Cleverly Using ABC Classification To Unfreeze "Ice Hard To Do" Business To Earn Millions

On December 27th, a young man in Hunan spent more than ten thousand yuan, breaking the ice in less than three years, and becoming a successful cosmetic cabinet.

Daily chemicals after 2003

Using high and low product strategy to break the ice of "product difficult to choose"

In 2004, Li Wei quit his job as a cosmetics sales trainer and started his own business trip.

Two years of work experience made him realize the difficulties of choosing products by small dealers. Big companies do not think they are strong enough to cooperate. Small companies do not like to sell too much, nor are they willing to cooperate.

At the beginning of his business, he was not eager to find manufacturers, but classified the cosmetics companies in the market.

The goal is to find an ideal partner.

Li Wei soon found two brands at the Guangzhou fair.

One is the French brand "O". The price is almost the same as that of Shiseido in Japan. The agency price is 82% off. One is the brand name "L" of the domestic Chinese herbal medicine, which is similar to OLAY and the borrowing price is 85% off.

In addition to the two brands that may bring Li Wei huge profits, he thinks more about the W brand, which plays a leading role in seizing market share. O brand is an image product, because the product is beautifully packaged, it can improve its grade; L brand can become the main source of profit, because he found that Chinese herbal cosmetics have become the mainstream of consumption at the fair.

There is almost no market in which they are responsible, which is a blank market.

In one year, Li Wei successfully selected products of different levels, and the three marketable products laid a solid foundation for him to expand the market.

Cleverly using ABC classification to unfreeze "difficult channels"

Li Wei returned to his home town of Y and began to touch the market.

The population of Y city is about 3 million, with a monthly income of around 800 yuan per person.

There are more than 200 cosmetics stores, but most of them are sold in miscellaneous cards, and shop decorations are very poor. Most salesmen do not know the knowledge of skin care.

Customers seem to be more accustomed to reading the instructions themselves.

Some of the biggest supermarket counters in the city were seized by some famous manufacturers.

When the market was clear, Li Wei thought to himself, "what kind of channel is suitable for you? If you put all the goods in the exclusive store, it will not be enough; if you build your own counter, you will not have enough funds (only 10 thousand yuan).

After careful consideration, Li Wei chose the exclusive store.

In order to ensure the effectiveness of the distribution, he sold the store of Y cosmetics in accordance with the size of sales volume and popularity, and classified ABC three files.

Class A is a well-known and high volume store; B is a well-known and relatively large sales shop; C is a well-known and small sales shop.

He thinks the best channel is B store.

Because B stores have relatively stable customer groups, which can guarantee repayment, and they are short of new products competing with category A stores.

At the same time, the number of stores in Y is smaller than that in A and C stores, which is suitable for distribution.

If B stores are opened successfully, they will be able to gain a foothold in the market and at the same time have potential for development.

Soon Li Wei spread the product to several B stores and set up counters.

At the same time, we promise that every salesperson will give a high commission, and the Commission will exceed 5% of the same products.

A year later, the sales of W products in B stores were excellent, and Li Wei earned about 200 thousand yuan.

At this point, B stores can not meet his development speed.

He gave up the B channel decisively and pferred the target of goods distribution to two kinds of channels, such as A and C. He pushed the brand of O and L of new agent to class a channel, and put W brand into C channel for sale.

Targeted marketing strategy to break the ice of "sales hard"

In the summer of 2004, Li Wei's W brand product was a series of sunscreen suits. He thought that if the promotions were made in various stores, it would be hard to say that the target customers were not BenQ.

Besides, it is hard to support their own funds, so it is better to concentrate all their efforts on promoting the most concentrated areas of the target population.

He decided to pfer the promotion place from the exclusive store to the swimming pool.

After persuading the managers of the swimming pool, Li Wei put the promotional materials into the swimming pool.

And specially invited two skinned girls to wear the swimsuit for sale. In order to increase sales promotion and create an atmosphere, Li Wei ordered a large ice brick from the ice factory.

The event is "free to send ice bricks to all packages".

Because the summer of Y city is very hot, and this sales promotion form is very novel, W brand has been on fire at the local time, Li Wei has earned 30 thousand yuan in less than 30 days.

B stores continue to search him for replenishment.

He not only relaxed the task that W company gave him the "trial sale period of 3 months for 20 thousand yuan", but also overpaid 50 thousand yuan.

After the success of Li Wei's small knife, he immediately pushed the O and L brand to the market and began to improve the profit point.

The early promotions made W brand hot, and he decided to continue to use the promotional mix to make the two brands more popular.

He then vigorously launched membership services, and worked with local women's federations to create good social effects through the topics of parent-child education and women's entrepreneurship, attracting more women's attention to products and becoming their own members.

At the same time, he also launched the exclusive "VIP customers to buy products in the city free door-to-door service", that is, a single purchase of products over the limited amount, special car delivery.

These combination promotions made O and L two brands quickly become a household brand in Y city. Now, the three brands they represent are among the top of the list of cosmetics sales in Y city.