Eight big advantage achievement Erie cold drinks empire

Cold drinks is a more special fast pin product industry, because of its product is easy to melt and easy damaged, need to have effective cold chain protection to circulation, total market capacity characteristics of a relatively small, make cold drinks enterprise in the marketing process faces a much more difficult and choice. But the Erie, how to realize the continuous twelve years keep the Chinese ice cream industry hegemonic position, especially in the last two years, the widening and major competitors distance. In the author will describe the Erie cold drinks face competition intensified, industry profit gradually low, how to realize leaping, out of the sales and profits of the vicious circle of do not have your cake and eat it, on the sales and profits rise benign synchronous road of sustainable development.

Good: product management into the new era:

Product management into the brand operation mode, taken the product brand building construction of the first step, taking customer segmentation is the prerequisite for corresponding brand products launched in the ascent single brand operational capability of it also strengthens the combination products of league power, make the Erie brand got dramatically.

At present, its key management the Erie opportunely, ice factory, this music Erie pasture DengZi brand. In the stable set up the skillful music series cold drinks industry this $1.5 price of the product benchmarking area after area lies between status, the ice category at market segment, make "ice factory" brand. For the whole products group in Erie, ice factory products belong to ice category, and have a strong seasonal, when the weather is hot turn gradually cool when, in 1 yuan area this Chinese cold drinks industry the biggest selling price area, no suitable products group fill, after all DaDongTian eat ice stick to consumers or minority. That is the Erie product building lack one pillars, in order to fill this vacancy, and in launched the Erie pasture series and through the online line with key popularized, have very good by-election effect. In order to the depth development of rural market, at 06 launched in 0.5 yuan positioning of mung bean taste Erie mood, and had the great river north and south of his small Erie constructed the low end of the product line pudding, completely through the villages and towns market sales channels, more important is, that China's vast rural residents can enjoy high-quality low-cost Erie ice cream.

Advantage two: channel multiplication, integration of the integration of other competitors duplicated become the biggest advantage:

The channel model to achieve our marketing and distribution of organic union, greatly improve the efficiency of the circulation value chain, the distribution and service to end capabilities are not other manufacturer can match.

Erie cold drinks have traveled to the national center city branch retail sales system is established, based on this, the city economy indexes in accordance with the population segment, will be divided into super large city, city center city, the national top cities, key DeXianJi city, XiangZhenCun market, access to pure plow mode respectively, distribution visit pin mode, 1 + 1 sales model, traditional distribution system and so on many kinds of YingXiaoTi to realize the purpose of deeply distribution.

Channel is a way, Erie cold drinks the means of deductive tough and strong, make oneself in the realization of the sales and improve profits track, steady and fast forward.

Advantage three: the price system of unified:

Price management in unified classification management. Headquarters in nationwide unified management on price, part of the regional market can do tactics tuning, but strictly prevent regional market fall channeling goods happens. Channel profit cutting is very reasonable, ensure channel money to earn members at all levels, effective mobilize the enthusiasm sales channel member. The price system design effectively support the current multi-channel operation mode.

Advantage four: promotion to the precision:

Access with brand operation strategy sales promotion, the way is various, but the Erie the most commonly used methods or combination promotion take a gift, depend on different category to keep the ratio of star product market advantage position to cultivate second line products, driving the spread of new city, a drug cleaning, coordinate production and marketing balance multiple purpose.

Consumer sales promotion focus on holiday sells or buy a gift, home sales season of activities. It is due to the city center Erie completed the construction of our marketing system, can ensure all consumer sales promotion activity real reach consumers mouth, the real realization and consumption of the communication.

Advantage five: promote stereotyped:

"Skillful music zi", happy, sweet and love; Ice factory "cool"; "Erie pasture" natural, fragrance. If you can feel? Erie cold drinks in the brand appeal set up a communication mode, with each brand of product positioning as the foundation, highlight brand personality to realize consumer communications. In practice, the Erie except TV advertisements, web ads online promotion activity, but also take the various ways to cooperate with the offline activities, such as delivery, free taste, the campus sellers, etc. Can say is a collection of advertising, network, experience and so many stereo integrated marketing communication "jihad".

Advantage six: as a whole, supply, improve profit:

The integration of the supply, high unification, set up the factory and points in the national scope of the storehouse reasonable layout, narrow distribution radius of the efficiency of the logistics and at the same time, improve, more important is to save the logistics cost.

Ensure that all areas to segment the market well supplied, break goods to effectively solve the phenomenon.

Advantage seven: pay attention to team construction executive ability

Cold drinks industry is a race against time to fight with god, industry, team execution speed is the key to achieve that goal. Erie to human resources construction very seriously, every year from all around in the university recruitment fresh outstanding graduates as a reserve, its own inheritance evergreen; Keep the multi-channel recruitment of the various types of employees, must want to have strong ability to execute. Cultivating, very the attention performance ability, and instilled obedience consciousness employees.

Advantage 8: public fair assessment system

As a sales person, wage income is of course important, but for good sales personnel psychological sense of fairness is they are more concerned about. Erie cold drinks can benefit from retail to establish the system of perfect and the retail system customer networking wei library system establishment, make the top executives of Inner Mongolia far as long as in the computer can change at a touch of access any clear across the country a city two wholesaler and big terminal of the actual sales. The whole sales system of assessment are clear in the data, any of the salespeople can clearly see yourself this year's sales. A fair assessment and incentive system is activated team execution of premise