Saving China'S Marketing Strategy

According to the latest report, China's clothing industry is in a bad state. Behind the good design, there is a road which can not walk. It is the way of marketing. "Women's clothing enterprises once said:" many clothing brand enterprises' sales management system is not matched, it seems that they lack a piece of wooden cask and can't hold water. Its characteristics are: many people should be encouraged without encouragement, some should be punished without regulations in the system, there should be no incentive system for the behavior that should be encouraged, there is no corresponding punishment system for the prohibited acts, the reward can not be cashed in time, and the punishment can not be implemented in practice. After listening to what she said, we must realize that China has to establish a complete sales management system to get rid of the hole of sales management to save China's marketing.

First: result management is the key.

Results management is also important at times. This determines the strength of your talent team in the next stage of market expansion. "Sales action result management includes two aspects. One is performance evaluation, the other is market information research. Performance evaluation includes sales volume and receipt, sales report system implementation, sales cost control, compliance management, market planning and progress. Information research includes: the company's performance, competitors' information, information without feedback is another death of sales management. Wang Liangxing, general manager of the brand, said he clearly referred to the assessment of senior managers in the market. Information is the life of enterprise decision making. Being in the market, knowing the trend of the market, the characteristics of consumers' needs, the changes of competitors, and the requirements of dealers, the information is timely feedback to enterprises, which is of great significance to decision-making. On the other hand, the problems in sales activities should be reported to superiors quickly so that management can make timely countermeasures. However, many enterprises have not set up a set of systematic business reporting system, and have not collected and feedback information in time. The results of sales include two aspects: first, sales and two, market information. Sales volume is not important for enterprise development, but market information is important. Because sales volume is yesterday, it has been realized, and what has turned into reality is not changed, so it is meaningless to enterprises. What is meaningful is market information, because it determines the sales performance of tomorrow and tomorrow's market. However, many enterprises have not made requests for information collection to salesmen, nor have they set up a business reporting system to collect and feedback information in time.

Second: humanized management of Sales Manager

The core content of the humanized management sales manager is to focus on the main work of the sales work, manage and monitor the actions of the salesmen, so that the work of the salesman can be concentrated on valuable projects. It includes: monthly sales plan, monthly action plan and weekly action plan, daily sales report, monthly work summary and next month's key points, mobile sales forecast, competitive product analysis, market inspection report, weekly fixed visit route, market registration report, etc. You Hongyan, general manager of the women's clothing brand, said: "market managers must also manage the market development process. They are the most important core driving force of clothing enterprises. They are not the employees who should be dismissed after the end of the investment. If these talents are not promoted in the enterprise, that means your company has not made much progress. " The core task of customer management is passion management and market risk management. The key to mobilize the enthusiasm and enthusiasm of customers is profit and prospect. The key to market risk management is customer's credit, ability and market price control. Management tools and methods include: customer information card, customer strategy card, customer monthly assessment card. "Enterprises can not get all the customer resources to the sales department. The enterprise must allow the R & D department and the production department to directly accept the opinions of the customers." Ms. Gu, director of brand sales of women's clothing, said.

Third: make a comprehensive sales plan.

Perhaps, for a clothing brand with a new market orientation, the early management of this aspect will make many of your actions full of shackles. But as the saying goes, there is no rule. If there is no systematic plan, what is likely to be done in the end is useless. Perhaps many brand enterprises are greedy for market expansion, and their attitude towards work is hoping to get twice the result with half the effort. Therefore, they are better at "hugging grass and rabbits", but never make sales plans. There are some management departments who only give the target figures to the marketing development manager, but do not guide them in formulating the implementation plan. The contents of the sales plan of many enterprises have never been specifically quantified to each sales representative. Even some salesmen don't know how to plan their own sales. The core content of sales plan management is the reasonable decomposition of sales objectives in every important aspect. These aspects include varieties, regions, customers, salesmen, and settlement methods. The decomposition process is not only the implementation process but also the persuasion process. At the same time, decomposition can also test the rationality and challenge of the target, and find that problems can be adjusted in time. A reasonable and realistic sales plan can not only reflect the market crisis, but also reflect the market opportunities in the process of implementation. It is also the key to strict management to ensure the efficiency and intensity of sales work.

Fourth: don't be afraid of problems.

Why are some corporate customers' files unrealistic for a long time? Why do some enterprises receivables continue to occur and can not be rectified? Why do some enterprises cause repeated incidents of similar events to be unable to cure them? Why do some enterprises fail to find serious problems in marketing for a long time? Once discovered, they are already on the verge of bankruptcy and unable to return to the sky. The fundamental reason is that there is no monitoring and management of all kinds of information in the process of enterprise marketing management, especially in the absence of timely institutional feedback. "The problem of enterprise sales is not terrible. The terrible thing is that enterprises can not find the problems in every aspect of marketing activities in time, and make timely feedback on management so that these problems can be solved quickly without causing serious harm to enterprises. Jiangnan Buyi brand said so. Many enterprises do not regularly assess the sales performance of clothing brands. For example, the average number of visits per day, the average time of visits per visit, the average daily sales visits, the average cost of each visit, the average number of orders per 100 visits, the number of new customers developed in a certain time, the number of old customers lost in a certain time, the proportion of the cost of the salesperson in total sales and so on, and the qualitative assessment of the salesperson, such as assessing the salesperson's spirit of cooperation, enthusiasm for work and loyalty to the company.

The assessment of the sales staff of clothing brands is an important basis for determining the rewards, rewards, punishments, elimination and promotions of salesmen, so as to mobilize the enthusiasm of salesmen. On the other hand, the review and analysis of the sales staff's performance can help them to make progress. An important part of sales management is to train salesmen 'sales ability. Imagine that if sales staff do not progress, they will not improve sales performance.