A product through our efforts to achieve regional boss, it may inadvertently fall into the low point in four months, which in the end Why? It can out of its predicament scale new sales miracle?
First: take over the case background:
200X after Chinese New Year, A leading company in a market in Fujian Sales Outstanding varieties there is a sharp downward trend, in March, or 1.2 million back to the Rules in April to 1.02 million back section, then we think that is a normal situation, When in May continued to fall to 800,000 when the back section, we began to fear that, in June fell to 450,000, paragraph back, we began to panic.
Less than four months, a popular variety in a regional market in Fujian rapid decline, as the agent of A Company General Lee, Consciousness wrong Duo Cizhao employees meet to find countermeasures, but the body of the people in the Council only point to resolve the problem, not solve the real problems down products, the decline has not changed. General Lee after a friend found by the author, when I took over this month varieties, the decline in the end product valley, the month of payment, 280 000, Lee always joked: "Mon General, in the end you are my savior, or my Zaixing , how to tumble as you so badly? ", I smile did not answer, but as far as I know in advance of Fujian and old men, this variety have a certain brand in Fujian influence market and consumer base, so I dare to challenge the project.
I passed six months later, the product market in Fujian done by the 280 000 1,600,000 / month, now that the species in Fujian monthly business out of the market at 200 million per bank, to become a regional market of the same species of the first brand, this species is listed bile Pinggan Pien Tze Huang Yin Chinese medicine capsules.
Second: the basic situation of Case:
200X Year 2 July I flew to Fuzhou, the beginning of Pien Tze Huang Yan, a comprehensive survey of bile Pinggan capsule, plan and promote the implementation of the principle of doing things I should do first comprehensive survey of re-set program, so I set out a survey list, a detailed understanding of the situation, the basic situation is as follows:
First, sales history and status:
Lee is the advertising industry, the total original, and done very well in the course of the work of Fujian reached Pien Tze Huang Yin Pien Tze Huang Pharmaceutical gall Pinggan capsules nationwide distributor agreement, but for various reasons, sales mainly in Fujian and eastern Guangdong market-oriented, and this with the market itself is the most competitive Pien Tze Huang medicine's traditional markets. General Lee with all aspects of relations in Fujian, advantages, and dare to invest, sales in less than two years time, less than a million from the original / months did sales of 1.2 million / month, has become a regional market of the category boss, it should be done that is very good, very understanding of the products and markets.
Second, why would drop mainly due to the following:
1, input reduction: When the back section remained at between 110-120 million, when the General Lee that the species has entered the mature stage, and the wrong decision, can not be put into more profitable, so they quickly take away the profits transferred to other projects , and other items because of mismanagement, but also thanks to interest.
2, reduction of personnel: Personnel from the original one each to city business, on behalf of two terminals, adjusting only four business province, Fuzhou and Xiamen, the only representative of a terminal, a provincial and national manager and the variety Investment Director.