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 Jian5#, 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
Passion to sing praises to the party
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On the morning of July 1, a grand celebration of the 100 anniversary of the founding of the Communist Party of China was held in Tiananmen Square in Beijing. Xi Jinping, General Secretary of the CPC Central Committee, President of the State, and Chairman of the National Military Commission, delivered an important speech. At 8: 00 a.m. in the conference room of the peak building, members of the party Committee of the group company, members of the management team, functional departments and employees of subordinate enterprises working in the peak building were present on time to watch the live broadcast of the celebration. The subordinate enterprises of the company also organized party members and cadres to watch the live broadcast and celebrate the party's centtieth birthday in the form of raising the national flag and reviewing the oath of joining the party.
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Group Party Committee Visits Old Party Members
As the 100 anniversary of the founding of the Communist Party of China approaches, on June 9, the group party committee visited and expressed condolences to old party members and party members in difficulties, and sent them holiday blessings and greetings. The picture shows Qin Xuping, member of the group's party committee and director of the party and mass work department, on behalf of the group's party committee, expressing condolences to Xu Zeng, the first batch of employees and veteran party members of Jinhua cement factory, the predecessor of the peak, when it started its business in 1958.
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"I volunteer to join the Communist Party of China, support the party's program, abide by the party's constitution, fulfill the obligations of party members ......" On the morning of June 6, at the site of the Gutian Conference in Shanghang County, Fujian Province, more than 30 pinnacle party members solemnly raised their right fists facing the party flag to revisit the oath of joining the party. Visiting and studying the red education base and reviewing the oath of joining the party are important contents of the study and education of party history. Yu Jianhong, Qin Xuping and Chen Tianci, members of the group's party committee, party members of various branches of the group's headquarters, and secretaries of grass-roots party organizations under the group's party committee, totaling more than 30 people, visited and studied at the Gutian conference site. Party members visited the Gutian Conference site, the Chairman's Memorial Garden, the Gutian Conference Memorial Hall and other red attractions, and presented flower baskets to the statue of Comrade Mao Zedong. The Gutian Conference was the ninth party congress held by the Fourth Army of the Chinese Workers' and Peasants' Red Army in Gutian Village, Shanghang County, Fujian Province from December 28 to 29, 1929. This meeting summed up the experiences and lessons of army building since the founding of the fourth Red Army, established the principle of the party's absolute leadership over the Red Army, combined Marxism-Leninism with the concrete practice of China's revolutionary struggle, and solved the fundamental problem of how to maintain the party's proletarian vanguard nature and build a new type of people's army by strengthening the party's ideological work. It is of great significance in the history of the development of the Communist Party of China and the Workers' and the Red Army. During the visit and study, the party members visited the display of revolutionary cultural relics, listened to the explanation, got a close understanding of the revolutionary process of building the party and army under difficult conditions, and accepted the spiritual baptism of ideals and beliefs.
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Spike can independently determine the level of professional skills!
A few days ago, after the examination and approval of Jinhua Human Resources and Social Security Bureau, and reported to the Provincial Department of Human Resources and Social Security for examination and record, Zhejiang Jianfeng Group Co., Ltd. was approved to independently identify the level of vocational skills. High-skilled talents are an important part of the enterprise talent team, and they are the backbone to promote technological innovation and promote the transformation of modern scientific and technological achievements into real productivity. Therefore, Jianfeng Group attaches great importance to strengthening the construction of senior technicians, technicians, senior technicians and other talent teams and the training of skilled talents. In recent years, the entire group company has carried out various forms of skills training based on the improvement of employees' job skills. Last year alone, more than 8000 person-times of job skills training were held, which improved employees' professional skills and business capabilities. Under the background of digital and intelligent production, effectively stimulating front-line employees to learn skills and drill business, and cultivating and building a highly skilled workforce is one of the important means to promote the high-quality development of enterprises. At the beginning of the year, the human resources department of the group began to prepare to rely on the national vocational skill identification standards, and formulated the national vocational skill level independent identification scheme of Jianfeng group for the group's two main businesses of cement and pharmaceutical industry. after the comprehensive evaluation of the municipal human resources and social security bureau and Jinhua vocational skill management service center, the group company was agreed to become the independent identification unit of vocational skill level. The success of the application for the independent identification of the vocational skill level of the group company marks the company's skilled talent evaluation work, which has realized the transformation from government-led to the autonomy of employers, combining evaluation with training, use and incentives, and expanding the growth channel of skilled talents. It has laid a good foundation for promoting skill upgrading actions and building knowledge-based, skilled and innovative industrial workers. The positions independently identified by the group company's professional skill level are mainly in the two main businesses of cement and pharmaceutical industry, specifically cement production workers (including cement central controller, cement quality inspector, cement clinker calciner, cement manufacturer, cement production inspection worker, etc.) and pharmaceutical preparation workers. The group is about to carry out the independent identification of vocational skill levels for these two categories of work.
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On April 27, Qiandongnan Prefecture of Guizhou Province held a conference to celebrate the "May 1st" International Labor Day. Huangping Jianfeng Cement Company was awarded the May 1st Labor Certificate of Qiandongnan Prefecture at the conference. Tang Yueqiang, Secretary of the Party Leadership Group and Director of the Standing Committee of the People's Congress of Qiandongnan Prefecture, hoped in his speech that the broad masses of employees in the prefecture will keep in mind the ardent entrustment of General Secretary Xi Jinping, closely focus on the overall situation of the prefecture, consciously shoulder the glorious mission, and vigorously promote the spirit of model workers and labor. The spirit of craftsmanship and the spirit of Guizhou in the new era are striving to be knowledge, skilled and innovative workers in the new era, make new contributions and create new glories in the new journey of building socialist modernization. The conference named and commended the collectives and individuals who won the Qiandongnan May 1st Labor Award, the Worker Pioneer, and the Qiandongnan Craftsman Honors. 40 units including Huang Ping Jianfeng won the Qiandongnan Prefecture May 1st Labor Award. In addition, on the afternoon of May 7, Huangping County, Guizhou Province held the 2021 model worker and advanced worker commendation meeting to commend 11 model workers and 19 advanced workers. Qian Jiang, deputy secretary of the Jianfeng Party branch of Huangping and chairman of the trade union, was awarded the honor of "model worker" in Huangping County. Yang Zhi, deputy secretary of the Huangping County CPC Committee and county magistrate, called on the whole county to vigorously carry forward the spirit of model workers, labor spirit, and craftsmanship, so as to make it a common practice to advocate model workers, learn from model workers, and strive to be model workers, and further gather powerful forces to speed up the high-quality development of Huangping. As a model worker representative, Qian Jiang made an experience exchange speech at the conference.
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