The market segmentation is to divide a regional market (the regional market is usually too large for us to serve) according to consumer desires and needs, and divide it into several small markets with common characteristics. Segmentation not only helps us to discover new market opportunities, but also helps us to rationally target the target market and better serve the target consumer groups. Below, we will discuss the market segmentation issues in light of the current market situation of Guangxi fast-moving consumer goods:
First, to adapt to the market development trend requires us to segment the market.
1. The market segmentation is a requirement for the rapid development of the fast-moving consumer goods industry. The country has already liberalized the food industry. The market has already moved from the “seller market†to the “buyer marketâ€. In addition, the company requires us to grow at an average annual rate of more than 18%, which undoubtedly puts higher demands on our current sales. After several years of continuous growth in the Guangxi market, the original market has gradually become saturated. If we are still stuck in the previous market operation mode, not paying attention to cultivating new consumer groups, not developing and subdividing new markets, I am afraid that it will be difficult for us to complete the sales tasks handed over to us by our headquarters.
2. The requirements of the evolving urbanization process. With the continuous development of the domestic economy, people's living standards have been increasing, the pace of urbanization has been significantly accelerated, the urban population is also increasing, and purchasing power is constantly increasing. Many counties in Guangxi have successively withdrawn from the county to set up cities, and even upgraded to independent prefecture-level cities. For example, Baise City, Chongzuo City, Laibin City, Yizhou City, etc. in Guangxi have been upgraded to relatively independent prefecture-level cities, and the urban population has turned over several times. In response to the above changes, our marketing policies and market operations will also change, and the market will be fine-grained. Only by continuously segmenting the market can we achieve our sales targets.
Second, the preparation work before the market segmentation.
1. Communicate with the original dealers (especially the general dealers, the same below). The current dealers are roughly divided into two types: one is “traveler†and the other is “sit-offâ€. The former usually has a newer concept and accepts new things quickly. They generally support and cooperate with our manufacturers' market segmentation behavior. The latter is different. When manufacturers follow the strategic development needs and intend to segment the market and strengthen the terminal market services, they will oppose and block our market segmentation. They intend to continue to monopolize the market resources of the manufacturers, but they are unable to control and adjust. Market channels, unable to serve the terminal market, such dealers will be eliminated by the market in the end, and to a certain extent hinder the pace of development of our manufacturers, such dealers are generally dominated by family businesses.
Regardless of the dealers, we try our best to communicate with them and let them know the newer policies and market trends of the company. We adopt the method of “before the rituals†and try our best to let the dealers cooperate with our actions. Market segmentation is the need for companies to move forward. Only in this way can both parties achieve the goal of "win-win".
2. For first-line business personnel, transportation services should be arranged in time. In the newly segmented market, the terminal base is relatively weak, and we need to arrange frontline personnel to carry out “intensive farming†in time to improve the terminal competitiveness of our products in the local market. In addition, the launch of our first-line business personnel will enhance the confidence of local distributors in operating our products to a certain extent. It is worth mentioning and note that the new segment of the market, because the sales volume has not been upgraded immediately, may cause the tonnage of the product to be too small, and sometimes the normal vehicle delivery requirements are not met, and the transportation cost is also high. Transportation is a test for us, what should we do? For the segment market with insufficient tonnage, we should take flexible measures from a global perspective. For example, we will integrate the advantageous resources of our affiliated products and try our best to transport the whole vehicle. When the integration can not meet the transportation, we take into account the special events, the implementation of short-time zero-load delivery, all for the first-line market segment services. In this way, our market segment work quickly achieved results, and all the staff involved in the market segment quickly found confidence.
Third, the initial return of the current market segmentation of the office.
1. Sales increase: After the segmentation, the market has reduced many links, saving a lot of transit costs, the profits of local distributors have increased, the enthusiasm of the operation has been further improved, and the sales volume has naturally been improved. For example, in the Yizhou area of ​​Guangxi, the annual sales volume in 2007 was more than 8,000 cases. After the market segmentation, the sales volume in the region was close to 14,000 boxes in less than half a year. It is estimated that the annual sales volume in the region will exceed 24,000 boxes, and the sales volume will almost reach More than three times a year.
2. Enhancement of brand influence: After the market segmentation, through the joint efforts of our personnel and local distributors, the influence of our manufacturer's brand will gradually penetrate into various distribution channels, and the brand influence will be further improved. At the same time, it has driven the sales of our series of products, forming a gratifying sales situation. For example, in the Baise area of ​​Guangxi, the region has passed the subdivision of the office and implemented the area where the sales volume is separately assessed. At the same time, we have begun to integrate the structure of the subsidiary products outside the manufacturer's leading products. Currently, in addition to selling the original leading products, the region also sells other affiliated products of our brand. While the sales of leading products have increased, other affiliated products have also been upgraded. Through the above market performance, we are full of confidence in the market segment, despite various obstacles and interference. But as long as it is good for the market, we will work hard to do so.
Market segment, everything for sales; everything to occupy the market!