Sales analysis of different types of tobacco customers

As the only legal cigarette buying and selling enterprise in China, tobacco commercial enterprises control the circulation order of tobacco products, and the establishment of modern visiting and selling logistics model revolves around a market subject, namely cigarette retailers.

Cigarette retailers are the operating outlets of tobacco companies, the terminals of cigarette marketing networks, and the most important and precious resources of tobacco industry. The terminal market is the link that directly deals with consumers, and it is also the only link that produces actual sales. Whether a product is best-selling or unsalable, the only link that can be tested is in the terminal market. In the sales process, cigarettes can only be bought by customers if they occupy the terminal market and meet customers at retail outlets. Therefore, retailers play an irreplaceable role in the cigarette circulation system, shouldering the important task of connecting manufacturers, commercial enterprises and consumers, and connecting tobacco industrial and commercial enterprises and consumers, which is a bridge to achieve good communication between tobacco enterprises and consumers. Retailers are the main service providers in the cigarette consumption market. Manufacturers can get in touch with consumers at zero distance, fully and carefully understand consumers' consumption behavior and mentality, thus obtaining the most authentic market information, providing the fastest and latest information for the development of new products and the maintenance and update of old products, and enhancing the adaptability and quick response ability of the market.

Cigarette retail terminal is the basic fortress for China tobacco to consolidate its market share. Finding out the actual and potential needs of valuable customers and the necessary conditions in the future development process, and making good use of relevant cigarette marketing resources as much as possible, is an important link to enhance the overall competitiveness of the tobacco industry, which is related to the stable growth of enterprise benefits to a great extent, and is the source power to promote the industry to move forward in the direction of "big brand and big market".

The author thinks that the consumption information of cigarette market can be mined in the following four ways:

First, the effective use of new brand cigarette listing and brand cultivation activities.

When new brand cigarettes go on the market, we should actively carry out cigarette market research, provide market information services for cigarette production enterprises and commercial enterprises, and play an advisory role in cultivating brands. Through extensive and representative questionnaire survey and new product recommendation meeting to retailers and consumers, we can understand their choice intentions for this brand of cigarettes, grasp their consumption characteristics and needs, investigate their purchase motives, conduct detailed market research from the aspects of popularity, market positioning, packaging, taste and market acceptance, and grasp the real market information in time. Analyze and understand the relevant consumption information from the specific statistical data, and lay a good foundation for the new brand cigarettes to open the market.

Cultivating new brands is the fundamental way for the company to expand profit space, optimize business structure and maximize sales gross profit. In terms of brand cultivation, retailers can know the changes of market demand, sales structure and market adaptability of products at the first time, and grasp a lot of consumption information such as consumers' loyalty and preference for cigarette brands. In a series of marketing activities, account managers should communicate information related to consumers with retailers in a daily way, deepen customer relations and look for opportunities from details. At the same time, account managers should guide retailers to pay attention to their own consumer groups as much as possible, classify them appropriately according to their own characteristics, and adopt differentiated marketing for different groups. In this process, relevant information is found in time and reflected to the account manager, and then the account manager transmits the information to the person in charge of the marketing department for layer-by-layer transmission, and the information is processed and fed back in time by modern information management means with rapid response, timeliness and efficiency, so as to realize information sharing with industrial and commercial enterprises.

When a new brand of cigarettes comes into the market, the implementation of cigarette promotion activities is a way to promote and cultivate cigarette brands. Timely and reasonable promotion and reward policies can promote sales, improve brand awareness and ultimately increase brand market share. In the promotion of a brand of cigarettes, we can learn a lot about cigarette consumption from the side through the investigation of retailers. We can analyze the reasons and collect first-hand information from the market when we know the purchasing trend of consumers when taking promotional measures. At the same time, a comparative analysis of these consumers' situation and retailers' own situation can help us better grasp the market and determine the market strategy. Inform consumers of current consumption information through retailers, and explore relevant consumption information and business opportunities in communication with consumers, such as consumers' satisfaction with the brand promotion activities, so as to make the promoted brand closer to consumers' psychological needs. During the activity, the retailer should give feedback to the account manager in time and convey the consumption information. When carrying out cigarette promotion activities, it is necessary to follow up and interview the promotion activities, strengthen the promotion supervision, and conduct real-time supervision and management of the whole promotion process. It is necessary to strengthen supervision in advance and management in the process. More importantly, we should pay attention to the cigarette sales dynamics afterwards to prevent the sales volume from falling sharply after the promotion. Follow up from retailers and consumers in all directions to drive the sales of cigarettes of this brand to increase, so that the effect of promotional activities can be truly put in place, thus continuously improving the brand image and brand awareness.

Second, establish a scientific and reasonable inventory information feedback system.

Only by knowing the customer's inventory can we better and truly grasp the social inventory, grasp the market changes faster, actively adjust the direction and strategy of marketing and brand cultivation, and ensure the healthy development of the cigarette sales market. Understand the inventory situation of retailers through multiple channels, grasp the market trends, conduct brand demand surveys, and understand the trends of cigarette demand. At present, mainly affected by weddings, funerals, folk festivals, busy farming seasons, festivals and other factors, cigarette sales fluctuate greatly. By comparing the same period, we can grasp the law of market changes. When visiting the market, the account manager should carefully analyze the cigarette inventory structure and inventory situation of retail customers, and know what kind of customers' inventory belongs to, whether cigarettes are best-selling or unsalable, and whether some brands of cigarettes can meet the market demand. Focus on tracking the orders of key customers, which are the main force of cigarette sales because of their strong business ability and wide radiation. It is necessary to understand the various factors that change when retail customers order cigarettes in combination with inventory. Cultivating retail customers' capital turnover and forecasting ability, using turnover to calculate reasonable inventory for retail customers, making inventory scientific, improving capital utilization rate, guiding customers to find the same brand to replace out-of-stock brands, and providing effective basis for forecasting order supply demand, scientifically formulating sales strategy, and guiding retail customers to operate and buy cigarettes.

Cigarette market analysis is an important tool to understand, understand and master the market rules, an indispensable link in cigarette sales activities and an important means to control the market and increase cigarette sales. If the completion of the sales plan is regarded as a good result, then a good market analysis is a good control and guidance process. Therefore, it is necessary to do a good job in cigarette market analysis, so as to improve the structure and guide consumption. The market analysis and methods of cigarette retailers can really control the market and increase sales.

Through the establishment of retail customers' inventory information collection points, regular special surveys of retail customers' inventory, analysis of consumers' consumption demand and trends from the inventory aspect, strengthening market supervision and feedback of market information, the supply reserves of tobacco companies have also been adjusted in time and strategically put in order to better control the market. On the premise of fully satisfying the market as far as possible, that is, ensuring supply, upgrading the structure and cultivating new products are also in line with the strategic thinking of "ensuring supply first and profit second"

Three, grasp the cigarette market dynamics and information

Retailers will make their own judgment on the general trend of the future cigarette market according to the cigarette sales in our store in the past and the comprehensive consideration of the feedback information from consumers in the process of contact with consumers, which is of great reference value for manufacturers and commercial enterprises to predict the future market trend. Similarly, in the process of cigarette sales, retailers know the sales situation of various brands best and have a lot of consumer feedback information, which is of great reference value for analyzing the brand competitiveness of cigarettes. At the same time, when the market situation is abnormal, timely report the market cigarette flow information to the tobacco monopoly department, cooperate with the monopoly department to rectify the cigarette market, continuously improve the development environment of retail customers and create a harmonious cigarette sales environment.

At present, there are many channels for us to communicate with retailers: trade publications, promotional materials, TV media, customer visits, bureau leaders' reception days, petition channels, service complaint hotlines, etc. Different channels should adapt to different geographical locations and different types of needs of retailers and implement differentiated communication. And make full use of these communication channels to collect feedback information from retailers, so as to better grasp the market dynamics.

Fourthly, establish a tobacco customer classification system with the concept of "customer value" as the core.

Customer classification system is the core and foundation of enterprise customer relationship management, which refers to the application of technical indicators from different angles and levels, the implementation of scientific customer value evaluation and calculation, thus guiding business management and marketing practice, in order to achieve the business strategic objectives of enterprises.

Taking the concept of "customer value" as the core, tobacco companies reform customer classification and implement unified customer classification standards, that is, on the basis of comprehensive collection of basic customer information, retail customers are divided into seven formats according to the actual market situation, such as shopping malls, supermarkets, tobacco hotels, grocery stores, convenience stores and entertainment services, and then according to the customer evaluation system, customer categories are determined through four indicators: contribution, duration, cooperation and standardization.

The purpose of tobacco commercial enterprises is to maintain long-term operation and performance, and customer value is the source of our profits. Therefore, tobacco commercial enterprises need to strive to establish a long-term mutual trust "win-win" relationship with valuable customers. These relationships are realized through continuous commitment to customers and high-quality service in the sales process. Therefore, the operation of tobacco commercial enterprises, whether it is the first line or the first line, should strive to create more value for customers. The concept of customer value has become the same concept in the game terminal of the industry, and the establishment of a tobacco customer classification system with the concept of "customer value" as the core has also become the only way for the industry to win the game.

Through people-oriented, strengthening quality, we strive to build a team of account managers with high quality, high efficiency and strong sense of responsibility, cultivate their ability to tap the marketing resources of retail terminals, and strive to cultivate the "five" abilities of "communicating customers, guiding customers, analyzing markets, managing markets and serving markets" in practical work, so as to truly understand the real information of various markets, including a large number of real data that were originally difficult to obtain. Provide basis for commercial enterprises to analyze customers, markets and brands, formulate more scientific and reasonable service and marketing strategies, promote terminal image construction from the aspects of image, quality and function, build a terminal with tobacco industry characteristics, give full play to the propaganda role of the terminal, form a unified interest with retail customers, spread our corporate culture and brand connotation to consumers, create a win-win situation between tobacco enterprises and retailers, and promote the harmony, health and wellness of tobacco.