Vote | who’s the winner of the high-profile 2021 Shenzhen spring food show? (the first batch) as of 24:00 on March 15, more than 55000 + food people are in action!
Guangji Beverage Co., Ltd
Raoping Xingqi food factory
Anhui liangyue Food Co., Ltd
Every year, every season, there will be such and such data to stimulate every dealer. But after a period of time, when we go to inquire about these products, we find that they are no longer on the market? Why? Some experts say that tens of thousands of new products appear on the market every year, and less than 1% of them survive.
The 1% of the products survived, not because the products are better than the 99% of the products that died, but because their sales team knows how to adjust the product layout and structure! In the off-season of sales, it’s appropriate to master these practical skills and make the business booming!
Off season is the best time to sort out and integrate products in the region. Because the off-season sales are relatively stable and slow, the moderate adjustment of product layout and structure will not have a great impact on the market sales.
1. Select new products and create new profit point
In the off-season, most manufacturers adopt a conservative contraction strategy. When promoting new products, it is easy to cut in and build momentum because there are few competitors. At the same time, after the launch of new products, it will give the salesman and dealers a new feeling, new power, and eventually bring new growth points to the market, so that the overall sales rise.
2. Adjust old products to survive the fittest
Some unprofitable and aging products are “tasteless to eat, but it’s a pity to give up”. However, because it occupies a certain market share, it often dares not rush to start with them in the good situation of hot sales in the peak season. In the off-season, it’s a good time to use the new products to go on the market. By promoting new products and replacing old products, the new and old products can have a good transition And convergence.
terminal distribution is the key of
After the adjustment of the products, we have to take action in the distribution. Attention should be paid to new product distribution:
1. Ensure the basic terminal display cost
Price is the most dominant factor of new product distribution. Dealers should guarantee the basic cost on a monthly basis, control the core terminal, and give different degrees of rewards to terminal stores of different sizes;
2. Grasp the core of the second batch of business
In the early stage of new product distribution, it is difficult to quickly realize the dynamic sales. At this time, the importance of channel construction, publicity and consumer cultivation is highlighted. Relying on the second batch of suppliers with greater strength to carry out distribution and set a reasonable profit space can make them more active in promotion and achieve a win-win situation;
3. Actively expand the township market and rural market
With the improvement of county and rural consumption level, consumers’ brand awareness is gradually awakening. The consumption potential of the township market is also enhanced. Regional dealers should cultivate the township market, send more business backbones to the countryside to inspect the market, do a good job in the maintenance of the township terminal and customer situation, and constantly improve the dynamic sales network of new products in the township market.
it’s time for channel expansion
After the launch of new products, in order to have a better market performance in the off-season, it is necessary to actively expand and broaden the channels. In the off-season, competitors are relatively conservative. For us, this is a good opportunity to develop channels and expand the network. Expanding channels mainly includes the following aspects:
1. Establish “base areas behind enemy lines”
In the off-season, dealers often lack attention to the maintenance of outlets, so they can seize the sales outlets of competitors and expand their own sales network. With the help of new products and special preferential policies, we can attract competitors to join us, so as to lay a foundation for market growth.
2. Seize the blank network
It is necessary to eliminate all the blank outlets in all towns and streets in the region and implement street sweeping distribution. In the peak season, everyone puts their energy on sales promotion and shipment, and it is difficult to take out energy to seize the blank outlets and implement all-round development and coverage of these outlets In this way, in the peak season, in the case of adding many new outlets, quantitative changes produce qualitative changes, which may bring unexpected surprises.
3. Opening up the “second battlefield”
That is to say, we should make full use of off-season to develop special channels or channels, expand channels, let products enter more channels for sales, increase opportunities for products to contact with consumers, and let products subtly enter the mind of target consumer groups, so as to increase sales.
Brand promotion should not lose
General enterprises and dealers will carry out explosive brand promotion in the Spring Festival peak season. Once the peak season is over, they don’t want to invest in the promotion, which provides us with the opportunity of low-cost publicity. If short-term high-density publicity is adopted in regional market, unexpected effect can be achieved.
However, the most important publicity means of many small and micro terminal stores is the in store poster, which represents the purchase point of products and the image of the company. If you want to make a poster into a product’s “facade responsibility”, you need to pay attention to the following principles:
When putting up posters, in case of piling up in the shop, try to put the posters on the left side of the symmetrical objects. The reasons are: in line with people’s reading habits from left to right; when the poster is posted on the symmetrical part, the right part is easy to be damaged, and the probability of damage is higher than that on the left.
2. Don’t avoid the key point
The poster of key stores aims to establish a strong brand image, enter the vision of consumers at the first time, and compete with competing products to seize the attention of consumers. Whoever comes into the consideration of consumers at the first time will have the initiative.
The person in charge of poster posting should be familiar with the subsidy time of competitive products, communicate with the selling point in time, know yourself and the other, and know the trend of competitive products posting at any time; when competing for the poster posting area, try to cover the competitive products rather than tear them up.
Market maintenance should keep
“Do sales in peak season, do market in off season” is an unwritten rule within the enterprise. After the Spring Festival, the off-season of selling food is a good time for manufacturers and dealers to maintain customer sentiment and consolidate the market.
In the off-season, strengthening the service to customers is the most effective means for sales staff to obtain customers’ favor and preference, but no matter what kind of service, it must be what customers care about and need. Such as tallying and cleaning on the terminal, it is easy to improve the image of dealers and brands.
The off-season is a good time to standardize the service. Through the off-season, the sales staff should further clarify the steps, operation standards and processes of the visit. Through the high standard service, they can establish a distinction with the competitive products, which is conducive to improving the brand image and allowing customers to remember you more deeply.
3. Maintain customer information
Due to the abundant off-season time, sales staff can make use of some important and commemorative opportunities such as customers’ marriage, birth, birthday, children’s school and so on. They can better establish a good personal relationship with customers, so as to make customers more loyal to the enterprise, sell more hard, and promote customers to increase their loyalty to the enterprise and brand. Strengthening and deepening the customer relationship in off-season is the most direct way for sales personnel to make their products stand out quickly and maximize sales.
Source: Youshang software
Venue: Ningbo International Convention and Exhibition Center (No. 181, convention and Exhibition Road, Yinzhou District, Ningbo City, Zhejiang Province)
Exhibition hall: hall 1, 2, 3, 4, 5, 6, 7 and 8
Estimated exhibition scale: 79000 square meters, about 920 exhibitors
Estimated audience: 92000
Exhibit type: candy, snack, cake, imported food
Exhibition contact: 15810224093 Li Jun
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