Shoe Industry Is Intensive, And Win In The Channel!

First, meticulous farming, want to get more marketing channel construction, implementation is higher than strategy.

In the operation of the channel, quality management and strict effective execution are the guarantee for deep market development and fine farming.

At this level, competition is the most and competition is the most intense.

Whether it's a crooked idea or a positive idea, we all think about it and try it! There are more outlets and better locations. Who knows? We are smart, and our competitors are not stupid.

It can't be smarter than people, which is better than anyone else than executive power. Channel intensive farming means that enterprises can fully tap the market potential in the specific regional market through integrated marketing means, cultivate and support distributors, improve the coverage and penetration of network nodes, strengthen the vivid management of outlets, and use advertising and promotional activities to stimulate the market, and ultimately achieve the purpose of distributor's main push and terminal push, thereby improving market share and brand influence, and improving the sales volume of enterprise products.

After we have a detailed understanding of the market environment, we must concentrate on the market according to the actual situation, so as to better carry out market development, effectively manage distributors, achieve product sales targets and market share.

In terms of specific operation, there are four key strategies: 1. To establish joint distribution enterprises with distributors, we must rely on the support of local distributors while conducting market intensive cultivation of regional markets. At the same time, we should give guidance and assistance to distributors in all aspects, and carry out channel construction and establish close distribution consortium.

Help distributors to manage distribution and inventory, and establish a sound distributor management and service system.

The salesmen of an enterprise must manage the distributors.

Salesmen should cooperate with distributors in the construction and management of channels. The five main tasks are business planning, inventory management, retail coverage, pportation and warehousing, advertising and promotion support. Enterprises should make clear the distribution of functions among enterprises and distributors, and determine their respective priorities so as to effectively manage distributors and jointly develop the market.

For large distributors, regional managers are assigned to stay in regular locations, while small distributors are managed by one business person at the same time.

The purpose of this is to establish a close distribution consortium with distributors, relying on distributors' channel network and distribution capabilities to better promote the deep distribution of products.

2, terminal nodes are maximized and optimized. Intensive distribution market intensive farming requires enterprises to rely on distributors.

Distributors have a wide range of sales networks in specific regional markets. There are a certain number of two level distributors and retailers in the network. At the same time, distributors are very familiar with these downstream network members, and require distributors to have warehousing and distribution capabilities. Distributors can reach the scope of network coverage.

Enterprises must rely on these network resources for intensive distribution, so that products can reach as many terminals as possible, and access to consumers through a distribution network with high coverage and multiple channels.

In improving the coverage rate, enterprises should pay attention to the following three problems: first, ensure the reasonable layout of the network.

We should not blindly pursue the breadth of coverage, while occupying the blank points of the market, we should control the number of outlets and ensure the quality of individual outlets.

At the same time, we should manage the network dynamically, eliminate the invalid network, improve the effective network, strengthen the image network, consolidate the strategic network, crack down the competition network, and establish a reasonable network layout.

Second, various forms of outlets should be balanced.

Since various consumer groups have different consumption habits and various retail formats are set up for different target consumer groups, we should take into account all kinds of network formats so that various types of consumers can easily access products.

Third, the mainstream channel should be emphasized equally.

In the process of channel construction, the mainstream channel should be considered as the main pushing place. If we can not push it, we should use the main push point to supplement it.

3, pay attention to the product of a single shop, and with the help of distributors, the next key step is to increase the rate of single shop distribution, occupy the channel resources, maximize the market potential of the site, and increase the sales volume at various outlets.

While enhancing the rate of distribution, enterprises must pay attention to the vivid management of terminals.

Especially for the management of large retail terminals, we should enhance the display and promotional effects of products, and display the best images of the products to consumers through terminal vividness, increase the visibility of products and attract the attention of consumers.

At the same time, it can highlight the brand image of enterprises and products.

In Coca-Cola's market strategy, effective vividness is the most important part.

Through the display and management of terminal and promotion advertising management, we can standardize the sales behavior of channel terminal. Enterprises can appear in a unified image in the channel, enhance the brand image of the enterprise, stimulate terminal consumption, and effectively maintain market order and control the terminal.

4, managing well salesmen in the channel intensive farming requires business personnel to go deep into the market, visit terminals, help distributors to carry out work and deal with market problems, and business personnel play the role of management, supervision and assistance, which can effectively promote the implementation of intensive farming programs.

Business personnel have a lot of work to do in the market, such as making customer development plans, visiting customers in depth, solving on-site problems, following up orders and coordinating orders, collecting payment, filling in various sales and market reports, travel time, personal affairs, attending meetings and other matters.

With so much work to do, it is very important for business personnel to make reasonable use of their time, so it is very important to make good time management for business people.