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Can Cross-Border Investment Break Through The Marketing Deadlock?

2013/11/17 23:22:00 6

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merchants fall into a predicament

In the market, the quality dealers resources are always limited, so when the mass production enterprises of the same industry rush to a market for investment, they will find that these high-quality distributors resources have been carved up. Some strong brands and enterprises can often take advantage of the strong brand power and competitive advantage to grab some high-quality distributors resources. But for a large number of production enterprises, it is difficult to find the ideal dealer resources, which leads to many enterprises' marketing work in a predicament. Although many enterprises have recruited some dealers through continuous lowering of the threshold and conditions, these dealers also operate many similar products, and dealers do not invest in the main resources and energy, so that enterprises will fall into a more passive position. merchants are enterprises' < a href= > http://www.91se91.com/business/ > marketing > /a >

but if enterprises want to survive and develop, they must find a good distributor to do marketing work. However, the existence of the above situation makes it impossible for enterprises to break through effectively.

cross-border investment, breaking the deadlock of investment, /p >

When p was responsible for the marketing work of a biscuit enterprise in 2006, in order to start the market quickly, a lot of < a href= "http://zs.sjfzxm.com/" > merchants /a > activities were carried out before, but the turnover rate of investment business was getting lower and lower.

How to achieve the breakthrough of investment?

the author has found that the main reason for the decline in the turnover rate of enterprises is that: in accordance with the normal investment idea, the dealers who invite each time are basically engaged in the distributors of biscuits. The dealers themselves are running biscuits of other enterprises, so the requirements for policies and services of the enterprises to be invited are very strict. Moreover, some of the distributors run by the competing enterprises require them not to operate similar products of other enterprises, so they have scruples.

in order to achieve a breakthrough in business investment, I decided to focus on the merchants who engage in instant noodle management.

The reason is:

The sales network of instant noodle and the selling network of biscuits are basically coincide with those of P, and conform to the business needs of enterprises. Moreover, after many years of brutal competition, the instant noodle industry has no longer existed. So far, if we can still manage the dealers of instant noodles, no matter whether the business concept, the financial strength, the sales network and the distribution capabilities of local distributors are first-class, they are also at the forefront.

This eliminates many obstacles for the late sale of enterprises after the end of the investment, which facilitates the fast distribution of products and the increase of sales volume.

two. For the distributor of instant noodle, meager profit has become the biggest worry of dealers. Most dealers complain that they have become the porters of instant noodle enterprises.

The competition in the biscuit industry is far from reaching the level of instant noodle industry. Therefore, it is very tempting for the dealers to manage instant noodles to add a lucrative product without having to pay too much.

three. For biscuit enterprises, if the dealers are engaged in instant noodle management, there is no reason for opposition to those instant noodle enterprises. Dealers do not need to be bold enough to operate as those who operate biscuits < a href= "http://www.91se91.com/news/index_z.asp" > dealer < /a >.

After P analysis, people thought that it was very reasonable, so they began to focus on the dealers of instant noodles.

The planning department of the enterprise soon set up a book for merchants dealing with instant noodle dealers. In the investment invitation book, according to my above analysis, the enterprise focused on why the instant noodle dealer should increase the reason of the biscuit project.

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after a certain period of preparation, the investment promotion meeting for instant noodle dealers started.

For the first time, we invited more than 100 dealers who were engaged in instant noodle management. At the investment promotion meeting, the enterprises made a detailed elaboration on the trend and current situation of Chinese biscuit industry, the profit situation of distributors' products, and the products and policies of enterprises.

As a result, the enthusiasm of the distributors exceeded the imagination of the enterprises. The ninety-six percent dealers and enterprises signed a distribution agreement, and the payment was about five million within a week. The speed of the market startup made the enterprise overjoyed.

And in four months, more than 300 dealers have been invited to work in China.

In 2009, P entered the Yangshao liquor industry in Henan, from the beginning as a consultant to later as the market center director of the company. At that time, the high-end brand Color Pottery Workshop of the company began to be listed and operated.

Henan liquor enterprises in the past are mainly operated by low-end liquor. Yangshao liquor industry is no exception. From the original main products of dozens of yuan / bottle directly rose to hundreds of yuan / bottle of color pottery square high-end products, there is no ready mode to learn from, and many people, including dealers in low-end products, are not optimistic about this high-end brand, and think that these high-end products are unlikely to operate.

after the design of Yangshao Tao liquor Museum (actually a monopoly store) mode and system, recruiting those businessmen has become the core work. Since the famous liquor dealers and the dealers in the original enterprises are unwilling or not optimistic about the brand, then they should innovate in the merchants and merchants mode.

> finally, I set two criteria for investment promotion: first, there is strong financial strength; second, there is a high level of human resources, and it is not important for the participants to understand whether or not to operate liquor or not.

After the establishment of the P standard, the more than 150 merchants of Yangshao Tao liquor museum were recruited in a year by means of media investment, directional investment and investment promotion, and the brand of Yangshao liquor's color pottery shop became the first brand of Yu Jiu liquor and became a dark horse of China's high-end liquor.

later, through the analysis of customer information of these merchants, we found that in addition to very few distributors who had previously run liquor, most of them were composed of government officials, Real Estate Company, people engaged in building materials business, and engaged in pharmaceutical business.

the author set up a marketing planning company to serve a beverage company in Mianchi, Henan. This company is engaged in the production of apricot beverage, and its brand is apricot Fuyuan. Because it is a new product of beverage category, it is directly positioned as high-end beverage, and the terminal price of cans can reach 8--10 yuan.

If it is difficult to find traditional beverage dealers and the investment will be very great, so the author will give up the traditional beverage distributors when he decides the investment targets, instead, he will regard the distributors and stores of high-end and high-end liquor as investment targets.

Although the investment promotion work just started, it immediately played the role of cross-border investment.

in fact, in recent years, there are many successful enterprises and cases through cross-border investment. For example, the liquor enterprises regard the postal system, the tobacco system and the petrochemical system as the investment targets. Many beverage and food enterprises also treat the petrochemical system gas stations as distributors, and have achieved good results.

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cross-border investment can be followed by .

although cross-border investment has many successful cases, not all cross-border activities are feasible, which needs to follow certain rules.

we must dare to break through the limitation of thinking and form a unified understanding within the enterprise and dare to try.

This is very important. If the decision level and executive level of the enterprise can not reach a consensus on the idea and mode of cross-border investment, cross-border investment will hardly become a marketing strategy for enterprises to be implemented.

> at that time, the author proposed that the Color Pottery Workshop in Henan Yangshao liquor industry did not recruit the traditional liquor dealers, while the first recruit had strong financial strength; second, there must be high-end human relations resources. As for the merchants who joined the participants who knew not to know whether liquor or whether the liquor standard was not important, they were opposed by many people inside the company, and others insisted on recruiting traditional liquor dealers. Only later facts proved that the standards I set were correct, and finally reached the consensus within the enterprise, but this actually caused a lot of waste and repeated work.

If enterprises do not have the idea of cross-border investment in the support and execution of the original team, it is necessary for enterprises to add new teams to operate cross-border investment.

before deciding on the investment target, enterprises can confirm the investment target according to this logic of thinking.

First, determine who my product target consumers; second, determine which channels can guarantee my product to reach my target consumer at the lowest cost; and third who has these channels.

With this logic of thinking, it is possible to determine the investment target of the enterprise's products, so long as the requirements are met, is the distributor of the industry not important?

When p crossover is attracting investment, the key factor to be considered is the intensity of competition. If cross border industry dealers are already coming into the industry, we must consider whether there are other dealers in other industries.