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Kaili Cement Terminal Market

Release time:

2020-09-22

Group Company, said when guiding the work of Guizhou Huangping Jianfeng Cement Company that Guizhou is a new market for Jianfeng Cement, and the successful marketing experience of Hubei and Yunnan cannot be copied, but can only start from scratch. In August and March, the reporter followed the salesmen of Huang Ping Jianfeng Kaili office to visit the terminal market. Although it was only a short day, he had a profound experience of this.

New Situation Faced by New Market

Guizhou is known as a folk proverb that "the land is not three feet flat". In Kaili, this sentence is perfectly reflected-most of the time on the way up and down the mountain, watching the straight line distance of 100 or 200 meters often take more than ten minutes to get there, plus many road sections are not good, driving a little faster may make people feel dizzy and swollen. Colleagues who have just transferred to Huang Ping even have the experience of vomiting.

roads are winding and rugged, and often rely on cliffs and valleys. Careless driving is easy to cause problems, especially trucks. Liu Jinpan, assistant manager of the marketing department of Huang Ping Jianfeng, said that in the past, the more cement trucks that had been dealt with in Daye Jianfeng, the better, but this side took the initiative to reduce the amount. Those carrying 15

tons only carried 10 tons and 8 tons, so they were afraid of accidents on the road.

Another new situation facing Peak Cement in the Kaili market is the local traditional form of cement sales. There are no cement shops common in other areas, and most of the terminal market is in the form of "transportation and sales", that is, dealers pull a truck of cement in the factory, park it on the roadside open space not far from home, unload as much as they sell, and then pull the next truck when they are sold out. "Only some people who do comprehensive building materials business and have relatively strong economic strength and already have their own storefronts will unload the cement and store it in the store. Most of the others are of this kind of 'roadside stall." Kaili office manager Chen Jianfei has been engaged in cement sales for many years. He said with certainty, "The entire Guizhou market has always been like this."

cannot be fully loaded, and the unit transportation cost is high; the terminal market is mainly "transportation and sales", and the turnover of transportation capacity will become the key issue for dealers to consider. In other words, what brand of cement sells fast, has a small backlog, and has a fast turnover of vehicle capacity, the transporters are willing to sell whatever. Therefore, although there are not many brands in the Kaili market, it presents a pattern of "one family dominates". While the price of an old local cement is 30 to 40 yuan more expensive than others, it has always been the best-selling in the market, because in the eyes of the common people, the quality of the old brands over the past few decades is guaranteed, and it is necessary to rest assured; and this psychology of users also determines the choice of sellers to a certain extent.

Although Peak Cement has a history of more than 60

years, it can only be regarded as a "recruit" in Kaili and even Guizhou markets. Facing a completely different market and consumption pattern from the past, the challenges and pressures faced by Huang Ping Peak marketers can be imagined.

New questions raised by new customers

This visit to Kaili terminal market is mainly to visit the sales customers in the region with agents. During the visit, the salesmen stopped from time to time in front of the cement-stained old trucks parked at the intersection of a village or a lonely old shack on the roadside, saying that there was a customer here to visit. Or pointing to a small open space on the side of the road, the customer usually has two cars parked there, but now the car is not there, it should be sold out and go to the factory to purchase goods.

Qiandongnan Prefecture is located in a mountainous area with a small population and a large distance between villages and towns. These "roadside stalls" that look insignificant and may be missed if you don't pay attention to them are often the cement supply sources for several surrounding villages and even the whole town. When it comes to the scale of operation, there are generally one or two cars in the majority, and those who can have five or six cars without stopping turnover are already considered large. Farmers in nearby villages want to use cement and push trolleys to buy a few bags. This kind of sales method of buying as you use and unloading as you buy is really a bit fresh.

"When will you produce Spike Cement?" This is one of the most frequently asked questions from dealers during a visit to the Kaili terminal market.

Due to the pattern and sales mode formed by the local market over the years, the market discourse power is largely in the hands of the "dominant" cement enterprise, and most of the distributors at the market terminal are in a passive acceptance position. According to Chen Jianfei's description, "pull goods, raise cars and earn some hard money". From the standpoint of the distributors, they also very much hope that new entrants can break the original market structure and bring them more choices. Since the start of the Huangping peak cement project, the construction progress has been widely concerned by the industry. Several of the distributors visited this time asked after greeting: "I heard that you lit the fire yesterday? When will the product come out?" The well-informed was surprising.

Agents and distributors are concerned about "when the product will be released". The fundamental point is whether the entry of the new brand "Peak" can bring them more choices and greater profit space; and whether Huang Ping Peak can answer this question well means whether Peak Cement can truly gain a foothold in the Guizhou market and create good benefits.

New exploration by the new team

The sudden outbreak of the new crown epidemic in the first half of the year not only interfered with the construction progress of the peak in Huangping, Guizhou, but also affected the scheduled marketing preparations. Since resuming work, Huang Ping Jianfeng has actively laid out the marketing work. In addition to transferring sales management personnel from Daye Jianfeng, he has also recruited troops locally to form a new sales team. At the beginning of May

April, the preliminary market planning, personnel recruitment, advertising and other work were basically ready, and 36 offices were set up in Kaili, Huang Ping, Yu Qing, Zhenyuan and Taiwan Jian

5#, which can radiate Qiandongnan Prefecture and its surrounding Zunyi, Tongren, as well as some areas of Qiannan Prefecture. Huang Ping is the base camp of Huang Ping Jianfeng, and its office is located in Gulong Town, where the enterprise is located. Kaili is the seat of the state government of Qiandongnan Prefecture. It is the region with the largest population, economy and demand in the state. It is also the most important sales market for peak cement in the future, covering Kaili, Leishan, Danzhai, Fuquan, Duyun and other cities and counties, one of the most responsible "offices. From Huang Ping to Kaili, the T brand and wall advertisements of "Peak Cement, A Centennial Plan" flashed on the roadside from time to time. Entering Kaili city, you can often see the advertisement of peak cement with bright red background on the bus. Chen Jianfei said that because there are no products during the construction period, we can only publicize the image of the enterprise as much as possible, so that the terminal dealers can know what kind of enterprise peak is and what quality standards peak cement has, and let everyone know about Huang Ping peak and peak cement first. "We have already made good communication with the dealers, and the advertisement of the distribution point has been designed and completed. As long as the products are on the market, our advertisements, posters and product information will be rolled out in the market together with cement".

Huang Ping Jianfeng's marketing team, except for the heads of departments and offices, are mostly newcomers with no marketing experience. In order to lay a good foundation for Jianfeng Cement to be put on the market, these young people have made great efforts. Take the Kaili office as an example. Except for the back office, the others went out at eight or nine o'clock and returned at nine o'clock in the evening. Because the distribution of terminal cement distribution points in mountainous areas is small and scattered, they go out for 12 or 3 hours a day, at least 89 hours are spent on the road, and there is not much time for real communication with distribution customers. Under the objective conditions that cannot be changed, marketers can only "get acquainted" with the distributors by running more and visiting more ". Over the past few months, the distributors not only got to know these young people at the peak, but also agreed with their serious and pragmatic attitude. During the visit, a distributor near the centralized settlement of newly relocated farmers naturally gave advice to the marketers: "There are a lot of people building houses here, and when your products come out, we will first choose one for trial, and when his house is built, it will be a ready-made advertisement..."

The cement industry is known as "gold nine silver ten", and Huang Ping's peak is in this period of time that the industry pays the most attention, start writing a new chapter in Spike Cement. How to break the inherent habits of users and how to break through the original market pattern, this young marketing team is beginning to face the real market test. (this newspaper reporter)

More information

The company requires each business segment to formulate medium-and long-term business plans.

According to our newspaper, "if an enterprise wants to develop in the long run, first of all, managers should have a long-term vision." On July 24, when general manager Yu Jianhong deployed the work for the second half of the year at the semi-annual meeting of the group company, he specifically asked all enterprises to formulate specific medium-and long-term business development plans for the next three to five years according to the industrial development trend and the group development strategy. Before making arrangements for the specific key work in the second half of the year, Yu Jianhong emphatically put forward the requirements for each business sector to formulate a business strategy plan for 2016-2018 according to the industry development trend and the group's development strategy. Yu Jianhong pointed out that the current group company's strategic decision-making and strategic development capabilities and efficiency still need to be improved. The publicity, understanding and implementation of the group's development strategy by various companies are not in place. The lack of medium and long-term business planning in each business sector restricts the business of the company. Development, cultivation of core products and profitability, construction of product brands, improvement of business scale and comprehensive strength. Last year, the group company asked the international trading company to formulate three-year work objectives and sign a three-year economic responsibility system with the company's management team. The actual effect shows that this has made the management team's management ideas clearer and more scientific and rational in terms of target setting, work arrangement and business development. For this reason, the group company put forward the requirements for the formulation of medium and long-term development plans for each business sector at this meeting. According to the industry characteristics of each business segment, market environment and other specific circumstances, the company makes requirements for the key content of the development plan of each business segment. For example, the pharmaceutical sector focuses on sales growth targets for key profitable products, product development and

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Compared with the past, a new content has been added in the half year of this year-on the morning of July 24, according to the different industrial sectors of the company, the participating managers were divided into three groups: pharmaceutical industry, cement industry and other industries for special discussion. The theme of the discussion was clear in the meeting notice a week ago: under the current economic situation and industrial environment, how to maintain the improvement of corporate profitability and how to promote better and faster development of enterprises. Jiang Xiaomeng, chairman of the group, and Yu Jianhong, general manager of the group, made guiding speeches in three groups. After the group discussion, the group leaders made a summary report at the conference. Due to the clear theme of the discussion, the management personnel at the meeting were well prepared, and the sparks of ideas collided from time to time during the discussion. Due to the different industrial characteristics and market environment, the communication content of each group also has different emphasis. For example, the pharmaceutical group is most concerned about adjusting marketing strategies, handling the relationship between price and quantity, strengthening technological innovation to improve production efficiency and product quality, and subdividing professional fields to make characteristic markets, etc.; the cement group is more focused on reducing energy consumption, strengthening internal control and management optimization, improving operation efficiency, and extending to upstream and downstream industries; other industry groups have more urgent requirements for clear corporate positioning, strengthening business integration, innovating marketing models, and controlling business risks. But in the final analysis, no matter which aspect the speech focuses on, it finally falls on one point: business operations are facing huge crises and challenges, and they must undergo transformation and upgrading, seek rapid development, and highlight the siege of market competition. Some participants said that due to the correlation between the company's various industries

2020

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The chairman assigned ten "homework questions" to the managers"

News from our newspaper On the afternoon of July 24, Chairman Jiang Xiaomeng put forward ten "homework questions" such as "clear development strategy and self-positioning" for managers at all levels in his concluding speech at the first half of the business analysis meeting ". Before "assigning homework", Jiang Xiaomeng first put forward three "thinking questions": what kind of company are we? What kind of management and what kind of talent team do we need? What kind of difficulties have our products and industries encountered? He pointed out that the peak is a historical, cross-industry, comprehensive joint-stock industrial company, is the product completely full competition, completely rely on their own business judgment, strategic decision-making to operate the company. Only under the framework of various laws and regulations, can we bring more wealth to employees by creating the largest living space and the best benefits. The characteristics of the enterprise, the characteristics of the industry, the historical evolution of the enterprise, and the competitive pattern of the products all directly affect the management mode of the peak. We need to absorb all kinds of talents and use their wisdom to continuously make the peak go on for a long time and achieve the dream of "100-year peak. At present, among the two main businesses of the company, the cement industry has encountered the first negative growth in 25 years, and the price has fallen to the lowest point in nearly 15 years; the increasingly strict management policies of the pharmaceutical industry have brought more challenges and tests to the enterprise. However, the crisis and opportunity always coexist, enterprises to survive and develop, it must keep pace with the times, constantly change. In view of the various changes in the internal status quo and external environment of the enterprise, Chairman Jiang Xiaomeng put forward ten requirements to the management personnel at all levels of the enterprise: the 1. should clarify the development strategy and the enterprise self

2020

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Jiang Xiaomeng Yunnan Jianfeng Lectures on Party Lessons

In order to implement the requirements of the higher-level party committee secretary to give in-depth party lectures in enterprises, on July 4, Jiang Xiaomeng, secretary of the party committee and chairman of the group company, gave a special lecture on "two studies and one doing" for party members at Yunnan Jianfeng Cement Company. In the lecture, Jiang Xiaomeng started from the background, overall requirements, learning and education content, and main measures of the "two studies and one doing" activities. He hoped that all party members and cadres would understand "awe, gratitude, humility, and decent", and put forward "What should the current enterprise do" and "How should the enterprise go in the future" and other issues. Jiang Xiaomeng analyzed the future development trend of cement and pharmaceutical industries in detail, emphasized the importance of seizing opportunities, and pointed out that with the homogenization of cement industry becoming more and more serious, if we want to take the road of differentiated brand development, the core of competition is to strengthen self management and maximize the cost, so as to improve the competitive advantage. As far as Yunnan Jianfeng is concerned, it is necessary to continuously improve the level of process technology management and increase the hourly output by increasing inspection efforts. Starting from strengthening the control of raw material procurement, the quality and price should be controlled. By strengthening sales management, vigorously develop direct agents, and strive to maximize the profit per ton; By strengthening equipment maintenance, reduce equipment accidents and further reduce the consumption of machine materials; Make good use of people, while constantly tapping talents and cultivating new people, we will gradually control the total number of workers and improve labor productivity. According to the current situation and the company's development strategy, what should the party members of the peak do? Jiang Xiaomeng asked all the party members and cadres of Yunnan peak to play a good vanguard and exemplary role and take the lead in learning new knowledge, new technology and new experience.

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Jiang Xiaomeng Yunnan Jianfeng Lectures on Party Lessons

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Cum Military and Civilian Mayor Visits Jinxi Factory

On July 8, Jinhua Mayor and Military and Civilian, Deputy Mayor Sun Rongyan, Municipal Government Secretary-General Zhou Jianmin and other leaders went to Jinxi Development Zone to investigate and visit Jianfeng Pharmaceutical Jinxi Pharmaceutical Factory. The picture shows the army and the people visiting the production workshop accompanied by Shen Quan, director of the Jinxi factory. (Contributor by Zhang Mingyin)

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