Million and Weiguo: From the perspective of search marketing growth
"Looking for growth" is a regional sales a precondition to maintain rapid growth. But how to find growth, business people generally more confused, even if that growth is located, it is difficult to find focus and pay attention and even solutions. So, faced with the task assigned by the company (the basic task is the task of chain growth indicators) that many business people are more pessimistic. So, how in the limited conditions and under greater pressure to find effective business growth points? This started only from the perspective of a number of sales.
Generally, sales growth could be three ways to find and extend to form three basic directions for growth, namely the regional growth direction, the channel direction of growth, product direction of growth. For ease of understanding, analysis, mainly by way of example.
Looking for growth in the region
To a provincial area, for example, assume that the province has A, B, C, D, E 5 2 areas, how to find growth in the region can do? A case study in our analysis: first analysis of the region's market capacity. General theoretical approach is to population, buying power, the desire to buy a regional market capacity as judge of the three basic factors, namely, volume of demand = population × × purchasing power to buy desire. However, this method is difficult to calculate science. Simple method is to key competitive brands in this region divided by the sum of their annual sales market share, and. Competition among the major brands of data through the channels and some simple basic access to market research. The higher the brand concentration areas, this method more accurate conclusions. Found a market capacity can be calculated after the sale of their shares, the lower the share, indicating greater potential for growth. However, whether the potential of the region is our core growth regions? The answer is no! This growth depends on the difficulty. If a region has several strong brands dominated the market, competition will be fierce relatively certain, now wants a slice in the region, the cost would be great, if resources are limited, difficult to achieve. In general, the market capacity, market share, our brand has spread and low growth area is the ideal area for fast; and a thriving regional brand is also good growth area. A region according to the analysis of ideas, on the B, C, D, E areas are analyzed, and then classify these regions can be generally divided into a simple "current can be achieved in the core growth areas," "important future growth areas" and the "general area." Then we clear the main attack position.
Finish the work, the next to be solved is the agency structure. Agent structure contains agent-level layout with agents, agent-level mainly refers to the length of channels, known as an agent, two agency problems; agents layout refers to the development of the whole province in the region to prepare the number of agents, each regional agents or what type of channel. The two together can be summarized in two basic agent model, namely, a small region agent system and agent system, the system under the two agents. The former model refers to the two regions as the basic unit, such as A, B, C, D, E areas are the development of a an agent or individual districts merge agent. In some large cities, as well as to the delineation of the respective channel formats into setting up proxy?? Essentially little difference between the two. The second model in the agent system does not necessarily mean the provinces agent may also be some areas on the agency or most of the province areas. This model to be successful, the key is how to define the office, general agent, second among the responsibilities of agents, how to design the distribution of interests among the methods and operations, office manager of the operation on the level of have high demands, or else a contradiction. But in the end is to implement an agency or a small region agent system, agent system under the two, depending on local circumstances may be. Theoretically, seepage and flat, through compression and thus reflect the price advantage of intermediate links, but everything can not be across the board! If the small area of the agent can not achieve the basic scale, the implementation of agent system, but under the two agent system is the right choice.
Looking for growth of channel Yetai
Channel Yetai here is the different types of terminals.
I am an expert from China Crafts Suppliers, usually analyzes all kind of industries situation, such as refinishing bathroom cabinets , plumbing p traps.
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