1、 Three characteristics of goods distribution should be mastered
The distribution is usually completed in a very short period of time, so the urgency of time is one of the prominent characteristics of distribution. Generally, the market is required to complete the preliminary distribution task within three months. Secondly, the speed is fast. "Distribution" requires enterprises to concentrate their superior human, material and financial resources to quickly develop the market, and even sometimes transfer personnel from other markets to assist in distribution. In short, the rapid completion of distribution is a prerequisite for production and market. Thirdly, there are many means of general distribution.
2、 Prepare for listing before distribution
It is a prerequisite for successful listing of products to formulate a thorough listing plan, determine the number of potential sales customers and their own distribution rate in circulation and franchisee channels, and how to achieve the target distribution rate.
Before listing, make preparations for distribution, such as determining the regional scope, distribution objects, distribution policies, distribution routes, distribution prizes of franchised stores, as well as understanding the distribution of customers, drawing distribution maps, marking distribution routes, designing distribution tables, formulating distribution routes and distribution division of personnel, and so on. The more detailed you can do everything, the better. Don't rush to the market. The materials are not ready yet. The personnel rush to the market before they understand the policy. The result is bound to be defeat.
Pre marketing personnel training is very important, focusing on training and learning the characteristics of new products, new production and market policies, new product promotion speeches, promotion processes, etc., and formulating incentive policies, distribution scope, POP posting standards, assessment and inspection of terminal stores, etc.
The guidance for the display of franchisees is a marketing detail that must be achieved by a tea chain brand. Therefore, tea chain brands should strengthen the guidance for franchisees. Qingyayuan chain brand will have less than two centralized store manager trainings every year, and new product trainings for spring tea and autumn tea. In fact, detailed training should be carried out for the details of store management, especially the management of the whole promotion. And adhere to the management of the franchisees who patrol the stores, and regularly go to the franchisees for surprise guidance and inspection, so as to improve/increase the perfection of the promotion details.
3、 Three standards are the key to improve/increase the delivery
Establish a new city management system. Clarify the route of the new city, the person responsible for goods distribution, and standardize the standards and requirements of the new city. Formulate specific rules for rewards and punishments of new market channels and strictly implement them to realize the daily, standardized and institutionalized work of new market. Implement according to the plan of Xinshi. The team of Xinshi is required to hold a morning meeting every day to report the distribution progress and assign the distribution task of the day. The task is broken down to people. Every afternoon, the team will hold a party to comment on the work of the day, submit the Xinshi form and the supervision team will patrol. The key customers and the sales manager need to lead the team to rush to the priority line of distribution in person to boost morale.
Standardize product display standards. In line with the principle of convenient purchase and convenience, we should clarify the requirements for product display, make the product display large and vivid, and make the product "shine" in the "priority" view. The display of liquor sales should generally be "layered display" and "centralized display", and require POP posting The terminal materials such as X stand, product manual and price tag will be placed in place with the progress of goods distribution.
Implement one-stop service in the new city. Based on the principle of "whoever distributes the goods will benefit, and whoever distributes the goods will be responsible", the responsibility will be put to the end, and the area will be strictly demarcated. The distribution staff are required not only to distribute the products to restaurants, famous hotels, supermarkets, but also to find ways to distribute the products to "consumers". The business staff will take the lead in helping the terminal stores to sell new products and realize the whole process tracking service of the distribution products, A certain combination of marketing means or strategies in the distribution of goods enables the products to connect with the market, so that the products can be seen, bought and willing to buy when consumers need them, and truly complete the distribution of goods.
In a word, distribution is a meticulous job. "A journey of a thousand miles starts with a single step". To complete distribution quickly is our priority step in occupying the market. (Zhou Bo)