In 2013, six innovative ideas were introduced to drive the development of China's sanitary companies. The focus was on enhancing terminal knowledge and optimizing resource integration to better manage market strategies, promotions, costs, personnel, and customers. This became a critical and urgent task for companies aiming to stay competitive.
Establishing a hierarchical customer data management system is a complex and time-consuming process. With numerous outlets spread across wide areas and scattered sales points, managing hundreds of thousands of terminals becomes challenging. Without an effective strategy, it’s easy to lose control. Therefore, implementing a scientific, structured, and focused terminal management approach is essential. ABC classification—based on customer volume, business area, and sales performance—is a widely used method. Class A customers are visited daily, Class B three times a week, and Class C once a week. Tailored strategies for each group help bring the terminal under control, promoting both efficiency and precision.
Strengthening the terminal business system involves creating a comprehensive framework for recruitment, salary evaluation, and staff training. This helps manage high employee turnover and ensures smooth operations. While strategy plays a role, execution is key. Regular inspections, field visits, and form checks are vital tools for improving performance. Local supervisors must be diligent in monitoring these processes. Accurate information is crucial; incorrect data can be more harmful than no data at all. Clear guidelines from headquarters are necessary to ensure consistency across branches.
Intensive cultivation combined with moderate innovation is important for existing markets. Companies often stick to traditional methods in pricing, distribution, and models, but changing market conditions require adaptation. For example, channel management should involve deepening existing relationships while exploring new channels and upgrading marketing strategies.
In price wars, non-overdraft companies have an advantage. When market leaders face aggressive competition, reacting impulsively can lead to losses. Instead, maintaining a steady marketing strategy and avoiding one-for-one responses is key. Leaders must remain composed, avoid falling into traps, and carefully balance their actions. A smart move is to leverage product structure, protect strategic profit products, and strategically push tactical items to maintain profitability and counter competitors effectively.
Effective management of channel stocks and unauthorized sales is crucial. Whether done by corporate marketers or dealers, such activities must be strictly addressed. A stable market order ensures price stability and allows marketing teams to work confidently. A fair salary system based on labor contribution fosters a healthy marketing environment, giving companies the chance to succeed in developed markets. Proper stock control also helps extend product lifecycles and keep companies strong in competitive environments.
New products can revitalize the terminal. When leading products reach maturity, competitors may erode market share and create confusion. Companies must crack down on counterfeiters while strategically launching new products to fill market gaps. By leveraging marketing channels, they can build a three-dimensional presence in promotion and display, reclaiming space from competitors.
In summary, to thrive in a competitive market and sustain success in established markets, companies must strengthen terminal management and build strong barriers in target positions. Implementing a solid terminal strategy and establishing interception and anti-interception systems is essential. Every detail must be refined to ensure long-term, healthy growth and greater flexibility than competitors.
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