The consumer goods industry must be called "the distribution rate." In fact, the premise of the distribution rate is the "visit rate", the visit rate is the cause, the distribution rate is the result, leaving the visit rate to talk about the distribution rate is "the cause of the consequences", the key indicator of the visit rate is forgotten, is the marketing industry A common sense mistake that prevails.
What is the visit rate?
A few years ago, Coca-Cola once won the market performance champion in more than 20 bottling plants in China. At that time, the champion chose Hangzhou Coca-Cola. So the whole country went to Hangzhou, and more than 20 bottling factories sent representatives to learn from the champion Hangzhou Coca-Cola.
Representatives of various Coca-Cola bottling plants - sales managers in the local marketing circle are cattle A characters, this time to learn from others, my heart is inevitably unhappy, the first night in Hangzhou party, everyone feels uncomfortable "I do not believe in Hangzhou The Coke factory can make the market come to the market. "Isn't it just let us see the distribution rate of Hangzhou? Maybe it was the last week's assault"....
The next day, after reading the market, they all served, and they were convinced. At the dinner, they rushed to toast the Coca-Cola colleagues in Hangzhou.
What makes these unscrupulous cows convinced? Not the distribution rate, not the terminal performance, but the visit rate!
More than 40 representatives from various cola factories visited and visited more than 10,000 retail stores in Hangzhou. They asked a few questions: "Hello boss, what is the name of the clerk of the cola factory? What is it? What is it? How many?". As a result, I really asked for ten sales points. I could have nine stores to answer the question: "The Coca-Cola salesman is called Zhang San, black, fangs, and four afternoons."
Anyone who has done a quick break knows that 80% of the retail store owners remember what your salesman's last name is, what it looks like, and how many weeks a week, this is not easy to do - Hard, quite difficult!
In the bustling city of Hangzhou, the terminal store owner is sitting in the store one day, how many manufacturers visit the salesman like this? At least 20 - Coca-Cola people must come, Pepsi-Cola people must come, Master Kong water people must come The people of Master Kong are sure to come, the people who are unified must come, the people of P&G are sure to come, and there are Wang Laoji, Tsingtao Brewery, Unilever, and so on. The big brands that are available in the fast-moving industry are doing terminal deep distribution lines. Let the owner report the name of your company's surname, what is the length of what kind of week to explain what - indicating that Hangzhou's Coca-Cola terminal industry has long been a resounding visit to the terminal, and the store owner is deeply impressed.
Imagine that when the terminal visit rate reaches this level, the distribution rate will increase - definitely!
On the contrary, your sales boss as a ** manufacturer has always been a headache. Why can't the market be done? Why is the distribution rate too low? Don't rush to consult the company to consider the strategic issues. I suggest you check the “visit rateâ€! Asked in the store: "I am a member of the ** factory to do an investigation. When did the salesman of our factory come?" Believe it or not, maybe the owner will answer "** Factory?" Do you have a salesman in your factory? I don't know!". Halo! Everyone thinks, when your terminal visit rate is this level, your distribution rate will not be high - 80% will not, people will not go, where there is a distribution rate!
There are also exceptions. The person who visits the terminal is not the manufacturer but the dealer. Then you ask: "I am the headquarters of the ** factory, come down to find our dealers, do you know what is the name of our local dealer's last name?" If 80% of the shopkeepers answer the dealer's name and phone number information, this means that our local dealers' terminal access service capacity is very good, and the distribution rate is naturally not too low.
But is it possible that most terminal stores answer "** dealers? I don't know." If you don't give up, ask again: "You don't know our dealers, you always need to call the goods." Believe it or not, the terminal store may answer: "I don't have a phone call." You then ask: "You don't have a phone call, who is out of stock?" The answer from the terminal store makes you vomit blood: "Not necessarily, sometimes when he delivers the car, I will unload the hatchback. If the delivery car doesn't come, I won't unload it, maybe!"
I am not sensational. The virtual case above is the status of the terminal visits of most domestic enterprises! Do not believe, you try to check according to my method!
It is easy to say that it is easy to improve the terminal visit rate. It is a systematic project that is innumerable and difficult. First, the manufacturers must recruit people to form a deep distribution; recruiters must manage well, and every day they must have a supervisory review. , as far as possible to reduce the industry to lazy run big stores do not run small shops all kinds of bad behavior; then manufacturers have to force dealers plus people to increase the ability to visit to do marketing; but also manufacturers to prevent manufacturers selling dealers only to deliver the final main labor The company's dealers become distributors; it is also necessary to adjust the product structure so that the terminal sales can support this huge terminal sales team and so on. And the sum of these jobs, called the intensive cultivation of Master Kong, is called the 101 system in Coca-Cola. I believe that these two terms must be familiar to everyone.
The consumer goods industry relies on the advantage of products to rely on advertising advantages to rely on one or two companies to promote short-term profit, but that is the pattern of wisdom and small, because your advantage will be immediately imitated. You are using the "tools" to make a market. On the contrary, the international company's visit rate management and deep distribution system are not “tools†but “modelsâ€. When the "pattern" encounters the "tool", perhaps the "tool" user will be lucky for a while, but he will eventually fail, because the structure determines the function, the "pattern" is solving the structural problem, and the "tool" is not the same. A level of competition.
The marketing rules have been stolen today, and consumer goods companies must follow this path for sustainable development. There is no elevator and only stairs! Wang Laoji has come to this day, his magic weapon is not his product advertisement and he is afraid to get angry and drink Wang Laoji. Positioning, Wang Laoji is awesome to let the competing products not be able to look forward to his short-term back is his terminal visit ability, take a look at the street, Wang Laoji deserved to be the terminal poster posted a lot of brands, rely on? First is the visit rate!
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