Seeing that half of the year is about to pass, I feel that time flies by so fast. At the same time, I also regret that various indicators have not been achieved as scheduled. This is the current situation. In the next six months, there will be many unknowns and more hopes and indicators. This year's market has exceeded many people's expectations. Especially in the past month, the environment has made people anxious and the market has made people worried. Where is the way forward? More than one person is asking himself this.
When the market environment is good, everyone has a business to do, and everyone has their own strategies to grab customers. Whether it is brands competing for agents or agents competing for customers, both In this way, they all hope to match more resources to the forefront of the market. After all, the market determines development. This excessive market orientation has indeed brought prosperity to the development of brands at a certain stage, but it will also cause some brands to suffer from sales dependence and even lose management-driven momentum. It is obviously an enterprise but it has Like a sales company. Often when the market is saturated to a certain extent, all the disadvantages will be highlighted, and if you want to adjust the strategy, you need to pay a lot of money and the pain of changing gears for a period of time.
When the market environment is not good, it is naturally difficult to do business. It is the same for everyone, but the degree of difficulty is different. I was having dinner with a friend two days ago and learned that their company's growth this year reached 30%, which is indeed worthy of celebration. After all, it is a medium-sized company, and such high growth is rare this year. When the market environment is not good, pure sales strategies have basically lost momentum, and competition has shifted from sales to operations. In such an environment, even if the sales staff are forced to death, it will be difficult to achieve substantial growth in performance, so we can only look for it in other directions. Growth points, what we look for in competition are:
1. The status of the enterprise;
2. The market foundation of the enterprise;
3. Enterprise management system;
4. Enterprise resource matching;
5. The initiative of business people;
6. Stickiness among brands, merchants, and consumers, etc.
In 2019, everyone has their own difficulties, including the clothing, department store, and catering industries, not just ceramics. However, phaseFor mature industries and standardized industries, ceramics is still relatively easy. Although there is not much passenger flow in the market, overall terminal sales across the country are better than in the second half of last year. Some cities have reported that sales have rebounded, especially third- and fourth-tier cities. Compared with the market decline, what agents are confused about is not the future of the market itself, but the future that the industry can tell.
The economy is cyclical and policy-oriented, and not all bad things are caused by economic downturns. The current poor market environment is the result of many aspects, but one aspect is certain, and it will also affect future operations: consumption upgrading and industrial upgrading. So, the current difficulties are not just due to consumption. As a result of the upgrade, there are fewer and fewer opportunity markets and the basic market has become mainstream. This also puts forward higher requirements for business operations: changing from opportunity market to basic market thinking, and changing from single strategy to systematic operation. This requires enterprises to strengthen their internal skills and do a good job in in-depth market work, which is no longer a simple sales upgrade or marketing efforts.
Whether it is customers or agents, the requirements for brands, services, and operations will become higher and higher in the future, which will increase the difficulty of satisfaction and the complexity of operations. threshold. In the future, it will be difficult for simple delivery and buying and selling of goods to survive. Industrialization of operations is the future. In other words, no matter what kind of product or brand in the future, without a good system and basic skills, it will be difficult to achieve market success and position. At present, the market situation is a foregone conclusion, and even if it improves in the second half of the year, there will be no significant improvement.
What we can do, in addition to actively respond to the competition under market changes, is to practice our internal strength, fight hard battles, and welcome new opportunities.
The future is here, and all businesses need good systems and models, as well as a strong management foundation. The sources of profits are, firstly, revenue generation, and secondly, expenditure reduction. When the power is turned on, it still displays noUnderstand the importance of throttling; when there is no source of energy, the key to living well is the skill of throttling. Reducing expenditure is not saving, and saving cannot create an excellent enterprise. Of course, spending without a good system is just relying on savings, which will eventually bring the enterprise to a dead end.
(The original title of this article is: Practice basic skills well and fight tough battles)< /span>
Author: Zhang Nianchao
