The small Ze Xiushu that gets quite purposely to sale can carry fine more capacious China 23 lines city
As a style rigorous inflexible even Japan company, beautiful can the oneness that how China respects the individual character of 23 class market not to lose a company again and principle? Should maintain magnify even beautiful can China is in the results of battle of 23 lines market, beautiful can China needs to continue to make a few change and adjust, the biggest change should belong to the use of capital.
The fountain, wide square, modern sweethearts that sits on pew. Here is the flourishing region of city of Zhejiang peaceful wave, day one square. This is a model, already enjoying the Chinese southern city that flourish and still has rapid development impulse.
This coastal city that having 8 million population is the market of open up of hope of a lot of manufacturers. Become nevertheless beautiful can (China) limited company (next abbreviation, beautiful can China) when the hope end 2008 seeks an appropriate agency here, it encountered difficulty.
"They (beautiful can) will had looked for me, I did not agree. " day the square of cheek high number near one square, a merchant says, "I see they asked all merchant that sell digital camera in turn, but almost all people refused. But almost all people refused..
Dealer developing in Ning Bo is beautiful can the job that China must finish, this is the one part of the 23 line city strategies of development China that they started 2008. After global banking crisis will raid, day stands, below the pine, the company of Japanese consumption electron such as Suo Ni is most in sink wailing wind and weeping rain-wretched circums the most popular selling dog crates large tances, beautiful a when although be rare,still can hold gain, but the adversity that ineludible also outstanding achievement glides. Money newspaper showed 2008, beautiful can the group always manages gain relatively on year dropped 34.4% . Reason this, like course of study of numerous multispan state-owend enterprise, beautiful already can put more hopes in Chinese market, ning Bo is in beautiful can on list of city of the first batch of when be about to develop 23 lines.
"Merchant people to beautiful can the price that can offer and payment feel cannot accept. " beautiful can second explanation says Song Jingkang of general manager of Chinese Hangzhou branch, ning Bo is in beautiful can Chinese market differentiates in belong to C kind the market, past beautiful can China does not have direct sortie here.
In China's broad 23 lines market, city of a computer often holds store of product of hundreds of numbers, the dimensions of major store actual strength of not big, capital is not quite abundant, but the brand of the sale often very all ready, such ability satisfy believe in " goods compares 3 " and " one-stop solve " demand.
dearfoam slipperOn such market, a few beautiful can originally the channel strategy that big agency adopts compares head office more have appeal: First the purchase price of the money after goods, tall discount. This does not exceed 10 to every those areas is very good safeguard the small shop of square metre. And direct from beautiful can the policy of Chinese replenish onr's stock differs completely: First the goods after the paragraph; The goods amount that purchase price buys as a result of place is little, on a few taller than taking goods to want from agency office.
"This is the main reason that brings about them to not be willing to become dealer. " Song Jingkang second say. Merchant people more care about the price, and rather than complies with merely brand appeal force. This also is beautiful can China should enter 23 lines market, use the problem that active sale system should encounter necessarily.
Dovish sex
So beautiful can be medium the sale with congress existing change is politic, so that by small town potential agency people accept?
The answer is: Won't. With the rigorous style with Japanese inherent enterprise, beautiful can the administrative level that China claims to want to hold to his, the potential agency that and their decision is found be willing to be these standards and changes people.
"We often can visit peaceful wave bazaar, understand the sale status of every shop, see their ability and method, and what inn has agency to go qualitative. " beautiful can Lv Ming of head of department of career of video information consumable says Chinese Hangzhou branch high.
Optimal await the person that choose to be found: Hu Wensheng, ning Bo wisdom vacates manager of digital limited company. This inn is to be in city of square of number of cheek of Ning Bo day is famous " quality goods inn " , its brand consciousness is quite grumous.
"With beautiful can after China has talked about detail, I promise very quickly to come down. " Hu Wensheng is right " Chinese entrepreneur " say, "I am about to do brand shop originally, become beautiful can agency follow a rational line to do some work well. Become beautiful can agency follow a rational line to do some work well..
The progress of another candidate is done not have so fast. Ning Bo achieves place to did not think Zhang Weiquan of manager of trade limited company, ever oversell is planted the digital product of international brand.
"Once before Kodak C series a few years national consumer is complained, they traded commodity freely in Taiwan market, did not change to mainland market, we ourselves can pay out of own pocket only consumer repair, this lets my self-distrust. " piece apprehension still includes: Beautiful can whether does China expire to you can cash the amount that return a dot? Does the supportive strength that maintains after carry out have how old? Does the supportive strength of sales promotion have how old?
"Sale beautiful can do not have pressure before me, but once become dealer, pressure is met very big. " Zhang Weiquan says, the whole thing considered a month, beautiful can the salesperson of Hangzhou branch looked for him to talk many times, every time beautiful can can let him give up a bit apprehension, much eat a bit heart.
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"Finally, I just understand beautiful through how can the development state of affairs of agency, the decision has a try. " the youth that Zhang Weiquan is a graduation of university computer major, be engaged in a number selling 45 years time. His mind is quick, and have brand consciousness quite. "I think at that time, if before 3 months try,come down to be no good, I am removed. I am removed..
By 2008, the beautiful that Zhang Weiquan began hesitantly to be full of pressure can the road of agency. After 3 months, beautiful can China cashed the acceptance that returns a dot, zhang Weiquan was not removed.
Before 2007, beautiful can Chinese pressing root does not have development of pair of 23 lines market, all capital are cast entirely to city of a gleam of. After 2007, 1:9 is achieved in 23 lines market and the devoted capital scale in market of a gleam of. And in beautiful can after China made 23 lines market develop the strategy, this one scale turns into 13:87.
Because get the influence of financial crisis, the capital in throwing 23 lines market to develop grew 30% than the corresponding period only, beautiful of and rather than can before Chinese president holds presiding apparitor small Ze Xiushu concurrently estimated 100% . The problem that small Ze Xiushu faces is: In capital finite circumstance falls, how can short-term inside see certain effect, can maintain the dovish style with can consistent beautiful again.
To beautiful can, dovish it is to change the key that must consider in the process. Small Ze Xiushu has 23 lines market when choosing, the choice that he faces has two kinds of cases: It is " to everybody the smaller town in envisaging is developed " ; 2 it is to the best selling dvd discovery arrive a few scale are larger, dan Jia can the town that has not establish a branch in place, for instance Kunming, Changsha go developing. These two kinds choose, beautiful China holds concurrently and can have, but more apt is latter, this kind of city and beautiful can China's familiar in the past city is more adjacent, and communication is easy.
In the meantime, dog crates large beautiful can the channel policy that China has not planned to adjust his suddenly, won't compromise somewhat in financial aspect at least. "The kill that such doing is meeting loss the cooperative target with one potential part, and even the footstep that meeting rein in extends the market. " market analysis personage says.
The kill that such doing is, beautiful can China develops the market one year in Ning Bo, include Hu Wensheng and Zhang Weiquan only up to now inside 3 agency. Defect is an amount not much, and the good point is apparent also: 3 agency and beautiful can of China adjust very good, every can add every months for beautiful 500 thousand - 1 million yuan business income. Of course, more the demonstrative action that does not mention them.
Communicate
"dog stairsWe to brand concept identical, it is the account that can take, but this can not ensure completely agency profit, more important seek appropriate means. " beautiful can Song Jingkang of general manager of Chinese Hangzhou branch second say.
"Our communicate very frequent. Sometimes, a day 3 two. This can allow my as soon as possible familiar fine can train of thought, I from pressure feels over there them, also get supportive. " Zhang Weiquan says.
By September, beautiful can product of partial amount camera is abrupt price fall, zhang Ruguo follows suit, be without profit. And beautiful can the proposal that China gives out is: Tone adds goods to form, take product of a few high end. Zhang Weiquan tried, this method is feasible.
Song Jingkang second already came to China several years, he can understand Chinese, also say on a few can simply, can pull very quickly close the distance with the partner. Let him feel those who rejoice is, although could there be wave market to beautiful can be unfamiliar China, "But its consumer does not have too big distinction with Hangzhou market consumer even, this makes us easier form market judgement. " Song Jingkang second say.
Beautiful can all along gives priority to the company that guide with the sale namely, this characteristic came to beautiful 2005 in small Ze Xiushu can after China assumes office more apparent.
Small Ze Xiushu is the gent with a decent dress, also be permeated with the enthusiasm of clearly at the same time. What differ with the Japanese entrepreneur of a lot of gravity is, the Mo Wenwei that he 59 years old is willing to take a picture to cooperate media and take the hand in true person size places all sorts of model on billboard, also be happy to answer the question of all sorts of artful.
Small Ze Xiushu is willing to make diversiform attempt on the sale all the time for years. Since will to China hold the position of beautiful 2005 can Chinese president, he established a group technically, move back and forth at office building in the morning in, keep smiling to repeat " good morning " , remind every colleague to want to greet sb each other.
He is spreading out hand explanation says: "Asian colleague is introvert, we must think method promotes them opinion of mutual communication, expression. " he believes enthusiasm and communicate can help a sale. The with agency communication work that afore-mentioned beautiful can do in Ning Bo, come from the idea of small Ze Xiushu just about: "As a result of Chinese with a vast territory, understand a new market to be not easy thing, so all sorts of can maintain the method that communicates cheek by jowl to appear very necessary. " so, although beautiful can China is carrying dovish sale strategy, but specific when carrying out, be e dog crates large best buy nthusiastic and agile however.
"I every month goes twice at least Ning Bo, visit us to be in each agency shop front of Ning Bo. " Song Jingkang second say, "Begin from the cooperative target that chooses 23 lines city, communicating is very main tool. Communicating is very main tool..
Lv Ming held high an example. Not long ago, when be being communicated with agency, lv understanding sells beautiful to the other on the market can shop begins have certain sales promotion activity, then, he applied for to buy a batch of memory to should make sales promotion gift for agency of Ning Bo. This is in the thing that before is difficulty. He explains, "But since had 23 lines market to develop strategy, it is relatively easy to had special fund. It is relatively easy to had special fund..
Another example is, zhang Weiquan just was taken be located in Ning Bo a of periphery beyond Yao new the stall of the digital square that open business, beautiful can have done storefront to decorate for him even.
dearfoam slipperNow, beautiful can be in before every months of sale becomes dealer than them, Ning Bo's agency rose one times much. Come from beautiful can data shows, the sale of market of can peaceful wave compares beautiful 150% grow before finding these agency.
"Want enough understanding a new market, abi dog stairs for bed lity is clear how should serve this market. " this is the collective guidance that small Ze Xiushu sells chief to 20 cities, "Communicate with local agency more, listen att dog stairs best buy entively to their opinion, provide support to them. Provide support to them..
Duplicate unworkable
Should maintain magnify even beautiful can China is in the results of battle of 23 lines market, beautiful can China needs to continue to make a few change and adjust, the biggest change should belong to the use of capital. "The use method that invests capital of 23 lines city and city of a gleam of are different, " beautiful can be medium one man says Yuan Hao of manager of department of plan of state-owend enterprise job. The branch that he is in is in charge of making 23 lines market develop strategy.
Beautiful can method is, the difference is treated. As a result of beautiful can China has been in banner level in market of a gleam of, so of cost of sales very major use on sales promotion activity. "But similar sales promotion activity is begun in 23 lines market, short-term turnover can increase, but will for a long time look take no less than what things. " the point that one man considers Yuan Hao to put automobile body, platform on to be able t most popular selling dvd discovery o form connection advertisement with consumer directly the advertisement of 23 lines market. "Additional, in a few cities of the south, public praise transmission is a first-rate method, then we engineered a few activities, the mode that travels through public praise also achieves right result. " one man says Yuan Hao.
"According to development means of Ning Bo, we still can develop the Zhejiang market such as stage city, here has very large latent capacity. " Song Jingkang second say: "Do you know, headquarters decides to develop plan of strategy of 23 lines market, brought into this our working assessment, this enough brings the enthusiasm of our employee and initiative into play. This enough brings the enthusiasm of our employee and initiative into play..
Is the case that Dan Ningbo develops so successfully OK and duplicate? One man admits Yuan Hao, still be to the assurance of different market beautiful still can need perfect part, dvd discovery 4 the success of a city can not elect develop other necessarily the development of 23 lines city can succeed.
"Original we want to make pattern of a standardization. If can succeed, it is OK to undertake duplicating in different place. " one man expresses Yuan Hao. But, the feedback that sells a branch very quickly lets Yuan Hao one man discovered this plan is unworkable, "Each cities are put in very big difference, these different elements caused those who standardize mode to carry out encountered certain difficulty. These different elements caused those who standardize mode to carry out encountered certain difficulty..
Because,be such, now beautiful can China grew time from 3 former months when evaluating each cities to develop the effect half an year and even a year.
Still have experience problem, in so broad market, on the development of 23 lines market gather data very hard also. "Difficulty depends on an analysis. For instance, I am already a few more devoted, but investment and yield the connection between cannot say clearly 100 percent. " one man explanation says Yuan Hao. Current, beautiful can the solves this problem means that China seeks is: "Again much scrape up a few example, example, the analysis gives among them rule " .
Although be put in these to still need improved part, nevertheless, advance smoothly as the thing, now beautiful can China plans to the development of 23 lines market already " upgrade " . After 2009, "Each branches referred very perfect think of a dog crates large strong way and strategy. Next beautiful can plan to continue to enlarge the development of 23 lines city, the place that is less than administer in the branch perhaps visits the town of special emphasis from the angle of headquarters, we want to be thrown mainly. We are in now prepare for this one phase. " small Ze Xiushu says.
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