Volume 264【Key Customers and 101 Plan】

Time Cafe, second floor.

Doudou is on vacation for the weekend, so she doesn't do her homework and devotes herself to computer games.

Song Weiyang closed the doors and windows, dragged a bench and sat beside him...and made a phone call: "Our production technology upgrade has not yet been completed, and we need money to develop the pure water market. We can't compete with Pepsi in the channel war. We can't afford it. We don't have that much." cash!"

"The feedback from dealers is very bad, forcing us to rebate cash," Yang Xin said. "Pepsi's move is too ruthless. Cash rebates can make dealers' capital chain more stable, and the choice of purchasing and selling goods is also more flexible. Distributors are overjoyed. If we don't get it right, we may lose many distributors to Pepsi."

"Did Coca-Cola respond?" Song Weiyang asked.

Yang Dao said: "There is no movement at Coca-Cola, I don't know what they are planning."

Song Weiyang pondered for a moment, and said, "Let's speed up the construction of the direct sales network. Of course, the distributors can't give up, and direct sales and distribution should be done together."

Direct selling is a kind of sales method, not a scourge, but it was later discredited by some health care products.

Factory-consumer, this is direct selling.

Factory-retailer-consumer, which can also be broadly classified as direct selling.

Historically, Pepsi began to play channel stimulation strategy in the mid-1990s, snatching away many Coca-Cola distributors in China, and distributors in some provinces even collectively embraced Pepsi. This forced Coca-Cola to be overwhelmed, and was forced to develop a direct sales network crazily, and the goods were shipped directly from factories to schools, supermarkets, restaurants and other places.

Yang Xin said: "We have been working on the construction of the direct sales network. At present, Beijing and Shenghai are doing the best, but I am afraid that other cities will have to develop slowly."

"I can't make it clear on the phone. I want to start a channel construction plan in advance," Song Weiyang said. "Call a meeting of the planning department, publicity department, sales department, and logistics department. I will be back tomorrow morning."

"Okay, we'll wait for you." Yang said.

Song Weiyang hung up the phone and pushed the door out. Doudou looked up and asked, "Uncle, are you going on a business trip again?"

"Well, I'll be back in a few years." Song Weiyang said.

Lin Zhuoyun was probably studying in the library at the moment, Song Weiyang went downstairs and said to Lin Wanzi: "Sister, please tell Zhuoyun to ask her to ask for leave for me."

"Ask for leave again?" Lin Wanzi asked in surprise.

That afternoon, he flew to Rongcheng by plane, and then returned to the company headquarters by car. On the way, Song Weiyang had already written the plan.

"Director!"

"boss!"

"..."

The persons in charge of the Planning Department, Propaganda Department, Sales Department, and Logistics Department, as well as General Manager Yang Xin were all there. Seeing Song Weiyang appear, everyone got up to greet him.

"Sit down!"

Song Weiyang said with a smile: "PepsiCo's strategy of stimulating distributors with cash rebates is indeed very clever. It caught us and Coca-Cola by surprise. We are unable to deal with it head-on because we don't have so much money. But the sky has not fallen. , and it’s impossible to collapse! Today, I’m going to talk about our new sales strategy, called ‘Key Accounts and 101 Plan’!”

Everyone listened carefully and did not want to miss a word.

Everyone in the society knows that Song Weiyang is a master of marketing, and he has never failed. Now everyone wants to hear the chairman's new channel sales strategy.

Song Weiyang grabbed the small blackboard and quickly wrote a few lines with chalk.

"After nearly three years of development, Xifeng has established more than 160 sales branches in various places," Song Weiyang said with a smile, "These sales branches are laying the foundation for my new plan, and now I can finally show it. The blade is gone!"

Including Yang Xin, everyone's spirits were lifted. It turned out that the chairman had already started planning three years ago!

"I divide the new sales channels into three lines," Song Weiyang said, pointing to the blackboard. "The first line is key customers. There are more and more large supermarkets and shopping malls, which can be listed as key customers. Please ask the sales department In addition, set up a "key customer group". Each sales branch will have a special person responsible for key customers. We must take the initiative to get in touch with those key customers directly, and then the sales branch will connect the key customers with the factory and deliver the products in the factory. Ship directly to supermarkets and shopping malls, cooperate directly with retailers, and omit the distribution link!"

"The second line is the regional distribution partners. The underwriting agents must be completely eliminated, even the agents at the city and county level. What are the regional distribution partners? They are responsible for developing retail customers, contacting us when they get orders, and directly from the factory. Send freight to retailers. These regional distribution partners are equivalent to our regional salesmen, not traditional distributors. I call it the '101 plan', two 1s, representing factories and retailers, and one o, representing Regional distribution partners, which also represent no traditional distributors."

Song Weiyang said: "These two lines are to eliminate traditional dealers and agents, so as to sink the channel. As long as we can do it, we can control the market and not be restricted by dealers like we are now. Of course, doing It’s very difficult, and we have to build storage centers in various places, which is also a big investment.”

"The third line is to go through the wholesale channel, that is, the traditional distribution channel. This is a supplementary channel. If the distributors are willing to continue to cooperate with us, then continue to cooperate. If not, then please go away!"

"Including iced tea, purified water, and canned food, we must do this! Those who have an exclusive sales contract will cancel their regional agency rights when the contract expires."

"The task of the sales department is very heavy, but as long as the performance is good, your bonus will be the highest. And the logistics department, your task is also heavy. When the storage centers in various places are established, you must contact the local transportation company and talk to them. Start a long-term cooperation."

"I have asked someone to print out the specific implementation steps, and it is forbidden to spread it outside for half a year."

"By the way, there are other things. Postpone the production and listing plan of juice drinks and instant noodles, concentrate funds to build a storage system, and seek bank loans if you don't have enough money. Lao Yang, I know you are considering going public, but the listing plan will also be postponed. Because of the establishment of a warehousing system, Xifeng’s debt ratio will inevitably be extremely high, and the securities regulatory department will definitely not pass Xifeng’s IPO review.”

"As for Pepsi's current pressure, the publicity and planning department should take action and carry out more publicity and promotional activities. Don't cut prices anymore, buy three bottles and get one free, it will definitely attract customers, and do it when there are festivals. Although the National Day has passed, but You can find festivals yourself. If there is no festival, you have to create a festival. Isn’t this the Double Ninth Festival? You can make any excuse to do promotions.”

"Also, all the Coke produced in the next three months will be sold with prizes. Another bottle, another bottle, and the median rate is set to 60%. The sales volume will increase, and the dealers will make some money. Many of them will not take risks. selling Pepsi at risk."

"Okay, the meeting is adjourned. I have to rush back to school for class, and General Manager Yang is fully responsible for the specific implementation!"

Song Weiyang came in a hurry and left in a hurry, but the company executives in the conference room were blown away.

At present, large private enterprises in China are all using the regional agency system, among which the beverage, food and health care products industries are the most typical. This method can quickly expand channels and quickly occupy the market. It is the optimal solution and is deeply loved by private entrepreneurs.

Song Weiyang not only wants to eliminate the agents, but also weaken the dealer group, which is too risky and thankless.

But what if it works...

Everyone here is very excited. Although it is very difficult now, as long as it is successful, Xifeng Company will be able to stand firm.

Yang Xinxin smiled wryly to cover up his inner excitement, and said, "The chairman is trying to exhaust me." He stood up and said, "All departments recommend excellent employees, and many new jobs will be added soon, and it's time to promote these outstanding employees. "