Zhejiang Shoe Enterprise Pformation Attaches Importance To Sales Team Management

2008-6-17's economic reference Daily has such reports: is Zhejiang a big province or a big province for working?

This article describes Wenzhou, Zhejiang province. Since this year, more than 70 shoe manufacturers have been closed, and many enterprises have no way to maintain them.

An enterprise has calculated an account: a pair of leather shoes originally sold for 5 US dollars, can exchange 40 yuan, the profit is 4 yuan. Now the renminbi falls below the US dollar exchange rate 7 yuan, can only sell 35 yuan, 4 yuan's profit has been gone.

In Shaoxing, the famous "China Light Textile City" is also facing enormous problems. The average financial cost of textile enterprises has increased by 10%, and the rise of raw materials and energy prices of textile upstream has increased the cost of enterprises by 35% to 40%.

In 2007, the textile industry in Shaoxing was 17 billion meters in total, with a total profit of about 4 billion yuan, with an average profit of 0.2 yuan per metre cloth, which was allocated to textile, drawing, weaving, printing and dyeing to market management and so on. The profit per meter was only a few cents, and quite a number of enterprises had already fallen into losses.

It has been described that entrepreneurs in Shaoxing are now eating grass roots and bark. The degree of hardship is even similar to that of the long march.

Because of the author's long-term research on China's sales management problems, he has deep feelings.

If Zhejiang province in the past years, each enterprise does not sell their products to others, but to establish its own sales force to sell, then the economic difficulties of Zhejiang province will not be so serious.

As we all know, the so-called market is the place where goods are traded, and English is marketing.

Zhejiang province is a big market province. Zhejiang is very good at establishing a "market", so that many people come to this market to trade. There will be many manufacturing factories around the world, and a large number of products will be provided.

Moreover, Zhejiang people built the market in all parts of the country, and even around the world, such as Zhejiang City, Wenzhou City, etc.

People in Zhejiang moved the market to the Internet, such as Alibaba network and China chemical products network.

These ideas are correct, but the premise of this practice is the smooth development of the macro-economy. Once the macro-economy is not good and the supply exceeds the demand, there will be two kinds of results: 1, people will continue to buy the market, but the price will be very low.

2, people will not buy products in the market, and products will not be sold.

In fact, the establishment of the market in the commercial field belongs to the practice of Jia Jia, waiting for others to buy the market.

Of course, Zhejiang's "sitting Jia" is superior to other places. First, Zhejiang will be very aggressive, so that people in the world will know their market.

Two, Zhejiang will embrace the whole world and gather lots of factories around the market to provide competitive products.

This is the secret of success in Zhejiang.

However, if this secret is not adjusted as soon as possible, it is likely that "if we fail, we will fail."

Why?

Because many enterprises in Zhejiang have basically abandoned the practice of "traveling salesmen", the so-called salesmen are going out to sell.

We should establish a contingent of businessmen who can fight well and spread all over the world.

Why do I say so?

In many well-known enterprises that I am familiar with, their products are outsourced to others for sale. Actually, they are giving high profit rate business activities (Sales) to others. At best, they are working for others.

Those agents not only control the needs of the terminal customers, but also earn a very high profit.

Because of the large volume of procurement, agents are lowering purchasing prices because manufacturers do not know the needs of consumers or downstream enterprises.

As a result, many enterprises' sales skills have been abolished.

When business is good, do not build sales force, blindly diversify and blindly go public.

Some companies have also seen this.

Trying to build a sales team, but because of the lack of experience and theory of sales team building and management, many enterprises failed, and finally, because of "once bitten by a snake, ten years afraid of the rope", they dare not build a sales team again.

Many entrepreneurs are sighing that modern people are very bad, and their quality is very low.

Actually, they are not bad people, but they do not understand the principles and methods of modern sales force management.

Many people will say that the spirit of Zhejiang businessmen is good. Especially in 80s, many entrepreneurs sold products all over the country. Before the reform and opening up, Zhejiang people went on the streets and lanes to carry out commercial activities with chicken feather and sugar.

But these are not sales promotion in the modern sense.

The so-called enterprise marketing is to establish a sales team that understands and uses professional skills, and manages the sales team to sell the products to consumers and get the change of consumers' demands from consumers.

American sales and sales management master Charles.M. once said: sales force is a step by step to capture and defend the position of infantry, without marketing support, infantry attack costs are immeasurable, but without sales force, there can be no actual occupation of positions.

It can be seen that sales force is vital to the survival of enterprises.

There is a saying abroad that no design and brand manufacture is not called manufacturing, but at best it is only a migrant worker.

Many enterprises in Zhejiang province use others' designs to paste others' brands and make products.

Although many enterprises have their own brand, but no product brand, the products produced are "outsourced" to others for sale.

Such an enterprise is doomed to be unstable and must be led by the nose.

The two ends of the product value chain are controlled by others, and Zhejiang province is "working" for the whole world. Once the macro-economy is not good enough, it will be faced with the fate of being eliminated.

In the past 30 years, it has been a pity that we failed to produce a more active modern business team and failed to make breakthroughs in the field of sales force management.

In the past few years, I have recommended to those pharmaceutical factories that have very good benefits that they will have the funds to establish the clinical sales team of prescription drugs as soon as possible, and accumulate the ability to manage the sales team.

Don't just focus on the production of prescription drugs, and pform into high profit areas as soon as possible - the clinical sale of prescription drugs.

They all shook their heads. They said that such money was hard enough to invest faster than listed.

They said that we should continue to increase the scale of production of raw material drugs and win by quantity. Foreign funded enterprises certainly need raw materials. If our APIs are of good quality and low prices, they will naturally purchase.

Therefore, if the past "made in Zhejiang" has not yet clearly summed up its own reflection, then this year's macroeconomic situation is mixed with ice and snow, which is striking on the face of Zhejiang manufacturing enterprises, which makes people sober. Shaoxing's textile industry and Wenzhou's footwear industry are just one example.

In the 1-5 month of 2008, we lost 1111 enterprises in 5371 large-scale enterprises in Taizhou, with a deficit of 20% and a loss of 309 million yuan, a 55.7% increase.

Our enterprises in Shaoxing and Wenzhou also suffered large losses.

Private enterprises under the guidance of private capital in Zhejiang have encountered great challenges.

The continued high RMB exchange rate, the increasingly perfect and strict law enforcement environment, the United States subprime mortgage crisis, export tax rebate reduction, raw material shortage, labor costs rise, quality gate events and other unfavorable factors together, leading to the export oriented manufacturing enterprises are facing a life and death disaster.

"MadeinZhejiang" is about to finish the price era.

A new era of public funding, which challenges the tradition in an all-round way, is ready to take place in China.

Zhao Hongzhu, Secretary of the Zhejiang provincial Party committee, said that Zhejiang manufacturing enterprises had no reason to shrink from difficulties and to be "ostrich". They should never abandon old ideas and practices, and continue to walk down the old road of low wages, low cost and low grade. Under the current situation, enterprises need to have strong awareness of crisis, sense of opportunity and rebirth, strengthen innovation and create new businesses on the basis of innovation, and be brave enough to be "phoenix".

Those who are able to stand out from the waves will surely stand on the stage of a higher and more magnificent future to show the rising power of Zhejiang to the world.

These enterprises are enterprises that abandon OEM mode and sell products to their own sales force.

The author thinks that if Zhejiang manufacturing is to become a real "Zhejiang manufacturing" rather than a "Zhejiang job", its way out is to create "a big province of Zhejiang sales force".

Entrepreneurs should take the initiative to create a modern sales force. Universities in Zhejiang should strengthen the research and training of "modern sales team management" to improve the management level of modern sales force of Zhejiang enterprises.

We know that the brand without sales strength is only known, and it will soon disappear.

Only the brand with increasing sales is the real brand. Shi Yuzhu's "brain platinum" and Zong Qinghou's "Wahaha" sales and sales team management mode is worthy of all of us to study and learn.

I believe that there is no hard sell in the world. There is no difficult sales team in the world. As long as we accept the learning and training of modern sales and sales management, we will surely get out of the economic difficulties in Zhejiang province. Or in this global economic crisis, our Zhejiang enterprises will be reduced to the minimum.