What is the sales channel of FMCG?

Channels are customer networks with the same characteristics, and the innovation of channels is endless. For FMCG industry, due to the rapid development of marketing and competition in the past ten years, the current innovative ideas are somewhat lacking. However, just as invention may not be epoch-making, in ordinary marketing practice, repairing and improving channels is a more feasible and effective way. Here I list a case that I am satisfied with:

One: Industry

A famous foreign beverage company-carbonic acid

Second: background

In the central city market of third-tier cities, my competitors and I are generally at a disadvantage. The competition of the main channels is as follows (comprehensive evaluation of customer coverage, SKU distribution efficiency, display, sales and other indicators): KA is basically flat; Class b stores are equivalent; CD shop is slightly stronger; The dedicated channel is only equivalent to the other party's1/2; The township channel is equivalent to the other party's 1/2. As can be seen from the above, my main weakness lies in special channels and township channels. As sales expenses and customer resources are the strengths of competing products, I can't fight them hard. At this time, circuitous operations and innovative thinking have become an inevitable choice. The first opportunity I saw was Shuanghui, Luojin and Yurun cold meat specialty stores with reasonable layout and wide audience. The cooperation with them has directly improved my market and sales performance, and tapped a potential golden channel that competitors have not found or disdained to pay attention to. When the competitors responded, I had gained a firm foothold.

Four: Scheme

Actually, the development process is not complicated. Simply put, it's a survey of customer information (address, name, name, telephone number) in a specialty store-including the route-fixed visit-joint promotion-display shelf launch.

1, customer information survey. Some people may say, why not directly find the relationship and get the information from their store, which can save the process and time cost? I want to say here that my company is second to none in terminal execution management in China, but even so, the accuracy and activity rate of airline customer information can only be above 80% and 75%. Route management is a dynamic and constantly updated process. Anyone who dreams of owning the market and sales with all the information is naive. So route survey and first-hand information are the first step to success. Just like a battle, you have to survey the terrain first, and famous people will bomb it themselves and even risk going to the front.

2. merge into the route. Merging routes is not simply adding them to the routing table. As a manager, we should fully consider the workload of front-line sales staff. Customers included in the route must be of high quality, the route sequence is compatible, and the salesman has the service ability. This requires some trade-offs. At this time, we should fully respect the opinions and initiative of subordinates, put forward principles and standards, and leave them to the sales staff to deal with themselves.

3. Visit regularly. The development of new customers and the creation of channels were not built in a day. Regular and intensive visits are the key to success. Before the visit, we should work out a sales demonstration plan (PEPSI) with the business people and rehearse it repeatedly at the morning meeting. Make the project progress tracking table (Gantt chart), track and measure in time as planned, and solve problems in time when found.

4. Joint promotion. Joint promotion is a very effective way to promote sales, which can jointly integrate the high-quality resources of both parties, quickly occupy consumers' minds, promote brand communication and promote sales. Commonly used means are full purchase and lottery. The way I use it is to buy chicken wings full 15 yuan and add a coke. This is mainly based on the following considerations: the strong products of specialty stores are pork products, while chickens and poultry are weak products. I use Pepsi, a strong brand, to match its weak products to help stores increase sales and passenger flow. The specialty store buys my products as gifts at low prices, and we are responsible for material publicity. In this way, the store got profits, sales volume and popularity, and I got channels, sales volume and brand reputation. The activity schedule is 8 days, spanning 4 weekends in a month.

5. After a period of cooperation, we screened out high-quality customers with large storefronts and high sales volume, and appropriately invested in some display shelves to seize the display resources.

Five: record. The number of customers has increased by 200, and the monthly production and sales volume is 10000 TEU, accounting for about 20% of the monthly sales volume in our regional market.

Six: cost. The cost of the whole project is about 3,000 yuan, and the cost rate is 0.3 yuan /TEU.