I. Work completed in the second half of the year
1, sales target completion
In the first half of the year, under the cordial care and correct leadership of leaders at all levels of the company and the joint efforts of dealers, * * achieved market sales of 6,543.8+0.57 million yuan, accounting for 52% of the annual plan of 3 million yuan, with a year-on-year increase of 654.38+0.26% and a repayment rate of 654.38+0.000%. Low-grade liquor accounted for 465,438+0% of total sales, down 5 percentage points from the same period last year; Mid-range wine accounted for 28% of the total sales, an increase of 2 percentage points over the same period last year; High-grade wine accounted for 365,438+0% of the total sales, an increase of 3 percentage points over the same period last year.
2. Market management and market maintenance
According to the wholesale price of the sales area and market stipulated by the company, control and supervise the delivery area and price of dealers, and urge them to implement a unified wholesale price to prevent low-price dumping and resale.
Through long-term communication and guidance to all sales terminals, combined with the company's "cabinet-in-cabinet" marketing strategy, unified price labels were placed on all terminals, so that the sales price of products met the company's guidance price. Display products according to the company's requirements for product display in supermarkets, hotels and retail stores, and mobilize and assist stores to keep products clean and tidy. In order to achieve the purpose of brand promotion by using terminal shelf resources, counter labels are affixed to terminals with clean and tidy storefronts and counters and numerous products on display.
3. Market development
In the first half of the year, developers exceeded 1, hotels exceeded 2, and terminals exceeded 13. The newly developed 1 Shang Chao is a shopping plaza with the scale of Chengxian, and the goods on it are all 52 series products; The two hotels are * * Hotel and * * Hotel respectively, of which * * Hotel's products are four-star, five-star and eighteen-year, and * * Hotel's products are two to five-star and 42 series puree. There are 4 newly developed retail terminal cities and 9 townships, and the products are mainly concentrated in the middle and low-grade product areas, mostly 42 series products.
4. Brand promotion and promotion
In order to improve consumers' awareness of "* * wine", establish brand image and further establish consumers' brand loyalty, according to the unified publicity logo stipulated by the company, we contacted and assisted the advertising company to produce 35 advertising billboards in lots with high traffic and high ratings and shops with good business, including 29 in tobacco hotels and restaurants and 6 in other forms.
5. Sales data management
According to the unified requirements of the company at the beginning of the year, the management of all kinds of sales data was improved, the dealer's collection account and dealer's sales statistics were established, and the weekly sales report, monthly sales report and monthly goods demand plan were submitted in time. Various sales data files are saved in both paper and electronic forms. Summarize and analyze the sales situation in 20xx years according to dealers and individual items, so as to make the monthly purchasing plan more objective and accurate. At the end of each month, the sales situation and cumulative sales situation of this month are summarized and analyzed from the aspects of dealers, single products and product structure, so as to reflect the market situation more accurately and objectively and guide the future sales work.
Second, the work plan for next year
Although a lot of work was done in the first half of the year, it was not done well in some aspects because of the short sales time and lack of knowledge, experience and skills in marketing. In view of this, I intend to start from the following aspects in the second half of the year, improve my business ability as soon as possible, do a good job, ensure the completion of the sales task of 3 million, and strive for 3.5 million.
1, study hard and improve your professional level.
One is to spend time learning marketing knowledge (especially liquor marketing) through various channels, and learn some successful marketing cases and cutting-edge marketing methods, so that their marketing work has certain knowledge support. Secondly, I often consult, communicate and learn from company leaders, regional merchants and marketers in other industries in the market, so that my business level, market operation and grasp, interpersonal communication and other aspects have been greatly improved.
2. Further expand sales channels.
* * The sales channels in the market are relatively simple, and most products are sold through circulation channels. In the second half of the year, under the premise of doing a good job in circulation channels, we should further expand to supermarkets, restaurants, hotels and group buying channels. In the second half of the year, we will mainly do more work in the three systems of industry and commerce, education and forestry with many system numbers and heavy reception tasks, and gradually penetrate into other enterprises and institutions.
3. Do a good job in market research.
Make further investigation and exploration of the market, record all kinds of data in detail, improve all kinds of archival data, and make some analysis and countermeasures supported by stronger data to make it more scientific and make up for the lack of experience and sensory understanding. Understand and master the sales situation of the company's products and other liquor brand products and the trend of the whole liquor market, so as to cope with various market conditions and adjust marketing strategies in time.
4. Work closely with dealers to do a good job in sales.
While stabilizing the existing network and consumer groups, assist dealers to fully expand their sales network and tap potential consumer groups. Whenever a dealer is angry, he must have a thick skin. Listen to his complaints, you can't explain the reasons first. He is angry and just wants to be angry, so let him be angry. At this time, he must endure any injustice. When he calms down, explain the reason to him, make him understand that the fire just now should not be made, and make him feel guilty. When you encounter something that the dealer can't understand, you must explain it carefully. You can't break the jar. Let it develop and learn to control the development of the situation in various ways.