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High season Do sales, do the market in the off-season. Every July, it is the off-season of the home furnishing industry. The peak season is intertwined and undulating, which happens to constitute the annual rhythm of sales. In the off-season, using data analysis to help decision-making, deploying resources, and optimizing organizations and teams is a new moment to re-accumulate power and meet the peak season.
In actual business, we tend to pay attention to annual plans and annual adjustments, but often ignore the market changes and organizational change actions in the middle of the year. In fact, this will have a huge market for the performance improvement in the second half of the year. influences.
Haier Zhang Ruimin said a word “no market in the off-season, only the low season thinking.” The fundamental change of ideas is the premise of being light and not weak. From the perspective of marketing, thinking determines your marketing tools. In theory, any commodity has its own consumer group at any time, so “there is no off-season market. How to make corresponding marketing methods for different target groups in different periods depends on whether your thoughts are active and whether it is enough. Only the idea of the peak season can bring the market to the peak season.
Sample Sales Data and Marketing Scenario Changes
No matter how large the exhibition hall, the samples that can be displayed are limited. Our market personnel rarely do a lot of analysis on the number of existing stores, sales product types, and single-value data that affect sales results. Through the analysis of marketing data, we will find that there are still many directions for growth. .
In general, there are three types of samples in the exhibition hall: image products, impulse products, and profit products.
Image products represent brand strength, generally 1-2 sets; offensive products are cost-effective products compared with competitors, products that hit major competitors and make sales, he may Below the market peer price or even lower; profit products are people who have no one or have strong products, is the company’s source of profits.
Let each set of samples work and is the basic principle of sample display. Every July, we need to do a statistical analysis of the sample sales in the first half of the exhibition hall. The main analysis direction is three: the quantity of each sample in the exhibition hall; the proportion of sales of the three types of products; the style, process and price of the sample. Can it be improved and improved?
How can I convert sales data into sales performance by analyzing product configuration?
1. Sample and display adjustments
Product presentation and order fulfillment scenarios, adjustments to samples with poor sales, improved product value, image and single value.
Samples for one year, make soft-fit adjustments. A certain product sells well in other cities. After being introduced to our city, sales are not good. During the mid-year sample adjustment, we chose the matching table and chair that matched its style, and placed it in front of the sample. As a result, it only brought the distance between the product and the customer closer, and it quickly took out.
In the middle of each year, move and optimize the soft clothes in the exhibition hall, including the negotiation table, chairs, lighting, and accessories. By changing the display, the sample customer experience is changed, and the distance between the customer and the sample is improved. It’s a trick to get the most out of it with the least amount of money.
Frequently small updates to the showroom will bring different surprises to the market. Samples within two years were hard-fitted. Can be added: in the vicinity of the sample, add supporting products, form a total solution, parallel sales; can also do subtraction: replace the sample, do local space adjustment.
Samples of more than three years are directly replaced. In a rapidly changing market environment, the showroom needs to be refurbished three years later to appear in the market with a new image.
2. Optimization of promotion plan
In the sales structure, impulse products and profit products should have a reasonable proportion. Generally speaking, impulse products account for 30%, and profit products account for 7%. Cheng, this is reasonable. On the contrary, impulse products accounted for 70%, indicating that the frontal conflict with competitors is very fierce, often falling into price wars, and the team’s sales ability is not enough. Under this sales structure, because the gross profit of impulse products is not enough, the company’s profitability will be greatly reduced.
At this point, you need to adjust the promotion plan for the second half of the year: the main push profit products, and organize profit product refining and training. More importantly, it is to strengthen the execution of the overall marketing team, which is the root of the results.
3, terminal experience and single value promotion
To achieve order value-added, several prerequisites must be understood:
1) Accurately judge the actual consumption of customers Ability;
2) Accurately understand the customer’s decoration intentions (whether the customer’s house is rented, or live by themselves, or live for the elderly, whether the customer is a long-term residence or a transitional room);
3) In-depth understanding of customer concerns (environmental protection, design, brand consumption or not);
4) To be brave in quotation, you must not be intimidated by the price of your own report.
Generally speaking, the terminal has the following principles for improving the single value:
1) The program does not talk about the product;
2) The value is not the price; /p>
3) Speak with no material;
4) Tell the case without speaking.
Doing the experience of the store is the basic condition for improving the single value. The four principles of improving single value are essentially the program marketing system, that is, the high level of experience, from the scale, design, program recommendation to the whole process of the service, all in detail, the process of the sense of the ceremony, program marketing is particularly important.
CustomizationHome stores offer more than just home products, and tailor-made designs are also available. Therefore, product + solution + service is the three major products provided by custom home.
4. Target Analysis and Organizational Change
The organization’s goals are divided into performance goals and management goals. Performance targets include sales, target achievement rate, performance and profit growth rate, etc.; management objectives include customer satisfaction, sales of various products, average unit price, number of customers, one-time installation success rate (legacy rate), etc. . Different performance goals and management objectives will be set at different stages of enterprise development.
Every July, statistics on performance goals and management objectives within the organization are required, and statistics are collected from all units and individuals. How do target statistics and analysis translate into the power to advance organizational progress?
1) Analyze through goals, find organizational shortcomings, and deploy resources to supplement and improve. For example, if the number of customers is small, we can analyze the source of customer channels to see if we need to strengthen the resources of a weak channel (advertising investment, personnel investment, incentive mechanism, etc.). So as to make up the short board in time.
2) Analyze the goals and identify the training needs of the organization and individuals. For general issues, organize team training; for individual issues, provide targeted training guidelines and training resources. In the goal analysis, what we are weak is the need for employees to strengthen, that is, the company’s training needs.
In all the trainings organized in the middle of the year, it is recommended to organize at least one internal experience exchange meeting. The trainers are from excellent internal staff and share the excellent cases in the first half of the year. Such training is not only a spiritual incentive for excellent employees, but also close to the market reality, and is a vivid case teaching.
It is also recommended to use the off-season time to organize a large-scale outdoor development, so that the team can conduct in-depth exchanges in amateur time and promote team cohesion.
3) As the company’s decision-making level, it is necessary to focus on the financial indicators of the first half of the year: including cash flow and stock, profit margin, profit growth rate, gross profit margin, gross profit growth rate, and qualified companies. Make a balance sheet, a profit and loss statement, and analyze the return on investment of assets, asset turnover, and debt ratio.
For dealers, pay special attention to gross margin and cash flow. The gross profit margin determines the profit margin, determines the pricing strategy and the promotion strategy, and determines the balance between sales and profits; cash flow is the lifeline of the terminal operation, and it is necessary to prepare sufficient ammunition for the peak season fund allocation plan.
5, salary plan adjustment
In the actual change, the biggest confusion for managers is: In the middle of the year, do you need to adjust organizational goals and even salary mechanisms? Organization goals and compensation mechanisms, It is the most serious contract in a business.
Unless it is seriously affected by the irresistible factors of the external market, or if the targets set at the beginning of the year are seriously divorced from reality, no matter how hard the employees work, they will not be able to achieve their goals. The existing goals have seriously damped the team morale. In addition to the above two situations, once the organizational goals and compensation mechanisms are developed, they cannot be changed. This is the difference between the mid-year plan and the annual plan.
The annual goals and incentives cannot be adjusted at will. As a leader, it is the right way to focus on helping employees achieve their goals, or deploy resources, or train and upgrade employees. Leaders who change organizational goals at will, you will find that your employees will become weaker and weaker, and organizational goals will become increasingly difficult to achieve.
6. Customer Sources and Channel Changes
Customer Sources, reflecting the ability of channel marketing. The source of customers in the building materials and home furnishing industry usually has the following types: storefronts, key communities, networks (or e-commerce), designers, alliance partners, exhibitions, and old customers.
In the middle of the year, we need to make clear statistics and develop a change plan for the customers of the above seven major channels.
1) The resources of any business are limited. For channel marketing, take the approach of doing a good job.
Do one: In the above seven channels, one of the channels must be thoroughly developed to form a strong competitive ability within the organization. This is the foundation of the market.
Grab two: Generally speaking, in a market, you need to have a main channel, a complementary channel, and run at the same time.
Wang 3: When the above two channels are running at the same time, always pay attention to the third channel and prepare for entry.
Omni-channel marketing is the ultimate dream of all building materials and home brands. But in the current China, there is still no brand that can open up all channels. Even the current first brand, the market share is only about 5%, far from reaching the monopoly brand position. From this perspective, each brand still has a chance to win in the regional market.
If you can settle down, you can grow into a dominant brand in the regional market in accordance with the method of doing a good job and grasping the two. Mid-year channel analysis, recognizing our position in channel marketing, what songs to sing on the mountain, and thus accurately allocate resources, is a must-do homework for dealers.
2) Focus on analyzing customer community sources, targeting key communities, organizing relevant resources, and deepening breakthroughs.
The people who got the community got the market, and the shopkeepers were tearful. In omni-channel marketing, storefronts and communities are the foundation, and any brand must compete for the main battlefield.
There are two types of key communities: one is the real estate that has been handed over to the house, and the number of transactions in the brand is high. Because of the high degree of customer recognition, it can completely win the pursuit and expand the results;
One category is the target community that is expected to deliver in July-December, with the value of doing marketing pre-position.
Every July, dealers must develop a key community breakthrough plan for the second half of the year, and develop targeted marketing plans andLocal activities. Including old and new, model marketing, stagnation, telemarketing, community fan marketing, night banquet and other active marketing. These preparations must be implemented in July.
Infiltration in the off-season, the peak season confrontation. How prepared are you in the off-season, and you have a few chances in your peak season. July is coming, are you acting?
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