Home appliance promotion activity summary
Summary is a social groups, business units and individuals in their own a period of time, a project or some of the work has come to an end or all the work is completed after the review, analysis and evaluation, so as to affirm the achievements, experience, identify gaps, lessons learned and some of the regular understanding of the written materials. The following is a summary of my home appliance promotional activities, welcome to refer to read!
Part I: home appliance sales summary
First, the operation of the situation, the analysis of sales characteristics
Unit: million yuan of my shopping mall in the first half of the sales plan for 152 million yuan, the actual completion of 160.86 million yuan. Complete the plan 106%, 52.74% of the annual plan.
The main sales characteristics of the first half of the year
The first half of the year sales increase of 25%, all categories of goods sales have increased over the same period last year, which increased the most is the air-conditioning category of goods, a year-on-year increase of 39%, followed by color TV, kitchen appliances, digital and other categories have risen by more than 30%. The first half of the sales trend, mainly by the following consumer highlights into:
1, the implementation of a number of members of the exclusive preferential measures. February 6 - February 13, to carry out the members of the shopping double points and members of the shopping discount on the two activities and February 8 - 13 to carry out the "Year of China, Gome love! --Six stores celebrated the 17th anniversary of Gome's electrical appliances discount activities" attracted a large number of members to consume. Customers with membership cards, Gome ICBC co-branded card shopping, you can get double consumption points; and customers with membership cards, vip cards, diamond cards, Gome co-branded card shopping, you can get discounts on discounts. Member sales accounted for 52% of the total sales ratio, compared with the same period of the lunar calendar in 2007, an increase of 68 percentage points, member sales have increased significantly. This year by the sudden rain and snow blowing, local consumers to reduce travel, nearly 60% of migrant workers to stay in Guangdong for the Spring Festival, so that the Year of the Rat Chinese New Year holiday showed a red-hot consumer boom. During the seven days of the Spring Festival holiday, the mall's total sales of 8.63 million yuan, up 41% compared with the same period last year.
2, seasonal goods, cold goods sales. This year's Spring Festival suddenly encountered 10 years of rare winter weather, the formation of cold goods such as electric heaters, induction cookers and other hot sales. During the Spring Festival thirty days (January 18 - February 16) electric heater, induction cooker sales were 1.22 million yuan, 680,000 yuan, in the same period of the lunar calendar in 2007 to achieve sales of 70,000 yuan, 380,000 yuan compared to the rise of 1629%, 79%.
Two, business, service management.
1, the establishment of the complaint handling flow chart, and effectively improve the ability of salesmen to deal with complaints. In order to strengthen the salesman's ability to deal with complaints, the mall for the special characteristics of electrical appliances to establish a flow chart for dealing with complaints, so that the new salesman can also understand the steps to deal with complaints and precautions. Because the flow chart is simple and easy to understand, so salesmen in the shopping mall after the second level of training, basically able to master the skills of dealing with complaints and attention to detail, so that the shopping mall in the first half of the service complaint rate fell by 50%.
2, the implementation of the return visit system. Due to the major holiday sales boom, individual goods will be delivered and installed in a timely manner, the mall in addition to requiring employees to do a good job explaining the work of patience, but also require the post group to do a good job calling back to work in a timely manner to understand the customer's delivery, installation and use of the situation to facilitate a good job in the service to follow up on the work.
3, the implementation of the sales season during the manpower sufficient.
The sales season is the first to solve the work of manpower sufficient, so I mall in the Spring Festival, May Day and other major holidays to arrange for employees to work overtime. During the Spring Festival more arrangements for all employees to suspend, salesman in the year before the sixth leave home in principle not approved; due to the mall's strict control of personnel leave to ensure that the manpower is sufficient, so that the mall sales, services, both.
Three, the Golden Tripod store to meet the inspection work
1, positive response to the "Golden Tripod store" to meet the inspection work.
The use of morning meeting time to organize staff to meet the inspection requirements of the Jinding store training, around the Jinding store inspection requirements, many times in the meeting to mobilize, implement the training work; for some of the requirements of the mandatory memorization or staff familiar with the content of the morning meeting, sampling, independent mimeographed, after the meeting and then sampling, and other assessment methods to require employees to memorize the combination of the training, assessment, so that the various layers of staff are very important to the Jinding store, the staff are very important to the Jinding store. The staff is very concerned about the declaration of the Jinding store.
In addition, the mall to ensure that each commodity documents are complete, in the electrical appliances company can not independently complete the work of the "certificate", the arrangement of all the head of the post overtime to carry out verification, to ensure that "one product, one certificate".
2, take the opportunity to declare the Jinding store, improve the level of service of employees.
In order to further improve the level of employee service, I combined with the focus of service and the actual shopping malls, in May to carry out marketing activities, this activity centered on the shopping mall sales and service competitions, give full play to the enthusiasm of the staff, salesmen, and do our best to service, sales work to a new level.
Four, full participation in the enterprise diagnosis work, in-depth seminar short board work.
For the whole staff can actively participate in this corporate diagnostic work, the mall use the morning meeting time to constantly and repeatedly mobilize, and through the individual staff interviews, held a staff seminar on the topic, so that each employee can be more in-depth will be the operation of the enterprise, the service and other work in the timely reflection of the problem, to strengthen the shopping mall to find out the problem, the problem solving ability of the autonomy of the mall. In early March, the mall around the store "eliminate a complaint, reduce the second complaint" of the enterprise rectification requirements, the organization of the post to carry out discussions, for the mall problems, put forward rectification measures. The mall in the first half of the service complaints reduced by more than 50%.
V. Problems and suggestions.
1, the manufacturer's after-sales service work is not enough to follow up.
Most manufacturers in the major festivals to arrange for after-sales master rest, resulting in holidays, door-to-door maintenance, door-to-door installation, door-to-door debugging, door-to-door testing and other after-sales service work to a complete standstill, so that customers are dissatisfied with the after-sales service work.
2, the sales season complaints delivery service cases more.
Due to the holiday season sales boom, delivery volume suddenly increased in the case, the distribution center only in advance of the car delivery and compression of each delivery time, requiring customers to go home earlier than the original agreed upon time to receive goods, and the customer did not open the box to check the goods delivery personnel have left, resulting in a great deal of customer opinion.
The second half of the work plan
First, the second half of the business direction and goals
The second half of my mall's sales target of 153 million yuan.
Second, vigorously expand sales promotions to ensure the realization of the annual sales target.
In order to ensure the realization of the annual sales target, the first half of my mall around the New Year's Day, the Spring Festival, the Division of the celebration, the 5.1 Golden Week and other effective promotional opportunities, to carry out promotional activities throughout the preferential, through the organization of the famous, excellent, new, special products for the scene show, promote, increase the sales of goods. In the second half of the year, our mall will continue to increase the strength of sales promotion. in July and August, for the hot summer weather, students' summer vacation and other favorable business opportunities, around the air conditioning, refrigerators, juicers, computers, digital, cell phones, mobile dvd, mp3, mp4 and other commodities promotional activities, the use of channel booths for the refrigerator new product exhibitions, on-site demonstration of the juicer, and continue to carry out the exhibition of environmentally friendly energy-saving air conditioners; grasp the student brother to the digital products "new", "happy", "new", "new", "new" and "new". The "Summer Dynamic" Digital Festival will be held in October, November and December, centering on Guangzhou people's dietary habits of "autumn and winter tonic" and "Food in Guangzhou". "Food in Guangzhou" dietary characteristics of electronic stew pots, induction cookers, electric steamers and other commodities for food culture promotions, can be carried out through the cooking contest or the use of manufacturers to invite the chef for on-site demonstrations, etc., not only to promote sales, but also to improve the visibility of our company; timely organization of electric stoves, heaters, electric hot pots, electromagnetic stoves, etc., for On-site demonstration. Around the end of the good time for promotion, carry out the end of the year competition large-scale promotional activities. Especially in November, the "Thanksgiving Day" can not be ignored, can be reduced through the competition in the form of thanks to our loyal customer groups, not only can stabilize our consumer groups, but also in advance of the purchase of the customer demand for the first transaction.
Three, around the customer as the center, to enhance the level of service.
(a) Continue to enhance the level of service, management.
Around the "reduce a complaint, eliminate the second complaint" call, and actively carry out service diagnosis
Part II: Cable TV Marketing Department in the first half of the work of the summaryThe first half of 20xx year has ended, I do marketing this also has a number of years. This year, the company's leadership and my work re-arrangement, mainly the management of the business hall and digital TV pay program promotion work. Review these months, I feel the need to summarize the following aspects:
First, job responsibilities
As the company's marketing leadership of this position, I have a lot of work is not in place, do not use the assessment standards issued by the company. Doing things always think of where to do, work without a reasonable plan and summarize, there is no correct working method. Work up more numb, always eager to solve the problem, can not do calm thinking about the problem, there is no reasonable solution to the root of the problem strategy
Strategy and method. The solution: draw up a workflow that belongs to you, and work according to this process, which is forced to improve the efficiency of the work. After a period of time, I believe that my work methods will improve, and the efficiency of the work will also be improved.
Second, the business situation
2012 on the company's business, got a small part of the . Results, but there are also many of them are in view of the company's colleagues to help and encourage. The first half of the year we did transportation, finance, audit, and several other group customers digital all-inclusive. In the business hall constantly changing the price of sub-machine bundled with paid program sales, to pay the fees for the retailer to conduct face-to-face publicity to guide its subscription program, but also achieved good results. Any outside us every month on the arrears of the user also in the boss to find, to the customer section of the collection, try to achieve the user does not lose, to pay the bill. The agricultural network to lead the set-top box, no digital whole turn of the delinquent users, requiring them to make up for the arrears of fees, on the two work to make up for the loss of a lot of company charges.
Three, teamwork
The first half of the work summed up: now the company only strong personal ability is not, with the company's teamwork is the most important. Stronger individuals can never be compared to a good team. We give full play to the interpersonal relationship of the company's employees to various units and relatives and friends to promote the digital payment program, showing a good trend of development and value-added for all. We y realize the meaning of "the forest wants to be quiet but the wind does not stop", and feel the hardship and difficulties of the company's new business development. Feeling the cruel competition in the market. If we say that the value-added business of the company has made some achievements in the past six months, then this aspect of understanding should be regarded as a very important aspect. We should thank the company's leadership and workers for the warm and harmonious working atmosphere.
Four. The second half of the work intention
Fully tap the market potential. Through the customer pre-consumption comparison, to understand the market sales trends and consumer demand conditions, to grasp the consumer characteristics, reasonable customers to guide consumption. The company's main goal is to create a brand name for the company's products and services, and to provide the best possible service. Strengthen the management of the sales office, and strive to complete the tasks assigned by the company. Now the TV market smoke and mirrors, ups and downs of turbulence, a hundred schools of thought, but also a social upheaval of the world, in this era, "the heroes, by the beauty of the waste; beauty, by the big money of the waste; handsome, by the rich woman of the waste; life, by the mortgage of the waste; youth, by the work of the waste; marriage, by the waste of the three; students, by the waste of the network game; online, by the waste of the violence of the waste; the children, by the waste of Sanlu; adults, by the waste of the three deer; the waste of the three deer. By Sanlu waste; adults, by the double sinks waste; faith, by the spring brother waste; aesthetic, by Phoenix waste; Phoenix, by the month month waste; dream, by the reality of the waste; so that "the years is a pig killer knife, purple grapes, black fungus, soft banana. Time is a whetstone that flattens mountain peaks, wilts cucumbers, and mutilates chrysanthemums. Experience is a mining plant, digging up the hills, loss of the drill, black ravine". Fortunately, the company in such a big background can be a surprise, scrape the evil wind, resolutely in 2010 and Unicom company to tie up with the Qin Jin good, the United vertical to the tiger and wolf marshal out of the male capital devouring the market. During this period of time, I try to actively cooperate with mobile colleagues, to sales for the purpose of (mobile boss said "any not to sales for the purpose of the salesman is the old grease, are in the mix, this is to themselves, to the family, to the company and even to the country's hooliganism"), in the company's leadership of the wise guidance, to complete the development of business strategy. After we eat grass under the milk of the nameless pawns in playing chicken blood, eating Viagra, injection of mad cow disease poison with blood in the eyes of the efforts of the company in the second half of the company handed over to me the responsibility, the right, the market, although I try to do a good job, but the ability to make, failed to achieve the company's wishes, conscious of the company's leadership of the trust, why the ancients, "which fall which lying good! "When King Goujian failed to occupy the Wu market, a penniless, Goujian was frugal, not dare to extravagance, not dare to luxury, food is not heavy taste, clothing is not heavy color, day diligence in the government, did not taste a day to play. I such as backup how can not think about this impotence, so do not give power, in fact, the pro pain, the enemy fast, so that those competitors wake up at midnight dream can also laugh spit two mouths of old phlegm. Therefore, we must learn to look to the future, and strive to be strong, when the day when the three provinces, when the night when the halberd collects the gun, and strive in the new year, for the company to do business to the quality of the leap, and strive to kill out of the county, crashing the global. During this period is mainly for single-channel sales. Currently stuck in the sales quagmire, although I am very hard, how can the swamp is too deep, although I can pull a thousand pounds, how can the market has been over ten thousand gold.
2012 this year is meaningful, valuable and rewarding. The company in every employee's efforts, in the new year there will be new breakthroughs, new weather, to be able to fight in the increasingly fierce market, accounted for one side of the territory, casting a generation of lords.
Part III: TV cabinet furniture sales summaryFirst, the market situation:
1) product knowledge:
Baking lacquer + glass TV cabinets
The market is still mainly to do the baking of density board lacquer, mainly because of its bright and easy appearance. The market is still dominated by the density board baking varnish, because of its bright appearance easy to modeling, good visual effect, customer acceptance is high. Because of the baking paint TV cabinet selection of plates for the density plate easy to modeling, painting color unity, no sealing, chamfering around the rounded corners. And now most of these TV counters are made above the surface of the glass cover, easy to clean, waterproof also increase the modern feel of the TV cabinet. The price is moderate, most customers can consume.
The shortcomings of the baking paint TV cabinet is the level of craftsmanship required, the process is more complex, the cycle is longer, the poor paint has some harmful chemicals, formaldehyde is also excessive, endangering the health of our friends are also prone to yellowing. The marketplace and competitors we target generally use paint that shouldn't be very good because of the direct price tag that determines his workmanship and choice of materials. And good paint are generally well-known brands of paint, in line with national standards. But this will increase its factory cost.
Marble Countertop TV Cabinet
The general TV counter on the panel using marble, the cabinet body is still lacquer-based some will add some modifications to the carving to increase its aesthetic and look atmospheric, heavy. Because of its countertop for the marble surface wear resistance is high, not deformed, easy to clean, high hardness. But the disadvantage is that marble will increase the weight of the TV cabinet, and marble is radioactive, more harmful than wood. Marble is generally used within the installation. The price of marble is also higher than wood. Whether it is decorative modeling line or ease of use is not as good as wooden. Glass/steel TV cabinet
Made of tempered glass, high hardness, smooth lines, modern sense of strong. Desktop glass thickness should generally be greater than 12mm, the countertop is best to increase the security of tempered glass, around the edge of the need to grind smooth, no Dunyen, glass without scratches, no missing corners. Commonly used in modern minimalist style. But it is very fragile and easy to damage, poor security, and glass processing costs are higher, less practical, not good for health.
Solid wood furniture
(1) Pure solid wood TV cabinet: all the materials are solid wood, including desktop, door, side panels, etc. are made of solid wood, do not use any other form of man-made boards. Pure solid wood furniture on the process and material requirements are very high. Solid wood selection, drying, finger joints, splicing and other requirements are very strict, if any one process is not strict, small cracks, combinations of loose and other phenomena, large deformation of the whole set of furniture, so that can not be used.
(2) imitation wood TV cabinet: the so-called imitation wood, from the appearance of solid wood furniture, wood, natural texture, feel and color are exactly the same as solid wood furniture, but in fact it is a mix of solid wood and man-made boards of furniture, that is, side panels, the top, bottom, shelves and other parts of the decorative paper and veneer with thin wood particle board or MDF fiberboard, doors, drawers, lines and so on, the use of solid wood. This process saves wood and reduces costs.
Solid wood TV cabinets on the market now are generally veneered. Natural wood grows slowly, and high-quality trees are especially slow, resulting in rising material costs, directly affecting the cost of furniture. Suitable for high-grade decoration. Due to the north and south will be due to climatic differences, and because of the complexity of the production process drying process, if the moisture content of the plate is not well controlled, it is easy to crack, deformation and other problems. Solid wood furniture is generally coated with varnish or matte paint to show the natural color of the wood, if the manufacturer chooses to use the paint quality is not good, the formaldehyde produced in the paint will have an impact on environmental protection, the formation of secondary pollution.
Panel TV cabinets
Mainly man-made panels as the main substrate, metal hardware links to the disassembly of the combined furniture. Common man-made panels are multi-layer solid wood, blockboard, particle board (solid wood particle board), medium fiberboard and so on. Plate TV cabinet material is mainly particle board and medium fiberboard:
(1) particle board (also known as solid wood particle board, moisture-proof board) is a natural wood crushed into particles, after high temperature and high pressure glue synthetic board. Wood fiber particles in the board is larger.
(2) medium fiberboard, also known as density board, is a natural wood crushed into powder, after high temperature and high pressure glue synthesis board. Board wood fiber is very fine, good flatness, can do a variety of shapes, suitable for door panels. At present, the most commonly used TV cabinet is medium density fiberboard. Common finishing materials are thin wood (commonly known as veneer natural wood veneer), melamine finish, pvc glue board, polyester lacquer (commonly known as baking paint) and so on. Now the main or melamine finish paper-based, no spray paint, environmental protection, fashion, rich colors, good surface texture, surface finish paper retains the natural wood grain texture, rich in color, can be arbitrarily matched.
2) the company's product situation analysis:
The company's TV cabinet material cabinet body quality is mainly solid wood particle board-based.
Products for the market is mainly in the low-end consumer groups. Mainly for the most fashionable, the pursuit of personality of the consumer groups. The main competitors to paint TV cabinets mainly dealers.
Product Advantages:
(1) As the surface of the plate with a simulation of natural wood melamine finish paper finish, so there is no need to paint treatment, thus avoiding the formaldehyde pollution of paint, environmental performance is superior. As a result of having a variety of veneer, rich color and texture, give people different feelings, can meet the different needs of end consumers, breaking the traditional paint TV cabinet color single shortcomings, to give customers more choices. Including handles accessories can let customers choose any match. Make the product more humanized, personalized. Modeling rich simple, stylish appearance.
(2) The TV cabinet panels are connected with various metal hardware, which can be disassembled and installed many times to facilitate transportation and reduce transportation costs. Each connecting plate section is fully sealed around the edge processing, sealing edge using the same color sealing plate, chamfering rounded, smooth, flat, tight.
(3) As the plate is paint-free, unlike painted TV cabinets need time to volatilize formaldehyde. And the company is equipped with modern machining equipment, suitable for mass production. Therefore, the production speed is fast, fast installation of hardware, stable modeling, not easy to deformation.
(4) drawer slides on the cabinet with the Guangdong brand (Blum) three-section ball type slides, drawer weighing capacity, smooth sliding, mute. Door hinges on the use of full hydraulic buffer hinges, close the door softly, reduce the impact, no sound, to enhance the grade of the product. Let the customer in the use of more comfortable and warm, more humanized. (5) Price:
And solid wood TV cabinet comparison, then the plate TV cabinet price is more civilian, cheap. The price of solid wood TV cabinet is generally more expensive than the plate more than 1 times, compared to the solid wood TV cabinet audience is smaller.
Compared to the market price of lacquer TV cabinets and the company's plate TV cabinet price difference is not great, lacquer TV cabinets expensive tens of dollars in price. Price we still have the advantage.
Cheap and affordable. Simple and generous modeling. Suitable for young people.
Product disadvantage:
(1) As the plate is used in the finish, and solid wood compared to the lack of a natural sense of grain, pattern has repeated, and the color of each shade, the local feeling of chromatic aberration.
ps: in the development of the design of the TV you can choose the color is basically the same, the grain to choose a delicate, simple. Avoid that kind of large wood grain.
(2) and lacquer TV cabinets compared to the words, due to lacquer TV cabinets selection of panels for the density board, in the modeling can be done in a certain degree of anisotropy and carving, so all around the cabinet are chamfered arcs of the treatment, and each panel is not sealed. This avoids the right angle, giving the feeling that it is not very safe. It looks more rounded and comfortable. That is, you can not do bending treatment. Plus baking paint TV cabinet color unity without color difference, colorful, bright, strong visual impact. Just finish plate material can not be compared.
ps: now most of the lacquer TV cabinet selected density board thickness are 12mm thick (generally this TV cabinet hair price will not be very high general style price is also in the 500-700 or so, because the manufacturer will consider his cost, so it will be in the material material cuts, reduce costs), long time the plate is easy to deformation, the cabinet selected hardware such as drawer slides, hinges on the doors are very General, poor quality. Because there is a spray paint treatment so the formaldehyde flavor will be very heavy, manufacturers will drawers in the interior such as drawer side panels, baseboards, etc. Selection of solid wood. Because the drawer is a closed structure, if you use the painted sheet directly to do the drawer box, when the customer pulls open the drawer when the formaldehyde flavor will be very heavy. Plus the quality of the selected paint is not very good, if the time will be discolored, appear very old.
Part III: Summary of promotional activitiesxxxx November 12 - 25 to carry out the seventh anniversary of the large-scale promotional activities, due to account for a certain amount of time and people and, coupled with attractive seasonal goods and promotional activities, the overall effect is better, to our future work to carry out the work left a very good teaching material.
This plan is very well prepared, covering a wide range, with the store managers and the company's various departments of the serious argument, the formation of a more complete set of operability of the overall marketing manual.
In terms of promotion, we applied the promotional activities for families and housewives as the main consumer groups, to achieve the desired effect, the consumer response was enthusiastic, and fully achieved the purpose of gathering popularity.
Commodities, we seasonal with the "explosive fresh, only 1 day" "crazy specials, limited time to grab the purchase of" merchandise promotional activities, to achieve that with the overall newsletter with the purpose of charging, and the use of commodities to pull popularity and sales purposes. The purpose of the promotion is to match the overall newsletter fee, and to use the products to promote popularity and sales. In addition to the store display, the on-site promotions. The seventh anniversary broadcasts we produced enabled the stores to break new ground in the execution of publicity and in the rendering of the atmosphere of the shopping center and the atmosphere of the promotion. In the visual and auditory aspects to the consumer a great impact, for our future work has left a good reference.
The seventh anniversary of the large-scale cultural evening put the entire seventh anniversary celebration on the climax of the cultural performance of the stores can be remarkable, the invitation of suppliers to make our company's corporate culture and business ideas propaganda on a stage. With the birthday song general manager cut the cake scene so that our employees have a sense of family affectionate home. This is the cultural evening of the several important highlights.
But we work in the process of planning, organizing and controlling activities, there are still many shortcomings: in the middle of the seventh anniversary activities, there are some promotional plans, activities and commodities are not in place, resulting in the loss of a part of the sales, it is worthwhile for us to think about it and a deep review:
1, part of the promotional activities as a result of the failure to find a supplier, was forced to abort. Forced to abort.
2, the supervision form is not implemented, is the seventh anniversary of a regret.
3, the store's site implementation is not enough,
4, the store's timely tracking review is not done.
5, stores in the manpower arrangement is unreasonable, resulting in this individual activities have not been fully realized.
6, new goods / sensitive goods development, procurement is not fully implemented, is the biggest regret of the seventh anniversary.
7, the store in the seventh anniversary activities, in some of the creative display of goods is obviously inadequate, to be improved.
8, stores in the seventh anniversary of the commodity activities, the site promotion is not in place, sometimes there, sometimes not, not thoroughly to the site promotional staff training and tracking, which led to a number of consumer feedback can not be collected, can not draw on for future work.
9, stores in the seventh anniversary of the activities, popularity, sales went up, but the health work did not follow up in a timely manner, resulting in the store entrances and store health is not satisfactory, like a garbage dump.
10, in the seventh anniversary activities, part of the sensitivity of the goods out of stock seriously, affecting the consumer's shopping mood, which is a big ban in business. To reflect seriously! In short, any work to constantly summarize and review, in order to make the next newsletter work well. We hope that in the future we can make the whole newsletter marketing program better, better implementation.
;