Experience Of Failure And Entrepreneurship In Sour And Spicy Life

My name is Yu Huajun. I am currently the legal representative and general manager of three person marketing company.

The title is so large that it is actually a product agent.

In September of 2005, a state-owned enterprise I had worked for was restructured, and instead of working for a capitalist, I could start my own business. And maybe I could start my own business as a capitalist. I didn't go back to work in a restructured business. In 2003 October, I registered a three person marketing company and started my own capitalist dream.

Anyway, I am still very grateful to the days when I became a marketing manager in state-owned enterprises. He not only made me accumulate some primitive capital and more skillful market operation techniques, but also made me get good social connections. All of these made me not only quickly build up the framework of the company, but also quickly built up a marketing network and took a lot of detours.

Despite this, after the company's official operation, I made a huge loss because of carelessness in the product, and almost bankrupt the company.

I hope my experience can be used for reference by other dealers or friends who aspiring to start their own businesses.

In the first place, we look for thousands of thousands of products in the market, but when we really select the products that we are suitable for, we can not find a few.

Big brands and mature brands have long been taken away from distribution rights by those market entrant, and it is not easy to pry away cheese from other people's mouth; and those unnamed products have no definite strength and support from manufacturers if they want to open up the market. It is even harder than going to the sky. When I am a manager in state-owned enterprises, I have been engaged in liquor marketing. I should say that making liquor is my strong point, but the city where I live is because the liquor business is a large local tax collector, and the sense of local protection is very strong. Besides the Wuliangye, Moutai and drunkard, there are no other liquor brands that have tasted sweetness, so the idea of making liquor can only be stranded.

When I was looking for products everywhere, a dealer who had a lot of contacts with me when I was a manager in a state-owned enterprise introduced me to a health wine enterprise in Guangxi. After all, the dealer had been in the market for many years, and had a high reputation in the local market.

I have heard of this company. In the first half of 2003, I was responsible for the operation of the Guangxi market, and I saw that the health wine enterprise was recruiting advertisements in some shops on the streets of Guilin. But what I did was liquor, they did health wine, and they didn't understand each other very well.

Now that I start my own business, since I can't do the liquor, I can't start with the health wine. So I met with Xiao Zhu, the business representative of this business in the local business.

Two, contact Zhu, Xiao Zhu is not a very talkative person. The way of thinking about their products in the local market is not very clear. They just say that their products have large operating space and can reach 50~60%, and every market will give more competitive support.

To tell you the truth, in recent years, I can only get 20~30% support for liquor making. I often feel that the cost is limited. Now I can see that this health wine has such a large operating space. It is inevitable that it is difficult to do well in this product with its own market operation ability and huge operating space. I even saw the smile of the goddess of victory.

I want Xiao Zhu to leave the samples and prepare to do some market research before giving him a reply.

In accordance with Xiao Zhu's phone call, I asked the health wine dealer of the two counties of the city to inquire about the situation.

The profit is relatively large, which confirms that Xiao Zhu said their products have larger operation space; besides, in our city, besides the national brands such as Coconut Island, strong wine and Ningxia red, there is a new rising real estate health wine brand. The development momentum is very fast, and even more than the coconut Island and strong liquor. The product line of Guangxi is quite perfect, not only has the bottle wine similar to strong 125ml installed in the catering market, but also the gift box products of various health wine brands are cutting the gift market; more importantly, Guangxi factory has health wine such as snake wine, black ant wine and other medicinal value, which is a new concept in our market. They made this health wine for nearly a year, although their sales volume was not large, but they all responded.

I decided to sign Xiao Zhu and sign up for a big fight. I seem to see wealth beckoning to me.

Three, when I was talking about Xiao Zhu, I asked Xiao Zhu to make the general agent of the city, not just the urban area.

I want to rely on my personal connections over the past few years to achieve rapid distribution of the product and quickly cut a piece of cake from the competing product.

Little Zhu probably didn't expect to catch a big fish when he inviting business, and it was a big fish with automatic bait. He was there for a while, until I urged him to report to the company as soon as possible.

After a few days of negotiation, Xiao Zhu's company agreed that I should be the general agent of the prefecture level city. The condition is that the first batch of funds should be no less than 300 thousand yuan, and the two counties that they have developed in the early stage will have to be included in our overall management one year later (that is to say whether we really have this strength through a year's operation and whether we have the ability to develop the two counties or cities). When signing the formal contract, I changed the first payment 300 thousand yuan to two times in one month, and 300 thousand yuan in the first month, and the first payment was 100 thousand yuan.

My idea is to send 100 thousand yuan first to try it out. If it really doesn't work, there is still room for buffer, and a one-time delivery of 300 thousand yuan will come. If there is no sales, there will be no way out.

Although I indicated the terms of return in the contract, the product is really unsalable, so it is really strange for the manufacturer to return the goods without delamination, especially in some small factories.

The Guangxi factory may not find a good dealer for a while. The time is up to October. If we don't hurry, the peak season will be over. Therefore, they have agreed to my request and the contract is finally signed.

In the middle of November 2005, when the first batch of 100 thousand yuan came into being, it was already in the middle of November 2005. With the help of past connections, I decided to make a pilot project in the next county seat, and arranged two salesmen and manufacturers, Xiao Zhu, together with the small town to make the market and distribution for the dealer who received 20 thousand yuan.

In three or four days, the salesperson and Xiao Zhu that I sent to the dealer who received the goods collected more than 6000 yuan of cash in the market, so the effect should be OK.

Just because of the time relationship, do we really sell the goods that are distributed?

There is no actual test result and no time for testing.

At the same time, in order to speed up the market in this busy season and add more familiarity to the local network, I no longer insist that the salesmen must cash in, but just emphasize that all the products on the shelves should be able to see our products.

With the help of my old connections, the salesman's work was really like a duck to water. 100 thousand yuan of goods were laid out in less than a week, and then I returned 200 thousand yuan.

"To do the first month, to play February, to die in December."

Entering the December, the supermarkets' stacks became hot commodities, and the major brands were competing for a better position.

Although it is a new brand, I am not stingy about making a pile or a counter in a supermarket.

Because all the expenses were deducted at the time of the checkout, I did not feel anything wrong when the contract was signed by the salesmen one by one.

On the contrary, we see that the goods in the warehouse are decreasing day by day, and the salesmen are busy with deliveries every day. I am even so happy that I feel that making products is the same thing. If I had known that, I should have started out earlier. If that is the case, I will be like a dealer who I know as millions of millions of household owners.

Five, and by the Spring Festival, there are not many goods in the warehouse, and some varieties are still showing signs of being out of stock. Xiao Zhu also phoned me to prepare some "new year products" and gave corresponding preferential policies.

This month, however, I took over a beverage factory of a large manufacturer and a liquor variety from a local manufacturer.

So, I told Xiao Zhu that he would check the financial accounts first, and see how much money was returned in 300 thousand of the health wine.

And promised how much money will be paid back?

I don't know if I can see it.

The refund of health wine is only 2000 yuan in the city, which is made up of 00 pieces of broken goods.

I hurried to call Wu boss office, who was the first county dealer in the pilot market. (in my impression, my salesman and Xiao Zhu paid back 6000 yuan in cash for three or four days, and he only got 20 thousand yuan in total, which should be sold out at this time.

In addition to this money to give me, but also to enter the second batch of goods to be right, but Wu boss's reply almost let me faint.

He asked me to pull the rest of the goods back, and the goods that had been sold promised to clear up the money with me.

That is to say, in addition to the 6000 yuan shop sold by my salesman, he had not sold a bottle of wine for nearly two months.

My heart suddenly sank, and I immediately asked the dealers of other county towns to inquire about the situation. In addition to the town near the city, the town had barely recovered 20 thousand yuan from its business network, and promised to pay the 20 thousand yuan. All the others demanded a return.

I can only say, let them reluctantly agree to take stock of the returns after the Spring Festival. After all, for the health wine, the Spring Festival is the biggest season in a year.

I decided not to fight for money. (honestly, I didn't have the money to pay for the money at this time). I would like to talk about the sale of the goods before I withdraw some of the payment.

In order to strengthen the delivery rate, I took the initiative to put the supermarket line under my own name, and stationed salesmen in the supermarkets that made up the stack and went to the counter, hoping to make a good use of the Spring Festival season to reorganize the army's heart.

The market is not pferred by human will.

Although we have been selling promoters, making piles and setting up counters like other competing products (later, because of the over standard cost and no ability to buy Promotional gifts for consumers), we can only see that the coconut island and the real estate health care liquor are next to the top of the store.

It was hard for customers to stop and wait for a while before the head and counter. Without saying a few words, they were attracted by the hot selling scene of competing products next door.

After the Spring Festival, the sales volume of our best health wine sales did not exceed 2000 yuan, compared with 100 thousand yuan sold by a supermarket.

Many supermarkets have only a few hundred or thousands of sales. Even the supermarkets need to receive sponsorship fees, special counters and personnel management fees according to the contract stipulations, not to mention salesmen and promoters.

The effective funds collected by the six counties and two cities that I represent have accumulated less than fifty thousand yuan, and the salary, freight and various admission fees that I have to pay in the past few months have almost cost sixty thousand yuan.

After seeing the health wine accumulated from all over the place back to the warehouse in the warehouse, I was muddled.

Six, reflecting on the operation of these months, there seems to be nothing wrong with the appearance, and I voted for it. Besides, I am not a stingy person, but why did I fail?

Personally, I think there is still a problem with myself. If I want to sum up, I think there are the following points for reference: 1.

Years of marketing campaign led me to develop a qualitative habit of thinking, ignoring the difference in the operation of health wine, especially the operation of gift box health wine.

The operation of health wine is most particular about the opportunity to enter the market and the pull of advertisements.

These two points, I did not observe a bit, the whole operation is a little quick success and instant benefit, is based on the experience of the operation of liquor in the health wine market.

Moreover, for many years, the road of marketing campaign is too flat, thinking that omnipotent, ignoring the brutality and diversity of the market.

2, the market research and the simple and extensive market operation mode.

Although I did the market analysis of health wine and the pilot work in the sample market, it was too general to see the market from the point of view, to think about the problem, and to see the truth of the matter.

The brand of Coconut Island and real estate health wine is a brand that has been carried out for many years in the local market. The target consumer group has a deep foundation. Although Ningxia red only works for more than a year, the air support of CCTV advertising is in place, attracting a large number of follower consumer groups.

It is only the first step in the long march to get a market place from such a competitive market and simply to market. For health care products like fast moving consumer goods,