Four traps industry
This year, the solar industry has experienced a \"roller coaster\" phenomenon, which the history of other industries in China are also very rare. Solar energy industry, there is no heaven pie. Following several traps, accidentally let fall.
Song Bo is a good brand of solar water heater company in Shandong, Hunan regional salesman, recently bored. Good brand of sold in Hunan did not move, many customers are planning to exit the solar water heater industry. Companies are now barely budged. It reminded him of a word: silence is not broke, died in silence!
In May 2009, Song Bo to see a more unique recruitment advertising. Solar water heater is a good brand to enter the home appliances, Hunan first solar water heater brand, called over the sales staff. Requires candidates advertising to a local hotel three days after the interview, can one day induction training, generous salary, commission the development of a dealer than 1,000 yuan. Interview very well, the original shipping warehouse workers to do the Bo Song, to be notified the next day the boss personally participate in the training. Training session, the boss\\ s business, \"play dates\" theory, very very new to motivate people. He likened the brand home appliances to the market, investment, take the rod to the jujube as play dates as easy. Priority is to start faster, a rarity in the \"big dates\" to fight, it is not meal Luanqiao can also pick up a few \"split date.\"
To the market, Song Bo do know the company is meeting the marketing model. Business team to a prefecture-level cities, by the manager in advance to rent a hotel conference room. All to the local county and township, to solar energy, building materials, household appliances, motorcycles, fitting the requirements of customers and other companies in order to sweep the streets in the form of payment of the company\\ s conference invitation. Back to the resident, and then call Inviting customers to book hotel investment conference to participate. Each meeting has a single venue, the stage presentation by the lecturer\\ s unified investment PPT. Good brand of solar energy investment policy is very attractive, \"their vehicles, to the renovation, to rent.\" Customers for the first time to fight payment of $ 100,000, the company donated a van worth $ 30,000. 100 for each completed purchase, be reimbursed the cost of 5,000 yuan home improvements. 300 a year to complete the task can also be reimbursed 8,000 yuan advertising costs. Does not include the company holidays, free promotional support. Each product in the price of home appliances sold by there a thousand dollars after the sale profits. And policy flexibility, investment threshold from 30,000 to 100,000 for customers to choose. Solar energy is a good brand for many years to do the regular manufacturers, and has its own production base for customer visits, combined with a unique selling point product, the business community through their efforts Song Bo, to the end of the year in Hunan province developed a total of twelve to store-based agents. Although most customers did not engaged in the solar industry, and is directed at giving a considerable number of the van to join, but customers in the study completed the company, good hand feel stronger and larger company\\ s determination. In this race against time, grab the customer\\ s process, the Song Bo heard a good basis for the Northeast region\\ s market, it is a good form of investment, a lot of customers attending the Investment Conference, the models hit the company, product prices have not even to see. The wind in the home appliance, the good hand of solar intensity of the largest ever with this investment policy, six months on the hiring of nearly 200 new customers.
In October, Song Bo in the home appliances website a view, a good brand of solar water heater does not sell. That most of the customers have not carried out in local record sales of home appliances. At the same time, the product\\ s unique selling point in the new open markets around the obstruction, compared with the high prices of similar products. Combined with low brand awareness, the second plant in the second half almost no reimbursement to customers. Good brand of solar business owners aware of the move completed, the client terminal sales and the importance of branding. So do high-profile brand. First, the group engaged in a large home appliances and mobile phone sales of color TV sales director, director of marketing for the company airborne. Planning a high-profile signing from the Beijing company brand image building. And hired as a senior engineer, production management, and launched a second production line. So far, so good brand marketing company, brand, officially formed the troika of production. One month after taking office, director of marketing, on the introduction of the national market development plan. The first development of the market to reach 20 provinces. Particularly in the southern market focused. National recruitment started in various places immediately, including Hunan, including the short delivery of 10 personnel to the headquarters of several business training. The company\\ s sales model and sales policy, completely changing the appliance mode of operation. Level to set up offices around the city, clerk in charge of the terminal area to carry out investment and promotion, brand promotion activities. Prior to the delivery vehicle to stop and adjust the investment policy shall report for the first hit 20% market costs money every time you play at 8% of the market cost, end of year to enjoy 5-7% of the rebate policy.
After the introduction of the new policy to join a good brand new solar customers is smaller, has seen sales growth of existing customers. Firm that the business team boss of the new models and understanding of the implementation of new policies in question, held a brainwashing session manager and the abolition of individual provinces to warn. In the marketing and sales team as a whole running downturn, we are casting their eyes have a hard advertising investment company. Beijing\\ s master plan in addition to the company about a lesson, once opened, selling a number of books, to re-brand the company made a new mark VI design, you no longer seen in the brand building action. In December, the national dealer meeting, the company shouted into the top three within three years, five years into the national top two slogans. And announced six months in prime time on CCTV advertising. Encouraged by the factory\\ s ambitions, the high annual rebate policy stimulus, the end of a good brand of solar dealers went, most of the pressure of a cargo warehouse. The company annual task plans each year 20 million yuan from 200 million yuan adjusted. In Hunan Province, Hunan Province, the beginning of the marketing director for the task of annual sales of 6,000 units. The investment in Hunan in 2009 and six months was also close to the back section 600. On this basis, the Task Scheduler in 2010 tenfold. Song Bo asked the company why the mandate is so high, the reasons given is the director of marketing, after visits to Hunan as the representative of the South is about to enter the solar market, the outbreak period.
Solar energy in the good cards \"brand Great Leap Forward\" of the call, Song Bo they do a lot of dealers around the terminal field promotional activities. However, sales are not good, the average down a road show and sale also a few units. Companies and their customers to bear half the cost, and have customers in advance investment, the purchase again when reimbursement. The effect of promotional activities seen in the case, around the end of 2010 sales into stagnation. Customers are asking the company when advertising on TV. New employees are sent around the office, not a few months developing a new customer, are gradually resign. Solar production of a number of good cards apply MERCOSUR\\ s new machine, the factory inventories increased significantly, the market Sales Outstanding less slow. Finally, after the Spring Festival, the company raised capital chain crisis. Factories had to stop production, wages and costs have delayed or defaulted. In 2010, solar home appliances tender, more solar energy into the brand home appliances. The company had to shrink the national development plan, most of the southern provinces combined, staff turnover, or abolished. Companies continue to return to the north of Shandong province and market focus, supplemented by neighboring provinces of the original state. Good brand\\ s vitality, but fell back a few years, because of its current sales can not be compared with 2007.
It is a good brand of solar years to the development of miniature solar water heater industry. 2010, the biggest news on the solar water heater is the overall industry sales decline, many enterprises are facing folded. In sharp contrast, in 2009, the solar industry crowded. 80% of the plant was expanded, from CCTV and local TV stations, solar water heater ad suddenly increased. Ministry of Commerce of the second home appliances to tender, bursting with solar energy companies in Beijing, the Ministry of Commerce had to tender for the solar home appliances will open a special. This is also for all home appliance products, unique. From 10 years after the New Year, the whole industry than the financial crisis faced greater difficulties. Many companies stop or reduce television advertising, factory underemployment, serious inventory, sales force reductions. Solar industry has gone through so much \"roller coaster\" phenomenon, which the history of other industries in China are also very rare. Solar energy industry, there is no heaven pie. Following several traps, accidentally let fall.