On April 20 12, I resigned from the position of decision-making consultant and national marketing director of Ningxia Lycium barbarum Industry Group and returned to Xiamen to start a business. In May, the first company "Xiamen Zhi Workshop Marketing Planning Co., Ltd." was registered.
June 20 12, went to Jinjiang to talk about customers. When I was talking about marketing ideas and methods with Song Ze, the general manager of Delicious Strong Food, there was a boss with extraordinary temperament next to me, who was listening carefully. Later, he handed me a business card. He thinks my idea is better and wants to invite me to their company for exchange and guidance. This man is Mr. Xu, the chairman of Qiaomama Food Company.
2065438+June 2002, after many rounds of investigation and communication of cooperation details, we finally decided to cooperate. I still remember that xu teacher told me at that time: "He didn't want to consult the company because his previous cooperation with a company was not ideal." But he recognized me and changed his mind.
The following are the contents of our cooperation:
We formally cooperated on July 20 12. At that time, I stayed in Marjorie for about 2 weeks every month, sometimes 3 weeks. At the beginning, Joe's mother's current situation was about 500 thousand monthly sales (canned sweet soup and side dishes), and the sales of bean jelly were almost zero Jelly went to Chengdu to participate in the exhibition in March that year, and the effect was not satisfactory. Afterwards, the business staff responded that the price was too expensive to sell.
The difficulties faced by Marjorie at that time were very obvious. The quality of jelly products is still good. First, there is no brand advantage, and second, there is no cost advantage. In this case, how to find a way to break the game is crucial.
The first step: strategic judgment: redefine the opponent and clarify the competitor.
Domestic jelly brands are mainly occupied by brands such as Xizhilang, Crayon Shinchan and Qinqin. Other third-and fourth-tier brands are a few dollars a catty, and it is difficult for Qiaomu to have the opportunity to compete with these rivals.
At that time, I used Baidu data to find a key message, that is, jelly imported from abroad: for example, Kekang in Malaysia and Shengxiangzhen in Taiwan Province Province have been growing in China market for three consecutive years, with an annual growth rate of over 300%.
Here is a key message. Most jellies in China are weighed by the catty, while those abroad are sold by the piece. A kilo of jelly is a few dollars or more in China, and three jellies abroad are more than ten dollars.
The first step of brand strategy is who you want to compete with. I discussed it with Mr. Xu and clearly locked our competitors into foreign brands.
If we lock in foreign brands, such as Sanbao Jelly, foreign brands sell 13.8 yuan/Sanbao Cup, and Marjorie sells 12.5 yuan/Sanbao Cup, which is cheaper than domestic brands, but not a little expensive.
Step 2: conform to the trend of imported food and determine the brand positioning of imported high-end jelly pudding.
According to the national industry standards, jellies can be divided into fruity jellies, fruit juice jellies, pulp jellies, milk-containing jellies (puddings) and other jellies (such as nutrition-fortified jellies).
Qiao Mama mainly produces fruit juice jelly and milk jelly. According to national regulations, if the name of pudding is to be used to make milk jelly, the content of protein must be greater than 1.0%. And Joe's mother's milk-containing jelly meets the national pudding standard.
At that time, the imported jelly was mainly milk-containing, because milk powder was added to it, which made it taste smooth and much more delicious than other jellies.
When I first met xu teacher, xu teacher had always been a productist, pursuing the perfection of products. He said to be "Haagen-Dazs in jelly", but we know that this sentence can only be used as the pursuit of enterprises, not as the positioning of brands.
(1) Category before brand
How to make Qiaoma's jelly different? We initially set the goal of building the first brand of high-end jelly, but the sense of value of jelly is very low, especially when jelly is also negatively affected by industries such as "gelatin incident", and the value of jelly is not high in the customer's psychology.
Pudding is different. Pudding is expensive because it is in the bakery. It has a high sense of value. If we define the category as pudding, we can distinguish it from our existing competitors.
Considering the national industry regulations, it was not completely called pudding at that time, so we named this category "jelly pudding".
(2) Brand positioning: Korean high-end jelly pudding.
We aim at the consumers at the top of the pyramid and focus on pursuing high-quality customers, so our brand positioning is: high-end jelly pudding brand.
But high-end, not only high-end quality, can support high-end brands, and brand image is also crucial. Just now we talked about our competition with foreign brands. At that time, the relationship between South Korea and China was very good, and Korean dramas were very popular in China. Then we positioned Marjorie's brand image as a brand image imported from South Korea.
Today's Yuan Qi Forest has been positioned as the brand image of Japanese imported drinks from the beginning of its listing, which has been a great success. We can say that we did it as early as eight years ago.
At this time, our brand goal came out: to build the first brand of high-end jelly pudding.
Step 3: Break through the internal resistance of the team.
Marjorie's products are of good quality, but there is a fatal point, that is, the price is extremely high. Its ex-factory price is almost the retail price of Yoshichiro. At first, Marjorie's business team consisted of only four people. When the business personnel returned to the company for a meeting, everyone said that it was not easy to sell and could not recruit business. Two people said it was not easy to sell, and the other two also seconded it, which was almost negative internally.
What shall we do? I suggest that people's emotions are contagious and morale is very important, so I advocate recruiting new people to sell jelly and not allowing new people to sell an old product, so I focus on new products. We passed many interviews, and then the recruits went from speech training to scenario simulation training. Only by passing the exam can they go to war.
After the new employee joined the company, several new customers were opened, and we got a commission of 1 point (which is very large in the food industry). Old employees began to waver and began to doubt their own judgment. Some advanced elements changed their ideas and began to try to focus on promoting jelly.
Therefore, how to mobilize the confidence of the team is very important. The key is to remember a sentence "people's emotions are contagious".
The fourth step: V300 customer development plan to solve the main contradictions of enterprises
At every stage of enterprise development, his principal contradiction and secondary contradiction are different. At that time, xu teacher kept communicating with me and told me how to go from zero to 100 million in one year and from zero to 100 million in one year, which was a great challenge for any new brand in the food industry. In addition, we are an enterprise lacking serenade grain.
At that time, the biggest contradiction Marjorie faced was not how to distribute and how to promote. The biggest contradiction faced by Marjorie is that there is no dealer. If Marjo wants to achieve sales of 1 100 million yuan, she must first have about 300 dealers. We calculate that each dealer pays an average of 30,000 yuan per month, so one month is 9 million, and one year is 6.5438+0.08 million.
So I made a V300 customer development plan for Marjorie, which means developing 300 customer methods and management systems. When Marjorie has only a dozen people, how to fully stimulate and release the potential of each business person is the key, that is, how to let one person play the fighting capacity of two people.
I put forward a sentence, leading a team should not only talk about tactics, but also talk about scheming. Brainstorming is how you motivate your employees, unleash their potential and make your team scream. I made detailed: task decomposition, assessment criteria, and other incentives.
Let everyone in business sign a written commitment to fulfill the military order. The written pledge is divided into four periods, every two months 1 period, emphasizing the construction of team culture. There were spirits before the war and a celebration dinner after the war.
And put forward a six-character management policy: leading the team to "pass, help and lead" and managing the team to "follow, manage and stare".
The following is part of my V300 plan:
This is a photo of 13 business personnel of all sales teams who signed 1 written pledge. (Middle: Xu Dong left 1: Shi Qiang)
The implementation of the V300 plan was very successful. In one year, we have developed more than 370 customers.
Step 5: Key Battle -20 12 Fuzhou Sugar and Wine Party
The implementation of the first phase of the V300 plan happened to be during the Fuzhou Sugar and Wine Party. Qiaomu went to Fuzhou sugar and wine party. Although it was an unknown enterprise at that time, we increased our investment in this area as much as possible. First of all, find a good location, followed by the decoration and layout of the exhibition hall. We regard the China Merchants Association as the core position to promote the brand, because the China Merchants Association, dealers and buyers will come, and even if customers don't enter your exhibition hall and pass by, they will establish the brand.
I still remember the slogan "Building the first brand of high-end jelly pudding in China" hanging at the exhibition site. Almost finished. I suggested to xu teacher that if the word "Jian" is removed, it means that you are not the first. Later, our exhibition hall directly hung the slogan "The first brand of high-end jelly pudding in China"
We provide regulations and training for the team: first, clothing, which must be white shirts and black pants, is very important; Second: meet customers with standard words, especially "Korean smart mother"; Third: the exhibition hall is actually a stage. You are on the stage and the customers are off the stage. Pay attention to every detail.
At the end of the exhibition in the evening, the team returned to the hotel room for a meeting to summarize, collect business cards and arrange filing. Customer phone is an opportunity.
After the sugar and wine party, the team paid close attention to customer visits in the second month, and completed the development of more than 20 customers in one month for the first time, which greatly encouraged the confidence of the team. Among them, the V300 plan gave the team a strong incentive and pressure, prompting everyone to run.
Step 6: Develop the first jelly pudding sales model in the whole industry.
How much is the high-end jelly? At that time, there was nothing to learn from, so I had to feel for myself completely. It can be said that Joe's mother is the pioneer of high-end jelly pudding and also the pioneer of this sales model.
At that time, the team asked me how to sell it When I asked this question, I answered this question: "There are two kinds of channel models, one is natural and the other is natural." Water will naturally flow to low-lying places, and low-lying places will naturally become canals.
A good business model is not made, but discovered. When we have a group of distributors, our business model will be gradually discovered. I constantly analyzed and summarized the sales laws of products and formulated the first sales model of jelly pudding in the whole industry.
The following is part of my jelly pudding sales model:
Step 7: How to build a brand without advertising?
Marjorie has gained a certain popularity in the industry. In fact, there is no commercial film. Many enterprises have no money to invest after taking an advertisement. It's as meaningless as not taking it.
At that time, my advice to xu teacher was that there are two brands: one is consumer brand, and the other is industry brand (that is, dealer brand). Small and medium-sized enterprises do not have enough communication resources to build consumer brands, but they can concentrate resources to build industry brands, so they should learn to build industry brands first, and then build consumer brands.
The key to brand building is communication with distributors and retailers. In addition to the publicity of each exhibition, the focus is on the use of public relations communication.
The following is part of my jelly pudding sales model:
Step 8: A new round of growth of Joe's mother's bulk products.
Marjorie is in a period of rapid expansion. Can high-end products be scattered?
Because the price difference of weighing products is very obvious, when we decided to launch high-end products, the team organized a meeting to discuss pricing.
At that time, when everyone decided to set the retail price at 12.8 yuan/kg or 15.8 yuan/kg, I immediately suggested that both 12.8 yuan and 15.8 yuan/kg were actually more expensive than our competitors, so I suggested 19.8 yuan/kg.
At that time, the price can be said to have exceeded the industry limit, but the quality of Marjorie's products is really very good, product strength is the key, and they are all genuine, which is the source of confidence.
After Qiao Mama's bulk products went online, the bulk products grew wildly, which brought another round of sales multiplication to the enterprise.
Conclusion: Qiao Mama became the first brand of high-end pudding.
I served Marjorie from 0 to 1, helping a brand to break through 100 million in sales in a year or so, and Marjorie became the first brand of high-end pudding in China. This is also my first customer and case of brand consultation, so it is particularly touching.
Marjorie's success is first and foremost the success of the product. Xu teacher pursues the ultimate in products, which is rare among entrepreneurs I know. Therefore, some enterprises imitate high-end positioning, and many have lost the battle. The core reason is that your product innovation and product quality are not enough to support high-end brand positioning.