Basic information of article 1 (1) of personal business trip work report mode:
After nine days of regional market development, our products have also withstood a test and taken root in the four cities I visited: Jiujiang, Nanchang, Ji 'an and Ganzhou. During this period, we developed two interested customers. The first one is that the first batch of money in Nanchang is about 6.5438+0.5 million yuan. The agent needs more support from the company, but I don't think the company can do it. Other operation methods are under negotiation. The second is that the first batch of money in Ganzhou is about 65438+ 10,000 yuan. Because the agent has not done kitchen and bathroom, he is understanding the market situation and brand comparison.
Subjective opinion: Our products have a good prospect in the market. I am very optimistic about this market and products. Our products are of good quality, exquisite packaging, complete varieties and good after-sales service.
For the market, our price is slightly lower than that of similar products of the same brand, but the appearance of the products seems to be our bottleneck and cannot be compared with similar products of the same brand; However, we have given our customers enough profit margin, at the same time, we have given them a broad regional market and reduced their sales difficulty. In this way, most customers are willing to know all our products.
For my personal achievements, I visited and learned about some municipal markets in detail, understood the needs of customers, and developed some interested customers in regional markets. I don't think this achievement is what I expected. Although the task has not been completed, I am still working hard, and I have failed in many aspects. Too impatient with the regional market, not careful enough in market development, careless, not giving customers better guidance.
(2) Market summary and plan:
For the customers I visited recently, they all hope that a product with reasonable price and satisfactory quality can enter the market now. For Tai Fang, Boss, Shuaikang, Sakura Snow, Sakura, Vantage, Midea and other major brands, the price is expensive, the market control is strict, and the price is transparent. In view of these points, our products have great competitive advantages. However, these brands are very famous and deeply rooted in the hearts of ordinary people. Personally, our market entry point lies in the support of manufacturers, profit space and large enough regional market, which will fully mobilize the enthusiasm of distributors and wholesalers.
1. Price: Generally speaking, for a new brand in the market, if it wants to enter this market and seize market share, it can only be said that it has a certain competitive advantage according to the current price. Some customers look at our products with the eyes that they can't accept the new brand at all, and some customers can't accept the price of the brand, so they compare our prices with those of some marginal brands; I remember a customer in Nanchang told me that the product itself is ok, but as a new brand, the price will increase some difficulties in the sales process, but I think this is a more conservative customer. No company has a new starting point, and the price will never be comparable.
2. Product positioning: I think the above brands have been deeply moved by end users, so some of them have become industry benchmarks, so many end users will blindly judge other brands by their product appearance and quality. Then I hope that since the people choose this method as the basis to measure the quality, then our products should retain their existing strengths, or be used as benchmarks in production to make them look like people like them. In short, the positioning of products should be based on big brands, and new styles should be followed up in time.
3, product packaging:: Most customers like our small household appliances series, and a few will choose the kitchen and bathroom series, but some customers have complained that the packaging of our kitchen and bathroom series is a bit old-fashioned, the color is not bright, and there is no eyeball effect. Personally, I feel that the product packaging of this series is not bad, but some customers think that since the small household appliances series can be made so beautiful and distinctive, why can't the kitchen and bathroom do this effect?
Here, I would like to make a suggestion. Now, no matter which big brand products, kitchen and bathroom products occupy the dominant position in all categories. Many customers complain that our kitchen and bathroom products are not novel enough. And end users also think that small household appliances and packaging will be more upscale than kitchen and bathroom.
4. Sales strategy: At present, our sales support policy is very large, and we can seize market share in the form of not making money in the early stage, which brings great negotiation space to our work. I think a new brand wants to occupy the market, no matter in any form or method, it should have the courage to try and try its best to enter the dealer's store. If there is no policy to support this strategy, then I don't think I will even have an interested client on this business trip.
5. Channel: Personally, I think our brand is only a child at present, and the market has just started.
There are not enough channel customers who know our brand, and the market recognition is very low. I think we should invest some publicity in key cities and selectively select some high-quality customers to cultivate, which will easily trigger a chain reaction in neighboring provinces and cities. When customers are stable and dense in the municipal market, when people take our VIP anti-counterfeiting card to the dealer to buy things, I will take all my shipping orders and customer resources to find a provincial agent who can control Jiangxi.
In the next step, I personally want to develop cities that have never been seen in regional markets.
One by one, consolidate the existing customer resources, learn more about the business situation, get the approval of the end users first, and then develop the provincial and municipal agents suitable for us. It is difficult to find an agent at this stage, and the biggest and most common problem that hinders the success of our business trip is that many wholesalers have already chosen their brands at the exhibition in February and March, and the market response is bleak, which makes them psychologically afraid to make decisions easily.
In a word, people like to package products with beautiful colors and reasonable prices, but they look high-end. Dealers like products with no competitors, large profit margin, easy market control and decent quality. What we have to do now is to think about how to adapt our products to this market, not to adapt users to us. What we have to do is to do what people like.
Article 21 of the individual travel report model: Travel time: 20xx September 3 to 20xx September 18.
Travel itinerary: Wenzhou, Ningbo, Shaoxing and Hangzhou.
Purpose of business trip: To understand the market situation of Zhejiang cushion and the operation mode of related manufacturers, and complete the market layout and investment promotion in Wenzhou, Ningbo and Hangzhou.
Four. Market overview:
Zhejiang cushion market experienced a golden growth period of 05- 10, and experienced a three-year shock period of1,12 and 13. Now the Zhejiang market is in an era of change, and the trend of integration is imperative. The demand of Zhejiang cushion market has tended to be stable and saturated. With the increasing homogenization of products, the cost of cushions has become more and more transparent. The product concept of winning only by style and price, in the absence of strong combat effectiveness, is already the afterglow of the sunset.
In terms of product style, the Zhejiang market is dominated by summer sleeping mats and four-season sleeping mats, and there is an increasing trend from north to south. The proportion of summer sleeping mats in Hangzhou market is about 60%, that in Ningbo market is about 65%, and that in Wenzhou is over 70%. The main fabrics and styles of summer sleeping mat and four seasons sleeping mat are hand-woven ice silk, woven ice silk, leather, Vicat, cloth and mesh.
In general, Zhejiang has a population of 54.88 million, with more than 500,000 new cars, 500,000 used cars and 500,000 old cars scrapped every year. According to the proportion of 60% cushions and the frequency of changing every three years, the total cushion market in Zhejiang market is about 700× 60 %× 33.33%+( 100× 60. The 2.03 million sets of cushion market are mainly divided by dozens of first-and second-tier brands such as Mubao, Nile, Five Blessingg Jinniu, Tian Bing, Cheng Bang, Ancheng, Escort King, cobbler, Hengyuanxiang, Lan Yi, Heze Beauty, Caiyang, Hangpai, Tian Ming, Variety Workshop and Lanjixing, and many small manufacturers in Taizhou, Shandong Guyang and Guangzhou. Therefore, if we want to fight our way out in this fully competitive market in Zhejiang, we must not only show strong product research and development capabilities, but more importantly, we must have a wide range of brand promotion, service capabilities and profit models.
Market competition is not only a game between manufacturers, but also a competition between channel vendors and terminal vendors. Large manufacturers rely on strong channel agents and product advantages to increase market share, while small manufacturers rely on price wars and changeable styles to win some low-end markets.
By choosing superior first-line brands, huge marketing network and professional management, large distributors gradually encroach on the terminal market of small wholesalers. What's more, Hangzhou Aotelong, Kenruo and Ningbo Haizhilong span two fronts of large wholesale and large retail.
The situation of small wholesalers is getting more and more difficult. In the case that funds and channels are not dominant, it is more affected by direct supply from e-commerce, large channel providers and manufacturers. Some choose products from small manufacturers with little advantages in style and price, and some choose to give up wholesale and switch to retail. Only a few wholesalers have brand awareness and willingness to continue to expand.
The main doubt of terminal business is how big the function of pad brand is. The value brought by the brand and the price shift given by the small manufacturer tend to the latter. The reason for this problem is that the cushion brand is only a brand in the industry, not a brand among consumers. Terminal operators believe that the brand has limited stimulating effect on sales.
Therefore, if White Elephant wants to share a piece of cake in Hangzhou, it must not only have a significant advantage over other manufacturers, but also attract the cooperation of large distributors. More importantly, there must be an effective business model to help terminal operators realize the sales of cushions.
V. Analysis of Visiting Customers
The main problems and requirements of customer feedback of intransitive verb white elephant
Main problems:
1, the catalogue is unattractive, and most customers think our products are ordinary after reading our catalogue. Not particularly attractive.
2. The agent's deposit of 654.38+ 10,000 yuan is too high, and now many small manufacturers directly take the form of distributing goods.
3. The effect of the picture book can't fully show our products, and our neck pillow, waist pillow and the overall loading renderings are all violently detained.
It's getting late, big distributors and some wholesalers have signed purchase agreements with manufacturers before.
5. The price is high. Our woven products and leather products are much higher than those on the market.
6. The features of our products can be obtained from other brands. There is no special advantage.
7. The packaging of the back belt is not harmonious.
8. We don't trust white elephants, and a few customers have doubts about our history.
Seven: the main problems reflected by customers in Zhejiang market
1, the macro economy is depressed, business is difficult to do, and the attitude is relatively negative and pessimistic, which is a general reflection of customers.
2. The impact of e-commerce is too great, and it has carved up a part of the market.
3. The oligopoly of big channel dealers in Zhejiang market occupies too many buffer markets, and small wholesale is unsustainable.
There are too many manufacturers, and the supply is sufficient. There are production bases in Guyang, Shandong Province and Taizhou, Zhejiang Province, which makes the cushion market a buyer's market. That is, there is no shortage of products in the market, but what is lacking is products that can be sold.
5. The number of stores has increased too much compared with a few years ago, and wholesale, retail and so-and-so agents have blossomed everywhere. There is great competition between channels and terminals, and the price war is fierce.
6. Consumer brand awareness has not yet formed, and there is no habit of consuming branded products. There are some well-known products in the industry, but there are no well-known products for the public.
7. The product homogeneity is serious, and the product quality is difficult to distinguish. Even some terminal operators don't know the advantages and disadvantages of products.
8. The Zhejiang Provincial Taiwan Restriction Order was issued, and the policy stipulated that Hangzhou would issue 80,000 cards every year. This policy limits the number of new cars and greatly discourages the enthusiasm of enterprises.
9. Changes in consumption habits. The change of automobile from luxury goods to mass goods has led to the change of automobile cushion consumption habits. Now car owners don't put cushions in a conspicuous position.
10, factory direct supply 4S, beauty shop, etc. It has dealt a great blow to the wholesale business.
1 1. Some wholesalers have too much inventory and are processing the inventory.
12, the main price level of Wenzhou cushion market is low, most of the retail prices are within 500, and a few are within 1000.
Eight: Planning and Construction of Zhejiang Market
1, Zhejiang market implements the double brand strategy of White Elephant and Dr. Xue.
2. Prepare to recruit municipal regional agents in Hangzhou, Ningbo and Wenzhou; Dr Xue is recruiting provincial agents in Zhejiang province.
3. For strong chain beauty shops such as Outron and Desheng. I suggest that our company can set up a large customer department to directly control the chain terminals through a specialty store or direct supply from the company.
Nine: the harvest of this business trip
Through this business trip, we determined the market layout and development direction of Zhejiang and found some potential customers. At the same time, we have a preliminary understanding of the product demand and market problems in Zhejiang market, which provides valuable experience and data for developing Zhejiang market in the future.
Sample work report on personal business trip Article 3 Date of business trip: 20xx September 10 to 20xx September 17, seven days in total.
Location of business trip: Hefei
Traveler: Yao Hu
Business trip: Go to Anhui Gu Lin Solar Energy Technology Co., Ltd. to supervise the delivery of goods for the support of right banner 10MW photovoltaic power station in Alxa League.
The details of this 7-day business trip are reported as follows:
1) arrive at Hefei Railway Station at 5: 30 pm on Wednesday, September 10. After arriving at the station, contact Wu Xiaoyang, the business manager of Gu Lin, and wait for half an hour to receive us.
We immediately asked: Does Wu Xiaoyang work overtime on the production line at night to produce products?
Wu Xiaoyang: No overtime,
I just ask how far is the company's office and factory?
Wu Xiaoyang: About 10 km.
Then I went on to ask for a meeting on organization, production, procurement, commerce and logistics at once in the evening. Later, Wu Wuyang called Wang Zong, the deputy general manager of the other party, and said our request, and the other party agreed. That night, Chen, who is in charge of production planning, and Chen, who is in charge of network marketing, came to the office. I asked why the purchasing and logistics didn't arrive, and the answer was that I was off duty. I arrived at the office at 7: 30 in the evening. Docking Wang Zong, he means that they have already produced some stents and other raw materials have just arrived at the factory, ready to arrange production. The answer given by the production plan is that just after the Mid-Autumn Festival holiday, most workers are relatives of the boss Mr. Hong, and they are not in a hurry to come to work, resulting in insufficient personnel and reduced production capacity. Until after 9 pm, all we got was one-sided words. Then we asked to find a hotel nearby, and we asked to go to the factory at 8 o'clock the next morning to check the scene on time.
2) At 7: 30 a.m. on September 1 1, Wu Xiaoyang, the business manager, met us at our residence. At about 8: 05, we drove to the factory of Hefei Changda Electric Co., Ltd. 15 minutes. We asked: Where is your factory?
Wu Xiaoyang: It is said that this factory is our factory. A friend of the boss moved to a new factory, and the old factory was rented to them at a low price.
Then we went to the factory together. There are only two simple sewing machines (only one sewing machine works normally), four punching machines (two work normally), and six people are working slowly.
Through the communication with workers, I learned that one edging machine can wind a roll of steel strip in half an hour (a roll of steel strip is about 100 m), but two punching machines can't keep up, and two 6-meter supports are installed in about 5 minutes. Then I checked, and the raw material is about 20 rolls of steel strip.
I asked: How many raw materials have arrived? The other party, Mr. Wang, replied that the procurement of 1 MW (about 40 tons) steel strip, other fasteners and briquettes is known due to financial problems.
I further inquired that 20 rolls of steel strip (about 30 tons) were less than one megawatt, and the other party said that some of the goods had been sent to the galvanizing plant for galvanizing, so I immediately asked to find a car to go to the galvanizing plant for inspection. Another buyer, Xiao Wang, said it was not appropriate to go to the galvanizing plant today. The goods can be put on the list at night and served the next morning. I asked to send us to the zinc plating plant for inspection at 8: 00 am on September 12, and the other manager Wang replied well.
Then we asked: where did their manager Hong go? We asked to see him and personally handed him the production plan and delivery plan. Manager Wang replied: Manager Hong asked for an account in Beijing and said he would come back as soon as Saturday morning. I asked him why he didn't answer when we called, and the answer was that he had been in a meeting.
Then we sat in the factory and waited until around 10: 30. Suddenly, the sound of machines in the factory disappeared. I went in to find out the reason, and as a result, the workers were resting and went out to smoke. I casually asked Mr. Wang: Why did the workers stop working when we were in a hurry? The other party explained that these employees are relatives of the boss and all are manual workers, and I was dissatisfied on the spot. In this way, the answer obtained in the factory is very disappointing.
Then we asked to go to the office to analyze and explain the current production situation and production progress, and issue further solutions.
1 1: 30, organize production and plan meetings. I feel that to solve the current problems, we must increase production capacity, so I put forward several requirements and ask General Manager Wang of the other company to implement them.
1: Increase the number of workers, so that workers on holiday can arrive in time.
2. Change the mold of another hemming machine to the size mold of the goods we need.
3. Repair the other two punching machines to speed up punching.
4. Put the funds in place as soon as possible and speed up the ordering of raw materials.
After making these demands, the other party verbally agreed. At noon, we sat in the office until 1: 30 in the afternoon, and we proposed to continue production in the factory. The other party doesn't have a car for the time being and has to walk for two hours. According to the current situation, Shine Wong and I will report to Zhang Chu as soon as possible, and Zhang Chu will reply immediately, asking Shine Wong to return to Changsha as soon as possible to prepare to change suppliers. On the one hand, I delayed the other party and asked for delivery as soon as possible. In this way, I booked the last bus for Wang Hui at 3: 40 pm, and asked Wang Hui to call a taxi to take Shine Wong to the railway station. In this way, I waited in the office until around 4 pm, and arrived at the factory with Wu Xiaoyang, and found that there were two rolls of steel strip missing in the factory. The folding machine stopped working, but the punch was still punching. I asked Wu Xiaoyang why, and he said that the punching machine was too busy. I asked the other party to work overtime, and then I called Mr. Wang and started not answering the phone. I asked Wu Xiaoyang to contact Mr. Wang, saying that if I work overtime at night, I need to finish today's punching task, otherwise I can't finish it tomorrow. I stayed in the factory until 6 o'clock, and the staff who punched in the cards went to eat after work. The factory does not work overtime at night. Regarding my overtime request, Wu Xiaoyang said that he could not solve it. I had to ask him to take me back to the hotel. On the way back to the hotel, I made a request and sent it to the galvanizing plant at 8 o'clock the next morning. I can't be late Wu Xiaoyang agreed. I called Manager Wang and Manager Hong many times in the evening, but no one answered or turned off the phone.
3) At 8: 00 a.m. on September 12, Wu Xiaoyang arrived at the hotel as scheduled at 8: 00 a.m. and drove to the galvanizing plant, which was about 75 kilometers away from the urban area due to serious pollution. After two hours' drive, I visited the zinc plating plant. After consultation, I learned the price range of galvanizing plant. Generally, the price of galvanizing in a galvanizing plant is about 2000 yuan/ton in peak season-off season 10. I asked the staff of the zinc plating plant how many goods there are in the support of Gu Lin plant, and the other party replied that there are more than 40 tons, of which the goods we need are only about 18 tons.