introduce

Yanjing beer, a legend with 40 times sales volume.

Guangdong Yanjing Beer, a chicken rib enterprise that Yanjing Beer had to reluctantly sell, achieved an expansion from sales volume 1 10,000 tons to 40,000 tons in just three years, from a loss of 40 million to a turnaround.

Yanjing, Guangdong, has now become the absolute benchmark for all managers of Yanjing Beer Group to learn.

Why?

Yanjing, Guangdong, is a legend of marketing achievements.

Suffering; painful

Yanjing, Guangdong Province was originally bitter. At the beginning of 2006, I entered Yanjing, Guangdong Province as a consulting project manager, providing marketing services for this enterprise, which was established only two years ago but has been experiencing twists and turns, extremely low sales, painful losses and serious brain drain. We can look at the suffering at that time:

1. It turns out that Yanjing, Guangdong, Yanjing, Hunan and Yanjing, Jiangxi are prepared according to the structure of Tsingtao Brewery South China Division, that is, Yanjing, Hunan and Jiangxi have a common vision, that is, to build Yanjing's South China Division and build the same benchmark and glory as Tsingtao Brewery South China Division in Yanjing Group. However, due to the different foundation and resources, the original idea of Yanjing South China Division could not be realized at all, and eventually it was defeated and divided, and the idea of South China Division retreated to a corner of Guangdong.

2. The production capacity of Guangdong Yanjing was originally 1 10,000 tons, but after two years, the sales volume was only110,000 tons!

3. Not only the input is large, but also the output is small. Sales profit for two years, even a loss of 40 million!

4, the product structure is single, and it is only refreshing in Beijing. Guangdong is seriously lacking in awareness, and the development of high-end products is weak.

5. Price, following the operating system of Tsingtao Brewery's reserve price, failed.

6. The area is limited, not only there is no breakthrough in Guangdong, but even the factories are in Foshan, where sales are very small.

7, channel, trying to borrow Tsingtao Brewery's big customer system, failed.

8. Team. Although more than 80 people defected from Tsingtao Brewery's South China Division, all of them were business-oriented rather than entrepreneurial talents.

So, at the beginning, in addition to preparing intensive research, the project team, as the project manager, actually had to have a one-way private talk, and even took the time to make a special trip to Yanjing Beer Group headquarters to meet the general manager of national sales and foreign sales!

The two giants gave us such a task: I hope to see what the situation in Yanjing, Guangdong Province is through professional research and analysis. With the new factory and big investment, I have lost 40 million yuan in annual sales, but it is only 1 10,000 tons, depending on whether to continue or sell. If the argument is to sell, come up with a plan to sell, if it is to continue to operate, please tell us professionally how to make this enterprise work!

As a consulting company specializing in solving problems and promoting enterprise development, who wants to tell enterprises to simply sell their own enterprises? This is irresponsible. In fact, we didn't consider suggesting to sell a brewery that Yanjing Group had high hopes for, but focused on ways to make the enterprise work. Although, we also asked who recommended Guangxi Liquan Beer to be sold to Yanjing Beer Group, which won great trust from both sides and definitely achieved a win-win situation for Yanjing Beer and Guangxi Liquan.

This is suffering and opportunity! This is the creed of the consulting company. Generally speaking, consulting companies are a group of people: the companies they take are like cards in poker games. No matter whether the cards are good or bad, you must play well and win!

question

Having suffered so much, Yanjing, Guangdong naturally has many problems. But what's the real problem? Market? Product? Brand? A promotion? Personnel? Channel? Dealer? The ability of consulting companies is first manifested in the deep excavation of key issues.

After comprehensive analysis, the problems in Yanjing, Guangdong Province finally focus on the following main issues:

1, area: out of focus. Because the original traders used to use big ideas and expand the market with big hands, there was no foundation, the network was too wide, the management and operation of regional dealers were extensive, the basic work was not solid, and the products could not be sold, which made dealers turn to enterprises, resulting in more and more expenses, but did not solve the fundamental problem. At the same time, traders are too competent for regional sales managers.

2. Brand: "Yanjing" brand itself, as a brand in the north, should have a cognitive process in a southern region like Guangdong. Brands can't operate like well-known and mature brands such as "Qingdao", and brand building needs new thinking.

3. Product: The product is not suitable for the Guangdong market either. Guangdong consumers have been accustomed to the taste of pure Pearl River for many years, and the products have no selling point. They must be looking for death in the market. Product construction needs a new way.

4. Price: Yanjing is not suitable for price war, especially the bottom price operation system of Tsingtao Brewery itself.

Of course, there are many systemic problems such as personnel, objectives, management, performance, terminal, promotion, cooperation and process. But the above four fundamental problems are the fundamental problems that hinder the development of Yanjing beer in Guangdong. Solving these problems is tantamount to tearing the market apart, and then, all kinds of marketing strategies and management can be promoted with overwhelming force.

System solution

It should be said that the above four fundamental problems in Yanjing, Guangdong Province are not unilateral. In fact, enterprises have gradually improved in a certain aspect, but they are either treating the headache and treating the foot pain with little effect. At that time, we determined the idea of comprehensively solving the problem. And named it: regional-product-channel-operation-management integrated solution.

1. Region: The Pearl River Delta has been identified as the first batch of key sales regions. And through professional tools, Foshan, Guangzhou and Dongguan are set as base markets. Try to make the base market a benchmark market, and at the same time try to implement brand building strategy, new product strategy, price system and channel construction in the base market, and sum up a set of replicable experiences.

2. Products: According to the regional characteristics and competitive factors, design the product pyramid system, upgrade the original main products, and strive to create two new products. In addition, the two new products not only conform to the consumption characteristics of the Pearl River Delta, but also establish a clever response relationship between them. Improve the competitiveness and influence of products by playing combination boxing.

3. Price: As Tsingtao Brewery is the first brand, the operating system of reserve price adopted by Tsingtao Brewery is in line with the market base of Tsingtao Brewery in Guangdong, but it is totally out of line with Yanjing Beer. Abandon the original reserve price operation system and set the price system with brand-new value positioning, comparative price and product positioning. In view of the characteristics that new Yanjing beer products need to be cultivated, we have set up an "operation space", which can make unified policies within the company, and can also be flexibly calculated by business personnel to directly solve the problem of entering the store.

4. Channels: There is no doubt that the original big customer system is not suitable for beer, an industry with extremely prominent characteristics of rapid consumption. On the premise that the previous areas, products and prices are all refined applications, the channel adopts the deep distribution mode implemented by the beverage industry. After re-planning the channel, we reorganized and positioned the dealers, increased their terminal sales and service functions, and linked the assessment and benefit acquisition with terminal sales, that is, from "selling in" to "selling out".

5. Brand: We defined the brand more clearly, added elements of fashion, individuality, freshness and atmosphere, and got rid of the characteristics of Beijing Yanjing beer brand popularization, which made it look mediocre. In terms of communication, due to the loss and limited expenses, we also gave up the way of TV communication and started directly from the terminal. This practical idea of "terminal brand integration" was later introduced to many industries and enterprises, and achieved very good results.

Due to the large losses in Yanjing, Guangdong Province in 2005, we set the red line of expenses when designing the marketing strategy, thus adhering to the principle of "integration" and maximizing input and output. Specific actions such as terminal brand integration, promotion and communication integration, regional integration linkage, product system integration design, dealer expansion and sales service promotion integration have become the systematic success password for the successful sales of Guangdong Yanjing Beer, and finally become the most mysterious gene for its annual growth.

Point breakthrough under the integration strategy

We didn't go to Guangzhou or Shenzhen to make a pilot, but chose Foshan to make a breakthrough. In this field, we can easily move and improve. Of course, based on resources and abilities, we can focus more effectively.

We have trained three new teams with brand-new contents. One is the systematic training of terminal breakthrough for newly recruited salesmen, the other is the all-round training of the original promotion team, and the other is the reshaping of the original dealers and the implantation of the strategies we want to implement. In this way, with positions, personnel, vehicles, strategies and routines, and pre-plan drills and strategies for possible problems, we have full confidence and grasp.

We adopted the means of "illegal marketing". When all beer enterprises mainly focus on pure beer, instead of promoting pure beer, we creatively introduced the "draught beer" with the freshness and taste of fresh beer. The price is lower than draft beer, and the promotion is higher than our competitors. We even implemented the product marketing promotion method of "buy beer and send diamond ring" (limited time), combined with the close contact between dealers and terminals. Under the targeted large-scale promotion by the sales promotion lady, with the help of the opening ceremony of the Olympic Games sponsored by Yanjing Beer Group and tickets for various projects, from May to August, 2005, in just three months, the market attacked the city, achieved a sales breakthrough in Foshan market, and broke the blockade of major competitors such as Zhujiang Beer and Jinwei Beer.

With the development of the market, it is difficult to achieve the effect of "one fresh move" marketing, but "one fresh place" is the only way. That is, a variety of marketing elements and inputs are concentrated in one area for integration and centralized implementation, and they are always concerned and improved to gain experience and replicate successful experiences, which will be the main way to achieve marketing breakthroughs in the future.

In the first world war, car sales solved everything.

Integrated marketing, the most advanced concept, is implemented in the most earthy way: automobile sales.

With the theme of "subway to spring", we launched a large-scale automobile sales activity, which was promoted step by step and eventually covered the whole Pearl River Delta.

Automobile sales, that is, concentrate 3-4 manpower, with automobile sales and marketing, unify regional development, purchase and new product listing, product sales, image promotion, promotional activities, service improvement, terminal diagnosis and contracted sales into one delivery vehicle, and carry out rolling sales line by line and region by region.

Automobile sales make Guangdong Yanjing never the original market base, consumption base, channel base, network base and product base.

First of all, in various towns of Foshan, we dispatched six Iveco vehicles from various regions, integrated more than a dozen vans and trucks of customers, and made careful arrangements, including products, gifts and terminal promotion.

Car sales, headed by Guangdong Yanjing General Manager personally, have been promoted for half a month, and the coverage rate of terminal sales points in Foshan has reached 70%.

In the later stage, we will promote sales promotion girls, preferential policies for new products, gifts from consumers and promotional activities, and promote a comprehensive and refined beer marketing system brought about by vehicle sales. It is worth mentioning that the sales promotion ladies in Guangdong also use the company's unified vehicles to pick up and drop off, which has also become a "car sale"! )

Automobile sales have also touched the original business staff of Guangdong Yanjing Beer like never before: that's what beer sales are for, and that's how beer marketing is made!

Six integration innovations are the successful summary of Yanjing beer enterprises.

At the briefing session, the leaders of Yanjing Beer Group summarized the whole consulting case into the following stages: six major innovations and achievements: Yanjing, Guangdong:

1. model innovation: the original reserve price operation system, large circulation wholesale system and product price discount system have been thoroughly reformed, and a brand-new system has been introduced, which is not an improvement, but a change. It has realized a brand-new transformation from extensive management to refined management in the beer industry. Only in this way can we become an example for the whole Yanjing Beer Group.

2. Product innovation: Yanjing Beer Group's products all over the country are sold on the basis of Beijing's refreshing Yanjing (that is, Putin). Starting from the consumer market, Guangdong Yanjing develops the "draught beer" with an export feeling similar to pure beer, and as the main product, it welcomes the market and expands the business space, which is the innovative direction of the group's national development.

3. Channel innovation: from traditional wholesale to deep distribution, gradually penetrate outward along the base market to realize the market development idea of regional rolling. This is a reform of traditional channels, which has promoted the sales of the whole Yanjing Beer Group.

4. Promotion and innovation: In promotion, every salesperson can directly calculate the expenses and master the entrance fee of the restaurant, thus realizing the real independent marketing of all employees and the thorough marketing of Yanjing Beer Group, which is a great innovation and solves the problems of expense budget and use.

5. Communication innovation: A new mode of "terminal brand integration" is adopted in communication, which makes the communication cost less and the effect better. Let each terminal point be both a sales point, a communication point and a marketing point.

6. Regional development and innovation: regional development adopts the step-by-step development model and the replication model. It is not only a model for the development of Yanjing beer region, but also an application model for the whole group to expand to the whole country.

arouse

Due to confidentiality reasons, the consulting case has been declassified so far, but the success of Yanjing in Guangdong has been replicated, including Changsha and Hengyang in Hunan. Of course, we should be glad to see that the marketing ability of the whole beer industry has been greatly improved in recent years. Whether it is the major distribution modes of Snow Beer, or the brand marketing and sports marketing of Tsingtao Beer, it has increasingly become the wealth of industry marketing.

Finally, this case left some enlightenment:

Don't stay on the old experience, the background conditions and environment have changed, we must keep pace with the times, improve and upgrade the strategy, and even subvert the original strategy. The new strategy needs the vision and courage of traders.

Don't stop at one move, integration is the only way and the way of competition. Fast-moving consumer goods industry is the earliest market. Don't expect to have an opponent you don't need to eat all over the world. The future must be a world of routine, integration and systematic marketing.

Tear a hole or make a mark on the tree. There is no formula for marketing, but there are routines. Since there is no formula, don't expect a marketing plan to solve all the problems in the country; There is a routine, that is, pilot a small area first, and then quickly copy it to similar areas in the market after success.

Innovation determines marketing. Drucker said: Marketing is innovation. Marketing, don't expect to have ready-made answers to copy and learn from, but must be targeted innovation, and innovation all the time, innovation everywhere, and innovation constantly, so as to have a good marketing classic.

About the author: Tan Changchun, general manager and chief consultant of Huaxia Cornerstone Changchunzi Consulting Center, invited expert consultant of kotler Consulting Group and project director of TNS Market Research Consulting Company. Founder of integrated marketing system. Well-known winning sales experts and trainers; Invited lecturer of China Marketing Director Qualification Examination, Invited lecturer of Frontier Lecture, Gold Medal Lecturer of Sales and Marketing Training Expert Group, Invited lecturer of Marketing Director Class of many first-class universities in China.