Wang Shuaibin, formerly known as Wang Zian, is the marketing manager of China channel destruction king, a senior channel destruction king, and his masterpiece "Airborne Destruction King" and "Channel".
Chinese name: Wang Shuaibin
Nationality: China.
Occupation: Sales Manager
Representative works: airborne bombs, tunnels, etc.
Original name: Wang Zian.
Personal profile
Large and medium-sized private enterprises, with more than ten years of first-line marketing experience, grew up in Shenzhen's first-line grassroots sales, and successfully served as sales managers, branch heads and marketing directors in the national markets of many companies in South China and Zhejiang, such as beverages, restaurant raw materials, edible oil and motorcycle accessories, with good resources and contacts in related industries. Known for daring to fight hard, being good at fighting hard, being brave and good at fighting, and challenging tradition, they are called "chasing ghosts".
Enterprises and products:
Every enterprise will say that its products are like gold bars, but salespeople often regard it as a lifeline. Therefore, we always see that many products similar to gold bars are sold at the price of straw and become a gold bar market surrounded by most people. Why is this happening?
My opinion: it is not difficult to sell products such as gold bars, but it is the real master to sell products such as straw at the same price as gold bars and sell them as the best-selling varieties in the gold bar market.
What can I do for you: teach you how to turn straw into gold bars and turn gold bars into a big market like straw.
Execute:
Meng Diao's point of view: accurate, fast, convergent and self-defeating.
It is shameful to bow down and bow down for money.
The logic of tough robbers: the logic of robbers is not to talk about logic and not to play cards according to common sense. His only thoughts are: how much you give me, the more you give me, the more you get (the greater your chances of saving your life);
Marketing has no cheats, marketing is not mysterious, dare to do it, and there is no way before doing it. This is the simplest truth of marketing.
Planning:
Horizontal creative thinking: traditional industries are not traditional products, and traditional products are not traditional;
Stay away from the same 99% and explore a different 1%.
Simple and simple design concept: philosopher's thinking, fool's vision
Let complexity enter the grave, let simplicity stand in the world.
Major achievements
Original1+1> 2 channel profit model
First, the theoretical basis
The channel dilemma synthesis is nothing more than two levels:
(1) Channel outlets:
1, there are too few channel outlets, so the sales volume can't come up;
2, there are too many channel outlets, and the price will be chaotic;
(2) Channel level:
1. Too many channels, too little profit of outlets, discounted vitality, shrinking sales and increasing management difficulty;
2. Too few channels will form a monopoly, the sales volume will not be guaranteed, and the control will be weakened;
Second, the theoretical basis
Better be the head of a chicken than the tail of a phoenix; There are too many monks to rely on, which is the mainstream mentality of the channel. How to balance and moderately tilt? The company's interests will not be lost, the channel outlets will benefit relatively equal, and regional sales will be guaranteed.
In the final analysis, the channel problem is to solve the problem of interest distribution. As for product popularity, product marketing, product inventory, product distribution and other issues, it is still inseparable from the issue of profit. If people are picky about the popularity of products, they are actually telling you that your products are worthless and my profits are too small or not guaranteed. Brand is only a means of product marketing, not a necessary condition. It can be assumed that if brand is a necessary condition for product marketing, those products that are unknown or have no brand at all will die or wait for death. In fact, products with no brand or low brand have sold well or prosperously, and even become the flagship products of many channels.
Third, the actual combat results (part)
(1) From May 2003 to 2004, Shenzhen Yijing Catering Co., Ltd.,
Actual combat dilemma: sales volume can't go up, brands have no influence, outlets are scarce, distribution is weak, and development is difficult.
Execution time: within three months, the sales volume in the pilot area will double.
Implementation span: after three months, the company's total sales volume increased fivefold.
Achievements: In that year, sales quadrupled, brand awareness increased by 30%, customer complaint rate decreased, channel providers changed from unwilling or hesitant cooperation to actively seeking cooperation, and the company developed into overtaking lane.
(2) From February 2005 to February 2006, a food international trading company in Dongguan.
Actual combat dilemma: sales are stagnant, brands have no influence, outlets are weak, goods are popular, and cash flow pressure.
Execution time: within three months, the sales volume in the pilot area will double.
Implementation span: After three months, the company's total sales doubled.
Achievements: The sales doubled in that year, the regional brand awareness was greatly improved, the customer complaint rate was reduced, the sales of new and old products were in a strong balance, important channel dealers no longer pledged goods under the margin, sales were strongly guaranteed, and cash flow was restored.
(3) From June 2008 to October 2009, Zhejiang Mohai Auto Parts Co., Ltd.
Actual combat dilemma: serious decline in sales, ineffective promotion of new products, and serious return.
Implementation time: half a year, the sales volume in the pilot area will increase by 20% every month.
Implementation span: After six months, most areas will be copied and implemented.
Achievements: Under the financial crisis, the company's total sales in that year achieved the boss's expected goal, the customer complaint rate dropped, the return rate dropped from 8% to 2%, and the sales volume was strongly guaranteed.
Service enterprises (part):
Provide strategic consultation and marketing diagnosis services for enterprises such as Dongting Yu Lang Food, Su Shen Science and Technology (Pipeline), Xihai Biotechnology Company (Cosmetics) and Beijing Panshi Technology (Machinery) Company.
Theoretical support media:
Special contributor to the channel edition of Sales and Marketing, online columnist of China Marketing Communication Network, Global Brand Network and Borui Management.
Intensive training courses (part):
Execution: channel breaking, excellent sales growth strategy, airborne breaking, channels, etc.