Focus on Mountains —— To create the "new normal" of cigarette lean marketing, we need to improve the "four mechanisms". Promoting cigarette lean management is an inevitable choice for tobacco industry to realize enterprise transformation and upgrading. As an important part of lean management, cigarette lean marketing is an important measure to promote the sustainable development of cigarette marketing and an effective means to tap the market potential. How to establish lean cigarette marketing management is an urgent problem that every cigarette business enterprise needs to face and solve. In order to find the crux of cigarette marketing and realize the "new normal" of cigarette marketing, efforts should be made to improve the following four mechanisms, so as to better apply the concept of lean management to cigarette management and service and further create the "new normal" of cigarette lean marketing.

Improve the "demand forecasting mechanism" combining collection and analysis

Cigarette information collection is an important means to master the ability and level of cigarette market, and management analysis and sales forecast of collected cigarette data is the fundamental way to improve and regulate market demand. Collecting cigarette information, optimizing market demand analysis and strengthening data support are important means to improve the level of lean marketing, and its accuracy, authenticity and integrity are directly related to the effective management of cigarette marketing. Therefore, it is necessary to establish an information collection mechanism, improve the information collection process, highlight the key points of market collection, supervise the collection process, reasonably analyze the timeliness and authenticity of data, and make efforts in market research, market segmentation and sales forecast. So as to improve the "demand forecasting mechanism" combining information collection and analysis, further grasp the market trend and consumption trend, discover the real demand of customers and consumers for brand categories and price points, and provide customers with accurate and effective market information and demand signals in time. Perfecting the "cigarette marketing mechanism" of market and brand docking

The cultivation of cigarette brands should fully combine the types and needs of the cigarette market and form a "cigarette marketing mechanism" that connects the market with the brand. The so-called docking of market and brand means that brand cultivation should pay attention to the development of special markets such as festivals, weddings, folk customs and rural areas. According to the characteristics of the market, make clear the goal of cigarette cultivation, understand the market demand state, and make clear the cultivation direction. It is necessary to fully combine regional customs, consumption characteristics, consumption level and other factors, establish a brand cultivation mechanism, increase brand promotion, and identify the potential points of the market, the growth points of consumption, and the promotion points of the structure. In the market, we should do real-time research and supply control according to brand cultivation, optimize customer service to improve brand awareness, optimize terminal construction to improve the display effect of cultivated cigarettes, and explore the establishment of terminal management modes such as "boutique line", "boutique image shop" and "characteristic market" to realize the effective combination of market and brand. Improve the "customer service mechanism" of training and guidance synchronization

It is retail customers who push cigarette sales to the final consumption market. Improving customers' scientific management concept, innovating customers' business model and improving customers' business skills are very important for cigarette lean marketing. Therefore, it is necessary to strengthen the training and guidance for customers and form a "customer service mechanism" combining training and guidance. On the one hand, according to the diversified and differentiated service needs of customers, we will adopt personalized and family-friendly service methods, vigorously promote "one-on-one" training modes and service modes such as on-site guidance, on-site demonstration and pairing assistance, and make full use of the "Internet Tobacco" service platform to provide customers with "zero distance" services such as real-time consultation, online question and answer, online reservation and in-store marketing, so as to continuously improve their sales capacity; On the other hand, give full play to the subjective initiative of account managers, do a good job in sales promotion and guidance, formulate personalized lean strategies for different customers, guide retail customers to voluntarily go to the counter, and do a good job in brand coverage and multi-angle promotion. Perfecting the "market supervision mechanism" of monopoly and marketing linkage

Maintaining and developing the cigarette market is a systematic project, which can not be completed by unilateral monopoly market inspection or marketing customer service, but by establishing a "market supervision mechanism" connecting monopoly and marketing. The so-called linkage refers to the concept of "all-staff marketing, all-staff monopoly and all-staff service" between franchisees and marketers, and the cooperation mode of "one post with two responsibilities, information exchange, division of labor and cooperation, and joint management * * *", so as to achieve their respective responsibilities, collaborative division of labor, information sharing and mutual supervision. By means of daily communication, weekly communication and monthly analysis, we will strengthen the tracking and verification of abnormal orders, abnormal inventory and abnormal circulation between the two universities, so as to realize the coordinated and in-depth cooperation of special sales, thus improving market supervision and realizing the standardized operation of the cigarette market. My humble opinion above, welcome to consult online.