Reading Guidance

In the new economic era, it is not big fish to eat small fish, but fast fish to eat slow fish. The market is changing too fast, too many private enterprises have fallen down, and those enterprises that persist do not need to keep up with the times, but need to lead the times.

It is the secret of Guangdong Binqi Holding Group Co., Ltd. (hereinafter referred to as "Binqi food") to do ordinary things extraordinarily well, keep up with the times and adjust the direction in time.

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In the face of the rapid changes in the leisure food industry market in 2018, based on the economic downturn, consumption replacement, and changes in channels and communication, Hamasaki felt the dangers of the leisure food industry in the future. In response to this problem, he made relevant marketing strategies that are more in line with the market reality., Adjust more in line with the company's reality, plan ahead, and face the dark surge of the market.

After discussion and research by the company's management, the eight-character policy of "adjustment, optimization, consolidation and improvement" was put forward, and the transformation from quantity to quality was implemented.

In-depth discussion of Hamasaki's "optimization" strategy

1. Product structure optimization

Pursuit of operating efficiency

Experienced in 2017CrazyAfter the impact of rising raw materials, the fast-food industry ushered in the formal implementation of the new environmental protection law in 2018. Beer, liquor, food and other consumer prices have risen...

In the face of the menacing price hikes, Hamasaki will appropriately adjust prices, improve quality, complete the transformation from quantity to quality, improve service levels, increase market investment, and carry out refined operations on the market. Only in this way can the market develop steadily, healthily and sustainably.

Eliminate obsolete categories and strengthen superior categories

Every product has its growth cycle from birth to market. When a product enters a recession and completes its historical mission, we should eliminate this product.

Therefore, under this guidance, Hamasaki will optimize the product structure, eliminate some "time-consuming" products with relatively low sales volume entering the recession period, concentrate its firepower, vigorously make further development according to the company's advantageous categories, and strengthen the publicity and promotion of such products.

Extend to high quality boutique route

In the wave of consumption upgrading in the new era, consumers' demand for better and more suitable consumption is particularly prominent. The change of people's life from "material and cultural needs" to "good life needs.

In the choice of snacks, the main consumer force, mainly post-80s and post-90s, pays more attention to the tonality of the brand and the quality of the products. Brands known for their "sense of quality" are especially favored by them. Therefore, Hamasaki's product line will extend to the high-quality boutique route to continuously improve product texture and quality.

2. Customer Service Optimization

In order to further enhance the core competitiveness and improve the level of operation and management, Hamasaki Group will actively carry out the adjustment and optimization of customer service in combination with its own reality.

The first is to stabilize existing customers, strengthen the level of service to existing customers, and increase investment in existing customers. Go deep into the market, provide solid services, and continuously consolidate its market foundation, so that customers can make higher profits when operating Hamasaki products, and make the cooperative relationship between the two parties longer.

The second is to increase the cultivation and support for key customers. For customers who value Hamasaki and are willing to invest more energy and resources, Hamasaki will also focus on training and increase support.

3. Sales force optimization

With the increasingly fierce competition in the industry, the limited market share makes the company face increasingly fierce competition. In addition to further optimizing the company's products and strategies, the necessity of building a strong sales team has become increasingly prominent.

Reviving the Chaogang

Sales team, the important is two points: sales skills and morale; Skills can be constantly explored and consolidated in actual work, and the so-called morale refers to a state of mind, work attitude and confidence, and this is precisely the basis before other work.

The horn of a new round of war has been sounded, and the sales team must organize their mentality and devote themselves to the new work.

Top Soldier Breakthrough

It is undeniable that the difference in ability and experience of different sales is very obvious, and this difference will directly lead to the difference in sales performance. However, the sales team is one, Hamasaki will regularly conduct organized and targeted training for the sales team, with excellent sales pacesetters as a reference, as the stage goal.

Strengthen the sales team's planning for market development, strengthen the service level to market customers, strengthen the business team, continue to go deep into the market, go deep into the front line, improve the refined operation of the market, and strengthen the team's execution and practical ability.

Optimization

Optimization, is the process of continuous progress. This optimization has no starting point, no end point, and no necessary standards and guidelines. Only by continuously optimizing according to the actual situation, can the brand be rejuvenated and vigorous, and continue to be in the upper reaches of the industry.