【文章內(nèi)容簡(jiǎn)介】 we keep ZhuJiang as our distributor it will be greatly disadvantageous for further development in GZ market. Because ZhuJiang always threaten us with their advantage in sales work. 第三部分： 銷(xiāo)售策略 Part three: sales strategy 一、 銷(xiāo)售思路 sales diagram 突出主打品項(xiàng) 25 個(gè)： there will be 25 key categories to be used for establishing brand image 7 A、 通路品項(xiàng)： AL111 AL131 A8110+ A8210+ A9110+ A9210+ S7M72 L720 category for modern channel B、 商場(chǎng)品項(xiàng)： E910+ E920+ L81 L82 K85 L86 A80 A90A87 C1 C9 W11 DT200、 BT6 K120（ 5+1）、 3A8105+A8210+B80AL7220 category for hypermarket 突出主推品項(xiàng) 20 個(gè)： there will be 20 categories to be used for improving sales volume A、 通路品項(xiàng)： AL1116Y ALS1410+ ALS2410+ AL5220 category for modern channel B、 商場(chǎng)品項(xiàng)： A93 A94 A95 A96 E93 E94 A90 A80B60 C120（ 5+1）、 NT13 S730N、 M724N、 L720N、 C5 A9810 category for hypermarket 抓好重點(diǎn)商場(chǎng)的樣板店。市區(qū)直供商場(chǎng)選擇 10 家門(mén)店，外圍市場(chǎng)每個(gè)片區(qū)選擇 13家門(mén)店，進(jìn)行終端活動(dòng)做全年排期。根據(jù)各個(gè)門(mén)店特點(diǎn)，采取措施造勢(shì)，吸引消費(fèi)群。 We will try to build up sample stores for key hypermarkets, ten stores will be selected from direct sales hypermarkets to be sample store, and 1 to 3 stores will be selected from outer market to be sample store and we will figure out annual promotion plan. different measures will be taken in each store for realizing consumer pull. 抓好渠道銷(xiāo)售，不能忽視二批商的作用，加強(qiáng)人員走訪(fǎng)推銷(xiāo)，研究特點(diǎn)，適當(dāng)開(kāi)展有針對(duì)性的促銷(xiāo)活動(dòng)，調(diào)動(dòng)二批商的銷(xiāo)售積極性。 We should take action for improving channel sales, that is we can’t ignore the importance of Subwholesaler, we should make more sales calls on those wholesalers and try to make good use of those wholesalers by means of having wellanized promotion activities. 堅(jiān)持抓好價(jià)格體系。嚴(yán)格按照公司的價(jià)格體系執(zhí)行，通路保持 6~8 點(diǎn)利潤(rùn)空間、商場(chǎng)超市 8~10 點(diǎn)利潤(rùn)空間。對(duì)沖貨低價(jià)銷(xiāo)售的經(jīng)銷(xiāo)商在疏通思想工作的前提下，按有關(guān)規(guī)定處罰。對(duì)于片區(qū)沖貨，加強(qiáng)人員跟蹤、抓住沖貨來(lái)源、穩(wěn)住本區(qū)域重點(diǎn)二批。破壞沖貨戶(hù)的批發(fā)網(wǎng)絡(luò)，直接由當(dāng)?shù)亟?jīng)銷(xiāo)商送貨到位。 We will try to maintain pricing program issued by headquarters. In modern channel, the profit space should be from 6% up to 8%. And for hypermarket, it should be from 8% up to 10%. On one hand , we will talk with those distributors which involved in transregional sales . and on other hand punishment will be fulfilled on some distributors. For solving transregional sales, we will enforce tracking on this issue in order to find 8 real resource so that we can make control on those key subwholesalers. products will be delivered by local distributors for solving transregional problems. 靈活運(yùn)用促銷(xiāo)手法，激活市場(chǎng)，提升品牌的競(jìng)爭(zhēng)力。在終端堅(jiān)持抓出樣、陳列升級(jí)，重點(diǎn)商場(chǎng)；堅(jiān)持開(kāi)展有影響號(hào)召力的終端活動(dòng)，通過(guò)堆頭、特價(jià)、快訊、賣(mài)贈(zèng)、捆綁等各種形式吸引消費(fèi)者。在通路必須勤走訪(fǎng)、多宣傳、鞏固網(wǎng)絡(luò)，針對(duì)競(jìng)爭(zhēng)對(duì)手有效開(kāi)展各種形式的促銷(xiāo)活動(dòng)。 For realizing consumer pull and improving brand image, flexible promotion activities will be implemented in the market. We will focus on display update and SKU percentage in outlets. In key hypermarkets, effective promotion activities such as TG,DG, gift promotion package ,special offer those measures will be taken for realizing consumer pull. We will try to build up good customer relationship with modern channel accounts by means of daily sales calls and various promotion activities. 市場(chǎng)的啟動(dòng)工作。重點(diǎn)圍繞院校、醫(yī)院、團(tuán)體購(gòu)買(mǎi)，進(jìn)行新品宣傳。在每個(gè)重點(diǎn)大、中專(zhuān)院校發(fā)展 13 名學(xué)生兼職做品牌傳播員，派發(fā)贈(zèng)品、宣傳品。 銷(xiāo)售團(tuán)隊(duì)目標(biāo)任務(wù)分配（含心相印共 710 萬(wàn)元） sales quota target for each sales team (includes tissue the total target is million) 銷(xiāo)售預(yù)測(cè) sales forecasting 17013011010080 804004080120160200珠江團(tuán)隊(duì)直供商場(chǎng)團(tuán)隊(duì)佛山團(tuán)隊(duì) 寶興團(tuán)隊(duì)番禺順德團(tuán)隊(duì) 從化新塘團(tuán)隊(duì)花都團(tuán)隊(duì)團(tuán)隊(duì)萬(wàn)元 9 品牌 銷(xiāo)售策略 Sales strategy by brand ▲ 安樂(lè)：以通路為主。點(diǎn)提升 AL1116Y AL131 ALS1410+ ALS2410+5 的單品銷(xiāo)售。 Anle: the key market is modern channel. We will focus on AL1116Y8, AL1316, ALS1410+5, ALS2410+5 those SKUs ▲ 安爾樂(lè)：以銷(xiāo)售商場(chǎng)為主。普通產(chǎn)品的促銷(xiāo)以組合裝為主： A8105+A8210+B803A9105+A9205，重點(diǎn)提升： A95 A96 L85 L86 A93 A9410 的單品銷(xiāo)售。 Anerle: the key market is hypermarket. We will focus on A9510,A9610, L8510,L8610,A9310,A9410 those SKUs ▲ 安兒樂(lè)：小型貨倉(cāng)超市批發(fā)通路以 S7 M72 L720 透明裝為主， S730N、 M724N、L720N 主要是中大型商場(chǎng)。 Anerle: for small warehouse supermarket and wholesale channel, we will focus on S730,M724,L720, with transparent package, for middle and large hypermarket, we will focus on S730N,M724N,L720N. ▲ 心相印：重點(diǎn)提高經(jīng)銷(xiāo)商終端商場(chǎng)的品項(xiàng)出樣率，在通路批發(fā)重點(diǎn)提升： K120（ 5+1）、 A120（ 5+1）、 C9 W11 NT1320 的銷(xiāo)售。 Tissue: we will try to improve SKU percentage in those distributors’ outlet hypermarkets. For wholesale channel, we will focus on K120(5+1) ,A120(5+1), C910, W112, NT1320. 01002003004005006007001 2 3 4 5 6 7 8 9 10 11 12月份萬(wàn)元 10 三、 網(wǎng)絡(luò)建設(shè) Network construction 發(fā)展直銷(xiāo)隊(duì)伍，建立直銷(xiāo)網(wǎng)點(diǎn)。在廣州市區(qū)設(shè)商務(wù)（勞保）代表 2 人、業(yè)務(wù)代表 5人、直銷(xiāo)網(wǎng)三個(gè)，由經(jīng)營(yíng)部倉(cāng)庫(kù)直接供貨。外圍片區(qū)每個(gè)經(jīng)銷(xiāo)商點(diǎn)設(shè) 12 名業(yè)務(wù)代表。 We will develop direct sales force and build up direct sales work. There will be 2 business representatives, 5 sales representatives and 3 direct sales work, which will be supplied by GZ sales office directly. For o