On March 5, Yunnan Cement Building Materials Group and Huarun Building Materials Science and Technology West China Region held a summary meeting of sales work in 2023, which comprehensively summarized the work in 2023 and thoroughly analyzed the current market environment and competition pattern. The sales strategy for 2024 should be clearly planned, the path should be clearly defined, and the related work should be arranged and deployed. The meeting was chaired by Li Wen, Deputy Director of Sales of West China Region. Leaders of
Yunnan Cement Building Materials Group, Zhang Jingyuan, General Manager of Jiahua Building Materials Yunnan District, heads of departments and offices, general managers of bases and key posts in charge of quality and sales, middle-level and some sales personnel attended the meeting, totaling 108 people. Yang Xiaokun, member and chairman of the Party Committee of
Yunnan Cement Building Materials Group, made an introductory speech. He mentioned that in 2023, all the sales staff showed superhuman wisdom and dedication, with unusual determination and strategy, and ultimately helped the company win the general trend.
He stressed that in 2024, we should strive to carry out all kinds of work in the direction of "achieving the goal of full production and full sales".
First, to grab the share, there is a price. According to the actual situation of each regional market, we should actively seize the project, raise the core, expand the bag, and make good use of the rail-road intermodal transport to expand the peripheral market.
Second, we should promote competition and cooperation by shifting the peak. Actively promote and implement peak staggering production, adjust the contradiction between supply and demand, lead the healthy development of the industry, and pursue the symbiosis and win-win situation of the industry.
Third, we should optimize the structure and promote direct sales. Adhere to the principle of "three optimizations", actively promote direct sales and reduce channel levels; conduct more small and medium-sized projects and commercial mixing stations to increase the proportion; expand the sales of special cement, high-margin cement and bagged cement.
Fourth, it is necessary to raise the status and stabilize the premium. We should not only achieve the first regional capacity utilization rate, but also maintain the first market share and maintain the brand premium in the core market.
Fifth, we should practice internal skills and strengthen our quality. Strengthen the professional skills training of the sales team, enhance the combat effectiveness of the sales team, increase incentives, adhere to the elimination of the last, and improve the overall quality of the sales team.
Sixth, we must maintain integrity and prevent risks. The sales team should be disciplined, disciplined and honest, strictly manage the channel "three clean-ups", establish an early warning mechanism for major changes in the regional market environment, and strictly guard against risks. The Marketing Department of
the Group, Central District of Northwest Yunnan, Central District of Lincang, Central District of Debao and Central District of Central Yunnan will report the business plan for 2024 in turn, supplemented by the general manager of the relevant bases; the Professional Group of the Marketing Department of the Group will carry out the Special Report of the Business Group and the Special Report of the Logistics Group; the Sales Management Group will report the Evaluation Results of Sales Management in 2023; Luo Wenhua, the Operation Department of the Group, publicized and implemented the New Standards and Quality Complaint Handling Skills. Jia Wanxiang, member of the Party Committee and Secretary of the Discipline Inspection Commission of the
Group, carried out the training of "Integrity Education" for the participants; Chen Jiushu, member of the Party Committee, Deputy Secretary of the Discipline Inspection Commission and Chief Financial Officer, shared the "Application of Sales Three-color Chart"; Nie Jianfeng, Marketing Director, made the overall work requirements.
Subsequently, the leaders of the group, the heads of departments and offices, and the general managers of the bases made centralized comments on the report, talked freely about their feelings, and put forward development suggestions and specific demands. Zheng Qinghong, Deputy Secretary of the Party Committee and General Manager of
the Group, made a closing speech. He mentioned that sales is the leader of enterprise development and is very important. All sales staff should strive to promote the implementation of the established market strategy, reshape the organizational capacity, build an efficient organization, stabilize the company's position in the industry, and promote the healthy development of the industry.
He stressed that all sales staff should take practical actions to make the sales work in 2024 solid, good and brilliant, so as to ensure the completion of the sales target task in 2024.
First, share is the foundation and profit is the purpose. We should take the market strategy of "grabbing share, keeping the bottom line, optimizing structure and improving status" as the core to enhance the status of the industry.
Second, we should constantly build the core competitiveness of the sales system. Enhance the ability to continuously obtain high-quality orders, create the image of "leading brand + leading service + leading channel + efficient organization + controlling users", and become a brand with market influence in Yunnan Province.
Third, we should build barriers and seek high prices. Guarantee the high share of the core market, manage the channel members well, set reasonable profit; strengthen reflection, shorten the channel, increase direct operation; and constantly strengthen the development of end users.
Fourth, we should adhere to the three "one" market strategies. Based on the principle of maximizing the interests of the group, we should adhere to information sharing, decision-making consultation, market co-construction and win-win cooperation.
Fifth, we should pay more attention to our competitors. To actively analyze the market strategies of major competitors in the region, we should not only take the initiative to recover prices, but also take the initiative to adjust prices close to the market, continuously stimulate organizational vitality, strengthen technology-driven, and go all out to fight for stable prices.
Sixth, we should strengthen the use of non-price competition means. Starting from improving product quality, customer service ability and strategic cooperation, we will explore the use of more competitive modes.
Seventh, we should make clear the direction of development according to the regional orientation. The market areas of Northwest Yunnan, Lincang, Central Yunnan and Zhaotong should have a clear understanding of their positioning and their own development direction.
Eighth, the base company is the profit center. We should care about, serve, supervise and supervise sales, improve loading and unloading efficiency, listen to the voice from customers, improve service quality, strengthen flow direction monitoring, and avoid acts harmful to the company's interests from the source.
Ninth, we should adhere to the assessment orientation. Focus on bagging, new customers, and white space. The assessment is linked to the requirements of market strategy, reflecting profit and value orientation.
Tenth, we should pay attention to the development and physical and mental health of employees. Improve the early warning mechanism, pay attention to the daily behavior of employees, create a positive working and living environment, encourage employees to improve their abilities, and cultivate the spirit of pursuing progress.
At present, the cement industry has serious overcapacity, the impact of peak staggering production on the supply side has declined significantly, the "competition and cooperation relationship" formed over the years has broken down, and the pressure of industry operation has doubled. How should the cement industry get out of the predicament and face the new cycle? On March 28-29, China Cement Network will hold the "13th China Cement Industry Summit and TOP100 Award Ceremony" in Hangzhou, during which awards will be given to top 100 cement and supplier enterprises, and experts and scholars will be invited. China Railway and other construction units jointly discuss the new development trend of the cement industry in the future, and work together to create the future!
