2019年日化用品公司经营现状
及销售策略分析
2019-8-29
提纲 outline
第一部分：经营部基本情况
part one: basic condition of sales office
一、人员及组织架构
personnel and organization structure 二、网络结构
network structure
三、1-4月份销售状况分析
sales performance analysis since January to April
四 执行团队整改的主要内容
main contents of team restructure 第二部分：存在问题 part two: problems
一、 市场问题 market issue 二、 经销商问题 distributor issue
第三部分：销售策略 part three: sales strategy
一、 销售思路 sales diagram 二、 网络建设
network construction 三、 销售管理 sales management 四、 直供商场
direct sales hypermarket
广州经营部是公司TG行动基层改革的试点单位，从去年11月26日至今年3月16日，销售改进团队进行了为期三个月时间对广州经营部进行整改。然而，销售业绩一直不佳，究竟是什么原因，目前存在什么问题，用什么办法进行解决，在此，特向公司汇报。
Since November 26 of last year till March 16 this year, there is a Three-month innovation implemented on SIT in GZ sales office which is the trial point in the field, but we always keep working on identifying root causes and real problems for poor performance in sales and try to figure out the solution for solving it. And the report as follows
第一部分：经营部基本情况
Part one: basic condition of sales office
一、 人员组织架构
personnel organization structure
二、
广州经营部目前有37人，其中客户经理10人、客户经理助理6人、市场策划（导购管理）1人、业务代表7人、主办会计1人、助理会计1人、出纳1人、内勤1人、司机3人、搬运工3人、仓管2人、经理1人，同时PCC（个人护理顾问37人）
there are total 37 members in GZ sales office, includes 10 account manager,6 assistant account manager, 1 market planning(PCC management), 7 sales rep, 2 sales rep,1 accountant, 1 assistant
1
accountant, 1 casher, 1 logistic, 3 driver, 3 porter, 2 warehouse keeper, 1 manager, and 37 PCC.
其组织架构图如下；
organization structure map as follows: Sales manager accountant Market planning specialist Account manager for direct sales hypermarket Regional manager account clerk Brand specialist Warehouse keeper logistic driver casher assistant PCC PCC assistant assistant Sales rep 三、 销售网络结构
sales network
广州经营部目前已签订合同经销商9个，其中，广州市区2个、佛山市2个、番禺1个、顺德1个、新塘1个、花都1个、从化1个，同时直供商场合同10个，门店近70家。其构图
如下：
there are total 9 distributors with which GZ sales office signed contract, and 2 distributors in GZ city, 2 distributors in FeShan city, each one for PanYu city, ShunDe city, XinTang city, HuaDu city and ChongHua city. And there are also 10 direct sales hypermarket with which GZ sales office signed contract and 70 stores, the structure map as follows:
porter
GZ sales office 9 regional distributor 10 hypermarket 2 distributors in GZ city 2 distributors in FeShan city each one for PanYu,ShunDe, XinTang,HuaDu and Chonghua 70 stores for Trust-mart and DaoNeiJia etc 2
四、 年1-四月销售状况及同期对比情况
sales compare with same period of last year on sales performance (Jan to Apr) 1、 今年1-4月及同期销售对比： month 2002 (Jan to Apr) 2001(Jan to Apr) compare sales compare company Listed company 15438378.2 18752066.71 -18％ Tissue 3002852.3 2660658.18 +13％ Sum 18441230.5 21412724.8 -14％ Total expense 1543164.77 2096417.78 ratio 8.4％ 10％ -1.6％ 2、 上市公司各品牌对比分析： compare and analysis by category for listed company brand Anle Anle wing Anerle month 2002(Jan to Apr) 2001(Jan to Apr) compare 五、 执行团队整改管理措施内容
measures and contents for team management innovation 1、 对销售人员实施《销售跟踪报告手册》。
Fulfill sales tracking manual for sales force
3669519.12 5721444.67 -35.8％ 242095.36 360938.37 -32.9％ 6919323.7 7753224.2 -10.8％ Panty liner 1054820.22 1065329.28 -0.9％ Anerle 3585569.1 3666159.07 -2％ 2、 对所有人员执行团队制定的《岗位描述及市场考评细则》。
Implement job description and evaluation terms on all members 3、 执行新的薪资待遇。
implement new compensation program
4、 对经销商执行《销售与分销合作合约书》管理。
Fulfill sales&distribution agreement on distributors
第二部分：存在的问题
Part two: problems
一、 市场问题
market issue 1、
冲货问题突出，严重影响广州销售及市场价格。目前，佛山宜发每月从中山，肇庆调货约25万左右；广州市区穗丰每月从中山开平兴文经销商调货约15-25万左右；
3
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