Wang Laoji in the era of Jiaduobao paid more attention to the construction, management and maintenance of the terminal, but this does not mean that he did not pay attention to the access. On the contrary, Jiaduobao has also made many innovations in access construction and management. The following is the channel management of Wang Laoji that I have compiled for you. Welcome to read!
Wang Lao Ji's channel management
In terms of specific channel strategy, Jiaduobao has adopted intensive distribution, which is the so-called wide channel. Through terminal operation, Jiaduobao covers almost all terminals suitable for beverage sales. Jiaduobao's terminal network is spread all over China, covering all modern terminals such as shopping malls and supermarkets, all catering terminals, special channel terminals and roadside shops. It can be said that as long as there are people, Wang Laoji is selling.
people can't help wondering, how did Jiaduobao quickly realize the full coverage of national beverage terminals? On the one hand, it is the use of sea tactics, on the other hand, it is the flexible use of channel strategies.
Building and managing the salesman team
Jiaduobao's marketing model adopts a hierarchical marketing system similar to Pepsi. First, according to the different channel systems, Jiaduobao's current channels are divided into five channels: modern, wholesale, small shops, catering and special communication; Second, in every province of the country, sales directors are set up according to various channel systems, for example, ka sales directors and catering sales directors, and these sales directors are all directly from the headquarters; Third, in terms of specific operation, Jiaduobao is a deep distribution+postman system, and the postman dealer model, that is, the distribution of dealers, and the orders are completed by the deep distribution team of Jiaduobao.
behind this channel model is the sea of people tactics. The so-called sea tactics, as the name implies, is to carry out carpet terminal development, maintenance and management by recruiting a large number of salesmen. In the words of Jia Duobao: Don't let any terminal pass. So, how does this huge salesman lead and manage? How do they work? What about salary and performance appraisal? This should start with the marketing model of Jiaduobao.
jiaduobao has a flat sales team. Five sales branches have about 51 sales regions, and there are more than 511 offices under the regions. The total sales team is tens of thousands of people (including more than 8,111 salesmen).
from the table, it is not difficult to see that a huge salesman team with senior business representatives, junior business representatives and supernumerary personnel has been established in each region. This huge salesman team is the direct executor of Jiaduobao's sea tactics.
how exactly do they work? We know that Jiaduobao's marketing model is adopted? Total distribution system+deep distribution? The model. Specifically, Jiaduobao set up a general distributor in each region, and then developed dealers and distributors with specific capabilities. This specific capability is the ability of professional distribution. The only mission of these distributors is to deliver Wang Laoji products to various terminals as required. The terminal expenses such as the entrance fee are borne by the manufacturer.
then, the role of the salesman is reflected. The development of all distributors, the development, management and maintenance of all terminals are all done by salesmen.
The sales director's task is to visit and manage regional distributors and postmen.
to achieve full coverage of national beverage terminals, on the one hand, it is to implement the crowd tactics, on the other hand, it is also related to the flexible use of specific channel strategies. This specific channel strategy is actually not complicated, that is, to develop as many distributors with professional delivery capabilities as possible in the large regional market. According to Wang Laoji, these distributors with professional delivery capabilities are called postman, such as wholesale postman, catering postman, special postman, commercial postman and comprehensive postman. Through the extensive development and coverage of these so-called mailmen, the full coverage of the terminal is finally realized.
a large part of Wang Lao Ji's management of channel terminals is the control of salesmen. So, how does it control the salesmen? Mainly the daily reporting system.
Through the form, it is clear at a glance what the salesman has done every day and how he has completed it.
if you want to build a wolf team, you should give the wolf meat to eat. Compared with other FMCG peers, Wang Laoji's salary is competitive, and Wang Laoji's salary ranks among the top three drinks. Under the encouragement of high salary, it is no accident that employees work hard and their performance is red. In terms of year-end awards, it is understood that junior business can get more than 5,111 yuan in year-end awards and senior business representatives can get more than 11,111 yuan in year-end awards. What is the most important point of Wang Laoji in performance appraisal? 61% is basic salary and 41% is performance salary? . If the performance reaches 61%, you can receive performance pay according to the proportion of performance completion. In this way, the subjective initiative of employees is stimulated to the greatest extent. In addition, there is another part of Jiaduobao's salary structure, which is living allowance and fuel allowance.
management of dealers
besides the management of salesmen, how to manage dealers?
First of all, in order to ensure the stability of the dealer team, in the main sales areas, the key markets of Jiaduobao are all high-level old departments that started business with Chen Hongdao, the chairman of Jiaduobao Group. After this group resigned or distributed benefits through Chen Hongdao, they became regional dealers of Wang Laoji, such as Beijing, Guangzhou, Shenzhen and Wenzhou.
secondly, regarding the guarantee of the dealer's interests, jiaduobao adopts a * * * win strategy. Every year, Jiaduobao arranges tasks for dealers. Provincial dealers generally spend about 31 million yuan/year, and municipal dealers generally spend about 3 million yuan/year. It is completed in half a year. Every year in July, all regions of Jiaduobao begin to plan the marketing plan for next year. The total distribution gives the offline postman the wholesale price of 71 yuan/box (the quarterly sales task is returned to 2 yuan/box, but not to 1 yuan/box), and the postman supplies the terminal price of 72 yuan/box.
The relationship between the price system of each circulation link and the profit is as follows:
The profit of each link in the channel is given by rebate instead of the usual price difference between purchase and sale. The biggest advantage of this is that it can guarantee the profits of all distribution links, thus mobilizing the enthusiasm of dealers to the maximum extent. At the same time, it is beneficial to market management and can control the whole price system well.
jiaduobao adopts the methods of payment to delivery and cash settlement for dealers, which can ensure that the enterprise has a continuous cash flow. In addition, Jiaduobao is very creditworthy, and never defaults on the fees of dealers. Other companies will promise to pay the fees to dealers, but they can't give them that much in the end, or promise to return the goods, but they won't give them at the end. Jiaduobao does not have these problems. They will have a special salesman to call the dealers on their own initiative to ask how many products are left, whether there are any cans that are leaked during loading and unloading, and how many, and the enterprises will change them.
For a long time, general drinks and fast-moving consumer goods have signed exclusive agreements on both channels and terminals, but Jiaduobao's channel policy has always been like this, and it can give more cost support to channels and terminals. In the core channels and terminals that Jiaduobao has covered, competitors are intercepted through channel pressure and terminal buyout, and it is difficult for other brands to re-enter. The reason why Jiaduobao can make the Wang Laoji brand bigger lies in its strong channel control ability.