Li Wei, A Startup Star: A Small Businessman Turns Into A Millionaire.

The sale of counters has been numerous in the cosmetics industry.

In the daily chemical market after 2003, business is becoming more and more difficult.

Small manufacturers hope to find a strong dealer in the "big money", while strong dealers want to find a big brand to make money easily.

There is little room for small dealers to survive.

In this case, Li Wei, a small dealer, succeeded in three steps.

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 began.

Li Wei soon found two in the Guangzhou fair.

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.

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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.