Be in the Japanese company of forbidding of class of a layer, CEO spans 4 class tall canal is communicated with sale middle-level directly; The member that sell is man-to-man to agency stare at hurried, lean agile " take money " strategy controls its profit to surmount Suo Ni, beautiful can improve sale strategy.
Wang Lin of the Yangtse River of Liu of reporter of article ｜ CBN
Beautiful can be as more and more deeply anxious as the competition between Buddhist nun of old rival all alone. Small-sized number camera (next weighing card machine) it is beautiful can be in for a time the domain that digital camera market cannot surmount Suo Ni exclusively, this also is Suo Ni's final position, look now, both is well_matched already.
One of survey companies with the biggest whole world mention in an investigation report that GFK has something made to order for beautiful energy body: 2008, beautiful can have surmounted Suo Ni in the sale of card machine market, the platoon is in the first; This year first half of the year, beautiful also can continue to maintain banner. Healthy of manager of department of public relations of medium of China of Suo Ni company is right " weekly of the first finance and economics " denied this one rank, but he admits, this year beautiful can colour series let them feel pressure really.
It is at least 3 years ago, beautiful can be returned dare not be before Suo Ni boastful the first.
Beautiful can the awkward unfavorable situation when the village writes down general manager of department of product of Chinese video information brilliant and clearly beautiful can be just to enter field of Chinese card machine on the west. "We did a lot of consumer to investigate, advocate if mix,Suo Ni undertakes comparative. Findings shows, consumer is spent to brand acknowledge of Suo Ni is us is times doubler. " Xi Cunying bright when admitting to see data at that time " it is open-eyed very " .
In 5 years of in the past, in beautiful can in-house, small Ze Xiushu of Chinese area CEO emphasizes to his group most, surmount Buddhist nun of powerful adversary all alone in card machine market namely.
Beautiful can enter Chinese market 10 years late than Suo Ni, in obtain sell right continuously, cancel the whole nation total representative and the decision-making respect that establish a branch to develop dealer directly in Chinese each district, fall after Suo Ni, this brings about Suo Ni to precede far in card machine market directly Yu Jia can. Although the profit of card machine turns over camera without sheet tall, held whole amount camera however dog crates large breed 9 measure into above shipment, beautiful can value the brand force that it brings.
The small Ze Xiushu of one's previous experience of the member that sell begins to hold the position of beautiful from 2004 can Chinese division president holds CEO concurrently. What this company wants to do in Chinese market place at that time is sell not poor product weller. And the process that this is a hardship really.
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From assume office beginning, small lustre broke Japanese company inside the company the tradition of forbidding of well-ordered, grade, communicate with middle-level personnel directly, accelerate reaction ability. brass faucet
Beautiful can the main controller Zhang Yixiao that camera of Beijing branch number sells is quite deep to this impression.
He is in beautiful can Chinese hold office is old, in the past, be being communicated directly with oneself one's direct superior is anyhow one " very presuming thing " , especially with tall oneself the beautiful of 4 layers class can Chinese CEO communicates the problem that encounters in sale of digital camera product to want not to have the courage to think more face-to-face.
But now, every month wants him to cross this seat to face south at Beijing only 89 Jin Baoda mansion grow market of area gold treasure 17 layers long corridor, walk along directly " CEO Room " room, this kind " presuming thing " on the body that can happen in him, small Ze Xiushu also is met the best selling dvd discoverypunctual appear in him before.
"Beautiful can be in-house in be what its say square handler conference, such conference is small him Ze Xiushu is chaired commonly, square high-level administrator does not enter day. " the beautiful of consumer goods of responsible and video information can Gangdasheng tells Chinese vice-president auspicious " weekly of the first finance and economics " , joining staff is the manager class delegate that elects from the branch such as sale, market, financial, content shedding.
On such conference, small the dog crates large sale status that sells every inn, camera to every, arrive greatly digital agency to beautiful can the opinion of channel strategy, the metropolis is fast and bona fide feedback arrives in the ear of small Ze Xiushu, a few about how to promote beautiful can the important decision that digital camera sells is arise on such conference.
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"We meet Mr He Xiaoze be communicated directly. " in Zhang Yixiao eye, this is " know the business " CEO.
The most immediate change that this kind of system brings is, the question that agency raises can get settlement quickly.
Year sale the fine of 120 million yuan of RMBs can be large one of agency, Beijing advance base Wang Wenhua is opposite the general manager of trade limited company " weekly of the first finance and economics " say, the UniCom of big client China on his hand will purchase camera of one share amount this year in August, if be a few years ago, be aimed at such big client, he can apply for prototype reveal to beautiful, invite cameraman to undertake to big client camera uses a chair, these budgets want a series of examination such as headquarters of ministry, Beijing, head office to pass a sale, such thing is in now in can solve on square handler conference.
The attempt of small Ze Xiushu saw effect, but such mere returning insufficient. He achieved a sale rule that is different from other competitor oneself.
Come to the side of oneself to invite more agency, beautiful is increasing the investment of manpower respect all the time, although Chinese area is right at that time,sale contribution of the whole world is only 2% . This firm increases the selling manager 200 of present from 669 original, accredit them to channel, undertake in the light of agency man-to-man " attendant " type serves.
Alleged attendant, the member that sell namely wants society and agency negotiation not only, know even how to run one door store, the clerk that should learn to become a qualification for instance, groom teacher, can solve " have a fever friendly " technologist of artful interrogative photography.
Beautiful can the link up with of sale outstanding achievement of the salary these people and agency, became " interest community " , every Saturday day, the agency office that selling managers can be in charge of to oneself helps counterjumper sell goods, call " station shop " . A selling manager wants 5 on average to stare at the four boundaries of a piece of land or a construction site year of agency that sale is level of 10 million RMB, and resemble advance radical trade to two such large agency.
"Two hours stand in the door inn that I can be in ZhongGuanCun, go again next the equipment city such as 5 pines, Ma Liandao. " Zhang Yixiao says. Every arrive one door inn, they can help agency do storefront to decorate groom with employee, also can help agency attract stream of people, cooper dog stairs best buy ate its to do an activity.
Because often be mixed agency contact with, these selling managers can master the shipment volume of every agency quickly. "Everyday selling managers are met a beautiful can hundreds of agency everyday sales figures collect arrives our IT system. " Gangdasheng expresses auspicious. He is OK nowadays beautiful of real time monitoring can the sales volume of every camera, through once a week administrative meeting and mensal in the discussion of square handler conference, beautiful can be OK the sale that adjusts oneself quickly is politic.
Do not produce interest conflict with old salesperson to let new salesperson, make latter can successful impart experience former, beautiful also can think som dog crates large best buy e of way.
Wang Chuan is beautiful so can the senior manager that ministry of consumer goods of Chinese video information is in charge of northern region, once was beautiful can China is located in those who sell front line " general " , the company assesses the sale outstanding achievement that is yearn day and night not only to his at that time, still having 10% is to use as assess its to groom the mark of new salesperson.
Every time new salesperson enters office, beautiful can be met let Wang Chuan such sale elite is done for them groom, and the sale outstanding achievement of these new employee after this is better, wang Chuan people salary is higher. Beautiful can be done so avoided agency is grabbed to produce contradiction to contend for between new salesperson and old salesperson, education goes more " Wang Chuan " .
A series of this politic purposes have only, let a selling manager help agency increase sale.
Any person is stared at to had gotten allergy of close easy generation, can be controlled so strictly by beautiful what is more,the rather that more. For tarry agency, beautiful can backward >> person assure annual the profit of at least 8% , use a kind " build carry out " the profit that the method will come to control latter to obtain.
Channel trade is fair, the beautiful of one's previous experience of traditional camera manufacturer can, its professional sheet turns over camera to had better sell, small lustre the profit that ever divulged sheet is turned over external is as high as 30% , feng Jun of president of China division number tells " weekly of the first finance and economics " , below intense competition, the profit of card machine has dropped 10% . Give the more goods, market share that increases card chance to let channel business sell, beautiful can have advantage proceed with to hit Suo Ni already from his. It controls the sheet in agency door inn to turn over with proporti dog stairs and ramps on of card machine product, sell a sheet on average to want collocation to sell 45 card machine at least instead. Beautiful can be worn with this keep a firm hand on the 800 core agency of 15 cities of Chinese.
2 when Yang Shouhe connects equipment city in Beijing horse have a 80 photography of smooth rice equipment inn, the brand of the sale includes fine can, Suo Ni, Nikang and manage light. Because scope is too little, he is not direct and subject Yu Jia can, and want from beautiful can the pick up the goods in direct distributor hand. But door inn of Yang Shouhe just is decision beautiful can the final factor that digital camera shipment measures.
"Make this kind of way take money inside the industry, " Yang Shouhe tells " weekly of the first finance and economics " , "Card opportunity is right for us, had done not have how many profit but character. But the profit that sheet returns is high. Return the profit of camera to obtain sheet, knowing perfectly well card machine not to make money is the card machine with not can popular beautiful even, cent sells business to also can illuminate sheet to close completely, think method sells again. " beautiful can the sheet of a few model returns a money model often demand exceeds supply, for instance by beautiful can praise for " nuclear missile " the classical product 5D MARKII of level, in sale busy season often " one machine is begged hard " .
Be in small lustre below sale strategy, beautiful can selling manager can more demand of market of press close to, for instance they are in beautiful can the meeting on in-house conference offers, the agency when busy season enters a MARKII, specific should build carry out machine of how many card. Yang Shouhe feels, every time when beautiful can adjust sale strategy according to market condition, oneself from beautiful can the card machine amount that channel trade department receives is apparent the over manufacturer such as Suo Ni allocates his.
Because beautiful can be odd,the shipment amount that opposes camera obtains the in part of whole market almost, and Suo Ni turns over camera market share to still be less than in sheet 10% , suo Ni can look at beautiful helplessly only can ceaseless him nibble market share. travel mugs stainless
After the actual strength that in the country the 3C such as beautiful, Su Ning sells a sale digital product greatly becomes strong, beautiful also can be relied on " take money " the channel strategy of so flexible for emergency use will balance the difference between different channel, alleviate with dog crates large strong sell a conflict to old channel business greatly. Now beautiful can sale strategy is, only forward person supply card engine, and to latter besides supply card engine besides, still can supply the sheet with higher profit to turn over and the fittings such as camera lens.
To be transferred to fashionable crowd from major, beautiful can be spent on advertisement and brand conduct propaganda than adversary more idea.
From what be card machine advocate the Mo Wenwei that hits type IXUS to feel fashionable optionally begins as figure spokesman, small Ze Xiushu hopes beautiful can change the inflexible image in consumer memory.
Although this company did not divulge advertisement and market throw the specific defray that go up external, but cost is in the operation of this company to be climbed ceaselessly all the time litre. Zhang Yixiao says, now beautiful can personnel increases no longer, but the investment that the company is aimed at agency had been in the past two to 3 times. Gangdasheng mentions auspicious, for the Japanese company to taking profit seriously all along, this is a very difficult issue.
Roll out thematic advertisement every year like Suo Ni to publicize in that way, beautiful also can use this kind of means, even more not hesitate cost. Begin from September 23, the office worker of Beijing people, go to work every morning, can be in Beijing trade of the most flourishing subway station Xidan, nation two ground, see those who be as long as 100 meters is gigantic a beautiful can IXUS advertisement. Come off work in the evening everyday, can see beautiful on TV can " hello, colour " advertisement.
"We can center ad budget of a year in a few days to put in go out, small lustre think such concentration put in more effective fruit. " Xi Cunying bright tell " weekly of the first finance and economics " . Besides advertisement, they still can combine agency to make photography chair such activity.
Beautiful can market activity basically undertakes around agency, for instance, do to them groom, provide digital camera prototype, invite cameraman to do a technology to explain. The investment on many material resources and financial capacity, let beautiful can be in the market share of card machine and rank first to all alone the Buddhist nun is close to more and more originally.
What Dan Rangjia can begin to worry is, after buying Kenikamei to be able to be amounted to 2006, suo Ni already obtained digital sheet to turn over camera core technology, bedding face accumulates sensitive component.
In 3 years of in the past, suo Ni also begins to produce sheet to turn over camera. This is meant, beautiful can turn over the monopoly position of the market and core advantage to be weakened the likelihood in digital sheet. "We dare not treat sth lightly, once we a little carelessly, the competitor can surmount us very easily. " Xi Cunying bright say so. This is the unfavorable situation with the can realest good probably.
To take the special demand of Chinese user, beautiful also can try to be done neatlier on the sale, strive for resource to headquarters.
It is with the new fund IXUS that rolls out this year exemple, this groups of products that beautiful can roll out in global market basically are with argent give priority to with white. But according to Chinese consumer be fond of, beautiful can be rolled out technically in Chinese market " luxuriant palm " , " Leng Yan is silver-colored " , " halcyon blue " , " abstruse black " department waiting for color.
"The regulation of headquarters is, the shipment volume of the product of every kinds of color wants same. " Gangdasheng says auspicious, these products are rolled out to be meant in China, beautiful can China is made in most popular selling dvd discovery what sell policy on more complex, implementation rises more hard also. This accords with small Ze Xiushu to ever had said: "If the Chinese has the demand with special what to favorite product, we can be thrown somewhat. We can be thrown somewhat..
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