The relationship between new and old customers in the market

The relationship between new and old customers in the market

At present, there are many new brands and enterprises. Because of the short starting time and high starting point, I started to open an account in the county and directly refined the channels to the second and third tier markets. At this time, enterprises need to consider only the control of logistics costs and the control of sales areas. There is no conflict between old and new customers at all, but in some old enterprises, such problems are inevitable. Some old markets are developed by some regional general agents. No matter what they are doing now, they have made contributions to the regional market expansion period of enterprises, and they also enjoy the channel benefits given by the big market to agents. Once the market is refined, it will inevitably affect the interests of these people and will inevitably cause such customers to stand up and resist; In the end, the conflict of interests between new and old customers will lead to channel conflicts, which will affect the healthy development of enterprises. But if the enterprise can fully consider the interests of old customers in the process of opening an account, is it tenable? Being in the middle of communicating with customers, * * * With the development of regional market refinement plan, this channel conflict can be avoided.

Quancheng Trading is the regional distributor of Ai Jia fruit juice, which has jurisdiction over three districts and nine counties with a population of nearly 10 million. Through its long-established distribution network from EMKT.com.cn and its distribution team and the brand awareness of Ai Jia Juice, Quancheng Trading has developed into a dominant fruit and beverage agent, while Ai Jia Juice has made great progress in Quancheng market through its cooperation with Quancheng Trading. However, with the listing and impact of emerging brands, Ai Jia's original market position has been impacted by the sales of competing products.

Ai Jia's competitive influence mainly comes from two aspects:

1, fineness of channel network: Ai Jia adopts distribution network in Quancheng, with competing products as the mainstay, and adopts the channel expansion strategy of opening accounts in counties and districts in Quancheng. After all, there is a gap between the degree of market refinement achieved by distribution and direct supply, one is intensive cultivation and the other is wholesale. Naturally, Ai Jia fruit juice is weaker than competing products in the refinement of channel outlets, and it will also encounter the intensive market of competing products in natural sales.

2. Channel profit sharing: As Ai Jia has adopted a distribution network, profits will be deducted from all links, from products leaving the factory to regional agents, distribution and retail. Naturally, when the product reaches the terminal, the price advantage does not exist. Moreover, because of the general agent, the profit between the second-and third-tier distributors will naturally decrease, the enthusiasm of the distributors will also be affected, and finally the competitiveness of the brand will also decline.

How to solve the above problems, Fan Li, the manager of Aijia City in charge of Quancheng, first thought of opening an account in the county and implementing market refinement; But for the account opened in the county, Fan Li has concerns:

1, the city manager of Jiangcheng just opened an account in a county six months ago. Because of the increase in profits, new customers (original county dealers) have higher sales enthusiasm and the initiative of channel refinement is further enhanced. Sales increased by more than 30% in the first two months, and with the purchase of old dealers, Jiangcheng's sales increased by more than 20% in the first two months after opening an account.

Two months after opening an account, the problem of opening an account in a county appeared. Because 1 county has 1 household, although the company has formulated a strict sales price system, because juice is a fast-moving product, each customer has formulated different sales policies in order to digest jujube products in his inventory. Moreover, there are many overlapping areas between counties, and Aijia is a brand-name product with high price sensitivity, and finally there is a serious channel conflict. 3, 51 stocking, old customers have been unable to stock up in advance as required because they have opened accounts in counties and districts, and new customers are more enthusiastic. However, due to financial problems, lack of experience in holiday promotion and insufficient sales forecast, the market in Wuyi Jiangcheng is unprecedented? Out of stock? However, at the same time, due to the shortage of customers' inventory, Ai Jia Juice failed to take advantage of the strong sales of May Day products to achieve a substantial increase in sales in Jiangcheng regional market.

After Fan Li reflected on the lessons of market refinement in Jiangcheng, Fan Li began to think about how to implement market refinement in Quancheng:

1, to ensure the sinking of channels, and to ensure the profits of downstream customers and the promotion of sales enthusiasm;

2. After opening an account, it is absolutely necessary to ensure the interests of old customers (Quancheng commerce and trade), and it is best to get the support of customers, at least not to turn against each other and cause serious conflicts in Quancheng commerce and trade;

3. Try to avoid large-scale channel conflicts, especially new product channel conflicts, so as to ensure the profit space and effective promotion of new products;

4. The purpose of market refinement is to increase sales, and it is necessary to ensure the continuous improvement of regional market sales after channel refinement.

In view of the above problems, Fan Li started his own market refinement road:

First of all, I communicated with Mr. Wang of Quancheng Commerce and Trade on the problems encountered in the current market to ensure that Mr. Wang has a correct understanding of the current market competition situation, and I hope that through his own communication, Mr. Wang will realize that market refinement is an inevitable trend to deal with competition; Fan Li gave Mr. Wang the following communication:

1. At present, the existing channel mode of Quancheng commerce and trade can no longer meet the competitive situation of fruit and beverage industry, which hinders the development of Ai Jia in Quancheng. Most cities have opened accounts in counties, so it is inevitable to refine the market of Quancheng.

2. Channel refinement will inevitably affect the existing interests of Quancheng commerce and trade. What kind of market refinement method can maximize the commercial interests of Quancheng in the process of market refinement?

3. How many areas can Quancheng Commerce ensure direct supply through its own efforts, and how will other areas be refined?

4. How to avoid channel conflicts after market segmentation?

Mr. Wang was lost in thought, because several questions Fan Li said were true, but he really didn't know what to do. Ai Jia Juice was developed in Quancheng market by himself. He knew that the market refinement and county account opening had become inevitable, but how could he watch his vested interests suffer? So bite the bullet and say? Let me get this straight. ?

? Can you figure out how many cars to add and whether the personnel team can be in place?

Mr. Wang was silent, and then he got a little angry? Just can't open an account? I can tell you straight away. ?

I'm just saying, but even so, Mr. Wang himself doesn't know what to do. All the direct supply is just an idea, and he knows it's impossible.

Fan Li saw Mr. Wang's mind and gave him the following suggestions:

1, refinement is inevitable, not only, but also other brands made by Mr. Wang, just ahead of others. What Quancheng has to do now is how to strive for greater self-interest in the process of market refinement of manufacturers.

2. Expanding direct supply is an inevitable trend, but unrealistic blind expansion will definitely affect the development of commerce and trade in Quancheng. What I can do now is to weigh the pros and cons and do what I can.

3. Assist manufacturers to implement the gradual market refinement of Ai Jia products, and finally realize the maximum protection of their own interests in the process of market refinement.

Mr. Wang listened to Fan Li's words, and his locked eyebrows stretched out at once. Fan Li, how do you think I should flatten my own channels, develop direct sales in those regional markets, and help manufacturers gradually refine the market of Ai Jia products?

As he spoke, Mr. Wang filled the teacups in front of Fan Li and raised three key questions?

Fan Li answered Mr. Wang's questions as follows.

On the flattening of dealers' own channels:

1, actively cultivate your own sales team, send the team you control to the target direct supply market, and let your team members control the end customers;

2. 1. Implement direct supply for large retail terminals in the region to avoid unnecessary troubles in the process of direct supply handover in the later period (large terminals are process operations with complicated handover procedures, and most operation contracts are signed annually)?

3. Establish corresponding sales system, including current market sales research and online filing, after-sales planning, business training, establishment of assessment mechanism, formulation and implementation of sales policies, etc.

At present, the selection of Quancheng commercial direct supply area should be responsible for the following requirements:

1, which conforms to the above-mentioned channel flattening principle, that is, our team can control the market where retail terminals and large retail terminals have been directly supplied;

2. The county market, which is close to its headquarters and the driving distance is no more than 1.5 hours (the distance from the county to Quancheng is within 70KM), thus ensuring more convenient direct supply;

3. A market with good market foundation and great brand influence in Ai Jia can ensure the rapid expansion of the market after the implementation of direct supply.

? So, what can I do to help Ai Jia gradually improve its market? Mr.wong asked eagerly.

This is also the focus of today's communication with Mr. Wang. Fan Li described his gradual refinement plan for Quanjian Ai Jia market as follows:

1. Cooperate with manufacturers to open an account in the county for popular and mature 500ml fruity series products. Because of the long research and development time and large sales volume, the profits of such products are gradually decreasing and the business space is shrinking. If we continue to adopt the distribution model, it will be difficult to promote the sales of these products. And it takes up a lot of money, which affects the development and promotion of other new products and is not conducive to the capital turnover and business development of Quancheng. Therefore, these products are directly supplied to accounts opened in counties outside the district.

2. Large-capacity (above 1.5L) and new pulp products belong to the product expansion period because of their low market share, and have a large profit margin. Quancheng commerce can continue to implement total distribution, but it is necessary to increase the promotion support for new customers in counties and districts according to the number of goods required by customers in counties and districts, and the customers in counties and districts will implement promotion according to market conditions to promote the sales of such products; Quancheng trade realizes product profit through small profits but quick turnover of such products, and promotes the rapid promotion of new product sales.

3. Manufacturers should join hands, focus on the sales promotion of new products, and gain sales profits by developing and promoting new products.

After listening to Fan Li's introduction, Mr. Wang replied happily? In this way, the specific direct supply scheme and all market refinement schemes will be finalized tomorrow! ?

Wang is always a business expert. He knew that Fan Li's market refinement plan would not only make him lose interest, but would promote the rapid development of Quancheng's commerce and trade.

;