Up to 2011, reporter to markets in villages and towns in Hubei, Henan and other learned, main activities of the fourth to the countryside movement--road show continues fermentation. Benefited from the Roadshow, coverage and distribution of villages and towns, Procter and 2010-2011 in the town market sales growth in the fiscal year 17%, covering Township number based on the original double. There is data to show, Procter and in complete FY 2010 Roadshow after its coverage of villages and towns has reached 60%.
As a secret weapon for improving coverage and distribution, Procter road show there are still many details available for discussion.
distributor Roadshow changed hands caused by reduction of interest Procter Roadshow has been by independent third parties or regional distributor to complete, and in 2010 year round role change, directly by the original contract to a third party to be handed over to regional distributors, which also implies Procter and delicate game distributors. In early 2011, a news about Procter and distributors quickly become the focus of media attention, business Procter for seven long years, Procter in the market made distinguished achievements in Xuzhou Xuzhou Wan ji business suddenly announced to stop cooperation with Procter, even with the former club thin Court.Xuzhou Wan ji business when he may not realize, so breaking a stone arouses thousand waves, daily chemical industry as a whole for Procter and dealer relations caused by a big discussion. As some dealers said Procter and dealers in the Chinese market through the initial honeymoon period, many Procter and dealers are complaining to reporters Procter for dealers of the very demanding, "Procter is occupies a dominant position in the country, so very strong, tasks are issued directly, do not and the dealer have the slightest discussion, and Procter products very low.
"In addition, Procter for dealers are issued every year in different regions the coverage and sales tasks, if you cannot complete the goals you cannot enjoy the treatment their rebate, and Procter tasks are completed for each dealer, is almost an impossible task. Procter was originally dominated by independent third parties, road show transmitted to distributors, is also a decision made in the above context. A min pin commercial told reporter, "Procter and is to road speech by third party led of marketing activities referred to the min pin commercial operation, is margin Yu this class activities has is most of profit space, can by this to appease Procter and min pin commercial face returned to Lee constantly reduced of emotional, such as once road speech activities contracting third party need 80,000 yuan, but referred to the min pin commercial operation its cost only 8,000 yuan, that min pin commercial on can from gets 72,000 yuan profit.
"In his view, Procter and simple activities such as road shows and POP over to dealer implementation is just the beginning, later also sells the BBU profitable items such as Cabinet also forwarded to the Distributor. And Distributor, roadshow events can not only get a certain amount of profit, most importantly Roadshow with the potential sale, each of the activities completed under Procter and assist sales task was relatively easy.
In addition, Procter and distributors will not be standard as with KA stores in sales terms, but checking valid store number and the number of effective distribution because Procter and distributors is the main task of distribution and coverage.
road speech "peep micro-" since 2009 Procter and started fourth times countryside activities yilai, Procter and by road speech activities continued on Township market for cover and min pin, each fiscal year early Procter and will on different provinces of township for market investigation, and under investigation results on different provinces of status made analysis, as guidance min pin trade routes speech of important pursuant to, and on min pin commercial provides technology and funds support. To market in Hubei Province as an example, Procter and there were four distributors in Hubei, respectively responsible for coverage and distribution in different regions, Roadshow also delineated.
At the request of Procter, distributors area covered by its Roadshow activities must also be covered, and the road show will repeat coverage every year. A distributor in Hubei told reporters, "Procter for Roadshow details has detailed provisions, the Roadshow, distributors to set up a road show team, including four cars and 6-8 staff (of whom one is Marketing Manager), two road courses, depending on the scale of villages and towns in regional Roadshow. On the specification of activities, Procter and requirement specifications should use 3*3 or 5*5 m booth, road show there will be dancing during performances and other activities.
"In addition, to strengthen logistics Roadshow, Procter for agents with a 8 car (sales representatives use these vehicles every day between villages and towns, greatly increases efficiency, previously a township is back and forth day, can now be entering three towns a day), designed specifically for sales agents covering network sales. However, Procter for distributor Roadshow continues to be demanding, a distributor in Hubei Province told reporters, "Procter requirement is, as long as the distributors area covered by, Roadshow must be covered, and our company over more than 400 villages and towns in Hubei province. Only Roadshow fully meet the Proctor requirements, it will reimburse distribution costs of trade routes speech, with conditions including the need to provide the entire Roadshow photos or video of the process, followed in the Roadshow process will involve consumers purchase products signed, meeting several conditions to be the only expense claims.
"Dominated by the Distributor Roadshow is conducted in the name of a store in villages and towns, organized by the head of store activities, final sales to stores, distributors are only acting as a logistics role. This "For others do married clothing "of practices, min pin commercial said does not care," Procter and and no for to cover and min PIN for purpose of road speech developed sales requirements, and a township road speech finished, min pin commercial can increased 5-10 home shop of cooperation partners, because Township market zhiqian are is by wholesalers led, and this channel of products true and false difficult syndrome differentiation, has may spent really goods of money wholesale to fakes, and road speech on can directly let agents and of contact, by formal channel guarantee sources. In addition, the Distributor distribution channels has advantages over, in addition to price, there are many wholesalers cannot provide, such as the upgrading of information, packaging, displays images, POP shelf stickers and so on. ”
