implemented on SIT in GZ sales office which is the trial point in the field, but we always keep working on identifying root causes and real problems for poor performance in

4、 sales and try to figure out the solution for solving it. And the report as follows第一部分：經(jīng)營部基本情況Part one: basic condition of sales office一、 人員組織架構(gòu)personnel organization structure二、廣州經(jīng)營部目前有37人，其中客戶經(jīng)理10人、客戶經(jīng)理助理6人、市場策劃（導(dǎo)購管理）1人、業(yè)務(wù)代表7人、主辦會計1人、助理會計1人、出納1人、內(nèi)勤1人、司機3人、搬運工3人、倉管2人、經(jīng)理1人，同時PCC（個人護理顧問37人）there are

5、 total 37 members in GZ sales office, includes 10 account manager,6 assistant account manager, 1 market planning(PCC management), 7 sales rep, 2 sales rep,1 accountant, 1 assistant accountant, 1 casher, 1 logistic, 3 driver, 3 porter, 2 warehouse keeper, 1 manager, and 37 PCC.其組織架構(gòu)圖如下；organization s

6、tructure map as follows:Sales managerRegional account managerAccount manager for direct sales hypermarketMarket planning specialistclerkaccountantWarehouse keeperlogisticPCCBrand specialistassistantassistantPCCcasherSales repassistantporterdriver三、 銷售網(wǎng)絡(luò)結(jié)構(gòu)sales network廣州經(jīng)營部目前已簽訂合同經(jīng)銷商9個，其中，廣州市區(qū)2個、佛山市2

7、個、番禺1個、順德1個、新塘1個、花都1個、從化1個，同時直供商場合同10個，門店近70家。其構(gòu)圖如下：there are total 9 distributors with which GZ sales office signed contract, and 2 distributors in GZ city, 2 distributors in FeShan city, each one for PanYu city, ShunDe city, XinTang city, HuaDu city and ChongHua city. And there are also 10 direct

8、sales hypermarket with which GZ sales office signed contract and 70 stores, the structure map as follows:GZ sales office9 regional distributor10 hypermarket70 stores for Trust-mart and DaoNeiJia etc2 distributors in GZ city2 distributors in FeShan cityeach one for PanYu,ShunDe, XinTang,HuaDu and Cho

9、nghua四、 年1-四月銷售狀況及同期對比情況sales compare with same period of last year on sales performance (Jan to Apr)1、 今年1-4月及同期銷售對比：sales comparecompanymonthListed companyTissueSumTotal expenseratio2002 (Jan to Apr)15438378.23002852.318441230.51543164.778.42001(Jan to Apr)18752066.712660658.1821412724.82096417.78

10、10compare-18+13-14-1.62、 上市公司各品牌對比分析：compare and analysis by category for listed company brandmonthAnleAnle wingAnerlePanty linerAnerle2002(Jan to Apr)3669519.12242095.366919323.71054820.223585569.12001(Jan to Apr)5721444.67360938.377753224.21065329.283666159.07compare-35.8-32.9-10.8-0.9-2五、 執(zhí)行團隊整改管

11、理措施內(nèi)容measures and contents for team management innovation1、 對銷售人員實施銷售跟蹤報告手冊。Fulfill sales tracking manual for sales force2、 對所有人員執(zhí)行團隊制定的崗位描述及市場考評細則。Implement job description and evaluation terms on all members3、 執(zhí)行新的薪資待遇。implement new compensation program4、 對經(jīng)銷商執(zhí)行銷售與分銷合作合約書管理。Fulfill sales&distr

12、ibution agreement on distributors第二部分：存在的問題Part two: problems一、 市場問題market issue1、 沖貨問題突出，嚴重影響廣州銷售及市場價格。目前，佛山宜發(fā)每月從中山，肇慶調(diào)貨約25萬左右；廣州市區(qū)穗豐每月從中山開平興文經(jīng)銷商調(diào)貨約15-25萬左右；廣州市區(qū)新南豐從中山調(diào)貨5-10萬左右，沖貨的主要品種是AL1116、A8、A9及抗菌系列。There is a serious trans-regional sales problem which greatly affects sales performance and pric

13、e in GZ market. Currently , monthly values for products delivered from ZhongShan and ZhaoQing is around 250,000 RMB; the values for products delivered by one distributor in ZhongShan named KaiXingWen to other distributor in GZ city named HuiFeng is around 150,000 to 250,000 RMB . values for products

14、 delivered by one distributor in ZhongShan city to other distributor in GZ city named XinNanFeng is around 50,000 to 100,000, main categories for trans-regional sales are AL1116, A8,A9 as well as anti-bacteria series 2、 跨區(qū)供貨商場，影響廣州銷售。信和連鎖超市共有19家門店，其中16家門店在番禺、佛山、南海，每月由中山經(jīng)營部供貨約10萬元。深圳經(jīng)營部供貨的跨區(qū)商場有：廣州市區(qū)百

15、佳二個大型商場門店、新塘鎮(zhèn)的三和商場、嘉榮商場、增城市區(qū)的人人樂商場，每月供貨約8萬元。這些跨區(qū)供貨商場同樣影響廣州銷售。 Trans-regional hypermarket also affects sales performance in GZ. For example, there are total 19 stores belongs to XinHe chain supermarket, includes 16 stores locates in PanYu, FeShan, NanHai city, all those stores are supplied by ZhongSh

16、an sales office and total product value is around 100,000 RMB. Those trans-regional hypermarkets to be supplied by SZ sales office are: 2 big stores belongs to Pekarn ,ShanHe department store in XinTang town, RenRenLe hypermarket in ZhengCheng city, the monthly value for products to be delivered is

17、80,000RMB. 3、 通路提價，批發(fā)流失嚴重。廣州雖然商場超市較多，但傳統(tǒng)通路銷售仍占經(jīng)銷商的50以上。3月份廣州經(jīng)營部執(zhí)行公司的新價格體系后，通路批發(fā)商反映強烈，批發(fā)商對公司實行批發(fā)、士多同等價格，因沒有利潤差價，很多批發(fā)商拒售恒安產(chǎn)品。3月下旬，由于外片區(qū)沖貨，還是按原廠價銷售，促銷產(chǎn)品直接讓利，導(dǎo)致廣州片區(qū)許多批發(fā)商直接到佛山宜發(fā)、廣州穗豐、新南豐等幾個沖貨戶進貨。因此，通路提價幾乎失敗，廣州市區(qū)經(jīng)銷商嚴守通路價格體系已沒有意義，嚴重影響銷售。There is a sharp reduce in wholesalers quantity because of price incre

18、ase in channels although there are many department stores and supermarkets. But traditional sales contributed more than 50% for all distributors. There is a tense response comes from channel distributors after we issued new price program in March this year. Because of the same supplying price for wh

19、olesalers and kiosks , that is no profit gap, therefore there are many wholesalers refuse to sell HengAn products.In second half of March, because of trans-regional sales and promotion activities comes from outer market, which leads to a lots of wholesalers in GZ region gave orders to those distribu

20、tors which involved in trans-regional sales .such as YiFa in FeShan city HuiFeng and XinNanFeng in GZ city. So there is almost a failure with price adaptation in modern channel, in this case, It is non-sense for distributors try to maintain price program anymore. And trans-regional sales greatly aff

21、ected normal sales performance.4、 7天回款，經(jīng)銷商減少庫存，影響供貨。廣州片區(qū)經(jīng)銷商多年來都是月底結(jié)帳，個別經(jīng)銷商還有鋪底資金。3月份經(jīng)營部按今年新合同規(guī)定執(zhí)行7天回款，經(jīng)銷商意見較大，大部份經(jīng)銷商由向公司報貨改為向經(jīng)營部倉庫報貨，減少庫存。珠江客戶特別明顯，提出要求向公司和經(jīng)營部倉庫報貨要有政策差別。針對這個問題，廣州經(jīng)營部3月24日召開客戶座談會時，每個客戶都書面提交意見，交給了參加座談會的蔡一雷經(jīng)理，要求解答。當(dāng)時蔡一雷經(jīng)理承諾一個月后給予答復(fù)，但至今沒有答復(fù)。With implementation of 7 day payment period, wh

22、ich caused a reduce in distributors inventory and influence on product supply. For many years, the monthly payment was fulfilled on those distributors in GZ region, even for some distributors we will deliver products to them without payment.With the fulfillment of new payment period, on one hand, mo

23、st of distributors transferred their business from headquarters to local sales office, on the other hand , they tried to reduce inventory. And ZhuJiang put forward the requirement on different treatment for product delivery made by headquarters and local sales office. On March 24,there is a account

24、meeting was held by GZ sales office for addressing this issue, at the meeting, each account submitted their opinion to Mr CaiYiLei. He promised that he will give them the answer in one month but he didnt.5、 缺乏提高銷售的策略方案。團隊在廣州雖然三個月時間，但沒有對廣州市場的現(xiàn)狀及發(fā)展提出提高銷售的策略方案。We lacks of strategy and work plan for imp

25、roving sales performance, even if GZ special team stayed in GZ for 3 months but the strategy and work plan is still not available.二、 經(jīng)銷商問題1、 團隊取消5個經(jīng)銷商，直接影響銷售。根據(jù)團隊的決定，經(jīng)營部1-2月份分別取消同廣州興公、廣州芳村永業(yè)隆、廣州鴻業(yè)、廣州江高東風(fēng)、佛山大瀝永興的經(jīng)銷商合作，這五個經(jīng)銷商去年平均每月80萬的銷售。取消容易，可這80萬元銷售那里補回來，沒有措施。特別是廣州鴻業(yè)公司去年平均每月30萬元銷售，因為評估它沒有資金實力被取消，但該經(jīng)

26、銷商是專做恒安衛(wèi)生巾產(chǎn)品，配合也好，所做的30多家貨倉超市陳列、出樣都較好，被取消十分可惜。Because we cut off 5 distributors so it caused a direct affect on sales. According to team decision, we stopped cooperation with those distributors they are XingGong, YongXingLong, HongYe, GaoDongFeng in GZ city, and YongXing in FeShan city. Average mont

27、hly sales revenue for each distributor is 800,000 in last year. The gap cant be covered. Especially for HongYe, the average monthly sales revenue is 300,000 ARMBBut HongYe which only run business with HengAn was canceled for lacking of capital without consideration of good POP display and SKU percen

28、tage in more than 30 hypermarkets.2、 珠江客戶問題，珠江經(jīng)銷恒安產(chǎn)品有二個目的：一是利用恒安品牌；二是要求獨家經(jīng)銷權(quán)，向公司提條件，否則擾亂市場后放棄。中順潔柔紙就是一個現(xiàn)實例子。幾年來，珠江一直用自己的霸氣作風(fēng)，同經(jīng)營部較難配合，只有對珠江有利就好，要不然處處為難，對廣州經(jīng)營部的幾任負責(zé)人都認為是不配合珠江才做不好廣州市場。今年團隊整改，廣州市區(qū)只剩珠江和寶興二個經(jīng)銷商后，珠江認為提出獨家經(jīng)銷的時機已到。總之，珠江客戶經(jīng)營恒安產(chǎn)品對廣州市場發(fā)展十分不利，以它控制的網(wǎng)絡(luò)銷量來要脅經(jīng)營部，使廣州經(jīng)營部較難開展工作。For ZhuJIang issue, the

29、re are two purposes comes from ZhuJIang , one is they want to make use of our brand. The other is they want to be exclusive agent for HengAn productAnd put forward cooperative conditions to HengAn group, otherwise they will make trouble in the GZ market then give up. The tissue named JieRou is a exa

30、mple.In the past several years, because their masterful style, it is always difficult for us to have a good cooperation with them. They always try to make control on GZ sales office. After team restructure , we only kept ZhuJiang and BaoXing as our distributor, in this case it is a good opportunity

31、for ZhuJiang to pose their requirement to be the exclusive agent. In general, if we keep ZhuJiang as our distributor it will be greatly disadvantageous for further development in GZ market. Because ZhuJiang always threaten us with their advantage in sales network.第三部分：銷售策略Part three: sales strategy一

32、、 銷售思路sales diagram1、 突出主打品項25個：there will be 25 key categories to be used for establishing brand imageA、 通路品項：AL1116、AL1316、A8110+2、A8210+2、A9110+2、A9210+2、S730、M724、L720category for modern channelB、 商場品項：E910+5、E920+5、L8110、L8210、K8510、L8610、A8020、A9020、A8720、C110、C910、W112、DT200、BT610、K120（5+1）、3

33、A8105+A8210+B8020、AL7220category for hypermarket2、 突出主推品項20個：there will be 20 categories to be used for improving sales volumeA、 通路品項：AL1116-Y8、ALS1410+5、ALS2410+5、AL5220category for modern channelB、 商場品項：A9310、A9410、A9510、A9610、E9310、E9410、A9040、A8040、B6020、C120（5+1）、NT1320、S730N、M724N、L720N、C510、A

34、9810category for hypermarket3、 抓好重點商場的樣板店。市區(qū)直供商場選擇10家門店，外圍市場每個片區(qū)選擇1-3家門店，進行終端活動做全年排期。根據(jù)各個門店特點，采取措施造勢，吸引消費群。We will try to build up sample stores for key hypermarkets, ten stores will be selected from direct sales hypermarkets to be sample store, and 1 to 3 stores will be selected from outer market t

35、o be sample store and we will figure out annual promotion plan. different measures will be taken in each store for realizing consumer pull.4、 抓好渠道銷售，不能忽視二批商的作用，加強人員走訪推銷，研究特點，適當(dāng)開展有針對性的促銷活動，調(diào)動二批商的銷售積極性。We should take action for improving channel sales, that is we cant ignore the importance of Sub-whol

36、esaler, we should make more sales calls on those wholesalers and try to make good use of those wholesalers by means of having well-organized promotion activities.5、 堅持抓好價格體系。嚴格按照公司的價格體系執(zhí)行，通路保持68點利潤空間、商場超市810點利潤空間。對沖貨低價銷售的經(jīng)銷商在疏通思想工作的前提下，按有關(guān)規(guī)定處罰。對于片區(qū)沖貨，加強人員跟蹤、抓住沖貨來源、穩(wěn)住本區(qū)域重點二批。破壞沖貨戶的批發(fā)網(wǎng)絡(luò)，直接由當(dāng)?shù)亟?jīng)銷商送貨到位。W

37、e will try to maintain pricing program issued by headquarters. In modern channel, the profit space should be from 6% up to 8%. And for hypermarket, it should be from 8% up to 10%. On one hand , we will talk with those distributors which involved in trans-regional sales . and on other hand punishment

38、 will be fulfilled on some distributors.For solving trans-regional sales, we will enforce tracking on this issue in order to find real resource so that we can make control on those key sub-wholesalers. products will be delivered by local distributors for solving trans-regional problems.6、 靈活運用促銷手法，激

39、活市場，提升品牌的競爭力。在終端堅持抓出樣、陳列升級，重點商場；堅持開展有影響號召力的終端活動，通過堆頭、特價、快訊、賣贈、捆綁等各種形式吸引消費者。在通路必須勤走訪、多宣傳、鞏固網(wǎng)絡(luò)，針對競爭對手有效開展各種形式的促銷活動。For realizing consumer pull and improving brand image, flexible promotion activities will be implemented in the market. We will focus on display update and SKU percentage in outlets. In k

40、ey hypermarkets, effective promotion activities such as TG,DG, gift promotion package ,special offer those measures will be taken for realizing consumer pull. We will try to build up good customer relationship with modern channel accounts by means of daily sales calls and various promotion activitie

41、s.7、 市場的啟動工作。重點圍繞院校、醫(yī)院、團體購買，進行新品宣傳。在每個重點大、中專院校發(fā)展1-3名學(xué)生兼職做品牌傳播員，派發(fā)贈品、宣傳品。8、 銷售團隊目標(biāo)任務(wù)分配（含心相印共710萬元）sales quota target for each sales team (includes tissue the total target is 7.1 million) 9、 銷售預(yù)測sales forecasting10、 品牌銷售策略Sales strategy by brand 安樂：以通路為主。點提升AL1116-Y8、AL1316、ALS1410+5、ALS2410+5的單品銷售。An

42、le: the key market is modern channel. We will focus on AL1116-Y8, AL1316, ALS1410+5, ALS2410+5 those SKUs 安爾樂：以銷售商場為主。普通產(chǎn)品的促銷以組合裝為主：A8105+A8210+B8020、3A9105+A9205，重點提升：A9510、A9610、L8510、L8610、A9310、A9410的單品銷售。Anerle: the key market is hypermarket. We will focus on A9510,A9610, L8510,L8610,A9310,A941

43、0 those SKUs 安兒樂：小型貨倉超市批發(fā)通路以S730、M724、L720透明裝為主，S730N、M724N、L720N主要是中大型商場。Anerle: for small warehouse supermarket and wholesale channel, we will focus on S730,M724,L720, with transparent package, for middle and large hypermarket, we will focus on S730N,M724N,L720N. 心相?。褐攸c提高經(jīng)銷商終端商場的品項出樣率，在通路批發(fā)重點提升：K1

44、20（5+1）、A120（5+1）、C910、W112、NT1320的銷售。Tissue: we will try to improve SKU percentage in those distributors outlet hypermarkets. For wholesale channel, we will focus on K120(5+1),A120(5+1), C910, W112, NT1320.三、 網(wǎng)絡(luò)建設(shè)Network construction1、 發(fā)展直銷隊伍，建立直銷網(wǎng)點。在廣州市區(qū)設(shè)商務(wù)（勞保）代表2人、業(yè)務(wù)代表5人、直銷網(wǎng)三個，由經(jīng)營部倉庫直接供貨。外圍片區(qū)每個經(jīng)銷

45、商點設(shè)1-2名業(yè)務(wù)代表。We will develop direct sales force and build up direct sales network. There will be 2 business representatives, 5 sales representatives and 3 direct sales network, which will be supplied by GZ sales office directly. For outer market , we will send 1 to 2 sales representative for each dis

46、tributor.2、 對長期到外片區(qū)調(diào)貨的重點二批商實行特殊政策，堵住他們從外片區(qū)調(diào)貨。特別是佛山宜發(fā)、廣州穗豐。經(jīng)營部準(zhǔn)用簽協(xié)議的方式，設(shè)法讓他們到本片區(qū)客戶調(diào)貨。The special policy will be fulfilled on key sub-wholesalers which involved in trans-regional for a long time in the past, in order to stop them. Especially for YiFa in FeShan city and HuiFeng in GuangZhou city, the a

47、greement will be signed between GZ sales office and YiFa in FeShan city ,HuiFeng in GZ city. , they can transfer to local distributors3、 抓好廣州東旺、南泰、廣佛、落溪橋、新塘、佛山墩厚、大瀝等7個重點批發(fā)市場的通路銷售。With the purpose of improving channel sales, we will focus our attention on those 7 wholesale market , that is DongWang,

48、NanTai, GuangFe, LuoXiQiao, XinTang, which locates in GZ city. And DunHou, DaLi , which locates in FeShan city . 4、 抓好終端網(wǎng)絡(luò)的有效出樣率，清理滯銷品種，突出主達品項。We will try to improve SKU percentage in outlet network, clear up unmarketable category, validate key categories5、 根據(jù)市場的需要，重點扶持一批有實力、有網(wǎng)絡(luò)、懂經(jīng)營的二批為銷售網(wǎng)絡(luò)培養(yǎng)對象。Acco

49、rding to market needs, we will try to build up a sales network consists of those sub-wholesalers with strength , network, capability.6、 經(jīng)銷商網(wǎng)絡(luò)構(gòu)成，詳見附表1。( distributor network structure), details see attached form 17、 經(jīng)銷商合作分析，詳見附表2。( analysis of distributor cooperation), details see attached form 2.四、 銷

50、售管理sales management1、 銷售人員配置 sales force assignmentnumberteamDominated regionAccount managerassistantSales representative1Direct sales hypermarket teamGZ city42 (we lack of one person)2Business(labor insurance)GuangZhou, FeShan2(absent）33 direct sales network outlets in GZ cityGZ city5(absent)4Guang

51、Zhou sales teamGuangZhou city112(absent)5Baoxing sales teamGuangZhou city11人1(absent）6FeShan sales teamFeShan, NanHaiSanSui, and GaoMing city12人（one is absent）2人7PanYu SunDe sales teamPanYu district, SunDe city11人28CongHua XinTang sales teamCongHua city and ZhengCheng city11人2人（absent）9HuaDu sales t

52、eamHuaDu district12人（one is absent）10Market planning2人（one is for PCC management, one is absent）Total128（only 6） 18（only 3 is available）2、 銷售例會安排 time schedule of routine sales meeting catalogcontentattendeehostcontenttimeMonthly recap meetingStaff of GZ sales officeMr.Tangrecap sales performance of

53、 this month, make work deployment for next month30 of each month to first day of next monthPCC monthly recap meetingPCCMr.Bao Miss HeRecap and feed back hypermarket information of each month, provide training on product knowledge , sales skills15 of each monthHypermarket salesAccount managerMr.BaoRe

54、cap sales performance and market status of this week, develop effective strategy and work deployment for next weekSaturday afternoon of each weekRegional salesAccount managerMr.TangMake analysis on sales performance and market status, develop effective strategy16 afternoon of each monthSITmeetingmem

55、berMr,TangMake coordination on current problems with GZ sales office, make discussion on overall policy and strategyTuseday afternoon for each weekMarketing communicationsBrand specialistMr.Bao Miss Herecap feedbacks comes from market and consumer for each brand, try to figure out solution and sched

56、ule next step work planThe second Saturday afternoon of each monthLogistic meetingFinancial, driver, logistic people, warehouse keeper, porterMr. HeRongJinCoordination and arrangement on logistics issueAt the end of each month7、銷售報表管理Management of report forms numberName of report formsobjectpurposeCollection time1滾動每周AIP管理圖表Account manager for hypermarket an d distributorImprovement of work performanceMonday morning of each week2Daily report of sales callAccount manager for distributor and hypermarketEnforce management on key accountsEvery Mon