Business Cannot Abandon Market Slack Season.

In the busy season of the market, all businesses are "Eight Immortals crossing the sea", using various strategies, "you sing me on the stage", hoping to attract the attention of the target customers. In the off-season, most enterprises are in retreat or summing up training or letting themselves go. As everyone knows, the off-season is a good time for enterprises to open up the market and lead their competitors. Who can effectively take advantage of the low season of the market? market Take the lead in the peak season. How should we take advantage of the low season?

Recombination Marketing network

In the peak season, sales volume is the first place. If manufacturers want to take orders and produce results, they often ignore the problems of the construction and management of marketing network, whether the dealers choose reasonable, whether they will impact the market, whether the management of the two level distributors is in place or not. Therefore, when entering the off-season, check and reorganize marketing network. Take my liquor market as an example:

Take the "plate market" as the center, the first tier distributors as the core, strengthen the two tier dealers. Administration Control, service and guidance, at the same time, optimize and integrate some dealers at the same level.

We should consider the factors such as the economic strength of the distributor, the hardware and software, the urban and rural traffic and so on.

To guide distributors to form balanced sales throughout the year, it is required that the distribution periods of distributors' sales periods in the plate market network are consistent with the total sales targets and timing of the company, showing a balanced development trend.

To carve out the network channel of the plate market, management and service should be timely, effective and in place; help a number of powerful distributors to establish and perfect the marketing network.

Optimize product mix

When the market is off season, it can also integrate product structure according to product report and dealer feedback information.

Develop new products. Study the market segments, identify the most favorable potential opportunities according to the differences in consumer demand, develop new products, and strive for significant breakthroughs in sales during the peak season.

Integration of old products. In order to solve the difficulties that the old product is not easy to operate because of the transparent price, it also effectively prevents the emergence of the goods channeling and so on, so as to improve the sales enthusiasm of the large distribution households. We found that some of the old products were sold well only in some areas. For example, the total annual sales of A products in the B market accounted for more than 70% of the total sales volume of the product. In view of this situation, we sell the right to sell A products to the first class C distributor in the B market. Dealers in other markets want to sell A products, but they can get goods from C, but they can participate in year-end rebates.

Improved sales plan

Every season, dealers at all levels are reluctant to increase inventories, and sales enthusiasm diminished. Some liquor dealers invest their money in best-selling products such as beer and beverages. In view of this situation, some good practices are:

1, appropriate profits, stimulate a dealer to get goods. There are many ways to make profits, but it is best not to cut prices, because it can easily lead to fleeing, and it will also impact sales in peak season. We usually take the form of prizes for first tier dealers. For example, with a unit of ten thousand yuan, a dealer delivers a lottery ticket for each purchase of ten thousand yuan, which is awarded on 23 days (Financial day). Prizes are mainly made in kind, and prizes are presented. The prize is best not cashed in cash.

2, assist distributors to complete sales. Products to dealers are not equal to the completion of sales, because only products can be transformed to the terminal to achieve real value. Otherwise, during the peak season, dealers will also have to digest the off-season inventory, which will have an impact on the sales in the peak season. We usually assign the market elite to the first class dealers and the powerful two level distributors, give certain policy subsidies, help them to hold the supply meeting, and give preferential treatment to the wholesalers who take the goods on the spot.

Of course, there are still a lot of work to be done in the off-season market. Different products and different markets take different measures. In the specific operation, we must combine market research and work out the plan according to the actual situation of the market and the company.