Some opinions and suggestions on terminal activities in Yadea.

? Text/Marketing Planning Department. Li sihuang

? It's been a month since I came to Yadea Marketing Planning Department. During this month, my Guangdong team and I conducted three store activities and two square activities. In this series of activities, I personally think that the overall success is relatively good, but there are still gaps between various activities. There are reasons why the regional market is good or bad, and there are also our own capabilities. Below, I will share my work experience during this period from two aspects: "learning mentality" and "often talking about my experience".

? Look for "bright spots" and pick "weaknesses" first.

Before I came to Yadea, I had worked in two other large electric vehicle companies in China for ten years, and I knew their marketing models very well. Comparatively speaking, the marketing planning department in Yadea has many bright spots.

? "Bright spot" 1. Yadea's terminal activities adopt the mode of "national unification, adding small themes according to local conditions".

Generally speaking, the mode of brand terminal promotion activities in the industry is the mode that merchants design their own themes and schemes. To a certain extent, this model can adapt to local conditions and meet various market needs of merchants. But what's more, the following businesses will design more bottomless activity plans, for example, "799 yuan to buy XX electric cars, electric motorcycles ride home", "hot summer, XX electric cars go straight down 1000 yuan" and so on, which greatly caused vicious competition between the same brands. Even some merchants add some illegal factors to the terminal promotion activities, which seriously damages the brand image of the electric vehicle brands they operate.

In the gloomy environment of the current electric vehicle market, Yadea's unified theme terminal activity mode can not only effectively manage the situation that merchants have no bottom line, but also allow merchants to use it flexibly according to market demand. It's like a kingdom, where the central government manages subordinate vassal States. If the central government does not have unified and standardized laws for vassal States, the powers of vassal States will be too large, which will lead to division and chaos in the world.

"Highlights" 2. There are unified and standardized requirements for the layout of terminal activity venues in Yadea. Such as models, green plants, lawns, car display and sampling, etc.

? Generally speaking, in the terminal retail market, the more high-end goods, the stricter the requirements for the display and samples of their goods. Scientific and reasonable commodity display and sampling scheme can not only increase consumers' desire to buy, but also add points to the brand positioning of enterprises.

? In today's electric vehicle market, as far as I know, the most stringent brand for display and random inspection is Yadea. "Yadea, a higher-end electric car." -Consumers' high-end image of Yadea will only become more and more profound.

? After finding the "bright spot", let's pick the "weak spot".

? "weakness" one, "Rome was built in one day, and the Red Sea market spent a lot of money."

Once upon a time, in the era of electric vehicle seller's market before 20 15, a large-scale square push activity could easily clinch hundreds of units. Excluding the input, there will be a surplus.

With the electric vehicle market entering the buyer's era, the market turnover has shrunk dramatically, and consumers have basically figured out the doorway for businesses to do activities. It is almost more difficult to make a profit from a square-like push activity. However, as long as the organizers make scientific selection and strict accounting, the profit is 100% controllable.

? The mode of pushing activities can be divided into store activities and square activities.

? Comparatively speaking, the investment in square activities will be greater and the influence will be greater.

? I think there are two principles for the choice of these two activity modes: 1, choose square activities in areas with strong brands. 2. Brand weakness and new market selection activities.

? There are two reasons. First, in areas with strong brands, brands have been deposited for many years. The retail sales of goods are in good condition and consumers have high awareness. That is, a single store generally has more than a dozen or twenty retail units, not to mention real money and silver preferential business activities. Therefore, the sales of square activities are generally good. Second, regional bosses with strong brands generally have many years of business experience and stronger financial resources, so there is no economic pressure on square activities that are usually tens of thousands or even hundreds of thousands.

On the other hand, for bosses in areas with weak brands, a square activity with tens of thousands of activities will definitely have certain economic pressure. Because the brand itself is not well managed, the boss has not made any money. In addition, if the activity is not effective or even loses money, it will also have a great negative effect on the business confidence of the merchants.

In addition, for newly joined merchants, the cooperation between merchants and brands is still in the stage of "crossing the river by feeling the stones". It goes without saying how much negative impact a high-input and low-output square activity has on businesses.

? In recent years, the industry has heard that many square activities have invested tens of thousands to hundreds of thousands, but only a dozen or even several electric vehicles have been sold, and Yadea is no exception. While analyzing the causes of various failures, should we reflect on whether it is necessary to carry out such square activities?

? Maybe? Some people will say that businesses and companies should advertise if they have plenty of money. If it's just for advertising, why not launch a store activity with much lower cost when there is little difference between publicity methods and publicity costs?

Moreover, store activities have incomparable advantages over square activities.

Advantage 1: low store fees and flexible activities.

A store activity has almost no other expenses except basic advertising materials and publicity expenses. And flexible activities, once a month, once a week. Enterprises with strong financial resources can be organized separately.

Comparatively speaking, thousands of square venue rents every day are a burden for businesses and manufacturers. You don't have to ask for a song and dance performance or live broadcast among online celebrities.

Advantage 2: The store activity is to publicize the location of the store, so that consumers can remember not only the brand, but also the specialty store.

Compared with the square activities, the three-day and two-day square activities are more like "a hammer sale".

Advantage 3: The effect of store activities has little influence on the mood of merchants.

The store activity itself has little investment, which has played a long-term role in promoting the store location and brand in the local area. Even if the activity effect is not good and there are not many cars sold, most business owners think that their business methods are insufficient, so how to better improve themselves in their future work.

To sum up, the choice of a terminal promotion mode plays a vital role in brand management and the confidence of merchants and manufacturers.

Whether the brand can be done well in the local area depends more on the quality of products, the service of merchants and the long-term publicity of merchants. It is unrealistic to want to stimulate the local market by investing heavily in one or two square activities. Therefore, merchants and regional salesmen must be cautious when choosing terminal promotion activities.

? "Weaknesses" Second, the expression of the effect of terminal activities is good or bad, and the hero is discussed by quantity.

Give a simple example.

? First, a store directly invested 2000 yuan to sell 50 electric cars in three days. Secondly, a medium-sized square activity directly invested 50,000 yuan and sold 200 electric cars in three days. This kind of square activity is very successful in the current market, and everyone who has personally carried out square activities knows it very well. )

Looking at the data alone, some people may say that scheme 2 is more successful than scheme 1 because the number of cars sold is three times more.

Scheme 1 or Scheme 2 is more successful? Let's work out an account.

The single unit investment of scheme 1 is: 2000 yuan /50 units =40 yuan. In the second scheme, the single machine investment is 50,000 yuan /200 units =250 yuan. If the bicycle profit is 200 yuan during the activity, then each vehicle in Scheme 2 loses 50 yuan, and Scheme 1 net profit per vehicle 160 yuan.

It is clear at a glance which kind of activity is more effective.

? At this point, we might as well expand the scope of discussion: that is, how to judge the quality or success of a terminal promotion?

Some people say that selling more cars at the event site is success. Some people say that the more detailed the publicity, the more successful it will be. Everything makes sense, but the method of analyzing the problem is too one-sided.

Here's what criteria are used to measure the quality of a terminal promotion activity and put forward some simple views.

The effect of a terminal promotion activity should be viewed from two aspects, one is immediate and the other is long-term.

? Look at the "direct output-input ratio" immediately. What is the "direct output-input ratio"? As far as electric vehicle terminal activities are concerned, if there is a store-visiting activity, the activity 1 * * sells 50 vehicles, and the income of the activity 1 * * is 15000 yuan, excluding the purchase price. At the same time, the direct cost of advertising materials and labor is 3000 yuan (excluding the cost of formal staff in the store and the cost of sending people from the factory to assist the promotion specialist). Then the "direct output-input ratio" of this activity = 15000 yuan /3000 yuan =5, which is a positive number of 5. It shows that the terminal promotion activity is very successful.

If the "direct output-input ratio" of an activity is negative, it means that the activity is losing money. The greater the negative, the more the loss. On the contrary, the ratio is positive, indicating profit. The bigger the positive number, the more profitable it is.

Looking at the effect of a terminal promotion activity for a long time, we can take a time period and then compare it with the same time period before the activity to see the effect of the terminal promotion activity. Considering the seasonality of electric vehicle products, it is best to compare the same period last year. Of course, we can also use the analogy method of competing products sales in the same region.

These are my simple views and opinions on the terminal promotion activities of Yadea Marketing Planning Department this month. Limited by space, it is one-sided. At the same time, for "how to carry out larger-scale square activities?" I believe that every promotion specialist can perform well independently after two or three square activities, so I won't explain it here.

Thank you! ! !