What is sales? Marketing? Are you optimistic about sales in the current situation?

The difference between marketing and sales. Simply put, marketing has two directions: marketing and sales. Market mainly refers to product market planning and brand management, while sales mainly refers to product sales and business development. And distribution is a link in sales. Is how to choose the right channel or way to sell the company's products. Sales is a sales word, simply selling products to customers, in addition to sales, there are operations, that is, thinking about how to sell, more is to look at the macro aspect. Marketing needs to plan, manage and formulate strategies. A marketing general manager needs a lot of knowledge and experience, and sales means selling products to buyers. Sellers rarely consider the development of products, only how to sell the current products. Distribution defines sales by emphasizing sales channels; And sales is a big concept, just like what is "furniture". Both of them define sales from different aspects. Marketing is an applied subject, which contains a series of knowledge derived from products, prices, channels, promotions and other issues. Marketing is an idea and a strategy. If you compare a person to an enterprise, marketing is equivalent to this person's blood. Obviously, the importance of marketing. Simply put, marketing is how to sell your things well. Marketing is how to make your things sell well. Marketing pays more attention to the long term. Strategy and macro marketing are everywhere. You can say that you are marketing when communicating with customers (almost like insurance), but sales are usually combined with products. It can be said that sales is an outdated word now, but the difference between the two seems not so obvious. Surface marketing means better and more lasting sales and achieving the most satisfactory state. Based on the forecast of our national marketing development trend in the past three months and the results of field research in most provinces and regions of the Yangtze River in Peking University, the report on "Current Sales Situation and Tasks" is as follows: (1) Opportunity: 1, overall favorable external environment: 1, overall recovery of industrial environment: after 2006. According to the official statistics of the National Development and Reform Commission, the sales revenue of China pharmaceutical industry increased by 28% in 2007, and it is expected that the growth will remain above 20% in 2008. Therefore, experts in the industry judge that the overall development environment of the pharmaceutical industry will improve and be relatively relaxed in the next 2-3 years; However, this does not mean that all pharmaceutical companies will usher in spring. The national industrial policy will further promote the merger and reorganization of pharmaceutical enterprises, and a number of large-scale "basic drug production bases" and small-scale "high-tech" pharmaceutical enterprises will become the masters of future industries. In the future, the scale of pharmaceutical enterprises in China will gradually expand, but the number will be further reduced. As a national medicine enterprise with a history of more than 40 years, we will face rare development opportunities and challenges. Whether the pharmaceutical industry can quickly move towards a "standardized and scientific" management track in the "window period" of the pharmaceutical industry in the next 2-3 years will become the key to the rise and fall of enterprises. 1-2. Outstanding price environment advantage: From the "Internal Consultation Draft on Reforming the Drug Price Formation Mechanism" issued by the Drug Price Evaluation Center of the National Development and Reform Commission, we know that in order to meet the needs of the medical system reform, the state will definitely implement the "basic drug use system". For more than 400 kinds of "national essential drugs" (initially determined), the government will no longer distinguish the grades of drugs, but implement unified pricing and production. Most of our more than 60 generic drugs fall into this category. If we can obtain the qualification for the production of national essential drugs in Hubei Province, we will revitalize the generic drug production line with sluggish sales in the past, thus laying a good sales foundation for the future development of the enterprise. As our fist product, "Seven Leaves Soap" series may not be included in the list of essential drugs, but because we belong to "domestic original research" and "high quality and good price", we can enjoy the treatment of "differential pricing" according to the new policy. Therefore, the more our country reduces the price of GMP drugs in the future, the more obvious our price and terminal advantages will be, which will provide us with a rare "competitive division of labor" and make us in an advantageous position in both bidding and investment promotion. 1-3. The competitive environment is relatively relaxed: Our Aesculus soap is one of only two "government-priced products" of its kind in China at present. This price advantage makes dozens of other competitive products thrown to the peripheral market outside the third terminal, and the most important high-end market and secondary market of Seven Leaf Soap become the situation of our competition with Shandong Luye Pharmaceutical. From the analysis of the actual market growth since we obtained "independent pricing" in 2007, it is not difficult to see that our growth is only the share of competitors such as "Heilongjiang Zhenbaodao Pharmaceutical" after delisting, and the price advantage makes us easily get rid of the "low price competition" Red Sea. At present, the mainstream market of aescinat has formed a pattern of confrontation with green leaves. On the other hand, Shandong Luye Pharmaceutical Co., Ltd. has shifted its development focus to capital expansion and cancer drugs since it was listed in Singapore in 2004. Seven-leaf soap is no longer the mainstream product in its company, and its competition with us has not been placed in a more important position, no matter the sales policy or the enthusiasm of marketers. Judging from the current competition in Shanghai, Shenzhen, Beijing, Sichuan and other places, Luye did not launch a fierce counterattack after failing to bid. Therefore, it can be judged that in the next 2-3 years, without major industrial policy adjustment and market changes, the competitive environment of our aesculus soap products is still relatively relaxed compared with other similar products and market trends in China. 2. The overall internal environment has improved: 2- 1. The effect of market rectification is remarkable: many people know that before 2006, our market was chaotic, and the phenomenon of "cross-selling, disorderly pricing, winning the bid at a low price and defaulting on payment" was very common, with weak product performance and lack of credibility of the terminal. Our seven-leaf soap ranks only in the middle and lower level among similar products in the market, and its market share is far less than that of Green Leaf, Treasure Island, Dongtian and Dish. After the pain of drastic market rectification in 2006 -07, the current market investment order has been basically standardized, and a marketing network from "manufacturer-office-agent-hospital" has initially formed. Commercial channels and promotion channels are gradually clear, academic atmosphere is gradually created, and market information collection and feedback mechanism is gradually established. At present, 26 provincial offices have been established in China, and the marketing team has begun to take shape. Now it is moving towards "service terminal and control terminal" 2-2. Corporate culture has been greatly improved: at present, although we still have many working habits of old state-owned enterprises, after nearly two years of rectification and the integration of fresh blood, especially the bold practice of advocating the construction of learning enterprises since 2007, the quality of employees has been generally improved. "More professional, more performance" has become a trend. Judging from the team building and performance evaluation of the employees in the existing marketing center, most provincial managers are willing to start a second venture with us, and everyone is full of confidence in the future development of the enterprise and itself. Learning has become a way of life for marketing teams, and this positive corporate culture is a valuable resource for future marketing work. (ii) Crisis: 1. The contradiction between the reserve price sales model and the policies and regulations: At present, the company still adopts the original "reserve price sales" model, which has the following drawbacks that are difficult to solve: 1- 1, the price resources above the reserve price cannot be controlled by the enterprise, and the enterprise cannot independently control the market funds and resources, so it cannot effectively control the terminal; 1-2. In the product price conversion mechanism of reserve price sales, there is inevitably a phenomenon of "false invoicing", and enterprises cannot manage and monitor the agent's false invoicing behavior, which actually belongs to "false invoicing and issuing VAT invoices on behalf of others", which is the key target of the country's next market rectification. Therefore, if this phenomenon is not solved as soon as possible, our market risk and legal risk are equally prominent; 1-3, if the reserve price invoice is issued, there is a risk that the product will be cancelled by the NDRC. Sales without invoice not only violates GMP, but also violates the law; 1-4, the sales amount of reserve price sales is very small, and the enterprise cannot achieve rapid sales growth; Forcing "high opening and low returning" is not only a big financial pressure, but also a big legal risk. 1-5. When dealing with reserve price sales, many sales cannot be reflected, so whether in tax inspection or GMP inspection, how to balance accounts and ensure that production records are consistent with sales vouchers is a "difficult problem" with heavy workload and great legal risks. 2. The contradiction between the agent sales system and the control terminal: 2- 1. Agents can enable enterprises to enter the market with the minimum market development cost, but at the same time, enterprises also sacrifice the control right of the terminal market; It is difficult for pharmaceutical enterprises without terminal market to win the final victory in the future competition. At present, except some hospitals in Hubei are promoted by their own marketing teams, most other markets still belong to the agency system. 2-2. In the process of changing from agency system to pure sales system, the game between manufacturers is an eternal theme. How to properly handle historical disputes and benefit distribution is a test for the marketing team. If it is not handled properly, it may arouse contradictions. Once the excessive behavior of individual agents is caused, it is still a problem that enterprises have to consider; 2-3. Agents and manufacturers are partners fighting side by side in cooperation, but in the interest game, it is ultimately Party A and Party B.. What the agent is most worried about is that the enterprise controls the terminal independently, so it will not actively cooperate with the marketing team of the enterprise to control the terminal, or even obstruct it in every way. So in the next 2-3 years, one of the biggest problems in our marketing work is how to deal with the relationship between agents, not only to make a smooth transition, but also to balance the relationship between "service terminal and control terminal" at any time. 3. The contradiction between the rapid development of enterprises and the professional quality of personnel: 3- 1. Both the development of China's pharmaceutical industry and the development of enterprises themselves require us to have the ability to achieve rapid development, so the professional quality of personnel is particularly prominent. 3-2. In the future, the medical environment in China will be gradually standardized, specialized and legalized, and enterprises that used to sell products solely by "commercial bribery" will be eliminated. The new industrial environment and industry standards require pharmaceutical enterprises to have the ability of "academic promotion", and the professional quality of marketing team members will directly determine the success or failure of future marketing. At present, our marketing staff in the medical field is less than 20%, so it is difficult to meet the needs of medical marketing in the future. How to strengthen the training, promotion and renewal of personnel is imminent. 3-3. In addition, the company's current marketing strategy and value-added evaluation method are in line with our market reality. However, in the process of implementation, we found that many provinces and provincial managers could not correctly understand and effectively implement it. These problems highlight the fact that the knowledge structure, professional quality and professional accomplishment of marketing personnel in China are far from the market demand and enterprise requirements. 4. The contradiction between fully authorized system construction, supervision mechanism and loose management: 4- 1. Judging from the current construction of the company's marketing system, the authorization to provincial managers is very sufficient, which is very effective in mobilizing the enthusiasm, initiative, creativity, imagination and flexibility of marketing personnel. Judging from the market performance and performance since 2007, this authorization has achieved positive results. Freedom under the system is effective freedom. The company has established relevant management systems while authorizing provincial managers, but unfortunately, there is loose management in the monitoring of system implementation. There is generally a system that stipulates "What should I do?" However, there is no corresponding implementation rules to stipulate "how to do it?" . Lack of supervision system to check "how to get there?" . 4-2. From the spot check of four provinces in North District, serious problems such as "out of control of expense budget, inaccurate use of market expenses, distortion of customer data files, and chaotic terminal management" have appeared to varying degrees. Although the managers of the above-mentioned provinces and regions have been dealt with accordingly, the management loopholes reflected are still shocking. The main problems are "the system is not perfect, the management is not accurate enough, the supervision is not strict enough, and the guidance is not specific enough". Therefore, how to strengthen the reporting system of marketers and improve the performance appraisal mechanism is the focus of the next step. (3) Suggestion: 1. People's problem: improve the professional quality and professionalism of marketers as soon as possible. If it can be cultivated and improved, it is necessary to strengthen professional discipline quickly, and enterprises should give more work guidance and supervision; It is necessary to establish a benign competition mechanism of "survival of the fittest", introduce a group of "professional, passionate, educated and moral" fresh troops, and resolutely and properly discourage provincial managers who do not meet the original conditions. 2, management issues: improve the system, clear "what to do?" ; Improve the responsibilities and clarify "who will do it?" ; Improve the process and clarify "how to do it?" ; Improve the report and clarify "How did you do?" . Strengthen the construction of basic marketing management, give consideration to the relationship between "authorization" and "supervision", implement the responsibility system, and avoid management becoming a mere formality. 3. The problem of reserve price: We should avoid risks in a planned way and solve the problem of reserve price sales by cooperating with business partners with preferential tax policies. 4. Agency problem: Strengthen provincial managers to serve the terminal through academic promotion activities, and establish the same interest relationship with terminal manufacturers through services to realize the control of the terminal. Due to the time, the brief analysis of our marketing status is as above, and you are welcome to correct me.