The value of all-staff marketing for household appliance companies, especially top companies, lies not only in large-scale shipments in the short term, but more importantly in the low-cost "layered marketing and precise coverage" of brands and products. It is expected in the household appliance industry that the top companies will gradually implement a round of "all-staff marketing" in the future, but it will not be very frequent.
Author: Ning Yan
Originally, I didn't feel much, but now the company, through the "annual internal purchase event," is not just assigning sales tasks to salespeople, but to everyone. Simply put, with over 100,000 people in the entire group, even if each person has an average sales target of only 30,000, the total sales would exceed 30 billion. This not only positively impacts the market retail competition for the enterprise but also concentrates and precisely promotes the brand and products.
Recently, an employee of a household appliance company informed the industry that the company is conducting a round of all-staff marketing, nominally called an "internal purchase event." With a wide range of products and significant price discounts, I don't even ask for commissions anymore. I mobilize friends and relatives around me, and those with needs make immediate purchases, offering direct discounts to them, striving to achieve a sales target of 20,000 yuan. "You see, the current household appliance market's pie is limited. If we capture customers today, our competitors will have fewer shipments. It can be said that this is a critical period in the industry's development, where we are contributing to the company's efforts."
In contrast to the resistance from many household appliance company employees in previous years towards the "all-staff marketing" model, this year, given the market situation and consumer trends, many employees have shown a very positive understanding and acceptance of "all-staff marketing." Firstly, most employees are actively promoting the internal purchase event products and promotional content in their social circles. Secondly, many employees are actively sharing related activities and product information through family groups, school groups, and interest-based social groups, finding ways to promote the company's products and brand.
Subsequently, it was learned in the household appliance industry that starting from March this year, some leading comprehensive household appliance companies have successively launched a new round of "all-staff marketing" activities aimed at all internal employees through events like "employee internal purchase events" or "once a year sales rush." From the highest-ranking chairman and general manager to department heads, supervisors, and a large number of frontline employees, all share varying sales targets. It is reported that more household appliance companies will utilize the strength of employees scattered across different regions and businesses through events like Super Brand Day, internal purchase events, and Thanksgiving, not only to address short-term shipment issues but also to kick off a round of social promotion for brands and products, achieving mutual value for the company and employees.
Unlike the previous "all-staff marketing" initiatives by many household appliance companies and channel distributors, this round of all-staff marketing is more flexible and human-centered. Firstly, although sales targets are set, employees who do not meet them will not be penalized but will face pressure through task completion. Secondly, this new round of all-staff marketing is not a year-round task but a one or two-time phased activity to avoid overburdening employee resources. Thirdly, to better motivate employees, companies offer certain commissions and discounts, making sales more flexible and enthusiastic. Fourthly, there is a greater emphasis on precise coverage within employees' social circles and family circles, avoiding competition with existing channel distributors and focusing on precise promotion and exposure of the company's products and brand.
It is understood that in the past, some household appliance companies and distributors' "all-staff marketing" was more about year-round, routine performance assessments, setting sales tasks for all employees at the beginning of the year, and conducting monthly evaluations with corresponding penalties for non-completion. Now, many household appliance companies are adopting more "phased" activities to better activate employee enthusiasm and initiative, concentrating on product shipments and sales through the "all-staff marketing" model. Some companies opt for a low-frequency "once a year" approach, while others follow a "twice a year" rhythm, taking into account employee emotions and the company's phased shipment needs.
It is believed that in the current market and consumption environment, more and more household appliance companies, whether large or small, will utilize methods similar to "all-staff marketing" to leverage employees' social relationships and personal networks. By offering concentrated discounts and promotions through events like Brand Day, internal purchase events, and employee appreciation, they aim to conduct precise marketing and promotion, boosting the speed of product shipments and fund recovery for the company. This represents a new method of shipment, especially beneficial for energizing local household appliance retailers and service providers.
Of course, there are differing opinions in the household appliance industry and market regarding the use of "all-staff marketing" to drive shipments. The industry believes that there is no one-size-fits-all commercial model, and only when household appliance companies and distributors operate as platforms can they survive, providing employees with opportunities for development. Therefore, at critical junctures, for companies to thrive and survive, employees need to take on more responsibilities and contribute their efforts!
Copyright Notice: Original article from the household appliance industry, strictly prohibited from reprinting without authorization.
Disclaimer: Personal original content, for reference only.
