Chapter 22 4. China's biggest "marketing dream"

The Chinese market is still not a very regulated market so far, and formulaic and mathematical market interpretations often lead to misinterpretations, and impulsive and irrational market judgments and strategies cannot get a glimpse of it. Where is the door to victory in the Chinese market?Many companies are carrying out their own "marketing revolution."For example, Zhang Ruimin of Haier put forward his "new theory of logistics", Konka declared that it would use the Internet to establish a "networked sales management system", and later commercial enterprises such as Gome and Suning tried with great enthusiasm to build an "integrated national logistics system". Home appliance distribution and sales system".

Since 2001, Wahaha has quietly started an ambitious marketing network construction project: before 2005, Zong Qinghou envisaged building a fully closed national marketing network. Inside the company, this plan was named "Spider Campaign" ". Zong Qinghou judged that the competition for terminals in the Chinese market will first be carried out in wholesale and retail channels.Wahaha's ambition is to bring together the most powerful county-level beverage sellers in China under its banner within three years.Zong Qinghou’s ideal Wahaha network is as follows: Wahaha only selects one wholesaler in an area, and the first-level wholesaler only sells to its own second-level wholesaler, and the second-level wholesaler only sells to third-level wholesalers and retail stores in the designated area.The entire sales network is carried out in a nearly fully closed and standardized system.This may be the most ambitious and creative marketing experiment in the Chinese market today: Wahaha is trying to change the natural flow that has been consistent for more than ten years into a controlled flow.

Once this marketing network is completed, price regulation and product promotion can naturally be sent and received freely. In Zong Qinghou's own words, "you can do whatever you want." From Wahaha's assessment system for sales staff, we can also get a glimpse of the changes in Zong Qinghou's marketing philosophy.In the beginning, its assessment of sales staff was the so-called "one-point system": sales performance was the only criterion, and the growth rate of annual sales and total sales were the basis for each sales staff's competence in a year's work.But now, Zong Qinghou pays more attention to the assessment of his sales process.In the long run, what Wahaha needs is a safe, orderly and sustainable growth market.At present, in some well-run coastal areas, Wahaha's network construction has reached the point where it can be "quantitatively managed". An average population of 50,000 will develop a second-level wholesaler, and an average of every 30 kilometers will have a first-level wholesaler. 5 million yuan sales with a tally clerk. "Strong products, transparent policies, closed network", this is the strategic goal of "Spider War".In Zong Qinghou's plan, in the next three years, Wahaha's main marketing work is to "cast the net - collect the net - repair the net - fix the net, collect the middle and repair it, make it bigger during the repair, and keep it big and firm."This may also be the largest urban and rural wholesale and retail network in China in the future.Its success or failure is really eye-catching.

It should be pointed out that the support of this network system will depend on the following three decisive factors: ①Wahaha must ensure that the product it launches to distributors is a popular commodity; ②Wahaha must provide dealers with a reasonable profit margin, so that they only need to do a good job of Wahaha's products, and then they can obtain considerable profits, at least higher comparable benefits than other products at the same time; ③Wahaha must have strong market maintenance capabilities, and not pass on the pressure of market management and advertising promotion to distributors.

And these three points are undoubtedly the "eternal tasks" that Zong Qinghou and Wahaha must face and solve in the future.